TED2009
Ray Anderson: The business logic of sustainability
Ray Andersen: Poslovna logika održivosti
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U poduzeću za proizvodnju tepiha, Ray Andersen je povećap prodaju i udvostručio profite dok je okretao tradicionalne "uzmi - napravi - baci" industrijske sustave naopako. Na nježan, nenametljiv način dijeli moćnu viziju za održivo trgovanje.
Ray Anderson - Sustainable-business pioneer
Ray Anderson founded the company that makes covetable Flor carpeting. But behind the fresh design is a decades-deep commitment to sustainable ways of doing business -- culminating in the Mission Zero plan. Full bio
Ray Anderson founded the company that makes covetable Flor carpeting. But behind the fresh design is a decades-deep commitment to sustainable ways of doing business -- culminating in the Mission Zero plan. Full bio
Double-click the English transcript below to play the video.
00:18
Believe me or not, I come offering a solution
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Vjerovali ili ne donosim rješenje
00:22
to a very important part of this larger problem,
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važnog dijela jednog većeg problema,
00:26
with the requisite focus on climate.
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s nužnim fokusom na klimu.
00:28
And the solution I offer
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Rješenje koje nudim
00:30
is to the biggest culprit
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odnosi se na najvećeg krivca
00:32
in this massive mistreatment of the earth
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ovog masovnog ljudskog
00:36
by humankind,
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zapostavljanja Zemlje
00:38
and the resulting decline of the biosphere.
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i posljedičnog pada biosfere.
00:41
That culprit is business and industry,
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Taj krivac su posao i industrija,
00:44
which happens to be where I have spent the last 52 years
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gdje sam proveoo već 52 godine
00:47
since my graduation from Georgia Tech in 1956.
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od diplome na Geogria Techu 1956.
00:51
As an industrial engineer,
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kao industrijski inženjer,
00:53
cum aspiring and then successful entrepreneur.
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ambiciozni i uspješni poduzetnik.
00:57
After founding my company, Interface, from scratch
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Nakon osnivanja svog poduzeća, Interface
01:00
in 1973, 36 years ago,
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1973., prije 36 godina,
01:03
to produce carpet tiles in America
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kako bih proizvodio tepihe u Americi
01:05
for the business and institution markets,
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za poslovne objekte i institucije,
01:08
and shepherding it through start-up and survival
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predvodeći ga kroz start-up i
preživljavanje
preživljavanje
01:11
to prosperity and global dominance in its field,
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do prosperiteta i svjetske dominacije
u tom polju,
u tom polju,
01:14
I read Paul Hawken's book,
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čitao sam knjigu Paula Hawkena,
01:16
"The Ecology of Commerce,"
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"Ekologija trgovanja"
01:18
the summer of 1994.
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u ljeto 1994.
01:21
In his book, Paul charges business and industry
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U toj knjizi, Paul optužuje posao
i industriju
i industriju
01:24
as, one, the major culprit
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kao, prvo, glavnog krivca
01:27
in causing the decline of the biosphere,
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u uzrokovanju pada biosfere
01:29
and, two, the only institution that is large enough,
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i drugo, jedinu instituciju koja je
dovoljno velika,
dovoljno velika,
01:32
and pervasive enough, and powerful enough,
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općeprisutna i dovoljno snažna
01:34
to really lead humankind out of this mess.
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da vodi čovječanstvo van ovog nereda.
01:38
And by the way he convicted me
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Usput me osudio
01:41
as a plunderer of the earth.
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kao pljačkaša Zemlje.
01:43
And I then challenged the people of Interface, my company,
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Tada sam izazvao ljude u Interfaceu,
mom poduzeću,
mom poduzeću,
01:46
to lead our company and the entire industrial world to sustainability,
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da vode naše poduzeće i cijeli
industrijski svijet do održivosti,
industrijski svijet do održivosti,
01:50
which we defined as eventually operating
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koju smo definirali kao upravljanje
01:52
our petroleum-intensive company in such a way
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našim poduzećem, koja zahtjeva puno
petroleja, na takav način
petroleja, na takav način
01:55
as to take from the earth
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da uzimamo od zemlje
01:57
only what can be renewed by the earth, naturally and rapidly --
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samo ono što zemlja može brzo i prirodno
obnoviti --
obnoviti --
02:01
not another fresh drop of oil --
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nijedna dodatna kap nafte --
02:03
and to do no harm to the biosphere.
