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Rory Sutherland: Perspective is everything
Rory Sutherland: Vse je v perspektivi
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Okoliščine naših življenj so morda manj pomembne od tega, kako jih dojemamo, pravi Rory Sutherland. Na TEDx v Atenah nas prepriča o tem, da je spreminjanje okvirov ključ do sreče.
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:16
What you have here
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Tole, kar držim v roki,
00:18
is an electronic cigarette.
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je elektronska cigareta.
00:21
It's something that's, since it was invented a year or two ago,
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Odkar so jo pred letom ali dvema izumili,
00:25
has given me untold happiness.
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me je neizmerno osrečila.
00:27
(Laughter)
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(smeh)
00:28
A little bit of it, I think, is the nicotine,
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Malo, se mi zdi, zaradi nikotina,
00:30
but there's something much bigger than that.
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ampak za še nekaj pomembnejšega gre.
00:32
Which is ever since, in the U.K., they banned smoking in public places,
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Odkar so v Veliki Britaniji prepovedali kajenje na javnih mestih,
00:37
I've never enjoyed a drinks party ever again.
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nisem nikoli več užival na zabavah.
00:41
(Laughter)
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(smeh)
00:42
And the reason, I only worked out just the other day,
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Šele oni dan sem ugotovil, zakaj je tako.
00:46
which is when you go to a drinks party
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Ko namreč človek gre na zabavo
00:48
and you stand up and you hold a glass of red wine
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in stoji tam in v roki drži kozarec rdečega vina
00:50
and you talk endlessly to people,
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ter brez prestanka klepeta z ljudmi,
00:51
you don't actually want to spend all the time talking.
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v bistvu noče neprestano govoriti.
00:54
It's really, really tiring.
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To je zares utrujajoče.
00:56
Sometimes you just want to stand there silently, alone with your thoughts.
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Včasih bi rad samo tiho stal tam, sam s svojimi mislimi.
01:00
Sometimes you just want to stand in the corner and stare out of the window.
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Včasih bi rad stal v kotu in zrl skozi okno.
01:04
Now the problem is, when you can't smoke,
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Če pri tem ne sme kaditi,
01:07
if you stand and stare out of the window on your own,
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pa vseeno stoji tam in zre ven skozi okno,
01:11
you're an antisocial, friendless idiot.
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je videti kot nedružaben bedak brez prijateljev.
01:14
(Laughter)
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(smeh)
01:15
If you stand and stare out of the window on your own with a cigarette,
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Če pa stoječ zre skozi okno in v rokah drži cigareto,
01:19
you're a fucking philosopher.
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je prekleti filozof.
01:22
(Laughter)
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(smeh)
01:24
(Applause)
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(aplavz)
01:29
So the power of reframing things
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Pomena postavljanja stvari v nove okvire
01:34
cannot be overstated.
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torej ne gre zanemariti.
01:37
What we have is exactly the same thing, the same activity,
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Gre za povsem isto stvar, isto aktivnost,
01:41
but one of them makes you feel great
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ampak en način vam daje krasen občutek,
01:43
and the other one, with just a small change of posture,
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pri drugem pa se, zaradi majhne spremembe,
01:46
makes you feel terrible.
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počutite prav bedno.
01:49
And I think one of the problems with classical economics
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In mislim, da je ena od težav klasične ekonomije v tem,
01:51
is it's absolutely preoccupied with reality.
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da se absolutno preveč ukvarja z realnostjo.
01:54
And reality isn't a particularly good guide to human happiness.
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Realnost pa ni posebej dober vodič k sreči.
01:59
Why, for example,
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Zakaj so, na primer,
02:01
are pensioners much happier
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upokojenci veliko srečnejši
02:04
than the young unemployed?
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od mladih nezaposlenih ljudi?
02:06
Both of them, after all, are in exactly the same stage of life.
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Obe skupini sta v istem življenjskem položaju.
02:10
You both have too much time on your hands and not much money.
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Oba imata preveč časa in malo denarja.
02:13
But pensioners are reportedly very, very happy,
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Ampak upokojenci so menda zelo zelo srečni,
02:16
whereas the unemployed are extraordinarily unhappy and depressed.
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medtem ko so nezaposleni izjemno nesrečni in depresivni.
02:20
The reason, I think, is that the pensioners believe they've chosen to be pensioners,
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Po moje je razlog v tem, da upokojenci verjamejo, da so se odločili, da bodo upokojenci,
02:24
whereas the young unemployed
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medtem ko se mladim nezaposlenim zdi,
02:26
feel it's been thrust upon them.
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da so bili v to pahnjeni.
