TEDSalon NY2013
Rodrigo Canales: The deadly genius of drug cartels
Rodrigo Canales: Smrtonosni genij kartela droge
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Readability: 5.6
2,408,475 views
Do 100.000 ljudi je umrlo u nasilju povezanom s drogom u Meksiku u zadnjih 6 godina. Možemo misliti da to nema veze s nama, no ustvari smo svi suučesnici, kaže profesor s Yalea, Rodrigo Canales u ovom nepokolebljivom govoru koji konvencionalno znanje o kartelima okreće naopako. Pokolj se ne događa zbog bezličnih, ignorantnih budala koji se međusobno ubijaju, već je rezultat nečijeg ozbiljno sofisticiranog brend menadžmenta.
Rodrigo Canales - Business professor
Rodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels. Full bio
Rodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels. Full bio
Double-click the English transcript below to play the video.
00:13
In December of 2010,
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U prosincu 2010.,
00:17
the city of Apatzingán
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grad Apatzingan
00:19
in the coastal state of Michoacán, in Mexico,
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u obalnoj državi Michoacán, u Meksiku,
00:22
awoke to gunfire.
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se probudio uz pucnjavu.
00:24
For two straight days,
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Dva dana zaredom,
00:26
the city became an open battlefield
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grad je bio otvoreno bojište
00:28
between the federal forces
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između federalnih snaga
00:30
and a well-organized group,
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i dobro organizirane grupe,
00:32
presumably from the local criminal organization,
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vjerojatno iz lokalne
kriminalne organizacije
kriminalne organizacije
00:34
La Familia Michoacana, or the Michoacán family.
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La Familia Michoacana,
ili obitelj Michoacan.
ili obitelj Michoacan.
00:38
The citizens didn't only experience incessant gunfire
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Građani nisu samo iskusili
neprekidnu paljbu
neprekidnu paljbu
00:41
but also explosions
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već i eksplozije
00:43
and burning trucks used as barricades across the city,
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i zapaljene kamione koji su korišteni
poput barikada diljem grada,
poput barikada diljem grada,
00:47
so truly like a battlefield.
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dakle istinski poput bojišta.
00:49
After these two days,
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Nakon ta dva dana,
00:50
and during a particularly intense encounter,
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i tijekom posebno napetog susreta,
00:53
it was presumed that the leader of La Familia Michoacana,
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pretpostavljeno je da je vođe obitelji
Michoacan,
Michoacan,
00:55
Nazario Moreno, was killed.
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Nazario Moreno, ubijen.
00:58
In response to this terrifying violence,
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U odgovoru na ovo užasno nasilje,
01:00
the mayor of Apatzingán
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gradonačelnik Apatzingana
01:02
decided to call the citizens to a march for peace.
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je odlučio pozvati građane na marš za mir.
01:04
The idea was to ask for a softer approach
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Ideja je bila blaži pristuo
01:08
to criminal activity in the state.
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kriminalnoj aktivnosti u državi.
01:10
And so, the day of the scheduled procession,
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Na dan zakazane procesije,
01:13
thousands of people showed up.
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tisuće su se pojavile.
01:15
As the mayor was preparing to deliver
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Dok se gradonačelnik pripremao
01:17
the speech starting the march,
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dati govor za početak marša,
01:19
his team noticed
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njegov tim je primjetio da,
01:20
that, while half of the participants
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dok je pola sudionika
01:24
were appropriately dressed in white,
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bilo prigodno obučeno u bijelo,
01:25
and bearing banners asking for peace,
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i nosilo transparente u kojima traže mir,
01:28
the other half was actually marching
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druga polovica je zapravo marširala
01:30
in support of the criminal organization
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za podršku kriminalnoj organizaciji
01:33
and its now-presumed-defunct leader.
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i njenom pretpostavljeno mrtvom vođi.
01:37
Shocked, the mayor decided to step aside
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Šokiran, gradonačelnik je radije odlučio
odstupiti
odstupiti
01:40
rather than participate or lead a procession
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nego sudjelovati ili voditi procesiju
01:42
that was ostensibly in support of organized crime.
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koja prividno podupire
organizirani kriminal.
organizirani kriminal.
01:45
And so his team stepped aside.
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Stoga je njegov tim odstupio.
01:47
The two marches joined together,
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Dva skupa su se spojila
01:49
and they continued their path
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i nastavila svoj put
01:52
towards the state capital.
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prema glavnom gradu.
01:55
This story of horrific violence
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Ova priča o užasnom nasilju
02:00
followed by a fumbled approach
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koja je popraćena nespretnim pristupom
02:02
by federal and local authorities as they tried
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federalnih i lokalnih vlasti
dok su pokušavali
dok su pokušavali
02:04
to engage civil society,
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pristupiti građanstvu
02:06
who has been very well engaged by a criminal organization,
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kojemu je vrlo uspješno pristupila
kriminalna organizacija,
kriminalna organizacija,
02:09
is a perfect metaphor for what's happening in Mexico today,
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je savršena metafora za ono što se
događa danas u Meksiku
događa danas u Meksiku
02:12
where we see that our current understanding
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gdje vidimo da je naše
trenutačno shvaćanje
trenutačno shvaćanje
02:16
of drug violence and what leads to it
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nasilja u vezi droge i onoga
što ga potiče
što ga potiče
02:18
is probably at the very least incomplete.
