TED2003
Seth Godin: How to get your ideas to spread
Seth Godin pe paine feliata
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Intr-o lume cu mult prea multe optiuni, si prea putin timp, alegerea de bun simt e sa ignori tot ce e banal. Seth Godin, marketing guru, ne explica de ce, atunci cand e vorba de castigarea atentiei, idei care la prima vedere par proaste sau bizare au mai mult succes decat cele plictisitoare.
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:25
I'm going to give you
four specific examples,
four specific examples,
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O sa va dau patru exemple specifice - si o sa le explic la sfarsit -
00:28
I'm going to cover at the end
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despre cum o companie care se numeste Silk si-a triplat vanzarile facand un singur lucru.
00:30
about how a company called Silk
tripled their sales,
tripled their sales,
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00:32
how an artist named Jeff Koons
went from being a nobody
went from being a nobody
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Cum un artist care se numeste Jeff Koons a reusit pornind de la a fi un nimeni
00:36
to making a whole bunch of money
and having a lot of impact,
and having a lot of impact,
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la a face o gramada de bani si a avea super-influenta
00:39
to how Frank Gehry redefined
what it meant to be an architect.
what it meant to be an architect.
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la modul cum Frank Gehry a redefinit ce inseamna sa fii un arhitect.
00:42
And one of my biggest failures
as a marketer in the last few years,
as a marketer in the last few years,
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Si la unul dintre esecurile mele ca si marketer, in ultimii ani,
o marca inregistrata pe care am pornit-o care avea un CD ce se numea 'Sos'
00:46
a record label I started
that had a CD called "Sauce."
that had a CD called "Sauce."
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Dar inainte de a va spune astea, vreau sa va spun despre painea feliata, si despre un tip care se numea Otto Rohwedder
00:50
Before I can do that
I've got to tell you about sliced bread,
I've got to tell you about sliced bread,
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00:53
and a guy named Otto Rohwedder.
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00:54
Now, before sliced bread
was invented in the 1910s
was invented in the 1910s
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Acum: painea feliata a fost inventata in 1910
Si stiti ce au spus despre asta?
00:58
I wonder what they said?
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Ca e ea mai mare inventie de la ... telegraf, sau ceva similar.
01:00
Like the greatest invention
since the telegraph or something.
since the telegraph or something.
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Dar acest tip, numit Otto Rohwedder, a inventat painea feliata
01:03
But this guy named Otto Rohwedder
invented sliced bread,
invented sliced bread,
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si s-a concentrat, ca multi alti inventatori, pe partea de patentare si de productie propriu-zisa
01:06
and he focused, like most inventors did,
on the patent part and the making part.
on the patent part and the making part.
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01:11
And the thing about the invention
of sliced bread is this --
of sliced bread is this --
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Si ceea ce trebuie spus despre inventia painii feliate este asta --
01:14
that for the first 15 years
after sliced bread was available
after sliced bread was available
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ca pentru primii 15 ani din momentul in care painea feliata a a fost disponibila
01:18
no one bought it; no one knew about it;
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nimeni n-a cumparat-o, nimeni n-a stiut despre ea. A fost un esec total.
01:21
it was a complete and total failure.
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01:23
And the reason
is that until Wonder came along
is that until Wonder came along
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Si motivul e ca, pana ce nu a aparul Wonder
01:28
and figured out how to spread
the idea of sliced bread,
the idea of sliced bread,
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si si-a dat seama cum sa disemineze ideea de 'paine feliata', nimeni nu si-a dorit-o.
01:32
no one wanted it.
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01:33
That the success of sliced bread,
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Asa ca succesul painii feliate
01:35
like the success of almost everything
we've talked about at this conference,
we've talked about at this conference,
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precum succesul majoritatii lucrurilor despre care discutam la aceasta conferinta
nu e neparat despre ce fel de patent e vorba, sau despre ce fabrica e vorba
01:39
is not always about what the patent
is like, or what the factory is like --
is like, or what the factory is like --
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ci despre cum poti sa-ti diseminezi ideea, sau nu.
01:45
it's about can you get
your idea to spread, or not.
your idea to spread, or not.
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Si cred ca modul modul cum ai de gand sa obtii ceea ce-ti doresti
01:49
And I think that the way
you're going to get what you want,
you're going to get what you want,
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ori sa determini o schimbare in ceea ce vrei sa schimbi, sa faci lucrurile sa se intample
01:52
or cause the change that you want
to change, to happen,
to change, to happen,
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este prin a-ti da seama care e calea pe care sa-ti faci ideile cunoscute.
01:55
is to figure out a way
to get your ideas to spread.
to get your ideas to spread.
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Si, pentru mine, nu conteaza daca ai o cafenea
01:57
And it doesn't matter to me
whether you're running a coffee shop
whether you're running a coffee shop
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sau esti intelecutal, sau esti om de afaceri, sau zbori cu baloane de aer cald.
02:01
or you're an intellectual,
or you're in business,
or you're in business,
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02:03
or you're flying hot air balloons.
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Cred ca aceasta regula se aplica la orice, indiferent de domeniul de activitate.
02:06
I think that all this stuff applies
to everybody regardless of what we do.
to everybody regardless of what we do.
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Ca ceeea ce traim acum e urmarea unui secol de difuzare a diverselor idei.
02:12
That what we are living in
is a century of idea diffusion.
is a century of idea diffusion.
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Ca oamenii care pot disemina idei, indiferent de ce fel de idei e vorba, au succes.
02:17
That people who can spread ideas,
regardless of what those ideas are, win.
regardless of what those ideas are, win.
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02:21
When I talk about it
I usually pick business,
I usually pick business,
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Si cand vorbesc despre asta, de obicei vorbesc despre afaceri
02:23
because they make the best pictures
that you can put in your presentation,
that you can put in your presentation,
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pentru ca afacerile ofera cele mai elocvente exemple care se pot insera intr-o prezentare
si pentru ca e cel mai usor mod de a tine scorul.
