TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malcolm Gladwell o špagetovej omáčke
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Malcolm Gladwell, autor knihy Bod zlomu, sleduje snahu potravinového priemyslu o vytvorenie perfektnej špagetovej omáčky -- a rozširuje to na diskusiu o povahe voľby a štastia.
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.
Myslím, že som mal pôvodne rozprávať o svojej novej knihe,
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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ktorá sa volá "Záblesk" a je o rýchlych úsudkoch a prvých dojmoch.
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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Vyjde v januári a dúfam, že si všetci kúpite aspoň tri kópie.
00:36
(Laughter)
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Ale premýšľal som nad tým,
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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a došlo mi, že hoci ma moja nová kniha teší,
a myslím, že by potešila aj moju matku,
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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vlastne nie je o šťastí.
Preto som sa radšej rozhodol hovoriť o niekom, kto
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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potešil, myslím, Američanov viac, než
ktokoľvek za posledných 20 rokov.
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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Tento muž je mojím osobným hrdinom.
01:02
someone by the name of Howard Moskowitz,
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Volá sa Howard Moskowitz,
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
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a preslávilo ho znovuobjavenie špagetovej omáčky.
Howard je asi takto vysoký a okrúhly,
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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má cez 60, a nosí ohromné popolníky
a má rednúce šedivé vlasy, a sála z neho skvelá energia a život,
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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má papagája, a miluje operu,
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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a je veľkým nadšencom pre stredovekú históriu.
Profesiou je psychofyzik.
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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Musím vám prezradiť, že netuším čo psychofyzika je,
hoci som kedysi chodil dva roky s dievčaťom, ktoré
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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študovalo pre doktorát z psychofyziky.
01:45
Which should tell you something
about that relationship.
about that relationship.
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Čo by Vám malo niečo o tom vzťahu napovedať. (Smiech)
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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Viem len toľko, že psychofyzika je o meraní vecí.
01:54
And Howard is very interested
in measuring things.
in measuring things.
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A Howarda veľmi zaujíma meranie vecí.
Doštudoval s doktorátom z Harvardu,
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
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a otvoril si malý obchodík s poradenstvom vo White Plains, v štáte 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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A jedným z jeho prvých klientov bol -- toto bolo pred mnohými rokmi, v 70.rokoch
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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-- jedným z jeho prvých klientov bolo Pepsi.
A ľudia z Pepsi prišli za Howardom a povedali,
02:10
And Pepsi came to Howard and they said,
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"Viete, máme túto novú vec, čo sa volá aspartám,
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
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a chceli by sme spraviť diétnu 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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Chceli by sme zistiť, koľko aspartámu by sme mali pridať
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
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do plechovky diétnej Pepsi, aby sme mali dokonalý nápoj." Jasné?
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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To znie ako veľmi jednoznačná otázka,
02:28
and that's what Howard thought.
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a to si myslel aj Howard. Pretože Pepsi mu povedalo,
02:30
Because Pepsi told him,
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"Pozrite, bavíme sa tu o pásme medzi 8 až 12 percentami.
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
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Všetko pod 8 percent sladkosti nie je dosť sladké,
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
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všetko nad 12 percent je príliš sladké.
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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Chceme vedieť, čo je ten pravý bod sladkosti medzi 8 a 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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Ak by som Vám zadal tento problém, všetci by ste povedali, že je to jednoduché.
Stačí navariť experimentálnu dávku 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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s každým stupňom sladkosti -- 8, 8.1, 8.2, 8.3.,
až po 12 -- vyskúsať to na tisícoch ľudí,
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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a zakresliť výsledky do grafu,
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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a vziať najpopulárnejšiu koncentráciu. Správne? Naozaj jednoduché.
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 urobí experiment, zozbiera dáta, zakreslí ich do grafu,
03:09
and he plots it on a curve,
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a náhle si uvedomí, že to nie je pekné normálne rozdelenie.
