TED2003
Seth Godin: How to get your ideas to spread
Seth Godin o narezanom kruhu
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U svijetu s previše opcija i premalo vremena, naš očiti izbor jest da samo ignoriramo obične stvari. Marketinški guru Seth Godin navodi zašto, kada je u pitanju dobivanje naše pažnje, loše ili bizarne ideje su mnogo uspješnije od dosadnih.
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:25
I'm going to give you
four specific examples,
four specific examples,
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Dat ću vam četiri konkretna primjera – na kraju ću ih pokriti –
00:28
I'm going to cover at the end
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o tome kako je poduzeće zvano Silk utrostručilo svoju prodaju radeći jednu stvar.
00:30
about how a company called Silk
tripled their sales,
tripled their sales,
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00:32
how an artist named Jeff Koons
went from being a nobody
went from being a nobody
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Kako je umjetnik Jeff Koons prošao put od toga da je bio nitko
00:36
to making a whole bunch of money
and having a lot of impact,
and having a lot of impact,
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do toga da je zaradio hrpu novaca i ima puno utjecaja,
00:39
to how Frank Gehry redefined
what it meant to be an architect.
what it meant to be an architect.
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ili toga kako je Frank Gehry redefinirao što to znači biti arhitekt.
00:42
And one of my biggest failures
as a marketer in the last few years,
as a marketer in the last few years,
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Jedno od mojih najvećih neuspjeha u marketingu proteklih nekoliko godina je
diskografska kuća koju sam osnovao, imala je CD pod nazivom “Umak”.
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Prije nešto što to učinim, moram vam reći o narezanom kruhu, i čovjeku imenom Otto Rohwedder.
00:50
Before I can do that
I've got to tell you about sliced bread,
I've got to tell you about sliced bread,
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00:53
and a guy named Otto Rohwedder.
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00:54
Now, before sliced bread
was invented in the 1910s
was invented in the 1910s
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Prije nego je narezani kruh izumljen 1910.,
pitam se što su rekli?
00:58
I wonder what they said?
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Najveći izum još od... telegrafa ili nečega.
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Ali čovjek imenom Otto Rohwedder izumio je narezani kruh
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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i usredotočio se, kao i većina izumitelja, na dio patenta i izradbeni dio.
01:06
and he focused, like most inventors did,
on the patent part and the making part.
on the patent part and the making part.
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01:11
And the thing about the invention
of sliced bread is this --
of sliced bread is this --
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A ključna stvar u izumu narezanog kruha je ovo –
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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prvih 15 godina nakon što je narezani kruh bio dostupan
01:18
no one bought it; no one knew about it;
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nitko ga nije kupio, nitko nije znao o tome. Bio je to potpuni neuspjeh.
01:21
it was a complete and total failure.
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01:23
And the reason
is that until Wonder came along
is that until Wonder came along
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A razlog tome je što dok Wonder nije došao
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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i shvatio kako da proširi ideju narezanog kruha, nitko ga nije htio.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Uspjeh narezanog kruha,
01:35
like the success of almost everything
we've talked about at this conference,
we've talked about at this conference,
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kao uspjeh gotovo svega o čemu smo pričali na ovoj konferenciji,
nije uvijek u tome kakav je patent, ili kakva je tvornica,
01:39
is not always about what the patent
is like, or what the factory is like --
is like, or what the factory is like --
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ključna stvar je u tome možete li proširiti svoju ideju ili ne.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Mislim kako je način na koji ćete dobiti što želite,
01:49
And I think that the way
you're going to get what you want,
you're going to get what you want,
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ili potaknuti promjenu koju želite potaknuti,
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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jest da morate smisliti način kako proširiti svoju ideju.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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I nije bitno vodite li kafić,
01:57
And it doesn't matter to me
whether you're running a coffee shop
whether you're running a coffee shop
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ili ste intelektualac, ili ste u poduzeću, ili letite balonom na vrući zrak.
02:01
or you're an intellectual,
or you're in business,
or you're in business,
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02:03
or you're flying hot air balloons.
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Mislim kako ovo vrijedi za svakoga bez obzira čime se bavi.
02:06
I think that all this stuff applies
to everybody regardless of what we do.
to everybody regardless of what we do.
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Mi živimo u stoljeću difuzije ideja.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Ljudi koji mogu širiti ideje, bez obzira kakve su to ideje, pobjeđuju.
02:17
That people who can spread ideas,
regardless of what those ideas are, win.
regardless of what those ideas are, win.
