TEDxPuget Sound
Simon Sinek: How great leaders inspire action
Simon Sinek: Kako velike vođe potiču na akciju
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Simon Sinek ima jednostavan, ali moćan model za inspirativno vodstvo koji započenje zlatnim krugom i pitanjem "Zašto?" Njegovi primjeri uključuju Apple, Martin Luther Kinga i braću Wright -- i kao kontrapunkt TiVo, koji se (sve do nedavne pobjede na sudu koja je utrostručila cijenu njegovih dionica) borio za preživljavanje.
Simon Sinek - Leadership expert
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Double-click the English transcript below to play the video.
00:16
How do you explain when
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Kako možete objasniti kada
00:18
things don't go as we assume?
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stvari ne idu onako kako smo pretpostavljali?
00:20
Or better, how do you explain
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Ili bolje, kako možete objasniti
00:23
when others are able to achieve things
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kada su drugi sposobni ostvariti stvari
00:25
that seem to defy all of the assumptions?
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koje se protive svim pretpostavkama?
00:27
For example:
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Na primjer:
00:29
Why is Apple so innovative?
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Zašto je Apple tako inovativan?
00:31
Year after year, after year, after year,
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Godinu za godinom, godinu za godinom,
00:33
they're more innovative than all their competition.
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oni su inovativniji od svojih konkurenata.
00:36
And yet, they're just a computer company.
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A opet, oni su tek računalna kompanija.
00:38
They're just like everyone else.
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Oni su poput svih drugih.
00:40
They have the same access to the same talent,
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Oni imaju isti pristup istim talentima,
00:42
the same agencies, the same consultants, the same media.
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istim agencijama, istim konzultantima, istim medijima.
00:45
Then why is it that they
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Onda zašto se oni
00:47
seem to have something different?
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čine tako drugačijima?
00:50
Why is it that Martin Luther King
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Zašto je Martin Luther King
00:52
led the Civil Rights Movement?
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vodio Pokret za građanska prava?
00:54
He wasn't the only man
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On nije bio jedini
00:56
who suffered in a pre-civil rights America,
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koji je patio zbog nedostatka građanskih prava u Americi.
00:58
and he certainly wasn't the only great orator of the day.
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I svakako nije bio jedini veliki govornik tog vremena.
01:00
Why him?
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Zašto on?
01:02
And why is it that the Wright brothers
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I zašto su baš braća Wirght
01:05
were able to figure out controlled, powered man flight
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bila sposobna shvatiti kontolirani let s motorom
01:08
when there were certainly other teams who were
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kada je bilo i drugih timova koji su imali
01:10
better qualified, better funded ...
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bolje kvalifikacije, veća sredstva
01:13
and they didn't achieve powered man flight,
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a oni nisu ostvarili prvi let,
01:16
and the Wright brothers beat them to it.
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te su ih braća Wright pobijedila.
01:18
There's something else at play here.
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Nešto je drugo bilo važno ovdje.
01:21
About three and a half years ago
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Prije otprilike tri i pol godine
01:23
I made a discovery.
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došao sam do spoznaje,
01:25
And this discovery profoundly changed
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i ta je spoznaja duboko promijenila
01:28
my view on how I thought the world worked,
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moj pogled o načinu na koji svijet funkcionira.
01:31
and it even profoundly changed the way in which
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Čak je duboko promijenilo i način na
01:33
I operate in it.
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koji obavljam poslove.
01:37
As it turns out, there's a pattern.
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Kako se pokazalo -- postoji obrazac --
01:40
As it turns out, all the great and inspiring leaders
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kako se pokazalo, sve velike i inspirativne vođe
01:42
and organizations in the world --
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i organizacije širom svijeta,
01:44
whether it's Apple or Martin Luther King or the Wright brothers --
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bilo da je to Apple, ili Martin Luther King ili braća Wright,
01:47
they all think, act and communicate
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svi su oni razmišljali, ponašali se i komunicirali
01:49
the exact same way.
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na potpuno isti način.
01:51
And it's the complete opposite
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A to je na potpuno drugačiji način
01:53
to everyone else.
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od svih drugih.
01:55
All I did was codify it,
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Sve što sam napravio jest kodificirao to.
01:57
and it's probably the world's
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I to je vjerojatno
01:59
simplest idea.
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najjednostavnija ideja na svijetu.
02:01
I call it the golden circle.
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Ja ju zovem zlatnim krugom.
02:11
Why? How? What?
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Zašto? Kako? Što?
02:14
This little idea explains
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Ta mala ideja objašnjava
02:16
why some organizations and some leaders
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zašto neke organizacije i neke vođe
02:18
are able to inspire where others aren't.
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mogu inspirirati druge, dok drugi to ne mogu.
02:20
Let me define the terms really quickly.
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Dopustite mi da brzo definiramo ključne elemente.
02:22
Every single person, every single organization on the planet
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Svaka osoba, svaka organizacija na Planetu
02:25
knows what they do,
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zna što oni rade,
02:27
100 percent.
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100%.
02:29
Some know how they do it,
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Neki znaju kako to rade,
02:31
whether you call it your differentiated value proposition
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bilo da to zovete vašom vrijednosnom razlikom u ponudi
02:33
or your proprietary process or your USP.
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ili vašim vlastitim postupkom ili jedinstvenom prodajnom ponudom.
