TEDSummit
Rachel Botsman: We've stopped trusting institutions and started trusting strangers
Rejčel Botsman (Rachel Botsman): Prestali smo da verujemo institucijama i počeli da verujemo nepoznatim osobama
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Nešto od dubinskog značaja menja naš koncept poverenja, kaže Rejčel Botsman. Dok smo nekada imali poverenja u institucije kao što su vlada i banke, danas se sve više oslanjamo na druge, često nepoznate ljude, na platformama kao što su Erbienbi i Uber, kao i na tehnologije kao što je blokčejn. Ova nova era poverenja može doneti sa sobom transparentnije, inkluzivnije i odgovornije društvo, ako ovo pravilno shvatimo. Kome vi verujete?
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.
00:12
Let's talk about trust.
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Hajde da razgovaramo o poverenju.
00:16
We all know trust is fundamental,
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Svi znamo da je poverenje
od suštinskog značaja,
od suštinskog značaja,
00:19
but when it comes to trusting people,
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ali kada se radi o verovanju ljudima,
00:22
something profound is happening.
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nešto intenzivno se dešava.
00:25
Please raise your hand
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Molim vas, podignite ruku
00:27
if you have ever been
a host or a guest on Airbnb.
a host or a guest on Airbnb.
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ako ste ikada bili domaćin
ili gost na Erbienbiju.
ili gost na Erbienbiju.
00:32
Wow. That's a lot of you.
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Vau. To je mnogo vas.
00:35
Who owns Bitcoin?
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Ko poseduje bitkoine?
00:38
Still a lot of you. OK.
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I dalje dosta vas. U redu.
00:39
And please raise your hand
if you've ever used Tinder
if you've ever used Tinder
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Molim vas, podignite ruku
ako ste ikada koristili Tinder
ako ste ikada koristili Tinder
00:42
to help you find a mate.
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da biste pronašli partnera.
00:44
(Laughter)
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(Smeh)
00:46
This one's really hard to count
because you're kind of going like this.
because you're kind of going like this.
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Ovo je zaista teško izbrojati
jer pokazujete ovako nekako.
jer pokazujete ovako nekako.
00:49
(Laughter)
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(Smeh)
00:51
These are all examples of how technology
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Ovo su sve primeri
načina na koji tehnologija
načina na koji tehnologija
00:54
is creating new mechanisms
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stvara nove mehanizme
00:56
that are enabling us to trust
unknown people, companies and ideas.
unknown people, companies and ideas.
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koji nam omogućavaju da verujemo
nepoznatim ljudima, kompanijama i idejama.
nepoznatim ljudima, kompanijama i idejama.
01:02
And yet at the same time,
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A ipak, istovremeno,
01:04
trust in institutions --
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vera u institucije -
01:05
banks, governments and even churches --
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banke, vladu, pa čak i u crkve -
01:08
is collapsing.
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propada.
01:10
So what's happening here,
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Pa, šta se ovde dešava
01:12
and who do you trust?
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i kome verujete?
01:14
Let's start in France with a platform --
with a company, I should say --
with a company, I should say --
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Započnimo platformom u Francuskoj -
kompanijom, hoću reći -
kompanijom, hoću reći -
01:18
with a rather funny-sounding name,
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sa imenom koje zvuči prilično smešno,
01:20
BlaBlaCar.
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Bla bla auto.
01:22
It's a platform that matches
drivers and passengers
drivers and passengers
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To je platforma koja spaja
vozače i putnike
vozače i putnike
01:25
who want to share
long-distance journeys together.
long-distance journeys together.
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koji žele da podele duža putovanja.
01:29
The average ride taken is 320 kilometers.
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Prosečna vožnja je iznosila
320 kilometara.
320 kilometara.
01:34
So it's a good idea
to choose your fellow travelers wisely.
to choose your fellow travelers wisely.
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Tako je dobra ideja
mudro odabrati svoje saputnike.
mudro odabrati svoje saputnike.
01:39
Social profiles and reviews
help people make a choice.
help people make a choice.
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Društveni profili i komentari
pomažu ljudima da donesu odluke.
pomažu ljudima da donesu odluke.
01:43
You can see if someone's a smoker,
you can see what kind of music they like,
you can see what kind of music they like,
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Možete videti da li je neko pušač,
kakvu muziku voli,
kakvu muziku voli,
01:48
you can see if they're going to bring
their dog along for the ride.
their dog along for the ride.
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da li će povesti svog psa na put.
01:52
But it turns out
that the key social identifier
that the key social identifier
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Međutim, ispostavilo se
da je ključni društveni identifikator
da je ključni društveni identifikator
01:56
is how much you're going
to talk in the car.
to talk in the car.
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koliko ćete pričati u kolima.
01:58
(Laughter)
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(Smeh)
02:00
Bla, not a lot,
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Bla - ne mnogo,
02:02
bla bla, you want a nice bit of chitchat,
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bla bla - želite malo finog ćaskanja,
02:04
and bla bla bla, you're not going
to stop talking the entire way
to stop talking the entire way
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i bla bla bla - nećete prestati
da pričate celim putem
da pričate celim putem
02:08
from London to Paris.
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od Londona do Pariza.
