TED2009
Seth Godin: The tribes we lead
Seth Godin o plemenima koje vodimo
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Readability: 3.2
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Seth Godin tvrdi kako je Internet uništio masovni marketing i obnovio društvene jedinice iz daleke prošlosti: plemena. Ona su osnovana na zajedničkim idejama i vrijednostima, plemena daju običnim ljudima moć da ih vode i ostvare velike promijene. On nas poziva da to i učinimo.
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.
00:12
So sometimes I get invited to give weird talks.
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Dakle, ponekad dobijem poziv da održim čudne govore.
00:15
I got invited to speak to the people
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Pozvali su me da govorim pred ljudima
00:18
who dress up in big stuffed animal costumes
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koji se oblače u ogromne punjene životinjske kostime
00:21
to perform at sporting events.
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kako bi nastupali na sportskim događanjima.
00:24
Unfortunately I couldn't go.
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Na žalost, nisam mogao otići.
00:26
But it got me thinking about
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Ali to me navelo da razmišljam o
00:28
the fact that these guys, at least most of them,
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činjenici da ti ljudi, barem većina njih,
00:31
know what it is that they do for a living.
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znaju čime zarađuju za život.
00:33
What they do is they dress up
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Ono što rade jest da se obuku u kostim
00:35
as stuffed animals and entertain people at sporting events.
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životinje i zabavljaju ljude na sportskim događanjima.
00:39
Shortly after that I got invited
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Kratko nakon toga su me pozvali
00:41
to speak at the convention of the people
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da govorim na konvenciji ljudi
00:43
who make balloon animals.
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koji rade životinje od balona.
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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I opet nisam mogao ići. Ali to je fascinantna grupa. Oni rade životinje od balona.
00:48
There is a big schism between the ones who make
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Postoji veliki raskol između onih koji rade
00:50
gospel animals and porn animals, but --
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religiozne životinje i onih koji rade porno životinje.
00:52
(Laughter)
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(Smijeh)
00:54
they do a lot of really cool stuff with balloons.
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Ali rade jako puno sjajnih stvari s balonima.
00:57
Sometimes they get in trouble, but not often.
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Ponekad zapadnu u nevolju, ali ne često.
00:59
And the other thing about these guys
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I još jedna stvar s tim ljudima
01:01
is, they also know what they do for a living.
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jest, da i oni znaju čime zarađuju za život.
01:04
They make balloon animals.
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Oni rade životinje od balona.
01:07
But what do we do for a living?
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A što to mi radimo za život?
01:09
What exactly to the people watching this do every day?
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Što zapravo rade ljudi koji sad ovo gledaju, svaki dan?
01:14
And I want to argue that what we do
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A ja tvrdim kako
01:16
is we try to change everything.
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mi pokušavamo sve promijeniti.
01:19
That we try to find a piece of the status quo --
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Pokušavamo pronaći komadić nešto u mirovanju,
01:22
something that bothers us, something that needs to be improved,
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nešto što nas smeta, nešto što je potrebno unaprijediti,
01:24
something that is itching to be changed -- and we change it.
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nešto što nas svrbi da ga promijenimo, i mi ga mijenjamo.
01:28
We try to make big, permanent, important change.
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Želimo napraviti veliku, trajnu, važnu promjenu.
01:33
But we don't think about it that way.
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Ali o tome ne razmišljamo na taj način.
01:35
And we haven't spent a lot of time talking about
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I nismo proveli puno vremena razgovarajući o tome
01:37
what that process is like.
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kako taj proces izgleda.
01:40
And I've been studying it for a couple years.
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Ja sam to proučavao nekoliko godina.
01:42
And I want to share a couple stories with you today.
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I želim podijeliti s vama nekoliko priča.
01:44
First, about a guy named Nathan Winograd.
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Prvo, o dečku po imenu Nathan Winograd.
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nathan je bio osoba broj dva u SPCA (Društvo za prevenciju nasilja nad životinjama) iz San Francisca.
01:50
And what you may not know about the history of the SPCA
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Ono što možda ne znate o povijesti SPCA
01:52
is, it was founded to kill dogs and cats.
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da je osnovana kako bi ubijala pse i mačke.
01:56
Cities gave them a charter
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Gradovi su im dali mandat
01:59
to get rid of the stray animals on the street and destroy them.
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da maknu i unište lutalice s ulica.
02:02
In a typical year four million dogs and cats were killed,
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U tipičnoj godini 4 milijuna pasa i mačaka je bivalo ubijeno.
