TED2009
Tom Wujec: 3 ways the brain creates meaning
Tom Wujec: Kako možgani ustvarijo pomen
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Tom Wujec, ki se ukvarja z informacijskim oblikovanjem, v svojem kratkem prispevku osvetli tri področja možganov, ki nam pomagajo pri razumevanju besed, podob, čustev in povezav. Sprašuje se, kako lahko najbolje pripravimo možgane do tega, da nam pomagajo bolje razumeti velike ideje?
Tom Wujec - Designer
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Tom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk. Full bio
Double-click the English transcript below to play the video.
00:12
Last year at TED we aimed to try to clarify
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Lani smo na konferenci TED želeli pojasniti
00:16
the overwhelming complexity
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neverjetno kompleksnost
00:18
and richness that we experience at the conference
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in bogastvo, ki smo ga izkusili
00:21
in a project called Big Viz.
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pri projektu imenovanem Big Viz.
00:23
And the Big Viz is a collection of 650 sketches
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Big Viz je zbirka 650-ih skic,
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that were made by two visual artists.
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ki sta jih ustvarila dva vizualna umetnika.
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David Sibbet from The Grove,
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David Sibbet iz The Grove-a
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and Kevin Richards, from Autodesk,
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in Kevin Richards iz Autodesk-a
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made 650 sketches that strive to capture
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sta s 650-imi skicami skušala predstaviti
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the essence of each presenter's ideas.
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bistvo idej vsakega govorca.
00:39
And the consensus was: it really worked.
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Strinjali smo se, da je načrt uspel.
00:41
These sketches brought to life the key ideas,
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Te skice so oživile glavne ideje,
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the portraits, the magic moments
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portrete, čarobne trenutke,
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that we all experienced last year.
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ki smo jih doživeli lansko leto.
00:49
This year we were thinking, "Why does it work?"
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Letos smo razmišljali: "Zakaj nam je uspelo?"
00:52
What is it about animation,
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Kako animacije, grafike in
00:54
graphics, illustrations, that create meaning?
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ilustracije ustvarjajo pomen?
00:57
And this is an important question to ask and answer
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In to je pomembno vprašanje, ki si zasluži odgovor.
01:00
because the more we understand how the brain creates meaning,
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Ker bolj ko razumemo, kako možgani ustvarjajo pomen,
01:03
the better we can communicate,
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bolj učinkovito lahko komuniciramo.
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and, I also think, the better we can think and collaborate together.
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Menim tudi, da lahko bolj učinkovito razmišljamo in sodelujemo.
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So this year we're going to visualize how
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Zato si bomo letos predstavljali,
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the brain visualizes.
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kako si možgani predstavljajo.
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Cognitive psychologists now tell us that the brain
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Kognitivni psihologi pravijo, da možgani
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doesn't actually see the world as it is,
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ne vidijo sveta takšnega, kot je,
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but instead, creates a series of mental models
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ampak ustvarjajo vrsto miselnih modelov
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through a collection of "Ah-ha moments,"
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s pomočjo "aha trenutkov"
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or moments of discovery, through various processes.
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ali trenutkov odkritja, s pomočjo različnih procesov.
01:24
The processing, of course, begins with the eyes.
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Predelovanje informacij se seveda začne pri očeh.
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Light enters, hits the back of the retina, and is circulated,
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Svetloba vstopi in se dotakne očesne mrežnice,
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most of which is streamed to the very back of the brain,
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ki jo usmeri v zadnji del možganov,
01:33
at the primary visual cortex.
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v primarno vidno skorjo.
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And primary visual cortex sees just simple geometry,
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Ta vidi samo preprosto geometrijo,
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just the simplest of shapes.
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samo najpreprostejše oblike.
01:40
But it also acts like a kind of relay station
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Deluje pa tudi kot nekakšna vmesna postaja,
01:43
that re-radiates and redirects information
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ki posreduje in preusmerja informacije
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to many other parts of the brain.
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v mnoge druge dele možganov.
01:48
As many as 30 other parts that selectively make more sense,
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Celih 30 delov selektivno
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create more meaning through the kind of "Ah-ha" experiences.
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ustvarja več pomena skozi "aha trenutke".
01:54
We're only going to talk about three of them.
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Govorili bomo o treh izmed njih.
01:56
So the first one is called the ventral stream.
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Prvi se imenuje ventralna pot.
01:59
It's on this side of the brain.
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Leži na tej strani možganov.
02:01
And this is the part of the brain that will recognize what something is.
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Ta del prepozna, kaj nekaj je.
02:05
It's the "what" detector.
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To je detektor "kaj".
