TED@MotorCity
Lisa Gansky: The future of business is the "mesh"
Lisa Gansky: Budućnost poslovanja je "mreža"
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Na TED@MotorCity, Lisa Gansky, autorica "Mreže", govori o budućnosti poslovanja koja je u dijeljenju svih vrsta stvari, bilo preko pametnog i tehnološki omogućenog najma, bilo hrabrije, "svatko sa svakim" (peer-to-peer). Primjeri u industriji -- od glazbe do automobila -- pokazuju kako smo blizu toj umreženoj budućnosti.
Lisa Gansky - Entrepreneur
Lisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it). Full bio
Lisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it). Full bio
Double-click the English transcript below to play the video.
00:15
I'm speaking to you about what I call the "mesh."
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Govorim vam o onome što nazivam "mrežom".
00:17
It's essentially a fundamental shift
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To je u suštini temeljna promjena
00:20
in our relationship with stuff, with the things in our lives.
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u našem odnosu prema stvarima, stvarima u našim životima.
00:23
And it's starting to look at --
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I počinje izgledati --
00:26
not always and not for everything --
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ne uvijek i ne za sve stvari --
00:28
but in certain moments of time,
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nego u određenim trenucima
00:30
access to certain kinds of goods and service
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da će pristup određenim vrstama dobara i usluga
00:33
will trump ownership of them.
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pobiti vlasništvo nad njima.
00:35
And so it's the pursuit of better things,
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I time se potraga za boljim stvarima
00:37
easily shared.
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jednostavno dijeli.
00:39
And we come from a long tradition of sharing.
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A mi potječemo iz duge tradicije dijeljenja.
00:41
We've shared transportation.
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Dijelili smo prijevoz.
00:43
We've shared wine and food
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Dijelili smo vino i hranu
00:46
and other sorts of fabulous experiences
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i druge vrste fantastičnih iskustava
00:49
in coffee bars in Amsterdam.
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u kafićima u Amsterdamu.
00:52
We've also shared other sorts of entertainment --
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Dijelili smo i druge vrste zabave --
00:55
sports arenas, public parks,
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sportske arene, javne parkove,
00:57
concert halls, libraries,
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koncertne dvorane, knjižnice,
00:59
universities.
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sveučilišta.
01:01
All these things are share-platforms,
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Sve te stvari su platforme za dijeljenje,
01:03
but sharing ultimately starts and ends
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ali dijeljenje u stvari započinje i završava
01:06
with what I refer to
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s onime što ja smatram
01:08
as the "mother of all share-platforms."
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majkom svih platformi dijeljenja.
01:10
And as I think about the mesh
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I dok razmišljam o mreži,
01:12
and I think about, well, what's driving it,
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mislim o tome što ju pokreće,
01:14
how come it's happening now,
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kako to da se događa sada,
01:16
I think there's a number of vectors
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mislim da postoje brojni vektori
01:18
that I want to give you as background.
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koje vam želim dati kao pozadinu.
01:20
One is the recession --
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Jedan od njih je recesija --
01:22
that the recession has caused us
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recesija je uzrokovala da
01:24
to rethink our relationship
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ponovno promislimo o svom odnosu
01:26
with the things in our lives relative to the value --
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prema stvarima u našim životima u odnosu na vrijednost --
01:28
so starting to align the value
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pa počinje usklađivati vrijednost
01:30
with the true cost.
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sa stvarnom cijenom.
01:32
Secondly, population growth
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Drugo, porast stanovništva
01:35
and density into cities.
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i gustoće naseljenosti u gradovima.
01:37
More people, smaller spaces,
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Više ljudi, manje prostora,
01:39
less stuff.
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manje stvari.
01:41
Climate change:
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Klimatska promjena.
01:43
we're trying to reduce the stress
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Pokušavamo smanjiti stres
01:45
in our personal lives and in our communities
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u svojim osobnim životima, u svojim zajednicama
01:47
and on the planet.
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i na Planetu.
01:49
Also, there's been this recent distrust
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Također, tu je i to recentno nepovjerenje
01:51
of big brands, global big brands,
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prema velikim markama, globalnim velikim markama
01:54
in a bunch of different industries,
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u mnogo različitih industrija.
