TEDGlobal 2012
Rachel Botsman: The currency of the new economy is trust
Rejčel Botsman (Rachel Botsman): Valuta nove ekonomije je poverenje
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U toku je eksplozija kolaborativne potrošnje – internetom poduprto deljenje automobila, apartmana, veština. Rejčel Botsmen istražuje valutu pomoću koje funkcionišu sistemi kao što je Airbnb i ZecZadatak (Taskrabbit): poverenje, uticaj i ono što ona naziva "kapitalom ugleda".
Rachel Botsman - Trust researcher
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Rachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume. Full bio
Double-click the English transcript below to play the video.
00:16
So if someone asked you
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Kad bi vas neko pitao
00:17
for the three words that would sum up
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da u tri reči opišete
00:20
your reputation, what would you say?
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vaš ugled, šta biste rekli?
00:24
How would people describe your judgment,
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Kako bi drugi opisali vaše prosuđivanje,
00:27
your knowledge, your behaviors, in different situations?
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znanje, ponašanje
u različitim situacijama?
u različitim situacijama?
00:30
Today I'd like to explore with you
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Danas ću vam otkriti
00:33
why the answer to this question
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zašto će odgovor
00:34
will become profoundly important
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postati suštinski važan
00:36
in an age where reputation will be your most valuable asset.
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u dobu u kojem će ugled biti
vaše najvrednije sredstvo.
vaše najvrednije sredstvo.
00:41
I'd like to start by introducing you to someone
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Predstaviću vam nekoga
00:44
whose life has been changed by a marketplace
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kome se život promenio
00:47
fueled by reputation.
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tržištem koje pokreće ugled.
00:49
Sebastian Sandys has been a bed and breakfast host
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Sebastijan Sandis je bio ugostitelj
00:52
on Airbnb since 2008.
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na Airbnb-u od 2008.
00:55
I caught up with him recently, where, over the course
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Nedavno mi je,
00:58
of several cups of tea, he told me how
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uz nekoliko šoljica čaja, rekao
01:01
hosting guests from all over the world
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kako su mu gosti njegovog
hostela iz celog sveta
hostela iz celog sveta
01:03
has enriched his life.
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obogatili život.
01:05
More than 50 people have come to stay in the 18th-century
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Više od 50 ljudi je odselo
01:08
watchhouse he lives in with his cat, Squeak.
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u stražarnici iz 18. veka,
gde živi sa mačkom, Skvik.
gde živi sa mačkom, Skvik.
01:11
Now, I mention Squeak because Sebastian's first guest
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Skvik spominjem jer
je Sebastijanova prva gošća
je Sebastijanova prva gošća
01:15
happened to see a rather large mouse run across the kitchen,
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videla velikog miša kako
pretrčava kuhinju,
pretrčava kuhinju,
01:19
and she promised that she would refrain from leaving
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pa je obećala
da će se uzdržati
da će se uzdržati
01:22
a bad review on one condition: he got a cat.
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od lošeg komentara, pod uslovom
da pribavi mačku.
da pribavi mačku.
01:25
And so Sebastian bought Squeak to protect his reputation.
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Tako je Sebastijan kupio Skvik
da bi zaštitio svoj ugled.
da bi zaštitio svoj ugled.
01:29
Now, as many of you know, Airbnb is a peer-to-peer
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Mnogi od vas znaju da je Airbnb
društveno tržište (P2P)
društveno tržište (P2P)
01:33
marketplace that matches people who have space to rent
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koje povezuje ljude
koji izdaju prostore
koji izdaju prostore
01:37
with people who are looking for a place to stay
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sa ljudima koji ih traže
01:39
in over 192 countries.
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u preko 192 države.
01:42
The places being rented out are things that you might
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Izdaju se obično
01:45
expect, like spare rooms and holiday homes,
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sobe ili kuće za odmor,
01:48
but part of the magic is the unique places
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ali deo magije su jedinstvena,
01:50
that you can now access: treehouses, teepees,
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sada dostupna mesta:
kuće na drveću, indijanski šatori,
kuće na drveću, indijanski šatori,
01:54
airplane hangars, igloos.
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avionski hangari, igloi.
01:56
If you don't like the hotel, there's a castle down the road
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Ako vam se ne dopada hotel,
u blizini je dvorac
u blizini je dvorac
02:00
that you can rent for 5,000 dollars a night.
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koji možete iznajmiti
za 5.000 dolara za noć.
za 5.000 dolara za noć.
02:02
It's a fantastic example of how technology
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To je fantastičan primer
kako tehnologija
kako tehnologija
02:06
is creating a market
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stvara tržište
02:08
for things that never had a marketplace before.
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za stvari koje to nikada ranije
nisu imale.
nisu imale.
02:10
Now let me show you these heat maps of Paris
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Pokazaću vam ove
toplotne karte Pariza
toplotne karte Pariza
02:13
to see how insanely fast it's growing.
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da vidite kako se to širi
suludom brzinom.
suludom brzinom.
02:16
This image here is from 2008.
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Ovo je slika iz 2008.
02:18
The pink dots represent host properties.
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Ružičaste tačke predstavljaju
ugostiteljsku imovinu.
ugostiteljsku imovinu.
02:22
Even four years ago, letting strangers stay in your home
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Još pre četiri godine je izdavanje
svog doma strancima
svog doma strancima
02:26
seemed like a crazy idea.
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izgledalo kao luda ideja.
02:29
Now the same view in 2010.
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Evo, isti prizor u 2010.
02:31
And now, 2012.
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I evo, 2012.
02:34
There is an Airbnb host on almost every main street in Paris.
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Airbnb ugostiteljstvo postoji
u skoro svakoj glavnoj ulici Pariza.
u skoro svakoj glavnoj ulici Pariza.
