TED2014
Joi Ito: Want to innovate? Become a "now-ist"
Joi Ito: Želite stvarati inovacije? Postanite sadašnjisti.
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"Sjećate li se vremena prije Interneta?" pita Joi Ito. " Sjećate li se kad su ljudi pokušavali predvidjeti budućnost?" U ovom atraktivnom govoru, šef MIT-ovog medijskog laboratorija preskače predviđanja budućnosti i govori o novom pristupu stvaranja u trenutku: graditi brzo i uvijek se poboljšavati, ne čekajući dopuštenje ili dokaz da je vaša ideja ona prava. Ovakvu vrstu inovacije odozdo-prema-gore nalazimo u najfascinantnijim futurističkim projektima današnjice, a sve počinje, govori Ito, time da budete otvoreni i da pazite što se događa oko vas u danom trenutku. Nemojte biti futuristi, predlaže Ito, budite sadašnjisti.
Double-click the English transcript below to play the video.
00:12
On March 10, 2011,
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Dana 10. ožujka 2011. godine
00:15
I was in Cambridge at the MIT Media Lab
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bio sam u MIT-ovom
medijskom laboratoriju u Cambridgeu
medijskom laboratoriju u Cambridgeu
00:18
meeting with faculty, students and staff,
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na sastanku s nastavnicima, studentima i
ostalim osobljem
ostalim osobljem
00:21
and we were trying to figure out whether
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te smo pokušavali odlučiti bi li ja
00:23
I should be the next director.
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trebao biti sljedeći ravnatelj.
00:25
That night, at midnight,
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Te noći, u ponoć,
00:28
a magnitude 9 earthquake
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potres jačine 9 stupnjeva prema Richteru
00:29
hit off of the Pacific coast of Japan.
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je pogodio pacifičku obalu Japana.
00:32
My wife and family were in Japan,
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Moja žena i obitelj su bili u Japanu,
00:34
and as the news started to come in,
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i kako su vijesti pristizale,
00:38
I was panicking.
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paničario sam.
00:39
I was looking at the news streams
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Gledao sam vijesti
00:41
and listening to the press conferences
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i slušao konferencije za novinare
00:44
of the government officials
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vladinih dužnosnika
00:46
and the Tokyo Power Company,
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i kompanije Tokyo Power Company
00:47
and hearing about this explosion
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i slušao o eksploziji
00:50
at the nuclear reactors
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kod nuklearnih reaktora
00:51
and this cloud of fallout
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i o oblaku radioaktivne prašine
00:53
that was headed towards our house
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koji je išao prema našoj kući
00:55
which was only about 200 kilometers away.
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a koja je bila udaljena samo 200 km.
00:58
And the people on TV weren't telling us
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Ljudi s TV-a nisu govorili
01:00
anything that we wanted to hear.
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ono što smo željeli čuti.
01:02
I wanted to know what was going on with the reactor,
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Želio sam znati što se događa s reaktorom,
01:04
what was going on with the radiation,
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što se događa s radijacijom,
01:06
whether my family was in danger.
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je li moja obitelj u opasnosti.
01:08
So I did what instinctively felt like the right thing,
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Pa sam instinktivno učinio ono
što sam osjećao da je ispravno,
što sam osjećao da je ispravno,
01:11
which was to go onto the Internet
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otišao sam na Internet
01:13
and try to figure out
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i pokušao vidjeti
01:14
if I could take matters into my own hands.
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bi li mogao uzeti stvari u svoje ruke.
01:17
On the Net, I found there were a lot of other people
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Na Netu sam našao mnoštvo ljudi
01:19
like me trying to figure out what was going on,
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koji su poput mene pokušavali
saznati što se događa,
saznati što se događa,
01:21
and together we sort of loosely formed a group
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i zajedno smo formirali
poprilično slobodnu grupu
poprilično slobodnu grupu
01:23
and we called it Safecast,
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koju smo nazvali 'Safecast',
01:25
and we decided we were going to try
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i odlučili smo pokušati
01:26
to measure the radiation
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izmjeriti radijaciju
01:28
and get the data out to everybody else,
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i objaviti podatke svima
01:30
because it was clear that the government
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jer je bilo jasno da vlada
01:32
wasn't going to be doing this for us.
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neće učiniti to za nas.
01:35
Three years later,
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Tri godine kasnije
01:36
we have 16 million data points,
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imamo 16 milijuna točaka podataka,
01:39
we have designed our own Geiger counters
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izradili smo vlastite Geigerove brojače
01:42
that you can download the designs
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čiji dizajn možete skinuti s neta
01:43
and plug it into the network.
