TED2012
David Kelley: How to build your creative confidence
David Kelley: Ako si vybudovať vieru vo vlastnú tvorivosť
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Delia sa ľudia vo vašej škole alebo na pracovisku na "tvorivých" a praktických? Iste je to tak, ale David Kelley tvrdí, že kreativita nie je len doménou niekoľkých vyvolených. Rozpráva príbehy zo svojej úžasnej dizajnérskej kariéry ale aj súkromného života a ponúka spôsoby ako si vybudovať vieru vo vlastnú tvorivosť... (Zo sekcie Design Studio na TED2012, pod vedením kurátorov Chee Pearlmanovej a Davida Rockwella.)
David Kelley - Designer, educator
David Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely. Full bio
David Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely. Full bio
Double-click the English transcript below to play the video.
00:15
I wanted to talk to you today
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Dnes vám chcem čosi povedať
00:18
about creative confidence.
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o viere vo vlastnú tvorivosť.
00:20
I'm going to start way back in the third grade
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Začnem v dávnej minulosti – v tretej triede
00:23
at Oakdale School in Barberton, Ohio.
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na Oakdaleskej škole v Barbertone v štáte Ohio.
00:26
I remember one day my best friend Brian was working on a project.
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Pamätám si ako raz môj najlepší kamarát Brian pracoval na jednom projekte.
00:31
He was making a horse out of the clay
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Vyrábal koňa z hliny,
00:34
that our teacher kept under the sink.
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ktorú mal náš učiteľ pod drezom.
00:36
And at one point, one of the girls who was sitting at his table,
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A jedno z dievčat, ktoré s ním sedelo v lavici,
00:40
seeing what he was doing,
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zbadalo, čo robí,
00:42
leaned over and said to him,
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naklonilo sa k nemu a povedalo
00:44
"That's terrible. That doesn't look anything like a horse."
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"To je otrasné. Vôbec sa to nepodobá na koňa."
00:47
And Brian's shoulders sank.
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Brian zvesil plecia,
00:51
And he wadded up the clay horse and he threw it back in the bin.
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z koňa opäť spravil guču hliny a odhodil ju naspäť do koša.
00:53
I never saw Brian do a project like that ever again.
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Už nikdy viac som nevidel Briana pracovať na podobnom projekte.
00:59
And I wonder how often that happens.
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Zaujímalo by ma, ako často sa niečo takéto stane.
01:02
It seems like when I tell that story of Brian to my class,
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Takmer vždy, keď v triede rozprávam príbeh o Brianovi,
01:07
a lot of them want to come up after class
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mnohí prídu za mnou po hodine
01:10
and tell me about their similar experience,
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a povedia, že zažili niečo podobné,
01:12
how a teacher shut them down
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že ich učiteľ odpísal
01:14
or how a student was particularly cruel to them.
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alebo k nim bol krutý niektorý zo spolužiakov.
01:16
And some opt out thinking of themselves
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Niektorí sa vtedy
01:19
as creative at that point.
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prestanú považovať za tvorivých.
01:21
And I see that opting out that happens in childhood,
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Často vidím ako sa takáto skúsenosť z detstva
01:26
and it moves in and becomes more ingrained,
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pevne zakorení v človeku,
01:28
even by the time you get to adult life.
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a sprevádza ho niekedy až do dospelosti.
01:32
So we see a lot of this.
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S týmto javom sa teda stretávame často.
01:36
When we have a workshop
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Keď pracujeme na workshope
01:39
or when we have clients in to work with us side-by-side,
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alebo priamo spolupracujeme s klientmi,
01:41
eventually we get to the point in the process
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často sa dostaneme do bodu,
01:44
that's fuzzy or unconventional.
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keď je celý proces uvoľnený a netradičný.
01:46
And eventually these bigshot executives whip out their Blackberries
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Títo skúsení manažéri nakoniec vždy vytiahnu svoje Blackberry
01:51
and they say they have to make really important phone calls,
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a povedia, že musia nevyhnutne vybaviť dôležitý telefonát,
01:54
and they head for the exits.
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a vyrazia k východu.
01:55
And they're just so uncomfortable.
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Cítia sa veľmi nepríjemne.
01:58
When we track them down and ask them what's going on,
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Keď za nimi potom prídeme a opýtame sa, čo sa deje,
02:00
they say something like, "I'm just not the creative type."
