TED2006
David Pogue: Simplicity sells
David Pogue kaže "Jednostavnost je to što se prodaje"
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Kolumnist New York Timesa David Pogue cilja na okrivljene za najgori dizajn sučelja, i daje ohrabrujuće primjere proizvoda koji su to napravili kako treba. Da stvari učini smješnijima, on neočekivano zapjeva.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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Zdravo, govorna pošto, moja stara prijateljice.
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(Smijeh)
Opet sam zvao tehničku podršku.
00:32
I've called for tech support again.
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Zanemario sam šefovo upozorenje. Zvao sam u ponedjeljak ujutro.
00:36
I ignored my boss's warning.
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00:39
I called on a Monday morning.
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Sad je večer, i moja se večera prvo ohladila -- i zatim upljesnivila.
00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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Još uvijek sam na čekanju. Slušam zvukove tišine.
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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Mislim da ne razumijete. Mislim da vaše telefonske linije imaju automatskog operatera.
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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Pritisnuo sam svaki gumb za tonsko biranje koji su rekli,
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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ali ipak sam proveo 18 sati na čekanju.
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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Nije dovoljno što je vaš softver ugasio moj Mac i
01:13
and it constantly hangs and bombs --
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stalno stoji i gasi se -- izbrisao je moje ROM-ove! Sad Mac
01:17
it erased my ROMs!
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01:19
Now the Mac makes the sounds of silence.
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proizvodi zvukove tišine.
U svojim snovima maštam
01:25
In my dreams I fantasize
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da se osvetim vama dečkima.
01:28
of wreaking vengeance on you guys.
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Recimo da se razbije vaš motor.
01:32
Say your motorcycle crashes.
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Krv lipti iz vaših rana. Sa snagom koja polako nestaje
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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zovete 9-1-1 i molite se za iskusnog liječnika. Ali dobijete mene.
01:45
But you get me.
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(Smijeh)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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I vi slušate zvukove tišine.
01:52
(Music)
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01:55
(Applause)
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(Pljesak)
Hvala vam. Dobra večer i dobrodošli na
01:57
Thank you.
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01:59
Good evening and welcome to:
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"Pronađite voditelja TED-a koji je bio pratilac na Broadwayu."
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(Smijeh)
02:03
(Laughter)
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OK. Kad su mi ponudili kolumnu Timesa prije šest godina
02:04
When I was offered the Times
column six years ago,
column six years ago,
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dogovor je bio: slat će ti najotkačenije, najtraženije, najpametnije nove sprave.
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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Svaki će ti tjedan dolaziti kući.
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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Moći ćeš ih isprobati, igrati se njima, procijeniti ih
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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sve dok se novotarija ne istroši, prije nego ih budeš morao vratiti.
I platit će ti za to. Možeš razmisliti o tome, ako želiš.
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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Dakle, oduvijek sam bio lud za tehnologijom, i apsolutno je volim.
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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Posao je, pak, imao pomalo lošu stranu. Dakle,
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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namjeravali su objaviti moj e-mail na kraju svake kolumne.
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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I primijetio sam da -- kao prvo, dobijete nevjerojatnu količinu e-maila.
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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Ako se ikad osjetite usamljeno,
02:42
If you ever are feeling lonely,
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02:44
get a New York Times column,
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nabavite si kolumnu u New York Timesu, zato što ćete dobiti stotine i
02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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stotine i stotine e-maila. I e-mail koji često dobivam
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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danas je o frustraciji.
02:52
People are feeling like things --
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Ljudi se osjećaju kao stvari -- OK.
02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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Pojavio mi se alarm na ekranu. Srećom ga ne možete vidjeti.
02:58
Lucky you can't see it.
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Ljudima je previše. Osjećaju se kao da je previše tehnologije, prebrzo se pojavljuje.
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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Možda je to dobra tehnologija,
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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ali osjećam se kao da nema dovoljno podrške.
Nema dovoljno pomoći. Nema dovoljno osmišljenog
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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dizajna koji bi omogućio jednostavno i ugodno korištenje.
03:12
to make it easy and enjoyable to use.
