TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malcolm Gladwell o umaku za špagete
Filmed:
Readability: 3.8
8,618,534 views
Autor knjige "Točka preokreta" uključuje se u potragu prehrambene industrije za savršenim umakom za špagete te opširno objašnjava prirodu izbora i sreće.
Malcolm Gladwell - Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Double-click the English transcript below to play the video.
Mislim da sam trebao govoriti o svojoj novoj knjizi
00:25
I think I was supposed
to talk about my new book,
to talk about my new book,
0
515
2461
00:27
which is called "Blink,"
1
3000
1879
koja se zove "Treptaj" i govori o trenutnim procjenama i prvim dojmovima.
00:29
and it's about snap judgments
and first impressions.
and first impressions.
2
4903
2744
00:32
And it comes out in January,
and I hope you all buy it in triplicate.
and I hope you all buy it in triplicate.
3
8000
3791
Knjiga izlazi u siječnju i nadam se da ćete ju svi kupiti u tri primjerka.
00:36
(Laughter)
4
11815
1474
No, razmišljajući o tome, shvatio sam
00:38
But I was thinking about this,
5
13313
1663
00:39
and I realized that although
my new book makes me happy,
my new book makes me happy,
6
15000
4210
da, iako me moja knjiga čini sretnim,
a usrećit će i moju majku,
00:44
and I think would make my mother happy,
7
19234
2636
00:46
it's not really about happiness.
8
21894
2458
zapravo ne govori o sreći.
Stoga sam odlučio govoriti o nekome
00:49
So I decided instead,
I would talk about someone
I would talk about someone
9
24376
3600
00:52
who I think has done as much
to make Americans happy
to make Americans happy
10
28000
3679
tko je toliko radio da bi usrećio Amerikance,
kao možda nitko u zadnjih 20 godina.
00:56
as perhaps anyone over the last 20 years,
11
31703
3273
00:59
a man who is a great
personal hero of mine:
personal hero of mine:
12
35000
2976
Taj čovjek je moj osobni heroj.
01:02
someone by the name of Howard Moskowitz,
13
38000
2976
Čovjek koji se zove Howard Moskowitz i
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
14
41000
3100
koji je najpoznatiji po inoviranju umaka za špagete.
Howard je otprilike ovako visok i okrugao
01:10
Howard's about this high, and he's round,
15
45323
4653
01:14
and he's in his 60s,
and he has big huge glasses
and he has big huge glasses
16
50000
5089
u 60-im je godinama i ima ogromne naočale,
rijetku sijedu kosu i prekrasnu životnost i vitalnost.
01:19
and thinning gray hair,
17
55113
1793
01:21
and he has a kind of wonderful
exuberance and vitality,
exuberance and vitality,
18
56930
3824
On ima papigu, voli operu i
01:25
and he has a parrot,
and he loves the opera,
and he loves the opera,
19
60778
3008
01:28
and he's a great aficionado
of medieval history.
of medieval history.
20
63810
4091
veliki je ljubitelj srednjovjekovne povijesti.
Po zanimanju je psihofizičar.
01:33
And by profession, he's a psychophysicist.
21
68203
2604
01:35
Now, I should tell you that I have no idea
what psychophysics is,
what psychophysics is,
22
70831
4637
Moram priznati da nemam pojma što je psihofizičar,
iako sam u jednoj fazi u životu dvije godine izlazio s curom
01:40
although at some point in my life,
23
75492
1690
01:42
I dated a girl for two years
24
77206
1446
01:43
who was getting
her doctorate in psychophysics.
her doctorate in psychophysics.
25
78676
2240
koja je spremala doktorat iz psihofizike.
01:45
Which should tell you something
about that relationship.
about that relationship.
26
80940
3544
To bi vam trebalo nešto govoriti o toj vezi. (smijeh)
01:49
(Laughter)
27
84508
2297
01:51
As far as I know, psychophysics
is about measuring things.
is about measuring things.
28
86829
3147
Jedino što znam je da je psihofizika vezana uz mjerenje,
01:54
And Howard is very interested
in measuring things.
in measuring things.
29
90000
2631
a Howarda mjerenje strašno zanima.
Diplomirao je i doktorirao na Harvardu te
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
30
92655
2373
pokrenuo malu konzultansku radnju u White Plainsu, New York.
01:59
and he set up a little consulting shop
in White Plains, New York.
in White Plains, New York.
31
95052
3248
Jedan od njegovih prvih klijenata - a to je bilo davno, u 70-ima -
02:03
And one of his first clients was Pepsi.
32
99055
2358
02:06
This is many years ago,
back in the early 70s.
back in the early 70s.
33
101437
3078
bio je Pepsi.
Ljudi iz Pepsi došli su k Howardu i rekli:
02:10
And Pepsi came to Howard and they said,
34
105444
1912
"Znate, postoji jedna nova stvar zvana aspartam,
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
35
107380
2398
pa bismo željeli napraviti dijetnu Pepsi.
02:14
and we would like to make Diet Pepsi.
36
109802
1884
02:16
We'd like you to figure out
37
111710
1977
Želimo da dokučite koliko aspartama bismo trebali staviti
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
38
113711
3506
u svaku limenku dijetne Pepsi, kako bismo dobili savršeno piće." Jasno?
02:22
in order to have the perfect drink."
39
117241
1757
02:24
Now that sounds like an incredibly
straightforward question to answer,
straightforward question to answer,
40
119721
4255
To zvuči kao prilično konkretno pitanje i
02:28
and that's what Howard thought.
41
124000
1477
to je i Howard mislio. Zato što su mu iz Pepsija rekli:
02:30
Because Pepsi told him,
42
125501
1301
Gledajte, radi se o rasponu između 8 i 12 posto.