02:06
most of them within 24 hours of being scooped off of the street.
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Većina njih unutar prva 24 sata nakon što su pokupljeni s ulice.
02:10
Nathan and his boss saw this,
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Nathan i njegov šef su to vidjeli.
02:12
and they could not tolerate it.
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I nisu to mogli više trpjeti.
02:14
So they set out to make San Francisco
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Tako su odlučili napraviti od San Franciscoa
02:16
a no-kill city:
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grad u kojem se neće ubijati.
02:18
create an entire city
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Stvoriti cijeli grad
02:20
where every dog and cat,
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u kojem će svaki pas i mačka,
02:22
unless it was ill or dangerous,
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osim ako su bolesni ili opasni,
02:25
would be adopted, not killed.
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biti usvojeni, a ne ubijeni.
02:27
And everyone said it was impossible.
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I svi su rekli kako je to nemoguće.
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nathan i njegov šef su otišli u gradsko vijeće kako bi promijenili propis.
02:33
And people from SPCAs and humane shelters around the country
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I ljudi iz SPCA-a i humanitarnih skloništa širom zemlje
02:36
flew to San Francisco
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su doletjeli do San Franciscoa
02:38
to testify against them --
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kako bi svjedočili protiv njih.
02:41
to say it would hurt the movement and it was inhumane.
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Kako bi rekli da će to štetiti pokretu i kako je to nehumano.
02:45
They persisted. And Nathan went directly to the community.
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Bili su uporni. I Nathan je otišao izravno u zajednicu.
02:49
He connected with people who cared about this:
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Zbližio se s ljudima kojima je stalo.
02:51
nonprofessionals, people with passion.
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Neprofesionalce, ljude sa strašću.
02:53
And within just a couple years,
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I u samo dvije godine,
02:55
San Francisco became the first no-kill city,
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San Francisco je postao grad u kojem nema ubijanja.
03:00
running no deficit, completely supported by the community.
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Rade bez deficita. U potpunosti ih podržava zajednica.
03:04
Nathan left and went to Tompkins County, New York --
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Nathan je otišao u Tompkins County u New Yorku.
03:07
a place as different from San Francisco
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Mjesto toliko različito od San Francisca
03:09
as you can be and still be in the United States. And he did it again.
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koliko god je moguće, a da ste još uvijek u SAD-u. I ponovno je to napravio.
03:12
He went from being a glorified dogcatcher
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Pretvorio se od osobe koja je bila slavljeni hvatač pasa
03:14
to completely transforming the community.
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u osobu koja je u potpunosti preobrazila zajednicu.
03:17
And then he went to North Carolina and did it again.
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I onda je otišao u Sjevernu Carolinu i ponovno to učinio.
03:19
And he went to Reno and he did it again.
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I onda je otišao u Reno. I ponovno je to učinio.
03:22
And when I think about what Nathan did,
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I kada razmišljam što je Nathan učinio,
03:24
and when I think about what people here do, I think about ideas.
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i kada razmišljam što ljudi ovdje rade, mislim o idejama.
03:27
And I think about the idea that
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Mislim kako
03:30
creating an idea, spreading an idea
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stvoriti ideju, širiti ideju
03:32
has a lot behind it.
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podrazumijeva puno toga.
03:34
I don't know if you've ever been to a Jewish wedding,
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Ne znam jeste li ikada bili na židovskom vjenčanju.
03:37
but what they do is, they take a light bulb
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Oni uzmu žarulju
03:40
and they smash it.
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i onda je razbiju.
03:43
Now there is a bunch of reasons for that, and stories about it.
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Postoji jako puno razloga za to, i pričao o tome.
03:47
But one reason is because it indicates a change,
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Ali jedan od razloga je što to navješta promjenu,
03:50
from before to after.
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iz onoga što je bilo prije u ono što slijedi.
03:52
It is a moment in time.
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To je trenutak u vremenu.
03:54
And I want to argue that we are living through
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I želim dokazati kako živimo
03:57
and are right at the key moment
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u ključnom trenutku
03:59
of a change in the way ideas are created
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promjene načina na koji se ideje stvaraju
04:01
and spread and implemented.
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šire i primjenjuju.
04:03
We started with the factory idea:
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Započinjemo idejom tvornice.
04:06
that you could change the whole world if you had an efficient factory
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Da bismo mogli promijeniti cijeli svijet kad bismo imali učinkovitu tvornicu
04:08
that could churn out change.
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koja može stvoriti promjenu.