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i ukopčati ih na mrežu.
01:44
We have an app that shows you
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Imamo aplikaciju koja pokazuje
01:46
most of the radiation in Japan
and other parts of the world.
and other parts of the world.
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većinu radijacije u Japanu
i u drugim dijelovima svijeta.
i u drugim dijelovima svijeta.
01:49
We are arguably one of the most successful
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Mi smo nedvojbeno jedan od najuspješnijih
01:51
citizen science projects in the world,
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projekata građanske inicijative
u području znanosti u cijelom svijetu
u području znanosti u cijelom svijetu
01:53
and we have created
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i napravili smo
01:56
the largest open dataset of radiation measurements.
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najveći otvoreni skup podataka
mjerenja radijacije.
mjerenja radijacije.
01:59
And the interesting thing here
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A zanimljiva stvar u svemu ovome je
02:02
is how did — (Applause) — Thank you.
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kako se - (Pljesak) - Hvala vam.
02:07
How did a bunch of amateurs
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Kako se skupina amatera,
02:09
who really didn't know what we were doing
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koji nisu znali što zapravo rade,
02:11
somehow come together
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nekako povezala
02:13
and do what NGOs and the government
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i rade ono za što su nevladine organizacije
i sama vlada
i sama vlada
02:16
were completely incapable of doing?
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bile potpuno nesposobne napraviti?
02:18
And I would suggest that this has something to do
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I rekao bih da ovaj uspjeh ima veze
02:21
with the Internet. It's not a fluke.
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s Internetom. To nije slučajnost.
02:23
It wasn't luck, and it wasn't because it was us.
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To nije bila samo sreća, i to se nije
dogodilo zato što smo to bili mi.
dogodilo zato što smo to bili mi.
02:25
It helped that it was an event
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Sigurno je pomoglo to
što se radilo o događaju
što se radilo o događaju
02:27
that pulled everybody together,
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koji je zbližio ljude,
02:29
but it was a new way of doing things
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ali bio je to novi
način 'kako raditi stvari'
način 'kako raditi stvari'
02:30
that was enabled by the Internet
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omogućen od strane Interneta
02:32
and a lot of the other things that were going on,
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kao i mnogo drugih stvari
koje su se događale,
koje su se događale,
02:34
and I want to talk a little bit about
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i želio bih pričati malo
02:36
what those new principles are.
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o tim novim principima.
02:39
So remember before the Internet? (Laughter)
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Sjećate li se vremena prije Interneta?
(Smijeh)
(Smijeh)
02:43
I call this B.I. Okay?
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To vrijeme zovem P.I. Dobro?
02:45
So, in B.I., life was simple.
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Život je bio jednostavan P.I.
02:49
Things were Euclidian, Newtonian,
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Stvari su bile euklidske, newtonovske,
02:52
somewhat predictable.
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nekako predvidljive.
02:53
People actually tried to predict the future,
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Ljudi su pokušavali predvidjeti budućnost,
02:55
even the economists.
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čak i ekonomisti.
02:57
And then the Internet happened,
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A tada se dogodio Internet
03:00
and the world became extremely complex,
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i svijet je postao izuzetno složen,
03:02
extremely low-cost, extremely fast,
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izuzetno jeftin i brz
03:05
and those Newtonian laws
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a newtonovski zakoni
03:07
that we so dearly cherished
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koje smo toliko njegovali
03:09
turned out to be just local ordinances,
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su se na kraju pretvorili u
obična lokalna pravila,
obična lokalna pravila,
03:11
and what we found was that in this
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a ono što smo otkrili jest da u ovom
03:13
completely unpredictable world
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potpuno nepredvidivom svijetu
03:16
that most of the people who were surviving
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većina ljudi koja preživljava
03:18
were working with sort of a different set of principles,
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živi slijedeći drugačiji skup principa
03:21
and I want to talk a little bit about that.
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i želio bih govoriti malo o tome.
03:24
Before the Internet, if you remember,
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Prije Interneta, ako se možete sjetiti,
03:25
when we tried to create services,
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kad smo pokušavali nuditi razne usluge
03:27
what you would do is you'd create
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prvo biste stvorili
03:28
the hardware layer and the
network layer and the software
network layer and the software
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hardware sloj i mrežni sloj i software
03:30
and it would cost millions of dollars
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i bili su potrebni milijuni dolara
03:32
to do anything that was substantial.
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da biste napravili išta iole bitno.