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
43
126826
2683
Sve ispod 8 posto nije dovoljno slatko,
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
44
129533
2919
dok je iznad 12 preslatko.
02:37
anything above 12 percent
sweetness is too sweet.
sweetness is too sweet.
45
132476
3239
02:40
We want to know: what's the sweet
spot between 8 and 12?"
spot between 8 and 12?"
46
135739
3083
Želimo znati koja je idealna mjera između 8 i 12?"
02:44
Now, if I gave you this problem to do,
you would all say, it's very simple.
you would all say, it's very simple.
47
139372
3961
Kada bih vam zadao ovaj problem, svi biste rekli da je rješenje vrlo jednostavno.
Znači, napravimo eksperimentalnu smjesu za Pepsi
02:48
What we do is you make up
a big experimental batch of Pepsi,
a big experimental batch of Pepsi,
48
143357
3619
02:51
at every degree of sweetness --
eight percent, 8.1, 8.2, 8.3,
eight percent, 8.1, 8.2, 8.3,
49
147000
4486
na svakom stupnju slatkoće - 8 posto, 8.1, 8.2, 8.3,
sve do 12 - a onda to isprobamo na tisućama ljudi.
02:56
all the way up to 12 --
50
151510
1281
02:57
and we try this out
with thousands of people,
with thousands of people,
51
152815
2489
Unesemo rezultate na krivulju
03:00
and we plot the results on a curve,
52
155328
2206
03:02
and we take the most popular
concentration, right?
concentration, right?
53
157558
2981
i dobijemo najpopularniju koncentraciju. Točno? Zbilja jednostavno.
03:05
Really simple.
54
160563
1255
03:06
Howard does the experiment,
and he gets the data back,
and he gets the data back,
55
161842
2540
Howard je napravio ovaj eksperiment, dobio podatke i izradio krivulju, no
03:09
and he plots it on a curve,
56
164406
1341
najednom je shvatio da to nije lijepa, zvonolika krivulja.
03:10
and all of a sudden he realizes
it's not a nice bell curve.
it's not a nice bell curve.
57
165771
2864
03:13
In fact, the data doesn't make any sense.
58
168659
1954
Zapravo, podaci uopće nemaju smisla,
posvuda je pravi nered.
03:15
It's a mess. It's all over the place.
59
170637
1782
03:17
Now, most people in that business,
in the world of testing food and such,
in the world of testing food and such,
60
173000
4613
Većina ljudi u tom biznisu, u svijetu kušača hrane i slično,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
61
177637
2817
nisu iznenađeni kada dobiju zbrkane podatke.
03:25
They think, "Well, you know,
62
180478
1492
Pomisle, pa znate, nije tako lako saznati što ljudi misle o colama.
03:26
figuring out what people think
about cola's not that easy."
about cola's not that easy."
63
181994
2834
03:29
"You know, maybe we made an error
somewhere along the way."
somewhere along the way."
64
184852
2825
Možda smo putem negdje pogriješili.
Kada im postavite takvo pitanje,
03:32
"You know, let's just
make an educated guess,"
make an educated guess,"
65
187701
2197
03:34
and they simply point
and they go for 10 percent,
and they go for 10 percent,
66
189922
2385
jednostavno upru prstom u 10 posto, ravno u sredini.
03:37
right in the middle.
67
192331
1075
03:38
Howard is not so easily placated.
68
194000
1976
No, Howarda to ne zadovoljava.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
69
196000
2912
On traži određeni stupanj intelektualnih standarda.
03:43
And this was not good enough for him,
70
198936
2040
Za njega to jednostavno nije bilo dovoljno dobro
03:45
and this question bedeviled him for years.
71
201000
2282
i to pitanje ga je mučilo godinama.
Razmišljao bi o svemu i pitao se što je krivo?
03:48
And he would think it through
and say, "What was wrong?
and say, "What was wrong?
72
203306
2670
03:50
Why could we not make sense
of this experiment with Diet Pepsi?"
of this experiment with Diet Pepsi?"
73
206000
3685
Zašto eksperiment s dijetnom Pepsi nije imao smisla?
Jednog dana, sjedio je u sobi u White Plainsu
03:55
And one day, he was sitting
in a diner in White Plains,
in a diner in White Plains,
74
210360
2616
03:57
about to go trying to dream up
some work for Nescafé.
some work for Nescafé.
75
213000
2976
kada je trebao smisliti nešto za Nescafe,
kad mu odjednom, poput udara munje, sine odgovor.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
76
216336
3484
Kada su analizirali podatke za dijetnu Pepsi,
04:04
And that is, that when they analyzed
the Diet Pepsi data,
the Diet Pepsi data,
77
220153
2674
04:07
they were asking the wrong question.
78
222851
1722
postavili su krivo pitanje.
04:09
They were looking for the perfect Pepsi,
79
224597
2130
Tražili su savršenu Pepsi,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
80
226751
2963
a trebali su tražiti savršene Pepsije. Vjerujte mi.
04:15
Trust me.
81
230814
1011
04:16
This was an enormous revelation.
82
231849
2127
To je bilo ogromno otkriće,
04:18
This was one of the most brilliant
breakthroughs in all of food science.
breakthroughs in all of food science.
83
234000
3675
jedno od najsjajnijih preokreta u prehrambenoj znanosti.
Howard je odmah krenuo na put,
04:22
Howard immediately went on the road,
84
237699
1718
obilazio bi konferencije diljem zemlje,
04:24
and he would go to conferences
around the country,
around the country,
85
239441
2358
gdje bi ustao i rekao:
04:26
and he would stand up and say,
86
241823
1558
Tražili ste savršenu Pepsi. Pogriješili ste.