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02:21
When I talk about it
I usually pick business,
I usually pick business,
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Kada o tome razgovaram, obično odaberem posao
02:23
because they make the best pictures
that you can put in your presentation,
that you can put in your presentation,
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jer oni tvore najbolje primjere koje možete staviti u prezentaciju,
ali i zbog toga jer je najlakše pratiti rezultat.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Ali želim da mi oprostite kada budem koristio te primjere
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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jer ću pričati o bilo čemu uz što vi odlučite provesti svoje vrijeme.
02:32
because I'm talking about anything
that you decide to spend your time to do.
that you decide to spend your time to do.
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U srcu širenja ideja je TV i stvari kao što su TV.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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TV i masovni mediji učinili su stvarno lakim širenje ideje na određeni način.
02:41
TV and mass media made it really easy
to spread ideas in a certain way.
to spread ideas in a certain way.
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02:47
I call it the "TV-industrial complex."
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Zovem to TV industrijski kompleks.
Način na koji radi TV industrijski kompleks, jest da vi kupite oglase –
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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prekinete neke ljude – što vam omogući da dobijete distribuciju.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Zatim koristite distribuciju koju ste dobili kako biste prodali čim više proizvoda.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Od toga ostvarujete profit kako biste kupili još više oglasa.
03:00
You take the profit
from that to buy more ads.
from that to buy more ads.
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03:03
And it goes around and around and around,
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I tako to ide u krug,
03:05
the same way that the military-industrial
complex worked a long time ago.
complex worked a long time ago.
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isto kao što vojni i industrijski kompleks rade odavno.
I model je, a mi smo to čuli i jučer,
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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kada bismo samo mogli doći na početnu stranicu Google-a,
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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kada bismo samo mogli shvatiti kako da se tamo promoviramo,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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kada bismo samo shvatili kako uhvatiti tu osobu za vrat,
03:16
or grab that person by the throat,
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i reći im što mi to želimo učiniti.
03:18
and tell them about what we want to do.
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03:20
If we did that then everyone would pay
attention, and we would win.
attention, and we would win.
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Kada to učinimo, svi će nam posvetiti pažnju, i mi ćemo pobijediti.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Ovaj TV industrijski kompleks informirao me cijelo djetinjstvo, a vjerojatno i vas.
Svi ovi proizvodi uspjeli su jer je netko shvatio
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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kako dodirnuti ljude na načine na koje nisu očekivali,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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na način na koji nisu nužno željeli, sa oglasom,
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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opet i opet, sve dok ga napokon nisu kupili.
03:40
over and over again until they bought it.
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I onda se dogodilo da su oni otkazali TV industrijski kompleks.
03:42
And the thing that's happened is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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I to u posljednjih nekoliko godina,
03:47
That just over the last few years,
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svatko tko oglašava nešto otkrio je
03:49
what anybody who markets
anything has discovered
anything has discovered
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kako to ne radi kao što je nekad radilo.
03:52
is that it's not working
the way that it used to.
the way that it used to.
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03:54
This picture is really fuzzy, I apologize;
I had a bad cold when I took it.
I had a bad cold when I took it.
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Ova slika je zbilja mutna, ispričavam se, imao sam strašnu prehladu kad sam je slikao.
Proizvod u plavoj kutiji u centru je moje dijete s postera.
03:58
(Laughter)
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04:00
But the product in the blue box
in the center is my poster child.
in the center is my poster child.
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Dobro. Odem u trgovinu, bolestan sam, moram kupiti neke lijekove.
04:03
I go to the deli; I'm sick;
I need to buy some medicine.
I need to buy some medicine.
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Menadžer marke tog plavog proizvoda potrošio je 100 milijuna dolara
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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kako bi me prekinuo u jednoj godini.
04:10
trying to interrupt me in one year.
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100 milijuna dolara prekida me se s TV oglasima i časopisima i spamom
04:12
100 million dollars interrupting me
with TV commercials
with TV commercials
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04:15
and magazine ads and Spam
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i kuponima i distupnosti na policama i bonusima kod kupnje –
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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sve kako bih ignorirao svaku poruku.
04:20
all so I could ignore
every single message.
every single message.
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I ignorirao sam svaku poruku jer nemam problem s lijekovima protiv bolova.
04:23
And I ignored every message
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04:25
because I don't have
a pain reliever problem.
a pain reliever problem.
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Kupujem stvari iz žute kutije jer sam ih uvijek kupovao.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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I neću investirati minutu svoga vremena kako bih riješio njezin problem,
04:29
And I'm not going to invest a minute
of my time to solve her problem,
of my time to solve her problem,
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jer me nije briga.
04:34
because I don't care.
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Evo časopisa zvanog Hidrat. 180 stranica o vodi.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(Smijeh)
04:41
(Laughter)
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Članci o vodi, oglasi o vodi.