03:35
So when it costs millions of dollars
to do something substantial,
to do something substantial,
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Kada su potrebni milijuni dolara
da napravite bilo što od značaja,
da napravite bilo što od značaja,
03:37
what you would do is you'd get an MBA
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prvo nabavite magistra
poslovnog upravljanja
poslovnog upravljanja
03:39
who would write a plan
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koji vam tada složi poslovni plan
03:40
and get the money
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i nabavi novac
03:41
from V.C.s or big companies,
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od ulagača rizičnog kapitala
ili od velikih kompanija,
ili od velikih kompanija,
03:43
and then you'd hire the designers and the engineers,
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tada zaposlite dizajnere i inženjere
03:45
and they'd build the thing.
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i oni vam naprave željeni proizvod.
03:46
This is the Before Internet, B.I., innovation model.
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Ovo je inovacijski model ere prije interneta,
P.I. ere.
P.I. ere.
03:51
What happened after the Internet was
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Dolaskom Interneta
03:53
the cost of innovation went down so much
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drastično se smanjio trošak inovacije
03:55
because the cost of collaboration,
the cost of distribution,
the cost of distribution,
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jer su cijena suradnje,
cijena distribucije
cijena distribucije
03:57
the cost of communication, and Moore's Law
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cijena komunikacije kao i Mooreov zakon
04:00
made it so that the cost of trying a new thing
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doveli do toga da je cijena
pokušavanja novih stvari
pokušavanja novih stvari
04:03
became nearly zero,
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danas ravna nuli,
04:04
and so you would have Google, Facebook, Yahoo,
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i tako imate Google, Facebook, Yahoo
04:06
students that didn't have permission —
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studente koji nemaju odobrenje --
04:08
permissionless innovation —
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inovacija bez odobrenja --
04:10
didn't have permission, didn't have PowerPoints,
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nemaju odobrenje, nisu imali
PowerPoint prezentacije,
PowerPoint prezentacije,
04:11
they just built the thing,
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oni bi samo izradili proizvod,
04:13
then they raised the money,
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onda skupili novac
04:15
and then they sort of figured out a business plan
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i tek tada bi smislili nekakav
poslovni plan
poslovni plan
04:17
and maybe later on they hired some MBAs.
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i možda bi poslije zaposlili
magistra poslovnog upravljanja.
magistra poslovnog upravljanja.
04:19
So the Internet caused innovation,
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Internet je donio inovaciju
04:22
at least in software and services,
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barem što se tiče područja
softwarea i usluga,
softwarea i usluga,
04:23
to go from an MBA-driven innovation model
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napustio se inovacijski model vođen
magistrom poslovnog upravljanja
magistrom poslovnog upravljanja
04:26
to a designer-engineer-driven innovation model,
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a usvojio se inovacijski model vođen
tandemom dizajner-inženjer,
tandemom dizajner-inženjer,
04:30
and it pushed innovation to the edges,
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ovom promjenom inovacija
je gurnuta na rubove,
je gurnuta na rubove,
04:32
to the dorm rooms, to the startups,
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u studentske sobe i startup kompanije,
04:33
away from the large institutions,
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daleko od velikih institucija,
04:35
the stodgy old institutions that had the power
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ukočenih starih institucija koje
su imale moć
su imale moć
04:37
and the money and the authority.
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i novac i autoritet.
04:39
And we all know this. We all know
this happened on the Internet.
this happened on the Internet.
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Svi to znamo. Svi znamo da se
ovo dogodilo na Internetu.
ovo dogodilo na Internetu.
04:42
It turns out it's happening in other things, too.
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Ali čini se da se događa i drugdje također.
04:44
Let me give you some examples.
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Dat ću vam nekoliko primjera.
04:48
So at the Media Lab, we don't just do hardware.
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U medijskom laboratoriju ne izrađujemo
samo hardware.
samo hardware.
04:50
We do all kinds of things.
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Bavimo se mnogim stvarima.
04:51
We do biology, we do hardware,
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Bavimo se biologijom, bavimo se hardwareom,
04:53
and Nicholas Negroponte
famously said, "Demo or die,"
famously said, "Demo or die,"
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i čuvene riječi Nicholasa Negropontea
bile su: " Demonstrirati ili umrijeti",
bile su: " Demonstrirati ili umrijeti",
04:57
as opposed to "Publish or perish,"
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nasuprot sloganu "objaviti ili nestati",
04:59
which was the traditional academic way of thinking.
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koji oslikava klasičan akademski
način razmišljanja.
način razmišljanja.