04:28
"You had been looking
for the perfect Pepsi.
for the perfect Pepsi.
87
243405
2063
04:30
You're wrong.
88
245492
1230
04:31
You should be looking
for the perfect Pepsis."
for the perfect Pepsis."
89
246746
2508
Trebali biste tražiti savršene Pepsije."
04:34
And people would look at him
blankly and say,
blankly and say,
90
249857
2436
Ljudi bi ga blijedo pogledali i rekli:
"O čemu vi pričate? To je ludost."
04:37
"What are you talking about? Craziness."
91
252317
2063
A onda bi rekli "Ajmo, sljedeći!"
04:39
And they would say, "Move! Next!"
92
254404
1572
04:40
Tried to get business,
nobody would hire him --
nobody would hire him --
93
256000
2214
Pokušavao je dobiti posao, no nitko ga nije želio - bio je opsjednut
04:43
he was obsessed, though,
94
258238
1384
i pričao je samo o tome i ničemu drugom.
04:44
and he talked about it
and talked about it.
and talked about it.
95
259646
2007
04:46
Howard loves the Yiddish expression
96
261677
1793
Howard voli jidišku izreku:
"Crvu u hrenu, cijeli svijet je hren."
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
97
263494
2482
Ovo je bio njegov hren (smijeh) i bio je opsjednut njime!
04:51
This was his horseradish.
98
266541
1600
04:52
(Laughter)
99
268165
1662
04:54
He was obsessed with it!
100
269851
1439
04:56
And finally, he had a breakthrough.
101
272000
2811
Napokon je došlo do preokreta kada su došli ljudi iz Vlasic Pickles
04:59
Vlasic Pickles came to him,
102
274835
2141
05:01
and they said, "Doctor Moskowitz,
we want to make the perfect pickle."
we want to make the perfect pickle."
103
277000
4649
i rekli: "G. Moskowitz - doktore Moskowitz -
mi želimo napraviti savršen krastavac.", a on je rekao:
05:06
And he said,
104
281673
1024
"Ne postoji savršen krastavac, samo savršeni krastavci."
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
105
282721
2929
Vratio se i rekao im: "Ne trebate samo poboljšati ono uobičajeno,
05:11
And he came back to them and he said,
106
286331
1770
05:12
"You don't just need
to improve your regular;
to improve your regular;
107
288125
2210
morate stvoriti pikantnost."
05:15
you need to create zesty."
108
290359
1493
05:16
And that's where we got zesty pickles.
109
291876
1825
I tako su nastali pikantni krastavci.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
110
294516
2460
Sljedeći klijent bio je Campbell's Soup
05:21
And this was even more important.
111
297000
2000
što je bilo vrlo važno jer je
upravo ondje Howard stekao svoj ugled.
05:23
In fact, Campbell's Soup
is where Howard made his reputation.
is where Howard made his reputation.
112
299024
3046
05:27
Campbell's made Prego,
113
302420
1393
Campbell's je stvorio Prego, a Prego je u ranim 80-ima bio rame uz rame s Raguom,
05:28
and Prego, in the early 80s,
was struggling next to Ragù,
was struggling next to Ragù,
114
303837
3868
05:32
which was the dominant
spaghetti sauce of the 70s and 80s.
spaghetti sauce of the 70s and 80s.
115
307729
3365
koji je bio prevladavajući umak za špagete u 70-im i 80-ima.
Sada u industriji - iako ne znam zanima li vas to
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
116
311546
2843
i koliko vremena imam za to, ali
05:39
or how much time I have to go into this.
117
314413
2000
tehnički govoreći,
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
118
316437
2630
Prego je bolji umak od rajčice nego Ragu.
05:43
Prego is a better tomato sauce than Ragù.
119
319091
2060
Kvaliteta umaka od rajčice je puno bolja, a mješavina začina je znatno superiornija.
05:45
The quality of the tomato paste
is much better;
is much better;
120
321175
2281
05:48
the spice mix is far superior;
121
323480
1820
Miješa se s tjesteninom na puno ugodniji način, zapravo
05:50
it adheres to the pasta
in a much more pleasing way.
in a much more pleasing way.
122
325324
2486
05:52
In fact, they would do
the famous bowl test
the famous bowl test
123
327834
2077
u 70-ima su Ragu i Prego radili poznati test sa zdjelama.
05:54
back in the 70s with Ragù and Prego.
124
329935
2645
05:57
You'd have a plate of spaghetti,
and you would pour it on, right?
and you would pour it on, right?
125
332604
3492
Imate tanjur špageta i umak za njih, OK?
Raguov umak bi se spustio na dno, a Prego bi ostao na vrhu.
06:01
And the Ragù would all go to the bottom,
and the Prego would sit on top.
and the Prego would sit on top.
126
336460
4645
To se naziva "prianjanje".
06:05
That's called "adherence."
127
341129
1531
06:07
And, anyway, despite the fact
that they were far superior in adherence,
that they were far superior in adherence,
128
342684
4540
No, unatoč činjenici da su bili znatno superiorniji u prianjanju i kvaliteti
umaka od rajčice, Prego je bio u nevolji.
06:12
and the quality of their tomato paste,
129
347248
2771
06:14
Prego was struggling.
130
350043
1369
06:16
So they came to Howard,
and they said, fix us.
and they said, fix us.
131
351436
3002
Stoga su došli Howardu i rekli - popravi nas!
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
132
354811
2499
Howard je pogledao njihovu liniju proizvoda i rekao:
"To što vi imate je društvo mrtvih rajčica.