02:27
and because it's the easiest
sort of way to keep score.
sort of way to keep score.
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Dar as dori sa ma iertati pentru aceste exemple
02:30
But I want you to forgive me
when I use these examples
when I use these examples
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pentru ca, in realitate, vorbesc despre orice ati decide vreodata sa faceti, cu timpul vostru.
02:32
because I'm talking about anything
that you decide to spend your time to do.
that you decide to spend your time to do.
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Ideea de baza a diseminarii ideilor e televiziunea, si lucrurile asemanatoare.
02:36
At the heart of spreading ideas
is TV and stuff like TV.
is TV and stuff like TV.
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Televiziunea si mass-media, ajuta la imprastierea ideilor intr-un fel anume.
02:41
TV and mass media made it really easy
to spread ideas in a certain way.
to spread ideas in a certain way.
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02:47
I call it the "TV-industrial complex."
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Eu numesc acest fel modul industrial de a face televiziune.
Modul in care televizunea industriala functioneaza e ca poti cumpara ceva reclama --
02:50
The way the TV-industrial complex works,
is you buy some ads,
is you buy some ads,
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poti intrerupe oamenii din ceea ce fac -- asta iti da distributie.
02:53
interrupt some people,
that gets you distribution.
that gets you distribution.
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Si folosesti aceasta distributie pentru a vinde mai multe produse.
02:56
You use the distribution you get
to sell more products.
to sell more products.
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Iar din profitul obtinut astfel, poti cumpara mai multa reclama.
03:00
You take the profit
from that to buy more ads.
from that to buy more ads.
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03:03
And it goes around and around and around,
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Si tot asa.
03:05
the same way that the military-industrial
complex worked a long time ago.
complex worked a long time ago.
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in acelasi fel cum functionau complexele militare si industriale, acum ceva vreme.
Si acest model functioneaza astfel, asa cum am mai azuit si ieri:
03:09
That model of,
and we heard it yesterday --
and we heard it yesterday --
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daca am putea ajunge pe prima pagina la Google.
03:11
if we could only get
onto the homepage of Google,
onto the homepage of Google,
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daca am putea gasi o cale ca sa fim promovati acolo,
03:13
if we could only figure out
how to get promoted there,
how to get promoted there,
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daca ne-am putea da seama cum sa luam omul de gat,
03:16
or grab that person by the throat,
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si sa-i spunem despre ceea ce vrem noi sa facem.
03:18
and tell them about what we want to do.
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03:20
If we did that then everyone would pay
attention, and we would win.
attention, and we would win.
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Daca facem asta, toti vor fi atenti, si am castiga.
03:24
Well, this TV-industrial complex informed
my entire childhood and probably yours.
my entire childhood and probably yours.
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Ei bine, acest complex de televiziune industrial m-a informat si pe mine cand eram copil, si probabil ca e si cazul vostru.
Ceea ce vreau sa spun e ca toate aceste produse au avut succes tocmai pentru ca cineva si-a data seama
03:30
I mean, all of these products succeeded
because someone figured out
because someone figured out
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cum sa atingi oamenii intr-un fel surprinzator,
03:35
how to touch people in a way
they weren't expecting,
they weren't expecting,
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nu neaparat cu o reclama, auzita
03:38
in a way they didn't
necessarily want, with an ad,
necessarily want, with an ad,
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de cateva ori consecutiv, inca o data si inca o data, pana cand cumperi.
03:40
over and over again until they bought it.
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Ce s-a intamplat e ca au redus la tacere industria televiziunii.
03:42
And the thing that's happened is,
they canceled the TV-industrial complex.
they canceled the TV-industrial complex.
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Si asta in numai cativa ani,
03:47
That just over the last few years,
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oricine vinde ceva a descoperit ca marketingul
03:49
what anybody who markets
anything has discovered
anything has discovered
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nu mai functioneaza asa cum functiona inainte.
03:52
is that it's not working
the way that it used to.
the way that it used to.
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03:54
This picture is really fuzzy, I apologize;
I had a bad cold when I took it.
I had a bad cold when I took it.
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Poza asta e putin miscata: imi cer scuze, eram cam racit cand am facut-o.
Dar produsul din cutia albastra din mijloc e opera mea.
03:58
(Laughter)
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04:00
But the product in the blue box
in the center is my poster child.
in the center is my poster child.
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Asa. Ma duc la alimentara, imi e rau, trebuie sa cumpar ceva medicamente.
04:03
I go to the deli; I'm sick;
I need to buy some medicine.
I need to buy some medicine.
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Brand managerul acelui produs albastru a cheltuit 100 de milioane de dolari
04:07
The brand manager for that blue product
spent 100 million dollars
spent 100 million dollars
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incercand sa ma intrerupa pe mine, de-a lungul unui an.
04:10
trying to interrupt me in one year.
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100 de milioane de dolari sa ma intrerupa cu reclame de televiziune si reclame in reviste si spam
04:12
100 million dollars interrupting me
with TV commercials
with TV commercials
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04:15
and magazine ads and Spam
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si cupoane si plati pentru spatiu de raft si mercantilizare
04:17
and coupons and shelving
allowances and spiff --
allowances and spiff --
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pentru ca in final eu sa ignor orice mesaj transmis.
04:20
all so I could ignore
every single message.
every single message.
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Si le-am igonrat pentru ca, de fapt, nu am nevoie de un analgezic.
04:23
And I ignored every message
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04:25
because I don't have
a pain reliever problem.
a pain reliever problem.
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Am cumparat chestia in cutie galbena, pentru ca am luat-o dintotdeauna.
04:27
I buy the stuff in the yellow box
because I always have.
because I always have.
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Si nu am de gand sa investesc nici macar un minut din timpul meu pretios, pentru a rezolva aceasta problema.
04:29
And I'm not going to invest a minute
of my time to solve her problem,
of my time to solve her problem,
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pentru ca, de fapt, nu-mi pasa.
04:34
because I don't care.
