TEDxPittsburgh
Daniel Schnitzer: Inventing is the easy part. Marketing takes work
Daniel Schnitzer: Izumljavanje je lahak dio. Na marketingu se treba raditi.
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Solarne LED sijalice mogu promijeniti živote ljudi iz ruralnog Haitija, ali kao što je Daniel Schnitzer shvatio, one se ne prodaju same od sebe. Na TEDxPittsburgh, pokazao je kako zdravstveni i energetski proizvodi za zemlje u razvoju su beskorisni ukoliko je takvo i tržište.
Daniel Schnitzer - Founder and Executive Director, Earthspark International
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Daniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti. Full bio
Double-click the English transcript below to play the video.
00:11
So, without romanticizing this too much:
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Bez puno romantiziranja:
00:14
imagine that you light your home
with kerosene and candles every night,
with kerosene and candles every night,
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zamislite da osvjetljavate svoju kuću
kerozinom i svijećama svaku noć
kerozinom i svijećama svaku noć
00:18
and that you do all of your cooking
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i da vi kuhate sve
00:19
with charcoal.
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pomoću uglja.
00:20
This is how the world's
two billion poorest people
two billion poorest people
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Ovo je način na koji dvije
milijarde siromašnih ljudi
milijarde siromašnih ljudi
00:23
cook and light their homes every day.
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kuha i osvjetljuje kuću svaki dan.
00:25
This isn't just inconvenient,
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Ovo ne samo da je nepogodno,
00:27
this is inefficient,
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već je i neefikasno,
00:29
it's expensive,
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skupo je,
00:30
it's harmful to human health,
harmful to the environment,
harmful to the environment,
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štetno za ljudsko zdravlje,
štetno za okoliš,
štetno za okoliš,
00:33
and it's unproductive.
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i neproduktivno je.
00:34
And that's energy poverty.
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To je siromaštvo energije.
00:36
So let me give you a couple of examples.
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Dopustite da vam predočim par primijera.
00:38
I work in Haiti,
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Radim u Haitiju,
00:39
where about 80% of the population
lives in energy poverty.
lives in energy poverty.
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gdje oko 80% populacije živi
u energetskom siromaštvu.
u energetskom siromaštvu.
00:43
The average household
spends 10% of its income
spends 10% of its income
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Prosječno domaćinstvo potroši 10% prihoda
00:47
on kerosene for lighting –
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na kerozin za osvjetljavanje -
00:49
that's an order of magnitude greater
than what the average US household spends
than what the average US household spends
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to je mnogo više nego što prosječno
američko kućanstvo potroši
američko kućanstvo potroši
00:54
on electricity to light their homes.
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na električnu energiju
za osvjetljavanje kuće.
za osvjetljavanje kuće.
00:57
The 2008 hurricane season in Haiti caused
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Uragan iz 2008. godine
na Haitiju je prouzrokovao
na Haitiju je prouzrokovao
00:59
about one billion dollars in damage.
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oko milijardu dolara štete.
01:01
That was a sixth of their GDP.
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To je bila šestina njihovog BDP-a.
01:04
The damage was so severe
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Šteta je bila velika,
01:05
because the primary energy fuel
in Haiti is charcoal,
in Haiti is charcoal,
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jer je primarni izvor energije
u Haitiju drveni ugalj,
u Haitiju drveni ugalj,
01:08
which is made from trees,
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koji se pravi od drveća,
01:10
and has left the country
almost completely deforested.
almost completely deforested.
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a zemlja je bila skoro pa
u potpunosti iskrčena.
u potpunosti iskrčena.
01:13
Without trees, the country can't absorb
heavy rains and massive flooding,
heavy rains and massive flooding,
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Bez drveća, zemlja ne može apsorbirati
teške kiše i velike poplave,
teške kiše i velike poplave,
01:17
as a result.
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što je rezultat uragana.
01:19
So in the industrialized world,
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U industrializiranom svijetu,
01:20
we built walls that protect us
from the externalities of our energy use;
from the externalities of our energy use;
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gradimo zidove koji nas štite od
vanjskih fakotra energije koju koristimo;
vanjskih fakotra energije koju koristimo;
01:24
we can afford to clean up acute
environmental disasters;
environmental disasters;
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možemo priuštiti odstranjivanje
naglih okolišnih katastrofa;
naglih okolišnih katastrofa;
01:28
and we can also afford
to adapt to chronic conditions
to adapt to chronic conditions
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i možemo također priuštiti
adaptaciju na hronične uslove
adaptaciju na hronične uslove
01:31
like climate change.
