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Scott Galloway: How Amazon, Apple, Facebook and Google manipulate our emotions
Scott Galloway: Kako Amazon, Apple, Facebook i Google manipuliraju našim emocijama
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Ukupna tržišna vrijednost Amazona, Applea, Facebooka i Googlea trenutno je jednaka BDP-u Indije. Kako su se te četiri kompanije uspjele tako temeljito uvući u naše živote? U izrazito energičnom govoru, Scott Galloway daje uvid i razotkriva podatke o njihovoj dominaciji i motivaciji – i što se događa kada društvo daje prednost vrijednosti za dioničare nad svim ostalim. Nakon govora slijede pitanja TED-ova voditelja, Chrisa Andersona. (Ovaj govor sadrži slikovni sadržaj)
Scott Galloway - Professor of marketing
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Double-click the English transcript below to play the video.
00:12
[This talk contains graphic language
Viewer discretion is advised]
Viewer discretion is advised]
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00:16
So, this is the first and the last slide
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Dakle, ovo je prvi i zadnji slajd
00:19
each of my 6,400 students
over the last 15 years has seen.
over the last 15 years has seen.
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koji je vidio svaki od mojih
6400 studenata u proteklih 15 godina.
6400 studenata u proteklih 15 godina.
00:24
I do not believe you can build
a multibillion-dollar organization
a multibillion-dollar organization
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Ne vjerujem da možete izgraditi više
milijardi dolara vrijednu organizaciju,
milijardi dolara vrijednu organizaciju,
00:27
unless you are clear on which instinct
or organ you are targeting.
or organ you are targeting.
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ukoliko niste svjesni koji instinkt
ili organ ciljate.
ili organ ciljate.
00:33
Our species has a need for a superbeing.
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Naša vrsta ima potrebu za superbićem.
00:36
Our competitive advantage
as a species is our brain.
as a species is our brain.
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Naša kompetitivna prednost
kao vrste je naš mozak.
kao vrste je naš mozak.
00:39
Our brain is robust enough to ask
these really difficult questions,
these really difficult questions,
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Naš mozak je dovoljno snažan
da postavlja ta vrlo teška pitanja,
da postavlja ta vrlo teška pitanja,
no, nažalost, nema moć obrade
da odgovori na njih,
da odgovori na njih,
00:42
but, unfortunately, it doesn't have
the processing power to answer them,
the processing power to answer them,
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00:46
which creates a need for a superbeing
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što stvara potrebu za superbićem
00:48
that we can pray to
and look to for answers.
and look to for answers.
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kome se možemo moliti
i obratiti za odgovore.
i obratiti za odgovore.
00:51
What is prayer?
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Što je molitva?
00:52
Sending a query into the universe,
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Slanje upita univerzumu,
00:54
and hopefully there's some sort
of divine intervention --
of divine intervention --
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nadajući se da postoji nekakva
božanska intervencija,
božanska intervencija,
ne moramo razumjeti što se dešava
00:57
we don't need to understand
what's going on --
what's going on --
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od nekakvog sveznajućeg,
svevidećeg superbića,
svevidećeg superbića,
00:59
from an all-knowing, all-seeing superbeing
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01:01
that gives us authority
that this is the right answer.
that this is the right answer.
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koje je autoritet kojem se vjeruje
da je to pravi odgovor.
da je to pravi odgovor.
01:05
"Will my kid be all right?"
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"Hoće li moje dijete biti dobro?"
01:08
You have your planet of stuff,
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Imate svoj svijet stvari,
01:10
you have your planet of work,
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imate svoj svijet rada,
01:11
you have your planet of friends.
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imate svoj svijet prijatelja.
01:13
If you have kids,
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Ako imate djecu,
01:15
you know that once something
comes off the rails with your kids,
comes off the rails with your kids,
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znate da čim nešto kod vaše djece
ne ide prema planu,
ne ide prema planu,
01:18
everything melts,
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sve se raspada
01:19
in your universe
to the Sun that is your kids.
to the Sun that is your kids.
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u vašem svijetu zbog Sunca
koje su vaša djeca.
koje su vaša djeca.
01:22
"Will my kid be all right?"
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"Hoće Ii moje dijete biti u redu?"
01:25
"Symptoms and treatment of croup"
in the Google query box.
in the Google query box.
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"Simptomi i liječenje grlobolje",
upit na Googleu.
upit na Googleu.
01:29
One in six queries presented to Google
have never been asked before
have never been asked before
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Jedan od šest upita postavljenih Googleu
nikad prije nisu traženi
nikad prije nisu traženi
01:33
in the history of mankind.
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u povijesti čovječanstva.
01:34
What priest, teacher, rabbi, scholar,
mentor, boss has so much credibility
mentor, boss has so much credibility
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Koji svećenik, učitelj, rabin, stručnjak,
mentor, šef ima toliko kredibiliteta
mentor, šef ima toliko kredibiliteta
01:40
that one in six questions
posed to that person
posed to that person
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da jedno od šest pitanja
postavljenih toj osobi
postavljenih toj osobi
01:42
have never been asked before?
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nikad prije nije upitano?
01:44
Google is our modern man's God.
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Google je Bog našeg modernog čovjeka.
01:47
Imagine your face and your name
above everything you've put into that box,
above everything you've put into that box,
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Zamislite svoje lice i ime iznad svega
što ste upisali u to polje pretrage
što ste upisali u to polje pretrage
01:52
and you're going to realize
you trust Google more than any entity
you trust Google more than any entity
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i shvatit ćete da vjerujete Googleu
više od bilo kojeg entiteta
više od bilo kojeg entiteta
01:56
in your history.
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u povijesti.
(Smijeh)
01:57
(Laughter)
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Krenimo dalje niz torzo.
01:58
Let's move further down the torso.
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02:00
(Laughter)
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(Smijeh)
02:02
One of the other wonderful things
about our species
about our species
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Još jedna divna stvar kod naše vrste
02:05
is we not only need to be loved,
but we need to love others.
but we need to love others.
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je što ne samo da želimo biti voljeni,
već i imamo potrebu voljeti druge.
već i imamo potrebu voljeti druge.
02:08
Children with poor nutrition
but a lot of affection
but a lot of affection
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Djeca koja imaju slabu prehranu,
ali mnogo ljubavi
ali mnogo ljubavi
02:11
have better outcomes than children
with good nutrition and poor affection.
with good nutrition and poor affection.
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imaju bolje rezultate od djece
koja se dobro hrane, ali su manje voljena.
koja se dobro hrane, ali su manje voljena.
02:16
However, the best signal
that you might make it
that you might make it
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Međutim, najbolji znak
da biste mogli uspjeti
da biste mogli uspjeti
02:19
to be part of the number-one fastest
growing demographic in the world --
growing demographic in the world --
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biti dio najbrže rastuće
demografije na svijetu --
demografije na svijetu --
02:24
centenarians, people
who live to triple digits --
who live to triple digits --
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stogodišnjaka, ljudi koji dožive
troznamenkastu dob,
troznamenkastu dob,
02:26
there are three signals.
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postoje tri pokazatelja.
02:27
In reverse order: your genetics --
not as important as you'd like to think,
not as important as you'd like to think,
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Obrnutim redom: vaša genetika --
ne toliko važna koliko volite misliti
ne toliko važna koliko volite misliti
pa i dalje možete
zanemarivati svoje tijelo
zanemarivati svoje tijelo
02:31
so you can continue to treat
your body like shit
your body like shit
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i misliti “Pa ujak Joe je doživio 95.,
02:33
and think, "Oh, Uncle Joe lived to 95,
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dakle, kocka je bačena."
