TED2002
Chris Bangle: Great cars are great art
Chris Bangle: Sjajni automobili su sjajna umjetnost
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Američki dizajner Chris Bangle objašnjava svoje viđenje dizajna automobila kao oblika umjetnosti, i to pomoću zabavne -- i nadasve dirljive -- priče o projektu Deep Blue BMW Grupe, čija je svrha bila osmisliti SUV budućnosti.
Chris Bangle - Car designer
Car design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster. Full bio
Car design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster. Full bio
Double-click the English transcript below to play the video.
O čemu želim govoriti,
a što nije u prvom planu,
a što nije u prvom planu,
00:26
What I want to talk about is, as background,
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00:29
is the idea that cars are art.
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je ideja da su automobili umjetnost.
00:31
This is actually quite meaningful to me,
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Meni je to prilično značajno
00:34
because car designers tend to be a little bit low on the totem pole --
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jer su dizajneri automobila
nisko na hijerarhijskoj ljestvici,
nisko na hijerarhijskoj ljestvici,
ne radimo dekorativne knjige
kojima je tema jedna svjetiljka,
kojima je tema jedna svjetiljka,
00:38
we don't do coffee table books with just one lamp inside of it --
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a automobili se toliko smatraju proizvodom
00:41
and cars are thought so much as a product
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00:44
that it's a little bit difficult to get into the aesthetic side
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da je teško govoriti
o njihovoj estetskoj strani,
o njihovoj estetskoj strani,
00:47
under the same sort of terminology that one would discuss art.
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koristeći istu terminologiju
kao za razgovore o umjetnosti.
kao za razgovore o umjetnosti.
00:50
And so cars, as art, brings it into an emotional plane -- if you accept that --
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No automobili kao umjetnost
ulaze u tu emocionalnu sferu
ulaze u tu emocionalnu sferu
00:56
that you have to deal with on the same level you would with art with a capital A.
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u kojoj na njih treba gledati
jednako kao na vrhunsku umjetnost.
jednako kao na vrhunsku umjetnost.
00:59
Now at this point you're going to see a picture of Michelangelo.
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Sada ću vam pokazati Michelangelovu sliku.
01:02
This is completely different than automobiles.
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Ovo je potpuno drukčije od automobila.
01:05
Automobiles are self-moving things, right? Elevators are automobiles.
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Auto-mobili su samopokretni predmeti.
Dizala su auto-mobili.
Dizala su auto-mobili.
01:11
And they're not very emotional; they solve a purpose;
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Nema u njima ništa posebno emocionalno;
oni samo služe svrsi.
oni samo služe svrsi.
01:14
and certainly automobiles have been around for 100 years
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Automobili postoje oko 100 godina
01:17
and have made our lives functionally a lot better in many ways;
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i funkcionalno su nam dosta
unaprijedili živote;
unaprijedili živote;
01:20
they've also been a real pain in the ass,
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istovremeno, oni predstavljaju i gnjavažu,
01:22
because automobiles are really the thing we have to solve.
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oni su problem koji moramo riješiti.
Moramo riješiti probleme
onečišćenja, prometnih gužvi -
onečišćenja, prometnih gužvi -
01:26
We have to solve the pollution, we have to solve the congestion --
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01:29
but that's not what interests me in this speech.
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no ne želim o tome u ovom govoru.
U ovom govoru zanimaju me auti.
Automobile koristimo,
Automobile koristimo,
01:32
What interests me in this speech is cars. Automobiles may be what you use,
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ali auti su ono što,
na mnogo načina, jesmo.
na mnogo načina, jesmo.
01:37
but cars are what we are, in many ways.
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Dok god možemo riješiti probleme
povezane s automobilima,
povezane s automobilima,
01:40
And as long as we can solve the problems of automobiles,
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a vjerujem da možemo, gorivim ćelijama
ili hidrogenom, npr. BMW-ov je aktualan,
ili hidrogenom, npr. BMW-ov je aktualan,
01:44
and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,
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01:48
and lots of other things, then I think we can look past that
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i ima još puno toga,
mislim da to možemo zanemariti
mislim da to možemo zanemariti
01:51
and try and understand why this hook is in many of us --
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i pokušati razumjeti
zašto smo, mnogi od nas --
zašto smo, mnogi od nas --
01:55
of this car-y-ness -- and what that means, what we can learn from it.
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zagrizli za aute -- i što to znači,
što možemo iz toga naučiti.
što možemo iz toga naučiti.
O tome želim govoriti.
Auti nisu nalik odjeći;
Auti nisu nalik odjeći;
01:59
That's what I want to get to. Cars are not a suit of clothes;
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02:02
cars are an avatar. Cars are an expansion of yourself:
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auti su naš avatar.
Oni su produžetak nas samih:
Oni su produžetak nas samih:
02:06
they take your thoughts, your ideas, your emotions, and they multiply it --
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preuzmu vaše misli, ideje,
emocije i pojačaju ih --
emocije i pojačaju ih --
02:10
your anger, whatever. It's an avatar.
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vašu ljutnju, što god. Auto je avatar.
Kao da si u čarobnom stroju
i ako se osjećaš privlačno,
i ako se osjećaš privlačno,
02:13
It's a super-waldo that you happen to be inside of, and if you feel sexy,
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automobil je privlačan. Ako si gnjevan,
02:16
the car is sexy. And if you're full of road rage,
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02:18
you've got a "Chevy: Like a Rock," right?
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voziš opaki Chevy, zar ne?
Auti su skulpture -- znate li to?
02:21
Cars are a sculpture -- did you know this?
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02:24
That every car you see out there is sculpted by hand.
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Svaki se automobil ručno modelira.
02:27
Many people think, "Well, it's computers,
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Mnogi misle, "Pa to rade računala,
za to postoje strojevi i slično."
02:29
and it's done by machines and stuff like that."
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Oni ih reproduciraju,
ali originali se izrađuju ručno.
ali originali se izrađuju ručno.
02:31
Well, they reproduce it, but the originals are all done by hand.
