TED2014
Simon Sinek: Why good leaders make you feel safe
Simon Sinek: Zašto nam dobri vođe ulijevaju sigurnost
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Što čini dobrog vođu? Teoretičar menadžmenta Simon Sinek kaže da je to onaj tko ulijeva sigurnost svojim zaposlenicima, tko ih uvlači u krug sigurnosti. No stvaranje povjerenja i sigurnosti - posebno u trusnoj ekonomiji - znači preuzimanje ogromne odgovornosti.
Simon Sinek - Leadership expert
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Double-click the English transcript below to play the video.
Postoji čovjek imena satnik
00:13
There's a man by the name of Captain
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William Swenson
00:15
William Swenson
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00:17
who recently was awarded the
congressional Medal of Honor
congressional Medal of Honor
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koji je nedavno nagrađen
Kongresnom medaljom časti
Kongresnom medaljom časti
00:20
for his actions on September 8, 2009.
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za svoja djela 8. rujna 2009.
00:25
On that day, a column of American
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Toga dana, kolona američkih
00:28
and Afghan troops
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i afganistanskih vojnika
00:29
were making their way
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išla je
00:30
through a part of Afghanistan
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kroz dio Afganistana
00:33
to help protect
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kako bi štitila
00:37
a group of government officials,
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skupinu vladinih dužnosnika,
00:38
a group of Afghan government officials,
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skupinu afganistanskih vladinih dužnosnika
00:40
who would be meeting with some local
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koji su se trebali sastati s lokalnim
00:42
village elders.
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seoskim starješinama.
00:43
The column came under ambush,
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Kolona je upala u zasjedu
00:46
and was surrounded on three sides,
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i bila okružena s tri strane,
00:48
and amongst many other things,
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a među mnogim drugim stvarima,
00:51
Captain Swenson was recognized
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satnik Swenson je uočen
00:53
for running into live fire
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kako utrčava u vatru
00:55
to rescue the wounded
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kako bi spasio ranjene
00:56
and pull out the dead.
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i izvukao mrtve.
01:00
One of the people he rescued was a sergeant,
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Jedan od ljudi koje je spasio bio je narednik
01:03
and he and a comrade were making their way
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kojeg su satnik i njegov kolega ponijeli
01:05
to a medevac helicopter.
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prema medicinskom helikopteru.
01:08
And what was remarkable about this day
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Ono što je značajno za taj dan je
01:10
is, by sheer coincidence,
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da je, pukom slučajnošću,
01:12
one of the medevac medics
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jedan od medicinara
01:14
happened to have a GoPro camera on his helmet
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na kacigi imao GoPro kameru
01:16
and captured the whole scene on camera.
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i da je snimio cijelu stvar.
01:21
It shows Captain Swenson and his comrade
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Snimka pokazuje satnika Swensona i
njegovog kolegu
njegovog kolegu
01:24
bringing this wounded soldier
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kako nose tog ranjenog vojnika
01:25
who had received a gunshot to the neck.
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koji je dobio pogodak u vrat.
01:30
They put him in the helicopter,
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Stavili su ga u helikopter,
01:33
and then you see Captain Swenson bend over
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a onda se satnik Swenson sagnuo
01:38
and give him a kiss
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i poljubio ga
01:40
before he turns around to rescue more.
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prije nego je otišao i nastavio spašavati.
01:45
I saw this, and I thought to myself,
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Pogledao sam tu snimku i pomislio,
01:48
where do people like that come from?
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odakle dolaze takvi ljudi?
01:51
What is that? That is some deep, deep emotion,
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Što je to? Sigurno su u pitanju
duboki, duboki osjećaji
duboki, duboki osjećaji
01:54
when you would want to do that.
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kad ste tako nešto u stanju.
01:55
There's a love there,
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Tu ima ljubavi,
01:57
and I wanted to know why is it that
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i zanimalo me zašto
01:59
I don't have people that I work with like that?
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ja ne radim s takvim ljudima?
02:02
You know, in the military, they give medals
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Vidite, u vojsci daju odlikovanja
02:04
to people who are willing to sacrifice themselves
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ljudima koji su se spremni žrtvovati
02:06
so that others may gain.
