TEDxCambridge
Michael Norton: How to buy happiness
Michael Norton: Kako kupiti srečo
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Michael Norton na TEDxCambridge predstavi zanimivo raziskavo o tem, kako denar lahko kupi srečo - če ga ne porabite zase. Prisluhnite presenetljivim podatkom, ki kažejo, na kako različne načine lahko prosocialno trošenje koristi vam, vašemu delu in (seveda) drugim ljudem.
Michael Norton - Social science researcher
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Through clever studies, Michael Norton studies how we feel about what we buy and spend. Full bio
Double-click the English transcript below to play the video.
00:15
So I want to talk today about money and happiness,
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Danes bi rad govoril o dveh stvareh - o denarju in sreči,
00:18
which are two things
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gre za dve zadevi,
00:20
that a lot of us spend a lot of our time thinking about,
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o katerih ljudje veliko razmišljamo -
00:22
either trying to earn them or trying to increase them.
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ali ju poskušamo zaslužiti ali pa povečati.
00:25
And a lot of us resonate with this phrase.
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In veliko si nas ponavlja ta stavek.
00:27
So we see it in religions and self-help books,
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V verskih knjigah in v knjigah za samopomoč beremo,
00:29
that money can't buy happiness.
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da denar ne more kupiti sreče.
00:31
And I want to suggest today that, in fact, that's wrong.
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In danes vam želim povedati, da to ne drži.
00:34
(Laughter)
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(Smeh)
00:36
I'm at a business school, so that's what we do.
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Sem na poslovni šoli in to pač tam počnemo.
00:38
So that's wrong, and, in fact, if you think that,
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To torej ne drži in če v bistvu mislite tako,
00:41
you're actually just not spending it right.
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denarja le ne zapravljate za prave stvari.
00:43
So that instead of spending it the way you usually spend it,
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Če bi denar enkrat za spremembo porabili za kaj drugega kot običajno,
00:45
maybe if you spent it differently,
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če bi ga morda porabili drugače,
00:47
that might work a little bit better.
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bi se moja trditev zdela nekoliko bolj verjetna.
00:49
And before I tell you the ways that you can spend it that will make you happier,
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In preden vam povem, kako denar porabiti tako, da vas bo to osrečilo,
00:52
let's think about the ways we usually spend it
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pomislimo, kako ga običajno zapravimo,
00:54
that don't, in fact, make us happier.
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kar nas v bistvu ne naredi nič srečnejših.
00:56
We had a little natural experiment.
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Naredili smo manjši resnični poskus.
00:58
So CNN, a little while ago, wrote this interesting article
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Na CNN so pred kratkim napisali ta zanimiv članek,
01:01
on what happens to people when they win the lottery.
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ki govori o tem, kaj se zgodi ljudem, ko zadenejo na loteriji.
01:04
It turns out people think when they win the lottery their lives are going to be amazing.
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Ljudje mislijo, da bo njihovo življenje, ko zadenejo na loteriji, postalo čudovito.
01:07
This article's about how their lives get ruined.
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Ta članek govori o tem, kako si uničijo življenje.
01:09
So what happens when people win the lottery
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Torej, kaj se zgodi, ko ljudje zadenejo na loteriji:
01:11
is, number one, they spend all the money and go into debt,
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prvič, zapravijo ves denar in zapadejo v dolgove,
01:14
and number two, all of their friends and everyone they've ever met
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in drugič, vsi njihovi prijatelji in znanci
01:17
find them and bug them for money.
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jih poiščejo in jim težijo za denar.
01:19
And it ruins their social relationships, in fact.
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In tako se pravzaprav uničijo njihovi medosebni odnosi.
01:21
So they have more debt and worse friendships
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Tako so v večjih dolgovih in imajo slabše odnose s prijatelji,
01:23
than they had before they won the lottery.
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kot preden so zadeli na loteriji.