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povedia čosi v zmysle "Nie som príliš tvorivý typ."
02:04
But we know that's not true.
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Ale my vieme, že to tak nie je.
02:06
If they stick with the process, if they stick with it,
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Ak neodídu a budú ďalej v práci pokračovať,
02:10
they end up doing amazing things
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podaria sa im fantastické veci,
02:12
and they surprise themselves just how innovative
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prekvapia samých seba tým, akí sú sami skutočne
02:15
they and their teams really are.
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inovatívni, rovnako ako aj ich tímy.
02:16
So I've been looking at this fear of judgment that we have.
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Začal som sa zaoberať týmto strachom z posudzovania.
02:23
That you don't do things, you're afraid you're going to be judged.
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Nechceme niečo urobiť, lebo sa bojíme, že nás budú súdiť.
02:26
If you don't say the right creative thing, you're going to be judged.
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Máme strach, že keď nepovieme niečo dosť správne a kreatívne, budú nás súdiť.
02:30
And I had a major breakthrough
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Veľký zlom u mňa nastal,
02:33
when I met the psychologist Albert Bandura.
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keď som sa zoznámil s psychológom Albertom Bandurom.
02:36
I don't know if you know Albert Bandura.
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Neviem, či ste už o ňom počuli.
02:39
But if you go to Wikipedia,
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Ale ak ho vyhľadáte na Wikipédii,
02:40
it says that he's the fourth most important psychologist in history --
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píše sa tam, že je štvrtým najvýznamnejším psychológom v histórii...
02:44
like Freud, Skinner, somebody and Bandura.
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Sú to teda Freud, Skinner, niekto a Bandura.
02:49
Bandura's 86 and he still works at Stanford.
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Bandura má 86 rokov a stále pracuje na Stanforde.
02:53
And he's just a lovely guy.
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Je to úžasný chlap.
02:55
And so I went to see him
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Išiel som ho navštíviť,
02:57
because he has just worked on phobias for a long time,
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pretože dlho skúmal fóbie
03:01
which I'm very interested in.
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a táto téma ma veľmi zaujíma.
03:03
He had developed this way, this kind of methodology,
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Vymyslel akúsi metódu,
03:09
that ended up curing people in a very short amount of time.
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ktorá pomohla vyliečiť ľudí vo veľmi krátkom čase.
03:13
In four hours he had a huge cure rate of people who had phobias.
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Za štyri hodiny dosiahol obrovskú mieru vyliečenia ľudí, ktorí trpeli fóbiami.
03:18
And we talked about snakes. I don't know why we talked about snakes.
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Rozprávali sme sa o hadoch. Ani neviem, prečo práve o hadoch.
03:20
We talked about snakes and fear of snakes as a phobia.
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Hovoril mi o hadoch a o chorobnom strachu z hadov.
03:24
And it was really enjoyable, really interesting.
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Bol to veľmi príjemný rozhovor, veľmi zaujímavý.
03:28
He told me that he'd invite the test subject in,
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Rozprával mi o tom, ako testované subjekty pozval k sebe
03:34
and he'd say, "You know, there's a snake in the next room
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a povedal im: „Vo vedľajšej miestnosti je had
03:36
and we're going to go in there."
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a my do nej vojdeme.“
03:38
To which, he reported, most of them replied,
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Povedal mi, že na to väčšina z nich odpovedala
03:42
"Hell no, I'm not going in there,
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„V žiadnom prípade tam nevkročím,
03:43
certainly if there's a snake in there."
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určite nie, ak tam je had.“
03:46
But Bandura has a step-by-step process that was super successful.
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Ale Bandura rozpracoval proces postupných krokov, ktorý bol veľmi úspešný.
03:51
So he'd take people to this two-way mirror
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Najprv zoberie človeka k obojstrannému zrkadlu,
03:54
looking into the room where the snake was,
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cez ktoré sa pozerajú do miestnosti, kde je had
03:56
and he'd get them comfortable with that.
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a pomôže im vysporiadať sa s daným pocitom.
03:58
And then through a series of steps,
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Potom pokračuje ďalším sledom krokov,
04:00
he'd move them and they'd be standing in the doorway with the door open
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posunú sa ďalej, až budú stáť v otvorených dverách
04:03
and they'd be looking in there.