06:22
what you have is a dead tomato society.
133
357334
3103
Evo što želim učiniti."
06:25
So he said, this is what I want to do.
134
361183
2182
U suradnji s kuhinjom Campbell's soup
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
135
363389
2556
napravio je 45 varijacija umaka za špagete.
06:30
and he made 45 varieties
of spaghetti sauce.
of spaghetti sauce.
136
365969
3461
06:34
And he varied them according
to every conceivable way
to every conceivable way
137
369454
2853
Varijacije je radio na sve moguće načine koje možete zamisliti -
06:37
that you can vary tomato sauce:
138
372331
1645
06:38
by sweetness, by level of garlic,
139
374000
1858
po slatkoći, razini češnjaka, gorčini, kiselosti, "rajčicosti" i
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
140
375882
3215
vidljivim krutinama - što je moj omiljeni izraz u poslovanju s umakom za špagete. (smijeh)
06:43
by visible solids --
141
379121
1340
06:45
my favorite term
in the spaghetti sauce business.
in the spaghetti sauce business.
142
380485
3261
06:48
(Laughter)
143
383770
1001
06:49
Every conceivable way
you can vary spaghetti sauce,
you can vary spaghetti sauce,
144
384795
3538
On je zaista radio varijacije tog umaka na sve zamislive načine.
06:53
he varied spaghetti sauce.
145
388357
1779
Potom je uzeo svih 45 vrsta umaka i krenuo na put.
06:54
And then he took this whole raft
of 45 spaghetti sauces,
of 45 spaghetti sauces,
146
390160
3733
06:58
and he went on the road.
147
393917
1157
Obišao je New York, Chicago, Jacksonville,
06:59
He went to New York, to Chicago,
148
395098
1879
Los Angeles i doveo masu ljudi u velike dvorane,
07:01
he went to Jacksonville, to Los Angeles.
149
397001
1929
07:03
And he brought in people
by the truckload into big halls.
by the truckload into big halls.
150
398954
3762
07:07
And he sat them down for two hours,
151
402740
1725
posjeo ih na dva sata i za to vrijeme
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
152
404489
3327
im dao deset zdjela.
07:12
Ten small bowls of pasta,
153
407840
1258
Dakle, deset zdjelica tjestenine s različitim umakom u svakoj.
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
154
409122
2458
Nakon što bi pojeli iz svake zdjelice, morali bi dati ocjenu između 0 i 100,
07:16
And after they ate each bowl,
they had to rate, from 0 to 100,
they had to rate, from 0 to 100,
155
412185
4146
ovisno o tome koliko im se pojedini umak svidio.
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
156
416355
2621
Na kraju cijeloj procesa, nakon nekoliko mjeseci,
07:24
At the end of that process,
after doing it for months and months,
after doing it for months and months,
157
419490
3071
dobio je brdo podataka koji govore
07:27
he had a mountain of data
158
422585
1543
što Amerikanci misle o umaku za špagete
07:28
about how the American people
feel about spaghetti sauce.
feel about spaghetti sauce.
159
424152
3824
07:32
And then he analyzed the data.
160
428000
1467
i krenuo je s analizom tih podataka.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
161
429491
3977
Je li tražio najpopularniju varijantu umaka? Ne,
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
162
433492
2754
Howard ne vjeruje u takve stvari.
Umjesto toga, pogledao je podatke i rekao:
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
163
436270
2063
"Pogledajmo možemo li ove različite rezultate grupirati u klastere.
07:43
let's see if we can group all these
different data points into clusters.
different data points into clusters.
164
438357
5619
07:48
Let's see if they congregate
around certain ideas.
around certain ideas.
165
444000
2452
Možda se temelje na određenim idejama."
07:51
And sure enough, if you sit down,
166
447000
2205
Naravno, ako sjednete i krenete analizirati sve ove podatke o umaku za špagete,
07:54
and you analyze all this data
on spaghetti sauce,
on spaghetti sauce,
167
449229
3565
07:57
you realize that all Americans
fall into one of three groups.
fall into one of three groups.
168
452818
3110
shvatit ćete da svi Amerikanci pripadaju jednoj od ove tri grupe:
Jedni vole jednostavni, obični umak,
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
169
456340
2913
drugi vole začinjeni umak,
08:04
there are people
who like their spaghetti sauce spicy;
who like their spaghetti sauce spicy;
170
459277
2699
08:06
and there are people
who like it extra chunky.
who like it extra chunky.
171
462000
2244
a treći vole ekstra velike komadiće.
08:09
And of those three facts,
the third one was the most significant,
the third one was the most significant,
172
464929
4047
Od ove tri činjenice, posljednja je najznačajnija.
08:13
because at the time, in the early 1980s,
173
469000
2654
Kada biste ranih 80-ih
otišli u supermarket,
08:16
if you went to a supermarket,
174
471678
1500
ne biste našli umak s velikim komadićima za špagete.
08:18
you would not find
extra-chunky spaghetti sauce.
extra-chunky spaghetti sauce.
175
473202
3315
08:21
And Prego turned to Howard, and they said,
176
476987
2013
Prego se obratio Howardu rekavši:
"Želite mi reći da jedna trećina Amerikanaca žudi za umak s komadićima za špagete
08:23
"You're telling me
that one third of Americans
that one third of Americans
177
479024
2697
08:26
crave extra-chunky spaghetti sauce
178
481745
3231
08:29
and yet no one is servicing their needs?"
179
485000
2499
i da im nitko ne ispunjava tu potrebu?" "Da!", odgovorio je.
08:32
And he said "Yes!"
