TED2017
Manoush Zomorodi: How boredom can lead to your most brilliant ideas
Manuš Zomorodi (Manoush Zomorodi): Kako vas dosada može dovesti do najblistavijih ideja
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Da li vam se ponekad najkreativnije ideje rađaju dok pakujete veš, perete sudove ili ne radite ništa posebno? To se dešava zato što, kada vaše telo aktivira auto-pilota, mozak je zauzet stvaranjem novih neuronskih veza kojima se povezuju ideje i rešavaju problemi. Naučite da cenite dosadu dok slušate Manušu Zomorodi kako objašnjava povezanost između mentalne odsutnosti i kreativnosti.
Manoush Zomorodi - Tech podcaster
Every week on her podcast "Note to Self," Manoush Zomorodi searches for answers to life’s digital quandaries. Full bio
Every week on her podcast "Note to Self," Manoush Zomorodi searches for answers to life’s digital quandaries. Full bio
Double-click the English transcript below to play the video.
Moj sin i Ajfon rođeni su
u razmaku od tri nedelje
u razmaku od tri nedelje
00:12
My son and the iPhone
were born three weeks apart
were born three weeks apart
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juna 2007. godine.
00:16
in June 2007.
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I dok su rani usvajači
pravili redove ispred radnje,
pravili redove ispred radnje,
00:19
So while those early adopters
were lined up outside,
were lined up outside,
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čekajući da se dočepaju
ovog sjajnog novog uređaja,
ovog sjajnog novog uređaja,
00:22
waiting to get their hands
on this amazing new gadget,
on this amazing new gadget,
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ja sam bila zaglavljena u kući
punih ruku nečeg drugog
punih ruku nečeg drugog
00:25
I was stuck at home
with my hands full of something else
with my hands full of something else
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što je slalo neprestana obaveštenja,
00:29
that was sending out
constant notifications --
constant notifications --
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(Smeh)
00:32
(Laughter)
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00:33
a miserable, colicky baby
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sa malim jadničkom sa stomačnim grčevima
koji bi spavao samo u kolicima
u pokretu uz potpunu tišinu.
u pokretu uz potpunu tišinu.
00:36
who would only sleep in a moving stroller
with complete silence.
with complete silence.
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Bukvalno sam šetala 15-25 km dnevno,
00:42
I literally was walking
10 to 15 miles a day,
10 to 15 miles a day,
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a višak kilograma
nakon trudnoće se istopio.
nakon trudnoće se istopio.
00:45
and the baby weight came off.
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00:46
That part was great.
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Taj deo je bio super.
Ali, čoveče, kako mi je bilo dosadno.
00:48
But man, was I bored.
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Pre majčinstva, bila sam novinarka
00:51
Before motherhood, I had been a journalist
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koja je trčala kad se Konkord srušio.
00:53
who rushed off when the Concorde crashed.
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Bila sam jedna od prvih u Beogradu
00:56
I was one of the first
people into Belgrade
people into Belgrade
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kada se desila revolucija u Srbiji.
00:58
when there was a revolution in Serbia.
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Sada sam bila iscrpljena.
01:01
Now, I was exhausted.
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Te šetnje su trajale nedeljama.
01:04
This walking went on for weeks.
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Tek nakon tri meseca takvog ritma
došlo je do nekakve promene.
došlo je do nekakve promene.
01:07
It was only until about three months in
that something shifted, though.
that something shifted, though.
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Dok sam tabanala trotoarima,
01:12
As I pounded the pavement,
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i moj mozak je počeo da luta.
01:14
my mind started to wander, too.
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Počela sam da zamišljam šta bih radila
kada se konačno naspavam.
kada se konačno naspavam.
01:18
I began imagining what I would do
when I finally did sleep again.
when I finally did sleep again.
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Tako su i grčevi postepeno prestali,
01:22
So the colic did fade,
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a ja sam konačno nabavila Ajfon
01:24
and I finally got an iPhone
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i sve one sate lutanja
pretočila sam u dela.
pretočila sam u dela.
01:27
and I put all those hours
of wandering into action.
of wandering into action.
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Pokrenula sam svoj posao iz snova
kao voditelj emisije na javnom radiju.
kao voditelj emisije na javnom radiju.
01:30
I created my dream job
hosting a public radio show.
hosting a public radio show.
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Dakle, više nije bilo
trčanja u ratne zone,
trčanja u ratne zone,
01:34
So there was no more
rushing off to war zones,
rushing off to war zones,
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ali zahvaljujući mom novom smartfonu,
01:36
but thanks to my new smartphone,
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mogla sam da budem i majka i novinarka.
01:38
I could be a mother and a journalist.
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Mogla sam da budem na igralištu
i Tviteru istovremeno.
i Tviteru istovremeno.
01:40
I could be on the playground
and on Twitter at the same time.
and on Twitter at the same time.
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Dobro, kad sam razmišljala o tome,
01:45
Yeah, well, when I thought that,
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kada je tehnologija preuzela primat,
01:47
when the technology came in and took over,
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tada sam udarila glavom u zid.
01:49
that is when I hit a wall.
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Volela bih da zamislite ovo -
01:52
So, I want you to picture this:
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vodite podkast i morate da dokažete
01:54
you host a podcast, and you have to prove
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da je ulaganje dragocenih dolara
javnog radijskog servisa u vas
javnog radijskog servisa u vas
01:56
that the investment
of precious public radio dollars in you
of precious public radio dollars in you
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isplativa investicija.
02:00
is worth it.
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Cilj mi je bio da desetostruko povećam
veličinu svoje publike.
veličinu svoje publike.
02:01
My goal was to increase
my audience size tenfold.
my audience size tenfold.
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Tako sam jednog dana počela da mozgam,
02:05
So one day, I sat down to brainstorm,
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kao što i vi radite,
02:08
as you do,
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i ništa nisam smislila.
02:09
and I came up barren.