02:35
the die have been cast."
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Manje je važno nego što mislite.
02:37
It's less important than you think.
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Broj dva - način života.
02:38
Number two is lifestyle.
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Ne pušite, ne budite pretili,
idite na preglede
idite na preglede
02:40
Don't smoke, don't be obese,
and prescreen --
and prescreen --
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02:42
get rid of about two-thirds
of early cancers
of early cancers
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i riješite se dvije trećine
rano otkrivenih tumora
rano otkrivenih tumora
02:45
and cardiovascular disease.
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te bolesti srca i krvnih žila.
02:47
The number one indicator or signal
that you'll make it to triple digits:
that you'll make it to triple digits:
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Glavni pokazatelj da ćete doživjeti stotu:
02:50
How many people do you love?
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Koliko ljudi volite?
02:54
Caretaking is the security camera --
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Briga za druge je naša sigurnosna kamera -
02:57
we call the low-resolution
security camera in our brain --
security camera in our brain --
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zovemo je sigurnosnom kamerom
niske rezolucije u našem mozgu --
niske rezolucije u našem mozgu --
odlučivanje dodajete li nečemu vrijednost.
03:00
deciding whether or not
you are adding value.
you are adding value.
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03:02
Facebook taps into our instinctive need
not only to be loved,
not only to be loved,
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Facebook dopire do naše instinktivne
potrebe, ne samo da budemo voljeni,
potrebe, ne samo da budemo voljeni,
03:06
but to love others,
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već i da volimo druge,
najčešće kroz slike
koje stvaraju empatiju,
koje stvaraju empatiju,
03:07
mostly through pictures
that create empathy,
that create empathy,
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pročišćuju i osnažuju naše veze s drugima.
03:09
catalyze and reinforce our relationships.
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03:12
Let's continue our journey down the torso.
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Nastavimo dalje niz torzo.
03:15
Amazon is our consumptive gut.
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Amazon je naše potrošačko crijevo.
03:18
The instinct of more is hardwired into us.
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Instinkt za obiljem je ugrađen u nas.
03:21
The penalty for too little
is starvation and malnutrition.
is starvation and malnutrition.
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Kazna za oskudicu je
gladovanje i neishranjenost.
gladovanje i neishranjenost.
03:25
Open your cupboards, open your closets,
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Otvorite svoje vitrine i ormare,
03:28
you have 10 to 100x times what you need.
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imate 10 do 100 puta više
nego što vam je potrebno.
nego što vam je potrebno.
03:31
Why?
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Zašto?
Zato jer je kazna
za imati premalo mnogo veća,
za imati premalo mnogo veća,
03:32
Because the penalty
for too little is much greater
for too little is much greater
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03:35
than the penalty for too much.
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nego za imati previše.
03:37
So "more for less" is a business strategy
that never goes out of style.
that never goes out of style.
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Znači, "više za manje" je poslovna
strategija koja nikad ne zastarijeva.
strategija koja nikad ne zastarijeva.
03:41
It's the strategy of China,
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To je strategija Kine,
03:42
it's a the strategy of Walmart,
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to je strategija Walmarta,
03:44
and now it's the strategy of the most
successful company in the world,
successful company in the world,
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a trenutno je to strategija
i najuspješnije kompanije na svijetu,
i najuspješnije kompanije na svijetu,
Amazona.
03:47
Amazon.
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Dobivate više za manje u vašu probavu;
03:48
You get more for less into your gut;
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03:51
digest, send it to your muscular
and skeletal system of consumption.
and skeletal system of consumption.
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probavljate i šaljete to vašem mišićnom
i koštanom sustavu za potrošnju.
i koštanom sustavu za potrošnju.
03:54
Moving further,
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Idemo dalje,
03:56
once we know we will survive,
the basic instinct,
the basic instinct,
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jednom kada smo svjesni
da ćemo preživjeti, naš osnovni instinkt,
da ćemo preživjeti, naš osnovni instinkt,
04:00
we move to the second
most powerful instinct,
most powerful instinct,
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idemo prema drugom najsnažnijem instinktu,
04:02
and that is to spread and select
the strongest, smartest and fastest seed
the strongest, smartest and fastest seed
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a to je širenje i biranje najsnažnijeg,
najpametnijeg i najbržeg sjemena
najpametnijeg i najbržeg sjemena
04:07
to the four corners of the earth,
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na sve četiri strane svijeta,
04:09
or pick the best seed.
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ili biranje najboljeg sjemena.
04:11
This is not a timepiece.
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Ovo nije sat.
04:13
I haven't wound it in five years.
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Nisam ga navio na pet godina.
04:15
It's my vain attempt to say to people,
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To je moj tašti pokušaj da kažem ljudima:
"Ako se spojite sa mnom,
vaša djeca imaju više izgleda da prežive,
vaša djeca imaju više izgleda da prežive,
04:17
"If you mate with me,
your children are more likely to survive
your children are more likely to survive
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04:20
than if you mate with someone
wearing a Swatch watch."
wearing a Swatch watch."
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nego ako se spojite s nekim
tko nosi Swatch sat."
tko nosi Swatch sat."
(Smijeh)
04:23
(Laughter)
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04:25
The key to business is tapping into
the irrational organs.
the irrational organs.
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Za poslovanje je ključno
da dotaknete iracionalne organe.
da dotaknete iracionalne organe.
04:29
"Irrational" is Harvard Business School's
and New York Business School's term
and New York Business School's term
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"Iracionalno" je pojam na Harvardovoj
i Njujorškoj poslovnoj školi
i Njujorškoj poslovnoj školi
04:33
for fat profit margins
and shareholder value.
and shareholder value.
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za visoke marže prihoda
i vrijednosti dionica.
i vrijednosti dionica.
04:36
"High-caloric paste for your children."
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Visokokalorični namaz za vašu djecu."
04:39
No?
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Ne?
Volite svoju izbirljivu mamu.
04:40
You love your choosy mom.
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04:42
Why choosy moms choose Jif:
you love your kids more.
you love your kids more.
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Zašto izbirljive mame biraju Jif:
vi volite svoju djecu više.
vi volite svoju djecu više.
04:46
The greatest algorithm for shareholder
creation from World War II
creation from World War II
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Najbolji algoritam za dioničare
od Drugog svjetskog rata
od Drugog svjetskog rata
04:49
to the advent of Google
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do pojave Googlea,
04:50
was taking an average product
and appealing to people's hearts.
and appealing to people's hearts.
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bio je uzimanje prosječnog proizvoda
i igranje na ljudske emocije.
i igranje na ljudske emocije.
04:53
You're a better a mom,
a better person, a better patriot
a better person, a better patriot
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Bolja ste mama, bolja osoba, veći domoljub
ako umjesto ovog prosječnog sapuna
kupite ovaj prosječni sapun.
kupite ovaj prosječni sapun.
04:56
if you buy this average soap
versus this average soap.
versus this average soap.
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05:00
Now, the number one algorithm
for shareholder value isn't technology.
for shareholder value isn't technology.
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Danas glavni algoritam za vrijednost
dionica nije tehnologija.
dionica nije tehnologija.
05:03
Look at the Forbes 400.
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Pogledajte Forbesovih 400.
05:05
Take out inherited wealth,
take out finance.
take out finance.
