TEDSalon London 2010
Rory Sutherland: Sweat the small stuff
Rori Saderland (Rory Sutherland): Sitne ali bitne
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Možda deluje da krupni problemi zahtevaju krupna rešenja, ali Rori Saderland, stručnjak za reklame, tvrdi da brojna pompezna, skupocena rešenja zapravo samo zaklanjaju bolja i jednostavnija rešenja. Kako bi to ilustrovao, Rori se služi bihejvioralnom ekonomijom i navodi veoma komične primere.
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
Those of you who may remember me from TEDGlobal
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Oni koji me pamte sa TEDGlobal-a
00:17
remember me asking a few questions
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sećaju se da sam postavio par pitanja
00:19
which still preoccupy me.
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koja mi se i dalje nameću.
Jedno od njih je zašto se mora potrošiti
00:21
One of them was: Why is it necessary to spend
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00:23
six billion pounds
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šest milijardi funti
da bi se ubrzao voz Eurostara
00:25
speeding up the Eurostar train
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kada za oko 10% tog iznosa
00:27
when, for about 10 percent of that money,
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možete dovesti
vrhunske manekene i manekenke
vrhunske manekene i manekenke
00:29
you could have top supermodels, male and female,
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00:31
serving free Chateau Petrus to all the passengers
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da služe besplatno vino Petrus
svim putnicima
svim putnicima
00:34
for the entire duration of the journey?
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tokom celog putovanja?
00:36
You'd still have five billion left in change,
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Pri tom bi vam ostalo pet milijardi,
00:38
and people would ask for the trains to be slowed down.
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a ljudi bi tražili da vozovi uspore.
(Smeh)
00:41
Now, you may remember me asking the question as well,
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Možda se sećate i da sam postavio pitanje,
jedno zanimljivo zapažanje,
jedno zanimljivo zapažanje,
00:43
a very interesting observation,
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00:45
that actually those strange little signs
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da oni čudni mali znakovi
koji vam na putu signaliziraju „60 km/h“
00:47
that actually flash "35" at you,
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00:49
occasionally accompanying a little smiley face
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koje povremeno prati
nasmešeno ili namrgođeno lice,
nasmešeno ili namrgođeno lice,
00:51
or a frown,
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00:53
according to whether you're within or outside the speed limit --
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u zavisnosti od toga da li poštujete
ograničenje brzine -
ograničenje brzine -
00:56
those are actually more effective
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zapravo su delotvorniji
u sprečavanju saobraćajnih nezgoda
od kamera za praćenje brzine
od kamera za praćenje brzine
00:58
at preventing road accidents than speed cameras,
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koje podrazumevaju
stvarnu pretnju prave kazne.
stvarnu pretnju prave kazne.
01:01
which come with the actual threat
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01:03
of real punishment.
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01:05
So there seems to be a strange disproportionality at work,
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Dakle, izgleda je na delu
čudna disproporcija, prema mom mišljenju,
čudna disproporcija, prema mom mišljenju,
01:08
I think, in many areas of human problem solving,
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u mnogim oblastima
u kojima ljudi rešavaju probleme,
u kojima ljudi rešavaju probleme,
01:11
particularly those which involve human psychology,
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posebno u onima koji uključuju
ljudsku psihologiju,
ljudsku psihologiju,
01:14
which is: The tendency
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a to je da postoji sklonost
organizacija ili institucija
organizacija ili institucija
01:16
of the organization or the institution
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01:18
is to deploy as much force as possible,
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da primene što više sile,
01:21
as much compulsion as possible,
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što više prinude,
01:23
whereas actually, the tendency of the person
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dok je, zapravo, sklonost osobe
01:25
is to be almost influenced
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da bude pod uticajem nečega
01:28
in absolute reverse proportion
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u potpuno obrnutoj proporciji
01:30
to the amount of force being applied.
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sa količinom sile koja se primenjuje.
01:33
So there seems to be a complete disconnect here.
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Izgleda je posredi potpuna nepovezanost.
01:35
So what I'm asking for is the creation of a new job title --
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Dakle, tražim otvaranje
novog radnog mesta,
novog radnog mesta,
01:37
I'll come to this a little later --
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vratiću se na to malo kasnije,
01:39
and perhaps the addition of a new word
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a možda i uvođenje nove reči
01:41
into the English language.
