TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malcolm Gladwell berbicara tentang saus spaghetti
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Pengarang buku "Tipping Point", Malcolm Gladwell membahas bagaimana industri makanan mendapatkan saus spaghetti yang sempurna -- dan memperluas argumennya hingga meliputi sifat alamiah dari pilihan dan kebahagiaan.
Malcolm Gladwell - Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Double-click the English transcript below to play the video.
Saya rasa saya seharusnya membahas tentang buku baru saya,
00:25
I think I was supposed
to talk about my new book,
to talk about my new book,
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00:27
which is called "Blink,"
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yang berjudul "Blink," yang berbicara tentang penilaian cepat dan kesan pertama.
00:29
and it's about snap judgments
and first impressions.
and first impressions.
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00:32
And it comes out in January,
and I hope you all buy it in triplicate.
and I hope you all buy it in triplicate.
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Dan buku ini keluar bulan Januari, dan saya berharap anda semua membeli paling tidak tiga buku.
00:36
(Laughter)
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Tetapi saya berpikir tentang hal ini,
00:38
But I was thinking about this,
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00:39
and I realized that although
my new book makes me happy,
my new book makes me happy,
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dan saya menyadari bahwa meskipun buku baru saya membuat saya bahagia,
dan saya kira juga membuat ibu saya bahagia,
00:44
and I think would make my mother happy,
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00:46
it's not really about happiness.
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Itu sesungguhnya bukan tentang kebahagiaan.
Jadi saya putuskan, saya mau berbicara tentang seseorang yang
00:49
So I decided instead,
I would talk about someone
I would talk about someone
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00:52
who I think has done as much
to make Americans happy
to make Americans happy
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Saya kira sudah berbuat banyak untuk membahagiakan orang Amerika.
dan mungkin semua orang dalam 20 tahun belakangan ini.
00:56
as perhaps anyone over the last 20 years,
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00:59
a man who is a great
personal hero of mine:
personal hero of mine:
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Seseorang yang menjadi pahlawan bagi saya.
01:02
someone by the name of Howard Moskowitz,
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Seseorang yang bernama Howard Moskowitz,
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
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yang terkenal karena memperbarui saus spaghetti.
Howard setinggi ini, dan dia bulat,
01:10
Howard's about this high, and he's round,
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01:14
and he's in his 60s,
and he has big huge glasses
and he has big huge glasses
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dia berusia 60-an, dan dia memakai kacamata yang besar sekali
dan rambut putih yang menipis, serta dia punya semangat dan vitalitas yang mengagumkan,
01:19
and thinning gray hair,
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01:21
and he has a kind of wonderful
exuberance and vitality,
exuberance and vitality,
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juga dia punya seekor burung Beo, lalu dia suka opera,
01:25
and he has a parrot,
and he loves the opera,
and he loves the opera,
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01:28
and he's a great aficionado
of medieval history.
of medieval history.
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dan dia pengagum besar akan sejarah abad pertengahan.
Profesinya adalah seorang psikolog fisik
01:33
And by profession, he's a psychophysicist.
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01:35
Now, I should tell you that I have no idea
what psychophysics is,
what psychophysics is,
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Nah, Saya perlu tegaskan kalau saya tidak tahu apa itu psikologi fisik,
meskipun saya pernah berkencan dengan seorang wanita yang mengejar
01:40
although at some point in my life,
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01:42
I dated a girl for two years
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01:43
who was getting
her doctorate in psychophysics.
her doctorate in psychophysics.
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gelar doktor dalam bidang psikologi fisik.
01:45
Which should tell you something
about that relationship.
about that relationship.
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Jadi anda tahu bagaimana hubungan kami. (Tertawa)
01:49
(Laughter)
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01:51
As far as I know, psychophysics
is about measuring things.
is about measuring things.
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Yang saya tahu, psikologi fisik itu tentang pengukuran.
01:54
And Howard is very interested
in measuring things.
in measuring things.
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Dan Howard sangat tertarik dalam mengukur segala sesuatu.
Dia mendapat gelar doktornya dari Harvard,
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
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Dan dia memulai bisnis konsultan kecil di kota White Plains, New York.
01:59
and he set up a little consulting shop
in White Plains, New York.
in White Plains, New York.
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Salah satu klien pertamanya adalah -- bertahun tahun yang lalu sekitar tahun 70-an
02:03
And one of his first clients was Pepsi.
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02:06
This is many years ago,
back in the early 70s.
back in the early 70s.
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-- salah satu klien pertamanya adalah Pepsi.
Dan Pepsi mendatangi Howard dan berkata,
02:10
And Pepsi came to Howard and they said,
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"Kamu tahu, ada sesuatu yang baru bernama aspartame,
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
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dan kami ingin membuat Diet Pepsi.
02:14
and we would like to make Diet Pepsi.
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02:16
We'd like you to figure out
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Kami ingin kamu mencari tahu berapa banyak aspartame yang perlu kita campurkan
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
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dalam setiap kaleng Diet Pepsi, agar bisa mendapatkan minuman yang sempurna."
02:22
in order to have the perfect drink."
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02:24
Now that sounds like an incredibly
straightforward question to answer,
straightforward question to answer,
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Itu kedengarannya seperti pertanyaan yang mudah di jawab,
02:28
and that's what Howard thought.
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Dan itu juga yang Howard pikir. Karena Pepsi memberitahunya,
02:30
Because Pepsi told him,
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"Kami memakai takaran antara 8 dan 12 persen.