04:42
Articles about water, ads about water.
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Zamislite kakav je svijet bio prije 40 godina
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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kada je postojao samo Saturday Evening Post i Time i Newsweek.
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Sada postoje časopisi o vodi.
04:51
Now there are magazines about water.
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Novi proizvod iz Coke Japana – vodena salata.
04:53
New product from Coke Japan: water salad.
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(Smijeh)
04:56
(Laughter)
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04:57
Coke Japan comes out
with a new product every three weeks,
with a new product every three weeks,
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OK. Coke Japan izlazi s novim proizvodom svaka tri tjedna.
Jer nemaju pojma što će se probiti, a što neće.
05:02
because they have no idea
what's going to work and what's not.
what's going to work and what's not.
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Ne bih to ni sam napisao bolje. Izašlo je prije četiri dana –
05:05
I couldn't have written
this better myself.
this better myself.
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05:07
It came out four days ago --
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zaokružio sam važne dijelove kako biste ih mogli vidjeti.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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Otkrili su... Arby će potrošiti 85 milijuna dolara oglašavajući rukavicu za kuhanje
05:13
They've come out...
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05:14
Arby's is going to spend
85 million dollars promoting an oven mitt
85 million dollars promoting an oven mitt
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s glasom Toma Arnolda,
05:18
with the voice of Tom Arnold,
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nadajući se kako će to potaknuti ljude da dođu u Arby i kupe sendvič od pečene govedine.
05:21
hoping that that will get people to go
to Arby's and buy a roast beef sandwich.
to Arby's and buy a roast beef sandwich.
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(Smijeh)
05:26
(Laughter)
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Pokušao sam zamisliti što bi to moglo biti u animiranoj TV promotivnoj poruci
05:27
Now, I had tried to imagine what could
possibly be in an animated TV commercial
possibly be in an animated TV commercial
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s Tom Arnoldom, što bi vas potaklo da sjednete u svoj auto,
05:32
featuring Tom Arnold,
that would get you to get in your car,
that would get you to get in your car,
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vozite se na drugu stranu grada i kupite sendvič od pečene govedine.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(Smijeh)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Ovo je Kopernik i bio je u pravu
kada je razgovarao s bilo kime tko je htio čuti njegovu ideju.
05:44
when he was talking to anyone
who needs to hear your idea.
who needs to hear your idea.
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05:46
"The world revolves around me."
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Svijet se okreće oko mene. Mene, mene, mene, mene, mene. Moja omiljena osoba – ja.
05:48
Me, me, me, me. My favorite person -- me.
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Ne želim dobiti e-poptu ni od koga. Želim dobiti "ja-poštu".
05:51
I don't want to get email
from anybody; I want to get "memail."
from anybody; I want to get "memail."
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05:54
(Laughter)
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(Smijeh)
05:56
So consumers, and I don't just mean
people who buy stuff at the Safeway;
people who buy stuff at the Safeway;
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Na taj način potrošači, i to ne mislim samo na ljude koji kupuju stvari u Safeway-u,
mislim na ljude u Ministarstvu obrane koji bi mogli kupiti nešto,
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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ili ljude u New Yorkeru koji bi mogli objaviti vaš članak.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Potrošači uopće ne brinu o vama, uopće ih nije briga.
06:08
Consumers don't care about you
at all; they just don't care.
at all; they just don't care.
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Dio razloga je – imaju puno više izbora nego što su prije imali,
06:13
Part of the reason is -- they've got
way more choices than they used to,
way more choices than they used to,
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i mnogo manje vremena.
06:17
and way less time.
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U svijetu u kojem imamo previše opcija
06:19
And in a world where we have
too many choices and too little time,
too many choices and too little time,
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i premalo vremena, očito je kako ignoriramo stvari.
06:23
the obvious thing to do
is just ignore stuff.
is just ignore stuff.
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06:27
And my parable here
is you're driving down the road
is you're driving down the road
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I moja poredba ovdje je, vozite se cestom i
vidite kravu, i dalje se vozite
06:31
and you see a cow, and you keep driving
because you've seen cows before.
because you've seen cows before.
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jer ste i prije viđali krave.
Krave su nevidljive. Krave su dosadne.
06:35
Cows are invisible. Cows are boring.
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Tko će stati usput i reći – oh, vidi, krava. Nitko.
06:38
Who's going to stop and pull over
and say -- "Oh, look, a cow."
and say -- "Oh, look, a cow."
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06:41
Nobody.
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06:42
(Laughter)
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(Smijeh)
06:44
But if the cow was purple --
isn't that a great special effect?
isn't that a great special effect?