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Izostavite naslijeđeno bogatstvo,
izostavite financije.
izostavite financije.
05:07
The number one source of wealth creation:
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Glavni izvor stvaranja bogatstva je:
05:09
appealing to your reproductive organs.
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obraćanje vašim reproduktivnim organima.
05:11
The Lauders; the number
one wealthiest man in Europe, LVMH.
one wealthiest man in Europe, LVMH.
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Lauders, najimućniji čovjek Europe, LVMH.
05:16
Numbers two and three: H&M and Inditex.
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Drugo i treće mjesto: H&M i Inditex.
05:19
You want to target the most
irrational organs for shareholder value.
irrational organs for shareholder value.
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Želite ciljati najiracionalnije
organe za dobrobit dioničara.
organe za dobrobit dioničara.
05:25
As a result, these four companies --
Apple, Amazon, Facebook and Google --
Apple, Amazon, Facebook and Google --
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Kao rezultat, ove četiri kompanije,
Apple, Amazon, Facebook i Google,
Apple, Amazon, Facebook i Google,
raščlanile su ono što jesmo.
05:29
have disarticulated who we are.
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05:30
God, love, consumption, sex.
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Bog, ljubav, potrošnja, seks.
05:33
The proportion in your approach
to those things is who you are,
to those things is who you are,
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Udio vašeg pristupa svemu ovome
čini vas onime tko ste,
čini vas onime tko ste,
05:36
and they have reassembled who we are
in the form of for-profit companies.
in the form of for-profit companies.
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a oni su sjedinili ono tko smo
u obliku profitnih kompanija.
u obliku profitnih kompanija.
05:40
At the end of the Great Recession,
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Na kraju Velike recesije,
tržišna je vrijednost
tih kompanija bila jednaka
tih kompanija bila jednaka
05:42
the market capitalization
of these companies was equivalent
of these companies was equivalent
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05:45
to the GDP of Niger.
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BDP-u Nigera.
05:46
Now it is equivalent to the GDP of India,
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Sada je jednaka BDP-u Indije,
05:49
having blown past
Russia and Canada in '13 and '14.
Russia and Canada in '13 and '14.
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ostavivši za sobom
Rusiju i Kanadu 2013. i 2014.
Rusiju i Kanadu 2013. i 2014.
05:52
There are only five nations
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Postoji samo pet država
05:54
that have a GDP greater
than the combined market capitalization
than the combined market capitalization
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koje imaju BDP veći
od ukupne tržišne vrijednosti
od ukupne tržišne vrijednosti
05:57
of these four firms.
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te četiri kompanije.
05:59
Something is happening, though.
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Nešto se ipak događa.
06:01
The conversation just a year ago
was, which CEO was more Jesus-like?
was, which CEO was more Jesus-like?
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Prije samo godinu dana vodio se razgovor
koji izvršni direktor više sliči Isusu.
koji izvršni direktor više sliči Isusu.
06:06
Who was running for president?
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Tko će se kandidirati za predsjednika?
06:08
Now the worm has turned.
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Sada su se karte okrenule.
06:10
Everything they're doing is bothering us.
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Sve što rade nama smeta.
06:12
We're worried they're tax avoiders.
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Mislimo da izbjegavaju poreze.
06:14
Walmart, since the Great Recession,
has paid 64 billion dollars
has paid 64 billion dollars
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Walmart je od Velike recesije
platio 64 milijarde dolara
platio 64 milijarde dolara
06:17
in corporate income tax;
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1533
korporativnog poreza na prihod;
06:19
Amazon has paid 1.4.
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1999
Amazon je platio 1,4.
06:21
How do we pay our firefighters,
our soldiers and our social workers
our soldiers and our social workers
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Kako da plaćamo naše vatrogasce,
vojnike i socijalne radnike,
vojnike i socijalne radnike,
06:25
if the most successful companies
in the world don't pay their fair share?
in the world don't pay their fair share?
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ako najuspješnije kompanije
na svijetu ne plaćaju svoj dio?
na svijetu ne plaćaju svoj dio?
06:28
Pretty easy.
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Vrlo jednostavno.
To znači da manje uspješne
tvrtke moraju platiti
tvrtke moraju platiti
06:30
That means the less successful
companies have to pay
companies have to pay
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2539
više nego što bi trebale.
06:32
more than their fair share.
139
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1317
Alexa, je li to u redu?
06:33
Alexa, is this a good thing?
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1831
06:35
This is despite that fact --
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1968
Ovo je uprkos činjenici --
06:37
(Laughter)
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1075
(Smijeh)
Ovo je uprkos činjenici
06:38
This is despite the fact
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06:41
that Amazon has added the entire
market capitalization of Walmart
market capitalization of Walmart
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4056
da je Amazon dodao
ukupnu tržišnu vrijednost Walmarta
ukupnu tržišnu vrijednost Walmarta
06:45
to its market cap in the last 19 months.
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svojoj tržišnoj vrijednosti
u zadnjih 19 mjeseci.
u zadnjih 19 mjeseci.
06:52
Whose fault is it? It's our fault.
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Čijom krivnjom? Našom.
06:54
We're electing regulators
who don't have the backbone
who don't have the backbone
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Biramo regulatore koji nemaju petlje
06:58
to actually go after these companies.
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ganjati te kompanije.
07:00
Facebook lies to EU regulators
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408964
2002
Facebook laže EU regulatorima
i kaže: "Nikako ne bismo mogli
dijeliti podatke
dijeliti podatke
07:02
and says, "It would be impossible
for us to share the data
for us to share the data
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07:06
between our core platform
and our proposed acquisition of WhatsApp.
and our proposed acquisition of WhatsApp.
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između naše glavne platforme
i WhatsApp-a kao moguće akvizicije.
i WhatsApp-a kao moguće akvizicije.
07:09
Approve the merger."
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Odobrite pripajanje."
07:11
They approve the merger and then --
spoiler alert! -- they figure it out.
spoiler alert! -- they figure it out.
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3787
Odobrili su pripajanje i onda --
spojler! -- ovi su našli način.
spojler! -- ovi su našli način.
A EU je rekla:
"Osjećamo da nas lažete.
"Osjećamo da nas lažete.
07:15
And the EU says, "I feel lied to.
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1714
07:16
We're fining you 120 billion dollars,"
155
424871
3387
Određujemo vam kaznu
od 120 milijuna dolara",
od 120 milijuna dolara",
07:20
about .6 percent of the acquisition price
of 19 billion dollars.
of 19 billion dollars.
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428282
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oko 0.6 posto cijene pripajanja
od 19 milijardi dolara.
od 19 milijardi dolara.
07:24
If Mark Zuckerberg could take out
an insurance policy
an insurance policy
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Da je Mark Zuckerberg
mogao izvući policu osiguranja
mogao izvući policu osiguranja
07:27
that the acquisition would
go through for .6 percent,
go through for .6 percent,
158
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2722
kojom bi pripajanje prošlo za 0.6 posto,
07:29
wouldn't he do it?
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437944
1359
ne bi li to učinio?
07:31
Anticompetitive behavior.
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1818
Nekonkurentsko ponašanje.
07:33
A two-and-a-half-billion-dollar fine,
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2000
Dvije i pol milijarde dolara kazne,
07:35
three billion of the cash flow,
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2892
protok novca od tri milijarde,
07:38
three percent of the cash
on Google's balance sheet.
on Google's balance sheet.
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tri posto gotovine u Googleovoj bilanci.
