TED2008
Andy Hobsbawm: Do the green thing
Andi Hobsbom aytadi: Yashil ishni bajar
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Andi Hobsbom "yashil" usul bilan ish bajarish haqida yangi reklama voqealari va uning ba'zi qo'shimcha imtiyozlari haqida gapiradi.
Andy Hobsbawm - Internet entrepreneur
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Double-click the English transcript below to play the video.
00:12
Great creativity. In times of need, we need great creativity.
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Buyuk ijodkorlik. Muhtojlik vaqtlarida bizga buyuk ijodkorlik kerak.
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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Muhokama qilamiz. Buyuk ijodkorlik hayratlanarli, mazmunsiz, oqilona va aqlsiz kuchdir.
00:25
Great creativity can spread tolerance, champion freedom,
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Buyuk ijodkorlik tolerantlikni tarqata oladi, ozodlikni g'alaba qozonadi,
00:29
make education seem like a bright idea.
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ta'limni ajoyib g'oyaga aylantiradi.
00:32
(Laughter)
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(Kulgi)
00:33
Great creativity can turn a spotlight on deprivation,
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Buyuk ijodkorlik proektorga muhtojlik keltirishi,
00:37
or show that deprivation ain't necessarily so.
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yoki mujtojlik insonlar o'ylagandek emasligini ko'rsatishi mumkin.
00:41
Great creativity can make politicians electable,
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Buyuk ijodkorlik siyosatchilarni saylanishga loyiq
00:44
or parties unelectable.
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yoki partiyalarni saylanmaydigan qila oladi.
00:47
It can make war seem like tragedy or farce.
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U urushni fojia yoki farsga aylantirishi mumkin.
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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Ijodkorlik futbolkalarimizga shiorlar qo'yadigan, odatiy g'oya paydo qiluvchi
00:55
and phrases on our lips.
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va og'izlarimizlarga iboralar qo'yuvchidir.
00:57
It's the pathfinder that shows us a simple road
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U bizlarga murakkab ahloqiy labirint orqali
01:00
through an impenetrable moral maze.
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sodda yo'lni ko'rsatadigan yo'l topuvchidir.
01:02
Science is clever, but great creativity is something less knowable,
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Ilm-fan aqllidir, lekin buyuk ijodkorlik kam ma'lum bo'lgan,
01:07
more magical. And now we need that magic.
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ammo sirliroq narsadir. Hozir esa bizlarga ana o'sha sirli narsa kerak.
01:10
This is a time of need.
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Bu muhtojlik payti.
01:12
Our climate is changing quickly, too quickly.
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Bizning iqlimimiz tez, juda ham tez o'zgaryapdi.
01:14
And great creativity is needed to do what it does so well:
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Buyuk ijodkorlik juda yahshi bajaradigan ishini bajarishi uchun kerakdir:
01:17
to provoke us to think differently with dramatic creative statements.
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Bizni shiddatli isjodkorlik fikrlari bilan boshqacha tarzda o'ylashga e'tiborimizni jalb etishi uchun.
01:21
To tempt us to act differently
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Ajoyib ijodkorlik g'oyalarining parchalari bilan
01:23
with delightful creative scraps.
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bizni o'zgacha harakat qilishga chaqirishdir.
01:26
Here is one such scrap from an initiative I'm involved in
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Odamlarni "yashillikka" moyil bo'lishga qiziqtirish uchun ijodkorlikdan foydalanilgan
01:29
using creativity to inspire people to be greener.
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tashabbuskorlikdan bir parcha, bu tashabbuskorlikka men ham bog'langanman.
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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Video: Kishi: Bilasizmi, bugun men mashina haydagandan ko'ra, piyoda yuraman.
01:36
Narrator: And so he walked, and as he walked he saw things.
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Hikoyachi: Shunday qilib, u piyoda yurdi va yura turib narsalarni ko'rdi.
01:40
Strange and wonderful things he would not otherwise have seen.
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Odatda u ko'rmaydigan g'ayrioddiy va ajoyib narsalarni ko'rdi.
01:44
A deer with an itchy leg. A flying motorcycle.