180
487523
1024
08:33
(Laughter)
181
488571
1292
(smijeh) Prego je tada
08:34
And Prego then went back,
182
489887
1342
potpuno preformulirao svoje umake
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
183
491253
2372
te predstavio liniju umaka s velikim komadićima koji su
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
184
493649
3654
u trenutku u potpunosti preuzeli biznis s umacima za špagete u zemlji.
08:42
took over the spaghetti sauce
business in this country.
business in this country.
185
497327
2984
Tijekom idućih 10 godina, zaradili su 600 milijuna dolara
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
186
500335
4403
upravo s tim umacima.
08:49
off their line of extra-chunky sauces.
187
504762
2397
08:52
Everyone else in the industry looked
at Howard had done, and they said,
at Howard had done, and they said,
188
508000
3490
Svi unutar industrije su vidjeli što je Howard učinio te su rekli:
"O, Bože! Sve smo krivo zamislili!"
08:56
"Oh my god! We've been
thinking all wrong!"
thinking all wrong!"
189
511514
2407
08:58
And that's when you started to get
seven different kinds of vinegar,
seven different kinds of vinegar,
190
513945
3270
Tako je nastalo sedam različitih vrsta octa,
14 vrsta senfa, 71 vrsta maslinovog ulja
09:02
and 14 different kinds of mustard,
and 71 different kinds of olive oil.
and 71 different kinds of olive oil.
191
517239
5466
te je i Ragu angažirao Howarda, koji je
09:07
And then eventually
even Ragù hired Howard,
even Ragù hired Howard,
192
522729
3247
09:10
and Howard did the exact same thing
for Ragù that he did for Prego.
for Ragù that he did for Prego.
193
526000
3191
učinio potpuno istu stvar kao za Prego.
Kada biste danas otišli u neki vrlo dobar supermarket
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
194
529215
2351
i pogledali koliko Ragu umaka postoji,
09:16
do you know how many Ragùs there are?
195
531590
2143
znate li koliko bi ih bilo? 36!
09:18
36!
196
533757
1000
09:20
In six varieties:
197
535967
1570
U šest varijanti: Sir, Light, Robusto,
09:22
Cheese, Light,
198
537561
3050
09:25
Robusto, Rich & Hearty,
199
540635
3102
Rich & Hearty, Old World Traditional, Extra-Chunky Garden. (smijeh)
09:28
Old World Traditional --
200
543761
1310
09:32
Extra-Chunky Garden.
201
547483
1717
09:34
(Laughter)
202
549224
1752
09:35
That's Howard's doing.
203
551000
1744
To su Howardova djela i njegov dar Amerikancima.
09:37
That is Howard's gift
to the American people.
to the American people.
204
552768
2208
09:39
Now why is that important?
205
555000
1681
Zašto je to važno?
09:41
(Laughter)
206
556705
2271
09:43
It is, in fact, enormously important.
207
559000
2081
To je, zapravo, strašno važno i objasnit ću vam zašto.
09:45
I'll explain to you why.
208
561105
1370
09:47
What Howard did is he fundamentally
changed the way the food industry thinks
changed the way the food industry thinks
209
562499
4121
Howard je iz temelja promijenio način razmišljanja unutar prehrambene industrije
vezana uz usrećivanje kupaca.
09:51
about making you happy.
210
566644
1421
09:53
Assumption number one
in the food industry used to be
in the food industry used to be
211
569000
2976
Prva pretpostavka prehrambene industrije bila je
09:56
that the way to find out
what people want to eat,
what people want to eat,
212
572000
2700
da, ukoliko želite saznati što ljudi žele jesti -
09:59
what will make people happy,
is to ask them.
is to ask them.
213
574724
2337
što će ih usrećiti - morate ih pitati.
10:02
And for years and years and years,
214
577628
1658
I dugi niz godina, Ragu i Prego su imali fokus grupe,
10:04
Ragù and Prego would have focus groups,
215
579310
2238
koje bi posjeli i rekli im:
10:06
and they would sit you down,
and they would say,
and they would say,
216
581572
2460
"Što želite u umaku za špagete? Recite nam, što?"
10:08
"What do you want in a spaghetti sauce?
217
584056
1873
10:10
Tell us what you want
in a spaghetti sauce."
in a spaghetti sauce."
218
585953
2075
I svih tih 20, 30 godina,
10:12
And for all those years -- 20, 30 years --
219
588052
2924
10:15
through all those focus group sessions,
220
591000
1976
tijekom svih sastanaka fokus grupa,
10:17
no one ever said they wanted extra-chunky.
221
593000
3021
nitko nije rekao "želim ekstra velike komadiće".
10:21
Even though at least a third of them,
deep in their hearts, actually did.
deep in their hearts, actually did.
222
596754
3451
Mada je, vjerojatno, barem trećina njih to željela.
(smijeh)
10:25
(Laughter)
223
600229
1793
10:27
People don't know what they want!
224
602696
2012
Ljudi ne znaju što žele, zar ne?
10:29
As Howard loves to say,
225
604732
1446
Ili, kako to Howard običava reći: "Um ne zna što jezik želi."
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
226
606202
2752
To je misterij!
10:33
It's a mystery!
227
608978
1152
10:34
(Laughter)
228
610154
1004
Ključan korak u razumijevanju vlastitih želja i ukusa
10:35
And a critically important step
229
611182
2406
10:38
in understanding
our own desires and tastes
our own desires and tastes
230
613612
3331
je razumijevanje da ne možemo uvijek objasniti što zapravo želimo.
10:41
is to realize that we cannot always
explain what we want, deep down.
explain what we want, deep down.
