TEDGlobal 2013
Tom Wujec: Got a wicked problem? First, tell me how you make toast
Tom Vudžek (Tom Wujec): Imate nezgodan problem? Prvo mi objasnite kako pravite tost
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3,176,900 views
Pravljenje tosta ne zvuči naročito teško - dok neko ne zatraži da nacrtate postupak, korak po korak. Tom Vudžek to rado traži jer sam postupak iscrtavanja otkriva kako na poslu rešavamo najveće, najsloženije probleme. Naučite i sami da radite ovu vežbu, a čućete i neočekivane stvari koje je Vudžek naučio gledajući ljude kako crtaju tost.
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
Some years ago,
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Pre nekoliko godina
00:13
I stumbled across a simple design exercise
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sam naleteo na jednostavnu vežbu
iz dizajna
iz dizajna
00:17
that helps people understand
and solve complex problems,
and solve complex problems,
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pomoću koje se lakše rešavaju
složeni problemi,
složeni problemi,
00:20
and like many of these design exercises,
it kind of seems trivial at first,
it kind of seems trivial at first,
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i kao mnoge slične vežbe,
na prvi pogled deluje trivijalno,
na prvi pogled deluje trivijalno,
00:24
but under deep inspection,
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ali kada se bolje pogleda,
00:26
it turns out that it reveals
unexpected truths
unexpected truths
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uspeva da otkrije neočekivane stvari
00:29
about the way that we collaborate
and make sense of things.
and make sense of things.
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o načinima na koje sarađujemo
i razmišljamo.
i razmišljamo.
00:32
The exercise has three parts
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Sastoji se iz tri dela,
00:34
and begins with something
that we all know how to do,
that we all know how to do,
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a počinje od nečega što svi umemo:
00:36
which is how to make toast.
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pravljenja tosta.
00:39
It begins with a clean sheet of paper,
a felt marker,
a felt marker,
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Za početak uzmete
prazan list papira i flomaster
prazan list papira i flomaster
00:42
and without using any words,
you begin to draw how to make toast.
you begin to draw how to make toast.
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i bez korišćenja reči
crtate uputstvo za pravljenje tosta.
crtate uputstvo za pravljenje tosta.
00:46
And most people draw something like this.
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Većina ljudi nacrta nešto poput ovoga.
00:49
They draw a loaf of bread,
which is sliced, then put into a toaster.
which is sliced, then put into a toaster.
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Nacrtaju veknu hleba,
koja se iseče, pa se stavi u toster.
koja se iseče, pa se stavi u toster.
00:52
The toast is then deposited for some time.
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Toster zatim radi određeno vreme.
00:54
It pops up, and then voila!
After two minutes, toast and happiness.
After two minutes, toast and happiness.
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Hleb iskoči i eto tosta i radosti.
01:01
Now, over the years, I've collected
many hundreds of drawings of these toasts,
many hundreds of drawings of these toasts,
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Proteklih godina sam sakupio
stotine ovakvih crteža,
stotine ovakvih crteža,
01:05
and some of them are very good,
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i neki su vrlo dobri,
01:07
because they really illustrate
the toast-making process quite clearly.
the toast-making process quite clearly.
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jer veoma jasno prikazuju
postupak pravljenja tosta.
postupak pravljenja tosta.
01:10
And then there are some that are,
well, not so good.
well, not so good.
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Neki, sa druge strane,
i nisu tako dobri.
i nisu tako dobri.
01:14
They really suck, actually, because
you don't know what they're trying to say.
you don't know what they're trying to say.
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Zapravo su stvarno bezveze,
jer se ne vidi šta žele da prikažu.
jer se ne vidi šta žele da prikažu.
01:19
Under close inspection,
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Kad se bolje pogleda,
01:21
some reveal some aspects of toast-making
while hiding others.
while hiding others.
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neki prikazuju određene strane
pravljenja tosta, dok druge kriju.
pravljenja tosta, dok druge kriju.
01:24
So there's some
that are all about the toast,
that are all about the toast,
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Tako se neki bave samo tostom,
01:27
and all about the transformation of toast.
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a neki prelaskom hleba u tost.
01:30
And there's others
that are all about the toaster,
that are all about the toaster,
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A neki se bave siključivo tosterima,
01:32
and the engineers love to draw
the mechanics of this.
the mechanics of this.