02:36
But very, very few people or organizations
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Ali jako, jako malo ljudi ili organizacija
02:39
know why they do what they do.
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zna zašto rade ono što rade.
02:41
And by "why" I don't mean "to make a profit."
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I pod time "zašto" ne mislim na način "na koji ostvaruju profit".
02:43
That's a result. It's always a result.
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To je rezultat. To je uvijek rezultat.
02:45
By "why," I mean: What's your purpose?
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Pod "zašto" ja mislim na: što je vaša svrha?
02:47
What's your cause? What's your belief?
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Što vas poziv, smisao? U što vjerujete?
02:50
Why does your organization exist?
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Zašto vaša organizacija postoji?
02:53
Why do you get out of bed in the morning?
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Zašto ustajete iz kreveta svako jutro?
02:55
And why should anyone care?
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I zašto bi bilo kome trebalo biti stalo?
02:58
Well, as a result, the way we think, the way we act,
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Kao rezultat, način na koji razmišljamo, način na koji djelujemo,
03:00
the way we communicate is from the outside in.
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način na koji komuniciramo jest izvana prema unutra.
03:02
It's obvious. We go from the clearest thing to the fuzziest thing.
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To je očito. Idemo od najjasnije do najzamršenije stvari.
03:05
But the inspired leaders
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Dok insprativne vođe
03:07
and the inspired organizations --
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i inspirativne organizacije,
03:09
regardless of their size, regardless of their industry --
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bez obzira na njihovu veličinu, bez obzira na to čime se bave,
03:12
all think, act and communicate
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svi razmišljaju, djeluju i komuniciraju
03:14
from the inside out.
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iznutra prema vani.
03:17
Let me give you an example.
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Dopustite da vam dam primjer.
03:19
I use Apple because they're easy to understand and everybody gets it.
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Ja koristim Apple jer su jednostavni za razumjeti i svatko to može.
03:22
If Apple were like everyone else,
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Kada bi Apple bio poput svih drugih,
03:25
a marketing message from them might sound like this:
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njihova marketinška poruka bi glasila.
03:28
"We make great computers.
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"Mi radimo sjajna računala.
03:31
They're beautifully designed, simple to use
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Ona su lijepo dizajnirana, jednostavna za korištenje
03:33
and user friendly.
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i prijateljska prema korisniku.
03:35
Want to buy one?" "Meh."
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Želite li kupiti jedno?" Neee.
03:38
And that's how most of us communicate.
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I tako većina nas komunicira.
03:40
That's how most marketing is done, that's how most sales is done
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Tako se većina marketinga radi. Tako se većina prodaje radi.
03:42
and that's how most of us communicate interpersonally.
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I tako većina nas komunicira s drugim ljudima.
03:44
We say what we do, we say how we're different or how we're better
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Mi kažemo ono što radimo, kažemo na koji način smo drugačiji ili kako smo bolji
03:47
and we expect some sort of a behavior,
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i očekujemo neki oblik ponašanja,
03:49
a purchase, a vote, something like that.
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kupovinu, glas, nešto poput toga.
03:51
Here's our new law firm:
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Evo našeg novog odvjetničkog ureda.
03:53
We have the best lawyers with the biggest clients,
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Mi imamo najbolje odvjetnike i najveće klijente.
03:55
we always perform for our clients who do business with us.
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Mi uvijek obavimo posao za naše klijente.
03:57
Here's our new car:
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Ovdje je naš novi automobil.
03:59
It gets great gas mileage, it has leather seats, buy our car.
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Jako je štedljiv. Ima kožna sjedala. Kupite naš automobil.
04:02
But it's uninspiring.
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Ali je neinspirativan.
04:04
Here's how Apple actually communicates.
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Evo kako Apple stvarno komunicira.
04:08
"Everything we do,
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"Sve što radimo,
04:10
we believe in challenging the status quo.
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mi vjerujemo u promjenu iz stanja mirovanja.
04:13
We believe in thinking differently.
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Mi vjerujemo u drugačiji način razmišljanja.
04:16
The way we challenge the status quo
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Način na koji provociramo stanje mirovanja
04:18
is by making our products beautifully designed,
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jest tako što su naši proizvodi lijepo dizajnirani,
04:21
simple to use and user friendly.
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jednostavni za korištenje i okrenuti kupcu.
04:23
We just happen to make great computers.
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Jednostavno se dogodilo da radimo sjajna računala.
04:26
Want to buy one?"
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Želite li kupiti jedno?"
04:28
Totally different right? You're ready to buy a computer from me.
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Potpuno drugačije, zar ne? Jeste li spremni kupiti računalo od mene.
04:31
All I did was reverse the order of the information.
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Sve što sam učinio jest da sam okrenuo redoslijed informacija.
04:33
What it proves to us is that people don't buy what you do;
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Ono što nam se pokazalo jest da ljudi ne kupuju ono što radite;
04:36
people buy why you do it.
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ljudi kupuju zašto to radite.
04:38
People don't buy what you do; they buy why you do it.
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
04:40
This explains why
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To objašnjava zašto
04:42
every single person in this room
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svaka osoba u ovoj dvorani
04:44
is perfectly comfortable buying a computer from Apple.
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sa savršenom ugodom kupuje računalo od Applea.
