TEDGlobal 2013
Tom Wujec: Got a wicked problem? First, tell me how you make toast
Tom Wujec: Imate ogroman problem? Prvo mi recite kako pravite tost.
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Pravljenje tosta ne čini se jako komplicirano - sve dok vas netko ne zatraži da nacrtate taj proces, korak po korak. Tom Wujec obožava ljude i timove pitati da mu nacrtaju kako prave tost jer taj proces otkriva mnogo neočekivanih istina o tome kako možemo riješiti svoje najveće i najkompliciranije probleme na poslu. Naučite kako možete sami provesti ovu vježbu i poslušajte Wujecove iznenađujuće zaključke utemeljene na tisućama crteža pravljenja tosta.
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Double-click the English transcript below to play the video.
00:12
Some years ago,
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Prije nekoliko godina
00:13
I stumbled across a simple design exercise
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naišao sam na jednostavnu projekcijsku
vježbu
vježbu
00:17
that helps people understand
and solve complex problems,
and solve complex problems,
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koja ljudima pomaže da shvate i
riješe kompleksne probleme i
riješe kompleksne probleme i
00:20
and like many of these design exercises,
it kind of seems trivial at first,
it kind of seems trivial at first,
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kao mnoge od vježbi dizajna,
u početku se čini trivijalno,
u početku se čini trivijalno,
00:24
but under deep inspection,
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ali kad to pobliže promotrimo,
00:26
it turns out that it reveals
unexpected truths
unexpected truths
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ispada da otkriva neslućene istine
00:29
about the way that we collaborate
and make sense of things.
and make sense of things.
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o načinu na koji surađujemo i
stvarima dajemo smisao.
stvarima dajemo smisao.
00:32
The exercise has three parts
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Ova vježba ima tri dijela
00:34
and begins with something
that we all know how to do,
that we all know how to do,
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i počinje s nečim što svi znamo raditi, a
00:36
which is how to make toast.
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to je kako napraviti tost.
00:39
It begins with a clean sheet of paper,
a felt marker,
a felt marker,
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Za početak vam treba list papira,
kemijska
kemijska
00:42
and without using any words,
you begin to draw how to make toast.
you begin to draw how to make toast.
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i ne služeći se riječima,
počinjete crtati kako napraviti tost.
počinjete crtati kako napraviti tost.
00:46
And most people draw something like this.
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Većina ljudi nacrta nešto poput ovoga.
00:49
They draw a loaf of bread,
which is sliced, then put into a toaster.
which is sliced, then put into a toaster.
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Nacrtaju štrucu kruha, narezanu na
kriške i stavljaju ih u toster.
kriške i stavljaju ih u toster.
00:52
The toast is then deposited for some time.
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Nakon toga tost stoji neko vrijeme.
00:54
It pops up, and then voila!
After two minutes, toast and happiness.
After two minutes, toast and happiness.
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Zatim iskoči iz tostera i eto ga!
Dvije minute kasnije - tost i veselje.
Dvije minute kasnije - tost i veselje.
01:01
Now, over the years, I've collected
many hundreds of drawings of these toasts,
many hundreds of drawings of these toasts,
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Tijekom godina, prikupio sam na stotine
crteža ovih tostova
crteža ovih tostova
01:05
and some of them are very good,
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i neki su prilično dobri
01:07
because they really illustrate
the toast-making process quite clearly.
the toast-making process quite clearly.
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jer ustinu prikazuju ovaj proces prilično
jasno.
jasno.
01:10
And then there are some that are,
well, not so good.
well, not so good.
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A ima i onih koji i nisu tako dobri.
01:14
They really suck, actually, because
you don't know what they're trying to say.
you don't know what they're trying to say.
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Zapravo, stvarno su užasni jer ne znate
što vam pokušavaju reći.
što vam pokušavaju reći.
01:19
Under close inspection,
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Kad ih detaljno promotrimo,
01:21
some reveal some aspects of toast-making
while hiding others.
while hiding others.