01:56
and that's created an opening.
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A to je stvorilo otvaranje.
01:58
Research is showing here, in the States,
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Istraživanje pokazuje da je ovdje, u Americi,
02:00
and in Canada and Western Europe,
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Kanadi i zapadnoj Europi
02:02
that most of us are much more open
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većina nas puno otvorenija
02:04
to local companies,
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prema lokalnim poduzećima,
02:06
or brands that maybe we haven't heard of.
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ili markama za koje možda nismo niti čuli.
02:09
Whereas before, we went with the big brands
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Dok smo prije išli za velikim markama
02:11
that we were sure we trusted.
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za koje smo bili sigurni da im vjerujemo.
02:13
And last is that
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I posljednje je to
02:15
we're more connected now to more people on the planet
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što smo sada povezaniji s više ljudi na planetu
02:18
than ever before --
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nego ikada prije --
02:20
except for if you're sitting next to someone.
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osim kada sjedite pored nekoga.
02:22
(Laughter)
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(Smijeh)
02:24
The other thing that's worth considering
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Druga stvar vrijedna razmatranja
02:26
is that we've made a huge investment
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je da smo puno uložili
02:29
over decades and decades,
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tijekom desetljeća i desetljeća
02:31
and tens of billions of dollars
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i deseci milijardi dolara
02:33
have gone into this investment
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otišli su u tu investiciju
02:35
that now is our inheritance.
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koja je sada naše nasljeđe.
02:37
It's a physical infrastructure
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To je fizička infrastruktura
02:39
that allows us to get from point A to point B
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koja nam omogućuje da stignemo iz točke A u točku B
02:41
and move things that way.
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i da pomičemo stvari tim putem.
02:43
It's also -- Web and mobile
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Internet mreža i mobilne komunikacije također
02:45
allow us to be connected
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nam omogućuju da budemo povezani
02:47
and create all kinds of platforms and systems,
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i da stvorimo razne vrste platformi i sustava.
02:50
and the investment of those technologies
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A ulaganje u te tehnologije
02:52
and that infrastructure
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i tu infrastrukturu
02:54
is really our inheritance.
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je zaista naše nasljeđe.
02:56
It allows us to engage
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Omogućuje nam da se sudjelujemo
02:58
in really new and interesting ways.
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na zaista nove i zanimljive načine.
03:00
And so for me, a mesh company, the "classic" mesh company,
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Za mene, umreženo poduzeće, klasično umreženo poduzeće,
03:03
brings together these three things:
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povezuje ove tri stvari:
03:05
our ability to connect to each other --
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našu sposobnost da se međusobno povežemo --
03:07
most of us are walking around with these mobile devices
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većina nas hoda naokolo s tim mobilnim uređajima
03:09
that are GPS-enabled and Web-enabled --
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koji imaju mogućnost GPS-a i pristupa Internetu --
03:12
allows us to find each other
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omogućuje nam da pronađemo jedni druge
03:14
and find things in time and space.
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i da nađemo stvari u vremenu i prostoru.
03:16
And third is that physical things
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I treće je da su te fizičke stvari
03:18
are readable on a map --
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čitljive na karti --
03:20
so restaurants, a variety of venues,
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restorani, različite lokacije,
03:23
but also with GPS and other technology
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ali pomoću GPS-a i drugih tehnologija
03:25
like RFID
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poput RFID-a (identifikacija putem radiofrekvencije)
03:27
and it continues to expand beyond that,
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i nastavlja se širiti i dalje od toga,
03:29
we can also track things that are moving,
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također možemo ući u trag stvarima koje se kreću,
03:31
like a car, a taxicab, a transit system,
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poput automobila, taksija, prijevoznog sustava,
03:34
a box that's moving through time and space.
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kutije koja se kreće kroz vrijeme i prostor.
03:36
And so that sets up
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I tako to postavlja situaciju
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for making access to get goods and services
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da pristup nabavi dobara i usluga učini
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more convenient and less costly in many cases
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udobnijim i jeftinijim u mnogim slučajevima
03:43
than owning them.
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nego da ih posjedujemo.
03:45
For example, I want to use Zipcar.