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Jednom sam napisao kolumnu o svom naporu da dobijem
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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tehničku podršku Della. I unutar 12 sati,
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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pojavilo se 700 komentara čitatelja
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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na stranici Timesa, od korisnika koji kažu, "Ja također!" i,
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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"Evo moje tužne priče." Ja to zovem softverskim bijesom.
03:30
I call it "software rage."
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I, čovječe, tko smisli kako da zaradi novac
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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na ovoj frustraciji --
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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oh, kako je ovo dospjelo ovamo? Šalim se.
(Smijeh)
03:40
(Laughter)
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OK, zašto problem ubrzava? A dio je problema u tome što je,
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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ironično, industrija uložila toliko truda
03:46
because the industry
has put so much thought
has put so much thought
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da olakša rukovanje stvarima.
03:49
into making things easier to use.
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Pokazat ću vam na što mislim.
03:51
I'll show you what I mean.
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03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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Ovako je izgledalo kompjutersko sučelje, DOS.
Tokom godina postalo je lakše rukovati njime.
03:57
Over the years, it's gotten easier to use.
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Ovo je originalni Macov operativni sustav.
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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Reagan je bio Predsjednik. Madonna je još uvijek bila brineta.
04:05
And the entire operating system --
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I cijeli je operativni sustav --
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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ovo je najbolji dio -- cijeli je operativni sustav stao u 211k.
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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Ne bi mogli staviti logo Mac OS 10 u 211k!
(Smijeh)
04:15
(Laughter)
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Ironija je u tome da, kad je ovim stvarima postalo jednostavnije rukovati,
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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manje tehnički potkovana, šira publika došla je u kontakt
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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s ovom opremom po prvi put.
04:25
with this equipment for the first time.
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Jednom sam imao iznimnu čast sjediti u pozivnom centru Applea jedan dan.
04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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04:32
for a day.
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Tip je imao dvostruke slušalice da mogu slušati.
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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I pozivi -- znate kako kažu,
"Vaš poziv može biti snimljen radi kvalitetnog jamstva?"
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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Mm-Mmm. Vaš poziv može biti snimljen
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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da oni mogu skupljati najsmješnije glupe priče korisnika
i dijeliti ih naokolo na disku.
04:48
and pass them around on a CD.
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(Smijeh)
04:50
(Laughter)
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Što i rade.
04:51
Which they do.
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04:52
(Laughter)
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(Smijeh)
I ja imam kopiju.
04:54
And I have a copy.
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04:55
(Laughter)
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(Smijeh)
04:56
It's in your gift bag. No, no.
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Nalazi se u vašoj darovnoj vrećici.
S vašim glasovima na njemu.
04:58
With your voices on it!
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Dakle, neke priče su jednostavno tako klasične, a ipak tako razumljive.
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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Žena je nazvala Apple da se požali
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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da njen miš cvili -- pušta piskav glas.
05:09
Making a squeaking noise.
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I tehničar je rekao, "Pa, gđo, kako mislite da vaš miš cvili?"
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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Rekla je, "Sve što vam mogu reći jest da
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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cvili glasnije što ga brže pomičem preko ekrana."
05:17
the faster I move it across the screen."
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(Smijeh)
05:19
(Laughter)
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A tehničar: "Gđo, postavili ste miša na ekran?"
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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Ona: "Pa, u poruci je pisalo, 'kliknite ovdje za nastavak'."
(Smijeh)
05:29
(Laughter)
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05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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Pa, ako vam se sviđa ova priča, koliko vremena imamo?
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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Još jedna, neki tip je nazvao. To je apsolutno istinito!
Ugasio mu se kompjuter, pa je rekao tehničaru
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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da ga nije mogao ponovo upaliti bez obzira koliko je puta utipkao 11.
I tehničar je rekao, "Što? Zašto tipkate (to type) 11?". Odgovorio je,
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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"U poruci piše, 'Error (Greška) Type 11."
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(Smijeh)
Moramo priznati da dio krivnje izravno snose i korisnici.
05:57
So, we must admit
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06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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Ali zašto prekomjerna tehnička kriza
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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kriza složenosti, ubrzava sada? U svijetu hardvera,
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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zato što mi potrošači želimo da sve bude manje, manje, manje.