02:39
Now, what's happening here is people are realizing
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Ovde ljudi uviđaju
02:43
the power of technology to unlock the idling capacity
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moć tehnologije da otvori
uspavane kapacitete
uspavane kapacitete
02:48
and value of all kinds of assets,
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i vrednost svih vrsta imovine,
02:51
from skills to spaces to material possessions,
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od veština preko prostora
do materijalnih poseda,
do materijalnih poseda,
02:54
in ways and on a scale never possible before.
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u obimu i na način kao nikada pre.
02:58
It's an economy and culture called collaborative consumption,
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To je ekonomija i kultura koja se zove
kolaborativna potrošnja
kolaborativna potrošnja
03:01
and, through it, people like Sebastian
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gde ljudi kao Sebastijan
03:04
are becoming micro-entrepreneurs.
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postaju mikro preduzetnici.
03:06
They're empowered to make money and save money
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Osnaženi su da stvaraju i uštede novac
03:08
from their existing assets.
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od svojih postojećih prednosti.
03:11
But the real magic and the secret source behind
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Ali prava magija i tajna koja leži
03:14
collaborative consumption marketplaces like Airbnb
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iza kolaborativnih potrošačkih tržišta
kao što je Airbnb
kao što je Airbnb
03:16
isn't the inventory or the money.
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nije inventar ili novac,
03:19
It's using the power of technology to build trust
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već je korišćenje tehnološke moći
u stvaranju
u stvaranju
03:23
between strangers.
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poverenja među strancima.
03:24
This side of Airbnb really hit home to Sebastian last summer
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Ova strana Airbnb-a se Sebastijanu
pokazala prošlog leta
pokazala prošlog leta
03:28
during the London riots.
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za vreme nereda u Londonu.
03:29
He woke up around 9, and he checked his email
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Probudio se oko 9 i u svojoj e-pošti
03:32
and he saw a bunch of messages all asking him
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ugledao gomilu poruka s pitanjima
03:35
if he was okay.
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da li je dobro.
03:36
Former guests from around the world had seen that
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Bivši gosti iz celog sveta su videli
03:38
the riots were happening just down the street, and wanted
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da su u blizini neredi,
pa su želeli
pa su želeli
03:41
to check if he needed anything.
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da provere da li mu nešto treba.
03:43
Sebastian actually said to me, he said, "Thirteen former guests
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Sebastijan mi je rekao:
"Trinaest bivših gostiju
"Trinaest bivših gostiju
03:46
contacted me before my own mother rang." (Laughter)
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me je kontaktiralo
pre rođene majke." (Smeh)
pre rođene majke." (Smeh)
03:50
Now, this little anecdote gets to the heart of why
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Ova mala anegdota je ključ
03:55
I'm really passionate about collaborative consumption,
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mom strasnom zagovaranju
kolaborativne potrošnje
kolaborativne potrošnje
03:57
and why, after I finished my book, I decided
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i razlogu što sam se odlučila,
pošto sam završila svoju knjigu,
pošto sam završila svoju knjigu,
04:00
I'm going to try and spread this into a global movement.
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da to proširim u globalni pokret.
04:04
Because at its core, it's about empowerment.
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Zato što se tu
u suštini radi o podsticanju.
u suštini radi o podsticanju.
04:07
It's about empowering people to make meaningful connections,
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Radi se o podsticanju ljudi
da stvaraju veze koje nešto znače
da stvaraju veze koje nešto znače
04:11
connections that are enabling us to rediscover
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i omogućavaju nam
da ponovo otkrijemo
da ponovo otkrijemo
04:14
a humanness that we've lost somewhere along the way,
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humanost koju smo izgubili
negde usput,
negde usput,
04:18
by engaging in marketplaces like Airbnb, like Kickstarter,
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angažovanjem na tržištima
kao što je Airbnb, kao Kickstarter,
kao što je Airbnb, kao Kickstarter,
04:22
like Etsy, that are built on personal relationships
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kao Etsy, koja su sagrađena
na ličnim odnosima
na ličnim odnosima
04:25
versus empty transactions.
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za razliku od praznih transakcija.
04:28
Now the irony is that these ideas are actually taking us back
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Ironija je da nas te ideje vraćaju
04:32
to old market principles and collaborative behaviors
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starim tržišnim principima
i kolaborativnim ponašanjima
i kolaborativnim ponašanjima
04:35
that are hard-wired in all of us.
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koji su duboko ukorenjeni u svima nama.
04:37
They're just being reinvented in ways that are relevant
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Oni su ponovo osmišljeni
na način koji odgovara
na način koji odgovara
04:39
for the Facebook age.
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dobu Fejsbuka.
04:41
We're literally beginning to realize that we have wired
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Počinjemo bukvalno da shvatamo
da smo povezali
da smo povezali
04:45
our world to share, swap, rent, barter or trade
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naš svet da bismo delili, razmenjivali,
iznajmljivali, trampili ili trgovali
iznajmljivali, trampili ili trgovali
04:49
just about anything. We're sharing our cars on WhipCar,
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bilo šta. Delimo svoje
automobile na VipKaru (WhipCar),
automobile na VipKaru (WhipCar),
04:53
our bikes on Spinlister, our offices on Loosecubes,
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biciklove na Spinlister-u,
kancelarije na Luzkjubsu (Loosecubes),
kancelarije na Luzkjubsu (Loosecubes),
04:56
our gardens on Landshare. We're lending and borrowing
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bašte Lendšeru (Landshare).
Pozajmljujemo pare i zadužujemo se
Pozajmljujemo pare i zadužujemo se
04:59
money from strangers on Zopa and Lending Club.
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od stranaca na Sopi (Zopa)
i u Kreditnom klubu (Lending Club).
i u Kreditnom klubu (Lending Club).
05:02
We are trading lessons on everything from sushi-making
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Prodajemo predavanja
iz svega od pravljenja sušija
iz svega od pravljenja sušija
05:04
to coding on Skillshare,
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do kodiranja na Skilšeru ( Skillshare),
05:06
and we're even sharing our pets on DogVacay.