05:01
And he often said, the demo only has to work once,
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I često je govorio, demonstracija
mora uspjeti samo jednom,
mora uspjeti samo jednom,
05:04
because the primary mode of us impacting the world
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jer je glavni način na koji smo mogli
utjecati na svijet
utjecati na svijet
05:07
was through large companies
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bio upravo kroz velike kompanije
05:09
being inspired by us
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koje smo uspjeli inspirirati
05:10
and creating products like
the Kindle or Lego Mindstorms.
the Kindle or Lego Mindstorms.
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i stvoriti proizvode poput
Kindlea ili Lego Mindstormsa.
Kindlea ili Lego Mindstormsa.
05:14
But today, with the ability
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Ali danas imamo mogućnost
05:16
to deploy things into the real world at such low cost,
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dati svijetu proizvode i to
za tako malu cijenu
za tako malu cijenu
05:18
I'm changing the motto now,
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i zato sada mijenjam slogan
05:20
and this is the official public statement.
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i ovo je službena izjava.
05:22
I'm officially saying, "Deploy or die."
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Službeno izjavljujem
"Deployay ili umri".
"Deployay ili umri".
05:24
You have to get the stuff into the real world
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Morate pustiti proizvode u stvarni svijet
05:27
for it to really count,
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kako bi od njih bilo prave koristi,
05:28
and sometimes it will be large companies,
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i nekad će to biti velike kompanije
05:30
and Nicholas can talk about satellites.
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i Nicholas može pričati o satelitima.
05:32
(Applause)
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(Pljesak)
05:33
Thank you.
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Hvala vam.
05:34
But we should be getting out there ourselves
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Ali mi sami moramo izaći
vani u pravi svijet
vani u pravi svijet
05:36
and not depending on large
institutions to do it for us.
institutions to do it for us.
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i ne ovisiti o velikim institucijama
da čine stvari za nas.
da čine stvari za nas.
05:40
So last year, we sent a bunch
of students to Shenzhen,
of students to Shenzhen,
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Prošle godine poslali smo grupu
studenata u Shenzhen
studenata u Shenzhen
05:42
and they sat on the factory floors
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koji su sjedili na podovima tvornica
05:44
with the innovators in Shenzhen, and it was amazing.
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zajedno s inovatorima u Shenzhenu,
i to je bilo čudesno.
i to je bilo čudesno.
05:46
What was happening there
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Ono što se tamo zapravo događalo jest to
05:48
was you would have these manufacturing devices,
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da su tamo bili uređaji za proizvodnju,
05:50
and they weren't making prototypes or PowerPoints.
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i oni nisu izrađivali prototipove ili
PowerPoint prezentacije
PowerPoint prezentacije
05:52
They were fiddling with the manufacturing equipment
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Oni su prčkali po opremi za proizvodnju
05:55
and innovating right on the
manufacturing equipment.
manufacturing equipment.
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i radili inovacije upravo na
samoj opremi za proizvodnju.
samoj opremi za proizvodnju.
05:58
The factory was in the designer,
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Tvornica je bila u dizajneru
06:00
and the designer was literally in the factory.
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i dizajner je bio doslovno u tvornici.
06:02
And so what you would do is,
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I što se događalo,
06:04
you'd go down to the stalls
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otišli biste do štandova
06:05
and you would see these cell phones.
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i vidjeli biste mobitele.
06:07
So instead of starting little websites
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Umjesto da pokrećete male web stranice
06:10
like the kids in Palo Alto do,
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kao što to čine djeca u Palo Altu,
06:11
the kids in Shenzhen make new cell phones.
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djeca u Shenzhenu izrađuju nove mobitele.
06:14
They make new cell phones like kids in Palo Alto
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Oni izrađuju nove mobitele kao
što djeca u Palo Altu
što djeca u Palo Altu
06:17
make websites,
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izrađuju web stranice,
06:18
and so there's a rainforest
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i tamo se događa mnoštvo
06:20
of innovation going on in the cell phone.
167
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inovacija na području mobilnih telefona.
06:22
What they do is, they make a cell phone,
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Oni naprave mobitel,
06:23
go down to the stall, they sell some,
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odu do štandova, prodaju nekoliko komada,
06:25
they look at the other kids' stuff, go up,
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pogledaju proizvode druge djece,
popnu se,
popnu se,
06:28
make a couple thousand more, go down.
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naprave još nekoliko tisuća komada,
spuste se ponovno dolje.
spuste se ponovno dolje.
06:30
Doesn't this sound like a software thing?
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378774
1991
Da li vas ovo podsejća na razvoj softwarea?