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u najmanju ruku nepotpuno.
Ako odlučite potrošiti
pola sata pokušavajući
pola sata pokušavajući
02:21
If you decided to spend 30 minutes trying
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02:23
to figure out what's going on with drug violence in Mexico
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shvatiti odakle nasilje
u vezi s drogom u Meksiku
u vezi s drogom u Meksiku
02:25
by, say, just researching online,
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samo online pretragom,
02:27
the first thing you would find out is that
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prva stvar koju biste otkrili je da,
02:29
while the laws state that all Mexican citizens are equal,
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dok zakon kaže da su svi
građani Meksika jednaki,
građani Meksika jednaki,
postoje oni koji su više
02:33
there are some that are more
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02:34
and there are some that are much less equal than others,
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i oni koji su puno manje
jednaki nego drugi,
jednaki nego drugi,
02:38
because you will quickly find out
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jer ćete brzo saznati
02:39
that in the past six years
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da je u zadnjih 6 godina
02:41
anywhere between 60 and 100,000 people
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između 60 i 100.000 ljudi
02:43
have lost their lives in drug-related violence.
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izgubilo život u nasilju
povezanim s drogom.
povezanim s drogom.
Kako bi stavili ove brojke u perspektivu,
02:46
To put these numbers in perspective,
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02:48
this is eight times larger than the number of casualties
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ovo je osam puta veći broj žrtava
02:51
in the Iraq and Afghanistan wars combined.
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nego u ratovima u
Afganistanu i Iraku zajedno.
Afganistanu i Iraku zajedno.
02:55
It's also shockingly close to the number of people
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Također je šokantno blizu broju ljudi
02:58
who have died in the Syrian civil war,
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koji su poginuli u sirijskom
građanskom ratu,
građanskom ratu,
03:00
which is an active civil war.
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koji je aktivan građanski rat.
03:03
This is happening just south of the border.
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Ovo se događa neposredno južno od granice.
03:06
Now as you're reading, however,
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Međutim, dok čitate,
03:07
you will be maybe surprised that you will quickly
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možda će vas iznenaditi da ćete brzo
03:09
become numb to the numbers of deaths,
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otupjeti na broj žrtava,
03:11
because you will see that these are sort of abstract numbers
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jer ćete vidjeti da su to
apstraktni brojevi
apstraktni brojevi
03:15
of faceless, nameless dead people.
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mrtvih, bezimenih ljudi bez lica.
03:18
Implicitly or explicitly, there is a narrative
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Prešutno ili javno, postoji priča
03:21
that all the people who are dying
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da su svi poginuli
03:23
were somehow involved in the drug trade,
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bili nekako uključeni u prodaju droga,
03:26
and we infer this because they were either tortured
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a to zaključujemo jer su bili ili mučeni
03:29
or executed in a professional manner,
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ili profesionalno pogubljeni,
03:32
or, most likely, both.
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ili vrlo vjerojatno oboje.
03:33
And so clearly they were criminals
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Očito su bili kriminalci
03:35
because of the way they died.
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zbog načina na koji su umrli.
03:38
And so the narrative is that somehow these people
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Dakle priča govori da su na neki način
ti ljudi
ti ljudi
03:40
got what they were deserved.
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dobili što su i zaslužili.
03:42
They were part of the bad guys.
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Bili su negativci.
03:44
And that creates some form of comfort
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To stvara neku vrstu ugode
03:47
for a lot of people.
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za mnogo ljudi.
03:48
However, while it's easier to think
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Međutim, dok je lakše misliti
03:51
of us, the citizens, the police, the army,
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o nama, građanima, policiji i vojsci
03:55
as the good guys, and them, the narcos,
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kao o pozitivcima, a o njima, narkosima,
03:59
the carteles, as the bad guys,
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kartelima, kao negativcima,
04:02
if you think about it,
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ako razmislite,
04:03
the latter are only providing a service to the former.
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drugi samo pružaju uslugu prvima.
04:07
Whether we like it or not,
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Sviđalo se to vama ili ne,
04:09
the U.S. is the largest market
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SAD je najveće tržište
04:12
for illegal substances in the world,
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za ilegalne supstance u svijetu,
04:13
accounting for more than half of global demand.
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odgovarnoi za više od
pola globalne potražnje.
pola globalne potražnje.
04:17
It shares thousands of miles of border with Mexico
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Dijeli granicu od više tisuća kilometara
s Meksikom
s Meksikom
04:20
that is its only route of access from the South,
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koji je jedini pristup s juga,
04:23
and so, as the former dictator of Mexico, Porfirio Diaz,
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te je stoga, bivši meksički diktator,
Porfirio Diaz
Porfirio Diaz
04:26
used to say, "Poor Mexico,
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govorio: "Jadan Meksiko,
04:29
so far from God and so close to the United States."
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toliko daleko od Boga
i toliko blizu SAD-u."
i toliko blizu SAD-u."
04:35
The U.N. estimates that there are 55 million users
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UN procjenjuje da postoji
55 milijuna korisnika
55 milijuna korisnika
04:38
of illegal drugs in the United States.
