TEDSalon London 2010
Rory Sutherland: Sweat the small stuff
Rory Sutherland: Iscijedite male stvari
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Može se činiti da veliki problemi zahtijevaju velika rješenja, ali Rory Sutherland kaže da mnogi kričavi, skupi popravci samo prikrivaju bolje, jednostavnije odgovore. Za ilustraciju, on koristi ekonomiju ponašanja i urnebesne primjere.
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:15
Those of you who may remember me from TEDGlobal
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Oni od vas koji me se možda sjećaju s TEDGlobal-a
00:17
remember me asking a few questions
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sjećaju se da sam postavio nekoliko pitanja
00:19
which still preoccupy me.
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koja me još uvijek zaokupljaju.
00:21
One of them was: Why is it necessary to spend
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Jedno od njih je: Zašto je potrebno potrošiti
00:23
six billion pounds
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šest milijardi funti
00:25
speeding up the Eurostar train
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na ubrzavanje Eurostar vlaka
00:27
when, for about 10 percent of that money,
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kada za oko 10% tog novca
00:29
you could have top supermodels, male and female,
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možete imati vrhunske supermodele, muške i ženske,
00:31
serving free Chateau Petrus to all the passengers
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koji poslužuju besplatni Chateau Petrus svim putnicima
00:34
for the entire duration of the journey?
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tijekom cijelog putovanja?
00:36
You'd still have five billion left in change,
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Još uvijek bi vam ostalo pet milijardi,
00:38
and people would ask for the trains to be slowed down.
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a ljudi bi tražili da vlakovi uspore.
00:41
Now, you may remember me asking the question as well,
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Sada, možda se sjećate da sam postavio pitanje, ali isto tako
00:43
a very interesting observation,
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i vrlo zanimljivo zapažanje,
00:45
that actually those strange little signs
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da zapravo ti čudni mali znakovi
00:47
that actually flash "35" at you,
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koji zapravo blješte "35" prema vama,
00:49
occasionally accompanying a little smiley face
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povremeno praćeni malim smješkom
00:51
or a frown,
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ili mrgudom,
00:53
according to whether you're within or outside the speed limit --
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u odnosu prema tome jeste li unutar ili izvan ograničenja brzine --
00:56
those are actually more effective
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su zapravo učinkovitiji
00:58
at preventing road accidents than speed cameras,
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u sprječavanju prometnih nezgoda od kamera za brzinu,
01:01
which come with the actual threat
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koje dolaze s pravom prijetnjom
01:03
of real punishment.
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stvarne kazne.
01:05
So there seems to be a strange disproportionality at work,
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Dakle, izgleda da postoji čudna disproporcionalnost na poslu,
01:08
I think, in many areas of human problem solving,
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mislim da u mnogim područjima ljudskog rješavanja problema,
01:11
particularly those which involve human psychology,
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posebice onih koji uključuju psihologiju ljudi,
01:14
which is: The tendency
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koja je: Težnja
01:16
of the organization or the institution
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organizacija ili institucija
01:18
is to deploy as much force as possible,
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je razviti što je moguće više sile,
01:21
as much compulsion as possible,
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što je više moguće prisile,
01:23
whereas actually, the tendency of the person
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dok zapravo, težnja osobe je
01:25
is to be almost influenced
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biti gotovo pod utjecajem,
01:28
in absolute reverse proportion
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u apsolutno obrnutoj proporcionalnosti
01:30
to the amount of force being applied.
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s iznosom sile koja se primjenjuje.
01:33
So there seems to be a complete disconnect here.
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Dakle, čini se da postoji potpuna nepovezanost ovdje.
01:35
So what I'm asking for is the creation of a new job title --
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Ono što ja tražim je stvaranje naziva novog posla --
01:37
I'll come to this a little later --
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doći ću na ovo malo kasnije --
01:39
and perhaps the addition of a new word
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a možda i dodavanje nove riječi
01:41
into the English language.