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Ali ako je krava ljubičasta – nije li to sjajan specijalni efekt?
Mogu to učiniti opet ako želite.
06:48
I could do that again if you want.
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06:49
If the cow was purple,
you'd notice it for a while.
you'd notice it for a while.
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Ako je krava ljubičasta, primijetili biste to.
06:54
I mean, if all cows were purple
you'd get bored with those, too.
you'd get bored with those, too.
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Mislim, ako bi sve krave bile ljubičaste također bi vam dosadile.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Stvar koja odlučuje o čemu će se pričati,
što će se učiniti, što će se promijeniti,
07:01
what gets done, what gets changed,
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što će se kupiti, što će se sagraditi,
07:03
what gets purchased, what gets built,
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je -- nije li izuzetna?
07:05
is: "Is it remarkable?"
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A izuzetno je stvarno super riječ zato jer smatramo kako to znači uredno,
07:08
And "remarkable" is a really cool word,
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07:10
because we think it just means "neat,"
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07:12
but it also means
"worth making a remark about."
"worth making a remark about."
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ali to također znači – vrijedno opaske.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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To je bit ideje difuzije.
Drugi najvrući automobil u SAD-u je ogroman auto vrijedan 55,000 dolara,
07:21
That two of the hottest cars
in the United States
in the United States
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07:24
is a 55,000-dollar giant car,
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dovoljno velik da držite mini u njegovom prtljažniku.
07:27
big enough to hold a Mini in its trunk.
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Ljudi plaćaju punu cijenu za oba, a jedino što im je zajedničko je
07:30
People are paying full price for both,
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07:32
and the only thing they have in common
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da nemaju ništa zajedničko.
07:35
is that they don't have
anything in common.
anything in common.
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(Smijeh)
07:38
(Laughter)
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07:39
Every week, the number one
best-selling DVD in America changes.
best-selling DVD in America changes.
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Svaki tjedan se promijeni najprodavaniji DVD u Americi.
Nikada to nije “Kum”, nikada to nije “Građanin Kane",
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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Uvijek je to neki trećerazredni film s drugorazrednom zvijezdom.
07:48
it's always some third-rate movie
with some second-rate star.
with some second-rate star.
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07:51
But the reason it's number one
is because that's the week it came out.
is because that's the week it came out.
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Razlog zašto je broj jedan jest u tome što je taj tjedan tek izašao.
07:56
Because it's new, because it's fresh.
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Zato što je nov, zato što je svjež.
07:58
People saw it and said
"I didn't know that was there"
"I didn't know that was there"
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Jer su ga ljudi vidjeli i rekli – nisam znao kako je to ovdje –
i primijetili su ga.
08:01
and they noticed it.
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08:02
Two of the big success stories
of the last 20 years in retail --
of the last 20 years in retail --
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Dvije uspješne priče u proteklih 20 godina u maloprodaji –
jedna prodaje superskupe stvari u plavoj kutiji,
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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dok druga prodaje stvari koje su najjeftinije moguće.
08:08
and one sells things that are
as cheap as they can make them.
as cheap as they can make them.
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08:11
The only thing they have in common
is that they're different.
is that they're different.
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Jedino što oni imaju zajedničko jest da su različite.
08:14
We're now in the fashion business,
no matter what we do for a living,
no matter what we do for a living,
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Sada smo u modnom poslu, nije bitno čime se bavimo u životu,
u modnom smo poslu.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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Stvar je u tome što ljudi u modnom poslu
08:21
know what it's like to be in the fashion
business -- they're used to it.
business -- they're used to it.
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znaju kako je to biti u modnom poslu, jer su navikli na to.
Mi ostali moramo shvatiti kako razmišljati na taj način.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Kako shvatiti da nije stvar u prekidanju ljudi s velikim oglasima preko cijele stranice,
08:27
How to understand
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08:28
that it's not about interrupting
people with big full-page ads,
people with big full-page ads,
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ili inzistiranju na sastancima s ljudima.
08:32
or insisting on meetings with people.
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To je proces potpuno drugačije vrste koji određuje koje će se ideje širiti,
08:34
But it's a totally different
sort of process
sort of process
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08:37
that determines which ideas spread,
and which ones don't.
and which ones don't.
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a koje neće.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Ova stolica – prodali su Aeron stolice za milijardu dolara vrijednosti
time što su ponovno otkrili što znači prodati stolicu.
08:44
by reinventing
what it meant to sell a chair.
what it meant to sell a chair.
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08:47
They turned a chair from something
the purchasing department bought,
the purchasing department bought,
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Preokrenuli su percepciju stolice od nečega što netko iz nabave kupuje,
do nečega što je statusni simbol o tome gdje sjedite na poslu.