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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Pa sprave postaju sitnije i sitnije
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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ali naši prsti u osnovi ostaju iste veličine.
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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To postaje sve veći i veći izazov.
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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Softver je predmet druge primarne sile:
ovlaštenje da se izda sve više i više verzija.
06:24
the mandate to release
more and more versions.
more and more versions.
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06:27
When you buy a piece of software,
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Kad kupite neki softver, nije kao da ste kupili vazu
06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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ili čokoladicu, da ih možete posjedovati.
To više liči na članstvo u klubu gdje plaćate članarinu svaku godinu.
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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I svake godine, kažu,
06:35
and every year, they say,
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06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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"Dodali smo još osobina i prodat ćemo vam ga za 99 dolara."
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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Znam jednog tipa koji je potrošio 4.000 dolara samo na Photoshop tijekom godina.
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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I softverske kompanije zarađuju 35 posto od svojih prihoda
samo od tih nadogradnji softvera.
06:48
from just these software upgrades.
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Zovem to Paradoksom nadogradnje softvera --
06:50
I call it the Software Upgrade Paradox --
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što znači da, ako poboljšate neki softver dovoljno puta,
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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na kraju ćete ga uništiti.
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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Mislim, Microsoftov Word bio je program za obradu riječi, znate,
Eisenhowerove vlade.
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(Smijeh)
07:05
But what's the alternative?
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Ali koja je alternativa? Microsoft je zapravo napravio ovaj eksperiment. Rekli su,
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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"Pa, samo trenutak. Svi se žale da dodajemo toliko osobina.
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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Stvorimo program za obradu riječi koji samo obrađuje riječi.
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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Jednostavan, bez dodataka, ne uređuje mrežne stranice, nije baza podataka."
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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I pojavio se. Nazvali su ga Microsoft Write.
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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I nitko od vas ne kima u znak potvrde zato što je umro.
07:25
It tanked. No one ever bought it.
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Propao je. Nitko ga nikad nije kupio.
07:27
I call this the Sport Utility Principle.
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Zovem to Principom terenca. Ljudi se vole okružiti
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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nepotrebnom snagom, točno?
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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Ne trebaju bazu podataka na mrežnom mjestu, kažu kao,
"Pa, uzet ću nadogradnje, zato što, možda, znate. Možda će mi to zatrebati jednog dana!"
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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Dakle, problem je u tome da, kako dodajete više osobina, kuda će otići?
Kuda ćete ih staviti? Imate toliko alata za dizajniranje.
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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Imate gumbe; imate klizače, skočne menije, podmenije.
07:53
But if you're not careful
about how you choose,
about how you choose,
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Ali ako ne pazite kako birate, završit ćete ovako.
07:56
you wind up with this.
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07:57
(Laughter)
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(Smijeh)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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Ovo je neretuširana -- ovo nije šala -- fotografija Microsoftovog Worda,
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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primjerak koji imate, sa svim alatnim trakama.
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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Očito niste nikad otvorili sve alatne trake,
ali morate tipkati u ovaj mali, sićušni prozorčić ovdje.
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(Smijeh)
I došli smo do doba matrica sa sučeljem, gdje ima
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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toliko osobina i opcija, morate raditi u dvije dimenzije, znate.
08:23
you have to do two dimensions, you know:
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Okomitoj i horizontalnoj. Svi ste se žalili na to
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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kako Microsoft Word uvijek označava vaše popise i podcrtava vaše poveznice automatski.
08:31
and underlining your links automatically.
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Gumb za gašenje je tu negdje.
08:33
The off switch is in there somewhere.
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Kažem vam, tu je!
08:36
I'm telling you -- it's there.
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Dio je umijeća dizajniranja jednostavnog, dobrog sučelja,
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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znati kad upotrijebiti koju od tih osobina.
Ovo je dijaloški okvir odjave za Windows 2000.
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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Postoje samo četiri izbora,
08:48
There are only four choices,
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pa zašto su u skočnom meniju?
08:50
so why are they in a pop-up menu?
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Nije baš da je ostatak ekrana pun ostalih dijelova
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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da morate sažeti izbore.