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To nije bilo baš isto
kao blokčić za beleške, zar ne?
kao blokčić za beleške, zar ne?
02:11
This was different
than writer's block, right?
than writer's block, right?
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Nije baš da je bilo nečega
što čeka da se iskopa.
što čeka da se iskopa.
02:13
It wasn't like there was something there
waiting to be unearthed.
waiting to be unearthed.
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Prosto nije bilo ničega.
02:16
There was just nothing.
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Onda sam počela da se prisećam:
02:18
And so I started to think back:
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„Kada sam zapravo poslednji put
imala dobru ideju?“
imala dobru ideju?“
02:19
When was the last time
I actually had a good idea?
I actually had a good idea?
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Da, bilo je to kada sam gurala
ona prokleta kolica.
ona prokleta kolica.
02:22
Yeah, it was when I was pushing
that damn stroller.
that damn stroller.
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Sad sam svaki prazan hod u toku dana
koristila za čačkanje telefona.
koristila za čačkanje telefona.
02:26
Now all the cracks in my day
were filled with phone time.
were filled with phone time.
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Proveravala sam naslove
dok sam čekala kafu s mlekom.
dok sam čekala kafu s mlekom.
02:29
I checked the headlines
while I waited for my latte.
while I waited for my latte.
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Ažurirala sam svoj kalendar
dok sam sedela na kauču.
dok sam sedela na kauču.
02:33
I updated my calendar
while I was sitting on the couch.
while I was sitting on the couch.
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Slanje poruka je svaki slobodan trenutak
02:37
Texting turned every spare moment
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pretvaralo u priliku da pokažem
svojim kolegama i dragom mužu
svojim kolegama i dragom mužu
02:39
into a chance to show to my coworkers
and my dear husband
and my dear husband
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kako sam revnosna u slanju odgovora,
02:42
what a responsive person I was,
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ili je barem bila prilika da pronađem
još jedan savršen kauč
još jedan savršen kauč
02:45
or at least it was a chance to find
another perfect couch
another perfect couch
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za moju stranicu na Pinterestu.
02:48
for my page on Pinterest.
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02:51
I realized that I was never bored.
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Shvatila sam da mi nikada nije dosadno.
A inače, zar se ne dosađuju
samo dosadni ljudi?
samo dosadni ljudi?
02:53
And anyway, don't only
boring people get bored?
boring people get bored?
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Ali, onda sam počela da se pitam:
02:57
But then I started to wonder:
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„Šta nam se zaista događa
kada nam je dosadno?“
kada nam je dosadno?“
02:58
What actually happens to us
when we get bored?
when we get bored?
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Ili, još važnije: „Šta nam se dešava
ako nam nikada nije dosadno?
ako nam nikada nije dosadno?
03:00
Or, more importantly: What happens to us
if we never get bored?
if we never get bored?
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I šta bi se desilo ako bismo se potpuno
otarasili ovog ljudskog osećanja?“
otarasili ovog ljudskog osećanja?“
03:05
And what could happen if we got rid of
this human emotion entirely?
this human emotion entirely?
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Počela sam da razgovaram sa neurolozima
i kognitivnim psiholozima,
i kognitivnim psiholozima,
03:10
I started talking to neuroscientists
and cognitive psychologists,
and cognitive psychologists,
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a ono što su mi rekli bilo je zapanjujuće.
03:14
and what they told me was fascinating.
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Ispostavlja se da, kada vam je dosadno,
03:17
It turns out that when you get bored,
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03:19
you ignite a network in your brain
called the "default mode."
called the "default mode."
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pokrećete mrežu u svom mozgu
tzv. „standardnog režima rada“.
tzv. „standardnog režima rada“.
Tako naše telo aktivira auto-pilota
dok slažemo veš
dok slažemo veš
03:23
So our body, it goes on autopilot
while we're folding the laundry
while we're folding the laundry
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ili dok šetamo do posla,
03:28
or we're walking to work,
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ali tada zapravo naš mozak
postaje prilično aktivan.
postaje prilično aktivan.
03:29
but actually that is when our brain
gets really busy.
gets really busy.
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Poslušajte dr Sandi Man,
koji proučava dosadu.
koji proučava dosadu.
03:32
Here's boredom researcher Dr. Sandi Mann.
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(Audio) dr Sandi Man:
Kada počnete da maštate
Kada počnete da maštate
03:36
(Audio) Dr. Sandi Mann:
Once you start daydreaming
Once you start daydreaming
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i dopustite umu da stvarno luta,
03:38
and allow your mind to really wander,
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počnete da razmišljate
malčice van svesnog,
malčice van svesnog,
03:40
you start thinking a little bit
beyond the conscious,
beyond the conscious,
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malčice u podsvesnom,
03:43
a little bit into the subconscious,
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što omogućava stvaranje
malo drugačijih veza.
malo drugačijih veza.
03:44
which allows sort of different
connections to take place.
connections to take place.
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U stvari, to je baš strava.
03:48
It's really awesome, actually.
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Manuš Zomorodi: Baš strava, je l' da?
03:49
Manoush Zomorodi: Totally awesome, right?
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Ovo je dakle moj mozak
na magnetnoj rezonanci,
na magnetnoj rezonanci,
03:52
So this is my brain in an fMRI,
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a saznala sam da u standardnom režimu
povezujemo nesrodne ideje,
povezujemo nesrodne ideje,
03:54
and I learned that in the default mode
is when we connect disparate ideas,
is when we connect disparate ideas,
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rešavamo neke od naših gorućih problema
03:58
we solve some of our most
nagging problems,
nagging problems,
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i radimo nešto što se zove
„autobiografsko planiranje“.
„autobiografsko planiranje“.
04:00
and we do something called
"autobiographical planning."
"autobiographical planning."
