TED2015
Tony Fadell: The first secret of design is ... noticing
Toni Fadel (Tony Fadell): Prva tajna dizajna je... primećivanje
Filmed:
Readability: 2.9
2,938,799 views
Kao ljudska bića, brzo se naviknemo na "stvari takve kakve su". Ali za dizajnere, stvari onakve kakve jesu predstavljaju priliku... Da li bi mogle biti bolje? Kako? U ovom duhovitom, veselom govoru, čovek iza Ajpoda i Nest termostata deli neke od svojih saveta za primećivanje (i vođenje) promene.
Tony Fadell - Product creator
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
As the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances. Full bio
Double-click the English transcript below to play the video.
00:13
In the great 1980s movie
"The Blues Brothers,"
"The Blues Brothers,"
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U sjajnom filmu iz 80-ih "Braća Bluz"
00:16
there's a scene where John Belushi
goes to visit Dan Aykroyd in his apartment
goes to visit Dan Aykroyd in his apartment
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postoji scena gde Džon Beluši ide
da poseti Dena Ekrojda u stanu
da poseti Dena Ekrojda u stanu
00:21
in Chicago for the very first time.
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u Čikagu po prvi put.
00:24
It's a cramped, tiny space
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To je skučen, mali prostor
00:26
and it's just three feet away
from the train tracks.
from the train tracks.
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i samo je nekoliko metara od voznih šina.
00:30
As John sits on Dan's bed,
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Kada je Džon seo na Denov krevet,
00:32
a train goes rushing by,
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voz je protutnjao,
00:34
rattling everything in the room.
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razbacavši sve u sobi.
00:37
John asks, "How often does
that train go by?"
that train go by?"
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Džon ga pita: "Koliko često
voz ovde prolazi?"
voz ovde prolazi?"
00:40
Dan replies, "So often, you won't
even notice it."
even notice it."
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Den odgovara: "Toliko često
da nećeš ni primetiti."
da nećeš ni primetiti."
00:45
And then, something falls off the wall.
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A zatim, nešto pada sa zida.
00:49
We all know what he's talking about.
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Sve znamo o čemu je govorio.
00:51
As human beings, we get used
to everyday things
to everyday things
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Kao ljudska bića, lako se navikavamo
na svakodnevne stvari
na svakodnevne stvari
00:53
really fast.
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veoma brzo.
00:55
As a product designer,
it's my job to see those everyday things,
it's my job to see those everyday things,
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Kao dizajner proizvoda, moj posao je
da posmatram te svakodnevne stvari,
da posmatram te svakodnevne stvari,
00:58
to feel them, and try
to improve upon them.
to improve upon them.
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da ih osetim i pokušam da ih unapredim.
01:03
For example, see this piece of fruit?
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Na primer, vidite li ovu voćku?
01:08
See this little sticker?
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Vidite ovu malu nalepnicu?
01:11
That sticker wasn't there
when I was a kid.
when I was a kid.
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Ova nalepnica nije bila ovde
kada sam bio dete.
kada sam bio dete.
01:14
But somewhere as the years passed,
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Ali negde tokom godina,
01:16
someone had the bright idea
to put that sticker on the fruit.
to put that sticker on the fruit.
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neko se setio sjajne ideje
da to stavi na voće.
da to stavi na voće.
01:19
Why?
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Zašto?
01:20
So it could be easier for us
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Da bi nam bilo lakše
01:21
to check out
at the grocery counter.
at the grocery counter.
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da je skeniramo na kasi.
01:23
Well that's great,
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To je sjajno,
01:24
we can get in and out of
the store quickly.
the store quickly.
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jer možemo da uđemo
i izađemo brzo iz prodavnice.
i izađemo brzo iz prodavnice.
01:26
But now, there's a new problem.
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Ali sada se javlja novi problem.
01:29
When we get home and we're hungry
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Kada dođemo kući i gladni smo
01:31
and we see this ripe, juicy piece
of fruit on the counter,
of fruit on the counter,
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i vidimo ovu zrelu, sočnu voćku na polici,
01:34
we just want to pick it up
and eat it.
and eat it.
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samo želimo da je uzmemo i pojedemo.
01:37
Except now, we have to look
for this little sticker.
for this little sticker.
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Ali ne sada, kad treba
da potražimo ovu malu nalepnicu.
da potražimo ovu malu nalepnicu.
01:42
And dig at it with our nails,
damaging the flesh.
damaging the flesh.
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Da je prokopamo svojim noktima
i oštetimo sadržaj.
i oštetimo sadržaj.
01:46
Then rolling up that sticker --
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Potom da urolamo nalepnicu -
01:48
you know what I mean.
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znate na šta mislim.
01:49
And then trying to flick
it off your fingers.
it off your fingers.
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A onda pokušamo
da je odbacimo sa svojih prstiju.
da je odbacimo sa svojih prstiju.
01:51
(Applause)
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(Aplauz)
01:56
It's not fun,
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Nije zanimljivo,
01:57
not at all.
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uopšte.
01:59
But something interesting happened.
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Ali se dogodilo nešto interesantno.
02:01
See the first time you did it,
you probably felt those feelings.
you probably felt those feelings.
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Prvi put kada ste to uradili,
imali ste taj osećaj.
imali ste taj osećaj.
02:05
You just wanted to eat the piece of fruit.
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Samo ste želeli da pojedete tu voćku.
02:07
You felt upset.
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Osetili ste se uzrujano.
