TED2004
Joseph Pine: What consumers want
Joseph Pine: Što potrošači žele
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Potrošači žele osjetiti da je ono što kupuju autentično, no autor "Masivnog prilagođavanja", Joseph Pine kaže da je prodaja autentičnosti teška jer, ne postoji nešto takvo. Govori o nekoliko iskustava koja su možda umjetna, no svejedno zarađuju milijune.
Joseph Pine - Writer
A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences. Full bio
A writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences. Full bio
Double-click the English transcript below to play the video.
00:12
I'm going to talk about a very fundamental change that is going on
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Pričat ću vam o temeljnoj promjeni koja se
događa
događa
00:15
in the very fabric of the modern economy.
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u samoj osnovi moderne ekonomije.
00:18
And to talk about that, I'm going to go back to the beginning,
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Kako bih pričao o tome, vratit ću se
na sami početak,
na sami početak,
00:21
because in the beginning were commodities.
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jer u početku je postojala osnovna roba.
00:25
Commodities are things that you grow in the ground, raise on the ground or pull out of the ground:
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To su stvari koje sadite u
zemlji, uzgajate i vadite iz zemlje;
zemlji, uzgajate i vadite iz zemlje;
00:28
basically, animal, mineral, vegetable.
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u osnovi životinje, minerali, povrće.
00:30
And then you extract them out of the ground,
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Tada ih izvadite iz zemlje,
00:32
and sell them on the open marketplace.
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i prodajete na tržnici.
00:34
Commodities were the basis of the agrarian economy
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Ta roba je osnova agrarne ekonomije
00:36
that lasted for millennia.
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koja je trajala tisućljeće.
00:39
But then along came the industrial revolution,
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Tada je došla industrijska revolucija,
00:42
and then goods became the predominant economic offering,
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i tada su proizvodi postali važniji u
ekonomskoj ponudi,
ekonomskoj ponudi,
00:45
where we used commodities as a raw material
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i kada smo koristili osnovnu robu kao
sirovi materijal
sirovi materijal
00:48
to be able to make or manufacture goods.
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za proizvodnju proizvoda.
00:51
So, we moved from an agrarian economy to an industrial economy.
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Dakle, prešli smo iz agrarne ekonomije u
industrijsku ekonomiju.
industrijsku ekonomiju.
00:54
Well, what then happened over the last 50 or 60 years,
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U zadnjih 50-60 godina se dogodilo,
00:57
is that goods have become commoditized.
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da su proizvodi postali vrlo slični.
00:59
Commoditized: where they're treated like a commodity,
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Odnosno teško ih je međusobno
razlikovati
razlikovati
01:02
where people don't care who makes them.
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i ljude nije briga tko ih proizvodi.
01:04
They just care about three things and three things only:
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Briga ih je za samo tri stvari:
01:06
price, price and price.
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cijenu, cijenu i cijenu.
01:09
Now, there's an antidote to commoditization,
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Protiv toga postoji lijek,
01:12
and that is customization.
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a to je prilagođavanje.
01:14
My first book was called "Mass Customization" --
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Moja prva knjiga je
"Masovno prilagođavanje" --
"Masovno prilagođavanje" --
01:16
it came up a couple of times yesterday --
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spomenuta je par puta jučer;
01:18
and how I discovered this progression of economic value
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u njoj sam otkrio razvoj ekonomske
01:20
was realizing that customizing a good
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vrijednosti, shvaćanjem da se proizvod
01:22
automatically turned it into a service,
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oblikovanjem automatski pretvara u uslugu,
01:24
because it was done just for a particular person,
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jer je napravljen za određenu osobu,
01:26
because it wasn't inventoried,
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jer nije skladišten,
01:28
it was delivered on demand to that individual person.
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bio je dostavljen na zahtjev pojedincu.
01:31
So, we moved from an industrial economy to a service-based economy.
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Prešli smo iz industrijske ekonomije u
uslužnu ekonomiju.
uslužnu ekonomiju.
01:35
But over the past 10 or 20 years, what's happened is that
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No, u zadnjih 10-20 godina, dogodilo se
01:37
services are being commoditized as well.
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da su i usluge postale vrlo slične.