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I to čine muškarci i žene
s puno vjere u svoje umijeće.
s puno vjere u svoje umijeće.
02:34
It's done by men and women who believe a lot in their craft.
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02:38
And they put that same kind of tension into the sculpting of a car
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Osjeti se napetost u oblikovanju auta,
ista napetost kao kod skulptura
koje se izlažu u muzejima.
koje se izlažu u muzejima.
02:42
that you do in a great sculpture that you would go and look at in a museum.
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Ta rastrganost između
potrebe za izražavanjem i otkrivanjem,
potrebe za izražavanjem i otkrivanjem,
02:45
That tension between the need to express, the need to discover,
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dodavanjem nečeg novog,
02:49
then you put something new into it,
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a istovremeno tu su ograničenja zanata.
02:51
and at the same time you have bounds of craftsmanship.
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02:54
Rules that say, this is how you handle surfaces;
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Pravila koja određuju
kako se oblikuju površine;
kako se oblikuju površine;
to je kontrola, tako pokazujete
da ste majstor u svom poslu.
da ste majstor u svom poslu.
02:57
this is what control is all about; this is how you show you're a master of your craft.
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03:01
And that tension, that discovery, that push for something new --
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Ta napetost, to otkrivanje,
potraga za novim --
potraga za novim --
03:04
and at the same time, that sense of obligation
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i istovremeno osjećaj da ste dužni
03:06
to the regards of craftsmanship --
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poštovati svoju struku --
03:08
that's as strong in cars as it is in anything.
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nigdje nije jači nego u ovom poslu.
03:10
We work in clay, which hasn't changed much
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Koristimo glinu, što se nije promijenilo
03:12
since Michelangelo started screwing around with it,
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još od Michelangelovih dana,
03:15
and there's a very interesting analogy to that too.
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i zanimljiva je analogija povezana s tim.
03:18
Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?
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Michelangelo je jednom rekao da je ovdje
kako bi oslobodio "kip u kamenu".
kako bi oslobodio "kip u kamenu".
03:24
There we go, the automobile.
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I evo nas, automobil.
To je bilo prije 100 g. -- vidite?
03:26
That was 100 years right there -- did you catch that?
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03:28
Between that one there, and that one there, it changed a lot didn't it?
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Puno se toga promijenilo
u međuvremenu, zar ne?
u međuvremenu, zar ne?
03:31
OK, it's not marketing; there's a very interesting car concept here,
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Nije riječ o marketingu;
ovo je zanimljiv koncept automobila,
ovo je zanimljiv koncept automobila,
03:35
but the marketing part is not what I want to talk about here.
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no sada ne želim govoriti o marketingu.
03:37
I want to talk about this.
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Želim govoriti o ovome.
Ta želja da operete auto,
kakvu to senzualnost krije
kakvu to senzualnost krije
03:39
Why it means you have to wash a car, what is it, that sensuality
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03:41
you have to touch about it? That's the sculpture that goes into it. That sensuality.
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da ga želite dodirnuti?
Riječ je o skulpturi, otuda senzualnost.
Riječ je o skulpturi, otuda senzualnost.
03:46
And it's done by men and women working just like this, making cars.
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Stvaraju je ovakvi muškarci i žene,
koji izrađuju automobile.
koji izrađuju automobile.
03:51
Now this little quote about sculpture from Henry Moore,
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Evo citata Henryja Moorea o skulpturama,
03:53
I believe that that "pressure within" that Moore's talking about --
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mislim da Mooreov "pritisak iznutra",
iz kojeg nastaje skulptura,
iz kojeg nastaje skulptura,
03:56
at least when it comes to cars --
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bar kad je riječ o autima,
03:58
comes right back to this idea of the mean.
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da se sve svodi na smisao.
To je volja za životom,
preživljavanjem, samoizražavanjem,
preživljavanjem, samoizražavanjem,
04:01
It's that will to live, that need to survive, to express itself,
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04:04
that comes in a car, and takes over people like me.
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koja dolazi s autom
i ovlada ljudima poput mene.
i ovlada ljudima poput mene.
04:06
And we tell other people, "Do this, do this, do this," until this thing comes alive.
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Mi onda govorimo drugima "Učini to i to",
dok ta stvar ne oživi.
dok ta stvar ne oživi.
Potpuno smo zaraženi.
I ljepota može biti ishod
I ljepota može biti ishod
04:10
We are completely infected. And beauty can be the result
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04:14
of this infectiousness; it's quite wonderful.
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ove zaraze, prilično nevjerojatno.
04:16
This sculpture is, of course, at the heart of all of it,
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Skulptura je, naravno, srce svega,
04:19
and it's really what puts the craftsmanship into our cars.
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razlog zašto su automobili umijeće.
04:22
And it's not a whole lot different, really, when they're working like this,
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Nema puno razlike u tome radi li se ovako
ili ovako.
04:26
or when somebody works like this.
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04:28
It's that same kind of commitment, that same kind of beauty.
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Riječ je o istoj vrsti predanosti,
istoj vrsti ljepote.
istoj vrsti ljepote.
04:31
Now, now I get to the point. I want to talk about cars as art.
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Želim govoriti o autima
kao o vrsti umjetnosti.
kao o vrsti umjetnosti.
04:34
Art, in the Platonic sense, is truth; it's beauty, and love.
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Umjetnost je, u platonovskom smislu,
istina; ona je ljepota i ljubav.
istina; ona je ljepota i ljubav.
04:38
Now this is really where designers in car business diverge from the engineers.
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U tome se dizajneri automobila
razlikuju od inženjera.
razlikuju od inženjera.
04:42
We don't really have a problem talking about love.
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Nije nam teško govoriti o ljubavi.
04:44
We don't have a problem talking about truth or beauty in that sense.
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Nije nam teško
govoriti o istini i ljepoti.
govoriti o istini i ljepoti.
04:47
That's what we're searching for --
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To je ono što tražimo --
04:49
when we're working our craft, we are really trying to find that truth out there.
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kada se bavimo svojim poslom,
pokušavamo doći do istine.
pokušavamo doći do istine.