06:32
It sounds like agile software development,
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380765
1647
Ovo zvuči kao agilan razvoj softwarea,
06:34
A/B testing and iteration,
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A/B testiranje i iteracija,
06:37
and what we thought you could only do with software
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i ono što smo mislili da možete
napraviti samo sa softwareom
napraviti samo sa softwareom
06:39
kids in Shenzhen are doing this in hardware.
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djeca u Shezhenu rade s hardwareom.
06:41
My next fellow, I hope, is going to be
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Moj sljedeći kolega, nadam se, bit će
06:43
one of these innovators from Shenzhen.
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jedan od ovih inovatora iz Shenzhena.
06:44
And so what you see is
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I ono što vidite jest
06:46
that is pushing innovation to the edges.
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394310
1969
da se inovacija premjestila na rubove.
06:48
We talk about 3D printers and stuff like that,
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Govorimo o 3D printerima i sličnim stvarima,
06:50
and that's great, but this is Limor.
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1991
i to je super, ali ovo je Limor.
06:52
She is one of our favorite graduates,
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2259
Ona nam je jedna od najdražih diplomanata,
06:54
and she is standing in front of a Samsung
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a stoji ispred Samsungovog
06:56
Techwin Pick and Place Machine.
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Techwin 'Pick and Place' uređaja.
06:58
This thing can put 23,000 components per hour
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Ovaj uređaj može u sat vremena
staviti 23,000 komponenata
staviti 23,000 komponenata
07:02
onto an electronics board.
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1993
na elektronsku ploču.
07:04
This is a factory in a box.
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1823
Ovo je tvornica u kutiji.
07:06
So what used to take a factory full of workers
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2498
Za ono za što je nekada bila potrebna
tvornica puna radnika
tvornica puna radnika
07:08
working by hand
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1019
koji rade ručno,
07:09
in this little box in New York,
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u ovoj maloj kutijici u New Yorku,
07:11
she's able to have effectively —
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ona može učinkovito obaviti sve to --
07:12
She doesn't actually have to go to Shenzhen
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Ona ne mora zapravo ići u Shenzhen
07:14
to do this manufacturing.
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da bi proizvodila.
07:15
She can buy this box and she can manufacture it.
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Ona može kupiti ovu kutiju
a može je i proizvesti.
a može je i proizvesti.
07:17
So manufacturing, the cost of innovation,
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Proizvodnja, cijena inovacije,
07:19
the cost of prototyping, distribution,
manufacturing, hardware,
manufacturing, hardware,
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cijena izrade prototipa, distribucija,
proizvodnja, hardware
proizvodnja, hardware
07:22
is getting so low
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sve to postaje toliko jeftino
07:24
that innovation is being pushed to the edges
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da se inovacija premješta na rubove
07:26
and students and startups are being able to build it.
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i prelazi u ruke studenata i startupova.
07:28
This is a recent thing, but this will happen
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1878
Ovo se dogodilo tek nedavno,
ali ovo će se dogoditi
ali ovo će se dogoditi
07:30
and this will change
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1483
i ovo će se promijeniti
07:32
just like it did with software.
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kao što se dogodilo i sa softwareom.
07:34
Sorona is a DuPont process
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Sorona je Dupont proces
07:37
that uses a genetically engineered microbe
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koji koristi mikrobe stvorene
genetskim inženjeringom
genetskim inženjeringom
07:40
to turn corn sugar into polyester.
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kako bi pretvorio
kukuruzni šećer u poliester.
kukuruzni šećer u poliester.
07:44
It's 30 percent more efficient
than the fossil fuel method,
than the fossil fuel method,
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Ova metoda je 30 posto učinkovitija
od korištenja fosilinih goriva
od korištenja fosilinih goriva
07:47
and it's much better for the environment.
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i sigurnija je za okoliš.
07:50
Genetic engineering and bioengineering
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Genetski inženjering kao i bioinženjering
07:52
are creating a whole bunch
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stvaraju mnoštvo
07:53
of great new opportunities
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sjajnih novih mogućnosti
07:55
for chemistry, for computation, for memory.
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u području kemije, računanja i memorije
07:58
We will probably be doing a lot,
obviously doing health things,
obviously doing health things,
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2050
Radit ćemo vjerojatno mnogo,
zasigurno mnogo stvari vezanih za zdravlje,
zasigurno mnogo stvari vezanih za zdravlje,
08:00
but we will probably be growing chairs
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2204
ali vjerojatno ćemo uzgajati stolice
08:02
and buildings soon.
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1040
i zgrade uskoro.
08:03
The problem is, Sorona costs
about 400 million dollars
about 400 million dollars
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Problem je što Sorona košta oko
400 milijuna dolara
400 milijuna dolara
08:07
and took seven years to build.
