TED@BCG Milan
Rocío Lorenzo: How diversity makes teams more innovative
Rosijo Lorenco (Rocio Lorenzo): Želite inovativnije kompanije? Zapošljavajte više žena
Filmed:
Readability: 4.2
1,563,140 views
Da li su raznovrsne kompanije stvarno inovativnije? Rosijo Lorenco i njen tim su anketirali 171 kompaniju da bi to saznali i odgovor je bio jasan i potvrdan. U razgovoru koji će vam pomoći da stvorite bolju, snažniju kompaniju, Lorenco kopa po podacima i objašnjava kako vaša kompanija može započeti sa plasiranjem svežijih i kreativnijih ideja tako što će raznovrsnost tretirati kao konkurentsku prednost.
Rocío Lorenzo - Management consultant, diversity researcher
BCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption. Full bio
BCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption. Full bio
Double-click the English transcript below to play the video.
Pre petnaest godina,
00:13
Fifteen years ago,
0
1640
1256
00:14
I thought that the diversity stuff
was not something I had to worry about.
was not something I had to worry about.
1
2920
4840
mislila sam da pitanje raznovrsnosti
nije nešto o čemu bih morala brinuti.
nije nešto o čemu bih morala brinuti.
00:20
It was something an older
generation had to fight for.
generation had to fight for.
2
8480
3240
To je nešto za šta su morale
da se bore neke starije generacije.
da se bore neke starije generacije.
00:24
In my university,
we were 50-50, male-female,
we were 50-50, male-female,
3
12960
3696
Na mom univerzitetu,
bilo nas je 50-50 muškaraca i žena,
bilo nas je 50-50 muškaraca i žena,
00:28
and we women often had better grades.
4
16680
2776
a mi, žene, smo često imale bolje ocene.
00:31
So while not everything was perfect,
5
19480
3376
Pa, iako nije sve bilo savršeno,
00:34
diversity and leadership decisions
6
22880
2016
raznolikost i moć odlučivanja
00:36
was something that would happen
naturally over time, right?
naturally over time, right?
7
24920
4080
je nešto što bi, vremenom došlo
samo po sebi, zar ne?
samo po sebi, zar ne?
00:42
Well, not quite.
8
30640
1760
Pa, ne baš.
00:45
While moving up the ladder
working as a management consultant
working as a management consultant
9
33160
2896
Dok sam napredovala
radeći kao menadžer konsultant
radeći kao menadžer konsultant
00:48
across Europe and the US,
10
36080
2056
širom Evrope i SAD-a,
00:50
I started to realize how often
I was the only woman in the room
I was the only woman in the room
11
38160
4576
počela sam da shvatam
koliko sam često bila jedina žena u sobi
koliko sam često bila jedina žena u sobi
00:54
and how homogenous leadership still is.
12
42760
3520
i koliko je liderstvo još uvek homogeno.
00:59
Many leaders I met
13
47520
1816
Mnogi lideri koje sam susretala
01:01
saw diversity as something to comply with
out of political correctness,
out of political correctness,
14
49360
4816
videli su raznovrsnost kao nešto
što upotpunjuje političku korektnost
što upotpunjuje političku korektnost
01:06
or, best case, the right thing to do,
15
54200
2640
ili, u najboljem slučaju,
pravu stvar koju treba uraditi,
pravu stvar koju treba uraditi,
01:09
but not as a business priority.
16
57680
2000
ali ne i kao poslovni prioritet.
01:12
They just did not have a reason to believe
17
60320
2336
Oni jednostavno
nisu imali razlog da veruju
nisu imali razlog da veruju
01:14
that diversity would help them achieve
their most immediate, pressing goals:
their most immediate, pressing goals:
18
62680
4976
da bi im raznovrsnost pomogla
da dostignu svoje najbitnije ciljeve -
da dostignu svoje najbitnije ciljeve -
01:19
hitting the numbers,
delivering the new product,
delivering the new product,
19
67680
3056
dostići cifre, isporučiti novi proizvod,
01:22
the real goals they are measured by.
20
70760
2280
što su pravi ciljeve koji su merljivi.