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Na primjer, želim koristiti Zipcar.
03:47
How many people here have experienced
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Koliko je ljudi iskusilo
03:49
car-sharing or bike-sharing?
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dijeljenje automobila ili bicikla?
03:52
Wow, that's great. Okay, thank you.
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Ooo, to je izvrsno. U redu, hvala vam.
03:54
Basically Zipcar
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U osnovi, Zipcar
03:56
is the largest car-sharing company in the world.
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je najveće poduzeće za dijeljenje automobila na svijetu.
03:59
They did not invent car-sharing.
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Oni nisu izumili dijeljenje automobila.
04:01
Car-sharing was actually invented in Europe.
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Dijeljenje automobila zapravo je izmišljeno u Europi.
04:03
One of the founders went to Switzerland,
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Jedan od osnivača otišao je u Švicarsku,
04:05
saw it implemented someplace,
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vidio to negdje primijenjeno,
04:07
said, "Wow, that looks really cool.
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i rekao: "Ooo, ovo izgleda stvarno odlično.
04:09
I think we can do that in Cambridge,"
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Mislim da možemo to napraviti u Cambridgeu.",
04:11
brought it to Cambridge
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donio je to u Cambridge
04:13
and they started -- two women --
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i započeli su -- dvije žene --
04:15
Robin Chase being the other person who started it.
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Robin Chase kao druga osoba koja je to započela.
04:18
Zipcar got some really important things right.
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Zipcar je shvatio neke stvarno važne stvari.
04:20
First, they really understood
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Kao prvo, zaista su shvaćali
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that a brand is a voice and a product is a souvenir.
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da je marka glas, a proizvod suvenir.
04:25
And so they were very clever
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Pa su bili vrlo pametni
04:27
about the way that they packaged car-sharing.
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u vezi načina na koji su zapakirali dijeljenje automobila.
04:29
They made it sexy. They made it fresh.
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Učinili su ga seksipilnim. Učinili su ga svježim.
04:31
They made it aspirational.
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Učinili su ga željenim.
04:33
If you were a member of the club,
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Ako si član kluba,
04:35
when you're a member of a club, you're a Zipster.
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kad si član kluba, tada si Zipster.
04:37
The cars they picked didn't look like ex-cop cars
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Automobili koje su birali nisu izgledali kao bivši policijski auti
04:40
that were hollowed out or something.
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probušeni mecima ili slično.
04:42
They picked these sexy cars.
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Birali su te seksipilne automobile.
04:44
They targeted to universities.
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Ciljali su na sveučilišta.
04:46
They made sure that the demographic
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Uvjerili su se da se populacija
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for who they were targeting and the car was all matching.
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na koju su ciljali i automobil poklapaju.
04:51
It was a very nice experience,
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To je bilo vrlo lijepo iskustvo.
04:53
and the cars were clean and reliable, and it all worked.
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Automobili su bili čisti i pouzdani i sve je funkcioniralo.
04:55
And so from a branding perspective, they got a lot right.
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Tako su iz perspektive marke uspjeli.
04:58
But they understood fundamentally
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Ali u osnovi su razumijeli
05:01
that they are not a car company.
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da nisu automobilska kompanija.
05:03
They understand that they are an information company.
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Shvaćaju da su informacijska kompanija.
05:06
Because when we buy a car
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Jer, kada kupujemo auto
05:08
we go to the dealer once, we have an interaction, and we're chow --
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odemo kod prodavača jednom, dogovorimo se i gotovi smo --
05:11
usually as quickly as possible.
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uobičajeno čim je brže moguće.
05:13
But when you're sharing a car and you have a car-share service,
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Ali kada dijelite automobil i imate servis za dijeljenje automobila
05:16
you might use an E.V. to commute,
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možete koristiti električno vozilo za odlazak na posao i s posla,
05:18
you get a truck because you're doing a home project.
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dobijete kamion jer imate radove na kući.
05:21
When you pick your aunt up at the airport, you get a sedan.
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Kada idete po svoju tetku na aerodrom dobijete sedan.
05:24
And you're going to the mountains to ski,
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A kada idete u planine na skijanje,
05:27
you get different accessories put on the car
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dobijete različitu opremu za automobil
05:29
for doing that sort of thing.
