TEDGlobal 2009
Tim Brown: Designers -- think big!
Tim Brown poziva dizajnere da razmišljaju šire
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Tim Brown tvrdi kako su dizajneri prezauzeti stvaranjem stiliziranih, modnih stvari -- čak i kod sve važnijih pitanja poput pristupa čistoj vodi dizajn ima sve veću ulogu. Ona nas poziva na promjenu i usmjeravanje ka lokalnom, kolaborativnom, participativnom "dizajnu razmišljanja".
Tim Brown - Designer
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Tim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface. Full bio
Double-click the English transcript below to play the video.
00:12
I'd like to talk a little bit this morning
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Ovo jutro bih htio malo popričati s vama
00:14
about what happens if we move from design
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o tome što se događa kada se odmaknemo od dizajna
00:17
to design thinking.
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prema dizajnu razmišljanja.
00:20
Now this rather old photo up there
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Ova prilično stara slika prikazana gore
00:22
is actually the first project I was ever hired to do,
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je, u stvari, prvi projekt na kojem sam radio.
00:25
something like 25 years ago.
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Prije otprilike 25 godina.
00:27
It's a woodworking machine, or at least a piece of one,
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To je stroj za obradu drveta, ili barem jedan njegov dio.
00:29
and my task was to
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Moj zadatak je bio
00:31
make this thing a little bit more modern,
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napraviti ga malo modernijim
00:33
a little bit easier to use.
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i lakšim za korištenje.
00:35
I thought, at the time, I did a pretty good job.
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U to vrijeme sam mislio kako sam napravio prilično dobar posao.
00:38
Unfortunately, not very long afterwards
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Nažalost, ne dugo nakon toga
00:40
the company went out of business.
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poduzeće je propalo.
00:43
This is the second project that I did. It's a fax machine.
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Ovo je drugi projekt koji sam napravio. To je telefaks.
00:46
I put an attractive shell around some new technology.
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Napravio sam privlačnu ljusku oko nove tehnologije.
00:49
Again, 18 months later,
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Ponovno, nakon 18 mjeseci
00:51
the product was obsolete.
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proizvod je zastario.
00:53
And now, of course, the whole technology is obsolete.
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Naravno, danas je ta cijela tehnologija zastarjela.
00:58
Now, I'm a fairly slow learner,
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Sada, ja prilično sporo učim,
01:00
but eventually it occurred to me that
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ali s vremenom mi je palo na pamet
01:02
maybe what passed for design
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možda ono što se smatra dizajnom
01:04
wasn't all that important --
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i nije bilo toliko bitno --
01:06
making things more attractive,
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činjenje stvari malo privlačnijima,
01:08
making them a bit easier to use,
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malo lakšima za korištenje,
01:10
making them more marketable.
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malo lakšima za prodaju.
01:13
By focusing on a design,
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Fokusirajući se na dizajn
01:15
maybe just a single product,
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i možda samo na jedan proizvod,
01:17
I was being incremental
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bio sam inkrementalan
01:19
and not having much of an impact.
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i nisam imao veliki učinak.
01:23
But I think this small view of design
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Mislim kako je ovako uzak pogled na dizajn
01:25
is a relatively recent phenomenon,
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relativno nedavan fenomen
01:27
and in fact really emerged
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koji se pojavio
01:29
in the latter half of the 20th century
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u drugoj polovici 20. stoljeća
01:31
as design became a tool of consumerism.
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kada je dizajn postao oruđe konzumerizma.
01:35
So when we talk about design today,
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Danas kada pričamo o dizajnu,
01:37
and particularly when we read about it in the popular press,
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a posebno kada čitamo u popularnom tisku
01:40
we're often talking about products like these.
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često govorimo o proizvodima kao što su ovi.
01:42
Amusing? Yes. Desirable? Maybe.
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Zabavno? Da. Poželjno? Možda.
01:45
Important? Not so very.
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Važno? Baš i ne.
01:48
But this wasn't always the way.
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Ali nije uvijek bilo tako.
01:50
And I'd like to suggest that if we take
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Predložio bih da pogledamo
01:52
a different view of design,
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dizajn na drugi način
01:54
and focus less on the object
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i fokusiramo se manje na objekt,
01:57
and more on design thinking as an approach,
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a više na dizajn razmišljanja kao pristup
02:00
that we actually might see the result in a bigger impact.
