TEDGlobal 2009
Rory Sutherland: Life lessons from an ad man
Rori Saterlend: životne lekcije od oglašivača
Filmed:
Readability: 4.6
3,282,069 views
Oglašavanje daje vrednost proizvodu tako što menja našu percepciju, a ne sam proizvod. Rori Saterlend (Rory Sutherland) smelo tvrdi da promena u spoznaji vrednosti može biti isto toliko zadovoljavajuća kao i ono što smatramo "pravom" vrednošću - i njegov zaključak ostavlja zanimljive posledice na naš pogled na život.
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:15
This is my first time at TED. Normally, as an advertising man,
0
0
3000
Prvi put govorim na TEDu. Kao oglašivač
00:18
I actually speak at TED Evil, which is TED's secret sister
1
3000
3000
ustvari govorim na TED Evil (zlo), što je TEDova tajna sestrinska organizacija -
00:21
that pays all the bills.
2
6000
3000
ona koja plaća sve račune.
00:24
It's held every two years in Burma.
3
9000
3000
Održava se svake dve godine u Burmi.
00:27
And I particularly remember a really good speech
4
12000
3000
A naročito se sećam vrlo dobrog govora
00:30
by Kim Jong Il on how to get teens smoking again.
5
15000
3000
Kim Džong Ila o tome kako ponovo navići tinejdžere na pušenje.
00:33
(Laughter)
6
18000
2000
(smeh)
00:35
But, actually, it's suddenly come to me after years working in the business,
7
20000
2000
Ali, zapravo, sinulo mi je nakon mnogo godina u poslu,
00:37
that what we create in advertising,
8
22000
3000
da ono što stvaramo reklamiranjem,
00:40
which is intangible value -- you might call it perceived value,
9
25000
2000
ta nematerijalna vrednost - možete je zvati spoznajna vrednost
00:42
you might call it badge value, subjective value,
10
27000
3000
vrednost brenda, lična vrednost,
00:45
intangible value of some kind --
11
30000
2000
nematerijalna vrednost neke vrste -
00:47
gets rather a bad rap.
12
32000
2000
dobija prilično loš glas.
00:49
If you think about it, if you want to live in a world in the future
13
34000
2000
Ako razmislite o tome, ukoliko želite da živite u svetu budućnosti
00:51
where there are fewer material goods, you basically have two choices.
14
36000
4000
sa manje materijalnih dobara, imate dva izbora.
00:55
You can either live in a world which is poorer,
15
40000
2000
Možete ili živeti u siromašnijem svetu,
00:57
which people in general don't like.
16
42000
2000
što ljudi generalno ne vole.
00:59
Or you can live in a world where actually intangible value
17
44000
3000
Ili možete živeti u svetu gde nematerijalna vrednost
01:02
constitutes a greater part of overall value,
18
47000
4000
predstavlja veći deo ukupne vrednosti,
01:06
that actually intangible value, in many ways
19
51000
2000
upravo je nematerijalna vrednost, na mnogo načina,
01:08
is a very, very fine substitute
20
53000
2000
odlična zamena
01:10
for using up labor or limited resources
21
55000
3000
za rad ili ograničena sredstva
01:13
in the creation of things.
22
58000
2000
u stvaranju stvari.
01:15
Here is one example. This is a train which goes from London to Paris.
23
60000
3000
Evo jednog primera. Ovo je voz koji ide od Londona do Pariza.
01:18
The question was given to a bunch of engineers,
24
63000
2000
Gomili inženjera je pre 15 godina
01:20
about 15 years ago, "How do we make the journey to Paris better?"
25
65000
4000
postavljeno pitanje, "Kako možemo poboljšati put do Pariza?"
01:24
And they came up with a very good engineering solution,
26
69000
2000
I predstavili su vrlo dobro inženjersko rešenje,
01:26
which was to spend six billion pounds
27
71000
2000
a to je da se potroši 6 milijardi funti
01:28
building completely new tracks
28
73000
2000
na izradu potpuno novih šina
01:30
from London to the coast,
29
75000
2000
od Londona do obale,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
30
77000
4000
čime su za 40 minuta skratili troiposatno putovanje.
01:36
Now, call me Mister Picky. I'm just an ad man ...
31
81000
2000
Zovite me izbirljivim. Ja sam samo oglašivač...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
32
83000
4000
... ali čini mi se da je to pomalo nemaštovit način poboljšanja putovanja vozom,
01:42
merely to make it shorter.
33
87000
2000
samo ga skraćujući.
01:44
Now what is the hedonic opportunity cost
34
89000
3000
E sad, kakvu hedonističku vrednost dobijamo
01:47
on spending six billion pounds on those railway tracks?
35
92000
2000
trošenjem šest milijardi funti na vozne šine?
01:49
Here is my naive advertising man's suggestion.
36
94000
3000
Evo mog naivnog predloga kao oglašivača.
01:52
What you should in fact do is employ all of the world's top male
37
97000
2000
Treba da uposlite sve svetske najbolje muške
01:54
and female supermodels,
38
99000
2000
i ženske super modele,
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
39
101000
4000
platite im da hodaju duž voza, deleći besplatan "Chateau Petrus" (vrsta vina)
02:00
for the entire duration of the journey.
40
105000
2000
tokom čitavog putovanja.
02:02
(Laughter)
41
107000
2000
(smeh)
02:04
(Applause)
42
109000
1000
(aplauz)
02:05
Now, you'll still have about three billion pounds left in change,
43
110000
4000
Ostalo bi vam još tri milijarde funti,
02:09
and people will ask for the trains to be slowed down.
44
114000
3000
a ljudi bi tražili da vozovi idu sporije.
02:12
(Laughter)
45
117000
1000
(smeh)
02:13
Now, here is another naive advertising man's question again.