02:08
You just wanted to dive in.
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Želeli ste da samo da je ugrabite.
02:10
By the 10th time,
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Ali već 10. put,
02:12
you started to become less upset
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postajali ste manje uzrujani
02:14
and you just started peeling
the label off.
the label off.
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i samo ste skidali oznaku.
02:18
By the 100th time,
at least for me,
at least for me,
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Stoti put, barem ja,
02:20
I became numb to it.
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nisam je ni konstatovao.
02:22
I simply picked up the piece of fruit,
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Samo sam uzimao voćku,
02:25
dug at it with my nails,
tried to flick it off,
tried to flick it off,
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kopao je noktima, pokušavao da je skinem,
02:29
and then wondered,
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i onda sam se pitao:
02:30
"Was there another sticker?"
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"Da li postoji i druga nalepnica?"
02:35
So why is that?
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Zašto se to dešava?
02:36
Why do we get used to everyday things?
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Zašto se navikavamo na svakodnevne stvari?
02:39
Well as human beings,
we have limited brain power.
we have limited brain power.
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Kao ljudska bića, imamo
ograničenu moždanu moć.
ograničenu moždanu moć.
02:42
And so our brains encode the
everyday things we do into habits
everyday things we do into habits
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Stoga naši mozgovi prebacuju
svakodnevne stvari u navike,
svakodnevne stvari u navike,
02:47
so we can free up space
to learn new things.
to learn new things.
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da bismo mogli da oslobodimo prostor
za učenje novih stvari.
za učenje novih stvari.
02:50
It's a process called habituation
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To je proces po imenu "navikavanje"
02:52
and it's one of the most basic ways,
as humans, we learn.
as humans, we learn.
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i to je jedan od najosnovnijih načina
na koje mi, kao ljudska bića učimo.
na koje mi, kao ljudska bića učimo.
02:57
Now, habituation isn't always bad.
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Navikavanje nije uvek loše.
03:00
Remember learning to drive?
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Sećate li se učenja vožnje?
03:03
I sure do.
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Ja se sećam.
03:04
Your hands clenched at 10 and 2
on the wheel,
on the wheel,
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Ruke su vam bile stegnute
u poziciji 10 i 2 na volanu,
u poziciji 10 i 2 na volanu,
03:08
looking at every single
object out there --
object out there --
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posmatrali ste sve ispred sebe -
03:10
the cars, the lights, the pedestrians.
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kola, svetla, pešake.
03:13
It's a nerve-wracking experience.
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To je izluđujuće iskustvo.
03:16
So much so, that I couldn't even
talk to anyone else in the car
talk to anyone else in the car
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Toliko da nisam mogao čak
ni da pričam ni sa kime u kolima
ni da pričam ni sa kime u kolima
03:20
and I couldn't even listen to music.
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i nisam čak mogao da slušam muziku.
03:22
But then something interesting happened.
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A onda se desilo nešto zanimljivo.
03:24
As the weeks went by,
driving became easier and easier.
driving became easier and easier.
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Kako su nedelje prolazile,
vožnja je postajala sve lakša.
vožnja je postajala sve lakša.
03:30
You habituated it.
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Navikavali ste se.
Postalo je zabavno i prirodno.
03:32
It started to become
fun and second nature.
fun and second nature.
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Potom mogli ste da razgovarate
sa vašim prijateljima ponovo
sa vašim prijateljima ponovo
03:35
And then, you could talk
to your friends again
to your friends again
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03:37
and listen to music.
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i i slušate muziku.
03:38
So there's a good reason why
our brains habituate things.
our brains habituate things.
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Stoga postoji dobar razlog zbog čega
se naši mozgovi navikavaju na stvari.
se naši mozgovi navikavaju na stvari.
03:41
If we didn't, we'd notice
every little detail,
every little detail,
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Da to ne činimo,
primećivali bismo svaki detalj,
primećivali bismo svaki detalj,
03:44
all the time.
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sve vreme.
03:46
It would be exhausting,
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Bilo bi iscrpljujuće
03:48
and we'd have no time
to learn about new things.
to learn about new things.
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i ne bismo imali vremena
da učimo o novim stvarima.
da učimo o novim stvarima.
03:52
But sometimes,
habituation isn't good.
habituation isn't good.
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Ali ponekad, navikavanje nije dobro.
03:56
If it stops us from noticing
the problems that are around us,
the problems that are around us,
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Ako nas sprečava da primećujemo
probleme koji su oko nas,
probleme koji su oko nas,
03:59
well, that's bad.
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onda je to loše.
04:01
And if it stops us from noticing
and fixing those problems,
and fixing those problems,
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Ako nas sprečava da primećujemo
i ispravljamo te probleme,
i ispravljamo te probleme,
04:04
well, then that's really bad.
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pa, onda je baš loše.
04:07
Comedians know all about this.
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Komičari znaju sve o ovome.
04:09
Jerry Seinfeld's entire career was built
on noticing those little details,
on noticing those little details,
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Čitava karijera
Džerija Sajfnelda izgrađena je
Džerija Sajfnelda izgrađena je
na primećivanju tih malih detalja,
04:14
those idiotic things we do every day
that we don't even remember.
that we don't even remember.
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tih glupih stvari koje radimo svaki dan
da se čak ni ne sećamo.
da se čak ni ne sećamo.
Govori nam o vremenu
kada je posetio svoje prijatelje
kada je posetio svoje prijatelje
04:20
He tells us about the time
he visited his friends
he visited his friends
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04:22
and he just wanted to take
a comfortable shower.
a comfortable shower.