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u korist drugih.
02:08
In business, we give bonuses to people
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U poslu bonuse dajemo ljudima
02:10
who are willing to sacrifice others
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koji su spremni žrtvovati druge
02:12
so that we may gain.
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u našu korist.
02:13
We have it backwards. Right?
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To je naopako, je li?
02:17
So I asked myself, where do
people like this come from?
people like this come from?
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Onda sam se upitao, pa odakle
dolaze takvi ljudi?
dolaze takvi ljudi?
02:19
And my initial conclusion was
that they're just better people.
that they're just better people.
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Moj prvi zaključak bio je
da su oni jednostavno bolji ljudi.
da su oni jednostavno bolji ljudi.
02:22
That's why they're attracted to the military.
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I zato ih privlači vojska.
02:23
These better people are attracted
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Te bolje ljudi privlači
02:25
to this concept of service.
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koncept služenja drugima.
02:28
But that's completely wrong.
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Međutim, to nije točno.
02:29
What I learned was that it's the environment,
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Ono što sam saznao je da
je u pitanju okolina
je u pitanju okolina
02:32
and if you get the environment right,
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i ako je okolina odgovarajuća,
02:34
every single one of us has the capacity
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svatko od nas može
02:35
to do these remarkable things,
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činiti izvanredne stvari
02:37
and more importantly, others have that capacity too.
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i, još bitnije, drugi to isto mogu.
02:40
I've had the great honor of getting to meet
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Imao sam veliku čast upoznavši
02:42
some of these, who we would call heroes,
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neke od tih, kako bismo ih nazvali, heroja
02:45
who have put themselves and put their lives
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koji su sebe i svoje živote
02:47
at risk to save others,
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izložili riziku kako bi spasili druge
02:49
and I asked them, "Why would you do it?
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pa sam ih upitao: "Zašto bi to netko učinio?
02:51
Why did you do it?"
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Zašto ste to napravili?"
02:53
And they all say the same thing:
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I svi su rekli istu stvar:
02:56
"Because they would have done it for me."
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"Zato jer bi oni to učinili za mene."
02:58
It's this deep sense of trust and cooperation.
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Radi se o dubokom osjećaju za
povjerenje i suradnju.
povjerenje i suradnju.
03:01
So trust and cooperation are really important here.
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Prema tome, u ovom su slučaju povjerenje
i suradnja iznimno važni.
i suradnja iznimno važni.
03:04
The problem with concepts of trust and cooperation
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Problem s konceptom povjerenja i suradnje
03:07
is that they are feelings, they are not instructions.
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je da su to osjećaji, a ne naredbe.
03:09
I can't simply say to you, "Trust me," and you will.
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Ne mogu vam samo reći: "Vjerujte mi",
pa da mi i povjerujete.
pa da mi i povjerujete.
03:12
I can't simply instruct two people
to cooperate, and they will.
to cooperate, and they will.
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Ne mogu samo narediti dvoma ljudima
da surađuju, pa će i surađivati.
da surađuju, pa će i surađivati.
03:16
It's not how it works. It's a feeling.
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To ne funkcionira tako. To je osjećaj.
03:18
So where does that feeling come from?
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Pa odakle taj osjećaj dolazi?
03:21
If you go back 50,000 years
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Ako se vratimo 50.000 godina
03:23
to the Paleolithic era,
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u paleolitik,
03:24
to the early days of Homo sapiens,
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u rane dane homo sapiensa,
03:26
what we find is that the world
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vidjet ćemo svijet
03:28
was filled with danger,
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ispunjen opasnostima
03:30
all of these forces working very, very hard to kill us.
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i sve te sile koje se uporno trude da nas ubiju.
03:34
Nothing personal.
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Ništa osobno.
03:36
Whether it was the weather,
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Bilo da se radi o vremenskim prilikama,
03:38
lack of resources,
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manjku resursa za život,
03:40
maybe a saber-toothed tiger,
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možda o sabljastom tigru,
03:41
all of these things working
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sve te sile rade na tome
03:43
to reduce our lifespan.
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da nam skrate životni vijek.
