TEDGlobal 2009
Rory Sutherland: Life lessons from an ad man
Rory Sutherland: Životne lekcije jednog oglašivača
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Oglašavanje dodaje proizvodu vrijednost mijenjanjem naše predodžbe o proizvodu, ne i samog proizvoda. Rory Sutherland iznosi odvažnu tezu da promjena u percipiranoj vrijednosti nama može biti podjednako prihvatljiva kao i ono što nam predstavlja 'pravu' vrijednost - i njegovi zaključci imaju utjecaj na to kako gledamo na život.
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:15
This is my first time at TED. Normally, as an advertising man,
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Prvi puta govorim na TED-u. Kao oglašivač,
00:18
I actually speak at TED Evil, which is TED's secret sister
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predajem na TED Evil (zao), TEDova tajna sestrinska organizacija -
00:21
that pays all the bills.
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ona koja plaća račune.
00:24
It's held every two years in Burma.
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Održava se svake druge godine u Burmi.
00:27
And I particularly remember a really good speech
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I sjećam se vrlo dobrog govora
00:30
by Kim Jong Il on how to get teens smoking again.
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Kim Yong Ila, kako djecu ponovo naviknuti na pušenje.
00:33
(Laughter)
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(Smijeh)
00:35
But, actually, it's suddenly come to me after years working in the business,
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Sinulo mi je, nakon godina rada u poslu,
00:37
that what we create in advertising,
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da ono što stvaramo oglašavanjem,
00:40
which is intangible value -- you might call it perceived value,
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neopipljivu - percipiranu vrijednost,
00:42
you might call it badge value, subjective value,
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vrijednost brenda, subjektivnu vrijednost,
00:45
intangible value of some kind --
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neku vrstu neopipljive vrijednosti --
00:47
gets rather a bad rap.
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dobiva loš glas.
00:49
If you think about it, if you want to live in a world in the future
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Ako želite živjeti u Svijetu budućnosti
00:51
where there are fewer material goods, you basically have two choices.
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s manje materijalnih dobara, imate dva izbora.
00:55
You can either live in a world which is poorer,
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Možete živjeti u siromašnijem Svijetu,
00:57
which people in general don't like.
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što ljudi baš ne vole,
00:59
Or you can live in a world where actually intangible value
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Ili ćete živjeti u svijetu gdje neopipljiva vrijednost
01:02
constitutes a greater part of overall value,
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predstavlja veći dio cjelokupne vrijednosti.
01:06
that actually intangible value, in many ways
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Ta neopipljiva vrijednost je
01:08
is a very, very fine substitute
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vrlo fini nadomjestak
01:10
for using up labor or limited resources
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za uloženi rad ili ograničene resurse
01:13
in the creation of things.
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u stvaranju proizvoda.
01:15
Here is one example. This is a train which goes from London to Paris.
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Ovo je vlak koji kreće iz Londona za Pariz.
01:18
The question was given to a bunch of engineers,
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Pitali su skupinu inženjera,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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prije 15 godina, "Kako poboljšati put do Pariza?"
01:24
And they came up with a very good engineering solution,
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Našli su dobro inženjersko rješenje.
01:26
which was to spend six billion pounds
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od 6 milijardi funti,
01:28
building completely new tracks
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izgradnjom novih tračnica
01:30
from London to the coast,
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od Londona do obale,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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skrativši put od tri i pol sata za nekih 40 minuta.
01:36
Now, call me Mister Picky. I'm just an ad man ...
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Zovite me izbirljivim. Ja sam samo oglašivač ....
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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... ali to je nemaštovit način poboljšanja puta vlakom
01:42
merely to make it shorter.
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skraćujući ga.
01:44
Now what is the hedonic opportunity cost
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Koju hedonističku vrijednost dobivamo
01:47
on spending six billion pounds on those railway tracks?
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trošenjem 6 milijardi funti u tu željezničku prugu?
01:49
Here is my naive advertising man's suggestion.
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Evo mog naivnog prijedloga kao oglašivača.
01:52
What you should in fact do is employ all of the world's top male
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Trebalo je zaposliti najbolje svjetske muške
01:54
and female supermodels,
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i ženske supermodele
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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i platiti im da šeću duž vlaka djeleći besplatni Chateau Petrus (crno vino)
02:00
for the entire duration of the journey.
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za cijelo vrijeme putovanja.
02:02
(Laughter)
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(Smijeh)
02:04
(Applause)
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(Pljesak)
02:05
Now, you'll still have about three billion pounds left in change,
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Imali bi još tri milijarde funti u blagajni
02:09
and people will ask for the trains to be slowed down.
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a putnici bi tražili da vlakovi voze sporije.
02:12
(Laughter)
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(Smijeh)
02:13
Now, here is another naive advertising man's question again.
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Još jedno pitanje naivnog oglašivača.