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delimo čak i svoje ljubimce
na DogVekeju (DogVacay).
na DogVekeju (DogVacay).
05:10
Now welcome to the wonderful world of collaborative consumption
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Dobrodošli u čudesan svet
kolaborativne potrošnje
kolaborativne potrošnje
05:14
that's enabling us to match wants with haves
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koji nam omogućava da sparujemo
ono što želimo sa onim što imamo
ono što želimo sa onim što imamo
05:17
in more democratic ways.
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na demokratičnije načine.
05:19
Now, collaborative consumption is creating the start
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Kolaborativna potrošnja započinje
05:23
of a transformation in the way we think about supply and demand,
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transformaciju na način
kako mislimo o ponudi i potražnji
kako mislimo o ponudi i potražnji
05:26
but it's also a part of a massive value shift underway,
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ali to je takođe i deo masovne
promene vrednosti
promene vrednosti
05:30
where instead of consuming to keep up with the Joneses,
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pri čemu umesto konzumacije
kao načina takmičenja sa komšijama,
kao načina takmičenja sa komšijama,
05:33
people are consuming to get to know the Joneses.
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ljudi konzumiraju da bi ih upoznali.
05:37
But the key reason why it's taking off now so fast
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Ključni razlog zašto
se to sada zahuktava
se to sada zahuktava
05:41
is because every new advancement of technology
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je taj što svaki novi
napredak tehnologije
napredak tehnologije
05:44
increases the efficiency and the social glue of trust
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povećava efikasnost
i društveni lepak poverenja
i društveni lepak poverenja
05:48
to make sharing easier and easier.
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da bi se što više olakšalo deljenje.
05:52
Now, I've looked at thousands of these marketplaces,
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Gledala sam na hiljade ovih tržišta,
05:55
and trust and efficiency are always the critical ingredients.
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poverenje i efikasnost
su uvek kritični sastojci.
su uvek kritični sastojci.
05:59
Let me give you an example.
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Daću vam jedan primer.
06:01
Meet 46-year-old Chris Mok, who has, I bet,
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Upoznajte 46-godišnjeg Krisa Moka,
koji, kladim se, ima
koji, kladim se, ima
06:06
the best job title here of SuperRabbit.
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najbolji naziv posla SuperZec.
06:09
Now, four years ago, Chris lost his job, unfortunately,
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Pre četiri godine Kris je,
nažalost, izgubio posao,
nažalost, izgubio posao,
06:14
as an art buyer at Macy's, and like so many people,
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kao umetnički kupac
u Mejsiju i kao mnogi
u Mejsiju i kao mnogi
06:17
he struggled to find a new one during the recession.
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borio se da pronađe novi
u vreme recesije.
u vreme recesije.
06:20
And then he happened to stumble across a post about
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Tada je naleteo na post koji se ticao
06:23
TaskRabbit.
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ZecZadatka.
06:25
Now, the story behind TaskRabbit starts like so many
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Priča o ZecZadatku
počinje kao i mnoge
počinje kao i mnoge
06:28
great stories with a very cute dog by the name of Kobe.
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velike priče sa ljupkim psom
po imenu Kobi.
po imenu Kobi.
06:32
Now what happened was, in February 2008,
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Igrom slučaja su februara 2008.
06:36
Leah and her husband were waiting for a cab to take them
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Lea i njen suprug
čekali taksi da ih preveze
čekali taksi da ih preveze
06:38
out for dinner, when Kobe came trotting up to them
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na večeru, kada je Kobi
dokaskao do njih
dokaskao do njih
06:42
and he was salivating with saliva.
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obliven pljuvačkom.
06:44
They realized they'd run out of dog food.
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Shvatili su da im je ponestalo
hrane za pse.
hrane za pse.
06:47
Kevin had to cancel the cab and trudge out in the snow.
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Kevin je morao da otkaže taksi
i da gaca po snegu.
i da gaca po snegu.
06:50
Now, later that evening, the two self-confessed tech geeks
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Kasnije te večeri njih dvoje,
po sopstvenom priznanju tehno zaluđenici,
po sopstvenom priznanju tehno zaluđenici,
06:53
starting talking about how cool it would be if some kind of
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započinju razgovor o nekoj vrsti
06:57
eBay for errands existed.
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Ibeja za porudžbine
i kako bi bilo kul da to postoji.
i kako bi bilo kul da to postoji.
06:59
Six months later, Leah quit her job,
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Šest meseci kasnije,
Lea je napustila svoj posao
Lea je napustila svoj posao
07:02
and TaskRabbit was born.
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i rodio se ZadatakZec.
07:04
At the time, she didn't realize that she was actually hitting
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U to vreme nije ni shvatila
da je načela
da je načela
07:08
on a bigger idea she later called service networking.
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veću ideju koju je kasnije nazvala
umrežavanje usluga.
umrežavanje usluga.
07:13
It's essentially about how we use our online relationships
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U suštini toga je kako koristimo
naša onlajn poznanstva
naša onlajn poznanstva
07:16
to get things done in the real world.
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da obavimo stvari u stvarnom svetu.
07:20
Now the way TaskRabbit works is, people outsource
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ZadatakZec to radi tako
što ljudi objave
što ljudi objave
07:22
the tasks that they want doing, name the price
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zadatke koje žele
da se obave, odrede cenu
da se obave, odrede cenu
07:25
they're willing to pay, and then vetted Rabbits
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koju su voljni da plate
i zatim pretraže Zečije
i zatim pretraže Zečije
07:28
bid to run the errand.
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ponude da bi pokrenuli zadatak.
07:29
Yes, there's actually a four-stage, rigorous interview process
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U stvari postoje 4 faze,
strogi postupak intervjua
strogi postupak intervjua
07:34
that's designed to find the people that would make
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napravljen je da bi se pronašli
ljudi koji bi
ljudi koji bi
07:35
great personal assistants and weed out the dodgy Rabbits.