02:09
(Laughter)
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(Smeh)
02:12
It's remarkable, right,
that this idea works at all,
that this idea works at all,
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Neobično je što ova ideja
uopšte funkcioniše,
uopšte funkcioniše,
02:15
because it's counter to the lesson
most of us were taught as a child:
most of us were taught as a child:
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jer se suprotstavlja lekciji
kojoj su većinu nas učili kao decu -
kojoj su većinu nas učili kao decu -
02:18
never get in a car with a stranger.
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nikada ne ulazi u auto
sa nepoznatom osobom.
sa nepoznatom osobom.
02:21
And yet, BlaBlaCar transports
more than four million people
more than four million people
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A ipak, Bla bla auto prevozi
više od četiri milina ljudi
više od četiri milina ljudi
02:26
every single month.
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svakog meseca.
02:28
To put that in context,
that's more passengers
that's more passengers
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Kada stavite to u kontekst,
to je više putnika
to je više putnika
02:31
than the Eurostar
or JetBlue airlines carry.
or JetBlue airlines carry.
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nego što prevoze aviokompanije
Evrostar ili Džet Blu.
Evrostar ili Džet Blu.
02:35
BlaBlaCar is a beautiful illustration
of how technology is enabling
of how technology is enabling
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Bla bla auto je prelepa ilustracija
načina na koji tehnologija omogućava
načina na koji tehnologija omogućava
02:39
millions of people across the world
to take a trust leap.
to take a trust leap.
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milionima ljudi širom sveta
da načine skok poverenja.
da načine skok poverenja.
02:43
A trust leap happens when we take the risk
to do something new or different
to do something new or different
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Skok poverenja se dešava kada rizikujemo
da uradimo nešto novo ili drugačije
da uradimo nešto novo ili drugačije
02:49
to the way that we've always done it.
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u odnosu na način
na koji smo to oduvek radili.
na koji smo to oduvek radili.
02:52
Let's try to visualize this together.
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Hajde da pokušamo
da zajedno vizualizujemo ovo.
da zajedno vizualizujemo ovo.
02:55
OK. I want you to close your eyes.
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U redu. Želim da zatvorite oči.
02:59
There is a man staring at me
with his eyes wide open.
with his eyes wide open.
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Jedan čovek zuri u mene
širom otvorenih očiju.
širom otvorenih očiju.
03:02
I'm on this big red circle. I can see.
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Ja sam na ovom velikom crvenom krugu.
Mogu da vidim. Dakle, zatvorite oči.
Mogu da vidim. Dakle, zatvorite oči.
03:04
So close your eyes.
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03:06
(Laughter) (Applause)
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(Smeh) (Aplauz)
03:09
I'll do it with you.
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Radiću to sa vama.
03:10
And I want you to imagine
there exists a gap
there exists a gap
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Htela bih da zamislite
da postoji međuprostor
da postoji međuprostor
03:13
between you and something unknown.
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između vas i nečeg nepoznatog.
03:16
That unknown can be
someone you've just met.
someone you've just met.
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To nepoznato može biti
neko koga ste tek upoznali.
neko koga ste tek upoznali.
To može biti mesto
na kojem nikada niste bili.
na kojem nikada niste bili.
03:19
It can be a place you've never been to.
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03:21
It can be something
you've never tried before.
you've never tried before.
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To može biti nešto
što nikada pre niste probali.
što nikada pre niste probali.
03:25
You got it?
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Zamislili ste?
03:26
OK. You can open your eyes now.
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U redu. Sada možete otvoriti oči.
03:28
For you to leap from a place of certainty,
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Da biste odskočili sa mesta izvesnosti,
03:31
to take a chance on that someone
or something unknown,
or something unknown,
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da biste preduzeli rizik ka nekome
ili nečemu nepoznatom,
ili nečemu nepoznatom,
03:35
you need a force to pull you over the gap,
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potrebna vam je sila
koja će vas odvući preko međuprostora,
koja će vas odvući preko međuprostora,
03:38
and that remarkable force is trust.
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a ta izuzetna sila je poverenje.
03:42
Trust is an elusive concept,
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Poverenje je koncept
koji je teško razumeti,
koji je teško razumeti,
03:46
and yet we depend on it
for our lives to function.
for our lives to function.
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a ipak, oslanjamo se na njega
da bi naši životi funkcionisali.
da bi naši životi funkcionisali.
03:49
I trust my children
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Verujem svojoj deci
03:51
when they say they're going
to turn the lights out at night.
to turn the lights out at night.
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kada kažu da će noću ugasiti svetla.
Verovala sam pilotu
koji me je dovezao ovde
koji me je dovezao ovde
03:54
I trusted the pilot
who flew me here to keep me safe.
who flew me here to keep me safe.
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da će mi obezbediti sigurnost.
03:58
It's a word we use a lot,
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To je reč koju mnogo koristimo,
pri čemu ne razmišljamo
uvek o tome šta zapravo znači
uvek o tome šta zapravo znači
04:00
without always thinking
about what it really means
about what it really means
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04:03
and how it works in different
contexts of our lives.
contexts of our lives.
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i kako ono funkcioniše
u različitim kontekstima našeg života.
u različitim kontekstima našeg života.
