ABOUT THE SPEAKER
Tom Hulme - Designer, venturer
Tom Hulme's enthusiasm spans physics, design, entrepreneurship and investment.

Why you should listen
Tom Hulme is currently a general partner at GV where he invests in high growth technology companies; he also occasionally works with GV's extensive design team to keep his design muscles working. 

Hulme is also an advisor to IDEO, where he was previously a design director. There, he founded OpenIDEO, an open innovation platform where more than 150,000 users from more than 170 countries solve challenges for social good. He also launched OIEngine, a SaaS platform with clients including Harvard Business School and the Knight Foundation.

Previously, Hulme also started and exited two technology companies and subsequently angel-invested in more than 20 companies, including as the founding investor in Mile IQ (sold to Microsoft).

Hulme has been recognized as a Young Global Leader by the World Economic Forum, and has been featured in WIRED UK's Top 100 Digital Power Brokers every year. He has also been included in the Evening Standard list of London's 1000 Most Influential People.

Hulme earned a first class bachelor's degree in physics from the University of Bristol, and an MBA from Harvard Business School, where he received the Baker Scholar Award of high distinction. He also received an honorary doctorate in design from University of the Arts London.
More profile about the speaker
Tom Hulme | Speaker | TED.com
TED2016

Tom Hulme: What can we learn from shortcuts?

Tom Hulme: Što možemo naučiti iz prečaca?

Filmed:
1,617,230 views

Kako stvarate proizvod koji ljudi zaista žele? Dozvolite potrošačima da budu dio procesa. "Empatija za ono što vaši kupci žele vjerojatno je najveći i vodeći pokazatelj poslovnog uspjeha," kaže dizajner dizajner Tom Hulme. U ovom kratkom govoru, Hulme otkriva tri pronicljiva primjera kao presjek dizajna i korisničkog iskustva, gdje su ljudi razvili vlastite željene puteve proizašle iz nužnosti. Kada ih jednom znate prepoznati, počet ćete ih uočavati svugdje.
- Designer, venturer
Tom Hulme's enthusiasm spans physics, design, entrepreneurship and investment. Full bio

Double-click the English transcript below to play the video.