231
616967
3632
Kada bih sve vas, u ovoj sobi, pitao kakvu kavu želite,
10:46
If I asked all of you, for example,
in this room, what you want in a coffee,
in this room, what you want in a coffee,
232
621242
4036
znate što biste rekli? Svatko od vas bi rekao: "Želim tamnu, bogatu i dobro prženu."
10:50
you know what you'd say?
233
625302
1328
10:51
Every one of you would say,
"I want a dark, rich, hearty roast."
"I want a dark, rich, hearty roast."
234
626654
4239
Tako ljudi odgovaraju na pitanje o kavi.
10:56
It's what people always say
when you ask them.
when you ask them.
235
631555
2158
Kakvu volite? Tamnu, bogatu i dobro prženu.
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
236
633737
2532
Koji postotak vas zapravo voli tamnu, bogatu i dobro prženu?
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
237
636293
3513
11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
238
639830
3048
Prema Howardu, negdje između 25 i 27 posto.
Većina vas voli mliječnu, slabiju kavu,
11:08
Most of you like milky, weak coffee.
239
643567
2195
11:10
(Laughter)
240
645786
1001
11:11
But you will never, ever say
to someone who asks you what you want
to someone who asks you what you want
241
646811
3332
ali nikada nećete na to pitanje odgovoriti:
"Želim mliječnu, slabu kavu." (smijeh)
11:14
that "I want a milky, weak coffee."
242
650167
2191
To je prvo što je Howard učinio.
11:17
So that's number one thing
that Howard did.
that Howard did.
243
652382
2899
11:21
Number two thing that Howard did
is he made us realize --
is he made us realize --
244
656528
3448
Druga stvar je da smo uz njega -
11:24
it's another very critical point --
245
660000
1976
to je druga kritična točka -
11:26
he made us realize the importance
246
662000
2174
osvijestili važnost nečega što on voli zvati "horizontalna segmentacija".
11:28
of what he likes to call
"horizontal segmentation."
"horizontal segmentation."
247
664198
2999
11:32
Why is this critical?
248
668000
1015
Zašto je ovo ključno?
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
249
669039
3698
Zato što se u prehrambenoj industriji tako razmišljalo prije Howarda.
Čime su bili opsjednuti u 80-ima? Senfom.
11:37
What were they obsessed with
in the early 80s?
in the early 80s?
250
672761
2310
11:39
They were obsessed with mustard.
251
675095
1540
11:41
In particular, they were obsessed
with the story of Grey Poupon.
with the story of Grey Poupon.
252
676659
3317
Točnije, bili su opsjednuti pričom o Grey Pouponu.
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
253
680000
3201
Nekada su postojala dva senfa - French's i Gulden's.
Oni su bili žuti senfovi. Što su sadržavali?
11:48
What were they? Yellow mustard.
254
683225
1493
11:49
What's in it?
255
684742
1015
Sjemenke žutog senfa, indijski šafran i papriku.
11:50
Yellow mustard seeds,
turmeric, and paprika.
turmeric, and paprika.
256
685781
2054
11:52
That was mustard.
257
687859
1074
11:53
Grey Poupon came along, with a Dijon.
258
688957
2525
Grey Poupon je nastao s Dijonom.
11:56
Right?
259
691506
1188
Sadržavao je razne sjemenke smeđeg senfa, malo bijelog vina i
11:57
Much more volatile brown mustard seed,
some white wine, a nose hit,
some white wine, a nose hit,
260
692718
5663
i delikatnije arome. Što su učinili?
12:03
much more delicate aromatics.
261
698405
1938
12:05
And what do they do?
262
700367
1015
Stavili su ga u minijaturnu staklenku, s briljantno sjajnom etiketom
12:06
They put it in a little tiny glass jar,
with a wonderful enameled label on it,
with a wonderful enameled label on it,
263
701406
4799
kako bi izgledao francuski, iako je napravljen u Oxnardu, Kalifornija.
12:11
made it look French,
264
706229
1074
12:12
even though it's made
in Oxnard, California.
in Oxnard, California.
265
707327
2101
12:14
(Laughter)
266
709452
1001
Umjesto da su tu malu bočicu od 20 grama naplatili 1,50 dolar,
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
267
710477
4499
12:19
the way that French's and Gulden's did,
268
715000
1973
poput Frencha i Guldena, oni su ju naplaćivali 4 dolara.
12:21
they decided to charge four dollars.
269
716997
1727
Onda su imali one reklame s tipom u Rolls Royceu koji
12:23
And they had those ads.
270
718748
1212
12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
271
719984
2635
jede Grey Poupon. Potom se zaustavi još jedan Rolls Royce
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
272
722643
2786
čiji vozač pita: "Imate li Grey Poupon?"
Sve ostalo je povijest. Grey Poupon strelovitom brzinom
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
273
725453
3184
preuzima biznis senfa.
12:33
Takes over the mustard business!
274
728661
1524
Lekcija koju su nas naučili bila je da,
12:35
And everyone's take-home lesson from that
275
730209
2008
12:37
was that the way to make people happy
276
732241
4735
ako želite usrećiti ljude, morate im dati nešto skuplje,
12:41
is to give them something
that is more expensive,
that is more expensive,
277
737000
3394
nešto čemu mogu težiti.
12:45
something to aspire to.
278
740418
2067
Morate ih natjerati da okrenu leđa onome što misle da vole sada
12:47
It's to make them turn their back
on what they think they like now,
on what they think they like now,
279
742509
4143
12:51
and reach out for something
higher up the mustard hierarchy.
higher up the mustard hierarchy.
280
746676
3419
vole i posegnu za nečim višim u hijerarhiji senfa.