04:06
There are, in fact,
hundreds of definitions of trust,
hundreds of definitions of trust,
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Postoje, zapravo,
stotine definicija poverenja,
stotine definicija poverenja,
04:10
and most can be reduced
to some kind of risk assessment
to some kind of risk assessment
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a većina se može svesti
na neku vrstu procene rizika
na neku vrstu procene rizika
04:14
of how likely it is
that things will go right.
that things will go right.
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koliko je verovatno
da će stvari proteći kako treba.
da će stvari proteći kako treba.
04:18
But I don't like this definition of trust,
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No, meni se ne dopada
ova definicija poverenja,
ova definicija poverenja,
04:20
because it makes trust
sound rational and predictable,
sound rational and predictable,
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jer čini da poverenje zvuči
racionalno i predvidljivo,
racionalno i predvidljivo,
04:25
and it doesn't really get
to the human essence
to the human essence
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a baš i ne doseže do ljudske suštine
04:27
of what it enables us to do
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onoga što nam omogućava da radimo
04:29
and how it empowers us
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i načina na koji nas osnažuje
04:31
to connect with other people.
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da se povežemo sa drugima.
04:33
So I define trust a little differently.
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Stoga definišem poverenje malo drugačije.
04:35
I define trust as a confident
relationship to the unknown.
relationship to the unknown.
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Definišem poverenje
kao pouzdani odnos prema nepoznatom.
kao pouzdani odnos prema nepoznatom.
04:41
Now, when you view trust
through this lens,
through this lens,
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Kada sagledate poverenje
iz ove perspektive,
iz ove perspektive,
04:44
it starts to explain
why it has the unique capacity
why it has the unique capacity
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počinje da objašnjava
zašto ono ima jedinstveni kapacitet
zašto ono ima jedinstveni kapacitet
04:47
to enable us to cope with uncertainty,
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da nam omogući
da se izborimo sa neizvesnošću,
da se izborimo sa neizvesnošću,
04:50
to place our faith in strangers,
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da poverujemo nepoznatima,
04:53
to keep moving forward.
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da nastavimo da se krećemo napred.
04:56
Human beings are remarkable
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Ljudska bića su neverovatna
04:59
at taking trust leaps.
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u pogledu preduzimanja
skokova poverenja.
skokova poverenja.
05:01
Do you remember the first time
you put your credit card details
you put your credit card details
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Da li se sećate kada ste prvi put uneli
podatke sa kreditne kartice na veb-sajtu?
podatke sa kreditne kartice na veb-sajtu?
05:04
into a website?
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05:05
That's a trust leap.
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To je skok poverenja.
05:07
I distinctly remember telling my dad
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Jasno se sećam da sam rekla tati
da hoću da kupim
da hoću da kupim
05:09
that I wanted to buy a navy blue
secondhand Peugeot on eBay,
secondhand Peugeot on eBay,
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tamno plavog polovnog Pežoa na Ibeju,
05:15
and he rightfully pointed out
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a on je s punim pravom ukazao
05:16
that the seller's name
was "Invisible Wizard"
was "Invisible Wizard"
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da je ime prodavca „Nevidljivi čarobnjak“
05:19
and that this probably
was not such a good idea.
was not such a good idea.
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i da to verovatno baš i nije dobra ideja.
05:22
(Laughter)
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(Smeh)
05:24
So my work, my research
focuses on how technology
focuses on how technology
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Moj rad, moje istraživanje
fokusira se na način na koji tehnologija
fokusira se na način na koji tehnologija
05:27
is transforming
the social glue of society,
the social glue of society,
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preobražava društveni lepak društva,
05:30
trust between people,
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poverenje između ljudi,
05:31
and it's a fascinating area to study,
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a to je fascinantna oblast za proučavanje,
05:34
because there's still
so much we do not know.
so much we do not know.
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jer još postoji toliko toga što ne znamo.
05:37
For instance, do men and women
trust differently in digital environments?
trust differently in digital environments?
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Na primer, da li muškarci i žene
različito veruju u digitalnim okruženjima?
različito veruju u digitalnim okruženjima?
05:42
Does the way we build trust
face-to-face translate online?
face-to-face translate online?
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Da li se način na koji gradimo poverenje
uživo prenosi onlajn?
uživo prenosi onlajn?
05:47
Does trust transfer?
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Da li se poverenje prenosi?
05:49
So if you trust finding a mate on Tinder,
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Tako, ako verujete
da ćete pronaći partnera na Tinderu,
da ćete pronaći partnera na Tinderu,
05:52
are you more likely
to trust finding a ride on BlaBlaCar?
to trust finding a ride on BlaBlaCar?
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da li ćete više verovati
da ćete pronaći vozača na Bla bla autu?
da ćete pronaći vozača na Bla bla autu?
05:56
But from studying hundreds
of networks and marketplaces,
of networks and marketplaces,
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Na osnovu proučavanja
stotina mreža i tržišta,
stotina mreža i tržišta,
05:59
there is a common pattern
that people follow,
that people follow,
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postoji učestali obrazac koji ljudi slede,
06:02
and I call it "climbing the trust stack."
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a ja ga nazivam
„penjanje uz kulu poverenja“.