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kojim bismo mogli postići rezultate s većim učinkom.
02:05
Now this gentleman, Isambard Kingdom Brunel,
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Ovaj gospodin, Isambard Kingdom Brunel,
02:07
designed many great things in his career in the 19th century,
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dizajnirao je mnoge sjajne stvari tijekom svoje karijere u 19. stoljeću
02:11
including the Clifton suspension bridge in Bristol
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uključujući viseći most Clifton u Bristolu,
02:15
and the Thames tunnel at Rotherhithe.
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kao i tunel ispod Temze u Rotherhitheu.
02:17
Both great designs and actually very innovative too.
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Oba djela predstavljaju sjajan i inovativan dizajn.
02:22
His greatest creation
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Njegovo najveće ostvarenje
02:25
runs actually right through here in Oxford.
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prolazi upravo ovdje kroz Oxford.
02:27
It's called the Great Western Railway.
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Zove se Great Western Railway (Velika zapadna željeznica).
02:30
And as a kid I grew up very close to here,
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Odrastao sam u blizini ovog mjesta.
02:33
and one of my favorite things to do
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Jedna od omiljenih stvari
02:35
was to cycle along by the side of the railway
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mi je bila vožnja biciklom uz prugu
02:38
waiting for the great big express trains to roar past.
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i čekanje kako bi veliki ekspres vlakovi protutnjali.
02:41
You can see it represented here in J.M.W. Turner's painting,
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Možete to vidjeti na slici J. M. W. Turnera
02:43
"Rain, Steam and Speed".
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"Kiša, para i brzina".
02:46
Now, what Brunel said that he wanted to achieve for his passengers
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Brunel je rekao kako želi postići da njegovi putnici
02:50
was the experience of floating across the countryside.
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imaju osjećaj lebdenja po krajoliku.
02:55
Now, this was back in the 19th century.
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A to je bilo u 19. stoljeću.
02:57
And to do that meant creating the flattest gradients
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To je značilo izgradnju najmanjih nagiba
02:59
that had ever yet been made,
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koji su ikada napravljeni.
03:01
which meant building long viaducts across river valleys --
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To je zahtjevalo izgradnju dugih vijadukta preko riječnih kotlina --
03:04
this is actually the viaduct across the Thames at Maidenhead --
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ovo je u stvari vijadukt preko rijeke Temze u Maidenheadu --
03:08
and long tunnels such as the one at Box, in Wiltshire.
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i dugih tunela kao što je onaj u Boxu, Wiltshire.
03:14
But he didn't stop there. He didn't stop
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No tu nije bio kraj. Nije mu bilo dovoljno
03:16
with just trying to design the best railway journey.
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dizajnirati samo najbolje putovanje željeznicom.
03:19
He imagined an integrated transportation system
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Zamislio je integrirani transportni sustav
03:23
in which it would be possible for a passenger to embark
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u kojem bi se putnik ukrcao
03:26
on a train in London
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na vlak u Londonu
03:29
and disembark from a ship in New York.
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i iskrcao se s broda u New Yorku.
03:32
One journey from London to New York.
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Jedna vožnja iz Londona u New York.
03:36
This is the S.S. Great Western that he built
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Ovo je parobrod Great Western koji je sagradio
03:38
to take care of the second half of that journey.
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za drugi dio toga puta.
03:42
Now, Brunel was working 100 years before
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Brunel je radio 100 godina prije
03:44
the emergence of the design profession,
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pojave dizajnerskog zvanja.
03:47
but I think he was using design thinking
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Ali mislim kako je koristio dizajn razmišljanja
03:50
to solve problems and to create world-changing innovations.
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kako bi riješio probleme i stvorio inovacije koje mijenjaju svijet.
03:55
Now, design thinking begins with what Roger Martin,
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Dizajn razmišljanja počinje s onim što Roger Martin,
03:57
the business school professor at the University of Toronto,
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profesor poslovne škole na Sveučilištu u Torontu,
04:00
calls integrative thinking.
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naziva integrativno razmišljanje.
04:02
And that's the ability to exploit opposing ideas
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To je sposobnost iskorištavanja suprotstavljenih ideja
04:05
and opposing constraints
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i suprotnih ograničenja
04:07
to create new solutions.