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i samo je želeo da se udobno istušira.
04:25
He'd reach out and grab the handle
and turn it slightly one way,
and turn it slightly one way,
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Posegnuo bi za ručkom,
blago je okrenuo na jednu stranu
blago je okrenuo na jednu stranu
04:28
and it was 100 degrees too hot.
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i bilo je za 100 stepeni prevruće.
04:31
And then he'd turn it the other way,
and it was 100 degrees too cold.
and it was 100 degrees too cold.
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Zatim je okrenuo ručicu na drugu stranu
i bilo je za 100 stepeni prehladno.
i bilo je za 100 stepeni prehladno.
04:35
He just wanted a comfortable shower.
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Samo je želeo da se udobno istušira.
04:37
Now, we've all been there,
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Svima nam se to desilo,
04:39
we just don't remember it.
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samo se ne sećamo.
04:41
But Jerry did,
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Ali Džeri je to uradio,
04:43
and that's a comedian's job.
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i to je posao komičara.
04:45
But designers, innovators
and entrepreneurs,
and entrepreneurs,
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Ali dizajneri, inovatori i preduzetnici,
04:48
it's our job to not just notice
those things,
those things,
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naš posao nije samo
da primećujemo te stvari,
da primećujemo te stvari,
04:50
but to go one step further
and try to fix them.
and try to fix them.
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već da idemo jedan korak dalje
i pokušamo da ih popravimo.
i pokušamo da ih popravimo.
04:55
See this, this person,
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Vidite ovu osobu.
04:56
this is Mary Anderson.
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Ovo je Meri Anderson.
04:58
In 1902 in New York City,
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1902. godine u Njujorku,
05:00
she was visiting.
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bila je u poseti.
05:03
It was a cold, wet, snowy day
and she was warm inside a streetcar.
and she was warm inside a streetcar.
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Bio je hladan, snežan dan
i bilo joj je toplo u tramvaju.
i bilo joj je toplo u tramvaju.
05:09
As she was going to her destination,
she noticed the driver opening the window
she noticed the driver opening the window
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Kako je išla ka svojoj destinaciji,
primetila je da vozač otvara prozor
primetila je da vozač otvara prozor
05:14
to clean off the excess snow
so he could drive safely.
so he could drive safely.
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kako bi očistio napadali sneg
i vozio sigurno.
i vozio sigurno.
05:20
When he opened the window, though,
he let all this cold, wet air inside,
he let all this cold, wet air inside,
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Kada je otvorio prozor, uvlačio je sav
hladan i mokar vazduh unutra,
hladan i mokar vazduh unutra,
05:23
making all the passengers miserable.
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čineći putnike nesrećnim.
05:27
Now probably, most of those
passengers just thought,
passengers just thought,
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Mnogi od tih putnika
su verovatno mislili:
su verovatno mislili:
05:30
"It's a fact of life, he's got
to open the window to clean it.
to open the window to clean it.
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"To je jednostavno tako,
mora da otvori prozor i očisti ga.
mora da otvori prozor i očisti ga.
05:33
That's just how it is."
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Prosto je tako."
05:35
But Mary didn't.
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Ali Meri nije.
05:36
Mary thought,
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Meri je mislila:
05:38
"What if the diver could actually clean
the windshield from the inside
the windshield from the inside
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"Šta ako bi vozač zapravo mogao
zapravo da očisti vetrobran iznutra
zapravo da očisti vetrobran iznutra
05:41
so that he could stay safe and drive
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tako da bi mogao da ostane siguran i vozi
05:45
and the passengers could
actually stay warm?"
actually stay warm?"
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i putnici bi mogli ostati suvi?"
05:48
So she picked up her sketchbook
right then and there,
right then and there,
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Uzela je svoju svesku tog trenutka,
05:51
and began drawing what would become
the world's first windshield wiper.
the world's first windshield wiper.
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i počela da skicira ono što će postati
prvi svetski brisač stakala.
prvi svetski brisač stakala.
05:56
Now as a product designer,
I try to learn from people like Mary
I try to learn from people like Mary
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Kao dizajner proizvoda, pokušavam
da naučim od ljudi poput Meri
da naučim od ljudi poput Meri
06:01
to try to see the world
the way it really is,
the way it really is,
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da pokušam da vidim svet
onakvim kakav on jeste,
onakvim kakav on jeste,
06:03
not the way we think it is.
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a ne onakvim kako mi mislimo da jeste.
06:06
Why?
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Zašto?
06:07
Because it's easy to solve a problem
that almost everyone sees.
that almost everyone sees.
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Jer je lako rešiti problem
koji gotovo svi vide.
koji gotovo svi vide.
06:11
But it's hard to solve a problem
that almost no one sees.
that almost no one sees.
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Teško je rešiti problem
koji gotovo niko ne vidi.
koji gotovo niko ne vidi.
06:16
Now some people think
you're born with this ability
you're born with this ability
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Neki ljudi misle da ste
ili rođeni ili niste
ili rođeni ili niste
06:19
or you're not,
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rođeni sa tom sposobnošću,
06:20
as if Mary Anderson was hardwired at birth
to see the world more clearly.
to see the world more clearly.
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kao da je Meri Anderson od rođenja
bila predodređena da jasnije vidi svet.
bila predodređena da jasnije vidi svet.
06:26
That wasn't the case for me.