00:12
When we're designingprojektiranje newnovi productsproizvodi,
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Kada stvaramo nove proizvode,
00:15
servicesusluge or businessespoduzeća,
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usluge ili poduzeća,
00:17
the only time you'llvi ćete know
if they're any good,
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jedino kako ćete znati
jesu li imalo dobri,
00:19
if the designsdizajna are good,
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je li dizajn dobar,
00:21
is to see how they're used
in the realstvaran worldsvijet, in contextkontekst.
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je kada vidite kako se koriste
u stvarnom životu, u kontekstu.
00:26
I'm remindedpodsjetio of that everysvaki time
I walkhodati pastprošlost HighburyHighbury FieldsPolja
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Uvijek se toga sjetim
kada šećem uz Highbury Fields
00:30
in northsjeverno LondonLondon.
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u sjevernom Londonu.
Tamo je jednostavno predivno.
00:32
It's absolutelyapsolutno beautifullijep.
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00:33
There's a bigvelika openotvoren greenzelena spaceprostor.
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Ima veliki zeleni otvoreni prostor.
00:35
There's Georgiangruzijski buildingsgrađevine
around the sidestrana.
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Uokolo su zgrade u georgijanskom stilu.
00:37
But then there's this mudblato trapzamka
that cutsrezovi acrosspreko the middlesrednji.
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No, po sredini se proteže blatnjavi put.
00:41
People clearlyjasno don't want to walkhodati
all the way around the edgerub.
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Ljudi očito ne žele hodati
skroz okolo uz rub.
00:45
InsteadUmjesto toga, they want to take the shortcutprečac,
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Umjesto toga, žele ići poprečnim putem
00:47
and that shortcutprečac is self-reinforcingSelf-armiranje.
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i taj prečac osnažuje ljude.
00:50
Now, this shortcutprečac
is calledzvao a desireželja pathstaza,
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Taj prečac je željeni put
00:54
and it's oftenčesto the pathstaza
of leastnajmanje resistanceotpornost.
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i često je put najmanjeg otpora.
00:56
I find them fascinatingfascinantan,
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Jako su mi zanimljivi
00:58
because they're oftenčesto the pointtočka
where designdizajn and userkorisnik experienceiskustvo divergerazilaziti se.
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jer su često točka na kojoj se razilaze
dizajn i korisničko iskustvo.
01:04
Now at this pointtočka, I should apologizeispričavati,
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Ovdje bih se trebao ispričati,
jer ćete ovo početi viđati posvuda.
01:06
because you guys are going to startpočetak
seeingvidim these everywheresvugdje, posvuda.
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01:08
But todaydanas, I'm going to pickodabrati
threetri I find interestingzanimljiv
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No, danas ću odabrati
tri meni zanimljiva primjera
01:11
and sharePodjeli what actuallyzapravo it remindspodsjeća me
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i pokazati čime me to podsjeća
01:13
about launchingporinuće newnovi productsproizvodi and servicesusluge.
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na predstavljanje
novih proizvoda i usluga.
01:17
The first is in the capitalglavni cityGrad
of BrazilBrazil -- BrasiliaBrasilia.
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Prvi, u glavom gradu Brazila - Braziliji.
01:21
And it remindspodsjeća me that sometimesponekad,
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Podsjeća me da ponekad
01:23
you have to just focusfokus
on designingprojektiranje for a realstvaran need
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morate kreirati za stvarnu potrebu,
01:26
at lownizak frictiontrenje.
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gdje je najmanje otpora.
01:28
Now, BrasiliaBrasilia is fascinatingfascinantan.
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Brazilija je očaravajući grad.
01:29
It was designedkonstruiran by NiemeyerNiemeyer in the '50s.
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Dizajnirao ga je Niemeyer 50-ih godina.
01:32
It was the goldenzlatan agedob of flyingleteći,
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Bilo je to zlatno doba letenja avionom,
01:35
so he laidlaid it out like a planeavion,
as you can see there.
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stoga je grad položio poput aviona,
kao što vidite ovdje.
01:38
SlightlyMalo worryinglyzabrinjavajuće,
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Malo zabrinjavajuće,
01:39
he put mostnajviše of the importantvažno
governmentvlada buildingsgrađevine in the cockpitpilotska kabina.
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većinu važnih vladinih zgrada
smjestio je naprijed u pilotsku kabinu.
01:43
But if you zoomzum in,