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inženjeri vole da crtaju
taj mehanički deo.
taj mehanički deo.
01:36
(Laughter)
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(Smeh)
01:37
And then there are others
that are about people.
that are about people.
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Neki su i o ljudima.
01:39
It's about visualizing
the experience that people have.
the experience that people have.
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Trude se da prenesu ljudski doživljaj.
01:43
And then there are others that are about
the supply chain of making toast
the supply chain of making toast
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Ima i onih koji se bave
logistikom pravljenja tosta,
logistikom pravljenja tosta,
01:47
that goes all the way back to the store.
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sa početkom u prodavnici.
01:49
It goes through the supply chain
networks of teleportation
networks of teleportation
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Teleportom prolaze
kroz čitav lanac snabdevanja,
kroz čitav lanac snabdevanja,
01:52
and all the way back
to the field and wheat,
to the field and wheat,
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vraćaju se do njive i žita,
01:55
and one all actually goes
all the way back to the Big Bang.
all the way back to the Big Bang.
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jedan čak počinje od samog Velikog Praska.
01:58
So it's crazy stuff.
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Ima ludih stvari.
02:00
But I think it's obvious
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Ali mi se čini da je očito
02:02
that even though these drawings
are really wildly different,
are really wildly different,
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da, iako su vrlo različiti,
02:06
they share a common quality,
and I'm wondering if you can see it.
and I'm wondering if you can see it.
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svi crteži dele jednu osobinu,
i zanima me da li je vidite.
i zanima me da li je vidite.
02:09
Do you see it? What's common about these?
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Vidite li? Šta im je zajedničko?
02:11
Most drawings have nodes and links.
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Većina se sastoji od čvorova i veza.
02:15
So nodes represent the tangible objects
like the toaster and people,
like the toaster and people,
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Čvorovi predstavljaju materijalne stvari,
poput tostera i ljudi,
poput tostera i ljudi,
02:20
and links represent
the connections between the nodes.
the connections between the nodes.
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dok veze povezuju čvorove.
02:23
And it's the combination
of links and nodes
of links and nodes
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Ta kombinacija čvorova i veza
02:26
that produces a full systems model,
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čini model sistema,
02:28
and it makes our private
mental models visible
mental models visible
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koji prenosi naš mentalni model,
02:31
about how we think something works.
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odnosno shvatanje određenih pojava.
02:34
So that's the value of these things.
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Tome oni zapravo služe.
02:36
What's interesting about
these systems models
these systems models
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Zanimljivo je da ovi modeli sistema
02:38
is how they reveal
our various points of view.
our various points of view.
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oslikavaju naše tačke gledišta.
02:41
So for example, Americans
make toast with a toaster.
make toast with a toaster.
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Na primer, Amerikanci koriste tostere.
02:44
That seems obvious.
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To je očigledno.
02:46
Whereas many Europeans
make toast with a frying pan, of course,
make toast with a frying pan, of course,
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Međutim, mnogi Evropljani
tost prave u tiganju,
tost prave u tiganju,
02:50
and many students make toast with a fire.
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a mnogi studenti na otvorenom plamenu.
02:54
I don't really understand this.
A lot of MBA students do this.
A lot of MBA students do this.
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Ne razumem zašto,
ali mnogi master studenti to rade.
ali mnogi master studenti to rade.
02:57
So you can measure the complexity
by counting the number of nodes,
by counting the number of nodes,
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Brojanjem čvorova se može
izmeriti složenost crteža,
izmeriti složenost crteža,
03:01
and the average illustration
has between four and eight nodes.
has between four and eight nodes.
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i u proseku ih ima između četiri i osam.
03:05
Less than that, the drawing seems trivial,
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Ako ih je manje, crtež deluje trivijalno,
03:08
but it's quick to understand,
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ali se brže razume,
03:10
and more than 13, the drawing
produces a feeling of map shock.
produces a feeling of map shock.
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a ako ih je više od 13,
čovek se izgubi u crtežu.
čovek se izgubi u crtežu.
03:15
It's too complex.
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Previše je složen.
03:17
So the sweet spot is between 5 and 13.
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Znači da je najbolje između 5 i 13.
03:19
So if you want to communicate
something visually,
something visually,
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Ako želite da nešto prikažete slikom,
03:22
have between five and 13 nodes
in your diagram.
in your diagram.
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neka na dijagramu bude
između 5 i 13 čvorova.
između 5 i 13 čvorova.
