TED2012
Renny Gleeson: 404, the story of a page not found
Reni Glison (Renny Gleeson): Priča o 404, strani koja nije pronađena
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Readability: 2.9
1,796,301 views
Ups! Niko ne želi da vidi 404: stranica nije pronađena. Reni Glison nam pokazuje, dok prolazi kroz prezentaciju kreativnih i zabavnih stranica 404, da je svaka greška u stvari prilika za izgradnju bolje veze.
Renny Gleeson - Skeptimist
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Renny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer. Full bio
Double-click the English transcript below to play the video.
00:15
So what I want to try to do is tell a quick story
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Pokušaću da vam ispričam ovu kratku priču
00:18
about a 404 page and a lesson that was learned as a result of it.
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o strani 404 i o lekciji naučenoj na osnovu nje.
00:22
But to start it probably helps to have an understanding
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Za početak pomaže saznanje
00:25
of what a 404 page actually is.
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o tome šta je zapravo strana 404.
00:28
The 404 page is that.
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Strana 404 je to.
00:31
It's that broken experience on the Web.
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To je ono prekinuto iskustvo na internetu.
00:34
It's effectively the default page
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To je ustvari podrazumevana strana
00:36
when you ask a website for something and it can't find it.
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kad tražiš na sajtu nešto i to ne možeš da nađeš.
00:39
And it serves you the 404 page.
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Sajt ti odgovori sa stranom 404.
00:42
It's inherently a feeling of being broken when you go through it.
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To je kao da se desio kvar.
00:47
And I just want you to think a little bit about, remember for yourself,
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Hoću da razmislite malo o, setite se,
00:49
it's annoying when you hit this thing.
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kako je frustrirajuće naleteti na to.
00:52
Because it's the feeling of a broken relationship.
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To je osećanje prekinute veze.
00:55
And that's where it's actually also interesting to think about,
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Upravo je interesantno razmisliti o tome
00:57
where does 404 come from?
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odakle dolazi strana 404?
00:59
It's from a family of errors actually --
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Ona u stvari dolazi iz porodice grešaka --
01:01
a whole set of relationship errors,
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čitavog niza raznih grešaka,
01:03
which, when I started digging into them,
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koje, kad sam počeo da čačkam po njima,
01:06
it looks almost like a checklist for a sex therapist or a couples couselor.
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izgledaju skoro kao čeklista seks terapeuta ili savetovališta za parove.
01:10
You sort of get down there to the bottom and things get really dicey.
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Kada stigneš dole stvari počnu da izgledaju zaista opasno.
01:14
(Laughter)
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(smeh)
01:16
Yes.
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Da.
01:18
But these things are everywhere.
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Ali ovakve stvari su svuda.
01:21
They're on sites big, they're on sites small.
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One su na velikim sajtovima, one su na malim sajtovima.
01:23
This is a global experience.
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Ovo je globalno iskustvo.
01:26
What a 404 page tells you
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Ono što vam strana 404 kaže
01:29
is that you fell through the cracks.
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je da ste prošli kroz pukotine.
01:33
And that's not a good experience
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Nije dobro iskustvo
01:35
when you're used to experiences like this.
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kad se naviknete na ovakva iskustva.
01:37
You can get on your Kinect
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Možete uzeti svoj Kinect upravljač
01:39
and you can have unicorns dancing
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i možete imati jednoroge koji plešu
01:41
and rainbows spraying out of your mobile phone.
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i duge koje se protežu preko vašeg mobilnog.
01:43
A 404 page is not what you're looking for.
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Strana 404 nije ono što ste tražili.
01:45
You get that, and it's like a slap in the face.
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Dobijete je, i to je nalik na šamar.
01:49
Trying to think about how a 404 felt,
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Doživljaj strane 404
01:51
and it would be like if you went to Starbucks
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je kao da ste otišli u Starbucks
01:53
and there's the guy behind the counter
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i iza pulta je momak
01:55
and you're over there and there's no skim milk.
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i vi ste tu i nema obranog mleka.
01:57
And you say, "Hey, could you bring the skim milk?"
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Kažete: "Hej, možete li mi doneti obrano mleko?"
01:59
And they walk out from behind the counter and they've got no pants on.
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I on izađe od iza pulta i nema pantalone na sebi.
02:01
And you're like, "Oh, I didn't want to see that."
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A vi mislite: "O, nisam hteo da to vidim."
02:04
That's the 404 feeling.
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To je to osećanje o strani 404.
02:06
(Laughter)
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(smeh)
02:07
I mean, I've heard about that.
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Tako sam čuo.
02:10
So where this comes into play and why this is important
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Gde se to vidi i zašto je to važno:
02:14
is I head up a technology incubator,
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dok sam vodio novi tehnološki proces,
02:15
and we had eight startups sitting around there.