04:10
We then went to the TV idea,
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Onda smo prešli na ideju televizora.
04:12
that said if you had a big enough mouthpiece,
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Koja kaže da, ako imate dovoljno velika usta,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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ako možete dovoljno puta doći na TV, ako možete kupiti dovoljno promocije, mogli biste pobijediti.
04:17
And now we're in this new model of leadership,
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A sada se nalazimo u tom novom modelu vodstva.
04:21
where the way we make change
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U kojem način na koji stvaramo promjenu
04:24
is not by using money
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nije korištenjem novca,
04:27
or power to lever a system,
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ili moći da iskoristimo sustav.
04:29
but by leading.
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Već kroz vođenje.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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Dozvolite mi da vam ispričam o tri kruga. Prvi je krug tvornice.
04:34
Henry Ford comes up with a really cool idea.
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Henry Ford je došao do stvarno sjajne ideje.
04:38
It enables him to hire men
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Ona mu je omogućila da zaposli čovjeka
04:40
who used to get paid 50 cents a day
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koji je uobičajeno dobivao 50 centi po danu
04:42
and pay them five dollars a day.
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i plati mu 5 US$ dnevno.
04:44
Because he's got an efficient enough factory.
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Jer je imao dovoljno učinkovitu tvornicu.
04:46
Well with that sort of advantage
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S takvom vrstom prednosti
04:48
you can churn out a lot of cars.
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možete proizvesti jako puno automobila.
04:50
You can make a lot of change. You can get roads built.
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Možete stvoriti jako puno promjena. Možete graditi ceste.
04:53
You can change the fabric of an entire country.
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Možete promijeniti ono od čega je cijela zemlja satkana.
04:56
That the essence of what you're doing is you need
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Suština onoga što radite jest da vam treba
04:58
ever-cheaper labor,
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sve jeftinija radna snaga,
05:00
and ever-faster machines.
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i sve brži strojevi.
05:03
And the problem we've run into is, we're running out of both.
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A problem na koji smo naletjeli jest to da nam nedostaje oboje.
05:06
Ever-cheaper labor and ever-faster machines.
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Sve jeftinije radne snage i sve bržih strojeva.
05:09
(Laughter)
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(Smijeh)
05:14
So we shift gears for a minute,
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Zato na trenutak prebacujemo u drugu brzinu,
05:17
and say, "I know: television;
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i kažemo, "Znam. Televizija."
05:20
advertising. Push push.
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Promocija. Guraj, guraj.
05:22
Take a good idea and push it on the world.
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Uzmi dobru ideju i napadni s njome svijet.
05:25
I have a better mousetrap.
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Ja imam bolju mišolovku. I kad bih samo imao dovoljno novca
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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da to kažem dovoljnom broju ljudi, prodati ću ih dovoljno."
05:31
And you can build an entire industry on that.
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I na tome možete sagraditi cijelu industriju.
05:34
If necessary you can put babies in your ads.
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Ako je potrebno možete staviti bebe u svoje promotivne aktivnosti.
05:37
If necessary you can use babies to sell other stuff.
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Ako je potrebno možete koristiti bebe da prodajete druge stvari.
05:40
And if babies don't work, you can use doctors.
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I ako bebe ne funkcioniraju, možete upotrijebiti doktore.
05:44
But be careful.
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Ali budite oprezni.
05:46
Because you don't want to get an unfortunate juxtaposition,
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Jer ne želite doći u nezgodan položaj,
05:48
where you're talking about one thing instead of the other.
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gdje govorite o jednoj stvari umjesto o drugoj.
05:51
(Laughter)
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(Smijeh)
05:53
This model requires you to act like the king,
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Ovaj model od vas traži da se ponašate kao kralj.
05:57
like the person in the front of the room
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kao osoba koja s čela sobe
05:59
throwing things to the peons in the back.
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i baca stvari pijunima na kraju sobe.
06:01
That you are in charge, and you're going to tell people
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Da ste glavni. I morati ćete reći ljudima
06:04
what to do next.
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što sljedeće da rade.
06:06
The quick little diagram of it is, you're up here,
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Brzi, mali dijagram toga jest da ste Vi ovdje.
06:09
and you are pushing it out to the world.
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I gurate to u svijet.
06:11
This method -- mass marketing --
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Ta metoda, masovnog marketinga,
06:14
requires average ideas,
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zahtijeva prosječne ideje,
06:16
because you're going to the masses,
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jer idete prema masama,
06:18
and plenty of ads.
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i veliku količinu promocije.