01:40
Long-distance telephone service sold on price, price, price;
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Međugradski telefonska pozivi prodaju se
vrlo jeftino;
vrlo jeftino;
01:42
fast-food restaurants with all their value pricing;
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restorani brze hrane daju
više za nižu cijenu;
više za nižu cijenu;
01:45
and even the Internet is commoditizing not just goods,
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čak i internet čini sličinima i proizvode,
01:47
but services as well.
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i usluge.
01:52
What that means is that it's time
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To znači da je vrijeme
01:54
to move to a new level of economic value.
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za prelazak na novu razinu ekonomske
vrijednosti.
vrijednosti.
01:57
Time to go beyond the goods and the services,
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Vrijeme je za nadrastanje proizvoda i
usluga
usluga
01:59
and use, in that same heuristic, what happens when you customize a service?
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Što se dogodi kad prilagodite uslugu?
02:02
What happens when you design a service that is so appropriate for a particular person --
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Što se dogodi kad dizajnirate uslugu koja
je toliko prikladna za tu osobu --
je toliko prikladna za tu osobu --
02:06
that's exactly what they need at this moment in time?
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da je točno ono što sad treba?
02:08
Then you can't help but make them go "wow";
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Natjerat ćete ih da kažu, "Wow!";
02:10
you can't help but turn it into a memorable event --
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pretvorit ćete to u događaj za pamćenje --
02:12
you can't help but turn it into an experience.
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pretvorit ćete to u iskustvo.
02:16
So we're shifting to an experience economy,
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Mijenjamo se u iskustvenu ekonomiju,
02:18
where experiences are becoming the predominant economic offering.
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gdje su iskustva najvažniji dio
ekonomske ponude.
ekonomske ponude.
02:22
Now most places that I talk to,
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Na većini predavanja,
02:24
when I talk about experience, I talk about Disney --
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kada govorim o iskustvu, govorim o Disneyu
02:26
the world's premier experience-stager.
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svjetskom predvodniku iskustva.
02:28
I talk about theme restaurants, and experiential retail,
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Govorim o tematskim restoranima i
trgovinama
trgovinama
02:30
and boutique hotels, and Las Vegas --
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hotelima i Las Vegasu --
02:33
the experience capital of the world.
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svjetskoj prijestolnici iskustva.
02:36
But here, when you think about experiences,
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No ovdje, kada razmišljate o iskustvima,
02:38
think about Thomas Dolby and his group, playing music.
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mislite o Thomasu Dolbyu i njegovoj
grupi kako sviraju.
grupi kako sviraju.
02:41
Think about meaningful places.
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Mislite o značajnim mjestima.
02:43
Think about drinking wine,
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Mislite o ispijanju vina,
02:46
about a journey to the Clock of the Long Now.
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o putovanju do Long Now sata.
02:49
Those are all experiences. Think about TED itself.
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To su sve iskustva. Razmislite o
samom TED-u.
samom TED-u.
02:53
The experience capital in the world of conferences.
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Svjetska prijestolnica konferencijskog
iskustva.
iskustva.
02:57
All of these are experiences.
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Sve su to iskustva.
02:59
Now, over the last several years I spent a lot of time in Europe,
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Zadnjih nekoliko godina proveo sam puno
vremena u Europi,
vremena u Europi,
03:01
and particularly in the Netherlands,
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posebno u Nizozemskoj,
03:03
and whenever I talk about the experience economy there,
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i kad tamo govorim o ekonomiji iskustva,
03:05
I'm always greeted at the end with one particular question,
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uvijek mi na kraju postave jedno
pitanje,
pitanje,
03:08
almost invariably.
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gotovo nepromijenjeno.
03:10
And the question isn't really so much a question
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To pitanje nije toliko pitanje
03:13
as an accusation.
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koliko optužba.
03:15
And the Dutch, when they usually put it,
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Nizozemci, u pravilu,
03:17
it always starts with the same two words.
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počinju s iste dvije riječi.
03:19
You know the words I mean?
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Znate na koje riječi mislim?
03:21
You Americans.
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Vi Amerikanci.
03:24
They say, you Americans.
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Kažu, vi Amerikanci.
03:26
You like your fantasy environments,
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Volite svoje izmišljene okoline,
03:28
your fake, your Disneyland experiences.
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vaša lažna, Disneyland iskustva.