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bili odlični lični pomagači
i da bi se brzo odbacili sumnjivi Zečevi.
i da bi se brzo odbacili sumnjivi Zečevi.
07:39
Now, there's over 4,000 Rabbits across the United States
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Postoji preko 4.000 Zečeva
širom SAD-a
širom SAD-a
07:44
and 5,000 more on the waiting list.
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i 5.000 više na listi čekanja.
07:47
Now the tasks being posted are things that you might
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Zadaci su , kao što biste i očekivali,
07:50
expect, like help with household chores
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pomoć u kućnim poslovima
07:53
or doing some supermarket runs.
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ili neke kućne nabavke.
07:55
I actually learned the other day that 12 and a half thousand
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Saznala sam pre neki dan za 12.500
07:58
loads of laundry have been cleaned and folded
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gomila veša očišćenih i složenih
08:01
through TaskRabbit.
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putem ZecZadatka.
08:03
But I love that the number one task posted,
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Ali sviđa mi se da je zadatak
broj jedan koji se traži
broj jedan koji se traži
08:07
over a hundred times a day, is something that many of us
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preko 100 puta na dan,
nešto što je mnogima od nas
nešto što je mnogima od nas
08:10
have felt the pain of doing:
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zadavalo muke:
08:13
yes, assembling Ikea furniture. (Laughter) (Applause)
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da, to je montaža Ikeinog nameštaja.
(Smeh) (Aplauz)
(Smeh) (Aplauz)
08:19
It's brilliant. Now, we may laugh, but Chris here
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To je sjajno.
Možete se smejati, ali Kris na tome
Možete se smejati, ali Kris na tome
08:23
is actually making up to 5,000 dollars a month
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zaradi do 5.000$ mesečno
08:25
running errands around his life.
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izvodeći porudžbine oko svog života.
08:28
And 70 percent of this new labor force
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70% ove nove radne snage
08:32
were previously unemployed or underemployed.
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su prethodno bili nezaposleni
ili nedovoljno zaposleni.
ili nedovoljno zaposleni.
08:35
I think TaskRabbit and other examples of collaborative consumption
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Mislim da su ZecZadatak i drugi primeri
kolaborativne potrošnje
kolaborativne potrošnje
08:39
are like lemonade stands on steroids. They're just brilliant.
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pospešeni jednostavni poslovi.
Brilijantni su.
Brilijantni su.
08:42
Now, when you think about it, it's amazing, right,
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Kada razmišljate o tome,
to je neverovatno, zar ne,
to je neverovatno, zar ne,
08:46
that over the past 20 years, we've evolved
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da smo u poslednjih 20 godina
evoluirali
evoluirali
08:49
from trusting people online to share information
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od poverenja prema ljudima na mreži
da delimo informacije
da delimo informacije
08:53
to trusting to handing over our credit card information,
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do poverenja u davanju informacija
o kreditnoj kartici
o kreditnoj kartici
08:56
and now we're entering the third trust wave:
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i sada ulazimo u treći talas poverenja:
08:59
connecting trustworthy strangers to create all kinds
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povezivanja pouzdanih stranaca
da stvorimo sve vrste
da stvorimo sve vrste
09:03
of people-powered marketplaces.
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tržišta koja pokreću ljudi.
09:05
I actually came across this fascinating study
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Naišla sam na ovu fascinantnu studiju
09:07
by the Pew Center this week that revealed
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od strane Pju Centra
ove nedelje koja je otkrila
ove nedelje koja je otkrila
09:09
that an active Facebook user is three times as likely
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da aktivni Fejsbuk korisnik
ima tri puta više šanse
ima tri puta više šanse
09:13
as a non-Internet user to believe that most people are trustworthy.
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u odnosu na nekorisnika interneta
da veruje da su ljudi većinom pouzdani.
da veruje da su ljudi većinom pouzdani.
09:18
Virtual trust will transform the way we trust one another
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Virtualno poverenje će promeniti način
na koji verujemo jedni drugima
na koji verujemo jedni drugima
09:22
face to face.
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licem u lice.
09:24
Now, with all of my optimism, and I am an optimist,
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Uz sav moj optimizam,
a ja sam optimista,
a ja sam optimista,
09:27
comes a healthy dose of caution, or rather, an urgent need
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ide zdrava doza opreza
ili bolje, nužnost
ili bolje, nužnost
09:31
to address some pressing, complex questions.
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da se upute neka goruća
složena pitanja.
složena pitanja.
09:35
How to ensure our digital identities reflect our
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Kako da obezbedimo da naši
digitalni identiteti reflektuju naše
digitalni identiteti reflektuju naše
09:38
real world identities? Do we want them to be the same?
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realne identitete?
Da li želimo da budu isti?
Da li želimo da budu isti?
09:41
How do we mimic the way trust is built face-to-face online?
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Kako da na mreži oponašamo način
na koji gradimo poverenje licem u lice?
na koji gradimo poverenje licem u lice?
09:45
How do we stop people who've behaved badly
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Kako da sprečimo ljude
koji su se loše ponašali
koji su se loše ponašali
09:47
in one community doing so under a different guise?
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u jednoj zajednici da isto rade
pod drugačijom maskom?
pod drugačijom maskom?
09:51
In a similar way that companies often use some kind of
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Na sličan način kompanije
često koriste neke vrste
često koriste neke vrste
09:54
credit rating to decide whether to give you a mobile plan,
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kreditnog rejtinga da odluče
da li da vam daju da unapred plaćate
da li da vam daju da unapred plaćate
09:57
or the rate of a mortgage, marketplaces that depend
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ili hipotekarni kredit,
tržištima koja zavise
tržištima koja zavise
10:00
on transactions between relative strangers
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od transakcija između
relativnih stranaca
relativnih stranaca
10:03
need some kind of device to let you know that Sebastian
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potrebna je neka vrsta uređaja
da vam da do znanja da su Sebastijan
da vam da do znanja da su Sebastijan
10:06
and Chris are good eggs,
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i Kris dobri ljudi,
10:08
and that device is reputation.