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u engleski jezik.
01:43
Because it does seem to me that large organizations
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Jer čini mi se da su velike organizacije,
01:46
including government, which is, of course, the largest organization of all,
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uključujući vladu, koja je, naravno, najveća od svih organizacija,
01:49
have actually become
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zapravo postale
01:51
completely disconnected
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potpuno odvojene
01:53
with what actually matters to people.
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od onoga što je zapravo važno ljudima.
01:55
Let me give you one example of this.
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Dopustite mi da vam dam jedan primjer za to.
01:57
You may remember this as the AOL-Time Warner merger, okay,
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Možda ćete se sjetiti ovoga kao AOL-Time Warner spajanja,
02:01
heralded at the time as the largest
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proglašenog u to vrijeme kao najvećeg
02:03
single deal of all time.
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pojedinačnog posla svih vremena.
02:05
It may still be, for all I know.
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Možda je još uvijek, koliko ja znam.
02:07
Now, all of you in this room, in one form or other,
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Sada, svi vi u ovoj prostoriji, u jednom ili drugom obliku,
02:09
are probably customers of one or both
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ste vjerojatno klijenti jedne ili obje
02:11
of those organizations that merged.
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organizacije koje su se spojile.
02:13
Just interested, did anybody notice anything different
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Samo me zanima, je li itko uopće primijetio nešto drugačije,
02:16
as a result of this at all?
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kao rezultat toga?
02:18
So unless you happened to be a shareholder
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Dakle, osim ukoliko ste slučajno dioničar
02:20
of one or the other organizations
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jedne ili druge organizacije
02:22
or one of the dealmakers or lawyers involved in the no-doubt lucrative activity,
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ili jedan od onih koji sklapaju sporazum ili jedan od odvjetnika koji su uključeni u, bez sumnje, unosnu djelatnost,
02:25
you're actually engaging in a huge piece of activity
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vi se zapravo uključujete u veliku komad aktivnosti
02:28
that meant absolutely bugger-all to anybody, okay?
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koje su značile apsolutnu gnjavažu svima, dobro?
02:32
By contrast, years of marketing have taught me
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Nasuprot tome, godine marketinga su me naučile
02:34
that if you actually want people to remember you
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da ako stvarno želite da vas ljudi zapamte
02:37
and to appreciate what you do,
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i cijene što radite,
02:39
the most potent things are actually very, very small.
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najmoćnije stvari su zapravo vrlo, vrlo male.
02:42
This is from Virgin Atlantic upper-class,
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Ovo je iz Virgin Atlantic gornje klase,
02:44
it's the cruet salt and pepper set.
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to je bočica soli i papra.
02:46
Quite nice in itself, they're little, sort of, airplane things.
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Dražesne same po sebi, one su male, tako reći, avionske stvarčice.
02:49
What's really, really sweet is every single person looking at these things
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Ono što je stvarno, stvarno slatko je da svaka pojedina osoba gledajući te stvarčice
02:52
has exactly the same mischievous thought,
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ima istu nestašnu misao,
02:54
which is, "I reckon I can heist these."
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koja je, "mislim da bi ih mogao ukrasti."
02:57
However, you pick them up and underneath,
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Međutim, vi ih podignete i ispod,
02:59
actually engraved in the metal, are the words,
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zapravo ugravirano u metal, su riječi
03:01
"Stolen from Virgin Atlantic Airways upper-class."
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"Ukradeno iz Virgin Atlantic Airways gornje klase."
03:04
(Laughter)
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(Smijeh)
03:06
Now, years after
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Sada, godinama nakon
03:08
you remember the strategic question
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što se sjećate strateškog pitanja
03:10
of whether you're flying in a 777 or an Airbus,
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jeste li letjeli u 777 ili Airbusu,
03:13
you remember those words and that experience.
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vi se sjećate tih riječi i tog iskustva.
