TEDSummit
Tim Leberecht: 4 ways to build a human company in the age of machines
Tim Leberecht: 4 načina za izgradnju humanijeg poduzeća u doba strojeva
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Suočeni s umjetnom inteligencijom i strojnim učenjem trebamo novi radikalni humanizam, kaže Tim Leberecht. Za, kako se sam opisuje, "poslovnog romantika" to znači osmišljavanje organizacija i radnih mjesta koja slave autentičnost umjesto učinkovitosti te pitanja umjesto odgovora. Leberecht predlaže četiri (priznaje subjektivna) načela za izgradnju lijepih organizacija.
Tim Leberecht - Business romantic
A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work. Full bio
A humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work. Full bio
Double-click the English transcript below to play the video.
00:12
Half of the human workforce
is expected to be replaced
is expected to be replaced
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Očekuje se da će polovica ljudske radne
snage biti zamijenjena
snage biti zamijenjena
00:16
by software and robots
in the next 20 years.
in the next 20 years.
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softverom ili robotima u sljedećih
20 godina.
20 godina.
00:19
And many corporate leaders welcome
that as a chance to increase profits.
that as a chance to increase profits.
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Mnogim poslovnim čelnicima se taj trend
sviđa zbog mogućnosti povećanja profita.
sviđa zbog mogućnosti povećanja profita.
00:24
Machines are more efficient;
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Strojevi su učinkovitiji;
00:26
humans are complicated
and difficult to manage.
and difficult to manage.
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ljudi su složeniji i teži za upravljanje.
00:31
Well, I want our organizations
to remain human.
to remain human.
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Ja bih želio da naše organizacije ostanu
ljudske.
ljudske.
00:37
In fact, I want them to become beautiful.
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U stvari, želim da postanu lijepe.
00:41
Because as machines take our jobs
and do them more efficiently,
and do them more efficiently,
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Jer kako strojevi preuzimaju naš posao
i rade ga učinkovitije
i rade ga učinkovitije
00:44
soon the only work left for us humans
will be the kind of work
will be the kind of work
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uskoro će jedini preoostali posao za ljude
biti ona vrsta posla
biti ona vrsta posla
00:49
that must be done beautifully
rather than efficiently.
rather than efficiently.
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koja će morati biti napravljena lijepo
umjesto učinkovito.
umjesto učinkovito.
00:53
To maintain our humanity
in the this second Machine Age,
in the this second Machine Age,
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Da bismo očuvali naše čovječanstvo
u ovom drugom Dobu strojeva
u ovom drugom Dobu strojeva
00:56
we may have no other choice
than to create beauty.
than to create beauty.
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možda nećemo imati drugog izbora nego
stvarati ljepotu.
stvarati ljepotu.
01:02
Beauty is an elusive concept.
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Ljepota je neuhvatljiv koncept.
01:04
For the writer Stendhal
it was the promise of happiness.
it was the promise of happiness.
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Za pisca Stendhala to je obećanje sreće.
01:08
For me it's a goal by Lionel Messi.
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Za mene je to gol Lionela Messija.
01:10
(Laughter)
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(Smijeh)
01:12
So bear with me
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Pridružite mi se
01:13
as I am proposing four admittedly
very subjective principles
very subjective principles
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dok predlažem četiri, priznajem, vrlo
subjektivna načela
subjektivna načela
01:18
that you can use to build
a beautiful organization.
a beautiful organization.
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koja možete koristiti za izgradnju
lijepe organizacije.
lijepe organizacije.
01:21
First: do the unnecessary.
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Prvo: radite nepotrebne stvari.
01:24
[Do the Unnecessary]
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[Radite nepotrebne stvari]
01:25
A few months ago, Hamdi Ulukaya,
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Prije nekoliko mjeseci, Hamdi Ulukaya,
01:27
the CEO and founder
of the yogurt company Chobani,
of the yogurt company Chobani,
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CEO i osnivač poduzeća za proizvodnju
jogurta, Chobani,
jogurta, Chobani,
01:30
made headlines when he decided to grant
stock to all of his 2,000 employees.
stock to all of his 2,000 employees.
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osvanuo je na naslovnicama novina kad je
svoijh 2.000 radnika nagradio dionicama.
svoijh 2.000 radnika nagradio dionicama.