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Tada se osvrćemo na svoj život,
04:03
This is when we look back at our lives,
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beležimo bitne trenutke,
stvaramo lični narativ,
stvaramo lični narativ,
04:05
we take note of the big moments,
we create a personal narrative,
we create a personal narrative,
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a zatim postavljamo ciljeve
04:08
and then we set goals
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i smišljamo potrebne korake
kako bismo ih ostvarili.
kako bismo ih ostvarili.
04:10
and we figure out what steps
we need to take to reach them.
we need to take to reach them.
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Međutim, sada kuliramo na kauču
i dok ažuriramo Gugl dokumenta
i dok ažuriramo Gugl dokumenta
04:13
But now we chill out on the couch
also while updating a Google Doc
also while updating a Google Doc
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ili dok odgovaramo na e-mail.
04:18
or replying to email.
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To zovemo „odrađivanje gluposti“,
04:20
We call it "getting shit done,"
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ali da čujemo šta neurolog,
dr Daniel Levitin, kaže da zapravo radimo.
dr Daniel Levitin, kaže da zapravo radimo.
04:22
but here's what neuroscientist
Dr. Daniel Levitin says
Dr. Daniel Levitin says
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04:25
we're actually doing.
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(Audio) Dr Daniel Levitin:
Svaki put kada preusmerite pažnju
Svaki put kada preusmerite pažnju
04:27
(Audio) Dr. Daniel Levitin:
Every time you shift your attention
Every time you shift your attention
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sa jedne na drugu stvar,
04:30
from one thing to another,
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mozak mora da aktivira
neurohemijski prekidač
neurohemijski prekidač
04:32
the brain has to engage
a neurochemical switch
a neurochemical switch
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koji koristi hranljive materije u mozgu
da bi to ostvario.
da bi to ostvario.
04:34
that uses up nutrients in the brain
to accomplish that.
to accomplish that.
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Ako pokušavate da radite
više stvari istovremeno,
više stvari istovremeno,
04:38
So if you're attempting to multitask,
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recimo, četiri ili pet stvari odjednom,
04:40
you know, doing four
or five things at once,
or five things at once,
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vi zapravo ne radite
četiri ili pet stvari odjednom
četiri ili pet stvari odjednom
04:42
you're not actually doing
four or five things at once,
four or five things at once,
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jer mozak ne funkcioniše na taj način.
04:45
because the brain doesn't work that way.
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Vi zapravo brzo prelazite
sa jedne stvari na drugu,
sa jedne stvari na drugu,
04:47
Instead, you're rapidly shifting
from one thing to the next,
from one thing to the next,
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umanjujući pri tom neuronske resurse.
04:50
depleting neural resources as you go.
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04:52
(Audio) MZ: So switch, switch, switch,
you're using glucose, glucose, glucose.
you're using glucose, glucose, glucose.
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(Audio) MZ: Dakle, što više prelaza,
to se više troši glukoza?
to se više troši glukoza?
(Audio) DL: Upravo tako, a imamo
ograničene zalihe te materije.
ograničene zalihe te materije.
04:56
(Audio) DL: Exactly right, and we have
a limited supply of that stuff.
a limited supply of that stuff.
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MZ: Pre 10 godina, pažnju na poslu
preusmeravali smo na svaka tri minuta.
preusmeravali smo na svaka tri minuta.
04:59
MZ: A decade ago, we shifted
our attention at work
our attention at work
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05:01
every three minutes.
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Sada to činimo na 45 sekundi,
05:03
Now we do it every 45 seconds,
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i to radimo po celi dan.
05:06
and we do it all day long.
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Prosečna osoba proverava imejl
74 puta dnevno
74 puta dnevno
05:08
The average person checks email
74 times a day,
74 times a day,
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i menja zadatke na računaru
05:11
and switches tasks on their computer
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566 puta dnevno.
05:13
566 times a day.
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Sve to sam otkrila
u razgovoru sa profesorkom informatike,
u razgovoru sa profesorkom informatike,
05:17
I discovered all this
talking to professor of informatics,
talking to professor of informatics,
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dr Glorijom Mark.
05:21
Dr. Gloria Mark.
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(Audio) Dr Glorija Mark: Zaključili smo
da, kada su ljudi pod stresom,
da, kada su ljudi pod stresom,
05:23
(Audio) Dr. Gloria Mark: So we find
that when people are stressed,
that when people are stressed,
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skloni su da mnogo brže
preusmeravaju pažnju.
preusmeravaju pažnju.
05:26
they tend to shift
their attention more rapidly.
their attention more rapidly.
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05:30
We also found, strangely enough,
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Takođe smo zaključili, što je čudno,
05:32
that the shorter the amount of sleep
that a person gets,
that a person gets,
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da što ljudi kraće spavaju,
to su više skloni da proveravaju Fejsbuk.
05:38
the more likely they are
to check Facebook.
to check Facebook.
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05:40
So we're in this vicious, habitual cycle.
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Tako da smo u tom
začaranom krugu, krugu navike.
začaranom krugu, krugu navike.
MZ: Da li se taj krug može prekinuti?
05:44
MZ: But could this cycle be broken?
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Šta bi se desilo kada bismo
prekinuli taj začarani krug?
prekinuli taj začarani krug?
05:46
What would happen
if we broke this vicious cycle?
if we broke this vicious cycle?
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Možda bi moji slušaoci mogli
da mi pomognu da saznam.
da mi pomognu da saznam.
05:50
Maybe my listeners could help me find out.
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Kada bismo povratili
sav taj prazan hod u toku dana,
sav taj prazan hod u toku dana,
05:55
What if we reclaimed
those cracks in our day?
those cracks in our day?
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da li bi nam to pomoglo
da probudimo svoju kreativnost?
da probudimo svoju kreativnost?
05:58
Could it help us
jump-start our creativity?
jump-start our creativity?
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Nazvali smo taj projekat
„Smoreni i blistavi“.
„Smoreni i blistavi“.
06:03
We called the project
"Bored and Brilliant."
"Bored and Brilliant."