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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Mogli su ih sve staviti u pogled.
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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Ovo je Appleov koncept istog dijaloškog okvira.
09:04
(Applause)
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(Pljesak)
Hvala vam -- da, ja sam dizajnirao dijaloški okvir. Ne, ne, ne.
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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Već možemo vidjeti da Apple i Microsoft
imaju strogo različit pristup dizajnu softvera.
09:12
have a severely divergent
approach to software design.
approach to software design.
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Microsoftov pristup jednostavnosti cilja na:
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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razdvojimo ga, napravimo više koraka.
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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Posvuda su ti čarobnjaci.
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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Znate, najesen izlazi nova verzija Windowsa.
Ako nastave ovom brzinom, tko zna
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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gdje će završiti.
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(Pljesak)
09:35
(Laughter)
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09:36
(Applause)
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Dobrodošli u Čarobnjak Utipkaj-riječ. OK, predajem se. Kliknimo "dalje" za nastavak.
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(Pljesak)
09:48
(Applause)
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S padajućeg menija izaberite prvo slovo koje želite utipkati. OK.
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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(Smijeh)
09:53
(Laughter)
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09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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Dakle, postoji granica koju ne želimo prijeći. Pa koji je odgovor?
09:58
So what is the answer?
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Kako upakirati sve te osobine na jednostavan, inteligentan način?
09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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10:03
I believe in consistency, when possible,
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Vjerujem u dosljednost kad je moguća,
ekvivalente iz stvarnog života, mapu za obrisane datoteke, većinom označene stvari.
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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Ali molim dizajnere da naruše
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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sva ta pravila ako naruše najveće među njima,
10:16
which is intelligence.
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inteligenciju. Što mislim pod time?
10:17
Now what do I mean by that?
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Dat ću vam nekoliko primjera gdje inteligencija stvara nešto
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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što nije dosljedno, ali je bolje.
Kad kupujete nešto na mreži, trebate unijeti svoju adresu i
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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izabrati zemlju iz koje dolazite, u redu?
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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Postoji 200 država na svijetu. Volimo razmišljati o Internetu kao o globalnom selu.
10:31
There are 200 countries in the world.
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10:33
We like to think of the Internet
as a global village.
as a global village.
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Žao mi je, još uvijek to nije.
10:35
I'm sorry; it's not one yet.
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Većinom su to USA, Europa i Japan.
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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Pa zašto je USA pod "U"?
10:39
So why is "United States" in the "U"s?
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(Smijeh)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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Morate kliziti sedam punih ekrana da dođete do nje.
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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Bilo bi nedosljedno da se USA stavi prva,
10:49
but it would be intelligent.
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ali bilo bi inteligentno. O ovom se govorilo prije,
10:51
This one's been touched on before,
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ali zašto za ime Božje gasimo osobno računalo klikanjem
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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gumba "Start"?
11:00
(Laughter)
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(Smijeh)
Evo još jednog mog omiljenog primjera: imate printer.
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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Većinu vremena želite isprintati jedan primjerak vašeg dokumenta,
11:11
in page order, on that printer.
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prema redoslijedu stranica, na tom printeru.
Pa zašto za ime Božje vidite ovo svaki put kad printate?
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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Izgleda kao kokpit svemirskog taksija 747.
(Smijeh)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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I jedan od gumba na dnu, primjetit ćete, nije "Print."
(Smijeh)
11:26
(Laughter)
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11:30
(Applause)
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(Pljesak)
Sad, ja ne kažem da je Apple jedina kompanija koja je prihvatila
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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kult jednostavnosti.
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm je također, osobito u starim danima, sjajan po tom pitanju.
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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Zapravo sam razgovarao s Palmom kad su pucali na visoko u 90-ima,
i nakon razgovora sastao sam se s jednim od zaposlenika.
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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Rekao je, "Dobar govor." Ja sam rekao, "Hvala vam, što radite ovdje?"
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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Rekao je, "ja sam brojač udaraca."
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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A ja, "Vi ste što?", A on će, "Pa, Jeff Hawkins, izvršni direktor, kaže,
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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"Ako za bilo koji zadatak na Palm Pilotu treba više od tri udarca olovkom,
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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to je predugo i treba ga ponovo dizajnirati. 'Dakle, ja sam brojač udaraca."