„penjanje uz kulu poverenja“.
06:05
Let me use BlaBlaCar
as an example to bring it to life.
as an example to bring it to life.
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Dozvolite da upotrebim
primer Bla bla auta da bih to oživela.
primer Bla bla auta da bih to oživela.
06:09
On the first level,
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Na prvom nivou,
06:10
you have to trust the idea.
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morate verovati ideji.
06:12
So you have to trust
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Dakle, morate verovati
06:13
the idea of ride-sharing
is safe and worth trying.
is safe and worth trying.
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da je ideja o deljenju vožnje
bezbedna i vredna isprobavanja.
bezbedna i vredna isprobavanja.
06:17
The second level is about having
confidence in the platform,
confidence in the platform,
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Drugi nivo se odnosi
na posedovanje poverenja u platformu,
na posedovanje poverenja u platformu,
06:22
that BlaBlaCar will help you
if something goes wrong.
if something goes wrong.
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da će vam Bla bla auto pomoći
ako nešto krene po zlu.
ako nešto krene po zlu.
06:26
And the third level is about
using little bits of information
using little bits of information
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Treći nivo se odnosi
na korišćenje malih delova infomacija
na korišćenje malih delova infomacija
06:30
to decide whether
the other person is trustworthy.
the other person is trustworthy.
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da bismo odlučili
da li je druga osoba pouzdana.
da li je druga osoba pouzdana.
06:34
Now, the first time
we climb the trust stack,
we climb the trust stack,
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Prvi put kada se penjemo
uz kulu poverenja,
uz kulu poverenja,
06:36
it feels weird, even risky,
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deluje čudno, čak i rizično,
06:40
but we get to a point
where these ideas seem totally normal.
where these ideas seem totally normal.
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ali stignemo do tačke u kojoj ove ideje
izgledaju potpuno normalno.
izgledaju potpuno normalno.
06:45
Our behaviors transform,
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Naša ponašanja se menjaju,
06:47
often relatively quickly.
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često relativno brzo.
06:49
In other words, trust enables
change and innovation.
change and innovation.
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Drugim rečima, poverenje omogućava
promene i inovacije.
promene i inovacije.
06:55
So an idea that intrigued me,
and I'd like you to consider,
and I'd like you to consider,
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Ideja koja me je zaintrigirala,
a koju bih htela da razmotrite,
a koju bih htela da razmotrite,
06:58
is whether we can better understand
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je da li možemo bolje razumeti
07:01
major ways of disruption and change
in individuals in society
in individuals in society
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glavne načine prekida i promene
kod pojedinaca u društvu
kod pojedinaca u društvu
07:05
through the lens of trust.
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kroz perspektivu poverenja.
07:07
Well, it turns out
that trust has only evolved
that trust has only evolved
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Pa, ispostavilo se da se poverenje razvilo
07:10
in three significant chapters
throughout the course of human history:
throughout the course of human history:
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tek kroz tri značajna poglavlja
tokom ljudske istorije:
tokom ljudske istorije:
07:15
local, institutional
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lokalno, institucionalno
07:17
and what we're now entering, distributed.
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i ono u koje sada ulazimo, raspodeljeno.
07:20
So for a long time,
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Tokom dužeg perioda,
07:23
until the mid-1800s,
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do sredine 19. veka,
07:24
trust was built
around tight-knit relationships.
around tight-knit relationships.
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poverenje se gradilo oko bliskih veza.
07:28
So say I lived in a village
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Recimo da živim u selu
07:30
with the first five rows of this audience,
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sa prvih pet redova ove publike
07:32
and we all knew one another,
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i svi se međusobno poznajemo,
07:34
and say I wanted to borrow money.
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i recimo da hoću da pozajmim novac.
07:37
The man who had his eyes wide open,
he might lend it to me,
he might lend it to me,
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Čovek sa širom otvorenim očima
bi mi ga možda pozajmio,
bi mi ga možda pozajmio,
07:40
and if I didn't pay him back,
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a ako mu ga ne bih vratila,
07:42
you'd all know I was dodgy.
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svi biste znali da sam nepouzdana.
07:44
I would get a bad reputation,
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Stekla bih lošu reputaciju
07:46
and you would refuse
to do business with me in the future.
to do business with me in the future.
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i odbili biste da ubuduće
obavljate poslove sa mnom.
obavljate poslove sa mnom.
07:49
Trust was mostly local
and accountability-based.
and accountability-based.
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Poverenje je uglavnom bilo
lokalnog karaktera
lokalnog karaktera
i zasnovano na odgovornosti.
07:53
In the mid-19th century,
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Sredinom 19. veka,
07:54
society went through
a tremendous amount of change.
a tremendous amount of change.
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društvo je prošlo
kroz ogromnu količinu promena.
kroz ogromnu količinu promena.
Ljudi su se preselili
u gradove brzog razvoja
u gradove brzog razvoja
07:58
People moved to fast-growing cities
such as London and San Francisco,
such as London and San Francisco,
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kao što su London i San Francisko,
08:02
and a local banker here
was replaced by large corporations
was replaced by large corporations
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i lokalne bankare su tamo zamenile
velike korporacije
velike korporacije
08:07
that didn't know us as individuals.