01:35
Some called it a PR stunt,
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Za neke je to bio trik odnosa s javnošću
01:37
others -- a genuine act of giving back.
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za druge -- iskreni čin vraćanja.
01:39
But there is something else
that was remarkable about it.
that was remarkable about it.
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Bilo je još nešto sasvim posebno vezano
uz to.
uz to.
01:43
It came completely out of the blue.
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Nitko to nije očekivao.
01:45
There had been no market
or stakeholder pressure,
or stakeholder pressure,
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Nije bilo pritiska tržišta ili dionika
poduzeća,
poduzeća,
01:47
and employees were so surprised
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a i radnici su bili tako iznenađeni
01:49
that they burst into tears
when they heard the news.
when they heard the news.
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da su briznuli u plač kada su čuli
vijesti.
vijesti.
01:53
Actions like Ulukaya's are beautiful
because they catch us off guard.
because they catch us off guard.
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Geste poput Ulukayeve su lijepe jer nas
ulove na spavanju
ulove na spavanju
01:57
They create something out of nothing
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Stvaraju nešto iz ničeg
02:00
because they're completely unnecessary.
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jer su potpuno nepotrebne.
02:04
I once worked at a company
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Jednom sam radio u poduzeću
02:06
that was the result of a merger
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koje je nastalo spajanjem
02:07
of a large IT outsourcing firm
and a small design firm.
and a small design firm.
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velikog IT poduzeća
i malog dizajnerskog poduzeća.
i malog dizajnerskog poduzeća.
02:11
We were merging 9,000 software engineers
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Udružili smo 9.000 softverskih inženjera
02:13
with 1,000 creative types.
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s 1.000 kreativnih tipova
02:15
And to unify these
immensely different cultures,
immensely different cultures,
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A za spajanje ovih nevjerojatno
različitih kultura
različitih kultura
02:18
we were going to launch
a third, new brand.
a third, new brand.
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trebali smo pokrenuti novi treći brand.
02:21
And the new brand color
was going to be orange.
was going to be orange.
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Boja novog branda je trebala biti
narančasta.
narančasta.
02:25
And as we were going
through the budget for the rollouts,
through the budget for the rollouts,
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I dok smo prolazili kroz proračune
potrebne za pokretanje branda,
potrebne za pokretanje branda,
02:28
we decided last minute
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u posljednjem trenutku smo odlučili
02:30
to cut the purchase
of 10,000 orange balloons,
of 10,000 orange balloons,
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otkazati narudžbu 10.000 narančastih
balona
balona
02:34
which we had meant
to distribute to all staff worldwide.
to distribute to all staff worldwide.
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koje smo namjeravali poslati zaposlenicima
širom svijeta.
širom svijeta.
02:37
They just seemed
unnecessary and cute in the end.
unnecessary and cute in the end.
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Činili su se zaista nepotrebnima i samo
ljupkima.
ljupkima.
02:41
I didn't know back then
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Tada nisam znao
02:43
that our decision
marked the beginning of the end --
marked the beginning of the end --
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da je naša odluka označavala
početak kraja --
početak kraja --
02:46
that these two organizations
would never become one.
would never become one.
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da te dvije organizacije nikad neće
postati jedna.
postati jedna.
02:49
And sure enough,
the merger eventually failed.
the merger eventually failed.
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I zaista, spajanje poduzeća je propalo.
02:52
Now, was it because
there weren't any orange balloons?
there weren't any orange balloons?
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Je li to bilo zato što nije bilo
narančastih balona?
narančastih balona?
02:55
No, of course not.
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Ne, naravno ne.
02:57
But the kill-the-orange-balloons
mentality permeated everything else.
mentality permeated everything else.
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No, mentalitet zbog kojeg smo odbacili
balone proširio se i na sve ostalo
balone proširio se i na sve ostalo
03:03
You might not always realize it,
but when you cut the unnecessary,
but when you cut the unnecessary,
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Možda to ne primijetite uvijek, ali kad
odbacite nepotrebno,
odbacite nepotrebno,
03:06
you cut everything.
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odbacili ste sve.
03:09
Leading with beauty means
rising above what is merely necessary.
rising above what is merely necessary.
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Vođenje ljepotom znači izdići se iznad
onoga što je potrebno.
onoga što je potrebno.
03:14
So do not kill your orange balloons.
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Stoga ne otkazujte narančaste balone.
03:19
The second principle:
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Drugo načelo:
03:20
create intimacy.