01:26
My personal experience
working with diverse teams
working with diverse teams
21
74440
3416
Iz mog ličnog iskustva,
rad sa raznovrsnim timovima
rad sa raznovrsnim timovima
01:29
had been that while they require
a little bit more effort at the beginning,
a little bit more effort at the beginning,
22
77880
4096
u početku zahteva malo više napora,
01:34
they did bring fresher,
more creative ideas.
more creative ideas.
23
82000
3200
ali donosi svežije i raznovrsnije ideje.
01:37
So I wanted to know:
24
85880
2136
Zbog toga sam želela da saznam
01:40
Are diverse organizations
really more innovative,
really more innovative,
25
88040
3816
da li su, stvarno,
raznovrsne organizacije inovativnije
raznovrsne organizacije inovativnije
01:43
and can diversity be more
than something to comply with?
than something to comply with?
26
91880
3840
i može li raznovrsnost biti nešto više
od nečega sa čime se slažemo.
Može li to biti stvarna
konkurentska prednost?
konkurentska prednost?
01:48
Can it be a real competitive advantage?
27
96320
2360
01:52
So to find out, we set up a study
with the Technical University of Munich.
with the Technical University of Munich.
28
100360
4280
Da bih to saznala, napravili smo studiju
sa Tehničkim univerzitetom u Minhenu.
sa Tehničkim univerzitetom u Minhenu.
01:57
We surveyed 171 companies
in Germany, Austria and Switzerland,
in Germany, Austria and Switzerland,
29
105400
5176
Anketirali smo 171 kompaniju
u Nemačkoj, Austriji i Švajcarskoj
u Nemačkoj, Austriji i Švajcarskoj
02:02
and as we speak, we're expanding the study
30
110600
2936
i, dok sad pričamo, proširujemo tu studiju
02:05
to 1,600 companies
31
113560
2816
na 1 600 kompanija
02:08
in five additional countries
around the world.
around the world.
32
116400
2480
u još pet zemalja širom sveta.
02:11
We asked those companies
basically two things:
basically two things:
33
119760
2896
U suštini, pitali smo
te kompanije dve stvari:
te kompanije dve stvari:
02:14
how innovative they are
and how diverse they are.
and how diverse they are.
34
122680
3040
koliko su inovativni
i koliko su raznovrsni.
i koliko su raznovrsni.
02:18
To measure the first one,
35
126840
1496
Da bismo izmerili prvi,
02:20
we asked them about innovation revenue.
36
128360
2720
pitali smo ih o prihodima od inovacija.
02:24
Innovation revenue is the share
of revenues they've made
of revenues they've made
37
132000
2656
Prihod od inovacija
je deo prihoda koji su ostvarili
je deo prihoda koji su ostvarili
od novih proizvoda i usluga
u poslednje tri godine,
u poslednje tri godine,
02:26
from new products and services
in the last three years,
in the last three years,
38
134680
3016
02:29
meaning we did not ask them
how many creative ideas they have,
how many creative ideas they have,
39
137720
3256
što znači da ih nismo pitali
koliko su kreativnih ideja imali
koliko su kreativnih ideja imali
02:33
but rather if these ideas
translate into products and services
translate into products and services
40
141000
3816
nego da li su te ideje realizovali
u proizvode ili usluge
u proizvode ili usluge
02:36
that really make the company
more successful today and tomorrow.
more successful today and tomorrow.
41
144840
3400
koje su učinile da kompanija
bude uspešnija danas i ubuduće.
bude uspešnija danas i ubuduće.
02:41
To measure diversity,
we looked at six different factors:
we looked at six different factors:
42
149760
4536
Da bismo izmerili raznovrsnost,
posmatrali smo šest različitih faktora:
posmatrali smo šest različitih faktora:
02:46
country of origin,
age and gender, amongst others.
age and gender, amongst others.
43
154320
3560
zemlju porekla, godine starosti
i pol, između ostalog.
i pol, između ostalog.
02:51
While preparing to go in the field
with those questions,
with those questions,
44
159320
2936
Dok smo se pripremali da izađemo
na teren sa tim pitanjima,
na teren sa tim pitanjima,
02:54
I sat down with my team
45
162280
2256
sela sam sa mojim timom
02:56
and we discussed what
we would expect as a result.
we would expect as a result.
46
164560
3280
i razgovarali smo o tome
šta možemo da očekujemo kao rezultat.
šta možemo da očekujemo kao rezultat.
03:01
To put it mildly, we were not optimistic.