08:51
to something that was a status symbol
about where you sat at work.
about where you sat at work.
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Taj tip, Lionel Poilane, najpoznatiji je pekar na svijetu –
08:55
This guy, Lionel Poilâne,
the most famous baker in the world --
the most famous baker in the world --
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08:58
he died two and a half months ago,
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umro je prije dva i pol mjeseca,
bio je moj heroj i drag prijatelj.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
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Živio je u Parizu. Prošle godine je prodao 10 milijuna dolara vrijednosti francuskog kruha.
09:03
He lived in Paris.
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09:04
Last year, he sold 10 million dollars'
worth of French bread.
worth of French bread.
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09:08
Every loaf baked in a bakery he owned,
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Svaka šnita je ispečena u pekarnici koju je on posjedovao, pekao ju je jedan po jedan pekar, u pećnici na drva.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Kada je Lionel osnovao pekaru Francuzima se nije svidjela.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Nisu htjeli kupovati njegov kruh. Nije izgledao kao “francuski kruh".
09:18
They didn't want to buy his bread.
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1660
09:19
It didn't look like "French bread."
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To nije bilo ono što su očekivali.
09:21
It wasn't what they expected.
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09:22
It was neat; it was remarkable;
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Bilo je uredno, izuzetno, i polako se širilo od jedne do druge osobe
09:25
and slowly, it spread
from one person to another person
from one person to another person
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dok napokon nije postao službeni kruh restorana s tri zvjezdice u Parizu.
09:29
until finally, it became the official
bread of three-star restaurants in Paris.
bread of three-star restaurants in Paris.
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09:33
Now he's in London, and he ships
by FedEx all around the world.
by FedEx all around the world.
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Sada je u Londonu i šalju ga FedEx-om po cijelom svijetu.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Marketinški stručnjaci su uobičavali raditi prosječne proizvode za prosječne ljude.
To je masovni marketing.
09:42
That's what mass marketing is.
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1793
09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
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4128
Ugladiti rubove, napadati centar,
to je veliko tržište.
Ignorirali bi jako pametne,
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
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ili ne daj Bože, onekoi zaostaju.
09:52
It was all about going for the center.
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1976
Sve je bilo proizvedeno za centar.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
185
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3168
Ali u svijetu gdje je TV industrijski kompleks slomljen,
mislim kako to više nije strategija koju želimo koristiti.
09:58
I don't think that's a strategy
we want to use any more.
we want to use any more.
186
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2620
10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
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575835
3774
Strategija je da ne oglašavamo za te ljude,
10:04
because they're really good
at ignoring you.
at ignoring you.
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2286
jer su oni jako dobri u vašem ignoriranju.
10:06
But market to these
people because they care.
people because they care.
189
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2754
Moramo ciljati na tržište koje je briga.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
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3665
To su ljudi koji su opsjednuti nečim.
10:14
And when you talk to them, they'll listen,
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2040
Kada im pričate nešto oni će slušat
10:16
because they like listening --
it's about them.
it's about them.
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591744
2619
jer vole slušat – jer je o njima.
I ako ste sretni, reći će svojim prijateljima
10:19
And if you're lucky, they'll tell
their friends on the rest of the curve,
their friends on the rest of the curve,
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3955
na ostatku krivlje i to će se proširiti.
10:23
and it'll spread.
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1187
Proširit će se po cijeloj krivulji.
10:24
It'll spread to the entire curve.
195
599577
1779
Oni imaju nešto što ja zovem otaku – što je stara Japanska riječ.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
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3639
Opisuje želju nekoga tko je opsjednut da mora nešto reći,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
197
605043
2998
voziti preko Tokija kako bi probao novo mjesto u kojem se prave rezanci,
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
198
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2833
10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
199
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2572
jer je to ono što oni rade. Postat će opsjednuti time.
10:38
To make a product, to market an idea,
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2357
Napraviti proizvod, plasirati ga na tržište,
sjetiti se bilo kojeg problema kojeg želite riješiti,
10:41
to come up with any problem
you want to solve
you want to solve
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a nema veze s otaku,
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
202
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3309
gotovo je nemoguće.
10:46
is almost impossible.
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621714
1222
Umjesto toga, morate naći grupu koja stvarno,
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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3642
očajno brine o tome što vi želite reći.
10:51
about what it is you have to say.
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1643
Razgovarajte s njima i olakšajte im da prenesu to svojim prijateljima.
10:53
Talk to them and make it easy
for them to tell their friends.
for them to tell their friends.
