TEDWomen 2010
Halla Tómasdóttir: A feminine response to Iceland's financial crash
Halla Tomasdottir: Ženski odgovor na islandski financijski krah
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Halla Tomasdottir je uspjela prevesti svoje poduzeće Audur Capital kroz oko financijske oluje u Islandu primjenjujući u financijskim uslugama pet tradicionalnih "ženskih" vrijednosti. Na TEDWomen, ona priča o tim vrijednostima i o važnosti ravnoteže.
Halla Tómasdóttir - Change catalyst
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Icelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president. Full bio
Double-click the English transcript below to play the video.
00:15
It sure used to be a lot easier to be from Iceland,
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Nekad je znalo biti puno lakše ako dolaziš s Islanda,
00:18
because until a couple of years ago,
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jer, sve do par godina unatrag,
00:20
people knew hardly anything about us,
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ljudi su znali jako malo o nama,
00:22
and I could basically come out here
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i mogla sam doći bilo kamo
00:24
and say only good things about us.
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i reći samo dobre stvari o nama.
00:26
But in the last couple of years
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Ali u posljednjih par godina
00:28
we've become infamous for a couple of things.
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postali smo neslavni zbog par stvari.
00:31
First, of course, the economic meltdown.
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Prvo, naravno, zbog ekonomskog kraha.
00:34
It actually got so bad
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Postalo je toliko loše
00:36
that somebody put our country up for sale on eBay.
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da je netko stavio našu državu na prodaju na eBay.
00:39
(Laughter)
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(Smijeh)
00:41
Ninety-nine pence was the starting price
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Početna cijena je bila 99 penija
00:43
and no reserve.
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bez zadrške.
00:46
Then there was the volcano
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Zatim se dogodio vulkan
00:48
that interrupted the travel plans
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koji je poremetio planove putovanja
00:50
of almost all of you and many of your friends,
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skoro svih vas i mnogih mojih prijatelja,
00:53
including President Obama.
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uključujući predsjednika Obamu.
00:55
By the way, the pronunciation
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Usput rečeno, izgovor
00:57
is "Eyjafjallajokull."
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je "Eyjafjallajokull".
00:59
None of your media got it right.
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Nijedan od vaših medija ga nije pogodio.
01:01
(Laughter)
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(Smijeh)
01:03
But I'm not here to share these stories
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Ali nisam ovdje kako bih podijelila te priče
01:05
about these two things exactly.
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o, precizno, ove dvije stvari;
01:07
I'm here to tell you the story of Audur Capital,
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ovdje sam kako bih vam ispričala priču o "Audur Capital-u",
01:09
which is a financial firm founded by me
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koji je financijsko poduzeće koje smo osnovali ja
01:11
and Kristin -- who you see in the picture --
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i Kristin -- koju vidite na slici --
01:13
in the spring of 2007,
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u proljeće 2007.,
01:16
just over a year before the economic collapse hit.
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malo više od godine dana prije nego nas je udario ekonomski kolaps.
01:19
Why would two women
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Zašto bi dvije žene
01:21
who were enjoying successful careers in investment banking
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koje su uživale u svojim uspješnim karijerama u investicijskom bankarstvu
01:23
in the corporate sector
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u korporativnom sektoru
01:25
leave to found a financial services firm?
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otišle kako bi osnovale poduzeće za pružanje financijskih usluga?
01:28
Well let it suffice to say
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Dosta je reći
01:31
that we felt a bit overwhelmed
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kako smo se osjećale pomalo prezagušeno
01:34
with testosterone.
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s testosteronom.
01:36
And I'm not here to say
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I nisam ovdje kako bih pričala
01:38
that men are to blame for the crisis
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da su muškarci krivi za krizu
01:40
and what happened in my country.
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i za ono što se dogodilo u mojoj zemlji.
01:42
But I can surely tell you that in my country,
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Ali mogu vam sa sigurnošću reći kako su u mojoj zemlji,
01:44
much like on Wall Street and the city of London and elsewhere,
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slično onima na Wall Street-u i City-u u Londonu i drugdje,
01:47
men were at the helm
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muškarci bili na čelu
01:49
of the game of the financial sector,
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igre u financijskom sektoru.