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i bez štete biosferi.
02:07
Take nothing: do no harm.
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Uzmi ništa: ne šteti.
02:09
I simply said, "If Hawken is right
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Jednostavno sam rekao: "Ako je Hawken
u pravu
u pravu
02:11
and business and industry must lead,
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i posao i industrija moraju voditi,
02:13
who will lead business and industry?
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tko će njih voditi?
02:15
Unless somebody leads, nobody will."
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Ako netko ne vodi, nitko neće."
02:18
It's axiomatic. Why not us?
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Aksiomatsko je. Zašto ne mi?
02:21
And thanks to the people of Interface,
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Zahvaljujući ljudima Interfacea,
02:23
I have become a recovering plunderer.
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postao sam pljačkaš koji vraća opljačkano.
02:26
(Laughter)
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(Smijeh)
02:27
(Applause)
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(Pljesak)
02:32
I once told a Fortune Magazine writer
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Jednom sam rekao novinaru časopisa Fortune
02:36
that someday people like me would go to jail.
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da će jednog dana ljudi kao ja ići
u zatvor.
u zatvor.
02:39
And that became the headline of a Fortune article.
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To je postao naslov članka u Fortuneu.
02:41
They went on to describe me as America's greenest CEO.
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Opisali su me kao najzelenijeg direktora
Amerike.
Amerike.
02:45
From plunderer to recovering plunderer,
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Od pljačkaša do pljačkaša pokajnika,
02:48
to America's greenest CEO in five years --
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do najzelenijeg američkog direktora
u pet godina --
u pet godina --
02:51
that, frankly, was a pretty sad commentary
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to je, iskreno, poprilično tužan komentar
02:53
on American CEOs in 1999.
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za američke direktore u 1999.
02:58
Asked later in the Canadian documentary, "The Corporation,"
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Kada su me kasnije pitali u kanadskom
dokumentarcu "Korporacija"
dokumentarcu "Korporacija"
03:01
what I meant by the "go to jail" remark,
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što sam mislio pod time da ću
"ići u zatvor",
"ići u zatvor",
03:04
I offered that theft is a crime.
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ponudio sam odgovor da je krađa zločin.
03:08
And theft of our children's future would someday be a crime.
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A krađa budućnosti naše djece će jednog
dana biti zločin.
dana biti zločin.
03:13
But I realized, for that to be true --
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No shvatio sam, da bi to bila istina --
03:15
for theft of our children's future to be a crime --
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da bi krađa budućnosti naše djece
bila zločin --
bila zločin --
03:18
there must be a clear, demonstrable alternative
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mora postojati jasna, demonstrabilna
alternativa
alternativa
03:21
to the take-make-waste industrial system
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za uzmi-stvori-baci industrijski sustav
03:24
that so dominates our civilization,
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koji je toliko dominantan u našoj
civilizaciji
civilizaciji
03:27
and is the major culprit, stealing our children's future,
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i glavni krivac je u krađi budućnosti
naše djece,
naše djece,
03:30
by digging up the earth
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kopajući zemlju
03:32
and converting it to products that quickly become waste
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i pretvarajući njene produkte,
koji broz prelaze u otpad
koji broz prelaze u otpad
03:36
in a landfill or an incinerator --
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u odlagalištu ili spalionici --
03:38
in short, digging up the earth and converting it to pollution.
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ukratko, kopajući zemlju i pretvarajući
ju u zagađenje.
ju u zagađenje.
03:43
According to Paul and Anne Ehrlich
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Prema Paulu i Anni Ehrlich
03:45
and a well-known environmental impact equation,
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i dobro poznatoj jednadžbi utjecaja
na okoliš,
na okoliš,
03:48
impact -- a bad thing --
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utjecaj -- loša stvar--
03:50
is the product of population, affluence and technology.
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je produkt populacije,
obilja i tehnologije.
obilja i tehnologije.