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neki otkrivaju neke aspekte tostiranja, a
druge skrivaju.
druge skrivaju.
01:24
So there's some
that are all about the toast,
that are all about the toast,
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Pa ima crteža koji su usmjereni samo na
tost
tost
01:27
and all about the transformation of toast.
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i na transformaciju tosta.
01:30
And there's others
that are all about the toaster,
that are all about the toaster,
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Drugi su usmjereni samo na toster
01:32
and the engineers love to draw
the mechanics of this.
the mechanics of this.
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i inženjeri obožavaju crtati
mehaniku samog procesa.
mehaniku samog procesa.
01:36
(Laughter)
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(Smijeh)
01:37
And then there are others
that are about people.
that are about people.
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A ima i crteža koji su
usmjereni na ljude.
usmjereni na ljude.
01:39
It's about visualizing
the experience that people have.
the experience that people have.
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Vizualizira se čovjekovo iskustvo.
01:43
And then there are others that are about
the supply chain of making toast
the supply chain of making toast
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A ima i onih koji su usmjereni na
opskrbni lanac u pravljenju tosta
opskrbni lanac u pravljenju tosta
01:47
that goes all the way back to the store.
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koji se proteže sve do trgovine.
01:49
It goes through the supply chain
networks of teleportation
networks of teleportation
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Ide od oprskrbnog lanca mreže
teleportacije
teleportacije
01:52
and all the way back
to the field and wheat,
to the field and wheat,
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pa sve do polja i pšenice, a jedan
01:55
and one all actually goes
all the way back to the Big Bang.
all the way back to the Big Bang.
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je čak otišao sve do teorije
Velikog praska.
Velikog praska.
01:58
So it's crazy stuff.
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Ludilo!
02:00
But I think it's obvious
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Ali mislim da je očito
02:02
that even though these drawings
are really wildly different,
are really wildly different,
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da iako su svi ovi crteži
značajno drugačiji,
značajno drugačiji,
02:06
they share a common quality,
and I'm wondering if you can see it.
and I'm wondering if you can see it.
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imaju nešto zajedničko i pitam se
možete li vi to vidjeti.
možete li vi to vidjeti.
02:09
Do you see it? What's common about these?
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Vidite li? Što im je svima zajedničko?
02:11
Most drawings have nodes and links.
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Većina crteža ima elemente i poveznice.
02:15
So nodes represent the tangible objects
like the toaster and people,
like the toaster and people,
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Elementi predstavljaju opipljive objekte
poput tostera i ljudi,
poput tostera i ljudi,
02:20
and links represent
the connections between the nodes.
the connections between the nodes.
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a poveznice predstavljaju veze među
elementima.
elementima.
02:23
And it's the combination
of links and nodes
of links and nodes
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Kombinacije ovih poveznica i elemenata
02:26
that produces a full systems model,
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proizvode model potpunog sistema
02:28
and it makes our private
mental models visible
mental models visible
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i on čini vidljivima naše privatne
mentalne modele
mentalne modele
02:31
about how we think something works.
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o tome kako nešto funkcionira.
02:34
So that's the value of these things.
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U tome je vrijednost ovoga. Ono što je
02:36
What's interesting about
these systems models
these systems models
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zanimljivo kod ovih
sistemskih modela je
sistemskih modela je
02:38
is how they reveal
our various points of view.
our various points of view.
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način na koji otkrivaju
različita viđenja.
različita viđenja.
02:41
So for example, Americans
make toast with a toaster.
make toast with a toaster.
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Npr. Amerikanci tost rade pomoću
tostera.
tostera.
02:44
That seems obvious.
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To je očito.
02:46
Whereas many Europeans
make toast with a frying pan, of course,
make toast with a frying pan, of course,
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No mnogi Europljani koriste tavu, a,
naravno,
naravno,
02:50
and many students make toast with a fire.
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mnogi studenti koriste vatru.
02:54
I don't really understand this.