02:29
In England the upper middle classes have actually solved this problem perfectly,
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Višji srednji sloj v Angliji je to težavo rešil na popoln način,
02:33
because they've re-branded unemployment.
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saj so nezaposlenosti spremenili oznako.
02:36
If you're an upper-middle-class English person,
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Če ste predstavnik angleškega višjega srednjega razreda,
02:38
you call unemployment "a year off."
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boste nezaposlenost poimenovali "prosto leto".
02:41
(Laughter)
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(smeh)
02:43
And that's because having a son who's unemployed in Manchester
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To pa zato, ker je imeti nezaposlenega sina nekje v Manchestru
02:47
is really quite embarrassing,
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res precej sramotno,
02:49
but having a son who's unemployed in Thailand
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medtem ko je imeti nezaposlenega sina, ki je na Tajskem,
02:52
is really viewed as quite an accomplishment.
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videti kot precejšnji dosežek.
02:54
(Laughter)
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(smeh)
02:56
But actually the power to re-brand things --
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Mislim, da moči spreminjanja oznak stvarem...
02:58
to understand that actually our experiences, costs, things
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razumevanja, da naše izkušnje, stroški, stvari
03:03
don't actually much depend on what they really are,
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niso tako odvisni od tega, kar v resnici so,
03:06
but on how we view them --
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temveč od tega, kako jih vidimo...
03:08
I genuinely think can't be overstated.
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Iskreno mislim, da tega ne moremo preveč poudariti.
03:10
There's an experiment I think Daniel Pink refers to
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Daniel Pink, se mi zdi, omenja eksperiment,
03:13
where you put two dogs in a box
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pri katerem dva psa postavite v škatlo
03:16
and the box has an electric floor.
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z električnim tokom na dnu.
03:20
Every now and then an electric shock is applied to the floor,
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Vsake toliko časa tja spustite elektriko,
03:25
which pains the dogs.
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kar povzroči bolečino psoma.
03:27
The only difference is one of the dogs has a small button in its half of the box.
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Razlika je samo v tem, da ima eden od psov na svoji polovici škatle majhen gumb.
03:32
And when it nuzzles the button, the electric shock stops.
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Ko se ga dotakne, električni šok preneha.
03:36
The other dog doesn't have the button.
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Drugi pes nima tega gumba.
03:39
It's exposed to exactly the same level of pain as the dog in the first box,
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Izpostavljen je povsem enaki ravni bolečine,
03:43
but it has no control over the circumstances.
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le da nima nadzora nad okoliščinami.
03:46
Generally the first dog can be relatively content.
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V splošnem je lahko prvi pes dokaj zadovoljen.
03:50
The second dog lapses into complete depression.
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Drugi pa pade v popolno depresijo.
03:54
The circumstances of our lives may actually matter less to our happiness
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Okoliščine naših življenj morda za našo srečo niso tako pomembne
03:59
than the sense of control we feel over our lives.
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kot občutek nadzora nad lastnim življenjem.
04:03
It's an interesting question.
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Gre za zanimivo vprašanje.
04:06
We ask the question -- the whole debate in the Western world
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Sprašujemo se... celotna razprava v zahodnem svetu
04:09
is about the level of taxation.
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se suče okoli ravni obdavčitve.
04:11
But I think there's another debate to be asked,
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Mislim, da je treba zahtevati drugačno razpravo,
04:13
which is the level of control we have over our tax money.
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namreč o tem, kakšen nadzor imamo nad svojimi davki.
04:17
That what costs us 10 pounds in one context can be a curse.
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Nekaj, kar nas stane deset funtov, bo v določenem kontekstu prekletstvo.
04:21
What costs us 10 pounds in a different context we may actually welcome.
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V drugem kontekstu bo morda istih deset funtov pravi blagoslov.
04:27
You know, pay 20,000 pounds in tax toward health
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Veste, če plačate 20,000 funtov v zdravstveno blagajno,
04:31
and you're merely feeling a mug.
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je to kaplja v morje.
04:33
Pay 20,000 pounds to endow a hospital ward
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Če teh 20,000 funtov podarite bolnišničnemu oddelku,
04:37
and you're called a philanthropist.
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vas bodo imenovali za dobrotnika.
04:39
I'm probably in the wrong country to talk about willingness to pay tax.
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Verjetno sem v napačni državi, da bi govoril o pripravljenosti za plačevanje davkov.
04:43
(Laughter)
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(smeh)
04:45
So I'll give you one in return. How you frame things really matters.
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Zato bom povedal nekaj drugega. Res je pomembno, kako formulirate stvari.