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
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di bawah 8 persen tidak cukup manis,
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
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di atas 12 persen menjadi terlalu manis.
02:37
anything above 12 percent
sweetness is too sweet.
sweetness is too sweet.
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02:40
We want to know: what's the sweet
spot between 8 and 12?"
spot between 8 and 12?"
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Kami ingin tahu, ukuran terbaik antara 8 dan 12?"
02:44
Now, if I gave you this problem to do,
you would all say, it's very simple.
you would all say, it's very simple.
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Jika saya minta anda mengerjakan masalah ini, anda semua akan berkata, ini sangat sederhana.
Yang diperlukan, adalah membuat kelompok besar eksperimen untuk Pepsi,
02:48
What we do is you make up
a big experimental batch of Pepsi,
a big experimental batch of Pepsi,
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02:51
at every degree of sweetness --
eight percent, 8.1, 8.2, 8.3,
eight percent, 8.1, 8.2, 8.3,
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di semua tingkat kemanisan -- 8 persen, 8.1, 8.2, 8.3,
sampai tingkat 12% -- dan kita mencoba hal ini dengan ribuan orang,
02:56
all the way up to 12 --
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02:57
and we try this out
with thousands of people,
with thousands of people,
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hasilnya kita gambar pada kurva,
03:00
and we plot the results on a curve,
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03:02
and we take the most popular
concentration, right?
concentration, right?
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dan kita ambil konsentrasi yang paling popular. Benarkan? Sangat sederhana.
03:05
Really simple.
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03:06
Howard does the experiment,
and he gets the data back,
and he gets the data back,
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Howard melakukan experimen, dan dia mendapatkan datanya, dan dia gambar kurvanya,
03:09
and he plots it on a curve,
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dan dia sadar kalau itu bukan kurva bentuk bel yang bagus.
03:10
and all of a sudden he realizes
it's not a nice bell curve.
it's not a nice bell curve.
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03:13
In fact, the data doesn't make any sense.
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Bahkan, data itu tidak masuk akal.
Datanya kacau dan berantakan.
03:15
It's a mess. It's all over the place.
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03:17
Now, most people in that business,
in the world of testing food and such,
in the world of testing food and such,
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Sebagian besar orang dalam bisnis ini, dalam dunia tes makanan dan sejenisnya,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
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tidak kecewa saat data kembali berantakan.
03:25
They think, "Well, you know,
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Mereka pikir, ya, memang mencari tahu pendapat orang tentang minuman cola memang tidak mudah.
03:26
figuring out what people think
about cola's not that easy."
about cola's not that easy."
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03:29
"You know, maybe we made an error
somewhere along the way."
somewhere along the way."
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Mungkin kita membuat suatu kesalahan sebelumnya.
Jadi, kita buat saja perkiraan yang masuk akal
03:32
"You know, let's just
make an educated guess,"
make an educated guess,"
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03:34
and they simply point
and they go for 10 percent,
and they go for 10 percent,
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dan mereka cukup tunjuk saja dan putuskan 10 persen, persis di tengah.
03:37
right in the middle.
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03:38
Howard is not so easily placated.
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Howard tidak begitu mudah merasa puas.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
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Howard adalah seseorang yang mempunyai standar kecerdasan yang tinggi,
03:43
And this was not good enough for him,
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Dan hasil ini tidak memuaskannya,
03:45
and this question bedeviled him for years.
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dan pertanyaan ini membingungkan dia bertahun tahun.
Dan dia berpikir keras dan berkata, apa yang salah?
03:48
And he would think it through
and say, "What was wrong?
and say, "What was wrong?
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03:50
Why could we not make sense
of this experiment with Diet Pepsi?"
of this experiment with Diet Pepsi?"
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Mengapa kita tidak bisa mendapatkan sesuatu yang masuk akal dari eksperimen Diet Pepsi ini?
Dan suatu hari, saat dia duduk di kedai makan di White Plains,
03:55
And one day, he was sitting
in a diner in White Plains,
in a diner in White Plains,
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about to go trying to dream up
some work for Nescafé.
some work for Nescafé.
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hendak mencoba untuk memikirkan pekerjaannya di Nescafe.
dan tiba-tiba, seperti kilat menyambar, dia mendapat jawabannya.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
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Dan itu adalah, saat mereka menganalisa data Diet Pepsi,
04:04
And that is, that when they analyzed
the Diet Pepsi data,
the Diet Pepsi data,
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04:07
they were asking the wrong question.
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mereka mempertanyakan pertanyaan yang salah.
04:09
They were looking for the perfect Pepsi,
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Mereka mencari Pepsi yang sempurna,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
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dan seharusnya mereka mencari Pepsi-Pepsi yang sempurna. Percayai saya.
04:15
Trust me.
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04:16
This was an enormous revelation.
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Ini adalah penyadaran yang besar.
04:18
This was one of the most brilliant
breakthroughs in all of food science.
breakthroughs in all of food science.
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Ini merupakan salah satu terobosan yang cemerlang di dunia ilmu makanan.
Dan Howard segera memulai perjalanannya,
04:22
Howard immediately went on the road,
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dan dia pergi ke banyak konferensi di seluruh negeri,
04:24
and he would go to conferences
around the country,
around the country,
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ia berdiri dan berkata,
04:26
and he would stand up and say,
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"Anda selama ini mencari Pepsi yang sempurna, Anda salah.
04:28
"You had been looking
for the perfect Pepsi.
for the perfect Pepsi.