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stvorite povjerenje.
03:22
[Create Intimacy]
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[Stvorite povjerenje]
03:23
Studies show that
how we feel about our workplace
how we feel about our workplace
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Studije pokazuju da ono što osjećamo o
radnom mjestu
radnom mjestu
03:26
very much depends on the relationships
with our coworkers.
with our coworkers.
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puno ovisi o odnosima sa suradnicima.
03:29
And what are relationships
other than a string of microinteractions?
other than a string of microinteractions?
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A što su odnosi drugo nego sitne
interakcijske veze?
interakcijske veze?
03:33
There are hundreds of these
every day in our organizations
every day in our organizations
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Postoje njih na stotine tijekom dana u
vašoj organizaciji
vašoj organizaciji
03:36
that have the potential to distinguish
a good life from a beautiful one.
a good life from a beautiful one.
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i imaju potencijal razlikovati dobar život
od lijepog.
od lijepog.
03:41
The marriage researcher John Gottman says
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Proučavatelj brakova John Gottman kaže
03:43
that the secret of a healthy relationship
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da tajna zdravog odnosa
03:46
is not the great gesture
or the lofty promise,
or the lofty promise,
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nije velika gesta ili uzvišeno obećanje.
03:49
it's small moments of attachment.
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To su sitni trenuci pripadanja.
03:52
In other words, intimacy.
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Drugim riječima, povjerenje.
03:55
In our networked organizations,
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U našim povezanim organizacijama
03:56
we tout the strength of weak ties
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krišom promatramo snagu tih slabih veza,
03:59
but we underestimate
the strength of strong ones.
the strength of strong ones.
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a istovremeno podcjenjujemo snagu onih
snažnih.
snažnih.
04:02
We forget the words of the writer
Richard Bach who once said,
Richard Bach who once said,
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Zaboravljamo riječi pisca Richarda Bacha
koji je jednom rekao
koji je jednom rekao
04:05
"Intimacy --
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"povjerenje --
04:06
not connectedness --
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ne povezanost --
04:07
intimacy is the opposite of loneliness."
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povjerenje je suprotno od samoće."
04:10
So how do we design
for organizational intimacy?
for organizational intimacy?
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Kako dizajniramo povjerenje unutar
organizacija?
organizacija?
04:15
The humanitarian organization CARE
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Humanitarna organizacija CARE
04:17
wanted to launch
a campaign on gender equality
a campaign on gender equality
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je željela započeti kampanju o jednakosti
spolova.
spolova.
04:19
in villages in northern India.
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u selima sjeverne Indije.
04:22
But it realized quickly
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Vrlo su brzo ustanovili
04:23
that it had to have this conversation
first with its own staff.
first with its own staff.
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da o tome najprije trebaju razgovarati sa
svojim radnicima.
svojim radnicima.
04:26
So it invited all 36 team members
and their partners
and their partners
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Pozvali su svih 36 članova tima i njihove
partnere
partnere
04:32
to one of the Khajuraho Temples,
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u jedan od Khajuraho dvoraca.
04:33
known for their famous erotic sculptures.
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poznatom po čuvenim erotskim skulpturama.
04:37
And there they openly discussed
their personal relationships --
their personal relationships --
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Tamo su otvoreno razgovarali o njihovim
osobnim odnosima --
osobnim odnosima --
04:41
their own experiences of gender equality
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vlastitim iskustvima o jednakosti spolova
04:44
with the coworkers and the partners.
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sa suradnicima i partnerima.
04:47
It was eye-opening for the participants.
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To je otvorilo oči svim sudionicima.
04:49
Not only did it allow them
to relate to the communities they serve,
to relate to the communities they serve,
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Dozvolilo im je da se povežu sa
zajednicama kojima pomažu.
zajednicama kojima pomažu.
04:53
it also broke down invisible barriers
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Također su srušene nevidljive prepreke
04:55
and created a lasting bond
amongst themselves.
amongst themselves.
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i među njima stvorene dugotrajne veze.
04:58
Not a single team member
quit in the next four years.
quit in the next four years.
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Niti jedan član tima nije dao otkaz tijekom
sljedeće četiri godine.
sljedeće četiri godine.
05:03
So this is how you create intimacy.
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Tako se stvara povjerenje.
05:05
No masks ...
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Bez maski...
