TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malcolm Gladwell despre sosul de spaghete
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Autorul cărţii "Punctul critic" ("Tipping Point"), Malcolm Gladwell intră în culisele industriei alimentare care caută reţeta perfectă pentru sosul de spaghete -- şi discută pe larg despre natura alegerii şi fericire.
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.
Cred că trebuia să vorbesc despre noua mea carte,
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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care se numeşte "Clipita" ("Blink") şi e despre judecaţi instantanee şi prime impresii.
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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Şi care iese în ianuarie, şi sper să o cumparaţi în triplu exemplar.
00:36
(Laughter)
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Dar mă gândeam la asta,
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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şi mi-am dat seama că deşi noua mea carte mă face fericit,
şi cred că ar face-o şi pe mama fericită,
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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nu e deloc despre fericire.
Aşa că am hotarat că în loc de asta, voi vorbi despre cineva care
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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cred că a făcut atât de multe ca să-i facă pe americani fericiţi,
mai multe decât poate oricine altcineva în ultimii 20 de ani
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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Un om care e un adevarat erou pentru mine.
01:02
someone by the name of Howard Moskowitz,
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Cineva pe nume Howard Moskowitz,
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
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care e faimos pentru că a reinventat sosul de spaghete.
Howard e cam atât de înalt şi e rotund,
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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e trecut de 60 de ani şi are ochelari mari, imenşi
şi păr cărunt şi subţire, şi are un fel de exuberanţa minunată şi vitalitate,
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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şi are un papagal, şi iubeşte 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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şi e un mare fan al istoriei medievale.
Şi de profesie, e psihofizician.
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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Acum, ar trebui să vă spun că nu am idee ce e psihofizica,
deşi într-un anumit moment al vieţii mele, m-am întalnit doi ani cu o fată care făcea
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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doctoratul în psihofizică.
01:45
Which should tell you something
about that relationship.
about that relationship.
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Ceea ce ar trebui să vă spuna ceva despre relaţia aia. (Râsete)
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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Din câte ştiu, psihofizicienii măsoară lucruri.
01:54
And Howard is very interested
in measuring things.
in measuring things.
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Şi Howard e foarte interesat să măsoare lucruri.
A absolvit doctoratul la Harvard,
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
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şi a deschis un mic cabinet de consultanţă în 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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Şi unul dintre primii lui clienţi a fost -- asta se intampla cu mulţi ani în urmă, la începutul anilor 70
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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-- unul dintre clienţii lui a fost Pepsi.
Şi Pepsi a venit la Howard şi i-a spus,
02:10
And Pepsi came to Howard and they said,
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"Ştii, există o chestie nouă care se cheamă aspartam,
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
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şi noi am vrea să facem 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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Şi am vrea să afli cât aspartam ar trebui să punem în
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
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fiecare doză de Diet Pepsi, pentru a obţine băutura perfectă." Nu-i aşa?
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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Acum, asta sună a întrebare cu un răspuns incredibil de simplu,
02:28
and that's what Howard thought.
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şi asta a crezut şi Howard. Pentru că Pepsi i-a spus,
02:30
Because Pepsi told him,
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"Uite, lucrăm pe un interval cuprins între 8 şi 12 la sută.
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
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Orice e sub 8 la sută nu e destul de dulce,
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
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iar orice are mai mult de 12 la sută e prea dulce.
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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Vrem să ştim, care e punctul ideal între 8 şi 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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Acum, dacă v-aş da problema asta vouă, mi-aţi spune că e foarte simplu.
Luăm şi facem o şarjă experimentală de 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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pentru fiecare treaptă de dulce -- opt la sută, 8,1, 8,2, 8,3
şi tot aşa până la 12 -- şi testăm pe mii de oameni
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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şi aranjăm rezultatele pe o curbă,
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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şi alegem cea mai populară concentraţie. Nu-i aşa? Foarte simplu.