46
118000
4000
Još jedno pitanje navinog oglašivača.
02:17
And this shows that engineers,
47
122000
2000
I ovo pokazuje da su inženjeri,
02:19
medical people, scientific people,
48
124000
2000
medicinari, naučnici,
02:21
have an obsession with solving the problems of reality,
49
126000
3000
opsednuti rešavanjem realnih problema,
02:24
when actually most problems, once you reach a basic level of wealth
50
129000
3000
a zapravo je većina problema, kada dosegnete određeni nivo blagostanja
02:27
in society, most problems are actually problems of perception.
51
132000
3000
u društvu, većinu problema čine ustvari problemi percepcije.
02:30
So I'll ask you another question.
52
135000
2000
Postaviću vam još jedno pitanje.
02:32
What on earth is wrong with placebos?
53
137000
2000
Šta je, zaboga, loše u placebu?
02:34
They seem fantastic to me. They cost very little to develop.
54
139000
2000
Meni to izgleda fantastično. Jevtini su za razvoj.
02:36
They work extraordinarily well.
55
141000
3000
Odlično rade.
02:39
They have no side effects,
56
144000
2000
Nemaju neželjenih dejstava,
02:41
or if they do, they're imaginary, so you can safely ignore them.
57
146000
2000
ili ako imaju, ona su izmišljena, tako da slobodno možete da ih ignorišete.
02:43
(Laughter)
58
148000
2000
(smeh)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
59
150000
2000
Diskutovao sam o tome. I otišao sam na blog Tajlera Kovena
02:47
by Tyler Cowen. I don't know if anybody knows it.
60
152000
2000
"Marginal Revolution". Ne znam da li vam je poznato,
02:49
Someone was actually suggesting that you can take this concept further,
61
154000
3000
Neko je predložio da ovaj koncept proširimo
02:52
and actually produce placebo education.
62
157000
2000
i stvorimo placebo edukaciju.
02:54
The point is that education doesn't actually work by teaching you things.
63
159000
4000
Poenta je da obrazovanje ne funkcioniše tako što vas uči nečemu.
02:58
It actually works by giving you the impression
64
163000
2000
Ono funkcioniše stvarajući utisak
03:00
that you've had a very good education, which gives you an insane sense
65
165000
2000
da ste imali dobro obrazovanje, što vam daje nenormalnan nivo
03:02
of unwarranted self-confidence,
66
167000
2000
neutemeljenog samopouzdanja,
03:04
which then makes you very, very successful in later life.
67
169000
3000
što vas kasnije čini izuzetno uspešnim u životu.
03:07
So, welcome to Oxford, ladies and gentlemen.
68
172000
3000
Dobrodošli u Oksford, dame i gospodo.
03:10
(Laughter)
69
175000
2000
(smeh)
03:12
(Applause)
70
177000
1000
(aplauz)
03:13
But, actually, the point of placebo education is interesting.
71
178000
3000
Ali, zapravo, suština placebo edukacije je zanimljiva.
03:16
How many problems of life can be solved
72
181000
2000
Koliko životnih problema može biti rešeno
03:18
actually by tinkering with perception,
73
183000
2000
poigravanjem percepcijom,
03:20
rather than that tedious, hardworking and messy business
74
185000
2000
umesto dosadnim, napornim i teškim poslom
03:22
of actually trying to change reality?
75
187000
3000
stvarne promene realnosti?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
76
190000
3000
Evo odličnog primera iz istorije. Čuo sam da se to pripisuje raznim kraljevima,
03:28
but doing a bit of historical research,
77
193000
2000
ali kroz kratko istraživanje istorije,
03:30
it seems to be Fredrick the Great.
78
195000
2000
čini se da je u pitanju Fridrih Veliki.
03:32
Fredrick the Great of Prussia was very, very keen
79
197000
2000
Fridrih Veliki pruski je bio izuzetno dosledan
03:34
for the Germans to adopt the potato and to eat it,
80
199000
3000
u nameri da Nemci prihvate krompir i da počnu da ga jedu.
03:37
because he realized that if you had two sources of carbohydrate,
81
202000
2000
Jer je shvatio da ukoliko imate dva izvora ugljenih hidrata,
03:39
wheat and potatoes, you get less price volatility in bread.
82
204000
4000
žitarice i krompir, cena hleba će se manje menjati.
03:43
And you get a far lower risk of famine,
83
208000
2000
I rizik od gladi je mnogo manji,
03:45
because you actually had two crops to fall back on, not one.
84
210000
2000
jer zapravo imate dve vrste useva na koje se oslanjate, ne samo jednu.
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
85
212000
3000
Jedini problem je: krompir, ako razmislite o tome, izgleda prilično odvratno.
03:50
And also, 18th century Prussians ate very, very few vegetables --
86
215000
4000
Takođe, Prusi su u 18 veku jeli vrlo malo povrća -
03:54
rather like contemporary Scottish people.
87
219000
2000
otprilike koliko i današnji Škoti.
03:56
(Laughter)
88
221000
2000
(smeh)
03:58
So, actually, he tried making it compulsory.
89
223000
3000
Dakle, pokušao je to da im nametne.
04:01
The Prussian peasantry said,
90
226000
2000
Pruski seljaci su mu rekli,
04:03
"We can't even get the dogs to eat these damn things.
91
228000
2000
"Ne možemo čak ni pse da nateramo da jedu tu prokletinju.
04:05
They are absolutely disgusting and they're good for nothing."
92
230000
2000
Potpuno su odvratni i ničemu ne služe."
04:07
There are even records of people being executed
93
232000
2000
Postoje i zapisi o pogubljenju ljudi
04:09
for refusing to grow potatoes.
94
234000
2000
koji su odbili da uzgajaju krompir.