05:07
or lots of masks.
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ili puno maski.
05:09
(Laughter)
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(Smijeh)
05:10
When Danone, the food company,
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Kad je Danone, proizvođač hrane
05:12
wanted to translate its new company
manifesto into product initiatives,
manifesto into product initiatives,
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želio ugraditi novu misiju poduzeća u
stvaranje proizvoda,
stvaranje proizvoda,
05:16
it gathered the management team
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okupio je tim menadžera
05:18
and 100 employees
from across different departments,
from across different departments,
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i 100 radnika iz različitih odjela,
05:22
seniority levels and regions
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hijerarhija i regija
05:24
for a three-day strategy retreat.
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na trodnevnu stratešku radionicu.
05:26
And it asked everybody
to wear costumes for the entire meeting:
to wear costumes for the entire meeting:
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Od svakog su tražili da nosi kostim
tijekom čitave radionice:
tijekom čitave radionice:
05:30
wigs, crazy hats, feather boas,
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perike, lude šešire, pernate trake,
05:33
huge glasses and so on.
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ogromne naočale i tako dalje.
05:35
And they left with concrete outcomes
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Radionicu su završili s konkretnim
ciljevima
ciljevima
05:37
and full of enthusiasm.
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i puni entuzijazma.
05:40
And when I asked the woman
who had designed this experience
who had designed this experience
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Kad sam pitao ženu koja je sve to
organizirala
organizirala
05:43
why it worked,
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kako je to sve postigla,
05:44
she simply said, "Never underestimate
the power of a ridiculous wig."
the power of a ridiculous wig."
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jednostavno mi je odgovorila: Nikad ne
podcjenjuj moć smiješne perike."
podcjenjuj moć smiješne perike."
05:48
(Laughter)
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(Smijeh)
05:49
(Applause)
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(Pljesak)
05:52
Because wigs erase hierarchy,
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Perike brišu hijerarhiju,
05:56
and hierarchy kills intimacy --
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a hijerarhija ubija intimnost --
05:57
both ways,
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u oba smjera,
05:59
for the CEO and the intern.
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i za CEO i za suradnike.
06:01
Wigs allow us to use
the disguise of the false
the disguise of the false
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Perike dozvoljavaju korištenje
lažnih maski
lažnih maski
06:05
to show something true about ourselves.
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kako bi pokazale nešto istinito o nama.
06:09
And that's not easy
in our everyday work lives,
in our everyday work lives,
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A to je teško u svakodnevnom poslovnom
životu
životu
06:11
because the relationship
with our organizations
with our organizations
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jer odnos s našim organizacijama
06:13
is often like that of a married couple
that has grown apart,
that has grown apart,
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je često poput oženjenog para
koji su odrastali zajedno
koji su odrastali zajedno
06:18
suffered betrayals and disappointments,
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nosili se s prevarama i razočaranjima
06:21
and is now desperate to be beautiful
for one another once again.
for one another once again.
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i sada očajnički pokušavaju opet biti
lijepi jedan drugom.
lijepi jedan drugom.
06:25
And for either of us the first step
towards beauty involves a huge risk.
towards beauty involves a huge risk.
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I za bilo koga od nas prvi korak prema
ljepoti predstavlja ogroman rizik.
ljepoti predstavlja ogroman rizik.
06:30
The risk to be ugly.
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RIzik da ćemo biti ružni.
06:31
[Be Ugly]
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[Budite ružni]
06:33
So many organizations these days
are keen on designing beautiful workplaces
are keen on designing beautiful workplaces
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Tolike organizacije su ovih dana željne
stvoriti lijepa radna mjesta
stvoriti lijepa radna mjesta
06:37
that look like anything but work:
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koja liče na sve osim na posao:
06:39
vacation resorts, coffee shops,
playgrounds or college campuses --
playgrounds or college campuses --
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boravišta za odmor, kavane,
igrališta ili sveučilišni kampusi --
igrališta ili sveučilišni kampusi --
06:43
(Laughter)
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(Smijeh)
06:44
Based on the promises
of positive psychology,
of positive psychology,
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Temeljeno na obećanjima pozitivne
psihlogije
psihlogije
06:46
we speak of play and gamification,
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govorimo o igri i igranju gdje mu nije
mjesto,
mjesto,
06:49
and one start-up even says
that when someone gets fired,
that when someone gets fired,
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a u jednom start-upu čak kažu da su, kad
netko dobije otkaz,
netko dobije otkaz,
06:53
they have graduated.