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Aici e o revista care se numeste 'Hidrateaza-te'. Sunt 180 de pagini despre apa.
04:36
Here's a magazine called "Hydrate."
It's 180 pages about water.
It's 180 pages about water.
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(rasete)
04:41
(Laughter)
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Exact. Articole despre apa, reclame despre apa.
04:42
Articles about water, ads about water.
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Imaginati-va cum era acum 40 de ani
04:45
Imagine what the world
was like 40 years ago,
was like 40 years ago,
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cand exista doar Saturday Evening Post, Time, si Newsweek.
04:48
with just the Saturday Evening Post
and Time and Newsweek.
and Time and Newsweek.
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Acum avem reviste specializate in apa.
04:51
Now there are magazines about water.
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Un produs nou de la Coca Cola Japonia: salata de apa.
04:53
New product from Coke Japan: water salad.
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(rasete)
04:56
(Laughter)
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04:57
Coke Japan comes out
with a new product every three weeks,
with a new product every three weeks,
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Bine. Coca Cola Japonia lanseaza cate un produs nou la fiecare 3 saptamani.
Pentru ca nu au nici cea mai mica idee de ce functioneaza, si ce nu.
05:02
because they have no idea
what's going to work and what's not.
what's going to work and what's not.
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As fi putut s-o scriu mai bine eu insumi. A aparut acum 4 zile
05:05
I couldn't have written
this better myself.
this better myself.
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05:07
It came out four days ago --
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Si am incercuit partile importante, pentru ca sa le remarcati mai usor.
05:09
I circled the important parts
so you can see them here.
so you can see them here.
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De-abia au aparut... Arby's va cheltui 85 de milioane de dolari in promovarea unei manusi pentru cuptor
05:13
They've come out...
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05:14
Arby's is going to spend
85 million dollars promoting an oven mitt
85 million dollars promoting an oven mitt
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cu vocea lui Tom Arnold
05:18
with the voice of Tom Arnold,
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in speranta ca asta va determina oamenii sa mearga la Arby's si sa cumpere un sanwich cu carne de vita
05:21
hoping that that will get people to go
to Arby's and buy a roast beef sandwich.
to Arby's and buy a roast beef sandwich.
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rasete
05:26
(Laughter)
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Acum, m-am straduit sa-mi imaginez cum te-ar putea determina o reclama
05:27
Now, I had tried to imagine what could
possibly be in an animated TV commercial
possibly be in an animated TV commercial
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cu Tom Arnold, sa te urci in masina, sa conduci jumatate de oras
05:32
featuring Tom Arnold,
that would get you to get in your car,
that would get you to get in your car,
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si sa-ti cumperi un sandwich cu carne de vita.
05:36
drive across town
and buy a roast beef sandwich.
and buy a roast beef sandwich.
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(rasete)
05:39
(Laughter)
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05:40
Now, this is Copernicus, and he was right,
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Acesta e Copernicus, si a avut dreptate
cand spunea oricui care dorea sa-l asculte.
05:44
when he was talking to anyone
who needs to hear your idea.
who needs to hear your idea.
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05:46
"The world revolves around me."
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Lumea ss invarte in jurul meu. Eu, eu, eu, eu, eu. Persoana mea favorita - eu.
05:48
Me, me, me, me. My favorite person -- me.
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Nu vreau sa primesc nici un e-mail, de la nimeni, vreau propriul meu 'eu-mail'.
05:51
I don't want to get email
from anybody; I want to get "memail."
from anybody; I want to get "memail."
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05:54
(Laughter)
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(rasete)
05:56
So consumers, and I don't just mean
people who buy stuff at the Safeway;
people who buy stuff at the Safeway;
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Consumatorii, si nu ma refer doar la cei care cumpara cate ceva de la Safeway
Ma refer la oamenii de la Ministerul Apararii care cumpara ceva
06:02
I mean people at the Defense Department
who might buy something,
who might buy something,
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sau la oamenii care, stiti, ziarul New Yorker care ar putea sa-ti tipareasca articolul.
06:05
or people at, you know, the New Yorker
who might print your article.
who might print your article.
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Consumatorilor nu le pasa de tine, pur si simplu nu le pasa.
06:08
Consumers don't care about you
at all; they just don't care.
at all; they just don't care.
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Motivatia e, partial - au mai multe optiuni din care sa aleaga
06:13
Part of the reason is -- they've got
way more choices than they used to,
way more choices than they used to,
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si mult mai putin timp la dispozitie.
06:17
and way less time.
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Si intr-o lume in care cu totii avem prea multe optiuni
06:19
And in a world where we have
too many choices and too little time,
too many choices and too little time,
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si prea putin timp la dispozitie, lucrul cel mai usor de facut e sa ignori.
06:23
the obvious thing to do
is just ignore stuff.
is just ignore stuff.
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06:27
And my parable here
is you're driving down the road
is you're driving down the road
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Parabola pe care o fac e ca: conduci pe un drum
si vezi o vaca, si continui sa conduci
06:31
and you see a cow, and you keep driving
because you've seen cows before.
because you've seen cows before.
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pentru ca, in principiu, ai mai vazut vaci inainte.
Vacile sunt invizibile. Vacile sunt plictisitoare.
06:35
Cows are invisible. Cows are boring.
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Cine o sa traga pe dreapta si o sa spuna - oh, uite, o vaca? Nimeni.
06:38
Who's going to stop and pull over
and say -- "Oh, look, a cow."
and say -- "Oh, look, a cow."
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06:41
Nobody.
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06:42
(Laughter)
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(rasete)
06:44
But if the cow was purple --
isn't that a great special effect?
isn't that a great special effect?
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Dar daca vaca ar fi violeta - nu e asta un efect special grozav?
As putea sa repet chestia asta, daca vreti.
06:48
I could do that again if you want.
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06:49
If the cow was purple,
you'd notice it for a while.
you'd notice it for a while.
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Daca vaca ar fi violeta, probabil ca ai observa-o, cel putin o perioada de timp.
