TED2010
Alan Siegel: Let's simplify legal jargon!
Alans Sīgels: Vienkāršosim juridisko žargonu!
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Nodokļu veidlapas, kredītlīgumi, veselības aizsardzības likumdošana — visi šie juridiskie dokumenti ir pilni ar nesakarīgiem vārdu savārstījumiem un ir neizskaidrojami gari, saka Alans Sīgels. Viņš aicina pārveidot juridiskos dokumentus vienkāršā, visiem saprotamā formā un valodā.
Alan Siegel - Executive, simplicity guru
A branding expert and one of the leading authorities on business communication, Alan Siegel wants to put plain English into legal documents for government and business. Full bio
A branding expert and one of the leading authorities on business communication, Alan Siegel wants to put plain English into legal documents for government and business. Full bio
Double-click the English transcript below to play the video.
00:15
So, basically we have public leaders,
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Lieta tāda, ka mūsu sabiedriskie vadītāji un
00:18
public officials who are out of control;
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amatpersonas ir kļuvuši bezatbildīgi.
00:21
they are writing bills that are unintelligible,
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Viņi saraksta likumprojektus,
kas ir nesaprotami.
kas ir nesaprotami.
00:23
and out of these bills are going to come
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No šiem likumprojektiem tiek radīti,
00:25
maybe 40,000 pages of regulations, total complexity,
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teiksim, 40 000 lappušu gari,
ļoti sarežģīti noteikumi,
ļoti sarežģīti noteikumi,
00:30
which has a dramatically negative impact on our life.
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kas pamatīgi apgrūtina mūsu dzīvi.
00:33
If you're a veteran coming back from Iraq or Vietnam
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Irākas vai Vjetnamas kara veterānam atgriežoties mājās,
00:37
you face a blizzard of paperwork to get your benefits;
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lai saņemtu sev pienākošos pabalstus,
viņam ir jāpārvar papīru kalni.
viņam ir jāpārvar papīru kalni.
00:41
if you're trying to get a small business loan,
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Uzņēmējam cenšoties iegūt mikroaizņēmumu,
00:43
you face a blizzard of paperwork.
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arī viņam ir jāpārvar papīru kalni.
00:45
What are we going to do about it? I define simplicity
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Ko mēs varam šajā sakarā mainīt?
00:47
as a means to achieving clarity,
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Es uztveru vienkāršību kā skaidrības,
00:50
transparency and empathy,
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atklātības un iejutības saniegšanas veidu,
00:52
building humanity into communications.
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saziņā iesaistot cilvēcību.
00:55
I've been simplifying things for 30 years.
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Es lietas vienkāršoju jau 30 gadus.
00:58
I come out of the advertising and design business.
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Es nāku no reklāmas un dizaina jomas.
01:01
My focus is understanding you people,
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Manas uzmanības centrā ir izprast jūs
01:05
and how you interact with the government
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un to, kā jūs attiecaties pret valdību
01:07
to get your benefits,
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savu mērķu sasniegšanai,
01:09
how you interact with corporations to decide whom you're going to do business with,
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kā jūs attiecaties pret uzņēmējiem,
lai izlemtu, ar ko sadarboties,
lai izlemtu, ar ko sadarboties,
01:12
and how you view brands.
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un kā jūs uztveram zīmolus.
01:15
So, very quickly, when President Obama said,
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Tādēļ, tiklīdz prezidents Obama minēja,
01:19
"I don't see why we can't
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ka viņš neredzot iemeslu,
01:21
have a one-page, plain English consumer credit agreement."
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kādēļ patērētāju kredītlīgums nevarētu būt uz 1 lappuses saprotamā valodā.
01:25
So, I locked myself in a room,
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Tā nu es ieslēdzos istabā,
01:27
figured out the content,
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izpētīju šī līguma saturu,
01:30
organized the document, and wrote it in plain English.
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izplānoju un pārrakstīju to vienkāršā valodā.
01:33
I've had this checked by the two top
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Šo līgumu pārbaudīja divi labākie
01:35
consumer credit lawyers in the country.