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u engleski jezik.
01:43
Because it does seem to me that large organizations
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Jer zaista mi se čini
da su velike organizacije,
da su velike organizacije,
uključujući i vladu,
koja je, svakako, najveća od svih,
koja je, svakako, najveća od svih,
01:46
including government, which is, of course, the largest organization of all,
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01:49
have actually become
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zapravo postale potpuno odvojene
01:51
completely disconnected
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od onoga što je ljudima stvarno bitno.
01:53
with what actually matters to people.
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01:55
Let me give you one example of this.
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A daću vam i jedan primer za to.
01:57
You may remember this as the AOL-Time Warner merger, okay,
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Možda se sećate ovog spajanja
kompanija AOL i Tajm Vorner,
kompanija AOL i Tajm Vorner,
02:01
heralded at the time as the largest
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svojevremeno najavljenog
kao najveća pogodba svih vremena.
kao najveća pogodba svih vremena.
02:03
single deal of all time.
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02:05
It may still be, for all I know.
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Možda je još uvek, ne bih znao.
02:07
Now, all of you in this room, in one form or other,
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Svi u ovoj prostoriji ste, u nekom vidu,
02:09
are probably customers of one or both
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verovatno korisnici
jedne ili obeju organizacija
koje su se spojile.
koje su se spojile.
02:11
of those organizations that merged.
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Interesuje me samo
02:13
Just interested, did anybody notice anything different
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da li je iko primetio bilo šta drugačije
kao rezultat svega toga?
kao rezultat svega toga?
02:16
as a result of this at all?
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02:18
So unless you happened to be a shareholder
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Dakle, osim ako ne posedujete akcije
jedne ili druge organizacije,
jedne ili druge organizacije,
02:20
of one or the other organizations
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ili ste akter ili advokat
u ovom nesumnjivo unosnom poslu,
u ovom nesumnjivo unosnom poslu,
02:22
or one of the dealmakers or lawyers involved in the no-doubt lucrative activity,
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02:25
you're actually engaging in a huge piece of activity
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onda ste samo uključeni
u jednan ogromni deo aktivnosti
u jednan ogromni deo aktivnosti
02:28
that meant absolutely bugger-all to anybody, okay?
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koji apsolutno nikog ne dotiče, zar ne?
02:32
By contrast, years of marketing have taught me
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Nasuprot tome,
dugogodišnji rad u marketingu
dugogodišnji rad u marketingu
02:34
that if you actually want people to remember you
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naučio me je da, ukoliko stvarno želite
da vas ljudi pamte
da vas ljudi pamte
i da cene ono što radite,
02:37
and to appreciate what you do,
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najmoćnije stvari
su zapravo veoma, veoma male.
su zapravo veoma, veoma male.
02:39
the most potent things are actually very, very small.
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Ovo je iz više klase Virdžin Atlantika,
02:42
This is from Virgin Atlantic upper-class,
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to je stoni set za so i biber.
02:44
it's the cruet salt and pepper set.
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02:46
Quite nice in itself, they're little, sort of, airplane things.
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Prilično su zgodni, to je zapravo
neka vrsta aviončića.
neka vrsta aviončića.
02:49
What's really, really sweet is every single person looking at these things
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Ono što je zaista simpatično
je to da svaka osoba koja ih ugleda
je to da svaka osoba koja ih ugleda
02:52
has exactly the same mischievous thought,
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dođe na istu nestašnu pomisao,
02:54
which is, "I reckon I can heist these."
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„Možda bih mogao da ih maznem.“
02:57
However, you pick them up and underneath,
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A kada ih pokupite, shvatite da su ispod,
02:59
actually engraved in the metal, are the words,
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na metalu, ugravirane sledeće reči:
03:01
"Stolen from Virgin Atlantic Airways upper-class."
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„Ukradeno iz više klase
Virdžin Atlantik Ervejz.“
Virdžin Atlantik Ervejz.“
03:04
(Laughter)
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(Smeh)
03:06
Now, years after
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Godinama nakon toga,
03:08
you remember the strategic question
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kada se setite onog strateškog pitanja
da li letite 777-om ili Erbasom,
da li letite 777-om ili Erbasom,
03:10
of whether you're flying in a 777 or an Airbus,
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03:13
you remember those words and that experience.