03:17
Similarly, this is from a hotel in Stockholm, the Lydmar.
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Slično tako, ovo je iz hotela u Stockholmu, Lydmar.
03:19
Has anybody stayed there?
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Je li itko odsjeo ondje?
03:21
It's the lift, it's a series of buttons in the lift.
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Ovo je dizalo, a ovo je niz gumba u dizalu.
03:24
Nothing unusual about that at all,
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Uopće ništa neuobičajeno,
03:27
except that these are actually not the buttons that take you to an individual floor.
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osim da to zapravo nisu gumbi koji će vas odvesti na pojedine katove.
03:30
It starts with garage at the bottom, I suppose, appropriately,
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Počinje s garažom na dnu, pretpostavljam, prikladno,
03:33
but it doesn't go up garage, grand floor, mezzanine, one, two, three, four.
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ali ne ide gore redom garaža, prizemlje, polukat, jedan, dva, tri, četiri.
03:36
It actually says garage, funk, rhythm and blues.
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Zapravo piše garaža, funk, ritam i blues.
03:40
You have a series of buttons. You actually choose your lift music.
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Imate niz gumba. Vi zapravo odaberete svoju glazbu u dizalu.
03:44
My guess is that the cost of installing this in the lift
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Moja procjena je da je trošak instaliranja toga u dizalo
03:47
in the Lydmar Hotel in Stockholm
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u Lydmar hotel u Stockholmu
03:49
is probably 500 to 1,000 pounds max.
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vjerojatno 500 do 1.000 £ maksimalno.
03:52
It's frankly more memorable
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To je iskreno nezaboravnije
03:54
than all those millions of hotels we've all stayed at
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od svih tih milijuna hotela u kojima smo svi boravili
03:57
that tell you that your room has actually been recently renovated
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koji vam kažu da je vaša soba zapravo bila nedavno renovirana
04:00
at a cost of 500,000 dollars,
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po cijeni od 500.000 dolara,
04:02
in order to make it resemble every other hotel room you've ever stayed in
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kako bi nalikovala svakoj drugoj hotelskoj sobi u kojoj ste boravili
04:05
in the entire course of your life.
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tijekom vašeg života.
04:09
Now, these are trivial marketing examples, I accept.
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Sada, ovo su trivijalni marketinški primjeri, prihvaćam.
04:12
But I was at a TED event recently and Esther Duflo,
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Ali ja sam bio na TED-ovom događaju nedavno gdje je Esther Duflo,
04:15
probably one of the leading experts in,
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vjerojatno jedna od vodećih stručnjaka u,
04:17
effectively, the eradication of poverty in the developing world,
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učinkovito, iskorjenjivanju siromaštva u zemljama u razvoju,
04:19
actually spoke.
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zapravo govorila.
04:21
And she came across a similar example
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A ona je došla do sličnog primjera
04:23
of something that fascinated me
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nečega što me fasciniralo
04:25
as being something which, in a business context or a government context,
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kao nešto što bi, u poslovnom kontekstu ili vladinom kontekstu,
04:28
would simply be so trivial a solution
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jednostavno bilo tako trivijalno rješenje
04:30
as to seem embarrassing.
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da izgleda sramotno.
04:32
It was simply to encourage the inoculation of children
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To je bilo poticanje cijepljenja djece,
04:35
by, not only making it a social event --
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ne samo praveći od toga društveni događaj --
04:37
I think good use of behavioral economics in that,
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mislim da je korist ekonomije ponašanja u tome,
04:39
if you turn up with several other mothers
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ako se pojavite s nekoliko drugih majki
04:41
to have your child inoculated,
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da vaše dijete cijepite,
04:43
your sense of confidence is much greater than if you turn up alone.
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vaš osjećaj povjerenja je puno veći nego ako odete sami.
04:46
But secondly, to incentivize that inoculation
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No, drugo, da bi se potaknulo cijepljenje
04:48
by giving a kilo of lentils to everybody who participated.
