TEDGlobal 2012
Don Tapscott: Four principles for the open world
Don Tapscott: Četiri principa za otvoreni svijet
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Nove generacije uronjene su u tehnologiju povezivanja od rođenja, tvrdi futurist Don Tapscott. Rezultat toga preobrazba je svijeta u jedan puno otvoreniji i transparentniji svijet. U ovom inspirirajućem govoru, on navodi četiri temeljna principa koja pokazuju kako ovaj otvoren svijet može biti puno bolje mjesto.
Don Tapscott - Digital strategist
Don Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages Full bio
Don Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages Full bio
Double-click the English transcript below to play the video.
00:17
Openness. It's a word that
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Otvorenost. To je riječ koja
00:19
denotes opportunity and possibilities.
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označava priliku i mogućnosti.
00:22
Open-ended, open hearth,
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Otvorene granice, otvoreno srce,
00:24
open source, open door policy,
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otvoren izvor, politika otvorenih vrata,
00:28
open bar. (Laughter)
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otvoreni šank. (Smijeh)
00:31
And everywhere the world is opening up,
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Svijet se posvuda otvara
00:34
and it's a good thing.
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i to je dobra stvar.
00:35
Why is this happening?
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Zašto se to događa?
00:37
The technology revolution is opening the world.
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Tehnološka revolucija otvara svijet.
00:40
Yesterday's Internet was a platform
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Jučerašnji Internet bio je platforma
00:43
for the presentation of content.
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za prezentaciju sadržaja.
00:45
The Internet of today is a platform for computation.
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Današnji Internet platforma je za računanje.
00:48
The Internet is becoming a giant
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Internet postaje veliko
00:50
global computer, and every time you go on it,
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globalno računalo i svaki puta kada se na njega priključite,
00:53
you upload a video, you do a Google search,
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postavite neki video, tražite nešto na Googleu,
00:55
you remix something,
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nešto remixirate,
00:57
you're programming this big global computer
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programirate to veliko globalno računalo
00:59
that we all share.
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koje svi dijelimo.
01:01
Humanity is building a machine,
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Čovječanstvo gradi stroj
01:04
and this enables us to collaborate in new ways.
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i to nam omogućuje da surađujemo na nove načine.
01:07
Collaboration can occur on
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Suradnja se može ostvariti
01:08
an astronomical basis.
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na astronomskoj bazi.
01:11
Now a new generation is opening up the world as well.
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Sada također i nova generacija otvara svijet.
01:15
I started studying kids about 15 years ago,
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Počeo sam proučavati djecu prije otprilike 15 godina,
01:17
-- so actually 20 years ago now --
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zapravo prije 20 godina,
01:19
and I noticed how my own children were
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i primijetio sam kako moja djeca mogu
01:21
effortlessly able to use all this sophisticated technology,
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bez problema koristiti tu sofisticiranu tehnologiju
01:24
and at first I thought,
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i isprva sam pomislio:
01:26
"My children are prodigies!" (Laughter)
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"Moja djeca su genijalci!" (Smijeh)
01:29
But then I noticed all their friends were like them,
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Ali tada sam primijetio da su svi njihovi prijatelji poput njih,
01:31
so that was a bad theory.
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dakle, to je bila loša teorija.
01:33
So I've started working with a few hundred kids,
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Počeo sam raditi s nekoliko stotina djece
01:36
and I came to the conclusion
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i došao do zaključka
01:37
that this is the first generation to come of age
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da je to prva generacija koja je odrasla
01:39
in the digital age,
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u digitalnom dobu,
01:40
to be bathed in bits.
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okupana u bitovima.
01:42
I call them the Net Generation.
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Ja ih zovem Net Generacijom.
01:44
I said, these kids are different.
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Rekao sam, ova djeca su drugačija.
01:46
They have no fear of technology, because it's not there.
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Ne boje se tehnologije jer ne znaju svijet bez nje.
01:49
It's like the air.
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Ona je kao zrak.
01:50
It's sort of like, I have no fear of a refrigerator.
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Slično tome kako se ja ne bojim hladnjaka.
01:54
And — (Laughter)
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I — (smijeh)
01:56
And there's no more powerful force to change
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I ne postoji moćnija sila koja bi mogla promijeniti
01:58
every institution than the first generation of digital natives.
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sve institucije od prve generacije digitalnih starosjedioca.
02:03
I'm a digital immigrant.
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Ja sam digitalni imigrant.
02:04
I had to learn the language.
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Morao sam naučiti jezik.
02:07
The global economic crisis is opening up the world as well.
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Globalna ekonomska kriza također otvara svijet.
02:11
Our opaque institutions from the Industrial Age,
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Naše mutne institucije iz industrijskog doba,
02:14
everything from old models of the corporation,
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sve od starih modela korporacija,
02:16
government, media, Wall Street,
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vlada, medija i Wall Streeta
02:18
are in various stages of being stalled or frozen
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u različitim su fazama zastoja, smrzavanja,
02:22
or in atrophy or even failing,
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atrofiranja ili čak propadanja
02:25
and this is now creating a burning platform in the world.