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a pozerať sa do danej miesnosti.
04:05
And he'd get them comfortable with that.
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A pomôže im vysporiadať sa s týmto pocitom.
04:07
And then many more steps later, baby steps,
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A potom nasledujú ďalšie kroky, malé krôčiky,
04:10
they'd be in the room, they'd have a leather glove like a welder's glove on,
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až kým sa nedostanú do miestnosti, kde si nasadia koženú alebo zváračskú rukavicu
04:13
and they'd eventually touch the snake.
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a nakoniec sa hada aj dotknú.
04:17
And when they touched the snake everything was fine. They were cured.
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A keď sa už hada dotknú, všetko je v poriadku – sú vyliečení.
04:22
In fact, everything was better than fine.
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Vlastne je všetko viac než v poriadku.
04:25
These people who had life-long fears of snakes
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Ľudia, ktorí sa celý svoj život báli hadov,
04:28
were saying things like,
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zrazu hovoria veci ako
04:30
"Look how beautiful that snake is."
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„Pozrite, aký je ten had krásny.“
04:33
And they were holding it in their laps.
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A sú schopní hada držať v náručí.
04:36
Bandura calls this process "guided mastery."
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Bandura tento proces nazýva „riadené ovládanie“.
04:41
I love that term: guided mastery.
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Zbožňujem ten termín: riadené ovládanie.
04:44
And something else happened,
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A stalo sa aj niečo iné.
04:46
these people who went through the process and touched the snake
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Ľudia, ktorí prešli týmto procesom a dotkli sa hada
04:50
ended up having less anxiety about other things in their lives.
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nakoniec zažívali oveľa menší strach aj pri iných veciach v živote.
04:53
They tried harder, they persevered longer,
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Viac sa snažili, lepšie čelili strachu
04:57
and they were more resilient in the face of failure.
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a boli odolnejší voči zlyhaniu.
04:59
They just gained a new confidence.
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Vybudovali si nové sebavedomie.
05:03
And Bandura calls that confidence self-efficacy --
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Bandura toto sebavedomie nazýva „sebaúčinnosť“ -
05:09
the sense that you can change the world
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vedomie, že môžete zmeniť svet
05:12
and that you can attain what you set out to do.
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a že môžete dosiahnuť to, čo si zaumienite.
05:16
Well meeting Bandura was really cathartic for me
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Stretnutie s Bandurom na mňa veľmi zapôsobilo,
05:19
because I realized that this famous scientist
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pretože som si uvedomil, že tento známy vedec
05:23
had documented and scientifically validated
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zdokumentoval a vedecky overil
05:25
something that we've seen happen for the last 30 years.
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niečo, čo sme pozorovali ostatných 30 rokov.
05:29
That we could take people who had the fear that they weren't creative,
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Že môžeme pracovať s ľuďmi, ktorí mali strach, že nie sú tvoriví,
05:33
and we could take them through a series of steps,
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prejsť s nimi istým sledom krokov,
05:36
kind of like a series of small successes,
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niečím ako sériou malých úspechov,
05:40
and they turn fear into familiarity, and they surprise themselves.
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a zmeniť ich strach na oboznámenie sa, a tak prekvapia samých seba.
05:45
That transformation is amazing.
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Takáto premena je úžasná.
05:46
We see it at the d.school all the time.
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V d.school ju pozorujeme stále.
05:49
People from all different kinds of disciplines,
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Ľudia z rôznych oblastí,
05:51
they think of themselves as only analytical.
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ktorí sa považujú za výlučne analytických ľudí,
05:54
And they come in and they go through the process, our process,
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prídu k nám a pracujú podľa našich postupov,
05:58
they build confidence and now they think of themselves differently.
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budujú si sebavedomie a vidia samých seba úplne inak.
06:01
And they're totally emotionally excited
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A sú skutočne emocionálne nadšení
06:05
about the fact that they walk around
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z toho, že sa zrazu
06:07
thinking of themselves as a creative person.
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považujú za tvorivých ľudí.
06:09
So I thought one of the things I'd do today
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Preto by som vám dnes chcel povedať
06:12
is take you through and show you what this journey looks like.
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a ukázať vám, ako takáto cesta vyzerá.
06:16
To me, that journey looks like Doug Dietz.
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Pre mňa túto cestu najlepšie predstavuje Doug Dietz.