01:25
What was interesting about the article
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Zanimivo pri tem članku je bilo,
01:27
was people started commenting on the article, readers of the thing.
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da so ga bralci začeli komentirati.
01:30
And instead of talking about
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Namesto da bi govorili o tem,
01:32
how it had made them realize that money doesn't lead to happiness,
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kako so se po tem, ko so članek prebrali, začeli zavedati, da denar ne prinese sreče,
01:34
everyone instantly started saying,
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so vsi takoj začeli govoriti:
01:36
"You know what I would do if I won the lottery ... ?"
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"Če bi zadel na loteriji, bi ..."
01:38
and fantasizing about what they'd do.
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in fantazirati o tem, kaj bi naredili.
01:40
And here's just two of the ones we saw that are just really interesting to think about.
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Tukaj sta dva komentarja, o katerih je res zanimivo razmisliti.
01:43
One person wrote in, "When I win, I'm going to buy my own little mountain
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Nekdo je napisal: "Če zadenem, si bom kupil svojo lastno goro
01:46
and have a little house on top."
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in na vrhu postavil hišico."
01:48
(Laughter)
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(Smeh)
01:50
And another person wrote, "I would fill a big bathtub with money
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Nekdo drug pa je napisal: "Veliko banjo bi napolnil z denarjem,
01:53
and get in the tub while smoking a big fat cigar
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ležal v njej in kadil veliko cigaro
01:55
and sipping a glass of champagne."
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ter srkal šampanjec."
01:57
This is even worse now: "Then I'd have a picture taken
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Ta je pa še hujša: "Potem bi se fotografiral
01:59
and dozens of glossies made.
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in razvil na ducate fotografij na najboljšem bleščečem papirju.
02:01
Anyone begging for money or trying to extort from me
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Vsak, ki bi me prosil za denar ali me izsiljeval,
02:03
would receive a copy of the picture and nothing else."
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bi dobil tako fotografijo in čisto nič drugega."
02:06
(Laughter)
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(Smeh)
02:09
And so many of the comments were exactly of this type,
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In bilo je še veliko podobnih komentarjev,
02:11
where people got money
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v kateri so ljudje dobili denar
02:13
and, in fact, it made them antisocial.
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in zaradi tega postali asocialni.
02:15
So I told you that it ruins people's lives and that their friends bug them.
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Povedal sem vam, da denar ljudem uniči življenje in da jim drugi težijo zanj.
02:18
It also, money often makes us feel very selfish
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Še to, zaradi denarja pogosto postanemo zelo sebični
02:20
and we do things only for ourselves.
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in vse delamo le sami zase.
02:22
Well maybe the reason that money doesn't make us happy
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Mogoče pa je razlog za to, da nas denar ne osreči
02:24
is that we're always spending it on the wrong things,
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v tem, da ga vedno potrošimo za napačne stvari,
02:26
and in particular, that we're always spending it on ourselves.
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še posebej pa v tem, da ga vedno zapravimo le zase.
02:29
And we thought, I wonder what would happen
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Pomislili smo, kaj bi se zgodilo,
02:31
if we made people spend more of their money on other people.
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če bi ljudje več denarja zapravili za druge.
02:33
So instead of being antisocial with your money,
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Kaj če bi namesto tega, da ves denar obdržite zase,
02:36
what if you were a little more prosocial with your money?
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postali malo bolj družbeno usmerjeni glede svojega denarja?
02:38
And we thought, let's make people do it and see what happens.
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In tako smo se odločili, da to preizkusimo na ljudeh in vidimo, kaj se bo zgodilo.
02:40
So let's have some people do what they usually do
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Nekaj ljudi naj počne, kar običajno počnejo,
02:42
and spend money on themselves,
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in naj zapravijo denar zase,
02:44
and let's make some people give money away,
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nekaj ljudem pa naročimo, naj denar dajo drugim,
02:46
and measure their happiness and see if, in fact, they get happier.