A lot of MBA students do this.
A lot of MBA students do this.
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Ovo baš i ne razumijem.
Mnogi studenti MBA-a to rade.
Mnogi studenti MBA-a to rade.
02:57
So you can measure the complexity
by counting the number of nodes,
by counting the number of nodes,
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Pa možemo izmjeriti kompleksnost
brojeći elemente i prosječan crtež
brojeći elemente i prosječan crtež
03:01
and the average illustration
has between four and eight nodes.
has between four and eight nodes.
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ima između četiri i osam elemenata.
03:05
Less than that, the drawing seems trivial,
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Ako ima manje od toga, crtež se čini
trivijalan,
trivijalan,
03:08
but it's quick to understand,
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ali razumljiv, a ukoliko
03:10
and more than 13, the drawing
produces a feeling of map shock.
produces a feeling of map shock.
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ima više od 13, crtež se čini poput karte.
03:15
It's too complex.
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Prekompleksan je.
03:17
So the sweet spot is between 5 and 13.
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Najoptimalniji je broj između 5 i 13.
03:19
So if you want to communicate
something visually,
something visually,
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Stoga ukoliko nešto želite vizualno
prenijeti,
prenijeti,
03:22
have between five and 13 nodes
in your diagram.
in your diagram.
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potrebno je imati između 5 i 13
elemenata na dijagramu.
elemenata na dijagramu.
03:26
So though we may not
be skilled at drawing,
be skilled at drawing,
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Čak i ako nism0 vješti u crtanju,
03:28
the point is that we intuitively know
how to break down complex things
how to break down complex things
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stvar je u tome da intuitivno znamo kako
rastaviti kompleksne stvari
rastaviti kompleksne stvari
03:32
into simple things and then
bring them back together again.
bring them back together again.
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na jednostavne elemente i onda ih opet
spojiti.
spojiti.
03:36
So this brings us to our second part of
the exercise,
the exercise,
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Ovo nas dovodi do drugog dijela naše
vježbe, a
vježbe, a
03:39
which is how to make toast,
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to je kako napraviti tost, ali
03:40
but now with sticky notes
or with cards.
or with cards.
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ovog puta pomoću samoljepljivih
listića ili kartica.
listića ili kartica.
03:43
So what happens then?
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I što se onda događa?
03:46
Well, with cards, most people
tend to draw clear, more detailed,
tend to draw clear, more detailed,
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S kartama većina ljudi jasno crta,
koristeći više detalja i
koristeći više detalja i
03:49
and more logical nodes.
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elementi su logičniji.
03:51
You can see the step by step
analysis that takes place,
analysis that takes place,
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Vidljiva je korak-po-korak analiza koja
se odvija i kako
se odvija i kako
03:55
and as they build up their model,
they move their nodes around,
they move their nodes around,
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grade svoj model, pomiču svoje
elemente i
elemente i
03:58
rearranging them like Lego blocks.
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preslaguju ih poput Lego kocki.
04:01
Now, though this might seem trivial,
it's actually really important.
it's actually really important.
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Iako se ovo može činiti trivijalno,
zapravo je jako bitno.
zapravo je jako bitno.
04:05
This rapid iteration of expressing
and then reflecting and analyzing
and then reflecting and analyzing
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Ovo brzo ponavljanje ekspresije i
refleksije i analiziranja
refleksije i analiziranja
04:09
is really the only way
in which we get clarity.
in which we get clarity.
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jedini je način da si sve razjasnimo.
04:13
It's the essence of the design process.
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To je bit procesa dizajniranja.
04:15
And systems theorists do tell us
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Teoretičari sistema govore nam da
04:17
that the ease with which
we can change a representation
we can change a representation
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lakoća kojom mijenjamo svoj prikaz
04:21
correlates to our willingness
to improve the model.
to improve the model.
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korelira s našom voljnosti da
popravimo model.
popravimo model.