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svi koji su sudjelovali dobili su kilogram leće.
04:53
It's a tiny, tiny thing.
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To je malena, malena stvar.
04:55
If you're a senior person at UNESCO
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Ako ste starija osoba u UNESCO-u
04:58
and someone says, "So what are you doing
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i netko kaže: "Što radiš
05:00
to eradicate world poverty?"
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da iskorijeniš siromaštvo u svijetu?"
05:02
you're not really confident standing up there
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niste baš samouvjereni stojeći ondje
05:04
saying, "I've got it cracked; it's the lentils," are you?
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govoreći: "Razriješio sam to, to je leća", zar ne?
05:08
Our own sense of self-aggrandizement
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Naš vlastiti osjećaj samo-preuveličavanja
05:10
feels that big important problems
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čini da veliki važni problemi .
05:12
need to have big important, and most of all, expensive
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za sebe trebaju imati pričvršćena velika važna, a povrh svega,
05:15
solutions attached to them.
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skupa rješenja.
05:18
And yet, what behavioral economics shows time after time after time
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Pa ipak, ono što ekonomija ponašanja pokazuje uvijek iznova
05:21
is in human behavioral and behavioral change
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u ljudskom ponašanju i promjeni ponašanja
05:23
there's a very, very strong disproportionality at work,
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da postoji vrlo, vrlo jaka disproporcionalnost na poslu,
05:26
that actually what changes our behavior
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da zapravo ono što mijenja naše ponašanje
05:29
and what changes our attitude to things
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i ono što mijenja naš odnos prema stvarima
05:31
is not actually proportionate to the degree
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nije razmjerno stupnju
05:33
of expense entailed,
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troška prikačenog za sobom,
05:35
or the degree of force that's applied.
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ili stupnju sile koja je primijenjena.
05:38
But everything about institutions
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No, sve vezano za institucije
05:40
makes them uncomfortable
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čini ih nesukladnim
05:42
with that disproportionality.
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s tom disproporcionalnosti.
05:44
So what happens in an institution
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Dakle, u institucijama se događa
05:46
is the very person who has the power to solve the problem
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da ista osoba koja ima moć da se riješi problem
05:49
also has a very, very large budget.
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također ima vrlo, vrlo velik proračun.
05:51
And once you have a very, very large budget,
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A jednom kada imate vrlo, vrlo velik proračun,
05:53
you actually look for expensive things to spend it on.
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vi zapravo tražite skupe stvari na koje ćete ga potrošiti.
05:57
What is completely lacking is a class of people
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Ono što u potpunosti nedostaje je klasa ljudi
05:59
who have immense amounts of power, but no money at all.
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koji imaju goleme količine energije, ali uopće nemaju novca.
06:02
(Laughter)
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(Smijeh)
06:04
It's those people I'd quite like to create
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To su ljudi koje bih želio stvoriti
06:06
in the world going forward.
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u svijetu koji ide naprijed.
06:08
Now, here's another thing that happens,
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Sada, ovdje je još jedna stvar koja se događa,
06:10
which is what I call sometimes "Terminal 5 syndrome,"
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to je ono što ja ponekad nazivam " Terminal 5 sindrom",
06:12
which is that big, expensive things
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a to je da velike, skupe stvari
06:14
get big, highly-intelligent attention,
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dobivaju veliku, visoko inteligentnu pažnju,
06:17
and they're great, and Terminal 5 is absolutely magnificent,
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i one su odlične, i Terminal 5 je apsolutno veličanstven,
06:20
until you get down to the small detail, the usability,
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sve dok ne dođete do malih detalja, upotrebljivosti
06:22
which is the signage,
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što je oznaka
06:24
which is catastrophic.
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koja je katastrofalna.
06:26
You come out of "Arrive" at the airport, and you follow
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Izađete iz "Dolazak" u zračnoj luci,
06:28
a big yellow sign that says "Trains" and it's in front of you.