06:54
I mean, if all cows were purple
you'd get bored with those, too.
you'd get bored with those, too.
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Ce vreau sa spun e ca: daca toate vacile ar fi violete, v-ati plictisi si de acestea, sunt sigur.
06:57
The thing that's going to decide
what gets talked about,
what gets talked about,
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Chestia care decide ce se discuta
ce se face, ce se schimba
07:01
what gets done, what gets changed,
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ce se cumpara, ce se construieste
07:03
what gets purchased, what gets built,
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este: e remarcabil?
07:05
is: "Is it remarkable?"
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'Remarcabil' e un cuvand chiar grozav, pentru ca noi presupunem ca inseamna doar 'in regula',
07:08
And "remarkable" is a really cool word,
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07:10
because we think it just means "neat,"
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07:12
but it also means
"worth making a remark about."
"worth making a remark about."
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dar inseamna, deasemnea - ceea ce merita sa fie remarcat.
07:16
And that is the essence
of where idea diffusion is going.
of where idea diffusion is going.
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Aceasta este esenta ideii de difuzare.
Doua din cele mai interesante masini din Statele Unite e un monstru de 55,000 de dolari
07:21
That two of the hottest cars
in the United States
in the United States
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07:24
is a 55,000-dollar giant car,
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care e suficient de mare, incat sa permita unui Mini sa fie carat in portbagaj.
07:27
big enough to hold a Mini in its trunk.
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Oamenii platest pretul intreg pentru amandoua, si singurul lucru pe care il au in comun
07:30
People are paying full price for both,
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07:32
and the only thing they have in common
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e ca nu au chiar nimic in comun.
07:35
is that they don't have
anything in common.
anything in common.
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(rasete)
07:38
(Laughter)
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07:39
Every week, the number one
best-selling DVD in America changes.
best-selling DVD in America changes.
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In fiecare saptamana, se schimba DVD-ul cel mai bine vandut din America.
Nu e niciodata 'Nasul', sau 'Cetateanul Kane'.
07:45
It's never "The Godfather,"
it's never "Citizen Kane,"
it's never "Citizen Kane,"
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E intotdeauna un film de mana a doua comercial, cu o vedeta de mana a doua.
07:48
it's always some third-rate movie
with some second-rate star.
with some second-rate star.
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07:51
But the reason it's number one
is because that's the week it came out.
is because that's the week it came out.
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Dar motivul pentru care e numarul unu e ca a fost lansat in saptamana respectiva.
07:56
Because it's new, because it's fresh.
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Pentru ca e nou, pentru ca e proaspat.
07:58
People saw it and said
"I didn't know that was there"
"I didn't know that was there"
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Pentru ca oamenii il vad si spun - nu stiam ca asta era acolo -
si il observa.
08:01
and they noticed it.
146
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08:02
Two of the big success stories
of the last 20 years in retail --
of the last 20 years in retail --
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Doua din cele mai mari povesti de succes din ultimii 20 de ani in retail --
una vinde lucruri care sunt super-scumpe, intr-o cutie albastra
08:05
one sells things that are
super-expensive in a blue box,
super-expensive in a blue box,
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iar cealalta vinde lucruri care sunt cat de ieftine se poate.
08:08
and one sells things that are
as cheap as they can make them.
as cheap as they can make them.
149
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08:11
The only thing they have in common
is that they're different.
is that they're different.
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Singurul lucru pe care il au in comun e ca sunt diferite.
08:14
We're now in the fashion business,
no matter what we do for a living,
no matter what we do for a living,
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Acum suntem in business-ul de moda, unde nu conteaza ce facem de fapt,
suntem in business-ul de moda.
08:18
we're in the fashion business.
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08:19
And people in the fashion business
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Si chestia e ca, oamenii care lucreaza in business-ul de moda
08:21
know what it's like to be in the fashion
business -- they're used to it.
business -- they're used to it.
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stiu ce inseamna sa fii in acest business, pentru ca sunt obisnuiti cu asta.
Noi, ceilalti, trebuie sa ne dam seama cum sa gandim in acest fel.
08:24
The rest of us have to figure out
how to think that way.
how to think that way.
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Cum sa intelegem ca nu e vorba despre intreuperea oamenilor cu reclame mari de o pagina
08:27
How to understand
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08:28
that it's not about interrupting
people with big full-page ads,
people with big full-page ads,
157
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sau de a insista pe intalnirile cu oamenii.
08:32
or insisting on meetings with people.
158
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2578
Ci ca e vorba de un proces cu totul diferit, care determina ce idei sunt distribuite
08:34
But it's a totally different
sort of process
sort of process
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08:37
that determines which ideas spread,
and which ones don't.
and which ones don't.
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si ce idei nu.
08:40
They sold a billion dollars'
worth of Aeron chairs
worth of Aeron chairs
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Acest scaun - au vandut scaune Aeron in valoare de un miliard de dolari -
prin reinventarea a ce inseamna sa vinzi un scaun.
08:44
by reinventing
what it meant to sell a chair.
what it meant to sell a chair.
162
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08:47
They turned a chair from something
the purchasing department bought,
the purchasing department bought,
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Au schimbat un scaun din ceva ce era cumparat de departamentul de achizitii,
in ceva ce e un simbol al status-ului social la locul de munca.
08:51
to something that was a status symbol
about where you sat at work.
about where you sat at work.
164
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Acest individ, Lionel Poullain, cel mai faimos brutar din lume
08:55
This guy, Lionel Poilâne,
the most famous baker in the world --
the most famous baker in the world --
165
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08:58
he died two and a half months ago,
166
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a murit acum doua luni si jumatate
si a fost un erou de-al meu, si un prieten drag.
09:01
and he was a hero of mine
and a dear friend.
and a dear friend.
167
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A trait in Paris. Anul trecut a vandut baghete in valoare de 10 milioane de dolari.
09:03
He lived in Paris.
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09:04
Last year, he sold 10 million dollars'
worth of French bread.
worth of French bread.