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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Vlastne tie dáta nedávajú vôbec žiaden zmysel.
Je to zmätok. Výsledky sú rozhádzané.
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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Väčšina ľudí v tomto odvetví, vo svete testovania jedla a tak,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
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sa nezdesí, keď sú zozbierané dáta chaotické.
03:25
They think, "Well, you know,
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Hovoria si, teda, viete, zistiť čo si ľudia myslia o kole nie je tak jednoduché.
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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Viete, možno sme sa niekde pomýlili.
Viete, spravme odborný odhad,
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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a jednoducho ukážu a zvolia 10 percent, priamo v strede.
03:37
right in the middle.
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03:38
Howard is not so easily placated.
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Howarda tak ľahko neupokojíte.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
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Howard má svoje intelektuálne štandardy.
03:43
And this was not good enough for him,
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A toto pre neho nebolo dosť dobré,
03:45
and this question bedeviled him for years.
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a táto myšlienka ho trápila celé roky.
Rozmýšľal na tým a pýtal sa, čo bolo zle?
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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Prečo ten experiment s diétnou Pepsi nedával zmysel?
A jedného dňa sedel v reštaurácii vo 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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a snažil sa vymyslieť čosi pre Nescafe.
A zrazu, ako blesk z jasného neba, ho napadla odpoveď.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
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Že keď analyzovali dáta z diétnej 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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pýtali sa nesprávnu otázku.
04:09
They were looking for the perfect Pepsi,
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Hľadali perfektnú Pepsi,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
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ale mali hľadať perfektné Pepsi. Verte mi.
04:15
Trust me.
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04:16
This was an enormous revelation.
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To bol ohromný objav.
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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Bol to jeden z najúžasnejších prielomov v celej potravinárskej vede.
A Howard sa okamžite vydal na cesty,
04:22
Howard immediately went on the road,
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a navštevoval konferencie po celej krajine,
04:24
and he would go to conferences
around the country,
around the country,
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vystúpil a povedal,
04:26
and he would stand up and say,
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"Hľadali ste perfektnú Pepsi. Mýlite sa.
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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Mali ste hľadať perfektné Pepsi."
04:34
And people would look at him
blankly and say,
blankly and say,
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A ľudia na neho nechápavo pozerali a vraveli,
"O čom to rozprávate? To je pochabosť."
04:37
"What are you talking about? Craziness."
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A vraveli, viete, "Pohnite sa! Ďalší!"
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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Snažil sa získať kšeft, nikto ho nenajal -- bol ako posadnutý,
04:43
he was obsessed, though,
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a rozprával o tom stale dokola, znova a znova.
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 má rád židovské príslovie
"pre červíka v chrene, svetom je chren."
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
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Toto bol jeho chren. (Smiech) Bol tým posadnutý!
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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A konečne, prerazil. Výrobca čalamády Vlasic prišiel
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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a povedal, "Pán Moskowitz -- Doktor Moskowitz
chceme spraviť perfektnú čalamádu." A on na to
05:06
And he said,
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"Neexistuje perfektná čalamáda, iba perfektné čalamády."
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
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A prišiel za nimi s týmto: "Vy nepotrebujete iba vylepšiť Vašu bežnú čalamádu,
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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potrebujete vytvoriť pikantnú."
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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A tak sa k nám dostala pikantná čalamáda.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
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Ďalší, kto za ním prišiel bol výrobca Campbellovej polievky.
05:21
And this was even more important.
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A toto bolo ešte dôležitejsie. Vlastne,
Cambellova polievka vybudovala Howardovi reputáciu.
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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Cambell's robil Prego a Prego začiatkom 80.rokov živorilo popri 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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ktoré bolo hlavnou špagetovou omáčkou 70. a 80. rokov.
V priemysle -- neviem nakoľko Vás to zaujíma,
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
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alebo koľko mám času.