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vi se setite tih reči i tog iskustva.
Slično tome, ovo je iz jednog hotela
u Stokholmu, Lidmar.
u Stokholmu, Lidmar.
03:17
Similarly, this is from a hotel in Stockholm, the Lydmar.
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03:19
Has anybody stayed there?
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Da li je neko bio tamo?
03:21
It's the lift, it's a series of buttons in the lift.
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Ovo je lift i niz tastera u njemu.
03:24
Nothing unusual about that at all,
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Zapravo ništa neobično u svemu tome,
s tim da to baš nisu tasteri
koji vas vode do određenog sprata.
koji vas vode do određenog sprata.
03:27
except that these are actually not the buttons that take you to an individual floor.
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03:30
It starts with garage at the bottom, I suppose, appropriately,
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Počinju sa garažom u dnu,
kako dolikuje, pretpostavljam,
kako dolikuje, pretpostavljam,
03:33
but it doesn't go up garage, grand floor, mezzanine, one, two, three, four.
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ali naviše ne idu garaža, prizemlje,
polusprat, jedan, dva, tri, četiri,
polusprat, jedan, dva, tri, četiri,
03:36
It actually says garage, funk, rhythm and blues.
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već je napisano garaža,
fank, ritam i bluz.
fank, ritam i bluz.
Imate niz tastera kojima, u stvari,
birate muziku u liftu.
birate muziku u liftu.
03:40
You have a series of buttons. You actually choose your lift music.
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(Smeh)
03:44
My guess is that the cost of installing this in the lift
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Po mojoj proceni, ugradnja ovoga u lift
03:47
in the Lydmar Hotel in Stockholm
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u hotelu Lidmar u Stokholmu
03:49
is probably 500 to 1,000 pounds max.
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verovatno ne košta
više od 500 do 1000 funti.
više od 500 do 1000 funti.
03:52
It's frankly more memorable
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Iskreno, to je upečatljivije
03:54
than all those millions of hotels we've all stayed at
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od onih silnih hotela
u kojima smo svi odsedali
u kojima smo svi odsedali
03:57
that tell you that your room has actually been recently renovated
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gde vam kažu da je vaša soba
nedavno renovirana
nedavno renovirana
04:00
at a cost of 500,000 dollars,
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po ceni od 500 000 dolara,
04:02
in order to make it resemble every other hotel room you've ever stayed in
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da bi ličila na bilo koju drugu sobu
u kojoj ste odsedali
u kojoj ste odsedali
04:05
in the entire course of your life.
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tokom celog svog života.
04:09
Now, these are trivial marketing examples, I accept.
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Priznajem da su ovo
trivijalni marketinški primeri,
trivijalni marketinški primeri,
ali skoro sam bio
na jednom TED događaju
na jednom TED događaju
04:12
But I was at a TED event recently and Esther Duflo,
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gde je Ester Duflo,
verovatno jedan od vodećih stručnjaka
04:15
probably one of the leading experts in,
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u oblasti iskorenjivanja siromaštva
04:17
effectively, the eradication of poverty in the developing world,
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u zemljama u razvoju, održala govor.
04:19
actually spoke.
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04:21
And she came across a similar example
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Ona je naišla na sličan primer
04:23
of something that fascinated me
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nečega što me je fasciniralo
kao nešto što bi,
u kontekstu poslovanja ili vlasti,
u kontekstu poslovanja ili vlasti,
04:25
as being something which, in a business context or a government context,
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04:28
would simply be so trivial a solution
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bilo toliko trivijalno rešenje
da bi delovalo neprimereno.
da bi delovalo neprimereno.
04:30
as to seem embarrassing.
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04:32
It was simply to encourage the inoculation of children
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Poenta je prosto bila
da se podstakne vakcinacija dece,
da se podstakne vakcinacija dece,
04:35
by, not only making it a social event --
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ne samo praveći od toga društveni događaj,
04:37
I think good use of behavioral economics in that,
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što je dobra primena
bihejvioralne ekonomije -
bihejvioralne ekonomije -
04:39
if you turn up with several other mothers
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ako dođete sa još nekoliko drugih majki
da vakcinišete svoje dete,
da vakcinišete svoje dete,
04:41
to have your child inoculated,
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04:43
your sense of confidence is much greater than if you turn up alone.