06:21
What we've done as spammers
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Ono što smo napravili kao spameri
06:23
is tried to hypnotize everyone
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jest da smo pokušali sve hipnotizirati
06:25
into buying our idea,
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kako bi prihvatili našu ideju.
06:27
hypnotize everyone into donating to our cause,
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Hipnotizirati svakoga kako bi donirao za našu stvar.
06:29
hypnotize everyone into voting for our candidate.
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Hipnotizirati svakoga kako bi glasao za našeg kandidata.
06:32
And, unfortunately, it doesn't work so well anymore either.
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I na nesreću niti to ne funkcionira više najbolje.
06:37
(Laughter)
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(Smijeh)
06:40
But there is good news around the corner -- really good news.
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Ali iza ugla imamo dobru vijest, stvarno dobru vijest.
06:45
I call it the idea of tribes.
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Ja to zovem idejom plemena.
06:50
What tribes are, is a very simple concept
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Plemena su, to je jako jednostavan koncept
06:53
that goes back 50,000 years.
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koji je star 50,000 godina.
06:56
It's about leading and connecting people and ideas.
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Radi se o vođenju i povezivanju ljudi te ideja.
07:00
And it's something that people have wanted forever.
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I to je nešto što su ljudi oduvijek željeli.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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Veliki broj ljudi je naviknut na spiritualno pleme, ili crkveno pleme,
07:07
having a work tribe,
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imaju radno pleme,
07:09
having a community tribe.
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imaju pleme kao zajednicu.
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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Ali sada, zahvaljujući Internetu, zahvaljujući eksploziji masovnih medija,
07:15
thanks to a lot of other things
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zahvaljujući puno drugih stvari
07:17
that are bubbling through our society around the world,
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koje ključaju kroz naše društvo širom svijeta,
07:20
tribes are everywhere.
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plemena su svugdje.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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Internet nas je trebao homogenizirati tako što nas je sve povezao.
07:24
Instead what it's allowed is silos of interest.
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Umjesto toga danas imamo silose interesa.
07:27
So you've got the red-hat ladies over here.
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Ovdje imate dame s crvenim šeširom.
07:29
You've got the red-hat triathletes over there.
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Ovdje imate triatlonce s crvenim kapama.
07:32
You've got the organized armies over here.
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Ovdje imate organiziranu vojsku.
07:34
You've got the disorganized rebels over here.
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Ovdje imate dezorganizirane pobunjenike.
07:36
You've got people in white hats making food.
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Ovdje imate ljude s bijelim kapama koji pripremaju hranu.
07:38
And people in white hats sailing boats.
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I ljude s bijelim kapama koji jedre na brodovima.
07:40
The point is that you can find Ukrainian folk dancers
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Poanta je da možete pronaći folkloraše iz Ukrajne.
07:43
and connect with them,
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I povezati se s njima.
07:45
because you want to be connected.
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Jer želite biti povezani.
07:47
That people on the fringes
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Ljudi na rubu
07:49
can find each other, connect and go somewhere.
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mogu pronaći jedni druge, povezati se i otići nekamo.
07:53
Every town that has a volunteer fire department
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Svaki grad koji ima dobrovoljno vatrogasno društvo
07:55
understands this way of thinking.
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razumije taj način razmišljanja.
07:57
(Laughter)
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(Smijeh)
08:03
Now it turns out
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Izgleda da je ovo
08:06
this is a legitimate non-photoshopped photo.
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stvarna, "nefotošopirana" fotografija.
08:09
People I know who are firemen told me that this is not uncommon.
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Vatrogasci koje poznajem, su mi rekli kako ovo nije nešto neuobičajeno.
08:11
And that what firemen do to train sometimes
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Da vatrogasci, radi vježbe, ponekad
08:14
is they take a house that is going to be torn down,
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uzmu neku kuću koja će biti srušena,
08:16
and they burn it down instead, and practice putting it out.
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i spale je, kako bi vježbali gašenje.
08:19
But they always stop and take a picture.
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Ali uvijek stanu i slikaju se.
08:21
(Laughter)
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(Smijeh)
08:22
You know the pirate tribe is a fascinating one.
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Znate, pleme gusara je fascinantno.
08:25
They've got their own flag. They've got the eye patches.
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Oni imaju svoju zastavu. Imaju svoj povez preko oka.
08:27
You can tell when you're running into someone in a tribe.
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Znate kada naletite na nekoga iz plemena.