05:39
or how much time I have to go into this.
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Ale, technicky vzaté -- toto je odbočka --
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
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Prego je lepšia omáčka než Ragu.
05:43
Prego is a better tomato sauce than Ragù.
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Kvalita jeho paradajkového pretlaku je vyššia, zmes korenia je omnoho lepšia,
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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k cestovinám prilnie oveľa príjemnejšie. Vlastne,
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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v 70. rokoch urobili slávny miskový test s Ragu a Pregom.
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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Mali ste tanier špagiet a naliali ste to na ne, hej?
A Ragu stieklo až na dno, a Prego zostalo na vrchu.
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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Tomu sa hovorí "priľnavosť."
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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Aj napriek tomu, že boli lepšie v priľnavosti,
a kvalite pretlaku, Prego živorilo.
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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Tak prišli za Howardom a povedali, opravte nás.
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
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A Howard sa pozrel na ich produktový rad a povedal,
máte mŕtvu paradajkovú spoločnosť.
06:22
what you have is a dead tomato society.
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Povedal, chcem urobiť toto.
06:25
So he said, this is what I want to do.
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A dal sa dokopy s kuchyňou Campbellovej polievky,
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
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a spravil 45 druhov špagetovej omáčky. A urobil rôzne variácie
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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podľa všetkých možných mysliteľných vlastností.
06:37
that you can vary tomato sauce:
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06:38
by sweetness, by level of garlic,
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Podľa sladkosti, množstva cesnaku, ostrosti, kyslosti, paradajkovitovosti,
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
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viditelných kúskov -- môj oblúbený výraz v biznise špagetovej omáčky. (Smiech)
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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Spravil všetky možné variácie špagetovej omáčky, aké sa len spraviť dali.
06:53
he varied spaghetti sauce.
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A potom vzal túto kopu 45tich špagetových omáčok a vydal sa na cestu.
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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Išiel do New Yorku, do Chicaga, do Jacksonville,
06:59
He went to New York, to Chicago,
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do Los Angeles. A navozil hromadu ľudí do veľkých hál.
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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Na dve hodiny ich posadil, a dal im
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
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počas tých dvoch hodín, desať misiek.
07:12
Ten small bowls of pasta,
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Desať misiek cestovín, každú s inou špagetovou omáčkou.
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
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A po tom, čo zjedli každú misku, museli ju ohodnotiť od 0 do 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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podľa toho ako dobrá špagetová omáčka bola.
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
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Na konci tohoto procesu, po mnohých mesiacoch,
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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mal celú horu dát
07:27
he had a mountain of data
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o postoji Američanov k špagetovej omáčke.
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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A potom analyzoval tieto dáta.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
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Hľadal najpopulárnejší značkový typ špagetovej omáčky? Nie!
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
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Howard neverí, že také niečo existuje.
Namiesto toho sa pozrel na dáta a povedal
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
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pozrime sa, či sa dajú tieto body rozdeliť do zhlukov.
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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Pozrime sa, či sa zoskupujú okolo nejakých predstáv.
07:51
And sure enough, if you sit down,
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A naozaj, ak si sadnete a rozanalyzujete tieto dáta o špagetovej omáčke,
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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zistíte, že všetci Američania patria do jednej z troch skupín.
Tí, ktorí majú špagetovú omáčku radi obyčajnú,
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
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tí, ktorí majú radi špagetovú omáčku štipľavú
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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a tí, ktorí ju majú radi s extra veľkými kúskami.
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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A z týchto troch faktov je ten tretí najvýznamnejší.
08:13
because at the time, in the early 1980s,
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Pretože v tom čase, začiatkom 80.rokov,
ak ste prišli do supermarketu,
08:16
if you went to a supermarket,
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tak by ste nenašli špagetovú omáčku s extra kúskami.