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vaš osećaj poverenja je mnogo veći
nego da se pojavite sami -
nego da se pojavite sami -
04:46
But secondly, to incentivize that inoculation
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i kao drugo, podsticanjem vakcinacije
04:48
by giving a kilo of lentils to everybody who participated.
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davanjem kilograma sočiva
svima koji učestvuju.
svima koji učestvuju.
04:53
It's a tiny, tiny thing.
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To je takva jedna sitnica.
04:55
If you're a senior person at UNESCO
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Ako ste viši službenik Uneska
i neko vas pita:
i neko vas pita:
04:58
and someone says, "So what are you doing
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„Šta preduzimate po pitanju
iskorenjivanja siromaštva u svetu?“,
iskorenjivanja siromaštva u svetu?“,
05:00
to eradicate world poverty?"
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05:02
you're not really confident standing up there
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niste baš sigurni da možete
da kažete samo:
da kažete samo:
05:04
saying, "I've got it cracked; it's the lentils," are you?
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„Smislio sam, trik je u sočivu“, zar ne?
05:08
Our own sense of self-aggrandizement
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Naš osećaj za uvećanje sopstvene vrednosti
05:10
feels that big important problems
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nalaže nam da veliki i bitni problemi
05:12
need to have big important, and most of all, expensive
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iziskuju velika, značajna,
i pre svega skupa rešenja.
i pre svega skupa rešenja.
05:15
solutions attached to them.
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05:18
And yet, what behavioral economics shows time after time after time
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Opet, ono što bihejvioralna ekonomija
stalno iznova dokazuje
stalno iznova dokazuje
je to da u ljudskom ponašanju
i promeni ponašanja
i promeni ponašanja
05:21
is in human behavioral and behavioral change
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05:23
there's a very, very strong disproportionality at work,
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postoji veoma snažna disproporcija,
05:26
that actually what changes our behavior
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i da ono što zaista menja naše ponašanje
05:29
and what changes our attitude to things
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i što menja naš pristup stvarima
05:31
is not actually proportionate to the degree
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zapravo nije srazmerno
nivou troška koji se za to vezuje,
nivou troška koji se za to vezuje,
05:33
of expense entailed,
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05:35
or the degree of force that's applied.
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niti stepenu sile koja se primenjuje.
05:38
But everything about institutions
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Međutim, čitav koncept institucija
05:40
makes them uncomfortable
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čini ih neprilagođenim
05:42
with that disproportionality.
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u smislu te disproporcije.
Dakle, ono što se dešava u institucijama
05:44
So what happens in an institution
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05:46
is the very person who has the power to solve the problem
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je da obično osoba koja ima moć
da rešava probleme
da rešava probleme
takođe ima veoma, veoma veliki budžet.
05:49
also has a very, very large budget.
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05:51
And once you have a very, very large budget,
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A kada imate veoma veliki budžet,
05:53
you actually look for expensive things to spend it on.
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vi zapravo tražite skupe stvari
na koje biste ga potrošili.
na koje biste ga potrošili.
Ono što uopšte ne postoji je klasa ljudi
05:57
What is completely lacking is a class of people
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05:59
who have immense amounts of power, but no money at all.
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koja ima ogromnu moć, ali nimalo novca.
06:02
(Laughter)
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(Smeh)
Takve ljude bih voleo da stvorim
06:04
It's those people I'd quite like to create
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06:06
in the world going forward.
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u svetu koji ide putem napretka.
06:08
Now, here's another thing that happens,
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Evo još nečeg što se dešava,
06:10
which is what I call sometimes "Terminal 5 syndrome,"
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što bih nazvao „sindromom Terminala 5“,
06:12
which is that big, expensive things
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a to je da velike, skupe stvari
privlače ozbiljnu, sofisticiranu pažnju,
06:14
get big, highly-intelligent attention,
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a one su zaista sjajne,
i Terminal 5 je stvarno fantastičan,
i Terminal 5 je stvarno fantastičan,
06:17
and they're great, and Terminal 5 is absolutely magnificent,
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dok ne dođete do sitnih detalja,
06:20
until you get down to the small detail, the usability,
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upotrebljivosti, tj. signalizacije,
06:22
which is the signage,
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06:24
which is catastrophic.
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koja je katastrofalna.