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To nije bio moj slučaj.
06:28
I had to work at it.
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Trebalo je da radim na tome.
06:31
During my years at Apple,
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Tokom godina u Eplu,
06:34
Steve Jobs challenged us
to come into work every day,
to come into work every day,
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Stiv Džobs nas je podsticao
da dolazimo na posao svaki dan,
da dolazimo na posao svaki dan,
06:39
to see our products through
the eyes of the customer,
the eyes of the customer,
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da vidimo svoje proizvode
kroz prizmu svojih kupaca,
kroz prizmu svojih kupaca,
06:43
the new customer,
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novih kupaca,
06:44
the one that has fears
and possible frustrations
and possible frustrations
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onih koji imaju strahove
i moguće frustracije
i moguće frustracije
06:47
and hopeful exhilaration that their
new technology product
new technology product
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i veliko uzbuđenje
da bi njihov tehnološki proizvod
da bi njihov tehnološki proizvod
06:50
could work straightaway for them.
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mogao da radi istog trenutka.
06:53
He called it staying beginners,
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Nazvao ih je početnicima koji ostaju
06:55
and wanted to make sure that we
focused on those tiny little details
focused on those tiny little details
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i želeo je da bude siguran
da smo se fokusirali na te sitne detalje
da smo se fokusirali na te sitne detalje
06:59
to make them faster, easier and seamless
for the new customers.
for the new customers.
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kako bi ih učinili bržim, lakšim
i savršenim za nove mušterije.
i savršenim za nove mušterije.
07:04
So I remember this clearly
in the very earliest days of the iPod.
in the very earliest days of the iPod.
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Sećam se ovoga veoma jasno
u najranijim danima Ajpoda.
u najranijim danima Ajpoda.
07:09
See, back in the '90s,
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Tokom devedesetih,
07:10
being a gadget freak like I am,
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2429
zaluđenik za gedžete poput mene
07:15
I would rush out to the store
for the very, very latest gadget.
for the very, very latest gadget.
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istrčao bi do prodavnice
zbog najnovijeg gedžeta.
zbog najnovijeg gedžeta.
07:21
I'd take all the time to get to the store,
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Došao bih sve do radnje,
07:23
I'd check out, I'd come back home,
I'd start to unbox it.
I'd start to unbox it.
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platio bih, vratio se kući
i počeo da raspakujem.
i počeo da raspakujem.
07:26
And then, there was
another little sticker:
another little sticker:
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Potom, tu je bila druga mala nalepica:
07:30
the one that said, "Charge before use."
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ona na kojoj piše:
"Napuniti pre upotrebe."
"Napuniti pre upotrebe."
Šta?!
07:34
What!
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1548
Ne mogu da verujem!
07:35
I can't believe it!
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Upravo sam proveo toliko vremena
na kupovinu ovog proizvoda
na kupovinu ovog proizvoda
07:36
I just spent all this time
buying this product
buying this product
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07:38
and now I have to charge before use.
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i sada moram da ga punim pre upotrebe.
07:40
I have to wait what felt like an eternity
to use that coveted new toy.
to use that coveted new toy.
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Treba da čekam celu večnost
da bih koristio toliko željenu igračku.
da bih koristio toliko željenu igračku.
07:45
It was crazy.
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Bilo je ludo.
07:46
But you know what?
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Ali znate šta?
07:47
Almost every product back then did that.
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Gotovo svaki proizvod tada je to radio.
07:49
When it had batteries in it,
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Ukoliko je imao baterije,
07:51
you had to charge it
before you used it.
before you used it.
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morali ste da ga napunite
pre nego što ste ga koristili.
pre nego što ste ga koristili.
07:54
Well, Steve noticed that
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Stiv je primetio to
07:57
and he said,
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831
i rekao:
07:57
"We're not going to let that
happen to our product."
happen to our product."
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"Nećemo dozvoliti da se to dogodi
našem proizvodu."
našem proizvodu."
08:00
So what did we do?
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1848
Šta smo uradili?
08:02
Typically, when you have a product
that has a hard drive in it,
that has a hard drive in it,
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3086
Tipično, kada imate proizvod
koji ima hard disk u sebi,
koji ima hard disk u sebi,
08:05
you run it for about
30 minutes in the factory
30 minutes in the factory
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2663
koristite ga 30 minuta u fabrici
08:08
to make sure that hard drive's going
to be working years later
to be working years later
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3149
kako biste osigurali da će taj
hard disk raditi godinama kasnije
hard disk raditi godinama kasnije
08:11
for the customer after they
pull it out of the box.
pull it out of the box.
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3074
za kupca nakon što ga izvade iz kutije.
08:14
What did we do instead?
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Šta smo mi uradili drugačije?
08:17
We ran that product for over two hours.
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Pokrenuli smo proizvod
više od dva sata.
više od dva sata.
08:19
Why?
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1588
Zašto?
08:21
Well, first off, we could make
a higher quality product,
a higher quality product,
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3125
Prvo, mogli smo da stvorimo
viši kvalitet proizvoda,
viši kvalitet proizvoda,
08:24
be easy to test,
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2150
da bude lakši za testiranje,
08:26
and make sure it was great
for the customer.
for the customer.
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i da budemo sigurni
da je bio dobar za kupca.
da je bio dobar za kupca.
Ali ono što je još važnije,
08:29
But most importantly,
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1253
08:31
the battery came fully charged
right out of the box,
right out of the box,
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499159
3019
baterija je stizala potpuno
napunjena direktno iz kutije,
napunjena direktno iz kutije,
spremna za korišćenje.
