TEDxUSC
David Logan: Tribal leadership
David Logan o plemenskom vodstvu
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Profesor poslovne ekonomije, David Logan govori na TEDxUSC o pet vrsta plemena koje ljudi prirodno tvore - u školama, na radnim mjestima, čak i u uredu za vozačke dozvole. Razumijevajući naše zajedničke plemenske sklonosti, možemo pomoći jedni drugima da postanemo bolji pojedinci.
David Logan - Professor of management
David Logan is a USC faculty member, best-selling author, and management consultant. Full bio
David Logan is a USC faculty member, best-selling author, and management consultant. Full bio
Double-click the English transcript below to play the video.
00:12
What we're really here to talk about is the "how."
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Zapravo smo ovdje da bi govorili o "kako."
00:15
Okay, so how exactly do we create this
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OK, i kako točno kreiramo ovu
00:18
world-shattering, if you will, innovation?
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nazovimo to, potresnu inovaciju?
00:21
Now, I want to tell you a quick story.
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Sada, želim vam ispričati jednu brzu priču.
00:23
We'll go back a little more than a year.
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Vratiti ćemo se unatrag za malo više od godinu dana.
00:25
In fact, the date -- I'm curious to know
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Zapravo, datum -- znatiželjan sam znati
00:27
if any of you know what happened on this momentous date?
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je li itko od vas zna što se dogodilo na taj značajan datum?
00:30
It was February 3rd, 2008.
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Bio je to 03.02.2008.
00:33
Anyone remember what happened,
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Sjeća li se itko što se dogodilo
00:35
February 3rd, 2008?
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03.02.2008.?
00:38
Super Bowl. I heard it over here. It was the date of the Super Bowl.
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Finale američkog nogometa. Čuo sam ovdje. To je bio datum finala Američkog nogometa.
00:41
And the reason that this date was so momentous
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A razlog zašto je taj datum bio toliko značajan
00:44
is that what my colleagues, John King
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je što smo moje kolege John King
00:46
and Halee Fischer-Wright, and I noticed
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i Hailey Fischer-Wright i ja primjetili
00:49
as we began to debrief various Super Bowl parties,
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kako smo počeli ispitivati različite strane u finalu američkog nogometa,
00:52
is that it seemed to us
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činilo nam se
00:54
that across the United States,
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da su se preko cijelih Sjedinjenih Država,
00:56
if you will, tribal councils had convened.
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plemenska vijeća, počela okupljati.
00:59
And they had discussed things of great national importance.
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I ona su diskutirala o stvarima od velikog nacionalnog značaja.
01:03
Like, "Do we like the Budweiser commercial?"
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Poput, "Sviđa li nam se Budweiser TV spot?"
01:06
and, "Do we like the nachos?" and, "Who is going to win?"
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I, "Volimo li nachose?" I, "Tko će pobijediti?"
01:09
But they also talked about which candidate they were going to support.
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Ali isto tako, govorili su i o tome kojeg će kandidata poduprijeti.
01:13
And if you go back in time to February 3rd,
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I ako se vratite kroz vrijeme u 03. veljače,
01:16
it looked like Hilary Clinton was going to get the Democratic nomination.
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činilo se kako će Hilary Clinton dobiti nominaciju za Demokratsku stranku.
01:20
And there were even some polls that were saying she was going to go all the way.
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I bili su čak rezultati nekih anketa koji su pokazivali kako će ona ići sve do kraja.
01:23
But when we talked to people,
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No, kada smo pričali s ljudima,
01:25
it appeared that a funnel effect had happened
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činilo se kako se efekt usmjeravanja fokusa dogodio
01:27
in these tribes all across the United States.
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u tim plemenima preko cijelih Sjedinjenih Država.
01:30
Now what is a tribe? A tribe is a group of
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Sada, što je pleme? Pleme je grupa od
01:32
about 20 -- so kind of more than a team --
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oko 20 -- nešto više nego tim --
01:35
20 to about 150 people.
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20 do otprilike 150 ljudi.
01:38
And it's within these tribes that all of our work gets done.
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I unutar tih plemena se zapravo sav naš posao obavi.
01:41
But not just work. It's within these tribes
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Ali ne samo posao. Unutar tih plemena
01:43
that societies get built,
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društva bivaju izgrađena,
01:45
that important things happen.
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važne stvari se dogode.
01:47
And so as we surveyed the, if you will, representatives
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I tako smo ispitali, predstavnike
01:50
from various tribal councils that met,
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različitih plemenskih vijeća koja su se sastala,
01:52
also known as Super Bowl parties,
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poznate kao Super Bowl udruženja,
01:54
we sent the following email off to 40 newspaper editors the following day.
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i idući dan smo poslali slijedeću e-poštu na adrese 40 različitih urednika novina.
01:57
February 4th, we posted it on our website. This was before Super Tuesday.
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04. veljače stavili smo ga na našu web stranicu. To je bilo prije "Super utorka".
02:01
We said, "The tribes that we're in
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Rekli smo, "Plemena u kojima smo mi
02:03
are saying it's going to be Obama."
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govore kako će to biti Obama."
02:05
Now, the reason we knew that
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Razlog kako smo znali to
02:07
was because we spent the previous 10 years
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je taj što smo proteklih 10 godina proveli
02:10
studying tribes, studying these naturally occurring groups.