47
169640
2120
Blago rečeno, nismo bili optimistični.
03:05
The most skeptical person on the team
thought, or saw a real possibility,
thought, or saw a real possibility,
48
173000
3536
Najskeptičnija osoba u timu je mislila
ili predvidela realnu mogućnost
ili predvidela realnu mogućnost
03:08
that we would find nothing at all.
49
176560
2400
da nećemo baš ništa naći.
03:12
Most of the team
was rather on the cautious side,
was rather on the cautious side,
50
180360
2296
Većina tima je bila oprezna,
03:14
so we landed all together at "only if,"
51
182680
3896
pa smo se složili
svi zajedno sa „samo ako“,
svi zajedno sa „samo ako“,
03:18
meaning that we might find
some kind of link
some kind of link
52
186600
2096
u smislu da možda nađemo neku vezu
03:20
between innovation and diversity,
53
188720
2536
između inovacija i raznovrsnosti,
03:23
but not across the board --
54
191280
1656
ali da ne pređemo granicu,
03:24
rather only if certain criteria are met,
55
192960
2896
nego samo ako se određeni
kriterijumi ispune,
kriterijumi ispune,
03:27
for example leadership style,
very open leadership style
very open leadership style
56
195880
4056
kao što je, na primer, stil liderstva,
vrlo otvoren stil liderstva
vrlo otvoren stil liderstva
03:31
that allowed people to speak up freely
and safely and contribute.
and safely and contribute.
57
199960
4160
koji će dozvoliti ljudima
da slobodno i sigurno govore i doprinose.
da slobodno i sigurno govore i doprinose.
03:38
A couple of months later,
the data came in,
the data came in,
58
206240
2040
Nekoliko meseci kasnije, podaci su stigli,
03:41
and the results convinced
the most skeptical amongst us.
the most skeptical amongst us.
59
209520
4320
i rezultati su uverili
čak i najskeptičnije među nama.
čak i najskeptičnije među nama.
03:46
The answer was a clear yes,
60
214560
1856
Odgovor je bio potpuno potvrdan,
03:48
no ifs, no buts.
61
216440
1760
bez „ako“ ili „ali“.
03:50
The data in our sample showed
62
218840
2136
Podaci u našem uzorku su pokazali
03:53
that more diverse companies
are simply more innovative, period.
are simply more innovative, period.
63
221000
4480
da su raznovrsnije kompanije
jednostavno inovativnije i tačka.
jednostavno inovativnije i tačka.
03:59
Now, a fair question to ask
is the chicken or the egg question,
is the chicken or the egg question,
64
227120
5016
Sada, pitanje koje se nameće
je šta je starije, kokoška ili jaje,
je šta je starije, kokoška ili jaje,
04:04
meaning, are companies
really more innovative
really more innovative
65
232160
3416
u smislu da li su kompanije
stvarno inovativnije
stvarno inovativnije
04:07
because they have
a more diverse leadership,
a more diverse leadership,
66
235600
2656
zato što imaju raznovrsnije rukovodstvo
04:10
or the other way around?
67
238280
1256
ili obrnuto?
04:11
Which way is it?
68
239560
1200
Šta je od ta dva?
04:13
Now, we do not know how much
is correlation versus causation,
is correlation versus causation,
69
241280
3760
Sad, ne znamo odnos
korelacija i uzročnosti,
korelacija i uzročnosti,
04:17
but what we do know is that clearly,
70
245880
2976
ali ono što znamo je da, svakako,
04:20
in our sample, companies
that are more diverse
that are more diverse
71
248880
3176
u našem uzorku kompanije
koje su raznovrsnije su inovativnije,
koje su raznovrsnije su inovativnije,
04:24
are more innovative,
72
252080
1496
04:25
and that companies
that are more innovative
that are more innovative
73
253600
2296
a kompanije koje su inovativnije
04:27
have more diverse leadership, too.
74
255920
1840
takođe, imaju raznovrsnije rukovodstvo.
04:30
So it's fair to assume
that it works both ways,
that it works both ways,
75
258279
2737
Tako, možemo pretpostaviti
da to radi u oba smera -
da to radi u oba smera -
04:33
diversity driving innovation
and innovation driving diversity.
and innovation driving diversity.