04:25
So sticky note systems
are not only more fluid,
are not only more fluid,
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Tako da sistem sa samoljepljivim papirićima
ne samo da je fluidniji
ne samo da je fluidniji
04:29
they generally produce
way more nodes than static drawings.
way more nodes than static drawings.
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nego i općenito daje veći broj elemenata
od statičnog crtanja.
od statičnog crtanja.
04:33
The drawings are much richer.
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Crteži su mnogo bogatiji.
04:35
And this brings us
to our third part of the exercise,
to our third part of the exercise,
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A to nas dovodi do
trećeg dijela naše vježbe, a
trećeg dijela naše vježbe, a
04:37
which is to draw how to make toast,
but this time in a group.
but this time in a group.
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to je nacrtati kako napraviti tost, ali
ovog puta u grupi.
ovog puta u grupi.
04:41
So what happens then?
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I što se onda događa?
04:43
Well, here's what happens.
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Evo što.
04:44
It starts out messy,
and then it gets really messy,
and then it gets really messy,
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Prvo nastane zbrka, a onda nastane
još veća zbrka i onda
još veća zbrka i onda
04:48
and then it gets messier,
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još veća,
04:50
but as people refine the models,
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ali kako ljudi usavršavaju modele,
04:52
the best nodes become more prominent,
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najbolji elementi postaju sve
upadljiviji i
upadljiviji i
04:54
and with each iteration,
the model becomes clearer
the model becomes clearer
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svakim ponavljanjem, model
postaje sve jasniji
postaje sve jasniji
04:57
because people build
on top of each other's ideas.
on top of each other's ideas.
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jer ljudi međusobno nadograđuju svoje
ideje.
ideje.
05:00
What emerges is a unified systems model
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Na kraju dobijemo jedinstven
sistemski model
sistemski model
05:03
that integrates the diversity
of everyone's individual points of view,
of everyone's individual points of view,
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koji spaja različitosti tuđih
individualnih viđenja,
individualnih viđenja,
05:08
so that's a really different outcome
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a to je znatno drugačiji ishod od
05:09
from what usually happens
in meetings, isn't it?
in meetings, isn't it?
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onih koji se inače događaju na
sastancima, nije li?
sastancima, nije li?
05:12
So these drawings can contain
20 or more nodes,
20 or more nodes,
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Ovi crteži mogu sadržavati
20 elemenata ili više,
20 elemenata ili više,
05:15
but participants don't feel map shock
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ali sudionici nisu zbunjeni kao kod
karte
karte
05:17
because they participate in the building
of their models themselves.
of their models themselves.
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jer sami sudjeluju u građenju modela.
05:22
Now, what's also really interesting,
that the groups spontaneously mix
that the groups spontaneously mix
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Također je zanimljivo da grupe spontano
miješaju i
miješaju i
05:25
and add additional layers
of organization to it.
of organization to it.
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dodaju dodatne slojeve organizacije
na to.
na to.
05:28
To deal with contradictions, for example,
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Da bi se nosili s npr.
kontradikcijama,
kontradikcijama,
05:30
they add branching patterns
and parallel patterns.
and parallel patterns.
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dodaju grane i paralelne elemente.
05:33
Oh, and by the way,
if they do it in complete silence,
if they do it in complete silence,
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Usput, ukoliko to čine u potpunoj
tišini,
tišini,
05:36
they do it much better
and much more quickly.
and much more quickly.
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čine to puno uspješnije i brže.
05:39
Really interesting --
talking gets in the way.
talking gets in the way.
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Uistinu je zanimljivo da razgovor
smeta.
smeta.
05:42
So here's some key lessons
that can emerge from this.
that can emerge from this.
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Pa evo nekih ključnih lekcija koje
iz ovoga možemo izvući.
iz ovoga možemo izvući.
05:45
First, drawing helps us
understand the situations
understand the situations
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Kao prvo, crtanje nam pomaže da
razumijemo situacije u
razumijemo situacije u
05:48
as systems with nodes
and their relationships.
and their relationships.