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koje nas nisu znale kao pojedince.
08:10
We started to place our trust
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Počeli smo da dajemo poverenje
08:12
into black box systems of authority,
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sistemima crne kutije sa autoritetom,
08:15
things like legal contracts
and regulation and insurance,
and regulation and insurance,
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stvarima kao što su pravni ugovori,
propisi i osiguranja,
propisi i osiguranja,
08:19
and less trust directly in other people.
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a manje da direktno verujemo
drugim ljudima.
drugim ljudima.
08:23
Trust became institutional
and commission-based.
and commission-based.
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Poverenje je postalo institucionalno
i zasnovano na procentima.
i zasnovano na procentima.
08:27
It's widely talked about how trust
in institutions and many corporate brands
in institutions and many corporate brands
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Naširoko se govori o tome da je poverenje
u institucije i mnoge korporativne marke
u institucije i mnoge korporativne marke
08:32
has been steadily declining
and continues to do so.
and continues to do so.
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konstantno opadalo i nastavlja da opada.
08:36
I am constantly stunned
by major breaches of trust:
by major breaches of trust:
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Stalno me iznenađuju
velika narušavanja poverenja:
velika narušavanja poverenja:
08:42
the News Corp phone hacking,
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hakovanje telefona Njuz korporacije,
08:44
the Volkswagen emissions scandal,
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skandal sa Folksvagenovom
emisijom štetnih gasova,
emisijom štetnih gasova,
08:47
the widespread abuse
in the Catholic Church,
in the Catholic Church,
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rašireno zlostavljanje u katoličkoj crkvi,
08:50
the fact that only one measly banker
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činjenica da je samo jedan bedni bankar
08:54
went to jail after the great
financial crisis,
financial crisis,
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otišao u zatvor
nakon velike finansijske krize,
nakon velike finansijske krize,
08:57
or more recently the Panama Papers
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ili skorije, Panamski papiri
08:59
that revealed how the rich
can exploit offshore tax regimes.
can exploit offshore tax regimes.
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koji su razotkrili kako bogati
mogu da iskoriste ofšor poreske režime.
mogu da iskoriste ofšor poreske režime.
09:04
And the thing that really surprises me
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Ono što me zaista iznenađuje
09:07
is why do leaders find it so hard
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je zašto je liderima
toliko teško da se izvine,
toliko teško da se izvine,
09:11
to apologize, I mean sincerely apologize,
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mislim, da se iskreno izvine,
09:14
when our trust is broken?
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kada je naše poverenje narušeno?
09:17
It would be easy to conclude
that institutional trust isn't working
that institutional trust isn't working
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Bilo bi olako zaključiti
da poverenje u institucije ne funkcioniše
da poverenje u institucije ne funkcioniše
09:21
because we are fed up
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jer nam je dozlogrdilo
09:23
with the sheer audacity
of dishonest elites,
of dishonest elites,
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sama drskost nepoštenih elita,
09:25
but what's happening now
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ali ono što se sada dešava
09:27
runs deeper than the rampant questioning
of the size and structure of institutions.
of the size and structure of institutions.
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seže dublje od neobuzdanog ispitivanja
veličine i strukture institucija.
veličine i strukture institucija.
09:33
We're starting to realize
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2016
Počinjemo da shvatamo
09:35
that institutional trust
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da institucionalno poverenje
09:37
wasn't designed for the digital age.
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nije predviđeno za digitalno doba.
09:40
Conventions of how trust is built,
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Konvencije o tome kako se poverenje gradi,
09:44
managed, lost and repaired --
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kontroliše, gubi i popravlja -
09:46
in brands, leaders and entire systems --
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kod robnih marki, vođa i čitavih sistema -
09:49
is being turned upside down.
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preokreću se naglavačke.
09:51
Now, this is exciting,
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To je uzbudljivo,
09:53
but it's frightening,
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ali i zastrašujuće,
09:55
because it forces many of us
to have to rethink
to have to rethink
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jer primorava mnoge od nas
da iznova razmisle
da iznova razmisle
o tome kako se poverenje gradi i uništava
kod naših klijenta, naših zaposlenih,
kod naših klijenta, naših zaposlenih,
09:58
how trust is built and destroyed
with our customers, with our employees,
with our customers, with our employees,
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10:02
even our loved ones.
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čak i naših voljenih osoba.
10:05
The other day, I was talking to the CEO
of a leading international hotel brand,
of a leading international hotel brand,
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Pre neki dan sam razgovarala sa direktorom
vodeće međunarodne marke hotela,
vodeće međunarodne marke hotela,
10:12
and as is often the case,
we got onto the topic of Airbnb.
we got onto the topic of Airbnb.
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i kao što to često biva,
pokrenuli smo temu Erbienbija.
pokrenuli smo temu Erbienbija.
10:15
And he admitted to me
that he was perplexed by their success.
that he was perplexed by their success.
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Priznao mi je da je zbunjen
njegovim uspehom.
njegovim uspehom.
10:20
He was perplexed at how a company
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Zbunjen je time kako kompanija
10:23
that depends on the willingness
of strangers to trust one another
of strangers to trust one another
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koja zavisi od spremnosti ljudi
koji se ne poznaju da veruju jedni drugima
koji se ne poznaju da veruju jedni drugima
10:27
could work so well across 191 countries.