04:50
Do you call it the bailout of Greece
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Je to res reševanje Grčije
04:53
or the bailout of a load of stupid banks which lent to Greece?
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ali je reševanje neumnih bank, ki so posojale Grčiji?
04:56
Because they are actually the same thing.
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Ker v bistvu gre za isto stvar.
04:59
What you call them actually affects
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To, kako jo poimenujete, vpliva na to,
05:01
how you react to them, viscerally and morally.
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kako nanjo reagirate, instinktivno in moralno.
05:05
I think psychological value is great to be absolutely honest.
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Če sem pošten, mislim, da je psihološka vrednost nekaj odličnega.
05:08
One of my great friends, a professor called Nick Chater,
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Moj dober prijatelj, profesor po imenu Nick Chater,
05:11
who's the Professor of Decision Sciences in London,
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ki uči znanost odločanja v Londonu,
05:14
believes that we should spend far less time
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verjame, da bi morali manj časa posvečati
05:17
looking into humanity's hidden depths
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raziskovanju skritih globin človeštva
05:19
and spend much more time exploring the hidden shallows.
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in več časa raziskovati skrite plitkosti.
05:22
I think that's true actually.
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Mislim, da to drži.
05:23
I think impressions have an insane effect
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Mislim, da imajo vtisi nor učinek
05:26
on what we think and what we do.
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na to, kar mislimo in kar počnemo.
05:28
But what we don't have is a really good model of human psychology.
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Ampak nimamo pa res dobrega modela človeške psihologije.
05:33
At least pre-Kahneman perhaps,
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Vsaj pred Kahnemanom morda
05:35
we didn't have a really good model of human psychology
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nismo imeli res dobrega modela človeške psihologije,
05:38
to put alongside models of engineering, of neoclassical economics.
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ki bi stal poleg modelov inženirstva in neoklasične ekonomije.
05:42
So people who believed in psychological solutions didn't have a model.
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Ljudje, ki so verjeli v psihološke rešitve, niso imeli modela.
05:46
We didn't have a framework.
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Nismo imeli okvira.
05:48
This is what Warren Buffett's business partner Charlie Munger calls
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Temu Charlie Munger, poslovni partner Warrena Buffetta, pravi
05:51
"a latticework on which to hang your ideas."
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"mreža, na katero obešamo svoje ideje".
05:53
Engineers, economists, classical economists
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Inženirji, ekonomisti, klasični ekonomisti
05:57
all had a very, very robust existing latticework
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so vsi imeli zelo močno obstoječo mrežo,
06:00
on which practically every idea could be hung.
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na katero so lahko obesili praktično vsako idejo.
06:03
We merely have a collection of random individual insights
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Mi imamo samo zbirko naključnih posameznih vpogledov
06:06
without an overall model.
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brez celostnega modela.
06:09
And what that means is that in looking at solutions,
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In to pomeni, da smo pri iskanju rešitev
06:13
we've probably given too much priority
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verjetno preveč prednosti dali
06:16
to what I call technical engineering solutions, Newtonian solutions,
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t.i. tehničnim inženirskim rešitvam, Newtonovskim rešitvam,
06:20
and not nearly enough to the psychological ones.
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mnogo premalo pa psihološkim.
06:23
You know my example of the Eurostar.
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Saj poznate moj primer Eurostara.
06:25
Six million pounds spent to reduce the journey time
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Šest milijonov funtov so porabili, da so čas potovanja
06:27
between Paris and London by about 40 minutes.
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med Parizom in Londonom skrajšali za okoli 40 minut.
06:31
For 0.01 percent of this money you could have put WiFi on the trains,
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Za 0,01 odstotka tega denarja bi lahko na vlake namestili brezžični internet,
06:36
which wouldn't have reduced the duration of the journey,
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kar ne bi skrajšalo trajanja potovanja,
06:38
but would have improved its enjoyment and its usefullness far more.
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bi pa zelo izboljšalo njegovo uporabnost in počutje med njim.
06:42
For maybe 10 percent of the money,
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Za morda deset odstotkov tega denarja
06:44
you could have paid all of the world's top male and female supermodels
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bi lahko vse največje svetovne moške in ženske supermodele plačali,
06:48
to walk up and down the train handing out free Chateau Petrus to all the passengers.
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da bi se sprehajali po vlaki in potnikom delili brezplačne kozarce Chateau Petrusa.
06:53
You'd still have five [million] pounds in change,
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Še vedno bi vam ostalo pet milijard funtov drobiža
06:56
and people would ask for the trains to be slowed down.
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in ljudje bi zahtevali, naj vlak vozi počasneje.