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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A Prego sa obrátilo na Howarda a povedalo,
"Vy nám chcete povedať, že tretina Američanov chce špagetovú omáčku s extra kúskami
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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a nikto zatiaľ nevyhovel im potrebám?" A on povedal áno!
08:32
And he said "Yes!"
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08:33
(Laughter)
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(Smiech) A Prego sa vrátilo,
08:34
And Prego then went back,
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a kompletne premyslelo svoju špagetovú omáčku
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
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a prišlo s radom extra veľkých kúskov, ktorý okamžite a úplne
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
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ovládol biznis špagetovej omáčky v tejto krajine.
08:42
took over the spaghetti sauce
business in this country.
business in this country.
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A počas nasledujúcich 10 rokov zarobili 600 miliónov dolárov
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
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z tohto radu s extra kúskami.
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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A každý v odvetví sa pozeral na to, čo Howard urobil a vraveli si,
"Ó môj bože! My sme sa mýlili!"
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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A vtedy sme začali dostávať sedem rôznych druhov octu,
a 14 druhov horčice, a 71 druhov olivového oleja --
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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a nakoniec si aj Ragu najalo Howarda,
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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a Howard pre nich spravil presne to, čo urobil pre Prego.
A dnes, keď idete do naozaj dobrého supermarketu,
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
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a pozriete sa koľko tam maju druhov Ragu --
09:16
do you know how many Ragùs there are?
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Viete koľko? 36!
09:18
36!
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09:20
In six varieties:
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V šiestich druhoch: Syrové, Diétne, Robusto,
09:22
Cheese, Light,
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09:25
Robusto, Rich & Hearty,
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Plné a Výdatné, Tradičné, Záhrada extra veľkých kúskov. (Smiech)
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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To je Howardova práca. To je Howardov dar americkému ľudu.
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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Prečo je to dôležité?
09:41
(Laughter)
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09:43
It is, in fact, enormously important.
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Vlastne je to ohromne dôležité. Vysvetlím Vám prečo.
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 vlastne od základov zmenil spôsob akým potravinový priemysel premýšľa
o tom, ako Vás urobiť šťastnými.
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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Predpoklad číslo jedna v potravinárskom priemysle bol
09:56
that the way to find out
what people want to eat,
what people want to eat,
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že spôsob, ako zistiť, čo chcú ľudia jesť --
09:59
what will make people happy,
is to ask them.
is to ask them.
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čo ľudí urobí šťastými -- je opýtať sa ich.
10:02
And for years and years and years,
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A po celé roky rokúce by Ragu a Prego malo
10:04
Ragù and Prego would have focus groups,
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cieľové skupiny, a posadili by tých ľudí a pýtali sa ich,
10:06
and they would sit you down,
and they would say,
and they would say,
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"Čo by ste chceli v špagetovej omáčke? Povedzte nám, čo by ste v nej chceli."
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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A po celé tie roky -- 20, 30 rokov --
10:12
And for all those years -- 20, 30 years --
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2924
10:15
through all those focus group sessions,
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počas všetkých tých skupinových sedení,
10:17
no one ever said they wanted extra-chunky.
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nikto nikdy nepovedal, že by chcel extra veľké kúsky.
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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I keď ich aspoň tretina z nich v hĺbke duše chcela.
(Smiech)
10:25
(Laughter)
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10:27
People don't know what they want!
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2012
Ľudia nevedia, čo chcú. Správne?
10:29
As Howard loves to say,
225
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Ako Howard rád hovorieva, "Myseľ netuší, čo jazyk chce."
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
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Je to záhada!
10:33
It's a mystery!
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10:34
(Laughter)
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1004
A kriticky dôležitým krokom v porozumení našich túžob
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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a chutí je uvedomiť si, že nemôžeme vždy vysvetliť, čo vlastne v hĺbke chceme.
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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Ak by som sa Vás opýtal, napríklad, tu v tejto miestosti, akú chcete kávu,
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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viete, čo by ste povedali? Každý by povedal "Chcem tmavú, plnú, výdatnú praženú."