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ilegalnih droga u SAD-u.
04:40
Using very, very conservative assumptions,
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Koristeći vrlo, vrlo
konzervativne pretpostavke,
konzervativne pretpostavke,
04:43
this yields a yearly drug market on the retail side
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ovo godišnje donosi profit
04:46
of anywhere between 30 and 150 billion dollars.
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između 30 i 150 milijardi dolara.
04:49
If we assume that the narcos only have access
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Ako pretpostavimo da narkosi
imaju pristup samo
imaju pristup samo
04:51
to the wholesale part, which we know is false,
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prodaji naveliko,
što znamo da je pogrešno,
što znamo da je pogrešno,
04:54
that still leaves you with yearly revenues
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još uvijek ostaje godišnji prihod
04:56
of anywhere between 15 billion and 60 billion dollars.
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od 15 do 60 milijardi dolara.
05:01
To put these numbers in perspective,
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Kako bismo stavili ove brojeve u omjer,
05:03
Microsoft has yearly revenues of 60 billion dollars.
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Microsoft ima godišnji prihod
od 60 milijardi dolara.
od 60 milijardi dolara.
05:07
And it so happens that this is a product that,
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Ovaj proizvod,
05:10
because of its nature, a business model
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zbog svoje prirode, traži poslovni model
05:13
to address this market requires you
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koji zahtijeva
05:16
to guarantee to your producers
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da osigurate vašim proizvođačima
05:18
that their product will be reliably placed
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kako će njihov proizvod
biti pouzdano dostavljen
biti pouzdano dostavljen
05:20
in the markets where it is consumed.
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na tržišta na kojima se prodaje.
05:23
And the only way to do this, because it's illegal,
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I jedini način za ovo, jer je ilegalan,
05:26
is to have absolute control of the geographic corridors
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je da imate potpunu
kontrolu geografskih koridora
kontrolu geografskih koridora
05:29
that are used to transport drugs.
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koji se koriste za transport droge.
05:31
Hence the violence.
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Iz toga proizlazi nasilje.
05:34
If you look at a map of cartel influence and violence,
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Ako pogledate na kartu
nasilja i utjecaja kartela,
nasilja i utjecaja kartela,
05:37
you will see that it almost perfectly aligns
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vidjet ćete da se gotovo
savršeno poklapaju
savršeno poklapaju
05:39
with the most efficient routes of transportation
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s najučinkovitijim rutama prijevoza
05:41
from the south to the north.
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od juga prema sjeveru.
05:43
The only thing that the cartels are doing
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Jedina stvar koju karteli rade
05:44
is that they're trying to protect their business.
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je da pokušavaju zaštititi svoj posao.
05:47
It's not only a multi-billion dollar market,
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Ne radi se samo o
multimilijardskom tržištu,
multimilijardskom tržištu,
05:49
but it's also a complex one.
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već i o kompleksnom poslu.
05:51
For example, the coca plant is a fragile plant
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Na primjer, biljka koka
je osjetljiva biljka
je osjetljiva biljka
05:54
that can only grow in certain latitudes,
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koja raste samo na određenim područjima,
05:56
and so it means that a business model
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što znači da poslovni model
05:58
to address this market requires you to have
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koji je dovodi na tržište, zahtijeva
06:00
decentralized, international production,
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decentraliziranu,
internacionalnu proizvodnju,
internacionalnu proizvodnju,
06:02
that by the way needs to have good quality control,
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koja mora imati dobru kontrolu kvalitete,
06:05
because people need a good high
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jer ljudi trebaju dobru drogu
06:07
that is not going to kill them
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koja ih neće ubiti
06:09
and that is going to be delivered to them when they need it.
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i koja će im biti dostavljena
kada ju trebaju.
kada ju trebaju.
06:12
And so that means they need to secure
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To znači da moraju osigurati
06:14
production and quality control in the south,
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proizvodnju i kontrolu kvalitete na jugu,
06:17
and you need to ensure that you have
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i moraju osigurati
06:19
efficient and effective distribution channels
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učinkovite i uspješne
distribucijske kanale
distribucijske kanale
06:21
in the markets where these drugs are consumed.
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do tržišta gdje se droge konzumiraju.
06:25
I urge you, but only a little bit,
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Potičem vas, no samo malo,
06:26
because I don't want to get you in trouble,
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jer ne želim da upadnete u nevolje,
06:28
to just ask around and see how difficult it would be
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da se raspitate koliko je teško
06:32
to get whatever drug you want, wherever you want it,
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dobiti koju god drogu želite,
gdje god ju želite,
gdje god ju želite,
06:35
whenever you want it, anywhere in the U.S.,
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kada god ju želite, bilo gdje u SAD-u.,
06:37
and some of you may be surprised to know
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i neki od vas će se iznenaditi kad saznaju
06:40
that there are many dealers that offer a service
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da mnogi dileri nude uslugu
06:42
where if you send them a text message,
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u kojoj ako im pošaljete poruku,
06:44
they guarantee delivery of the drug
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jamče dostavu droge
06:46
in 30 minutes or less.
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u pola sata ili kraće.
06:49
Think about this for a second.
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Razmislite o tome na sekundu.