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i to stvara novi gorući problem u svijetu.
02:28
I mean, think about Wall Street.
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Mislim, razmislite o Wall Streetu.
02:30
The core modus operandi of Wall Street almost brought down
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Temeljni modus operandi Wall Streeta gotovo je srušio
02:33
global capitalism.
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globalni kapitalizam.
02:36
Now, you know the idea of a burning platform,
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Poznata vam je ideja gorućeg problema,
02:37
that you're somewhere where the costs of staying where you are
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kada ste na točki gdje cijena ostajanja na mjestu
02:41
become greater than the costs of moving to something different,
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postaje veća od cijene micanja na posve novo mjesto,
02:44
perhaps something radically different.
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možda radikalno drugačije.
02:48
And we need to change
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I mi moramo promijeniti
02:49
and open up all of our institutions.
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i otvoriti sve naše institucije.
02:51
So this technology push,
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Dakle, taj tehnološki poticaj,
02:53
a demographic kick from a new generation
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demografski udarac nove generacije
02:56
and a demand pull from a new
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i potražnja od strane novog
02:59
economic global environment
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globalnog ekonomskog stanja
03:01
is causing the world to open up.
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uzrokuje otvaranje svijeta.
03:03
Now, I think, in fact,
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Zapravo, mislim da se
03:06
we're at a turning point in human history,
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nalazimo u odlučujućem trenutku u ljudskoj povijesti,
03:09
where we can finally now rebuild
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trenutku u kojem napokon možemo ponovno sagraditi
03:11
many of the institutions of the Industrial Age
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mnoge institucije industrijskog doba
03:14
around a new set of principles.
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oko novog seta principa.
03:15
Now, what is openness?
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Što je otvorenost?
03:18
Well, as it turns out, openness
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Pa, ispada da otvorenost
03:19
has a number of different meanings,
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ima više značenja
03:21
and for each there's a corresponding principle
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i za svako od njih postoji odgovarajući princip
03:24
for the transformation of
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za transformaciju
03:26
civilization.
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civilizacije.
03:28
The first is collaboration.
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Prvi je suradnja.
03:31
Now, this is openness in the sense of the boundaries
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To je otvorenost u smislu granica
03:34
of organizations becoming more porous and fluid
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organizacija koje postaju porozne, tečne
03:37
and open.
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i otvorene.
03:39
The guy in the picture here,
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Ispričat ću vam priču
03:40
I'll tell you his story.
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čovjeka na slici.
03:42
His name is Rob McEwen.
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Zove se Rob McEwen.
03:44
I'd like to say, "I have this think tank, we scour the world
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Volio bih reći: "Imam trust mozgova, pretražujemo svijet
03:46
for amazing case studies."
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u potrazi za fascinantnim slučajevima za analizu."
03:48
The reason I know this story
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Ovu priču znam
03:49
is because he's my neighbor. (Laughter)
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zato što mi je on susjed. (Smijeh)
03:54
He actually moved across the street from us,
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Doselio se u našu ulicu
03:55
and he held a cocktail party
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i organizirao koktel zabavu
03:57
to meet the neighbors, and he says, "You're Don Tapscott.
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kako bi upoznao susjede. I kaže: "Ti si Don Tapscott,
03:59
I've read some of your books."
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pročitao sam neke od tvojih knjiga."
04:00
I said, "Great. What do you do?"
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Ja sam rekao: "Super. Čime se baviš?"
04:01
And he says, "Well I used to be a banker
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I on kaže: "Pa bio sam bankar,
04:02
and now I'm a gold miner."
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a sada sam rudar."
04:04
And he tells me this amazing story.
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Zatim mi ispriča tu fantastičnu priču.
04:07
He takes over this gold mine, and his geologists
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Preuzeo je rudnik zlata, a njegovi geolozi
04:09
can't tell him where the gold is.
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mu nisu mogli reći gdje je zlato.
04:11
He gives them more money for geological data,
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Dao im je više novca za geološke podatke,
04:12
they come back, they can't tell
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i vrativši se s tim podacima oni mu nisu mogli
04:14
him where to go into production.
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reći gdje da započne proizvodnju.
04:16
After a few years, he's so frustrated he's ready
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Nakon nekoliko godina, postao je toliko frustriran da je bio
04:20
to give up, but he has an epiphany one day.
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spreman odustati, ali tada je jednog dana imao prosvjetljenje.
04:22
He wonders, "If my geologists don't know where the gold is,
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Zamislio se: "Ako moji geolozi ne znaju gdje je zlato,
04:25
maybe somebody else does."
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možda netko drugi zna."
04:27
So he does a "radical" thing.
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Pa je učinio "radikalan" potez.
04:29
He takes his geological data,
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Uzeo je svoje geološke podatke,
04:31
he publishes it and he holds a contest on the Internet
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objavio ih i održao natječaj
04:34
called the Goldcorp Challenge.
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"Goldcorp izazov" na Internetu.