07:41
We are telling these companies,
"The smart thing to do,
"The smart thing to do,
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3312
Govorimo ovim kompanijama:
"Pametna stvar,
"Pametna stvar,
07:45
the shareholder-driven thing to do,
165
453596
1965
isplativa stvar za vrijednost dionice
07:47
is to lie and to cheat."
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2315
je lagati i varati."
07:49
We are issuing 25-cent parking tickets
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Dajemo kazne za parking od 25 centi
07:53
on a meter that costs 100 dollars an hour.
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3227
na brojilu koje stoji 100 dolara po satu.
07:56
The smart thing to do is lie.
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464847
1080
Pametno je lagati.
07:57
Job destruction!
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1520
Uništavanje radnih mjesta!
07:59
Amazon only needs one person
for two at Macy's.
for two at Macy's.
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467507
3301
Amazonu je potrebna
jedna osoba za dvije u Macy's-u.
jedna osoba za dvije u Macy's-u.
08:02
If they grow their business 20 billion
dollars this year, which they will,
dollars this year, which they will,
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Ako im ove godine posao naraste
za 20 milijardi, a hoće,
za 20 milijardi, a hoće,
izgubit ćemo 53000
blagajnika i službenika.
blagajnika i službenika.
08:06
we will lose 53,000 cashiers and clerks.
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08:08
This is nothing unusual;
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476706
1261
Nije to ništa neobično;
08:09
this has happened all through our economy,
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477991
2312
to se dešava u cijeloj našoj ekonomiji,
08:12
we've just never seen
companies this good at it.
companies this good at it.
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2262
ali još nismo vidjeli nekog tako vještog.
08:14
That's one Yankee Stadium of workers.
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482613
2278
Ta količina radnika
napunila bi Yankee stadion.
napunila bi Yankee stadion.
08:16
It's even worse in media.
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Još je gore u medijima.
08:18
If Facebook and Google
grow their businesses
grow their businesses
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486306
2110
Ako Facebook i Google prošire svoj posao
za 22 milijarde dolara ove godine, a hoće,
08:20
22 billion dollars this year,
which they will,
which they will,
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488440
2175
08:22
we're going to lose approximately
150,000 creative directors,
150,000 creative directors,
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490639
3631
izgubit ćemo, otprilike,
150000 kreativnih direktora,
150000 kreativnih direktora,
08:26
planners and copywriters.
182
494294
1973
planera i copywritera.
08:28
Or we can fill up two-and-a-half
Yankee Stadiums
Yankee Stadiums
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496291
2310
Ili možemo ispuniti
dva i pol Yankee stadiona
dva i pol Yankee stadiona
i reći, "Otpušteni ste
ljubaznošću Amazona."
ljubaznošću Amazona."
08:30
and say, "You are out of work,
courtesy of Amazon."
courtesy of Amazon."
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498625
3391
08:34
We now get the majority of our news
from our social media feeds,
from our social media feeds,
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Danas većinu vijesti dobivamo
kroz društvene medije
kroz društvene medije
08:37
and the majority of our news
coming off of social media feeds is ...
coming off of social media feeds is ...
186
505314
4273
i većina vijesti koje nam dolaze
putem društvenih medija su...
putem društvenih medija su...
08:41
fake news.
187
509611
1300
lažne vijesti.
08:42
(Laughter)
188
510935
1687
(Smijeh)
08:44
I am not allowed to be political
or use curse words,
or use curse words,
189
512646
3604
Nije mi dozvoljeno da budem političan
ili koristim psovke,
ili koristim psovke,
08:48
or talk about religion in class,
190
516274
1687
ili govorim o religiji na predavanju
08:49
so I can definitely not say,
191
517985
2456
pa definitivno ne mogu reći,
08:53
"Zuckerberg has become Putin's bitch."
192
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2561
"Zuckerberg je postao Putinov potrčko."
08:56
I definitely cannot say that.
193
524058
2226
Definitivno ne mogu to reći.
08:58
(Laughter)
194
526308
1013
(Smijeh)
08:59
Their defense:
195
527345
1179
Njihova obrana:
09:00
"Facebook is not a media company;
it's a technology company."
it's a technology company."
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528548
3375
"Facebook nije medijska kompanija;
radi se o tehnološkoj kompaniji."
radi se o tehnološkoj kompaniji."
09:03
You create original content,
197
531947
1674
Stvarate originalni sadržaj,
09:05
you pay sports leagues
to give you original content,
to give you original content,
198
533645
2896
plaćate sportskim ligama
da vam šalju originalni sadržaj,
da vam šalju originalni sadržaj,
09:08
you run advertising against it --
boom! -- you're a media company.
boom! -- you're a media company.
199
536565
3114
vodite oglašavanje protiv toga --
vi jeste medijska kompanija.
vi jeste medijska kompanija.
Samo u zadnjih nekoliko dana,
09:11
Just in the last few days,
200
539703
1527
09:13
Sheryl Sandberg has repeated this lie,
that "We are not a media company."
that "We are not a media company."
201
541254
4609
Sheryl Sandberg je ponovila ovu laž:
"Mi nismo medijska kompanija."
"Mi nismo medijska kompanija."
Facebook je otvoreno prihvatio
zarade poput poznatih ličnosti
zarade poput poznatih ličnosti
09:17
Facebook has openly embraced
the margins of celebrity
the margins of celebrity
202
545887
3445
09:21
and the influence of a media company
203
549356
2374
i utjecajnost poput medijske kompanije
09:23
yet seems to be allergic
to the responsibilities
to the responsibilities
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551754
3687
ali izgleda da su i dalje
alergični na odgovornosti
alergični na odgovornosti
09:27
of a media company.
205
555465
1300
koju ima medijska kompanija.
09:29
Imagine McDonald's.
206
557138
1608
Zamislite McDonald's.
09:31
We find 80 percent of their beef is fake,
207
559293
2429
Otkrijemo da je 80 posto
njihove govedine lažno,
njihove govedine lažno,
09:33
and it's giving us encephalitis,
208
561746
1621
da nam uzrokuje encefalitis
09:35
and we're making terrible decisions.
209
563391
2386
i da donosimo grozne odluke.
09:37
And we say, "McDonald's,
we're pissed off!"
we're pissed off!"
210
565801
2828
I kažemo, "McDonald's, užasno smo ljuti!"
09:40
And they say, "Wait, wait --
211
568653
2931
A oni kažu: "Čekajte, čekajte --
09:43
we're not a fast-food restaurant,
212
571608
1852
mi nismo restoran brze hrane,
09:45
we're a fast-food platform."
213
573484
2233
mi smo platforma brze hrane."
09:47
(Laughter)
214
575741
1780
(Smijeh)
09:50
These companies and CEOs wrap themselves
215
578307
2339
Ove se kompanije
i izvršni direktori omataju
i izvršni direktori omataju
09:52
in a neon-blue pink rainbow
and blue blanket
and blue blanket
216
580670
3858
u neonsko plavu,
ružičastu dugu i plavi plašt
ružičastu dugu i plavi plašt
09:56
to create an illusionist trick
from their behavior each day,
from their behavior each day,
217
584552
3349
kako bi svakodnevno stvarali
iluzionistički trik svojim ponašanjem,
iluzionistički trik svojim ponašanjem,
09:59
which is more indicative
of the spawn of Darth Vader and Ayn Rand.
of the spawn of Darth Vader and Ayn Rand.
218
587925
4471
što više priliči potomku
Dartha Vadera and Ayn Rand.