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09:08
Every loaf baked in a bakery he owned,
170
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Fiecare bucata de paine coapta in brutaria pe care o detinea, era facuta de un brutar, de la inceput la sfarsit, intr-un cuptor cu lemne.
09:11
by one baker at a time,
in a wood-fired oven.
in a wood-fired oven.
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Cand Lionel si-a pornit business-ul, francezii l-au huiduit.
09:14
And when Lionel started his bakery,
the French pooh-pooh-ed it.
the French pooh-pooh-ed it.
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Nu vroiau sa cumpere painea lui. Nu arata ca o 'paine frantuzeasca'.
09:18
They didn't want to buy his bread.
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1660
09:19
It didn't look like "French bread."
174
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Nu era ceea ce se asteptau sa fie.
09:21
It wasn't what they expected.
175
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1381
09:22
It was neat; it was remarkable;
176
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Era excelenta, era remarcabila, si incet-incet, vorba s-a dus din om in om
09:25
and slowly, it spread
from one person to another person
from one person to another person
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3313
pana cand, intr-un sfarsit, a devenit painea oficiala a restaurantelor de trei stele din Paris.
09:29
until finally, it became the official
bread of three-star restaurants in Paris.
bread of three-star restaurants in Paris.
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09:33
Now he's in London, and he ships
by FedEx all around the world.
by FedEx all around the world.
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3000
Acum e in Londra, si livreaza prin FedEx in toata lumea.
09:36
What marketers used to do is make
average products for average people.
average products for average people.
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Ceea ce marketerii faceau in trecut erau produse medii pentru oameni medii.
Despre asta era vorba in mass-marketing.
09:42
That's what mass marketing is.
181
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1793
09:43
Smooth out the edges; go for the center;
that's the big market.
that's the big market.
182
558951
4128
Ignora excentricitatile, du-te catre centru
acolo e felia cea mai mare de piata.
Ignorau pionierii, si
09:48
They would ignore the geeks,
and God forbid, the laggards.
and God forbid, the laggards.
183
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4373
Doamne iarta-ma, intarziatii.
09:52
It was all about going for the center.
184
567500
1976
Toata ideea era sa tragi catre centru.
09:54
But in a world where
the TV-industrial complex is broken,
the TV-industrial complex is broken,
185
569999
3168
Dar intr-o lume unde complexul TV-industrial e distrus,
nu cred ca aceasta e strategia pe care dorim sa o mai folosim.
09:58
I don't think that's a strategy
we want to use any more.
we want to use any more.
186
573191
2620
10:00
I think the strategy we want to use
is to not market to these people
is to not market to these people
187
575835
3774
Cred ca strategia pe care dorim sa o folosim e sa nu facem marketing catre acesti oameni
10:04
because they're really good
at ignoring you.
at ignoring you.
188
579633
2286
deoarece acestia sunt chiar talentati in a te ignora.
10:06
But market to these
people because they care.
people because they care.
189
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2754
Ci sa facem marketing catre acesti oameni, pentru ca le pasa.
10:10
These are the people
who are obsessed with something.
who are obsessed with something.
190
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3665
Acestia sunt oameni care sunt obsedati de ceva.
10:14
And when you talk to them, they'll listen,
191
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2040
Si cand vorbesti cu ei, asculta
10:16
because they like listening --
it's about them.
it's about them.
192
591744
2619
pentru ca le place sa asculte - e de obicei vorba despre ei.
Si, daca esti putin norocos, vor spune mai departe prietenilor lor
10:19
And if you're lucky, they'll tell
their friends on the rest of the curve,
their friends on the rest of the curve,
193
594387
3955
de pe restul curbei, si astfel se va face diseminare.
10:23
and it'll spread.
194
598366
1187
Se va imprastia pe intreaga curba.
10:24
It'll spread to the entire curve.
195
599577
1779
Acestia au ceva ce eu numesc 'otaku' - e un cuvant japonez senzational.
10:26
They have something I call "otaku" --
it's a great Japanese word.
it's a great Japanese word.
196
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3639
Care desocrie dorinta cuiva care e obsedat, sa spunem,
10:30
It describes the desire
of someone who's obsessed to say,
of someone who's obsessed to say,
197
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2998
conduce dintr-o parte intr-alta a orasului Tokyo, doar pentru ca sa incerce un restaurant nou cu taietei japonezi.
10:33
drive across Tokyo to try
a new ramen noodle place,
a new ramen noodle place,
198
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2833
10:35
because that's what they do:
they get obsessed with it.
they get obsessed with it.
199
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2572
pentru ca asta e ceea ce fac. Devin obsedati cu ceea ce fac.
10:38
To make a product, to market an idea,
200
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2357
Sa faci un produs, sa promovezi o idee.
sa vii cu orice problema pe care vrei sa o rezolvi
10:41
to come up with any problem
you want to solve
you want to solve
201
616261
2096
asta nu are relevanta pentru un otaku, iar sa gasesti un grup de urmaritori
10:43
that doesn't have
a constituency with an otaku,
a constituency with an otaku,
202
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3309
e aproape imposibil.
10:46
is almost impossible.
203
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1222
In schimb, trebuie sa gasesti un grup caruia ii pasa
10:48
Instead, you have to find
a group that really, desperately cares
a group that really, desperately cares
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623301
3642
e disperatu dupa ceea ce vrei tu sa spui.
10:51
about what it is you have to say.
205
626967
1643
Vorbeste-le si fa sa le fie usor sa vorbeasca, la randul lor, prietenilor lor.
10:53
Talk to them and make it easy
for them to tell their friends.
for them to tell their friends.
206
628634
3083
10:56
There's a hot sauce otaku,
but there's no mustard otaku.
but there's no mustard otaku.
207
631741
3444
Exista un sos iute otaku, dar nu exista un mustar otaku.
11:00
That's why there's lots and lots
of kinds of hot sauces,
of kinds of hot sauces,
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635883
2675
Asta pentru ca sunt mii de tipuri de sosuri iuti
dar nu sunt asa de multe de mustar.