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I očekivala sam da se priključi
nekoliko stotina ljudi,
nekoliko stotina ljudi,
06:08
And I expected, you know,
a couple hundred people to play along,
a couple hundred people to play along,
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a zapravo su hiljade ljudi
počele da se prijavljuju.
počele da se prijavljuju.
06:11
but thousands of people
started signing up.
started signing up.
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A rekli su mi da je razlog za to
06:14
And they told me the reason
they were doing it
they were doing it
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taj što su bili zabrinuti
da je njihov odnos sa telefonima
da je njihov odnos sa telefonima
06:16
was because they were worried
that their relationship with their phone
that their relationship with their phone
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prerastao pomalo
u „međuzavisnost“, da kažemo.
u „međuzavisnost“, da kažemo.
06:20
had grown kind of ...
"codependent," shall we say.
"codependent," shall we say.
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(Audio) Čovek: Odnos
između bebe i medvedića
između bebe i medvedića
06:24
(Audio) Man: The relationship
between a baby and its teddy bear
between a baby and its teddy bear
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ili druge plišane igračke
06:27
or a baby and its binky
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06:29
or a baby that wants its mother's cradle
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ili bebe koja se uželi majčinog naručja
kada više ne želi da je nosi stranac,
06:33
when it's done with being held
by a stranger --
by a stranger --
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(Smeh)
06:36
(Laughs)
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takav je odnos između
mene i mog telefona.
mene i mog telefona.
06:37
that's the relationship
between me and my phone.
between me and my phone.
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(Audio) Žena: Svoj telefon posmatram
kao električni alat -
kao električni alat -
06:40
(Audio) Woman: I think of my phone
like a power tool:
like a power tool:
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izuzetno korisno, ali opasno
ako njime ne rukujem pravilno.
ako njime ne rukujem pravilno.
06:42
extremely useful, but dangerous
if I'm not handling it properly.
if I'm not handling it properly.
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(Audio) Druga žena:
Ako strogo ne vodim računa,
Ako strogo ne vodim računa,
06:46
(Audio) Woman 2:
If I don't pay close attention,
If I don't pay close attention,
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iznenada shvatim
da sam izgubila sat vremena
da sam izgubila sat vremena
06:49
I'll suddenly realize
that I've lost an hour of time
that I've lost an hour of time
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radeći nešto potpuno besmisleno.
06:51
doing something totally mindless.
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MZ: Okej, ali da bismo stvarno
izmerili poboljšanje
izmerili poboljšanje
06:53
MZ: OK, but to really measure
any improvement,
any improvement,
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potrebni su nam podaci, zar ne?
06:56
we needed data, right?
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Jer tako se to danas radi.
06:57
Because that's what we do these days.
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Tako smo uz pomoć nekih aplikacija
rešili da izmerimo koliko vremena
rešili da izmerimo koliko vremena
06:59
So we partnered with some apps
that would measure how much time
that would measure how much time
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svakodnevno provodimo uz telefone.
07:02
we were spending every day on our phone.
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Ako smatrate da je ironično
07:04
If you're thinking it's ironic
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to što sam molila ljude
da preuzmu drugu aplikaciju
da preuzmu drugu aplikaciju
07:06
that I asked people
to download another app
to download another app
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kako bi manje vremena
provodili uz svoje telefone,
provodili uz svoje telefone,
07:08
so that they would spend
less time on their phones:
less time on their phones:
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jeste, ali morate da se borite
njihovim oružjem.
njihovim oružjem.
07:11
yeah, but you gotta meet people
where they are.
where they are.
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(Smeh)
07:13
(Laughter)
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07:14
So before challenge week,
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Dakle, pre nedelje izazova,
u proseku smo dva sata dnevno
koristili telefone
koristili telefone
07:16
we were averaging two hours
a day on our phones
a day on our phones
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uz 60 posezanja za iste,
07:19
and 60 pickups,
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znate, za brzu proveru
da li mi je stigao novi imejl.
da li mi je stigao novi imejl.
07:21
you know, like, a quick check,
did I get a new email?
did I get a new email?
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Evo šta je Tina, student na koledžu Bard,
07:24
Here's what Tina, a student
at Bard College,
at Bard College,
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07:26
discovered about herself.
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otkrila o sebi.
(Audio) Tina: Do sada sam provodila
07:28
(Audio) Tina: So far, I've been spending
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07:30
between 150 and 200 minutes
on my phone per day,
on my phone per day,
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između 150 i 200 minuta dnevno
na svom telefonu,
na svom telefonu,
i posezala za njim
70 do 100 puta dnevno.
70 do 100 puta dnevno.
07:34
and I've been picking up my phone
70 to 100 times per day.
70 to 100 times per day.
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I to je zaista zabrinjavajuće,
07:38
And it's really concerning,
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jer sam tako puno vremena
mogla da potrošim
mogla da potrošim
07:40
because that's so much time
that I could have spent
that I could have spent
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radeći nešto korisnije, kreativnije,
nešto više za sebe,
nešto više za sebe,
07:42
doing something more productive,
more creative, more towards myself,
more creative, more towards myself,
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jer kad koristim telefon
ne radim ništa važno.
ne radim ništa važno.
07:46
because when I'm on my phone,
I'm not doing anything important.
I'm not doing anything important.
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MZ: Poput Tine, ljudi su počeli
da posmatraju svoje ponašanje.
da posmatraju svoje ponašanje.
07:49
MZ: Like Tina, people were starting
to observe their own behavior.
to observe their own behavior.
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Pripremali su se za nedelju izazova.
07:52
They were getting ready
for challenge week.
for challenge week.
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A tog ponedeljka, kad su se probudili
07:55
And that Monday,
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07:57
they started to wake up
to instructions in their inbox,
to instructions in their inbox,
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dočekala su ih uputstva
u prijemnom sandučetu,
u prijemnom sandučetu,
08:00
an experiment to try.
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da probaju jedan eksperiment.