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oni diplomirali.
06:54
(Laughter)
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(Smijeh)
06:56
That kind of beautiful language
only goes "skin deep,
only goes "skin deep,
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Ova vrsta lijepog jezika prodire "samo
kroz kožu,
kroz kožu,
07:00
but ugly cuts clean to the bone,"
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a njegovi ožiljci čiste i meso s kostiju."
07:04
as the writer Dorothy Parker once put it.
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kako je to rekla spisateljica
Dorothy Parker.
Dorothy Parker.
07:06
To be authentic is to be ugly.
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Biti autentičan znači biti ružan.
07:10
It doesn't mean that you can't have fun
or must give in to the vulgar or cynical,
or must give in to the vulgar or cynical,
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To ne znači da se ne smijete zabaviti
ili trebate biti vulgarni ili cinični
ili trebate biti vulgarni ili cinični
07:15
but it does mean that you speak
the actual ugly truth.
the actual ugly truth.
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već da govorite stvarnu, ružnu istinu.
07:19
Like this manufacturer
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Jedan proizvođač
07:21
that wanted to transform
one of its struggling business units.
one of its struggling business units.
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je želio transformirati jednu od njegovih
izmučenih poslovnih jedinica.
izmučenih poslovnih jedinica.
07:24
It identified, named and pinned
on large boards all the issues --
on large boards all the issues --
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Identificirali su, imenovali i zakačili
na velike ploče sva pitanja --
na velike ploče sva pitanja --
07:28
and there were hundreds of them --
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a bilo ih je stotine --
07:29
that had become obstacles
to better performance.
to better performance.
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koja su postala prepreke do boljeg učinka.
07:32
They put them on boards,
moved them all into one room,
moved them all into one room,
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Stavili su ih na ploče i stavili sve u
jednu prostoriju
jednu prostoriju
07:34
which they called "the ugly room."
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koju su nazvali "Ružna prostorija."
07:37
The ugly became visible
for everyone to see --
for everyone to see --
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Ružnoća je postala vidljva za sve --
07:39
it was celebrated.
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i postala je slavna.
07:41
And the ugly room served as a mix
of mirror exhibition and operating room --
of mirror exhibition and operating room --
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Ružna prostorija je služila kao mješavina
izložbe ogledala i operacijske dvorane --
izložbe ogledala i operacijske dvorane --
07:45
a biopsy on the living flesh
to cut out all the bureaucracy.
to cut out all the bureaucracy.
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biopsija na živom mesu kako bi se izrezala
sva birokracija.
sva birokracija.
07:50
The ugliest part of our body is our brain.
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Najružniji dio našeg tijela je naš mozak.
07:54
Literally and neurologically.
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Doslovno i neurološki.
07:57
Our brain renders ugly
what is unfamiliar ...
what is unfamiliar ...
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Naš mozak ružnim prikazuje ono što nam je
strano...
strano...
08:01
modern art, atonal music,
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modernu umjetnost, atonalnu glazbu,
08:03
jazz, maybe --
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možda jazz --
08:04
VR goggles for that matter --
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naočale za virtualnu stvarnost --
08:06
strange objects, sounds and people.
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nepoznate objekte, zvukove i ljude.
08:10
But we've all been ugly once.
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No, mi smo svi bili ružni jednom.
08:12
We were a weird-looking baby,
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Bili smo bebe čudnog izgleda,
08:14
a new kid on the block, a foreigner.
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te novi klinac u kvartu, stranac.
08:17
And we will be ugly again
when we don't belong.
when we don't belong.
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I bit ćemo ružni ponovno kad nećemo
pripadati.
pripadati.
08:23
The Center for Political Beauty,
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Centar za političku ljepotu,
08:25
an activist collective in Berlin,
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aktivistički kolektiv u Berlinu,
08:26
recently staged an extreme
artistic intervention.
artistic intervention.
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nedavno je prikazao jednu ekstremnu
umjetničku intervenciju.
umjetničku intervenciju.
08:30
With the permission of relatives,
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S dozvolom rodbine
08:32
it exhumed the corpses of refugees
who had drowned at Europe's borders,
who had drowned at Europe's borders,
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ekshumirali su tijela izbjeglica koji su
se utopili na granicama Europe,
se utopili na granicama Europe,
08:36
transported them all the way to Berlin,
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prevezli ih sve do Berlina
08:38
and then reburied them
at the heart of the German capital.
at the heart of the German capital.