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proučavajući plemena, proučavajući te grupe koje se pojavljuju prirodno.
02:14
All of you are members of tribes.
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Svi ste vi pripadnici plemena.
02:16
In walking around at the break,
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Hodajući okolo tijekom pauze,
02:19
many of you had met members of your tribe. And you were talking to them.
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mnogi od vas su susreli pripadnike svojeg plemena. I pričali ste s njima.
02:22
And many of you were doing what great, if you will, tribal leaders do,
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I mnogi od vas su radili ono što velike plemenske vođe rade,
02:26
which is to find someone
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a to je da nađu nekoga
02:28
who is a member of a tribe,
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tko je pripadnik plemena,
02:30
and to find someone else who is another member of a different tribe,
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i nađu nekog drugog tko je pripadnik različitog plemena,
02:33
and make introductions.
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i onda ih upoznaju.
02:35
That is in fact what great tribal leaders do.
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To je zapravo ono sto veliki plemenski vođe rade.
02:38
So here is the bottom line.
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Dakle ovo je poanta.
02:40
If you focus in on a group like this --
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Ukoliko se fokusirate na grupu kao što je ova --
02:43
this happens to be a USC game --
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ispostavilo se kako je to UFC meč --
02:45
and you zoom in with one of those super satellite cameras
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i zumirate s jednom od onih super satelitskih kamera,
02:48
and do magnification factors so you could see individual people,
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i povećate razlučivost tako da možete vidjeti pojedine osobe,
02:52
you would in fact see not a single crowd,
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vi zapravo ne bi vidjeli jednu gomilu,
02:54
just like there is not a single crowd here,
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isto kao što i ovdje nema jedne gomile,
02:56
but you would see these tribes that are then coming together.
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nego bi vidjeli ta plemena kako se spajaju.
02:59
And from a distance it appears that it's a single group.
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A iz daljine djeluje kao da je jedna grupa.
03:03
And so people form tribes.
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I tako ljudi stvaraju plemena.
03:05
They always have. They always will.
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Uvijek su ih stvarali. I uvijek će ih stvarati.
03:08
Just as fish swim and birds fly,
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Isto kao što ribe plivaju i ptice lete,
03:10
people form tribes. It's just what we do.
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tako ljudi stvaraju plemena. To je nešto što mi činimo.
03:12
But here's the rub.
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No ovdje se javlja prepreka.
03:14
Not all tribes are the same,
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Nisu sva plemena ista.
03:16
and what makes the difference is the culture.
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A kultura je ono što čini razliku.
03:18
Now here is the net out of this.
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Suma svega ovoga je slijedeće.
03:20
You're all a member of tribes.
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Svi ste vi pripadnici plemena.
03:22
If you can find a way to take the tribes that you're in
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Ukoliko možete pronaći način da uzmete plemena u kojima ste vi
03:25
and nudge them forward,
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i pomaknete ih naprijed,
03:27
along these tribal stages
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uzduž tih plemenskih faza,
03:29
to what we call Stage Five, which is the top of the mountain.
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do faze koju mi zovemo "peta faza", koja predstavlja vrh planine.
03:32
But we're going to start with what we call Stage One.
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Ali mi ćemo započeti s onim što mi nazivamo "prva faza".
03:35
Now, this is the lowest of the stages.
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Ovo je najniža od svih faza.
03:37
You don't want this. Okay?
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Ne želite ovo. OK?
03:39
This is a bit of a difficult image to put up on the screen.
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Ovo je malo teža slika za staviti na monitor.
03:42
But it's one that I think we need to learn from.
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Ali, ujedno je to i ona, za koju ja smatram kako od nje moramo učiti.
03:44
Stage One produces people
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"Prva faza" proizvodi ljude
03:46
who do horrible things.
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koji čine grozne stvari.
03:48
This is the kid who shot up Virginia Tech.
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Ovo je dječak koji je pucao u Virginia Tech-u.
03:50
Stage One is a group where people
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"Prva faza" je grupa u kojoj ljudi
03:52
systematically sever relationships from functional tribes,
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na sustavan način odjeljuju odnose od funkcionalnih plemena,
03:55
and then pool together
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i onda se spajaju zajedno
03:57
with people who think like they do.
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s ljudima koji misle isto kao i oni.
03:59
Stage One is literally the culture of gangs
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"Prva faza" je doslovno kultura bandi
04:02
and it is the culture of prisons.
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i kultura koja vlada po zatvorima.
04:04
Now, again, we don't often deal with Stage One.
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E sada, mi se ne moramo cesto nositi s "prvom fazom".
04:06
And I want to make the point
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I želim istaknuti
04:08
that as members of society, we need to.
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kako, kao članovi društva, moramo.
04:10
It's not enough to simply write people off.
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Nije dovoljno jednostavno otpisati ljude.
04:13
But let's move on to Stage Two.
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Ali, krenimo mi na "drugu fazu".
04:15
Now, Stage One, you'll notice, says, in effect, "Life Sucks."
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Primjetit ćete kako "prva faza" govori u stvari, "Život ne valja."