11:03
and not so many kinds of mustard.
209
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1587
Nu pentru ca e mai greu sa produci un mustar interesant
11:05
Not because it's hard
to make interesting mustard --
to make interesting mustard --
210
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2483
- se poate produce un mustar interesant -
11:07
you could make interesting mustard --
211
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Dar oamenii nu o fac pentru ca nimeni nu e obsedat de asta
11:09
but people don't,
because no one's obsessed with it,
because no one's obsessed with it,
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2475
si, ca urmare, nimeni nu spune asta, mai departe, prietenilor.
11:12
and thus no one tells their friends.
213
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1781
Krispy Kreme si-a dat seama de asta.
11:13
Krispy Kreme has figured
this whole thing out.
this whole thing out.
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2379
Krispy Kreme are o strategie, si ceea ce fac ei e
11:16
It has a strategy, and what they do is,
215
651222
1880
ca intra intr-un oras, vorbesc unor oameni cu otaku
11:18
they enter a city, they talk
to the people, with the otaku,
to the people, with the otaku,
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2807
si apoi disemineaza informatia in tot orasul
11:20
and then they spread through the city
217
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1922
prin oameni care doar traverseaza strada.
11:22
to the people who've just
crossed the street.
crossed the street.
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657903
2096
Acest yoyo costa 112 dolari, dar doarme 12 minute
11:25
This yoyo right here cost 112 dollars,
but it sleeps for 12 minutes.
but it sleeps for 12 minutes.
219
660023
4434
Nu toate lumea il vrea, si nu le pasa.
11:29
Not everybody wants it
but they don't care.
but they don't care.
220
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2037
Ei vor sa vorbeasca unor oameni carora le pasa, si poate informatia va merge mai departe.
11:31
They want to talk to the people
who do, and maybe it'll spread.
who do, and maybe it'll spread.
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666542
3527
Acest baieti fac cel mai puternic sistem audio de masina din lume.
11:35
These guys make the loudest
car stereo in the world.
car stereo in the world.
222
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3383
11:38
(Laughter)
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673500
1976
(rasete)
11:40
It's as loud as a 747 jet.
224
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2144
E la fel de zgomotos ca un avion Boeing 747
11:42
You can't get in,
the car's got bulletproof glass,
the car's got bulletproof glass,
225
677668
2951
masina are geamuri care sunt antiglont
11:45
because it'll blow out
the windshield otherwise.
the windshield otherwise.
226
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2239
pentru ca altfel, ar plezni.
11:47
But the fact remains
227
682906
1303
Dar ce ramane e ca daca cineva
11:49
that when someone wants to put
a couple of speakers in their car,
a couple of speakers in their car,
228
684233
3134
vrea sa puna o pereche de difuzoare in masina
daca au otaku
11:52
if they've got the otaku
or they've heard from someone who does,
or they've heard from someone who does,
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687391
3000
sau daca au auzit de le cineva care are,
se duc si isi instaleaza un asemenea sistem..
11:55
they go ahead and they pick this.
230
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1657
E chiar simplu - vinzi unor oameni care asculta
11:57
It's really simple -- you sell
to the people who are listening,
to the people who are listening,
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2991
si poate acesti oameni vor spune prietenilor lor.
12:00
and just maybe,
those people tell their friends.
those people tell their friends.
232
695111
2322
Asa ca atunci cand Steve Jobs vorbeste catre 50,00 de oameni in acest fel
12:02
So when Steve Jobs talks
to 50,000 people at his keynote,
to 50,000 people at his keynote,
233
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3257
12:05
who are all tuned in from 130 countries
234
700738
2620
oameni care sunt din 130 de tari diferite
oameni care sunt dispusi sa urmareasca aceasta reclama de 2 ore
12:08
watching his two-hour commercial --
235
703382
2094
12:10
that's the only thing keeping
his company in business --
his company in business --
236
705500
2620
asta este ingurul lucru care ii tine compania in viata --
acesti 50,000 oameni carora le pasa suficient de mult
12:13
it's that those 50,000 people
care desperately enough
care desperately enough
237
708144
2649
12:15
to watch a two-hour commercial,
and then tell their friends.
and then tell their friends.
238
710817
2810
incat sa urmareasca aceasta reclama de 2 ore, si sa spuna mai departe prietenilor lor despre asta.
Pearl Jam, 96 de albume lansate in ultimii 2 ani.
12:18
Pearl Jam, 96 albums released
in the last two years.
in the last two years.
239
713651
2681
Fiecare din ele a facut profit. Cum?
12:21
Every one made a profit. How?
240
716356
2357
12:23
They only sell them on their website.
241
718737
1787
Le vand numai pe site-ul lor.
12:25
Those people who buy them have the otaku,
242
720548
2102
Acesti oameni care le cumpara de pe website au otaku
12:27
and then they tell their friends,
and it spreads and it spreads.
and it spreads and it spreads.
243
722674
3053
si ei spun mai departe prietenilor lor, si tot asa, se imprastie informatia.
12:30
This hospital crib cost 10,000 dollars,
10 times the standard.
10 times the standard.
244
725751
3958
Acest pat de spital costa 10.000 de dolari, de 10 ori mai mult decat in mod normal.
Dar spitalele o cumpara mai mult si mai repede decat oricare alt model.
12:35
But hospitals are buying it
faster than any other model.
faster than any other model.
245
730082
2674
12:37
Hard Candy nail polish,
doesn't appeal to everybody,
doesn't appeal to everybody,
246
732780
2696
Oja de unghii "Hard Candy" nu e ceva interesant pentru oricine,
12:40
but to the people who love it,
they talk about it like crazy.
they talk about it like crazy.
247
735500
3479
dar oamenii care o iubesc, vorbesc de ea cu inflacarare.
Aceasta vopsea a salvat compania de vopsea Dutch Boy
12:44
This paint can right here saved
the Dutch Boy paint company,
the Dutch Boy paint company,
248
739003
5643
si le-a adus o avere. Costa cu 35% mai mult decat vopseaua obisnuita.