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04:30
You're wrong.
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04:31
You should be looking
for the perfect Pepsis."
for the perfect Pepsis."
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Anda seharusnya mencari beragam Pepsi yang sempurna."
04:34
And people would look at him
blankly and say,
blankly and say,
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Dan orang-orang memandang dia dengan pandangan yang kosong, dan berkata,
"Anda berbicara apa? Ini gila."
04:37
"What are you talking about? Craziness."
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Dan mereka berkata, "Pergi! Selanjutnya!"
04:39
And they would say, "Move! Next!"
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04:40
Tried to get business,
nobody would hire him --
nobody would hire him --
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Mencoba untuk mendapatkan bisnis, tak seorangpun yang mau merekrut dia -- tapi dia terobsesi,
04:43
he was obsessed, though,
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dan dia terus berbicara tentang hal itu terus menerus.
04:44
and he talked about it
and talked about it.
and talked about it.
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04:46
Howard loves the Yiddish expression
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Howard menyukai peribahasa Yahudi
"bagi seekor cacing dalam lobak, dunia ini adalah lobak."
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
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Ini adalah lobak-nya. Dia terobsesi dengan hal ini!
04:51
This was his horseradish.
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04:52
(Laughter)
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04:54
He was obsessed with it!
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04:56
And finally, he had a breakthrough.
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Akhirnya, dia mendapatkan terobosan. Vlasic Pickles (perusahaan acar) datang kepadanya,
04:59
Vlasic Pickles came to him,
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05:01
and they said, "Doctor Moskowitz,
we want to make the perfect pickle."
we want to make the perfect pickle."
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Mereka berkata, " Tuan Moskowitz -- Doktor Moskowitz --
Kami ingin membuat acar yang sempurna." Dan dia berkata,
05:06
And he said,
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"Tidak ada acar yang sempurna, yang ada adalah beragam acar yang sempuna."
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
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Dan dia kembali kepada mereka dan berkata, "Anda tidak hanya perlu meningkatkan acar biasa anda,
05:11
And he came back to them and he said,
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05:12
"You don't just need
to improve your regular;
to improve your regular;
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anda perlu menciptakan rasa citrus (asam)."
05:15
you need to create zesty."
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05:16
And that's where we got zesty pickles.
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Dan itulah asal bagaimana kita mendapatkan acar yang asam.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
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Kemudian selanjutnya datang kepada dia perusahaan sup Campbell.
05:21
And this was even more important.
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Dan ini lebih penting lagi. Bahkan,
Sup Campbell adalah tempat dimana Howard mendapatkan reputasinya.
05:23
In fact, Campbell's Soup
is where Howard made his reputation.
is where Howard made his reputation.
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05:27
Campbell's made Prego,
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Campbell membuat Prego (merek saus pasta), dan Prego, di awal 80-an, bersaing dengan merek Ragu,
05:28
and Prego, in the early 80s,
was struggling next to Ragù,
was struggling next to Ragù,
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05:32
which was the dominant
spaghetti sauce of the 70s and 80s.
spaghetti sauce of the 70s and 80s.
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yang menguasai pasar saus spaghetti di tahun 70 dan 80-an.
Dalam industri ini -- Saya tidak tahu apakah anda peduli tentang ini,
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
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atau berapa lama saya harus menerangkan ini,
05:39
or how much time I have to go into this.
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Tapi sebenarnya, secara teknis -- pada kenyataannya --
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
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Saus tomat Prego lebih baik dari pada Ragu.
05:43
Prego is a better tomato sauce than Ragù.
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Kualitas saus tomatnya jauh lebih baik, campuran bumbunya jauh lebih unggul,
05:45
The quality of the tomato paste
is much better;
is much better;
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05:48
the spice mix is far superior;
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Saus ini melekat pada pasta dengan sangat baik. Nyatanya,
05:50
it adheres to the pasta
in a much more pleasing way.
in a much more pleasing way.
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05:52
In fact, they would do
the famous bowl test
the famous bowl test
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mereka menjalankan tes yang terkenal tahun 70-an antara Ragu dan Prego.
05:54
back in the 70s with Ragù and Prego.
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05:57
You'd have a plate of spaghetti,
and you would pour it on, right?
and you would pour it on, right?
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Disediakan sepiring spaghetti, dan anda menuang saus keatasnya. ya kan?
Dan saus Ragu meresap ke bawah pasta dan saus Prego bertahan diatas.
06:01
And the Ragù would all go to the bottom,
and the Prego would sit on top.
and the Prego would sit on top.
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Itu namanya "adherence" (melekat).
06:05
That's called "adherence."
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06:07
And, anyway, despite the fact
that they were far superior in adherence,
that they were far superior in adherence,
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Meskipun mereka lebih unggul dalam hal melekat,
dan kualitas dari saus tomatnya, Prego masih kesulitan.
06:12
and the quality of their tomato paste,
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06:14
Prego was struggling.
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06:16
So they came to Howard,
and they said, fix us.
and they said, fix us.
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Jadi mereka datang ke Howard, dan berkata, bantu kami.
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
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Dan Howard melihat lini produk mereka dan berkata,
apa yang anda punya adalah kumpulan tomat mati.
06:22
what you have is a dead tomato society.
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Jadi dia berkata, ini yang saya ingin lakukan.
06:25
So he said, this is what I want to do.