76
261040
3880
raznovrsnost podstiče inovativnost
i inovativnost podstiče raznovrsnost.
i inovativnost podstiče raznovrsnost.
04:39
Now, once we published the results,
77
267360
2776
E, sad, kada smo objavili rezultate,
04:42
we were surprised
about the reactions in the media.
about the reactions in the media.
78
270160
4576
bili smo iznenađeni reakcijama medija.
04:46
We got quite some attention.
79
274760
2896
Privukli smo dosta pažnje.
04:49
And it went from quite factual,
80
277680
2496
Ona se kretala od prilično činjeničnih,
04:52
like "Higher Female Share
Boosts Innovation"
Boosts Innovation"
81
280200
4256
kao: „Veći udeo žena jača inovacije“
04:56
to a little bit more sensationalist.
82
284480
3496
do malo manje senzacionalističkih.
05:00
(Laughter)
83
288000
1936
(Smeh)
05:01
As you can see,
84
289960
1216
Kao što možete videti:
05:03
"Stay-at-home Women Cost Trillions,"
85
291200
3096
„Žene koje ostaju kod kuće
koštaju trilione“
koštaju trilione“
05:06
and, my personal favorite,
86
294320
1936
i, moja omiljena je:
05:08
"Housewives Kill Innovation."
87
296280
2376
„Domaćice ubijaju inovacije.“
05:10
Well, there's no such thing
as bad publicity, right?
as bad publicity, right?
88
298680
3016
Pa, ne postoji nešto što se zove
loš publicitet, zar ne?
loš publicitet, zar ne?
05:13
(Laughter)
89
301720
2336
(Smeh)
05:16
On the back of that coverage,
90
304080
1976
Na kraju tog medijskog pokrivanja,
05:18
we started to get calls
from senior executives
from senior executives
91
306080
3456
počeli smo da dobijamo pozive
od viših rukovodilaca
od viših rukovodilaca
05:21
wanting to understand more,
92
309560
1696
koji su želeli da saznaju više,
05:23
especially -- surprise, surprise --
about gender diversity.
about gender diversity.
93
311280
3560
posebno - kakvo iznenađenje -
o polnoj raznovrsnosti.
o polnoj raznovrsnosti.
05:27
I tend to open up
those discussions by asking,
those discussions by asking,
94
315680
4096
Ove diskusije sam započinjala sa pitanjem:
05:31
"Well, what do you think of the situation
in your organization today?"
in your organization today?"
95
319800
4136
„Pa, šta mislite, kakva je situacija
u vašoj organizaciji danas?“
u vašoj organizaciji danas?“
05:35
And a frequent reaction to that is,
96
323960
2560
i veoma česta reakcija na to je bila:
05:39
"Well, we're not yet there,
but we're not that bad."
but we're not that bad."
97
327480
3040
„Pa, nismo još dostigli taj nivo,
ali nismo ni tako loši.“
ali nismo ni tako loši.“
05:43
One executive told me, for example,
98
331240
2176
Jedan rukovodilac mi je, na primer, rekao:
05:45
"Oh, we're not that bad.
99
333440
1536
„O, pa nismo tako loši.
05:47
We have one member
in our board who is a woman."
in our board who is a woman."
100
335000
2736
Imamo jednu ženu
koja je član našeg odbora.“
koja je član našeg odbora.“
05:49
(Laughter)
101
337760
1336
(Smeh)
05:51
And you laugh --
102
339120
1216
Smejete se...
05:52
(Applause)
103
340360
2960
(Aplauz)
05:58
Now, you laugh, but he had a point
in being proud about it,
in being proud about it,
104
346760
3376
Vi se sad smejete,
ali on je s pravom bio ponosan na to,
ali on je s pravom bio ponosan na to,
06:02
because in Germany,
105
350160
1336
zato što u Nemačkoj,
06:03
if you have a company
106
351520
2976
ako imate kompaniju
06:06
and it has one member
on the board who is a woman,
on the board who is a woman,
107
354520
2576
i ako je jedan član odbora žena,
06:09
you are part of a select group of 30
108
357120
2416
vi ste deo izabrane grupe od 30
06:11
out of the 100 largest
publicly listed companies.
publicly listed companies.
109
359560
3656
među 100 najvećih
javno upisanih kompanija.
javno upisanih kompanija.