03:31
They say, we Dutch, we like real,
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Kažu, mi Nizozemci, mi volimo prava,
03:33
natural, authentic experiences.
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prirodna, autentična iskustva.
03:37
So much has that happened that I've developed a fairly praticed response,
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To se ponovilo toliko puta da sam razvio
prilično uvježban odgovor.
prilično uvježban odgovor.
03:41
which is: I point out that first of all,
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Najprije istaknem
03:43
you have to understand that there is no such thing
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da morate razumijeti da ne postoje
03:45
as an inauthentic experience.
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iskustva koja nisu autentična.
03:48
Why? Because the experience happens inside of us.
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Zašto? Jer se iskustvo događa u nama.
03:51
It's our reaction to the events that are staged in front of us.
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To je naša reakcija na ono što se događa.
03:54
So, as long as we are in any sense authentic human beings,
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Dok god smo u nekom smislu autentični
ljudi
ljudi
03:56
then every experience we have is authentic.
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svako iskustvo je autentično.
03:59
Now, there may be more or less natural or artificial
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Može biti više ili manje prirodan
04:01
stimuli for the experience,
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ili umjetan stimulans za iskustvo,
04:03
but even that is a matter of degree, not kind.
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no i to je stvar stupnja, a ne vrste.
04:07
And there's no such thing as a 100 percent natural experience.
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Ne postoji 100% prirodno iskustvo.
04:09
Even if you go for a walk in the proverbial woods,
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Čak i ako prošećete običnom šumom,
04:12
there is a company that manufactured the car
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postoji poduzeće koje je proizvelo auto
04:14
that delivered you to the edge of the woods;
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koji vas je doveo do ruba šume;
04:16
there's a company that manufactured the shoes that you have
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neko poduzeće koje
je proizvelo vaše cipele
je proizvelo vaše cipele
04:18
to protect yourself from the ground of the woods.
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da vas štite od šumskog tla.
04:20
There's a company that provides a cell phone service you have
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Neko je poduzeće proizvelo
mobitel koji imate
mobitel koji imate
04:22
in case you get lost in the woods.
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u slučaju da se izgubite u šumi.
04:25
Right? All of those are man-made,
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Sve je to napravio čovjek,
04:27
artificiality brought into the woods by you,
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a vi ste to umjetno donijeli u šumu,
04:30
and by the very nature of being there.
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samim time što ste u šumi.
04:34
And then I always finish off
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Uvijek kažem
04:37
by talking about -- the thing that amazes me the most about this question,
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da me kod tog pitanja najviše fascinira,
04:40
particularly coming from the Dutch,
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pogotovo jer ga postave Nizozemci,
04:42
is that the Netherlands
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to da je Nizozemska
04:44
is every bit as manufactured as Disneyland.
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napravljena baš kao i Disneyland.
04:47
(Laughter)
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(Smijeh)
04:49
And the Dutch, they always go ...
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Nizozemci uvijek stanu
04:51
and they realize, I'm right!
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i shvate da sam u pravu!
04:53
There isn't a square meter of ground in the entire country
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Ne postoji kvadratni metar
u cijeloj državi
u cijeloj državi
04:55
that hasn't been reclaimed from the sea,
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koji nije preuzet od mora
04:57
or otherwise moved, modified and manicured
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ili nekako pomican, modificiran i uređen
05:00
to look as if it had always been there.
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da izgleda kao da je uvijek bio tamo.
05:02
It's the only place you ever go for a walk in the woods and all the trees are lined up in rows.
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Jedino mjesto za šetnju šumom je tamo gdje
je svo drveće u redovima.
je svo drveće u redovima.
05:05
(Laughter)
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(Smijeh)
05:09
But nonetheless, not just the Dutch,
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Unatoč tome, ne samo Nizozemci,
05:11
but everyone has this desire for the authentic.
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nego svi imaju želju za autentičnim.
05:13
And authenticity is therefore
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Autentičnost stoga
05:15
becoming the new consumer sensibility --
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postaje nova osjetljivost potrošača --
05:18
the buying criteria by which consumers
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kriterij za kupnju kojim potrošači biraju
05:20
are choosing who are they going to buy from,
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od koga će kupiti,
05:22
and what they're going to buy.
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i što će kupiti.