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u svrhu kreiranja novih rješenja.
04:09
In the case of design, that means
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U slučaju dizajna to predstavlja
04:12
balancing desirability, what humans need,
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balansiranje poželjnosti, onoga što ljudi trebaju,
04:16
with technical feasibility,
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sa tehničkom izvodljivosti,
04:18
and economic viability.
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i ekonomskom održivosti.
04:21
With innovations like the Great Western,
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Pomoću inovacija kao što je Great Western
04:23
we can stretch that balance to the absolute limit.
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taj balans se može rastegnuti do apsolutnog maksimuma.
04:27
So somehow, we went from this to this.
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Nekako smo došli s ovoga, na ovo.
04:34
Systems thinkers who were reinventing the world,
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Sa sustavnih mislilaca koji su mijenjali svijet
04:37
to a priesthood of folks in black turtlenecks and designer glasses
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na kastu ljudi u crnim dolčevitama i dizajnerskim naočalama
04:42
working on small things.
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koji rade na malim stvarima.
04:44
As our industrial society matured,
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Kako je naše industrijsko društvo sazrijevalo
04:48
so design became a profession
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dizajn je postao zvanje
04:50
and it focused on an ever smaller canvas
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i fokusirao se na sve manje područje
04:53
until it came to stand for aesthetics,
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sve dok nije došao do estetike,
04:55
image and fashion.
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imidža i mode.
04:57
Now I'm not trying to throw stones here.
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Ne pokušavam sipati drvlje i kamenje na nikoga.
05:00
I'm a fully paid-up member of that priesthood,
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Ja sam punopravni član te kaste.
05:02
and somewhere in here I have my designer glasses.
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Negdje ovdje su mi i dizajnerske naočale.
05:04
There we go.
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Evo ih.
05:07
But I do think that perhaps design
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Ali svejedno mislim kako dizajn
05:09
is getting big again.
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ponovno postaje velik.
05:11
And that's happening through
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To se događa kroz
05:14
the application of design thinking
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primjenu dizajna razmišljanja
05:16
to new kinds of problems --
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na nove probleme --
05:18
to global warming, to education,
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na globalno zatopljavanje, na obrazovanje,
05:20
healthcare, security, clean water, whatever.
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zdravstvo, osiguranje, čistu voda, bilo što.
05:24
And as we see this reemergence of design thinking
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Dok gledamo ponovno pojavljivanje dizajna razmišljanja
05:27
and we see it beginning to tackle new kinds of problems,
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i dok gledamo kako se time rješavaju nove vrste problema,
05:30
there are some basic ideas that I think we can observe that are useful.
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postoje neke osnovne korisne ideje koje možemo uočiti.
05:33
And I'd like to talk about some of those
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Htio bih popričati o nekoliko njih
05:35
just for the next few minutes.
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idućih par minuta.
05:37
The first of those is that design is
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Prva od njih je kako je dizajn
05:39
human-centered.
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orijentiran na ljude.
05:42
It may integrate technology and economics,
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On možda integrira tehnologiju i ekonomiju,
05:44
but it starts with what humans need, or might need.
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ali kreće s ljudskom potrebom ili možebitnom potrebom.
05:48
What makes life easier, more enjoyable?
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Što čini život lakšim i ugodnijim?
05:50
What makes technology useful and usable?
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Što čini tehnologiju korisnom i primjenjivom?
05:54
But that is more than simply good ergonomics,
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To je puno više od dobre ergonomičnosti
05:57
putting the buttons in the right place.
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ili stavljanja tipki na pravo mjesto.
06:00
It's often about understanding culture and context
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On je često o razumijevanju kulture i konteksta,
06:03
before we even know where to start to have ideas.
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čak i prije nego znamo odakle započeti imati ideje.
06:06
So when a team was working on a new vision screening program in India,
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Dakle, dok je tim koji je radio na programu testiranja vida u Indiji,
06:10
they wanted to understand what the aspirations
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htjeli su razumjeti koje su ambicije
06:12
and motivations were of these school children
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i motivacije te školske djece
06:15
to understand how they might play a role
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kako bi shvatili koju ulogu bi mogli odigrati
06:17
in screening their parents.