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mi pa bomo ocenili stopnjo zadovoljstva in videli, ali postanejo srečnejši.
02:49
So the first way that we did this.
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In tako smo naredili.
02:51
On one Vancouver morning, we went out on the campus
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V Vancouvru smo nekega jutra odšli v študentsko naselje
02:53
at University of British Columbia
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Univerze Britanska Kolumbija
02:55
and we approached people and said, "Do you want to be in an experiment?"
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in ljudi vprašali, če bi hoteli sodelovati v poskusu.
02:57
They said, "Yes."
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Strinjali so se.
02:59
We asked them how happy they were, and then we gave them an envelope.
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Vprašali smo jih, kako srečni so, nato pa smo jim dali kuverto.
03:02
And one of the envelopes had things in it that said,
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V eni od kuvert je pisalo:
03:04
"By 5:00 pm today, spend this money on yourself."
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"Do petih popoldne ves ta denar zapravi zase."
03:07
So we gave some examples of what you could spend it on.
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Dali smo jim nekaj predlogov, kako lahko porabijo denar.
03:10
Other people, in the morning, got a slip of paper that said,
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Drugi pa so zjutraj dobili listek, na katerem je pisalo:
03:12
"By 5:00 pm today, spend this money on somebody else."
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"Do petih popoldne ta denar porabite za nekoga drugega."
03:15
Also inside the envelope was money.
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V kuverti je bil tudi denar.
03:17
And we manipulated how much money we gave them.
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Vsem tudi nismo dali enako veliko denarja.
03:19
So some people got this slip of paper and five dollars.
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Nekateri so dobili listek in pet dolarjev.
03:22
Some people got this slip of paper and 20 dollars.
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Drugi so dobili listek in 20 dolarjev.
03:25
We let them go about their day. They did whatever they wanted to do.
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Rekli smo jim, da lahko gredo po svojih opravkih in počenjo, kar jih je volja.
03:28
We found out that they did in fact spend it in the way that we asked them to.
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Ugotovili smo, da so denar res porabili tako, kot smo jim naročili.
03:31
We called them up at night and asked them,
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Zvečer smo jih poklicali in jih vprašali,
03:33
"What'd you spend it on, and how happy do you feel now?"
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kako so porabili denar in kako srečne se počutijo sedaj.
03:35
What did they spend it on?
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Za kaj so porabili denar?
03:37
Well these are college undergrads, so a lot of what they spent it on for themselves
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Šlo je za študente in z denarjem, ki so ga porabili zase, so si kupili
03:39
were things like earrings and makeup.
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na primer uhane ali ličila.
03:41
One woman said she bought a stuffed animal for her niece.
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Neka ženska je rekla, da je za svojo nečakinjo kupila plišasto igračo.
03:44
People gave money to homeless people.
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Denar so dali brezdomcem.
03:46
Huge effect here of Starbucks.
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Starbucks je imel ogromen vpliv.
03:49
(Laughter)
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(Smeh)
03:51
So if you give undergraduates five dollars, it looks like coffee to them
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Če daš študentom pet dolarjev, jih povežejo s kavo
03:54
and they run over to Starbucks and spend it as fast as they can.
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in kakor hitro morejo, odhitijo v Starbucks.
03:57
But some people bought a coffee for themselves, the way they usually would,
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Nekateri so si privoščili svojo običajno kavo,
04:00
but other people said that they bought a coffee for somebody else.
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drugi pa so rekli, da so kavo kupili nekomu drugemu.
04:02
So the very same purchase,
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Isti nakup,
04:04
just targeted toward yourself
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ki ga lahko namenimo sebi
04:06
or targeted toward somebody else.
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ali nekomu drugemu.
04:08
What did we find when we called them back at the end of the day?
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Kaj smo ugotovili, ko smo ljudi zvečer poklicali?
04:10
People who spent money on other people got happier.