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obliku sistema elemenata i odnosa
između njih.
između njih.
05:51
Movable cards produce
better systems models,
better systems models,
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Pokretne karte daju bolje sistemske
modele
modele
05:55
because we iterate much more fluidly.
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jer ponavljanja idu fluidnije.
05:58
And then the group notes produce
the most comprehensive models
the most comprehensive models
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A grupne bilješke daju najopsežnije
modele
modele
06:01
because we synthesize
several points of view.
several points of view.
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jer sintetiziraju više viđenja.
06:04
So that's interesting.
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To je zanimljivo.
06:06
When people work together
under the right circumstances,
under the right circumstances,
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Kad ljudi zajedno rade pod pravim
okolnostima,
okolnostima,
06:09
group models are much better
than individual models.
than individual models.
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grupni su modeli puno bolji od onih
individualnih.
individualnih.
06:12
So this approach works really great
for drawing how to make toast,
for drawing how to make toast,
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Ovaj pristup izvrsno radi za crteže
vezane uz tostiranje kruha, ali
vezane uz tostiranje kruha, ali
06:17
but what if you wanted to draw
something more relevant or pressing,
something more relevant or pressing,
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što ako želimo nacrtati nešto važnije ili
hitnije,
hitnije,
06:21
like your organizational vision,
or customer experience,
or customer experience,
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poput organizacijske vizije ili iskustava
kupaca ili
kupaca ili
06:26
or long-term sustainability?
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dugotrajne održivosti?
06:28
There's a visual revolution
that's taking place
that's taking place
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Dolazi do vizualne revolucije
budući da se
budući da se
06:32
as more organizations
are addressing their wicked problems
are addressing their wicked problems
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sve više organizacija pokušava riješiti
ozbiljne probleme
ozbiljne probleme
06:35
by collaboratively drawing them out.
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njihovim suradničkim iscrtavanjem.
06:38
And I'm convinced that those who see
their world as movable nodes and links
their world as movable nodes and links
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Uvjeren sam da oni koji svijet vide
u obliku pokretnih elemenata i poveznica
u obliku pokretnih elemenata i poveznica
06:43
really have an edge.
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uistinu imaju prednost.
06:45
And the practice is really pretty simple.
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A praksa je uistinu jednostavna.
06:47
You start with a question,
you collect the nodes,
you collect the nodes,
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Počnemo s pitanjem, prikupimo
elemente,
elemente,
06:50
you refine the nodes,
you do it over again,
you do it over again,
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preradimo elemente i onda radimo
sve ispočetka,
sve ispočetka,
06:53
you refine and refine and refine,
and the patterns emerge,
and the patterns emerge,
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prerađujemo i prerađujemo i prerađujemo
i pojave se obrasci i
i pojave se obrasci i
06:58
and the group gets clarity
and you answer the question.
and you answer the question.
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grupi se sve razbistri i dobijete
odgovor na pitanje.
odgovor na pitanje.
07:05
So this simple act of visualizing
and doing over and over again
and doing over and over again
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Ovaj jednostavan čin vizualiziranja i
revizualiziranja
revizualiziranja
07:11
produces some really remarkable outcomes.
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daje uistinu sjajne ishode.
07:13
What's really important to know
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Ono što je uistinu važno znati
07:15
is that it's the conversations
that are the important aspects,
that are the important aspects,
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jest da su razgovori važan
aspekt, a ne
aspekt, a ne
07:19
not just the models themselves.
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samo modeli.
07:21
And these visual frames of reference
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A ovi vizualni referentni okviri
07:23
can grow to several hundreds
or even thousands of nodes.
or even thousands of nodes.
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mogu rasti do nekoliko stotina ili čak
tisuća elemenata.
tisuća elemenata.
07:27
So, one example is from
an organization called Rodale.
an organization called Rodale.
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Jedan je primjer iz organizacije
"Rodale".
"Rodale".
07:31
Big publishing company.