04:11
So he tried plan B.
95
236000
2000
I zato je probao plan B.
04:13
He tried the marketing solution, which is he declared the potato
96
238000
2000
Iskoristio je markentinški trik i proglasio krompir
04:15
as a royal vegetable, and none but the royal family could consume it.
97
240000
3000
kraljevskim povrćem. I niko sem kraljevske porodice nije mogao da ga konzumira.
04:18
And he planted it in a royal potato patch,
98
243000
2000
I zasadio ga je u kraljevske leje za krompir,
04:20
with guards who had instructions
99
245000
2000
sa stražarima koji su imali naređenje
04:22
to guard over it, night and day,
100
247000
2000
da ga danonoćno čuvaju,
04:24
but with secret instructions not to guard it very well.
101
249000
3000
ali sa tajnim naređenjem da ga ne čuvaju previše dobro.
04:27
(Laughter)
102
252000
1000
(smeh)
04:28
Now, 18th century peasants know that there is one
103
253000
2000
Seljaci 18. veka znaju da postoji jedno
04:30
pretty safe rule in life, which is if something is worth guarding,
104
255000
2000
utvrđeno životno pravilo, a to je da ako je nešto vredno čuvanja,
04:32
it's worth stealing.
105
257000
2000
onda je vredno i krađe.
04:34
Before long, there was a massive underground
106
259000
2000
Ubrzo je došlo do masivne tajne
04:36
potato-growing operation in Germany.
107
261000
2000
operacije uzgajanja krompira širom Nemačke.
04:38
What he'd effectively done is he'd re-branded the potato.
108
263000
4000
On je uspešno rebrendirao krompir.
04:42
It was an absolute masterpiece.
109
267000
2000
To je bilo apsoultno remek - delo.
04:44
I told this story and a gentleman from Turkey came up to me and said,
110
269000
2000
Ispričao sam tu priču i gospodin iz Turske mi je prišao i rekao,
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
111
271000
4000
"Veoma, veoma dobar prodavac, Fridrih Veliki. Ali ni blizu Ataturku."
04:50
Ataturk, rather like Nicolas Sarkozy,
112
275000
2000
Ataturk, slično kao Nikola Sarkozi,
04:52
was very keen to discourage the wearing of a veil,
113
277000
2000
je bio uporan u zabranjivanju nošenja feredže,
04:54
in Turkey, to modernize it.
114
279000
2000
u Turskoj, da bi je modernizovao.
04:56
Now, boring people would have just simply banned the veil.
115
281000
3000
Dosadne osobe bi prosto zabranile nošenje feredže.
04:59
But that would have ended up with a lot of awful kickback
116
284000
2000
Ali to bi završilo mnogobrojnim povratnim udarcima
05:01
and a hell of a lot of resistance.
117
286000
2000
i neverovatno velikim otporima.
05:03
Ataturk was a lateral thinker.
118
288000
2000
Ataturk je bio lateralni mislilac.
05:05
He made it compulsory for prostitutes to wear the veil.
119
290000
3000
Naredio je prostitutkama da nose feredžu.
05:08
(Laughter)
120
293000
5000
(smeh)
05:13
(Applause)
121
298000
2000
(aplauz)
05:15
I can't verify that fully, but it does not matter.
122
300000
2000
Ne mogu to u potpunosti potvrditi. Ali nije ni važno.
05:17
There is your environmental problem solved, by the way, guys:
123
302000
2000
I usput, momci, evo vam rešenja za zaštitu životne sredine:
05:19
All convicted child molesters
124
304000
2000
Svi osuđeni zlostavljači dece
05:21
have to drive a Porsche Cayenne.
125
306000
2000
moraju da voze Porše "Kajen".
05:23
(Laughter)
126
308000
5000
(smeh)
05:28
What Ataturk realized actually is two very fundamental things.
127
313000
3000
Ono što je Ataturk zapravo shvatio, su dve vrlo značajne stvari.
05:31
Which is that, actually, first one,
128
316000
2000
A to je da su zapravo, pod jedan,
05:33
all value is actually relative.
129
318000
3000
sve vrednosti relativne.
05:36
All value is perceived value.
130
321000
2000
I sve vrednosti su percipirane vrednosti.
05:38
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."
131
323000
2000
Za one od vas koji ne govore španski, "jugo de naranja" - je zapravo reč za sok od narandže.
05:40
Because actually it's not the dollar. It's actually the peso
132
325000
2000
Jer nije dolar u pitanju, već pezos
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
133
327000
3000
u Buenos Ajresu. Vrlo domišljati ulični prodavci u Buenos Ajresu
05:45
decided to practice price discrimination
134
330000
2000
odlučili su da primene diskriminaciju cena
05:47
to the detriment of any passing gringo tourists.
135
332000
3000
na štetu svih prolazećih američkih turista.
05:50
As an advertising man, I have to admire that.
136
335000
2000
I kao oglašivač, divim se tome.
05:52
But the first thing is that all value is subjective.
137
337000
4000
Ali pre svega, ovo pokazuje da su sve vrednosti subjektivne.
05:56
Second point is that persuasion is often better than compulsion.
138
341000
3000
Sledeća stvar se odnosi na to da je uveravanje često bolje od nametanja.
05:59
These funny signs that flash your speed at you,
139
344000
2000
Ovi smešni znakovi vam pokazuju kojom brzinom se krećete,
06:01
some of the new ones, on the bottom right,
140
346000
2000
neki od novih, dole desno,
06:03
now actually show a smiley face or a frowny face,
141
348000
3000
prikazuju vam nasmejano ili tužno lice,
06:06
to act as an emotional trigger.
142
351000
2000
da bi podstakli vaše emocije.