06:59
(Laughter)
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(smeh)
07:02
Why were we not given the chance
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Zakaj nismo imeli možnosti,
07:05
to solve that problem psychologically?
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da bi ta problem rešili psihološko?
07:07
I think it's because there's an imbalance, an asymmetry,
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Mislim, da zato, ker obstaja neravnotežje, asimetrija
07:10
in the way we treat creative, emotionally-driven psychological ideas
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med tem, kako obravnavamo kreativne, čustveno utemeljene psihološke ideje,
07:14
versus the way we treat rational, numerical, spreadsheet-driven ideas.
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in tem, kako obravnavamo racionalne, numerične, na tabelah temelječe ideje.
07:20
If you're a creative person, I think quite rightly,
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Če ste kreativni, mislim da morate upravičeno
07:22
you have to share all your ideas for approval
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dati vse svoje zamisli v potrditev ljudem,
07:24
with people much more rational than you.
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ki so bolj racionalni od vas.
07:26
You have to go in and you have to have a cost-benefit analysis,
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Napraviti morate analizo stroškov in koristi,
07:30
a feasibility study, an ROI study and so forth.
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študijo izvedljivosti, oceno dobička glede na vložek itd.
07:33
And I think that's probably right.
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In verjetno je tako prav.
07:35
But this does not apply the other way around.
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Ampak obratno pa ne velja.
07:38
People who have an existing framework,
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Ljudje z obstoječim okvirom,
07:40
an economic framework, an engineering framework,
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naj bo ekonomski, inženirski,
07:43
feel that actually logic is its own answer.
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mislijo, da je logika rešitev sama po sebi.
07:46
What they don't say is, "Well the numbers all seem to add up,
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Ne rečejo si: "No, številke se ujemajo,
07:49
but before I present this idea, I'll go and show it to some really crazy people
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ampak preden predstavim zamisel, jo bom pokazal nekaj res norim ljudem,
07:52
to see if they can come up with something better."
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da vidim, če si lahko izmislijo kaj boljšega."
07:55
And so we, artificially I think, prioritize
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Mislim, da na umeten način dajemo prednost
07:58
what I'd call mechanistic ideas over psychological ideas.
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mehanističnim idejam pred psihološkimi.
08:02
An example of a great psychological idea:
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Tole je primer odlične psihološke ideje:
08:05
The single best improvement in passenger satisfaction on the London Underground per pound spent
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najpomembnejša izboljšava zadovoljstva potnikov na londonski podzemni železnici glede na vsak vložen funt
08:10
came when they didn't add any extra trains nor change the frequency of the trains,
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se je zgodila brez dodatnih vozil ali spremembe njihove pogostosti,
08:15
they put dot matrix display board on the platforms.
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temveč ko so na perone uvedli ekrane s točkastimi oznakami položaja vozil.
08:18
Because the nature of a wait
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Kajti narava čakanja
08:21
is not just dependent on its numerical quality, its duration,
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ni odvisna samo od njegove numerične lastnosti, njegovega trajanja,
08:24
but on the level of uncertainty you experience during that wait.
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temveč od ravni negotovosti, ki jo občutite med čakanjem.
08:27
Waiting seven minutes for a train with a countdown clock
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Sedemminutno čakanje na vlak, pod uro, ki odšteva čas,
08:30
is less frustrating and irritating
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nam gre manj na živce,
08:32
than waiting four minutes, knuckle-biting
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kakor če čakamo štiri minute in si grizemo nohte,
08:34
going, "When's this train going to damn well arrive?"
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ko se sprašujemo, kdaj bo ta presneti vlak že prispel.
08:38
Here's a beautiful example of a psychological solution deployed in Korea.
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Tole pa je čudovit primer psihološke rešitve iz Koreje.
08:41
Red traffic lights have a countdown delay.
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Rdeče luči na semaforjih odštevajo čas do spremembe.
08:44
It's proven to reduce the accident rate in experiments.
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To dokazano zmanjšuje število nesreč.
08:47
Why? Because road rage, impatience and general irritation
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Zakaj? Ker se jeza, nestrpnost in splošna živčnost na cesti
08:50
are massively reduced when you can actually see the time you have to wait.
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izjemno zmanjšajo, če lahko dejansko vidite, koliko časa morate čakati.
08:55
In China, not really understanding the principle behind this,
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Na Kitajskem tega principa ne razumejo čisto v redu,
08:58
they applied the same principle to green traffic lights.
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zato so isto načelo vpeljali za zelene luči.
09:01
(Laughter)
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(smeh)
09:04
Which isn't a great idea.