03:54
That is, impact is generated by people,
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Odnosno, utjecaj stvaraju ljudi,
03:58
what they consume in their affluence,
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ono što konzumiraju u njihovom obilju,
04:00
and how it is produced.
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i kako je ono proizvedeno.
04:03
And though the equation is largely subjective,
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I iako je jednadžba jako subjektivna,
04:05
you can perhaps quantify people, and perhaps quantify affluence,
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možete izmjeriti ljude, možda
izmjeriti obilje,
izmjeriti obilje,
04:09
but technology is abusive in too many ways to quantify.
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no tehnologija je previše napadna u toliko
načina da bi ih se pobrojalo.
načina da bi ih se pobrojalo.
04:13
So the equation is conceptual.
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Dakle jednadžba je konceptualna.
04:15
Still it works to help us understand the problem.
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No, i dalje nam služi da shvatimo problem.
04:18
So we set out at Interface, in 1994,
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Odlučili smo 1994. da od Interfacea
04:23
to create an example:
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napravimo primjer:
04:25
to transform the way we made carpet,
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preobrazimo način na koji radimo tepihe,
04:27
a petroleum-intensive product for materials as well as energy,
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intenzivnim trošenjem petroleja kao
i energije,
i energije,
04:31
and to transform our technologies
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i da preobrazimo našu tehnologiju
04:33
so they diminished environmental impact,
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tako da umanjuje utjecaj na prirodu,
04:36
rather than multiplied it.
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a ne da ga umnožava.
04:39
Paul and Anne Ehrlich's environmental impact equation:
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Paulova i Annina E. jednadžba za utjecaj
na okoliš:
na okoliš:
04:42
I is equal to P times A times T:
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U = P x A x T:
04:45
population, affluence and technology.
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populacija, obilje i tehnologija.
04:48
I wanted Interface to rewrite that equation so that it read
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Htio sam da Interface ponovno napiše tu
jednadžbu tako da piše
jednadžbu tako da piše
04:54
I equals P times A divided by T.
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U = P x A : T.
04:57
Now, the mathematically-minded will see immediately
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Oni s matematičkim umovima će odmah
uvidjeti
uvidjeti
05:00
that T in the numerator increases impact -- a bad thing --
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da T u brojniku povećava utjecaj
- lošu stvar -
- lošu stvar -
05:03
but T in the denominator decreases impact.
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no T u nazivniku smanjuje utjecaj.
05:07
So I ask, "What would move T, technology,
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Stoga pitam: "Što bi pomaknulo T,
tehnologiju,
tehnologiju,
05:11
from the numerator -- call it T1 --
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iz brojnika --recimo T1 --
05:13
where it increases impact,
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gdje povećava utjecaj,
05:15
to the denominator -- call it T2 --
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u nazivnik -- recimo T2 --
05:18
where it reduces impact?
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gdje ga smanjuje?
05:21
I thought about the characteristics
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Razmišljao sam o karakteristikama
05:25
of first industrial revolution,
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prve industrijske revolucije,
05:27
T1, as we practiced it at Interface,
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T1, kao što smo radili u Interfaceu,
05:30
and it had the following characteristics.
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i imala je sljedeće karakteristike.
05:34
Extractive: taking raw materials from the earth.
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Izvučeno: uzimanje sirovina iz Zemlje.
05:38
Linear: take, make, waste.
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Linearno: uzmi, napravi, baci.
05:41
Powered by fossil fuel-derived energy.
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Energija dolazi iz fosilnih goriva.
05:43
Wasteful: abusive and focused on labor productivity.
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Otpadno: nasilno i fokusirano na
produktivnost radnika.
produktivnost radnika.
05:47
More carpet per man-hour.
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Više tepiha po čovjeku na sat.
05:50
Thinking it through, I realized that all those attributes
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Razmišljajući, shvatio sam da se svi ovi
atributi
atributi
05:53
must be changed to move T to the denominator.
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moraju promijeniti kako bi se T prebacio
u nazivnik.
u nazivnik.