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a taj uređaj je ugled.
10:11
Reputation is the measurement of how much a community trusts you.
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Ugled je mera toga
koliko vam zajednica veruje.
koliko vam zajednica veruje.
10:16
Let's just take a look at Chris.
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Pogledajmo samo Krisa.
10:18
You can see that over 200 people have given him
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Možete videti da mu je
preko 200 ljudi dalo
preko 200 ljudi dalo
10:21
an average rating over 4.99 out of 5.
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prosečnu ocenu 4,99
od mogućih 5.
od mogućih 5.
10:24
There are over 20 pages of reviews of his work
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Na preko 20 stranica
revizije njegovog posla
revizije njegovog posla
10:26
describing him as super-friendly and fast,
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opisan je kao super prijateljski i brz
10:29
and he's reached level 25, the highest level,
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i dostigao je nivo 25, najviši nivo
10:32
making him a SuperRabbit.
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čime je postao SuperZec.
10:34
Now — (Laughter) -- I love that word, SuperRabbit.
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Eto - (Smeh) -
volim tu reč SuperZec.
volim tu reč SuperZec.
10:37
And interestingly, what Chris has noted is that as his reputation
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Interesantno je, kao što je
Kris primetio, da su mu s porastom
Kris primetio, da su mu s porastom
10:41
has gone up, so has his chances of winning a bid
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ugleda, porasle i šanse
dobijanja ponude
dobijanja ponude
10:44
and how much he can charge.
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i koliko on može da naplati.
10:46
In other words, for SuperRabbits, reputation
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Drugim rečima, za SuperZeca ugled
10:49
has a real world value.
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ima vrednost u stvarnom životu.
10:51
Now, I know what you might be thinking.
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Znam šta biste mogli misliti.
10:53
Well, this isn't anything new. Just think of power sellers
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Da to nije ništa novo.
Samo pomislite o jakim prodavcima
Samo pomislite o jakim prodavcima
10:55
on eBay or star ratings on Amazon.
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na Ibeju ili na rejtinge
sa zvezdicama na Amazonu.
sa zvezdicama na Amazonu.
10:59
The difference today is that, with every trade we make,
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Razlika je u tome što danas
kad god trgujemo,
kad god trgujemo,
11:02
comment we leave, person we flag, badge we earn,
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ostavljamo komentar, obeležavamo
osobu zastavicom, zarađujemo bedževe,
osobu zastavicom, zarađujemo bedževe,
11:06
we leave a reputation trail
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ostavljamo trag ugleda,
11:08
of how well we can and can't be trusted.
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koliko nam se može
ili ne može verovati.
ili ne može verovati.
11:11
And it's not just the breadth but the volume
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Zapanjujuća je ne samo
širina već i količina
širina već i količina
11:14
of reputation data out there that is staggering.
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podataka o ugledu.
11:16
Just consider this: Five million nights have been booked
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Razmislite o ovome:
pet miliona noćenja je bilo rezervisano
pet miliona noćenja je bilo rezervisano
11:20
on Airbnb in the past six months alone.
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na Airbnb u prošlih šest meseci.
11:23
30 million rides have been shared on Carpooling.com.
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30 miliona vožnji se delilo
na Carpooling.com.
na Carpooling.com.
11:27
This year, two billion dollars worth of loans
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Ove godine će
dve milijarde dolara vredni krediti
dve milijarde dolara vredni krediti
11:29
will go through peer-to-peer lending platforms.
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ići preko kreditiranja
po sistemu deljenja.
po sistemu deljenja.
11:32
This adds up to millions of pieces of reputation data
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Ovim se dodaju milioni
podataka o ugledu
podataka o ugledu
11:36
on how well we behave or misbehave.
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o tome kako se ponašamo,
dobro ili loše.
dobro ili loše.
11:39
Now, capturing and correlating the trails of information
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Razaznavanje i korelacija
tragova informacija
tragova informacija
11:43
that we leave in different places is a massive challenge,
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koje ostavljamo na različitim mestima
je velik izazov
je velik izazov
11:46
but one we're being asked to figure out.
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ali se od nas traži da ga raspletemo.
11:49
What the likes of Sebastian are starting to rightfully ask
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Oni slični Sebastijanu
se s pravom pitaju
se s pravom pitaju
11:52
is, shouldn't they own their reputation data?
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ne bi li trebalo da budu sami
vlasnici svojih podataka o ugledu?
vlasnici svojih podataka o ugledu?
11:55
Shouldn't the reputation that he's personally invested
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Da li bi trebalo da ugled
u koji je lično investirao,
u koji je lično investirao,
11:58
on building on Airbnb mean that it should travel with him
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gradeći ga na Airbnb-u, putuje s njim
12:01
from one community to another?
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od jedne zajednice do druge?
12:03
What I mean by this is, say he started selling second-hand
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Pod ovim mislim,
recimo da je počeo sa prodajom polovnih
recimo da je počeo sa prodajom polovnih
12:06
books on Amazon. Why should he have to start from scratch?
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knjiga na Amazonu.
Zašto bi morao započinjati ispočetka?
Zašto bi morao započinjati ispočetka?
12:10
It's a bit like when I moved from New York to Sydney.
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Slično mojoj selidbi
iz Njujorka u Sidnej.
iz Njujorka u Sidnej.
12:14
It was ridiculous. I couldn't get a mobile phone plan
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Bilo je besmisleno. Nisam mogla
da dobijem pretplatu za mobilni telefon
da dobijem pretplatu za mobilni telefon
12:17
because my credit history didn't travel with me.
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jer moja kreditna istorija
nije putovala samnom.
nije putovala samnom.
12:21
I was essentially a ghost in the system.
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Bila sam kao neki duh u sistemu.
12:24
Now I'm not suggesting that the next stage
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Ne predlažem da bi sledeća faza
12:27
of the reputation economy is about
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ekonomije ugleda bila
12:28
adding up multiple ratings into some kind of empty score.