06:51
Think about the complexity
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Razmislite o kompleksnosti
06:53
of the distribution network that I just described.
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distribucijske mreže
koju sam upravo opisao.
koju sam upravo opisao.
06:56
It's very difficult to reconcile this
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Vrlo je teško pomiriti ovo
06:59
with the image of faceless, ignorant goons
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sa slikama bezličnih, ignorantnih budala
07:03
that are just shooting each other,
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koji pucaju jedni na druge.
07:05
very difficult to reconcile.
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Vrlo je teško prihvatiti.
07:07
Now, as a business professor, and as any business professor would tell you,
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Kao profesor poslovanja, kao što bi
vam rekao bilo koji profesor poslovanja,
vam rekao bilo koji profesor poslovanja,
07:11
an effective organization requires
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učinkovita organizacija zahtijeva
07:13
an integrated strategy that includes
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integriranu strategiju koja uključuje
07:15
a good organizational structure, good incentives,
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dobru ogranizacijsku strukturu,
dobre poticaje,
dobre poticaje,
07:18
a solid identity and good brand management.
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solidan identitet i menadžment brenda.
To me dovodi do druge
stvari koju biste naučili
stvari koju biste naučili
07:21
This leads me to the second thing that you would learn
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u svom polusatnom istraživanju
o nasilju vezanom uz drogu u Meksiku.
o nasilju vezanom uz drogu u Meksiku.
07:23
in your 30-minute exploration of drug violence in Mexico.
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07:26
Because you would quickly realize,
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Jer biste brzo shvatili,
07:28
and maybe be confused by the fact,
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i možda bili zbunjeni činjenicom,
07:29
that there are three organizations
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da postoje tri organizacije
07:30
that are constantly named in the articles.
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koje se neprestano spominju u člancima.
07:34
You will hear about Los Zetas,
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2074
Čuti ćete o Los Zetasima,
07:36
the Knights Templar, which is the new brand
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Vitezovima Templarima, što je novi brend
07:38
for the Familia Michoacana that I spoke about at the beginning,
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za obitelj Michoacan
o kojoj sam na početku govorio,
o kojoj sam na početku govorio,
07:41
and the Sinaloa Federation.
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2374
i za federaciju Sinaloa.
07:43
You will read that Los Zetas is this assortment
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Čitat ćete da su Los Zetasi skupina
07:46
of sociopaths that terrify the cities that they enter
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sociopata koji užasavaju
gradove u koje uđu
gradove u koje uđu
07:50
and they silence the press,
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i utišavaju medije,
07:53
and this is somewhat true, or mostly true.
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što je donekle ili većinom istina.
07:56
But this is the result of a very careful branding
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No. to je rezultat vrlo
pažljivog brendinga
pažljivog brendinga
08:00
and business strategy.
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i poslovne strategije.
08:02
You see, Los Zetas is not just
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2169
Vidite, Los Zetasi nisu samo
08:04
this random assortment of individuals,
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1800
nasumična skupina pojedinaca,
08:06
but was actually created by another criminal organization, the Gulf Cartel,
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nego su stvoreni od druge kriminalne
organizacije, Zaljevskog kartela,
organizacije, Zaljevskog kartela,
08:09
that used to control the eastern corridor of Mexico.
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koji je kontrolirao istočni
koridor Meksika.
koridor Meksika.
08:12
When that corridor became contested, they decided
186
480923
2414
Kada je krenula borba za taj koridor,
odlučili su
odlučili su
08:15
that they wanted to recruit
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1790
da žele unovačiti
08:17
a professional enforcement arm.
188
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2831
profesionalce za borbu.
08:19
So they recruited Los Zetas:
189
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3609
Pa su unovačili Los Zetase:
08:23
an entire unit of elite paratroopers
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2758
cijelu jedinicu elitnih padobranaca
08:26
from the Mexican Army.
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3017
meksičke vojske.
08:29
They were incredibly effective as enforcers for the Gulf Cartel,
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3706
Bili su nevjerojatno uspješni kao borci za
Zaljevski kartel,
Zaljevski kartel,
čak toliko da su u nekom trenutku odlučili
08:33
so much so that at some point, they decided
193
501048
1888
08:34
to just take over the operations,
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2493
jednostavno preuzeti operacije,
08:37
which is why I ask you to never keep tigers as pets,
195
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3794
zbog čega vas molim da
nikada nemate tigrove za ljubimce,
nikada nemate tigrove za ljubimce,
08:41
because they grow up.
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2641
jer će narasti.
08:43
Because the Zetas organization was founded in treason,
197
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3696
Iz razloga što su Zetasi
osnovani u izdaji,
osnovani u izdaji,
08:47
they lost some of the linkages to the production and distribution
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515560
2936
izgubili su neke veze s
proizvodnjom i distribucijom
proizvodnjom i distribucijom
08:50
in the most profitable markets like cocaine,
199
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2207
na najprofitnijim tržištima poput kokaina,
08:52
but what they did have,
200
520703
1290
no ono što su imali,
08:53
and this is again based on their military origin,
201
521993
2460
a temeljeno je na njihovom
vojnom porijeklu,
vojnom porijeklu,
08:56
was a perfectly structured chain of command
202
524453
2847
je bio savršeno strukturirani
lanac zapovjedništva
lanac zapovjedništva
08:59
with a very clear hierarchy
203
527300
2625
s vrlo jasnom hijerarhijom
09:01
and a very clear promotion path that allowed them
204
529925
4064
i vrlo jasnim putem do unapređenja
koji ima dopušta
koji ima dopušta
09:05
to supervise and operate across many, many markets
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533989
3822
da vrlo učinkovito nadgledaju i djeluju
09:09
very effectively,
206
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1642
na mnogo tržišta,
09:11
which is the essence of what a chain of command seeks to do.