06:15
The other 70 companies
have an all-male board,
have an all-male board,
110
363240
5216
Ostalih 70 kompanija
imaju samo muškarce u odboru,
imaju samo muškarce u odboru,
06:20
and not even one of these hundred
largest publicly listed companies
largest publicly listed companies
111
368480
3816
a čak nijedna od tih sto kompanija
06:24
have, as of today, a female CEO.
112
372320
3680
nema, ni dan danas, ženu direktora.
06:29
But here's the critically
important insight.
important insight.
113
377080
2240
Ali, evo šta je od ključne važnosti.
06:32
Those few female board members alone,
114
380240
3976
Tih nekoliko žena u odboru
06:36
they won't make a difference.
115
384240
1896
neće nešto promeniti.
06:38
Our data shows that for gender diversity
to have an impact on innovation,
to have an impact on innovation,
116
386160
4120
Naši podaci pokazuju da,
ako govorimo o uticaju
polne raznovrsnosti na inovativnost,
polne raznovrsnosti na inovativnost,
06:43
you need to have more
than 20 percent women in leadership.
than 20 percent women in leadership.
117
391200
3720
morate imati više
od 20% žena u rukovodstvu.
od 20% žena u rukovodstvu.
06:47
Let's have a look at the numbers.
118
395480
1600
Pogledajmo brojke.
06:50
As you can see, we divided
the sample into three groups,
the sample into three groups,
119
398600
3696
Kao što možete da vidite,
podelili smo uzorke u tri grupe
podelili smo uzorke u tri grupe
06:54
and the results are quite dramatic.
120
402320
2896
i rezultati su prilično dramatični.
06:57
Only in the group where you have
more than 20 percent women in leadership,
more than 20 percent women in leadership,
121
405240
4696
Samo u grupi gde je
preko 20% žena u rukovodstvu
preko 20% žena u rukovodstvu
07:01
only then you see a clear jump
in innovation revenue
in innovation revenue
122
409960
3880
vidite jasan skok prihoda od inovacija
07:06
to above-average levels.
123
414840
1976
iznad prosečnog nivoa.
07:08
So experience and data
shows that you do need critical mass
shows that you do need critical mass
124
416840
4656
Tako, iskustvo i podaci pokazuju
da vam treba kritična masa
da vam treba kritična masa
07:13
to move the needle,
125
421520
1496
da biste pomerili kurs,
07:15
and companies like Alibaba,
JP Morgan or Apple
JP Morgan or Apple
126
423040
3336
a kompanije kao što su Alibaba,
JP Morgan ili Epl
JP Morgan ili Epl
07:18
have as of today
already achieved that threshold.
already achieved that threshold.
127
426400
3360
već su postigle taj nivo.
Još jedna reakcija
sa kojom sam se često susretala je:
sa kojom sam se često susretala je:
07:24
Another reaction I got quite a lot was,
128
432480
2400
07:28
"Well, it will get solved over time."
129
436520
2880
„Pa, rešiće se to tokom vremena.“
07:32
And I have all the sympathy in the world
for that point of view,
for that point of view,
130
440200
3256
I meni je ovakav stav jako simpatičan
07:35
because I used to think like that, too.
131
443480
1920
zato što sam i ja tako nekad razmišljala.
07:38
Now, let's have a look here again
and look at the numbers,
and look at the numbers,
132
446600
3296
Sad, pogledamo još jednom ovamo,
pogledajte brojke,
pogledajte brojke,
07:41
taking Germany as an example.
133
449920
2136
uzimajući Nemačku kao primer.
07:44
Let me first give you the good news.
134
452080
2216
Prvo ću vam reći dobre vesti.
07:46
So the share of women
who are college graduates
who are college graduates
135
454320
2816
Udeo žena koje imaju fakultetsku diplomu
07:49
and have at least 10 years
of professional experience
of professional experience
136
457160
3416
i imaju najmanje 10 godina
profesionalnog iskustva
profesionalnog iskustva
07:52
has grown nicely over the last 20 years,
137
460600
3296
porastao je prilično
u poslednjih 20 godina,
u poslednjih 20 godina,
07:55
which means the pool
in which to fish for female leaders
in which to fish for female leaders
138
463920
3776
što znači da se baza za lov na žene lidere
07:59
has increased over time,
139
467720
2136
povećala tokom vremena,
08:01
and that's great.