08:30
And it turns out that it's tribes --
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I ispada kako plemena,
08:32
not money, not factories --
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ne novac, ne tvornice,
08:34
that can change our world, that can change politics,
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mogu promijeniti svijet, mogu promijeniti politiku,
08:37
that can align large numbers of people.
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mogu okupiti veliki broj ljudi.
08:39
Not because you force them to do something against their will,
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Ne zato jer ih tjerate da naprave nešto protiv svoje volje.
08:43
but because they wanted to connect.
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Već zato jer se žele povezivati.
08:45
That what we do for a living now,
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Zato jer je ono što sada radimo za život,
08:47
all of us, I think,
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svi mi, mislim,
08:49
is find something worth changing,
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jest pronaći nešto vrijedno mijenjanja,
08:51
and then assemble tribes that assemble tribes
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i onda okupljamo plemena koja okupljaju plemena
08:56
that spread the idea and spread the idea.
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koja šire ideju i šire ideju.
08:58
And it becomes something far bigger than ourselves,
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I to postane nešto bitno veće od nas samih.
09:00
it becomes a movement.
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To postane pokret.
09:03
So when Al Gore set out
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Dakle, kada se Al Gore odlučio
09:05
to change the world again,
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ponovno promijeniti svijet,
09:08
he didn't do it by himself.
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on to nije učinio sam.
09:10
And he didn't do it by buying a lot of ads.
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I nije to učinio tako što je kupio puno promotivnih poruka.
09:12
He did it by creating a movement.
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Učinio je to stvarajući pokret.
09:15
Thousands of people around the country
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Postoji tisuće ljudi širom zemlje
09:17
who could give his presentation for him,
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koji mogu izvesti njegovu prezentaciju za njega.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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Jer on ne može biti u 100 ili 200 ili 500 gradova svake noći.
09:25
You don't need everyone.
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Pri tome vi ne trebate svakoga.
09:28
What Kevin Kelley has taught us is you just need,
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Ono što nas je Kevin Kelly naučio jest da trebate samo,
09:30
I don't know, a thousand true fans --
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ne znam, tisuću pravih poklonika.
09:32
a thousand people who care enough
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Tisuću ljudi kojima je dovoljno stalo
09:35
that they will get you the next round
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da vas dovedu u slijedeći krug
09:38
and the next round and the next round.
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i slijedeći krug i slijedeći krug.
09:40
And that means that the idea you create, the product you create,
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A to znači kako ideja koju stvarate, proizvod koji stvarate,
09:43
the movement you create isn't for everyone,
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pokret koji stvarate, nisu za svakoga.
09:45
it's not a mass thing. That's not what this is about.
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To nije masovna stvar. O tome se ovdje ne radi.
09:47
What it's about instead
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Umjesto toga radi se
09:50
is finding the true believers.
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o pronalaženju pravih vjernika.
09:52
It's easy to look at what I've said so far,
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Jednostavno je pogledati što sam rekao do sada
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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i reći, "Čekaj malo, ja nemam ono što je potrebno da postanem ta vrsta vođe.
09:58
So here are two leaders. They don't have a lot in common.
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Evo dvojice vođa. Oni nemaju puno toga zajedničkog.
10:03
They're about the same age. But that's about it.
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Sličnih su godina. Ali to je otprilike sve.
10:07
What they did, though, is each in their own way,
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Ono što su učinili, svaki na svoj način,
10:10
created a different way
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stvorilo je novi način
10:14
of navigating your way through technology.
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navigiranja kroz tehnologiju.
10:16
So some people will go out and get people to be on one team.
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Tako će neki ljudi izaći van i okupiti ljude u jedan tim.
10:19
And some people will get people to be on the other team.
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A neki drugi ljudi će okupiti ljude u neki drugi tim.
10:22
It also informs the decisions you make
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To također daje podatke za odluke koje donosite
10:24
when you make products or services.
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kada stvarate proizvode ili usluge.
10:26
You know, this is one of my favorite devices.
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Znate, ovo je jedan od mojih omiljenih uređaja.
10:29
But what a shame that it's not organized
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Ali šteta što nije organiziran
10:31
to help authors create movements.
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tako da pomogne autorima u stvaranju pokreta.
10:34
What would happen if, when you're using your Kindle,
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Što bi se dogodilo kada biste prilikom korištenja Kindlea
10:36
you could see the comments and quotes and notes
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mogli vidjeti komenatre, citate i zabilješke
10:40
from all the other people reading the same book as you in that moment.
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drugih ljudi koji čitaju istu knjigu u tom trenutku.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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Ili iz vašeg knjižnog kluba. Ili vaših prijatelja, ili iz bilo kojeg kruga koji poželite.