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može tako dobro da radi u 191 zemlji.
10:31
So I said to him
that I had a confession to make,
that I had a confession to make,
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Rekla sam mu da moram da priznam,
10:35
and he looked at me a bit strangely,
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pri čemu me je pogledao pomalo čudno,
10:37
and I said --
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i rekla sam -
10:38
and I'm sure many of you
do this as well --
do this as well --
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a sigurna sam da mnogi od vas
rade to isto -
rade to isto -
10:40
I don't always bother to hang my towels up
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ne trudim se uvek da okačim peškire
10:43
when I'm finished in the hotel,
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kada završim boravak u hotelu,
10:46
but I would never do this
as a guest on Airbnb.
as a guest on Airbnb.
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ali to nikada ne bih uradila
kao gost na Erbienbiju.
kao gost na Erbienbiju.
10:49
And the reason why I would never do this
as a guest on Airbnb
as a guest on Airbnb
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A razlog zbog kojeg to ne bih uradila
kao gost na Erbienbiju
kao gost na Erbienbiju
10:52
is because guests know
that they'll be rated by hosts,
that they'll be rated by hosts,
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je zato što gosti znaju
da će ih domaćini oceniti
da će ih domaćini oceniti
10:56
and that those ratings
are likely to impact their ability
are likely to impact their ability
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i da će te ocene verovatno uticati
na njihovu mogućnost
na njihovu mogućnost
11:00
to transact in the future.
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da obavljaju razmene u budućnosti.
11:02
It's a simple illustration of how
online trust will change our behaviors
online trust will change our behaviors
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To je jednostavna ilustracija
toga kako će onlajn poverenje
toga kako će onlajn poverenje
promeniti naše ponašanje u stvarnom svetu
11:06
in the real world,
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11:08
make us more accountable
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i učiniti nas odgovornijim
11:10
in ways we cannot yet even imagine.
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na načine na koje još ne možemo
ni da zamislimo.
ni da zamislimo.
11:14
I am not saying we do not need hotels
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Ne kažem da nam nisu potrebni hoteli
11:17
or traditional forms of authority.
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ili tradicionalni vidovi autoriteta.
11:20
But what we cannot deny
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Međutim, ne možemo poreći
11:22
is that the way trust
flows through society is changing,
flows through society is changing,
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da se menja način na koji se poverenje
kreće kroz društvo,
kreće kroz društvo,
11:26
and it's creating this big shift
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a to stvara veliki preokret,
11:29
away from the 20th century
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udaljavajući se od 20. veka
11:30
that was defined by institutional trust
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kojeg je definisalo
institucionalno poverenje,
institucionalno poverenje,
11:33
towards the 21st century
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ka 21. veku
11:36
that will be fueled by distributed trust.
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kojeg će pokretati raspodeljeno poverenje.
11:39
Trust is no longer top-down.
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Poverenje više ne ide odozgo nadole.
11:43
It's being unbundled and inverted.
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Razdvojeno je i preokrenuto.
11:45
It's no longer opaque and linear.
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Više nije nejasno i linearno.
11:49
A new recipe for trust is emerging
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Javlja se novi recept za poverenje
11:52
that once again
is distributed amongst people
is distributed amongst people
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koji je još jednom raspodeljen
među ljudima i zasnovan na odgovornosti.
među ljudima i zasnovan na odgovornosti.
11:56
and is accountability-based.
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11:58
And this shift is only going to accelerate
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Ovaj preokret će dodatno ubrzati
12:01
with the emergence of the blockchain,
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pojava blokčejna,
12:04
the innovative ledger technology
underpinning Bitcoin.
underpinning Bitcoin.
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inovativna tehnologija registratora
u temelju bitkoina.
u temelju bitkoina.
12:08
Now let's be honest,
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Budimo iskreni,
12:11
getting our heads around
the way blockchain works
the way blockchain works
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naša nastojanja da razumemo način
na koji blokčejn funkcioniše preplavljuju.
na koji blokčejn funkcioniše preplavljuju.
12:15
is mind-blowing.
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12:17
And one of the reasons why
is it involves processing
is it involves processing
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Jedan od razloga tome
je taj što to podrazumeva obradu
je taj što to podrazumeva obradu
12:21
some pretty complicated concepts
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nekih prilično komplikovanih koncepata
12:23
with terrible names.
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sa užasnim imenima.
12:25
I mean, cryptographic algorithms
and hash functions,
and hash functions,
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Mislim, kriptografski algoritmi,
heš funkcije i ljudi koji se zovu rudari,
koji vrše potvrdu transakcija -
koji vrše potvrdu transakcija -
12:29
and people called miners,
who verify transactions --
who verify transactions --
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12:32
all that was created
by this mysterious person
by this mysterious person
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sve to je stvorila misteriozna osoba
12:36
or persons called Satoshi Nakamoto.
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ili osobe po imenu Satoši Nakamoto.
12:39
Now, that is a massive trust leap
that hasn't happened yet.
that hasn't happened yet.
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E, to je ogroman skok poverenja
koji se još nije dogodio.
koji se još nije dogodio.