05:24
Becoming the basis of the economy.
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Postajući tako osnova ekonomije.
05:26
In fact, you can look at how each of these economies developed,
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Možete vidjeti kako se
svaka ekonomija razvila,
svaka ekonomija razvila,
05:29
that each one has their own business imperative,
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da svaka ima svoj poslovni imperativ,
05:32
matched with a consumer sensibility.
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uparen s osjetljivošću potrošača.
05:34
We're the agrarian economy, and we're supplying commodities.
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Mi smo agrarna ekonomija
i dobavljamo robu.
i dobavljamo robu.
05:36
It's about supply and availability.
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Radi se o nabavi i dostupnosti.
05:38
Getting the commodities to market.
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Dostava robe na tržnicu.
05:41
With the industrial economy, it is about controlling costs --
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S industrijskom ekonomijom, radi se o
kontroli troškova --
kontroli troškova --
05:44
getting the costs down as low as possible
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snižavanjem troškova koliko god je moguće
05:46
so we can offer them to the masses.
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da proizvodi dođu do masa.
05:48
With the service economy, it is about
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S uslužnom ekonomijom, radi se o
05:51
improving quality.
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poboljšanju kvalitete.
05:53
That has -- the whole quality movement has risen
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Cijeli pokret kvalitete se podigao
05:55
with the service economy over the past 20 or 30 years.
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s uslužnom ekonomijom u zadnjih
20-30 godina.
20-30 godina.
05:58
And now, with the experience economy,
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Sada, s iskustvenom ekonomijom,
06:00
it's about rendering authenticity.
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radi se o stvaranju autentičnosti.
06:03
Rendering authenticity -- and the keyword is "rendering."
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Stvaranje autentičnosti -- ključna riječ
je stvaranje.
je stvaranje.
06:07
Right? Rendering, because you have to get your consumers --
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Stvaranje, jer morate svoje potrošače,
06:09
as business people --
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kao poslovne ljude,
06:11
to percieve your offerings as authentic.
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natjerati da vašu ponudu vide kao
autentičnu.
autentičnu.
06:14
Because there is a basic paradox:
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Jer postoji osnovni paradoks:
06:16
no one can have an inauthentic experience,
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Svako je iskustvo autentično,
06:19
but no business can supply one.
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No, nijedan posao ne može stvoriti
autentično iskustvo.
autentično iskustvo.
06:22
Because all businesses are man-made objects; all business is involved with money;
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Jer svaki posao je stvoren od čovjeka;
svi poslovi uključuju novac;
svi poslovi uključuju novac;
06:26
all business is a matter of using machinery,
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sav posao je u korištenju strojeva,
06:29
and all those things make something inauthentic.
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i sve te stvari tvore nešto što nije
autentično.
autentično.
06:34
So, how do you render authenticity,
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Kako stvoriti autentičnost
06:37
is the question.
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je pravo pitanje.
06:39
Are you rendering authenticity?
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Stvarate li vi autentičnost?
06:42
When you think about that, let me go back to
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Dok o tome razmišljate, vratit ću se na
06:44
what Lionel Trilling, in his seminal book on authenticity,
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ono što Lionel Trilling, u svojoj
knjizi o autentičnosti,
knjizi o autentičnosti,
06:47
"Sincerity and Authenticity" -- came out in 1960 --
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"Iskrenost i autentičnost" - izdane 1960.,
06:50
points to as the seminal point
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pokazuje kao prvobitan trenutak
06:52
at which authenticity entered the lexicon,
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u kojem autentičnost ulazi u leksikon,
06:54
if you will.
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ako vam je tako po volji.
06:56
And that is, to no surprise, in Shakespeare,
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A to je, nije iznenađenje,
u Shakespeareovoj
u Shakespeareovoj
06:59
and in his play, Hamlet.
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i njegovoj tragediji, Hamletu.
07:01
And there is one part in this play, Hamlet,
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Postoji dio u tragediji,
07:03
where the most fake of all the characters in Hamlet, Polonius,
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gdje najlažniji od svih likova u Hamletu,
Polonije,
Polonije,
07:06
says something profoundly real.
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izgovori nešto stvarno istinito.