04:35
It's basically half a million dollars in prize money
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Zapravo je to bila nagrada od pola milijuna
04:39
for anybody who can tell me, do I have any gold,
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za ikoga tko bi mogao reći ima li tamo zlata,
04:41
and if so, where is it? (Laughter)
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i ako ima, gdje. (Smijeh)
04:45
He gets submissions from all around the world.
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Dobio je prijave iz cijelog svijeta.
04:47
They use techniques that he's never heard of,
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Korištene su tehnike za koje on nikad nije čuo,
04:50
and for his half a million dollars in prize money,
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ali je za svojih pola milijuna nagrade
04:52
Rob McEwen finds 3.4 billion dollars worth of gold.
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Rob McEwen našao 3.4. milijardi dolara vrijedno zlato.
04:56
The market value of his company
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Tržišna je vrijednost njegove kompanije
04:58
goes from 90 million to 10 billion dollars,
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između 90 milijuna i 10 milijardi dolara
05:00
and I can tell you, because he's my neighbor,
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i mogu vam reći, zato što mi je susjed,
05:03
he's a happy camper. (Laughter)
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da mu je lijepo u životu. (Smijeh)
05:06
You know, conventional wisdom says talent is inside, right?
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Znate da nam konvencionalna mudrost govori da je talent unutar nas, zar ne?
05:10
Your most precious asset goes out the elevator every night.
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Vaša najdragocjenija imovina svaku večer izlazi iz dizala.
05:13
He viewed talent differently.
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On je na talent gledao drugačije.
05:16
He wondered, who are their peers?
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Zapitao se, tko su njihovi kolege?
05:18
He should have fired his geology department, but he didn't.
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Trebao je otpustiti svoj geološki odjel, ali nije.
05:22
You know, some of the best submissions
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Znate, neki od najboljih prijedloga
05:24
didn't come from geologists.
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nisu došli od geologa.
05:27
They came from computer scientists, engineers.
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Došli su od računalnih stručnjaka, inžinjera.
05:29
The winner was a computer graphics company
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Pobjednik je bila tvrtka za kompjutersku animaciju
05:30
that built a three dimensional model of the mine
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koja je napravila trodimenzionalni model rudnika
05:32
where you can helicopter underground
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gdje se helikopterom možete spustiti dolje
05:34
and see where the gold is.
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i vidjeti gdje je zlato.
05:37
He helped us understand that social media's becoming
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Pomogao nam je uvidjeti da društveni mediji postaju
05:40
social production.
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društveni proizvod.
05:42
It's not about hooking up online.
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To nije samo spajanje preko mreže.
05:44
This is a new means of production in the making.
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Tu su u nastajanju novi načini proizvodnje.
05:47
And this Ideagora that he created, an open market, agora,
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I ta Ideagora ideja koju je on stvorio, otvoreno tržište
05:51
for uniquely qualified minds,
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za specijalno kvalificirane umove,
05:54
was part of a change, a profound change in the deep structure
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bila je dio promjene, dalekovidne promjene u unutarnjim strukturama
05:58
and architecture of our organizations,
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i arhitekturi naših organizacija
06:01
and how we sort of orchestrate capability to innovate,
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i toga kako mi na neki način orkestriramo sposobnosti za inovaciju,
06:04
to create goods and services,
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stvaranje dobara i usluga,
06:06
to engage with the rest of the world,
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da bi se angažirali s ostatkom svijeta,
06:07
in terms of government, how we create public value.
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u smislu vlade, kako stvaramo društvene vrijednosti.
06:12
Openness is about collaboration.
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Otvorenost je povezana sa suradnjom.
06:14
Now secondly, openness is about transparency.
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Također, otvorenost je povezana sa transparentnošću.
06:16
This is different. Here, we're talking about the communication
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To je drugačije. Ovdje govorimo o komuniciranju
06:18
of pertinent information to stakeholders of organizations:
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relevantnih informacija između ljudi u organizacijama:
06:22
employees, customers, business partners, shareholders,
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zaposlenika, klijenata, poslovnih partnera, dioničara,
06:25
and so on.
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itd.
06:27
And everywhere, our institutions are becoming naked.
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I posvuda naše organizacije bivaju ogoljene.
06:31
People are all bent out of shape about WikiLeaks,
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Svi su se uzbunili zbog WikiLeaksa,
06:33
but that's just the tip of the iceberg.
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ali to je samo vrh ledenjaka.
06:36
You see, people at their fingertips now, everybody,
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Vidite, ljudi sada nadohvat ruke, svi,
06:39
not just Julian Assange,
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ne samo Julian Assange,
06:41
have these powerful tools for finding out what's going on,
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imaju te moćne alate za otkrivanje toga što se događa,
06:43
scrutinizing, informing others,
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razmatranje, informiranje drugih,
06:45
and even organizing collective responses.
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čak i organiziranje kolektivnih odgovora.
06:48
Institutions are becoming naked,
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Institucije postaju gole,
06:51
and if you're going to be naked,
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i ako ćete biti goli,
06:53
well, there's some corollaries that flow from that.
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iz toga proizlaze neke posljedice.