12:54
(Laughter)
281
750119
1001
Za boljim i skupljim senfom,
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
282
751144
2212
onim sofisticiranijim i značajnijim.
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
283
753380
3163
Kada je Howard to vidio, rekao je: "To je pogrešno!"
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
284
756567
2409
Ne postoji hijerarhija senfa,
13:04
Mustard does not exist on a hierarchy.
285
759639
2118
nego, kao i s umakom od rajčice, samo horizontalna ravnina.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
286
762218
4101
13:11
There is no good mustard or bad mustard.
287
766779
2739
Ne postoji dobar, loš,
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
288
769542
2526
savršen ili nesavršen senf,
već različite vrste koje odgovaraju različitim ljudima.
13:16
There are only different kinds of mustards
that suit different kinds of people.
that suit different kinds of people.
289
772092
3745
Iz temelja je demokratizirao način razmišljanja o ukusima.
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
290
776358
4835
I za to dugujemo veliko hvala Howardu Moskowitzu.
13:26
And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.
Howard Moskowitz a huge vote of thanks.
291
781217
4219
Treća, i možda najvažnija, stvar koju je Howard učinio je
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
292
786201
3493
13:34
is Howard confronted the notion
of the Platonic dish.
of the Platonic dish.
293
789718
2839
suprotstavljanje ideji platoničkog jela. (smijeh)
13:37
(Laughter)
294
792581
1001
Što pod time mislim?
13:38
What do I mean by that?
295
793606
1142
13:39
(Laughter)
296
794772
1556
Dugo vremena u prehrambenoj industriji,
13:41
For the longest time in the food industry,
297
796352
2100
vladalo je mišljenje da postoji samo jedan jedini, savršeni način pripremanja jela.
13:43
there was a sense that there was one way,
298
798476
2580
13:45
a perfect way, to make a dish.
299
801080
2728
13:49
You go to Chez Panisse,
300
804570
1715
Ako odete u Chez Panisse, dobit ćete red-tail sashimi
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
301
806309
5283
sa prženim sjemenkama bundeve u nekom broju.
13:56
in a something something reduction.
302
811616
1853
Nemate pet vrsta izbora, OK?
13:58
They don't give you five options
on the reduction.
on the reduction.
303
813493
2483
14:00
They don't say, "Do you want
the extra-chunky reduction, or ...?"
the extra-chunky reduction, or ...?"
304
816000
3594
Ne pitaju vas želite li s velikim komadićima ili nekako drukčije.
14:04
No!
305
819618
1008
Dobijete to što dobijete jer šef kuhinje u Chez Panisseu
14:05
You just get the reduction. Why?
306
820650
1547
14:07
Because the chef at Chez Panisse
307
822221
1562
ima platoničko shvaćanje red-tail sashimija.
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
308
823807
2588
To tako mora biti i
14:11
"This is the way it ought to be."
309
826419
1882
14:13
And she serves it that way
time and time again,
time and time again,
310
828920
4056
tako se poslužuje već odavno i
14:17
and if you quarrel with her, she will say,
311
833000
2262
ako se pokušate pobuniti, reći će vam:
"Znate što, u krivu ste! Ovo je najbolji način pripreme u ovom restoranu."
14:20
"You know what? You're wrong!
312
835286
1602
14:22
This is the best way it ought to be
in this restaurant."
in this restaurant."
313
837468
2720
Istu ideju imala je i komercijalna prehrambena industrija.
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
314
840212
3439
Imali su platoničko shvaćanje umaka od rajčice.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
315
844294
3217
To je poteklo iz Italije gdje je
14:32
And where did that come from?
It came from Italy.
It came from Italy.
316
847535
2441
14:34
Italian tomato sauce is what?
317
850000
2019
umak od rajčice mljeven i rijedak.
14:37
It's blended; it's thin.
318
852375
1600
Takva je i kultura umaka od rajčice.
14:39
The culture of tomato sauce was thin.
319
854531
2309
14:41
When we talked about "authentic
tomato sauce" in the 1970s,
tomato sauce" in the 1970s,
320
856864
2977
Kada smo govorili o izvornom umaku od rajčice iz 70-ih,
14:44
we talked about Italian tomato sauce,
321
859865
1809
govorili smo o talijanskom umaku, o prvim raguima
14:46
we talked about the earliest Ragùs,
322
861698
1779
koji nisu imali vidljive krutine.
14:48
which had no visible solids, right?
323
863501
2152
14:50
Which were thin, you just put a little bit
324
866000
2117
Bili su rijetki i kada biste ih prelili preko tjestenine,
potonuli bi na dno.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
325
868141
2048
Zašto smo se toliko vezali uz to?
14:55
That's what it was.
326
870213
1192
14:56
And why were we attached to that?
327
871429
1661
Jer smo mislili da će ljude usrećiti
14:57
Because we thought
that what it took to make people happy
that what it took to make people happy
328
873114
2738
kulturološki izvorni umak od rajčice, kao i
15:00
was to provide them with the most
culturally authentic tomato sauce, A.
culturally authentic tomato sauce, A.
329
875876
4594
15:05
And B, we thought that if we gave them
the culturally authentic tomato sauce,
the culturally authentic tomato sauce,
330
880494
5084
činjenica da će ga prihvatiti upravo zato
što je izvorni.
15:10
then they would embrace it.
331
885602
1428
Mislili smo da će upravo to zadovoljiti najveći broj ljudi.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
332
887054
2734
To smo mislili jer smo imali ideju da ljudi
15:15
In other words,
333
890288
2286
u kulinarstvu traže kulinarske univerzalnosti,
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
334
892598
3399
jedan način za sve.