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i bilo je potrebno 7 godina da se izgradi.
08:09
It kind of reminds you of the old mainframe days.
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Ovo vas pomalo podsjeća na stare dane
središnjih računala.
središnjih računala.
08:12
The thing is, the cost of innovation
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Stvar je u tome što se cijena inovacije
08:14
in bioengineering is also going down.
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u bioinženjeringu također spušta dolje.
08:16
This is desktop gene sequencer.
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484242
1969
Ovo je sučelje za sekvenciranje gena.
08:18
It used to cost millions and millions
of dollars to sequence genes.
of dollars to sequence genes.
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486211
3554
Nekad je sekvenciranje gena koštalo
milijune i miijune dolara.
milijune i miijune dolara.
08:21
Now you can do it on a desktop like this,
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1744
Danas to možete napraviti
na sučelju poput ovoga,
na sučelju poput ovoga,
08:23
and kids can do this in dorm rooms.
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2093
danas to mogu napraviti i mladi
u svojim studentskim sobama.
u svojim studentskim sobama.
08:25
This is Gen9 gene assembler,
225
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2688
Ovo je assembler gena 'Gen9'
08:28
and so right now when you try to print a gene,
226
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2079
i sada kada pokušate isprintati gen,
08:30
what you do is somebody in a factory
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1268
netko u tvornici
08:31
with pipettes puts the thing together by hand,
228
499637
1940
to slaže ručno koristeći pipete,
08:33
you have one error per 100 base pairs,
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2351
tada imate jednu grešku
na 100 baznih parova,
na 100 baznih parova,
08:35
and it takes a long time and costs a lot of money.
230
503928
2576
postupak traje dugo i košta mnogo novca.
08:38
This new device
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1386
Ovaj novi uređaj
08:39
assembles genes on a chip,
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507890
1674
sastavlja gene na čipu
08:41
and instead of one error per 100 base pairs,
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2149
i umjesto jedne greške
na 100 baznih parova,
na 100 baznih parova,
08:43
it's one error per 10,000 base pairs.
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2126
radi jednu grešku
na 10,000 baznih parova.
na 10,000 baznih parova.
08:45
In this lab, we will have the world's capacity
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513839
2745
U ovom laboratoriju ostvarit ćemo
svjetski kapacitet
svjetski kapacitet
08:48
of gene printing within a year,
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2103
printanja gena u roku od jedne godine,
08:50
200 million base pairs a year.
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2612
200 milijuna baznih parova godišnje.
08:53
This is kind of like when we went
238
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2563
Ovo je nešto poput onoga
kad smo prešli
kad smo prešli
08:55
from transistor radios wrapped by hand
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2261
sa tranzistorskih radija koji
su se motali ručno
su se motali ručno
08:58
to the Pentium.
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1271
na Pentium.
08:59
This is going to become the
Pentium of bioengineering,
Pentium of bioengineering,
241
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2396
Ovo će postati Pentium bioinženjeringa,
09:01
pushing bioengineering into the hands
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529790
2036
gurajući bioinženjering u ruke
09:03
of dorm rooms and startup companies.
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531826
2601
studenata u studentskim domovima i
u ruke startup kompanija.
u ruke startup kompanija.
09:06
So it's happening in software and in hardware
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534427
2773
Ovo se događa u softwareu, hardwareu
09:09
and bioengineering,
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537200
963
i bioinženjeringu,
09:10
and so this is a fundamental new
way of thinking about innovation.
way of thinking about innovation.
246
538163
3281
i ovo je fundamentalno novi
način razmišljanja o inovaciji.
način razmišljanja o inovaciji.
09:13
It's a bottom-up innovation, it's democratic,
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541444
2677
Ovo je inovacija odozdo-prema-gore,
ona je demokratična
ona je demokratična
09:16
it's chaotic, it's hard to control.
248
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2204
ona je kaotična i teško ju je kontrolirati.
09:18
It's not bad, but it's very different,
249
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2307
Nije loša već mnogo drugačija,
09:20
and I think that the traditional rules that we have
250
548632
1967
i mislim da tradicionalna pravila koja imamo
09:22
for institutions don't work anymore,
251
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2072
za institucije više ne važe,
09:24
and most of us here
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1679
i većina nas ovdje
09:26
operate with a different set of principles.
253
554350
3083
slijede drugi set načela.