02:17
And this shows that engineers,
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Ono pokazuje da inženjeri,
02:19
medical people, scientific people,
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medicinsko osoblje, znanstvenici,
02:21
have an obsession with solving the problems of reality,
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uporno rješavaju probleme u stvarnosti,
02:24
when actually most problems, once you reach a basic level of wealth
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a većina problema, kada dosegnete određeno blagostanje
02:27
in society, most problems are actually problems of perception.
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u društvu, većinu problema čine problemi percepcije.
02:30
So I'll ask you another question.
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Postaviti ću pitanje.
02:32
What on earth is wrong with placebos?
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Što je loše u placebu?
02:34
They seem fantastic to me. They cost very little to develop.
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Meni izgleda fantastično. Razvoj je vrlo jeftin,
02:36
They work extraordinarily well.
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Djeluju izuzetno dobro.
02:39
They have no side effects,
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Nemaju popratnih pojava.
02:41
or if they do, they're imaginary, so you can safely ignore them.
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ako ih ima, nestvarna su i možete ih zanemariti.
02:43
(Laughter)
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(Smijeh)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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Iznio sam to na Marginal Revolution blogu Tylera Cownea.
02:47
by Tyler Cowen. I don't know if anybody knows it.
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Ne znam zna li netko za njega.
02:49
Someone was actually suggesting that you can take this concept further,
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Netko je predložio da taj koncept primjenimo i šire,
02:52
and actually produce placebo education.
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i stvorimo placebo obrazovanje.
02:54
The point is that education doesn't actually work by teaching you things.
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Obrazovanje Vas ničemu ne nauči.
02:58
It actually works by giving you the impression
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Obrazovanje Vam daje dojam
03:00
that you've had a very good education, which gives you an insane sense
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da ste dobro obrazovani, što Vam osigurava nenormalnu razinu
03:02
of unwarranted self-confidence,
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neutemeljenog samopouzdanja,
03:04
which then makes you very, very successful in later life.
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koje Vas čini vrlo uspješnim u kasnijem životu.
03:07
So, welcome to Oxford, ladies and gentlemen.
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Dobrodošli na Oxford, dame i gospodo.
03:10
(Laughter)
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(Smijeh)
03:12
(Applause)
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(Pljesak)
03:13
But, actually, the point of placebo education is interesting.
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Koncepcija placebo obrazovanja je zanimljiva.
03:16
How many problems of life can be solved
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Koliko bi životnih problema bilo riješeno
03:18
actually by tinkering with perception,
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poigravanjem percepcijom,
03:20
rather than that tedious, hardworking and messy business
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umjesto ozbiljnim, napornim i teškim poslom
03:22
of actually trying to change reality?
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istinske promjene stvarnosti?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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Evo jedan odličan primjer iz povijesti. Čuo sam da se to odnosi na nekoliko kraljeva,
03:28
but doing a bit of historical research,
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ali istražujući povjesne činjenice
03:30
it seems to be Fredrick the Great.
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izgleda da se odnosi samo na Fridricha Velikog.
03:32
Fredrick the Great of Prussia was very, very keen
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Fridrich Veliki Pruski bio je vrlo, vrlo dosljedan
03:34
for the Germans to adopt the potato and to eat it,
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kako bi Nijemce privolio da prihvate krumpir i da ga jedu.
03:37
because he realized that if you had two sources of carbohydrate,
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Shvatio je da, ukoliko imate dva izvora ugljikohidrata,
03:39
wheat and potatoes, you get less price volatility in bread.
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žitarice i krumpir, manje će se mijenjati cijena kruha.
03:43
And you get a far lower risk of famine,
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I imate puno manji rizik od nestašice,
03:45
because you actually had two crops to fall back on, not one.
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jer bi trebala podbaciti dva uroda, ne jedan.
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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Jedini problem bio je: Krumpir, ako malo razmislite, izgleda prilično odbojno.
03:50
And also, 18th century Prussians ate very, very few vegetables --
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I također, prusi 18. stoljeća jeli su vrlo, vrlo malo povrća -
03:54
rather like contemporary Scottish people.
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otprlilike koliko i današnji škoti.
03:56
(Laughter)
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(smijeh)
03:58
So, actually, he tried making it compulsory.
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Pokušao je nametanjem obaveze.
04:01
The Prussian peasantry said,
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Pruski seljaci odgovorili su mu,
04:03
"We can't even get the dogs to eat these damn things.
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"Ne možemo natjerati ni pse da jedu te vražje tvorevine.
04:05
They are absolutely disgusting and they're good for nothing."
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Potpuno su odvratne i nisu dobre ni za što."
04:07
There are even records of people being executed
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Postoje i zabilježeni slučajevi da su ljudi pogubljeni
04:09
for refusing to grow potatoes.
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zbog odbijanja sadnje krumpira.
04:11
So he tried plan B.
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Stoga je pokušao planom B.