04:47
But we're also perfectly comfortable
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Ali mi se savršeno ugodno osjećamo kada
04:49
buying an MP3 player from Apple, or a phone from Apple,
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kupujemo MP3 player od Applea, ili mobitel od Applea,
04:52
or a DVR from Apple.
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ili digitalni video rekorder od Applea.
04:54
But, as I said before, Apple's just a computer company.
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Ali, kao što sam ranije rekao, Apple je samo računalna kompanija.
04:56
There's nothing that distinguishes them
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Nema ničega što ih razlikuje
04:58
structurally from any of their competitors.
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strukturno od bilo kojeg od konkurenata.
05:00
Their competitors are all equally qualified to make all of these products.
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Njihovi konkurenti su jednako kvalificirani za izradu svih ovih proizvoda.
05:03
In fact, they tried.
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U stvari, oni su to i pokušali.
05:05
A few years ago, Gateway came out with flat screen TVs.
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Prije nekoliko godina, Gateway je izašao na tržište s televizijom s ravnim ekranom.
05:08
They're eminently qualified to make flat screen TVs.
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Oni su znamenito kvalificirani za izradu televizora s ravnim ekranom.
05:10
They've been making flat screen monitors for years.
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Oni su izrađivali ravne ekrane za svoje monitore, godinama.
05:13
Nobody bought one.
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Nitko nije kupio niti jedan.
05:20
Dell came out with MP3 players and PDAs,
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Dell je izašao s MP3 playerima i dlanovnicima.
05:23
and they make great quality products,
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I oni su napravili proizvod sjajne kvalitete.
05:25
and they can make perfectly well-designed products --
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I oni su sposobni napraviti dobro dizajnirani proizvod.
05:28
and nobody bought one.
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Nitko im nije kupio niti jedan.
05:30
In fact, talking about it now, we can't even imagine
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U stvari, dok govorim o tome sada, ne možemo niti zamisliti
05:32
buying an MP3 player from Dell.
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da kupimo MP3 player od Della.
05:34
Why would you buy an MP3 player from a computer company?
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Zašto biste kupili MP3 player od računalne kompanije?
05:36
But we do it every day.
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Ali to činimo gotovo svaki dan.
05:38
People don't buy what you do; they buy why you do it.
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
05:40
The goal is not to do business
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Cilj nije napraviti posao
05:42
with everybody who needs what you have.
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sa svakim tko treba ono što imate.
05:46
The goal is to do business with people
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Cilj je napraviti posao s ljudima
05:48
who believe what you believe.
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koji vjeruju u ono u što i vi vjerujete.
05:51
Here's the best part:
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Evo najboljeg dijela.
05:53
None of what I'm telling you is my opinion.
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Ništa od ovoga što vam govorim nije moje mišljenje.
05:55
It's all grounded in the tenets of biology.
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Sve je utemeljeno u principima biologije.
05:58
Not psychology, biology.
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Ne psihologije, biologije.
06:00
If you look at a cross-section of the human brain, looking from the top down,
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Ako pogledate presjek ljudskog mozga, gledajući odozgo prema dolje,
06:03
what you see is the human brain is actually broken
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ono što vidite jest kako se ljudski mozak u stvari sastoji
06:05
into three major components
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od tri glavne cjeline
06:07
that correlate perfectly with the golden circle.
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koje se savršeno podudaraju sa zlatnim krugom.
06:10
Our newest brain, our Homo sapien brain,
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Naš najnoviji mozak, naš homo sapiens mozak,
06:13
our neocortex,
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naš neokorteks,
06:15
corresponds with the "what" level.
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se preklapa sa "što" razinom.
06:17
The neocortex is responsible for all of our
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Neokorteks je odgovoran za svo naše
06:19
rational and analytical thought
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racionalno i analitičko promišljanje
06:21
and language.
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te jezik.
06:23
The middle two sections make up our limbic brains,
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Srednje dvije sekcije čine naš limbički sustav.
06:26
and our limbic brains are responsible for all of our feelings,
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A naš limbički sustav je odgovoran za sve naše osjećaje,
06:29
like trust and loyalty.
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poput povjerenja i lojalnosti.
06:32
It's also responsible for all human behavior,
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Također je odgovoran za ljudsko ponašanje,
06:34
all decision-making,
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svo donošenje odluka,
06:36
and it has no capacity for language.
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i nema kapacitet za jezik.
06:39
In other words, when we communicate from the outside in,
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Drugim riječima, kada komuniciramo izvana prema unutra,
06:42
yes, people can understand vast amounts of complicated information
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da, ljudi mogu razumijeti velike količine kompliciranih informacija
06:45
like features and benefits and facts and figures.
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poput značajki, koristi, činjenica i znamenaka.
06:48
It just doesn't drive behavior.
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On jednostavno ne utječe na ponašanje.
06:50
When we can communicate from the inside out,
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Kada možemo komunicirati iznutra prema vani,
06:52
we're talking directly to the part of the brain
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govorimo izravno dijelu mozga
06:54
that controls behavior,
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koji kontrolira ponašanje,
06:56
and then we allow people to rationalize it
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i onda dozvoljavamo ljudima da si to racionaliziraju
06:58
with the tangible things we say and do.
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s opipljivim stvarima koje govorimo i činimo.