09:29
One of my favorite principles is the power of pull,
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2836
Jedan od mojih najdražih načela
jest moć povlačenja,
jest moć povlačenja,
09:32
which is the idea of pulling resources
255
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2291
tu se radi o ideji povlačenja sredstava
09:34
from the network as you need them
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1766
iz mreže kada ih trebate
09:36
rather than stocking them in the center
257
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1845
umjesto da ih skupljate
i skladištite u centru
i skladištite u centru
09:38
and controlling everything.
258
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1585
i da kontrolirate sve.
09:39
So in the case of the Safecast story,
259
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U slučaju 'Safecast'
09:42
I didn't know anything when
the earthquake happened,
the earthquake happened,
260
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1842
nisam znao ništa kad se dogodio potres,
09:44
but I was able to find Sean
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1628
ali sam uspio naći Seana
09:45
who was the hackerspace community organizer,
262
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2196
koji je bio organizator
'hackerspace' zajednice,
'hackerspace' zajednice,
09:48
and Peter, the analog hardware hacker
263
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1786
i Petera, hakera analognog hardwarea
09:49
who made our first Geiger counter,
264
577972
1716
koji je napravio naš prvi Geigerov brojač,
09:51
and Dan, who built the Three Mile Island
265
579688
1998
i Dana, koji je napravio 'Three Mile Island'
09:53
monitoring system after the
Three Mile Island meltdown.
Three Mile Island meltdown.
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3334
nadzorni sustav nakon topljenja jezgre
nuklearnog reaktora u 'Three Mile Island'
nuklearnog reaktora u 'Three Mile Island'
09:57
And these people I wouldn't have been able to find
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Ove ljude ne bih uspio naći
09:59
beforehand and probably were better
268
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2434
prije svega ovoga i vjerojatno je bolje
10:01
that I found them just in time from the network.
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što sam ih našao baš na vrijeme, na mreži.
10:04
I'm a three-time college dropout,
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1867
Ja sam tri puta odustajao od fakulteta,
10:06
so learning over education
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1673
tako da je učenje prije obrazovanja
10:08
is very near and dear to my heart,
272
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1425
uvijek bilo veoma drago i blisko
mome srcu,
mome srcu,
10:09
but to me, education is what people do to you
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2524
ali za mene je obrazovanje
ono što ljudi čine tebi
ono što ljudi čine tebi
10:12
and learning is what you do to yourself.
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2999
a učenje je ono što radiš sam sebi.
10:15
(Applause)
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3776
(Pljesak)
10:19
And it feels like, and I'm biased,
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1759
I kao da, ja sam tu posve pristran,
10:20
it feels like they're trying to make you memorize
277
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2797
i kao da vas tjeraju da naučite napamet
10:23
the whole encyclopedia before
they let you go out and play,
they let you go out and play,
278
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3114
cijelu enciklopediju prije negoli vas
puste van da se igrate,
puste van da se igrate,
10:26
and to me, I've got Wikipedia on my cell phone,
279
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4097
što se mene tiče, imam Wikipediu na mobitelu
10:30
and it feels like they assume
280
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1703
a oni kao da pretpostavljaju
10:32
you're going to be on top of some mountain
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1787
da ćete se naći na vrhu neke planine
10:34
all by yourself with a number 2 pencil
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2461
sami s olovkom broj 2
10:36
trying to figure out what to do
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1383
pokušavajući smisliti što učiniti
10:38
when in fact you're always going to be connected,
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2116
a ustvari ćete uvijek biti spojeni,
10:40
you're always going to have friends,
285
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1645
uvijek ćete imati prijatelje,
10:42
and you can pull Wikipedia
up whenever you need it,
up whenever you need it,
286
630093
1959
a Wikipediu možete pogledati
kadgod vam zatreba,
kadgod vam zatreba,
10:44
and what you need to learn is how to learn.
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i ono što trebate naučiti jest kako učiti.
10:47
In the case of Safecast, a bunch of amateurs
288
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2644
U slučaju Safecast koji je
bio samo grupa amatera
bio samo grupa amatera
10:50
when we started three years ago,
289
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1598
kad smo počinjali prije tri godine,
10:51
I would argue that we probably as a group
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2508
ali tvrdim da kao grupa vjerojatno
10:54
know more than any other organization
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2416
znamo više od bilo koje druge organizacije
10:56
about how to collect data and publish data
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3209
kako prikupljati i objavljivati podatke
10:59
and do citizen science.
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2772
i kako se baviti znanošću
kroz građansku inicijativu.
kroz građansku inicijativu.
11:02
Compass over maps.
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1120
Usmjerenost ispred plana.