Izađete iz dela za dolaske na aerodromu
06:26
You come out of "Arrive" at the airport, and you follow
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i pratite veliki žuti znak
na kome piše „Vozovi“ ispred vas.
na kome piše „Vozovi“ ispred vas.
06:28
a big yellow sign that says "Trains" and it's in front of you.
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06:31
So you walk for another hundred yards,
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Onda hodate još stotinak metara,
06:33
expecting perhaps another sign,
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očekujući eventualno još jedan znak,
koji bi trebalo da uljudno bude žut ,
ispred vas i da piše „Vozovi“.
ispred vas i da piše „Vozovi“.
06:35
that might courteously be yellow, in front of you and saying "Trains."
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06:38
No, no, no, the next one is actually blue, to your left,
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Ali ne, sledeći je plavi, s leve strane,
i na njemu piše „Hitrou Ekspres“.
i na njemu piše „Hitrou Ekspres“.
06:40
and says "Heathrow Express."
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06:42
I mean, it could almost be rather like that scene from the film "Airplane."
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Mislim, to bi moglo biti poput
one scene iz filma „Avion“.
one scene iz filma „Avion“.
06:45
A yellow sign? That's exactly what they'll be expecting.
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Žuti znak? To je upravo ono što očekuju.
06:48
Actually, what happens in the world increasingly --
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U stvari, sve češće se dešava u svetu -
06:50
now, all credit to the British Airport Authority.
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svaka čast Britanskom aerodromu
06:52
I spoke about this before,
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Već sam to spominjao,
jedna izuzetna osoba mi se obratila
i pitala: „Šta možete da učinite?“
i pitala: „Šta možete da učinite?“
06:54
and a brilliant person got in touch with me and said, "Okay, what can you do?"
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06:57
So I did come up with five suggestions, which they are actually actioning.
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I stvarno sam izneo pet predloga,
koje oni i sprovode u delo.
koje oni i sprovode u delo.
07:00
One of them also being,
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Jedan od njih bio je i taj,
07:02
although logically it's quite a good idea
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iako je logički gledano dobra ideja,
07:04
to have a lift with no up and down button in it,
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da se uvede lift bez tastera gore i dole
07:06
if it only serves two floors,
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ako opslužuje samo dva sprata,
07:08
it's actually bloody terrifying, okay?
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to je prilično zastrašujuće, zar ne?
07:11
Because when the door closes
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Jer kada se vrata zatvore
i više ništa ne možete da učinite,
07:13
and there's nothing for you to do,
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07:15
you've actually just stepped into a Hammer film.
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zapravo ste upravo ušli u horor film.
07:17
(Laughter)
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(Smeh)
07:19
So these questions ... what is happening in the world
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Dakle, vezano za ta pitanja
šta se dešava u svetu -
šta se dešava u svetu -
07:21
is the big stuff, actually,
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one stvarno krupne stvari,
07:23
is done magnificently well.
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rade se izuzetno dobro.
07:25
But the small stuff, what you might call the user interface,
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Međutim, male stvari,
da kažemo korisnički interfejs,
da kažemo korisnički interfejs,
07:28
is done spectacularly badly.
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rade se iznenađujuće loše.
07:30
But also, there seems to be a complete sort of gridlock
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Takođe, izgleda da postoji potpuni zastoj
07:33
in terms of solving these small solutions.
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kada je u pitanju nalaženje
ovih sitnih rešenja.
ovih sitnih rešenja.
Jer su ljudi koji ih rešavaju
07:36
Because the people who can actually solve them
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07:38
actually are too powerful and too preoccupied
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zapravo suviše moćni i suviše obuzeti
07:40
with something they think of as "strategy" to actually solve them.
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nečime što smatraju „strategijom“
za rešavanje problema.
za rešavanje problema.
07:43
I tried this exercise recently, talking about banking.
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Skoro sam imao ovu vežbu,
kroz razgovor o bankarstvu.
kroz razgovor o bankarstvu.
07:45
They said, "Can we do an advertising campaign?
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Kažu: „Možemo li da napravimo
reklamnu kampanju?
reklamnu kampanju?
07:47
What can we do and encourage more online banking?"
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Kako da podstaknemo onlajn bankarstvo?“
07:50
I said, "It's really, really easy."