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za obavljanje te vrste stvari.
05:31
Meanwhile, these guys are sitting back,
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U međuvremenu, ti momci sjede u pozadini
05:33
collecting all sorts of data
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sakupljajući razne vrste podataka
05:36
about our behavior and how we interact with the service.
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o našem ponašanju i kako surađujemo s uslugom.
05:39
And so it's not only an option for them,
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Tako da to za njih nije samo mogućnost,
05:42
but I believe it's an imperative
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nego, vjerujem, da je imperativ
05:44
for Zipcar and other mesh companies
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za Zipcar i druga umrežena poduzeća
05:46
to actually just wow us,
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da nas zapravo zadive,
05:48
to be like a concierge service.
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da budu poput uslužne djelatnosti.
05:51
Because we give them so much information,
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Jer mi im dajemo toliko informacija,
05:53
and they are entitled to really see
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a oni imaju pravo stvarno vidjeti
05:56
how it is that we're moving.
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kako se mi to krećemo,
05:58
They're in really good shape to anticipate
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u stvarno su dobroj formi da predvide
06:00
what we're going to want next.
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što ćemo htjeti sljedeće.
06:02
And so what percent of the day
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Što mislite koliki postotak dana
06:04
do you think the average person uses a car?
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prosječna osoba koristi auto?
06:07
What percentage of the time?
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Koji postotak vremena?
06:09
Any guesses?
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Što mislite?
06:15
Those are really very good.
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Ovi su stvarno jako dobri.
06:18
I was imagining it was like
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Zamišljala sam kako je to oko
06:20
20 percent when I first started.
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20% kad sam započinjala.
06:22
The number across the U.S. and Western Europe
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Iznos diljem Amerike i zapadne Europe
06:24
is eight percent.
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je osam posto.
06:26
And so basically even if you think it's 10 percent,
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Tako da, u osnovi, čak i ako mislite da je 10%,
06:30
90 percent of the time,
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90% vremena,
06:32
something that costs us a lot of money --
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to je nešto što nas košta puno novaca --
06:34
personally, and also we organize our cities around it
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osobno, a također i organiziramo naše gradove oko toga
06:36
and all sorts of things --
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i razne druge stvari --
06:38
90 percent of the time it's sitting around.
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90% vremena to stoji.
06:41
So for this reason,
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Iz tog razloga
06:43
I think one of the other themes with the mesh
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mislim kako je jedna od tema u vezi mreže
06:45
is essentially that, if we squeeze hard
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suštinski ta da, ako snažno iskoristimo
06:47
on things that we've thrown away,
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stvari koje smo odbacivali,
06:49
there's a lot of value in those things.
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ima puno vrijednosti u tim stvarima.
06:51
What set up with Zipcar -- Zipcar started in 2000.
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Koji početak sa Zipcarom -- Zipcar je počeo 2000. godine.
06:54
In the last year, 2010,
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Prošle godine, 2010.,
06:56
two car companies started,
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započela su dva automobilska poduzeća,
06:58
one that's in the U.K. called WhipCar,
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jedno u Velikoj Britaniji zvano WhipCar
07:01
and the other one, RelayRides, in the U.S.
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i drugo u Americi, RelayRides.
07:03
They're both peer-to-peer car-sharing services,
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Oba imaju "svatko sa svakim" model usluge za dijeljenje automobila,
07:06
because the two things that really work for car-sharing
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jer dvije stvari koje stvarno funkcioniraju kod dijeljenja automobila
07:09
is, one, the car has to be available,
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su: prva -- automobil treba biti dostupan
07:12
and two, it's within one or two blocks
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i druga -- da je unutar jednog ili dva gradska bloka
07:14
of where you stand.
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u odnosu na mjesto na kojem se nalazite.
07:16
Well the car that's one or two blocks from your home or your office
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Auto koji je na udaljenosti od jednog ili dva gradska bloka od vaše kuće ili ureda
07:18
is probably your neighbor's car,
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je vjerojatno automobil vašeg susjeda,
07:20
and it's probably also available.
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i vjerojatno je također dostupan.
07:22
So people have created this business.