06:55
I mean, one is,
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Mislim, jedna je
06:56
fitness is no longer optional. (Laughter)
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ta da fitness više nije izboran. (Smijeh)
06:59
You know? Or if you're going to be naked, you'd better get buff.
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Razumijete? Ako ćete biti goli, bolje da se dovedete u formu.
07:03
Now, by buff I mean, you need to have good value,
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Kada kažem da se dovedete u formu, mislim na to da morate imati dobre vrijednosti,
07:07
because value is evidenced like never before.
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jer vrijednost je očita kao nikad prije.
07:09
You say you have good products.
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Kažete da imate dobre proizvode.
07:10
They'd better be good.
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I bolje da budu dobri.
07:11
But you also need to have values.
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Ali morate imati i vrijednosti.
07:13
You need to have integrity as part of your bones
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Morate imati integritet kao dio svojih kosti
07:16
and your DNA as an organization,
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i svoj DNK kao organizacija,
07:18
because if you don't, you'll be unable to build trust,
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jer ako ga nemate nećete moći stvarati povjerenje,
07:20
and trust is a sine qua non of this new network world.
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a povjerenje je uvjet bez kojeg se ne može u ovom novom umreženom svijetu.
07:24
So this is good. It's not bad.
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Dakle, to je dobro. Nije loše.
07:28
Sunlight is the best disinfectant.
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Sunčeva svjetlost je najbolje dezinfekcijsko sredstvo.
07:30
And we need a lot of sunlight in this troubled world.
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A mi trebamo jako puno sunčeve svjetlosti u ovom problematičnom svijetu.
07:34
Now, the third meaning and corresponding principle
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Treće značenje i njemu pridružen princip
07:37
of openness is about sharing.
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otvorenosti povezan je s dijeljenjem.
07:40
Now this is different than transparency.
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To se razlikuje od transparentnosti.
07:41
Transparency is about the communication of information.
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Transparentnost je povezana s protokom informacija.
07:44
Sharing is about giving up assets, intellectual property.
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Dijeljenje je povezano s predajom dobara, intelektualnog vlasništva.
07:48
And there are all kinds of famous stories about this.
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O tome postoje mnoge poznate priče.
07:51
IBM gave away 400 million dollars of software
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IBM je darovao 400 milijuna dolara softwarea
07:54
to the Linux movement, and that gave them
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2101
Linux pokretu i to im se
07:56
a multi-billion dollar payoff.
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vratilo u milijardama.
07:59
Now, conventional wisdom says,
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Konvencionalna mudrost govori:
08:01
"Well, hey, our intellectual property belongs to us,
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2735
"Pa gle, naše intelektualno vlasništvo pripada nama
08:03
and if someone tries to infringe it, we're going to get out
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2303
i ako ga netko pokuša prisvojiti mi ćemo nazvati
08:06
our lawyers and we're going to sue them."
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2348
svoje odvjetnike i tužit ćemo ih."
08:08
Well, it didn't work so well for the record labels, did it?
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3413
Pa, to nije pomoglo diskografskim kućama, zar ne?
08:12
I mean, they took — They had a technology disruption,
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5104
Oni su uzeli — imali su zlouporabu tehnologije
08:17
and rather than taking a business model innovation
192
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2689
i umjesto preuzimanja inovativnog poslovnog modela
08:19
to correspond to that, they took and sought a legal solution
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3952
koji će tome odgovarati, oni su uzeli i legalno rješenje
08:23
and the industry that brought you Elvis and the Beatles
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2313
pa industrija koja je donijela Elvisa i Beatlese
08:26
is now suing children
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2032
sada tuži djecu
08:28
and is in danger of collapse.
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4167
i na rubu je kolapsa.
08:32
So we need to think differently about intellectual property.
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Dakle, moramo drugačije razmišljati o intelektualnom vlasništvu.
08:35
I'll give you an example.
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1029
Dat ću vam primjer.
08:36
The pharmaceutical industry is in deep trouble.
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Farmaceutska industrija u velikim je problemima.
08:39
First of all, there aren't a lot of big inventions
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2605
Prije svega, nema puno velikih inovacija
08:41
in the pipeline, and this is a big problem for human health,
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2354
u pričuvi i to je velik problem za ljudsko zdravlje,
08:43
and the pharmaceutical industry has got a bigger problem,
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5161
a farmaceutska industrija ima i veći problem.
08:49
that they're about to fall off something
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1923
Ona će uskoro pasti s nečega što se zove
08:51
called the patent cliff.
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1521
"litica izuma".
08:52
Do you know about this?
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768
Jeste li čuli za to?
08:53
They're going to lose 20 to 35 percent of their revenue
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Izgubit će 20 do 35% svojih prihoda
08:56
in the next 12 months.
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1627
u sljedećih 12 mjeseci.
08:57
And what are you going to do,
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1331
I što ćete napraviti,
08:59
like, cut back on paper clips or something? No.
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3110
smanjiti potrošnju spajalica ili tako nešto? Ne.
09:02
We need to reinvent the whole model of scientific research.