04:13
He tried the marketing solution, which is he declared the potato
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Poslužio se marketinškim rješenjem gdje je proglasio krupmir
04:15
as a royal vegetable, and none but the royal family could consume it.
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kraljevskim povrćem. I nitko osim kraljevske obitelji ne smije ga jesti.
04:18
And he planted it in a royal potato patch,
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I dao ga je posaditi na kraljevskoj krumpirskoj parceli,
04:20
with guards who had instructions
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sa stražarima koji su imali naputak
04:22
to guard over it, night and day,
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da paze na krumpir danonoćno,
04:24
but with secret instructions not to guard it very well.
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ali imajući i tajne upute, ne čuvati ga baš previše revnosno.
04:27
(Laughter)
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(smijeh)
04:28
Now, 18th century peasants know that there is one
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Seljaci u 18. stoljeću znali su za su jedno
04:30
pretty safe rule in life, which is if something is worth guarding,
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prilično pouzdano životno pravilo, koje uči da ako se nešto isplati čuvati
04:32
it's worth stealing.
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isplati se to i krasti.
04:34
Before long, there was a massive underground
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Nije trebalo dugo i nastala je velika tajna
04:36
potato-growing operation in Germany.
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operacija uzgajanja krupmira u Njemačkoj.
04:38
What he'd effectively done is he'd re-branded the potato.
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Ono što je u stvari napravio je re-brendanje krumpira.
04:42
It was an absolute masterpiece.
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Napravio je pravo remek-djelo.
04:44
I told this story and a gentleman from Turkey came up to me and said,
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Ispričao sam tu priču gospodinu iz Turske koji mi je odgovorio:
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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"Vrlo, vrlo dobar prodavač, Fridrich Veliki. Ali ni blizu Ataturku."
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk, za razliku od Nikolasa Sarkozya,
04:52
was very keen to discourage the wearing of a veil,
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zaista je htio obeshrabriti nošenje feredže,
04:54
in Turkey, to modernize it.
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u Turskoj, kako bi je osuvremenio.
04:56
Now, boring people would have just simply banned the veil.
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Neinventivne osobe bi naprosto zabranile nošenje feredže.
04:59
But that would have ended up with a lot of awful kickback
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Ali to bi završilo strašnim povratnim udarcima,
05:01
and a hell of a lot of resistance.
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i strašno velikim otporima.
05:03
Ataturk was a lateral thinker.
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Ataturk je imao široke poglede,
05:05
He made it compulsory for prostitutes to wear the veil.
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Naredio je prostitukama da nose feredžu.
05:08
(Laughter)
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(smijeh)
05:13
(Applause)
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(pljesak)
05:15
I can't verify that fully, but it does not matter.
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Ne mogu to baš potvrditi. Ali nije ni bitno.
05:17
There is your environmental problem solved, by the way, guys:
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Eto vam i rješenje smanjenje zagađenja okoliša, usputno dečki:
05:19
All convicted child molesters
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Svi osuđeni zlostavljači djece
05:21
have to drive a Porsche Cayenne.
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moraju voziti Porsche Cayenne.
05:23
(Laughter)
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(smijeh)
05:28
What Ataturk realized actually is two very fundamental things.
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Što je Ataturk shvatio bilo su dvije osnovne stvari.
05:31
Which is that, actually, first one,
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A to je, da su u stvari, prvo
05:33
all value is actually relative.
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sve vrijednosti relativne, i drugo
05:36
All value is perceived value.
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sve vrijednosti su percipirane vrijednosti.
05:38
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."
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Za vas koji ne znate španjolski, "jugo de naranja" - španjolski je izraz za sok od naranče.
05:40
Because actually it's not the dollar. It's actually the peso
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Službena valuta nije dolar, nego peso
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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u Buenos Airesu. Vrlo domišljati ulični prodavači u Buenos Airesu
05:45
decided to practice price discrimination
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odlučili su primjeniti cjenovnu diskriminaciju
05:47
to the detriment of any passing gringo tourists.
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na štetu svakog gringo turista u prolazu.
05:50
As an advertising man, I have to admire that.
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Kao oglašivač, moram se tome diviti.
05:52
But the first thing is that all value is subjective.
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Ali prije svega ovo pokazuje da je sva vrijednost subjektivna.
05:56
Second point is that persuasion is often better than compulsion.
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Drugo što želim naglasiti je da je uvjeravanje često bolje od nametanja.
05:59
These funny signs that flash your speed at you,
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Ovi smiješni znakovi pokazuju vam kojom brzim se krećete.
06:01
some of the new ones, on the bottom right,
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Neki suvremeniji, desno dolje
06:03
now actually show a smiley face or a frowny face,
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prikazuju Vam nasmješeno ili tužno lice
06:06
to act as an emotional trigger.
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kako bi potaknuli Vaše osjećaje.