08:02
Day one:
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Prvi dan:
„Stavi telefon u džep.“
08:03
"Put it in your pocket."
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Pusti telefon iz ruke.
08:05
Take that phone out of your hand.
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Probaj da odstraniš refleks
da ga po ceo dan proveravaš,
da ga po ceo dan proveravaš,
08:07
See if you can eliminate the reflex
to check it all day long,
to check it all day long,
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samo na jedan dan.
08:10
just for a day.
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Ako vam ovo zvuči jednostavno,
08:12
And if this sounds easy,
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onda to niste ni probali.
08:13
you haven't tried it.
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Evo šta kaže Amanda Icko.
08:14
Here's listener Amanda Itzko.
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(Audio) Amanda Icko:
Kao da imam žmarce po celom telu.
Kao da imam žmarce po celom telu.
08:16
(Audio) Amanda Itzko:
I am absolutely itching.
I am absolutely itching.
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Osećam se pomalo ludo,
08:20
I feel a little bit crazy,
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jer sam primetila da uzimam telefon
08:23
because I have noticed
that I pick up my phone
that I pick up my phone
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kada prosto idem iz jedne sobe u drugu,
08:27
when I'm just walking
from one room to another,
from one room to another,
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kada ulazim u lift,
08:31
getting on the elevator,
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pa čak i - ovog dela se posebno stidim
08:33
and even -- and this is the part
that I am really embarrassed
that I am really embarrassed
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da kažem jasno i glasno -
08:36
to actually say out loud --
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1987
kad sam u kolima.
08:38
in the car.
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MZ: Jaoj.
08:40
MZ: Yikes.
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Da, ali kao što je Amanda saznala,
08:41
Yeah, well, but as Amanda learned,
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to što oseća žmarce
zapravo nije njena krivica.
zapravo nije njena krivica.
08:43
this itching feeling
is not actually her fault.
is not actually her fault.
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To je upravo ponašanje koje je tehnologija
i predviđena da izaziva.
i predviđena da izaziva.
08:46
That is exactly the behavior
that the technology is built to trigger.
that the technology is built to trigger.
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08:51
(Laughter)
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(Smeh)
Mislim, stvarno.
08:55
I mean, right?
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Evo šta kaže bivši dizajner
iz Gugla, Tristan Haris.
iz Gugla, Tristan Haris.
08:57
Here's former Google designer,
Tristan Harris.
Tristan Harris.
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(Audio) Tristan Haris: Ako sam Fejsbuk,
ili Netfliks, ili Snepčet,
ili Netfliks, ili Snepčet,
09:01
(Audio) Tristan Harris: If I'm Facebook
or I'm Netflix or I'm Snapchat,
or I'm Netflix or I'm Snapchat,
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bukvalno imam hiljadu inženjera
09:04
I have literally a thousand engineers
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čiji je posao da vam otmu što više pažnje.
09:06
whose job is to get
more attention from you.
more attention from you.
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Ja sam u tome veoma dobar
09:09
I'm very good at this,
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i ne želim da ikada prestanete.
09:10
and I don't want you to ever stop.
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Direktor Netfliksa je nedavno rekao:
09:12
And you know, the CEO
of Netflix recently said,
of Netflix recently said,
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„Naši najveći konkurenti
su Fejsbuk, Jutjub i san.“
su Fejsbuk, Jutjub i san.“
09:14
"Our biggest competitors
are Facebook, YouTube and sleep."
are Facebook, YouTube and sleep."
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(Smeh)
To znači da postoji milion mesta
koja vam odvlače pažnju
koja vam odvlače pažnju
09:17
I mean, so there's a million places
to spend your attention,
to spend your attention,
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09:21
but there's a war going on to get it.
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1927
i vodi se rat za pridobijanje iste.
MZ: Znate taj osećaj -
09:23
MZ: I mean, you know the feeling:
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završava se sjajna epizoda „Transparenta“
09:24
that amazing episode
of "Transparent" ends,
of "Transparent" ends,
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i zatim počinje sledeća,
09:27
and then the next one starts playing
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a vi kažete sebi: „Okej, ostaću
još budan da pogledam i nju.“
još budan da pogledam i nju.“
09:28
so you're like, eh, OK fine,
I'll just stay up and watch it.
I'll just stay up and watch it.
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2900
Ili, grafikon na LinkedIn-u
vam pokazuje da ste veoma blizu
vam pokazuje da ste veoma blizu
09:31
Or the LinkedIn progress bar
says you are this close
says you are this close
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da kompletirate savršen profil,
09:34
to having the perfect profile,
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2156
pa vi dodajete još malo
ličnih informacija.
ličnih informacija.
09:37
so you add a little more
personal information.
personal information.
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Kao što mi je jedan
dizajner UX-a rekao,
dizajner UX-a rekao,
09:40
As one UX designer told me,
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1994
jedini ljudi koji svoje kupce
nazivaju „korisnicima“
nazivaju „korisnicima“
09:42
the only people who refer
to their customers as "users"
to their customers as "users"
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su narko-dileri i tehnolozi.
09:45
are drug dealers and technologists.
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2068
(Smeh)
09:47
(Laughter)
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(Aplauz)
09:49
(Applause)
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A korisnici, kao što znamo,
vrede puno para.
vrede puno para.
09:55
And users, as we know,
are worth a lot of money.
are worth a lot of money.
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Evo šta kaže bivši menadžer
i kreator proizvoda u Fejsbuku,
i kreator proizvoda u Fejsbuku,
09:58
Here's former Facebook
product manager and author,
product manager and author,
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3410
10:02
Antonio García Martínez.
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Antonio Garsija Martinez.
(Audio) Antonio Garsija Martinez:
Izreka kaže - ako je nešto džabe,
Izreka kaže - ako je nešto džabe,
10:05
(Audio) Antonio García Martínez:
The saying is, if any product is free
The saying is, if any product is free
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onda ste vi proizvod;
vaša pažnja je proizvod.
vaša pažnja je proizvod.