08:34
ready to use.
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08:35
So that customer,
with all that exhilaration,
with all that exhilaration,
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3832
Tako da bi kupac, uz svo uzbuđenje,
mogao odmah da počne
da koristi proizvod.
da koristi proizvod.
08:38
could just start using the product.
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08:40
It was great, and it worked.
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Bilo je sjajno i radilo je.
08:43
People liked it.
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Ljudi su to voleli.
08:44
Today, almost every product
that you get that's battery powered
that you get that's battery powered
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3107
Danas, skoro svaki proizvod
koji dobijete i koji ima bateriju
koji dobijete i koji ima bateriju
08:47
comes out of the box fully charged,
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515445
2063
dolazi u kutiji skroz napunjen,
08:49
even if it doesn't have a hard drive.
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2053
čak i ako nema hard disk.
08:52
But back then, we noticed
that detail and we fixed it,
that detail and we fixed it,
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4774
Ali tada, primetili smo taj detalj
i rešili ga.
i rešili ga.
08:56
and now everyone else does that as well.
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I sada svako radi istu stvar kao i mi.
08:59
No more, "Charge before use."
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2641
Nema više: "Napuniti pre korišćenja."
09:02
So why am I telling you this?
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2057
Zašto vam govorim sve ovo?
09:04
Well, it's seeing the invisible problem,
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2108
Zato što se vidi nevidljivi problem,
09:06
not just the obvious problem,
that's important,
that's important,
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4511
ne samo očigledni problem, što je važno,
09:11
not just for product design,
but for everything we do.
but for everything we do.
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ne samo za dizajn proizvoda,
već sve što radimo.
već sve što radimo.
09:14
You see, there are invisible problems
all around us,
all around us,
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3524
Postoje nevidljivi problemi
svuda oko nas,
svuda oko nas,
09:18
ones we can solve.
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2256
oni koje možemo da rešimo.
09:20
But first we need
to see them, to feel them.
to see them, to feel them.
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3824
Ali prvo treba da ih vidimo
i osetimo.
i osetimo.
Stoga se kolebam da vam dam
bilo kakav savet
bilo kakav savet
09:24
So, I'm hesitant to give you any tips
192
552996
1968
09:26
about neuroscience or psychology.
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2731
oko neuronauke ili psihologije.
09:29
There's far too many experienced people
in the TED community
in the TED community
194
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2994
Postoji daleko više
iskusnijih ljudi u TED zajednici
iskusnijih ljudi u TED zajednici
09:32
who would know much more
about that than I ever will.
about that than I ever will.
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560689
3394
koji bi znali mnogo više o tome
nego što ću ja ikada znati.
nego što ću ja ikada znati.
Ali dozvolite mi da vam dam
nekoliko saveta koje ja koristim,
nekoliko saveta koje ja koristim,
09:36
But let me leave you with
a few tips that I do,
a few tips that I do,
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564083
2627
09:38
that we all can do,
to fight habituation.
to fight habituation.
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3673
koje sve možemo upotrebiti
da pobedimo navikavanje.
da pobedimo navikavanje.
09:42
My first tip is to look broader.
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3394
Moj prvi savet je da posmatramo šire.
09:45
You see, when you're tackling a problem,
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573777
2112
Kada rešavate problem,
09:47
sometimes, there are a lot of steps
that lead up to that problem.
that lead up to that problem.
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575889
3392
ponekad je tu mnogo koraka
koji vode do njega.
koji vode do njega.
09:51
And sometimes, a lot
of steps after it.
of steps after it.
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3070
Ponekad je i mnogo koraka kasnije.
09:54
If you can take a step back
and look broader,
and look broader,
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3349
Ako se možete udaljiti i posmatrati šire,
09:57
maybe you can change some of those boxes
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585700
2271
možda možete promeniti neke od tih kutija
09:59
before the problem.
204
587971
1006
pre problema.
10:00
Maybe you can combine them.
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588977
1360
Možda možete da ih kombinujete.
10:02
Maybe you can remove them altogether
to make that better.
to make that better.
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590337
3335
Možete da ih potpuno
uklonite i poboljšate ih.
uklonite i poboljšate ih.
10:06
Take thermostats, for instance.
207
594258
1991
Uzmite termostate, na primer.
1900-ih kada su prvi put izašli,
bili su veoma jednostavni za korišćenje.
bili su veoma jednostavni za korišćenje.
10:08
In the 1900s when they first came out,
they were really simple to use.
they were really simple to use.
208
596249
3378
10:11
You could turn them up or turn them down.
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599627
1952
Mogli ste da ih okrenete gore i dole.
10:13
People understood them.
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601579
1700
Ljudi su ih razumeli.
10:16
But in the 1970s,
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604019
1753
Ali 70-ih,
10:17
the energy crisis struck,
212
605772
2074
dogodila se energetska kriza,
10:19
and customers started thinking about
how to save energy.
how to save energy.
213
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3570
i korisnici su počeli da razmišljaju
kako da sačuvaju energiju.
kako da sačuvaju energiju.
10:23
So what happened?
214
611416
1287
Šta se dogodilo?
10:24
Thermostat designers decided
to add a new step.
to add a new step.
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612703
3028
Dizajneri termostata su odlučili
da dodaju još jedan korak.
da dodaju još jedan korak.