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 face experimentul, obţine datele şi le trasează pe o curbă,
03:09
and he plots it on a curve,
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şi deodată îşi dă seama că nu e o curbă în formă de clopot.
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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De fapt, datele nu au nici un înţeles.
E un adevarat haos. Se intinde peste tot.
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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Acum, marea majoritate a oamenilor, în lumea testelor cu alimente şi altele asemenea,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
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nu sunt consternaţi când datele primite sunt haotice.
03:25
They think, "Well, you know,
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Ei îşi zic: ei bine, nu e atât de simplu să-ti dai seama ce gândesc oamenii despre cola.
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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Ştiti, poate am făcut o greşeală undeva pe parcurs.
Haideţi să ghicim intr-un mod educat,
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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şi pur şi simplu arată cu degetul şi merg pe 10%, chiar la mijloc.
03:37
right in the middle.
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03:38
Howard is not so easily placated.
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Howard nu e atât de usor de împăcat.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
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Howard e un om cu anumite standarde intelectuale.
03:43
And this was not good enough for him,
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Şi asta nu a fost suficient de bun pentru el,
03:45
and this question bedeviled him for years.
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iar întrebarea asta l-a chinuit ani de zile.
Şi o tot întorcea pe toate părţile şi zicea, ce a fost greşit?
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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De ce nu are nici un înţeles experimentul ăsta cu Diet Pepsi?
Şi într-o zi lua masa într-un bistro din 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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pregătindu-se să conceapă o lucrare pentru Nescafe.
Şi deodată, ca un fulger, l-a lovit răspunsul.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
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Şi anume că, atunci când au analizat datele pentru 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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puseseră întrebarea greşită.
04:09
They were looking for the perfect Pepsi,
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Ei căutau băutura Pepsi perfectă,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
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şi ar fi trebuit să caute băuturile Pepsi perfecte. Credeţi-mă.
04:15
Trust me.
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04:16
This was an enormous revelation.
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Asta a fost o revelaţie enormă.
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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Ăsta a fost unul dintre cele mai strălucite progrese din toata istoria ştiinţei alimentare.
Şi Howard a pornit imediat la drum,
04:22
Howard immediately went on the road,
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şi a mers la conferinţe prin toată ţara,
04:24
and he would go to conferences
around the country,
around the country,
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s-a ridicat şi a spus:
04:26
and he would stand up and say,
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"Aţi căutat băutura Pepsi perfectă. Greşiţi.
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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Ar trebui să căutaţi băuturile Pepsi perfecte."
04:34
And people would look at him
blankly and say,
blankly and say,
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Şi oamenii se uitau la el cu o privire goală şi îi spuneau:
"Ce tot vorbeşti acolo? Asta e o nebunie."
04:37
"What are you talking about? Craziness."
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Şi spuneau, ştiti voi: "Hai! Urmatorul!"
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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A încercat să îşi găsească de lucru, nimeni nu-l angaja -- el era obsedat, totuşi,
04:43
he was obsessed, though,
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şi a vorbit despre asta şi a vorbit şi a vorbit.
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 iubeşte expresia idiş
"pentru un vierme din hrean, lumea e hreanul."
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
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Ăsta era hreanul lui. (Râsete) Şi era obsedat de el!
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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Şi în fine, a făcut un progres. Vlasic Pickles a venit la el,
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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şi i-a spus: "Domnule Moskowitz - doctore Moskowitz -
vrem să facem murătura perfectă." Iar el a spus:
05:06
And he said,
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"Nu există murătura perfectă, există doar murături perfecte."
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
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Şi a revenit şi le-a zis: "Nu e de ajuns să îmbunătăţiţi ce oferiţi în mod obişnuit,
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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ci trebuie să creaţi ceva picant."
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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Şi de atunci avem murăturile picante.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
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Apoi următoarea persoană care a venit la el era de la supa Campbell's.
05:21
And this was even more important.
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Şi asta a fost şi mai important. De fapt,
Cu supa Campbell's şi-a clădit Howard reputaţia.