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kao što je promjena klime.
01:33
That's not the case for Haiti.
They can't afford this.
They can't afford this.
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To nije slučaj u Haitiju.
Oni ne mogu to priuštiti.
Oni ne mogu to priuštiti.
01:36
The only way they're going to lift
themselves out of energy poverty
themselves out of energy poverty
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Jedini način na koji će se podići
iz energetskog siromaštva je
iz energetskog siromaštva je
01:39
is by adapting fuels
that are more efficient,
that are more efficient,
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adaptacijom goriva koja su efikasnija,
01:42
that are less expensive,
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jeftinija,
01:43
that are better for human health,
better for the environment
better for the environment
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bolja za ljudsko zdravlje, i okoliš,
01:46
and that are more productive.
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i koja su produktivnija.
01:48
So it turns out that those fuels
and technologies exist,
and technologies exist,
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Čini se da takva goriva
i tehnologije postoje,
i tehnologije postoje,
01:50
and this is an example of that.
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i ovo je jedan od primjera toga.
01:52
This is a solar LED lightbulb
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Ovo je solarna LED sijalica
01:55
that we sell for a retail price
of about 10 dollars in rural Haiti.
of about 10 dollars in rural Haiti.
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koju prodajemo za 10 dolara
po maloprodajnoj cijeni u Haitiju.
po maloprodajnoj cijeni u Haitiju.
02:00
That's a payback period
of less than three months
of less than three months
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Period isplativosti ovoga je
manje od 3 mjeseca
manje od 3 mjeseca
02:03
for the average Haitian household.
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za prosječno kućanstvo.
02:07
The prescriptions to solve energy poverty
seems pretty straightforward:
seems pretty straightforward:
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Recept za rješenje energetskog siromaštva
čini se poprilično jednostavnim:
čini se poprilično jednostavnim:
02:11
you develop these technologies
that have a great return on investment,
that have a great return on investment,
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razvijete ove tehnologije koje imaju
veliki povrat na investiciju,
veliki povrat na investiciju,
02:14
and people should be snatching them up.
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te bi ljudi trebali tragati za njima.
02:16
But that's not the case.
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Ali to nije slučaj.
02:18
The first time I ever went down to Haiti
was in August of 2008,
was in August of 2008,
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Prvi put kada sam otišao u Haiti
bio je avugst 2008,
bio je avugst 2008,
02:21
sort of on a whim,
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gotovo na hir,
02:22
and I was fielding surveys
in the rural south of the country
in the rural south of the country
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sprovodio sam ankete
u južnom ruralnom dijelu
u južnom ruralnom dijelu
02:25
to assess the extent of energy poverty.
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kako bih procijenio obim
energetskog siromaštva.
energetskog siromaštva.
02:27
And at night, I would go around sometimes
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Navečer bih hodao uokolo ponekad
02:30
and I would speak with the street vendors
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i razgovarao bih sa uličnim prodavačima
02:32
and see if they were interested
in buying these solar LED lamps.
in buying these solar LED lamps.
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i pokušao saznati da li su zainteresirani
kupiti ove solarne LED lampe.
kupiti ove solarne LED lampe.
02:35
One woman who I encountered
turned down my offer,
turned down my offer,
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Jedna žena koju sam sreo
odbila je moju ponudu
odbila je moju ponudu
02:38
and she said, “Mon chéri,
c'est trop Cher,”
c'est trop Cher,”
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i rekla: "Mon chéri, c'est trop Cher,”
02:41
which basically means,
“My dear, it's too expensive.”
“My dear, it's too expensive.”
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što znači: "Dragi moj, preskupo je."
02:43
But I tried to explain to her,
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Ali pokušao sam joj objasniti:
02:45
“Look, this is going to save you
a lot of money,
a lot of money,
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"Vidite, ovo će vam uštedjeti mnogo novca
02:47
and it's going to give
you even better light
you even better light
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i imat ćete bolje svjetlo
02:49
than what you're using
now with the kerosene.”
now with the kerosene.”