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Oyog'i qichishadigan kiyik. Uchar motosikl.
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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Sirli devor orqali velosipeddan ajratilgan ota va qizi.
01:52
And then he stopped. Walking in front of him was her.
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Keyin u to'xtadi. Uning oldida yurib ketayotgan ayol edi.
01:57
The woman who as a child had skipped with him through fields
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Bolaligida u kishi bilan dalalarda sakrab,
02:00
and broken his heart.
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uning yuragini sindirgan ayol.
02:01
Sure, she had aged a little.
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Albatta, u ayolning yoshi ozgina ulg'aygandi.
02:03
In fact, she had aged a lot.
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Haqiqatda, u ayolning yoshi ancha ulg'aygandi.
02:04
But he felt all his old passion for her return.
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Lekin, u kishi u ayolning qaytib kelishiga bo'lgan eski tuyg'usini sezdi.
02:07
"Ford," he called softly. For that was her name.
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U kishi sekingina "Ford" deb chaqirdi. Bu u ayolning ismi bo'lgani uchun.
02:11
"Don't say another word, Gusty," she said,
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"Gasti, boshqa so'z aytma," dedi u ayol,
02:13
for that was his name.
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bu u kishining ismi bo'lgani uchun.
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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"Bu yerdan tahminan 300 yard (274 metr) uzoqda, karvon yonidagi chodirni bilaman.
02:19
Let's go there and make love. In the tent."
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U yoqqa boraylik va sevgi izhor qilaylik. Chodirda."
02:22
Ford undressed. She spread one leg, and then the other.
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Ford yechindi. U bir oyog'ini cho'zdi, keyin keyingi oyog'ini cho'zdi.
02:26
Gusty entered her boldly and made love to her rhythmically
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Gasti jasurona kirdi, va ritkim ohangda sevgi izhor qildi
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while she filmed him, because she was a keen amateur pornographer.
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shu paytda u ayol uni videoga oldi, chunki u juda havaskor pornografer edi/
02:33
The earth moved for both of them.
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Yer ikkalasi uchun harakatga keldi.
02:35
And they lived together happily ever after.
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Shundan beri ular birgalikda bahtli yashashibdi.
02:38
And all because he decided to walk that day.
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U kishi o'sha kuni piyoda yurishni tanlagani uchun buning hammasi sodir bo'ldi.
02:44
(Applause)
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(Qarsaklar)
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andi Hobsbom: Bizda ilm fan bor, bizda debat bor edi.
02:57
The moral imperative is on the table.
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Oldimizda ahloqiy masal.
02:59
Great creativity is needed to take it all,
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Buyuk ijodkorlik buning hammasini qo'lga kiritish,
03:01
make it simple and sharp.
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uni sodda va o'tkir qilish uchun kerak.
03:03
To make it connect. To make it make people want to act.
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Uni bog'lash uchun. Insonlarni harakat qilishni hohlashiga jalb qilish uchun.
03:07
So this is a call, a plea,
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Hullas, bu ajoyib iste'dodli TED jamiyatiga
03:09
to the incredibly talented TED community.
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chaqiriq, da'vatdir.
03:11
Let's get creative against climate change.
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Kelinglar, iqlim o'zgarishiga qarshi ijodkor bo'laylik.
03:13
And let's do it soon. Thank you.
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Bu ishni tezda bajaraylik. Rahmat.
03:15
(Applause)
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(Qarsaklar)
ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneurAndy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing.
Why you should listen
Internet marketing pioneer Andy Hobsbawm was the European chair of the digital services firm Agency.com. He founded the first international Internet agency in 1994, and was a founder of Online Magic, a firm that merged with Agency.com in 1997.
Merging his passions for ads and the environment, he's a cofounder of the website Green Thing, which shares seven fun, punchy little (and big) ways to go green, using clever video and graphics to get across a message of accessible greening. He’s also a founder and the chief marketing officer of internet of things software company EVRYTHNG, which aims to give every physical object in the world it’s own intelligent identity on the Web.
Andy Hobsbawm | Speaker | TED.com