06:08
What's fascinating about these signs is they cost about 10 percent
143
353000
2000
Ono što je zanimljivo kod ovih znakova je da oni koštaju oko 10 posto
06:10
of the running cost of a conventional speed camera,
144
355000
3000
troškova održavanja uobičajenih kamera za brzinu.
06:13
but they prevent twice as many accidents.
145
358000
2000
Ali sprečavaju duplo više nesreća.
06:15
So, the bizarre thing, which is baffling
146
360000
2000
Neobična stvar koja zapanjuje
06:17
to conventional, classically trained economists,
147
362000
2000
konvencionalne, klasično obrazovane ekonomiste,
06:19
is that a weird little smiley face
148
364000
2000
je to da čudno malo nasmejano lice
06:21
has a better effect on changing your behavior
149
366000
2000
izaziva bolji efekat promene vašeg ponašanja
06:23
than the threat of a £60 fine and three penalty points.
150
368000
5000
nego pretnja kaznom od 60 funti i tri kaznena boda.
06:28
Tiny little behavioral economics detail:
151
373000
2000
Mali detalj povezan sa bihejvioralnom ekonomijom:
06:30
in Italy, penalty points go backwards.
152
375000
3000
u Italiji, kazneni bodovi idu unazad.
06:33
You start with 12 and they take them away.
153
378000
2000
Počnete sa 12 i oni ih oduzimaju.
06:35
Because they found that loss aversion
154
380000
2000
Zaključili su da odbojnost gubitka
06:37
is a more powerful influence on people's behavior.
155
382000
2000
ima jači uticaj na ljudsko ponašanje.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
156
384000
3000
U Britaniji imamo tendenciju da osećamo, "Vau! Dobio sam još tri!"
06:42
Not so in Italy.
157
387000
2000
U Italiji nije tako.
06:44
Another fantastic case of creating intangible value
158
389000
3000
Još jedan fantastičan slučaj stvaranja nematerijalne vrednosti
06:47
to replace actual or material value, which remember, is what,
159
392000
3000
u svrhu nadomeštanja stvarne ili materijalne vrednosti, koja je, zapamtite,
06:50
after all, the environmental movement needs to be about:
160
395000
2000
na kraju, ono oko čega pokret za zaštitu životne sredine treba da se dešava.
06:52
This again is from Prussia, from, I think, about 1812, 1813.
161
397000
3000
Ovo je, opet, primer iz Pruske iz, mislim 1812., 1813.
06:55
The wealthy Prussians, to help in the war against the French,
162
400000
3000
Bogati Prusi su, kako bi pomogli u ratu protiv Francuza,
06:58
were encouraged to give in all their jewelry.
163
403000
2000
bili ohrabrivani da predaju sav svoj nakit.
07:00
And it was replaced with replica jewelry
164
405000
3000
Zamenili bi im to kopijama
07:03
made of cast iron.
165
408000
2000
pravljenim od livenog gvožđa.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
166
410000
4000
Evo jednog primera, "Zlato dadoh za željezo, 1813."
07:09
The interesting thing is that for 50 years hence,
167
414000
2000
Zanimljiva stvar je da nakon 50 godina,
07:11
the highest status jewelry you could wear in Prussia
168
416000
2000
najcenjeniji nakit koji ste mogli da nosite u Pruskoj
07:13
wasn't made of gold or diamonds.
169
418000
2000
nije bio izrađen od zlata ili dijamanata.
07:15
It was made of cast iron.
170
420000
2000
Bio je od izlivenog gvožđa.
07:17
Because actually, never mind the actual intrinsic value
171
422000
2000
Jer su zapravo zanemarili pravu vrednost
07:19
of having gold jewelry. This actually
172
424000
2000
posedovanja zlatnog nakita. Ono što su zapravo
07:21
had symbolic value, badge value.
173
426000
2000
imali jeste simbolična vrednost, brend vrednost.
07:23
It said that your family had made a great sacrifice in the past.
174
428000
3000
Govorilo je da je vaša porodica podnela veliku žrtvu u prošlosti.
07:26
So, the modern equivalent would of course be this.
175
431000
2000
Dakle, savremeni ekvivalent ovome, bi naravno bilo ovo.
07:28
(Laughter)
176
433000
1000
(smeh)
07:29
But, actually, there is a thing, just as there are Veblen goods,
177
434000
3000
Ali, zapravo, postoji tu nešto, poput Veblen dobara,
07:32
where the value of the good depends on it being expensive and rare --
178
437000
3000
gde vrednost stvari zavisi od cene i retkosti robe -
07:35
there are opposite kind of things
179
440000
2000
postoje i suprotne stvari,
07:37
where actually the value in them depends on them being
180
442000
2000
gde vrednost zavisi u činjenici da su one
07:39
ubiquitous, classless and minimalistic.
181
444000
3000
sveprisutne, jednostavne i minimalističke.
07:42
If you think about it, Shakerism was a proto-environmental movement.
182
447000
3000
Ako razmislite o tome, Šakerizam je bio proto - ekološki pokret.
07:45
Adam Smith talks about 18th century America,
183
450000
2000
Adam Smit govori o Americi 18. veka
07:47
where the prohibition against visible displays of wealth was so great,
184
452000
4000
gde je zabrana pokazivanja bogatstva bila toliko jaka,
07:51
it was almost a block in the economy in New England,
185
456000
2000
da je skoro pa predstavljala blokadu ekonomije u Novoj Engleskoj,
07:53
because even wealthy farmers could find nothing to spend their money on
186
458000
3000
jer čak ni bogati farmeri nisu mogli da pronađu bilo šta na šta bi potrošili novac,
07:56
without incurring the displeasure of their neighbors.
187
461000
3000
bez izazivanja nelagode kod svojih suseda.