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Velika izdavačka kuća.
07:32
They lost a bunch of money one year,
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Izgubili su mnogo novca jedne godine
07:34
and their executive team for three days
visualized their entire practice.
visualized their entire practice.
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i njihov je izvršni tim tri dana
vizualizirao cijelu njihovu praksu.
vizualizirao cijelu njihovu praksu.
07:38
And what's interesting is that
after visualizing the entire business,
after visualizing the entire business,
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Zanimljivo je da su nakon što su
vizualizirali cijeli posao,
vizualizirali cijeli posao,
07:44
systems upon systems,
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sistem za sistemom,
07:46
they reclaimed
50 million dollars of revenue,
50 million dollars of revenue,
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vratili 50 milijuna dolara prihoda,
07:49
and they also moved from a D rating
to an A rating from their customers.
to an A rating from their customers.
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a i pomakli su se od ocjene 2 do
ocjene 5 po proocjeni kupaca.
ocjene 5 po proocjeni kupaca.
07:54
Why? Because there's
alignment from the executive team.
alignment from the executive team.
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Zašto? Zbog prilagodbi koje je proveo
izvršni tim.
izvršni tim.
07:58
So I'm now on a mission
to help organizations
to help organizations
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Tako da je sada moja misija pomoći
organizacijama u
organizacijama u
08:01
solve their wicked problems
by using collaborative visualization,
by using collaborative visualization,
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rješavanju njihovih ozbiljnjih problema
koristeći suradničke vizualizacije,
koristeći suradničke vizualizacije,
08:06
and on a site that I've produced
called drawtoast.com,
called drawtoast.com,
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a na stranici koju sam pokrenuo pod imenom
drawtoast.com
drawtoast.com
08:09
I've collected a bunch of best practices.
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prikupio sam kolekciju najboljih vježbi,
08:12
and so you can learn
how to run a workshop here,
how to run a workshop here,
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pa ondje možete naučiti kako voditi
radionicu,
radionicu,
08:15
you can learn more about
the visual language
the visual language
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možete više naučiti o vizualnom jeziku
08:17
and the structure of links and nodes that
you can apply to general problem-solving,
you can apply to general problem-solving,
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i strukturi poveznica i elemenata koje
možete primijeniti na općenito rješavanje
možete primijeniti na općenito rješavanje
08:22
and download examples of various templates
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problema i skinuti primjere različitih
predložaka
predložaka
08:25
for unpacking the thorny problems
that we all face in our organizations.
that we all face in our organizations.
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za rješavanje problema s kojima se svi mi
suočavamo u našim organizacijama.
suočavamo u našim organizacijama.
08:30
So the seemingly trivial
design exercise of drawing toast
design exercise of drawing toast
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Ova naoko trivijalna projekcijska vježba
crtanja tosta
crtanja tosta
08:34
helps us get clear, engaged and aligned.
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pomaže nam da si razbistrimo stvari,
da se uključimo i uskladimo.
da se uključimo i uskladimo.
08:38
So next time you're confronted
with an interesting challenge,
with an interesting challenge,
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Sljedeći put kad se nađete pred
zanimljivim izazovom,
zanimljivim izazovom,
08:41
remember what design has to teach us.
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sjetite se čemu nas projektiranje može
poučiti.
poučiti.
08:43
Make your ideas visible,
tangible, and consequential.
tangible, and consequential.
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Učinite ideje vidljivima, opipljivima
i predočite si njihove posljedice.
i predočite si njihove posljedice.
08:47
It's simple, it's fun, it's powerful,
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Jednostavno je, zabavno i moćno, a
08:50
and I believe it's an idea
worth celebrating.
worth celebrating.
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ja vjerujem da je to ideja vrijedna
veličanja.
veličanja.
08:54
Thank you.
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Hvala vam.
08:55
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Tom Wujec - DesignerTom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.
Why you should listen
Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.
He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.
Tom Wujec | Speaker | TED.com