07:00
This is where gut decisions come from.
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Od tuda dolaze intuitivne odluke.
07:02
You know, sometimes you can give somebody
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Znate, ponekad možete dati nekome
07:04
all the facts and figures,
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sve činjenice i brojke,
07:06
and they say, "I know what all the facts and details say,
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i oni vam kažu: "Znam što nam govore sve brojke i detalji,
07:08
but it just doesn't feel right."
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ali jednostavno se to ne čini dobrim."
07:10
Why would we use that verb, it doesn't "feel" right?
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Zašto bismo koristili taj glagol, ne "osjećamo" se dobro?
07:13
Because the part of the brain that controls decision-making
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Zato jer dio našeg mozga koji kontrolira donošenje odluka,
07:15
doesn't control language.
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ne kontrolira jezik.
07:17
And the best we can muster up is, "I don't know. It just doesn't feel right."
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I najbolje što možemo reći je: "Ne znam. Jednostavno se ne čini dobrim."
07:20
Or sometimes you say you're leading with your heart,
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Ili jednostavno kažete da ste vođeni srcem,
07:22
or you're leading with your soul.
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ili ste vođeni dušom.
07:24
Well, I hate to break it to you, those aren't other body parts
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Nije mi drago što ću vam ovo reći, ali nisu dijelovi tijela
07:26
controlling your behavior.
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oni koji kontroliraju vaše ponašanje.
07:28
It's all happening here in your limbic brain,
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Sve se događa ovdje u vašem limbičkom sustavu,
07:30
the part of the brain that controls decision-making and not language.
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dijelu mozga koji kontrolira donošenje odluka, ali ne i jezik.
07:33
But if you don't know why you do what you do,
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Aali ako ne znate zašto radite to što radite,
07:36
and people respond to why you do what you do,
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a ljudi reagiraju na to zašto radite ono što radite,
07:39
then how will you ever get people
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kako ćete onda ikada pridobiti ljude
07:42
to vote for you, or buy something from you,
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da glasaju za vas, da kupe nešto od vas,
07:44
or, more importantly, be loyal
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ili, još važnije, budu lojalni
07:46
and want to be a part of what it is that you do.
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i žele biti dijelom onoga što radite.
07:49
Again, the goal is not just to sell to people who need what you have;
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Opet, cilj nije samo prodati ljudima koji trebaju ono što imate;
07:52
the goal is to sell to people who believe what you believe.
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cilj je prodati ljudima koji vjeruju u ono u što vi vjerujete.
07:55
The goal is not just to hire people
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Cilj nije samo zaposliti ljude
07:57
who need a job;
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kojima je posao potreban;
07:59
it's to hire people who believe what you believe.
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cilj je zaposliti ljude koji vjeruju u ono što vi vjerujete.
08:02
I always say that, you know,
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Uvijek kažem, znate,
08:07
if you hire people just because they can do a job, they'll work for your money,
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ako zaposlite ljude samo zato jer mogu obaviti posao, onda će oni raditi samo za novac,
08:10
but if you hire people who believe what you believe,
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ali ako zaposlite ljude koji vjeruju u ono u što vi vjerujete,
08:12
they'll work for you with blood and sweat and tears.
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oni će raditi za vas krvlju, znojem i suzama.
08:14
And nowhere else is there a better example of this
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I ne postoji bolji primjer za to
08:16
than with the Wright brothers.
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od onoga braće Wright.
08:18
Most people don't know about Samuel Pierpont Langley.
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Većina ljudi ne zna tko je Samuel Pierpont Langley.
08:21
And back in the early 20th century,
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U ranom 20. stoljeću,
08:24
the pursuit of powered man flight was like the dot com of the day.
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potraga za motornim zrakoplovom je bila nešto poput dot.com-a danas.
08:27
Everybody was trying it.
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Svi su pokušavali.
08:29
And Samuel Pierpont Langley had, what we assume,
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I Samuel Pierpont Langley je imao, ono što bismo pomislili,
08:32
to be the recipe for success.
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recept za uspjeh.
08:35
I mean, even now, you ask people,
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Mislim, čak i sada, ako biste pitali ljude,
08:37
"Why did your product or why did your company fail?"
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"Zašto je vaš proizvod ili vaše poduzeće propalo?"
08:39
and people always give you the same permutation
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ljudi će vam uvijek dati neku varijantu istog odgovora
08:41
of the same three things:
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tri iste stvari,
08:43
under-capitalized, the wrong people, bad market conditions.
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nedostatak kapitala, krivi ljudi, loši tržišni uvjeti.
08:46
It's always the same three things, so let's explore that.
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Uvijek tri iste stvari, koje ćemo sada istražiti.
08:49
Samuel Pierpont Langley
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Samuel Pierpont Langley
08:51
was given 50,000 dollars by the War Department
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je dobio 50,000 US$ od Ministarstva rata
08:54
to figure out this flying machine.
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kako bi napravio taj leteći stroj.
08:56
Money was no problem.
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Novac nije bio problem.
08:58
He held a seat at Harvard
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Imao je svoje mjesto na Harvardu
09:00
and worked at the Smithsonian and was extremely well-connected;
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i radio u Smithsonian institutu te bio jako dobro umrežen.
09:03
he knew all the big minds of the day.
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Znao je sve velike umove tog vremena.