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Dan dia bergabung dengan dapur sup Campbell,
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
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dan membuat 45 jenis saus spaghetti. Dan dia membeda-bedakannya
06:30
and he made 45 varieties
of spaghetti sauce.
of spaghetti sauce.
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06:34
And he varied them according
to every conceivable way
to every conceivable way
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dengan segala cara dimana anda bisa membedakan rasa saus tomat.
06:37
that you can vary tomato sauce:
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06:38
by sweetness, by level of garlic,
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dengan kemanisannya, tingkat bawang putihnya, rasa getirnya, rasa asamnya, tomatnya,
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
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Penampakan benda padat -- istilah favorit saya dalam bisnis saus spaghetti. (Tertawa)
06:43
by visible solids --
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06:45
my favorite term
in the spaghetti sauce business.
in the spaghetti sauce business.
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06:48
(Laughter)
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06:49
Every conceivable way
you can vary spaghetti sauce,
you can vary spaghetti sauce,
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Segala cara yang bisa dibayangkan dimana anda bisa membedakan saus spaghetti, dia membuat variasi sausnya.
06:53
he varied spaghetti sauce.
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Kemudian dia membawa seluruh 45 saus spaghetti ini dan melakukan perjalanan.
06:54
And then he took this whole raft
of 45 spaghetti sauces,
of 45 spaghetti sauces,
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06:58
and he went on the road.
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Dia pergi ke New York, pergi ke Chicago, pergi ke Jacksonville,
06:59
He went to New York, to Chicago,
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Dia pergi ke Los Angeles. Dan dia membawa banyak orang ke dalam ruangan besar.
07:01
he went to Jacksonville, to Los Angeles.
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07:03
And he brought in people
by the truckload into big halls.
by the truckload into big halls.
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07:07
And he sat them down for two hours,
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Dan mendudukkan mereka selama 2 jam dan memberi mereka,
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
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selama 2 jam itu, 10 mangkok.
07:12
Ten small bowls of pasta,
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10 mangkok kecil berisi pasta dengan saus spaghetti yang berbeda-beda.
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
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Dan setelah mereka makan setiap mangkoknya, mereka menilai dari 0 sampai 100.
07:16
And after they ate each bowl,
they had to rate, from 0 to 100,
they had to rate, from 0 to 100,
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bagaimana pendapat mereka atas saus spaghetti-nya.
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
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Akhirnya, setelah melakukannya beberapa bulan,
07:24
At the end of that process,
after doing it for months and months,
after doing it for months and months,
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Dia mendapat data yang menggunung
07:27
he had a mountain of data
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tentang bagaimana orang Amerika menilai saus spaghetti.
07:28
about how the American people
feel about spaghetti sauce.
feel about spaghetti sauce.
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07:32
And then he analyzed the data.
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Kemudian dia menganalisa data tersebut.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
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Nah, apakah dia mencari jenis saus yang paling populer? Tidak!
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
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Howard tidak percaya akan hal itu.
Jadi, dia melihat data itu, dan berkata,
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
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mari kita coba gabungkan data data ini ke dalam kelompok-kelompok.
07:43
let's see if we can group all these
different data points into clusters.
different data points into clusters.
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07:48
Let's see if they congregate
around certain ideas.
around certain ideas.
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Mari kita lihat apakah mereka berkumpul di sekitar ide-ide tertentu.
07:51
And sure enough, if you sit down,
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Dan tentu saja, jika Anda duduk, dan Anda menganalisis semua data pada saus spaghetti,
07:54
and you analyze all this data
on spaghetti sauce,
on spaghetti sauce,
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07:57
you realize that all Americans
fall into one of three groups.
fall into one of three groups.
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Anda menyadari bahwa semua orang Amerika jatuh ke salah satu dari tiga kelompok.
Ada orang yang suka saus spaghetti mereka polos,
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
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Ada yang suka saus spaghetti mereka pedas,
08:04
there are people
who like their spaghetti sauce spicy;
who like their spaghetti sauce spicy;
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08:06
and there are people
who like it extra chunky.
who like it extra chunky.
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dan ada orang yang suka sausnya ekstra kental.
08:09
And of those three facts,
the third one was the most significant,
the third one was the most significant,
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Dan dari tiga fakta itu, yang ketiga adalah yang paling signifikan.
08:13
because at the time, in the early 1980s,
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Karena pada waktu itu, awal 1980,
jika anda pergi ke supermarket,
08:16
if you went to a supermarket,
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Anda tidak akan menemukan saus spaghetti ekstra kental
08:18
you would not find
extra-chunky spaghetti sauce.
extra-chunky spaghetti sauce.
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08:21
And Prego turned to Howard, and they said,
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Prego berkata kepada Howard
"Anda mengatakan bahwa sepertiga orang Amerika menginginkan saus spaghetti yang kental.
08:23
"You're telling me
that one third of Americans
that one third of Americans
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08:26
crave extra-chunky spaghetti sauce
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08:29
and yet no one is servicing their needs?"
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tapi belum ada yang memenuhi kebutuhan mereka?" Dan dia menjawab Ya!
08:32
And he said "Yes!"
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08:33
(Laughter)
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(Tertawa) Kemudian Prego berangkat,
08:34
And Prego then went back,
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dan merubah formula saus spaghetti mereka seluruhnya,
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
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dan muncullah lini saus kental yang dengan cepat seluruhnya
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
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mengambil alih bisnis saus spaghetti di negeri ini.
08:42
took over the spaghetti sauce
business in this country.
business in this country.