06:08
What's fascinating about these signs is they cost about 10 percent
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Zapanjuje da koštaju oko 10 posto
06:10
of the running cost of a conventional speed camera,
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troškova održavanja uobičajenih kamera za brzinu.
06:13
but they prevent twice as many accidents.
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Ali sprječavaju dvostruko više nesreća
06:15
So, the bizarre thing, which is baffling
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I tako neobična stvar koja zapanjuje
06:17
to conventional, classically trained economists,
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konvencionalne, klasično obrazovane ekonomiste,
06:19
is that a weird little smiley face
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je da neobično nasmješeno lice
06:21
has a better effect on changing your behavior
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bolje utječe na promjenu Vašeg ponašanja
06:23
than the threat of a £60 fine and three penalty points.
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nego prijetnja kazne od 60 funti i tri kaznena boda.
06:28
Tiny little behavioral economics detail:
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Mali detalj vezan uz ekonomiju ponašanja:
06:30
in Italy, penalty points go backwards.
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U Italiji, kazneni bodovi idu unazad.
06:33
You start with 12 and they take them away.
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Počinjete s 12 dozvoljenih i oduzimanju Vam ih.
06:35
Because they found that loss aversion
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Jer su zaključili da odbojnost prema gubitku
06:37
is a more powerful influence on people's behavior.
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puno snažnije utječe na ponašanje ljudi.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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U Britaniji mi osjećamo, "Whoa! Dobio sam još tri!"
06:42
Not so in Italy.
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Nije tako u Italiji,
06:44
Another fantastic case of creating intangible value
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Još jedan odličan primjer stvaranja neopipljive vrijednosti
06:47
to replace actual or material value, which remember, is what,
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kojom nadomještamo stvarnu ili materijalnu vrijednost, koja, zapamtite,
06:50
after all, the environmental movement needs to be about:
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je naposlijetku ono što briga za okoliš i treba biti:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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To je opet primjer iz Pruske, mislim, oko 1812, 1813.
06:55
The wealthy Prussians, to help in the war against the French,
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Bogati Prusi, da bi pomogli u ratu protiv Francuza
06:58
were encouraged to give in all their jewelry.
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bili su poticani da predaju sav svoj nakit.
07:00
And it was replaced with replica jewelry
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Nadomjestili bi im to kopijama
07:03
made of cast iron.
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izrađenim od lijevanog željeza.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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Evo jedne: "Zlato dadoh za željezo, 1813."
07:09
The interesting thing is that for 50 years hence,
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Zanimljiva posljedica je bila da i 50 godina kasnije
07:11
the highest status jewelry you could wear in Prussia
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Najcjenjeniji statusni nakit koji se nosio u Pruskoj,
07:13
wasn't made of gold or diamonds.
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Nije bio izrađen od zlata ili dijamanata
07:15
It was made of cast iron.
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nego je bio izrađen od lijevanog željeza.
07:17
Because actually, never mind the actual intrinsic value
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Jer u stvari, zanemarili su stvarnu vrijednost
07:19
of having gold jewelry. This actually
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posjedovanja zlatnog nakita. Imali su u stvari
07:21
had symbolic value, badge value.
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simboličnu vrijednost, brend vrijednost.
07:23
It said that your family had made a great sacrifice in the past.
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Svjedočila je da se Vaša obitelj žrtvovala u prošlosti.
07:26
So, the modern equivalent would of course be this.
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Stoga bi moderni ekvivalent bio ovo,
07:28
(Laughter)
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(smijeh)
07:29
But, actually, there is a thing, just as there are Veblen goods,
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Ali, u stvari, ima tu nešto, kao što su Veblen dobra
07:32
where the value of the good depends on it being expensive and rare --
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gdje vrijednost dobara određuje skupoća i rijetkost -
07:35
there are opposite kind of things
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postoje i suprotna dobra
07:37
where actually the value in them depends on them being
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gdje vrijednost leži u tome da su
07:39
ubiquitous, classless and minimalistic.
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sveprisutna, jednostavna i minimalistička.
07:42
If you think about it, Shakerism was a proto-environmental movement.
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Ako se sjetite, Shakerizam je bio proto-okolišni pokret
07:45
Adam Smith talks about 18th century America,
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Adam Smith opisuje Ameriku 18. stoljeća
07:47
where the prohibition against visible displays of wealth was so great,
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gdje je zabrana pokazivanja bogatstva bila tako izražena
07:51
it was almost a block in the economy in New England,
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da je skoro blokirala gospodarstvo u Novoj Engleskoj,
07:53
because even wealthy farmers could find nothing to spend their money on
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jer čak i bogati farmeri nisu mogli naći ništa na što bi trošili novac,
07:56
without incurring the displeasure of their neighbors.
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a da ne izazovu negodovanje svojih susjeda.