04:19
So, this other book that Steve mentioned,
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Tako, ta druga knjiga koju je Steve spomenuo,
04:22
that just came out, called "The Three Laws of Performance,"
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koja je upravo objavljena, a naziva se "Tri zakona izvedbe,"
04:24
my colleague, Steve Zaffron and I,
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moj kolega, Steve Zaffron i ja,
04:27
argue that as people see the world, so they behave.
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dokazujemo kako ljudi vide svijet da se tako i ponašaju.
04:31
Well, if people see the world in such a way that life sucks,
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Znači, ako ljudi vide svijet na način da život ne valja,
04:35
then their behavior will follow automatically from that.
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njihovo ponašanje će automatski slijediti takav stav.
04:38
It will be despairing hostility.
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To će biti neprijateljstvo iz očaja.
04:40
They'll do whatever it takes to survive,
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Učiniti će sve samo da prežive,
04:42
even if that means undermining other people.
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čak i ako to znači potkopavanje drugih ljudi.
04:45
Now, my birthday is coming up shortly,
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E sada, blizi se moj rođendan,
04:48
and my driver's license expires.
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i moja vozačka dozvola istječe.
04:50
And the reason that that's relevant is that very soon
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A razlog zašto je to važno je taj da ću ubrzo
04:52
I will be walking into what we call
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ući u, ono što mi zovemo,
04:54
a Stage Two tribe,
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pleme "druge faze".
04:56
which looks like this.
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Koje je slično ovome.
04:58
(Laughter)
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(Smijeh)
04:59
Now, am I saying that in every Department of Motor Vehicles
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E sada, govorim li kako ćete u svakom Odjelu za motorna vozila
05:01
across the land, you find a Stage Two culture?
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u cijeloj zemlji, naići na kulturu "druge faze"?
05:04
No. But in the one near me,
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Ne. Ali u onoj koja je u mojoj blizini,
05:06
where I have to go in just a few days,
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u koju moram ići za samo nekoliko dana,
05:08
what I will say when I'm standing in line is,
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ono što ću reći kada ću stajati u redu je,
05:10
"How can people be so dumb, and yet live?"
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"Kako ljudi mogu biti toliko glupi, a ipak živjeti?"
05:13
(Laughter)
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(Smijeh)
05:16
Now, am I saying that there are dumb people working here?
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E sada, govorim li ja kako tamo rade glupi ljudi?
05:19
Actually, no, I'm not.
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Zapravo, ne, ne govorim to.
05:21
But I'm saying the culture makes people dumb.
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Ali ono što govorim je da kultura zaglupljuje ljude.
05:25
So in a Stage Two culture --
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Dakle, u kulturi "druge faze" --
05:27
and we find these in all sorts of different places --
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a nalazimo ih na svim vrstama različitih mjesta --
05:29
you find them, in fact, in the best organizations in the world.
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nalazite ih, zapravo, u najboljim organizacijama na svijetu.
05:32
You find them in all places in society.
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Nalazite ih na svim mjestima u društvu.
05:34
I've come across them at the organizations
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Naišao sam na njih u organizacijama
05:37
that everybody raves about as being best in class.
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o kojima svi entuzijastično pričaju kao najboljim u skupini.
05:39
But here is the point. If you believe and you say
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Ali ovo je poanta. Ako vjerujete i kažete
05:41
to people in your tribe, in effect,
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ljudima u svom plemenu, u suštini,
05:43
"My life sucks.
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"Moj život ne valja."
05:45
I mean, if I got to go to TEDx USC
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Mislim, ako moram ići na TEDxUSC
05:47
my life wouldn't suck. But I don't. So it does."
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moj bi život valjao. Ali ne idem. Zato ne valja."
05:49
If that's how you talked, imagine what kind of work would get done.
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Ako bi tako govorili, zamislite kakav bi posao proizašao iz toga.
05:53
What kind of innovation would get done?
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Koje bi inovacije proizašle iz toga?
05:55
The amount of world-changing behavior that would happen?
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Koja količina ponašanja koja bi mogla promijeniti svijet bi proizašla iz toga?
05:58
In fact it would be basically nil.
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Zapravo bi bilo blizu nule.
06:01
Now when we go on to Stage Three: this is the one
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Sada kada prelazimo na "treću fazu": to je ona
06:03
that hits closest to home for many of us.
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koja je za većinu nas najpoznatija.
06:06
Because it is in Stage Three that many of us move.
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Jer se mnogi od nas zapravo pokrenu u "trećoj fazi".
06:09
And we park. And we stay.
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I tu se parkiramo. I tu ostajemo.
06:11
Stage Three says, "I'm great. And you're not."
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"Treća faza" kaže, "Ja sam super. A ti nisi."
06:16
(Laughter)
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(Smijeh)
06:17
I'm great and you're not.
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Ja sam super, a ti nisi.
06:20
Now imagine having a whole room of people
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Sada zamislite sobu punu ljudi
06:22
saying, in effect, "I'm great and you're not."
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koji govore, ustvari, "Ja sam super, a ti nisi."
06:24
Or, "I'm going to find some way to compete with you
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Ili, "Naći ću neki način da se natječem s tobom,
06:27
and come out on top as a result of that."
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a kao rezultat toga ću doći na vrh."
06:29
A whole group of people communicating that way, talking that way.
