TED2010
Derek Sivers: How to start a movement
Derek Sivers: Kako pokrenuti promjene
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Uz pomoć iznenađujuće video snimke, Derek Sivers objašnjava kako pokreti zapravo nastaju. (Nagovještaj: potrebno je dvoje.)
Derek Sivers - Entrepreneur
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Through his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people. Full bio
Double-click the English transcript below to play the video.
00:15
So, ladies and gentlemen, at TED
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Dame i gospodo, na TED-u
00:17
we talk a lot about leadership and how to make a movement.
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puno pričamo o vodstvu i kako pokrenuti promjene.
00:20
So let's watch a movement happen, start to finish, in under three minutes
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Pogledajmo kako pokret nastaje, od početka do kraja, u manje od tri minute i
00:23
and dissect some lessons from it.
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izvucimo neku pouku iz toga.
00:26
First, of course you know, a leader needs the guts
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Prvo, kao što znate, vođa mora imati hrabrosti
00:28
to stand out and be ridiculed.
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stati pred sve i biti ismijan.
00:32
But what he's doing is so easy to follow.
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To što on radi je lagano za slijediti.
00:34
So here's his first follower with a crucial role;
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Evo njegovog prvog sljedbenika koji ima ključnu ulogu.
00:37
he's going to show everyone else how to follow.
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On će pokazati svima ostalima kako slijediti.
00:39
Now, notice that the leader embraces him as an equal.
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Uočite kako ga je vođa prihvatio kao sebi ravnog.
00:41
So, now it's not about the leader anymore;
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Sada više nije riječ samo o vođi,
00:43
it's about them, plural.
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već o njima. Množina.
00:45
Now, there he is calling to his friends.
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Sada on poziva svoje prijatelje.
00:47
Now, if you notice that the first follower
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Uočite da je prvi sljedbenik
00:49
is actually an underestimated form of leadership in itself.
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zapravo podcijenjeni oblik vođe.
00:53
It takes guts to stand out like that.
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Treba hrabrosti tako istupiti.
00:55
The first follower is what transforms
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Prvi sljedbenik je taj koji
00:58
a lone nut into a leader.
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osamljenog čudaka pretvara u vođu.
01:00
(Laughter)
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(smijeh)
01:02
(Applause)
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(pljesak)
01:05
And here comes a second follower.
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Sada dolazi idući sljedbenik.
01:07
Now it's not a lone nut, it's not two nuts --
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Sada to više nije usamljeni čudak, niti su dva luđaka.
01:09
three is a crowd, and a crowd is news.
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Troje su već gomila, a gomila je vijest.
01:12
So a movement must be public.
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Dakle, pokret mora biti javan.
01:14
It's important to show not just to show the leader, but the followers,
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Važno je ne samo pokazati vođu, nego i sljedbenike.
01:17
because you find that new followers
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Jer vidimo da novi sljedbenici
01:19
emulate the followers, not the leader.
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oponašaju druge sljedbenike, a ne vođu.
01:22
Now, here come two more people, and immediately after,
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Dolazi još dvoje ljudi i odmah poslije njih
01:24
three more people.
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još troje.
01:26
Now we've got momentum. This is the tipping point.
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Sada već imamo kritičnu masu. To je točka preokreta.
01:28
Now we've got a movement.
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Sada imamo pokret.
01:32
So, notice that, as more people join in,
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Primijetite, što se više ljudi pridruži,
01:34
it's less risky.
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sve manje je riskantno pridružiti se.
01:36
So those that were sitting on the fence before, now have no reason not to.
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Tako da oni koji su bili neodlučni, više nemaju razloga ne priključiti se.
01:39
They won't stand out,
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Neće se isticati na krvi način, štrčati.
01:41
they won't be ridiculed,
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Neće biti ismijani.
01:43
but they will be part of the in-crowd if they hurry.
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Nego će postati dio popularnog društva, ako se požure.
01:45
(Laughter)
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(smijeh)
01:48
So, over the next minute,
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U sljedećoj minuti,
01:50
you'll see all of those that prefer to stick with the crowd
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vidjet ćete kako se pridružuju svi oni koji vole biti uz većinu
01:52
because eventually they would be ridiculed
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zato što će na kraju biti ismijani
01:54
for not joining in.
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ako se ne budu pridružili.
01:56
And that's how you make a movement.
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Evo, tako se pokreće promjena.
01:58
But let's recap some lessons from this.
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No, ponovimo što smo naučili.
02:00
So first, if you are the type,
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Prvo, ako ste vi tip čovjeka,
02:03
like the shirtless dancing guy that is standing alone,
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poput ovog rasplesanog tipa bez majice koji je plesao sam,
02:06
remember the importance of nurturing
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zapamtite važnost tretiranja
02:08
your first few followers as equals
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svojih prvih par sljedbenika kao sebi ravnih,
02:10
so it's clearly about the movement, not you.
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tako da bude jasno da se radi o pokretu, a ne o vama.
02:13
Okay, but we might have missed the real lesson here.
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Ok, ali možda smo propustili pravu lekciju ovdje.
02:16
The biggest lesson, if you noticed --
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Najveća lekcija, ako ste je primijetili --
02:18
did you catch it? -- is that leadership
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jeste li je uhvatili -- vodstvo
02:20
is over-glorified.
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je precijenjeno.
02:22
That, yes, it was the shirtless guy who was first,
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Istina, muškarac bez majice je bio prvi
02:24
and he'll get all the credit,
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i on će dobiti sve zasluge,
02:26
but it was really the first follower
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ali je zapravo prvi sljedbenik
02:28
that transformed the lone nut into a leader.
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preobrazio osamljenog čudaka u vođu.
02:31
So, as we're told that we should all be leaders,
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Rečeno nam je da svi trebamo biti vođe,
02:33
that would be really ineffective.
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ali to bi bilo zbilja bezuspješno.
02:35
If you really care about starting a movement,
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Ako vam je zbilja stalo do započinjanja promjene,
02:37
have the courage to follow
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imajte hrabrosti slijediti
02:39
and show others how to follow.
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i pokažite drugima kako slijediti.
02:41
And when you find a lone nut doing something great,
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Kada naiđete na osamljenog čudaka koji radi nešto sjajno,
02:43
have the guts to be the first one
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imajte hrabrosti biti prvi
02:45
to stand up and join in.
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koji će istupiti i pridružiti mu se.
02:47
And what a perfect place to do that, at TED.
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A savršeno mjesto za učiniti to je TED.
02:49
Thanks.
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Hvala.
02:51
(Applause)
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(pljesak)
ABOUT THE SPEAKER
Derek Sivers - EntrepreneurThrough his new project, MuckWork, Derek Sivers wants to lessen the burdens (and boredom) of creative people.
Why you should listen
Derek Sivers is best known as the founder of CD Baby. A professional musician since 1987, he started CD Baby by accident in 1998 when he was selling his own CD on his website, and friends asked if he could sell theirs, too. CD Baby was the largest seller of independent music on the web, with over $100M in sales for over 150,000 musician clients.
In 2008, Sivers sold CD Baby to focus on his new ventures to benefit musicians, including his new company, MuckWork, where teams of efficient assistants help musicians do their "uncreative dirty work."
Derek Sivers | Speaker | TED.com