07:59
It's perfectly possible to create these social pressures
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Potpuno je moguće izazvati takav socijalni pritisak
08:01
which lead to more egalitarian societies.
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koji dovodi do izjednačenijeg društva.
08:04
What's also interesting, if you look at products
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Što je također zanimljivo, ako promotrite proizvode
08:06
that have a high component
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koji imaju veliki udio
08:08
of what you might call messaging value,
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vrijednosti koju nazivamo vrijednost poruke,
08:10
a high component of intangible value, versus their intrinsic value:
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visok udio neopipljive vrijednosti u usporedbi sa stvarnom vrijednošću:
08:13
They are often quite egalitarian.
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Često su prilično izjednačeni.
08:16
In terms of dress, denim is perhaps the perfect example of something
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Govorimo li o odjeći, traper materijal je možda savršen primjer kako
08:19
which replaces material value with symbolic value.
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nadomjestiti stvarnu sa simboličnom vrijednošću.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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Coca-Cola. Neki od Vas su možta skupina pinkosa
08:25
and you may not like the Coca-Cola company,
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I možda ne volite tvrtku Coca Cola.
08:27
but it's worth remembering Andy Warhol's point about Coke.
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Ali vrijedno je prisjetiti se što je Andy Warhol istaknuo kod "Kole"
08:29
What Warhol said about Coke is, he said,
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Warhol je vezano u Colu rekao:
08:31
"What I really like about Coca-Cola is the president of the United States
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"Ono što stvarno volim kod Coca-Cole je to što ni predsjednik SAD-a
08:33
can't get a better Coke than the bum on the corner of the street."
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ne može dobiti bolju Colu od skitnice na uglu ulice."
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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I to je ako razmislite, ono što uzimamo zdravo za gotovo - -
08:39
it's actually a remarkable achievement,
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a to je u stvari zapanjujuće dostignuće,
08:41
to produce something that's that democratic.
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proizvesti nešto tako demokratično.
08:44
Now, we basically have to change our views slightly.
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Poruka je da moramo malo zakrenuti pogled na stvari
08:47
There is a basic view that real value involves making things,
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Postoji stvarna vrijednost koja je ugrađena u proizvod
08:50
involves labor. It involves engineering.
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ona uključuje rad. Uključuje i razvoj.
08:53
It involves limited raw materials.
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Uključuje i sirovinu.
08:56
And that what we add on top is kind of false. It's a fake version.
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I onda to što mi nadograđujemo je nekako lažno. Lažna izvedba.
08:59
And there is a reason for some suspicion and uncertainly about it.
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I stoga postoji razlog za sumnju i nevjericu.
09:02
It patently veers toward propaganda.
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jer očito to graniči s propagandom.
09:05
However, what we do have now
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Ipak, ono što sada imamo
09:07
is a much more variegated media ecosystem
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je puno različitiji medijski ekosustav
09:10
in which to kind of create this kind of value, and it's much fairer.
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u kojem moramo stvoriti tu vrijednosti. I stoga je puno poštenije.
09:13
When I grew up, this was basically the media environment of my childhood
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Kada sam ja odrastao, ovo je bilo medijsko okruženje mog djetinjstva
09:15
as translated into food.
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kada bi se prevelo na jezik hrane.
09:17
You had a monopoly supplier. On the left,
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Postojali su monopolistički dobavljači. S lijeva,
09:19
you have Rupert Murdoch, or the BBC.
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su Ruperta Murdoch ili BBC.
09:21
(Laughter)
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(smijeh)
09:22
And on your right you have a dependent public
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a s desna je ovisna publika
09:24
which is pathetically grateful for anything you give it.
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koja je bila patetično zahvalna za sve što bi joj dali.
09:27
(Laughter)
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(smijeh)
09:29
Nowadays, the user is actually involved.
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Danas je potrošač stvarno uključen.
09:32
This is actually what's called, in the digital world, "user-generated content."
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To nazivamo u digitalnom svijetu: "Korisnički generirani sadržaj"
09:35
Although it's called agriculture in the world of food.
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ipak, to se naziva poljoprivredom, u svijetu hrane.
09:37
(Laughter)
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(smijeh)
09:38
This is actually called a mash-up,
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Ovo se naziva re-inženjering
09:40
where you take content that someone else has produced
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kada uzmete sadržaj koji je netko drugi proizveo
09:42
and you do something new with it.
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i napravite iz toga nešto novo.
09:44
In the world of food we call it cooking.
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U svijetu hrane to nazivamo kuhanje
09:47
This is food 2.0,
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Ovo je hrana 2.0
09:49
which is food you produce for the purpose of sharing it with other people.
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jer je to hrana proizvedena u svrhu dijeljenja s drugim ljudima.
09:52
This is mobile food. British are very good at that.
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Ovo je mobilna hrana. Britanci su jako dobri u tome.