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 făcea Prego, iar Prego, la începuturile anilor 80, se lupta cu 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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care era sosul de spaghete dominant în anii 70 şi 80.
Acum în industrie - nu ştiu cât de mult vă pasă de asta,
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
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sau cât de mult timp va trebui să consum aici.
05:39
or how much time I have to go into this.
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Dar era, tehnic vorbind -- asta e o paranteză --
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
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Prego e un sos de roşii mai bun decât Ragu.
05:43
Prego is a better tomato sauce than Ragù.
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Calitatea pastei de tomate e mult mai bună, mixul de condimente e net superior,
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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adera la paste într-un mod mult mai plăcut. De fapt,
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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s-a făcut faimosul test cu castronul cu Ragu şi Prego în anii 70.
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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Aveai o farfurie de spaghete şi trebuia să torni sosul, corect?
Şi Ragu se ducea la fund, în timp ce Prego rămânea la suprafaţă.
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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Asta se numeşte "aderenţă."
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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Şi oricum, în ciuda faptului că era superior ca aderenţă
şi în termeni de calitate a pastei de tomate, Prego se chinuia.
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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Aşa că au venit la Howard şi i-au spus: rezolvă-ne.
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
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Iar Howard s-a uitat la linia lor de produse, şi a spus:
ce aveţi voi se cheamă clubul roşiilor moarte
06:22
what you have is a dead tomato society.
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Şi a mai spus: asta e ceea ce vreau să fac.
06:25
So he said, this is what I want to do.
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Şi împreună cu cei din bucătaria de la supa Campbell
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
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a făcut 45 de varietăţi de sos de spaghete. Şi le-a variat
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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în toate modurile posibile în care poţi varia un sos de roşii.
06:37
that you can vary tomato sauce:
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06:38
by sweetness, by level of garlic,
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În functie de dulceaţă, nivel de usturoi, acuitate, acrime, gust de roşii,
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
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solide vizibile -- termenul meu preferat din industria sosurilor de spaghete. (Râsete)
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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În orice mod se poate varia sosul de spaghete, el l-a variat.
06:53
he varied spaghetti sauce.
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Apoi a luat tot raftul de 45 de sosuri de spagheti şi a plecat la drum.
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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A mers la New York, a mers la Chicago, a mers la Jacksonville,
06:59
He went to New York, to Chicago,
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a mers la Los Angeles. Şi a adus oameni cu camionul. În hale mari.
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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Şi i-a pus la masă pentru două ore şi le-a dat
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
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pe parcusul celor două ore, zece boluri.
07:12
Ten small bowls of pasta,
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Zece boluri mici de paste, cu câte un sos de spaghete diferit în fiecare.
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
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Şi după ce mâncau fiecare bol, oamenii trebuia să dea o notă de la 1 la 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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pe cât de bun considerau că e sosul de spaghete.
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
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Iar la sfarşitul procesului, după luni şi luni de teste,
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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el a obţinut un munte de date
07:27
he had a mountain of data
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despre ce părere au americanii despre sosul de spaghete.
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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Apoi a analizat datele.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
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Acum, căuta el cea mai populară varietate a sosului de spaghete? Nu!
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
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Howard nu crede că există aşa ceva.
În loc de asta, s-a uitat la date şi a spus:
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
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hai să vedem dacă putem grupa datele astea diferite în grupuri.
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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Să vedem dacă se întâlnesc în jurul anumitor idei.
07:51
And sure enough, if you sit down,
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Şi desigur, dacă te aşezi şi dacă analizezi toate aceste date referitoare la sosul de spaghete
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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îţi dai seama că toţi americanii fac parte din unul dintre cele trei grupuri.
Există oameni cărora le place sosul de spaghete simplu,
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
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după cum sunt şi oameni cărora le place sosul de spaghete picant
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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şi există oameni cărora le place cel extra-consistent.
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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Şi dintre cei trei factori, al treilea era cel mai semnificativ.