15:21
They were looking for one way
to treat all of us.
to treat all of us.
335
896336
2438
15:23
And it's good reason for them
to be obsessed
to be obsessed
336
898798
2580
Opsjednutnost univerzalnošću je nastala tako što je
15:26
with the idea of universals,
337
901402
1382
kompletna znanost tijekom 19. i većeg dijela 20. stoljeća,
15:27
because all of science,
338
902808
1397
15:29
through the 19th century
and much of the 20th,
and much of the 20th,
339
904229
2249
bila opsjednuta time.
15:31
was obsessed with universals.
340
906502
1669
Psiholozi, liječnici, ekonomisti...svi su željeli
15:32
Psychologists, medical scientists,
economists
economists
341
908195
3988
15:37
were all interested
in finding out the rules
in finding out the rules
342
912207
2088
saznati pravila koja pokreću naše ponašanje.
15:39
that govern the way all of us behave.
343
914319
2190
No, to se promijenilo.
15:42
But that changed, right?
344
917259
1398
15:43
What is the great revolution
in science of the last 10, 15 years?
in science of the last 10, 15 years?
345
918681
3611
Što je najveća revolucija u znanosti u zadnjih 10-15 godina?
Promjena od potrage za univerzalnošću do razumijevanja raznolikosti.
15:47
It is the movement
from the search for universals
from the search for universals
346
922316
3515
15:50
to the understanding of variability.
347
925855
1849
U medicini ne želimo nužno znati kako rak funkcionira,
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
348
928339
3637
15:56
just how cancer works,
349
932000
1701
ali želimo znati kako se jedan razlikuje od drugoga.
15:58
we want to know how your cancer
is different from my cancer.
is different from my cancer.
350
933725
3251
16:01
I guess my cancer different
from your cancer.
from your cancer.
351
937000
2747
Pretpostavljam da bi moj rak bio drukčiji od vašega.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
352
939771
4088
Genetika je započela studiju ljudske raznolikosti.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
353
943883
2095
Howard Moskowitz je tvrdio da je jednaka revolucija
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
354
946002
4111
nužna u svijetu umaku od rajčice.
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
355
951000
2572
Za to mu dugujemo zahvalnost.
Dat ću vam još jedan primjer raznolikosti:
16:20
I'll give you one last
illustration of variability,
illustration of variability,
356
955201
2842
16:22
and that is -- oh, I'm sorry.
357
958067
1841
16:24
Howard not only believed that,
but he took it a second step,
but he took it a second step,
358
959932
3488
Howard nije samo vjerovao, već je napravio i sljedeći korak koji je pokazao da,
tražeći univerzalne principe u hrani, ne samo da griješimo,
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
359
963444
5152
16:33
we aren't just making an error;
360
968620
1620
već sami sebi radimo medvjeđu uslugu.
16:35
we are actually doing ourselves
a massive disservice.
a massive disservice.
361
970264
3348
16:38
And the example he used was coffee.
362
974000
1810
Uzeo je kavu kao primjer, budući da je
puno radio s njom kroz Nescafe.
16:41
And coffee is something he did
a lot of work with, with Nescafé.
a lot of work with, with Nescafé.
363
976223
4045
16:45
If I were to ask all of you to try
and come up with a brand of coffee --
and come up with a brand of coffee --
364
980746
3498
Kada bih vas pitao da probate smisliti novu vrstu kave,
mješavinu koja bi vas sve usrećila,
16:49
a type of coffee, a brew --
that made all of you happy,
that made all of you happy,
365
984268
3022
a potom vas pitao da ocijenite tu kavu,
16:52
and then I asked you to rate that coffee,
366
987314
1953
na ljestvici od 0 do 100, prosječni rezultat u ovoj prostoriji bio bi oko 60.
16:54
the average score in this room for coffee
would be about 60 on a scale of 0 to 100.
would be about 60 on a scale of 0 to 100.
367
989291
4057
16:58
If, however, you allowed me
to break you into coffee clusters,
to break you into coffee clusters,
368
993825
3623
No, ako biste mi dopustili da vas podijelim u "klastere kave",
možda tri ili četiri,
17:02
maybe three or four coffee clusters,
369
997472
1785
i napravim posebnu vrstu kave za svaki klaster,
17:04
and I could make coffee just
for each of those individual clusters,
for each of those individual clusters,
370
999281
4695
17:08
your scores would go from 60 to 75 or 78.
371
1004000
3555
rezultati bi se sa 60 popeli na 75 ili 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
372
1008000
5237
Razlika između kave sa 60 i 78 bodova je
razlika između kave kojom ste zadovoljni
17:18
is a difference between coffee
that makes you wince,
that makes you wince,
373
1013261
2715
17:20
and coffee that makes you
deliriously happy.
deliriously happy.
374
1016000
3004
i kave koja vas baca u trans od sreće.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
375
1019690
3194
To je posljednja, a mislim i najljepša, lekcija Howarda Moskowitza.
17:27
of Howard Moskowitz:
376
1022908
1335
Prihvaćanjem raznolikosti ljudskih bića,
17:29
that in embracing the diversity
of human beings,
of human beings,
377
1024267
3709
17:32
we will find a surer way
to true happiness.
to true happiness.
378
1028000
2365
naći ćemo sigurniji put do istinske sreće.
17:35
Thank you.
379
1030769
1017
Hvala vam.
17:36
(Applause)
380
1031810
1166
ABOUT THE SPEAKER
Malcolm Gladwell - WriterDetective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.
Why you should listen
Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.
Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.
Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions.
He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
Malcolm Gladwell | Speaker | TED.com