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te pratite veliki žuti znak koji kaže "Vlakovi" i on je ispred vas.
06:31
So you walk for another hundred yards,
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I tako vi hodate još sto metara
06:33
expecting perhaps another sign,
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očekujući možda još jedan znak
06:35
that might courteously be yellow, in front of you and saying "Trains."
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koji bi pristojno mogao biti žuti i ispred vas te govorio "Vlakovi".
06:38
No, no, no, the next one is actually blue, to your left,
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Ne, ne, ne, sljedeći je zapravo plavi, s vaše lijeve strane,
06:40
and says "Heathrow Express."
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i kaže: "Heathrow Express".
06:42
I mean, it could almost be rather like that scene from the film "Airplane."
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Mislim, to bi gotovo moglo biti kao scena iz filma "Airplane".
06:45
A yellow sign? That's exactly what they'll be expecting.
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Žuti znak? To je upravo ono što će oni očekivati.
06:48
Actually, what happens in the world increasingly --
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Zapravo, što se događa u svijetu sve više --
06:50
now, all credit to the British Airport Authority.
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sada, sve zasluge rukovodstvu British Airporta.
06:52
I spoke about this before,
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Govorio sam o ovome prije,
06:54
and a brilliant person got in touch with me and said, "Okay, what can you do?"
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i briljantna osoba je stupila u kontakt sa mnom i rekla: "Dobro, što vi možete učiniti?"
06:57
So I did come up with five suggestions, which they are actually actioning.
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Tako sam došao do pet prijedloga, koji su zapravo djelovanja.
07:00
One of them also being,
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Jedan od njih također je,
07:02
although logically it's quite a good idea
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iako logično prilično je dobra ideja
07:04
to have a lift with no up and down button in it,
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imati dizalo bez gore i dolje tipku u njemu,
07:06
if it only serves two floors,
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ako samo služi za dva kata,
07:08
it's actually bloody terrifying, okay?
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to je zapravo zastrašujuće, ok?
07:11
Because when the door closes
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Jer kad se vrata zatvaraju
07:13
and there's nothing for you to do,
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i nemate više što raditi,
07:15
you've actually just stepped into a Hammer film.
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zapravo ste zakoračili u Hammer film.
07:17
(Laughter)
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(Smijeh)
07:19
So these questions ... what is happening in the world
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Dakle, ova pitanja ... što se događa u svijetu
07:21
is the big stuff, actually,
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je velika stvar, zapravo,
07:23
is done magnificently well.
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učinjeno je veličanstveno dobro.
07:25
But the small stuff, what you might call the user interface,
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No, male stvari, ono što bi mogli nazvati korisničko sučelje,
07:28
is done spectacularly badly.
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učinjeno je spektakularno loše.
07:30
But also, there seems to be a complete sort of gridlock
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Također, čini se da postoji potpuni zastoj
07:33
in terms of solving these small solutions.
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u smislu rješavanja tih malih rješenja.
07:36
Because the people who can actually solve them
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Jer ljudi koji ih zapravo mogu riješiti
07:38
actually are too powerful and too preoccupied
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zapravo su premoćni i prezaokupljeni
07:40
with something they think of as "strategy" to actually solve them.
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nečim što smatraju "strategijom " da bi ih zapravo riješili.
07:43
I tried this exercise recently, talking about banking.
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Pokušao sam ove vježbe nedavno, govoreći o bankarstvu.
07:45
They said, "Can we do an advertising campaign?
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Rekli su: "Možemo li napraviti reklamnu kampanju?
07:47
What can we do and encourage more online banking?"
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Što možemo učiniti i potaknuti više on-line bankarstva?"
07:50
I said, "It's really, really easy."
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Rekao sam, "To je jako, jako jednostavno."
07:52
I said, "When people login to their online bank
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Rekao sam: "Kada se ljudi prijave na svoju online banku
07:54
there are lots and lots of things they'd probably quite like to look at.