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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12:04
So I'm the tap counter."
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Pokazat ću vam primjer kompanije koja nema
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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brojača udaraca.
12:10
(Laughter)
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Ovo je Microsoft Word, OK. Kad želite napraviti novi prazni dokument u Wordu
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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-- ovo se može dogoditi!
12:17
it could happen.
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(Smijeh)
12:18
(Laughter)
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Idete gore do izbornika Datoteka i izaberete "Novi". Sad,
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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što se događa kad izaberete "Novi"? Da li dobijete novi prazni dokument?
12:29
Do you get a new blank document?
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Ne.
12:31
You do not.
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Na suprotnoj strani monitora pojavljuje se programska traka, i negdje
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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u tim linkovima -- usput rečeno, ne na vrhu -- negdje u tim linkovima
12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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nalazi se gumb koji vam napravi novi dokument.
U redu, to je kompanija koja ne broji udarce.
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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Znate, ne želim samo stajati ovdje i ismijavati Microsoft.
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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Publika: Hajde.
David Pogue: Da, želim.
12:53
Yes, I do.
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(Smijeh)
12:54
(Laughter)
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12:55
(Applause)
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(Pljesak)
Pjesma o Billu Gatesu!
12:59
The Bill Gates song!
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13:00
(Piano music)
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Lumen sam oduvijek i napisao sam prvi DOS.
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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Spojio sam svoj softver i IBM;
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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Ja sam dobio profit, a oni gubitak.
13:16
(Laughter)
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(Smijeh)
Napisao sam kod koji pokreće cijeli svijet.
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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Dobivam naknade od svih.
13:24
I'm getting royalties from everyone.
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Ponekad je smeće, ali tisak je impresioniran.
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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Vi kupujete kutiju, ja ću prodati kod.
13:33
You buy the box; I'll sell the code.
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Svaka softverska kompanija radi prema Microsoftovom razvojnom centru.
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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Ne možete zadržati dobru ideju ovih dana.
Čak je Windows loš. Djelomično se zasnivamo na Macu.
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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Velik je, spor. Nemate kamo. Ne radim ovo da me hvale;
13:55
I'm not doing this for praise.
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Pišem kod koji odgovara sadašnjem svijetu.
13:58
I write the code
that fits the world today.
that fits the world today.
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Velika prosječnost u svakom pogledu.
14:03
Big mediocrity in every way.
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Ušli smo u svjetsku dominaciju.
14:07
We've entered planet domination mode.
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14:11
You'll have no choice; you'll buy my code.
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Nećete imati izbora, kupit ćete moj kod.
14:17
I am Bill Gates and I write the code.
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Ja sam Bill Gates i ja pišem kod.
14:24
(Applause)
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(Pljesak)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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No zapravo vjerujem da postoje dva Microsofta.
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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Postoji stari, odgovoran za Windows i Office.
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
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Očajnički se žele rješiti toga i početi ispočetka,
ali ne mogu. Sputani su zato što toliko dodataka
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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i drugih stvari kompanije zatvara u stari sustav iz 1982.
14:46
locks into the old 1982 chassis.
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No postoji i novi Microsoft koji doista stvara
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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dobar, jednostavan dizajn sučelja.
Sviđao mi se Media Center PC. Sviđao mi se Microsoft SPOT Watch.
14:54
I liked the Media Center PC.
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14:55
I liked the Microsoft SPOT Watch.
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Wireless Watch je neslavno propao na tržištu,
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
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ali ne zato što nije bio jednostavno i lijepo dizajniran.
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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Recimo ovako: da li bi plaćali
15:03
But let's put it this way:
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10 dolara mjesečno za sat koji se mora puniti svaku večer,
15:04
would you pay $10 a month to have a watch
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15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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kao vaš mobitel, i koji prestaje raditi kad napustite vaš pozivni broj?
15:10
and stops working
when you leave your area code?
when you leave your area code?
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15:13
(Laughter)
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(Smijeh)
Znakovi možda pokazuju da će kompleksnost postati još gora.