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Dan dalam jangka 10 tahun, mereka mendapat 600 juta dolar.
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
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dari produk saus ekstra kental mereka.
08:49
off their line of extra-chunky sauces.
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08:52
Everyone else in the industry looked
at Howard had done, and they said,
at Howard had done, and they said,
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Dan semua orang di industri ini melihat apa yang Howard lakukan dan berkata,
"Ya Tuhan! Kita sudah salah berpikir selama ini!"
08:56
"Oh my god! We've been
thinking all wrong!"
thinking all wrong!"
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2407
08:58
And that's when you started to get
seven different kinds of vinegar,
seven different kinds of vinegar,
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Dan sejak itulah anda mendapat 7 jenis cuka yang berbeda,
dan 14 macam mustard, dan 71 jenis minyak zaitun --
09:02
and 14 different kinds of mustard,
and 71 different kinds of olive oil.
and 71 different kinds of olive oil.
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bahkan kemudian Ragu merekrut Howard,
09:07
And then eventually
even Ragù hired Howard,
even Ragù hired Howard,
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09:10
and Howard did the exact same thing
for Ragù that he did for Prego.
for Ragù that he did for Prego.
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Dan Howard melakukan hal yang sama untuk Ragu seperti yang dia lakukan untuk Prego.
Sekarang, kalau anda ke supermarket yang bagus,
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
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dan anda lihat berapa banyak merek Ragu disana --
09:16
do you know how many Ragùs there are?
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Apakah anda tahu ada berapa banyak? 36!
09:18
36!
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09:20
In six varieties:
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dalam 6 variasi: Keju, Light, Robusto,
09:22
Cheese, Light,
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3050
09:25
Robusto, Rich & Hearty,
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3102
Rich & Hearty, Old World Traditional, Garden Ekstra-Kental. (Tertawa)
09:28
Old World Traditional --
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09:32
Extra-Chunky Garden.
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09:34
(Laughter)
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09:35
That's Howard's doing.
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Itu yang Howard lakukan. Itulah hadiah dari Howard untuk orang Amerika.
09:37
That is Howard's gift
to the American people.
to the American people.
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09:39
Now why is that important?
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Mengapa hal itu penting?
09:41
(Laughter)
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09:43
It is, in fact, enormously important.
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ini, sangat penting. Saya akan menjelaskannya kepada anda alasannya.
09:45
I'll explain to you why.
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09:47
What Howard did is he fundamentally
changed the way the food industry thinks
changed the way the food industry thinks
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Apa yang Howard lakukan adalah dia merubah cara berpikir industri makanan.
untuk membuat anda bahagia.
09:51
about making you happy.
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09:53
Assumption number one
in the food industry used to be
in the food industry used to be
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Asumsi nomor satu dalam industri makanan sebelumnya adalah
09:56
that the way to find out
what people want to eat,
what people want to eat,
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cara untuk menemukan apa yang orang ingin makan --
09:59
what will make people happy,
is to ask them.
is to ask them.
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apa yang bisa membuat orang bahagia -- adalah menanyai mereka.
10:02
And for years and years and years,
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Dan dari tahun ke tahun, Ragu dan Prego akan mengadakan
10:04
Ragù and Prego would have focus groups,
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2238
fokus grup, dan mendudukkan mereka dan berkata,
10:06
and they would sit you down,
and they would say,
and they would say,
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"Apa yang anda mau dalam saus spaghetti? Beri tahu kami apa yang anda inginkan dalam saus spaghetti."
10:08
"What do you want in a spaghetti sauce?
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1873
10:10
Tell us what you want
in a spaghetti sauce."
in a spaghetti sauce."
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2075
dan dalam seluruh tahun tahun itu -- 20, 30 tahun --
10:12
And for all those years -- 20, 30 years --
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2924
10:15
through all those focus group sessions,
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591000
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melalui semua sesi sesi fokus grup itu,
10:17
no one ever said they wanted extra-chunky.
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tak seorangpun yang berkata mereka ingin saus ekstra kental.
10:21
Even though at least a third of them,
deep in their hearts, actually did.
deep in their hearts, actually did.
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3451
Meskipun paling tidak sepertiga dari mereka, dalam hati mereka, sebenarnya ingin.
(Tertawa)
10:25
(Laughter)
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10:27
People don't know what they want!
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2012
Orang tidak tahu apa yang mereka inginkan! Benar?
10:29
As Howard loves to say,
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Seperti yang Howard suka katakan. "Pikiran tidak tahu apa yang lidah inginkan."
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
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2752
Ini misteri!
10:33
It's a mystery!
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1152
10:34
(Laughter)
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1004
Dan sebuah langkah kritis yang penting dalam memahami keinginan
10:35
And a critically important step
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10:38
in understanding
our own desires and tastes
our own desires and tastes
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3331
dan selera kita adalah menyadari bahwa kita tidak selalu bisa menjelaskan apa yang kita inginkan dalam hati kita.
10:41
is to realize that we cannot always
explain what we want, deep down.
explain what we want, deep down.
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3632
Jika saya bertanya kepada anda semua, disini, apa yang anda inginkan dalam kopi,
10:46
If I asked all of you, for example,
in this room, what you want in a coffee,
in this room, what you want in a coffee,
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4036
Anda tahu jawabannya? semua akan berkata "Saya mau kopi hitam, kental, dan matang."
10:50
you know what you'd say?
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10:51
Every one of you would say,
"I want a dark, rich, hearty roast."
"I want a dark, rich, hearty roast."