207
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3799
što je srž onoga što lanac zapovjedništva
traži.
traži.
09:15
And so because they didn't have access
208
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1289
Kako nisu imali pristup
09:16
to the more profitable drug markets,
209
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2335
profitabilnijim tržištima droge,
09:18
this pushed them and gave them the opportunity
210
546876
1673
to ih je poguralo i dalo im priliku
09:20
to diversify into other forms of crime.
211
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3498
da prijeđu na druge vrste kriminala.
09:24
That includes kidnapping, prostitution,
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4055
To uključuje otmicu, prostituciju,
09:28
local drug dealing and human trafficking,
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2181
lokalno raspačavanje i trgovinu ljudima,
09:30
including of migrants that go from the south to the U.S.
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3956
uključujući migrante koji
putuju s juga u SAD.
putuju s juga u SAD.
09:34
So what they currently run is truly
215
562239
4248
Ono što trenutno vode je, uistinu
09:38
and quite literally a franchise business.
216
566487
3572
i poprilično doslovno, franšiza.
09:42
They focus most of their recruiting on the army,
217
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3831
Fokusiraju većinu svojeg
novačenja na vojsku
novačenja na vojsku
09:45
and they very openly advertise for better salaries,
218
573890
3077
i vrlo otvoreno reklamiraju bolje plaće,
09:48
better benefits, better promotion paths,
219
576967
2698
bolje povlastice,
bolje načine napredovanja,
bolje načine napredovanja,
09:51
not to mention much better food,
220
579665
1648
da ne spominjemo mnogo bolju hranu
09:53
than what the army can deliver.
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2707
od one koju daje vojska.
09:56
The way they operate is that
222
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1869
Način na koji djeluju je da,
09:57
when they arrive in a locality,
223
585889
1905
kada stignu u okrug,
09:59
they let people know that they are there,
224
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1751
daju ljudima do znanja da su tamo,
10:01
and they go to the most powerful local gang
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3070
i dolaze najmoćnijoj lokalnoj bandi
10:04
and they say, "I offer you
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592615
2240
i kažu: "Nudimo ti
10:06
to be the local representative of the Zeta brand."
227
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3189
da budeš lokalni predstavnik brenda Zeta."
10:10
If they agree -- and you don't want to know
228
598044
1873
Ako se slože -- a ne želite znati
10:11
what happens if they don't --
229
599917
1743
što se događa ako se ne slože --
10:13
they train them and they supervise them
230
601660
1687
treniraju ih i nadgledaju
10:15
on how to run the most efficient criminal operation
231
603347
3327
po pitanju vođenja najučinkovitije
kriminalne operacije
kriminalne operacije
10:18
for that town, in exchange for royalties.
232
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3501
u tom gradu, u zamjenu za honorar.
10:22
This kind of business model obviously depends
233
610175
1906
Ova vrsta poslovnog modela očito ovisi
10:24
entirely on having a very effective brand of fear,
234
612081
2397
u potpunosti o vrlo učinkovitom brendu
straha,
straha,
10:26
and so Los Zetas
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614478
2373
i zato Los Zetasi
10:28
carefully stage acts of violence
236
616851
2293
pažljivo sceniraju činove nasilja
10:31
that are spectacular in nature,
237
619144
1933
koji su po prirodi spektakularni,
10:33
especially when they arrive first in a city,
238
621077
2800
pogotovo kada prvi put dođu u grad,
10:35
but again, that's just a brand strategy.
239
623877
3234
no, to je još uvijek samo
strategije brenda.
strategije brenda.
10:39
I'm not saying they're not violent,
240
627111
1899
Ne kažem da nisu nasilni,
10:41
but what I am saying is that even though you will read
241
629010
1943
ono što kažem je da iako ćete čitati
10:42
that they are the most violent of all,
242
630953
1863
da su najnasilniji od svih,
10:44
when you count, when you do the body count,
243
632816
2963
kada izbrojite žrtve,
10:47
they're actually all the same.
244
635779
3772
svi su ustvari isti.
10:51
In contrast to them, the Knights Templar
245
639551
3088
U kontrastu s njima, Vitezovi Templari
10:54
that arose in Michoacán
246
642639
1840
koji su se uzdigli u Michoacanu,
10:56
emerged in reaction to the incursion
247
644479
2607
uzdigli su se kao reakcija na upad
10:59
of the Zetas into the state of Michoacán.
248
647086
2535
Zetasa u državu Michoacan.
11:01
Michoacán is a geographically strategic state
249
649621
2917
Michoacan je geografski strateška država
11:04
because it has one of the largest ports in Mexico,
250
652538
2003
jer ima jednu od najvećih luka u Meksiku
11:06
and it has very direct routes to the center of Mexico,
251
654541
2591
i vrlo direktne rute u centar Meksika,
11:09
which then gives you direct access to the U.S.