09:05
He hired the best minds
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Unajmio je najbolje umove
09:07
money could find
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koje je novac mogao naći.
09:09
and the market conditions were fantastic.
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A tržišni uvjeti su bili fantastični.
09:11
The New York Times followed him around everywhere,
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New York Times ga je svugdje slijedio.
09:14
and everyone was rooting for Langley.
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I svi su navijali za Langleya.
09:16
Then how come we've never heard of Samuel Pierpont Langley?
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Kako onda vi nikada niste čuli za Samuel Pierpont Langleya?
09:19
A few hundred miles away in Dayton Ohio,
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Nekoliko stotina milja dalje u Daytonu, Ohio,
09:22
Orville and Wilbur Wright,
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Orville i Wilbur Wright,
09:24
they had none of what we consider
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nisu imali ništa od onoga što smatramo
09:26
to be the recipe for success.
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receptom za uspjeh.
09:28
They had no money;
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Nisu imali novca.
09:30
they paid for their dream with the proceeds from their bicycle shop;
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Oni su plaćali svoj san novcem koji bi zaradili u dućanu bicikla.
09:33
not a single person on the Wright brothers' team
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Niti jedna osoba u timu braće Wright
09:35
had a college education,
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nije imala visoko obrazovanje,
09:37
not even Orville or Wilbur;
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čak niti Orville ili Wilbur.
09:39
and The New York Times followed them around nowhere.
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A New York Times ih nigdje nije slijedio.
09:42
The difference was,
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Razlika je bila,
09:44
Orville and Wilbur were driven by a cause,
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što su Orville i Wilbur bili vođeni svrhom, pozivom,
09:46
by a purpose, by a belief.
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sa smislom, s uvjerenjem.
09:48
They believed that if they
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Oni su vjerovali da ako
09:50
could figure out this flying machine,
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uspiju napraviti taj leteći stroj,
09:52
it'll change the course of the world.
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to će promijeniti tijek svijeta.
09:55
Samuel Pierpont Langley was different.
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Samuel Pierpont Langley je bio drugačiji.
09:57
He wanted to be rich, and he wanted to be famous.
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On je želio biti bogat, i želio je biti slavan.
10:00
He was in pursuit of the result.
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On je bio u lovu na rezultat.
10:02
He was in pursuit of the riches.
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On je bio u lovu na bogatstvo.
10:04
And lo and behold, look what happened.
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I pazite što se dogodilo.
10:07
The people who believed in the Wright brothers' dream
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Ljudi koji su vjerovali u san braće Wright,
10:09
worked with them with blood and sweat and tears.
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radili su s njima krvlju, znojem i suzama.
10:12
The others just worked for the paycheck.
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Drugi su radili samo za plaću.
10:14
And they tell stories of how every time the Wright brothers went out,
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I oni su pričali priče o tome kako bi braća Wright svaki puta kada bi izašli,
10:17
they would have to take five sets of parts,
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oni bi uzeli pet kompleta dijelova,
10:19
because that's how many times they would crash
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jer je to broj puta koliko bi se srušili
10:21
before they came in for supper.
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prije nego što bi došli na večeru.
10:24
And, eventually, on December 17th, 1903,
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Da bi, konačno, 17. prosinca 1903.
10:27
the Wright brothers took flight,
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braća Wright poletjela,
10:30
and no one was there to even experience it.
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i nitko nije bio tamo da tome posvjedoći.
10:32
We found out about it a few days later.
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Za to smo saznali nekoliko dana kasnije.
10:36
And further proof that Langley
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I daljnji dokaz kako je Langley
10:38
was motivated by the wrong thing:
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bio motiviran krivim stvarima,
10:40
The day the Wright brothers took flight, he quit.
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je bila činjenica kako je na dan kada su braća Wright poletjela, on dao otkaz.
10:43
He could have said,
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Mogao je reći,
10:45
"That's an amazing discovery, guys,
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"To je nevjerojatno otkriće dečki,
10:47
and I will improve upon your technology," but he didn't.
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i ja ću unaprijediti vašu tehnologiju," ali on to nije napravio.
10:50
He wasn't first, he didn't get rich,
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Nije bio prvi, nije se obogatio,
10:52
he didn't get famous so he quit.
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nije postao slavan, tako da je odustao.
10:54
People don't buy what you do; they buy why you do it.
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
10:57
And if you talk about what you believe,
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I ako govoriš ono što vjeruješ,
10:59
you will attract those who believe what you believe.
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privući ćeš one koji vjeruju u ono što ti vjeruješ.
11:02
But why is it important to attract those who believe what you believe?
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Ali zašto je važno privući one koji vjeruju u ono što ti vjeruješ?
11:07
Something called the law of diffusion of innovation,
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Nešto što se naziva zakonom inovacijske difuzije.
11:09
and if you don't know the law, you definitely know the terminology.
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I ako ne znate sam zakon, svakako znate terminologiju.
11:12
The first two and a half percent of our population
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Prvih 2,5% naše populacije
11:15
are our innovators.
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su naši inovatori.
11:17
The next 13 and a half percent of our population
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Slijedećih 13,5% naše populacije
11:20
are our early adopters.
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su oni koji prvi prihvaćaju inovaciju.