15:15
So, the signs might indicate
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15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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Ima li nade? Ekrani postaju manji.
15:21
So is there any hope?
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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Ljudi ilustriraju, stavljaju priručnike u kutije.
15:25
putting manuals in the boxes,
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Stvari se pojavljuju brže.
15:27
things are coming out at a faster pace.
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15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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Smiješno je -- kad se Steve Jobs vratio u Apple 1997.,
nakon 12 godina, pojavio se MacWorld Expo.
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
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Došao je na pozornicu u onoj crnoj dolčeviti i trapericama, i
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
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napravio je ovo. Publika je podivljala, ali
15:39
and he sort of did this.
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15:40
The crowd went wild,
but I had just seen --
but I had just seen --
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15:42
I'm like, where have I seen this before?
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mislim, gdje sam to vidio? Upravo sam bio pogledao film "Evita" --
15:44
I had just seen the movie "Evita" --
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15:46
(Laughter)
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(Smijeh)
15:49
with Madonna,
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-- s Madonnom, i ja, znate, moram otpjevati jednu o Steveu Jobsu.
15:50
and I'm like, you know what?
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15:52
I've got to do one about Steve Jobs.
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15:55
(Music)
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Neće biti lako. Mislit ćete da sam čudan.
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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15:59
(Laughter)
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Kad pokušam objasniti zašto sam se vratio
16:01
When I try to explain why I'm back,
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nakon što sam rekao da je budućnost Applea crna.
16:03
after telling the press
Apple's future is black.
Apple's future is black.
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Nećete mi vjerovati.
16:06
You won't believe me.
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Sve što vidite je tinejdžer koji je počeo u garaži
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
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16:13
with only a buddy named Woz.
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samo s prijateljem po imenu Woz.
16:16
(Laughter)
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(Smijeh)
Pokušajte vi rimovati s garažom!
16:18
You try rhyming with garage!
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(Smijeh)
16:20
(Laughter)
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16:22
Don't cry for me, Cupertino.
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Ne plači za mnom, Cupertino.
(Smijeh)
16:25
(Laughter)
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Istina je da te nikad nisam napustio.
16:26
The truth is, I never left you.
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(Smijeh)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
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Sada se razumijem u posao, znam sve trikove.
Obogatio sam se u Pixaru.
16:33
I made a fortune over at Pixar.
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16:36
(Laughter)
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(Smijeh)
Ne plači za mnom, Cupertino. Još uvijek imam energiju i viziju.
16:37
Don't cry for me, Cupertino.
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16:40
I've still got the drive and vision.
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Još uvijek nosim sandale po bilo kojem vremenu. Samo su ovih dana,
16:44
I still wear sandals in any weather.
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16:47
It's just that these days,
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1981
16:49
they're Gucci leather.
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1976
od kože Gucci.
16:51
(Laughter)
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1976
(Smijeh)
16:53
(Applause)
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(Pljesak)
17:01
Thank you.
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17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
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Hvala vam. Dakle, Steve Jobs je oduvijek vjerovao u jednostavnost
i eleganciju i ljepotu. I istina je da sam
17:07
And the truth is,
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godinama bio pomalo depresivan. Zato što to Amerikanci očito nisu cijenili,
17:09
for years I was a little depressed,
356
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2128
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
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17:13
because the Mac had
three percent market share,
three percent market share,
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zato što je Mac imao tri posto tržišta,
Windows je imao 95 posto tržišta.
17:16
Windows had 95 percent market share --
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Ljudi nisu mislili da vrijedi odrediti mu cijenu.
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
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2877
17:20
So I was a little depressed.
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Dakle, bio sam pomalo depresivan, i tad sam čuo govor Ala Gorea, i shvatio sam da
17:22
And then I heard Al Gore's talk,
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nisam znao značenje riječi depresivan.
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
363
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(Smijeh)
17:26
(Laughter)
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No ispalo je da sam u krivu, točno? Zato što se pojavio iPod,
17:27
But it turns out I was wrong, right?
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17:29
Because the iPod came out,
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i to je narušilo svaki dijelić razuma.
17:31
and it violated every bit
of common wisdom.
of common wisdom.