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Cijela grupa ljudi koja komunicira na takav način, i govori na takav način.
06:33
I know this sounds like a joke. Three doctors walk into a bar.
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Znam da ovo zvuči kao šala o tri doktora koja uđu u bar.
06:36
But, in this case, three doctors walk into an elevator.
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Ali, u ovom slučaju, tri doktora uđu u dizalo.
06:38
I happened to be in the elevator collecting data for this book.
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Dogodilo se da sam se našao u tom dizalu prikupljajući materijale za ovu knjigu.
06:41
And one doctor said to the others, "Did you see my article
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I jedan je doktor rekao drugoj dvojici, "Jeste li vidjeli moj članak
06:43
in the New England Journal of Medicine?"
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u 'New England Journal of Medicine'?"
06:45
And the other said, "No. That's great. Congratulations!"
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A drugi je rekao, "Ne. To je odlično.Čestitam!"
06:48
The next one got kind of a wry smile on his face and said,
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Idući doktor je imao iskrivljen osmijeh na licu i rekao je,
06:51
"Well while you were, you know, doing your research," --
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"Dok si ti, znaš, radio na svom istraživanju,"
06:54
notice the condescending tone --
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obratite pažnju na ljubazan ton --
06:56
"While you were off doing your research, I was off doing more surgeries
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"Dok si ti radio na svo istraživanju, ja sam napravio više kirurških zahvata
06:59
than anyone else in the department of surgery at this institution."
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nego bilo tko drugi na kirurškom odjelu u ovoj instituciji."
07:02
And the third one got the same wry smile and said,
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I treći imao isti iskrivljeni osmijeh i rekao,
07:04
"Well, while you were off doing your research,
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"Dok si ti radio na svom istraživčkom radu,
07:07
and you were off doing your monkey meatball surgery,
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a ti si radio na svojim majmunskim kirurškim zahvatima,
07:09
that eventually we'll train monkeys to do,
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za koje ćemo istrenirati majmune da ih rade,
07:12
or cells or robots, or maybe not even need to do it at all,
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ili stanice ili robote, ili ih možda ni nećemo uopće morati raditi,
07:15
I was off running the future of the residency program,
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ja sam bio nadležan za budućnost programa specijalističkog staža
07:17
which is really the future of medicine."
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koji je zapravo budućnost medicine."
07:19
And they all kind of laughed and they patted him on the back.
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I svi su se, na neki način, smijali i tapšali ga po leđima.
07:21
And the elevator door opened, and they all walked out.
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I vrata dizala su se otvorila. I svi su izašli.
07:23
That is a meeting of a Stage Three tribe.
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To je sastanak plemena "treće faze".
07:25
Now, we find these in places
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E sada, te nalazimo na mjestima
07:29
where really smart, successful people show up.
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gdje se pojavljuju stvarno pametni i uspješni ljudi.
07:32
Like, oh, I don't know, TEDx USC.
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Kao, ne znam, TEDxUSC.
07:36
(Laughter)
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(Smijeh)
07:37
Here is the greatest challenge we face in innovation.
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Ovdje dolazimo do najvećeg izazova u inoviranju.
07:40
It is moving from Stage Three
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To je prelazak iz "treće faze"
07:42
to Stage Four.
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u "četvrtu fazu".
07:44
Let's take a look at a quick video snippet.
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Pogledajmo kratak video uradak.
07:47
This is from a company called Zappos, located outside Las Vegas.
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Ovo je od kompanije Zappos, koja se nalazi izvan Las Vegasa.
07:50
And my question on the other side is just going to be,
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I moje pitanje, s druge strane, će biti samo,
07:53
"What do you think they value?"
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"Što mislite što oni cijene?"
07:55
It was not Christmas time. There was a Christmas tree.
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Nije bilo božićno vrijeme. Tamo je bilo božićno drvce.
07:59
This is their lobby.
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Ovo je njihovo predvorje.
08:07
Employees volunteer time in the advice booth.
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Zaposlenici volontiraju na štandu za savjete.
08:09
Notice it looks like something out of a Peanuts cartoon.
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Uočite kako izgleda poput nečeg iz crtića o Snoopy-u.
08:12
Okay, we're going through the hallway here at Zappos.
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OK, prolazimo kroz hodnik ovdje u Zapposu.
08:15
This is a call center. Notice how it's decorated.
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Ovo je centar za poziv. Uočite kako je ukrasen.
08:17
Notice people are applauding for us.
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Primjetite kako ljudi plješću za nas.
08:20
They don't know who we are and they don't care. And if they did
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Ne znaju tko smo mi niti ih zanima. A ako bi znali
08:22
they probably wouldn't applaud.
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vjerojatno ne bi pljeskali.
08:26
But you'll notice the level of excitement.
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Ali, primjetit ćete razinu uzbuđenja.
08:28
Notice, again, how they decorate their office.
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Primjetite, ponovno, kako su ukrasili svoje urede.
08:30
Now, what's important to people at Zappos,
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E sada, ono što je važno ljudima u Zapposu,
08:32
these may not be the things that are important to you.
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ne moraju biti stvari koje će biti važne i vama.
08:34
But they value things like fun. And they value creativity.