01:51
and that kind of lack of diversity
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A ta vrsta nedostatka raznolikosti
01:54
and sameness
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i jednakosti
01:56
leads to disastrous problems.
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je dovela do katastrofalnih problema.
01:58
(Applause)
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(Pljesak)
02:01
So we decided, a bit fed-up with this world
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Tako smo odlučile, jer nam je već pomalo dosta ovog svijeta
02:04
and also with the strong feeling in our stomach
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i jednako tako sa snažnim osjećajem u našim želucima
02:07
that this wasn't sustainable,
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kako to nije održivo,
02:09
to found a financial services firm
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osnovati poduzeće za pružanje financijskih usluga
02:11
based on our values,
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koje se temelji na našim vrijednostima.
02:14
and we decided to incorporate feminine values
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I odlučile smo inkorporirati ženske vrijednosti
02:17
into the world of finance.
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u financijski svijet.
02:19
Raised quite a few eyebrows in Iceland.
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Podiglo se dosta obrva na Islandu.
02:21
We weren't known
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Nismo bile znane
02:23
as the typical "women" women
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kao tipične žene žene
02:25
in Iceland up until then.
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na Islandu sve do tada.
02:27
So it was almost like coming out of the closet
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Stoga je to bilo kao izlazak iz ormara
02:30
to actually talk about the fact that we were women
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kako bi zapravo pričale o činjenici da smo žene
02:32
and that we believed that we had a set of values
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i kako vjerujemo da imamo niz vrijednosti
02:34
and a way of doing business
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i način poslovanja
02:37
that would be more sustainable
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koji bi bio održiviji
02:39
than what we had experienced until then.
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nego što smo iskusile do tada.
02:43
And we got a great group of people to join us --
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I dobile smo izvrsnu grupu ljudi koji su nam se pridružili --
02:45
principled people with great skills,
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principijalnih ljudi s izvrsnim vještinama,
02:48
and investors with a vision
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i investitora s vizijom
02:50
and values to match ours.
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i vrijednostima koje odgovaraju našima.
02:52
And together we got through the eye of the financial storm in Iceland
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I zajedno smo prošli kroz oko financijske oluje na Islandu
02:55
without taking any direct losses to our equity
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bez ikakvih direktnih gubitaka za naš kapitala
02:58
or to the funds of our clients.
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ili sredstava naših klijenata.
03:00
And although I want to thank
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I premda želim zahvaliti
03:02
the talented people of our company
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talentiranim ljudima u našem poduzeću
03:04
foremost for that --
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prijesvega --
03:06
and also there's a factor of luck and timing --
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postoji isto tako čimbenik sreće i vremenske usklađenosti --
03:09
we are absolutely convinced
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mi smo potpuno uvjerene
03:11
that we did this because of our values.
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kako smo to učinile zbog naših vrijednosti.
03:14
So let me share with you our values.
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Dopustite mi da podijelim s vama naše vrijednosti.
03:17
We believe in risk awareness.
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Vjerujemo u osviještenost o riziku.
03:19
What does that mean?
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Što to znači?
03:21
We believe that you should always understand the risks that you're taking,
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Vjerujemo kako bi vi uvijek trebali shvaćati rizike koje poduzimate,
03:24
and we will not invest
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i nećemo investirati
03:26
in things we don't understand.
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u ono što ne razumijemo.
03:28
Not a complicated thing.
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Nije komplicirana stvar.
03:30
But in 2007,
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Ali 2007.,
03:32
at the height of the sub-prime
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bilo je to na vrhuncu tržišta sekundarnih kredita
03:35
and all the complicated financial structures,
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i svih kompliciranih financijskih struktura,
03:37
it was quite opposite
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realnost je bila suprotna
03:39
to the reckless risk-taking behaviors
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i vodila ka nesmotrenom preuzimanja rizika
03:42
that we saw on the market.
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što smo vidjeli na tržištu.
03:44
We also believe in straight-talking,
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Isto tako vjerujemo u direktan razgovor,
03:46
telling it as it is,
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govoriti onako kako je,
03:48
using simple language that people understand,
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koristeći jednostavan jezik koji ljudi razumiju,
03:51
telling people about the downsides
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govoreći ljudima o negativnim stvarima
03:53
as well as the potential upsides,
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kao i o mogućim pozitivnim stvarima,
03:56
and even telling the bad news that no one wants to utter,
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i čak reći loše vijesti koje nitko ne želi iznijeti,
03:59
like our lack of belief in the sustainability
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kao naš manjak vjerovanja u održivost
04:01
of the Icelandic financial sector
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islandskog financijskog sektora
04:03
that already we had
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koji smo već imali
04:05
months before the collapse hit us.