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Ostali proizvodi koštaju manje. Ostali proizvodi imaju više osobina.
17:33
Other products cost less;
other products had more features,
other products had more features,
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1029160
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Imali su snimač glasa i FM predajnike.
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
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2737
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
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1034921
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Ostale proizvode je podržavao Microsoft otvorenim standardom,
a ne Appleovim zakonom zaštićenim standardom.
17:42
not Apple's propriety standard.
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1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
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Ali je iPod pobijedio! Njega su htjeli.
Lekcija glasi: jednostavnost je to što se prodaje.
17:47
The lesson was: simplicity sells.
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17:49
And there are signs that the industry
is getting the message.
is getting the message.
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I postoje znakovi da je industrija shvatila poruku.
Postoji mala kompanija koja je dosta postigla jednostavnošću i elegancijom.
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
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3591
Sonos -- sve je popularniji.
17:56
The Sonos thing -- it's catching on.
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1051301
1739
Imam samo par primjera. Fizički, stvarno otkačeno,
17:57
I've got just a couple examples.
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1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
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elegantno, razmišljanje koje dolazi u zadnje vrijeme.
18:03
When you have a digital camera,
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Kako dolazite do fotografija iz digitalne kamere na kompjutoru?
18:05
how do you get the pictures
back to your computer?
back to your computer?
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3243
Pa, ili navlačite naokolo kabel za USB ili kupite čitač kartica pa njega navlačite.
18:08
Well, you either haul around a USB cable,
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1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
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2156
Kako bilo, izgubit ćete. Ja izvadim
18:13
Either one, you're going to lose.
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1068276
1587
18:14
What I do is, I take out the memory card,
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1069887
2459
memorijsku karticu, presavijem napola, otkrivajući kontakt za USB.
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
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5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
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1077739
2658
Samo umetnem u kompjutor, preuzmem fotografije, vratim
18:25
put it right back in the camera.
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1080421
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u kameru. Nikad ne moram ništa izgubiti.
18:26
I never have to lose anything.
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1081984
1800
18:28
Here's another example.
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1083808
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Evo još jednog primjera. Chrise, ti si izvor sve energije.
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
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1085369
3070
Želiš li biti moj utikač?
Chris Anderson: O, da.
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
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1088463
2740
DP: Drži ovo i ne puštaj. Možda ste viđali ovo:
ovo je novi Appleov prijenosnik. Ovo je kabel. Spaja se ovako.
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
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1091227
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18:38
This the power cord.
It hooks on like this.
It hooks on like this.
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2024
I siguran sam da je svatko od vas jednom ovo napravio u životu,
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
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1095720
3397
ili jedno od vaše djece. Hodate, i
18:43
or one of your children.
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1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
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2825
srušit ću ovo na pod. Briga me. Posuđeno je.
18:47
I don't care. It's a loaner.
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1103189
1336
Idemo. Hej! Magnetsko je. Ne povlači prijenosnik na pod.
18:49
Here we go. Whoa!
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1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
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1105756
3069
18:53
(Applause)
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1108849
4127
(Pljesak)
18:57
In my very last example --
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1113000
1969
U svom posljednjem primjeru -- obavljam puno posla
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
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1114993
3976
koristeći softver za prepoznavanje govora, i morate biti tihi
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
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1118993
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zato što je softver nervozan. U redu.
19:06
because the software is nervous.
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1121247
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Softver za prepoznavanje govora je stvarno dobar za brzo sastavljanje emaila. Točka.
19:08
Speech recognition
software is really great
software is really great
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2080
19:10
for doing emails very quickly; period.
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2530
Dobivam ih stotine na dan. Točka.
19:12
Like, I get hundreds of them
a day; period.
a day; period.
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1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
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1130845
3291
I ne radi se samo o tome što diktiram da zapisuje. Točka.
Također koristim osobinu koja se zove glasovna makronaredba. Točka.
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
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1134160
3190
Ispravi "dissuade" (odgovoriti). Ne samo.
19:23
Correct "dissuade."
410
1138920
1182
19:28
Not "just."