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Kažem im: „To je zaista lako.“
07:52
I said, "When people login to their online bank
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„Kad se ljudi uloguju
na svoj onlajn račun,
na svoj onlajn račun,
07:54
there are lots and lots of things they'd probably quite like to look at.
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postoje mnoge stvari
koje bi verovatno rado želeli da vide.
koje bi verovatno rado želeli da vide.
07:57
The last thing in the world you ever want to see is your balance."
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Poslednja stvar koju bi želeli da vide
je stanje na računu.“
je stanje na računu.“
08:01
I've got friends who actually
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Imam neke prijatelje koji nikad ne koriste
bankomate svoje banke
bankomate svoje banke
08:03
never use their own bank cash machines
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zato što postoji rizik da im se na ekranu
prikaže stanje na računu.
prikaže stanje na računu.
08:05
because there's the risk that it might display
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08:07
their balance on the screen.
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(Smeh)
Zašto biste se svesno izlagali
lošim vestima?
lošim vestima?
08:09
Why would you willingly expose yourself to bad news?
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08:12
Okay, you simply wouldn't.
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Dakle, prosto ne biste.
Kažem: „Ako pretvorite 'stanje na računu'
08:14
I said, "If you make, actually, 'Tell me my balance.'
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08:16
If you make that an option rather than the default,
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u opcionalni, umesto podrazumevani izbor,
08:19
you'll find twice as many people log on to online banking,
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videćete da će se duplo više ljudi
ulogovati na onlajn račun,
ulogovati na onlajn račun,
08:22
and they do it three times as often."
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i tri puta češće će ga koristiti.“
08:24
Let's face it, most of us -- how many of you
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Da budemo iskreni,
koliko vas tačno proverava stanje
koliko vas tačno proverava stanje
08:26
actually check your balance before you remove cash from a cash machine?
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pre podizanja novca sa bankomata?
08:30
And you're pretty rich by the standards of the world at large.
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A vi ste prilično bogati
po širim globalnim standardima.
po širim globalnim standardima.
08:33
Now, interesting that no single person does that,
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Vidite, zanimljivo da niko to ne radi,
08:35
or at least can admit to being so anal as to do it.
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ili barem ne priznaje
da je u toj meri u analnoj fazi.
da je u toj meri u analnoj fazi.
08:39
But what's interesting about that suggestion
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Ono što je zanimljivo kod tog predloga
08:41
was that, to implement that suggestion wouldn't cost 10 million pounds;
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je da njegovo sprovođenje
ne bi koštalo 10 miliona funti;
ne bi koštalo 10 miliona funti;
08:44
it wouldn't involve large amounts of expenditure;
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ne bi iziskivalo velike troškove;
08:46
it would actually cost about 50 quid.
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zapravo bi koštalo oko 50 funti.
08:48
And yet, it never happens.
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A, ipak, nikada se nije ostvario.
08:50
Because there's a fundamental disconnect, as I said,
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Jer postoji suštinska nepovezanost,
kao što sam rekao,
kao što sam rekao,
a to je da ljudi koji imaju moć
08:53
that actually, the people with the power
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08:55
want to do big expensive things.
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žele da se bave velikim skupim stvarima.
08:57
And there's to some extent a big strategy myth
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A tu je i donekle veliki mit o strategiji
koji je trenutno dominantan u biznisu.
koji je trenutno dominantan u biznisu.
08:59
that's prevalent in business now.
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09:01
And if you think about it, it's very, very important
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I kada razmislite, veoma je važno
da se očuva mit o strategiji.
da se očuva mit o strategiji.
09:03
that the strategy myth is maintained.
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09:05
Because, if the board of directors convince everybody
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Jer ako odbor direktora ubedi sve
09:08
that the success of any organization
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da uspeh neke organizacije
09:10
is almost entirely dependent on the decisions made by the board of directors,
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skoro u potpunosti zavisi od odluka
koje donese odbor direktora,
koje donese odbor direktora,
09:13
it makes the disparity in salaries
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time se razlika u zaradama
09:16
slightly more justifiable
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malčice lakše pravda,
nego kada bi priznali
da velike zasluge za uspeh kompanije
da velike zasluge za uspeh kompanije
09:18
than if you actually acknowledge that quite a lot of the credit for a company's success
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09:21
might actually lie somewhere else,
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možda zapravo leže na nekom drugom mestu,
09:23
in small pieces of tactical activity.