140
469880
1696
i to je sjajno.
08:03
Now, according to my old theory,
141
471600
1840
E, sad, prema mojoj staroj teoriji,
08:06
the share of women in leadership
142
474880
1576
udeo žena u rukovođenju
08:08
would have grown
more or less in parallel, right?
more or less in parallel, right?
143
476480
2320
bi trebalo da je porastao
paralelno sa tim, zar ne?
paralelno sa tim, zar ne?
08:11
Now, let's have a look
at what happened in reality.
at what happened in reality.
144
479840
2880
E, sad, pogledajmo šta se, u stvari,
desilo u stvarnosti.
desilo u stvarnosti.
08:15
It's not even close,
145
483480
1560
Nije čak ni blizu,
08:19
which means I was so wrong
146
487360
3216
što znači da ja nisam bila u pravu
08:22
and which means that my generation,
147
490600
2776
i što znači da je moja generacija,
08:25
your generation,
148
493400
1200
vaša generacija,
08:27
the best-educated
female generation in history,
female generation in history,
149
495680
3520
najškolovanije generacije žena u istoriji,
08:32
we have just not made it.
150
500520
1416
jednostavno nisu uspele.
08:33
We have failed to achieve leadership
in significant numbers.
in significant numbers.
151
501960
4496
Nismo uspele da postanemo lideri
u značajnoj meri.
u značajnoj meri.
08:38
Education just did not
translate into leadership.
translate into leadership.
152
506480
2920
Obrazovanje se, jednostavno,
nije pretvorilo u liderstvo.
nije pretvorilo u liderstvo.
08:42
Now, that was a painful realization for me
153
510720
3096
To je bilo bolno priznanje za mene
08:45
and made me realize,
154
513840
2136
i nateralo me je da shvatim da,
08:48
if we want to change this,
155
516000
2296
ako želimo da promenimo ovo,
08:50
we need to engage,
and we need to do better.
and we need to do better.
156
518320
2359
moramo da se angažujemo
i moramo biti bolje.
i moramo biti bolje.
08:54
Now, what to do?
157
522200
2360
E, sad, šta da radimo?
08:57
Achieving more than 20 percent
women in leadership
women in leadership
158
525320
3536
Postizanje više od 20% žena u rukovodstvu
09:00
seems like a daunting task to many,
159
528880
2376
deluje mnogima kao zastrašujući zadatak,
09:03
understandably, given the track record.
160
531280
2480
što je razumljivo, sudeći po rezultatima.
09:07
But it's doable,
161
535080
1216
Ali, to je ipak moguće;
09:08
and there are many companies today
that are making progress there
that are making progress there
162
536320
3256
ima mnogo kompanija danas,
koje napreduju u tom pogledu
koje napreduju u tom pogledu
09:11
and doing it successfully.
163
539600
1616
i to rade uspešno.
09:13
Let's take SAP, the software
company, as an example.
company, as an example.
164
541240
3456
Uzmimo, kao primer, SAP,
softversku kompaniju.
softversku kompaniju.
09:16
They had, in 2011,
19 percent women in leadership,
19 percent women in leadership,
165
544720
4656
Oni su u 2011. godini
imali 19% žena u rukovodstvu.
imali 19% žena u rukovodstvu.
Ipak, oni su odlučili da napreduju
09:21
yet they decided to do better,
166
549400
1856
i napravili su ono što se radi
u bilo kojoj drugoj oblasti poslovanja
u bilo kojoj drugoj oblasti poslovanja
09:23
and they did what you do
in any other area of business
in any other area of business
167
551280
3176
09:26
where you want to improve.
168
554480
1536
gde želite da napredujete.
09:28
They set themselves a measurable target.
169
556040
2480
Postavili su sebi merljive ciljeve.
09:31
So they set themselves a target
of 25 percent for 2017,
of 25 percent for 2017,
170
559440
4896
Postavili su sebi cilj -
25% za 2017. godinu,
25% za 2017. godinu,
09:36
which they have just achieved.
171
564360
1600
koje su upravo postigli.
09:39
The goals made them think more creatively
about developing leaders
about developing leaders
172
567120
3416
Ciljevi ih teraju da kreativnije
razmišljaju o razvoju liderstva
razmišljaju o razvoju liderstva
09:42
and tapping new recruiting pools.