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nego ono koje imate sada sa kerozinom."
02:52
So I didn't make the sale,
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Dakle, nisam prodao,
02:53
but I did learn a really important lesson,
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ali sam naučio vrlo važnu lekciju,
02:55
which is that technology, products,
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a to je da tehnologija, proizvodi,
02:57
were not going to end energy poverty.
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nisu bili ključni za kraj
energetskog siromaštva.
energetskog siromaštva.
03:00
Instead, access was going to.
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Umjesto toga, pristup tome je bio.
03:02
Specifically, there are
two types of access
two types of access
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U suštini, postoje dvije vrste pristupa
03:05
that are going to end energy poverty:
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koje će terminirati energetsko siromaštvo:
03:07
there's physical access,
and there's financial access.
and there's financial access.
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fizički pristup i financijski pristup.
03:10
So, physical access --
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Dakle, fizički pristup -
03:12
what does that mean?
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šta to znači?
03:14
It's very expensive for low-income
households in developing countries
households in developing countries
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Vrlo je skupo za kućanstva sa niskim
primanjima u zemljama u razvitku
primanjima u zemljama u razvitku
03:18
to reach major centers of commerce.
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da dođu do glavnih tržnih centara.
03:20
And it's basically impossible for them
to order something off Amazon.com.
to order something off Amazon.com.
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I skoro je nemoguće
da naruče nešto sa Amazona.
da naruče nešto sa Amazona.
03:24
“The last mile” is a phrase
that's normally associated
that's normally associated
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"Posljednja milja" je fraza
koja se koristi
koja se koristi
03:27
with the telecommunications industry.
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u telekomunikacijskoj industriji.
03:29
It means that last bit
of wire that's necessary
of wire that's necessary
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Ona podrazumijeva zadnji milimetar
žice koja je potrebna
žice koja je potrebna
03:31
to connect the customer to the provider.
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da poveže potrošača i proizvođača.
03:33
What we need for ending energy poverty
are last-mile retailers
are last-mile retailers
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Ono što trebamo da bi se zaustavilo
energetsko siromaštvo
energetsko siromaštvo
su trgovci zadnje milje
03:39
that bring these clean energy
products to the people.
products to the people.
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koji bi donijeli ove čiste
energetske produkte ljudima.
energetske produkte ljudima.
03:42
The kerosene and charcoal value chains
already figured this out:
already figured this out:
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Trgovinski lanci kerozina i drvenog uglja
su već ovo shvatili:
su već ovo shvatili:
03:45
those fuels are ubiquitous
across the entire country.
across the entire country.
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ta goriva su sveprisutna u čitavoj zemlji.
03:48
You can go to the most remote
village in Haiti
village in Haiti
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Možete otići u najudaljenije
selo u Haitiju
selo u Haitiju
03:51
and you will find somebody
selling kerosene and charcoal.
selling kerosene and charcoal.
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i pronaći ćete nekoga
kako prodaje kerozin i drveni ugalj.
kako prodaje kerozin i drveni ugalj.
03:54
So the other type of access: financial.
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Dakle, druga vrsta pristupa: financijska.
03:57
We all know that clean energy
products, technologies,
products, technologies,
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Svi znamo da čisti energetski
produkti, tehnologija,
produkti, tehnologija,
04:01
tend to be characterized
by higher upfront costs,
by higher upfront costs,
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teže biti okarakterisani
investicionim troškovima,
investicionim troškovima,
04:03
but very low operating costs.
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ali vrlo niskimm operativnim troškovima.
04:05
And so in the industrialized world,
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I tako u industrializiranom svijetu,
04:07
we have very generous subsidies
that are specifically designed
that are specifically designed
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postoje vrlo darežljive subvencije
koje su posebno dizajnirane
koje su posebno dizajnirane
04:10
to bring down those upfront costs.
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kako bi smanjile investicione troškove.
04:12
Those subsidies don't exist in Haiti.
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Te subvencije ne postoje u Haitiju.
04:14
What they do have is microfinance.
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Ono što imaju je mikrofinanciranje.