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Itu jawaban semua orang saat anda bertanya apa yang mereka mau dalam kopi.
10:56
It's what people always say
when you ask them.
when you ask them.
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Apa yang kamu suka? Gelap, kental, matang!
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
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2532
Berapa persen dari anda yang sebenarnya suka kopi gelap, kental, matang?
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
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3513
11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
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3048
Menurut Howard, sekitar 25 sampai 27 persen dari anda.
Kebanyakan dari anda suka kopi dengan banyak susu, dan lemah.
11:08
Most of you like milky, weak coffee.
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2195
11:10
(Laughter)
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1001
11:11
But you will never, ever say
to someone who asks you what you want
to someone who asks you what you want
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3332
Tetapi anda tidak akan pernah berkata pada seseorang yang bertanya apa yang anda inginkan --
kalau "Saya suka kopi dengan susu dan lemah." (Tertawa)
11:14
that "I want a milky, weak coffee."
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2191
Jadi itulah hal utama yang Howard sumbangkan.
11:17
So that's number one thing
that Howard did.
that Howard did.
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11:21
Number two thing that Howard did
is he made us realize --
is he made us realize --
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3448
Hal kedua yang Howard sudah kerjakan adalah dia membuat kita sadar --
11:24
it's another very critical point --
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1976
Ini adalah poin lain yang penting --
11:26
he made us realize the importance
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2174
Dia menyadarkan kita akan pentingnya hal yang dia sebut segmentasi horisontal.
11:28
of what he likes to call
"horizontal segmentation."
"horizontal segmentation."
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2999
11:32
Why is this critical?
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1015
Mengapa ini penting? Ini penting karena
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
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3698
Ini adalah cara industri makanan berpikir sebelum Howard. Benar?
Apa obsesi mereka di awal 80-an? Mereka terobsesi dengan mustard.
11:37
What were they obsessed with
in the early 80s?
in the early 80s?
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2310
11:39
They were obsessed with mustard.
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1540
11:41
In particular, they were obsessed
with the story of Grey Poupon.
with the story of Grey Poupon.
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3317
Khususnya, mereka terobsesi dengan cerita mustar Grey Poupon (merk mustard). Benar?
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
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Sebelumnya, ada dua macam mustard. French dan Gulden.
Apa itu? Mustard kuning. Ada apa di dalam mustard kuning?
11:48
What were they? Yellow mustard.
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1493
11:49
What's in it?
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1015
Biji mustard kuning, kunyit, dan paprika. Itulah mustard.
11:50
Yellow mustard seeds,
turmeric, and paprika.
turmeric, and paprika.
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2054
11:52
That was mustard.
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1074
11:53
Grey Poupon came along, with a Dijon.
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2525
Grey Poupon muncul kemudian dengan Dijon. Benar?
11:56
Right?
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1188
Lebih banyak biji mustard coklat, anggur putih, menusuk hidung,
11:57
Much more volatile brown mustard seed,
some white wine, a nose hit,
some white wine, a nose hit,
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5663
aroma yang jauh lebih lembut. Dan, apa yang mereka lakukan?
12:03
much more delicate aromatics.
261
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1938
12:05
And what do they do?
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1015
Mereka memasukkannya ke dalam botol kaca kecil, dengan label berenamel indah di atasnya,
12:06
They put it in a little tiny glass jar,
with a wonderful enameled label on it,
with a wonderful enameled label on it,
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4799
membuatnya terkesan Perancis, meskipun ini dibuat di Oxnard, California.
12:11
made it look French,
264
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1074
12:12
even though it's made
in Oxnard, California.
in Oxnard, California.
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2101
12:14
(Laughter)
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1001
Dan bukannya menhargai $1.5 untuk botol delapan ons,
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
267
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4499
12:19
the way that French's and Gulden's did,
268
715000
1973
seperti harga French dan Gulden, mereka memutuskan untuk menghargainya $4.
12:21
they decided to charge four dollars.
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1727
lalu mereka memakai iklan-iklan tersebut, benarkan? Dengan pria di mobil Rolls Royce,
12:23
And they had those ads.
270
718748
1212
12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
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2635
dan dia sedang makan Grey Poupon, Rolls Royce lainnya berhenti.
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
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dan dia berkata, apakan anda mempunyai Grey Poupon?
Dan semuanya, setelah mereka melakukan itu, Grey Poupon lepas landas!
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
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3184
Mengambil alih bisnis mustard!
12:33
Takes over the mustard business!
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1524
Dan pelajaran yang diambil oleh setiap orang dari hal ini adalah
12:35
And everyone's take-home lesson from that
275
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2008
12:37
was that the way to make people happy
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4735
bahwa cara untuk membuat orang bahagia
12:41
is to give them something
that is more expensive,
that is more expensive,
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3394
adalah dengan memberi mereka sesuatu yang lebih mahal, sesuatu yang di impikan. Benar?
12:45
something to aspire to.
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2067
Ini untuk membuat mereka berbalik dari apa yang mereka pikir mereka suka sekarang.
12:47
It's to make them turn their back
on what they think they like now,
on what they think they like now,
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4143
12:51
and reach out for something
higher up the mustard hierarchy.
higher up the mustard hierarchy.
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3419
dan menggapai sesuatu yang lebih tinggi dalam tingkat mustard.
12:54
(Laughter)
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1001
Mustard yang lebih baik! Mustard yang lebih mahal!