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1143999
1154
U redu, ovo nije idealna situacija,
19:32
Ok, this is not an ideal situation,
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1147248
1682
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
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1148954
2539
zato što prima eho iz sale i od osoblja.
No stvar je u tome što mogu odgovoriti ljudima
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
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4236
jako brzo izgovarajući kratku riječ, a zapisivanje je
19:40
and having it write out
a much longer thing.
a much longer thing.
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1155777
2072
puno duže. Dakle, ako mi obožavatelj pošalje pismo, reći ću,
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
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1157873
2366
"Hvala vam za to."
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
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2507
(Smijeh)
19:48
(Laughter)
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1001
19:49
(Applause)
420
1165000
2976
(Pljesak)
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
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4438
I obratno, pismo puno mržnje -- što se događa svakodnevno --
19:57
which happens daily --
422
1172462
2302
19:59
I say, "Piss off."
423
1174788
2052
Kažem, "Nosi se."
(Smijeh)
20:04
(Laughter)
424
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1317
20:05
[I admire your frankness ...]
425
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2472
20:08
(Laughter)
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1631
20:09
(Applause)
427
1185000
5353
(Pljesak)
To je moja mala prljava tajna. Nemojte nikome reći.
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
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2599
20:17
(Laughter)
429
1193000
1115
(Smijeh)
Stvar je u tome da je ovo stvarno zanimljiva priča.
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
430
1194139
2837
20:21
This is version eight of this software,
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1197000
1878
Ovo je verzija osam softvera, i znate li što su stavili u verziju osam?
20:23
and do you know what they put
in version eight?
in version eight?
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1198902
2198
Ne nove osobine. To se nikad prije nije dogodilo u softveru!
20:25
No new features. It's never
happened before in software!
happened before in software!
433
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3062
Kompanija nije stavila nove osobine. Samo su rekli,
20:29
The company put no new features.
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1731
20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
435
1205965
3615
"Učinit ćemo da softver točno radi." Točno.
Zato što su godinama ljudi kupovali softver, isprobavali ga --
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
436
1209604
3216
bio je precizan svega 95 posto, što znači da je jedna u 20 riječi pogrešna --
20:37
95 percent accuracy was all they got,
437
1212844
1801
20:39
which means one in 20 words is wrong --
438
1214669
1896
i spremili su ga u ladicu. I kompaniji je to dozlogrdilo,
20:41
and they'd put it in their drawer.
439
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1627
20:43
And the company got sick of that,
440
1218240
1580
pa su rekli, "U ovoj verziji nećemo napraviti ništa drugo osim
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
441
1219844
2836
da se potrudimo da je prokleto točna."
20:47
but make sure it's darned accurate."
442
1222704
1733
I to je ono što su učinili. Ovaj kult ispravnog činjenja stvari počeo se širiti.
20:49
And so that's what they did.
443
1224461
1349
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
444
1225834
2588
Moj konačni savjet vama korisnicima ove tehnologije glasi:
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
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3496
zapamtite, ako ne radi, nije uvijek stvar u vama, OK?
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
446
1231966
4010
21:00
It could be the design
of the thing you're using.
of the thing you're using.
447
1236000
2334
Možda se radi o dizajnu stvari koje koristite.
Pazite na dobar i loš dizajn u životu.
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
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1238358
2788
I ako se nalazite među ljudima koji dizajniraju, lako je teško.
21:05
And if you're among the people
who create this stuff:
who create this stuff:
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2867
21:08
Easy is hard.
450
1244061
1319
Radite na detaljima za svoju publiku. Brojite udarce.
21:10
Pre-sweat the details for your audience.
451
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2334
21:12
Count the taps.
452
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1214
21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
453
1249000
2943
Zapamtite, teški dio nije kad odlučujete koje osobine umetnuti --
21:16
it's deciding what to leave out.
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nego kad odlučujete koje izostaviti.
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
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3197
I najbolje od svega, vaša motivacija glasi: jednostavnost je to što se prodaje.
CA: Bravo.
21:22
CA: Bravo. DP: Thank you very much.
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DP: Puno vam hvala.
CA: Čujmo, čujmo!
21:24
CA: Hear, hear!
457
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1151
(Pljesak)
21:25
(Applause)
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2475
ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com