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u probiranju njihovih roditelja.
06:22
Conversion Sound has developed a high quality,
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Conversion Sound je razvio visokokvalitetno,
06:24
ultra-low-cost digital hearing aid
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niskobudžetno, digitalno, slušno pomagalo
06:27
for the developing world.
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za zemlje u razvoju.
06:29
Now, in the West we rely on highly trained technicians
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Na zapadu se oslanjamo na visokokvalificirane tehničare
06:33
to fit these hearing aids.
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da namjeste te uređaje za slušanje.
06:35
In places like India, those technicians simply don't exist.
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U zemlji kao što je Indija, takvi tehničari uopće ne postoje.
06:39
So it took a team working in India
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Tako da je tim u Indiji radio
06:41
with patients and community health workers
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s pacijentima i zdravstvenim radnicima u zajednici
06:43
to understand how a PDA
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kako bi shvatili kako pomoću PDA računala
06:45
and an application on a PDA
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i aplikacije
06:47
might replace those technicians
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mogu zamijeniti tehničare
06:49
in a fitting and diagnostic service.
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kod postavljanja uređaja i dijagnostičkih usluga.
06:52
Instead of starting with technology,
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Umjesto da krenu od tehnologije,
06:54
the team started with people and culture.
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tim je krenuo od ljudi i kulture.
06:57
So if human need is the place to start,
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Ako se krene od ljudske potrebe
07:00
then design thinking rapidly moves on to
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tada nas dizajn razmišljanjem vrlo brzo vodi
07:02
learning by making.
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učenju kroz stvaranje.
07:04
Instead of thinking about what to build,
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Umjesto da se razmišlja o tome što napraviti,
07:07
building in order to think.
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stvara se kako bi se razmišljalo.
07:10
Now, prototypes speed up the process of innovation,
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Prototipovi ubrzavaju proces inovacije,
07:13
because it is only when we put our ideas out into the world
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jer tek onda kada prenesemo svoje ideje u stvarni svijet
07:16
that we really start to understand their strengths and weaknesses.
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počinjemo razumijevati njegove prednosti i nedostatke.
07:19
And the faster we do that,
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Što brže to činimo,
07:21
the faster our ideas evolve.
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naše ideje brže evoluiraju.
07:24
Now, much has been said and written about
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Mnogo je toga rečeno i napisano o
07:26
the Aravind Eye Institute in Madurai, India.
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očnom institutu u Maduraiju, Indija.
07:29
They do an incredible job of serving very poor patients
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Rade nevjerojatan posao pomažući siromašnim pacijentima
07:33
by taking the revenues from those who can afford to pay
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tako da naplaćuju onima koji mogu platiti
07:35
to cross-subsidize those who cannot.
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i time subvencioniraju one koje ne mogu.
07:39
Now, they are very efficient,
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Osim što su učinkoviti,
07:42
but they are also very innovative.
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oni su i inovativni.
07:45
When I visited them a few years ago,
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Kada sam ih posjetio prije nekoliko godina
07:48
what really impressed me was their willingness
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impresionirala me njihova želja
07:50
to prototype their ideas very early.
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da vrlo rano naprave prototip svojih ideja.
07:52
This is the manufacturing facility
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Ovo je proizvodni pogon
07:54
for one of their biggest cost breakthroughs.
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u kojem se radi jedno od njihovih najvećih cjenovnih dostignuća.
07:56
They make their own intraocular lenses.
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Rade vlastite intraokularne leće.
07:59
These are the lenses that replace those
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To su leće koje zamjenjuju one
08:01
that are damaged by cataracts.
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koje su oštećene očnom mrenom.
08:03
And I think it's partly their prototyping mentality
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Mislim da je njihova želja za izradom prototipa
08:07
that really allowed them to achieve the breakthrough.
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ono što im je omogućilo napredak.
08:09
Because they brought the cost down
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Spustili su cijenu
08:11
from $200 a pair,
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s 200 dolara za par
08:12
down to just $4 a pair.
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na samo četiri dolara za par.
08:17
Partly they did this by instead of building
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Djelomično su to učinili tako što umjesto gradnje
08:19
a fancy new factory,
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nove luksuzne tvornice
08:21
they used the basement of one of their hospitals.
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koriste podrum jedne od svojih bolnica.