03:45
And so we evolved into social animals,
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I tako smo evoluirali u društvena bića
03:47
where we lived together and worked together
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koja rade i žive zajedno
03:49
in what I call a circle of safety, inside the tribe,
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u onome što ja nazivam krugom sigurnosti,
u plemenu
u plemenu
03:53
where we felt like we belonged.
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u kojemu smo osjećali pripadnost.
03:55
And when we felt safe amongst our own,
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I kada smo se počeli osjećati sigurno među svojima,
03:57
the natural reaction was trust and cooperation.
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prirodna je reakcija bila povjerenje i suradnja.
04:01
There are inherent benefits to this.
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To sugerira logične benefite.
04:02
It means I can fall asleep at night
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To znači da noću mogu zaspati
04:03
and trust that someone from within
my tribe will watch for danger.
my tribe will watch for danger.
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i vjerovati da će netko iz mog plemena
paziti na opasnost.
paziti na opasnost.
04:07
If we don't trust each other, if I don't trust you,
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Ako si ne vjerujemo, ako vam ne vjerujem,
04:10
that means you won't watch for danger.
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to znači da vi nećete paziti na opasnost.
04:11
Bad system of survival.
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A to je loš koncept preživljavanja.
04:13
The modern day is exactly the same thing.
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Danas je potpuno isto.
04:15
The world is filled with danger,
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Svijet je prepun opasnosti,
04:17
things that are trying to frustrate our lives
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stvari koje pokušavaju osujetiti naše živote,
04:19
or reduce our success,
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smanjiti nam uspjeh,
04:20
reduce our opportunity for success.
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smanjiti nam prilike za uspjehom.
04:22
It could be the ups and downs in the economy,
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To mogu biti gospodarski usponi i padovi,
04:24
the uncertainty of the stock market.
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nesigurnost na burzi.
04:26
It could be a new technology that renders
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Može biti nova tehnologija koja vam
04:28
your business model obsolete overnight.
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poslovni model učini zastarjelim preko noći.
04:30
Or it could be your competition
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Može to biti i konkurencija
04:32
that is sometimes trying to kill you.
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koja vas ponekad pokušava ubiti.
04:34
It's sometimes trying to put you out of business,
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Ponekad vas pokušava izbaciti iz posla,
04:36
but at the very minimum
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ali, ako ništa,
04:37
is working hard to frustrate your growth
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naporno radi da vam osujeti rast
04:40
and steal your business from you.
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i ukrade vam posao.
04:42
We have no control over these forces.
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Te sile ne možemo kontrolirati.
04:44
These are a constant,
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One su konstanta
04:45
and they're not going away.
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i neće nestati.
04:47
The only variable are the conditions
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Jedina varijabla su uvjeti
04:49
inside the organization,
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unutar organizacije,
04:52
and that's where leadership matters,
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a liderstvo je tu zbilja značajno
04:54
because it's the leader that sets the tone.
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zato jer je vođa taj koji određuje prizvuk.
04:57
When a leader makes the choice
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Kad vođa odluči
04:59
to put the safety and lives
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na prvo mjesto staviti
05:01
of the people inside the organization first,
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sigurnost i živote ljudi unutar organizacije,
05:03
to sacrifice their comforts and sacrifice
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dok žrtvuje komfor i
05:06
the tangible results, so that the people remain
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očekivane rezultate ne bi li ljudi ostali
05:09
and feel safe and feel like they belong,
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i osjećali se sigurnima, osjećali se da nekamo pripadaju,
05:11
remarkable things happen.
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događaju se izvrsne stvari.
05:14
I was flying on a trip,
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Putovao sam avionom
05:17
and I was witness to an incident
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i bio svjedokom događaja
05:19
where a passenger attempted to board
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kad se putnik pokušao ukrcati
05:21
before their number was called,
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prije nego je prozvan njegov broj
05:24
and I watched the gate agent
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pa sam vidio agenticu na ukrcaju putnika
05:27
treat this man like he had broken the law,
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kako se prema tom čovjeku ponaša kao
da je prekršio zakon,
da je prekršio zakon,
05:29
like a criminal.
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kao prema kriminalcu.
05:31
He was yelled at for attempting to board
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Vikala je na njega jer se pokušao ukrcati
05:33
one group too soon.