05:58
In the new industrial revolution extractive must be replaced by renewable;
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U novoj industrijskoj revoluciji ono što
se izvlači mora biti zamjenjeno
se izvlači mora biti zamjenjeno
06:03
linear by cyclical;
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obnovljivim; linearno cikličkim;
06:05
fossil fuel energy by renewable energy, sunlight;
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fosilna goriva s obnovljivom energijom,
suncem;
suncem;
06:09
wasteful by waste-free;
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otpadno bezotpadnim;
06:11
and abusive by benign;
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nasilno benignim;
06:13
and labor productivity by resource productivity.
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i radnička produktivnost resursnom
produktivnošću.
produktivnošću.
06:17
And I reasoned that if we could make those transformative changes,
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Ako možemo napraviti takve promjene
06:21
and get rid of T1 altogether,
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i riješiti se T1,
06:23
we could reduce our impact to zero,
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možemo smanjiti utjecaj na nulu,
06:26
including our impact on the climate.
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uključujući naš utjecaj na klimu.
06:29
And that became the Interface plan in 1995,
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To je postao plan Interfacea 1995.
06:32
and has been the plan ever since.
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i ostao do dan danas.
06:35
We have measured our progress very rigorously.
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Rigorozno smo mjerili svoj napredak.
06:39
So I can tell you how far we have come in the ensuing 12 years.
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Stoga vam mogu reći koliko smo daleko
došli u 12 godina.
došli u 12 godina.
06:43
Net greenhouse gas emissions
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Emisije stakleničkih plinova su
06:45
down 82 percent in absolute tonnage.
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niže za 82% posto u ukupnoj tonaži.
06:49
(Applause)
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(Pljesak)
06:53
Over the same span of time
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U istom vremenskom razdoblju
06:55
sales have increased by two-thirds and profits have doubled.
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naša se prodaja povećala za dvije trećine,
a profit udvostručio.
a profit udvostručio.
06:58
So an 82 percent absolute reduction
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Dakle 82% potpunog smanjenja
07:01
translates into a 90 percent reduction
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se prevodi u 90% smanjenja
07:03
in greenhouse gas intensity relative to sales.
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u intenzitetu stakleničkih plinova
u omjeru s prodajom.
u omjeru s prodajom.
07:07
This is the magnitude
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Ovo je veličina
07:09
of the reduction the entire global technosphere
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smanjenja koju cijela svjetska tehnosfera
07:12
must realize by 2050
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mora shvatiti do 2050.
07:15
to avoid catastrophic climate disruption --
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kako bi izbjegli katastrofalno remećenje
klime --
klime --
07:18
so the scientists are telling us.
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kako nam govore znanstvenici.
07:21
Fossil fuel usage is down 60 percent per unit of production,
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Korištenje fosilnih goriva se smanjilo
za 60% po jedinici proizvodnje,
za 60% po jedinici proizvodnje,
07:25
due to efficiencies in renewables.
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zbog efikasnosti u obnovljivim izvorima.
07:27
The cheapest, most secure barrel of oil there is
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Najjeftiniji, najsigurniji barel nafte
koji postoji
koji postoji
07:30
is the one not used through efficiencies.
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je onaj koji se ne koristi kroz
učinkovitost.
učinkovitost.
07:33
Water usage is down 75 percent
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Korištenje vode se smanjilo za 75%
07:36
in our worldwide carpet tile business.
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u svjetskom poslu tepisnih ploča.
07:38
Down 40 percent in our broadloom carpet business,
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Smanjeno za 40% u drugom sektoru tepiha,
07:41
which we acquired in 1993
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kojeg smo kupili 1993.
07:43
right here in California, City of Industry,
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upravo ovdje u Kaliforniji,
gradu industrije,
gradu industrije,
07:45
where water is so precious.
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gdje je voda toliko vrijedna.
07:48
Renewable or recyclable materials are 25 percent of the total, and growing rapidly.
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Obnovljivi ili reciklažni materijali čine
25% od ukupnog i ubrzano rastu.
25% od ukupnog i ubrzano rastu.
07:52
Renewable energy is 27 percent of our total,
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Obnovljiva energija je 27% ukupne,
07:55
going for 100 percent.
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i penje se do 100%.