04:52
We're not trying to find vanity and beauty.
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Ne pokušavamo naći taštinu i ljepotu.
04:54
We're trying to find the beauty in the truth.
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Pokušavamo naći ljepotu u istini.
04:56
However, engineers tend to look at things a little bit more Newtonian,
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Pristup inženjera je više njutnovski,
05:00
instead of this quantum approach.
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za razliku od ovog kvantnog pristupa.
05:02
We're dealing with irrationalisms,
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Mi se bavimo iracionalnim
05:04
and we're dealing with paradoxes that we admit exist,
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i paradoksima čije postojanje priznajemo,
05:06
and the engineers tend to look things a little bit more like
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dok inženjeri to gledaju ovako,
05:08
two and two is four, and if you get 4.0 it's better, and 4.000 is even better.
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dva i dva su četiri,
bolje je dobiti 4,0, ili još bolje 4,000.
bolje je dobiti 4,0, ili još bolje 4,000.
05:13
And that sometimes leads to bit of a divergence
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To ponekad dovodi do razilaženja
05:17
in why we're doing what we're doing.
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u našim motivima za bavljenje ovim poslom.
05:19
We've pretty much accepted the fact, though,
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Jednu smo činjenicu ipak prihvatili,
da smo mi žene u organizaciji BMW --
05:21
that we are the women in the organization at BMW --
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BMW je vrlo muževna tvrtka --
muškarci, to su inženjeri.
muškarci, to su inženjeri.
05:23
BMW is a very manly type business, -- men, men, men; it's engineers.
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05:26
And we're kind of the female side to that. That's OK,
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Mi predstavljamo
ženstvenu stranu. To je OK,
ženstvenu stranu. To je OK,
to je u redu. Samo vi budite muževni,
mi ćemo biti ženstveni.
mi ćemo biti ženstveni.
05:29
that's cool. You go off and be manly. We're going to be a little bit more female.
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05:32
Because what we're interested in is finding form that's more than just a function.
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Zanima nas oblik
koji nije samo funkcionalan.
koji nije samo funkcionalan.
05:39
We're interested in finding beauty that's more than just an aesthetic;
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Zanima nas ljepota
koja nije samo estetska,
koja nije samo estetska,
05:42
it's really a truth.
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nego ona koja je istina.
05:44
And I think this idea of soul, as being at the heart of great cars,
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Zato je ideja duše,
koja je u srcu sjajnih automobila,
koja je u srcu sjajnih automobila,
05:47
is very applicable. You all know it. You know a car when you've seen it,
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vrlo primjenjiva. Svi to znate.
Znate prepoznati auto
Znate prepoznati auto
s dušom. Znate koliko je to snažno.
05:50
with soul. You know how strong this is.
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05:52
Well, this experience of love, and the experience of design, to me,
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Ta iskustva ljubavi i dizajniranja
za mene se isprepliću.
I sada dolazim do svoje priče.
I sada dolazim do svoje priče.
05:56
are interchangeable. And now I'm coming to my story.
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05:59
I discovered something about love and design through a project called Deep Blue.
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Otkrio sam nešto o ljubavi i dizajnu
radeći na projektu Deep Blue.
radeći na projektu Deep Blue.
06:04
And first of all, you have to go with me for a second, and say,
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Prvo, složite se sa mnom
na trenutak i zamislite
na trenutak i zamislite
06:08
you know, you could take the word "love" out of a lot of things in our society,
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da umjesto riječi "ljubav"
za puno stvari u društvu
za puno stvari u društvu
06:11
put the word "design" in, and it still works,
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možete koristiti riječ "dizajn",
06:13
like this quote here, you know. It kind of works, you know?
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kao citat: "Dizajn je prekrasna stvar".
Zvuči dobro, zar ne?
Zvuči dobro, zar ne?
06:16
You can understand that. It works in truisms.
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Razumijete.
Funkcionira i u poslovicama.
Funkcionira i u poslovicama.
06:19
"All is fair in design and war."
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"Sve je dopušteno u dizajnu i ratu."
06:21
Certainly we live in a competitive society.
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Živimo u kompetitivnom društvu.
06:23
I think this one here, there's a pop song
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Ova pop pjesma "Design, design me do..."
06:25
that really describes Philippe Starck for me, you know, this is like
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zaista opisuje Philippea Starcka,
06:29
you know, this is like puppy love, you know, this is cool right?
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to je kao zaljubljenost, fora je, zar ne?
06:32
Toothbrush, cool.
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Fora.
06:34
It really only gets serious when you look at something like this. OK?
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Ne funkcionira jedino kad vidite:
"Dizajniraj svog susjeda".
"Dizajniraj svog susjeda".
06:37
(Laughter)
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(Smijeh)
06:39
This is one substitution that I believe
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Za ovu se zamjenu, mislim,
06:41
all of us, in design management, are guilty of.
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može optužiti sve
u poslu upravljanja dizajnom.
u poslu upravljanja dizajnom.
06:43
And this idea that there is more to love,
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Ta ideja da u ljubavi vidimo nešto više,
06:47
more to design, when it gets down to your neighbor, your other,
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da u dizajnu ima nešto više,
kad je riječ o susjedu, o drugome,
kad je riječ o susjedu, o drugome,
06:53
it can be physical like this, and maybe in the future it will be.
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može se ovako fizički ispoljiti,
možda u budućnosti bude.
možda u budućnosti bude.
06:56
But right now it's in dealing with our own people,
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Zasad se ispoljava u radu s ljudima,
06:58
our own teams who are doing the creating. So, to my story.
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našim timovima koji su
zaduženi za kreiranje. Da se vratim temi.
zaduženi za kreiranje. Da se vratim temi.
07:03
The idea of people-work is what we work with here,
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Ideja suradnje nam je važna
07:06
and I have to make a bond with my designers when we're creating BMWs.
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i ja se moram povezati s dizajnerima
kada kreiramo BMW.
kada kreiramo BMW.