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u prethodnoj grupi.
05:35
So I said something.
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Pa sam joj nešto rekao.
05:36
I said, "Why do you have treat us like cattle?
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Rekao sam: "Morate li se prema nama
ponašati kao prema stoci?
ponašati kao prema stoci?
05:39
Why can't you treat us like human beings?"
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Zašto se prema nama ne ponašate kao prema
ljudskim bićima?"
ljudskim bićima?"
05:42
And this is exactly what she said to me.
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A ona mi je rekla baš ovako:
05:44
She said, "Sir, if I don't follow the rules,
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"Gospodine, kad se ne bih pridržavala pravila,
05:47
I could get in trouble or lose my job."
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imala bih problema ili bih izgubila posao."
05:50
All she was telling me
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Sve što mi je rekla
05:52
is that she doesn't feel safe.
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bilo je da se ne osjeća sigurnom.
05:53
All she was telling me is that
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Sve što mi je rekla bilo je
05:56
she doesn't trust her leaders.
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da ne vjeruje svojim vođama.
05:59
The reason we like flying Southwest Airlines
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Razlog zbog kojeg volimo putovati
Southwest Airlinesom
Southwest Airlinesom
06:02
is not because they necessarily hire better people.
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nije u tome što oni nužno upošljavaju bolje ljude,
06:04
It's because they don't fear their leaders.
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već stoga što se ti ljudi ne boje vlastitih vođa.
06:07
You see, if the conditions are wrong,
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Vidite, ako su uvjeti krivi,
06:09
we are forced to expend our own time and energy
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primorani smo trošiti svoje vrijeme i energiju
06:11
to protect ourselves from each other,
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kako bismo se zaštitili jedni od drugih
06:14
and that inherently weakens the organization.
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i to samo po sebi slabi organizaciju.
06:17
When we feel safe inside the organization,
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Kad se unutar organizacije osjećamo sigurnima
06:19
we will naturally combine our talents
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automatski ćemo udružiti svoje talente
06:21
and our strengths and work tirelessly
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i snage i neumorno raditi
06:23
to face the dangers outside
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kako bismo se suočili s opasnostima izvan nje
06:25
and seize the opportunities.
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i iskoristili prilike.
06:28
The closest analogy I can give
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Najbolja usporedba dobrog vođe
06:30
to what a great leader is, is like being a parent.
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jest ona s roditeljem.
06:33
If you think about what being a great parent is,
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Ako razmislite o tome što to čini dobrog roditelja,
06:34
what do you want? What makes a great parent?
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što biste željeli vidjeti? Što čini dobrog roditelja?
06:36
We want to give our child opportunities,
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Svojem djetetu želimo dati prilike,
06:38
education, discipline them when necessary,
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obrazovanje, želimo ih disciplinirati
onda kad je to potrebno,
onda kad je to potrebno,
06:40
all so that they can grow up and achieve more
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i sve to kako bi mogli odrasti i postići više
06:42
than we could for ourselves.
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nego što smo mogli mi.
06:45
Great leaders want exactly the same thing.
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Dobri vođe žele tu istu stvar.
06:47
They want to provide their people opportunity,
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Žele pružiti ljudima priliku,
06:48
education, discipline when necessary,
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obrazovanje, disciplinu kad je to potrebno,
06:50
build their self-confidence, give
them the opportunity to try and fail,
them the opportunity to try and fail,
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žele im izgraditi vjeru u sebe, dati im
priliku da pokušavaju i griješe,
priliku da pokušavaju i griješe,
06:53
all so that they could achieve more
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i sve to kako bi mogli postići više
06:55
than we could ever imagine for ourselves.
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nego bismo sami mogli zamisliti.
06:59
Charlie Kim, who's the CEO of
a company called Next Jump
a company called Next Jump
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Charlie Kim, direktor tvrtke
Next Jump
Next Jump
07:02
in New York City, a tech company,
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iz New Yorka, tehnološke kompanije,
07:05
he makes the point that
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kaže da
07:07
if you had hard times in your family,
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kada biste imali problema u svojoj obitelji,
07:09
would you ever consider laying
off one of your children?
off one of your children?