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patērētāju kredītnozares juristi.
01:37
This is a real thing.
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Tas ir ievērojams sasniegums.
01:39
Now, I went one step further and said,
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Tad es spēru nākamo soli, un jautāju:
01:42
"Why do we have to stick with the stodgy lawyers
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„Kādēļ sekot iesīkstējušu juristu paraugam
01:44
and just have a paper document? Let's go online."
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un aprobežoties ar papīra dokumentu?
Publicēsim to Internetā!”
Publicēsim to Internetā!”
01:48
And many people
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Daudziem cilvēkiem varētu būt grūtības ar rēķināšanu.
01:50
might need help in computation.
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01:52
Working with the Harvard Business School,
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Sadarbībā ar Hārvardas biznesa augstskolu
01:54
you'll see this example when you talk about minimum payment:
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tika radīts šis piemērs,
kas ilustrē minimālo maksājumu principu.
kas ilustrē minimālo maksājumu principu.
01:58
If you spent 62 dollars for a meal,
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Ja aizņematies maltītei 62 dolārus,
02:01
the longer you take to pay out that loan,
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jo ilgāk to atmaksājat,
02:04
you see, over a period of time using the minimum payment
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veicot tikai minimālos maksājumus, tad redziet,
02:06
it's 99 dollars and 17 cents.
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tas beigās izmaksās 99 dolārus un 17 centus.
02:09
How about that? Do you think your bank is going to show that to people?
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Kā jums tas patīk?
Jūsuprāt, banka to kādam stāstīs?
Jūsuprāt, banka to kādam stāstīs?
02:12
But it's going to work. It's more effective
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Taču šāds piemērs būs uzskatāmāks
nekā sausas aprēķinu tabulas.
nekā sausas aprēķinu tabulas.
02:14
than just computational aids.
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02:16
And what about terms like
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Un ko iesākt ar tādiem jēdzieniem
kā „limita pārsniegšana”?
kā „limita pārsniegšana”?
02:18
"over the limit"?
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02:21
Perhaps a stealth thing.
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Tie, iespējams, ir miglaini.
02:23
Define it in context. Tell people what it means.
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Lai cilvēki saprastu,
skaidrojiet tos ar kontekstu.
skaidrojiet tos ar kontekstu.
02:25
When you put it in plain English,
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Lietojot saprotamu valodu,
02:27
you almost force the institution
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iestādes bezmaz vai ir spiestas
02:29
to give the people a way, a default out of that,
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dot cilvēkiem iespēju izvēlēties
02:31
and not put themselves at risk.
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un pasargāt sevi no riskantiem darījumiem.
02:33
Plain English is about
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Saprotama valoda nozīmē
02:36
changing the content.
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satura maiņu.
02:38
And one of the things I'm most proud of
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Esmu gandarīts par šo IBM uzņēmuma līgumu.
02:40
is this agreement for IBM.
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02:42
It's a grid, it's a calendar.
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Šis līgums ir shematisks paraugs.
02:44
At such and such a date, IBM has responsibilities,
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Tādā un tādā datumā IBM ir saistības
02:46
you have responsibilities.
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un jums ir saistības.
02:48
Received very favorably by business.
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To ļoti atzinīgi novērtēja uzņēmēju aprindās.
02:52
And there is some good news to report today.
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Nu kārta labām ziņām.
02:54
Each year, one in 10 taxpayers
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Ik gadu katrs desmitais nodokļu maksātājs
02:56
receives a notice from the IRS.
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saņem vēstuli no VID.
02:58
There are 200 million letters that go out.
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Tiek izsūtīts 200 miljonu vēstuļu.
03:01
Running through this typical letter that they had,
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Izlaižot cauri savai vienkāršības laboratorijai
03:04
I ran it through my simplicity lab,
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šādu tipisku vēstuli
03:06
it's pretty unintelligible.
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tā izrādījās diezgan nesaprotama.
03:08
All the parts of the document in red are not intelligible.
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Sarkanās dokumenta daļas ir nesaprotamas.