07:59
It's perfectly possible to create these social pressures
188
464000
2000
U potpunosti je moguće stvoriti ovakav socijalni pritisak
08:01
which lead to more egalitarian societies.
189
466000
3000
koji vodi ka izjednačavanju društva.
08:04
What's also interesting, if you look at products
190
469000
2000
Ono što je takođe zanimljivo, ukoliko pogledate proizvode
08:06
that have a high component
191
471000
2000
koji sadrže veliki deo onoga
08:08
of what you might call messaging value,
192
473000
2000
što zovemo vrednost poruke,
08:10
a high component of intangible value, versus their intrinsic value:
193
475000
3000
veliki deo nematerijalne vrednosti, naspram unutrašnje vrednosti:
08:13
They are often quite egalitarian.
194
478000
3000
Vrlo često su one izjednačene.
08:16
In terms of dress, denim is perhaps the perfect example of something
195
481000
3000
U terminima odeće, teksas je možda savršeni primer nečega
08:19
which replaces material value with symbolic value.
196
484000
4000
gde se vrednost materijala menja vrednošću simbola.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
197
488000
2000
"Koka Kola". Neki od vas su možda levičari
08:25
and you may not like the Coca-Cola company,
198
490000
2000
i možda ne vole kompaniju "Koka Kola".
08:27
but it's worth remembering Andy Warhol's point about Coke.
199
492000
2000
Ali vredi se setiti Andi Vorholove priče o "Koka Koli".
08:29
What Warhol said about Coke is, he said,
200
494000
2000
On je rekao,
08:31
"What I really like about Coca-Cola is the president of the United States
201
496000
2000
"Ono što stvarno volim kod "Koka Kole" je činjenica da predsednik Amerike
08:33
can't get a better Coke than the bum on the corner of the street."
202
498000
4000
ne može da dobije bolju "Koka Kolu" od skitnice na ćošku ulice."
08:37
Now, that is, actually, when you think about it -- we take it for granted --
203
502000
2000
E sada, kada razmislite o tome, uzimamo to zdravo za gotovo -
08:39
it's actually a remarkable achievement,
204
504000
2000
ali to je zapravo zapanjujuće dostignuće.
08:41
to produce something that's that democratic.
205
506000
3000
Stvoriti nešto što je toliko demokratsko.
08:44
Now, we basically have to change our views slightly.
206
509000
3000
Dakle, moramo malo okrenuti naš pogled na stvari.
08:47
There is a basic view that real value involves making things,
207
512000
3000
Postoji osnovni pogled koji kaže da stvarna vrednost uključuje proces pravljenja,
08:50
involves labor. It involves engineering.
208
515000
3000
uključuje rad. Uključuje upravljanje.
08:53
It involves limited raw materials.
209
518000
3000
Uključuje ograničeni sirovinski materijal.
08:56
And that what we add on top is kind of false. It's a fake version.
210
521000
3000
I onda to što mi dodajemo na neki način predstavlja laž. To je lažna verzija.
08:59
And there is a reason for some suspicion and uncertainly about it.
211
524000
3000
I postoji razlog za dvoumljenje i nesigurnost u vezi sa tim.
09:02
It patently veers toward propaganda.
212
527000
3000
Jer polako prelazi u propagandu.
09:05
However, what we do have now
213
530000
2000
Bilo kako bilo, ono što imamo sada
09:07
is a much more variegated media ecosystem
214
532000
3000
je mnogo raznovrsniji medijski ekosistem
09:10
in which to kind of create this kind of value, and it's much fairer.
215
535000
3000
u kojem se stvaraju ove vrste vrednosti. I to je pravednije.
09:13
When I grew up, this was basically the media environment of my childhood
216
538000
2000
Dok sam odrastao, ovo je bilo medijsko okruženje u mom detinjstvu
09:15
as translated into food.
217
540000
2000
kada bi se prevelo na hranu.
09:17
You had a monopoly supplier. On the left,
218
542000
2000
Imali smo monopolističke dobavljače. Sa leve strane,
09:19
you have Rupert Murdoch, or the BBC.
219
544000
2000
imate Ruperta Murdoka, ili BBC.
09:21
(Laughter)
220
546000
1000
(smeh)
09:22
And on your right you have a dependent public
221
547000
2000
A sa vaše desne strane je zavisna publika
09:24
which is pathetically grateful for anything you give it.
222
549000
3000
koja je patetično zahvalna za sve što joj dajete.
09:27
(Laughter)
223
552000
2000
(smeh)
09:29
Nowadays, the user is actually involved.
224
554000
3000
Danas, korisnik je zapravo uključen.
09:32
This is actually what's called, in the digital world, "user-generated content."
225
557000
3000
U digitalnom svetu to nazivamo, "sadržaj koji stvaraju korisnici".
09:35
Although it's called agriculture in the world of food.
226
560000
2000
Iako se to u svetu hrane zove poljoprivredom.
09:37
(Laughter)
227
562000
1000
(smeh)
09:38
This is actually called a mash-up,
228
563000
2000
To se zapravo zove re-inženjering,
09:40
where you take content that someone else has produced
229
565000
2000
gde uzimate sadržaj koji je neko drugi stvorio
09:42
and you do something new with it.
230
567000
2000
i uradite nešto novo sa njim.
09:44
In the world of food we call it cooking.
231
569000
3000
U svetu hrane to zovemo kuvanje.
09:47
This is food 2.0,
232
572000
2000
Ovo je 2.0 hrana,
09:49
which is food you produce for the purpose of sharing it with other people.
233
574000
3000
što predstavlja hranu proizvedenu u svrhu deljenja sa drugim ljudima.
09:52
This is mobile food. British are very good at that.
234
577000
3000
Ovo je pokretna hrana. Britanci su veoma dobri u tome.