10:27
Instead of just turning up and down,
216
615731
1850
Umesto okretanja gore-dole,
10:29
you now had to program it.
217
617581
1991
sada ste morali da ga programirate.
10:31
So you could tell it the temperature
you wanted at a certain time.
you wanted at a certain time.
218
619572
3218
Mogli ste da kažete koju ste temperaturu
želeli u određeno vreme.
želeli u određeno vreme.
10:34
Now that seemed great.
219
622790
1796
To je delovalo sjajno.
10:36
Every thermostat had
started adding that feature.
started adding that feature.
220
624586
3478
To je počelo da se pojavljuje
na svakom termostatu.
na svakom termostatu.
10:40
But it turned out that no one
saved any energy.
saved any energy.
221
628064
4276
Ali ispostavilo se da nijedan
nije sačuvao energiju.
nije sačuvao energiju.
10:44
Now, why is that?
222
632340
1513
Zbog čega?
10:45
Well, people couldn't predict the future.
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633853
2735
Ljudi nisu mogli da predvide budućnost.
10:48
They just didn't know how their weeks
would change season to season,
would change season to season,
224
636588
3548
Jednostavno nisu mogli da znaju
kako će se njihove nedelje menjati
kako će se njihove nedelje menjati
iz sezone u sezonu, iz godine u godinu.
10:52
year to year.
225
640136
1498
10:54
So no one was saving energy,
226
642414
2331
Nijedan nije čuvao energiju.
10:56
and what happened?
227
644745
982
I šta se dogodilo?
10:57
Thermostat designers went back
to the drawing board
to the drawing board
228
645727
2623
Dizajneri termostata su se vratili
na sam početak
na sam početak
11:00
and they focused on that programming step.
229
648350
2042
i fokusirali su se na programiranje.
11:02
They made better U.I.s,
230
650942
2467
Poboljšali su korisnički interfejs
11:05
they made better documentation.
231
653409
2166
i poboljšali su dokumentaciju.
11:07
But still, years later,
people were not saving any energy
people were not saving any energy
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655575
4730
Ali i dalje, godinama kasnije,
ljudi nisu čuvali energiju uopšte,
ljudi nisu čuvali energiju uopšte,
11:12
because they just couldn't
predict the future.
predict the future.
233
660305
2596
jer nisu mogli da predvide budućnost.
11:15
So what did we do?
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663431
1478
Šta smo mi uradili?
11:16
We put a machine-learning algorithm in
instead of the programming
instead of the programming
235
664909
4069
Postavili smo algoritam za razumevanje
mašina unutra umesto programiranja
mašina unutra umesto programiranja
koji bi jednostavno posmatrao
kada ga okrećete gore i dole,
kada ga okrećete gore i dole,
11:20
that would simply watch
when you turned it up and down,
when you turned it up and down,
236
668978
2698
11:23
when you liked a certain temperature
when you got up,
when you got up,
237
671676
2594
kada ste želeli određenu temperaturu
kada ustanete,
kada ustanete,
11:26
or when you went away.
238
674270
1707
ili da odlazite.
11:27
And you know what?
239
675977
1268
I znate šta?
11:29
It worked.
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677245
927
Radilo je.
11:30
People are saving energy
without any programming.
without any programming.
241
678422
3217
Ljudi su čuvali energiju
bez ikakvog programiranja.
bez ikakvog programiranja.
11:35
So, it doesn't matter what you're doing.
242
683239
2007
Nije važno kada ste to radili.
11:37
If you take a step back
and look at all the boxes,
and look at all the boxes,
243
685246
3266
Ako se vratite korak nazad
i pogledate u sve kutije,
i pogledate u sve kutije,
11:40
maybe there's a way
to remove one or combine them
to remove one or combine them
244
688512
3021
možda postoji način da se jedna
ukloni ili da se kombinuju
ukloni ili da se kombinuju
11:43
so that you can make
that process much simpler.
that process much simpler.
245
691533
2514
da mogu da pojednostave proces.
11:47
So that's my first tip: look broader.
246
695007
3077
To je moj prvi savet: posmatrajte šire.
11:50
For my second tip, it's to look closer.
247
698084
3981
Moj drugi savet je da posmatrate bliže.
11:54
One of my greatest teachers
was my grandfather.
was my grandfather.
248
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3031
Jedan od mojih najboljih
učitelja bio je moj deda.
učitelja bio je moj deda.
11:59
He taught me all about the world.
249
707006
1901
Naučio me je sve o svetu.
12:01
He taught me how things were built
and how they were repaired,
and how they were repaired,
250
709557
3492
Naučio me je kako su stvari izgrađene
i kako se popravljaju,
i kako se popravljaju,
12:05
the tools and techniques necessary
to make a successful project.
to make a successful project.
251
713049
3722
koji su neophodni alati i tehnike
za stvaranje uspešnog projekta.
za stvaranje uspešnog projekta.
12:09
I remember one story
he told me about screws,
he told me about screws,
252
717671
4337
Sećam se jedne priče koju mi je
rekao o šrafovima,
rekao o šrafovima,
12:14
and about how you need to have
the right screw for the right job.
the right screw for the right job.
253
722048
3630
i kako treba da imate prave
šrafove za pravi posao.
šrafove za pravi posao.
12:17
There are many different screws:
254
725678
1939
Postoji više različtih šrafova:
12:19
wood screws, metal screws,
anchors, concrete screws,
anchors, concrete screws,
255
727617
4870
drveni šrafovi, metalni šrafovi,
ankeri, betonski šrafovi,
ankeri, betonski šrafovi,
12:24
the list went on and on.