12:49
making them a fortune.
249
744670
1289
12:50
It costs 35 percent more
than regular paint
than regular paint
250
745983
2047
Pentru ca Dutch Boy a facut o cutie despre care oamenii pot sa vorbeasca, pentru ca e remarcabila
12:53
because Dutch Boy made a can that people
talk about, because it's remarkable.
talk about, because it's remarkable.
251
748054
4041
N-au atasat doar o reclama noua unui produs,
12:57
They didn't just slap
a new ad on the product;
a new ad on the product;
252
752119
2143
ci au schimbat ce inseamna sa faci un produs de vopsit.
12:59
they changed what it meant
to build a paint product.
to build a paint product.
253
754286
2493
13:01
AmIhotornot.com -- everyday
250,000 people go to this site,
250,000 people go to this site,
254
756803
4673
AmIhotornot.com - in fiecare zi 250,000 oameni intra pe acest site,
13:06
run by two volunteers, and I can
tell you they are hard graders --
tell you they are hard graders --
255
761500
3976
care e administrat de 2 voluntari, si va pot spune ca nu prea dau note bune, si
13:10
(Laughter)
256
765500
3810
rasete
nu ajung la aceasta performanta facand advertising.
13:14
They didn't get this way
by advertising a lot.
by advertising a lot.
257
769334
3048
Au ajuns aici fiind remarcabili
13:17
They got this way by being remarkable,
258
772406
2764
cateodata chiar PREA remarcabili.
13:20
sometimes a little too remarkable.
259
775194
1765
13:21
And this picture frame
has a cord going out the back,
has a cord going out the back,
260
776983
4299
Iar acaeasta rama are un cablu legat in spate
13:26
and you plug it into the wall.
261
781306
1649
si o poti pune intr-o priza, la perete.
13:27
My father has this on his desk,
262
782979
1849
Tatal meu are asa ceva pe biroul lui,
13:29
and he sees his grandchildren
everyday, changing constantly.
everyday, changing constantly.
263
784852
4436
si isi vede nepotii in fiecare zi, schimbandu-se permanent.
Fiecare persoana care intra in biroul lui
13:34
And every single person
who walks into his office
who walks into his office
264
789312
2547
13:36
hears the whole story
of how this thing ended up on his desk.
of how this thing ended up on his desk.
265
791883
2929
aude povestea despre cum a ajuns chestia asta sa stea pe biroul lui.
13:39
And one person at a time,
the idea spreads.
the idea spreads.
266
794836
2640
Si, de la o persoana la alta, idea se raspandeste.
13:42
These are not diamonds, not really.
267
797500
2779
Acestea nu sunt diamante, ma rog, nu chiar diamante.
13:45
They're made from "cremains."
268
800732
1744
Sunt facute din cenusa de la crematoriu.
13:47
After you're cremated you can
have yourself made into a gem.
have yourself made into a gem.
269
802827
2810
Si dupa ce te incinereaza, te poti transforma intr-o piatra pretioasa
13:50
(Laughter)
270
805661
1047
(rasete)
13:51
Oh, you like my ring? It's my grandmother.
271
806732
2286
Oh, iti place inelul meu? E chiar mama-mare.
(rasete)
13:54
(Laughter)
272
809042
5689
13:59
Fastest-growing business
in the whole mortuary industry.
in the whole mortuary industry.
273
814755
2984
E afacerea cu cea mai rapida crestere din intreaga industrie a pompelor funebre.
Dar nu trebuie sa fii Ozzie Osborne
14:03
But you don't have to be Ozzie Osborne --
274
818244
2025
nu trebuie sa fii super-provocator sa faci asta.
14:05
you don't have to be
super-outrageous to do this.
super-outrageous to do this.
275
820293
2286
14:07
What you have to do
276
822603
1214
Ceea ce trebuie sa faci e sa-ti dai seamna ce au intr-adevar nevoie oamenii, si sa le oferi asta.
14:08
is figure out what people
really want and give it to them.
really want and give it to them.
277
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2767
Acum, cateva reguli, de recapitulare.
14:11
A couple of quick rules to wrap up.
278
826632
1667
Prima e: Proiectarea e gratis atunci cand ai scala necesara.
14:13
The first one is: Design
is free when you get to scale.
is free when you get to scale.
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Si oamenii care vin cu lucruri remarcabile
14:17
The people who come up
with stuff that's remarkable
with stuff that's remarkable
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de cele mai multe ori realizeaza cum sa faca proiectarea sa ii serveasca.
14:19
more often than not figure out
how to put design to work for them.
how to put design to work for them.
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14:22
Number two: The riskiest thing
you can do now is be safe.
you can do now is be safe.
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Numarul doi: Cel mai riscant lucru pe care-l poti face e sa fii sigur.
14:27
Proctor and Gamble knows this, right?
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Procter si Gamble stiu asta, nu-i asa?
14:29
The whole model of being
Proctor and Gamble
Proctor and Gamble
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Intregul model al lui Procter si Gamble
14:31
is always about average products
for average people.
for average people.
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e sa vinzi produse mediocre catre oameni mediocri.
Asta e riscant. Ce e sigur in zilele noastre e sa fii la margini,
14:34
That's risky.
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14:35
The safe thing to do now
is to be at the fringes,
is to be at the fringes,
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sa fii remarcabil.
14:38
be remarkable.
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Si sa fii foarte bun e unul din cele mai rele lucruri cu putinta.
14:40
And being very good is one
of the worst things you can possibly do.
of the worst things you can possibly do.
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Foarte bun e plictisitor. Foarte bun e mediu.
14:44
Very good is boring. Very good is average.
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Nu conteaza daca inregistrezi un disc,
14:47
It doesn't matter whether
you're making a record album,
you're making a record album,
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sau esti arhitect, sau ai o brosura in sociologie.