07:10
We have to have a shared intimacy, a shared vision --
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Moramo imati zajedničku viziju --
07:13
that means we have to work as one family;
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moramo raditi kao obitelj:
moramo se tako međusobno doživljavati.
07:15
we have to understand ourselves that way.
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Ima dobrih vremena,
ima zanimljivih trenutaka,
ima zanimljivih trenutaka,
07:17
There's good times; there's interesting times;
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a ima i stresnih razdoblja.
07:20
and there's some stress times too.
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Radite li automobile, morate biti vani.
07:22
You want to do cars, you've got to go outside.
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Automobile izrađujete na kiši
i kada sniježi.
i kada sniježi.
07:24
You've got to do cars in the rain; you've got to do cars in the snow.
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Tako rad predstavljamo
upravnom vijeću tvrtke.
upravnom vijeću tvrtke.
07:27
That's, by the way, is a presentation we made to our board of directors.
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Izvučemo i njih na snijeg.
Želite vidjeti automobile vani?
Želite vidjeti automobile vani?
07:30
We haul their butts out in the snow, too. You want to know cars outside?
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07:33
Well, you've got to stand outside to do this.
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Zato morate izaći van.
07:35
And because these are artists, they have very artistic temperaments.
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Budući da je riječ o umjetnicima,
imaju i umjetnički temperament.
imaju i umjetnički temperament.
07:40
All right? Now one thing about art is, art is discovery,
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Umjetnost je otkriće
07:45
and art is discovering yourself through your art. Right?
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i umjetnost je otkrivanje sebe
kroz svoju umjetnost.
kroz svoju umjetnost.
07:48
And one thing about cars is we're all a little bit like Pygmalion,
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Stvar je s autima u tome
da smo svi poput Pygmaliona,
da smo svi poput Pygmaliona,
07:52
we are completely in love with our own creations.
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zaljubljeni smo u vlastite kreacije.
07:55
This is one of my favorite paintings, it really describes our relationship with cars.
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Ovo je jedna od mojih omiljenih slika,
zaista opisuje naš odnos s automobilima.
zaista opisuje naš odnos s automobilima.
08:00
This is sick beyond belief.
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Ovo je van svake pameti.
08:02
(Laughter)
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(Smijeh)
No zbog toga, intimnost s kojom
surađujemo kao tim
surađujemo kao tim
08:04
But because of this, the intimacy with which we work together as a team
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08:08
takes on a new dimension, a new meaning.
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dobiva novu dimenziju, novo značenje.
08:12
We have a shared center; we have a shared focus --
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Dijelimo interes,
usmjereni smo na isto --
usmjereni smo na isto --
08:15
that car stays at the middle of all our relationships.
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automobili su u centru naših odnosa.
08:19
And it's my job, in the competitive process, to narrow this down.
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Moj je zadatak, u svemu tome,
suziti popis, odabrati najbolje.
suziti popis, odabrati najbolje.
08:24
I heard today about Joseph's death genes
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Danas sam čuo o Josipovim genima smrti
08:28
that have to go in and kill cell reproduction.
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koji uništavaju reprodukciju stanica.
08:31
You know, that's what I have to do sometimes.
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Katkad to i ja moram učiniti.
08:34
We start out with 10 cars; we narrow it down to five cars,
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Krenemo s 10 novih automobila,
suzimo to na pet,
suzimo to na pet,
08:37
down to three cars, down to two cars, down to one car,
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zatim na tri, na dva,
i ostane jedan automobil,
i ostane jedan automobil,
08:40
and I'm in the middle of that killing, basically.
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ja, zapravo, ubijam
08:44
Someone's love, someone's baby.
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nečiju ljubav, nečije dijete.
08:46
This is very difficult, and you have to have a bond with your team
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To je jako teško, a morate
biti povezani sa svojim timom,
biti povezani sa svojim timom,
08:49
that permits you to do this, because their life is wrapped up in that too.
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koji vam dopušta da to činite
jer su i oni uključeni u sve to.
jer su i oni uključeni u sve to.
08:53
They've got that gene infected in them as well,
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I oni su zaraženi tim genom
08:56
and they want that to live, more than anything else.
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i žele da njihov rad preživi,
žele to više od ičega.
žele to više od ičega.
09:00
Well, this project, Deep Blue, put me in contact with my team
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Ovaj projekt, Deep Blue,
povezao me s mojim timom
povezao me s mojim timom
09:03
in a way that I never expected, and I want to pass it on to you,
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na neočekivan način,
i želim vam to prenijeti,
i želim vam to prenijeti,
09:06
because I want you to reflect on this, perhaps in your own relationships.
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možda vam pomogne
i u vašim odnosima.
i u vašim odnosima.
09:08
We wanted to a do a car which was a complete leap of faith for BMW.
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Željeli smo automobil koji bi za BMW
predstavljao skok u nepoznato.
predstavljao skok u nepoznato.
09:13
We wanted to do a team which was so removed from the way we'd done it,
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Željeli smo tim koji toliko
nije poznavao naš način rada,
nije poznavao naš način rada,
09:17
that I only had a phone number that connected me to them.
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da sam imao samo broj telefona
koji me povezivao s njima.
koji me povezivao s njima.
09:20
So, what we did was: instead of having a staff of artists that are just your wrist,
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Umjesto internog tima umjetnika koji bi se
nadovezivali na naše ideje,
nadovezivali na naše ideje,
09:25
we decided to free up a team of creative designers and engineers
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odlučili smo se osloniti
na tim kreativnih dizajnera i inženjera,
na tim kreativnih dizajnera i inženjera,
09:29
to find out what's the successor to the SUV phenomenon in America.
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koji su trebali otkriti nasljednika
fenomena SUV segmenta u Americi.
fenomena SUV segmenta u Americi.
09:33
This is 1996 we did this project. And so we sent them off with this team name,
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Na projektu smo radili 1996.
Timu smo dali ovo ime,
Timu smo dali ovo ime,
Deep Blue.
Mnogi ga povezuju s IBM-om --
Mnogi ga povezuju s IBM-om --
09:39
Deep Blue. Now many people know Deep Blue from IBM --
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09:41
we actually stole it from them because we figured
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ukrali smo ga od njih jer smo mislili
09:43
if anybody read our faxes they'd think we're talking about computers.