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ima mnoštvo stvari koje bi vjerojatno željeli pogledati.
07:57
The last thing in the world you ever want to see is your balance."
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Posljednja stvar na svijetu koju želite vidjeti je stanje vašeg računa."
08:01
I've got friends who actually
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Imam prijatelje koji zapravo
08:03
never use their own bank cash machines
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nikada ne koristite bankomate,
08:05
because there's the risk that it might display
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jer postoji rizik da bi mogli prikazati
08:07
their balance on the screen.
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njihovo stanje računa na zaslonu.
08:09
Why would you willingly expose yourself to bad news?
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Zašto bi se dragovoljno izložili lošim vijestima?
08:12
Okay, you simply wouldn't.
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Ok, jednostavno ne bi.
08:14
I said, "If you make, actually, 'Tell me my balance.'
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Rekao sam: "Ako napravite, reci mi stanje moga računa."
08:16
If you make that an option rather than the default,
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Ako to napravite kao opciju, a ne kao zadano,
08:19
you'll find twice as many people log on to online banking,
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vidjet ćete da se dvostruko više ljudi prijavljuju na online bankarstvo,
08:22
and they do it three times as often."
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i oni to učiniti tri puta češće."
08:24
Let's face it, most of us -- how many of you
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Budimo iskreni, većina nas -- koliko vas zapravo
08:26
actually check your balance before you remove cash from a cash machine?
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provjeri stanje računa prije nego što podignete novac s bankomata?
08:30
And you're pretty rich by the standards of the world at large.
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A vi ste prilično bogati prema standardima svijeta u cjelini.
08:33
Now, interesting that no single person does that,
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Sada, zanimljivo je da niti jedna osoba to ne čini,
08:35
or at least can admit to being so anal as to do it.
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ili barem može priznati da toliki guzonja to učini.
08:39
But what's interesting about that suggestion
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Ali što je zanimljivo o tome prijedlogu
08:41
was that, to implement that suggestion wouldn't cost 10 million pounds;
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je da njegova provedba ne bi koštala 10.000.000 £,
08:44
it wouldn't involve large amounts of expenditure;
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to ne bi uključivalo velike količine izdataka,
08:46
it would actually cost about 50 quid.
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to bi zapravo koštalo oko 50 penija.
08:48
And yet, it never happens.
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Pa ipak, nikad se nije dogodilo.
08:50
Because there's a fundamental disconnect, as I said,
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Jer postoji temeljna nepovezanost kao što sam rekao,
08:53
that actually, the people with the power
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ljudi koji imaju moć
08:55
want to do big expensive things.
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žele činiti velike skupe stvari.
08:57
And there's to some extent a big strategy myth
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I tu je u određenoj mjeri veliki strategijski mit
08:59
that's prevalent in business now.
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koji je sada rasprostranjen u poslovanju.
09:01
And if you think about it, it's very, very important
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A ako razmislite o tome, vrlo je važno
09:03
that the strategy myth is maintained.
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da je strategijski mit održan.
09:05
Because, if the board of directors convince everybody
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Jer, ako Upravni odbor svakoga uvjeri
09:08
that the success of any organization
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da uspjeh bilo koje organizacije
09:10
is almost entirely dependent on the decisions made by the board of directors,
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gotovo u cijelosti ovisi o odlukama Upravnog odbora,
09:13
it makes the disparity in salaries
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to čini razlike u plaćama
09:16
slightly more justifiable
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nešto više opravdanijima,
09:18
than if you actually acknowledge that quite a lot of the credit for a company's success
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nego ako zapravo potvrdite da poprilično puno zasluga za uspjeh tvrtke
09:21
might actually lie somewhere else,
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leže negdje drugdje,
09:23
in small pieces of tactical activity.
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u malim komadićima taktičkih aktivnosti.