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Ljudje, ki so denar porabili za druge, so bili srečnejši.
04:12
People who spent money on themselves, nothing happened.
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Pri ljudeh, ki so denar zapravili zase, se ni zgodilo nič.
04:14
It didn't make them less happy, it just didn't do much for them.
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Niso bili nič manj srečni, to enostavno ni kaj dosti vplivalo nanje.
04:17
And the other thing we saw is the amount of money doesn't matter that much.
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Videli smo tudi, da vsota denarja ne igra kakšne posebne vloge.
04:20
So people thought that 20 dollars would be way better than five dollars.
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Ljudje so pač mislili, da je 20 dolarjev bolje kot 5.
04:23
In fact, it doesn't matter how much money you spent.
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Pravzaprav sploh ni važno, koliko denarja si zapravil.
04:26
What really matters is that you spent it on somebody else
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Kar res šteje, je to, da si denar namesto sebi
04:28
rather than on yourself.
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namenil nekomu drugemu.
04:30
We see this again and again
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To opažamo vedno znova in znova,
04:32
when we give people money to spend on other people instead of on themselves.
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ko ljudem damo denar in jim rečemo, naj ga namesto zase porabijo za druge.
04:35
Of course, these are undergraduates in Canada --
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Seveda, tu gre za kanadske študente,
04:37
not the world's most representative population.
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ki niso ravno najbolj reprezentativen svetovni vzorec.
04:39
They're also fairly wealthy and affluent and all these other sorts of things.
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So razmeroma premožni in še vse ostalo.
04:42
We wanted to see if this holds true everywhere in the world
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Hoteli smo preveriti, ali to drži tudi povsod drugje po svetu
04:45
or just among wealthy countries.
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ali le v bogatih državah.
04:47
So we went, in fact, to Uganda and ran a very similar experiment.
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Zato smo šli v Ugando in tam naredili podoben poskus.
04:49
So imagine, instead of just people in Canada,
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Če si predstavljate, v Kanadi
04:51
we said, "Name the last time you spent money on yourself or other people.
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smo rekli: "Povejte, kdaj ste nazadnje porabili denar za nekoga drugega.
04:54
Describe it. How happy did it make you?"
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Opišite to. Kako srečne ste se počutili po tem?"
04:56
Or in Uganda, "Name the last time you spent money
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V Ugandi pa: "Povejte, kdaj ste denar porabili
04:58
on yourself or other people and describe that."
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zase ali za druge ljudi in opišite to."
05:01
And then we asked them how happy they are again.
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In potem smo jih spet vprašali, kako srečni so.
05:03
And what we see is sort of amazing
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Kar opažamo, je kar presenetljivo,
05:05
because there's human universals on what you do with your money
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saj med ljudmi obstajajo čisto univerzalni načini, kaj narediti z denarjem,
05:07
and then real cultural differences on what you do as well.
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hkrati pa glede tega tudi prave kulturne razlike.
05:10
So for example,
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Na primer,
05:12
one guy from Uganda says this.
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en fant iz Ugande je rekel tole.
05:14
He said, "I called a girl I wished to love."
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Rekel je: "Poklical sem ljubljeno dekle."
05:16
They basically went out on a date,
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V bistvu sta šla na zmenek
05:18
and he says at the end that he didn't "achieve" her up till now.
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in na koncu pravi, da je do sedaj ni osvojil.
05:21
Here's a guy from Canada.
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Tu je fant in Kanade.
05:24
Very similar thing.
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Zelo podobna zadeva.
05:26
"I took my girlfriend out for dinner.
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"Svoje dekle sem peljal na večerjo.
05:28
We went to a movie, we left early,
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Šla sva v kino, zgodaj odšla
05:30
and then went back to her room for ... " only cake -- just a piece of cake.
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in se vrnila v njeno sobo ter si privoščila ..." torto - le kos torte.