09:55
Fish and chips in newspaper, the Cornish Pasty,
235
580000
2000
Riba i pomfrit u novinama, "Korniš Pasti" (pecivo),
09:57
the pie, the sandwich.
236
582000
2000
pita, sendvič.
09:59
We invented the whole lot of them.
237
584000
2000
Izmislili smo puno toga.
10:01
We're not very good at food in general. Italians do great food,
238
586000
2000
Generalno nismo dobri kada je hrana u pitanju. Italijani prave odličnu hranu,
10:03
but it's not very portable, generally.
239
588000
2000
ali generalno nije baš pokretna.
10:05
(Laughter)
240
590000
5000
(smeh)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
241
595000
2000
Naučio sam ovo tek pre neki dan. Grof Sendvič nije izmislio sendvič.
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
242
597000
3000
On je izmislio tost. Ali bi Grof Tost bilo vrlo smešno ime.
10:15
(Laughter)
243
600000
1000
(smeh)
10:16
Finally, we have contextual communication.
244
601000
2000
Konačno, imamo i kontekstualnu komunikaciju.
10:18
Now, the reason I show you Pernod -- it's only one example.
245
603000
2000
E sada, razlog zbog kojeg vam pokazujem "Pernod" - samo je jedan primer.
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
246
605000
4000
Svaka zemlja ima kontekstualno alkoholno piće. U Francuskoj je to "Pernod".
10:24
It tastes great within the borders of that country,
247
609000
2000
Ima odličan ukus u toj zemlji.
10:26
but absolute shite if you take it anywhere else.
248
611000
3000
Ali je potpuno sranje, ako ga pijete negde drugde.
10:29
(Laughter)
249
614000
2000
(smeh)
10:31
Unicum in Hungary, for example.
250
616000
2000
"Unikum" u Mađarskoj, na primer.
10:33
The Greeks have actually managed to produce something called Retsina,
251
618000
2000
Grci su uspeli da proizvedu nešto što su nazvali "Retsina",
10:35
which even tastes shite when you're in Greece.
252
620000
2000
koja čak i u Grčkoj ima sranje ukus.
10:37
(Laughter)
253
622000
2000
(smeh)
10:39
But so much communication now is contextual
254
624000
2000
Ali toliko komunikacije je sada kontekstualno
10:41
that the capacity for actually nudging people,
255
626000
2000
da je količina kojom se ljudi saleću,
10:43
for giving them better information -- B.J. Fogg,
256
628000
2000
nudeći sve bolju informaciju - BJ Fog,
10:45
at the University of Stanford, makes the point
257
630000
2000
na Univerzitetu Stenford, ukazuje na suštinu
10:47
that actually the mobile phone is --
258
632000
2000
da je mobilni telefon zapravo -
10:49
He's invented the phrase, "persuasive technologies."
259
634000
2000
Izmislio je tu frazu, "ubedljiva tehnologija".
10:51
He believes the mobile phone, by being location-specific,
260
636000
3000
On veruje da je mobilni telefon, time što je definisan lokacijom,
10:54
contextual, timely and immediate,
261
639000
2000
kontekstualan, uvremenjen i neposredan,
10:56
is simply the greatest persuasive technology device ever invented.
262
641000
3000
jednostavno najbolji ubedljivi tehnološki uređaj ikada izumljen.
10:59
Now, if we have all these tools at our disposal,
263
644000
2000
Sada, kada imamo sve te alate na raspolaganju,
11:01
we simply have to ask the question,
264
646000
2000
jednostavno moramo da postavimo pitanje,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
265
648000
3000
a Taler i Sanstin jesu, kako da ih još pametnije iskoristimo.
11:06
I'll give you one example.
266
651000
3000
Daću vam jedan primer.
11:09
If you had a large red button of this kind, on the wall of your home,
267
654000
2000
Ako biste imali ogromno crveno dugme poput ovog, na zidu vaše kuće,
11:11
and every time you pressed it, it saved 50 dollars for you,
268
656000
3000
i svaki put kada ga pritisnete, sačuvalo bi vam 50 dolara,
11:14
put 50 dollars into your pension,
269
659000
2000
ostavilo bi 50 dolara za vašu penziju,
11:16
you would save a lot more.
270
661000
2000
uštedeli biste mnogo više.
11:18
The reason is that the interface fundamentally determines
271
663000
2000
Razlog leži u tome da je međuveza suštinski određuje
11:20
the behavior. Okay?
272
665000
2000
ponašanje. Okej?
11:22
Now, marketing has done a very, very good job of creating
273
667000
3000
E sada, marketing je odradio odličan posao stvarajući
11:25
opportunities for impulse buying.
274
670000
2000
prilike za impulsivnu kupovinu.
11:27
Yet we've never created the opportunity for impulse saving.
275
672000
4000
Ali sa druge strane, nikada nismo stvorili priliku za impulsivnu štednju.
11:31
If you did this, more people would save more.
276
676000
3000
Kada bi to napravili, više ljudi bi štedelo.
11:34
It's simply a question of changing the interface
277
679000
2000
To je jednostavno pitanje promene međuprostora
11:36
by which people make decisions,
278
681000
2000
na osnovu kojeg ljudi donose odluke.
11:38
and the very nature of the decisions changes.
279
683000
2000
I samim tim priroda odluka se menja.
11:40
Obviously, I don't want people to do this,
280
685000
2000
Očigledno ne želim da ljudi to rade,
11:42
because as an advertising man I tend to regard saving as just
281
687000
2000
jer kao oglašivač gledam na štednju kao
11:44
consumerism needlessly postponed.
282
689000
2000
na nepotrebno odloženu potrošnju.