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dodavanje više vrsta rejtinga
u nekakav prazan rezultat.
u nekakav prazan rezultat.
12:33
People's lives are too complex, and who wants to do that?
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Životi ljudi su previše složeni
i ko bi to želeo?
i ko bi to želeo?
12:36
I also want to be clear that this isn't about adding up
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Takođe bi da razjasnim
da se ovde ne radi o dodavanju
da se ovde ne radi o dodavanju
12:39
tweets and likes and friends in a clout-like fashion.
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tvitova, lajkova i prijatelja
u kvazi moćnom trendu.
u kvazi moćnom trendu.
12:42
Those guys are measuring influence, not behaviors
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Ti momci mere uticaj, a ne ponašanje
12:46
that indicate our trustworthiness.
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koje je mera našeg poverenja.
12:47
But the most important thing that we have to keep in mind
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Ali najvažnije je da zapamtimo
12:51
is that reputation is largely contextual.
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da ugled većinom
zavisi od konteksta.
zavisi od konteksta.
12:55
Just because Sebastian is a wonderful host
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Iako je Sebastijan divan domaćin
12:58
does not mean that he can assemble Ikea furniture.
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to ne znači da može da sastavlja
Ikein nameštaj.
Ikein nameštaj.
13:02
The big challenge is figuring out what data
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Veliki izazov je otkriti
koje je podatke
koje je podatke
13:05
makes sense to pull, because the future's
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smisleno uzeti, jer budućnost
13:08
going to be driven by a smart aggregation of reputation,
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će voditi pametno
nagomilavanje ugleda,
nagomilavanje ugleda,
13:11
not a single algorithm.
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a ne jedan algoritam.
13:14
It's only a matter of time before we'll be able to perform
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Samo je pitanje vremena
kada ćemo moći
kada ćemo moći
13:18
a Facebook- or Google-like search
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pomoću Fejsbuka
ili Guglovih pretraživanja
ili Guglovih pretraživanja
13:20
and see a complete picture of someone's behaviors
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da vidimo kompletnu sliku
nečijeg ponašanja
nečijeg ponašanja
13:23
in different contexts over time.
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u različitim kontekstima
u toku vremena.
u toku vremena.
13:26
I envision a realtime stream of who has trusted you,
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Predviđam da će realna slika
onih koji su vam verovali
onih koji su vam verovali
13:30
when, where and why, your reliability on TaskRabbit,
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794201
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kada, gde i zašto,
vaša pouzdanost na ZecZadatku,
vaša pouzdanost na ZecZadatku,
13:34
your cleanliness as a guest on Airbnb,
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savršenost kao gosta Airbnb-a,
13:36
the knowledge that you display on Quora or [unclear],
258
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3448
znanje koje ste pokazali
na Kvori ili [nejasno],
na Kvori ili [nejasno],
13:39
they'll all live together in one place,
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2583
zaživeti na jednom mestu
13:42
and this will live in some kind of reputation dashboard
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i to će živeti na nekoj vrsti
kontrolne table ugleda
kontrolne table ugleda
13:45
that will paint a picture of your reputation capital.
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4557
koja će davati sliku
o vašem kapitalu ugleda.
o vašem kapitalu ugleda.
13:50
Now this is a concept that I'm currently researching
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2832
To je koncept koji trenutno istražujem
13:53
and writing my next book on, and currently define
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2582
i o čemu pišem sledeću knjigu
i trenutno definišem
i trenutno definišem
13:55
as the worth of your reputation, your intentions,
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3775
koliko vredi vaša reputacija,
vaše namere
vaše namere
13:59
capabilities and values across communities and marketplaces.
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sposobnosti i vrednosti
u zajednicama i na tržištima.
u zajednicama i na tržištima.
14:03
This isn't some far-off frontier.
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Ovo nije nešto što je daleko.
14:06
There are actually a wave of startups like Connect.Me
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Već postoji početni talas
kao što je Connect.Me
kao što je Connect.Me
14:09
and Legit and TrustCloud that are figuring out how
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3503
Legit i TrustCloud,
koji otkrivaju kako
koji otkrivaju kako
14:13
you can aggregate, monitor and use your online reputation.
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4983
možete sakupljati,
pratiti i koristiti svoj ugled na mreži.
pratiti i koristiti svoj ugled na mreži.
14:18
Now, I realize that this concept may sound a little
270
842393
3713
Shvatam da ovaj koncept
može zvučati malo
može zvučati malo
14:22
Big Brother to some of you, and yes, there are some
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3566
nalik "Velikom bratu"
nekima od vas i jeste, postoje
nekima od vas i jeste, postoje
14:25
enormous transparency and privacy issues to solve,
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ogromna pitanja transparentnosti
i privatnosti koja treba rešiti,
i privatnosti koja treba rešiti,
14:28
but ultimately, if we can collect our personal reputation,
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ali na kraju, ako možemo
da prikupljamo svoj lični ugled,
da prikupljamo svoj lični ugled,
14:32
we can actually control it more, and extract
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856944
2913
možemo ga više kontrolisati i izvući
14:35
the immense value that will flow from it.
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veliku vrednost koja će
iz toga proizaći.
iz toga proizaći.
14:38
Also, more so than our credit history,
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2731
Takođe, mi u stvari možemo
da formiramo naš ugled,
da formiramo naš ugled,
14:41
we can actually shape our reputation.
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2636
a ne samo našu kreditnu istoriju.
14:43
Just think of Sebastian
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1319
Pomislite samo na Sebastijana
14:45
and how he bought the cat to influence his.
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2847
i kako je kupio mačku
da podigne ugled.
da podigne ugled.