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Ali oni cijene stvari kao što je zabava. I oni cijene kreativnost.
08:37
One of their stated values is, "Be a little bit weird."
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Jedna od njihovih utvrđenih vrijednosti je, "Budi malo čudna."
08:40
And you'll notice they are a little bit weird.
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I primjetiti ćete da oni jesu malo čudni.
08:44
So when individuals come together
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Tako kada se zaposlenici nađu
08:46
and find something that unites them
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i otkriju nešto što ih povezuje,
08:48
that's greater than their individual competence,
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nešto što je veće od njihovih individualnih sposobnosti,
08:51
then something very important happens.
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tada se nešto jako važno dogodi.
08:53
The group gels. And it changes
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Grupa se slijepi. I promijeni
08:56
from a group of highly motivated
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iz grupe visoko motiviranih,
08:58
but fairly individually-centric people
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ali dosta pojedinačno orijentiranih osoba,
09:01
into something larger,
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u nešto veće,
09:03
into a tribe that becomes aware of its own existence.
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u pleme koje postaje svjesno svojeg postojanja.
09:06
Stage Four tribes can do remarkable things.
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Plemena "četvrte faze" mogu napraviti izvanredne stvari.
09:09
But you'll notice we're not at the top of the mountain yet.
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Ali primjetit ćete da jos nismo došli do vrha planine.
09:12
There is, in fact, another stage.
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Postoji, zapravo, jos jedna faza.
09:14
Now, some of you may not recognize the scene that's up here.
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E sada, neki od vas neće prepoznati scenu koja se nalazi ovdje gore.
09:17
And if you take a look at the headline of Stage Five, which is "Life is Great,"
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I ako pogledate naslov "pete faze", koji je "Život je super,"
09:21
this may seem a little incongruous.
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činiti će vam se kako se ne podudara.
09:23
This is a scene or snippet
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Ovo je scena ili isječak
09:25
from the Truth and Reconciliation process in South Africa
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iz procesa "Istine i pomirenja" u Južnoj Africi
09:28
for which Desmond Tutu won the Nobel Prize.
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za koju je Desmond Tutu dobio Nobelovu nagradu.
09:31
Now think about that. South Africa,
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Razmislite sada o tome. Južna Afrika,
09:33
terrible atrocities had happened in the society.
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užasni zločini koji su se dogodili u društvu.
09:36
And people came together
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I ljudi su se skupili zajedno
09:38
focused only on those two values: truth and reconciliation.
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fokusirajući se samo na te dvije vrijednosti: istinu i pomirenje.
09:42
There was no road map. No one had ever done
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Nije bilo nikakvog putokaza. Nitko prije nije napravio
09:44
anything like this before.
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išta slično ovome.
09:46
And in this atmosphere, where the only guidance
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I u takvoj atmosferi, gdje su jedina vodilja
09:49
was people's values and their noble cause,
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bile vrijednosti ljudi, i njihov plemeniti povod,
09:52
what this group accomplished was historic.
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ono što je ta grupa postigla je ušlo u povijest.
09:55
And people, at the time, feared that South Africa
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A ljudi su se u to vrijeme bojali kako će Južna Afrika
09:58
would end up going the way that Rwanda has gone,
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završiti na istom putu kojim je krenula Ruanda.
10:00
descending into one skirmish after another
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Prelazeći iz jednog okršaja u drugi
10:03
in a civil war that seems to have no end.
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u građanskom ratu za koji se činilo kako nema kraja.
10:05
In fact, South Africa has not gone down that road.
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Zapravo, Južna Afrika nije krenula tim putem.
10:08
Largely because people like Desmond Tutu
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U velikoj mjeri zbog ljudi kao što je Desmond Tutu
10:11
set up a Stage Five process
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koji je uspostavio proces "pete faze"
10:14
to involve the thousands and perhaps millions
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kako bi uključio tisuće, možda milijune
10:16
of tribes in the country, to bring everyone together.
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plemena u zemlji, kako bi ih sve spojio.
10:19
So, people hear this and they conclude the following,
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Tako kada ljudi čuju to, zakljuće slijedeće,
10:22
as did we in doing the study.
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kao što smo i mi u izradi ove studije.
10:24
Okay, got it. I don't want to talk Stage One.
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OK, shvatio sam. Ne želim razgovarati s "prvom fazom".
10:27
That's like, you know, "Life sucks." Who wants to talk that way?
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To je kao, znate, "Život ne valja." Tko želi govoriti na taj način?
10:29
I don't want to talk like they do
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Ne želim pričati kao što pričaju oni
10:31
at the particular DMV that's close to where Dave lives.
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u određenom Uredu za motorna vozila blizu gdje Dave živi.
10:33
I really don't want to just say "I'm great,"
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Stvarno ne želim samo reći, "Ja sam super."
10:35
because that kind of sounds narcissistic, and then I won't have any friends.
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Jer to zvuči narcisoidno. I onda neću imati nikakvih prijatelja.
10:38
Saying, "We're great" -- that sounds pretty good.
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Govoriti, "Mi smo super" - to zvuči prilično dobro.
10:40
But I should really talk Stage Five, right? "Life is great."
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Ali ja bih, zapravo, trebao koristiti govor "pete faze", jel tako? "Život je super."