07:57
We have diverted 148 million pounds --
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Preradili smo 148 milijuna funti --
08:00
that's 74,000 tons --
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to je 74 000 tona --
08:02
of used carpet from landfills,
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korištenog tepiha iz odlagališta,
08:05
closing the loop on material flows
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zatvarajući petlju na kolanju materijala
08:07
through reverse logistics
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kroz obrnutu logistiku
08:09
and post-consumer recycling technologies
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i reciklažne tehnologije
08:12
that did not exist when we started 14 years ago.
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koje nisu postojale kada smo počeli
prije 14 godina.
prije 14 godina.
08:16
Those new cyclical technologies
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Te nove cikličke tehnologije
08:18
have contributed mightily to the fact that we have produced and sold
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su uvelike pridonijele činjenici da smo
proizveli i prodali
proizveli i prodali
08:21
85 million square yards of climate-neutral carpet
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85 milijuna kvadratnih metara klimatsko
neutralnog tepiha
neutralnog tepiha
08:25
since 2004,
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od 2004.,
08:27
meaning no net contribution to global climate disruption
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što znači nikakav prinos svjetskom
remećenju klime
remećenju klime
08:31
in producing the carpet throughout the supply chain,
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u proizvodnji tepiha kroz lanac nabave,
08:33
from mine and well head clear to end-of-life reclamation --
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od rudnika preko doživotne garancije
08:38
independent third-party certified.
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do certifikata treće strane.
08:40
We call it Cool Carpet.
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Zovemo ga Cool Tepih.
08:43
And it has been a powerful marketplace differentiator,
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Bio je moćan diferencijator tržišta,
08:46
increasing sales and profits.
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povećavajući prodaju i profit.
08:48
Three years ago we launched carpet tile for the home,
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Prije tri godine pustili smo u prodaju
tepih za kućanstva,
tepih za kućanstva,
08:52
under the brand Flor,
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pod nazivom Flor, (floor - pod)
08:54
misspelled F-L-O-R.
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krivo napisano F-L-O-R.
08:57
You can point and click today at Flor.com
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Možete usmjeriti miš i klinkuti na
Flor.com
Flor.com
08:59
and have Cool Carpet delivered to your front door in five days.
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i imati dostavljen Cool tepih na vaša
vrata u 5 dana.
vrata u 5 dana.
09:03
It is practical, and pretty too.
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Praktičan je i lijep također.
09:06
(Laughter)
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(Smijeh)
09:07
(Applause)
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(Pljesak)
09:13
We reckon that we are a bit over halfway
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Mislimo da smo nešto više od pola puta
09:15
to our goal: zero impact, zero footprint.
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do našeg cilja: nula utjecaja,
nula otisaka.
nula otisaka.
09:20
We've set 2020 as our target year for zero,
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Postavili smo 2020. kao zadanu godinu
za nulu,
za nulu,
09:23
for reaching the top, the summit of Mount Sustainability.
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za dostizanje vrha planine Održivosti.
09:28
We call this Mission Zero.
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Ovo zovemo misija Nula.
09:30
And this is perhaps the most important facet:
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Možda najvažniji dio ovoga:
09:33
we have found Mission Zero to be incredibly good for business.
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uvidjeli smo da je misija Nula iznimno
dobra za posao.
dobra za posao.
09:37
A better business model,
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Bolji poslovni model,
09:40
a better way to bigger profits.
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bolji put do većih prihoda.
09:42
Here is the business case for sustainability.
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Ovdje je poslovni slučaj za održivost.
09:45
From real life experience, costs are down, not up,
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Iz pravog iskustva, trošak je manji,
ne veći,
ne veći,
09:49
reflecting some 400 million dollars
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odražavajući kojih 400 milijuna dolara
09:51
of avoided costs in pursuit of zero waste --
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izbjegnutih cijena u potjeri za nula
otpada --
otpada --
09:55
the first face of Mount Sustainability.
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prvo lice planine Održivosti.
09:58
This has paid all the costs for the transformation of Interface.
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Ovo je platilo sve troškove transformacije
Interfacea.
Interfacea.
10:02
And this dispels a myth too,
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Također, razotkriva mit,
10:04
this false choice between the environment and the economy.
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krivi izbor između prirode i ekonomije.