08:13
because at the time, in the early 1980s,
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Pentru că atunci, la începutul anilor 80,
dacă mergeai la un supermarket,
08:16
if you went to a supermarket,
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nu găseai sos de spagheti extra-consistent.
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 s-a adresat lui Howard şi l-au întrebat:
"Ne spui că o treime dintre americani îşi doresc sos de spaghete extra-consistent
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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şi totuşi nimeni nu le satisface nevoia asta?" Iar el a spus da!
08:32
And he said "Yes!"
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08:33
(Laughter)
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(Râsete) Şi Prego s-au întors
08:34
And Prego then went back,
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şi şi-au reformulat complet sosul de spaghete
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
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şi au venit pe piaţă o linie extra-consistentă care, imediat şi complet,
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
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a preluat conducerea pe piaţa sosurilor de spaghete din această ţară.
08:42
took over the spaghetti sauce
business in this country.
business in this country.
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Şi în următorii 10 ani au făcut 600 de milioane de dolari
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
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din linia de sosuri extra-consistente.
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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Iar toţi ceilalţi din industrie s-au uitat la ce a făcut Howard şi au zis:
"Dumnezeule! Modul nostru de gândire e complet greşit!"
08:56
"Oh my god! We've been
thinking all wrong!"
thinking all wrong!"
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08:58
And that's when you started to get
seven different kinds of vinegar,
seven different kinds of vinegar,
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Şi de atunci a început să vi se ofere şapte tipuri de oţet,
şi 14 tipuri de muştar, şi 71 de tipuri de ulei de măsline --
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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şi în cele din urmă chiar Ragu l-a angajat pe 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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iar Howard a făcut pentru Ragu exact acelaşi lucru pe care îl făcuse şi pentru Prego.
Iar astăzi, dacă te duci la supermarket, la unul bun,
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
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şi te uiţi la câte produse Ragu sunt --
09:16
do you know how many Ragùs there are?
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Ştiţi câte sunt? 36!
09:18
36!
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09:20
In six varieties:
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În 6 varietăţi: Brânză, Uşor, Robusto,
09:22
Cheese, Light,
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09:25
Robusto, Rich & Hearty,
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Bogat & Săţios, Tradiţional Lumea Veche, Grădină Extra-Consistent. (Râsete)
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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Asta a făcut Howard. Ăsta e darul lui Howard pentru poporul american.
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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Şi de ce e atât de important?
09:41
(Laughter)
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09:43
It is, in fact, enormously important.
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E, de fapt, extrem de important. O să vă explic de ce.
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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Howard a schimbat fundamental modul de gândire din industria alimentară
referitor la cum poate ea să vă facă fericiţi.
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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Presupunerea numărul 1 din industria alimentară era
09:56
that the way to find out
what people want to eat,
what people want to eat,
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că modul în care afli ce vor oamenii să mănânce --
09:59
what will make people happy,
is to ask them.
is to ask them.
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ce i-ar face fericiţi -- e să îi întrebi.
10:02
And for years and years and years,
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Vreme de ani şi ani şi ani, Ragu şi Prego au făcut
10:04
Ragù and Prego would have focus groups,
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focus grupuri şi vă puneau să vă aşezaţi şi vă întrebau:
10:06
and they would sit you down,
and they would say,
and they would say,
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"Ce vreţi să conţină un sos de spaghete? Spuneţi-ne ce vreţi într-un sos de spaghete."
10:08
"What do you want in a spaghetti sauce?
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10:10
Tell us what you want
in a spaghetti sauce."
in a spaghetti sauce."
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Şi toţi aceşti ani -- 20, 30 de ani --
10:12
And for all those years -- 20, 30 years --
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10:15
through all those focus group sessions,
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591000
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prin toate aceste sesiuni de focus grup,
10:17
no one ever said they wanted extra-chunky.
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nimeni nu a spus măcar o dată că vrea sos extra-consistent.
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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Deşi cel puţin o treime, în inima lor, chiar voia asta.