10:44
Well, in fact, there are three somewhat counter-intuitive findings
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Zapravo, postoje tri oprečna zaključka
10:48
that come out of all this.
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koja proizlaze iz svega ovog.
10:50
The first one, if you look at the Declaration of Independence
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Prvi, ako pogledate Deklaraciju nezavisnosti,
10:52
and actually read it,
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i stvarno je pročitate,
10:54
the phrase that sticks in many of our minds
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fraza koja ostaje u glavi mnogih od nas
10:56
is things about inalienable rights.
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su stvari o neotuđivim pravima.
10:59
I mean, that's Stage Five, right? Life is great,
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Mislim, to je "peta faza", zar ne? Život je super,
11:01
oriented only by our values,
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usmjeren samo prema našim vrijednostima,
11:03
no other guidance.
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bez ikakve druge vodilje.
11:05
In fact, most of the document is written at Stage Two.
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Zapravo, većina dokumenta je napisana u "drugoj fazi".
11:08
"My life sucks because I live under a tyrant,
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"Moj život ne valja jer živim pod tiranom,
11:11
also known as King George.
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poznatijim i kao kralj George.
11:13
We're great! Who is not great? England!"
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Mi smo super! Tko nije super? Engleska!"
11:15
Sorry. (Laughter)
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Oprostite. (Smijeh)
11:19
Well, what about other great leaders? What about Gandhi?
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A što je s drugim velikim vođama? Što je s Gandhijem?
11:21
What about Martin Luther King?
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Što je s Martinom Lutherom Kingom?
11:23
I mean, surely these were just people who preached, "Life is great," right?
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Mislim, to su zasigurno bili samo ljudi koji su propovijedali, "Život je super." Točno?
11:25
Just one little bit of happiness and joy after another.
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Samo jedno nizanje sreće i radosti za drugim.
11:29
In fact, Martin Luther King's most famous line was at Stage Three.
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Zapravo, najpoznatija rečenica Martina Lithera Kinga je bila u "trećoj fazi".
11:33
He didn't say "We have a dream." He said, "I have a dream."
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On nije rekao "Mi imamo san." Rekao je, "Ja imam san."
11:36
Why did he do that? Because most people
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Zašto je to napravio? Zato jer većina ljudi
11:38
are not at Stage Five.
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nije u "petoj fazi".
11:40
Two percent are at Stage One.
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2% se nalazi u "prvoj fazi".
11:42
About 25 percent are at Stage Two,
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Oko 25% se nalazi u "drugoj fazi",
11:46
saying, in effect, "My life sucks."
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govoreći, ustvari, "Moj život ne valja."
11:49
48 percent of working tribes say, these are employed tribes,
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48% radnih plemena govori, to su zaposlena plemena,
11:54
say, "I'm great and you're not."
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govori, "Ja sam super, a ti nisi."
11:56
And we have to duke it out every day, so we resort to politics.
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I moramo se boriti s tim svaki dan. Zato pribjegavamo politici.
11:59
Only about 22 percent of tribes
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Svega 22% plemena
12:01
are at Stage Four,
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se nalazi u "četvrtoj fazi",
12:03
oriented by our values, saying "We're great.
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usmjeravani vlastitim vrijednostima, govoreći "Mi smo super.
12:05
And our values are beginning to unite us."
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I naše nas vrijednosti počinju sjedinjavati."
12:07
Only two percent, only two percent of tribes
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Samo 2%, samo 2% plemena
12:10
get to Stage Five.
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dođe do "pete faze".
12:12
And those are the ones that change the world.
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I to su oni koji mijenjaju svijet.
12:14
So the first little finding from this
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Stoga je prvi mali zaključak koji slijedi iz ovog
12:16
is that leaders need to be able to talk all the levels
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da vođe moraju biti sposobni govoriti svim razinama
12:19
so that you can touch every person in society.
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kako bi dotakli svaku osobu u društvu.
12:22
But you don't leave them where you found them. Okay?
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Ali ne ostavljate ih tamo gdje ste ih našli. OK?
12:25
Tribes can only hear one level above and below where they are.
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Plemena mogu čuti samo razinu iznad i ispod one u kojoj se nalaze.
12:29
So we have to have the ability to talk
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Zato moramo imati sposobnost govoriti
12:31
all the levels, to go to where they are.
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svim razinama, i ići tamo gdje su oni.
12:33
And then leaders nudge people
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I onda vođe guraju ljude
12:35
within their tribes to the next level.
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unutar njihovih plemena na slijedeću razinu.
12:37
I'd like to show you some examples of this.
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Volio bih vam pokazati neke primjere toga.
12:39
One of the people we interviewed was Frank Jordan,
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Jedna od osoba koju smo intervjuirali je bio Frank Jordan,
12:42
former Mayor of San Francisco. Before that
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bivši gradonačelnik San Francisca. Prije toga
12:44
he was Chief of Police in San Francisco.
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bio je šef policije u San Franciscu.
12:46
And he grew up essentially in Stage One.
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I, u osnovi, je odrastao u "prvoj fazi".
12:49
And you know what changed his life? It was walking into
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I znate što je promijenilo njegov život? Bio je to ulazak
12:51
one of these, a Boys and Girls Club.