10:08
Our products are the best they've ever been,
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Naši proizvodi su najbolji ikad,
10:10
inspired by design for sustainability,
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inspirirani dizajnom za održivost,
10:12
an unexpected wellspring of innovation.
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neočekivano vrelo inovacija.
10:16
Our people are galvanized around this shared higher purpose.
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Naši su ljudi potaknuti zajedničkom
višom svrhom.
višom svrhom.
10:19
You cannot beat it for attracting the best people
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Ne možete ih nadmašiti dovodeći
najbolje ljude
najbolje ljude
10:21
and bringing them together.
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i spajajući ih zajedno.
10:24
And the goodwill of the marketplace is astonishing.
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Ugled na tržištu je zadivljujuć.
10:27
No amount of advertising, no clever marketing campaign,
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Ne postoji količina reklama, pametnog
marketinga,
marketinga,
10:31
at any price, could have produced or created
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bilo koje cijene, koji bi mogli proizvesti
ili stvoriti
ili stvoriti
10:34
this much goodwill.
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ovoliko ugleda
10:37
Costs, products, people, marketplaces --
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Troškovi, proizvodi, ljudi, tržišta --
10:39
what else is there?
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što još postoji?
10:41
It is a better business model.
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To je bolji poslovni model.
10:43
And here is our 14-year record of sales and profits.
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A ovdje je naših 14 godina rekordnih
prodaja i profita.
prodaja i profita.
10:48
There is a dip there, from 2001 to 2003:
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Postoji rupa od 2001. do 2003.,
10:51
a dip when our sales, over a three-year period,
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rupa u kojoj su naše prodaje, kroz
trogodišnje razdoblje,
trogodišnje razdoblje,
10:53
were down 17 percent.
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bile niže za 17%.
10:55
But the marketplace was down 36 percent.
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No tržište je palo za 36%.
10:58
We literally gained market share.
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Doslovno smo dobili dio tržišta.
11:00
We might not have survived that recession
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Možda ne bismo preživjeli tu recesiju
11:03
but for the advantages of sustainability.
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da nije bilo prednosti održivosti.
11:06
If every business were pursuing Interface plans,
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Kada bi svaki posao išao stopama
Interfacea,
Interfacea,
11:10
would that solve all our problems?
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bi li to riješilo sve naše probleme?
11:12
I don't think so.
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Mislim da ne bi.
11:14
I remain troubled by the revised Ehrlich equation,
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Ostajem zabrinut Erlichovom jednadžbom,
11:17
I equals P times A divided by T2.
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U = P x A : T2.
11:21
That A is a capital A,
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Taj A je veliko slovo,
11:23
suggesting that affluence is an end in itself.
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implicirajući da je obilje samo po sebi
konačno.
konačno.
11:28
But what if we reframed Ehrlich further?
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No što ako dalje preobrazimo Ehrlich?
11:32
And what if we made A a lowercase 'a,'
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Što ako postavimo A kao malo slovo 'a',
11:35
suggesting that it is a means to an end,
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implicirajući da je sredstvo za dolazak do
kraja,
kraja,
11:37
and that end is happiness --
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a taj kraj je sreća --
11:40
more happiness with less stuff.
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više sreće s manje stvari.
11:43
You know that would reframe civilization itself --
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To bi promijenilo civilizaciju kao takvu -
11:46
(Applause) --
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(Pljesak)
11:54
and our whole system of economics,
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i cijeli naš sustav ekonomije,
11:57
if not for our species, then perhaps for the one that succeeds us:
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ako ne za našu vrste, onda možda za one
koje nas nasljeđuju:
koje nas nasljeđuju:
12:03
the sustainable species, living on a finite earth,
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održive vrste, živeći na smrtnoj zemlji,
12:06
ethically, happily and ecologically
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etično, sretno i ekološki
12:09
in balance with nature
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u ravnoteži s prirodom
12:11
and all her natural systems for a thousand generations,
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i svim njenim prirodnim sustavima za
tisuću generacija,
tisuću generacija,
12:14
or 10,000 generations --
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ili 10 000 generacija --
12:16
that is to say, into the indefinite future.