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Tako su ljudi stvorili taj posao.
07:25
Zipcar started a decade earlier,
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Zipcar je započeo desetljeće ranije,
07:27
in 2000.
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2000. godine.
07:29
It took them six years
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Trebalo im je šest godina
07:31
to get 1,000 cars in service.
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da dođu do 1.000 automobila.
07:33
WhipCar, which started April of last year,
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Whipcaru, koji je započeo u travnju prošle godine,
07:35
it took them six months
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trebalo je šest mjeseci
07:37
to get 1,000 cars in the service.
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da dođe do 1.000 automobila.
07:39
So, really interesting.
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Dakle, vrlo zanimljivo.
07:41
People are making anywhere between
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Ljudi zarađuju negdje između
07:43
200 and 700 dollars a month
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200 i 700 dolara mjesečno
07:45
letting their neighbors use their car when they're not using it.
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dopuštajući svojim susjedima da koriste njihov automobil kada ga oni sami ne koriste.
07:48
So it's like vacation rentals for cars.
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To je poput iznajmljivanja automobila za godišnji odmor.
07:52
Since I'm here --
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Budući da sam ja ovdje --
07:54
and I hope some people in the audience
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a nadam se da u publici ima ljudi
07:56
are in the car business --
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koji posluju s automobilima --
07:58
(Laughter)
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(Smijeh)
08:00
-- I'm thinking that, coming from the technology side of things --
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-- mislim da, gledajući tehnološku stranu stvari --
08:03
we saw cable-ready TVs
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vidjeli smo bežične televizore
08:06
and WiFi-ready Notebooks --
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i bežična računala --
08:09
it would be really great if, any minute now,
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bilo bi stvarno izvrsno kad biste, za koji tren,
08:12
you guys could start rolling share-ready cars off.
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mogli započeti nuditi aute spremne za dijeljenje.
08:15
Because it just creates more flexibility.
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Jer to stvara veću fleksibilnost.
08:17
It allows us as owners to have other options.
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Omogućava nama kao vlasnicima da imamo druge mogućnosti.
08:20
And I think we're going there anyway.
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A čini mi se da ionako idemo u tom smjeru.
08:22
The opportunity and the challenge with mesh businesses --
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Prilika i izazov s umreženim poslovanjem --
08:25
and those are businesses like Zipcar or Netflix
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a to su poduzeća poput Zipcara ili Netflixa
08:27
that are full mesh businesses,
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koja su potpuno umreženog poslovanja,
08:30
or other ones where you have a lot of the car companies,
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ili ona gdje imate puno automobilskih poduzeća,
08:33
car manufacturers,
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proizvođača automobila,
08:35
who are beginning to offer
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koji počinju nuditi
08:37
their own car-share services
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svoje vlastite usluge dijeljenja automobila
08:39
as well as a second flanker brand,
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kao i nove vrste marke,
08:41
or as really a test, I think --
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ili kao test, mislim --
08:43
is to make sharing irresistible.
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da će to učiniti dijeljenje neodoljivim.
08:45
We have experiences in our lives, certainly,
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U svojim životima svakako imamo iskustava
08:48
when sharing has been irresistible.
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u kojima je dijeljenje bilo neodoljivo.
08:50
It's just, how do we make that recurrent
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Samo, kako da učinimo da se to ponavlja
08:52
and scale it?
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i kako da to procjenimo?
08:54
We know also, because we're connected in social networks,
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Također znamo, jer smo povezani preko socijalnih mreža,
08:57
that it's easy to create delight
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da je lako stvoriti zadovoljstvo
08:59
in one little place.
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na jednom malom mjestu.
09:01
It's contagious because we're all connected to each other.
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To je zarazno, jer smo svi međusobno povezani.
09:04
So if I have a terrific experience
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Pa, ako imam izvrsno iskustvo
09:06
and I tweet it, or I tell five people standing next to me, news travels.
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i "tweetam" ga, ili ga prepričam petero ljudi koji stoje kraj mene, vijest putuje.
09:10
The opposite, as we know, is also true,
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Kao što znamo, istinito je i suprotno,
09:12
often more true.
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često i istinitije.