03:26
So though we may not
be skilled at drawing,
be skilled at drawing,
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Iako možda ne umemo da crtamo,
03:28
the point is that we intuitively know
how to break down complex things
how to break down complex things
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bitno je da umemo da složene stvari
instinktivno raščlanimo na jednostavne,
instinktivno raščlanimo na jednostavne,
03:32
into simple things and then
bring them back together again.
bring them back together again.
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a zatim ih ponovo sastavimo.
03:36
So this brings us to our second part of
the exercise,
the exercise,
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Tu dolazimo do drugog dela vežbe,
03:39
which is how to make toast,
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uputstva za pravljenje tosta,
03:40
but now with sticky notes
or with cards.
or with cards.
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ali ovog puta
pomoću nalepnica ili kartica.
pomoću nalepnica ili kartica.
03:43
So what happens then?
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Šta se tada dešava?
03:46
Well, with cards, most people
tend to draw clear, more detailed,
tend to draw clear, more detailed,
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Kad koristi kartice,
većina ljudi crta jasnije, detaljnije
većina ljudi crta jasnije, detaljnije
03:49
and more logical nodes.
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i logičnije čvorove.
03:51
You can see the step by step
analysis that takes place,
analysis that takes place,
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Vidi se kako se vrši postepena analiza
03:55
and as they build up their model,
they move their nodes around,
they move their nodes around,
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i dok se model gradi, redosled čvorova
03:58
rearranging them like Lego blocks.
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se preuređuje poput Lego kockica.
04:01
Now, though this might seem trivial,
it's actually really important.
it's actually really important.
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Iako to deluje nebitno,
zapravo je veoma važno.
zapravo je veoma važno.
04:05
This rapid iteration of expressing
and then reflecting and analyzing
and then reflecting and analyzing
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Jedino tom brzom smenom između stvaranja
04:09
is really the only way
in which we get clarity.
in which we get clarity.
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i sagledavanja i analize
postiže se jasnoća izraza.
postiže se jasnoća izraza.
04:13
It's the essence of the design process.
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To je suština procesa dizajna.
04:15
And systems theorists do tell us
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A teoretičari sistema nam kažu
04:17
that the ease with which
we can change a representation
we can change a representation
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da je lakoća sa kojom
menjamo način prikaza ideje
menjamo način prikaza ideje
04:21
correlates to our willingness
to improve the model.
to improve the model.
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srazmerna našoj volji da poboljšamo model.
04:25
So sticky note systems
are not only more fluid,
are not only more fluid,
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Ne samo da su
sistemi sa karticama fleksibilniji,
sistemi sa karticama fleksibilniji,
04:29
they generally produce
way more nodes than static drawings.
way more nodes than static drawings.
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već i sadrže mnogo više čvorova od crteža.
04:33
The drawings are much richer.
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Mnogo su detaljniji.
04:35
And this brings us
to our third part of the exercise,
to our third part of the exercise,
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Sada počinje treći deo vežbe,
04:37
which is to draw how to make toast,
but this time in a group.
but this time in a group.
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crtanje uputstva za pravljenje tosta,
ali u okviru grupe.
ali u okviru grupe.
04:41
So what happens then?
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Šta se tada dešava?
04:43
Well, here's what happens.
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Dešava se sledeće:
04:44
It starts out messy,
and then it gets really messy,
and then it gets really messy,
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isprva je neuredno, pa još neurednije,
04:48
and then it gets messier,
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i još neurednije,
04:50
but as people refine the models,
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ali što se model više prerađuje,
04:52
the best nodes become more prominent,
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najbolji čvorovi se sve više ističu
04:54
and with each iteration,
the model becomes clearer
the model becomes clearer
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i svakom sledećom verzijom
je model sve jasniji
je model sve jasniji
04:57
because people build
on top of each other's ideas.
on top of each other's ideas.
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jer se gradi na tuđim idejama.
05:00
What emerges is a unified systems model
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Time nastaje zajednički model sistema
05:03
that integrates the diversity
of everyone's individual points of view,
of everyone's individual points of view,
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koji objedinjuje sve
različite tačke gledišta,
različite tačke gledišta,
05:08
so that's a really different outcome
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što je sasvim suprotno onome
05:09
from what usually happens
in meetings, isn't it?
in meetings, isn't it?
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što se obično dešava
na sastancima, zar ne?
na sastancima, zar ne?