09:55
Fish and chips in newspaper, the Cornish Pasty,
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Ribe i krumpirići u novinama, Cornish Pastie
09:57
the pie, the sandwich.
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pita, sendvič.
09:59
We invented the whole lot of them.
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Izmislili smo puno toga
10:01
We're not very good at food in general. Italians do great food,
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Nismo baš jako dobri u hrani općenito. Talijani prave izvrsnu hranu,
10:03
but it's not very portable, generally.
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ali nije baš prenosiva, uglavnom.
10:05
(Laughter)
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(smijeh)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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I ovo sam saznao tek neki dan. Grof Sandwich nije izumio sendvič.
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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On je u stvari izumio toast. Ali naziv Grof tost bilo bi smiješno ime.
10:15
(Laughter)
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(smijeh)
10:16
Finally, we have contextual communication.
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Na kraju, imamo kontekstualnu komunikaciju.
10:18
Now, the reason I show you Pernod -- it's only one example.
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Razlog zbog kojeg Vam pokazujem Pernod - samo jedan primjer.
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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Svaka zemlja ima kontekstualno alkoholno piće. U Francuskoj to je Pernod.
10:24
It tastes great within the borders of that country,
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Odličnog je okusa u granicama te države.
10:26
but absolute shite if you take it anywhere else.
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Ali potpuno je sranje ako ga odnesete negdje drugdje.
10:29
(Laughter)
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(smijeh)
10:31
Unicum in Hungary, for example.
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Unicum u Mađarskoj, primjerice.
10:33
The Greeks have actually managed to produce something called Retsina,
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Grci su uspjeli proizvesti nešto što se zove Retsina
10:35
which even tastes shite when you're in Greece.
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i ima usran okus čak i u Grčkoj.
10:37
(Laughter)
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(smijeh)
10:39
But so much communication now is contextual
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Ali toliko je danas kontekstualne komunikacije
10:41
that the capacity for actually nudging people,
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da je količina kojom se salijeću ljudi
10:43
for giving them better information -- B.J. Fogg,
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nudeći im bolju informaciju - B.J. Fogg,
10:45
at the University of Stanford, makes the point
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sa sveučilišta Stanford, dobro je to opisao
10:47
that actually the mobile phone is --
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da je mobilni telefon u stvari -
10:49
He's invented the phrase, "persuasive technologies."
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On je izmislio pojam, "uvjeravajuća tehnologija"
10:51
He believes the mobile phone, by being location-specific,
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On vjeruje da je mobilni telefon zbog toga što je vezan uz lokaciju
10:54
contextual, timely and immediate,
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kontekstualan, točan i trenutan,
10:56
is simply the greatest persuasive technology device ever invented.
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naprosto najveća uvjeravajuća tehnologija ikada izmišljena.
10:59
Now, if we have all these tools at our disposal,
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Sada, kada imamo sve te alate na rapolaganju
11:01
we simply have to ask the question,
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trebamo samo postaviti pitanje
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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i Thaler i Sunstein predlažu, kako da to koristimo inteligentinje.
11:06
I'll give you one example.
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Evo jedan primjer.
11:09
If you had a large red button of this kind, on the wall of your home,
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Kad bi imali veliki crveni prekidač na zidu svog doma
11:11
and every time you pressed it, it saved 50 dollars for you,
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i kad bi Vam svaki puta kada ga pritisnite uštedio 50$
11:14
put 50 dollars into your pension,
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stavio 50 $ na vašu mirovinsku štednju
11:16
you would save a lot more.
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uštedjeli bi i više od toga.
11:18
The reason is that the interface fundamentally determines
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Razlog leži u činjenici da sučelje u suštini
11:20
the behavior. Okay?
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određuje ponašanje. U redu?
11:22
Now, marketing has done a very, very good job of creating
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Sad, marketing je napravio jako dobar posao stvaranja
11:25
opportunities for impulse buying.
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prilika za impulzivnu kupnju.
11:27
Yet we've never created the opportunity for impulse saving.
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Ipak, nikada nismo stvorili priliku za impulzivnu štednju.
11:31
If you did this, more people would save more.
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Kad bi to napravili, više ljudi bi štedjelo novac.
11:34
It's simply a question of changing the interface
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Radi se samo o promjeni sučelja
11:36
by which people make decisions,
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putem kojeg ljudi donose odluku.
11:38
and the very nature of the decisions changes.
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I samim time priroda odluke se mijenja.
11:40
Obviously, I don't want people to do this,
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Ja očito, ne želim takvo ponašanje
11:42
because as an advertising man I tend to regard saving as just
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jer kao oglašivač gledam na štednju kao
11:44
consumerism needlessly postponed.
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na nepotrebno odgođenu potrošnju.
11:46
(Laughter)
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(smijeh))
11:47
But if anybody did want to do that,
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Ali ako bi itko to želio postići,
11:50
that's the kind of thing we need to be thinking about, actually:
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o tome bi trebalo razmisliti, zapravo.