10:46
What would happen if authors, or people with ideas
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Što bi se dogodilo kada bi autori, ili ljudi s idejama
10:49
could use version two, which comes out on Monday,
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mogli koristiti verziju dva, koja izlazi u ponedjeljak.
10:52
and use it to organize people
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I iskoristiti je za organiziranje ljudi
10:55
who want to talk about something.
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koji žele pričati o nečemu.
10:57
Now there is a million things I could share with you about the mechanics here.
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Postoji milijun stvari koje bih mogao podijeliti s vama o mehanici.
11:00
But let me just try a couple.
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ali dozvolite mi da pokušam s nekoliko.
11:02
The Beatles did not invent teenagers.
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Beatlesi nisu izmislili adolescente.
11:05
They merely decided to lead them.
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Oni su samo odlučili da ih vode.
11:08
That most movements, most leadership that we're doing
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Većina pokreta, većina vodstva koje radimo
11:11
is about finding a group that's disconnected
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se svodi na pronalazak grupe koja je nepovezana,
11:13
but already has a yearning --
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ali ima čežnju.
11:15
not persuading people to want something
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Ne treba uvjeravati ljude da žele nešto
11:17
they don't have yet.
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što još uvijek nemaju.
11:19
When Diane Hatz worked on "The Meatrix,"
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Kada je Diane Hatz radila na Meatrixu,
11:23
her video that spread all across the internet
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njen video je raširio po Internetu,
11:26
about the way farm animals are treated,
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kako se tretiraju životinje na farmama ,
11:29
she didn't invent the idea of being a vegan.
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ona nije izmislila ideju vegana.
11:31
She didn't invent the idea of caring about this issue.
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Ona nije izmislila ideju brige za to pitanje.
11:33
But she helped organize people,
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Ali je pomogla da se organiziraju ljudi,
11:35
and helped turn it into a movement.
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i pomogla je da se to pretvori u pokret.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Chavez nije izmislio nezadovoljnu
11:40
middle and lower class of Venezuela. He merely led them.
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srednju i donju klasu u Venecueli. Oni ih je samo vodio.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marley nije izmislio Rastafarijance.
11:45
He just stepped up and said, "Follow me."
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On je samo istupio i rekao, "Slijedite me."
11:48
Derek Sivers invented CD Baby,
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Derek Sivers je osmislio bebe CD.
11:51
which allowed independent musicians
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Koji je omogućio nezavisnim muzičarima
11:54
to have a place to sell their music without selling out to the man --
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da imaju mjesto gdje mogu prodavati muziku, bez da se prodaju velikim kućama.
11:58
to have place to take the mission
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Da imaju mjesto na kojem se mogu
12:00
they already wanted to go to, and connect with each other.
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povezati s drugima, u misiji koju su oni već željeli slijediti.
12:03
What all these people have in common is that they are heretics.
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Ono što svi ovi ljudi imaju zajedničko jest da su heretici.
12:07
That heretics look at the status quo and say,
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Heretici gledaju na status quo i kažu,
12:09
"This will not stand. I can't abide this status quo.
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to neće tako ići. Ne mogu se pokoriti statusu quo.
12:12
I am willing to stand up and be counted and move things forward.
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Spreman sam ustati i obračunati se, kako bi stvari krenule prema naprijed.
12:16
I see what the status quo is; I don't like it."
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Vidim što znači status quo. I ne sviđa mi se.
12:19
That instead of looking at all the little rules
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Umjesto da se gleda na sva ta mala pravila
12:21
and following each one of them,
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i slijedi se svako od njih,
12:24
that instead of being what I call a sheepwalker --
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umjesto da budu ono što ja nazivam "još jednom ovcom"
12:29
somebody who's half asleep,
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netko tko napola spava,
12:31
following instructions,
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slijedi upute,
12:33
keeping their head down, fitting in --
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drži glavu dolje, uklapa se,
12:36
every once in a while someone stands up and says, "Not me."
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svako toliko netko ustane i kaže, "Ne ja."
12:39
Someone stands up and says, "This one is important.
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Netko ustane i kaže, "Ovo je važno.
12:43
We need to organize around it."
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Moramo se oko toga organizirati."
12:46
And not everyone will. But you don't need everyone.
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I neće svi. Ali vi ni ne trebate sve.