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biste li ikad razmišljali o tome da se
odreknete koga od svoje djece?
odreknete koga od svoje djece?
07:12
We would never do it.
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Ne bismo to učinili.
07:13
Then why do we consider laying off people
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A zašto onda razmišljamo o odricanju od ljudi
07:15
inside our organization?
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iz svoje organizacije?
07:17
Charlie implemented a policy
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Charlie je uveo politiku
07:20
of lifetime employment.
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1936
doživotnog upošljavanja.
07:22
If you get a job at Next Jump,
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1630
Ako se zaposlite u Next Jumpu,
07:23
you cannot get fired for performance issues.
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ne može vas se otpustiti zbog problema s učinkom.
07:27
In fact, if you have issues,
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1983
Zapravo, ako imate problema,
07:29
they will coach you and they will give you support,
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oni će vas poučavati i dati vam podršku,
07:32
just like we would with one of our children
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baš kao što bismo i mi učinili sa svojim djetetom
07:33
who happens to come home with a C from school.
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koje se iz škole vrati s trojkom.
07:36
It's the complete opposite.
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953
To je sušta suprotnost.
07:37
This is the reason so many people
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To je razlog zbog kojeg toliko ljudi
07:39
have such a visceral hatred, anger,
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gaji takvu organsku mržnju i bijes
07:43
at some of these banking CEOs
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prema nekim od tih direktora banaka
07:45
with their disproportionate
salaries and bonus structures.
salaries and bonus structures.
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2828
s njihovim nesrazmjernim plaćama
i bonusnim režimima.
i bonusnim režimima.
07:47
It's not the numbers.
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1970
Ne radi se o brojevima.
07:49
It's that they have violated the
very definition of leadership.
very definition of leadership.
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Radi se o tome da su oni narušili
samu definiciju liderstva.
samu definiciju liderstva.
07:52
They have violated this deep-seated social contract.
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Narušili su taj duboko ukorijenjeni društveni ugovor.
07:55
We know that they allowed their people
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1603
Znamo da su dopustili žrtvovanje
07:57
to be sacrificed so they could
protect their own interests,
protect their own interests,
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2515
svojih ljudi kako bi mogli
zaštititi vlastite interese,
zaštititi vlastite interese,
07:59
or worse, they sacrificed their people
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3192
ili još gore, sami su žrtvovali svoje ljude
08:02
to protect their own interests.
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kako bi se zaštitili njihovi vlastiti interesi.
08:04
This is what so offends us, not the numbers.
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2811
To je ono što nas toliko vrijeđa, a ne brojevi.
08:07
Would anybody be offended if we gave
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1597
Bi li se itko uvrijedio ako bih dao
08:08
a $150 million bonus to Gandhi?
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2573
150 milijuna dolara bonusa Gandhiju?
08:11
How about a $250 million bonus to Mother Teresa?
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A 250 milijuna dolara Majci Terezi?
08:14
Do we have an issue with that? None at all.
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Bi li nam to smetalo? Ni najmanje.
08:17
None at all.
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Ni najmanje.
08:18
Great leaders would never sacrifice
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2211
Dobri vođe nikada ne bi žrtvovali
08:20
the people to save the numbers.
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ljude kako bi spasili brojeve.
08:22
They would sooner sacrifice the numbers
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Prije bi žrtvovali brojeve
08:23
to save the people.
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kako bi spasili ljude.
08:26
Bob Chapman, who runs
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2123
Bob Chapman koji vodi
08:28
a large manufacturing company in the Midwest
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2313
veliku proizvodnu tvrtku na Srednjem Zapadu
08:31
called Barry-Wehmiller,
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2076
imena Barry-Wehmiller,
08:33
in 2008 was hit very hard by the recession,
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5357
2008. bio je veoma pogođen recesijom.
08:38
and they lost 30 percent of their orders overnight.
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4001
Preko noći izgubili su 30% narudžbi.
08:42
Now in a large manufacturing company,
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510398
1386
E sad, u velikoj proizvodnoj tvrtki
08:43
this is a big deal,
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1541
to nije mala stvar,
08:45
and they could no longer afford their labor pool.