09:14
So here we have LudoTruck, which is in L.A.,
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Ovdje imamo LudoTruck u Los Angelesu,
09:16
doing the things that gourmet food trucks do,
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koji čini stvari koje čini dostava gurmanske hrane,
09:18
and they've gathered quite a following.
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i sakupili su poprilično sljedbenika.
09:21
In general, and maybe, again, it's because I'm a tech entrepreneur,
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Općenito, možda zato što sam tehnološki poduzetnik,
09:24
I look at things as platforms.
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gledam stvari kao na platforme.
09:26
Platforms are invitations.
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Platforme su pozivnice.
09:28
So creating Craigslist
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Stvaranje Craigliste
09:30
or iTunes and the iPhone developer network,
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ili iTunes i iPhone mreže poduzetnika,
09:33
there are all these networks -- Facebook as well.
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tu su sve te mreže -- isto tako i Facebook.
09:35
These platforms invite all sorts of developers
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Te platforme pozivaju razne poduzetnike
09:38
and all sorts of people
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i razne ljude
09:40
to come with their ideas and their opportunity
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da izađu sa svojim idejama i prilikama
09:42
to create and target an application
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da stvore aplikaciju i usmjere ju
09:45
for a particular audience.
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prema određenoj publici.
09:47
And honestly, it's full of surprises.
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I iskreno, to je puno izneneđenja.
09:49
Because I don't think any of us in this room
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Jer ne mislim kako je itko od nas u ovoj prostoriji
09:52
could have predicted the sorts of applications
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mogao predvidjeti vrste aplikacija
09:54
that have happened at Facebook, around Facebook,
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koje su se dogodile na Facebook-u, oko Facebook-a,
09:57
for example, two years ago,
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na primjer, prije dvije godine,
09:59
when Mark announced
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kad je Mark najavio
10:01
that they were going to go with a platform.
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da kreću s platformom.
10:03
So in this way, I think that cities are platforms,
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U tom smislu mislim da su gradovi platforme,
10:06
and certainly Detroit is a platform.
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a Detroit je svakako platforma.
10:09
The invitation of bringing
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Pozivnica za dovođenje
10:11
makers and artists and entrepreneurs --
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stvaratelja i umjetnika i poduzetnika,
10:13
it really helps stimulate this fiery creativity
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stvarno pomaže poticanju te strastvene kreativnosti
10:16
and helps a city to thrive.
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i pomaže gradu da napreduje.
10:18
It's inviting participation,
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To je poziv na sudjelovanje.
10:20
and cities have, historically,
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A gradovi su kroz povijest
10:22
invited all sorts of participation.
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pozivali na razne vrste sudjelovanja.
10:24
Now we're saying that there's other options as well.
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Naravno, postoje i druge mogućnosti.
10:27
So, for example, city departments
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Na primjer, gradske vlasti
10:29
can open up transit data.
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mogu otvoriti podatke o prijevozu.
10:31
Google has made available transit data API.
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Google je omogućio aplikaciju za podatke o prijevozu.
10:34
And so there's about seven or eight cities already in the U.S.
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Tako da već postoji sedam ili osam gradova u Americi
10:37
that have provided the transit data,
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koji su osigurali podatke o prijevozu,
10:39
and different developers are building applications.
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a različiti programeri stvaraju aplikacije.
10:41
So I was having a coffee in Portland,
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Tako sam pila kavu u Portlandu,
10:44
and half-of-a-latte in
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kavu s mlijekom,
10:47
and the little board in the cafe
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a mala ploča u kafiću
10:50
all of a sudden starts showing me
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odjednom mi je pokazivala
10:52
that the next bus is coming in three minutes
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da sljedeći autobus stiže za tri minute,
10:54
and the train is coming in 16 minutes.
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a da vlak stiže za 16 minuta.
10:56
And so it's reliable, real data
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I to je pouzdano, stvarni podaci
10:58
that's right in my face, where I am,
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meni pred nosom, tamo gdje se nalazim
11:00
so I can finish the latte.
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i mogu završiti s kavom.
11:03
There's this fabulous opportunity we have across the U.S. now:
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Sada postoji ta ogromna prilika koju imamo diljem Amerike:
11:05
about 21 percent
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oko 21%
11:07
of vacant commercial and industrial space.