05:12
So these drawings can contain
20 or more nodes,
20 or more nodes,
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Ovi crteži mogu da sadrže
i preko 20 čvorova,
i preko 20 čvorova,
05:15
but participants don't feel map shock
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ali je teško da se čovek izgubi u njima
05:17
because they participate in the building
of their models themselves.
of their models themselves.
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jer i sam učestvuje u njihovom stvaranju.
05:22
Now, what's also really interesting,
that the groups spontaneously mix
that the groups spontaneously mix
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Zanimljivo je da grupe same menjaju
05:25
and add additional layers
of organization to it.
of organization to it.
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ili dodaju nove načine
uređivanja dijagrama.
uređivanja dijagrama.
05:28
To deal with contradictions, for example,
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Na primer, da bi se izbegle protivrečnosti
05:30
they add branching patterns
and parallel patterns.
and parallel patterns.
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dodaju se grananja ili paralelne putanje.
05:33
Oh, and by the way,
if they do it in complete silence,
if they do it in complete silence,
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Uz to, sve mnogo brže i bolje ide
05:36
they do it much better
and much more quickly.
and much more quickly.
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ako se radi u tišini.
05:39
Really interesting --
talking gets in the way.
talking gets in the way.
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Stvarno zanimljivo - pričanje ometa.
05:42
So here's some key lessons
that can emerge from this.
that can emerge from this.
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Iz ovoga se mogu izvući sledeće pouke:
05:45
First, drawing helps us
understand the situations
understand the situations
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prvo, pomoću crtanja događaje shvatamo
05:48
as systems with nodes
and their relationships.
and their relationships.
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kao sisteme čvorova i njihovih veza.
05:51
Movable cards produce
better systems models,
better systems models,
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Pomoću kartica se stvaraju bolji modeli,
05:55
because we iterate much more fluidly.
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jer se mogu mnogo lakše menjati.
05:58
And then the group notes produce
the most comprehensive models
the most comprehensive models
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Rad u grupi stvara najopširnije modele
06:01
because we synthesize
several points of view.
several points of view.
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zbog spajanja različitih tački gledišta.
06:04
So that's interesting.
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To je zanimljivo.
06:06
When people work together
under the right circumstances,
under the right circumstances,
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Ako ljudi sarađuju pod pravim okolnostima,
06:09
group models are much better
than individual models.
than individual models.
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grupni modeli su mnogo bolji
nego pojedinačni.
nego pojedinačni.
06:12
So this approach works really great
for drawing how to make toast,
for drawing how to make toast,
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Vidimo da ovaj pristup
dobro funkcioniše za pravljenje tosta,
dobro funkcioniše za pravljenje tosta,
06:17
but what if you wanted to draw
something more relevant or pressing,
something more relevant or pressing,
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ali šta ako poželite
da nacrtate nešto bitnije,
da nacrtate nešto bitnije,
06:21
like your organizational vision,
or customer experience,
or customer experience,
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recimo viziju kompanije,
ili uslužnu delatnost,
ili uslužnu delatnost,
06:26
or long-term sustainability?
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ili plan za dugoročnu održivost?
06:28
There's a visual revolution
that's taking place
that's taking place
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Dešava se vizuelna revolucija,
06:32
as more organizations
are addressing their wicked problems
are addressing their wicked problems
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jer sve više organizacija
rešava nezgodne probleme
rešava nezgodne probleme
06:35
by collaboratively drawing them out.
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tako što ih zajednički iscrta.
06:38
And I'm convinced that those who see
their world as movable nodes and links
their world as movable nodes and links
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Siguran sam da su u prednosti
oni koji na svet gledaju
oni koji na svet gledaju
06:43
really have an edge.
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kao na pokretne čvorove i veze.
06:45
And the practice is really pretty simple.
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Ceo postupak je prilično jednostavan.
06:47
You start with a question,
you collect the nodes,
you collect the nodes,
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Počne se od pitanja, sakupe se čvorovi,
06:50
you refine the nodes,
you do it over again,
you do it over again,
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usavrše se, pa se sve ponovi,
06:53
you refine and refine and refine,
and the patterns emerge,
and the patterns emerge,
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usavršavate i usavršavate dok ne dobijete
06:58
and the group gets clarity
and you answer the question.
and you answer the question.
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jasnu sliku i odgovor na pitanje.