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imali smo osam početnika.
02:17
And those startups are focused on what they are, not what they're not,
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Ti početnici su fokusirani na to šta jesu, ne na šta nisu,
02:20
until one day Athletepath,
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sve do jednog dana kad je Athletepath,
02:22
which is a website that focuses on services for extreme athletes,
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sajt koji nudi usluge za ekstremne sportiste,
02:26
found this video.
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našao ovaj video.
02:27
(Video) Guy: Joey!
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(video) Dečko: Džoi!
02:31
Crowd: Whoa!
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Gomila: Ua!
02:35
Renny Gleeson: You just ... no, he's not okay.
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Reni Glison: Vi sad... ne, on nije dobro.
02:39
They took that video and they embedded it in their 404 page
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Oni su taj video uzeli i ugradili ga u svoju 404 stranu
02:43
and it was like a light bulb went off for everybody in the place.
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i to je bilo kao da se sijalica upalila za sve tamo.
02:46
Because finally there was a page
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Jer konačno tu je bila strana koja je
02:48
that actually felt like what it felt like to hit a 404.
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opisivala kakvo je osećanje kad se naiđe na stranu 404.
02:52
(Laughter)
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(smeh)
02:53
(Applause)
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(aplauz)
02:55
So this turned into a contest.
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Tako da se ovo pretvorilo u takmičenje.
02:57
Dailypath that offers inspiration
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Dailypath nudi inspiraciju,
03:00
put inspiration on their 404 page.
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stavio je inspiraciju na svoju 404 stranu.
03:02
Stayhound, which helps you find pet sitters through your social network,
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Stayhound, sajt koji pomaže da nađete čuvare za svoje ljubimce,
03:06
commiserated with your pet.
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je saosećao sa vašim ljubimcem.
03:08
Each one of them found this.
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Svaki od njih je našao ovo.
03:09
It turned into a 24-hour contest.
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To se pretvorilo u 24-časovno takmičenje.
03:10
At 4:04 the next day, we gave out $404 in cash.
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U 4:04 sledeći dan, mi smo im dali u kešu 404$.
03:14
And what they learned
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Ono što su oni naučili
03:15
was that those little things, done right, actually matter,
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je da su one male stvari, urađene na pravi način, u stvari važne,
03:17
and that well-designed moments can build brands.
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i da dobro osmišljeni momenti mogu napraviti brendove.
03:20
So you take a look out in the real world,
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Pogledajte stvarni svet,
03:22
and the fun thing is you can actually hack these yourself.
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zabavna stvar je da to možete stvoriti sami.
03:24
You can type in an URL and put in a 404 and these will pop.
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Ukucajte u neki URL i stavite 404 i one će izleteti.
03:27
This is one that commiserates with you.
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Ovo je jedna koja saoseća sa vama.
03:29
This is one that blames you.
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Ovo je jedna koja vas okrivljuje.
03:31
This is one that I loved.
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Ova mi se dopala.
03:33
This is an error page,
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Ovo je error strana,
03:35
but what if this error page was also an opportunity?
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ali šta ako je ova error strana u isto vreme i mogućnost?
03:39
So it was a moment in time
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Tako da se desio trenutak
03:41
where all of these startups had to sit and think
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kad su svi ovi početnici morali da sednu i razmisle
03:44
and got really excited about what they could be.
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i da se zaista uzbude u vezi sa tim šta su mogli da budu.
03:46
Because back to the whole relationship issue,
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Jer gledajući nazad na celu stvar međusobnih odnosa,
03:49
what they figured out through this exercise
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ono što su oni zaključili kroz ovu vežbu
03:51
was that a simple mistake can tell me what you're not,
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je da mi jednostavna greška može reći šta nisi,
03:54
or it can remind me of why I should love you.
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ili me može podsetiti zašto treba da te volim.
03:57
Thank you.
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Hvala.
03:59
(Applause)
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(aplauz)
ABOUT THE SPEAKER
Renny Gleeson - SkeptimistRenny Gleeson helps navigate brands through fresh concepts, such as viral marketing and social media, to find the pulse of the modern consumer.
Why you should listen
Renny Gleeson is a skeptical/optimist. He leads interactive strategy for ad agency Wieden+Kennedy who started his career as a game developer. He has been wondering what we can learn about ourselves through the millions of deaths taking place inside video games. He serves on the board of directors of Rhizome.org and is the co-founder of the PIE tech accelerator in Portland, Oregon. A mentor for tech accelerators and startups worldwide, he believes stories -- from cave paintings to interfaces to video games -- shape worlds.
Renny Gleeson | Speaker | TED.com