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da će svi koji budu čitali dopise
misliti da govorimo o računalima.
misliti da govorimo o računalima.
09:46
It turned out it was quite clever because Deep Blue,
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Ispostavilo se mudrim jer Deep Blue
09:48
in a company like BMW, has a hook -- "Deep Blue," wow, cool name.
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na sve u BMW-u ostavlja dojam --
"Deep Blue", fora ime.
"Deep Blue", fora ime.
09:52
So people get wrapped up in it. And we took a team of designers,
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Ljudi se zainteresiraju. Tim dizajnera
09:55
and we sent them off to America. And we gave them a budget,
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poslali smo u Ameriku.
Osigurali smo im sredstva,
Osigurali smo im sredstva,
09:58
what we thought was a set of deliverables,
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rekli kakve rezultate želimo,
10:00
a timetable, and nothing else.
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dali im rokove i to je to.
10:02
Like I said, I just had a phone number that connected me to them.
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Samo me telefonski broj
povezivao s njima.
povezivao s njima.
10:04
And a group of engineers worked in Germany,
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Skupina inženjera radila je u Njemačkoj,
10:07
and the idea was they would work separately
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a zamisao je bila da odvojeno rade
10:09
on this problem of what's the successor to the SUV.
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na pitanju što je nasljednik SUV-a.
10:12
They would come together, compare notes. Then they would work apart,
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Oni bi se sastajali i uspoređivali
bilješke. Opet bi bili odvojeni,
bilješke. Opet bi bili odvojeni,
10:15
come together, and they would produce together
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sastali bi se i zajedno osmislili
10:17
a monumental set of diverse opinions that didn't pollute each other's ideas --
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cijeli niz različitih mišljenja kojima
nisu ugrožavali ideje jedni drugima,
nisu ugrožavali ideje jedni drugima,
10:21
but at the same time came together and resolved the problems.
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nego bi surađivali i rješavali probleme.
Trebali su razumjeti kupce,
10:24
Hopefully, really understand the customer at its heart,
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znati gdje su kupci, živjeti s njima
u Americi. Poslali smo ekipu
u Americi. Poslali smo ekipu
10:27
where the customer is, live with them in America. So -- sent the team off,
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i dogodilo se nešto drugo.
Otišli su na druga mjesta.
Otišli su na druga mjesta.
10:33
and actually something different happened. They went other places.
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10:37
(Laughter)
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(Smijeh)
Nestali su, samo sam primao razglednice.
10:40
They disappeared, quite honestly, and all I got was postcards.
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Dobio sam razglednice iz Las Vegasa,
10:47
Now, I got some postcards of these guys in Las Vegas,
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10:50
and I got some postcards of these guys in the Grand Canyon,
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neke razglednice iz Grand Canyona
10:52
and I got these postcards of Niagara Falls,
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i razglednice s Niagarinih slapova,
10:54
and pretty soon they're in New York, and I don't know where else.
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onda čujem da su u New Yorku
i tko zna gdje još.
i tko zna gdje još.
I govorim si:
"Ovo će biti sjajan automobil,
"Ovo će biti sjajan automobil,
10:57
And I'm telling myself, "This is going to be a great car,
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provode istraživanje kakvo mi prije
nije ni palo na pamet."
nije ni palo na pamet."
11:01
they're doing research that I've never even thought about before."
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11:06
Right? And they decided that instead of, like, having a studio,
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I oni su zaključili da je,
umjesto unajmljivanja studija
umjesto unajmljivanja studija
11:13
and six or seven apartments,
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i šest ili sedam stanova,
jeftinije unajmiti bivšu kuću
Elizabeth Taylor u Malibuu.
Elizabeth Taylor u Malibuu.
11:16
it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.
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11:20
And -- at least they told me it was her house,
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Bar su mi tako rekli
da je to njezina kuća,
da je to njezina kuća,
11:23
I guess it was at one time, she had a party there or something.
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valjda je bila, imala je
nekakvu proslavu ondje.
nekakvu proslavu ondje.
11:26
But anyway, this was the house, and they all lived there.
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Kako god, svi su oni živjeli u toj kući.
11:31
Now this is 24/7 living, half-a-dozen people who'd left their --
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Tu su cijele dane provodili,
šestero ljudi, koji su ostavili svoje --
šestero ljudi, koji su ostavili svoje --
neki su ostavili supruge i obitelji,
11:36
some had left their wives behind and families behind,
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i živjeli su u toj kući
11:39
and they literally lived in this house
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11:41
for the entire six months the project was in America,
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svih šest mjeseci,
za vrijeme trajanja projekta u Americi,
za vrijeme trajanja projekta u Americi,
11:44
but the first three months were the most intensive.
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no prva tri mjeseca
bila su najintenzivnija.
bila su najintenzivnija.
11:47
And one of the young women in the project,
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Jedna od mlađih sudionica projekta,
11:49
she was a fantastic lady, she actually built her room in the bathroom.
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fantastična žena,
sagradila si je svoju sobu u kupaonici.
sagradila si je svoju sobu u kupaonici.
11:53
The bathroom was so big, she built the bed over the bathtub --
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Kupaonica je bila tako velika,
sagradila je krevet iznad kade,
sagradila je krevet iznad kade,
11:56
it's quite fascinating.
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fascinantno.
No ja ništa o tome nisam znao.
11:58
On the other hand, I didn't know anything about this. OK?
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Ništa. Sve to vrijeme,
ja samo dobivam razglednice
ja samo dobivam razglednice
12:02
Nothing. This is all going on, and all I'm getting is postcards
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12:05
of these guys in Las Vegas, or whatever,
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iz Las Vegasa, ili odakle već,
12:07
saying, "Don't worry Chris, this is really going to be good." OK?
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s porukama: "Bez brige, sve je u redu."
Ja sam zamišljao
dizajn studio vjerojatno --
dizajn studio vjerojatno --
12:10
So my concept of what a design studio was probably --
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12:13
I wasn't up to speed on where these guys were.