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Kar ni tako odlična zamisel.
09:07
You're 200 yards away, you realize you've got five seconds to go, you floor it.
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Dvesto metrov ste oddaljeni, vidite, da imate še pet sekund časa, seveda boste pohodili plin.
09:11
(Laughter)
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(smeh)
09:13
The Koreans, very assiduously, did test both.
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Korejci so marljivo testirali obe možnosti.
09:17
The accident rate goes down when you apply this to red traffic lights;
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Število nesreč se zmanjša, če z merilcem časa označite rdečo luč;
09:20
it goes up when you apply it to green traffic lights.
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če označite zeleno, se poveča.
09:23
This is all I'm asking for really in human decision making,
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Samo to bi rad dosegel pri človeškem odločanju,
09:26
is the consideration of these three things.
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da bi upoštevali te tri stvari.
09:28
I'm not asking for the complete primacy of one over the other.
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Ne zahtevam popolne prevlade enega načina nad drugim.
09:31
I'm merely saying that when you solve problems,
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Pravim samo, da ko rešujete probleme,
09:33
you should look at all three of these equally
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enakomerno upoštevajte vse tri
09:35
and you should seek as far as possible
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in kolikor je mogoče
09:38
to find solutions which sit in the sweet spot in the middle.
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iščite rešitve, ki so nekje v zlati sredini.
09:41
If you actually look at a great business,
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Če pogledate kak dober posel,
09:43
you'll nearly always see all of these three things coming into play.
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boste skoraj vedno videli preplet vseh teh treh stvari.
09:46
Really, really successful businesses --
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Res zelo uspešna podjetja...
09:49
Google is great, great technological success,
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Google je odličen tehnološki uspeh,
09:51
but it's also based on a very good psychological insight:
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a temelji tudi na zelo dobri psihološki bazi:
09:54
People believe something that only does one thing
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ljudje verjamejo da je nekaj, kar počne samo eno stvar,
09:58
is better at that thing than something that does that thing and something else.
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boljše od nečesa, kar počne to stvar in še nekaj drugega.
10:02
It's an innate thing called goal dilution.
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Gre za prirojeno stvar z imenom redčenje.
10:05
Ayelet Fishbach has written a paper about this.
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Ayelet Fischbach je o tem napisal članek.
10:07
Everybody else at the time of Google, more or less,
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V času Googla je bolj ali manj vsak
10:10
was trying to be a portal.
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hotel biti portal.
10:11
Yes, there's a search function,
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Ja, ima iskalnik,
10:12
but you also have weather, sports scores, bits of news.
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ampak ima tudi vreme, šport in kakšno novico.
10:16
Google understood that if you're just a search engine,
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Google je razumel, da če je samo iskalnik,
10:19
people assume you're a very, very good search engine.
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bodo ljudje mislili, da je zelo zelo dober iskalnik.
10:22
All of you know this actually
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Saj to veste sami,
10:24
from when you go in to buy a television.
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od takrat, ko ste šli kupovat televizijo.
10:26
And in the shabbier end of the row of flat screen TVs
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Na slabši strani izbora TV-jev z ravnim ekranom
10:29
you can see are these rather despised things called combined TV and DVD players.
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lahko najdete prezira vredne zadeve, ki se imenujejo kombinirani TV in DVD predvajalniki.
10:34
And we have no knowledge whatsoever of the quality of those things,
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Pojma nimamo o kakovosti teh stvari,
10:37
but we look at a combined TV and DVD player and we go, "Uck.
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ampak ko zagledamo kombiniran TV in DVD predvajalnik, rečemo: "Fuj.
10:41
It's probably a bit of a crap telly and a bit rubbish as a DVD player."
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Verjetno je skupek zanič televizije in ničvrednega DVD predvajalnika."
10:46
So we walk out of the shops with one of each.
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In iz trgovine odidemo z vsakim posebej.
10:48
Google is as much a psychological success as it is a technological one.
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Google pa je tako psihološki kot tehnološki uspeh.
10:53
I propose that we can use psychology to solve problems
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Predlagam, da uporabimo psihologijo za reševanje težav,
10:56
that we didn't even realize were problems at all.
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za katere sploh nismo vedeli, da so težave.
10:59
This is my suggestion for getting people to finish their course of antibiotics.
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To je moj predlog, kako ljudi navaditi, da bodo dokončali svoj odmerek antibiotikov.
11:02
Don't give them 24 white pills.
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Ne dajte jim 24 belih tablet.
11:05
Give them 18 white pills and six blue ones
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Dajte jim 18 belih in šest modrih
11:07
and tell them to take the white pills first and then take the blue ones.