05:34
Human universal -- so you spend money on other people,
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Univerzalno za vse ljudi - če denar porabiš za druge,
05:36
you're being nice to them.
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si dober do njih.
05:38
Maybe you have something in mind, maybe not.
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Mogoče se ti kaj plete po glavi, mogoče ne.
05:40
But then we see extraordinary differences.
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Ampak opažamo ogromne razlike.
05:42
So look at these two.
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Poglejmo si ti dve izjavi.
05:44
This is a woman from Canada.
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Tu gre za žensko iz Kanade.
05:46
We say, "Name a time you spent money on somebody else."
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Vprašali smo: "Kdaj ste porabili denar za koga drugega?"
05:48
She says, "I bought a present for my mom.
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Ona je odgovorila: "Svoji mami sem kupila darilo.
05:50
I drove to the mall in my car, bought a present, gave it to my mom."
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Odpeljala sem se v nakupovalno središče, kupila darilo in ga dala svoji mami."
05:52
Perfectly nice thing to do.
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Čisto lepa gesta.
05:54
It's good to get gifts for people that you know.
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Lepo je obdarovati svoje bližnje.
05:56
Compare that to this woman from Uganda.
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Primerjajte to z žensko iz Ugande.
05:58
"I was walking and met a long-time friend
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"Med pešačenjem sem srečala dolgoletno prijateljico,
06:00
whose son was sick with malaria.
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katere sin je zbolel za malarijo.
06:02
They had no money, they went to a clinic and I gave her this money."
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Bili so brez denarja, sin je bil v bolnici in jaz sem ji dala ta denar."
06:05
This isn't $10,000, it's the local currency.
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Tu ne gre za 10.000 dolarjev, gre za lokalno valuto.
06:08
So it's a very small amount of money, in fact.
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Pravzaprav gre za zelo malo denraja.
06:10
But enormously different motivations here.
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A motivacija tu je popolnoma drugačna.
06:12
This is a real medical need,
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Gre za resnično zdravstveno potrebo,
06:14
literally a life-saving donation.
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dobesedno za donacijo, ki rešuje življenje.
06:16
Above, it's just kind of, I bought a gift for my mother.
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Zgoraj gre pač za "mami sem kupila darilo".
06:18
What we see again though
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Kar spet vidimo,
06:20
is that the specific way that you spend on other people
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je to, da način, kako denar porabite za druge,
06:22
isn't nearly as important
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ni niti približno tako pomemben,
06:24
as the fact that you spend on other people
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kot je dejstvo, da ste ga porabili za druge
06:26
in order to make yourself happy,
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zato, da bi osrečili sebe,
06:28
which is really quite important.
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kar je res precej pomembno.
06:30
So you don't have to do amazing things with your money to make yourself happy.
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Da bi se osrečili, vam denarja ni treba nameniti za neke izjemne stvari.
06:33
You can do small, trivial things and yet still get these benefits from doing this.
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Lahko naredite majhne, nepomembne stvari in še vedno doživite vse dobrobiti takih dejanj.
06:36
These are only two countries.
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Gre za le dve državi.
06:38
We also wanted to go even broader and look at every country in the world if we could
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Hoteli smo iti še korak naprej in pogledati v vsako državo, v katero smo lahko,
06:41
to see what the relationship is between money and happiness.
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in videti, kakšen je odnos med denarjem in srečo.
06:44
We got data from the Gallup Organization,
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Podatke smo dobili od organizacije Gallup,
06:46
which you know from all the political polls that have been happening lately.
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ki jo poznate po vseh političnih raziskavah, ki so bile opravljene v zadnjem času.
06:49
They ask people, "Did you donate money to charity recently?"
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Ljudi so spraševali: "Ste v zadnjem času darovali denar v dobrodelne namene?"
06:51
and they ask them, "How happy are you with your life in general?"
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Vprašali so jih tudi: "Kako zadovoljni ste na splošno s svojim življenjem?"