14:49
or you're an architect,
or you have a tract on sociology.
or you have a tract on sociology.
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Daca e foarte bun, nu va functiona, pentru ca nimeni nu le va baga in seama.
14:52
If it's very good, it's not going to work,
because no one's going to notice it.
because no one's going to notice it.
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Acum, cele trei povesti ale mele.
14:56
So my three stories.
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14:57
Silk put a product that does not need
to be in the refrigerated section
to be in the refrigerated section
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Silk. Pune un produs care nu trebuie sa fie in aceasta sectiune
alaturi de lapte, chiar in aceasta sectiune.
15:02
next to the milk
in the refrigerated section.
in the refrigerated section.
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Vanzarile se tripleaza. De ce?
15:04
Sales tripled. Why?
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Lapte, lapte, lapte, lapte, lapte, - nu e lapte.
15:06
Milk, milk, milk, milk, milk -- not milk.
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15:09
For the people who were there
and looking at that section,
and looking at that section,
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Pentru oamenii care au mers acolo si s-au uitat la acel frigider,
15:12
it was remarkable.
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a fost remarcabil.
15:13
They didn't triple their sales
with advertising;
with advertising;
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Nu si-au triplat vanzarile cu advertising,
ci si le-au triplat facand ceva remarcabil.
15:16
they tripled it by doing
something remarkable.
something remarkable.
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Aceasta este o lucrare de arta remarcabila. Nu trebuie sa o placi,
15:18
That is a remarkable piece of art.
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15:20
You don't have to like it,
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15:21
but a 40-foot tall dog made out of bushes
in the middle of New York City
in the middle of New York City
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dar un caine inalt de 8 metri facut din tufisuri
in mijlocul orasului New York e remarcabil.
15:26
is remarkable.
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15:27
(Laughter)
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Frank Gehry nu a schimbat un muzeu
15:28
Frank Gehry didn't just change a museum;
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ci a schimbat economia unui intreg oras
15:30
he changed an entire city's economy
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prin proiectarea unei cladiri pe care toata lumea vrea sa o vada, la fata locului.
15:33
by designing one building that people
from all over the world went to see.
from all over the world went to see.
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15:37
Now, at countless meetings at, you know,
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1905
Acum, la multe sedinte,
15:39
the Portland City Council,
or who knows where,
or who knows where,
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la primaria orasului Portland, sau cine mai stie pe unde,
15:42
they said, we need an architect --
can we get Frank Gehry?
can we get Frank Gehry?
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se spune: avem nevoie de un arhitect - putem sa-l aducem pe Frank Gehry?
15:45
Because he did something
that was at the fringes.
that was at the fringes.
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Pentru ca a facut ceva ce e in afara limitelor.
15:48
And my big failure?
I came out with an entire --
I came out with an entire --
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Si cel mai mare esec al meu? Am lansat un album de inregistrari nou
15:50
(Music)
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2709
(Muzica)
15:53
A record album and hopefully
a whole bunch of record albums
a whole bunch of record albums
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si am sperat intr-o serie de albume de inregistrari
in formatul SACD - acest format nou, absolut remarcabil -
15:56
in SACD, this remarkable new format --
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15:58
and I marketed it straight to people
with 20,000-dollar stereos.
with 20,000-dollar stereos.
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si am marketat asta catre oameni care au echipamente de muzica de 20,000 de dolari.
Oamenii cu echipamente de muzica de 20,000 de dolari nu sunt amatori de muzica noua.
16:02
People with 20,000-dollar stereos
don't like new music.
don't like new music.
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16:07
(Laughter)
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(rasete)
16:11
So what you need to do
is figure out who does care.
is figure out who does care.
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Asa ca ceea ce trebuie sa-ti dai seama e cui anume ii pasa.
Cine va ridica mana si va spune,
16:17
Who is going to raise their hand and say,
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'As vrea sa aud ce faci mai departe.'
16:19
"I want to hear what you're doing next,"
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si sa le vinzi ceva acelora.
16:21
and sell something to them.
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16:22
The last example I want to give you.
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Ultimul exemplu pe care vreau sa vi-l dau.
Aceasta este o harta a localitatii Soap Lake, din Washington
16:24
This is a map of Soap Lake, Washington.
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16:26
As you can see, if that's nowhere,
it's in the middle of it.
it's in the middle of it.
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Dupa cum vedeti, e unde si-a intarcat mutu' iapa.
16:30
(Laughter)
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(rasete)
Dar au totusi un lac.
16:36
But they do have a lake.
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16:38
And people used to come from miles
around to swim in the lake.
around to swim in the lake.
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Si oamenii veneau de la kilometri distanta, sa inoate in lac.
N-o mai fac. Asa ca inteleptii orasului au spus: "Avem niste bani de cheltuit.
16:41
They don't anymore.
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16:42
So the founding fathers said,
"We've got some money to spend.
"We've got some money to spend.
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Ce am putea construi aici?" Si ca multe alte comisii
16:45
What can we build here?"
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16:46
And like most committees,
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probabil ca vor veni cu o solutie care e foarte sigura.
16:48
they were going to build
something pretty safe.
something pretty safe.
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Si atunci cand un artist a venit la ei - si aceasta e interpretarea unui adevarat artist -
16:50
And then an artist came to them --
this is a true artist's rendering --
this is a true artist's rendering --
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ca vrea sa construiasca o lampa de lava inalta de 20 de metri, in centrul orasului.
16:54
he wants to build a 55-foot tall
lava lamp in the center of town.
lava lamp in the center of town.
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16:59
That's a purple cow;
that's something worth noticing.
that's something worth noticing.
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Asta e o vaca purpurie, asta e ceva care merita sa fie bagat in seama.
17:02
I don't know about you,
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Nu stiu cum ganditi voi, dar daca or s-o construiasca, am de gand sa ma duc acolo.
17:04
but if they build it,
that's where I'm going to go.
that's where I'm going to go.
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17:06
Thank you very much for your attention.
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2000
Va multumesc pentru atentie.
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com