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nisam baš znao kako tim napreduje.
12:16
However, the engineers back in Munich
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U međuvremenu, inženjeri u Münchenu
12:19
had taken on this kind of Newtonian solution,
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bavili su se njutnovskim problemima,
pokušavali su riješiti
koliko držača za čaše
koliko držača za čaše
12:23
and they were trying to find how many cup holders
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12:25
can dance on the head of a pin, and, you know,
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može plesati na glavi igle
i slična ozbiljna pitanja
koja more moderne kupce.
koja more moderne kupce.
12:27
these really serious questions that are confronting the modern consumer.
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12:32
And one was hoping that these two teams would get together,
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I nadali smo se
da će se ta dva tima sastati,
da će se ta dva tima sastati,
12:35
and this collusion of incredible creativity,
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a taj sudar nevjerojatne kreativnosti
12:37
under these incredible surroundings,
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u tom nevjerojatnom okruženju,
12:39
and these incredibly stressed-out engineers,
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i ti inženjeri pod tolikim stresom
osmislit će neka divna rješenja.
12:42
would create some incredible solutions.
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Nisam znao, kasniije smo to shvatili --
12:45
Well, what I didn't know was, and what we found out was --
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12:48
these guys, they can't even like talk to each other under those conditions.
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ti ljudi ne mogu međusobno
razgovarati u takvim uvjetima.
razgovarati u takvim uvjetima.
12:53
You get a divergence of Newtonian and quantum thinking at that point,
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Dođe do razilaženja njutnovskog
i kvantnog načina razmišljanja,
i kvantnog načina razmišljanja,
12:57
you have a split in your dialog that is so deep, and so far,
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dođe do tako duboke i jake
podjele među njima,
podjele među njima,
13:03
that they cannot bring this together at all.
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da uopće ne mogu surađivati.
13:07
And so we had our first meeting, after three months, in Tiburon,
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Imali smo prvi sastanak u Tiburonu,
koji je blizu, znate za Tiburon?
13:11
which is just up the road from here -- you know Tiburon?
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Htjeli smo da nakon tri mjeseca
nezavisnog istraživanja
nezavisnog istraživanja
13:14
And the idea was after the first three months of this independent research
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sve predstave dr. Goschelu --
13:17
they would present it all to Dr. Goschel --
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koji je sada moj šef,
tada je bio komentor na projektu --
tada je bio komentor na projektu --
13:19
who is now my boss, and at that time he was co-mentor on the project --
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13:22
and they would present their results.
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i trebali su predstaviti rezultate.
13:24
We would see where we were going,
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Vidjeli bismo kako im ide,
dobili bismo predodžbu
13:26
we would see the first indication of what could be
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o nasljedniku SUV-a u Americi.
13:28
the successive phenomenon to the SUV in America.
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13:32
And so I had these ideas in my head, that this is going to be great.
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I očekivao sam nešto sjajno.
13:35
I mean, I'm going to see so much work, it's so intense --
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Očekivao sam puno obavljenog posla --
13:37
I know probably Las Vegas meant a lot about it,
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znam da je Las Vegas bio jako važan,
13:40
and I'm not really sure where the Grand Canyon came in either --
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nisam siguran za Grand Canyon,
13:42
but somehow all this is going to come together,
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ali sve je to trebalo imati smisla
13:45
and I'm going to see some really great product.
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i rezultirati sjajnim proizvodom.
13:47
So we went to Tiburon, after three months,
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Otišli smo u Tiburon, nakon tri mjeseca,
13:49
and the team had gotten together the week before,
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tim je došao tjedan prije,
13:52
many days ahead of time.
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puno prije nego što se očekivalo.
13:55
The engineers flew over, and designers got together with them,
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Došli su inženjeri,
dizajneri su se okupili s njima
dizajneri su se okupili s njima
13:59
and they put their presentation together.
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i sastavili svoju prezentaciju.
14:02
Well, it turns out that the engineers hadn't done anything.
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Ispostavilo se da inženjeri
nisu napravili ništa.
nisu napravili ništa.
14:08
And they hadn't done anything because --
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A nisu napravili ništa
jer u branši automobila,
inženjeri rješavaju probleme,
inženjeri rješavaju probleme,
14:11
kind of, like in car business, engineers are there to solve problems,
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14:16
and we were asking them to create a problem.
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a mi smo od njih tražili
da stvore problem.
da stvore problem.
14:19
And the engineers were waiting for the designers to say,
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Inženjeri su čekali da dizajneri kažu:
14:22
"This is the problem that we've created, now help us solve it."
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"Evo problema koji smo stvorili,
pomozite nam da ga riješimo."
pomozite nam da ga riješimo."
14:26
And they couldn't talk about it. So what happened was,
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Nisu mogli razgovarati o tome.
Ispalo je da su se inženjeri
pojavili praznih ruku.
pojavili praznih ruku.
14:30
the engineers showed up with nothing.
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14:33
And the engineers told the designers,
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I inženjeri su rekli dizajnerima:
14:35
"If you go in with all your stuff, we'll walk out,
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"Ako predstavite sve
što ste napravili, mi odlazimo,
što ste napravili, mi odlazimo,
14:39
we'll walk right out of the project."
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napustit ćemo projekt."
14:42
So I didn't know any of this,
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Ništa od toga ja nisam znao,
14:44
and we got a presentation that had an agenda, looked like this.
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mi smo dobili prezentaciju,
s planom, izgledala je ovako.
s planom, izgledala je ovako.
14:46
There was a whole lot of dialog.
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Bilo je jako puno razgovora.
Četiri sata su nam govorili o rječniku
14:49
We spent four hours being told all about vocabulary
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14:52
that needs to be built between engineers and designers.
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koji mora biti izgrađen
između inženjera i dizajnera.
između inženjera i dizajnera.