10:08
then you're the product;
your attention is the product.
your attention is the product.
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Ali, koliko vredi vaša pažnja?
10:11
But what is your attention worth?
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Zato bukvalno svaki put
kada se učita stranica,
kada se učita stranica,
10:13
That's why literally every time
you load a page,
you load a page,
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ne samo na Fejsbuku
ili nekoj aplikaciji,
ili nekoj aplikaciji,
10:15
not just on Facebook or any app,
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odmah se dešava aukcija,
milijardu puta dnevno,
milijardu puta dnevno,
10:16
there's an auction being held instantly,
billions of times a day,
billions of times a day,
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za tačan iznos tog jednog pregleda.
10:20
for exactly how much
that one ad impression cost.
that one ad impression cost.
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MZ: Inače, prosečna osoba provede
dve godine svog života na Fejsbuku.
dve godine svog života na Fejsbuku.
10:22
MZ: By the way, the average person
will spend two years of their life
will spend two years of their life
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10:25
on Facebook.
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Da se vratimo na nedelju izazova.
10:27
So, back to challenge week.
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1542
Odmah smo primetili
da se rodila i neka kreativnost.
da se rodila i neka kreativnost.
10:28
Immediately, we saw
some creativity kick in.
some creativity kick in.
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Da čujemo Njujorčanku, Lizu Alpert.
10:32
Here's New Yorker Lisa Alpert.
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(Audio) Liza Alpert:
Bilo mi je valjda dosadno.
Bilo mi je valjda dosadno.
10:34
(Audio) Lisa Alpert: I was bored, I guess.
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Iznenada sam pogledala u stepenište
koje je vodilo ka vrhu stanice
koje je vodilo ka vrhu stanice
10:36
So I suddenly looked at the stairway
that went up to the top of the station,
that went up to the top of the station,
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i, znate, posmislila sam,
10:41
and I thought, you know,
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1539
upravo sam sišla tim stepenicama,
ali mogla bih da se vratim nazad
ali mogla bih da se vratim nazad
10:43
I had just come down that stairway,
but I could go back up
but I could go back up
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pa da se zatim ponovo spustim
i malo odradim vežbe.
i malo odradim vežbe.
10:46
and then come back down
and get a little cardio.
and get a little cardio.
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To sam i uradila,
10:48
So I did,
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1164
a imala sam malo više vremena,
pa sam to ponovila,
pa sam to ponovila,
10:50
and then I had a little more time,
so I did it again and I did it again,
so I did it again and I did it again,
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pa još jednom i tako 10 puta.
10:54
and I did it 10 times.
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I odradila sam kompletan kardio trening.
10:55
And I had a complete cardio workout.
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ušla sam u voz R
osećajući se pomalo iscrpljeno,
osećajući se pomalo iscrpljeno,
10:58
I got on that R train feeling
kind of exhausted,
kind of exhausted,
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ali, bila sam u fazonu,
kako se ranije nisam toga setila.
kako se ranije nisam toga setila.
11:00
but, like, wow,
that had never occurred to me.
that had never occurred to me.
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Kako je to moguće?
11:03
How is that possible?
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1395
(Smeh)
11:04
(Laughter)
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1104
MZ: Shvatila sam da kreativnost
ne podrazumeva isto za svakoga.
ne podrazumeva isto za svakoga.
11:05
MZ: So creativity, I learned, means
different things to different people.
different things to different people.
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(Smeh)
11:09
(Laughter)
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Međutim, izazov trećeg dana
je svima bio najteži.
je svima bio najteži.
11:10
But everyone found
day three's challenge the hardest.
day three's challenge the hardest.
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3553
On se zvao „Izbriši tu aplikaciju“.
11:14
It was called "Delete that app."
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2216
Skini tu aplikaciju - znaš koju,
11:16
Take that app -- you know the one;
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1877
onu koja te uvek okupira, koja te usisava,
11:18
that one that always gets you,
it sucks you in --
it sucks you in --
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2776
ukloni je sa telefona,
11:21
take it off your phone,
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1163
makar samo na jedan dan.
11:22
even if just for the day.
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Izbrisala sam igricu „Dve tačkice“
i umalo zaplakala.
i umalo zaplakala.
11:24
I deleted the game Two Dots
and nearly cried.
and nearly cried.
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3262
11:27
(Laughter)
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(Smeh)
Da, oni koji igraju „Dve tačkice“
znaju o čemu pričam.
znaju o čemu pričam.
11:28
Yeah, Two Dots players
know what I'm talking about.
know what I'm talking about.
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2419
Ali, moj očaj nije bio usamljen.
11:30
But my misery had good company.
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(Audio) Drugi čovek:
Ja sam Lijam iz Los Anđelesa
Ja sam Lijam iz Los Anđelesa
11:36
(Audio) Man 2: This is Liam
in Los Angeles,
in Los Angeles,
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i obrisao sam Tviter, Fejsbuk,
Instagram, Tamblr, Snepčet i Vajn
Instagram, Tamblr, Snepčet i Vajn
11:38
and I deleted Twitter, Facebook,
Instagram, Tumblr, Snapchat and Vine
Instagram, Tumblr, Snapchat and Vine
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sa svog telefona u jednom naletu.
11:43
from my phone
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11:44
in one fell swoop.
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1601
Isprva je to bilo neprijatno
emotivno iskustvo.
emotivno iskustvo.
11:46
And it was kind of an embarrassingly
emotional experience at first.
emotional experience at first.
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Osećao sam čudnu usamljenost
kada pogledam
kada pogledam
11:50
It felt weirdly lonely
to look at that lock screen
to look at that lock screen
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prazan ekran zaključanog telefona
bez novih obaveštenja,
bez novih obaveštenja,
11:54
with no new notifications on it.