Dartha Vadera and Ayn Rand.
10:04
Why? Because we as progressives
are seen as nice but weak.
are seen as nice but weak.
219
592420
4068
Zašto? Zato što nas progresivce
vide kao ljubazne, ali slabe.
vide kao ljubazne, ali slabe.
10:09
If Sheryl Sandberg had written
a book on gun rights
a book on gun rights
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597045
3354
Da je Sheryl Sandberg
napisala knjigu o pravu na oružje,
napisala knjigu o pravu na oružje,
10:12
or on the pro-life movement,
221
600423
2404
ili o pro-life pokretu,
bi li Sheryl bila pozvana u Cannes?
10:14
would they be flying Sheryl to Cannes?
222
602851
2981
10:17
No.
223
605856
1158
Ne.
I ne sumnjam u njihove
progresivne vrijednosti
progresivne vrijednosti
10:19
And I'm not doubting
their progressive values,
their progressive values,
224
607038
2144
ali to ide u smjeru
vrijednosti za dioničare,
vrijednosti za dioničare,
10:21
but it foots to shareholder value,
225
609206
2072
10:23
because we as progressives
are seen as weak.
are seen as weak.
226
611302
2069
jer nas kao progresivce vide kao slabiće.
10:25
They're so nice -- remember Microsoft?
227
613395
2408
Tako su fini -- sjećate se Microsofta?
10:27
They didn't seem as nice,
228
615827
1497
Nisu se činili finima
10:29
and regulators stepped in much earlier
than the regulators now,
than the regulators now,
229
617348
4273
i regulatori su se znatno ranije umiješali
nego današnji regulatori,
nego današnji regulatori,
10:33
who would never step in
on those nice, nice people.
on those nice, nice people.
230
621645
3685
koji nikada ne bi nagazili
na te fine, pristojne ljude.
na te fine, pristojne ljude.
10:37
I'm about to get on a plane tonight,
231
625354
1806
Večeras ću se ukrcati na avion
i maltretirat će me lik
iz osiguranja po imenu Roy.
iz osiguranja po imenu Roy.
10:39
and I'm going to have a guy
named Roy from TSA molest me.
named Roy from TSA molest me.
232
627184
2718
10:41
If I am suspected of a DUI
on the way home,
on the way home,
233
629926
3181
Ako posumnjaju da na putu prema kući
vozim pod utjecajem alkohola,
vozim pod utjecajem alkohola,
10:45
I can have blood taken from my person.
234
633131
2668
mogu mi uzeti krv.
10:48
But wait! Don't tap into the iPhone --
235
636554
3068
Ali čekajte! Ne dirajte mi iPhone --
10:51
it's sacred.
236
639646
1420
on je svetinja.
10:53
This is our new cross.
237
641090
1439
To je naše novo božanstvo.
Ne bi se trebao zvati "iPhone X",
10:54
It shouldn't be the iPhone X,
238
642553
1609
10:56
it should be called the "iPhone Cross."
239
644186
1996
već "iPhone Cross."
Imamo svoju religiju; to je Apple.
10:58
We have our religion; it's Apple.
240
646206
2166
Naš Isus Krist je Steve Jobs
11:00
Our Jesus Christ is Steve Jobs,
241
648396
1775
11:02
and we've decided this is holier
than our person, our house
than our person, our house
242
650195
3286
i odlučili smo da je to svetije
od nas samih, naše kuće,
od nas samih, naše kuće,
11:05
or our computer.
243
653505
1300
ili našeg računala.
11:06
We have become totally out of control
244
654829
2517
Posve smo izmakli kontroli
11:09
with the gross idolatry
of innovation and of youth.
of innovation and of youth.
245
657370
3793
tim slijepim štovanjem
inovacija i mladosti.
inovacija i mladosti.
11:13
We no longer worship
at the altar of character,
at the altar of character,
246
661187
2471
Više ne cijenimo karakter,
11:15
of kindness,
247
663682
1157
ilil ljubaznost,
11:16
but of innovation and people
who create shareholder value.
who create shareholder value.
248
664863
3578
već inovaciju i ljude koji stvaraju
vrijednost za svoje dioničare.
vrijednost za svoje dioničare.
11:20
Amazon has become so powerful
in the marketplace,
in the marketplace,
249
668465
2894
Amazon je postao toliko moćan na tržištu,
izvodi umne trikove poput Jedija.
11:23
it can conduct Jedi mind tricks.
250
671383
1562
11:24
It can begin damaging other industries
just by looking at them.
just by looking at them.
251
672969
2990
Može štetiti ostalim industrijama
samo posmatrajući ih.
samo posmatrajući ih.
Nike najavi distribuciju preko Amazona,
vrijednost dionice im naraste,
vrijednost dionice im naraste,
11:27
Nike announces they're distributing
on Amazon, their stock goes up,
on Amazon, their stock goes up,
252
675983
3164
11:31
every other footwear stock goes down.
253
679171
1806
a vrijednost ostalih u branši padne.
Kada dionice Amazona skaču,
dionice ostalih u maloprodaji padaju,
dionice ostalih u maloprodaji padaju,
11:33
When Amazon stock goes up,
the rest of retail stocks go down,
the rest of retail stocks go down,
254
681001
3009
jer pretpostavljaju da ono što je dobro
za Amazon, loše je za sve ostale.
za Amazon, loše je za sve ostale.
11:36
because they assume what's good
for Amazon is bad for everybody else.
for Amazon is bad for everybody else.
255
684034
3309
11:39
They cut the cost on salmon 33 percent
when they acquired Whole Foods.
when they acquired Whole Foods.
256
687367
4369
Snizili su cijenu lososa za 33 posto
nakon što su pripojili Whole Foods.
nakon što su pripojili Whole Foods.
11:43
In between the time they announced
the acquisition of Whole Foods
the acquisition of Whole Foods
257
691760
3107
Od vremena kada su najavili
pripajanje Whole Foods-a
pripajanje Whole Foods-a
pa do samog završetka,
11:46
and when it closed,
258
694891
1174
Kroger, najveći prehrambeni
online lanac u Americi,
online lanac u Americi,
11:48
Kroger, the largest
pure-play grocer in America,
pure-play grocer in America,
259
696089
2271
izgubio je trećinu vrijednosti
11:50
shed a third of its value,
260
698384
1735
11:52
because Amazon purchased a grocer
one-eleventh the size of Kroger.
one-eleventh the size of Kroger.
261
700143
6379
jer je Amazon kupio prehrambeni lanac
veličine jedne jedanaestine Krogera.
veličine jedne jedanaestine Krogera.
11:59
I got very lucky.
262
707167
1228
Imao sam dosta sreće.
12:00
I predicted the acquisition
of Whole Foods by Amazon
of Whole Foods by Amazon
263
708419
3417
Predvidio sam da će Amazon
preuzeti Whole Foods
preuzeti Whole Foods
tjedan prije akvizicije.
12:03
the week before it happened.
264
711860
1344
Ovdje se ja hvalim,
rekao sam ovo javno u medijima.
rekao sam ovo javno u medijima.
12:05
This is me boasting; I said
this publicly in the media.
this publicly in the media.
265
713228
2688
To im je bila najveća
akvizicija u povijesti,
akvizicija u povijesti,
12:07
This was the largest
acquisition in their history,
acquisition in their history,
266
715940
2381
nikada prije preko jedne milijarde
12:10
they'd never made
an acquisition over a billion,
an acquisition over a billion,
267
718345
2335
i ljudi su pitali, "Kako si znao?"