06:54
And we can see what the relationship is between those two things.
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In lahko vidimo, v kakšnem odnosu sta ti dve stvari.
06:56
Are they positively correlated? Giving money makes you happy.
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Sta pozitivno povezani? To, da daruješ denar, te osreči.
06:59
Or are they negatively correlated?
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Ali sta v negativen odnosu?
07:01
On this map, green will mean they're positively correlated
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Na tem zemeljevidu zelena pomeni, da sta v pozitivnem odnosu,
07:03
and red means they're negatively correlated.
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rdeča pa pomeni, da sta v negativnem odnosu.
07:06
And you can see, the world is crazily green.
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Lahko vidite, da je svet nenormalno zelen.
07:08
So in almost every country in the world
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Torej so ljudje v skoraj vsaki državi na svetu,
07:10
where we have this data,
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za katero imamo te podatke,
07:12
people who give money to charity are happier people
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če darujejo denar v dobrodelne namene, srečnejši
07:14
that people who don't give money to charity.
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kot tisti, ki tega ne počno.
07:16
I know you're all looking at that red country in the middle.
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Vem, da vsi gledate tole rdečo državo na sredini.
07:19
I would be a jerk and not tell you what it is,
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Lahko bi bil kreten in vam ne bi povedal, za kaj gre,
07:21
but in fact, it's Central African Republic.
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a v bistvu gre za Centralnoafriško republiko.
07:23
You can make up stories. Maybe it's different there for some reason or another.
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Lahko napletate razne zgodbe. Lahko gre za take ali drugačne razloge.
07:25
Just below that to the right is Rwanda though,
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Pod njo se nahaja Ruanda,
07:27
which is amazingly green.
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ki je presenetljivo zelena.
07:29
So almost everywhere we look
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Torej skoraj povsod, kamor pogledamo,
07:31
we see that giving money away makes you happier
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vidimo, da darovanje denarja ljudi bolj osreči,
07:33
than keeping it for yourself.
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kot če bi ga imeli le zase.
07:35
What about your work life, which is where we spend all the rest of our time
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Kaj pa vaša služba, kjer preživite ves preostanek svojega časa,
07:38
when we're not with the people we know.
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ko niste z ljudmi, ki jih poznate?
07:40
We decided to infiltrate some companies and do a very similar thing.
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Odločili smo se, da bomo šli v nekaj podjetij in poskusili s podobno zadevo.
07:43
So these are sales teams in Belgium.
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To so prodajne skupine v Belgiji.
07:45
They work in teams; they go out and sell to doctors
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Delajo v skupinah; na terenu prodajajo zdravnikom
07:47
and try to get them to buy drugs.
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in jih prepričujejo, da kupijo zdravila.
07:49
So we can look and see how well they sell things
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Lahko pogledamo in vidimo, kako dobro prodajajo,
07:52
as a function of being a member of a team.
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ker so del skupine.
07:54
Some teams, we give people on the team some money for themselves
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Nekaterim ekipam damo več denarja za lastno porabo
07:56
and say, "Spend it however you want on yourself,"
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in rečemo: "Potrošite ga zase, kakor hočete,"
07:58
just like we did with the undergrads in Canada.
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tako kot smo naredili s študenti v Kanadi.
08:00
But other teams we say, "Here's 15 euro.
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Drugim ekipam pa damo 15 evrov
08:02
Spend it on one of your teammates this week.
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in jim naročimo, naj jih ta teden porabijo za druge člane ekipe.
08:04
Buy them something as a gift or a present and give it to them.
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"Kupite jim kako darilo."
08:07
And then we can see, well now we've got teams that spend on themselves
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Potem lahko vidimo, kaj se zgodi z ekipami, kjer ljudje denar porabijo zase,
08:10
and we've got these prosocial teams
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in s temi drugimi bolj socialnimi ekipami,
08:12
who we give money to make the team a little bit better.