06:20
Doug Dietz is a technical person.
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Doug Dietz je veľmi technicky mysliaci človek.
06:25
He designs medical imaging equipment,
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Navrhuje prístroje na medicínske zobrazovanie,
06:27
large medical imaging equipment.
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veľké medicínske prístroje.
06:29
He's worked for GE, and he's had a fantastic career.
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Pracuje pre spoločnosť GE a vybudoval si fantastickú kariéru.
06:33
But at one point he had a moment of crisis.
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Ale mal aj krízu.
06:36
He was in the hospital looking at one of his MRI machines in use
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Raz sa v nemocnici pozeral na jeden z MR prístrojov, ktorý navrhol
06:40
when he saw a young family.
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a stretol tam mladú rodinu.
06:42
There was a little girl,
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Mali malú dcérku,
06:43
and that little girl was crying and was terrified.
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ktorá plakala a bola vydesená.
06:47
And Doug was really disappointed to learn
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A Douga veľmi sklamalo zistenie,
06:50
that nearly 80 percent of the pediatric patients in this hospital
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že takmer 80% pediatrických pacientov v tejto nemocnici
06:54
had to be sedated in order to deal with his MRI machine.
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dokáže podstúpiť MR vyšetrenie jeho prístrojom iba pod sedatívami.
06:58
And this was really disappointing to Doug,
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Douga to veľmi sklamalo,
07:01
because before this time he was proud of what he did.
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pretože až dovtedy bol na svoju prácu hrdý.
07:05
He was saving lives with this machine.
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Týmto prístrojom predsa zachraňoval životy.
07:07
But it really hurt him to see the fear
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Ale skutočne ho zabolelo vidieť strach,
07:10
that this machine caused in kids.
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ktorý tento prístroj vyvoláva u detí.
07:12
About that time he was at the d.school at Stanford taking classes.
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Približne v tom čase chodil na hodiny do d.school v Stanforde.
07:17
He was learning about our process
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Učil sa o naších postupoch,
07:18
about design thinking, about empathy,
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o dizajnérskom myslení, o empatii,
07:21
about iterative prototyping.
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o reťazovom vytváraní prototypov.
07:24
And he would take this new knowledge
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A so všetkými získanými vedomosťami
07:25
and do something quite extraordinary.
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dokázal urobiť čosi skutočne neobyčajné.
07:28
He would redesign the entire experience of being scanned.
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Predefinoval celý zážitok z vyšetrenia.
07:33
And this is what he came up with.
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Vymyslel toto.
07:35
He turned it into an adventure for the kids.
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Pre deti zmenil vyšetrenie na dobrodružstvo.
07:38
He painted the walls and he painted the machine,
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Namaľoval steny a prístroj,
07:41
and he got the operators retrained by people who know kids,
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pracovníkov nechal vyškoliť ľuďmi, ktorí poznajú deti,
07:44
like children's museum people.
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napríklad zamestnancami detských múzeí.
07:46
And now when the kid comes, it's an experience.
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Takže teraz dieťa zažije niečo výnimočné.
07:50
And they talk to them about the noise and the movement of the ship.
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Rozprávajú sa s nimi o zvukoch a pohyboch lode.
07:54
And when they come, they say,
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Keď vchádzajú dnu, povedia im
07:55
"Okay, you're going to go into the pirate ship,
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„Dobre, teraz vstupuješ na pirátsku loď,
07:58
but be very still because we don't want the pirates to find you."
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niesmieš sa ani pohnúť, aby ťa piráti nenašli.“
08:00
And the results were super dramatic.
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A výsledky boli úžasne dramatické.
08:05
So from something like 80 percent of the kids needing to be sedated,
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Z takmer 80% detí, ktoré potrebovali sedatíva
08:09
to something like 10 percent of the kids needing to be sedated.
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ich teraz potrebovalo len okolo 10%.
08:14
And the hospital and GE were happy too.
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Nemocnica a GE boli tiež spokojní.
08:16
Because you didn't have to call the anesthesiologist all the time,
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Keďže už nepotrebovali stále volať anesteziológa,
08:19
they could put more kids through the machine in a day.
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mohli na prístroji vyšetriť viac detí za deň.
08:20
So the quantitative results were great.
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Takže kvantitatívne výsledky boli výborné.