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praznog trgovačkog i industrijskog prostora.
11:10
That space is not vital.
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Ti prostori nisu živi.
11:13
The areas around it lack vitality
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Područjima oko njih nedostaje vitalnosti,
11:16
and vibrancy and engagement.
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živosti i angažmana.
11:18
There's this thing -- how many people here
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Radi se o ovome -- koliko je ljudi ovdje
11:20
have heard of pop-up stores or pop-up shops?
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čulo za "pop-up" trgovine (trgovine koje se nakratko pojave)?
11:23
Oh, great. So I'm a big fan of this.
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O, izvrsno. Ja sam njihov veliki ljubitelj.
11:26
And this is a very mesh-y thing.
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A to je vrlo umrežena stvar.
11:29
Essentially, there are all sorts
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Suštinski, postoje razne vrste
11:32
of restaurants in Oakland, near where I live.
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restorana u Oaklandu, u blizini mjesta gdje ja stanujem.
11:35
There's a pop-up general store every three weeks,
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Svaka tri tjedna pojavi se "pop-up" trgovina mješovitom robom
11:38
and they do a fantastic job
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i naprave odličan posao
11:40
of making a very social event
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stvaranjem vrlo društvenog događaja
11:43
happening for foodies.
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za osobe koje vole kuhati.
11:45
Super fun, and it happens in a very transitional neighborhood.
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Izvrsna zabava, a događa se u vrlo tranzicijskom susjedstvu.
11:49
Subsequent to that,
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Poslije toga,
11:51
after it's been going for about a year now,
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nakon što se to događalo oko godinu dana,
11:54
they actually started to lease and create and extend.
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zapravo su se započeli iznajmljivati, stvarati i širiti se.
11:57
An area that was edgy-artsy
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Područje koje je bilo avandgardno
12:00
is now starting to become much cooler
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sada počinje biti puno ležernije
12:02
and engage a lot more people.
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i uključuje puno više ljudi.
12:04
So this is an example.
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Ovo je primjer.
12:06
The Crafty Fox is this woman who's into crafts,
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Crafty Fox je ta žena koja se bavi zanatima
12:09
and she does these pop-up crafts fairs around London.
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i organizira te "pop-up" zanatske sajmove po Londonu.
12:12
But these sorts of things are happening
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No, takve stvari se događaju
12:14
in many different environments.
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u mnogim različitim okruženjima.
12:16
From my perspective, one of the things pop-up stores do
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Iz moje perspektive, jedna od stvari koju "pop-up" trgovine čine
12:19
is create perishability and urgency.
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je da stvaraju kratkotrajnost i hitnost.
12:22
It creates two of the favorite words of any businessperson:
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stvaraju najdražu riječ svakog poslovnog čovjeka:
12:25
sold out.
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rasprodano.
12:27
And the opportunity to really focus trust and attention
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Prilika da se stvarno usredotočimo na povjerenje i pažnju
12:30
is a wonderful thing.
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je prekrasna stvar.
12:33
So a lot of what we see in the mesh,
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Puno toga što vidimo u mreži,
12:35
and a lot of what we have in the platform that we built
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puno toga što imamo na platformi koju smo sagradili
12:37
allows us to define, refine and scale.
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omogućuje nam da utvrđujemo, usavršavamo i procjenjujemo.
12:40
It allows us to test things as an entrepreneur,
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Omogućuje nam da testiramo stvari kao poduzetnici,
12:43
to go to market,
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da idemo na tržište,
12:45
to be in conversation with people,
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da razgovaramo s ljudima,
12:47
listen, refine something and go back.
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slušamo, nešto preradimo i vratimo se.
12:50
It's very cost-effective,
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To je vrlo jeftino
12:52
and it's very mesh-y.
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i vrlo umreženo.
12:54
The infrastructure enables that.
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Infrastruktura to omogućuje.
12:58
In closing, and as we're moving towards the end,
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Kako se približavamo kraju
13:01
I just also want to encourage --
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želim vas još samo ohrabriti --
13:03
and I'm willing to share my failures as well,
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a spremna sam podijeliti i svoje neuspjehe,
13:05
though not from the stage.