(Râsete)
10:25
(Laughter)
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10:27
People don't know what they want!
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Oamenii nu ştiu ce vor! Nu-i aşa?
10:29
As Howard loves to say,
225
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Dupa cum îi place lui Howard să spună: "Mintea nu ştie ce vrea limba."
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
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E un mister!
10:33
It's a mystery!
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10:34
(Laughter)
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Şi un pas de importanţă critică în înţelegerea propriilor dorinţe
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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şi gusturi e să ne dăm seama că nu putem explica întotdeauna ce ne dorim cu adevărat.
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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Daca v-aş fi întrebat de exemplu pe voi, cei din camera asta, ce aţi vrea de la o cafea,
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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ştiţi ce aţi spune? Fiecare dintre voi ar spune "Vreau o cafea neagră, bogată, bine prăjită."
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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E ceea ce spun oamenii mereu când îi intrebi ce-şi doresc de la o cafea.
10:56
It's what people always say
when you ask them.
when you ask them.
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Cum îţi place? Neagră, bogată, bine prăjită.
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
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633737
2532
Ce procent dintre voi chiar preferă o cafea neagră, bogată, bine prăjită?
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
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11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
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După Howard, undeva între 25-27 la sută dintre voi.
Cei mai mulţi dintre voi preferaţi cafeaua slabă cu lapte.
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
Dar nu veţi spune niciodată cuiva care vă întreabă ce vreţi --
că "Vreau o cafea slabă cu lapte." (Râsete)
11:14
that "I want a milky, weak coffee."
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Deci ăsta e primul lucru pe care l-a făcut Howard.
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
Al doilea lucru pe care l-a făcut Howard a fost că ne-a făcut să ne dăm seama --
11:24
it's another very critical point --
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660000
1976
şi e un alt punct de importanţă critică --
11:26
he made us realize the importance
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662000
2174
ne-a făcut să ne dăm seama de importanţa a ceea ce el numeşte segmentare orizontală.
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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De ce e critic? Deoarece
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
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ăsta e modul în care gândea industria alimentară înainte de Howard. Nu-i aşa?
Ce îi obseda pe ei la începuturile anilor 80? Erau obsedaţi de muştar.
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
În particular, erau obsedaţi de povestea lui Grey Poupon. Corect?
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
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Înainte erau două feluri de muştar. French's şi Gulden's.
Ce erau ambele? Muştar galben. Ce conţine muştarul galben?
11:48
What were they? Yellow mustard.
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11:49
What's in it?
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1015
Seminţe de muştar galben, şofran indian şi paprica. Ăsta era muştarul.
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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11:53
Grey Poupon came along, with a Dijon.
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2525
Apoi a apărut Grey Poupon cu un Dijon. Aşa-i?
11:56
Right?
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1188
Seminţe de muştar maro mult mai volatile, nişte vin alb, un succes olfactiv,
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
plante aromatice mult mai delicate. Şi ce fac ei?
12:03
much more delicate aromatics.
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1938
12:05
And what do they do?
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1015
Îl pun într-un borcănel mititel de sticlă, cu o etichetă emailată minunată,
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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îl fac să pară franţuzesc, deşi e făcut în 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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12:14
(Laughter)
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1001
Şi în loc să coste un dolar cincizeci sticla de opt uncii,
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
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4499
12:19
the way that French's and Gulden's did,
268
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1973
aşa cum costau French's şi Gulden's, ei îl vând cu patru dolari.
12:21
they decided to charge four dollars.
269
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1727
Şi aveau reclamele alea, nu-i aşa? Cu tipul din Rolls Royce,
12:23
And they had those ads.
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1212
12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
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2635
care mânca Grey Poupon, iar celălalt Rolls Royce parchează,
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
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şi el intreabă: ai nişte Grey Poupon?
Iar cea mai tare chestie a fost că după ce au făcut asta, Grey Poupon a explodat ca vânzări!
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
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A dominat piaţa muştarului!