12:49
You just need a few people --
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Trebate samo nekoliko ljudi
12:51
(Laughter) --
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(Smijeh)
12:55
who will look at the rules,
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koji će pogledati pravila,
12:57
realize they make no sense,
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shvatiti da ona nemaju smisla,
13:00
and realize how much they want to be connected.
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i shvatiti koliko žele biti povezani.
13:02
So Tony Hsieh does not run a shoe store.
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Tony Hsieh ne vodi prodavaonicu cipela.
13:05
Zappos isn't a shoe store.
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Zappos nije prodavaonica cipela.
13:08
Zappos is the one, the only,
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Zappos je jedno, jedino, jedinstveno,
13:10
the best-there-ever-was
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najbolje koje postoji,
13:12
place for people who are into shoes to find each other,
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mjesto za ljude koje zanimaju cipele kako bi se međusobno pronašli,
13:16
to talk about their passion,
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kako bi pričali o svojoj strasti,
13:18
to connect with people who care more
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kako bi se povezivali s ljudima kojima je stalo više
13:20
about customer service than making a nickel tomorrow.
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do usluge kupcima, nego do novca koji će zaraditi.
13:23
It can be something as prosaic as shoes,
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To može biti nešto jednostavno kao cipele.
13:25
and something as complicated as overthrowing a government.
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I nešto toliko komplicirano poput zbacivanja vlade.
13:27
It's exactly the same behavior though.
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To je potpuno jednaki obrazac ponašanja .
13:31
What it requires, as Geraldine Carter has discovered,
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Ono što je potrebno, kao što je Geraldine Carter otkrila,
13:34
is to be able to say, "I can't do this by myself.
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jest biti sposoban reči, "Ne mogu to učiniti sama.
13:37
But if I can get other people to join my Climb and Ride,
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Ali ako mogu pridobiti druge ljude da mi se pridruže u Climb and Ride,
13:41
then together we can get something that we all want.
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onda zajedno možemo postići ono što svi želimo.
13:46
We're just waiting for someone to lead us."
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Mi samo čekamo nekoga da nas vodi."
13:48
Michelle Kaufman has pioneered
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Michelle Kaufman je bila pionirka
13:50
new ways of thinking about environmental architecture.
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u novom načinu razmišljanja o ekološkoj arhitekturi.
13:54
She doesn't do it by quietly building one house at a time.
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Ona to nije napravila tiho gradeći jednu po jednu kuću.
13:57
She does it by telling a story
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Ona je to napravila tako što je ispričala priču
14:00
to people who want to hear it.
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ljudima koji su je htjeli čuti.
14:02
By connecting a tribe of people
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Povezujući pleme ljudi
14:04
who are desperate to be connected to each other.
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koji su očajni u želji da se povežu jedni s drugima.
14:07
By leading a movement and
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Vodeći pokret.
14:09
making change.
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Radeći promjenu.
14:11
And around and around and around it goes.
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I tako se to vrti i vrti i vrti u krug.
14:13
So three questions I'd offer you.
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Imam tri pitanja za vas:
14:15
The first one is, who exactly
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Prvo je, koga točno
14:18
are you upsetting?
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vi uznemiravate?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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Jer ako nikoga ne uznemiravate, onda ne mijenjate status quo.
14:24
The second question is, who are you connecting?
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Druge pitanje, koga povezujete?
14:27
Because for a lot of people, that's what they're in it for:
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Jer za veliki broj ljudi to je razlog zašto su ovdje.
14:30
the connections that are being made, one to the other.
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Veze koje se stvaraju, jednih prema drugima.
14:34
And the third one is, who are you leading?
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I treće je, koga vodite?
14:38
Because focusing on that part of it --
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Jer fokusirajući se na taj dio,
14:41
not the mechanics of what you're building,
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ne na mehaniku onoga što gradite,
14:43
but the who, and the leading part -- is where change comes.
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već na koga, a kroz proces vođenja dolazi do promjena.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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Blake je, u Tom's Shoes, imao jednu jako jednostavnu ideju.
14:51
"What would happen if every time someone bought a pair of these shoes
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"Što će se dogoditi ako svaki put kada netko kupi cipele,
14:56
I gave exactly the same pair to someone
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ja poklonim isti takav par cipela nekome
14:58
who doesn't even own a pair of shoes?"
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tko nema svoje cipele?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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Ovo nije priča o tome kako dobiti policu u Neiman Marcusu.
15:05
It's a story of a product that tells a story.
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Ovo je priča o proizvodu koji priča svoju priču.
15:09
And as you walk around with this remarkable pair of shoes
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I dok hodate naokolo s tim izuzetnim cipelama
15:11
and someone says, "What are those?"