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2847
tako da si nisu više mogli priuštiti sve radnike.
08:48
They needed to save 10 million dollars,
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1703
Trebali su uštedjeti 10 milijuna dolara,
08:50
so, like so many companies today,
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2023
pa su se, kao i tolike kompanije danas,
08:52
the board got together and discussed layoffs.
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3394
sastali u upravi i razgovarali o otpuštanjima.
08:55
And Bob refused.
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1624
A Bob je to odbio.
08:57
You see, Bob doesn't believe in head counts.
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4252
Vidite, Bob ne vjeruje u brojanje glava.
09:01
Bob believes in heart counts,
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3441
Bob vjeruje u brojanje srdaca,
09:04
and it's much more difficult to simply reduce
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2508
a puno je teže jednostavno
09:07
the heart count.
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1730
srezati njihov broj.
09:09
And so they came up with a furlough program.
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3007
I tako su smislili program odsustva.
09:12
Every employee, from secretary to CEO,
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2091
Svaki zaposlenik, od tajnice do direktora,
09:14
was required to take four weeks of unpaid vacation.
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morao je uzeti četiri tjedna neplaćenog dopusta.
09:17
They could take it any time they wanted,
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1911
Mogli su ga uzeti u bilo koji vrijeme,
09:19
and they did not have to take it consecutively.
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2981
i nisu ga morali iskoristiti u komadu.
09:22
But it was how Bob announced the program
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1332
Ali ono što je toliko značilo u svemu
09:23
that mattered so much.
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1897
bilo je to kako je Bob predstavio program.
09:25
He said, it's better that we should all suffer a little
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2648
Rekao je da je bolje da svi malo ispaštamo,
09:28
than any of us should have to suffer a lot,
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2785
nego da bilo tko od nas puno ispašta.
09:31
and morale went up.
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3118
I moral je narastao.
09:34
They saved 20 million dollars,
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2927
Uštedjeli su 20 milijuna dolara,
09:37
and most importantly, as would be expected,
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2437
i što je najvažnije, kako je i očekivano,
09:39
when the people feel safe and protected
by the leadership in the organization,
by the leadership in the organization,
240
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3229
kad se ljudi osjećaju sigurnima i zaštićenima
od strane vodstva organizacije,
od strane vodstva organizacije,
09:42
the natural reaction is to trust and cooperate.
241
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2507
prirodna reakcija je povjerenje i suradnja.
09:45
And quite spontaneously, nobody expected,
242
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2757
I potpuno spontano, nitko to nije očekivao,
09:48
people started trading with each other.
243
575940
1916
ljudi su počeli trgovati.
09:50
Those who could afford it more
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Oni koji su si mogli priuštiti više
09:51
would trade with those who could afford it less.
245
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2077
trgovali su s onima koji su si to mogli priuštiti manje.
09:53
People would take five weeks
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1489
Ljudi bi uzimali pet tjedana dopusta
09:55
so that somebody else only had to take three.
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4162
tako da netko drugi može uzeti samo tri.
09:59
Leadership is a choice. It is not a rank.
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2934
Liderstvo je izbor, a ne status.
10:02
I know many people at the seniormost
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1708
Znam mnoge ljude na najodgovornijim
10:03
levels of organizations
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1158
mjestima u organizacijama
10:05
who are absolutely not leaders.
251
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1604
koji apsolutno nisu vođe.
10:06
They are authorities, and we do what they say
252
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2553
Oni jesu autoriteti i mi radimo ono što nam kažu
10:09
because they have authority over us,
253
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3043
zato jer imaju vlast nad nama,
10:12
but we would not follow them.
254
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1860
ali mi ih ne bismo slijedili.
10:14
And I know many people
255
601940
2034
Također znam mnoge ljude
10:16
who are at the bottoms of organizations
256
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1362
koji su na samom dnu organizacija
10:17
who have no authority
257
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1263
koji nemaju nikakve ovlasti,
10:18
and they are absolutely leaders,
258
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2063
ali su pravi vođe,
10:20
and this is because they have chosen to look after
259
608662
1785
a to je stoga što su odabrali čuvati
10:22
the person to the left of them,
260
610447
1518
osobu sebi slijeva
10:24
and they have chosen to look after
261
611965
1278
i što su odabrali čuvati
10:25
the person to the right of them.