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mjesecima prije nego nas je kolaps pogodio.
04:07
And, although we do work in the financial sector,
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I, premda mi radimo u financijskom sektoru,
04:10
where Excel is king,
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gdje je Excel kralj,
04:12
we believe in emotional capital.
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vjerujemo u emocionalni kapital.
04:15
And we believe
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I vjerujemo
04:17
that doing emotional due diligence
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kako je emocionalna provjera
04:19
is just as important
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jednako važna
04:21
as doing financial due diligence.
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kao i financijska provjera.
04:25
It is actually people
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Ljudi su ti
04:27
that make money and lose money,
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koji stvaraju novac i koji gube novac,
04:29
not Excel spreadsheets.
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ne tablice u Excelu.
04:33
(Applause)
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(Pljesak)
04:35
Last, but not least,
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Zadnje, ali ne manje važno,
04:37
we believe in profit with principles.
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vjerujemo u profit s načelima;
04:39
We care how we make our profit.
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stalo nam je do toga kako stvaramo naš profit.
04:41
So while we want to make economic profit for ourselves and our customers,
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Iako želimo stvoriti ekonomski profit za nas i naše klijente
04:44
we are willing to do it with a long-term view,
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spremni smo to raditi dugoročno.
04:47
and we like to have a wider definition of profits
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I željeli bi imati širu definiciju profita
04:50
than just the economic profit in the next quarter.
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od čistog ekonomskog profita u sljedećem kvartalu.
04:53
So we like to see profits,
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Željeli bi vidjeti profit
04:55
plus positive social
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plus pozitivne društvene
04:57
and environmental benefits, when we invest.
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i koristi za okoliš kada ulažemo.
05:00
But it wasn't just about the values,
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Ali ne radi se samo o vrijednostima,
05:02
although we are convinced that they matter.
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iako smo uvjerene da su one važne.
05:04
It was also about a business opportunity.
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Isto tako se radilo i o poslovnoj prilici.
05:06
It's the female trend, and it's the sustainability trend,
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Ženski trend i trend održivosti,
05:09
that are going to create
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će stvoriti
05:11
some of the most interesting investment opportunities
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neke od najzanimljivijih investicijskih prilika
05:13
in the years to come.
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u godinama koje dolaze.
05:15
The whole thing about the female trend
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Cijela stvar oko ženskog trenda
05:17
is not about women being better than men;
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nije da su žene bolje od muškaraca,
05:19
it is actually about
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već je riječ zapravo o tome
05:21
women being different from men,
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kako su one drugačije od muškaraca,
05:23
bringing different values and different ways to the table.
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donoseći različite vrijednosti i različite načine na stol.
05:26
So what do you get? You get better decision-making,
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Dakle, što dobijete? Dobijete bolje donošenje odluka.
05:29
and you get less herd behavior,
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I dobivate manje čoporskog ponašanja.
05:31
and both of those things hit your bottom line
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A obje te stvari dotiču vašu krajnju liniju
05:34
with very positive results.
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s vrlo pozitivnim rezultatima.
05:37
But one has to wonder,
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Ali, morate se zapitati,
05:39
now that we've had this financial sector collapse upon us in Iceland --
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sada kada se na Islandu financijski sektor srušio na nas --
05:42
and by the way, Europe looks pretty bad right now,
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i, usput rečeno, Europa izgleda prilično loše sada.
05:45
and many would say that you in America
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I mnogi bi rekli kako vas u Americi
05:47
are heading for some more trouble as well.
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čeka još više nevolja.
05:50
Now that we've had all that happen,
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Sada kada nam se to sve dogodilo,
05:52
and we have all this data out there
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i imamo sve ove podatke ovdje
05:54
telling us that it's much better to have diversity
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koji nam govore kako je bolje imati raznolikost
05:56
around the decision-making tables,
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oko stolova za kojima se donose odluke,
05:58
will we see business and finance change?
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hoćemo li vidjeti poslovnu i financijsku promjenu?