02:07
Look at a hand. Look at a remote control. Chair. Book.
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Poglejte roko. Poglejte daljinca. Stol. Knjigo.
02:11
So that's the part of the brain that is activated
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Ta del možganov se torej aktivira,
02:14
when you give a word to something.
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ko nekaj poimenujemo.
02:16
A second part of the brain is called the dorsal stream.
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Drugi del možganov se imenuje dorzalna pot.
02:19
And what it does is locates the object
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Ta del določi lego predmeta
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in physical body space.
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v fizičnem prostoru.
02:25
So if you look around the stage here
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Če se razgledamo po tem odru,
02:27
you'll create a kind of mental map of the stage.
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si bomo ustvarili miselni zemljevid odra.
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And if you closed your eyes you'd be able to mentally navigate it.
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In če zapremo oči, se bomo lahko po njem v mislih orientirali.
02:33
You'd be activating the dorsal stream if you did that.
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Če to storimo, aktiviramo dorzalno pot.
02:36
The third part that I'd like to talk about
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Tretji del, ki bi ga rad omenil,
02:38
is the limbic system.
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je limbični sistem.
02:40
And this is deep inside of the brain. It's very old, evolutionarily.
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Leži globoko znotraj možganov in je evolucijsko zelo star.
02:43
And it's the part that feels.
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To je del, s katerim čutimo.
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It's the kind of gut center, where you see an image
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Je center občutkov, npr. ko vidimo neko podobo
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and you go, "Oh! I have a strong
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in si rečemo: "O! Močno ali
02:49
or emotional reaction to whatever I'm seeing."
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čustveno reagiram na to, kar vidim."
02:53
So the combination of these processing centers
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Kombinacija teh treh procesnih centrov
02:56
help us make meaning in very different ways.
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nam pomaga ustvarjati pomen na zelo različne načine.
03:00
So what can we learn about this? How can we apply this insight?
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Kaj se lahko naučimo o tem? Kako lahko to uporabimo?
03:03
Well, again, the schematic view
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Torej, še enkrat, shematičen pogled pokaže,
03:05
is that the eye visually interrogates what we look at.
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da oko vizualno preučuje to, kar gledamo.
03:08
The brain processes this in parallel, the figments of information
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Možgani vzporedno obdelajo te navidezne delce informacij,
03:11
asking a whole bunch of questions
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tako da postavijo cel kup vprašanj
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to create a unified mental model.
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in ustvarijo enoten miselni model.
03:15
So, for example, when you look at this image
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Zato ko pogledamo to podobo, na primer,
03:18
a good graphic invites the eye to dart around,
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dobra grafika vabi oko, da jo razišče,
03:21
to selectively create a visual logic.
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da selektivno ustvari vizualno logiko.
03:23
So the act of engaging, and looking at the image creates the meaning.
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Osredotočanje in gledanje podobe ustvarita pomen.
03:28
It's the selective logic.
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To je selektivna logika.
03:30
Now we've augmented this and spatialized this information.
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Zdaj smo izboljšali in specializirali te informacije.
03:33
Many of you may remember the magic wall that we built
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Mnogi od vas se morda spomnite čarobne stene,
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in conjunction with Perceptive Pixel
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ki smo jo zgradili skupaj s Perceptive Pixlom.
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where we quite literally create an infinite wall.
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Skoraj dobesedno smo ustvarili neskončno steno.
03:41
And so we can compare and contrast the big ideas.
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Tako lahko primerjamo in razločujemo velike ideje.
03:43
So the act of engaging and creating interactive imagery
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Vključevanje uporabnika in ustvarjanje interaktivnih podob
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enriches meaning.
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obogatita pomen.
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It activates a different part of the brain.
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Aktivira se drug del možganov.
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And then the limbic system
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Limbični sistem se aktivira,
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is activated when we see motion, when we see color,
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ko vidimo gibanje in barve.
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and there are primary shapes and pattern detectors
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Sodelujejo tudi detektorji osnovnih oblik in vzorcev,
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that we've heard about before.
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o katerih smo govorili prej.
04:01
So the point of this is what?
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Kaj je torej bistvo tega?
04:03
We make meaning by seeing,
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Pomen ustvarjamo z gledanjem,
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by an act of visual interrogation.
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z vizualnim preučevanjem.
04:08
The lessons for us are three-fold.
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Iz tega se lahko naučimo troje.
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First, use images to clarify what we're trying to communicate.
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Prvič, podobe nam pomagajo pojasniti, kar želimo povedati.
04:14
Secondly make those images interactive
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Drugič, te podobe naj bodo interaktivne,
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so that we engage much more fully.