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
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2212
Mustard yang lebih mutakhir dan berbudaya dan bermakna
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
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3163
Dan Howard melihat itu dan berkata, itu salah!
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
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2409
Mustard tidak ada dalam tingkat hirarki.
13:04
Mustard does not exist on a hierarchy.
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2118
Mustard ada, seperti saus tomat, pada garis horisontal.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
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4101
13:11
There is no good mustard or bad mustard.
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2739
Tidak ada mustard bagus atau mustard jelek.
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
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2526
Tidak ada mustard sempurna atau tidak sempurna.
Hanya ada jenis-jenis mustard yang berbeda yang cocok untuk orang-orang yang berbeda.
13:16
There are only different kinds of mustards
that suit different kinds of people.
that suit different kinds of people.
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3745
Dia pada dasarnya mendemokrasikan cara kita berpikir tentang rasa (selera).
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
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4835
Dan untuk itu juga, kita berutang pada Howard Moskowitz ucapan terima kasih yang besar.
13:26
And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.
Howard Moskowitz a huge vote of thanks.
291
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4219
Hal ke-tiga yang Howard lakukan, dan mungkin yang paling penting,
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
292
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3493
13:34
is Howard confronted the notion
of the Platonic dish.
of the Platonic dish.
293
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2839
adalah Howard menentang pendapat tentang platonic dish (makanan ideal).
13:37
(Laughter)
294
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1001
Apa yang saya maksud dengan itu?
13:38
What do I mean by that?
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1142
13:39
(Laughter)
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1556
Dalam jangka waktu yang lama dalam industri makanan,
13:41
For the longest time in the food industry,
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2100
ada anggapan bahwa ada satu cara, cara yang sempurna, untuk membuat makanan.
13:43
there was a sense that there was one way,
298
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2580
13:45
a perfect way, to make a dish.
299
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2728
13:49
You go to Chez Panisse,
300
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1715
Anda pergi ke restoran Chez Panisse, mereka menghidangkan sashimi ikan ekor-merah.
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
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5283
dengan biji labu panggang dengan saus ini dan itu.
13:56
in a something something reduction.
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1853
Mereka memberi anda lima pilihan dari saus itu, benarkan?
13:58
They don't give you five options
on the reduction.
on the reduction.
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14:00
They don't say, "Do you want
the extra-chunky reduction, or ...?"
the extra-chunky reduction, or ...?"
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Mereka tidak berkata, apakah anda ingin saus ekstra kental, atau anda ingin yang -- tidak!
14:04
No!
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Anda hanya mendapat sausnya. Kenapa? Karena kokinya Chez Panisse
14:05
You just get the reduction. Why?
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14:07
Because the chef at Chez Panisse
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mempunyai pengertian sendiri tentang sashimi ikan ekor-merah.
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
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Memang beginilah seharusnya.
14:11
"This is the way it ought to be."
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14:13
And she serves it that way
time and time again,
time and time again,
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Dan kemudian dia menghidangkannya seperti itu lagi dan lagi.
14:17
and if you quarrel with her, she will say,
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dan jika anda berdebat dengan dia, dia akan berkata,
"Anda tahu, anda salah! Ini cara terbaik di restoran ini."
14:20
"You know what? You're wrong!
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14:22
This is the best way it ought to be
in this restaurant."
in this restaurant."
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Sekarang, ide yang sama mendorong industri makanan komersial juga.
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
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Mereka punya gagasan, sebuat gagasan platonik, tentang apa itu saus tomat.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
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Dan dari mana itu datangnya? Itu berasal dari Italy.
14:32
And where did that come from?
It came from Italy.
It came from Italy.
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14:34
Italian tomato sauce is what?
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Seperti apa saus tomat Italy itu? bercampur dan encer,
14:37
It's blended; it's thin.
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Karakter dari saus tomat itu encer.
14:39
The culture of tomato sauce was thin.
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14:41
When we talked about "authentic
tomato sauce" in the 1970s,
tomato sauce" in the 1970s,
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Kalau kita berbicara tentang saus tomat yang asli di tahun 1970-an,
14:44
we talked about Italian tomato sauce,
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kita berbicara tentang saus tomat Itali. Kita berbicara tentang merek ragu yang paling awal.
14:46
we talked about the earliest Ragùs,
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Yang tidak mempunyai bahan-bahan padat yang kelihatan, benar?
14:48
which had no visible solids, right?
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14:50
Which were thin, you just put a little bit
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yang encer, dan anda siramkan sedikit saja diatasnya
dan saus itu langsung turun ke bawah pasta.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
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Seperti itulah dulu. Dan mengapa kita begitu terikat kepadanya?
14:55
That's what it was.
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14:56
And why were we attached to that?
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Karena kita pikir bahwa yang diperlukan untuk membuat orang bahagia
14:57
Because we thought
that what it took to make people happy
that what it took to make people happy
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adalah menyediakan kepada mereka saus tomat yang paling asli , A,
15:00
was to provide them with the most
culturally authentic tomato sauce, A.
culturally authentic tomato sauce, A.
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15:05
And B, we thought that if we gave them
the culturally authentic tomato sauce,
the culturally authentic tomato sauce,
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dan B, kita pikir jika kita memberi mereka saus tomat yang asli,
kemudian mereka akan mengagungkannya.
15:10
then they would embrace it.
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Dan itulah yang memuaskan sebagian besar orang.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
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Dan alasan kita berpikir seperti itu -- dengan kata lain,
15:15
In other words,
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orang orang dalam dunia masak mencari masakan yang universal.