256
732487
1745
i tako dalje.
12:27
Our job is to make products
that are easy to install
that are easy to install
257
735212
3273
Naš posao je da napravimo proizvode
jednostavne za postavljanje
jednostavne za postavljanje
12:30
for all of our customs themselves
without professionals.
without professionals.
258
738485
3734
za sve naše korisnike
bez pomoći profesionalaca.
bez pomoći profesionalaca.
12:34
So what did we do?
259
742789
1421
Šta smo to uradili?
12:36
I remembered that story
that my grandfather told me,
that my grandfather told me,
260
744720
2935
Sećam se priče koju mi je deda ispričao,
12:39
and so we thought,
261
747655
1273
i koju sam naučio:
12:40
"How many different screws
can we put in the box?
can we put in the box?
262
748928
2500
"Koliko različitih šrafova možemo
da stavimo u kutiju?
da stavimo u kutiju?
12:43
Was it going to be two, three,
four, five?
four, five?
263
751428
2850
Da li će biti dva, tri, četiri, pet?
12:46
Because there's so many
different wall types."
different wall types."
264
754278
2296
Jer postoji mnogo različitih
tipova zidova."
tipova zidova."
12:48
So we thought about it, we optimized it,
265
756574
2730
Razmišljali smo o tome, poboljšali ga,
12:51
and we came up with three different
screws to put in the box.
screws to put in the box.
266
759304
4091
i došli smo do tri različita šrafa
koje treba staviti u kutiju.
koje treba staviti u kutiju.
12:55
We thought that was going
to solve the problem.
to solve the problem.
267
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2277
Mislili smo da će to rešiti problem.
12:58
But it turned out, it didn't.
268
766122
2695
Ali to nije bilo tako.
13:01
So we shipped the product,
269
769527
1631
Promenili smo proizvod
13:03
and people weren't having
a great experience.
a great experience.
270
771158
2390
i ljudi nisu uživali.
13:06
So what did we do?
271
774128
1208
Šta smo onda uradili?
13:07
We went back to the drawing board
272
775336
1745
Vratili smo se na početak
13:09
just instantly after we figured out
we didn't get it right.
we didn't get it right.
273
777081
3464
odmah nakon što smo otkrili
da nismo uradili dobro.
da nismo uradili dobro.
13:12
And we designed a special screw,
a custom screw,
a custom screw,
274
780545
3724
Dizajnirali smo poseban šraf, univerzalni
13:16
much to the chagrin of our investors.
275
784269
2171
na nesereću naših investitora.
13:18
They were like, "Why are you spending
so much time on a little screw?
so much time on a little screw?
276
786440
3422
Rekli su: "Zašto trošite toliko vremena
na maleni šraf?
na maleni šraf?
13:21
Get out there and sell more!"
277
789862
1999
Izađite i prodajte više proizvoda!"
13:23
And we said, "We will sell more
if we get this right."
if we get this right."
278
791861
3323
Rekli smo: "Prodaćemo više
ako ovo uradimo dobro."
ako ovo uradimo dobro."
13:27
And it turned out, we did.
279
795904
1690
Ispostavilo se da jesmo.
13:29
With that custom little screw,
there was just one screw in the box,
there was just one screw in the box,
280
797594
3294
Sa tim malim univerzalnim šrafom,
samo jednim u kutiji,
samo jednim u kutiji,
13:32
that was easy to mount
and put on the wall.
and put on the wall.
281
800888
3107
bilo je jednostavno ukucati
i staviti na zid.
i staviti na zid.
13:37
So if we focus on those tiny details,
the ones we may not see
the ones we may not see
282
805525
6100
Ako se fokusiramo na sitne detalje,
one koje ne možemo da vidimo,
one koje ne možemo da vidimo,
13:44
and we look at them as we say,
283
812404
1824
pogledamo i kažemo:
13:46
"Are those important
284
814228
1408
"Da li su važni
13:47
or is that the way we've always done it?
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ili je ovo način na koj smo uvek radili?"
13:50
Maybe there's a way to get rid of those."
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Možda će postojati način da ih se rešimo."
13:54
So my last piece of advice
is to think younger.
is to think younger.
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Moj poslednji savet je da mislite mlađe.
14:00
Every day, I'm confronted with interesting
questions from my three young kids.
questions from my three young kids.
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Svaki dan se susrećem sa zanimljivim
pitanjima svoje troje dece.
pitanjima svoje troje dece.
14:04
They come up with questions like,
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Postavljaju mi pitanja poput:
14:06
"Why can't cars fly around traffic?"
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"Zašto automobili ne mogu
da lete u saobraćaju?"
da lete u saobraćaju?"
14:09
Or, "Why don't my shoelaces
have Velcro instead?"
have Velcro instead?"
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Ili: "Zašto moja obuća nema
čičak umesto pertli?"
čičak umesto pertli?"
14:14
Sometimes, those questions are smart.
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Ponekad su ova pitanja pametna.
14:17
My son came to me the other day
and I asked him,
and I asked him,
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Moj sin mi je prišao jednog dana
i rekao sam mu:
i rekao sam mu:
14:19
"Go run out to the mailbox
and check it."
and check it."
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"Otrči do poštanskog sandučeta i proveri."