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3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
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3444
Postoji otaku ljuti umak, ali ne postoji otaku senf.
11:00
That's why there's lots and lots
of kinds of hot sauces,
of kinds of hot sauces,
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2675
Zato postoji puno vrsta ljutog umaka,
i ne toliko vrsta senfa.
11:03
and not so many kinds of mustard.
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1587
Ne zato što je teško napraviti zanimljiv senf –
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
210
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2483
možete napraviti zanimljiv senf –
11:07
you could make interesting mustard --
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1791
ali ljudi to ne rade jer nitko nije time opsjednut,
11:09
but people don't,
because no one's obsessed with it,
because no one's obsessed with it,
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2475
i nitko neće reći svojim prijateljima.
11:12
and thus no one tells their friends.
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1781
Krispy Kreme je shvatio cijelu stvar.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
Krispy Kreme ima strategiju, ono što oni radi,
11:16
It has a strategy, and what they do is,
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1880
uđu u grad, razgovaraju s ljudima s otaku,
11:18
they enter a city, they talk
to the people, with the otaku,
to the people, with the otaku,
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2807
i tada se rašire po gradu
11:20
and then they spread through the city
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655957
1922
do ljudi koji su upravo prešli ulicu.
11:22
to the people who've just
crossed the street.
crossed the street.
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2096
Ovaj yoyo košta 112 dolara, ali spava 12 minuta.
11:25
This yoyo right here cost 112 dollars,
but it sleeps for 12 minutes.
but it sleeps for 12 minutes.
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660023
4434
Ne žele ga svi, ali nije ih briga.
11:29
Not everybody wants it
but they don't care.
but they don't care.
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2037
Žele razgovarati s ljudima koji ga žele, i možda će se proširiti.
11:31
They want to talk to the people
who do, and maybe it'll spread.
who do, and maybe it'll spread.
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3527
Ovi ljudi rade najglasniji stereo sustav za auto na svijetu.
11:35
These guys make the loudest
car stereo in the world.
car stereo in the world.
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3383
11:38
(Laughter)
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673500
1976
(Smijeh)
11:40
It's as loud as a 747 jet.
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2144
Glasan je kao zrakoplov 747, tako da
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
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2951
auto mora imati neprobojno staklo na prozorima,
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
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2239
inače bi raznio vjetrobransko staklo.
11:47
But the fact remains
227
682906
1303
Činjenica je kada netko želi staviti
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
228
684233
3134
zvučnike u svoj auto,
ako imaju otaku
11:52
if they've got the otaku
or they've heard from someone who does,
or they've heard from someone who does,
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3000
ili su čuli nekoga tko ima,
otići će i izabrati ovo.
11:55
they go ahead and they pick this.
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1657
Zbilja je jednostavno – prodajete ljudima koji slušaju,
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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2991
i možda, možda će ti ljudi reći svojim prijateljima.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
232
695111
2322
Kada se Steve Jobs obraća 50,000 ljudi,
12:02
So when Steve Jobs talks
to 50,000 people at his keynote,
to 50,000 people at his keynote,
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3257
12:05
who are all tuned in from 130 countries
234
700738
2620
koji iz 130 zemalja
gledaju njegov dvosatni promotivni spot –
12:08
watching his two-hour commercial --
235
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2094
12:10
that's the only thing keeping
his company in business --
his company in business --
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705500
2620
to je jedina stvar koja održava njegovu kompaniju –
tih 50,000 ljudi koji brinu dovoljno očajno da
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
237
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2649
12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
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2810
gledaju dvosatnu reklamu, i tada kažu prijateljima.
Pearl Jam, 96 albuma puštenih u protekle dvije godine.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
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2681
Svaki je ostvario profit. Kako?
12:21
Every one made a profit. How?
240
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2357
12:23
They only sell them on their website.
241
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1787
Prodaju ih samo na njihovoj web stranici.
12:25
Those people who buy them have the otaku,
242
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2102
Ljudi koji ih kupuju preko weba imaju otaku,
12:27
and then they tell their friends,
and it spreads and it spreads.
and it spreads and it spreads.
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3053
i tada kažu svojim prijateljima, i tadko se širi i širi.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
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725751
3958
Ovaj bolnički krevet košta 10,000 dolara, 10 puta više nego standard.
Ali bolnice ga kupuju brže nego neki drugi model.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
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2674
12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
732780
2696
Hard Candy lak za nokte, ne privlači sve,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
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3479
ali ljudi koji ga vole, pričaju o tome kao ludi.
Ova boja bi mogla spasiti Dutch Boy kompaniju,
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
248
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5643
zaradivši im bogatstvo. Košta 35% više nego obična boja
12:49
making them a fortune.