173
570560
2456
i istraživanju novih
mogućnosti regrutovanja.
mogućnosti regrutovanja.
09:45
They now even set a target of 30 percent
women in leadership for 2022.
women in leadership for 2022.
174
573040
4360
Sada su čak postavili cilj
od 30% žena rukovodilaca do 2022. godine.
od 30% žena rukovodilaca do 2022. godine.
09:50
So experience shows it's doable,
175
578480
2456
Dakle, iskustvo pokazuje da je moguće,
09:52
and at the end of the day,
176
580960
1976
a na kraju,
09:54
it all boils down to two decisions
that are taken every day
that are taken every day
177
582960
4136
sve se svodi na dve odluke
koje mnogi od nas
koje mnogi od nas
09:59
in every organization by many of us:
178
587120
2760
u svakoj organizaciji svakodnevno donose -
10:03
who to hire and who
to develop and promote.
to develop and promote.
179
591640
3400
koga da zaposlimo
i koga da nadogradimo i unapredimo.
i koga da nadogradimo i unapredimo.
10:08
Now, nothing against women's programs,
180
596000
2576
Nemam ništa protiv programa za žene,
10:10
networks, mentoring, trainings.
181
598600
2336
umrežavanja, mentorskog rada, treninga.
10:12
All is good.
182
600960
1200
Sve je to dobro.
Ali, ipak su te dve odluke
10:15
But it is these two decisions
183
603320
1936
10:17
that at the end of the day
send the most powerful change signal
send the most powerful change signal
184
605280
4016
one koje na kraju šalju
najmoćniji signal za promenu
najmoćniji signal za promenu
10:21
in any organization.
185
609320
1520
u svakoj organizaciji.
10:25
Now, I never set out
to be a diversity advocate.
to be a diversity advocate.
186
613040
3056
Nikad nisam mislila da ću biti
advokat specijalizovan za raznovrsnost;
advokat specijalizovan za raznovrsnost;
10:28
I am a business advisor.
187
616120
1720
ja sam poslovni savetnik.
10:30
But now my goal is
to change the face of leadership,
to change the face of leadership,
188
618720
4976
Ali, sada je moj cilj
da promenim lice liderstva,
da promenim lice liderstva,
10:35
to make it more diverse --
189
623720
1440
da ga učinim raznovrsnijim,
10:38
and not so that leaders can check a box
190
626080
2496
i ne samo da bi lideri mogli
da štikliraju kvadratić
da štikliraju kvadratić
10:40
and feel like they have
complied with something
complied with something
191
628600
2976
i da se osećaju
kao da su se sa nečim složili
kao da su se sa nečim složili
10:43
or they have been politically correct.
192
631600
2536
ili da su politički korektni,
10:46
But because they understand,
193
634160
1696
nego zato što razumeju,
10:47
they understand that diversity
is making their organization
is making their organization
194
635880
3496
shvataju da raznovrsnost
čini njihovu organizaciju
čini njihovu organizaciju
10:51
more innovative, better.
195
639400
1400
inovativnijom i boljom.
10:53
And by embracing diversity,
by embracing diverse talent,
by embracing diverse talent,
196
641680
3856
Prihvatanjem raznovrsnosti
i različitih sklonosti
i različitih sklonosti
10:57
we are providing
true opportunity for everyone.
true opportunity for everyone.
197
645560
2320
obezbeđujemo pravu priliku za svakog.
11:00
Thank you. Thank you so much.
198
648520
1656
Hvala vam. Mnogo vam hvala.
11:02
(Applause)
199
650200
2640
(Aplauz)
ABOUT THE SPEAKER
Rocío Lorenzo - Management consultant, diversity researcherBCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption.
Why you should listen
Rocío Lorenzo is a Partner and Managing Director at The Boston Consulting Group, based in Munich.
For the last fifteen years, Lorenzo has worked extensively in telecommunications and media, advising senior executives across Europe and the US on strategy development, growth programs and large scale transformations. She leads the telecommunications growth topic worldwide. In 2015 Rocío was named one of 25 female business leaders by Handelsblatt, HuffPost and Edition F. She is the author of several studies on diversity, including "The Mix that Matters: Innovation through Diversity," and she leads the Women@BCG Initiative in Munich.
Rocío Lorenzo | Speaker | TED.com