03:12
We looked at doing over 1,000 letters that cover
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Mēs pārveidojām vairāk nekā 1000 vēstuļu,
03:14
70 percent of their transactions in plain English.
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kas aptver 70 procentus ieņēmumu dienesta darījumu.
03:17
They have been tested in the laboratory.
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Tās tika pārbaudītas manā laboratorijā.
03:19
When I run it through my lab,
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Pēc to apstrādes laboratorijā,
03:21
this heat-mapping shows everything
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krāsu izmaņas norāda uz visu,
03:23
is intelligible.
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kas ir saprotams.
03:25
And the IRS has introduced the program.
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VID tagad lieto šo sistēmu.
03:27
(Applause)
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(Aplausi)
03:32
There are a couple of things going on right now
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Ir dažās citas aktuālas problēmas,
03:35
that I want to bring to your attention.
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kurām es gribētu pievērst jūsu uzmanību.
03:37
There is a lot of discussion now
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Pašlaik norisinās plašas diskusijas
03:39
about a consumer financial protection agency,
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par patērētāju finansiālās aizsardzības aģentūru,
03:41
how to mandate simplicity.
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un kā vienkāršību padarīt obligātu.
03:43
We see all this complexity.
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Mēs saprotam, cik tas ir sarežģīti.
03:45
It's incumbent upon us,
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Es uzskatu, ka gan mūsu pašu,
03:47
and this organization, I believe,
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gan šīs organizācijas pienākums ir
03:49
to make clarity, transparency
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padarīt skaidrību, atklātību
03:52
and empathy a national priority.
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un iejutību par valsts prioritātēm.
03:55
There is no way that we should allow government
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Mēs nedrīkstam pieļaut, ka mūsu valdība
03:57
to communicate the way they communicate.
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sazinās ar mums līdzšinējā veidā.
03:59
There is no way we should do business
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Mēs nedrīkstam veikt darījumus ar uzņēmumiem,
04:01
with companies that have agreements
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kuru nesaprotamajos līgumos
04:04
with stealth provisions and that are unintelligible.
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ir miglaini juridiski nosacījumi.
04:06
So, how are we going to change the world?
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Kā mēs mainīsim pasauli?
04:08
Make clarity, transparency and simplicity a national priority.
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Padarot skaidrību, atklātību un vienkāršību par valsts prioritātēm
04:13
I thank you.
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Pateicos.
04:15
(Applause)
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(Aplausi)
ABOUT THE SPEAKER
Alan Siegel - Executive, simplicity guruA branding expert and one of the leading authorities on business communication, Alan Siegel wants to put plain English into legal documents for government and business.
Why you should listen
Almost nothing so mundane renders as many beads of sweat on the foreheads of the citizens of the United States than the looming of April 15, the day of the dreaded yearly income tax mail-ins. But Alan Siegel says the better portion of that anxiety ain't necessarily the pay hit -- it's navigating the legendarily confusing jungle of jargon (and cluttered checkboxes) that constitutes the IRS's tax forms. It's more than a question of convenience to individuals, he emphasizes; as our society's systems get more complicated, the perplexing legal documents that make them run are becoming more of a drain, undermining our potential prosperity.
It's also a problem that's bigger than taxes; it's even bigger than the United States. Siegel, one of the world's foremost branding experts (he's founder and chairman of brand consultancy Siegel+Gale) notes that the world is suffering from an epidemic of legalese: fear of loopholes and lawsuits is forcing the world's attorneys, contract designers and EULA scribes to take their art form to historically impenetrable lows.
Better for us, Siegel has spent decades as a pioneer in the practice of simplification -- as he says, "bringing clarity to such daunting documents as insurance policies, bank loans, mutual fund agreements" and government communications. He hopes to transform the idea of document simplicity from a creative principle into an aggressive movement for change.
Siegel was recently director of a project for the IRS to simplify US income tax forms. He has written on the topic for the New York Times, Across the Board, and the National Law Journal.
Alan Siegel | Speaker | TED.com