12:33
Takes over the mustard business!
274
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1524
Iar lecţia pentru toată lumea a fost că,
12:35
And everyone's take-home lesson from that
275
730209
2008
12:37
was that the way to make people happy
276
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4735
pentru a-i face pe oameni fericiţi,
12:41
is to give them something
that is more expensive,
that is more expensive,
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3394
trebuie să le oferi ceva mai scump, ceva spre care să aspire. Aşa-i?
12:45
something to aspire to.
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2067
E să-i faci să întoarcă spatele unui lucru despre care cred că le place acum
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
şi să aspire la altul aflat mai sus în ierarhia muştarurilor.
12:54
(Laughter)
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1001
Un muştar mai bun! Un muştar mai scump!
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
282
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2212
Un muştar cu mai multă sofisticare şi cultură şi semnificaţie.
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
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3163
Howard a văzut toate acestea şi a spus: e greşit!
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
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2409
Muştarul nu există într-o ierarhie.
13:04
Mustard does not exist on a hierarchy.
285
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2118
Muştarul există, la fel că şi sosul de roşii, pe un plan orizontal.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
286
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4101
13:11
There is no good mustard or bad mustard.
287
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2739
Nu există muştar bun sau muştar rău.
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
288
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2526
Nu există muştar perfect sau muştar imperfect.
Există doar tipuri diferite de muştar care se potrivesc diferitelor tipuri de oameni.
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
A democratizat fundamental modul nostru de gândire referitor la gust.
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
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4835
Şi pentru asta, îi datorăm lui Howard Moskowitz un mare "mulţumesc".
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
Al treilea lucru pe care l-a făcut Howard, şi poate cel mai important,
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
292
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13:34
is Howard confronted the notion
of the Platonic dish.
of the Platonic dish.
293
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2839
a fost să înfrunte ideea felului platonic de mâncare. (Râsete)
13:37
(Laughter)
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1001
Ce vreau să spun cu asta?
13:38
What do I mean by that?
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13:39
(Laughter)
296
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1556
Pentru o lungă perioadă, în industria alimentară
13:41
For the longest time in the food industry,
297
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2100
s-a crezut că există un fel, felul perfect, de a prepara o mâncare.
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
Mergi la Chez Panisse, ei iţi dau sashimi din red-tail
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
301
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cu seminţe de bostan prăjite într-un sos de un anume fel.
13:56
in a something something reduction.
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Nu-ţi oferă cinci opţiuni diferite de sos, nu-i aşa?
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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Nu-ţi spun: preferi sosul extra-consistent sau preferi... -- nu!
14:04
No!
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Pur şi simplu primeşti sosul. De ce? Pentru că bucătăreasa de la 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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are o noţiune platoniană despre sashimi-ul de red-tail.
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
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Ăsta e felul în care trebuie el să fie.
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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Ţi-l serveşte la fel de fiecare dată
14:17
and if you quarrel with her, she will say,
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şi dacă te cerţi cu ea, îţi va spune:
"Ştii ceva? Greşeşti! Ăsta e cel mai bun fel în care poate fi în restaurantul acesta."
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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Aceeaşi idee a propulsat şi industria alimentară.
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
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Aveau o noţiune, o noţiune platoniană, referitoare la ce era sosul de roşii.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
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De unde a venit el? A venit din Italia.
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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Cum e sosul italian? E amestecat, e subţire.
14:37
It's blended; it's thin.
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Cultura sosului de roşii era să fie subţire.
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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Când am vorbit despre sosul de roşii autentic din anii 70,
14:44
we talked about Italian tomato sauce,
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am vorbit despre sosul de roşii italian. Am vorbit despre cele mai timpurii sosuri Ragu.
14:46
we talked about the earliest Ragùs,
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Care nu conţineau solide vizibile, nu-i aşa?
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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Care erau subţiri şi era de-ajuns să torni puţin pe deasupra
ca să se ducă imediat la fundul pastelor.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
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Aşa era. Şi de ce eram noi ataşaţi de asta?