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i zatim ih ponovno pokopali u
srcu njemačkog glavnog grada.
srcu njemačkog glavnog grada.
08:42
The idea was to allow them
to reach their desired destination,
to reach their desired destination,
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Ideja je bila dozvoliti im da dosegnu
željenu destinaciju,
željenu destinaciju,
08:46
if only after their death.
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makar i nakon smrti.
08:48
Such acts of beautification
may not be pretty,
may not be pretty,
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Ovakav čin uljepšavanja možda nije
privlačan,
privlačan,
08:52
but they are much needed.
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ali je svakako potreban.
08:53
Because things tend to get ugly
when there's only one meaning, one truth,
when there's only one meaning, one truth,
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Jer stvari naginju postati ružne kad imaju
samo jedno značenje, istinu,
samo jedno značenje, istinu,
08:56
only answers and no questions.
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samo odgovore, bez pitanja.
08:58
Beautiful organizations
keep asking questions.
keep asking questions.
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Lijepe organizacije nastavljaju
postavljati pitanja.
postavljati pitanja.
09:02
They remain incomplete,
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Ostaju nedovršene,
09:05
which is the fourth
and the last of the principles.
and the last of the principles.
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što je četvrto i posljednje načelo.
09:07
[Remain Incomplete]
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[Ostanite nedovršeni]
09:09
Recently I was in Paris,
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Nedavno sam bio u Parizu
09:11
and a friend of mine
took me to Nuit Debout,
took me to Nuit Debout,
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i moj prijatelj me poveo na Nuit Debout
09:14
which stands for "up all night,"
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što znači "budan cijelu noć."
09:15
the self-organized protest movement
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samo-organizirani protestni pokret
09:17
that had formed in response
to the proposed labor laws in France.
to the proposed labor laws in France.
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koji se formirao kao odgovor na prijedlog
francuskog Zakona o radu.
francuskog Zakona o radu.
09:22
Every night, hundreds gathered
at the Place de la République.
at the Place de la République.
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Svake noći, stotine su se okupljale na
Trgu Republike.
Trgu Republike.
09:25
Every night they set up
a small, temporary village
a small, temporary village
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Svake su noći postavljali malo, privremeno
selo
selo
09:28
to deliberate their own vision
of the French Republic.
of the French Republic.
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kako bi promišljali vlastitu viziju
Republike Francuske.
Republike Francuske.
09:32
And at the core of this adhocracy
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A u jezgri ove organizacije bez
formalne strukture je
formalne strukture je
09:34
was a general assembly
where anybody could speak
where anybody could speak
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bila generalna skupština gdje je svatko
mogao govoriti
mogao govoriti
09:37
using a specially designed sign language.
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korištenje posebno osmišljenog znakovnog
jezika.
jezika.
09:40
Like Occupy Wall Street
and other protest movements,
and other protest movements,
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Poput Okupiraj Wall Street i drugih
protestnih pokreta.
protestnih pokreta.
09:44
Nuit Debout was born
in the face of crisis.
in the face of crisis.
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Nuit Debout je rođen kao odgovor na krizu
09:47
It was messy --
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Bio je neuredan --
09:48
full of controversies and contradictions.
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pun kontroverzi i kontradikcija.
09:51
But whether you agreed
with the movement's goals or not,
with the movement's goals or not,
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Slagali se s ciljevima pokreta ili ne
09:54
every gathering was
a beautiful lesson in raw humanity.
a beautiful lesson in raw humanity.
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svako okupljanje je bilo lijepa lekcija
sirovog čovječanstva.
sirovog čovječanstva.
09:59
And how fitting that Paris --
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I kako je primjereno da je Pariz --
10:01
the city of ideals, the city of beauty --
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grad ideala, grad ljepote --
10:04
was it's stage.
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bio pozornica.
10:05
It reminds us that like great cities,
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To nas podsjeća da su kao i veliki gradovi
10:07
the most beautiful organizations
are ideas worth fighting for --
are ideas worth fighting for --
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najljepše organizacije ideje za koje
se vrijedi boriti --
se vrijedi boriti --
10:11
even and especially
when their outcome is uncertain.
when their outcome is uncertain.