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iako ne s pozornice.
13:07
(Laughter)
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(Smijeh)
13:09
I would just like to say that one of the big things,
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Htjela bih reći da je jedna od velikih stvari,
13:11
when we look at waste
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kada pogledamo višak
13:13
and when we look at ways that we can really be generous
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i kada pogledamo načine na koje stvarno možemo biti darežljivi
13:15
and contribute to each other,
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i doprinijeti jedni drugima,
13:17
but also move to create a better economic situation
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ali također stvarati bolju ekonomsku situaciju
13:20
and a better environmental situation,
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i bolju ekološku situaciju,
13:23
is by sharing failures.
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je ta da dijelimo neuspjehe.
13:25
And one quick example
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Jedan primjer na brzinu,
13:27
is Velib, in 2007,
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Velib je 2007. godine
13:29
came forward in Paris
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istupio u Parizu
13:31
with a very bold proposition,
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s vrlo hrabrim prijedlogom,
13:33
a very big bike-sharing service.
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ogromnom uslugom dijeljenja bicikala.
13:35
They made a lot of mistakes.
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Napravili su puno grešaka.
13:37
They had some number of big successes.
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Imali su nekoliko velikih uspjeha.
13:39
But they were very transparent, or they had to be,
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Ali bili su vrlo transparentni, ili su morali biti,
13:42
in the way that they exposed
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u načinu na koji su izložili
13:45
what worked and didn't work.
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što je funkcioniralo, a što nije.
13:47
And so B.C. in Barcelona
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Tako B.C. u Barceloni
13:50
and B-cycle
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i B-cycle
13:52
and Boris Bikes in London --
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i Boris Bikes u Londonu --
13:54
no one has had to repeat
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nitko nije trebao ponoviti
13:56
the version 1.0 screw-ups
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pogreške verzije 1.0.
13:59
and expensive learning exercises
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i skupe početničke lekcije
14:01
that happened in Paris.
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koje su se dogodile u Parizu.
14:03
So the opportunity when we're connected
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Kada smo povezani imamo priliku
14:06
is also to share failures and successes.
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dijeliti i neuspjehe i uspjehe.
14:09
We're at the very beginning of something
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Na samom smo početku nečega
14:11
that, what we're seeing
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što, kako mi to vidimo
14:13
and the way that mesh companies are coming forward,
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i čemu se približavaju ta umrežena poduzeća,
14:15
is inviting, it's engaging, but it's very early.
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poziva, angažira, ali je vrlo rano.
14:18
I have a website -- it's a directory --
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Imam web stranicu, to je adresar,
14:21
and it started with about 1,200 companies,
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započeo je s oko 1.200 poduzeća,
14:23
and in the last two-and-a-half months
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a u zadnja dva i pol mjeseca
14:25
it's up to about 3,300 companies.
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popeo se na oko 3.300 poduzeća.
14:27
And it grows on a very regular daily basis.
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I svakodnevno raste.
14:31
But it's very much at the beginning.
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Ali je još uvijek prilično na početku.
14:33
So I just want to welcome all of you onto the ride.
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Samo vam svima želim zaželiti dobrodošlicu.
14:36
And thank you very much.
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I puno vam hvala.
14:38
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Lisa Gansky - EntrepreneurLisa Gansky is the author of "The Mesh: Why the Future of Business Is Sharing," and the instigator behind the Mesh Directory (www.meshing.it).
Why you should listen
Lisa Gansky is the author of The Mesh: Why the Future of Business Is Sharing, and the “instigator” behind the Mesh Directory (http://meshing.it). She often speaks on the topic of technology, social currency and business platforms and models.
For more than 18 years, Gansky has been an entrepreneur and environmentalist focused on building companies and supporting ventures where there is an opportunity for well-timed disruption and a resounding impact. A founder and CEO of several internet companies, including GNN (the first commercial web publication) and the largest consumer photo sharing and print service, Ofoto (now Kodak Gallery), Gansky’s attention is on sustainable ventures with positive social impact. Gansky currently serves as a Director of Dos Margaritas, an environmental foundation focused in Latin America.
Lisa Gansky | Speaker | TED.com