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ali mi se mnogo dopalo
to što sam odlučujem
to što sam odlučujem
11:57
But I really liked deciding for myself
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kada ću da pomislim na svoje
društvene mreže ili da ih posećujem,
društvene mreže ili da ih posećujem,
12:00
when to think about or access
my social networks,
my social networks,
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ne dajući svom telefonu tu moć
da odlučuje umesto mene.
da odlučuje umesto mene.
12:03
not giving my phone the power
to decide that for me.
to decide that for me.
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Dakle, hvala vam.
12:07
So thank you.
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(Audio) Treća žena: Brisanje Tvitera
je bilo veoma tužno
je bilo veoma tužno
12:08
(Audio) Woman 3: Deleting the Twitter app
was very sad,
was very sad,
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i mislim da sam možda
poslednje godine na Tviteru
poslednje godine na Tviteru
12:11
and I feel I maybe, over the last year
when I've been on Twitter,
when I've been on Twitter,
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3538
razvila određenu zavisnost,
12:15
have developed an addiction to it,
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a ovaj izazov „Smoreni i blistavi“
me je zaista naterao da to shvatim.
me je zaista naterao da to shvatim.
12:16
and this "Bored and Brilliant" challenge
has really made me realize it.
has really made me realize it.
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Nakon kraćeg, zaista groznog
osećaja odvikavanja,
osećaja odvikavanja,
12:20
After a brief period of really horrible
withdrawal feeling,
withdrawal feeling,
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poput glavobolje zbog nedostatka kofeina,
12:23
like lack-of-caffeine headache,
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sada se divno osećam.
12:25
I now feel lovely.
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Imala sam divnu večeru sa porodicom
12:27
I had a lovely dinner with my family,
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i nadam se da ću nastaviti konstruktivno
da koristim ove moćne alatke.
da koristim ove moćne alatke.
12:28
and I hope to continue this structured use
of these powerful tools.
of these powerful tools.
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(Audio) Četvrta žena:
Nemam onaj osećaj griže savesti
Nemam onaj osećaj griže savesti
12:33
(Audio) Woman 4: I don't have
that guilty gut feeling
that guilty gut feeling
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koji imam kada znam
da dangubim na telefonu.
da dangubim na telefonu.
12:36
I have when I know
I'm wasting time on my phone.
I'm wasting time on my phone.
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Možda ću početi sebi da postavljam
ovakve izazove i podsetnike svako jutro.
ovakve izazove i podsetnike svako jutro.
12:38
Maybe I'll have to start giving myself
challenges and reminders like this
challenges and reminders like this
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MZ: Mislim, da, zaista je to bio napredak.
12:41
every morning.
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12:43
MZ: I mean, yes, this was progress.
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Jedva sam čekala da vidim šta kažu cifre
12:44
I could not wait to see
what the numbers said
what the numbers said
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na kraju nedelje.
12:47
at the end of that week.
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Ali, kada su podaci stigli,
12:50
But when the data came in,
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ispostavilo se da smo skratili,
12:52
it turned out that we had cut down,
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12:54
on average,
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u proseku,
samo šest minuta,
12:55
just six minutes --
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od 120 minuta dnevno na telefonima
12:57
from 120 minutes a day on our phones
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na 114.
13:00
to 114.
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O, da. Juhu.
13:03
Yeah. Whoop-de-do.
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Zatim sam otišla do naučnika
pomalo nezadovoljna,
pomalo nezadovoljna,
13:05
So I went back to the scientists
feeling kind of low,
feeling kind of low,
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a oni su mi se samo nasmejali
13:09
and they just laughed at me,
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i rekli da je promena ljudskog ponašanja
13:10
and they said, you know,
changing people's behavior
changing people's behavior
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za tako kratko vreme
13:12
in such a short time period
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nerealno ambiciozna
13:14
was ridiculously ambitious,
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i da je ono što sam postigla
daleko više od onoga što su očekivali,
daleko više od onoga što su očekivali,
13:16
and actually what you've achieved
is far beyond what we thought possible.
is far beyond what we thought possible.
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jer su od samih cifara
mnogo važnije bile priče ljudi.
mnogo važnije bile priče ljudi.
13:22
Because more important than the numbers,
were the people's stories.
were the people's stories.
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Ljudi su se osećali osnaženim.
13:25
They felt empowered.
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13:27
Their phones had been transformed
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Telefoni su im pretvoreni
od loših gospodara u obične alatke.
13:30
from taskmasters
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13:31
back into tools.
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Zapravo, ono što su mladi rekli
bilo mi je najzanimljivije.
bilo mi je najzanimljivije.
13:34
And actually, I found what
the young people said most intriguing.
the young people said most intriguing.
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Neki od njih su mi rekli
13:38
Some of them told me
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da nisu prepoznali neke od emocija
13:39
that they didn't recognize
some of the emotions
some of the emotions
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koje su osećali tokom nedelje izazova,
13:42
that they felt during challenge week,
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jer, kad razmislite,
13:43
because, if you think about it,
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ako vam nije ni bio poznat
život bez internet veze,
život bez internet veze,
13:45
if you have never known life
without connectivity,
without connectivity,
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možda nikada niste ni iskusili dosadu.
13:48
you may never have experienced boredom.
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A to bi moglo da ima posledice.
13:51
And there could be consequences.
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Istraživači na USC-u su otkrili -
oni proučavaju tinejdžere
oni proučavaju tinejdžere
13:53
Researchers at USC have found --
they're studying teenagers
they're studying teenagers
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koji su na društvenim medijima
dok pričaju sa prijateljima
dok pričaju sa prijateljima
13:57
who are on social media
while they're talking to their friends
while they're talking to their friends
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ili dok rade domaći,
13:59
or they're doing homework,
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i nakon dve godine,
oni su manje kreativni i maštoviti
oni su manje kreativni i maštoviti
14:01
and two years down the road,
they are less creative and imaginative
they are less creative and imaginative
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u pogledu sopstvene budućnosti
14:05
about their own personal futures
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i u pogledu rešavanja društvenih problema,
poput nasilja u komšiluku.
poput nasilja u komšiluku.