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4713
Trebamo novi model znanstvenog istraživanja.
09:07
The pharmaceutical industry needs to place assets
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Farmaceutske tvrtke moraju staviti svoja dobra
09:10
in a commons. They need to start sharing precompetitive research.
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3935
u javno dobro. Moraju početi dijeliti preliminarna istraživanja.
09:14
They need to start sharing
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2343
Moraju početi dijeliti
09:16
clinical trial data,
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540987
1458
podatke iz kliničkih studija
09:18
and in doing so, create a rising tide that could lift all boats,
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4271
i tako stvoriti plimu koja će podići sve brodove,
09:22
not just for the industry but
216
546716
1942
ne samo za industriju,
09:24
for humanity.
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2791
već za čovječanstvo.
09:27
Now, the fourth meaning
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2405
Četvrto značenje
09:29
of openness,
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2146
otvorenosti
09:31
and corresponding principle, is about empowerment.
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556000
1999
i odgovarajući princip govori o osnaživanju.
09:33
And I'm not talking about the motherhood sense here.
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2216
Ovdje nije riječ o majčinskom smislu osnaživanja.
09:36
Knowledge and intelligence is power,
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3474
Znanje i inteligencija su moć
09:39
and as it becomes more distributed, there's a
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2839
i kako bivaju sve više dijeljene dolazi do
09:42
concomitant distribution
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2545
prateće distribucije
09:44
and decentralization and disaggregation of power
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569073
3631
i decentralizacije i rasipanja moći
09:48
that's underway in the world today.
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1929
koje se događaju u svijetu danas.
09:50
The open world is bringing freedom.
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3090
Otvoren svijet donosi slobodu.
09:53
Now, take the Arab Spring.
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2349
Uzmite Arapsko proljeće.
09:55
The debate about the role of social media
229
580072
1912
Debata o ulozi društvenih medija
09:57
and social change has been settled.
230
581984
1994
i društvenim promjenama je završila.
09:59
You know, one word: Tunisia.
231
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3238
Znate, jedna riječ: Tunis.
10:03
And then it ended up having a whole bunch of other words too.
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I na kraju je tu bilo i mnoštvo drugih riječi.
10:05
But in the Tunisian revolution,
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2342
Revoluciju u Tunisu
10:07
the new media didn't cause the revolution;
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2127
nisu izazvali novi mediji;
10:09
it was caused by injustice.
235
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1780
izazvala ju je nepravda.
10:11
Social media didn't create the revolution;
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4237
Društveni mediji nisu stvorili revoluciju;
10:15
it was created by a new generation of young people
237
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2321
stvorila ju je nova generacija mladih ljudi
10:18
who wanted jobs and hope and
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602369
1808
koji su htjeli posao i nadu i
10:20
who didn't want to be treated as subjects anymore.
239
604177
4026
nisu više htjeli biti tretirani kao podanici.
10:24
But just as the Internet drops transaction and collaboration
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3065
Ali baš kao što Internet smanjuje cijenu transakcija i suradnji
10:27
costs in business and government,
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2368
u gospodarstvu i politici,
10:29
it also drops the cost of dissent, of rebellion,
242
613636
2757
tako smanjuje i cijenu neslaganja, pobune
10:32
and even insurrection
243
616393
1829
pa čak i organiziranog ustanka
10:34
in ways that people didn't understand.
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2092
na način koji ljudi nisu razumjeli.
10:36
You know, during the Tunisian revolution,
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620314
1823
Znate, tijekom revolucije u Tunisu,
10:38
snipers associated with the regime were killing
246
622137
2694
snajperi povezani s režimom na ulici su ubijali
10:40
unarmed students in the street.
247
624831
1744
nenaoružane studente.
10:42
So the students would take their mobile devices,
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626575
3021
Studenti su tada uzeli svoje mobitele,
10:45
take a picture, triangulate the location,
249
629596
2653
fotografirali i triangulirali lokaciju
10:48
send that picture to friendly military units,
250
632249
2201
te poslali tu sliku prijateljskim vojnim jedinicama
10:50
who'd come in and take out the snipers.
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634450
2409
koje bi došle i uklonile snajperiste.
10:52
You think that social media is about hooking up online?
252
636859
2534
Mislite da su društveni mediji samo za spajanje na Internet?
10:55
For these kids, it was a military tool
253
639393
3027
Za tu djecu, to je bilo vojno sredstvo
10:58
to defend unarmed people from murderers.
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642420
3126
za obranu nenaoružanih ljudi.
11:01
It was a tool of self-defense.
255
645546
2133
Za njih je to bilo sredstvo samoobrane.
11:03
You know, as we speak today, young people
256
647679
2355
Dok danas pričamo, mlade ljude
11:05
are being killed in Syria,
257
650034
2010
ubijaju u Siriji
11:07
and up until three months ago,
258
652044
1810
i do prije tri mjeseca,
11:09
if you were injured on the street,
259
653854
2199
ako biste bili ozlijeđeni na ulici,
11:11
an ambulance would pick you up,
260
656053
1452
hitna pomoć bi vas pokupila
11:13
take you to the hospital, you'd go in, say, with a broken leg,
261
657505
2900
i odvezla u bolnicu. Došli biste, recimo, sa slomljenom nogom,
11:16
and you'd come out with a bullet in your head.