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ki imajo denar zato, da izboljšajo delovanje tima.
08:14
The reason I have a ridiculous pinata there
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Tule imam tole smešno igračko,
08:16
is one of the teams pooled their money and bought a pinata,
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to pa zato, ker je ena od ekip s skupnim denarjem kupila to stvarco,
08:18
and they all got around and smashed the pinata and all the candy fell out and things like that.
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potem so jo skupaj razbili in iz nje so se vsuli bonboni.
08:21
A very silly, trivial thing to do,
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Zelo neumna, trivialna stvar,
08:23
but think of the difference on a team that didn't do that at all,
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ampak pomislite na razlike med ekipo, ki ni storila tega,
08:26
that got 15 euro, put it in their pocket,
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kjer so ljudje svojih 15 evrov in jih pospravili v žep
08:28
maybe bought themselves a coffee,
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si morda privoščili kavo,
08:30
or teams that had this prosocial experience
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ter ekipo, ki je imela to prosocialno izkušnjo,
08:32
where they all bonded together to buy something and do a group activity.
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ki jih je povezala v skupno aktivnost.
08:35
What we see is that, in fact, the teams that are prosocial sell more stuff
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Vidimo, da so ekipe, ki so bolj prosocialne, uspešnejše pri prodaji
08:38
than the teams that only got money for themselves.
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kot tiste, ki spravijo denar zase.
08:40
And one way to think about it
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Na to lahko gledamo tudi tako:
08:42
is for every 15 euro you give people for themselves,
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za vsakih 15 evrov, ki jih ljudje dobijo zase,
08:44
they put it in their pocket, they don't do anything different than they did before.
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ta denar spravijo v žep in ne spremenijo ničesar.
08:47
You don't get any money from that.
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Od tega ni dobička.
08:49
You actually lose money because it doesn't motivate them to perform any better.
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Pravzaprav je izguba, saj jih denar ne motivira, da bi bolje delali.
08:52
But when you give them 15 euro to spend on their teammates,
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Ko pa jim date 15 evrov, da jih porabijo za sodelavce,
08:54
they do so much better on their teams
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veliko bolje delajo v ekipi,
08:56
that you actually get a huge win on investing this kind of money.
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tako da imate od takega vložka pravzaprav velik dobiček.
08:59
And I realize that you're probably thinking to yourselves,
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Vem, da si morda mislite,
09:01
this is all fine,
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to je vse super,
09:03
but there's a context that's incredibly important for public policy
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ampak v kontekstu javnih politik
09:05
and I can't imagine it would work there.
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to ne more delovati.
09:07
And basically that if he doesn't show me that it works here,
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In če mi ta človek ne dokaže, da deluje tudi tam,
09:09
I don't believe anything he said.
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mu ne bom verjel niti besedice.
09:11
And I know what you're all thinking about are dodgeball teams.
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Verjetno razmišljate o igrah z žogo, kjer je treba zadeti nasprotnika.
09:14
(Laughter)
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(smeh)
09:16
This was a huge criticism that we got
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Kritizirali so nas, češ,
09:18
to say, if you can't show it with dodgeball teams, this is all stupid.
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če ne deluje pri igrah z žogo, potem je to vse neumnost.
09:21
So we went out and found these dodgeball teams
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Zato smo šli iskat take ekipe
09:23
and infiltrated them.
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in se infiltrirali vanje.
09:25
And we did the exact same thing as before.
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Naredili smo isto stvar kot prej.
09:27
So some teams, we give people on the team money, they spend it on themselves.
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Nekaterim ekipam smo naročili, naj denar potrošijo zase.
09:30
Other teams, we give them money
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Drugim smo ga dali,
09:32
to spend on their dodgeball teammates.
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naj ga potrošijo na druge člane ekipe.
09:34
The teams that spend money on themselves
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Tisti, ki so ga porabili zase,
09:36
are just the same winning percentages as they were before.