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u finesama taktičkog nastupa.
Ali, ono što se zapravo događa...
09:26
But what is happening is that effectively --
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pri čemu rad u tabelama
nije puno pomogao;
nije puno pomogao;
09:28
and the invention of the spreadsheet hasn't helped this;
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09:30
lots of things haven't helped this --
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mnoge stvari nisu puno pomogle...
09:32
business and government suffers from a kind of physics envy.
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privreda i država pate
od neke vrste zavisti prema nauci.
od neke vrste zavisti prema nauci.
09:35
It wants the world to be the kind of place where
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Žele da svet bude mesto
u kojem će uloženo i promena
biti proporcionalni.
biti proporcionalni.
09:38
the input and the change are proportionate.
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09:41
It's a kind of mechanistic world
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To je jedan mehanicistički svet
09:43
that we'd all love to live in
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u kojem bismo svi voleli da živimo
gde je sve lepo postavljeno u tabelama,
09:45
where, effectively, it sits very nicely on spreadsheets,
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09:48
everything is numerically expressible,
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sve se može kvantifikovati,
09:50
and the amount you spend on something is proportionate
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a iznos koji potrošite na nešto
srazmeran je stepenu vašeg uspeha.
09:53
to the scale of your success.
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09:55
That's the world people actually want.
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To je svet kakav ljudi zaista žele.
U realnosti, živimo u svetu
koji nauka može da razume.
koji nauka može da razume.
09:57
In truth, we do live in a world that science can understand.
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09:59
Unfortunately, the science is probably closer to being climatology
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Nažalost, nauka je verovatno
bliža klimatologiji
bliža klimatologiji
10:02
in that in many cases,
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jer u mnogim slučajevima,
10:04
very, very small changes
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veoma male promene
mogu imati nesrazmerno snažno dejstvo,
10:06
can have disproportionately huge effects,
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10:08
and equally, vast areas of activity, enormous mergers,
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a isto tako, ogromni poduhvati,
izuzetno velika spajanja,
izuzetno velika spajanja,
10:11
can actually accomplish absolutely bugger-all.
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mogu da apsolutno ništa ne postignu.
10:15
But it's very, very uncomfortable for us
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No, za nas je prilično neprijatno
10:17
to actually acknowledge that we're living in such a world.
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da priznamo da živimo u takvom svetu.
10:20
But what I'm saying is we could just make things
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Ipak, želim da kažem da možemo
da nam olakšamo stvari
da nam olakšamo stvari
10:22
a little bit better for ourselves
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10:24
if we looked at it in this very simple four-way approach.
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ako bismo ovo sagledali
jednostavnim pristupom sa četiri ose.
jednostavnim pristupom sa četiri ose.
To je zapravo strategija, i ne poričem da
strategija ima svoju ulogu.
strategija ima svoju ulogu.
10:28
That is actually strategy, and I'm not denying that strategy has a role.
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10:31
You know, there are cases where you spend quite a lot of money
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Ima slučajeva kada potrošite dosta novca
10:33
and you accomplish quite a lot.
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i postignete puno.
Pogrešio bih kada bih to potpuno osporio.
10:35
And I'd be wrong to dis that completely.
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Dalje, naravno, stižemo do konsultanata.
10:38
Moving over, we come, of course, to consultancy.
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10:40
(Laughter)
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(Smeh)
10:44
I thought it was very indecent of Accenture
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Smatram da je Aksentur
veoma neprimereno
veoma neprimereno
10:46
to ditch Tiger Woods in such
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ispalio Tajger Vudsa
na tako brz i nepromišljen način.
10:48
a sort of hurried and hasty way.
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10:50
I mean, Tiger surely was actually obeying the Accenture model.
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Mislim, Tajger se zapravo pridržavao
Aksenturovog modela.
Aksenturovog modela.
10:53
He developed an interesting outsourcing model for sexual services,
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Napravio je zanimljiv model
eksternalizacije seksualnih usluga,
eksternalizacije seksualnih usluga,
10:56
(Laughter)
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(Smeh)
više nije bio vezan
za jednog monopolskog dobavljača,
za jednog monopolskog dobavljača,
10:58
no longer tied to a single monopoly provider,
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u brojnim slučajevima,
robu je nabavljao na lokalnom nivou,
robu je nabavljao na lokalnom nivou,
11:01
in many cases, sourcing things locally,
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i svakako, mogućnost da dobije između
jedne i tri devojke u bilo kom trenutku
jedne i tri devojke u bilo kom trenutku
11:04
and of course, the ability to have between one and three girls delivered at any time
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11:07
led for better load-balancing.