04:17
But you're going to severely diminish
the value proposition
the value proposition
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Ali ćete znatno smanjiti
vrijednost propozicija
vrijednost propozicija
04:20
of your clean energy product
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čistih energetskih proizvoda
04:21
if you expect somebody in Haiti
to go out, get a microloan,
to go out, get a microloan,
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ako očekujete od nekoga u Haitiju
da izađe i potraži mikokredit
da izađe i potraži mikokredit
04:25
go back to the retailer,
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zaitm ode do prodavača
04:26
and then buy the clean energy product.
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i kupi čisti energetski produkt.
04:29
So the prescription to end energy poverty
is much more complicated
is much more complicated
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Dakle, recept za terminiranje energetskog
siromaštva je mnogo više kompliciran
siromaštva je mnogo više kompliciran
04:33
than simply products.
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od samog produkta.
04:35
We need to integrate financial access
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Moramo integrirati financijski pristup
04:38
directly into new, innovative
distribution models.
distribution models.
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direktno u nove, inovativne
distribucijske modele.
distribucijske modele.
04:42
What does that mean?
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Šta to znači?
04:43
That means bundling consumer credit
with the retailer.
with the retailer.
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To znači objedinjavanje potrošačkih
kredita sa prodavačem.
kredita sa prodavačem.
04:46
This is really easy
for Bloomingdale’s to do,
for Bloomingdale’s to do,
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Ovo je vrlo lahko
"Bloomingdale-u" za uraditi,
"Bloomingdale-u" za uraditi,
04:49
but it's not so easy for a rural
sales agent in Haiti to do.
sales agent in Haiti to do.
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ali nije lahko ruralnim
prodavačima u Haitiju.
prodavačima u Haitiju.
04:53
We need to redirect cash flows
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Trebamo preusmjeriti protok novca,
04:56
that are going now
from the diaspora in the United States
from the diaspora in the United States
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koji sad protiče iz dijaspore
u Sjedinjenim Državama,
u Sjedinjenim Državama,
04:59
through Western Union
wire transfers in cash
wire transfers in cash
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kroz Western Union novčani transfer novca
05:02
directly into clean energy products
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direktno u čiste energetske proizvode
05:04
that can be delivered to or picked up by
their friends or family in Haiti.
their friends or family in Haiti.
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koje će dostaviti ili kupiti
prijatelji, porodice u Haitiju.
prijatelji, porodice u Haitiju.
05:08
So the next time you hear
about a technology or product
about a technology or product
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Tako, sljedeći put kada čujete
o tehnologiji ili proizvodu
o tehnologiji ili proizvodu
05:11
that's going to change the world,
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koji će promijeniti svijet,
05:13
be a little bit skeptical.
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budite malo skeptični.
05:14
The inventor Dean Kamen,
the guy who invented the Segway,
the guy who invented the Segway,
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Inovator Dean Kamen,
osoba koja je izumila Segway,
osoba koja je izumila Segway,
05:18
a genius by any standards,
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genij po svim standardima,
05:19
once said that his job is easy,
inventing things is easy,
inventing things is easy,
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jednom je rekao da njegov posao je lagan,
inventirati nove stvari je lahko,
inventirati nove stvari je lahko,
05:25
the hard part is the technology
dissemination --
dissemination --
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ono što je teško jeste
širenje tehnologije -
širenje tehnologije -
05:28
it's getting those
technologies and products
technologies and products
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dovesti tu tehnologiju i produkte
05:30
to the people who need it most.
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ljudima koji ih naviše trebaju.
05:32
Thank you.
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Hvala vam.
05:33
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Daniel Schnitzer - Founder and Executive Director, Earthspark InternationalDaniel Schnitzer is the founder of EarthSpark International, a company dedicated to helping create clean energy supply chains in Haiti.
Why you should listen
A PhD candidate at Carnegie Mellon University’s department of Engineering & Public Policy, Daniel Schnitzer co-founded EarthSpark International in 2008. Honored by the Clinton Global Initiative in 2010, EarthSpark International works in Haiti to develop markets and aid local entrepreneurs in creating a supply chain for safe, clean and renewable energy. It also played a vital role in relief efforts after the 2010 earthquake. Before this, Schnitzer worked for KEMA Inc., an energy consulting firm, at which he focused on renewable energy policy and efficiency.
More profile about the speakerDaniel Schnitzer | Speaker | TED.com