07:08
At the end of a laundry list of advice
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Na kraju cijele liste savjeta
07:10
he's giving to his son, Laertes,
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koje daje svom sinu, Laertu,
07:12
he says this:
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on kaže ovo:
07:15
And this above all: to thine own self be true.
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"Ali ovo iznad svega -
Sam prema sebi budi istinit,
Sam prema sebi budi istinit,
07:19
And it doth follow, as night the day,
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jer zatim slijedi kao noć za danom,
07:21
that thou canst not then be false to any man.
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da nikom lažan biti ne možeš."
07:25
And those three verses are the core of authenticity.
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Ta tri stiha su srž autentičnosti.
07:29
There are two dimensions to authenticity:
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Postoje dvije strane autentičnosti:
07:32
one, being true to yourself, which is very self-directed.
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prva, biti istinit prema sebi,
koja je usmjerena na sebe.
koja je usmjerena na sebe.
07:36
Two, is other-directed:
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Druga, usmjerenost na druge:
07:38
being what you say you are to others.
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biti ono što kažeš drugima da jesi.
07:41
And I don't know about you, but whenever I encounter two dimensions,
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Ne znam za vas, ali kad god naiđem
na dvije dimenzije,
na dvije dimenzije,
07:43
I immediately go, ahh, two-by-two!
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Odmah mi padne na pamet:
dva sa dva!
dva sa dva!
07:45
All right? Anybody else like that, no?
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Ikome drugome? Ne?
07:47
Well, if you think about that, you do, in fact, get
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Ako razmislite o tome, ustvari i dobijete
07:50
a two-by-two.
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dva sa dva.
07:52
Where, on one dimension it's a matter of being true to yourself.
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Gdje je u jednoj dimenziji biti istinit
prema sebi.
prema sebi.
07:56
As businesses, are the economic offerings you are providing --
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Jesu li ekonomske ponude koje nudite
07:58
are they true to themselves?
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istinite prema sebi?
08:01
And the other dimension is:
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Druga dimenzija je:
08:03
are they what they say they are to others?
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jesu li ono što drugima kažu da jesu?
08:07
If not, you have,
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Ako ne, imate:
08:09
"is not true to itself," and "is not what it says it is,"
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"nije istinit prema sebi" i
"nije što kaže da jest"
"nije što kaže da jest"
08:13
yielding a two-by-two matrix.
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popunjavajući kalup dva sa dva.
08:15
And of course, if you are both true to yourself,
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I naravno, ako ste istiniti prema sebi
08:17
and are what you say you are, then you're real real!
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i ono što kažete da jeste, onda ste
pravi pravi!
pravi pravi!
08:19
(Laughter)
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(Smijeh)
08:22
The opposite, of course, is -- fake fake.
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Suprotno je, naravno, lažno lažno.
08:26
All right, now, there is value for fake.
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Postoji vrijednost za lažno.
08:28
There will always be companies around to supply the fake,
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Uvijek će biti poduzeća koje će dostavljati
lažno
lažno
08:30
because there will always be desire for the fake.
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jer će uvijek biti potražnje za lažnim.
08:32
Fact is, there's a general rule: if you don't like it, it's fake;
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Činjenica je, postoji generalno pravilo:
08:34
if you do like it, it's faux.
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Ako vam se ne sviđa, lažno je, ako vam
se sviđa, umjetno je.
se sviđa, umjetno je.
08:37
(Laughter)
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(Smijeh)
08:43
Now, the other two sides of the coin are:
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Druge dvije strane novčića su:
08:46
being a real fake --
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biti istinito lažan --
08:48
is what it says it is,
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ono je što kaže da je,
08:50
but is not true to itself,
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ali nije istinit sebi,
08:52
or being a fake real:
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ili biti lažno istinit:
08:54
is true to itself, but not what it says it is.
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istinit je sebi, ali nije ono što
kaže da jest.
kaže da jest.
08:57
You can think about those two -- you know, both of these
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Možete razmisliti o oboje. Oboje je
08:59
better than being fake fake -- not quite as good as being real real.
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bolje nego lažno lažno, no ne baš dobro
kao pravo pravi.
kao pravo pravi.
09:02
You can contrast them by thinking about
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Stavite ih u kontrast razmišljajući o
09:05
Universal City Walk versus
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šetnji Universal City-em
09:07
Disney World, or Disneyland.