08:25
And instead of installing the large-scale machines
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Umjesto da instaliraju masivne strojeve
08:28
used by western producers,
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koje koriste zapadni proizvođači
08:30
they used low-cost CAD/CAM prototyping technology.
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koristili su niskobudžetnu CAD/CAM tehnologiju za izradu prototipa.
08:34
They are now the biggest manufacturer of these lenses in the developing world
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Sada su najveći proizvođač leća u zemljama u razvoju,
08:38
and have recently moved into a custom factory.
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a nedavno su se preselili u prilagođenu tvornicu.
08:42
So if human need is the place to start,
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Ako je ljudska potreba mjesto odakle krećemo,
08:44
and prototyping, a vehicle for progress,
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a izrada prototipa vozilo kojim napredujemo,
08:46
then there are also some questions to ask about the destination.
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onda se također trebamo zapitati o odredištu.
08:50
Instead of seeing its primary objective as consumption,
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Umjesto da uzima potrošnju kao primarnu svrhu,
08:55
design thinking is beginning to explore the potential of participation --
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dizajn razmišljanja istražuje potencijal sudjelovanja.
08:58
the shift from a passive relationship
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Skreće s pasivnog odnosa
09:01
between consumer and producer
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potrošača i proizvođača
09:03
to the active engagement of everyone
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prema aktivnom sudjelovanju svih
09:05
in experiences that are meaningful,
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u iskustvima koja su smislena,
09:07
productive and profitable.
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produktivna i profitabilna.
09:11
So I'd like to take the idea that Rory Sutherland talked about,
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Htio bih posuditi ideju o kojoj je pričao Rory Sutherland,
09:14
this notion that intangible things are worth perhaps more than physical things,
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stanovište kako su nematerijalne stvari vrednije od materijalnih,
09:17
and take that a little bit further and say that
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i otići malo dalje i reći kako
09:19
I think the design of participatory systems,
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mislim da dizajn participativnih sustava,
09:22
in which many more forms of value
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u kojima se novi oblici vrijednosti,
09:25
beyond simply cash
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osim samo novca,
09:27
are both created and measured,
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stvaraju i mjere,
09:30
is going to be the major theme, not only for design,
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biti glavna tema, ne samo za dizajn,
09:33
but also for our economy as we go forward.
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nego i za ekonomiju budućnosti.
09:37
So William Beveridge, when he wrote the first of his famous reports in 1942,
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Kada je napisao prvi od svojih slavnih izvješća 1942., William Beveride
09:41
created what became Britain's welfare state
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je stvorio britansku socijalnu državu
09:45
in which he hoped that every citizen
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te se nadao kako će svaki građanin
09:48
would be an active participant
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biti aktivni sudionik
09:50
in their own social well-being.
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u svojoj socijalnoj dobrobiti.
09:52
By the time he wrote his third report,
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Dok je napisao svoje treće izvješće
09:55
he confessed that he had failed
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priznao je da nije uspio
09:57
and instead had created a society of welfare consumers.
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i da je stvorio društvo ovisnika o socijalnoj pomoći.
10:03
Hilary Cottam, Charlie Leadbeater,
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Hillary Cottam, Charlie Ledbetter
10:05
and Hugo Manassei of Participle
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i Hugo Manassei, osnivači Participle-a
10:07
have taken this idea of participation,
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su preuzeli tu ideju sudjelovanja
10:10
and in their manifesto entitled Beveridge 4.0,
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i u svom manifestu nazvanom Beveridge 4.0,
10:13
they are suggesting a framework
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oni su predložili okvir
10:15
for reinventing the welfare state.
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za preobražaj socijalne države.
10:18
So in one of their projects called Southwark Circle,
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U jednom od njihovih projekata nazvanom Southwark Circle,
10:20
they worked with residents in Southwark, South London
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oni su radili sa stanovnicima Southwarka u južnom Londonu,
10:23
and a small team of designers
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i malim timom dizajnera
10:25
to develop a new membership organization
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kako bi razvili novu organizaciju
10:29
to help the elderly with household tasks.
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koja bi pomogla starijima s kućanskim poslovima.
10:32
Designs were refined and developed
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Dizajn je razvijen i poboljšan
10:34
with 150 older people and their families
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sa 150 starijih osoba i njihovim obiteljima
10:37
before the service was launched earlier this year.