12:44
(Applause)
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(Aplauz)
Pokušajmo da zamislimo ovo.
12:47
But let's try to imagine this.
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12:49
So "The Economist"
eloquently described the blockchain
eloquently described the blockchain
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Časopis „Ekonomist“
je rečito opisao blokčejn
je rečito opisao blokčejn
12:53
as the great chain
of being sure about things.
of being sure about things.
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kao veliki lanac sigurnosti u stvari.
12:56
The easiest way I can describe it
is imagine the blocks as spreadsheets,
is imagine the blocks as spreadsheets,
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Najlakši način na koji mogu da ga opišem
je da zamislite blokove kao tabele,
je da zamislite blokove kao tabele,
13:01
and they are filled with assets.
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a one su pune stvari od vrednosti.
13:04
So that could be a property title.
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To može biti pravo na vlasništvo.
13:07
It could be a stock trade.
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To mogu biti akcije na berzi.
13:09
It could be a creative asset,
such as the rights to a song.
such as the rights to a song.
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To može biti kreativna imovina,
kao što je pravo na pesmu.
kao što je pravo na pesmu.
13:12
Every time something moves
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Svaki put kada se nešto premesti
13:16
from one place on the register
to somewhere else,
to somewhere else,
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sa jednog mesta na registru
na neko drugo mesto,
na neko drugo mesto,
13:19
that asset transfer is time-stamped
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taj prenos imovine
dobija oznaku sa vremenom
dobija oznaku sa vremenom
13:22
and publicly recorded on the blockchain.
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i javno se objavljuje na blokčejnu.
13:26
It's that simple. Right.
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Toliko je jednostavno.
13:28
So the real implication of the blockchain
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Stvarna implikacija blokčejna
13:31
is that it removes the need
for any kind of third party,
for any kind of third party,
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je to da uklanja potrebu
za bilo kakvim trećim licem,
za bilo kakvim trećim licem,
13:36
such as a lawyer,
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kao što je advokat,
13:37
or a trusted intermediary,
or maybe not a government intermediary
or maybe not a government intermediary
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pouzdani posrednik ili,
možda ne, vladin posrednik
možda ne, vladin posrednik
13:40
to facilitate the exchange.
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da bi olakšao razmenu.
13:42
So if we go back to the trust stack,
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Ako se vratimo na kulu poverenja,
13:44
you still have to trust the idea,
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i dalje morate da verujete u ideju,
13:47
you have to trust the platform,
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morate da verujete platformi,
13:50
but you don't have to trust
the other person
the other person
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ali ne morate da verujete drugoj osobi
13:53
in the traditional sense.
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u tradicionalnom smislu.
13:54
The implications are huge.
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Implikacije su ogromne.
13:57
In the same way the internet blew open
the doors to an age of information
the doors to an age of information
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Na isti način na koji je internet
širom otvorio vrata doba informacija
širom otvorio vrata doba informacija
14:01
available to everyone,
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tako da su dostupne svima,
14:02
the blockchain will revolutionize
trust on a global scale.
trust on a global scale.
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blokčejn će izazvati revoluciju poverenja
na globalnom nivou.
na globalnom nivou.
Namerno sam čekala do kraja
da bih pomenula Uber,
da bih pomenula Uber,
14:08
Now, I've waited to the end
intentionally to mention Uber,
intentionally to mention Uber,
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14:12
because I recognize
that it is a contentious
that it is a contentious
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jer priznajem da je sporan
14:15
and widely overused example,
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i naširoko previše korišćen primer,
14:18
but in the context of a new era of trust,
it's a great case study.
it's a great case study.
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ali u kontekstu novog doba poverenja,
to je sjajna studija slučaja.
to je sjajna studija slučaja.
14:21
Now, we will see cases of abuse
of distributed trust.
of distributed trust.
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E, sad, videćemo slučajeve
zloupotrebe raspodeljenog poverenja.
zloupotrebe raspodeljenog poverenja.
14:26
We've already seen this,
and it can go horribly wrong.
and it can go horribly wrong.
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Svi smo to videli
i može strašno da pođe po zlu.
i može strašno da pođe po zlu.
14:30
I am not surprised that we are seeing
protests from taxi associations
protests from taxi associations
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Nisam iznenađena što vidimo
proteste udruženja taksista
proteste udruženja taksista
14:35
all around the world
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širom sveta
14:36
trying to get governments to ban Uber
based on claims that it is unsafe.
based on claims that it is unsafe.
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koja pokušavaju da ubede vlade
da zabrane Uber
da zabrane Uber
na osnovu tvrdnji da nije bezbedan.
14:42
I happened to be in London
the day that these protests took place,
the day that these protests took place,
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Desilo se da sam bila u Londonu
onog dana kada su se ti protesti dogodili,
onog dana kada su se ti protesti dogodili,
14:46
and I happened to notice a tweet
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i slučajno sam primetila
tvit Meta Henkoka,
tvit Meta Henkoka,
14:48
from Matt Hancock, who is
a British minister for business.
a British minister for business.
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koji je britanski ministar poslovanja.
14:52
And he wrote,
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Napisao je:
14:53
"Does anyone have details of this
#Uber app everyone's talking about?