09:26
But what is happening is that effectively --
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No, ono što se događa jest da učinkovito --
09:28
and the invention of the spreadsheet hasn't helped this;
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i izum proračunske tablice nije pomogao ovdje;
09:30
lots of things haven't helped this --
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mnoge stvari ovdje nisu pomogle --
09:32
business and government suffers from a kind of physics envy.
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posao i vlada pate od neke vrste fizičke zavisti.
09:35
It wants the world to be the kind of place where
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Ona želi da svijet bude vrsta mjesta gdje su
09:38
the input and the change are proportionate.
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ulaz i promjena proporcionalne.
09:41
It's a kind of mechanistic world
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To je vrsta mehanističkog svijeta
09:43
that we'd all love to live in
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u kojemu bi svi željeli živjeti
09:45
where, effectively, it sits very nicely on spreadsheets,
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gdje, učinkovito, sjedi vrlo lijepo na proračunskoj tablici,
09:48
everything is numerically expressible,
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sve se može brojčano izraziti,
09:50
and the amount you spend on something is proportionate
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a iznos koji ste potrošili na nešto je razmjerna
09:53
to the scale of your success.
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skali vašeg uspjeha.
09:55
That's the world people actually want.
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To je svijet koji ljudi zapravo žele.
09:57
In truth, we do live in a world that science can understand.
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Uistinu, mi živimo u svijetu koji znanost može razumjeti.
09:59
Unfortunately, the science is probably closer to being climatology
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Nažalost, znanost je vjerojatno bliže klimatologiji
10:02
in that in many cases,
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u kojoj u mnogim slučajevima,
10:04
very, very small changes
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vrlo, vrlo male promjene
10:06
can have disproportionately huge effects,
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mogu imati nerazmjerno veliki utjecaj,
10:08
and equally, vast areas of activity, enormous mergers,
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i jednako, široka područja djelovanja, ogromna udruživanja,
10:11
can actually accomplish absolutely bugger-all.
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mogu zapravo ostvariti apsolutnu gnjavažu.
10:15
But it's very, very uncomfortable for us
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No, vrlo, vrlo neugodno za nas
10:17
to actually acknowledge that we're living in such a world.
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je zapravo priznati da živimo u takvom svijetu.
10:20
But what I'm saying is we could just make things
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No, ono što želim reći je da bismo mogli napraviti stvari
10:22
a little bit better for ourselves
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malo boljima za sebe
10:24
if we looked at it in this very simple four-way approach.
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ako gledamo na to u ovom vrlo jednostavnom četverostranom pristupu.
10:28
That is actually strategy, and I'm not denying that strategy has a role.
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To je zapravo strategija, a ja ne negiram da strategija ima ulogu.
10:31
You know, there are cases where you spend quite a lot of money
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Znate, postoje slučajevi u kojima potrošite poprilično novca
10:33
and you accomplish quite a lot.
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i ostvarite poprilično toga.
10:35
And I'd be wrong to dis that completely.
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I bio bih u krivu kada bih odbacio to u potpunosti.
10:38
Moving over, we come, of course, to consultancy.
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Nastavljajući dolazimo, naravno, do savjetništva.
10:40
(Laughter)
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(Smijeh)
10:44
I thought it was very indecent of Accenture
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Mislio sam da je bilo vrlo nepristojno od Accenturea
10:46
to ditch Tiger Woods in such
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potkopati Tiger Woodsa na takav
10:48
a sort of hurried and hasty way.
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ubrzan i brzopleti način.
10:50
I mean, Tiger surely was actually obeying the Accenture model.
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Mislim, Tiger je sigurno zapravo ispunjavao Accenture model.
10:53
He developed an interesting outsourcing model for sexual services,
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On je razvio zanimljiv vanjski model za seksualne usluge,
10:56
(Laughter)
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(Smijeh)
10:58
no longer tied to a single monopoly provider,
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nevezan više za jednog monopolnog poslužitelja,
11:01
in many cases, sourcing things locally,
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koji u mnogim slučajevima, prikuplja stvari na lokalnoj razini,
11:04
and of course, the ability to have between one and three girls delivered at any time
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i naravno, mogućnost izbora između jedne i tri djevojke dostavljene u bilo koje vrijeme
11:07
led for better load-balancing.