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in jim recite, naj najprej vzamejo bele in nato modre.
11:11
It's called chunking.
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Temu pravimo oblikovanje skupin.
11:13
The likelihood that people will get to the end is much greater
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Verjetnost, da bodo ljudje prišli do konca, je veliko večja,
11:16
when there is a milestone somewhere in the middle.
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če nekje v sredini obstaja vmesni cilj.
11:19
One of the great mistakes, I think, of economics
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Menim, da je ena največjih napak ekonomije v tem,
11:22
is it fails to understand that what something is,
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da ne razume, da je vsaka stvar,
11:24
whether it's retirement, unemployment, cost,
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naj bo upokojitev, brezposelnost, strošek,
11:28
is a function, not only of its amount, but also its meaning.
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skupek svojih številk in svojega pomena.
11:33
This is a toll crossing in Britain.
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Tole je cestninska postaja v Britaniji.
11:36
Quite often queues happen at the tolls.
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Pogosto se tu naredijo kolone.
11:39
Sometimes you get very, very severe queues.
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Včasih so zelo zelo dolge.
11:41
You could apply the same principle actually, if you like,
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1998
Isto načelo bi lahko uporabili
11:43
to the security lanes in airports.
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pri varnostnih pregledih na letališčih.
11:45
What would happen if you could actually pay twice as much money to cross the bridge,
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Kaj bi se zgodilo, če bi lahko plačali dvakrat več za prehod mostu,
11:49
but go through a lane that's an express lane?
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vendar bi za to ceno lahko odpeljali skozi hitri pas?
11:51
It's not an unreasonable thing to do. It's an economically efficient thing to do.
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To ni nerazumno. Je ekonomsko učinkovito.
11:55
Time means more to some people than others.
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Čas enim pomeni več kot drugim.
11:57
If you're waiting trying to get to a job interview,
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2300
Če ste na poti na razgovor za službo,
12:00
you'd patently pay a couple of pounds more to go through the fast lane.
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boste brez dvoma plačali nekaj funtov več, da bi šli na hitrejši pas.
12:04
If you're on the way to visit your mother in-law,
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2971
Če ste na poti na obisk k tašči,
12:07
you'd probably prefer to stay on the left.
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boste verjetno raje ostali na levem.
12:11
The only problem is if you introduce this economically efficient solution,
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Edina težava je v tem, da če uvedete to ekonomsko učinkovito rešitev,
12:15
people hate it.
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jo bodo ljudje sovražili.
12:17
Because they think you're deliberately creating delays at the bridge
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Kajti mislili bodo, da namenoma ustvarjate zamude na mostu,
12:20
in order to maximize your revenue,
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da bi povečali prihodek
12:21
and "Why on earth should I pay to subsidize your imcompetence?"
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in "zakaj hudiča naj bi jaz podpiral vašo nesposobnost?"
12:25
On the other hand, change the frame slightly
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Po drugi strani, če malo spremenite okvir
12:27
and create charitable yield management,
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in mu dodate dobrodelno noto,
12:30
so the extra money you get goes not to the bridge company, it goes to charity,
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tako da dodaten denar ne gre upravljavcu, ampak dobrodelni ustanovi,
12:35
and the mental willingness to pay completely changes.
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se bo pripravljenost plačati povsem spremenila.
12:38
You have a relatively economically efficient solution,
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Tako imate ekonomsko učinkovito rešitev,
12:42
but one that actually meets with public approval
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ki jo javnost podpira
12:44
and even a small degree of affection,
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2189
in ji je celo malo naklonjena,
12:46
rather than being seen as bastardy.
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namesto da bi se ji zdela podla.
12:49
So where economists make the fundamental mistake
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Ekonomisti torej največjo napako naredijo,
12:52
is they think that money is money.
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ko mislijo, da je denar le denar.
12:55
Actually my pain experienced in paying five pounds
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Ampak moja bolečina ob plačilu petih funtov
13:00
is not just proportionate to the amount,
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2100
ni samo sorazmerna vsoti,
13:02
but where I think that money is going.
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temveč tudi temu, kam po mojem mnenju ta denar gre.
13:04
And I think understanding that could revolutionize tax policy.
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Razumevanje tega bi prineslo revolucijo v davčno politiko.
13:07
It could revolutionize the public services.
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Revolucija bi prišla v javne službe.
13:10
It could really change things quite significantly.
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Res bi lahko temeljito spremenila stvari.
13:12
Here's a guy you all need to study.
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Delo tega tipa bi morali vsi prebrati.