08:23
But Doug's results that he cared about were much more qualitative.
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Ale Douga viac zaujímali kvalitatívne výsledky.
08:27
He was with one of the mothers
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Raz čakal s jednou mamičkou,
08:30
waiting for her child to come out of the scan.
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kým jej dieťa príde z vyšetrenia.
08:32
And when the little girl came out of her scan,
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A keď sa malé dievčatko z vyšetrenia vrátilo,
08:34
she ran up to her mother and said,
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utekalo za mamou a povedalo
08:36
"Mommy, can we come back tomorrow?"
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„Mami, môžeme prísť aj zajtra?“
08:38
(Laughter)
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(Smiech)
08:41
And so I've heard Doug tell the story many times,
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Mnohokrát som počul Douga rozprávať tento príbeh,
08:44
of his personal transformation
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príbeh o jeho osobnej premene
08:47
and the breakthrough design that happened from it,
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a dizajnérskom prelome, ktorý bol jej výsledkom,
08:51
but I've never really seen him tell the story of the little girl
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ale nikdy som ho nepočul rozprávať príbeh o malom dievčatku
08:53
without a tear in his eye.
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bez toho, aby mal v očiach slzy.
08:55
Doug's story takes place in a hospital.
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Dougov príbeh sa odohráva v nemocnici.
08:57
I know a thing or two about hospitals.
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Aj ja viem o nemocniciach svoje.
09:00
A few years ago I felt a lump on the side of my neck,
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Pred pár rokmi som si našiel na krku hrčku,
09:05
and it was my turn in the MRI machine.
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a tak som bol na rade ísť na vyšetrenie prístrojom MR.
09:09
It was cancer. It was the bad kind.
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Bola to rakovina. Zákerný druh.
09:12
I was told I had a 40 percent chance of survival.
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Povedali mi, že mám 40-percentnú šancu na prežitie.
09:16
So while you're sitting around with the other patients in your pajamas
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Kým tak sedíte v pyžame s ostatnými pacientmi,
09:20
and everybody's pale and thin
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všetci sú bledí a chudí
09:22
and you're waiting for your turn to get the gamma rays,
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a čakáte na svoju dávku gama lúčov,
09:26
you think of a lot of things.
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myslíte na veľa vecí.
09:28
Mostly you think about, Am I going to survive?
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Zväčša sa v duchu pýtate „Prežijem to?“
09:30
And I thought a lot about,
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A ja som veľa myslel na to,
09:33
What was my daughter's life going to be like without me?
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ako bude vyzerať život mojej dcéry bezo mňa.
09:36
But you think about other things.
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Ale myslíte aj na iné veci.
09:39
I thought a lot about, What was I put on Earth to do?
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Veľa som sa pýtal sám seba „Načo som na Zemi?“
09:43
What was my calling? What should I do?
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„Čo je mojím poslaním? Čo som mal urobiť?“
09:46
And I was lucky because I had lots of options.
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A mal som šťastie, pretože som mal mnoho možností.
09:48
We'd been working in health and wellness,
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Pracovali sme v oblasti zdravotníctva a wellness,
09:50
and K through 12, and the Developing World.
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v oblasti základného školstva a rozvojového sveta.
09:53
And so there were lots of projects that I could work on.
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Takže existovalo veľa projektov, na ktorých som mohol pracovať.
09:55
But I decided and I committed to at this point
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Ale rozhodol som sa, dal som si vtedy záväzok,
09:58
to the thing I most wanted to do --
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že budem robiť to, po čom túžim najviac...
09:59
was to help as many people as possible
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pomôžem toľkým ľuďom, koľkým sa len dá,
10:05
regain the creative confidence they lost along their way.
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získať späť stratenú vieru vo vlastnú tvorivosť.
10:08
And if I was going to survive, that's what I wanted to do.
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Rozhodol som sa, že presne to chcem robiť, ak prežijem.
10:11
I survived, just so you know.
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A prežil som – len, aby ste vedeli.
10:13
(Laughter)
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(Smiech)
10:16
(Applause)
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(Potlesk)
10:21
I really believe
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Skutočne verím,
10:23
that when people gain this confidence --
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že keď ľudia nájdu túto vieru –
10:26
and we see it all the time at the d.school and at IDEO --
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často sme toho svedkami v d.school a IDEO –
10:28
they actually start working on the things that are really important in their lives.