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vodio boljem balansiranju teretom.
11:10
So what Accenture suddenly found so unattractive about that, I'm not sure.
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Pa što je Accenture iznenada našao tako neprivlačno u tome, nisam siguran.
11:13
Then there are other things that don't cost much and achieve absolutely nothing.
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Zatim tu su druge stvari koje ne koštaju puno i postižu apsolutno ništa.
11:16
That's called trivia.
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Zovu se trivijalnosti.
11:18
But there's a fourth thing.
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No, tu je četvrta stvar.
11:20
And the fundamental problem is we don't actually have a word for this stuff.
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A osnovni problem je što zapravo nemamo riječ za ove stvari.
11:23
We don't know what to call it.
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Mi ne znamo kako to nazvati.
11:25
And actually we don't spend nearly enough money
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I zapravo ne trošimo ni približno dovoljno novaca
11:28
looking for those things,
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u potrazi za tim stvarima,
11:30
looking for those tiny things that may or may not work,
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u potrazi za tim sićušnim stvarima, koje bi možda mogle ili ne bi mogle funkcionirati,
11:33
but which, if they do work,
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ali koje bi, ako funkcioniraju,
11:35
can have a success absolutely out of proportion
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mogle imati uspjeh apsolutno vanrazmjeran
11:37
to their expense, their efforts
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njihovu trošku, trudu
11:39
and the disruption they cause.
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i poremećaju koji uzrokuju.
11:41
So the first thing I'd like
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Dakle, prva stvar koju bih htio
11:43
is a competition -- to anybody watching this as a film --
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je natjecanje -- za svakoga tko gleda ovo kao film --
11:45
is to come up with a name for that stuff on the bottom right.
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da se dosjetite imena za tu stvar na dnu desno.
11:48
And the second thing, I think,
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I druga stvar, mislim,
11:50
is that the world needs to have people in charge of that.
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je da svijet treba imati ljude zadužene za to.
11:52
That's why I call for the "Chief Detail Officer."
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Zato pozivam "glavnog službenika za detalje".
11:54
Every corporation should have one,
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Svaka korporacija bi trebala imati jednoga,
11:56
and every government should have a Ministry of Detail.
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i svaka vlada bi trebala imati Ministarstvo detalja.
11:59
The people who actually have no money,
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Ljudi koji zapravo nemaju novca,
12:01
who have no extravagant budget,
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koji nemaju ekstravagantan proračun,
12:03
but who realize that actually
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ali koji shvaćaju da zapravo
12:05
you might achieve greater success in uptake
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možete postići veći uspjeh u preuzimanju
12:07
of a government program
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vladinog programa
12:09
by actually doubling the level of benefits you pay,
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zapravo udvostručavajući nivo pogodnosti koje plaćate,
12:11
but you'll probably achieve exactly that same effect
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ali vjerojatno ćete postići upravo taj isti efekt
12:14
simply by redesigning the form
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jednostavno redizajnirajući obrazac
12:16
and writing it in comprehensible English.
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i pišući razumljivim engleskim.
12:18
And if actually we created a Ministry of Detail
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A ako bi zapravo stvorili Ministarstvo detalja
12:21
and business actually had Chief Detail Officers,
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i poslovi bi zapravo imali glavnog službenika za detalje,
12:23
then that fourth quadrant,
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onda bi taj četvrti kvadrant,
12:25
which is so woefully neglected at the moment,
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koji je tako žalosno zanemaren u ovom trenutku,
12:27
might finally get the attention it deserves.
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konačno mogao dobiti pažnju koju zaslužuje.
12:29
Thank you very much.
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Puno vam hvala.
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com