262
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2479
i izašli biste s metkom u glavi.
11:18
So these 20-somethings created
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2911
Ti su dvadesetogodišnjaci stvorili
11:21
an alternative health care system,
264
665795
2294
alternativni medicinski sustav.
11:23
where what they did is they used Twitter and basic
265
668089
2390
Oni su koristili Twitter i osnovna
11:26
publicly available tools that when someone's injured,
266
670479
3245
javno dostupna sredstva kako bi kada netko bude ozlijeđen,
11:29
a car would show up, it would pick them up,
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2680
auto došao po njih i odvezao ih
11:32
take them to a makeshift medical clinic, where you'd get
268
676404
2559
u improviziranu kliniku gdje bi
11:34
medical treatment, as opposed to being executed.
269
678963
3542
bili izliječeni, a ne smaknuti.
11:38
So this is a time of great change.
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3185
Dakle, ovo je vrijeme velikih promjena.
11:41
Now, it's not without its problems.
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2634
Nije to bez svojih problema.
11:44
Up until two years ago,
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2646
Do prije dvije godine,
11:46
all revolutions in human history had a leadership,
273
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3153
sve su revolucije u ljudskoj povijesti imale vodstvo,
11:50
and when the old regime fell, the leadership
274
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2792
i kada bi stari režim pao, vodstvo
11:52
and the organization would take power.
275
696915
978
revolucije bi preuzelo.
11:53
Well, these wiki revolutions happen so fast
276
697893
2525
Ove wiki revolucije događaju se tako brzo
11:56
they create a vacuum, and
277
700418
1498
i stvaraju vakuum, a
11:57
politics abhors a vacuum,
278
701916
1735
politika se užasava vakuuma,
11:59
and unsavory forces can fill that,
279
703651
2072
koji mogu popuniti nemoralne sile,
12:01
typically the old regime,
280
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3126
obično stari režim,
12:04
or extremists, or fundamentalist forces.
281
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2346
ili ekstremisti, ili fundamentalisti.
12:07
You can see this playing out today in Egypt.
282
711195
2735
Možete vidjeti kako se to sada odigrava u Egiptu.
12:09
But that doesn't matter,
283
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1663
Ali to nije važno,
12:11
because this is moving forward.
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2137
jer se pomičemo naprijed.
12:13
The train has left the station. The cat is out of the bag.
285
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2976
Vlak je napustio kolodvor. Istina je na vidjelu.
12:16
The horse is out of the barn. Help me out here, okay?
286
720706
3378
Konj je izvan staje. Pomozite mi, može?
12:19
(Laughter) The toothpaste is out of the tube.
287
724084
2142
(Smijeh) Pasta je izvan tube.
12:22
I mean, we're not putting this one back.
288
726226
2223
Mislim, ne vraćamo se natrag.
12:24
The open world is bringing empowerment and freedom.
289
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3733
Otvoreni svijet donosi osnaženje i slobodu.
12:28
I think, at the end of these four days,
290
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2784
Mislim da ćete na kraju ova četiri dana zaključiti
12:30
that you'll come to conclude that the arc of history
291
734966
2766
da je tijek povijesti pozitivan
12:33
is a positive one, and it's towards openness.
292
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3496
i da vodi otvorenosti.
12:37
If you go back a few hundred years,
293
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2481
Ako se vratite unatrag nekoliko stotina godina,
12:39
all around the world it was a very closed society.
294
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2384
diljem svijeta društvo je bilo veoma zatvoreno.
12:41
It was agrarian, and the means of production
295
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1569
Bilo je agrarno, a to znači da je način produkcije
12:43
and political system was called feudalism, and knowledge
296
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2715
i politički sistem bio feudalizam, a znanje
12:46
was concentrated in the church and the nobility.
297
750377
3938
je bilo koncentrirano u crkvi i plemstvu.
12:50
People didn't know about things.
298
754315
1607
Ljudi nisu znali o stvarima.
12:51
There was no concept of progress.
299
755922
2475
Nije postojao koncept napretka.
12:54
You were born, you lived your life and you died.
300
758397
1903
Rodili ste se, živjeli ste svoj život i onda umrli.
12:56
But then Johannes Gutenberg came along with his great invention,
301
760300
4596
Ali tada je Johannes Gutenberg došao sa svojim izvrsnim izumom
13:00
and, over time, the society opened up.
302
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3552
i, s vremenom, društvo se otvorilo.
13:04
People started to learn about things, and when they did,
303
768448
2041
Ljudi su počeli učiti stvari, i kako su to radili,
13:06
the institutions of feudal society appeared
304
770489
1385
institucije feudalnog društva počele su
13:07
to be stalled, or frozen, or failing.
305
771874
3703
stagnirati i propadati.