11:22
The next 34 percent are your early majority,
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Slijedećih 34% su rana većina,
11:24
your late majority and your laggards.
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34% kasna većina i 16% onih koji zaostaju.
11:27
The only reason these people buy touch tone phones
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Jedini razlog zašto ti ljudi kupuju telefone s tipkama
11:30
is because you can't buy rotary phones anymore.
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je što ne mogu više kupiti one klasične s rotacijskim krugom.
11:32
(Laughter)
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(Smijeh)
11:34
We all sit at various places at various times on this scale,
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Svi se nađemo na različitim mjestima u različitim vremenima na toj skali,
11:37
but what the law of diffusion of innovation tells us
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ali ono što nam govori zakon inovacijske difuzije
11:40
is that if you want mass-market success
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jest da ako želite masovni uspjeh na tržištu
11:43
or mass-market acceptance of an idea,
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ili masovno prihvaćanje ideje na tržištu,
11:45
you cannot have it
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ne možete to postići
11:47
until you achieve this tipping point
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ukoliko niste dosegnuli tu kritičnu točku preokreta
11:49
between 15 and 18 percent market penetration,
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između 15 i 18% tržišne penetracije
11:52
and then the system tips.
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I onda sustav prevlada.
11:55
And I love asking businesses, "What's your conversion on new business?"
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A ja volim pitati poslovne ljude: "Koji je stupanj vašeg prelaska na novi posao?"
11:58
And they love to tell you, "Oh, it's about 10 percent," proudly.
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I oni mi vole ponosno odgovoriti: "Oh, to je oko 10%."
12:00
Well, you can trip over 10 percent of the customers.
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Dobro, možete se lagano spotaknuti o 10% kupaca.
12:02
We all have about 10 percent who just "get it."
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Svi imamo tih 10% koji jednostavno "shvaćaju".
12:04
That's how we describe them, right?
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To je ono kako ih opisujemo, zar ne?
12:06
That's like that gut feeling, "Oh, they just get it."
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To je poput one intuicije, "Oh, oni jednostavno to razumiju."
12:08
The problem is: How do you find the ones that get it
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Problem je: Kako pronaći one koji razumiju
12:11
before you're doing business with them versus the ones who don't get it?
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prije nego što počnete s njima raditi nasuprot onih koji ne razumiju?
12:14
So it's this here, this little gap
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Dakle to je ovo ovdje, taj mali jaz,
12:16
that you have to close,
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koji morate zatvoriti,
12:18
as Jeffrey Moore calls it, "Crossing the Chasm" --
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kako to Jeffrey Moore naziva, "prijeći ponor."
12:20
because, you see, the early majority
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Jer, vidite, rana većina
12:22
will not try something
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neće isprobati nešto
12:24
until someone else
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dok netko drugi
12:26
has tried it first.
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nije probao prvi.
12:28
And these guys, the innovators and the early adopters,
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I ti ljudi, inovatori i oni koji prvi prihvaćaju,
12:31
they're comfortable making those gut decisions.
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oni ležerno donose takve instinktivne odluke.
12:33
They're more comfortable making those intuitive decisions
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Oni puno jednostavnije donose te intuitivne odluke
12:36
that are driven by what they believe about the world
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koje su vođene njihovim shvaćanjem svijeta,
12:40
and not just what product is available.
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a ne samo proizvodima koji su dostupni.
12:42
These are the people who stood in line for six hours
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To su oni ljudi koji stoje u redu 6 sati
12:44
to buy an iPhone when they first came out,
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kako bi kupili iPhone kada je prvi puta izašao na tržište,
12:46
when you could have just walked into the store the next week
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dok su ostali jednostavno ušetali u dućan tjedan dana kasnije
12:48
and bought one off the shelf.
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i kupili taj isti uređaj s police.
12:50
These are the people who spent 40,000 dollars
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To su oni ljudi koji su dali 40,000 US$
12:52
on flat screen TVs when they first came out,
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za televizor s ravnim ekranom kada je došao na tržište,
12:55
even though the technology was substandard.
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premda je tehnologije bila ispod standarda.
12:58
And, by the way, they didn't do it
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I, uz put, oni nisu to napravili
13:00
because the technology was so great;
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jer je tehnologija bila toliko sjajna.
13:02
they did it for themselves.
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Oni su to učinili zbog sebe.
13:04
It's because they wanted to be first.
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Jer su željeli biti prvi.
13:06
People don't buy what you do; they buy why you do it
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
13:08
and what you do simply
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I ono što radite jednostavno
13:10
proves what you believe.
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dokazuje ono u što vjerujete.
13:12
In fact, people will do the things
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U stvari, ljudi će napraviti stvari
13:14
that prove what they believe.
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kako bi dokazali u što oni vjeruju.
13:16
The reason that person bought the iPhone
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Razlog zašto je ta osoba kupila iPhone
13:18
in the first six hours,
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u prvih 6 sati,
13:21
stood in line for six hours,
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zašto je stajala u redu 6 sati,
13:23
was because of what they believed about the world,
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jest jer oni tako shvaćaju svijet,
13:25
and how they wanted everybody to see them:
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i tako žele da ih drugi vide.
13:27
They were first.
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Oni su bili prvi.
13:29
People don't buy what you do; they buy why you do it.