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u jedan od onih, Klubova dječaka i djevojčica.
12:53
Now here is what happened to this person
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Evo što se dogodilo toj osobi
12:56
who eventually became Mayor of San Francisco.
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koja je, naposljetku, postala gradonačelnik San Francisca.
12:58
He went from being alive and passionate
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Od stanja u kojem se osjećao živ i pun strasti
13:00
at Stage One -- remember, "Life sucks,
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u "prvoj fazi" -- upamtite, "Život ne valja,
13:02
despairing hostility, I will do whatever it takes to survive" --
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očajno neprijateljstvo, napravit ću sve što treba da preživim" --
13:06
to walking into a Boys and Girls Club,
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on je ušetao u Klub dječaka i djevojčica,
13:08
folding his arms, sitting down in a chair,
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sklopivši ruke, sjedeći u stolicu,
13:10
and saying, "Wow. My life really sucks.
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i govoreći, "Vāu. Moj život stvarno ne valja.
13:12
I don't know anybody.
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Ne znam nikoga.
13:14
I mean, if I was into boxing, like they were,
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Mislim, ukoliko bih se bavio boksom, kao što se oni bave,
13:16
then my life wouldn't suck. But I don't. So it does.
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onda bi moj život valjao. Ali se ne bavim. Zato ne valja.
13:18
So I'm going to sit here in my chair and not do anything."
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Zato ću sjesti ovdje u svoj stolac i neću ništa raditi."
13:20
In fact, that's progress.
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Zapravo, to je napredak.
13:22
We move people from Stage One to Stage Two
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Pomičemo ljude iz "prve faze" u "drugu fazu"
13:25
by getting them in a new tribe
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tako da ih stavljamo u novo pleme.
13:27
and then, over time, getting them connected.
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I tada ih, s vremenom, povezujemo.
13:30
So, what about moving
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A, što je s prelaskom
13:32
from Stage Three to Stage Four?
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iz "treće faze" u "četvrtu fazu"?
13:34
I want to argue that we're doing that right here.
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Želim argumentirati kako to radimo upravo ovdje.
13:37
TED represents a set of values,
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T-E-D predstavlja skup vrijednosti.
13:40
and as we unite around these values,
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I kako se mi okupljamo oko tih vrijednosti,
13:43
something really interesting begins to emerge.
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nešto stvarno zanimljivo se počinje razvijati.
13:45
If you want this experience to live on
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Ukoliko želite da to iskustvo i dalje živi
13:48
as something historic,
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kao nešto povijesno,
13:50
then at the reception tonight I'd like to encourage you to do something
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onda ću vas stimulirati da noćas na prijemu učinite nešto
13:53
beyond what people normally do
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više nego što to ljudi normalno čine,
13:55
and call networking.
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i nazivaju sklapanje poznanstava.
13:57
Which is not just to meet new people
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Koje i nije samo upoznavanje novih ljudi
13:59
and extend your reach, extend your influence,
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i širenje vašeg dometa, širenje vašeg utjecaja.
14:02
but instead, find someone you don't know,
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Umjesto toga, pronađite nekoga koga ne poznajete,
14:04
and find someone else you don't know,
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i nađite još nekog koga ne poznajete,
14:06
and introduce them.
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i predstavite ih jedno drugome.
14:08
That's called a triadic relationship.
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To se naziva trojni odnos.
14:11
See, people who build world-changing tribes do that.
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Vidite, ljudi koji grade plemena koja mijenja svijet čine to.
14:15
They extend the reach of their tribes
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Oni prošire doseg svojih plemena
14:18
by connecting them, not just to myself,
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povezujući ih, ne samo na sebe,
14:20
so that my following is greater,
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tako da osoba iza mene ima veću dobit.
14:22
but I connect people who don't know each other
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Ali ja povezujem ljude koji se ne poznaju međusobno
14:24
to something greater than themselves.
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u nešto veće od njih samih.
14:26
And ultimately that adds to their values.
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I naposljetku, to se dodaje njihovim vrijednostima.
14:29
But we're not done yet. Because then how do we go from Stage Four,
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Ali nismo još gotovi. Jer, kako prelazimo iz "četvrte faze"
14:33
which is great, to Stage Five?
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koja je super, u "petu fazu"?
14:36
The story that I like to end with is this. It comes out of
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Ovo je priča s kojom volim završiti. Dolazi
14:38
a place called the Gallup Organization.
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iz mjesta zvanog Gallup organizacija.
14:40
You know they do polls, right?
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Znate kako oni rade ankete, jel' tako?
14:42
So it's Stage Four. We're great. Who is not great?
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Tako je to "četvrta faza". Mi smo super. Tko nije super?
14:44
Pretty much everybody else who does polls.
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Uglavnom svi ostali koji rade ankete.
14:47
If Gallup releases a poll on the same day that NBC releases a poll,
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Ako Gallup objavi anketu na isti dan kada i NBC objavi anketu,
14:50
people will pay attention to the Gallup poll. Okay, we understand that.
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ljudi će obraćati pozornost na Gallup-ovu anketu. OK, to smo shvatili.
14:53
So, they were bored.
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I tako im je dosadilo.
14:55
They wanted to change the world. So here is the question someone asked.