14:56
And here I'm expecting at any moment, "OK, they're going to turn the page,
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Ja mislim u sebi:
"OK, okrenut će stranicu,
"OK, okrenut će stranicu,
14:59
and I'm going to see the cars, I'm going to see the sketches,
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vidjet ću automobile, vidjet ću skice,
15:01
I'm going to see maybe some idea of where it's going."
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vidjet ću u kojem smjeru idu ideje."
15:04
Dialog kept on going, with mental maps of words, and pretty soon
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Razgovor se nastavio,
mentalne mape pune riječi
mentalne mape pune riječi
i uskoro je postalo očito da ću umjesto
zadivljenosti njihovom briljantnošću,
zadivljenosti njihovom briljantnošću,
15:09
it was becoming obvious that instead of being dazzled with brilliance,
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15:12
I was seriously being baffled with bullshit.
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ostati šokiran tom hrpom gluposti.
15:16
And if you can imagine what this is like,
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Možete zamisliti taj osjećaj,
15:18
to have these months of postcard indication of how great this team is working,
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nakon mjeseci razglednica
s aluzijama na to koliko su sjajan tim,
s aluzijama na to koliko su sjajan tim,
15:22
and they're out there spending all this money, and they're learning,
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troše sav taj novac, uče,
15:24
and they're doing all this stuff.
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rade toliko toga.
15:27
I went fucking ballistic, right? I went nuts.
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Poludio sam, znate?
Potpuno sam pošizio!
Potpuno sam pošizio!
15:33
You can probably remember Tiburon, it used to look like this.
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Vjerojatno se sjećate Tiburona,
prije je ovako izgledao.
prije je ovako izgledao.
15:38
After four hours of this, I stood up, and I took this team apart.
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Nakon četiri sata toga,
ustao sam i iskalio se na timu.
ustao sam i iskalio se na timu.
15:43
I screamed at them, I yelled at them, "What the hell are you doing?
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Urlao sam na njih, "Kog vraga radite?
15:47
You're letting me down, you're my designers,
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Iznevjerili ste me, vi ste moji dizajneri,
15:49
you're supposed to be the creative ones,
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vi biste trebali biti kreativni,
što se, dovraga, ovdje događa?
15:51
what the hell is going on around here?"
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15:53
It was probably one of my better tirades, I have some good ones,
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Bila je to jedna od mojih boljih tirada,
imam ih dobrih,
imam ih dobrih,
no ova je bila jedna od boljih.
I napao sam te ljude,
I napao sam te ljude,
15:56
but this was probably one of my better ones. And I went into these people;
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15:59
how could they take BMW's money,
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kako su mogli uzeti BMW-ov novac,
16:01
how could they have a holiday for three months and produce nothing, nothing?
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kako su mogli odmarati tri mjeseca
i ne smisliti ništa, ništa?
i ne smisliti ništa, ništa?
16:07
Because of course they didn't tell us that they had three station wagons
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Naravno, nisu nam rekli
da imaju tri vagona
da imaju tri vagona
16:12
full of drawings, model concepts, pictures -- everything I wanted,
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puna crteža, koncepata, slika,
svega što sam želio,
svega što sam želio,
16:19
they'd locked up in the cars, because they had shown solidarity with the engineers --
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a što su zaključali u automobile,
jer su iz solidarnosti prema inženjerima
jer su iz solidarnosti prema inženjerima
odlučili ne pokazati mi ništa,
16:24
and they'd decided not to show me anything,
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16:27
in order to give the chance for problem solving a chance to start,
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kako bi si dali priliku
za rješavanje problema,
za rješavanje problema,
16:30
because they hadn't realized, of course,
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jer nisu bili shvatili, naravno,
16:32
that they couldn't do problem creating.
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da ne znaju stvoriti problem.
16:34
So we went to lunch --
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I tako smo otišli na ručak --
16:36
(Laughter)
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(Smijeh)
16:41
And I've got to tell you, this was one seriously quiet lunch.
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I moram reći, bio je to jako tih ručak.
16:44
The engineers all sat at one end of the table,
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Inženjeri na jednom kraju stola,
16:46
the designers and I sat at the other end of the table, really quiet.
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dizajneri na drugom, jako tihi.
16:49
And I was just fucking furious, furious. OK?
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A ja sam bio bijesan,
užasno bijesan. Kao ris!
užasno bijesan. Kao ris!
16:56
Probably because they had all the fun and I didn't, you know.
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Vjerojatno jer su se
dobro zabavili, a ja nisam.
dobro zabavili, a ja nisam.
16:58
That's what you get furious about right?
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Zato se ljudi razbjesne, zar ne?
17:00
And somebody asked me about Catherine, my wife, you know,
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I netko me pitao o Catherine,
mojoj supruzi,
mojoj supruzi,
17:02
did she fly out with me or something?
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je li i ona došla sa mnom.
17:04
I said, "No," and it triggered a set of thoughts about my wife.
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Odgovorio sam: "Ne." I to je potaknulo
niz misli o mojoj supruzi.
niz misli o mojoj supruzi.
17:08
And I recalled that when Catherine and I were married,
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Sjetio sam se našeg vjenčanja,
17:12
the priest gave a very nice sermon, and he said something very important.
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svećenik je održao lijepu propovijed
i rekao je nešto jako važno.
i rekao je nešto jako važno.
Rekao je: "Ljubav nije sebična."
17:17
He said, "Love is not selfish," he said,
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"Ljubav nije brojanje koliko puta
si rekao 'Volim te.'
si rekao 'Volim te.'
17:20
"Love does not mean counting how many times I say, 'I love you.'
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17:24
It doesn't mean you had sex this many times this month,
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Ne znači da ako ste određeni
broj puta vodili ljubav ovog mjeseca,
broj puta vodili ljubav ovog mjeseca,
17:27
and it's two times less than last month,
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a dva puta je manje od prošlog mjeseca,
17:29
so that means you don't love me as much.
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to znači da me više ne voliš toliko.
17:31
Love is not selfish." And I thought about this, and I thought,
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Ljubav nije sebična."
I razmišljao sam o tome i pomislio,
I razmišljao sam o tome i pomislio,
17:36
"You know, I'm not showing love here. I'm seriously not showing love.