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
13:31
So let me give you a famous example,
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Dozvolite da vam dam savršen primjer,
13:33
a famous failure and a famous success
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slavnog neuspjeha i slavnog uspjeha
13:35
of the law of diffusion of innovation.
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zakona inovacijske difuzije.
13:37
First, the famous failure.
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Prvo, slavni neuspjeh.
13:39
It's a commercial example.
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To je komercijalni primjer.
13:41
As we said before, a second ago,
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Kao što smo ranije rekli, prije nekoliko sekundi,
13:43
the recipe for success is money and the right people and the right market conditions,
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recept za uspjeh je novac, pravi ljudi i pravi uvjeti na tržištu.
13:46
right? You should have success then.
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Točno. Ako to imate onda je uspjeh zagarantiran.
13:48
Look at TiVo.
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Pogledajte TiVo.
13:50
From the time TiVo came out about eight or nine years ago
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Od vremena kada se TiVo pojavio na tržištu, prije 8 ili 9 godina,
13:52
to this current day,
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do današnjeg dana,
13:54
they are the single highest-quality product on the market,
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oni su jedini takav proizvod najviše kvalitete na tržištu,
13:57
hands down, there is no dispute.
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kapa dolje, tu nema nikakve rasprave.
14:00
They were extremely well-funded.
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Bili su ekstremno dobro financirani.
14:02
Market conditions were fantastic.
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Uvjeti na tržištu su bili fantastični.
14:04
I mean, we use TiVo as verb.
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Mislim, koristimo TiVo kao glagol.
14:06
I TiVo stuff on my piece of junk Time Warner DVR all the time.
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Ja TiVo stvari na onaj komad smeća od Time Warner DVR-a cijelo vrijeme.
14:12
But TiVo's a commercial failure.
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Ali TiVo je komercijalni neuspjeh.
14:14
They've never made money.
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Oni nisu nikada zaradili novac.
14:16
And when they went IPO,
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I kada su krenuli s inicijalnom javnom ponudom,
14:18
their stock was at about 30 or 40 dollars
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njihova dionica je bila kojih 30-40 US$
14:20
and then plummeted, and it's never traded above 10.
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da bi potonula, i nikada se nije vratila iznad 10.
14:22
In fact, I don't think it's even traded above six,
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U stvari, mislim da nikada nije prešla 6,
14:25
except for a couple of little spikes.
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osim u nekoliko kratkih navrata.
14:27
Because you see, when TiVo launched their product
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Jer vidite, kada je TiVo izbacio svoj proizvod,
14:29
they told us all what they had.
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rekli su nam sve što imaju.
14:32
They said, "We have a product that pauses live TV,
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Rekli su, "Mi imamo proizvod koji će zaustaviti TV uživo,
14:35
skips commercials, rewinds live TV
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preskočiti promotivne spotove, premotati TV uživo
14:38
and memorizes your viewing habits
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i memorizirati vaše navike gledanja
14:40
without you even asking."
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bez da ste ga to pitali."
14:43
And the cynical majority said,
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I cinična većina je rekla,
14:45
"We don't believe you.
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"Mi vam ne vjerujemo.
14:47
We don't need it. We don't like it.
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Mi to ne trebamo. Nama se to ne sviđa.
14:49
You're scaring us."
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Plašite nas."
14:51
What if they had said,
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Što bi bilo da su rekli,
14:53
"If you're the kind of person
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"Ako ste tip osobe
14:55
who likes to have total control
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koja voli imati potpunu kontrolu
14:58
over every aspect of your life,
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nad svim aspektima života,
15:01
boy, do we have a product for you.
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čovječe, koji proizvod imamo za vas.
15:04
It pauses live TV, skips commercials,
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On zaustavlja živi prijenos, preskače promotivne spotove,
15:06
memorizes your viewing habits, etc., etc."
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memorizira vaše navike gledanja, itd., itd."
15:09
People don't buy what you do; they buy why you do it,
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Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.
15:11
and what you do simply serves as
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I ono što radite jednostavno služi kao
15:13
the proof of what you believe.
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dokaz onoga u što vjerujete.
15:15
Now let me give you a successful example
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Sada ću vam dati uspješan primjer
15:18
of the law of diffusion of innovation.
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zakona inovacijske difuzije.
15:21
In the summer of 1963,
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U ljeto 1963.
15:24
250,000 people showed up
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250,000 ljudi se pojavilo
15:26
on the mall in Washington
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u shopping centru u Washingtonu
15:28
to hear Dr. King speak.
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kako bi čuli govor dr. Kinga.
15:31
They sent out no invitations,
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Nitko nije poslao pozivnice,
15:34
and there was no website to check the date.
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i nije bilo web stranice na kojoj se mogao provjeriti datum.
15:37
How do you do that?
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Kako to napravite?
15:39
Well, Dr. King wasn't the only man in America
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Dr. King nije bio jedini čovjek u Americi
15:41
who was a great orator.
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koji je bio dobar govornik.
15:43
He wasn't the only man in America who suffered
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On nije bio jedini čovjek u Americi koji je patio
15:45
in a pre-civil rights America.
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zbog civilnih prava u Americi.
15:47
In fact, some of his ideas were bad.
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U stvari, neke od njegovih ideja su bile loše.
15:50
But he had a gift.
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Ali je imao dar.
15:52
He didn't go around telling people what needed to change in America.