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dovela je do boljeg
raspoređivanja opterećenja.
raspoređivanja opterećenja.
Ne znam šta je Aksentur
odjednom video tako loše u tome.
odjednom video tako loše u tome.
11:10
So what Accenture suddenly found so unattractive about that, I'm not sure.
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Postoje i druge stvari
koje ne koštaju mnogo i ne postižu ništa.
koje ne koštaju mnogo i ne postižu ništa.
11:13
Then there are other things that don't cost much and achieve absolutely nothing.
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Zovu se trivijalnosti.
11:16
That's called trivia.
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Međutim, postoji i četvrta stvar.
11:18
But there's a fourth thing.
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11:20
And the fundamental problem is we don't actually have a word for this stuff.
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I osnovni problem je što nemamo
odgovarajuću reč za to.
odgovarajuću reč za to.
11:23
We don't know what to call it.
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Ne znamo kako da je nazovemo.
11:25
And actually we don't spend nearly enough money
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A zapravo ne trošimo
ni približno dovoljno novca
ni približno dovoljno novca
11:28
looking for those things,
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tražeći te stvari,
tražeći one sitnice
koje mogu da rade ili da ne rade,
koje mogu da rade ili da ne rade,
11:30
looking for those tiny things that may or may not work,
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11:33
but which, if they do work,
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ali koje, ako rade,
mogu postići nesrazmerni uspeh
u odnosu na troškove, uloženi trud
u odnosu na troškove, uloženi trud
11:35
can have a success absolutely out of proportion
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11:37
to their expense, their efforts
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11:39
and the disruption they cause.
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i dezorganizaciju koje stvaraju.
11:41
So the first thing I'd like
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Dakle, prvo bih voleo jedan konkurs -
za sve one koji ovo gledaju kao film -
za sve one koji ovo gledaju kao film -
11:43
is a competition -- to anybody watching this as a film --
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11:45
is to come up with a name for that stuff on the bottom right.
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za osmišljavanje naziva za tu stvar
u donjem desnom uglu.
u donjem desnom uglu.
11:48
And the second thing, I think,
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A druga stvar je, mislim,
11:50
is that the world needs to have people in charge of that.
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da su svetu potrebni ljudi zaduženi za to.
11:52
That's why I call for the "Chief Detail Officer."
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Zato se zalažem za „direktora za detalje“.
11:54
Every corporation should have one,
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Svaka korporacija bi trebalo da ga ima,
11:56
and every government should have a Ministry of Detail.
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a svaka vlada bi trebalo da ima
ministarstvo za detalje.
ministarstvo za detalje.
11:59
The people who actually have no money,
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Ljudi koji nemaju novca,
12:01
who have no extravagant budget,
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koji nemaju ekstravagantan budžet,
ali koji shvataju da zapravo
12:03
but who realize that actually
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možeš ostvariti veći uspeh kroz usvajanje
12:05
you might achieve greater success in uptake
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12:07
of a government program
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nekog državnog programa
12:09
by actually doubling the level of benefits you pay,
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duplirajući nivo beneficija koje plaćaš,
12:11
but you'll probably achieve exactly that same effect
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a verovatno ćeš postići isti efekat
jednostavnom promenom forme
12:14
simply by redesigning the form
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12:16
and writing it in comprehensible English.
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i pisanjem na razumljivom engleskom.
12:18
And if actually we created a Ministry of Detail
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A kada bismo stvarno osnovali
ministarstvo za detalje,
ministarstvo za detalje,
i kad bi firme imale
direktora za detalje,
direktora za detalje,
12:21
and business actually had Chief Detail Officers,
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12:23
then that fourth quadrant,
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tada bi ovaj četvrti kvadrant,
12:25
which is so woefully neglected at the moment,
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koji je trenutno nesretno zapostavljen,
12:27
might finally get the attention it deserves.
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mogao konačno da dobije zasluženu pažnju.
12:29
Thank you very much.
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Hvala vam puno!
(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