in the very centercentar of BrasiliaBrasilia,
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No, ako uvećate prikaz,
u centru Brazilije,
01:45
just where the pointtočka is there,
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gdje se nalazi točka,
01:48
you see it's litteredpuna with desireželja pathsstaze.
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vidite da je isprekidana prečacima.
01:50
They're absolutelyapsolutno everywheresvugdje, posvuda.
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Jednostavno su posvuda.
01:53
Now, they thought that they
had future-proofedbudući-dokaz this designdizajn.
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Mislili su da će cestama riješiti
i buduću povezanost.
01:55
They thought in the futurebudućnost
we wouldn'tne bi need to walkhodati anywherebilo kuda --
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Mislili su da u budućnosti
nećemo morati nigdje hodati,
01:59
we'dmi bismo be ableu stanju to drivepogon --
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vozit ćemo
02:00
so there was little need
for walkwaysšetališta or pavementspločnika.
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pa skoro da i neće biti potrebe
za šetalištima ili pločnicima.
02:04
But as you can see, there's a realstvaran need.
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No, kao što vidite,
postoji potreba za njima.
02:07
These are very dangerousopasno desireželja pathsstaze.
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Ovo su vrlo opasni prečaci.
02:09
If we just pickodabrati one, in the middlesrednji,
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Ako pogledamo samo ovog u sredini,
02:11
you can see it crossespresjek
15 lanesstaze of trafficpromet.
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vidite da sječe 15 prometnih traka.
02:14
It won'tnavika surpriseiznenađenje you guys
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Neće vas iznenaditi
02:16
that BrasiliaBrasilia has fivepet timesputa
the pedestrianpješak accidentnesreća ratestopa
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da Brazilija ima pet puta
višu stopu pješačkih nezgoda
02:20
of your averageprosječan US cityGrad.
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od prosječnog američkog grada.
02:22
People are resourcefulsnalažljiv.
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Ljudi su snalažljivi.
02:24
They'llOni će always find the low-frictionniskog trenja routeput
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Uvijek će naći lakši put
02:27
to saveuštedjeti moneynovac, saveuštedjeti time.
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kako bi uštedjeli vrijeme i novac.
02:30
Not all these desireželja pathsstaze are dangerousopasno,
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Nisu svi ovi prečaci opasni,
02:32
I was remindedpodsjetio flyingleteći here
when I was in HeathrowHeathrow.
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podsjetilo me to letivši ovdje,
kada sam bio u zračnoj luci Heathrow.
02:35
ManyMnogi of us get frustratedfrustriran
when we're confrontedsuočeni
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Mnogo nas postane frustrirano kada naiđemo
02:38
with the obligatoryobavezno walkhodati
throughkroz duty-freebescarinski.
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na obavezni prolazak
kroz bescarinsku zonu.
02:43
It was amazingnevjerojatan to me
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Bilo mi je nevjerojatno
02:44
how manymnogi people refusedodbio to take
the long, meanderingzavojima pathstaza to the left,
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koliko je ljudi odbilo ići
dugim okolnim putem ulijevo,
02:48
and just cutrez throughkroz to the right,
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već su samo presjekli put udesno,
02:50
cutrez throughkroz the desireželja pathstaza.
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presjekli su željenim putem.
02:52
The questionpitanje that's interestingzanimljiv is:
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Zanimljivo pitanje ovdje je:
02:54
What do designersdizajneri think
when they see our behaviorponašanje here?
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što stručnjaci dizajna misle
kada vide naše ponašanje ovdje?
02:58
Do they think we're stupidglup?
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Misle li da smo glupi?
03:00
Do they think we're lazylijeni?
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Misle li da smo lijeni?
03:02
Or do they acceptprihvatiti
that this is the only truthistina?
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Ili prihvaćaju da je ovo jedina istina?
03:04
This is theirnjihov productproizvod.
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Ovo je njihov proizvod.
03:07
We're effectivelyučinkovito
co-designingKo projektiranje theirnjihov productproizvod.
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A mi učinkovito prilagođavamo
njihov proizvod sebi.
03:10
So our jobposao is to designdizajn
for realstvaran needspotrebe at lownizak frictiontrenje,
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Znači, moramo raditi za stvarne potrebe,
gdje je najmanje otpora,
03:15
because if you don't,