14:07
and about solving societal problems,
like violence in their neighborhoods.
like violence in their neighborhoods.
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A zaista nam je potrebno
da ta naredna generacija
da ta naredna generacija
14:11
And we really need this next generation
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bude u stanju da se fokusira
na neke krupne probleme:
na neke krupne probleme:
14:14
to be able to focus on some big problems:
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klimatske promene, ekonomsku nejednakost,
14:16
climate change, economic disparity,
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velike kulturološke razlike.
14:19
massive cultural differences.
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Nije ni čudo što su direktori
u jednoj IBM-ovoj anketi
u jednoj IBM-ovoj anketi
14:21
No wonder CEOs in an IBM survey
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prepoznali kreativnost
kao najvažniju lidersku veštinu.
kao najvažniju lidersku veštinu.
14:24
identified creativity as the number one
leadership competency.
leadership competency.
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Okej, evo i dobrih vesti -
14:30
OK, here's the good news, though:
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ipak je 20 000 ljudi te nedelje
odradilo izazov „Smoreni i blistavi“,
odradilo izazov „Smoreni i blistavi“,
14:31
In the end, 20,000 people
did "Bored and Brilliant" that week.
did "Bored and Brilliant" that week.
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90% je smanjilo minutažu na telefonu,
14:35
Ninety percent cut down on their minutes.
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70% je imalo više vremena za razmišljanje.
14:38
Seventy percent got more time to think.
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Ljudi su mi rekli da su bolje spavali.
14:41
People told me that they slept better.
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Osećali su se srećnije.
14:43
They felt happier.
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Omiljena mi je opaska jednog tipa
koji je rekao da se osećao
koji je rekao da se osećao
14:44
My favorite note was from a guy
who said he felt like he was waking up
who said he felt like he was waking up
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kao da se budi iz mentalne hibernacije.
14:48
from a mental hibernation.
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Malo ličnih podataka i neurologije
14:52
Some personal data and some neuroscience
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dalo nam je dozvolu
da malo više budemo oflajn,
da malo više budemo oflajn,
14:54
gave us permission
to be offline a little bit more,
to be offline a little bit more,
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a malo dosade
nam je pomalo pojasnilo stvari
nam je pomalo pojasnilo stvari
14:57
and a little bit of boredom
gave us some clarity
gave us some clarity
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i nekima od nas pomoglo
da odredimo neke ciljeve.
da odredimo neke ciljeve.
15:00
and helped some of us set some goals.
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Mislim, možda stalna internet povezanost
15:04
I mean, maybe constant connectivity
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15:06
won't be cool in a couple of years.
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894291
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neće biti u trendu za nekoliko godina.
Međutim, u međuvremenu,
podučavanje ljudi, posebno dece,
podučavanje ljudi, posebno dece,
15:10
But meanwhile, teaching people,
especially kids,
especially kids,
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kako da koriste tehnologiju
da unaprede svoje živote
da unaprede svoje živote
15:13
how to use technology
to improve their lives
to improve their lives
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i da sebe kontrolišu
15:16
and to self-regulate
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mora biti deo digitalnog opismenjavanja.
15:18
needs to be part of digital literacy.
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Dakle, sledeći put kad odete
da proverite telefon
da proverite telefon
15:22
So the next time you go
to check your phone,
to check your phone,
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setite se da ako ne odlučite
kako ćete koristiti tehnologiju,
kako ćete koristiti tehnologiju,
15:25
remember that if you don't decide
how you're going to use the technology,
how you're going to use the technology,
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platforme će to učiniti umesto vas.
15:29
the platforms will decide for you.
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I zapitajte se:
15:33
And ask yourself:
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„Šta zapravo želim?“
15:34
What am I really looking for?
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Jer ako je to provera imejla,
okej, proverite i završite s tim,
okej, proverite i završite s tim,
15:36
Because if it's to check email,
that's fine -- do it and be done.
that's fine -- do it and be done.
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ali ako samo želite
da se razonodite od napornog posla
da se razonodite od napornog posla
15:40
But if it's to distract yourself
from doing the hard work
from doing the hard work
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koji zahteva duboko razmišljanje,
15:42
that comes with deeper thinking,
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napravite pauzu,
15:45
take a break,
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zagledajte se kroz prozor
15:46
stare out the window
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i znajte da ste dok ne radite ništa
15:48
and know that by doing nothing
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zapravo najproduktivniji i najkreativniji.
15:51
you are actually being
your most productive and creative self.
your most productive and creative self.
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U početku to može delovati
malo čudno i neprijatno,
malo čudno i neprijatno,
15:56
It might feel weird
and uncomfortable at first,
and uncomfortable at first,
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ali dosada zaista može
dovesti do blistavosti.
dovesti do blistavosti.
15:59
but boredom truly can lead to brilliance.
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Hvala.
16:02
Thank you.
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(Aplauz)
16:03
(Applause)
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ABOUT THE SPEAKER
Manoush Zomorodi - Tech podcasterEvery week on her podcast "Note to Self," Manoush Zomorodi searches for answers to life’s digital quandaries.
Why you should listen
Manoush Zomorodi is the host and managing editor of Note to Self, “the tech show about being human,” from WNYC Studios. Through experiments and conversations with listeners and experts, she examines the new questions tech has brought into our lives. Topics include information overload, digital clutter, sexting “scandals" and the eavesdropping capabilities of our gadgets.
In January 2017, Manoush and Note to Self launched "The Privacy Paradox," a 5-part plan to help people take back control over their digital identity. Tens of thousands of listeners have completed the 5-part plan so far, which Fast Company calls Manoush's "challenge to us to stick up for our internet rights." Her book exploring how boredom can ignite original thinking, Bored and Brilliant: Rediscovering the Lost Art of Spacing Out, comes out in September 2017.
Manoush Zomorodi | Speaker | TED.com