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odnosno, do beskonačne budućnosti.
12:19
But does the earth have to wait for our extinction as a species?
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No treba li Zemlja čekati da mi izumremo
kao vrsta?
kao vrsta?
12:24
Well maybe so. But I don't think so.
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Možda. No ne mislim tako.
12:27
At Interface we really intend to bring this prototypical
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U Interfaceu pokušavamo donijeti
prototip
prototip
12:30
sustainable, zero-footprint industrial company
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održivog poduzeća s nula otisaka
12:33
fully into existence by 2020.
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potpuno u život do 2020.
12:36
We can see our way now,
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Možemo vidjeti svoj put sada,
12:38
clear to the top of that mountain.
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čisto do vrha planine.
12:40
And now the challenge is in execution.
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Sad je izazov u izvedbi.
12:43
And as my good friend and adviser Amory Lovins says,
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Kako bi moj dobar prijatelj i savjetnik
Amory Lovins rekao,
Amory Lovins rekao,
12:46
"If something exists, it must be possible."
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"Ako nešto postoji, mora biti moguće."
12:50
(Laughter)
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(Smijeh)
12:53
If we can actually do it, it must be possible.
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Ako možemo to napraviti, mora biti moguće.
12:56
If we, a petro-intensive company can do it, anybody can.
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Ako mi, poduzeće s velikom potrošnjom
petroleja, možemo, bilo tko može.
petroleja, možemo, bilo tko može.
13:00
And if anybody can, it follows that everybody can.
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Ako bilo tko može, slijedi da svi mogu.
13:04
Hawken fulfilled business and industry,
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Hawken je ispunio posao i industriju,
13:07
leading humankind away from the abyss
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vodeći čovječanstvo van iz bezdana
13:11
because, with continued unchecked decline of the biosphere,
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jer s nastavljajućim padom biosfere,
13:16
a very dear person is at risk here --
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vrlo draga nam je osoba u riziku --
13:19
frankly, an unacceptable risk.
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iskreno, nedopustivom riziku.
13:21
Who is that person?
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Tko je ta osoba?
13:23
Not you. Not I.
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Ne vi. Ne ja.
13:25
But let me introduce you to the one who is most at risk here.
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Ali dopustite mi da vas upoznam s onim
tko je najviše u riziku.
tko je najviše u riziku.
13:28
And I myself met this person in the early days of this mountain climb.
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I sam sam upoznao ovu osobu u ranim
danima penjanja na planinu.
danima penjanja na planinu.
13:32
On a Tuesday morning in March of 1996,
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Ujutro, u utorak u ožujku 1996.,
13:36
I was talking to people, as I did at every opportunity back then,
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pričao sam s ljudima, kao što sam radio
svakom prilikom tada,
svakom prilikom tada,
13:39
bringing them along and often not knowing whether I was connecting.
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skupljajući ih zajedno i često ne znajući
povezujem li se.
povezujem li se.
13:43
But about five days later back in Atlanta,
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No pet dana kasnije u Atlanti,
13:46
I received an email from Glenn Thomas,
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primio sam e-mail od Glenna Thomasa,
13:49
one of my people in the California meeting.
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jednog od mojih ljudi na sastanku
u Kaliforniji.
u Kaliforniji.
13:51
He was sending me an original poem
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Slao mi je originalnu pjesmu
13:53
that he had composed after our Tuesday morning together.
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koju je skladao nakon našeg
zajedničkog utorka ujutro.
zajedničkog utorka ujutro.
13:56
And when I read it it was one of the most uplifting moments of my life.
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Kada sam ju pročitao, bila je jedna od
najdivnijih trenutaka u mom životu.
najdivnijih trenutaka u mom životu.
14:00
Because it told me, by God, one person got it.
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Jer mi je reklo: "Za Boga, jedna osoba
razumije."
razumije."
14:04
Here is what Glenn wrote. And here is that person, most at risk.
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Ovo je što je Glenn napisao. I ovdje je ta
osoba, najviše izložena riziku.
osoba, najviše izložena riziku.
14:08
Please meet "Tomorrow's Child."