13:11
It didn't make sense for the church to be responsible
306
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2776
Nije imalo smisla da crkva bude odgovorna
13:14
for medicine when people had knowledge.
307
778353
2282
za medicinu kada su ljudi imali znanje.
13:16
So we saw the Protestant Reformation.
308
780635
1947
Pa smo vidjeli protestantsku reformaciju.
13:18
Martin Luther called the printing press
309
782582
1870
Martin Luther nazvao je stroj za printanje
13:20
"God's highest act of grace."
310
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2397
"Božjim najvećim činom milosti".
13:22
The creation of a corporation, science, the university,
311
786849
3511
Stvaranje korporacije, znanosti, sveučilišta,
13:26
eventually the Industrial Revolution,
312
790360
1687
na kraju i industrijska revolucija
13:27
and it was all good.
313
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2174
i to je sve bilo dobro.
13:30
But it came with a cost.
314
794221
2147
Ali došlo je uz svoju cijenu.
13:32
And now, once again, the technology genie
315
796368
2712
I sada, duh tehnologije
13:34
is out of the bottle, but this time it's different.
316
799080
3320
opet je izašao iz boce, ali ovaj put je drugačije.
13:38
The printing press gave us access to the written word.
317
802400
2865
Tiskarski stroj dao nam je pristup pisanoj riječi.
13:41
The Internet enables each of us to be a producer.
318
805265
3459
Internet svakom od nas omogućuje proizvodnju.
13:44
The printing press gave us access to recorded knowledge.
319
808724
2814
Tiskarski stroj dao nam je pristup zabilježenom znanju.
13:47
The Internet gives us access,
320
811538
1910
Internet nam je dao pristup
13:49
not just to information and knowledge, but
321
813448
1649
ne samo informacijama i znanju, već
13:50
to the intelligence contained in the crania of other people
322
815097
3376
inteligenciji drugih ljudi
13:54
on a global basis.
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1537
na globalnoj razini.
13:55
To me, this is not an information age,
324
820010
3239
Za mene ovo nije doba informacija,
13:59
it's an age of networked intelligence.
325
823249
2874
već vrijeme umrežene inteligencije.
14:02
It's an age of vast promise,
326
826123
3872
To je doba velikog obećanja,
14:05
an age of collaboration,
327
829995
3128
doba suradnje,
14:09
where the boundaries of our organizations are changing,
328
833123
4179
kada se mijenjaju granice naših organizacija,
14:13
of transparency, where sunlight
329
837302
2715
doba transparentnosti, kada sunčeva svijetlost
14:15
is disinfecting civilization,
330
840017
3223
dezinficira civilizaciju,
14:19
an age of sharing and understanding
331
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3556
doba dijeljenja i razumijevanja
14:22
the new power of the commons,
332
846796
1706
nove moći zajedničkog.
14:24
and it's an age of empowerment
333
848502
2643
To je doba osnaženja
14:27
and of freedom.
334
851145
2891
i slobode.
14:29
Now, what I'd like to do is,
335
854036
3536
Sada bih, za kraj,
14:33
to close, to share with you
336
857572
2648
volio s vama podijeliti
14:36
some research that I've been doing.
337
860220
2609
neka istraživanja kojima se bavim.
14:38
I've tried to study all kinds of organizations
338
862829
2511
Pokušavao sam promatrati razne vrste organizacija
14:41
to understand what the future might look like,
339
865340
3137
kako bih razumio kako bi budućnost mogla izgledati,
14:44
but I've been studying nature recently.
340
868477
3025
ali nedavno sam proučavao i prirodu.
14:47
You know, bees come in swarms
341
871502
3630
Znate, pčele se javljaju u rojevima,
14:51
and fish come in schools.
342
875132
2711
a ribe u jatima.
14:53
Starlings, in the area around Edinburgh,
343
877843
2813
Čvorci, u području oko Edinburgha,
14:56
in the moors of England,
344
880656
1483
u engleskim močvarama,
14:58
come in something called a murmuration,
345
882139
2094
javljaju se u nečemu zvanom "žamorenje",
15:00
and the murmuration refers to the murmuring of the wings
346
884233
2772
naziv se odnosi na žamor krila ptica.
15:02
of the birds, and throughout the day the starlings
347
887005
1913
Tijekom dana čvorci se rašire
15:04
are out over a 20-mile radius
348
888918
1865
u radijusu od otprilike 32 kilometra
15:06
sort of doing their starling thing.
349
890783
2041
dok rade što već rade.
15:08
And at night they come together
350
892824
1764
Navečer se sastanu
15:10
and they create one of the most spectacular things
351
894588
2122
i stvaraju jednu od najspektakularnijih stvari
15:12
in all of nature,
352
896710
1595
u cijeloj prirodi,
15:14
and it's called a murmuration.
353
898305
2054
i to se zove „žamorenje“.
15:16
And scientists that have studied this have said
354
900359
2917
Znanstvenici koji su to proučavali kažu
15:19
they've never seen an accident.
355
903276
1746
da nikad nisu vidjeli nezgodu.
15:20
Now, this thing has a function.