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On nije hodao okolo govoreći ljudima što je potrebno mijenjati u Americi.
15:55
He went around and told people what he believed.
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Išao je okolo i govorio ljudima u što vjeruje.
15:57
"I believe, I believe, I believe,"
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"Ja vjerujem. Ja vjerujem. Ja vjerujem,"
15:59
he told people.
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govorio je ljudima.
16:01
And people who believed what he believed
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I ljudi koji su vjerovali u ono u što je on vjerovao
16:03
took his cause, and they made it their own,
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preuzeli su njegov poziv i učinili ga svojim,
16:05
and they told people.
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i govorili dalje drugima.
16:07
And some of those people created structures
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I neki od tih ljudi su stvarali strukture
16:09
to get the word out to even more people.
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kako bi proširili riječ na još veći broj ljudi.
16:11
And lo and behold,
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I pazi, pazi
16:13
250,000 people showed up
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250,000 ljudi se pojavilo
16:15
on the right day at the right time
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na pravi dan, u pravo vrijeme,
16:18
to hear him speak.
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kako bi ga čuli dok govori.
16:20
How many of them showed up for him?
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Koliko njih se pojavilo zbog njega?
16:24
Zero.
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Nula.
16:26
They showed up for themselves.
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Pojavili su se zbog sebe.
16:28
It's what they believed about America
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Zbog onoga što su vjerovali za Ameriku
16:30
that got them to travel in a bus for eight hours
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to ih je navelo da putuju osam sati,
16:33
to stand in the sun in Washington in the middle of August.
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da stoje na suncu u Washingtonu usred kolovoza.
16:36
It's what they believed, and it wasn't about black versus white:
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To je bilo zbog onoga u što su vjerovali i nije zbog crnih nasuprot bijelih.
16:39
25 percent of the audience was white.
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25% gledatelja je bilo bijelo.
16:42
Dr. King believed that
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Dr. King je vjerovao kako
16:44
there are two types of laws in this world:
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postoje dvije vrste zakona u svijetu,
16:46
those that are made by a higher authority
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oni koji su napravljeni od višeg autoriteta
16:48
and those that are made by man.
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i oni koji su napravljeni od ljudi.
16:50
And not until all the laws that are made by man
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I sve dok svi zakoni koji su napravljeni od ljudi
16:53
are consistent with the laws that are made by the higher authority
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ne budu dosljedni zakonima koji je napravio viši autoritet,
16:55
will we live in a just world.
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nećemo živjeti u pravednom svijetu.
16:57
It just so happened that the Civil Rights Movement
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Dogodilo se da je Pokret građanskih prava
16:59
was the perfect thing to help him
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bio savršena stvar koja mu je pomogla
17:02
bring his cause to life.
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ostvariti svoju svrhu.
17:04
We followed, not for him, but for ourselves.
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Pratili smo, ne zbog njega, već zbog sebe.
17:07
And, by the way, he gave the "I have a dream" speech,
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I, uz put, dao nam je "Imam san" govor,
17:09
not the "I have a plan" speech.
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ne "Imam plan" govor.
17:11
(Laughter)
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(Smijeh)
17:15
Listen to politicians now, with their comprehensive 12-point plans.
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Slušajte političare sada s njihovim općim planovima u 12 točaka.
17:18
They're not inspiring anybody.
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Oni ne inspiriraju nikoga.
17:20
Because there are leaders and there are those who lead.
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Jer postoje vođe i oni koji vode.
17:23
Leaders hold a position of power
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Vođe drže poziciju moći
17:25
or authority,
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ili autoriteta.
17:27
but those who lead inspire us.
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Međutim, oni koji vode nas inspiriraju.
17:31
Whether they're individuals or organizations,
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Bilo da su to pojedinci ili organizacije,
17:33
we follow those who lead,
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mi pratimo one koji vode,
17:35
not because we have to,
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ne zato jer moramo,
17:37
but because we want to.
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već zato jer to želimo.
17:40
We follow those who lead, not for them,
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Mi slijedimo one koji vode, ne zbog njih,
17:43
but for ourselves.
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već zbog nas.
17:45
And it's those who start with "why"
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Oni koji započinju sa "zašto"
17:48
that have the ability
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imaju sposobnost
17:50
to inspire those around them
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inspirirati ljude oko sebe
17:52
or find others who inspire them.
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ili pronaći druge koji će ih inspirirati.
17:55
Thank you very much.
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Hvala vam puno.
17:57
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Simon Sinek - Leadership expertSimon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last."
Why you should listen
Fascinated by the leaders who make impact in the world, companies and politicians with the capacity to inspire, Simon Sinek has discovered some remarkable patterns in how they think, act and communicate. He wrote Start With Why: How Great Leaders Inspire Everyone to Take Action to explore his idea of the Golden Circle, what he calls "a naturally occurring pattern, grounded in the biology of human decision making, that explains why we are inspired by some people, leaders, messages and organizations over others." His newest work explores "circles of safety," exploring how to enhance feelings of trust and confidence in making bold decisions. It's the subject of his latest book, Leaders Eat Last.
An ethnographer by training, Sinek is an adjunct of the RAND Corporation. He writes and comments regularly for major publications and teaches graduate-level strategic communications at Columbia University.
Simon Sinek | Speaker | TED.com