07:05
So this simple act of visualizing
and doing over and over again
and doing over and over again
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Taj jednostavan postupak
crtanja i prepravljanja
crtanja i prepravljanja
07:11
produces some really remarkable outcomes.
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donosi izuzetne rezultate.
07:13
What's really important to know
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Važno je znati
07:15
is that it's the conversations
that are the important aspects,
that are the important aspects,
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da je bitna komunikacija,
07:19
not just the models themselves.
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a ne sam model.
07:21
And these visual frames of reference
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Toliko različitih tački gledišta
07:23
can grow to several hundreds
or even thousands of nodes.
or even thousands of nodes.
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može da stvori stotine
ili čak hiljade čvorova.
ili čak hiljade čvorova.
07:27
So, one example is from
an organization called Rodale.
an organization called Rodale.
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Jedan od primera ovoga
je kompanija Rodale,
je kompanija Rodale,
07:31
Big publishing company.
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velika izdavačka kuća.
07:32
They lost a bunch of money one year,
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Jedne godine su izgubili dosta novca,
07:34
and their executive team for three days
visualized their entire practice.
visualized their entire practice.
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pa je grupa direktora tri dana
iscrtavala celokupno poslovanje.
iscrtavala celokupno poslovanje.
07:38
And what's interesting is that
after visualizing the entire business,
after visualizing the entire business,
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Zanimljivo je da su nakon iscrtavanja
celokupnog poslovnog plana,
celokupnog poslovnog plana,
07:44
systems upon systems,
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sistema i sistema,
07:46
they reclaimed
50 million dollars of revenue,
50 million dollars of revenue,
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ostvarili zaradu od 50 miliona dolara,
07:49
and they also moved from a D rating
to an A rating from their customers.
to an A rating from their customers.
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a ocena mušterija se povećala
od prolazne do najbolje.
od prolazne do najbolje.
07:54
Why? Because there's
alignment from the executive team.
alignment from the executive team.
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Zašto? Zato što su direktori
sad sve organizovali.
sad sve organizovali.
07:58
So I'm now on a mission
to help organizations
to help organizations
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Trudim se da pomognem kompanijama
08:01
solve their wicked problems
by using collaborative visualization,
by using collaborative visualization,
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u rešavanju nezgodnih problema
iscrtavanjem u grupi,
iscrtavanjem u grupi,
08:06
and on a site that I've produced
called drawtoast.com,
called drawtoast.com,
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a na sajtu drawtoast.com sam sakupio
08:09
I've collected a bunch of best practices.
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neke od najboljih primera.
08:12
and so you can learn
how to run a workshop here,
how to run a workshop here,
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Tu možete da naučite o vođenju radionica,
08:15
you can learn more about
the visual language
the visual language
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o vizuelnom jeziku i o sastavu
08:17
and the structure of links and nodes that
you can apply to general problem-solving,
you can apply to general problem-solving,
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čvorova i veza koje se koriste
za rešavanje problema,
za rešavanje problema,
08:22
and download examples of various templates
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kao i da skinete razne šablone
08:25
for unpacking the thorny problems
that we all face in our organizations.
that we all face in our organizations.
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za borbu protiv
teških problema u kompanijama.
teških problema u kompanijama.
08:30
So the seemingly trivial
design exercise of drawing toast
design exercise of drawing toast
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Naizgled trivijalna vežba iz dizajna
nam pomaže
nam pomaže
08:34
helps us get clear, engaged and aligned.
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da dobijemo jasnu sliku,
angažujemo se i organizujemo.
angažujemo se i organizujemo.
08:38
So next time you're confronted
with an interesting challenge,
with an interesting challenge,
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Kad se sledeći put suočite
sa zanimljivim izazovom,
sa zanimljivim izazovom,
08:41
remember what design has to teach us.
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setite se šta nam dizajn poručuje.
08:43
Make your ideas visible,
tangible, and consequential.
tangible, and consequential.
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Neka vam ideje budu vidljive,
određene i značajne.
određene i značajne.
08:47
It's simple, it's fun, it's powerful,
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Jednostavno je, zabavno i moćno,
08:50
and I believe it's an idea
worth celebrating.
worth celebrating.
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i smatram da je to ideja
koju vredi proslaviti.
koju vredi proslaviti.
08:54
Thank you.
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Hvala vam.
08:55
(Applause)
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(Aplauz)
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