356
905022
1950
Ta stvar ima funkciju.
15:22
It protects the birds.
357
906972
1862
Štiti ptice.
15:24
You can see on the right here,
358
908834
1600
Možete vidjeti s desna
15:26
there's a predator being chased away by the collective power
359
910434
4505
da je predator potjeran kolektivnom moći
15:30
of the birds, and apparently this is a frightening thing
360
914939
2990
ptica, i izgleda da je to zastrašujuća stvar
15:33
if you're a predator of starlings.
361
917929
3464
ako napadate čvorke.
15:37
And there's leadership,
362
921393
2448
I postoji vodstvo,
15:39
but there's no one leader.
363
923841
2138
ali ne postoji jedan vođa.
15:41
Now, is this some kind of fanciful analogy,
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Je li ovo jedna čudnovata analogija
15:43
or could we actually learn something from this?
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ili bismo zapravo iz toga mogli nešto naučiti?
15:46
Well, the murmuration functions to record
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"Žamorenje" funkcionira na
15:49
a number of principles,
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mnogo principa,
15:50
and they're basically the principles that
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a to su zapravo principi
15:52
I have described to you today.
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koje sam danas opisao.
15:54
This is a huge collaboration.
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To je velika suradnja.
15:57
It's an openness, it's a sharing
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To je otvorenost, dijeljenje
15:58
of all kinds of information, not just about location
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raznih vrsta informacija, ne samo o lokaciji,
16:01
and trajectory and danger and so on, but about food sources.
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putanji i opasnosti i slično, već o izvorima hrane.
16:06
And there's a real sense of interdependence,
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I postoji pravi osjećaj međusobne ovisnosti;
16:10
that the individual birds somehow understand
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individualne ptice nekako razumiju
16:14
that their interests are in the interest of the collective.
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da su njihovi interesi u interesu kolektiva.
16:17
Perhaps like we should understand
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Možda bismo tako i mi trebali razumijeti
16:19
that business can't succeed
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da posao ne može uspijeti
16:23
in a world that's failing.
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u svijetu koji gubi snagu.
16:25
Well, I look at this thing,
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Promatram to
16:27
and I get a lot of hope.
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i dobivam puno nade.
16:29
Think about the kids today in the Arab Spring, and
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Pomislite na današnju djecu u Arapskom proljeću
16:35
you see something like this that's underway.
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i vidjet ćete da se tako nešto sprema.
16:37
And imagine, just consider this idea, if you would:
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I zamislite, samo uzmite u obzir ovu ideju, ako želite:
16:42
What if we could connect ourselves in this world
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Što ako bismo se u ovom svijetu mogli povezati
16:45
through a vast network of air and glass?
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kroz razgranatu mrežu zraka i stakla?
16:49
Could we go beyond just sharing information and knowledge?
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Bismo li mogli ići dalje od dijeljenja informacija i znanja?
16:52
Could we start to share our intelligence?
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Bismo li mogli početi dijeliti našu inteligenciju?
16:55
Could we create some kind of
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Bismo li mogli stvoriti nekakvu vrstu
16:57
collective intelligence
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kolektivne inteligencije
16:59
that goes beyond an individual or a group or a team
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koja ide iznad individualca, grupe ili tima
17:03
to create, perhaps, some kind of consciousness
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da bi se stvorila možda nekakva vrsta svijesti
17:07
on a global basis?
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na globalnoj bazi?
17:08
Well, if we could do this, we could attack some big problems in the world.
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Kada bismo to mogli, mogli bismo se boriti s nekim velikim svjetskim problemima.
17:12
And I look at this thing,
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Gledam to,
17:14
and, I don't know, I get a lot of hope that maybe this
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i ne znam, dobijem nadu da će možda
17:17
smaller, networked, open world
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taj manji, umrežen i otvoren svijet
17:20
that our kids inherit might be a better one, and that
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koji će naša djeca naslijediti možda biti bolji
17:23
this new age of networked intelligence could be
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i da bi ovo novo doba umrežene inteligencije
17:27
an age of promise fulfilled
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moglo biti doba ispunjenog obećanja
17:29
and of peril unrequited.
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i neostvarene prijetnje.
17:32
Let's do this. Thank you.
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Idemo to ostvariti. Hvala Vam.
17:36
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Don Tapscott - Digital strategistDon Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages
Why you should listen
A leading analyst of innovation and the impacts of technology, Don Tapscott has authored or co-authored 15 widely read books about various aspects of the reshaping of our society and economy. His work Wikinomics counts among the most influential business books of the last decade. His new book The Blockchain Revolution, co-authored with his son, Alex, discusses the blockchain, the distributed-database technology that's being deployed well beyond its original application as the public ledger behind Bitcoin. In the book, they analyze why blockchain technology will fundamentally change the internet -- how it works, how to use it and its promises and perils.
Tapscott is an adjunct professor of management at the Rotman School of Management at the University of Toronto, a Senior Advisor at the World Economic Forum and an Associate of the Berkman Klein Center for Internet and Society at Harvard University.
Don Tapscott | Speaker | TED.com