12:12
and people asked, "How did you know this?"
268
720704
2118
Stoga ću odati tajnu
ovoj vrlo impresivnoj publici.
ovoj vrlo impresivnoj publici.
12:14
So I'm letting this very impressive
audience in on the secret.
audience in on the secret.
269
722846
3219
12:18
How did I know this?
270
726089
1195
Kako sam znao za to?
12:19
I'm going to tell you how I knew.
271
727308
1970
Reći ću vam.
12:21
I bark at Alexa all day long
272
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2750
Dovikujem se s Alexom po cijeli dan,
12:24
and try to figure out what's going on.
273
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1912
pokušavajući doznati što se događa.
12:26
(Scott Galloway) Alexa, buy whole milk.
274
734012
3396
(Scott Galloway)
Alexa, kupi punomasno mlijeko.
Alexa, kupi punomasno mlijeko.
12:29
(Alexa) I couldn't find
anything for whole milk,
anything for whole milk,
275
737432
2267
(Alexa) Nisam mogla naći punomasno mlijeko
pa sam ga dodala na tvoj popis za kupnju.
12:31
so I've added whole milk
to your shopping list.
to your shopping list.
276
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12:34
SG: Then I asked,
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SG: Onda sam pitao,
(SG) Alexa, kupi organsku hranu.
12:35
(SG) Alexa, buy organic foods.
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12:38
(Alexa) The top search result
for organic food
for organic food
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(Alexa) U vrhu rezultata pretrage
je hrana za bebe Plum Organics,
banana i bundeva,
banana i bundeva,
12:41
is Plum Organics baby food,
banana and pumpkin,
banana and pumpkin,
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pakiranje od 12 komada, svaka 113 g.
12:44
12-pack of four ounces each.
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752103
2017
12:46
It's 15 dollars total.
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Ukupno 15 dolara.
12:48
Would you like to buy it?
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Želiš li to kupiti?
SG: I tada, kako to često bude
u mojim godinama,
u mojim godinama,
12:49
SG: And then, as often happens at my age,
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ostao sam zbunjen.
12:51
I got confused.
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12:52
(SG) Alexa, buy whole foods.
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(SG) Alexa, kupuj cjelovite namirnice
(whole foods)
(whole foods)
12:56
(Alexa) I have purchased the outstanding
stock of Whole Foods Incorporated
stock of Whole Foods Incorporated
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(Alexa) Kupila sam izvrsnu dionicu
Whole Foods Incorporated
Whole Foods Incorporated
12:59
at 42 dollars per share.
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za 42 dolara po dionici.
13:01
I have charged 13.7 billion
to your American Express card.
to your American Express card.
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Platila sam 13,7 milijardi
tvojom American Express karticom.
tvojom American Express karticom.
13:05
(Laughter)
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(Smijeh)
13:07
SG: I thought that'd be funnier.
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SG: Mislio sam da će biti smješnije.
13:09
(Laughter)
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(Smijeh)
13:11
We've personified these companies,
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Personificirali smo ove kompanije
13:12
and just as when you're really angry
over every little thing someone does
over every little thing someone does
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i baš kao kad ste krajnje ljuti
na svaku sitnicu koju netko čini
na svaku sitnicu koju netko čini
u vašem životu i odnosima,
13:16
in your life and relationships,
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morate se zapitati,
13:17
you've got to ask yourself,
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"Što se ovdje događa? Zašto smo
toliko razočarani u tehnologiju?"
toliko razočarani u tehnologiju?"
13:19
"What's going on here?
Why are we so disappointed in technology?"
Why are we so disappointed in technology?"
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Vjerujem da je to zbog omjera,
u kojem je jedan posto
u kojem je jedan posto
13:22
I believe it's because the ratio
of one-percent pursuit
of one-percent pursuit
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vrijednost za dioničare
13:24
of shareholder value
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1167
13:26
and 99 percent the betterment of humanity
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2541
a 99 posto za unapređenje čovečanstva,
što je tehnologija nekad bila,
13:28
that technology used to play
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1385
13:29
has been flipped,
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1155
to sada promijenjeno,
sada smo posve fokusirani na vrijednost
dionice umjesto na čovječanstvo.
dionice umjesto na čovječanstvo.
13:31
and now we're totally focused
on shareholder value instead of humanity.
on shareholder value instead of humanity.
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Sto tisuća ljudi se okupilo
za Manhattan Project
za Manhattan Project
13:34
One hundred thousand people came together
for the Manhattan Project
for the Manhattan Project
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3279
i doslovno spasilo svijet.
13:37
and literally saved the world.
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Tehnologija je spasila svijet.
13:39
Technology saved the world.
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807350
1311
Moja majka je bila četvorogodišnja Židovka
koja je početkom rata živjela u Londonu.
koja je početkom rata živjela u Londonu.
13:40
My mother was a four-year-old Jew
living in London at the outset of the war.
living in London at the outset of the war.
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Da nismo pobijedili
u utrci razbijanja atoma,
u utrci razbijanja atoma,
13:44
If we had not won the footrace
towards splitting the atom,
towards splitting the atom,
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3105
13:47
would she have survived?
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815525
1688
bi li ona preživjela?
13:49
It's unlikely.
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1163
Vjerojatno ne bi.
13:50
Twenty-five years later,
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1307
Dvadeset pet godina kasnije,
13:52
the most impressive accomplishment,
arguably, ever in all of humankind:
arguably, ever in all of humankind:
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820185
4433
najimpresivnije dostignuće, nedvojbeno,
ikada u čitavom čovječanstvu:
ikada u čitavom čovječanstvu:
13:56
put a man on the moon.
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824642
1152
čovjek na Mjesecu.
Skupilo se četiri stotine trideset tisuća
Kanađana, Britanaca i Amerikanaca,
Kanađana, Britanaca i Amerikanaca,
13:57
Four hundred thirty thousand Canadians,
British and Americans came together,
British and Americans came together,
314
825818
3624
ponovo, uz krajnje skromnu tehnologiju
14:01
again, with very basic technology,
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829466
1831
i poslali su čovjeka na Mjesec.
14:03
and put a man on the moon.
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831321
1318
14:04
Now we have the 700,000
best and brightest,
best and brightest,
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832663
3607
Danas imamo 700000
najboljih i najbistrijih
najboljih i najbistrijih
14:08
and these are the best and brightest
from the four corners of the earth.
from the four corners of the earth.
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836294
3445
sa sve četiri strane svijeta.
Doslovno se igraju laserima
sličnim praćki,
sličnim praćki,
14:11
They are literally playing with lasers
relative to slingshots,
relative to slingshots,
319
839763
4080
14:15
relative to the squirt gun.
320
843867
1287
sličnim vodenom pištolju.
14:17
They have the GDP of India to work at.
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845178
2272
Imaju sredstva veličine BDP-a Indije.
14:19
And after studying
these companies for 10 years,
these companies for 10 years,
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847474
2530
I nakon što sam proučavao
ove kompanije 10 godina,
ove kompanije 10 godina,
14:22
I know what their mission is.
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850028
1656
znam što je njihova misija.
14:23
Is it to organize the world's information?
324
851708
2624
Je li to organiziranje informacija
na svjetskoj razini?
na svjetskoj razini?
14:26
Is it to connect us?
325
854356
1505
Je li to povezivanje svih nas?
14:27
Is it to create greater comity of man?