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prije nego je usluga pokrenuta ranije ove godine.
10:42
We can take this idea of participation
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Možemo uzeti ovu ideju o participaciji
10:46
perhaps to its logical conclusion
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i možda logično zaključiti kako dizajn
10:48
and say that design may have its greatest impact
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ima najveći utjecaj,
10:50
when it's taken out of the hands of designers
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kada se uzme iz ruku dizajnera
10:53
and put into the hands of everyone.
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i preda u ruke svima.
10:56
Nurses and practitioners at U.S. healthcare system
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Medicinske sestre i stručnjaci u američkom zdravstvenom udruženju
10:59
Kaiser Permanente
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Kaiser Permanente
11:01
study the topic of improving the patient experience,
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istražuju temu poboljšavanja iskustva pacijenta.
11:06
and particularly focused on the way that they exchange knowledge
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Posebno su usredotočeni na način na koji razmjenjuju znanja
11:11
and change shift.
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o promjeni smjena.
11:14
Through a program of observational research,
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Kroz program opservacijskih istraživanja,
11:16
brainstorming new solutions and rapid prototyping,
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brainstorming i brzu izradu prototipa,
11:19
they've developed a completely new way to change shift.
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razvili su potpuno novi način promjene smjene.
11:22
They went from retreating to the nurse's station
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Umjesto odlaska u sestrinske prostorije
11:26
to discuss the various states and needs of patients,
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kako bi raspravljali o statusu i potrebama pacijenata
11:28
to developing a system that happened on the ward
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razvili su proces koji se odvija na odjelu
11:31
in front of patients, using a simple software tool.
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pred pacijentima, koristeći se jednostavnim softverom.
11:34
By doing this they brought the time that they were away from patients
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Na taj način su vrijeme u kojem su odsutni od pacijenata
11:36
down from 40 minutes to 12 minutes, on average.
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smanjili u prosjeku s 40 na 12 minuta.
11:40
They increased patient confidence and nurse happiness.
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Time su povećali samopouzdanje pacijenata i sreću sestara.
11:44
When you multiply that by all the nurses
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Pomnožite li to sa svim sestrama
11:46
in all the wards in 40 hospitals in the system,
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na svim odjelima u 40 bolnica koje su u sustavu,
11:49
it resulted, actually, in a pretty big impact.
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rezultat je prilično velik.
11:51
And this is just one of thousands
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To je jedna od mogućnosti
11:53
of opportunities in healthcare alone.
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samo u zdravstvu.
11:59
So these are just some of the kind of basic ideas
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To su bile neke od osnovnih ideja
12:02
around design thinking
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oko dizajna razmišljanjem
12:04
and some of the new kinds of projects
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i neki novi projekti
12:06
that they're being applied to.
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na koje se primjenjuju.
12:09
But I'd like to go back to Brunel here,
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Htio bih se vratiti na razmišljanja o Brunelu
12:11
and suggest a connection that might explain why this is happening now,
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i predložiti vezu koja bi mogla objasniti zašto se ovo događa upravo sada,
12:15
and maybe why design thinking is a useful tool.
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i zašto je dizajn razmišljanjem koristan alat.
12:20
And that connection is change.
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Ta poveznica je promjena.
12:23
In times of change we need
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U vrijeme promjena trebaju nam
12:25
new alternatives, new ideas.
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nove opcije, nove ideje.
12:29
Now, Brunel worked at the height of the Industrial Revolution,
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Brunel je radio na vrhuncu industrijske revolucije
12:31
when all of life and our economy
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kada su naši životi i ekonomija
12:33
was being reinvented.
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bili preobraženi.
12:35
Now the industrial systems of Brunel's time have run their course,
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Danas su industrijski sustavi Brunelovog vremena pri kraju
12:39
and indeed they are part of the problem today.
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te su dio problema.
12:41
But, again, we are in the midst of massive change.
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Ali, opet smo u središtu masivnih promjena.
12:45
And that change is forcing us to question
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Te nas promjene tjeraju da propitkujemo
12:48
quite fundamental aspects of our society --
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fundamentalne aspekte našeg društva --
12:50
how we keep ourselves healthy, how we govern ourselves,
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kako se održavamo zdravima, kako vladamo,
12:53
how we educate ourselves, how we keep ourselves secure.