11:46
(Laughter)
283
691000
1000
(smeh)
11:47
But if anybody did want to do that,
284
692000
3000
Ali ako neko želi da to učini,
11:50
that's the kind of thing we need to be thinking about, actually:
285
695000
3000
o tome bi zapravo trebalo razmisliti:
11:53
fundamental opportunities to change human behavior.
286
698000
2000
osnovne mogućnosti za promenu ljudskog ponašanja.
11:55
Now, I've got an example here from Canada.
287
700000
3000
Imam ovde primer iz Kanade.
11:58
There was a young intern at Ogilvy Canada
288
703000
3000
Postojao je mladi radnik u Ogivli Kanada
12:01
called Hunter Somerville,
289
706000
2000
po imenu Hanter Somervil,
12:03
who was working in improv in Toronto,
290
708000
2000
i radio je na poboljšanjima u Torontu,
12:05
and got a part-time job in advertising,
291
710000
2000
i radio pola radnog vremena kao oglašivač,
12:07
and was given the job of advertising Shreddies.
292
712000
3000
kad mu je ponuđen posao da reklamira "Šredis".
12:10
Now this is the most perfect case of creating
293
715000
2000
Ovo je najsavršeniji primer stvaranja
12:12
intangible, added value,
294
717000
2000
nematerijalne dodate vrednosti,
12:14
without changing the product in the slightest.
295
719000
3000
bez najmanje promene proizvoda.
12:17
Shreddies is a strange, square, whole-grain cereal,
296
722000
3000
"Šredis" su neobične, četvrtaste žitarice od celog zrna,
12:20
only available in New Zealand, Canada and Britain.
297
725000
4000
jedino dostupne na Novom Zelandu, Kanadi i Britaniji.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
298
729000
3000
Radi se o "Kraftovom" neobičnom načinu iskazivanja odanosti kruni.
12:27
(Laughter)
299
732000
3000
(smeh)
12:30
In working out how you could re-launch Shreddies,
300
735000
3000
Razmišljajući o tome kako re-lansirati "Šredis",
12:33
he came up with this.
301
738000
2000
došao je do sledećeg.
12:42
Video: (Buzzer)
302
747000
5000
Video: (zvonce)
12:48
Man: Shreddies is supposed to be square.
303
753000
3000
Čovek: "Šredis" bi trebalo biti četvrtast.
12:51
(Laughter)
304
756000
1000
(smeh)
12:52
Woman: Have any of these diamond shapes gone out?
305
757000
3000
Žena: Da li su neki od ovih dijamantnih oblika otišli u prodaju?
12:55
(Laughter)
306
760000
2000
(smeh)
12:57
Voiceover: New Diamond Shreddies cereal.
307
762000
2000
Glas: Nove "Šredis" žitarice u obliku dijamanta.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
308
764000
3000
100 posto iste semenke u ukusnom obliku dijamanta.
13:02
(Applause)
309
767000
4000
(aplauz)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
310
771000
2000
Rori Saterlend: Čini mi se da je ovo najbolji primer
13:08
of intangible value creation. All it requires is
311
773000
2000
stvaranja nematerijalne vrednosti. Sve što zahteva su
13:10
photons, neurons, and a great idea to create this thing.
312
775000
3000
fotoni, neuroni i odlična ideja da bi se to stvorilo.
13:13
I would say it's a work of genius.
313
778000
2000
Rekao bih da je to delo genija.
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
314
780000
3000
Ali, naravno, ne možete da uradite ovakvu stvar bez malo marketinškog istraživanja.
13:18
Man: So, Shreddies is actually producing a new product,
315
783000
3000
Čovek: Dakle, "Šredis" ustvari pravi novi proizvod,
13:21
which is something very exciting for them.
316
786000
3000
što je vrlo uzbudljivo za njih.
13:24
So they are introducing new Diamond Shreddies.
317
789000
3000
I tako su predstavili novi "Dijamantski Šredis".
13:27
(Laughter)
318
792000
5000
(smeh)
13:32
So I just want to get your first impressions when you see that,
319
797000
2000
Dakle, samo želim da vidim vaš prvi utisak kada vidite ovo,
13:34
when you see the Diamond Shreddies box there.
320
799000
3000
kada vidite kutiju "Dijamantskih Šredisa".
13:37
(Laughter)
321
802000
1000
(smeh)
13:38
Woman: Weren't they square?
322
803000
2000
Žena: Zar nisu bili kvadratasti?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
323
805000
2000
Žena broj 2: Malo sam zbunjena. Žena 3: Meni izgledaju kao kvadrati.
13:42
Man: They -- Yeah, it's all in the appearance.
324
807000
2000
Čovek: Da, sve je u pojavi.
13:44
But it's kind of like flipping a six or a nine. Like a six,
325
809000
4000
Ali izgleda kao zakretanje broja šest ili devet u šest.
13:48
if you flip it over it looks like a nine.
326
813000
2000
Ako ga okrenete izgleda kao devet.
13:50
But a six is very different from a nine.
327
815000
2000
Ali šest se veoma razlikuje od devet.
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
328
817000
2000
Žena 3: Ili kao M i W. Čovek: I M i W, tačno tako.
13:54
Man #2: [unclear]
329
819000
2000
Čovek 2: [nejasno]
13:56
You just looked like you turned it on its end. But when you see it like that
330
821000
3000
Izgleda kao da si ga okrenuo na kraj. Ali ako ga gledaš na taj način
13:59
it's more interesting looking.
331
824000
2000
mnogo je zanimljiviji.
14:01
Man: Just try both of them.
332
826000
2000
Čovek: Probajte oba.
14:03
Take a square one there, first.
333
828000
3000
Uzmite kvadrat prvo.
14:06
(Laughter)
334
831000
12000
(smeh)
14:18
Man: Which one did you prefer? Man #2: The first one.
335
843000
2000
Čovek: Koji vam se više sviđa? Čovek 2: Prvi.