the customerkupac will, anywayu svakom slučaju.
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jer ako nećete vi,
ionako će to učiniti korisnik.
03:19
The seconddrugi desireželja pathstaza I wanted to sharePodjeli
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Drugi primjer prečaca kojeg želim pokazati
03:21
is at the UniversitySveučilište of CaliforniaCalifornia.
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je na kalifornijskom Sveučilištu.
03:23
And it remindspodsjeća me
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Ovo me podsjeća
da je ponekad najbolji način
da se dođe do odličnog rješenja,
03:24
that sometimesponekad the bestnajbolje way
to come up with a great designdizajn
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03:28
is just to launchlansiranje it.
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jednostavno predstaviti ga.
03:30
Now, universitysveučilište campuseskampusa are fantasticfantastičan
for spottinguočavanje desireželja pathsstaze.
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Sveučilišni kampusi su odličan primjer
za uočavanje željenih puteva.
03:34
I think it's because studentsstudenti
are always latekasno and they're prettyprilično smartpametan.
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Mislim da je to zato jer studenti
uvijek kasne, ali su i pametni.
03:38
So they're dashingpoletan to lecturespredavanja.
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Jure na predavanja.
03:39
They'llOni će always find the shortcutprečac.
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Uvijek će naći prečac.
03:42
And the designersdizajneri here knewznao that.
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I ovdje su dizajneri prostora to znali.
03:44
So they builtizgrađen the buildingsgrađevine
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Zato su izgradili zgrade,
03:46
and then they waitedčekao a fewnekoliko monthsmjeseci
for the pathsstaze to formoblik.
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a onda pričekali par mjeseci
da se putevi sami stvore.
03:49
They then pavedpopločana them.
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Tek tada su ih popločili.
03:51
(LaughterSmijeh)
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(Smijeh)
03:52
IncrediblyNevjerojatno smartpametan approachpristup.
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Vrlo pametan pristup.
03:54
In factčinjenica, oftenčesto, just launchingporinuće
the strawslama man of a serviceservis
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Često, zapravo,
samo izlaganje početne ideje
03:57
can teachučiti you what people really want.
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naučit će vas što ljudi zaista žele.
04:00
For exampleprimjer, AyrAyr MuirMuir in BostonBoston
knewznao he wanted to openotvoren a restaurantrestoran.
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Na primjer, Ayr Muir iz Bostona
znao je da želi otvoriti restoran.
04:04
But where should it be?
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No, na kojoj lokaciji?
04:06
What should the menuJelovnik be?
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Što bi trebalo biti na jelovniku?
04:08
He launchedpokrenut a serviceservis,
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Pokrenuo je uslugu,
u ovom slučaju, kombi za prodaju jela,
04:10
in this casespis a foodhrana truckkamion,
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04:11
and he changedpromijenjen the locationmjesto eachsvaki day.
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i svakog je dana mijenjao lokaciju.
04:14
He'dOn bi writepisati a differentdrugačiji menuJelovnik
on the sidestrana in a whiteboardploča markeroznaka
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Sa strane bi napisao drugačiji jelovnik,
04:17
to figurelik out what people wanted.
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kako bi vidio što ljudi žele.
04:20
He now has a chainlanac of restaurantsrestorani.
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Danas ima lanac restorana.
Dakle, ovo može biti
nevjerojatno učinkovito,
04:22
So it can be incrediblynevjerojatno efficientučinkovit
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04:24
to launchlansiranje something
to spotmjesto the desireželja pathsstaze.
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pokrenuti nešto da se uoče željeni putevi.
04:28
The thirdtreći and finalkonačni desireželja pathstaza
I wanted to sharePodjeli with you
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Treći i zadnji primjer
koji sam vam želio pokazati,
04:31
is the UNIHUNIH.
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Nacionalni zdravstveni institut.
04:33
It remindspodsjeća me that the world'ssvijetu in fluxtoka,
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Podsjeća me da je svijet u stalnom tijeku
04:35
and we have to respondodgovarati to those changespromjene.
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i da moramo odgovoriti na te promjene.
04:38
So as you'llvi ćete guessnagađati, this is a hospitalbolnica.
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Pogađate, radi se o bolnici.
04:41
I've markedobilježen for you on the left
the OncologyOnkologiju DepartmentOdjel.