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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To je to, čo ľudia vravia, keď sa ich opýtate, čo očakávajú od kávy.
10:56
It's what people always say
when you ask them.
when you ask them.
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Akú ju máte radi? Tmavú, plnú, výdatnú praženú!
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
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2532
Koľko percent z Vás má vlastne naozaj rado tmavú, plnú, výdatne praženú?
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
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3513
11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
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Podľa Howarda, niekde okolo 25 a 27 percent z Vás.
Väčšine chutí mliečna, slabá káva.
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
Ale nikdy by ste to nepovedali niekomu, kto sa pýta, čo by ste chceli --
že "Chcem mliečnu, slabú kávu." (Smiech)
11:14
that "I want a milky, weak coffee."
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Takže to je prvá vec, čo Howard spravil.
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
Druhou vecou, čo urobil je, že nás donútil si uvedomiť --
11:24
it's another very critical point --
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1976
to je ďalší dôležitý bod --
11:26
he made us realize the importance
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donútil nás uvedomiť si dôležitosť tzv. horizontálnej segmentácie.
11:28
of what he likes to call
"horizontal segmentation."
"horizontal segmentation."
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11:32
Why is this critical?
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Prečo je to dôležité? Pretože
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
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takto potravinový priemysel nepremýšľal než prišiel Howard. Správne?
Čím boli posadnutí začiatkom 80. rokov? Boli posadnutí horčicou.
11:37
What were they obsessed with
in the early 80s?
in the early 80s?
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11:39
They were obsessed with mustard.
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11:41
In particular, they were obsessed
with the story of Grey Poupon.
with the story of Grey Poupon.
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Presnejšie, boli posadnutí príbehom Grey Poupon. Mám pravdu?
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
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Kedysi boli dve horčice. French's a Gulden's.
Čo to boli? Biele horčice. Čo je v bielej horčici?
11:48
What were they? Yellow mustard.
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11:49
What's in it?
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1015
Semená bielej horčice, kurkuma a paprika. To bola horčica.
11:50
Yellow mustard seeds,
turmeric, and paprika.
turmeric, and paprika.
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2054
11:52
That was mustard.
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1074
11:53
Grey Poupon came along, with a Dijon.
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Grey Poupon prišiel s dijonskou. Hej?
11:56
Right?
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1188
Rozmarnejšie semeno hnedej horčice, biele víno, vôňa,
11:57
Much more volatile brown mustard seed,
some white wine, a nose hit,
some white wine, a nose hit,
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omnoho delikátnejšia aróma. A čo spravili?
12:03
much more delicate aromatics.
261
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1938
12:05
And what do they do?
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Dali to do maličkej sklenenej fľaštičky s krásnou smaltovanou etiketou,
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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pofrancúzštili to, i keď sa vyrábalo v Oxnarde v Kalifornii.
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
A namiesto toho, aby účtovali $1,50 za dvojdecovú fľašku,
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
267
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4499
12:19
the way that French's and Gulden's did,
268
715000
1973
tak ako French's a Gulden's, rozhodli sa účtovať štyri doláre.
12:21
they decided to charge four dollars.
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1727
A tiež mali tie reklamy, že? S týpkom v Rolls Royce,
12:23
And they had those ads.
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12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
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2635
ktorý je Grey Poupon, a iný Rolls Royce zastaví,
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
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a hovorí, máš nejaký Grey Poupon?
A po tom, čo toto všetko urobili, Grey Poupon vyletel do výšin!
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
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Ovládol trh horčice!
12:33
Takes over the mustard business!
274
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A lekcia z toho pre každého je
12:35
And everyone's take-home lesson from that
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2008
12:37
was that the way to make people happy
276
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4735
že spôsob, ako ľudí uspokojiť
12:41
is to give them something
that is more expensive,
that is more expensive,
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3394
je dať im niečo, čo je drahšie, niečo, po čom by túžili. Správne?