326
855885
2924
Je li to stvaranje
nekog značajnijeg udruženja?
nekog značajnijeg udruženja?
14:30
It isn't.
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858833
1162
Nije.
Znam zašto smo se okupili --
14:32
I know why we have brought together --
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860019
1896
znam da ova najveća okupljena grupa
intelektualnog i kreativnog kapitala,
intelektualnog i kreativnog kapitala,
14:33
I know that the greatest collection
of IQ capital and creativity,
of IQ capital and creativity,
329
861939
4309
14:38
that their sole mission is:
330
866272
1854
da je njihova jedina misija:
14:40
to sell another fucking Nissan.
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868286
2130
prodati još jedan jebeni Nissan.
14:42
My name is Scott Galloway, I teach at NYU,
and I appreciate your time.
and I appreciate your time.
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870466
3747
Ja sam Scott Galloway, predajem na NYU
i zahvaljujem na vašem vremenu.
i zahvaljujem na vašem vremenu.
(Pljesak)
14:46
(Applause)
333
874237
4343
14:54
Chris Anderson: Not planned,
334
882654
1475
Chris Anderson: Nije planirano,
14:56
but you prompted
some questions in me, Scott.
some questions in me, Scott.
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2960
ali potaknuo si me na neka pitanja, Scott.
14:59
(Laughter)
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887137
1071
(Smijeh)
15:00
That was a spectacular rant.
337
888232
2308
Ovo je bilo spektakularno.
15:02
SG: Is this like Letterman?
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890564
1365
SG: Je li ovo kao Letterman?
Kad ste dobri, pozove vas na kauč?
15:03
When you do well,
he calls you onto the couch?
he calls you onto the couch?
339
891953
2916
15:06
CA: No, no, you're going to the heart
of the conversation right now.
of the conversation right now.
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894893
3667
CA: Ne, pogađaš bit trenutne rasprave.
15:10
Everyone's aware that after years
of worshipping Silicon Valley,
of worshipping Silicon Valley,
341
898584
6134
Svi su svjesni da nakon godina
obožavanja Silicijske doline,
obožavanja Silicijske doline,
15:16
suddenly the worm has turned
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904742
1854
iznenada su se stvari preokrenule,
15:18
and in such a big way.
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906620
1534
i to drastično.
15:20
To some people here, it will just feel
like you're piling on,
like you're piling on,
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908178
3405
Neki će ovdje imati dojam
kako samo još sve pojačavaš,
kako samo još sve pojačavaš,
15:23
you're kicking the kids who've already
been kicked to pieces anyway.
been kicked to pieces anyway.
345
911607
3390
kako šutiraš klince
koji su već i ovako oboreni.
koji su već i ovako oboreni.
15:27
Don't you feel any empathy
for them at all?
for them at all?
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915021
2365
Zar nemaš nimalo suosjećanja za njih?
15:29
SG: None whatsoever.
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917410
1397
SG: Niti malo.
15:31
Look, this is the issue:
348
919259
1947
Evo o čemu se radi:
15:33
it's not their fault, it's our fault.
349
921682
1813
nije njihova krivica, naša je.
15:35
They're for-profit companies.
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923519
2116
To su profitne kompanije.
15:37
They're not concerned
with the condition of our souls.
with the condition of our souls.
351
925659
2547
One ne mare za stanje naših duša.
Neće se brinuti za nas kada ostarimo.
15:40
They're not going to take care of us
when we get older.
when we get older.
352
928230
2588
Izgradili smo društvo koje
iznad svega cijeni dobit za dioničare,
iznad svega cijeni dobit za dioničare,
15:42
We have set up a society that values
shareholder value over everything,
shareholder value over everything,
353
930842
3742
15:46
and they're doing what
they're supposed to be doing.
they're supposed to be doing.
354
934608
2443
a oni rade ono što i trebaju raditi.
Ali mi moramo izabrati ljude
15:49
But we need to elect people,
355
937075
1369
i moramo natjerati sebe da ih prisilimo
15:50
and we need to force
ourselves to force them
ourselves to force them
356
938468
2084
da postanu predmet istog nadzora
15:52
to be subject to the same scrutiny
357
940576
1671
kao i svi ostali
u poslovnom svijetu, točka.
u poslovnom svijetu, točka.
15:54
that the rest of business
endures, full stop.
endures, full stop.
358
942271
2128
CA: Ima i druga priča
15:56
CA: There's another narrative
359
944423
1722
15:58
that is arguably equally
consistent with the facts,
consistent with the facts,
360
946169
3623
koja je vjerojatno jednako
u skladu s činjenicama,
u skladu s činjenicama,
16:01
which is that there actually is good
intent in much of the leadership --
intent in much of the leadership --
361
949816
6832
a to je da zapravo postoji dobra namjera
kod većine tih vodećih ljudi,
kod većine tih vodećih ljudi,
16:08
I won't say everyone, necessarily --
362
956672
1751
neću reći nužno kod svih --
16:10
many of the employees.
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958447
1571
ali kod mnogih zaposlenih.
16:12
We all know people who work
in those companies,
in those companies,
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960042
3074
Svi znamo ljude
koji rade u ovim kompanijama
koji rade u ovim kompanijama
16:15
and they still are pretty convincing
that their mission is to --
that their mission is to --
365
963140
3766
i koji su i dalje prilično uvjereni
da je njihova misija --
da je njihova misija --
16:18
so, the alternative narrative
is that there have been
is that there have been
366
966930
3238
dakle, alternativna priča je
da je ovdje došlo
da je ovdje došlo
16:22
unintended consequences here,
367
970192
2072
do nenamjernih posljedica,
16:24
that the technologies
that we're unleashing,
that we're unleashing,
368
972288
2094
da tehnologiju doslovno puštamo s lanca,
algoritmi, naš pokušaj
personaliziranja interneta, na primjer,
personaliziranja interneta, na primjer,
16:26
the algorithms, that we're attempting
to personalize the internet, for example,
to personalize the internet, for example,
369
974406
4578
16:31
have A, resulted in weird effects
like filter bubbles
like filter bubbles
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979008
6309
pod A, rezultirali su čudnim efektima,
poput filterskih balona
poput filterskih balona
16:37
that we weren't expecting;
371
985341
1494
koje nismo očekivali,
i pod B, postali su slaba točka
za stvari poput --
za stvari poput --
16:38
and B, made themselves vulnerable
to weird things like --
to weird things like --
372
986859
3066
16:41
oh, I don't know, Russian
hackers creating accounts
hackers creating accounts
373
989949
2696
ne znam, ruskih hakera
koji otvaraju profile
koji otvaraju profile
16:44
and doing things that we didn't expect.
374
992669
1975
i čine nešto što nismo očekivali.
Nije li možda ovo samo
nenamjerna posljedica?
nenamjerna posljedica?
16:46
Isn't the unintended consequence
a possibility here?
a possibility here?
375
994668
5032
16:51
SG: I don't think --
376
999724
1206
SG: Ne mislim,
prilično sam siguran, statistički,
16:52
I'm pretty sure, statistically,
377
1000954
1532
oni nisu gori ili bolji ljudi
od drugih organizacija
od drugih organizacija
16:54
they're no less or better people
than any other organization
than any other organization
378
1002510
2866
koje imaju 100000 ili više ljudi.
16:57
that has 100,000 or more people.
379
1005400
1537
Ne mislim da su loši ljudi.
16:58
I don't think they're bad people.