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Htjeli su promijeniti svijet. Ovo je pitanje koje je netko postavio.
14:58
"How could we,
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"Kako bismo mi mogli,
15:00
instead of just polling what Asia thinks
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umjesto anketiranja što Azija misli
15:02
or what the United States thinks,
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ili što Sjedinjene Države misle,
15:04
or who thinks what about Obama
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ili tko misli što o Obami
15:06
versus McCain or something like that,
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protiv McCain-a, ili nešto poput toga, [pitati],
15:08
what does the entire world think?"
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Što cijeli svijet misli?"
15:12
And they found a way to do the first-ever world poll.
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I pronašli su način da naprave prvu ikad napravljenu svjetsku anketu.
15:16
They had people involved who were Nobel laureates
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Uključeni su bili ljudi koji su dobili Nobelovu nagradu
15:18
in economics, who reported being bored.
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iz područja ekonomije, koji su izjavili kako im je dosadno.
15:20
And suddenly they pulled out sheets of paper
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I iznenada su izvadili listove papira
15:22
and were trying to figure out, "How do we survey the population
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i pokušali su smisliti, "Kako intervjuiramo populaciju
15:25
of Sub-Saharan Africa?
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subsaharske Afrike?
15:27
How do we survey populations that don't have access to technology,
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Kako intervjuiramo populacije koje nemaju pristup tehnologiji,
15:30
and speak languages we don't speak,
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i pričaju jezicima kojima mi ne pričamo,
15:32
and we don't know anyone who speaks those languages. Because in order
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a mi ne znamo nikog tko zna te jezike. Jer, ako
15:34
to achieve on this great mission,
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želimo postići tu veliku misiju,
15:37
we have to be able to do it.
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moramo biti u mogućnosti to i napraviti.
15:39
Incidentally, they did pull it off.
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Uzgred rečeno, uspjeli su.
15:41
And they released the first-ever world poll.
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I objavili su prvu ikada izvedenu svjetsku anketu.
15:44
So I'd like to leave you with these thoughts.
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Zato bih vas volio ostaviti s ovim mislima.
15:46
First of all: we all form tribes, all of us.
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Kao prvo: svi mi činimo plemena, svi mi.
15:49
You're in tribes here. Hopefully you're extending the reach
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Vi se ovdje nalazite u plemenima. Nadajmo se da proširujete doseg
15:51
of the tribes that you have.
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plemena koja imate.
15:53
But the question on the table is this:
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Ali pitanje koje se nameće je ovo.
15:56
What kind of an impact are the tribes
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Kakav utjecaj plemena
15:58
that you are in making?
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u kojima se vi nalazite, stvaraju?
16:00
You're hearing one presentation after another,
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Slušate jednu prezentaciju za drugom,
16:03
often representing a group of people, a tribe,
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koje često predstavljaju grupe ljudi, pleme,
16:05
about how they have changed the world.
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o tome kako su oni promijenili svijet.
16:08
If you do what we've talked about, you listen
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Ukoliko radite ono o čemu smo pričali, slušajte
16:10
for how people actually communicate in the tribes that you're in.
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kako, zapravo, ljudi komuniciraju unutar plemena u kojima ste Vi.
16:13
And you don't leave them where they are. You nudge them forward.
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I ne ostavljate ih tamo gdje jesu. Pomičete ih naprijed.
16:16
You remember to talk all five culture stages.
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Zapamtite pričati svih pet faza kulture.
16:19
Because we've got people in all five, around us.
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Jer ljudi svugdje oko nas se nalaze u svih pet.
16:22
And the question that I'd like to leave you with is this:
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I pitanje s kojim bih vas volio ostaviti na kraju je slijedeće:
16:25
Will your tribes change the world?
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Hoće li vaša plemena promijeniti svijet?
16:27
Thank you very much.
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Hvala vam najljepša.
16:29
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
David Logan - Professor of managementDavid Logan is a USC faculty member, best-selling author, and management consultant.
Why you should listen
David Logan studies how people communicate within a company -- and how to harness our natural gifts to make change within organizations. He looks at emerging patterns of corporate leadership, organizational transformation, generational differences in the workplace, and team building for high-potential managers and executives.
He's the co-founder and senior partner at CultureSync, a management consulting firm, and works with Fortune 500 companies, governments, and nonprofits. Much of CultureSync's work is derived from a ten-year study of over 24,000 people published at Tribal Leadership (2008), which shows how organizational culture evolves over time and how leaders can nudge it forward.
He teaches management and leadership in the USC Executive MBA, and is also on the faculty at the International Centre for Leadership in Finance (ICLIF), endowed by the former prime minister of Malaysia, and on the Foundation for Medical Excellence in Portland.
From 2001-2004, he served as Associate Dean of Executive Education at USC. During that time, he started the Master of Medical Management (MMM), a business degree for midcareer medical doctors. He also initiated new executive education programs (often, in concert with the USC School of Policy, Planning and Development) with organizations as diverse as the Sierra Health Foundation, Northrop Grumman, and the City of Los Angeles. He continued to oversee many programs, including one of USC's first distance learning education courses for managers in Japan and a senior executive program at Toyota.
Logan is co-author of four books including Tribal Leadership and The Three Laws of Performance.
David Logan | Speaker | TED.com