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čak i naročito kad je njihov rezultat
nesiguran.
nesiguran.
10:15
They are movements;
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Oni su pokreti:
10:16
they are always imperfect,
never fully organized,
never fully organized,
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uvijek su nesavršeni,
nikad potpuno organizirani,
nikad potpuno organizirani,
10:19
so they avoid ever becoming banal.
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kako bi izbjegli postati otrcani.
10:21
They have something
but we don't know what it is.
but we don't know what it is.
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Imaju nešto iako mi ne znamo što je to.
10:24
They remain mysterious;
we can't take our eyes off them.
we can't take our eyes off them.
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Ostaju tajanstvene, a mi ne možemo skinuti
oči s njih.
oči s njih.
10:27
We find them beautiful.
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Čine nam se lijepe.
10:31
So to do the unnecessary,
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Da bi ste činiil nepotrebno,
10:33
to create intimacy,
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da biste stvorili povjerenje,
10:34
to be ugly,
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bili ružni
10:36
to remain incomplete --
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i ostali nedovršeni --
10:38
these are not only the qualities
of beautiful organizations,
of beautiful organizations,
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to nisu samo kvalitete lijepih
organizacija,
organizacija,
10:41
these are inherently
human characteristics.
human characteristics.
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već su svojstvene ljudima.
10:44
And these are also the qualities
of what we call home.
of what we call home.
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To su također i kvalitete onoga što
zovemo domom.
zovemo domom.
10:49
And as we disrupt, and are disrupted,
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I dok remetimo i bivamo remećeni,
10:51
the least we can do is to ensure
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najmanje što možemo je osigurati
10:54
that we still feel at home
in our organizations,
in our organizations,
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da se u našim organizacijama osjećamo
kao u domu
kao u domu
10:58
and that we use our organizations
to create that feeling for others.
to create that feeling for others.
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i da koristimo naše organizacije za
stvaranje tog osjećaja kod drugih.
stvaranje tog osjećaja kod drugih.
11:02
Beauty can save the world
when we embrace these principles
when we embrace these principles
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Ljepota može spasiti svijet ukoliko
prihvatimo ova načela
prihvatimo ova načela
11:05
and design for them.
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i oblikujemo za njih.
11:08
In the face of artificial intelligence
and machine learning,
and machine learning,
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Suočeni s umjetnom inteligencijom i
strojnim učenjem
strojnim učenjem
11:11
we need a new radical humanism.
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trebamo novi, radikalni humanizam.
11:13
We must acquire and promote
a new aesthetic and sentimental education.
a new aesthetic and sentimental education.
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Trebamo zahtijevati i promovirati novu
estetiku i osjećajno obrazovanje.
estetiku i osjećajno obrazovanje.
11:19
Because if we don't,
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Ukoliko to propustimo
11:21
we might end up feeling like aliens
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možemo se početi osjećajti strancima
11:23
in organizations and societies
that are full of smart machines
that are full of smart machines
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u organizacijama i društvu koji su puni
pametnih strojeva
pametnih strojeva
11:27
that have no appreciation whatsoever
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koji uopće nemaju razumijevanja
11:30
for the unnecessary,
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za nepotrebno,
11:32
the intimate,
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povjerljivo,
11:33
the incomplete
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nedovršeno
11:35
and definitely not for the ugly.
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i sigurno ne za ružno.
11:37
Thank you.
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Hvala vam.
11:39
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Tim Leberecht - Business romanticA humanist in Silicon Valley, Tim Leberecht argues that in a time of artificial intelligence, big data and the quantification of everything, we are losing sight of the importance of the emotional and social aspects of our work.
Why you should listen
In his book The Business Romantic: Give Everything, Quantify Nothing, and Create Something Greater Than Yourself, Tim Leberecht invites us to rediscover romance, beauty and serendipity by designing products, experiences, and organizations that "make us fall back in love with our work and our life." The book inspired the creation of the Business Romantic Society, a global collective of artists, developers, designers and researchers who share the mission of bringing beauty to business. Now running strategy consulting firm Leberecht & Partners, he was previously the chief marketing officer at NBBJ, a global design and architecture firm, and at Frog Design. He also co-founded the "15 Toasts" dinner series that creates safe spaces for people to have conversations on difficult topics.
More profile about the speakerTim Leberecht | Speaker | TED.com