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so imeli enak odstotek zmag kot prej.
09:38
The teams that we give the money to spend on each other,
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Tisti, ki so ga porabili za druge,
09:40
they become different teams
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so postali drugačne ekipe
09:42
and, in fact, they dominate the league by the time they're done.
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in so na koncu ciklusa dominirali v svoji ligi.
09:44
Across all of these different contexts --
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V vseh teh različnih kontekstih...
09:46
your personal life, you work life,
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v osebnem življenju, na delovnem mestu,
09:48
even silly things like intramural sports --
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celo pri športih na omejenem igrišču...
09:50
we see spending on other people has a bigger return for you
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vam trošenje denarja v korist drugih prinese večji dobiček,
09:52
than spending on yourself.
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kot če bi ga porabili zase.
09:55
And so I'll just say, I think if you think money can't buy happiness
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Zato bom rekel samo: če mislite, da vam denar ne more kupiti sreče,
09:57
you're not spending it right.
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ga ne trošite pravilno.
09:59
The implication is not you should buy this product instead of that product
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Ne mislim, da bi morali kupiti ta izdelek namesto onega
10:02
and that's the way to make yourself happier.
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in se tako bolj osrečiti.
10:04
It's in fact, that you should stop thinking
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Morali bi nehati razmišljati
10:06
about which product to buy for yourself
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o tem, kaj kupiti zase,
10:08
and try giving some of it to other people instead.
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temveč namesto tega kaj dati drugim.
10:11
And we luckily have an opportunity for you.
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In na srečo imate priložnost.
10:14
DonorsChoose.org is a non-profit
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DonorsChoose.org je neprofitna organizacija
10:16
for mainly public school teachers in low-income schools.
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predvsem za učitelje v javnih šolah z nizkimi dohodki.
10:19
They post projects,
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Oni pripravijo projekte,
10:21
so they say, "I want to teach Huckleberry Finn to my class and we don't have the books,"
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recimo: "Svojemu razredu bi rad predstavil Huckleberryja Finna, a nimamo knjig."
10:23
or "I want a microscope to teach my students science
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ali: "Potrebujem mikroskop, da bi učil o znanosti,
10:25
and we don't have a microscope."
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pa ga nimamo."
10:27
You and I can go on and buy it for them.
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Lahko jim ga kupite.
10:29
The teacher writes you a thank you note. The kids write you a thank you note.
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Učitelj se vam bo zahvalil. Učenci vam bodo hvaležni.
10:32
Sometimes they send you pictures of them using the microscope.
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Morda vam bodo poslali fotografije, kako uporabljajo mikroskop.
10:34
It's an extraordinary thing.
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To je nekaj neverjetnega.
10:36
Go to the website and start yourself on the process
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Pojdite na spletno stran in se pridružite procesu,
10:38
of thinking, again, less about "How can I spend money on myself?"
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kjer ne boste razmišljali, kako porabiti denar zase,
10:41
and more about "If I've got five dollars or 15 dollars,
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temveč o tem, kako s petimi ali petnajstimi dolarji
10:44
what can I do to benefit other people?"
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pomagati drugim ljudem.
10:46
Because ultimately when you do that, you'll find that you'll benefit yourself much more.
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Kajti videli boste, da boste s tem veliko bolj koristili sebi.
10:49
Thank you.
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Hvala.
10:51
(Applause)
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(aplavz)
ABOUT THE SPEAKER
Michael Norton - Social science researcherThrough clever studies, Michael Norton studies how we feel about what we buy and spend.
Why you should listen
Michael I. Norton is a professor of business administration in the marketing unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams and a Ph.D. in Psychology from Princeton. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management. His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post.
His research has twice been featured in the New York Times Magazine Year in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His “The IKEA Effect: When Labor Leads to Love” was featured in Harvard Business Review‘s Breakthrough Ideas for 2009.
Michael Norton | Speaker | TED.com