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"Ne pokazujem ljubav ovdje,
nikako je ne pokazujem.
nikako je ne pokazujem.
17:44
I'm in the air, I'm in the air without trust.
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U zraku sam, bez povjerenja.
17:48
This cannot be. This cannot be that I'm expecting a certain number of sketches,
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Ne može biti tako...
Ne mogu očekivati određeni broj crteža,
Ne mogu očekivati određeni broj crteža,
17:53
and to me that's my quantification method for qualifying a team.
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to je kvantitativno vrednovanje tima.
17:58
This cannot be."
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To ne treba biti tako."
Rekao sam im tu priču.
Rekao sam "Ljudi,
Rekao sam "Ljudi,
18:00
So I told them this story. I said, "Guys, I'm thinking about something here,
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mislim da ovo nije u redu.
Ne mogu biti s vama u odnosu
Ne mogu biti s vama u odnosu
18:03
this isn't right. I can't have a relationship with you guys
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18:07
based on a premise that is a quantifiable one.
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čija je premisa kvantitativna.
18:10
Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"
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Po toj sam premisi ja šef,
a vi radite što kažem, bez povjerenja."
a vi radite što kažem, bez povjerenja."
18:18
I said "This can't be."
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Rekao sam, "To tako ne ide."
18:20
Actually, we all broke down into tears, to be quite honest about it,
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Svi smo se rasplakali, da budem iskren,
18:26
because they still could not tell me how much frustration they had built up
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oni mi još nisu mogli reći
koliko su frustrirani
koliko su frustrirani
18:31
inside of them, not being able to show me what I wanted,
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jer mi ne mogu pokazati
ono što sam želio vidjeti
ono što sam želio vidjeti
18:35
and merely having to ask me to trust them that it would come.
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i što mogu samo tražiti
da im vjerujem da će rezultati doći.
da im vjerujem da će rezultati doći.
18:40
And I think we felt much closer that day,
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Mislim da smo se toga dana zbližili,
18:43
we cut a lot of strings that didn't need to be there,
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prerezali neke spone
koje su nas razdvajale,
koje su nas razdvajale,
18:46
and we forged the concept for what real team and creativity is all about.
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shvatili što je u biti tim i kreativnost.
18:51
We put the car back at the center of our thoughts, and we put love,
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Automobil je ponovno bio
u središtu naših misli,
u središtu naših misli,
a ljubav je bila
u središtu cijelog procesa.
u središtu cijelog procesa.
18:55
I think, truly back into the center of the process.
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18:59
By the way, that team went on to create six different concepts
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Taj je tim osmislio
šest različitih koncepata
šest različitih koncepata
19:02
for the next model of what would be the proposal
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za sljedeći model koji ćemo predložiti
za sljedeću generaciju,
nasljednika SUV-ova u Americi.
nasljednika SUV-ova u Americi.
19:05
for the next generation after SUVs in America.
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19:08
One of those was the idea of a crossover coupes --
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Jedna od ideja je bila kupe crossover,
vidite ga dolje, X Coupe --
odlično smo se zabavili s njim.
odlično smo se zabavili s njim.
19:12
you see it downstairs, the X Coupe -- they had a lot of fun with that.
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19:17
It was the rendition of our motorcycle,
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Temeljili smo ga na našem motociklu, GS,
19:20
the GS, as Carl Magnusson says, "brute-iful,"
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koji je, kao što Carl Magnusson kaže,
"brutalno lijep",
"brutalno lijep",
19:24
as the idea of what could be a motorcycle, if you add two more wheels.
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na ideji što bi motocikl bio
kada bismo dodali još dva kotača.
kada bismo dodali još dva kotača.
19:29
And so, in conclusion, my lesson that I wanted to pass on to you,
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Na kraju,
poruka koju sam htio prenijeti.
Ukrast ću citat iz Malog princa.
Ukrast ću citat iz Malog princa.
19:33
was this one here. I'm also going to steal a little quote out of "Little Prince."
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Puno se toga može reći
o povjerenju i ljubavi,
o povjerenju i ljubavi,
19:37
There's a lot to be said about trust and love,
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19:40
if you know that those two words are synonymous for design.
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ako znate da su te dvije riječi
sinonimi za dizajn.
sinonimi za dizajn.
19:43
I had a very, very meaningful relationship with my team that day,
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Toga dana sam ostvario jako
značajnu povezanost sa svojim timom
značajnu povezanost sa svojim timom
19:47
and it's stayed that way ever since.
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i održala se do danas.
19:49
And I hope that you too find that there's more to design,
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I nadam se da ćete otkriti
da dizajn predstavlja nešto više
da dizajn predstavlja nešto više
19:53
and more towards the art of the design, than doing it yourself.
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i da umjetnost dizajna
predstavlja više od samostalnog rada.
predstavlja više od samostalnog rada.
19:57
It's true that the trust and the love, that makes it worthwhile.
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Istina je da se zbog povjerenja
i ljubavi sve isplati.
i ljubavi sve isplati.
20:01
Thanks so much.
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Hvala vam.
(Pljesak)
20:03
(Applause)
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ABOUT THE SPEAKER
Chris Bangle - Car designerCar design is a ubiquitous but often overlooked art form. As chief of design for the BMW Group, Chris Bangle has overseen cars that have been seen the world over, including BMW 7 Series and the Z4 roadster.
Why you should listen
American designer Chris Bangle understands that it can be difficult to see a car in terms of Art with a capital A. As such, he separates his work into issues of "automobiles" (unemotional products, causing problems such as pollution and congestion) and "car-iness" (an expansion of the human, and ultimately a truly artistic expression). Satisfying the tensions between these problems -- and the tensions between engineers and designers -- is, for him, the essence of his work.
Offering radical forms and ideas, Bangle has been a polarizing figure within the industry; he has overseen all of the brands within the BMW family, including Mini and Rolls-Royce. In 2009, Bangle left BMW to pursue his own personal design interests and develop his consulting firm, Chris Bangle Associates.
Chris Bangle | Speaker | TED.com