14:20
Man: The first one?
336
845000
2000
Čovek: Prvi?
14:22
(Laughter)
337
847000
2000
(smeh)
14:24
Rory Sutherland: Now, naturally, a debate raged.
338
849000
4000
Rori Saterlend: I sada se naravno razvila debata.
14:28
There were conservative elements in Canada, unsurprisingly,
339
853000
3000
Neki konzervativni elemetni u Kanadi, što nije iznenadilo,
14:31
who actually resented this intrusion.
340
856000
2000
su odbacili ovo nametanje.
14:33
So, eventually, the manufacturers actually
341
858000
2000
I na kraju su proizvođači
14:35
arrived at a compromise, which was the combo pack.
342
860000
3000
došli do kompromisa, stavrajući kombinovano pakovanje.
14:38
(Laughter)
343
863000
2000
(smeh)
14:40
(Applause)
344
865000
9000
(aplauz)
14:49
(Laughter)
345
874000
5000
(smeh)
14:54
If you think it's funny, bear in mind there is an organization called
346
879000
3000
Ako mislite da je to smešno, imajte na umu da postoji organizacija koja se zove
14:57
the American Institute of Wine Economics,
347
882000
3000
Američki institut za ekonomiju vina,
15:00
which actually does extensive research into perception of things,
348
885000
2000
koja sprovodi opsežna istraživanja percepcije stvari,
15:02
and discovers that except for among
349
887000
2000
i otkriva da, osim kod
15:04
perhaps five or ten percent of the most knowledgeable people,
350
889000
3000
možda pet do deset posto najviše obrazovanih ljudi,
15:07
there is no correlation between quality and enjoyment
351
892000
2000
ne postoji povezanost između kvaliteta i uživanja
15:09
in wine,
352
894000
2000
u vinu,
15:11
except when you tell the people how expensive it is,
353
896000
2000
osim kada kažete ljudima koliko je skupo,
15:13
in which case they tend to enjoy the more expensive stuff more.
354
898000
3000
u kom slučaju imaju tendenciju da uživaju više u skupljim vinima.
15:16
So drink your wine blind in the future.
355
901000
3000
Dakle, pijte svoje vino zatvorenih očiju ubuduće.
15:19
But this is both hysterically funny --
356
904000
2000
Ali ovo je i histerčino smešno -
15:21
but I think an important philosophical point,
357
906000
2000
ali i važno filozofsko gledište,
15:23
which is, going forward, we need more of this kind of value.
358
908000
3000
a to je, gledajući unapred, potrebno nam je više ovih vrsta vrednosti.
15:26
We need to spend more time appreciating what already exists,
359
911000
3000
Moramo da provedemo više vremena ceneći ono što već postoji,
15:29
and less time agonizing over what else we can do.
360
914000
2000
a manje vremena u agoniji oko toga šta još možemo učiniti.
15:31
Two quotations to more or less end with.
361
916000
2000
I dva citata sa kojima bih završio.
15:33
One of them is, "Poetry is when you make new things
362
918000
2000
Jedan od njih je, "Poezija je kada nove stvari činite
15:35
familiar and familiar things new."
363
920000
2000
poznatima, a poznate novima."
15:37
Which isn't a bad definition of what our job is,
364
922000
3000
To uopšte nije loša definicija našeg posla,
15:40
to help people appreciate what is unfamiliar, but also
365
925000
2000
pomaganje drugima da cene ono što je nepoznato, ali isto
15:42
to gain a greater appreciation, and place a far higher value on
366
927000
4000
sticanje veće zahvalnosti i davanje veće vrednosti
15:46
those things which are already existing.
367
931000
2000
stvarima koje već postoje.
15:48
There is some evidence, by the way, that things like social networking help do that.
368
933000
3000
Postoje dokazi da socijalne mreže pomažu u tome.
15:51
Because they help people share news.
369
936000
2000
Jer pomažu da ljudi šire vesti.
15:53
They give badge value to everyday little trivial activities.
370
938000
4000
One daju simboličnu vrednost svakodnevnim trivijalnim aktivnostima.
15:57
So they actually reduce the need for actually spending great money on display,
371
942000
3000
I one zapravo smanjuju potrebu za trošenjem novca na oglašavanje,
16:00
and increase the kind of third-party
372
945000
2000
i povećavaju naknadno zadovoljstvo
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
373
947000
4000
koje dobijate čineći najmanje, najjednostavnije stvari u životu. A to je magija.
16:06
The second one is the second G.K. Chesterton quote of this session,
374
951000
3000
Drugi citat je drugi po redu citat G.K. Čestertona, u ovoj sesiji, a to je
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
375
954000
3000
"Umiremo od želje za čuđenjem, a ne od želje za čudima,"
16:12
which I think for anybody involved in technology, is perfectly true.
376
957000
3000
što smatram da važi za svakoga ko je uključen u tehnologiju.
16:15
And a final thing: When you place a value on things like health,
377
960000
2000
I poslednja stvar: Kada shvatite vrednost stvari poput zdravlja,
16:17
love, sex and other things,
378
962000
2000
ljubavi, seksa i drugih stvari,
16:19
and learn to place a material value
379
964000
2000
i shvatite pravu vrednost
16:21
on what you've previously discounted
380
966000
2000
onoga što ste ranije doživljavali
16:23
for being merely intangible, a thing not seen,
381
968000
3000
kao nešto jedva opipljivo, jedva vidljivo,
16:26
you realize you're much, much wealthier than you ever imagined.
382
971000
3000
shvatićete da ste mnogo bogatiji nego što ste i mogli zamisliti.
16:29
Thank you very much indeed.
383
974000
2000
Zaista vam mnogo hvala.
16:31
(Applause)
384
976000
1000
(aplauz)
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com