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i netko vas pitate, "Što je to?"
15:13
You get to tell the story on Blake's behalf,
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Vi krenete pričati priču u ime Blakea,
15:15
on behalf of the people who got the shoes.
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u ime ljudi koji su dobili cipele.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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I odjednom se ne radi o jednim cipelama ili stotinu cipela.
15:20
It's tens of thousands of pairs of shoes.
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Radi se o desetinama tisuća cipela.
15:22
My friend Red Maxwell has spent the last 10 years
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Moj prijatelj Red Maxwell je potrošio posljednjih 10 godina
15:25
fighting against juvenile diabetes.
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boreći se protiv dijabetisa mladih.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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Ne boreći se organizacijom koja se bori protiv toga, već boreći se s njima, vodeći ih,
15:31
connecting them, challenging the status quo
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povezujući ih, izazivajući status quo
15:35
because it's important to him.
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jer je to njemu važno.
15:37
And the people he surrounds himself with need the connection.
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A ljudi kojima se okružio trebaju vezu.
15:42
They need the leadership. It makes a difference.
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Oni trebaju vodstvo. Ono stvara promjene
15:45
You don't need permission from people to lead them.
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Ne trebate dozvolu od ljudi da ih vodite.
15:48
But in case you do, here it is:
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Ali u slučaju da je trebate, evo je.
15:51
they're waiting, we're waiting
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Oni čekaju, mi čekamo
15:54
for you to show us where to go next.
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da nam pokažete gdje da idemo dalje.
15:57
So here is what leaders have in common. The first thing is, they challenge
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Dakle evo što vođe imaju zajedničko. Prva stvar je, oni izazivaju
16:00
the status quo.
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status quo.
16:02
They challenge what's currently there.
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Oni izazivaju ono što je trenutačno tamo.
16:04
The second thing is, they build a culture.
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Druga stvar, oni grade kulturu.
16:07
A secret language, a seven-second handshake,
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Tajni jezik, rukovanje dugo 7 sekundi.
16:10
a way of knowing that you're in or out.
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Način na koji znaju da ste unutra ili vani.
16:13
They have curiosity. Curiosity about people in the tribe,
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Oni su radoznali. Radoznali o ljudima u plemenu.
16:16
curiosity about outsiders. They're asking questions.
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Radoznali o ljudima izvan plemena. Oni postavljaju pitanja.
16:19
They connect people to one another.
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Oni povezuju ljude jedne s drugima.
16:21
Do you know what people want more than anything?
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Znate li što ljudi žele više od ičega?
16:23
They want to be missed.
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Žele da nekome nedostaju, da ih netko treba.
16:25
They want to be missed the day they don't show up.
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Žele da nedostaju drugima u slučaju da se ne pojave.
16:27
They want to be missed when they're gone.
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Žele da nedostaju kada umru.
16:30
And tribe leaders can do that.
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I vođe plemena to mogu učiniti.
16:32
It's fascinating, because all tribe leaders have charisma,
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To je fascinantno jer sve vođe plemena imaju karizmu.
16:36
but you don't need charisma to become a leader.
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Ali ne trebate karizmu kako biste postali vođa.
16:38
Being a leader gives you charisma.
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To što ste vođa daje vam karizmu.
16:41
If you look and study the leaders who have succeeded,
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Ako pogledate bilo koje istraživanje o vođama koji su uspjeli,
16:44
that's where charisma comes from -- from the leading.
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od tuda im dolazi karizma, od vođenja.
16:46
Finally, they commit.
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Konačno, oni su predani.
16:49
They commit to the cause. They commit to the tribe.
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Oni su posvećeni problemu. Oni su posvećeni plemenu.
16:51
They commit to the people who are there.
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Oni se posvećuju ljudima koji su tamo.
16:54
So I'd like you to do something for me.
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zato bih vas zamolio da nešto napravite za mene.
16:57
And I hope you'll think about it before you reject it out-of-hand.
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I nadam se da ćete o tome razmisliti prije nego što me odbijete.
17:00
What I want you to do, it only takes 24 hours,
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Zamoliti ću vas, a to će vam oduzeti samo 24 sata,
17:04
is: create a movement.
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da stvorite pokret.
17:06
Something that matters. Start. Do it. We need it.
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Nešto što vam je važno. Započnite. Trebamo vas.
17:10
Thank you very much. I appreciate it.
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Hvala vam puno. Cijenim to.
17:12
(Applause)
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(Pljesak)
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