13:15
He's an Austrian school economist
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779175
1904
Gre za avstrijskega ekonomista,
13:16
who was first active in the first half of the 20th century in Vienna.
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5211
ki je deloval v prvi polovici 20. stoletja na Dunaju.
13:22
What was interesting about the Austrian school
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1845
Za avstrijsko šolo je zanimivo,
13:24
is they actually grew up alongside Freud.
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3069
da se je razvila skupaj s Freudom.
13:27
And so they're predominantly interested in psychology.
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Zato pripadnike zanima predvsem psihologija.
13:29
They believed that there was a discipline called praxeology,
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Verjamejo, da obstaja disciplina z imenom prakseologija,
13:34
which is a prior discipline to the study of economics.
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ki je bila predhodnica ekonomije.
13:36
Praxeology is the study of human choice, action and decision making.
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Prakseologija je veda o človekovi izbiri, delovanju in odločanju.
13:41
I think they're right.
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1552
Mislim, da imajo prav.
13:43
I think the danger we have in today's world
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2084
Mislim, da je naša današnja nevarnost to,
13:45
is we have the study of economics
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1869
da ekonomija kot veda
13:47
considers itself to be a prior discipline to the study of human psychology.
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sebe razume kot prednico psihologije človeka.
13:51
But as Charlie Munger says, "If economics isn't behavioral,
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A kot pravi Charlie Munger: "Če ekonomija ni vedenjska,
13:54
I don't know what the hell is."
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2245
potem ne vem, kaj je."
13:56
Von Mises, interestingly, believes economics is just a subset of psychology.
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6538
Von Mises, zanimivo, verjame, da je ekonomija samo podvrsta psihologije.
14:03
I think he just refers to economics as
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1824
Mislim, da ekonomijo označuje kot
14:05
"the study of human praxeology under conditions of scarcity."
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"študij človekove prakseologije v razmerah pomanjkanja".
14:08
But von Mises, among many other things,
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Von Mises, kot mnogi drugi,
14:11
I think uses an analogy which is probably the best justification and explanation
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po moje uporablja analogijo, ki je verjetno najboljša utemeljitev in razlaga
14:17
for the value of marketing, the value of perceived value
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pomena marketinga, pomena zaznane vrednosti,
14:20
and the fact that we should actually treat it as being absolutely equivalent
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ter dejstva, da bi jo morali razumeti kot povsem enakovredno
14:24
to any other kind of value.
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katerikoli drugi vrednosti.
14:26
We tend to, all of us -- even those of us who work in marketing --
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2534
Vsi mi - celo tisti, ki delajo v marketingu - smo nagnjeni
14:28
to think of value in two ways.
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1516
k razumevanju vrednosti z dveh vidikov.
14:30
There's the real value,
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1152
Eno je realna vrednost,
14:31
which is when you make something in a factory and provide a service,
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1860
tisto, kar naredite v tovarni ali storitev, ki jo nudite,
14:33
and then there's a kind of dubious value,
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2163
drugo je nekakšna dvomljiva vrednost,
14:35
which you create by changing the way people look at things.
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2521
tisto, kar ustvarite s spreminjanjem človeškega pogleda na stvari.
14:38
Von Mises completely rejected this distinction.
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Von Mises je to delitev popolnoma zavrnil.
14:41
And he used this following analogy.
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1716
Uporabil je naslednji primer.
14:42
He referred actually to strange economists called the French Physiocrats,
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5215
Skliceval se je na čudne ekonomiste z imenom francoski fiziokrati,
14:48
who believed that the only true value was what you extracted from the land.
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4327
ki so verjeli,da je edina prava vrednost tisto, kar pridobite iz zemlje.
14:52
So if you're a shepherd or a quarryman or a farmer,
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2596
Če ste ovčar ali delavec v kamnolomu ali kmet,
14:54
you created true value.
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1765
ustvarjate pravo vrednost.
14:56
If however, you bought some wool from the shepherd
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2468
Če pa ste od ovčarja kupili nekaj volne,
14:59
and charged a premium for converting it into a hat,
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3139
jo spremenili v kapo in izdelku dodali maržo,
15:02
you weren't actually creating value,
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2334
v resnici niste dodajali vrednosti,
15:04
you were exploiting the shepherd.
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1967
ampak izkoriščali ovčarja.
15:06
Now von Mises said that modern economists make exactly the same mistake
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3866
Von Mises pravi, da moderni ekonomisti delajo enako napako
15:10
with regard to advertising and marketing.
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2152
v zvezi z oglaševanjem in marketingom.