14:23
He looked at me, puzzled, and said,
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Pogledao me je zbunjeno i rekao:
14:27
"Why doesn't the mailbox just check itself
and tell us when it has mail?" (Laughter)
and tell us when it has mail?" (Laughter)
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"Zašto se poštansko sanduče ne proveri
samo i kaže nam da li ima pošte?" (Smeh)
samo i kaže nam da li ima pošte?" (Smeh)
14:32
I was like, "That's a pretty
good question."
good question."
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Rekao sam:
"To je prilično dobro pitanje."
"To je prilično dobro pitanje."
14:36
So, they can ask tons of questions
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Dakle, mogu da postave gomilu pitanja
14:39
and sometimes we find out
we just don't have the right answers.
we just don't have the right answers.
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i ponekad otkrijemo da nemamo
prave odgovore.
prave odgovore.
14:44
We say, "Son, that's just the way
the world works."
the world works."
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Kažemo: "Sine, svet jednostavno
tako funkcioniše."
tako funkcioniše."
14:50
So the more we're exposed to something,
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Što smo više izloženi nečemu,
14:52
the more we get used to it.
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još više se navikavamo na to.
Ali deca dugo nisu bila izložena
tome dovoljno
tome dovoljno
14:54
But kids haven't been around
long enough
long enough
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14:56
to get used to those things.
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da bi se navikli na te stvari.
14:58
And so when they run into problems,
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Kada naiđemo na probleme,
15:00
they immediately try to solve them,
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oni momentalno pokušavaju da ih promene,
15:02
and sometimes they find a better way,
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i ponekad otkriju bolji način,
15:05
and that way really is better.
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koji je mnogo bolji.
15:08
So my advice that we take to heart
is to have young people on your team,
is to have young people on your team,
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Moj savet je da shvatite ozbiljno da imate
mlade ljude u vašem timu,
mlade ljude u vašem timu,
15:14
or people with young minds.
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ili ljude mladog uma.
15:16
Because if you have those young minds,
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Jer ako imate te mlade umove,
15:18
they cause everyone in the room
to think younger.
to think younger.
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oni podstiču svakoga u prostoriji
da misli mlađe.
da misli mlađe.
15:21
Picasso once said,
"Every child is an artist.
"Every child is an artist.
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Pikaso je jednom rekao:
"Svako dete je umetnik.
"Svako dete je umetnik.
15:27
The problem is when he or she grows up,
is how to remain an artist."
is how to remain an artist."
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Problem je kako ostati umetnik
kada on ili ona poraste."
kada on ili ona poraste."
15:33
We all saw the world more clearly
when we saw it for the first time,
when we saw it for the first time,
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Svi smo videli svet jasnije
kada smo ga videli po prvi put,
kada smo ga videli po prvi put,
15:37
before a lifetime of habits
got in the way.
got in the way.
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pre nego što je došao život sa navikama.
15:40
Our challenge is to get back there,
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Naš izazov je da se vratimo tu,
15:43
to feel that frustration,
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osetimo tu frustraciju,
15:45
to see those little details,
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da vidimo te male detalje,
15:47
to look broader,
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da posmatramo šire,
15:49
look closer,
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posmatramo bliže,
15:51
and to think younger
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i da mislimo mlađe
15:53
so we can stay beginners.
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da bismo ostali početnici.
15:56
It's not easy.
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Nije lako.
15:57
It requires us pushing back
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To zateva od nas da se odupremo
15:58
against one of the most basic ways
we make sense of the world.
we make sense of the world.
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jednom najosnovnijih načina
na koji činimo svet smislenim.
na koji činimo svet smislenim.
Ako to učinimo,
16:03
But if we do,
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mogli bismo da uradimo neke
prilično neverovatne stvari.
prilično neverovatne stvari.
16:04
we could do some pretty amazing things.
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2511
16:07
For me, hopefully, that's better
product design.
product design.
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Na sreću, to je za mene
bolji dizajn proizvoda.
bolji dizajn proizvoda.
16:10
For you, that could mean something else,
something powerful.
something powerful.
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Za vas bi to moglo značiti
nešto drugo, nešto moćno.
nešto drugo, nešto moćno.
16:18
Our challenge is to wake up
each day and say,
each day and say,
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Naš izazov je da se probudimo
svakog dana i kažemo:
svakog dana i kažemo:
16:21
"How can I experience the world better?"
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"Kako mogu da učinim svet boljim?"
16:24
And if we do, maybe, just maybe,
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Ako to uradimo, možda, samo možda
16:29
we can get rid of these
dumb little stickers.
dumb little stickers.
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bismo mogli da se oslobodimo
tih malih glupih nalepnica.
tih malih glupih nalepnica.
16:34
Thank you very much.
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Hvala vam mnogo.
16:35
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Tony Fadell - Product creatorAs the originator of the iPod, Tony Fadell is no stranger to disruptive technology. With Nest, he’s zeroed in on tech’s most elusive targets: household appliances.
Why you should listen
Tony Fadell became a tech superstar as a colleague of Steve Jobs and developer of the iPod, which rejuvenated Apple, rebooted entire industries and changed the way the world consumes entertainment.
After leaving Apple, Fadell founded Nest on a familiar experience -- frustration with household technology, still resolutely frozen in the 20th century. With its first products, Nest has brought the modern household one step closer to becoming a truly connected “smarthome.” In January 2014, Nest became Google’s second-biggest acquisition to date, positioning both companies to become revolutionary players in home technology.
Tony Fadell | Speaker | TED.com