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naspram Disney Worlda ili Disneylanda.
09:09
Universal City Walk is a real fake --
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Šetnja Universal City-em je istinito
lažno -
lažno -
09:11
in fact, we got this very term
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ustvari, uzeli smo upravo ovaj izraz
09:13
from Ada Louise Huxtable's book, "The Unreal America."
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iz knjige Ade Louise Huxtable,
"Nestvarna Amerika".
"Nestvarna Amerika".
09:16
A wonderful book, where she talks about Universal City Walk as --
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Predivna knjiga, govori o šetnji
Universal City-em kao -
Universal City-em kao -
09:19
you know, she decries the fake, but she says, at least that's a real fake,
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osuđuje lažno, no kaže, barem
je istinito lažno,
je istinito lažno,
09:22
right, because you can see behind the facade, right?
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jer vidite iza fasada, zar ne?
09:25
It is what it says it is: It's Universal Studio;
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Ono je što kaže da je: studio Universala,
09:27
it's in the city of Los Angeles; you're going to walk a lot.
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u Los Angelesu, puno ćeš hodati.
09:30
Right? You don't tend to walk a lot in Los Angeles,
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Ne namjeravate puno hodati po
Los Angelesu,
Los Angelesu,
09:32
well, here's a place where you are going to walk a lot,
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pa, ovo je mjesto gdje ćete puno hodati
09:34
outside in this city.
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vani po ovom gradu.
09:36
But is it really true to itself?
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No, je li istinito sebi?
09:39
Right? Is it really in the city?
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Je li stvarno u gradu?
09:41
Is it --
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Je li --
09:44
you can see behind all of it,
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možete vidjeti iza svega,
09:46
and see what is going on in the facades of it.
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i vidjeti što se događa na
fasadama istoga.
fasadama istoga.
09:48
So she calls it a real fake.
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Stoga to naziva istinitim lažnim.
09:50
Disney World, on the other hand, is a fake real,
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Disney World je, na drugu stranu,
lažno istinit,
lažno istinit,
09:52
or a fake reality.
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ili lažna stvarnost.
09:54
Right? It's not what it says it is. It's not really the magic kingdom.
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Nije ono što kaže da je. Nije zapravo
čarobno kraljevstvo.
čarobno kraljevstvo.
09:58
(Laughter)
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(Smijeh)
10:02
But it is -- oh, I'm sorry, I didn't mean to --
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No, je -- oh, oprostite, nisam mislio --
10:04
(Laughter)
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(Smijeh)
10:05
-- sorry.
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-- oprostite.
10:07
We won't talk about Santa Claus then.
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Nećemo pričati o Djedu Mrazu onda.
10:09
(Laughter)
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(Smijeh)
10:10
But Disney World is wonderfully true to itself.
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Disney World je divno istinit sebi.
10:13
Right? Just wonderfully true to itself.
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Upravo predivno istinit prema sebi.
10:15
When you are there you are just immersed
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Kada ste tamo, jednostavno ste uronjeni
10:17
in this wonderful environment.
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u tu predivnu okolinu.
10:20
So, it's a fake real.
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Dakle, lažno je istinit.
10:23
Now the easiest way
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Najlakši način
10:25
to fall down in this,
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kako pogriješiti
10:27
and not be real real,
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i ne biti pravi pravi;
10:29
right, the easiest way not to be true to yourself
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najlakši način kako ne biti istinit sebi
10:31
is not to understand your heritage,
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je ne razumjeti svoje nasljedstvo,
10:34
and thereby repudiate that heritage.
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i stoga ga odbaciti.
10:36
Right, the key of being true to yourself is knowing who you are as a business.
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Ključ istinitosti prema sebi je znati
tko ste kao posao.
tko ste kao posao.
10:40
Knowing where your heritage is: what you have done in the past.
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Znati gdje vam je nasljedstvo: što ste
radili u prošlosti.
radili u prošlosti.
10:43
And what you have done in the past limits what you can do,
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Ono što ste radili u prošlosti ograničava
što možete raditi,
što možete raditi,
10:46
what you can get away with, essentially, in the future.
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s čime se, u biti, možete izvući
u budućnosti.
u budućnosti.
10:49
So, you have to understand that past.
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Morate razumjeti tu prošlost.