249
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1289
12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
jer su Dutch Boy napravili kantice o kojima ljudi pričaju, jer su izuzetne.
12:53
because Dutch Boy made a can that people
talk about, because it's remarkable.
talk about, because it's remarkable.
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4041
Nisu samo zalijepili novi oglas na proizvod,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
252
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2143
promijenili su to što znači napraviti proizvod za slikanje.
12:59
they changed what it meant
to build a paint product.
to build a paint product.
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2493
13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
254
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4673
AmIhotornot.com – svaki dan 250,000 ljudi ode na ovu stranicu,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
255
761500
3976
koju vode dva volontera, i mogu vam reći kako strogo ocjenjuju,
13:10
(Laughter)
256
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3810
(Smijeh)
a nisu došli do ovdje puno se oglašavajući.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
257
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3048
Došli su do ovdje jer su izuzetni,
13:17
They got this way by being remarkable,
258
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2764
nekada i previše.
13:20
sometimes a little too remarkable.
259
775194
1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
260
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4299
Ovaj okvir za slike ima akorde koji sviraju odostraga,
13:26
and you plug it into the wall.
261
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1649
vi to samo uključite u zid.
13:27
My father has this on his desk,
262
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1849
Moj otac ima ovo na stolu,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
263
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4436
i gleda svoju unučad svaki dan, uz stalne promjene.
I svaka osoba koja uđe u njegov ured
13:34
And every single person
who walks into his office
who walks into his office
264
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2547
13:36
hears the whole story
of how this thing ended up on his desk.
of how this thing ended up on his desk.
265
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2929
čuje priču o tome kako je to završilo na njegovom stolu.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
266
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2640
I ta ideja se proširi na jednu po jednu osobu.
13:42
These are not diamonds, not really.
267
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2779
Ovo nisu dijamanti, ne zapravo.
13:45
They're made from "cremains."
268
800732
1744
Napravljeni su od kremiranih osoba.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
269
802827
2810
I nakon što se kremirate možete sami sebe pretvoriti u dragulj.
13:50
(Laughter)
270
805661
1047
(Smijeh)
13:51
Oh, you like my ring? It's my grandmother.
271
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2286
Sviđa vam se moj prsten? To je moja baka.
(Smijeh)
13:54
(Laughter)
272
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5689
13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
273
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2984
Najviše rastuća poduzeća u cijeloj pogrebnoj industriji.
Ali ne morate biti Ozzie Osbourne –
14:03
But you don't have to be Ozzie Osborne --
274
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2025
ne morate biti ni super neuobičajeni da to učinite.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
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2286
14:07
What you have to do
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Morate samo shvatiti što ljudi žele i to im dati.
14:08
is figure out what people
really want and give it to them.
really want and give it to them.
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Nekoliko brzih završnih pravila.
14:11
A couple of quick rules to wrap up.
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Prvo je: Dizajn je slobodan kada dođete na ljestvicu.
14:13
The first one is: Design
is free when you get to scale.
is free when you get to scale.
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I ljudi smisle stvari koje su izuzetne
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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češće nego što shvate kako bi dizajn radio za njih.
14:19
more often than not figure out
how to put design to work for them.
how to put design to work for them.
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14:22
Number two: The riskiest thing
you can do now is be safe.
you can do now is be safe.
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Broj dva: Najriskantnija stvar koju možete učiniti jest biti sigurni.
14:27
Proctor and Gamble knows this, right?
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Proctor i Gamble to znaju, zar ne?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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Cijeli model Proctor i Gamblea
14:31
is always about average products
for average people.
for average people.
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uvijek su prosječni proizvodi za prosječne ljude.
To je riskantno. Sigurna stvar je biti na rubu,
14:34
That's risky.
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14:35
The safe thing to do now
is to be at the fringes,
is to be at the fringes,
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biti izuzetan.
14:38
be remarkable.
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A biti vrlo dobar jest najlošija stvar koju možete učiniti.
14:40
And being very good is one
of the worst things you can possibly do.
of the worst things you can possibly do.
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Vrlo dobro je dosadno.
14:44
Very good is boring. Very good is average.
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Vrlo dobro je prosječno.
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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Nije bitno snimate li album ili ste arhitekt, ili imate rad o sociologiji.
14:49
or you're an architect,
or you have a tract on sociology.
or you have a tract on sociology.
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Ako je vrlo dobro, neće proći, jer nitko to neće primijetiti.
14:52
If it's very good, it's not going to work,
because no one's going to notice it.
because no one's going to notice it.
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Moje tri priče.
14:56
So my three stories.