11:03
So this one, the idea is that the cost of writing a plan
295
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3725
Postoji mišljenje da cijena izrade plana
11:07
or mapping something is getting so expensive
296
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3103
ili mapiranja nečega postaje skupo
11:10
and it's not very accurate or useful.
297
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3173
ali to niti je točno niti korisno.
11:13
So in the Safecast story, we
knew we needed to collect data,
knew we needed to collect data,
298
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3112
U slučaju Safecast znali smo
da moramo prikupiti podatke,
da moramo prikupiti podatke,
11:16
we knew we wanted to publish the data,
299
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2423
znali smo da želimo objaviti te podatke,
11:19
and instead of trying to come up with the exact plan,
300
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2889
i umjesto da pokušavamo smisliti
točan plan,
točan plan,
11:22
we first said, oh, let's get Geiger counters.
301
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2408
prvo smo rekli, oh,
nabavimo Geigerove brojače.
nabavimo Geigerove brojače.
11:24
Oh, they've run out.
302
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1766
Oh, ponestalo ih je.
11:26
Let's build them. There aren't enough sensors.
303
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2003
Izradimo ih. Nema dovoljno senzora.
11:28
Okay, then we can make a mobile Geiger counter.
304
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2227
Dobro, tada možemo napraviti
mobilni Geigerov brojač
mobilni Geigerov brojač
11:30
We can drive around. We can get volunteers.
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2047
Možemo se voziti uokolo.
Možemo skupiti volontere.
Možemo skupiti volontere.
11:32
We don't have enough money. Let's Kickstarter it.
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1879
Nemamo dovoljno novca.
Skupimo ga na Kickstarteru.
Skupimo ga na Kickstarteru.
11:34
We could not have planned this whole thing,
307
682522
1991
Nismo mogli isplanirati sve ovo
11:36
but by having a very strong compass,
308
684513
1744
ali samim time što smo
znali gdje želimo stići,
znali gdje želimo stići,
11:38
we eventually got to where we were going,
309
686257
1435
na kraju smo i stigli tamo,
11:39
and to me it's very similar to
agile software development,
agile software development,
310
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2418
meni je ovo vrlo slično
agilnom razvoju softwarea,
agilnom razvoju softwarea,
11:42
but this idea of compasses is very important.
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3358
i ova ideja usmjerenosti je vrlo važna.
11:45
So I think the good news is
312
693468
1941
Dobra vijest je
11:47
that even though the world is extremely complex,
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695409
3501
da unatoč tome što je svijet
krajnje složen,
krajnje složen,
11:50
what you need to do is very simple.
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2382
ono što trebate je vrlo jednostavno.
11:53
I think it's about stopping this notion
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2698
Mislim da se treba zaustaviti ovo vjerovanje
11:56
that you need to plan everything,
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1572
da je potrebno sve isplanirati,
11:57
you need to stock everything,
317
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1092
da je potrebno biti opskrbljen svim,
11:58
and you need to be so prepared,
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1470
i da je potrebno biti toliko pripremljen.
12:00
and focus on being connected,
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2994
Umjesto toga treba se
fokusirati na umrežavanje,
fokusirati na umrežavanje,
12:03
always learning,
320
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1851
na stalno učenje,
12:04
fully aware,
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1861
i da budete potpuno svjesni
12:06
and super present.
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1780
i super-prisutni.
12:08
So I don't like the word "futurist."
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2946
Tako da ne volim riječ "futurist".
12:11
I think we should be now-ists,
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5615
Mislim da bismo svi trebali biti sadašnjisti
12:17
like we are right now.
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2046
kao što smo to upravo sada.
12:19
Thank you.
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Hvala vam.
12:21
(Applause)
327
729070
3979
(Pljesak)
ABOUT THE SPEAKER
Joi Ito - Relentless mindJoi Ito is the director of the MIT Media Lab.
Why you should listen
Joichi "Joi" Ito is one of those names threaded through the history of the Internet. From his days kickstarting Internet culture in Japan at Digital Garage, his restless curiosity led him to be an early-stage investor in Twitter, Six Apart, Wikia, Flickr, Last.fm, Kickstarter and other Internet companies, and to serve on countless boards and advisory committees around digital culture and Internet freedom.
He leads the legendary MIT Media Lab as it heads toward its third decade, and is working on a book with Jeff Howe about nine principles for navigating whatever the changing culture throws at us next. As he told Wired, "The amount of money and the amount of permission that you need to create an idea has decreased dramatically." So: aim for resilience, not strength; seek risk, not safety. The book is meant to be a compass for a world without maps.
Joi Ito | Speaker | TED.com