11:53
fundamental opportunities to change human behavior.
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Osnovne mogućnosti za promjenu ljudskog ponašanja.
11:55
Now, I've got an example here from Canada.
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Imam primjer iz Kanade.
11:58
There was a young intern at Ogilvy Canada
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Imali smo mladog zaposlenika u Ogilvy Kanada
12:01
called Hunter Somerville,
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koji se zvao Hunter Somerville
12:03
who was working in improv in Toronto,
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i radio je na poboljšanjima u Torontu
12:05
and got a part-time job in advertising,
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i nepuno radno vrijeme je radio kao oglašivač
12:07
and was given the job of advertising Shreddies.
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kad mu je povjeren posao oglašavanja Shreddies.
12:10
Now this is the most perfect case of creating
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Ovo je najbolji primjer stvaranja
12:12
intangible, added value,
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neopipljive dodane vrijednosti
12:14
without changing the product in the slightest.
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bez i najmanje promjene samog proizvoda.
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies je čudan, kvadratni keks sa sjemenkama
12:20
only available in New Zealand, Canada and Britain.
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jedino dostupan na Novom Zelandu, Kanadi i u Britaniji.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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Radi se o Kraftovom neobičnom načinu iskazivanja odanosti Kruni.
12:27
(Laughter)
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(smijeh)
12:30
In working out how you could re-launch Shreddies,
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Razmišljajući kako re-lansirati Shreddies,
12:33
he came up with this.
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dosjetio se ovoga.
12:42
Video: (Buzzer)
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(video)
12:48
Man: Shreddies is supposed to be square.
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Muškarac: Shreddies moraju biti kvadratni.
12:51
(Laughter)
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(smijeh)
12:52
Woman: Have any of these diamond shapes gone out?
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Žena: Je li neki od ovih dijagonalnih oblika otišao u prodaju?
12:55
(Laughter)
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(smijeh)
12:57
Voiceover: New Diamond Shreddies cereal.
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Glas u pozadini: Novi dijagonalni Shreddies keks.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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100 postotno iste sjemenke u ukusnom dijagonalnom obliku.
13:02
(Applause)
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(pljesak)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland: Čini mi se da je ovo najbolji primjer
13:08
of intangible value creation. All it requires is
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stvaranja neopipljive vrijednosti. Sve što je potrebno su
13:10
photons, neurons, and a great idea to create this thing.
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fotoni, neuroni i odlična ideja da bi se to stvorilo.
13:13
I would say it's a work of genius.
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Rekao bih da je ovo djelo genija.
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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Ali naravno, ne možete takvo što napraviti bez imalo istraživanja tržišta.
13:18
Man: So, Shreddies is actually producing a new product,
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Muškarac: Dakle, Shreddies stvarno pravi novi proizvod,
13:21
which is something very exciting for them.
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što je za njih veliko uzbuđenje.
13:24
So they are introducing new Diamond Shreddies.
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Stoga sada uvode nove, Dijagonalne Shreddies.
13:27
(Laughter)
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(smijeh)
13:32
So I just want to get your first impressions when you see that,
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Evo, samo molim vaš prvi dojam kada ovo vidite.
13:34
when you see the Diamond Shreddies box there.
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kada vidite kutiju Dijagonalnih Shreddies.
13:37
(Laughter)
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(smijeh)
13:38
Woman: Weren't they square?
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Žena: Nisu li bili kvadratni?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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Žena br 2: Malo sam zbunjena. Žena broj 3: Meni izgledaju kao kvadratni.
13:42
Man: They -- Yeah, it's all in the appearance.
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Muškarac: Oni -- Da, sve je u dojmu.
13:44
But it's kind of like flipping a six or a nine. Like a six,
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Ali izgleda kao zakretanje broja šest ili devet u broj šest.
13:48
if you flip it over it looks like a nine.
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Ako zakrenete izgleda kao devetka.
13:50
But a six is very different from a nine.
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Ali šestica je vrlo različita od devetke.
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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Žena broj3: Ili slovo 'M' i slovo 'W'. Muškarac: Da, 'M' i 'W' točno.
13:54
Man #2: [unclear]
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Muškarac broj 2: Bolji je onaj prvi.
13:56
You just looked like you turned it on its end. But when you see it like that
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Izgleda kao da ste zakrenuli jedan kraj. Ali ako pogledate na taj način
13:59
it's more interesting looking.
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puno je zanimljiviji izgled.
14:01
Man: Just try both of them.
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Muškarac: Molim Vas da kušate oba.
14:03
Take a square one there, first.
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Uzmite kvadratni odatle prvo.
14:06
(Laughter)
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(smijeh)
14:18
Man: Which one did you prefer? Man #2: The first one.
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Muškarac: Koji Vam je bolji? Muškarac broj 2: Prvi.