06:01
Will government change?
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Hoće li se vlada promijeniti?
06:03
Well I'll give you my straight talk about this.
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Reći ću vam svoje izravno mišljenje o tome.
06:06
I have days that I believe,
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Ima dana kada vjerujem,
06:08
but I have days that I'm full of doubt.
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ali ima dana kada sam puna sumnje.
06:11
Have you seen the incredible urge out there
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Jeste li vidjeli nevjerojatnu potrebu
06:14
to rebuild the very things that failed us?
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da se ponovno izgrade sve one stvari koje su nas upropastile?
06:17
(Applause)
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(Pljesak)
06:19
Einstein said
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Einstein je rekao
06:21
that this was the definition of insanity --
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da je ovo definicija ludosti --
06:24
to do the same things
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radeći iste stvari
06:26
over and over again,
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opet iznova,
06:28
hoping for a different outcome.
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nadajući se različitom rezultatu.
06:31
So I guess the world is insane,
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Stoga vjerujem kako je svijet lud,
06:33
because I see entirely too much
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jer uočavam previše
06:35
of doing the same things over and over again,
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istih stvari koje se rade opet iznova,
06:38
hoping that this time it's not going to collapse upon us.
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u nadi da se ovog puta neće obrušiti na nas.
06:41
I want to see more revolutionary thinking,
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Želim vidjeti više revolucioniranog razmišljanja.
06:44
and I remain hopeful.
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I ostajem puna nade.
06:46
Like TED, I believe in people.
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Kao i TED, vjerujem u ljude.
06:48
And I know that consumers
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I znam kako potrošači
06:50
are becoming more conscious,
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postaju sve svjesniji,
06:52
and they are going to start voting with their wallets,
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i da će početi glasovati sa svojim lisnicama,
06:55
and they are going to change the face
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i da će promijeniti lica
06:57
of business and finance from the outside,
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poslovanja i financija izvana,
06:59
if they don't do it from the inside.
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ako to ne učine iznutra.
07:02
But I'm more of the revolutionary,
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Ali ja sam više revolucionarna,
07:05
and I should be; I'm from Iceland.
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a i trebala bih biti; dolazim s Islanda.
07:07
We have a long history
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Imamo dugu povijest
07:09
of strong, courageous, independent women,
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snažnih, hrabrih, nezavisnih žena,
07:12
ever since the Viking age.
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još od doba vikinga.
07:14
And I want to tell you when
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I želim vam reći kada
07:16
I first realized that women matter to the economy
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sam prvi put shvatila kako su žene važne za ekonomiju
07:18
and to the society,
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i za društvo.
07:20
I was seven -- it happened to be my mother's birthday --
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Imala sam sedam godina -- dogodilo se to na rođendan moje mame --
07:22
October 24, 1975.
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24. listopada 1975.
07:25
Women in Iceland took the day off.
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Žene s Islanda su uzele slobodan dan.
07:28
From work or from home, they took the day off,
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S posla ili od kuće, uzele su slobodan dan,
07:31
and nothing worked in Iceland.
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i ništa nije radilo na Islandu.
07:33
(Laughter)
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(Smijeh)
07:36
They marched into the center of Reykjavik,
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Marširale su u središte Reykjavika,
07:38
and they put women's issues onto the agenda.
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i na dnevni red su stavile ženska pitanja.
07:41
And some say this was the start of a global movement.
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I neki kažu kako je to bio početak globalnog pokreta.
07:44
For me it was the start of a long journey,
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Za mene je to bio početak dugačkog putovanja,
07:47
but I decided that day to matter.
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ali sam taj dan odlučila biti od značaja.
07:50
Five years later,
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Pet godina poslije,
07:52
Iceland elected Vigdis Finnbogadottir as their president --
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Island je izabrao Vigdis Finnbogadottir kao svoju predsjednicu --
07:55
first female to become head of state,
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prva ženska osoba koje je sjela na čelo države,
07:58
single mom,
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samohrana majka,
08:00
a breast cancer survivor
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koja je preživjela rak dojke
08:02
who had had one of her breasts removed.
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i kojoj su morali ukloniti jednu dojku.