12:45
something to aspire to.
278
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Donútiť ich obrátiť sa chrbtom tomu, čo si myslia, že majú radi teraz,
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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12:51
and reach out for something
higher up the mustard hierarchy.
higher up the mustard hierarchy.
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a načiahnuť sa za niečím vyššie na horčicovom rebríčku.
12:54
(Laughter)
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1001
Za lepšou horčicou! Drahšou horčicou!
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
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2212
Sofistikovanejšou horčicou s vyššou kultúrou a zmyslom.
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
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A Howard sa na to pozrel a povedal, to je zle!
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
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2409
Horčica nie je v hierarchii.
13:04
Mustard does not exist on a hierarchy.
285
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2118
Horčica existuje, tak ako pretlak, vo vodorovnej rovine.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
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13:11
There is no good mustard or bad mustard.
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Nie je dobrá alebo zlá horčica.
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
288
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2526
Nie je dokonalá alebo nedokonalá horčica.
Sú iba rozličné druhy horčice, ktoré vyhovujú rozličným druhom ľudí.
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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Od základov zdemokratizoval spôsob, akým rozmýšľame o chuti.
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
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A pre toto, tiež, dlžíme Howardovi Moskowitzovi veľké ďakujem.
13:26
And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.
Howard Moskowitz a huge vote of thanks.
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Treťou vecou, čo Howard urobil, a možno najdôležitejšou,
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
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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
je, že Howard sa postavil proti predstave Platónskeho jedla. (Smiech)
13:37
(Laughter)
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1001
Čo tým myslím?
13:38
What do I mean by that?
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13:39
(Laughter)
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1556
Veľmi dlhú dobu v potravinárskom priemysle
13:41
For the longest time in the food industry,
297
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prevládal názor, že existoval spôsob, dokonalý spôsob, ako spraviť jedlo.
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
Išli ste do Chez Panisse, dali Vám lososové sashimi
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
301
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s opekanými tekvicovými semiačkami v omáčke z čohosi a čohosi.
13:56
in a something something reduction.
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Nedajú Vám na výber päť druhov omáčky, že?
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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Nepovedia, chcete omáčku s extra kúskami, alebo chcete -- nie!
14:04
No!
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Dostanete iba omáčku. Prečo? Lebo šéfkuchárka v 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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má Platónsku predstavu o lososovom sashimi.
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
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Tak by to malo byť.
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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A podáva ho takto znova a znova,
14:17
and if you quarrel with her, she will say,
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a keď sa s ňou hádate, povie,
"Viete čo? Mýlite sa! Toto je najlepší spôsob ako to podávame v tejto reštaurácii."
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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Táto istá myšlienka poháňala aj potravinový priemysel.
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
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Mali predstavu, Platónsku predstavu, ako by mala vyzerať paradajková omáčka.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
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A odkiaľ pochádzala? Z Talianska.
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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Aká je talianska paradajková omáčka? Je miešaná, je riedka.
14:37
It's blended; it's thin.
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Kultúra paradajkovej omáčky bola riedka.
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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Keď sa bavíme o pôvodnej paradajkovej omáčke zo 70. rokov,
14:44
we talked about Italian tomato sauce,
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bavíme sa o talianskej omáčke. Bavíme sa o najskorších začiatkoch omáčky.
14:46
we talked about the earliest Ragùs,
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Ktorá nemala žiadne viditeľné kúsky, že?
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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Ktorá bola riedka a keď ju dáte navrch
tak stečie rovno dole na dno cestovín.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
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Taká bola. A prečo sme sa na to tak upínali?
14:55
That's what it was.
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14:56
And why were we attached to that?
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Pretože, sme si mysleli, že aby sme ľudí uspokojili
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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musíme im poskytnúť čo najpôvodnejšiu paradajkovú omáčku, za A,
15:00
was to provide them with the most
culturally authentic tomato sauce, A.
culturally authentic tomato sauce, A.