#Uber app everyone's talking about?
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„Da li neko zna nešto više
o toj Uber aplikaciji o kojoj svi govore?
o toj Uber aplikaciji o kojoj svi govore?
14:57
(Laughter)
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(Smeh)
14:59
I'd never heard of it until today."
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Nisam čuo za nju do danas.“
15:03
Now, the taxi associations,
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Udruženja taksista
15:07
they legitimized the first layer
of the trust stack.
of the trust stack.
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dala su legitimitet
prvom sloju kule poverenja.
prvom sloju kule poverenja.
15:10
They legitimized the idea
that they were trying to eliminate,
that they were trying to eliminate,
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Dala su legitimitet ideji
koju su pokušavali da eliminišu,
koju su pokušavali da eliminišu,
15:13
and sign-ups increased
by 850 percent in 24 hours.
by 850 percent in 24 hours.
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i broj prijava je porastao
za 850 procenata u roku od 24 sata.
za 850 procenata u roku od 24 sata.
15:19
Now, this is a really strong illustration
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Ovo je zaista snažna ilustracija kako,
15:22
of how once a trust shift has happened
around a behavior or an entire sector,
around a behavior or an entire sector,
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jednom kada se dogodi preokret u poverenju
vezan za ponašanje ili čitav sektor,
vezan za ponašanje ili čitav sektor,
15:28
you cannot reverse the story.
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ne možete promeniti pravac priče.
15:31
Every day, five million people
will take a trust leap
will take a trust leap
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Svakoga dana, pet miliona ljudi
će učiniti skok poverenja
će učiniti skok poverenja
15:35
and ride with Uber.
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i voziti se preko Ubera.
15:36
In China, on Didi,
the ride-sharing platform,
the ride-sharing platform,
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U Kini, na Didiju,
platformi za deljenje vožnje,
platformi za deljenje vožnje,
15:39
11 million rides taken every day.
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11 miliona vožnji se dešava svakog dana.
15:42
That's 127 rides per second,
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To je 127 vožnji po sekundi,
15:46
showing that this is
a cross-cultural phenomenon.
a cross-cultural phenomenon.
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što pokazuje da je ovo
pojava koja se dešava u svim kulturama.
pojava koja se dešava u svim kulturama.
15:49
And the fascinating thing is
that both drivers and passengers report
that both drivers and passengers report
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Fascinatno je to što i vozači
i putnici izveštavaju da,
i putnici izveštavaju da,
15:53
that seeing a name
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kada vide ime,
15:55
and seeing someone's photo
and their rating
and their rating
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nečiju sliku i ocenu,
15:58
makes them feel safer,
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to čini da se osećaju bezbednije,
16:01
and as you may have experienced,
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i kao što ste možda iskusili,
16:02
even behave a little more nicely
in the taxi cab.
in the taxi cab.
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čak se i ponašaju
malo ljubaznije u taksiju.
malo ljubaznije u taksiju.
16:07
Uber and Didi are early
but powerful examples
but powerful examples
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Uber i Didi su prvi ali jaki primeri
16:11
of how technology
is creating trust between people
is creating trust between people
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načina na koje tehnologija
stvara poverenje između ljudi
stvara poverenje između ljudi
16:15
in ways and on a scale
never possible before.
never possible before.
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onako i onoliko kako nikada ranije
nije bilo moguće.
nije bilo moguće.
16:19
Today, many of us are comfortable
getting into cars driven by strangers.
getting into cars driven by strangers.
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Danas mnogi od nas sa lakoćom
ulaze u automobile koje voze nepoznati.
ulaze u automobile koje voze nepoznati.
16:25
We meet up with someone
we swiped right to be matched with.
we swiped right to be matched with.
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Srećemo se sa nekim sa kim smo spojeni
tako što prevučemo nadesno preko ekrana.
tako što prevučemo nadesno preko ekrana.
16:29
We share our homes
with people we do not know.
with people we do not know.
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Delimo dom sa ljudima koje ne poznajemo.
16:33
This is just the beginning,
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Ovo je samo početak,
16:36
because the real disruption happening
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jer stvarno remećenje stvari
koje se dešava
koje se dešava
16:39
isn't technological.
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nije tehnološko.
16:41
It's the trust shift it creates,
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To je promena u poverenju koje stvara,
16:43
and for my part, I want to help people
understand this new era of trust
understand this new era of trust
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i što se mene tiče, želim da pomognem
ljudima da razumeju novo doba poverenja
ljudima da razumeju novo doba poverenja
tako da možemo
da ga pravilno shvatimo
da ga pravilno shvatimo
16:49
so that we can get it right
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16:50
and we can embrace
the opportunities to redesign systems
the opportunities to redesign systems
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i da možemo da prigrlimo
prilike da preosmislimo sisteme
prilike da preosmislimo sisteme
16:54
that are more transparent,
inclusive and accountable.
inclusive and accountable.
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koji su transparentiji,
inkluzivniji i odgovorniji.
inkluzivniji i odgovorniji.
16:58
Thank you very much.
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Mnogo vam hvala.
17:00
(Applause)
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(Aplauz)
17:02
Thank you.
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Hvala.
17:03
(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