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Na lijevoj strani označio sam
onkološki odjel.
04:44
The patientspacijenti would usuallyobično stayboravak
in the hotelshoteli down on the bottomdno right.
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Pacijenti bi obično boravili u hotelima
koje vidite dolje desno.
04:50
This was a patient-centeredpacijent u središtu organizationorganizacija,
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Ovoj ustanovi su pacijenti primarna briga,
04:52
so they laidlaid on carsautomobili for theirnjihov patientspacijenti.
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stoga su za njih osigurali vozila.
04:55
But what they realizedshvatio when they startedpočeo
offeringponuda chemotherapykemoterapija
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No, kada su počeli
nuditi kemoterapiju, shvatili su
04:59
is the patientspacijenti rarelyrijetko
wanted to get in carsautomobili.
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da pacijenti rijetko kada žele ići autom.
05:02
They were too nauseousmučninu,
so they'doni bi walkhodati back to theirnjihov hotelshoteli.
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Bilo im je suviše mučno
pa su radije prošetali natrag do hotela.
05:06
This desireželja pathstaza that you see
diagonallydijagonalno, formedformirana.
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To je ovaj kraći put koji ide poprečno.
05:09
The patientspacijenti even calledzvao it
"The ChemoKemoterapija TrailStaza."
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Pacijenti su ga čak i nazvali Kemo staza.
05:12
Now, when the hospitalbolnica
saw this originallyizvorno,
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Kada su u bolnici to prvotno vidjeli,
05:15
they triedpokušala to laypoložiti turftreset
back over it, ignorezanemariti it.
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pokušali su to prekriti i ignorirati.
05:18
But after a while, they realizedshvatio
it was an importantvažno need
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Nakon nekog vremena,
shvatili su da je to važno
za potrebe njihovih pacijenata
05:21
they were meetingsastanak for theirnjihov patientspacijenti,
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05:23
so they pavedpopločana it.
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pa su taj dio popločili.
05:25
And I think our jobposao is oftenčesto
to pavepopločiti these emergingu nastajanju desireželja pathsstaze.
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I mislim da je često naš posao
asfaltirati te novo stvorene prečace.
05:28
If we look back at the one
in NorthSjever LondonLondon again,
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Ako se opet vratimo na primjer
u sjevernom Londonu,
05:32
that desireželja pathstaza hasn'tnema always been there.
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taj prečac nije uvijek bio tamo.
05:34
The reasonrazlog it sprungzaobljena up
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Razlog zašto se pojavio
05:36
is people were travelingputujući to the mightymoćni
ArsenalArsenal FootballNogomet ClubKlub stadiumstadion
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bio je taj što su ljudi tim putem išli
do stadiona Arsenala
05:40
on gameigra daysdana,
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kada su utakmice,
05:41
from the UndergroundUnderground stationstanica
you see on the bottomdno right.
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od stanice podzemne željeznice
ovdje dolje desno.
05:44
So you see the desireželja pathstaza.
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Vidite prečac.
05:46
If we just windvjetar the clocksat
back a fewnekoliko yearsgodina,
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Ako se samo vratimo
nekoliko godina unatrag,
05:48
when the stadiumstadion was beingbiće constructedkonstruiran,
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dok se stadion gradio,
05:51
there is no desireželja pathstaza.
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tog prečaca još nema.
05:53
So our jobposao is to watch
for these desireželja pathsstaze emergingu nastajanju,
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Stoga je naš posao pratiti
gdje nastaju ti poprečni putevi
05:58
and, where appropriateprikladan, pavepopločiti them,
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i popločiti ih tamo gdje je prikladno,
06:00
as someonenetko did here.
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kao što je ovdje to netko učinio.
06:03
SomeoneNetko installedinstaliran a barrierprepreka,
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Netko je postavio prepreku,
06:06
people startedpočeo walkinghodanje acrosspreko
and roundkrug the bottomdno as you see,
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ljudi su je, kao što vidite,
prelazili i zaobilazili
06:09
and they pavedpopločana it.
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pa popločili.
06:10
(LaughterSmijeh)
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(Smijeh)
06:12
But I think this is a wonderfulpredivan
reminderpodsjetnik as well,
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Mislim da je ovo i predivan podsjetnik
da je svijet u stalnom tijeku,
06:14