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15:05
And B, we thought that if we gave them
the culturally authentic tomato sauce,
the culturally authentic tomato sauce,
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a za B, mysleli sme si, že keď im dáme túto pôvodnú omáčku,
príjmu ju.
15:10
then they would embrace it.
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A to uspokojí najväčší počet ľudí.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
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A to, prečo sme si to mysleli -- inak povedané,
15:15
In other words,
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ľudia vo svete varenia hľadali všeobecný vzorec varenia.
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
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Hľadali jeden spôsob, ktorý sa vzťahuje na nás všetkých.
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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Majú dobrý dôvod prečo byť posadnutí myšlienkou jednotného vzorca,
15:26
with the idea of universals,
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pretože celá veda, od 19. po 20. storočie,
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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bola posadnutá všeobecnými vzorcami.
15:31
was obsessed with universals.
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Psychológovia, lekári, ekonómovia, všetci chceli nájsť
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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pravidlá, ktorými sa riadi správanie nás všetých.
15:39
that govern the way all of us behave.
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Ale to sa zmenilo, však?
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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Čo bolo veľkou revolúciou vo vede v posledných 10, 15 rokoch?
Je to posun od hľadania vzorcov smerom k chápaniu rozmanitosti.
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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V medicíne, nechceme nutne vedieť ako --
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
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15:56
just how cancer works,
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iba ako rakovina funguje, chceme vedieť, ako sa Vaša rakovina líši od mojej rakoviny.
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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Tipujem, že moja rakovina sa líši od Vašej.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
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Genetika otvorila dvere poznávaniu ľudskej rozmanitosti.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
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Howard Moskovitz tvrdil, že táto istá revolúcia
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
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musí prísť vo svete paradajkovej omáčky.
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
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A preto mu dlžíme veľkú vďaku.
Dám Vám ešte jednu ilustráciu variability, a to je -- och, prepáčte.
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 nielenže tomu veril ale spravil aj druhý krok,
keď povedal, že keď hľadáme všeobecné princípy v jedle
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
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16:33
we aren't just making an error;
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nielenže chybujeme ale vlastne si vážne škodíme.
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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A ukázal to na príklade s kávou.
S kávou veľa pracoval, s firmou Nescafe.
16:41
And coffee is something he did
a lot of work with, with Nescafé.
a lot of work with, with Nescafé.
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16:45
If I were to ask all of you to try
and come up with a brand of coffee --
and come up with a brand of coffee --
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Ak by som sa Vás požiadal vymyslieť značku kávy
-- druh kávy -- ktorá všetkých uspokojí,
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
a potom Vás požiadal ohodnotiť ju,
16:52
and then I asked you to rate that coffee,
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priemerné skóre v tejto miestosti by bolo pre tú kávu okolo 60 na škále od 0 do 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.
367
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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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Ak by ste mi ale dovolili rozdeliť Vás do zhlukov,
možno troch alebo štyroch,
17:02
maybe three or four coffee clusters,
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a mohol by som spraviť kávu pre každý z nich,
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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skóre by vystúpali zo 60 na 75 až 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
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Rozdiel medzi kávou, čo má 60 a 78
je rozdielom medzi kávou, čo Vám dá krč,
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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a kávou, z ktorej budete v siedmom nebi.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
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To je posledná a myslím najkrajšia lekcia Howarda Moskowitza.
17:27
of Howard Moskowitz:
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Že prijatím rozmanitosti ľudských bytostí
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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nájdeme istejšiu cestu k pravému šťastiu.
17:35
Thank you.
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Ďakujem.
17:36
(Applause)
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ABOUT THE SPEAKER
Malcolm Gladwell - WriterDetective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.
Why you should listen
Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.
Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.
Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions.
He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
Malcolm Gladwell | Speaker | TED.com