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začnú sa viac venovať veciam, ktoré sú v ich živote skutočne dôležité.
10:34
We see people quit what they're doing and go in new directions.
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Vidíme ako ľudia prestanú s tým, čo robili a vyberú si inú cestu.
10:37
We see them come up with more interesting, and just more, ideas
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Vidíme, ako prichádzajú so zaujímavejšími a... skrátka s viacerými nápadmi,
10:44
so they can choose from better ideas.
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takže si môžu spomedzi lepších nápadov vyberať.
10:47
And they just make better decisions.
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A tak robia aj lepšie rozhodnutia.
10:49
So I know at TED you're supposed to have a change-the-world kind of thing.
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Viem, že TED prezentuje nápady, ktoré majú zmeniť svet.
10:53
Everybody has a change-the-world thing.
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Každý tu má nejaký nápad, ktorý zmení svet.
10:55
If there is one for me, this is it. To help this happen.
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Ak by som taký mal mať aj ja, je to práve tento. Dosiahnuť jeho realizáciu.
10:59
So I hope you'll join me on my quest --
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Takže dúfam, že sa ku mne pridáte v mojom snažení...
11:01
you as thought leaders.
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že budete vodcami v spôsobe myslenia.
11:03
It would be really great if you didn't let people divide the world
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Bolo by skutočne úžasné, keby sme nedovolili rozdeliť ľudí
11:08
into the creatives and the non-creatives, like it's some God-given thing,
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na tvorivých a netvorivých, akoby to bol dar od Boha,
11:11
and to have people realize that they're naturally creative.
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a pomohli im uvedomiť si, že sú prirodzene tvoriví.
11:16
And those natural people should let their ideas fly.
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A títo prirodzení ľudia by mali dovoliť svojim nápadom lietať.
11:20
That they should achieve what Bandura calls self-efficacy,
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Mali by dosiahnuť, čo Bandura nazýva sebaúčinnosť,
11:25
that you can do what you set out to do,
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čo znamená, že môžete dosiahnuť to, čo si zaumienite
11:28
and that you can reach a place of creative confidence
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a že môžete objaviť vieru vo vlastnú tvorivosť
11:32
and touch the snake.
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a dotknúť sa hada.
11:33
Thank you.
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Ďakujem.
11:35
(Applause)
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(Potlesk)
ABOUT THE SPEAKER
David Kelley - Designer, educatorDavid Kelley’s company IDEO helped create many icons of the digital generation -- but what matters even more to him is unlocking the creative potential of people and organizations to innovate routinely.
Why you should listen
As founder of legendary design firm IDEO, David Kelley built the company that created many icons of the digital generation -- the first mouse, the first Treo, the thumbs up/thumbs down button on your Tivo's remote control, to name a few. But what matters even more to him is unlocking the creative potential of people and organizations so they can innovate routinely.
David Kelley's most enduring contributions to the field of design are a methodology and culture of innovation. More recently, he led the creation of the groundbreaking d.school at Stanford, the Hasso Plattner Institute of Design, where students from the business, engineering, medicine, law, and other diverse disciplines develop the capacity to solve complex problems collaboratively and creatively.
Kelley was working (unhappily) as an electrical engineer when he heard about Stanford's cross-disciplinary Joint Program in Design, which merged engineering and art. What he learned there -- a human-centered, team-based approach to tackling sticky problems through design -- propelled his professional life as a "design thinker."
In 1978, he co-founded the design firm that ultimately became IDEO, now emulated worldwide for its innovative, user-centered approach to design. IDEO works with a range of clients -- from food and beverage conglomerates to high tech startups, hospitals to universities, and today even governments -- conceiving breakthrough innovations ranging from a life-saving portable defibrillator to a new kind of residence for wounded warriors, and helping organizations build their own innovation culture.
Today, David serves as chair of IDEO and is the Donald W. Whittier Professor at Stanford, where he has taught for more than 25 years. Preparing the design thinkers of tomorrow earned David the Sir Misha Black Medal for his “distinguished contribution to design education.” He has also won the Edison Achievement Award for Innovation, as well as the Chrysler Design Award and National Design Award in Product Design from the Smithsonian’s Cooper-Hewitt National Design Museum, and he is a member of the National Academy of Engineers.
David Kelley | Speaker | TED.com