380
1006961
1608
Zapravo, rekao bih,
17:00
As a matter of fact, I would argue
381
1008593
1629
ima tu vrlo građanski orijentiranih,
pristojnih vodećih ljudi.
pristojnih vodećih ljudi.
17:02
that there's a lot of very
civic-minded, decent leadership.
civic-minded, decent leadership.
382
1010246
2820
No, u ovome je problem:
17:05
But this is the issue:
383
1013090
1164
kada kontrolirate 90 posto
udjela na tržištu,
udjela na tržištu,
17:06
when you control 90 percent
points of share in a market, search,
points of share in a market, search,
384
1014278
4239
17:10
that is now bigger than the entire
advertising market of any nation,
advertising market of any nation,
385
1018541
3535
što je sada veće od sveukupnog
tržišta oglašavanja bilo koje države,
tržišta oglašavanja bilo koje države,
17:14
and you're primarily compensated
and trying to develop economic security
and trying to develop economic security
386
1022100
3710
a vi prije svega nastojite
razviti ekonomsku sigurnost
razviti ekonomsku sigurnost
17:17
for you and the families
of your employees,
of your employees,
387
1025834
2032
za sebe i obitelji vaših zaposlenih,
kako biste povećali tržišni udio,
17:19
to increase that market share,
388
1027890
1455
ne možete a da ne koristite svu moć
koja vam je na raspolaganju.
koja vam je na raspolaganju.
17:21
you can't help but leverage
all the power at your disposal.
all the power at your disposal.
389
1029369
3129
17:24
And that is the basis for regulation,
390
1032522
1917
A to je osnova za regulaciju,
17:26
and it's the basis for the truism
throughout history
throughout history
391
1034463
2456
na tome se zasniva stara poznata izreka,
17:28
that power corrupts.
392
1036943
1343
da moć kvari.
17:30
They're not bad people;
393
1038310
1203
Nisu oni loši ljudi,
samo smo im mi dopustili
da se otmu kontroli.
da se otmu kontroli.
17:31
we've just let them get out of control.
394
1039537
2232
17:34
CA: So maybe the case
is slightly overstated?
is slightly overstated?
395
1042310
4034
CA: Dakle, možda je slučaj
blago prenaglašen?
blago prenaglašen?
17:38
I know at least a bit --
396
1046368
2320
Znam barem malo --
17:40
Larry Page, for example, Jeff Bezos --
397
1048712
1974
Larry Page, na primjer, Jeff Bezos --
17:42
I don't actually believe
they wake up thinking,
they wake up thinking,
398
1050710
2669
ne mislim da se oni probude misleći,
17:45
"I've got to sell a fucking Nissan."
399
1053403
1828
"Moram prodati jebeni Nissan."
17:47
I don't think they think that.
400
1055255
1509
Ne mislim da tako razmišljaju.
17:48
I think they are trying to build
something cool, and are probably,
something cool, and are probably,
401
1056788
5556
Mislim da pokušavaju stvoriti
odličnu stvar i vjerojatno su,
odličnu stvar i vjerojatno su,
17:54
in moments of reflection,
402
1062368
1320
u trenucima razmišljanja,
17:55
as horrified that some of the things
that have happened as we might be.
that have happened as we might be.
403
1063712
3871
jednako užasnuti nekim stvarima koje
su se desile, kao što bismo i mi bili.
su se desile, kao što bismo i mi bili.
17:59
So is there a different way
of framing this,
of framing this,
404
1067920
3735
Dakle, postoji li drugačiji način
da se ovo formulira,
da se ovo formulira,
18:04
to say that when your model
is advertising,
is advertising,
405
1072294
5197
reći da kada oglašavate svoj model,
18:09
that there are dangers there
that you have to take on more explicitly?
that you have to take on more explicitly?
406
1077515
4507
da tu postoje opasnosti
koje morate eksplicitnije shvatiti?
koje morate eksplicitnije shvatiti?
18:14
SG: I think it's very difficult
to set an organization up as we do,
to set an organization up as we do,
407
1082637
4637
SG: Mislim da je veoma teško
izgraditi organizaciju kao što mi radimo,
izgraditi organizaciju kao što mi radimo,
18:19
to pursue shareholder value
above all else.
above all else.
408
1087298
2179
kako bi dobit dioničara bila iznad svega.
Oni nisu neprofitne organizacije.
18:21
They're not non-profits.
409
1089501
1297
18:22
The reason people go to work there
is they want to create economic security
is they want to create economic security
410
1090822
3563
Ljudi tamo idu raditi
jer žele stvoriti ekonomsku sigurnost
jer žele stvoriti ekonomsku sigurnost
za sebe i svoje obitelji,
18:26
for them and their families,
411
1094409
1374
prije i nakon svega.
18:27
mostly first and foremost.
412
1095807
1300
18:29
And when you get to a point where
you control so much economic power,
you control so much economic power,
413
1097131
3293
A kada dođete do točke
gdje kontrolirate toliku ekonomsku moć,
gdje kontrolirate toliku ekonomsku moć,
18:32
you use all the weapons at your disposal.
414
1100448
2396
tada koristite svo raspoloživo oružje.
18:34
I don't think they're bad people,
415
1102868
1586
Ne mislim da su oni loši ljudi,
ali mislim da je uloga vlasti
te nas kao potrošača
te nas kao potrošača
18:36
but I think the role of government
and the role of us as consumers
and the role of us as consumers
416
1104478
3141
i ljudi koji biraju svoje predstavnike,
18:39
and people who elect our officials
417
1107643
1675
pobrinuti se da se to provjerava.
18:41
is to ensure that there
are some checks here.
are some checks here.
418
1109342
2148
A mi smo ih pustili
da krše sva moguća pravila,
da krše sva moguća pravila,
18:43
And we have given
them the mother of all hall passes
them the mother of all hall passes
419
1111514
2516
jer su nam toliko fascinantni.
18:46
because we find them just so fascinating.
420
1114054
2052
18:48
CA: Scott, eloquently put,
spectacularly put.
spectacularly put.
421
1116130
3158
CA: Scott, rječito iskazano,
spektakularno iskazano.
spektakularno iskazano.
18:51
Mark Zuckerberg, Jeff Bezos,
Larry Page, Tim Cook, if you're watching,
Larry Page, Tim Cook, if you're watching,
422
1119312
5394
Mark Zuckerberg, Jeff Bezos, Larry Page,
Tim Cook, ako ovo gledate,
Tim Cook, ako ovo gledate,
18:56
you're welcome to come and make
the counterargument as well.
the counterargument as well.
423
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također ste dobrodošli ovdje
da iznesete protuargumente.
da iznesete protuargumente.
18:59
Scott, thank you so much.
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1228
Scott, velika hvala.
SG: Hvala.
19:00
SG: Thanks very much.
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1161
(Pljesak)
19:02
(Applause)
426
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2371
ABOUT THE SPEAKER
Scott Galloway - Professor of marketingScott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business.
Why you should listen
Scott Galloway is the founder of L2 Inc, a professor of marketing at the NYU Stern School of Business and author of The Four: The Hidden DNA of Apple, Amazon, Facebook, and Google. He was named "one of the world's 50 best business school professors” by Poets & Quants in 2012. He is also the founder of Red Envelope and Prophet Brand Strategy. He was elected to the World Economic Forum's Global Leaders of Tomorrow and has served on the boards of directors of Urban Outfitters, Eddie Bauer, The New York Times Company and UC Berkeley's Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Scott Galloway | Speaker | TED.com