262
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1794
osobu sebi zdesna.
10:27
This is what a leader is.
263
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4733
To je ono što čini vođu.
10:31
I heard a story
264
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3030
Čuo sam priču
10:35
of some Marines
265
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1590
o nekim marincima
10:36
who were out in theater,
266
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3321
koji su izašli u kinu
10:39
and as is the Marine custom,
267
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2046
i, kako običaji marinaca nalažu,
10:41
the officer ate last,
268
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2325
zapovjednik je jeo posljednji
10:44
and he let his men eat first,
269
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3176
pustivši svoje ljude da jedu prvi.
10:47
and when they were done,
270
635258
1852
Kad su završili
10:49
there was no food left for him.
271
637110
4090
njemu nije ostalo ništa.
10:53
And when they went back out in the field,
272
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2733
A kad su se vratili na teren,
10:56
his men brought him some of their food
273
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2944
njegovi ljudi donijeli su mu nešto od svoje hrane
10:59
so that he may eat,
274
646877
1857
kako bi mogao jesti,
11:00
because that's what happens.
275
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2139
jer, eto, to se događa.
11:03
We call them leaders because they go first.
276
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2689
Vođama ih zovemo zato jer idu prvi.
11:05
We call them leaders because they take the risk
277
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1743
Vođama ih zovemo jer preuzimaju rizik
11:07
before anybody else does.
278
655305
1655
prije svih ostalih.
11:09
We call them leaders because they will choose
279
656960
2030
Vođama ih zovemo zato što će se odlučiti
11:11
to sacrifice so that their people
280
658990
2009
žrtvovati kako bi njihovi ljudi
11:13
may be safe and protected
281
660999
1119
bili sigurni i zaštićeni
11:14
and so their people may gain,
282
662118
2136
i kako bi njihovi ljudi imali koristi,
11:16
and when we do, the natural response
283
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3054
i kad to činimo, prirodna reakcija
11:19
is that our people will sacrifice for us.
284
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3847
je da će se naši ljudi žrtvovati za nas.
11:23
They will give us their blood and sweat and tears
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2498
Dat će nam krv, znoj i suze
11:25
to see that their leader's vision comes to life,
286
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3439
kako bi vidjeli rađanje vizije njihovog vođe
11:29
and when we ask them, "Why would you do that?
287
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2772
i kad ih upitamo zašto bi to učinili,
11:32
Why would you give your blood and sweat and tears
288
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2387
zašto bi svoju krv, znoj i suze
11:34
for that person?" they all say the same thing:
289
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4484
dali za tu osobu, svi bi rekli istu stvar:
11:38
"Because they would have done it for me."
290
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2498
"Zato jer bi i ona to isto učinila za mene."
11:41
And isn't that the organization
291
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2150
E pa, nije li to organizacija
11:43
we would all like to work in?
292
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2321
u kakvoj bismo svi željeli raditi?
11:45
Thank you very much.
293
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2557
Hvala vam lijepa.
11:48
Thank you. (Applause)
294
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Hvala. (Pljesak)
11:52
Thank you. (Applause)
295
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Hvala. (Pljesak)
Reviewed by Ivan Stamenkovic
ABOUT THE SPEAKER
Simon Sinek - Leadership expertSimon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last."
Why you should listen
Fascinated by the leaders who make impact in the world, companies and politicians with the capacity to inspire, Simon Sinek has discovered some remarkable patterns in how they think, act and communicate. He wrote Start With Why: How Great Leaders Inspire Everyone to Take Action to explore his idea of the Golden Circle, what he calls "a naturally occurring pattern, grounded in the biology of human decision making, that explains why we are inspired by some people, leaders, messages and organizations over others." His newest work explores "circles of safety," exploring how to enhance feelings of trust and confidence in making bold decisions. It's the subject of his latest book, Leaders Eat Last.
An ethnographer by training, Sinek is an adjunct of the RAND Corporation. He writes and comments regularly for major publications and teaches graduate-level strategic communications at Columbia University.
Simon Sinek | Speaker | TED.com