10:52
Think about Disney again.
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Razmislite opet o Disneyu.
10:54
Disney,
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Disney,
10:56
10 or 15 years ago, right,
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prije 10 ili 15 godina,
10:58
the Disney -- the company that is probably
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Disney, poduzeće koje je vrlo vjerojatno
11:00
best-known for family values out there,
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najpoznatije zbog obiteljskih vrijednosti,
11:03
Disney bought the ABC network.
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Disney je kupio ABC mrežu.
11:06
The ABC network, affectionately known in the trade
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ABC mreža, kolokvijalno poznatija
11:08
as the T&A network, right --
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kao T&A mreža --
(T&A skr."sise i guzice")
(T&A skr."sise i guzice")
11:10
that's not too much jargon, is it?
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nije previše žargona, zar ne?
11:12
Right, the T&A network. Then it bought Miramax,
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U redu, T&A mreža. Onda su kupili Miramax,
11:14
known for its NC-17 fare,
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poznatog po filmovima za starije od 17,
11:16
and all of a sudden, families everywhere
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i odjednom, obitelji širom svijeta
11:18
couldn't really trust what they were getting from Disney.
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nisu mogle vjerovati onome što dolazi
od Disneya.
od Disneya.
11:20
It was no longer true to its heritage;
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Nije više bio istinit svojem nasljeđu;
11:22
no longer true to Walt Disney.
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nije više bio istinit Waltu Disneyu.
11:24
That's one of the reasons why they're having such trouble today,
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To je jedan od razloga zašto danas imaju
toliko problema,
toliko problema,
11:26
and why Roy Disney is out to get Michael Eisner.
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i zašto Roy Disney želi dovući
Michaela Eisnera.
Michaela Eisnera.
11:30
Because it is no longer true to itself.
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Jer više nije istinit sebi.
11:33
So, understand what -- your past limits what you can do in the future.
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Vaša prošlost ograničava što možete
u budućnosti.
u budućnosti.
11:38
When it comes to being what you say you are, the easiest mistake that companies make
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Kada dolazi do toga da ste ono što kažete
da jeste, najlakša greška
da jeste, najlakša greška
11:41
is that they advertise
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koju rade poduzeća je reklamirati
11:43
things that they are not.
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stvari koje oni nisu.
11:47
That's when you're perceived as fake, as a phony company --
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Tada ste percipirani kao lažno
poduzeće --
poduzeće --
11:49
advertizing things that you're not.
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kada reklamirate stvari koje niste.
11:51
Think about any hotel, any airline,
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Razmislite o bilo kojem hotelu,
11:53
any hospital.
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zračnom prijevozniku, bilo kojoj bolnici.
11:55
Right, if you could check into the ads, you'd have a great experience.
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Kad bi pogledali u njihove reklame, imali
biste izvrsno iskustvo.
biste izvrsno iskustvo.
11:58
(Laughter)
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(Smijeh)
12:00
But unfortunately, you have to experience the actual hotel,
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No, nažalost, morate iskusiti pravi hotel,
12:03
airline and hospital, and then you have that disconnect.
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let i bolnicu i onda se događa
prekid veze.
prekid veze.
12:06
Then you have that perception that you are phony.
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Tada imate percepciju da ste lažni.
12:09
So, the number one thing to do when it comes to being what you say you are,
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Prvo što treba napraviti kada želite
pokazati da ste ono što kažete da jeste
pokazati da ste ono što kažete da jeste
12:13
is to provide places for people to experience
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je ponuditi mjesto gdje ljudi mogu iskusiti
12:16
who you are.
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tko ste vi.
12:18
For people to experience who you are.
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Gdje ljudi mogu iskusiti tko ste vi.
12:20
Right, it's not advertising does it.
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Nije stvar u reklamama.
12:22
That's why you have companies like Starbucks,
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Zato imate poduzeća kao Starbucks,
12:26
right, that doesn't advertise at all.
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koja se uopće ne reklamiraju.
12:29
They said, you want to know who we are, you have to come experience us.
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Rekli su: želite znati tko smo, morate
doći i iskusiti nas.
doći i iskusiti nas.
12:33
And think about the economic value they have provided
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Mislite na ekonomsku vrijednost koju
su donijeli
su donijeli
12:35
by that experience.