252
657132
3066
što daje direktan pristup SAD-u.
Vitezovi Templari su vrlo brzo shvatili
11:12
The Knights Templar realized very quickly
253
660198
1539
11:13
that they couldn't face the Zetas on violence alone,
254
661737
3508
da se ne mogu sami suočiti
s nasiljem Zetasa,
s nasiljem Zetasa,
11:17
and so they developed a strategy
255
665245
2357
stoga su razvili strategiju
11:19
as a social enterprise.
256
667602
2779
društvenog poduzeća.
11:22
They brand themselves as representative of
257
670381
3000
Prikazuju se kao predstavnici
11:25
and protecting of the citizens of Michoacán
258
673381
2656
i zaštitnici građana Michoacana
11:28
against organized crime.
259
676037
2298
protiv organiziranog kriminala.
Njihov brend društvenog poduzeća znači
11:30
Their brand of social enterprise means
260
678335
1731
11:32
that they require a lot of civic engagement,
261
680066
2051
da zahtijevaju mnogo građanskog angažmana,
11:34
so they invest heavily in providing local services,
262
682117
4166
stoga snažno financiraju pružanje
lokalnih usluga,
lokalnih usluga,
11:38
like dealing with home violence,
263
686283
3498
poput rješavanja obiteljskog nasilja,
11:41
going after petty criminals, treating addicts,
264
689781
3776
hvatanja sitnih kriminalaca,
tretiranja ovisnika,
tretiranja ovisnika,
11:45
and keeping drugs out of the local markets
265
693557
2778
držanja droga podalje od lokalnih tržišta
11:48
where they are,
266
696335
2480
gdje su oni,
11:50
and, of course, protecting people
267
698815
1619
i naravno, zaštite ljudi
11:52
from other criminal organizations.
268
700434
2491
od drugih kriminalnih organizacija.
11:54
Now, they kill a lot of people too,
269
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3031
Također ubijaju mnogo ljudi,
11:57
but when they kill them,
270
705956
2097
no kada ih ubiju,
12:00
they provide very careful narratives and descriptions
271
708068
2900
daju vrlo pažljive pripovijesti
12:02
for why they did them,
272
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1252
zašto su ih ubili,
12:04
through newspaper insertions, YouTube videos,
273
712220
3963
preko novina, YouTube videa,
i plakata na kojima objašnjavaju da su
ljudi koje su ubili
ljudi koje su ubili
12:08
and billboards that explain that the people who were killed
274
716183
2466
12:10
were killed because they represented a threat
275
718649
2328
ubijeni jer su predstavljali prijetnju.
12:12
not to us, as an organization, of course,
276
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1856
Ne za njih, kao organizaciju, naravno,
12:14
but to you, as citizens.
277
722833
1936
nego za vas, kao građane.
12:16
And so we're actually here to protect you.
278
724769
2456
Oni su zapravo ovdje da vas zaštite.
12:19
They, as social enterprises do,
279
727225
2564
Oni su, kao društveno poduzeće,
12:21
have created a moral and ethical code
280
729789
1500
stvorili moralni i etički kod
12:23
that they advertise around,
281
731289
2369
oko kojega se reklamiraju,
12:25
and they have very strict recruiting practices.
282
733658
3138
i imaju vrlo striktne prakse novačenja.
12:28
And here you have the types of explanations
283
736796
1823
Postoje vrste objašnjenja
12:30
that they provide for some of their actions.
284
738619
3941
koje daju za neke od svojih djela.
12:34
They have actually retained access
285
742560
1896
Zapravo su uspjeli zadržati pristup
12:36
to the profitable drug trade,
286
744456
2300
profitabilnim rutama droge,
no način na koji to rade, jer kontroliraju
cijeli Michoacan
cijeli Michoacan
12:38
but the way they do it is, because they control all of Michoacán,
287
746756
2210
12:40
and they control the Port of Lázaro Cárdenas,
288
748966
2143
i kontroliraju luku Lazara Cardenasa,
12:43
they leverage that to, for example,
289
751109
1802
je da izjednačuju, recimo,
12:44
trade copper from Michoacán that is legally created
290
752911
3557
trgovinu bakra iz Michoacana
koji je legalno stvoren
koji je legalno stvoren
12:48
and legally extracted
291
756468
1400
i legalno vađen
12:49
with illegal ephedrine from China
292
757868
2002
s ilegalnim efedrinom iz Kine
12:51
which is a critical precursor for methamphetamines
293
759870
3424
koji je ključan za metamfetamine
12:55
that they produce, and then they have partnerships
294
763294
2400
koje proizvode i onda imaju partnerstva
12:57
with larger organizations like the Sinaloa Federation
295
765694
2538
s većim organizacijama
poput Sinaloa federacije
poput Sinaloa federacije
13:00
that place their products in the U.S.
296
768232
2690
koja dostavlja njihove proizvode u SAD.
13:02
Finally, the Sinaloa Federation.
297
770922
2671
Na kraju, Sinaloa federacija.