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Molim vas, upoznajte "Sutrašnje dijete"
14:12
"Without a name, an unseen face, and knowing not your time or place,
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"Bez imena, bez lica, bez poznavanja
vremena ili ulica,
vremena ili ulica,
14:16
Tomorrow's child, though yet unborn,
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Sutrašnje dijete, iako nerođeno,
14:19
I met you first last Tuesday morn.
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upoznao sam te prošlog utorka ujutro.
14:22
A wise friend introduced us two.
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Mudar prijatelj nas upozna.
14:24
And through his sobering point of view
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I kroz njegov trevezni pogled
14:26
I saw a day that you would see, a day for you but not for me.
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vidio sam dan koji ćeš vidjeti, dan za
tebe, ne za mene.
tebe, ne za mene.
14:31
Knowing you has changed my thinking.
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Poznavajući te, promijenio sam mišljenje.
14:33
For I never had an inkling
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Jer nikad nisam posjedovao čar za
naziranje
naziranje
14:35
that perhaps the things I do might someday,
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da ono što činim i što bih činiti mogao,
14:38
somehow threaten you.
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na neki način tebi pokazuje svijet koji
je propao.
je propao.
14:41
Tomorrow's child, my daughter, son,
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Sutrašnje dijete, moja kćeri, sine,
14:43
I'm afraid I've just begun to think of you and of your good,
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bojim se da sam se prekasno tvojim
mislima predao,
mislima predao,
14:45
though always having known I should.
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iako sam uvijek znao da bih trebao.
14:49
Begin, I will.
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Počet ću.
14:51
The way the cost of what I squander, what is lost,
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Način i put onoga što sam protratio
i izgubio,
i izgubio,
14:54
if ever I forget that you
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ako te zaboravim ikada,
14:56
will someday come and live here too."
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doći će i živjeti s tobom tada."
15:00
Well, every day of my life since,
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Svaki dan mog života od tad,
15:02
"Tomorrow's Child" has spoken to me
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Sutrašnje dijete mi govori
15:04
with one simple but profound message,
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s jednom jednostavnom no dubokom porukom,
15:06
which I presume to share with you.
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koju želim podijeliti s vama.
15:08
We are, each and every one,
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Mi smo, svi do jednog,
15:10
a part of the web of life.
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dio mreže života.
15:13
The continuum of humanity, sure, but in a larger sense, the web of life itself.
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Kontinuum čovječanstva, naravno, no u
većem smislu, mreže života samoga.
većem smislu, mreže života samoga.
15:17
And we have a choice to make
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I imamo izbor
15:19
during our brief, brief visit
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tijekom našeg kratkog, kratkog posjeta
15:21
to this beautiful blue and green living planet:
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ovom prelijepom plavom i zelenom planetu:
15:25
to hurt it or to help it.
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ozlijediti ga ili mu pomoći.
15:28
For you, it's your call.
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Vaš izbor.
15:31
Thank you.
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Hvala vam.
15:33
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Ray Anderson - Sustainable-business pioneerRay Anderson founded the company that makes covetable Flor carpeting. But behind the fresh design is a decades-deep commitment to sustainable ways of doing business -- culminating in the Mission Zero plan.
Why you should listen
Ray Anderson founded Interface, the company that makes those adorable Flor carpet tiles (as well as lots of less whizzy but equally useful flooring and fabric). He was a serious carpet guy, focused on building his company and making great products. Then he read Paul Hawken's book The Ecology of Commerce. Something clicked: with his company's global reach and manufacturing footprint, he was in a position to do something very real, very important, in building a sustainable world.
Anderson focused the company's attention on sustainable decisionmaking, taking a hard look at suppliers, manufacturing processes, and the beginning-to-end life cycle of all its products. (For example: If you can't find a place to recycle a worn or damaged Flor tile, Interface invites you to send it back to them and they'll do it for you.) They call this drive Mission Zero: "our promise to eliminate any negative impact our company may have on the environment by the year 2020."
Anderson, who died in August 2011, estimated that since 2001 he'd given more than 1,000 speeches making the business case for sustainability. He often ended his talks with the poem "Tomorrow's Child," written by an Interface employee, Glenn Thomas.
Ray Anderson | Speaker | TED.com