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tim iskustvom.
12:38
Right? Coffee, at its core, is what?
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Kava je, u svojoj srži, što?
12:41
Right? It's beans; right? It's coffee beans.
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Zrna, zar ne? Zrna kave.
12:44
You know how much coffee is worth, when treated as a commodity as a bean?
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Znate li koliko je kava vrijedna, kada se
tretira kao roba, kao zrno?
tretira kao roba, kao zrno?
12:48
Two or three cents per cup -- that's what coffee is worth.
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Dva ili tri centa po čaši --
toliko je kava vrijedna.
toliko je kava vrijedna.
12:51
But grind it, roast it, package it, put it on a grocery store shelf,
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No, sameljite je, spržite, pakirajte i
stavite na police trgovina,
stavite na police trgovina,
12:54
and now it'll cost five, 10, 15 cents,
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i sada će koštati 10, 15 centi,
12:56
when you treat it as a good.
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ako ju tretirate kao proizvod.
12:59
Take that same good,
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Uzmite taj isti proizvod,
13:01
and perform the service of actually brewing it for a customer,
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i dodajte uslugu pripremanja za klijenta,
13:04
in a corner diner, in a bodega, a kiosk somewhere,
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u zalogajnici, negdje na kiosku,
13:06
you get 50 cents, maybe a buck
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i dobit ćete 50 centi, možda i dolar
13:08
per cup of coffee.
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za šalicu kave.
13:10
But surround the brewing of that coffee
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No okružite to pripremanje kave
13:12
with the ambiance of a Starbucks,
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ambijentom u Starbucksu,
13:14
with the authentic cedar that goes inside of there,
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s autentičnom cedrovinom koja se nalazi
unutra,
unutra,
13:17
and now, because of that authentic experience,
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i sada, zbog tog autentičnog iskustva,
13:19
you can charge two, three, four, five dollars
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možete naplaćivati dva, tri, četiri,
pet dolara
pet dolara
13:22
for a cup of coffee.
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za šalicu kave.
13:26
So, authenticity is becoming
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Dakle autentičnost postaje
13:28
the new consumer sensibility.
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nova osjetljivost potrošača.
13:31
Let me summarize it, for the business people in the audience,
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Sažet ću, za poslovne ljude u publici,
13:34
with three rules, three basic rules.
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s tri osnovna pravila.
13:37
One, don't say you're authentic
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Jedan, nemojte reći da ste autentični
13:40
unless you really are authentic.
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ako niste autentični.
13:44
Two, it's easier to be authentic
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Dva, jednostavnije je biti autentičan
13:46
if you don't say you're authentic.
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ako ne kažete da ste autentični.
13:50
And three, if you say you're authentic,
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I tri, ako kažete da ste autentični,
13:53
you better be authentic.
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bilo bi vam bolje da i jeste.
13:56
And then for the consumers, for everyone else in the audience,
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A sada za potrošače i sve ostale u publici
13:59
let me simply summarize it by saying, increasingly,
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jednostavan sažetak da nas
14:01
what we -- what will make us happy,
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sretnijima čini
14:05
is spending our time and our money
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trošiti vrijeme i novac
14:09
satisfying the desire for authenticity.
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zadovoljavajući želju za autentičnosti.
14:12
Thank you.
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Hvala vam.
ABOUT THE SPEAKER
Joseph Pine - WriterA writer and veteran consultant to entrepreneurs and executives alike, Joseph Pine's books and workshops help businesses create what modern consumers really want: authentic experiences.
Why you should listen
Joseph Pine's career as a business coach began at IBM when he did something truly unorthodox: he brought business partners and customers into the development process of a new computer. Taking from this the lesson that every customer is unique, he wrote a book called Mass Customization on businesses that serve customers' unique needs. Later he discovered what he would coin the "Experience Economy" -- consumers buying experiences rather than goods or commodities -- and wrote a book of the same name.
Pine and his friend Jim Gilmore have since turned their focus to authenticity, which they argue is the main criterion people use when deciding what to buy. (The idea was featured in TIME's "10 Ideas That Are Changing the World," and also became a book.) They joke that their company, Strategic Horizons, ought to be called "Frameworks 'R' Us," after their specialty in helping others see business differently.
Joseph Pine | Speaker | TED.com