Kada o njima čitate,
često ćete naći da se o njima
često ćete naći da se o njima
13:05
When you read about them, you will often read about them
298
773593
2198
13:07
with an undertone of reverence and admiration,
299
775791
3700
govori sa suptilnim znakovima obožavanja,
13:11
because they are the most integrated
300
779491
1916
jer su najintegriranija
13:13
and the largest of all the Mexican organizations,
301
781407
2288
i najveća od svih meksičkih, mnogi bi rekli,
13:15
and, many people argue, the world.
302
783695
3454
i svjetskih organizacija.
13:19
They started as just sort of a transport organization
303
787149
2984
Počeli su kao prijevozna organizacija
13:22
that specialized in smuggling between the U.S.
304
790133
2074
koja se specijalizirala u krijumčarenju
13:24
and the Mexican borders,
305
792207
2125
između SAD-a i Meksika,
13:26
but now they have grown
306
794332
1418
no sada su narasli
13:27
into a truly integrated multinational
307
795750
3426
u istinski integriranu
multinacionalnu organizaciju
multinacionalnu organizaciju
13:31
that has partnerships in production in the south
308
799176
2306
koja ima partnerstva
s proizvodnjom na jugu
s proizvodnjom na jugu
13:33
and partnerships in global distribution
309
801482
3013
i partnerstva u globalnoj distribuciji
13:36
across the planet.
310
804495
2494
diljem planeta.
13:38
They have cultivated a brand of professionalism,
311
806989
3330
Obradili su brend profesionalizma,
13:42
business acumen and innovation.
312
810319
3318
poslovne sposobnosti i inovacije.
13:45
They have designed new drug products
313
813637
2099
Dizajnirali su nove droge
13:47
and new drug processes.
314
815736
1723
i nove procese proizvodnje.
13:49
They have designed narco-tunnels
315
817459
2218
Dizajnirali su narko tunele
13:51
that go across the border,
316
819677
1541
koji idu preko granice,
13:53
and you can see that these are not
317
821218
1815
i možete vidjeti da nisu
13:55
"The Shawshank Redemption" types.
318
823033
3948
poput onoga iz "Iskupljenja u Shawshanku".
13:58
They have invented narco-submarines and boats
319
826981
3696
Izmislili su narko podmornice i brodove
14:02
that are not detected by radar.
320
830677
2683
koje radar ne može otkriti.
14:05
They have invented drones to transport drugs,
321
833360
2563
Izmislili su dronove za prijevoz droga,
14:07
catapults, you name it.
322
835923
3286
katapulte i još puno toga.
14:11
One of the leaders of the Sinaloa Federation
323
839209
2341
Jedan od vođa Sinaloa federacije
14:13
actually made it to the Forbes list.
324
841550
2438
je zapravo došao na Forbesov popis.
14:15
[#701 Joaquin Guzman Loera]
325
843988
1973
[#701 Joaquin Guzman Loera]
14:17
Like any multinational would, they have specialized
326
845961
2905
Poput bilo koje multinacionalke,
specijalizirali su
specijalizirali su
14:20
and focused only in the most profitable part of the business,
327
848866
2289
i fokusirali se samo na
najprofitniji dio posla,
najprofitniji dio posla,
14:23
which is high-margin drugs like cocaine,
328
851155
2678
koji se odnosi na droge
visoke zarade poput kokaina,
visoke zarade poput kokaina,
heroina, metamfetamina.
14:25
heroine, methamphetamines.
329
853833
2285
Kao i bilo koja tradicionalna
latino-američka multinacionalka,
latino-američka multinacionalka,
14:28
Like any traditional Latin American multinational would,
330
856118
2573
14:30
the way they control their operations
331
858691
1741
način na koji upravljaju operacijama
14:32
is through family ties.
332
860432
1782
je putem obiteljskih veza.
14:34
When they're entering a new market, they send
333
862214
1945
Kada ulaze na novo tržište, pošalju
14:36
a family member to supervise it,
334
864159
1721
člana obitelji da nadgleda,
14:37
or, if they're partnering with a new organization,
335
865880
2817
ili, ako su u partnerstvu
s novom organizacijom,
s novom organizacijom,
14:40
they create a family tie,
336
868697
1420
naprave obiteljsku vezu,
14:42
either through marriages or other types of ties.
337
870117
4466
ili kroz brak ili kroz druge vrste veza.
14:46
Like any other multinational would,
338
874583
2163
Kao bilo koja druga multinacionalka,
14:48
they protect their brand by outsourcing
339
876746
3167
štite svoj brend outsourcingom
14:51
the more questionable parts of the business model,
340
879913
2168
upitnijih dijelova svog poslovnog modela,
14:54
like for example, when they have to engage
341
882081
2043
poput, na primjer, kada trebaju pristupiti
14:56
in violence against other criminal organizations,
342
884124
2765
nasilju protiv drugih
kriminalnih organizacija,
kriminalnih organizacija,
14:58
they recruit gangs and other smaller players
343
886889
3445
novače bande i druge sitne ribe
15:02
to do the dirty work for them,
344
890334
1799
da obave prljav posao za njih,
15:04
and they try to separate their operations
345
892133
1785
i pokušavaju odvojiti svoje operacije
15:05
and their violence and be very discrete about this.