that, actuallyzapravo, the worldsvijet is in fluxtoka.
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neprestano se mijenja,
06:16
It's constantlykonstantno changingmijenjanje,
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jer ako pogledate sliku ovdje gore,
06:17
because if you look
at the topvrh of this imageslika,
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2232
06:19
there's anotherjoš desireželja pathstaza formingformiranje.
137
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1992
već nastaje novi poprečni put.
06:23
So these threetri desireželja pathsstaze remindpodsjetiti me
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Ova tri primjera me podsjećaju
06:25
we need to designdizajn for realstvaran humanljudski needspotrebe.
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da trebamo rješenja
za stvarne potrebe čovjeka.
06:29
I think empathysuosjecanje for what
your customersklijenti want
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2483
Mislim da je empatija,
za ono što korisnici žele,
06:32
is probablyvjerojatno the biggestnajveći leadingvodeći indicatorindikator
of businessPoslovni successuspjeh.
141
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vjerojatno najveći,
vodeći pokazatelj poslovnog uspjeha.
06:36
DesignDizajn for realstvaran needspotrebe
142
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Stvarati za realne potrebe
06:38
and designdizajn them in lownizak frictiontrenje,
143
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i gdje će biti najmanje otpora,
06:41
because if you don't offerponuda them
in lownizak frictiontrenje,
144
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jer ako im vi ne ponudite takvo rješenje,
06:43
someonenetko elsedrugo will, oftenčesto the customerkupac.
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ponudit će netko drugi,
često i sam korisnik.
06:46
SecondlyKao drugo, oftenčesto the bestnajbolje way
to learnnaučiti what people really want
146
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Drugo, najbolji način da naučimo
što ljudi zaista žele,
06:51
is to launchlansiranje your serviceservis.
147
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često je pokretanje same usluge.
06:52
The answerodgovor is rarelyrijetko insideiznutra the buildingzgrada.
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Rijetko kada je odgovor unutar zgrade.
06:55
Get out there and see
what people really want.
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Izađite i vidite što ljudi zaista žele.
06:58
And finallykonačno, in partdio
because of technologytehnologija,
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I na kraju, djelomično i zbog tehnologije,
07:01
the worldsvijet is incrediblynevjerojatno fluxtoka
at the momenttrenutak.
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svijet je trenutno
u nevjerojatnoj promjeni.
07:04
It's changingmijenjanje constantlykonstantno.
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Neprestano se mijenja.
07:05
These desireželja pathsstaze are going
to springProljeće up fasterbrže than ever.
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Ti novi poprečni putevi
pojavljivat će se brže nego ikada.
07:09
Our jobposao is to pickodabrati the appropriateprikladan onesone
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Naš posao je da odaberemo one prikladne
07:12
and pavepopločiti over them.
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i popločimo ih.
07:14
Thank you very much.
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Puno vam hvala.
07:15
(ApplausePljesak)
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(Pljesak)
Translated by Sanda L
Reviewed by Ivan Stamenkovic

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ABOUT THE SPEAKER
Tom Hulme - Designer, venturer
Tom Hulme's enthusiasm spans physics, design, entrepreneurship and investment.

Why you should listen
Tom Hulme is currently a general partner at GV where he invests in high growth technology companies; he also occasionally works with GV's extensive design team to keep his design muscles working. 

Hulme is also an advisor to IDEO, where he was previously a design director. There, he founded OpenIDEO, an open innovation platform where more than 150,000 users from more than 170 countries solve challenges for social good. He also launched OIEngine, a SaaS platform with clients including Harvard Business School and the Knight Foundation.

Previously, Hulme also started and exited two technology companies and subsequently angel-invested in more than 20 companies, including as the founding investor in Mile IQ (sold to Microsoft).

Hulme has been recognized as a Young Global Leader by the World Economic Forum, and has been featured in WIRED UK's Top 100 Digital Power Brokers every year. He has also been included in the Evening Standard list of London's 1000 Most Influential People.

Hulme earned a first class bachelor's degree in physics from the University of Bristol, and an MBA from Harvard Business School, where he received the Baker Scholar Award of high distinction. He also received an honorary doctorate in design from University of the Arts London.
More profile about the speaker
Tom Hulme | Speaker | TED.com

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