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14:57
Silk put a product that does not need
to be in the refrigerated section
to be in the refrigerated section
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Silk. Stavite proizvod koji ne treba biti u hladnjaku,
pokraj mlijeka koje je u hladnjaku.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Prodaja se utrostručila. Zašto?
15:04
Sales tripled. Why?
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Mlijeko, mlijeko, mlijeko, mlijeko, mlijeko – nije mlijeko.
15:06
Milk, milk, milk, milk, milk -- not milk.
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15:09
For the people who were there
and looking at that section,
and looking at that section,
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Za ljude koji su bili tamo i gledali u taj prostor,
15:12
it was remarkable.
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to je bilo izuzetno.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Nisu utrostručili prodaju s oglašavanjem,
utrostručili su ih s nečim izvanrednim.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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To je izvanredan komad umjetnosti. Ne mora vam se sviđati,
15:18
That is a remarkable piece of art.
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15:20
You don't have to like it,
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15:21
but a 40-foot tall dog made out of bushes
in the middle of New York City
in the middle of New York City
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ali ogroman pas napravljen od grmlja
u središtu New Yorka je izuzetan.
15:26
is remarkable.
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15:27
(Laughter)
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Frank Gehry nije samo promijenio muzej,
15:28
Frank Gehry didn't just change a museum;
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promijenio je cijelu ekonomiju grada
15:30
he changed an entire city's economy
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kada je dizajnirao jednu zgradu koju će ljudi iz cijelog svijeta doći vidjeti.
15:33
by designing one building that people
from all over the world went to see.
from all over the world went to see.
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15:37
Now, at countless meetings at, you know,
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1905
Na ne brojenim sastancima, znate,
15:39
the Portland City Council,
or who knows where,
or who knows where,
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2724
vijeće Portlanda, ili tko zna gdje,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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rekli su, treba nam arhitekt – možemo li dobiti Franka Gehrya?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Jer je on učinio nešto što je na rubu.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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A moj veliki neuspjeh? Izašao sam sa cijelim
15:50
(Music)
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(Glazba)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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albumom i s cijelom hrpom zapisa albuma
u SACD formatu – izuzetnom novom formatu –
15:56
in SACD, this remarkable new format --
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2645
15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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i namjenio sam ga ljudima koji imaju muzičke sustave od 20,000 dolara.
Ljudi s muzičkim sustavima od 20,000 dolara ne vole novu glazbu.
16:02
People with 20,000-dollar stereos
don't like new music.
don't like new music.
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16:07
(Laughter)
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(Smijeh)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Morate shvatiti tko mari za to.
Tko će podići svoju ruku i reći,
16:17
Who is going to raise their hand and say,
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„Želim čuti što radite sljedeće,“
16:19
"I want to hear what you're doing next,"
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i prodati nešto njima.
16:21
and sell something to them.
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16:22
The last example I want to give you.
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Zadnji primjer koji vam želim dati.
Ovo je mapa Soap Lake-a u Washingtonu.
16:24
This is a map of Soap Lake, Washington.
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16:26
As you can see, if that's nowhere,
it's in the middle of it.
it's in the middle of it.
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Kao što možete vidjeti, ako je to nigdje, onda je u sredini toga.
16:30
(Laughter)
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(Smijeh)
Ali imaju jezero.
16:36
But they do have a lake.
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2385
16:38
And people used to come from miles
around to swim in the lake.
around to swim in the lake.
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I ljudi su dolazili iz daljine samo kako bi plivali u jezeru.
To ne rade više. Osnivači su rekli, “Imamo nešto novca za potrošiti.
16:41
They don't anymore.
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16:42
So the founding fathers said,
"We've got some money to spend.
"We've got some money to spend.
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Što možemo izgraditi ovdje?” i kao većina odbora,
16:45
What can we build here?"
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16:46
And like most committees,
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htjeli su izgraditi nešto prilično sigurno.
16:48
they were going to build
something pretty safe.
something pretty safe.
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I onda je umjetnik došao do njih – ovo je istinito renderiranje umjetnika –
16:50
And then an artist came to them --
this is a true artist's rendering --
this is a true artist's rendering --
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on želi sagraditi preko 16 metara visoku lava lampu u centru grada.
16:54
he wants to build a 55-foot tall
lava lamp in the center of town.
lava lamp in the center of town.
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16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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To je ljubičasta krava, to bi se zapazilo.
17:02
I don't know about you,
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Ne znam za vas, ali ako je sagrade, ja ću tamo otići.
17:04
but if they build it,
that's where I'm going to go.
that's where I'm going to go.
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17:06
Thank you very much for your attention.
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2000
Puno hvala na pažnji.
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com