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i svoje nasilje i biti vrlo
diskretni u vezi toga.
diskretni u vezi toga.
15:09
To further strengthen their brand,
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Kako bi dalje ojačali brend,
15:12
they actually have professional P.R. firms
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imaju profesionalna PR poduzeća
15:14
that shape how the press talks about them.
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koja oblikuju pisanje novinara o njima.
15:17
They have professional videographers on staff.
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Imaju profesionalne snimatelje u službi.
15:20
They have incredibly productive ties
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Imaju iznimno produktivne veze
15:23
with the security organizations
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sa sigurnosnim organizacijama
15:24
on both sides of the border.
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na obje strane granice.
15:28
And so, differences aside,
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I tako, pored razlika,
15:30
what these three organizations share
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ono što ove tri organizacije dijele
15:34
is on the one hand, a very clear understanding
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je s jedne strane vrlo očito razumijevanje
15:38
that institutions cannot be imposed from the top,
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da institucije ne mogu
biti nametnute s vrha,
biti nametnute s vrha,
15:41
but rather they are built from the bottom up
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nego su izgrađene s dna na više
15:44
one interaction at a time.
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jednu po jednu interakciju.
15:47
They have created extremely coherent structures
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Stvorili su ekstremno povezane strukture
15:49
that they use to show the inconsistencies
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koje koriste da pokažu nedosljednosti
15:52
in government policies.
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u politici vlade.
15:56
And so what I want you to remember from this talk
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Ono što želim da zapamtite iz ovog govora
15:59
are three things.
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su tri stvari.
16:00
The first one is that drug violence
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Prva je da je nasilje povezano s drogom
16:03
is actually the result
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rezultat
16:05
of a huge market demand
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ogromne tržišne potražnje
16:08
and an institutional setup that forces
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i institucionalnog sustava koji prisiljava
16:12
the servicing of this market to necessitate violence
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one koji rade na tom tržištu primjenu
nasilja
nasilja
16:15
to guarantee delivery routes.
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kako bi osigurali puteve dostave.
16:19
The second thing I want you to remember
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Druga stvar koju želim da zapamtite
16:21
is that these are sophisticated,
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je da su ovo sofisticirane,
16:23
coherent organizations
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povezane organizacije
16:26
that are business organizations,
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koje su poslovne organizacije,
16:28
and analyzing them and treating them as such
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i analizirajući ih i
tretirajući ih takvima
tretirajući ih takvima
16:30
is probably a much more useful approach.
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je vjerojatno puno korisniji pristup.
16:33
The third thing I want you to remember
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Treća stvar koju želim da zapamtite
16:35
is that even though we're more comfortable
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je da iako nam je ugodnija
16:37
with this idea of "them,"
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ideja "njih",
16:39
a set of bad guys separated from us,
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skupine negativaca odvojenih od nas,
16:42
we are actually accomplices to them,
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zapravo smo im suučesnici,
16:45
either through our direct consumption
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ili kroz direktnu konzumaciju
16:47
or through our acceptance of the inconsistency
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ili kroz prihvaćanje nedosljednosti
16:52
between our policies of prohibition
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između naše politike prohibicije
16:54
and our actual behavior of tolerance
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i našeg tolerantnog ponašanja
16:57
or even encouragement of consumption.
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ili čak kroz ohrabrivanje konzumacije.
17:01
These organizations service, recruit from,
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Ove organizacije služe, novače
17:05
and operate within our communities,
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i djeluju unutar naših zajednica,
17:07
so necessarily, they are much more integrated
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stoga su nužno mnogo više integrirane
17:10
within them than we are comfortable acknowledging.
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u njih nego što nam je ugodno priznati.
17:14
And so to me the question is not whether
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Po meni pitanje nije hoće li se ove
17:17
these dynamics will continue the way they have.
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dinamike nastaviti na način na koji jesu.
17:20
We see that the nature of this phenomenon
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Vidimo po prirodi ovog fenomena
17:23
guarantees that they will.
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da zasigurno hoće.
17:26
The question is whether we are willing to continue
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Pitanje je jesmo li voljni podupirati
17:29
our support of a failed strategy
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ovu propalu strategiju
17:33
based on our stubborn, blissful, voluntary ignorance
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temeljenu na našem tvrdoglavom, blaženom,
dobrovoljnom neznanju
dobrovoljnom neznanju
17:39
at the cost of the deaths of thousands of our young.
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po cijenu smrti tisuća mladih.
17:44
Thank you.
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Hvala vam.
17:45
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Rodrigo Canales - Business professorRodrigo Canales wants to understand how individuals influence organizations or systems--even those as complex as the Mexican drug cartels.
Why you should listen
Rodrigo Canales is an associate professor of organizational behavior at the Yale School of Management. There, he researches the role of institutions in entrepreneurship and economic development. More specifically, he focuses on how individuals can change organizations and systems--how their backgrounds, professional identities and roles affect how they relate and act in business.
Canales teaches the core MBA course on innovation at Yale, sits on the steering committee of the Dalai Lama Center for Ethics and Transformative Values at MIT and advises several startup companies in Mexico. He earned his MBA and Ph.D. from the MIT Sloan School of Management.
Rodrigo Canales | Speaker | TED.com