14:20
Man: The first one?
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Muškarac: Prvi?
14:22
(Laughter)
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(smijeh)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland: Sad, naravno, rasprava se uskovitlala.
14:28
There were conservative elements in Canada, unsurprisingly,
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Neki konzervativni elementi u Kanadi, što nije bilo neko iznenađenje,
14:31
who actually resented this intrusion.
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su odbacili takvo nametanje.
14:33
So, eventually, the manufacturers actually
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Stoga, naposljetku, proizvođač je
14:35
arrived at a compromise, which was the combo pack.
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postigao kompromis u obliku kombiniranog pakiranja.
14:38
(Laughter)
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(smijeh)
14:40
(Applause)
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(pljesak)
14:49
(Laughter)
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(smijeh)
14:54
If you think it's funny, bear in mind there is an organization called
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Ako mislite da je ovo smiješno, znajte da postoji organizacija koja se naziva
14:57
the American Institute of Wine Economics,
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Američki institut za vinsko gospodarstvo
15:00
which actually does extensive research into perception of things,
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koje zaista široko istražuje percepciju stvari
15:02
and discovers that except for among
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i otkriva da, izuzevši
15:04
perhaps five or ten percent of the most knowledgeable people,
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možda pet do deset posto najvećih znalaca,
15:07
there is no correlation between quality and enjoyment
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ne postoji veza između kvalitete i uživanja
15:09
in wine,
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u vinu
15:11
except when you tell the people how expensive it is,
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osim kad ljudima kažete koliko skupocjeno ono jest,
15:13
in which case they tend to enjoy the more expensive stuff more.
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kada obično uživaju u skupljem vinu više.
15:16
So drink your wine blind in the future.
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Stoga ubuduće pijte vino s povezom na očima.
15:19
But this is both hysterically funny --
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Ali to je i ludo zabavno --
15:21
but I think an important philosophical point,
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ali mislim i važno filozofsko gledište,
15:23
which is, going forward, we need more of this kind of value.
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koje, gledajući unaprijed, trebamo više takvih vrijednosti.
15:26
We need to spend more time appreciating what already exists,
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Moramo provesti više vremena cijeneći ono što imamo,
15:29
and less time agonizing over what else we can do.
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a manje u tome da se grčimo što za nečim dodatnim.
15:31
Two quotations to more or less end with.
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I dvije izjave s kojima bih završio.
15:33
One of them is, "Poetry is when you make new things
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Jedna je: "Pjesništvo je kada nove stvari činite
15:35
familiar and familiar things new."
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bliskima i bliske svari novima".
15:37
Which isn't a bad definition of what our job is,
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To nije loša definicija onoga što naš posao jest,
15:40
to help people appreciate what is unfamiliar, but also
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pomažući ljudima da prihvate ono što im nije blisko, ali isto
15:42
to gain a greater appreciation, and place a far higher value on
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da postignemo više uvažavanja i bolje vrednovanje
15:46
those things which are already existing.
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onih stvari koje već postoje.
15:48
There is some evidence, by the way, that things like social networking help do that.
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Postoje dokazi, uz put, da socijalno umrežavanje pomaže u postizanju toga.
15:51
Because they help people share news.
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To je zato jer omogućuje ljudima razmjenu novosti
15:53
They give badge value to everyday little trivial activities.
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Dodaju vrijednost brenda svakodnevnim jednostavnim postupcima.
15:57
So they actually reduce the need for actually spending great money on display,
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Tako, u stvari, smanjuju potrebu za trošenjem puno novaca na vidljivo
16:00
and increase the kind of third-party
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povećavajući onaj dio uživanja iz treće ruke
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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koje možete dobiti od najmanjih i njajednostavnijih stvari u životu. To je magija.
16:06
The second one is the second G.K. Chesterton quote of this session,
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Druga izjava je drugi G.K.Chestertonov opis ovog druženja,
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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koje glasi:"Mi uništavamo želju za čudom, ne želju za čuđenjem"
16:12
which I think for anybody involved in technology, is perfectly true.
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što mislim da vrijedi za svakog uključenog u tehnologiju.
16:15
And a final thing: When you place a value on things like health,
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I na kraju: Kad uspijete shvatiti vrijednost pojmova kao što je zdravlje,
16:17
love, sex and other things,
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ljubav, seks i druge stvari,
16:19
and learn to place a material value
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i shvatite stvarnu vrijednost
16:21
on what you've previously discounted
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onoga što ste prije doživljavali
16:23
for being merely intangible, a thing not seen,
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kao nešto jedva opipljivo, jedva vidljivo,
16:26
you realize you're much, much wealthier than you ever imagined.
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shvatiti ćete da ste puno puno bogatiji nego što ste ikada mogli zamisliti.
16:29
Thank you very much indeed.
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Puno Vam hvala, zaista.
16:31
(Applause)
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(pljesak)
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com