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
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Mereka mencari satu cara untuk menyuguhi kita semua.
15:21
They were looking for one way
to treat all of us.
to treat all of us.
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15:23
And it's good reason for them
to be obsessed
to be obsessed
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Dan inilah alasan yang baik buat mereka untuk terobsesi dengan ide universalisme,
15:26
with the idea of universals,
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karena semua ilmu, sampai abad 19 dan sebagian besar abad 20,
15:27
because all of science,
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15:29
through the 19th century
and much of the 20th,
and much of the 20th,
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terobsesi dengan universalisme.
15:31
was obsessed with universals.
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Psikolog, ahli kedokteran, ekonom, semua tertarik untuk menemukan
15:32
Psychologists, medical scientists,
economists
economists
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15:37
were all interested
in finding out the rules
in finding out the rules
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aturan-aturan yang mengatur cara kita semua berperilaku.
15:39
that govern the way all of us behave.
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Tapi itu berubah, benar?
15:42
But that changed, right?
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15:43
What is the great revolution
in science of the last 10, 15 years?
in science of the last 10, 15 years?
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Apa yang menjadi revolusi besar dalam ilmu pengetahuan 10, 15 tahun belakangan ini?
Itu adalah pergerakan dari pencarian tentang universalism ke pengertian akan perbedaan.
15:47
It is the movement
from the search for universals
from the search for universals
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15:50
to the understanding of variability.
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Sekarang di bidang medis, kita tidak mau tahu bagaimana --
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
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15:56
just how cancer works,
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cara kanker bekerja, kita ingin tahu bagaimana kanker anda itu berbeda dari kanker saya.
15:58
we want to know how your cancer
is different from my cancer.
is different from my cancer.
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16:01
I guess my cancer different
from your cancer.
from your cancer.
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Saya kira kanker saya berbeda dari kanker anda.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
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Genetika telah membuka pintu untuk mempelajari keragaman manusia.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
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Apa yang dilakukan Howard Moskowitz mengatakan bahwa revolusi yang sama
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
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perlu terjadi juga di dunia saus tomat.
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
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Dan untuk itu, kita berutang besar padanya.
Saya akan memberi ilustrasi terakhir tentang keragaman, dan itu adalah -- oh, maaf
16:20
I'll give you one last
illustration of variability,
illustration of variability,
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16:22
and that is -- oh, I'm sorry.
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16:24
Howard not only believed that,
but he took it a second step,
but he took it a second step,
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Howard tidak hanya percaya begitu saja, tapi dia mengambil langkah kedua
yang menyatakan bahwa ketika kita mengejar prinsip universalism di makanan,
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
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16:33
we aren't just making an error;
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kita bukan saja membuat kesalahan, kita sebenarnya merugikan diri kita sendiri.
16:35
we are actually doing ourselves
a massive disservice.
a massive disservice.
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16:38
And the example he used was coffee.
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Dan contoh yang dia pakai adalah kopi.
Dia banyak melakukan pekerjaan dengan kopi, dengan Nescafe.
16:41
And coffee is something he did
a lot of work with, with Nescafé.
a lot of work with, with Nescafé.
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16:45
If I were to ask all of you to try
and come up with a brand of coffee --
and come up with a brand of coffee --
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Jika saya tanya anda semua untuk memberikan satu merek kopi
-- jenis dari kopi -- yang membuat anda semua bahagia,
16:49
a type of coffee, a brew --
that made all of you happy,
that made all of you happy,
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3022
kemudian saya minta anda menilai kopi itu,
16:52
and then I asked you to rate that coffee,
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skor rata-rata dari kopi itu akan ada di sekitar 60 pada skala 0 sampai 100.
16:54
the average score in this room for coffee
would be about 60 on a scale of 0 to 100.
would be about 60 on a scale of 0 to 100.
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16:58
If, however, you allowed me
to break you into coffee clusters,
to break you into coffee clusters,
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Namun, jika saya pisah-pisahkan anda menjadi dalam kelompok kelompok kopi,
mungkin sekitar 3 atau 4 kelompok kopi,
17:02
maybe three or four coffee clusters,
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dan saya bisa membuat kopi untuk setiap kelompok tersebut,
17:04
and I could make coffee just
for each of those individual clusters,
for each of those individual clusters,
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17:08
your scores would go from 60 to 75 or 78.
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skor anda akan naik dari 60 ke 75 atau 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
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perbedaan dari kopi di skor 60 dan kopi di skor 78
adalah perbedaan dari kopi yang membuat anda mengerenyit,
17:18
is a difference between coffee
that makes you wince,
that makes you wince,
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17:20
and coffee that makes you
deliriously happy.
deliriously happy.
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dan kopi yang membuat anda sangat bahagia.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
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Itulah yang terakhir dan saya kira pelajaran yang paling indah dari Howard Moskowitz.
17:27
of Howard Moskowitz:
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Bahwa dalam mengagungkan keragaman manusia,
17:29
that in embracing the diversity
of human beings,
of human beings,
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17:32
we will find a surer way
to true happiness.
to true happiness.
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kita akan menemukan jalan yang lebih pasti kepada kebahagiaan yang sejati,
17:35
Thank you.
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Terima kasih.
17:36
(Applause)
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ABOUT THE SPEAKER
Malcolm Gladwell - WriterDetective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.
Why you should listen
Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.
Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.
Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions.
He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
Malcolm Gladwell | Speaker | TED.com