08:04
And at one of the campaign sessions,
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I na jednoj od sjednica kampanje,
08:06
she had one of her male contenders
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jedan od njezinih muških natjecatelja
08:09
allude to the fact that she couldn't become president --
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je aludirao na činjenicu da ona nebi smjela postati predsjednicom;
08:11
she was a woman, and even half a woman.
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bila je žena, ili čak pola žene.
08:15
That night she won the election,
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Te noći je pobijedila na izborima,
08:17
because she came back --
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jer se vratila --
08:19
not just because of his crappy behavior --
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ne samo zbog njegovog usranog ponašanja --
08:22
but she came back and said,
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već se vratila i rekla,
08:25
"Well, I'm actually not going to breastfeed the Icelandic nation;
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"Zapravo, ja neću dojiti naciju Islanda,
08:28
I'm going to lead it."
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vodit ću je."
08:30
(Applause)
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(Pljesak)
08:34
So I've had incredibly many
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Imala sam nevjerojatno mnogo
08:37
women role models
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ženskih uzora
08:39
that have influenced who I am and where I am today.
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koje su imale utjecaja na tko sam i gdje se nalazim danas.
08:41
But in spite of that,
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Ali, usprkos tome,
08:43
I went through the first 10 or 15 years of my career
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prvih 10 ili 15 godina svoje karijere sam proživjela
08:45
mostly in denial of being a woman.
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većinom u poricanju da sam žena.
08:48
Started in corporate America,
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Počela sam u korporativnoj Americi,
08:50
and I was absolutely convinced
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i bila sam potpuno uvjerena
08:52
that it was just about the individual,
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kako se sve vrti oko pojedinca,
08:54
that women and men would have just the same opportunities.
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da će žene i muškarci imati iste mogućnosti.
08:57
But I've come to conclude lately
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I nedavno sam došla do zaključka
08:59
that it isn't like that.
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kako to uopće nije tako.
09:01
We are not the same,
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Mi nismo isti.
09:03
and it's great. Because of our differences,
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I to je izvrsno -- zbog naših razlika,
09:05
we create and sustain life.
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stvaramo i održavamo život.
09:07
So we should embrace our difference and aim for challenge.
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Stoga bi trebali prigrliti naše razlike i ciljati ka izazovima.
09:10
The final thought I want to leave with you
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Zadnja misao s kojom vas želim ostaviti
09:12
is that I'm fed up with this tyranny
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jest da mi je dosta ove tiranije
09:14
of either/or choices in life --
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ili/ili izbora u životu --
09:16
either it's men or it's women.
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ili su muškarci, ili su žene.
09:19
We need to start embracing the beauty of balance.
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Moramo početi prihvaćati ljepotu ravnoteže.
09:22
So let's move away
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Dakle, odmaknimo se
09:24
from thinking about business here and philanthropy there,
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od razmišljanja o poslovanju ovdje i filantropiji tamo,
09:27
and let's start thinking about
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i počnimo razmišljati o
09:29
doing good business.
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dobrom poslovanju.
09:31
That's how we change the world. That's the only sustainable future.
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I tako mijenjamo svijet. To je jedina održiva budućnost.
09:34
Thank you.
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Hvala vam.
09:36
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Halla Tómasdóttir - Change catalystIcelandic entrepreneur Halla Tómasdóttir believes that if you’re going to change things, you have to do it from the inside. She infused the world of finance with “feminine values," which helped her survive the financial meltdown in Iceland and nearly made her president.
Why you should listen
Tómasdóttir's philosophy is simple: (1) the challenges we're facing today won't be solved by testosterone alone; (2) the world would be a better, safer, more sustainable place if we could infuse finance, business and politics with more gender balance; and (3) it's easier to change things from the inside.
True to this philosophy, Tómasdóttir co-founded Audur Capital in 2008, the world's first investment firm based on "feminine values." Audur was one of few financial companies in Iceland to survive the crash. Tómasdóttir has since been an active change catalyst, advocating for principle-based leadership and more women around decision-making tables.
In 2016, responding to popular demand (and a viral Facebook campaign), Tómasdóttir ran for president of Iceland. A woman in a man's race. Polls initially put Tómasdóttir as an outsider, predicting 1 percent of the vote. A few weeks later, against all odds, Tómasdóttir came in second supported by 28 percent of Icelanders.
Halla Tómasdóttir | Speaker | TED.com