14:48
Now privacy issues aside, the other really interesting issue
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872110
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Ako temu privatnosti izuzmemo,
druga zaista interesantna tema
druga zaista interesantna tema
14:52
I'm looking at is how do we empower digital ghosts,
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2754
koju sam zapazila je
kako osnažiti digitalne duhove,
kako osnažiti digitalne duhove,
14:55
people [who] for whatever reason, are not active online,
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ljude, koji su iz bilo kog razloga
neaktivni na mreži,
neaktivni na mreži,
14:58
but are some of the most trustworthy people in the world?
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ali su neki od najpouzdanijih
ljudi na svetu?
ljudi na svetu?
15:01
How do we take their contributions to their jobs,
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3416
Kako da tretiramo
njihov doprinos njihovom poslu,
njihov doprinos njihovom poslu,
15:04
their communities and their families,
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zajednicama i familijama
15:06
and convert that value into reputation capital?
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i da pretvorimo
tu vrednost u kapital ugleda?
tu vrednost u kapital ugleda?
15:10
Ultimately, when we get it right, reputation capital
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Napokon, kada to dobro procenimo,
kapital ugleda
kapital ugleda
15:14
could create a massive positive disruption
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bi mogao stvoriti
masovne pozitivne poremećaje
masovne pozitivne poremećaje
15:17
in who has power, trust and influence.
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u tome ko ima moć,
poverenje i uticaj.
poverenje i uticaj.
15:21
A three-digit score, your traditional credit history,
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Trocifreni rezultat,
vaša tradicionalna kreditna istorija,
vaša tradicionalna kreditna istorija,
15:24
that only 30 percent of us actually know what it is,
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za koju samo nas 30% zna šta je,
15:27
will no longer be the determining factor
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neće više biti odlučujući faktor
15:30
in how much things cost, what we can access,
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u tome koliko stvari koštaju,
čemu imamo pristup
čemu imamo pristup
15:33
and, in many instances, limit what we can do in the world.
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i u mnogim slučajevima,
granica čime se možemo baviti.
granica čime se možemo baviti.
15:36
Indeed, reputation is a currency that I believe will become
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Zaista je ugled valuta,
koja će, verujem, postati
koja će, verujem, postati
15:41
more powerful than our credit history in the 21st century.
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moćnija od naše
kreditne istorije u 21. veku.
kreditne istorije u 21. veku.
15:46
Reputation will be the currency that says
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Ugled će biti valuta koja govori
15:49
that you can trust me.
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da mi možete verovati.
15:51
Now the interesting thing is, reputation
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Zanimljivo je da je ugled
15:54
is the socioeconomic lubricant
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društveno-ekonomsko mazivo
15:56
that makes collaborative consumption work and scale,
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koje čini obim i suštinu
kolaborativne potrošnje
kolaborativne potrošnje
16:01
but the sources it will be generated from,
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ali izvori iz kojih će se stvarati
16:03
and its applications, are far bigger than this space alone.
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i primena su daleko veći
od samog tog prostora.
od samog tog prostora.
16:07
Let me give you one example from the world of recruiting,
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Daću vam primer
iz sveta regrutovanja
iz sveta regrutovanja
16:10
where reputation data will make the résumé seem
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u kome će biografija naspram
podataka o ugledu delovati
podataka o ugledu delovati
16:14
like an archaic relic of the past.
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kao arhaični relikt iz prošlosti.
16:18
Four years ago, tech bloggers and entrepreneurs
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Pre četiri godine,
tehnološki blogeri i preduzetnici
tehnološki blogeri i preduzetnici
16:22
Joel Spolsky and Jeff Atwood, decided to start something
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966840
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Džoel Spolski i Džef Atvud
su odlučili da otpočnu nešto
su odlučili da otpočnu nešto
16:27
called Stack Overflow.
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971938
2544
po imenu "Stack Overflow".
16:30
Now, Stack Overflow is basically a platform where
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"Stack Overflow" je u osnovi
platforma na kojoj
platforma na kojoj
16:33
experienced programmers can ask
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iskusni programeri mogu da postavljaju
16:36
other good programmers highly detailed technical questions
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drugim dobrim programerima
veoma detaljna tehnička pitanja
veoma detaljna tehnička pitanja
16:40
on things like tiny pixels and chrome extensions.
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o malim pikselima i hrom ekstenzijama.
16:44
This site receives five and a half thousand questions a day,
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Ovaj sajt primi 5.500 pitanja dnevno
16:48
and 80 percent of these receive accurate answers.
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i 80% ih dobije tačan odgovor.
16:52
Now users earn reputation in a whole range of ways,
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Korisnici dobijaju na ugledu
na različite načine,
na različite načine,
16:55
but it's basically by convincing their peers
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ali pre svega uveravanjem
svojih kolega
svojih kolega
16:58
they know what they're talking about.
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da znaju o čemu govore.
17:00
Now a few months after this site launched, the founders
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Nekoliko meseci posle pokretanja
tog sajta, osnivači
tog sajta, osnivači
17:03
heard about something interesting,
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1007258
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su čuli nešto zanimljivo
17:05
and it actually didn't surprise them.
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što ih i nije iznenadilo.
17:07
What they heard was that users were putting
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3588
Čuli su da korisnici stavljaju
17:10
their reputation scores on the top of their résumés,
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svoje ugledne rezultate
na vrh svojih biografija
na vrh svojih biografija
17:14
and that recruiters were searching the platform
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i da su regruteri pretraživali platformu
17:17
to find people with unique talents.
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da bi pronašli izuzetne talente.
17:19
Now thousands of programmers today are finding
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Na taj način
na hiljade programera danas
na hiljade programera danas
17:22
better jobs this way, because Stack Overflow
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pronalazi bolje poslove,
jer "Stack Overflow"
jer "Stack Overflow"
17:25
and the reputation dashboards provide a priceless window
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i kontrolne table ugleda
pružaju neprocenjiv pogled
pružaju neprocenjiv pogled
17:28
into how someone really behaves,
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na nečije stvarno ponašanje
17:31
and what their peers think of them.
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2320
i na mišljenje kolega o njima.