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ker bolj pritegnejo našo pozornost.
04:19
And the third is to augment memory
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In tretje je vplivanje na spomin
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by creating a visual persistence.
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z ustvarjanjem trajnega vizualnega učinka.
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These are techniques that can be used to be --
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To so tehnike, ki jih lahko uporabimo
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that can be applied in a wide range of problem solving.
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pri reševanju dolge vrste problemov.
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So the low-tech version looks like this.
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Enostavna različica je videti tako.
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And, by the way, this is the way in which
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Mimogrede, na ta način
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we develop and formulate
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razvijamo in oblikujemo
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strategy within Autodesk,
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strategije v Autodesku,
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in some of our organizations and some of our divisions.
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v nekaterih naših organizacijah in oddelkih.
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What we literally do is have the teams
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Kar počnemo je, da ekipe
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draw out the entire strategic plan
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izrišejo celoten strateški načrt
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on one giant wall.
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na ogromno steno.
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And it's very powerful because everyone gets to see everything else.
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To je zelo učinkovito, saj lahko vsak vidi vse.
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There's always a room, always a place
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Vedno imamo dovolj prostora,
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to be able to make sense of all of the components
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da si lahko razložimo vse komponente
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in the strategic plan.
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strateškega načrta.
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This is a time-lapse view of it.
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Tukaj je hitri posnetek procesa.
05:02
You can ask the question, "Who's the boss?"
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Vprašali se boste: "Kdo je šef?"
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You'll be able to figure that out. (Laughter)
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To lahko hitro ugotovite.
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So the act of collectively and collaboratively
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Skupinsko sodelovanje pri
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building the image
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ustvarjanju podobe
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transforms the collaboration.
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spremeni samo sodelovanje.
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No Powerpoint is used in two days.
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Cela dva dni ne uporabljamo Powerpointa.
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But instead the entire team
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Namesto tega celotna ekipa
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creates a shared mental model
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ustvari skupinski miselni model,
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that they can all agree on and move forward on.
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s katerim se lahko vsi strinjajo in ga razvijajo naprej.
05:29
And this can be enhanced and augmented with
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To lahko izboljšamo in povečamo z
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some emerging digital technology.
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najnovejšo digitalno tehnologijo.
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And this is our great unveiling for today.
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In to je naše veliko razkritje.
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And this is an emerging set of technologies
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To je najnovejša tehnologija,
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that use large-screen displays
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ki uporablja velike zaslone
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with intelligent calculation in the background
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z inteligentnimi izračuni v ozadju,
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to make the invisible visible.
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ki nevidno spremenijo v vidno.
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Here what we can do is look at sustainability, quite literally.
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Tukaj si lahko skoraj dobesedno ogledamo vzdržljivost.
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So a team can actually look at
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Ekipa si lahko dejansko ogleda
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all the key components that heat the structure
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vse glavne komponente, ki segrevajo strukturo,
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and make choices and then see the end result
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določi ukrepe in si ogleda končni rezultat,
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that is visualized on this screen.
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ki se prikaže na zaslonu.
06:01
So making images meaningful has three components.
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Dodajanje pomena podobam ima tri komponente.
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The first again, is making ideas clear by visualizing them.
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Prvič, vizualno ponazarjanje idej.
06:07
Secondly, making them interactive.
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Drugič, ustvarjanje interaktivnih podob.
06:09
And then thirdly, making them persistent.
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In še tretjič, ustvarjanje trajnih podob.
06:11
And I believe that these three principles
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Menim, da lahko te tri principe
06:13
can be applied to solving some of the very tough problems
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uporabimo pri reševanju nekaterih zapletenih problemov,
06:17
that we face in the world today. Thanks so much.
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s katerimi se danes soočamo. Najlepša hvala.
06:19
(Applause)
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(Aplavz)
ABOUT THE SPEAKER
Tom Wujec - DesignerTom Wujec studies how we share and absorb information. He's an innovative practitioner of business visualization -- using design and technology to help groups solve problems and understand ideas. He is a Fellow at Autodesk.
Why you should listen
Tom Wujec is a Fellow at Autodesk, the makers of design software for engineers, filmmakers, designers. At Autodesk, he has worked on software including SketchBook Pro, PortfolioWall and Maya (which won an Academy Award for its contribution to the film industry). As a Fellow, he helps companies work in the emerging field of business visualization, the art of using images, sketches and infographics to help teams solve complex problems as a group.
He's the author of several books, including Five-Star Mind: Games and Puzzles to Stimulate Your Creativity and Imagination.
Tom Wujec | Speaker | TED.com