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kako se obrazujemo, kako se održavamo sigurnima.
12:57
And in these times of change, we need these new choices
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A u ovim vremenima promjena trebaju nam nove opcije
13:00
because our existing solutions are simply becoming obsolete.
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jer su nam prijašnja rješenja zastarjela.
13:05
So why design thinking?
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Zašto uopće dizajn razmišljanjem?
13:07
Because it gives us a new way of tackling problems.
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Jer nam daje novi način za rješavanje problema.
13:10
Instead of defaulting to our normal convergent approach
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Umjesto da koristimo uobičajeni konvergentni pristup
13:15
where we make the best choice out of available alternatives,
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gdje odabiremo najbolji način od svih mogućih,
13:19
it encourages us to take a divergent approach,
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potiče nas da krenemo divergentnim putem
13:22
to explore new alternatives, new solutions,
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gdje istražujemo nove načine, rješenja
13:24
new ideas that have not existed before.
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i nove ideje koje nikada nisu ni postojale.
13:28
But before we go through that process of divergence,
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Prije nego krenemo kroz proces divergencije
13:30
there is actually quite an important first step.
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postoji jako važan prvi korak.
13:33
And that is, what is the question that we're trying to answer?
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I to je, na koje pitanje pokušavamo dati odgovor?
13:36
What's the design brief?
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Što je srž dizajna?
13:38
Now Brunel may have asked a question like this,
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Brunel je mogao postaviti ovakvo pitanje:
13:40
"How do I take a train from London to New York?"
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"Kako da vlakom dođem iz Londona u New York?"
13:44
But what are the kinds of questions that we might ask today?
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Koja su pitanja koja možemo danas postaviti?
13:48
So these are some that we've been asked to think about recently.
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Ovo su neka pitanja o kojima smo nedavno morali razmisliti.
13:54
And one in particular, is one that we're working on with the Acumen Fund,
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Konkretno, na jednom trenutačno surađujemo sa Acumen Fondom
13:57
in a project that's been funded by the Bill and Melinda Gates Foundation.
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na projektu koji je financiran od strane zaklade Billa i Melinde Gates.
14:01
How might we improve access to safe drinking water
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Kako možemo poboljšati pristup pitkoj vodi
14:04
for the world's poorest people,
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najsiromašnijim ljudima na svijetu,
14:06
and at the same time stimulate innovation
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i u isto vrijeme potaknemo inovacije
14:08
amongst local water providers?
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među lokalnim opskrbljivačima vode?
14:12
So instead of having a bunch of American designers
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Umjesto da grupa američkih dizajnera
14:14
come up with new ideas that may or may not have been appropriate,
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osmišlja ideje koje mogu, ali ne moraju biti odgovarajuće,
14:17
we took a sort of more open, collaborative and participative approach.
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odlučili smo se za neku vrstu otvorenijeg, kolaborativnog i participativnog pristupa.
14:21
We teamed designers and investment experts up with
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Povezali smo dizajnere i investicijske stručnjake sa
14:24
11 water organizations across India.
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11 opskrbljivača vode u Indiji.
14:27
And through workshops they developed
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Putem radionica razvili su
14:29
innovative new products, services, and business models.
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nove inovativne proizvode, usluge i poslovne modele.
14:32
We hosted a competition
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Organizirali smo natjecanje
14:34
and then funded five of those organizations
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i onda financirali pet od tih organizacija
14:36
to develop their ideas.
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kako bi mogli razviti svoje ideje.
14:38
So they developed and iterated these ideas.
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Oni su ih razvili i prilagodili.
14:40
And then IDEO and Acumen spent several weeks working with them
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IDEO i Acumen su proveli nekoliko tjedana radeći s njima
14:43
to help design new social marketing campaigns,
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kako bi razvili nove društvene marketinške kampanje,
14:48
community outreach strategies, business models,
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strategije za pomoć zajednici, poslovne modele,
14:51
new water vessels for storing water
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nove spremnike za skladištenje vode,
14:53
and carts for delivering water.
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kao i kolica za dostavu vode.
14:56
Some of those ideas are just getting launched into the market.
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Neke od tih ideja se upravo izbacuju na tržište.