17:33
But the bigger principle of what's happening behind Stack Overflow,
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Ali, mislim da je širi princip
onoga što stoji iza "Stack Overflow-a"
onoga što stoji iza "Stack Overflow-a"
17:36
I think, is incredibly exciting.
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1040484
2547
neverovatno uzbudljiv.
17:38
People are starting to realize that the reputation
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Ljudi počinju da shvataju da ugled
17:42
they generate in one place has value
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koji stvore na jednom mestu
ima vrednost
ima vrednost
17:45
beyond the environments from which it was built.
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2894
izvan sredina u kojima je izgrađen.
17:48
You know, it's very interesting.
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2036
To je veoma interesantno.
17:50
When you talk to super-users, whether that's SuperRabbits
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3049
Kada razgovarate sa super-korisnicima,
bilo da je to SuperZec
bilo da je to SuperZec
17:53
or super-people on Stack Overflow, or Uberhosts,
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ili super-ljudima na "Stack Overflow-u"
ili "Uberhosts-u",
ili "Uberhosts-u",
17:57
they all talk about how having a high reputation
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svi oni govore kako veliki ugled
18:00
unlocks a sense of their own power.
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pruža osećaj sopstvene moći.
18:04
On Stack Overflow, it creates a level playing field,
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2926
Na "Stack Overflow-u", stvara
jednake uslove poslovanja,
jednake uslove poslovanja,
18:07
enabling the people with the real talent to rise to the top.
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1071242
2927
omogućava pravim talentima
da se uzdignu do vrha.
da se uzdignu do vrha.
18:10
On Airbnb, the people often become more important
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3152
Na Airbnb-u često postaju važniji ljudi
18:13
than the spaces. On TaskRabbit,
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2593
od prostora. Na ZecZadatku
18:15
it gives people control of their economic activity.
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dobija se kontrola
nad svojim ekonomskim aktivnostima.
nad svojim ekonomskim aktivnostima.
18:19
Now at the end of my tea with Sebastian, he told me how,
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Na kraju susreta sa Sebastijanom,
rekao mi je kako
rekao mi je kako
18:22
on a bad, rainy day, when he hasn't had a customer
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3641
u lošim kišnim danima
kada nema kupaca
kada nema kupaca
18:25
in his bookstore, he thinks of all the people around
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u svojoj knjižari, razmišlja
o svim ljudima iz celog sveta
o svim ljudima iz celog sveta
18:29
the world who've said something wonderful about him,
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koji su rekli nešto lepo o njemu
18:32
and what that says about him as a person.
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i šta to govori o njemu kao osobi.
18:34
He's turning 50 this year, and he's convinced
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On će napuniti 50 godina
ove godine i ubeđen je
ove godine i ubeđen je
18:38
that the rich tapestry of reputation he's built on Airbnb
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1102264
3608
da će ga bogatstvo ugleda
koje je izgradio na Airbnb-u
koje je izgradio na Airbnb-u
18:41
will lead him to doing something interesting
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2751
odvesti do bavljenja
nečim interesantnim
nečim interesantnim
18:44
with the rest of his life.
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2557
do kraja života.
18:47
You know, there are only a few windows in history
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3980
Znate, samo je
nekoliko prozora u istoriji
nekoliko prozora u istoriji
18:51
where the opportunity exists to reinvent
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3224
kada se ukaže prilika
da se ponovo osmisli
da se ponovo osmisli
18:54
part of how our socioeconomic system works.
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1118384
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deo o funkcionisanju
društveno-ekonomskog sistema.
društveno-ekonomskog sistema.
18:57
We're living through one of those moments.
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Prolazimo kroz jedan od tih trenutaka.
19:00
I believe that we are at the start of a collaborative revolution
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Verujem da smo na početku
kolaborativne revolucije
kolaborativne revolucije
19:03
that will be as significant as the Industrial Revolution.
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koja će biti značajna
kao i industrijska revolucija.
kao i industrijska revolucija.
19:07
In the 20th century, the invention of traditional credit
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U 20. veku je otkriće
tradicionalnog kredita
tradicionalnog kredita
19:11
transformed our consumer system, and in many ways
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3244
promenilo naš potrošački sistem
i na mnoge načine
i na mnoge načine
19:14
controlled who had access to what.
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kontrolisalo ko ima pristup čemu.
19:17
In the 21st century, new trust networks,
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U 21. veku nove mreže poverenja
19:20
and the reputation capital they generate, will reinvent
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i kapital ugleda koji stvaraju
ponovo će osmisliti
ponovo će osmisliti
19:23
the way we think about wealth, markets, power
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način na koji razmišljamo o bogatstvu,
tržištima, moći
tržištima, moći
19:27
and personal identity, in ways we can't yet even imagine.
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i ličnom identitetu,
na načine koje ne možemo ni zamisliti.
na načine koje ne možemo ni zamisliti.
19:32
Thank you very much. (Applause)
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Mnogo vam hvala.
(Aplauz)
(Aplauz)
19:35
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Rachel Botsman - Trust researcherRachel Botsman is a recognized expert on how collaboration and trust enabled by digital technologies will change the way we live, work, bank and consume.
Why you should listen
Rachel Botsman is an author and a visiting academic at the University of Oxford, Saïd Business School. Her work focuses on how technology is enabling trust in ways that are changing the way we live, work, bank and consume. She defined the theory of "collaborative consumption" in her first book, What's Mine Is Yours, which she co-authored with Roo Rogers. The concept was subsequently named by TIME as one of the "10 Ideas that Will Change the World" and by Thinkers50 as the 2015 Breakthrough Idea.
Named a "Young Global Leader" by the World Economic Forum, Botsman examines the growth and challenges of start-ups such as Airbnb, TaskRabbit and Uber. She is regular writer and commentator in leading international publications including the New York Times, The Wall Street Journal, Harvard Business Review, The Economist, WIRED and more. She is currently writing a new book that explores why the real disruption happening isn’t technology; it’s a profound shift in trust.
Rachel Botsman | Speaker | TED.com