14:55
That's what it was.
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14:56
And why were we attached to that?
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Pentru că ne gândeam că ceea ce le trebuie oamenilor ca să fie fericiţi
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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era: a) să le dăm sosul de roşii cel mai autentic din punct de vedere cultural
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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şi b) credeam că dacă le dăm sosul de roşii cultural autentic,
atunci ei îl vor accepta.
15:10
then they would embrace it.
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Şi asta ar satisface cei mai mulţi oameni.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
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Iar motivul pentru care gândeam asta -- cu alte cuvinte,
15:15
In other words,
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era că oamenii din industria alimentară căutau reţete universal valabile.
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
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Căutau o singură metodă cu care să ne abordeze pe toţi.
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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Şi e un motiv bun pentru ei să fii obsedat cu ideea soluţiilor universale,
15:26
with the idea of universals,
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pentru că toata ştiinţa din secolul nouăsprezece şi mare parte a secolului douăzeci
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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a fost obsedată de chestiuni universale.
15:31
was obsessed with universals.
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Psihologii, cercetătorii în medicină, economiştii erau cu toţii interesaţi să descopere
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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regulile care guvernează modul în care ne comportăm noi toţi.
15:39
that govern the way all of us behave.
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Dar asta s-a schimbat, nu-i aşa?
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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Care e marea revoluţie a ştiinţei din ultimii 10-15 ani?
E mişcarea de la căutarea universalului la înţelegerea variabilităţii.
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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Acum, în cercetarea medicală, nu vrem să ştim neapărat cum --
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
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3637
15:56
just how cancer works,
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doar cum funcţionează cancerul, ci vrem să ştim cum cancerul meu diferă de al tău.
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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Presupun că al meu e diferit de al tău.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
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Genetica a deschis uşa spre studiul variabilităţii umane.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
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2095
Ceea Howard Moskowitz a făcut, a fost să spună că acelaşi tip de revoluţie
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
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era necesară în lumea sosului de roşii.
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
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Şi pentru asta, îi datorăm un mare "mulţumesc".
Vă voi da o ultimă ilustraţie a variabilitaţii, şi anume -- o, îmi pare rău.
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 nu numai că a crezut asta, ci a şi dus-o la următorul nivel,
care a fost să spună că atunci când căutăm principii universale în alimentaţie,
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
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5152
16:33
we aren't just making an error;
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1620
nu facem doar o eroare, ci ne facem un mare deserviciu.
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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Iar exemplul pe care l-a folosit a fost cafeaua.
A lucrat foarte mult cu cafeaua, pentru 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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4045
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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Dacă ar fi să vă rog pe toţi să încercaţi să creaţi un nou brand de cafea
-- un tip de cafea, un soi -- care v-ar face fericiţi pe toţi,
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
şi apoi v-aş ruga să daţi note acelei cafele,
16:52
and then I asked you to rate that coffee,
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1953
scorul mediu al acestei săli ar fi în jur de 60, pe o scară de la 0 la 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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3623
Dacă însă mi-aţi permite să vă împart în grupuri de cafea,
poate trei sau patru grupuri de cafea
17:02
maybe three or four coffee clusters,
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şi aş putea face cafea doar pentru fiecare dintre aceste grupuri,
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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scorurile voastre ar urca de la 60 la 75 sau 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
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Diferenţa între cafeaua la 60 şi cafeaua la 78
e diferenţa între cafeaua care vă face să vă strâmbaţi de neplăcere,
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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3004
şi cafeaua care vă face să deliraţi de fericire.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
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Asta e lecţia finală, şi cred eu, şi cea mai frumoasă, a lui Howard Moscowitz.
17:27
of Howard Moskowitz:
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Faptul că, acceptând diversitatea fiinţelor umane,
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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vom găsi o cale mai sigură spre adevărata fericire.
17:35
Thank you.
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Mulţumesc.
17:36
(Applause)
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1031810
1166
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