14:58
And the same process is just getting underway
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Isti proces se upravo pokreće
15:00
with NGOs in East Africa.
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pomoću nevladinih organizacija u istočnoj Africi.
15:03
So for me, this project shows
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Za mene ovaj projekt pokazuje
15:06
kind of how far we can go from
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koliko daleko možemo otići
15:08
some of those sort of small things
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od onih malih stvari
15:10
that I was working on
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na kojima sam radio
15:12
at the beginning of my career.
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na početku svoje karijere.
15:14
That by focusing on the needs of humans
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Fokusirajući se na ljudsku potrebu,
15:18
and by using prototypes
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koristeći prototipe
15:20
to move ideas along quickly,
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kako bi brže razvili ideje,
15:22
by getting the process out of the hands of designers,
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pomicanjem procesa dizajna iz ruku dizajnera
15:25
and by getting the active participation of the community,
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i uključivanjem zajednice u rad
15:28
we can tackle bigger and more interesting questions.
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možemo rješavati veće i zanimljivije probleme.
15:31
And just like Brunel, by focusing on systems,
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Kao i Brunel, fokusirajući se na sustave
15:34
we can have a bigger impact.
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možemo imati veći utjecaj.
15:37
So that's one thing that we've been working on.
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To je jedna od stvari na kojima smo radili.
15:40
I'm actually really quite interested, and perhaps more interested
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Prilično sam zainteresiran, zapravo jako sam zainteresiran
15:43
to know what this community thinks we could work on.
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što ova zajednica misli na čemu bismo mogli raditi.
15:47
What kinds of questions do we think
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Na koja pitanja mislimo
15:50
design thinking could be used to tackle?
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da dizajn razmišljanjem može dati odgovore?
15:53
And if you've got any ideas
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Ako imate ikakve ideje
15:55
then feel free, you can post them to Twitter.
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slobodno ih pošaljite na Twitter.
15:57
There is a hash tag there that you can use, #CBDQ.
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Hash oznaka koju možete koristiti je #CBDQ.
16:00
And the list looked something like this a little while ago.
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Lista je nedavno izgledala ovako nekako.
16:03
And of course you can search to find the questions that you're interested in
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Naravno, možete ju koristiti i da pronađete odgovore na pitanja koja vas zanimaju
16:07
by using the same hash code.
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koristeći istu hash oznaku.
16:09
So I'd like to believe that design thinking
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Ja bih volio vjerovati da dizajn razmišljanjem
16:13
actually can make a difference,
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može napraviti razliku,
16:15
that it can help create new ideas
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može pomoći u stvaranju novih ideja
16:17
and new innovations,
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i novih inovacija
16:19
beyond the latest High Street products.
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osim najnovijih pomodnih proizvoda.
16:21
To do that I think we have to take a more expansive view of design,
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Kako bi to napravili moramo imati širi pogled na dizajn
16:25
more like Brunel, less a domain of a professional priesthood.
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više kao Brunel, a manje kao domenu profesionalne kaste.
16:31
And the first step is to start asking the right questions.
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Prvi korak u tome je postavljanje pravih pitanja.
16:34
Thank you very much.
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Puno hvala.
16:36
(Applause)
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(pljesak)
ABOUT THE SPEAKER
Tim Brown - DesignerTim Brown is the CEO of the "innovation and design" firm IDEO -- taking an approach to design that digs deeper than the surface.
Why you should listen
Tim Brown is the CEO of innovation and design firm IDEO, taking an approach to design that digs deeper than the surface. Having taken over from founder David E. Kelley, Tim Brown carries forward the firm's mission of fusing design, business and social studies to come up with deeply researched, deeply understood designs and ideas -- they call it "design thinking."
IDEO is the kind of firm that companies turn to when they want a top-down rethink of a business or product -- from fast food conglomerates to high-tech startups, hospitals to universities.
IDEO has designed and prototyped everything from a life-saving portable defibrillator to the defining details at the groundbreaking Prada shop in Manhattan to corporate processes. And check out the Global Chain Reaction for a sample of how seriously this firm takes play.
Curious about design thinking? Sign up for an IDEO U design thinking course or check out this free toolkit: Design Thinking for Educators.
Tim Brown | Speaker | TED.com