15:12
He says, if you run a restaurant,
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2390
Pravi, da če imate restavracijo,
15:15
there is no healthy distinction to be made
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2208
ne more biti prave razlike
15:17
between the value you create by cooking the food
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2458
med vrednostjo, ki jo ustvarite s kuhanjem
15:19
and the value you create by sweeping the floor.
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2167
in tisto, ki jo ustvarite s pometanjem.
15:21
One of them creates, perhaps, the primary product --
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906000
3212
Ena morda napravi primarni izdelek,
15:25
the thing we think we're paying for --
300
909212
1469
tisto, kar gost plača,
15:26
the other one creates a context
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1654
druga pa ustvari okolje,
15:28
within which we can enjoy and appreciate that product.
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3317
v katerem lahko ta izdelek uživamo.
15:31
And the idea that one of them should actually have priority over the other
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3015
Prepričanje, da bi ena morala biti pomembnejša od druge,
15:34
is fundamentally wrong.
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2166
je v temelju zgrešeno.
15:36
Try this quick thought experiment.
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1260
Napravimo tale hitri miselni poskus.
15:37
Imagine a restaurant that serves Michelin-starred food,
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2607
Predstavljajte si restavracijo, ki nudi hrano, nagrajeno z Michelin zvezdicami,
15:40
but actually where the restaurant smells of sewage
307
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2658
restavracija sama pa smrdi po odtoku
15:43
and there's human feces on the floor.
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4076
in na tleh so človeški izločki.
15:47
The best thing you can do there to create value
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2300
Največ, kar lahko naredite, da bi temu dodali vrednost,
15:49
is not actually to improve the food still further,
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3191
ni da izboljšate hrano,
15:52
it's to get rid of the smell and clean up the floor.
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3994
ampak da restavracijo očistite in odstranite smrad.
15:56
And it's vital we understand this.
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3179
Ključno je, da to razumemo.
15:59
If that seems like some strange, abstruse thing,
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2223
Če se vam to zdi kot nekaj čudnega in nejasnega...
16:02
in the U.K., the post office had a 98 percent success rate
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4466
britanska pošta je imela 98-odstoten uspeh
16:06
at delivering first-class mail the next day.
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2338
pri dostavi pošte prvega razreda v naslednjem dnevu.
16:09
They decided this wasn't good enough
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2367
Odločili so se, da to ni dovolj
16:11
and they wanted to get it up to 99.
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1962
in so hoteli doseči 99 odstotkov.
16:13
The effort to do that almost broke the organization.
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4314
Ta trud je organizacijo skoraj uničil.
16:17
If at the same time you'd gone and asked people,
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3065
Če bi hkrati vprašali ljudi,
16:20
"What percentage of first-class mail arrives the next day?"
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3292
kolikšen odstotek prvorazredne pošte prispe naslednji dan,
16:24
the average answer, or the modal answer would have been 50 to 60 percent.
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4505
bi bil povprečni odgovor med 50 in 60 odstotki.
16:28
Now if your perception is much worse than your reality,
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2603
Če je vaša predstava veliko slabša od realnosti,
16:31
what on earth are you doing trying to change the reality?
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3500
zakaj hudiča bi spreminjali realnost?
16:34
That's like trying to improve the food in a restaurant that stinks.
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4202
To je isto kot izboljšanje hrane v restavraciji, ki smrdi.
16:38
What you need to do
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2065
Najprej morate
16:40
is first of all tell people
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1660
povedati ljudem,
16:42
that 98 percent of mail gets there the next day, first-class mail.
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4175
da 98 odstotkov prvorazredne pošte pride do naslovnika naslednji dan.
16:46
That's pretty good.
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1707
To je precej dobro.
16:48
I would argue, in Britain there's a much better frame of reference,
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2625
V Britaniji je še boljša primerjava,
16:51
which is to tell people
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1598
če ljudem poveste,
16:52
that more first-class mail arrives the next day
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2025
da naslednji dan prispe več prvorazredne pošte
16:54
in the U.K. than in Germany.
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2058
tu kot v Nemčiji.
16:56
Because generally in Britain if you want to make us happy about something,
333
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2527
Kajti v splošnem Britance lahko zadovoljite z nečim,
16:59
just tell us we do it better than the Germans.
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2396
že če jim poveste, da so boljši kot Nemci.
17:01
(Laughter)
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(smeh)
17:03
(Applause)
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(aplavz)
17:05
Choose your frame of reference and the perceived value
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4629
Izberite svoj okvir in dojeto vrednost
17:10
and therefore the actual value is completely tranformed.
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in to bo povsem spremenilo dejansko vrednost.
17:13
It has to be said of the Germans
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Glede Nemcev moram reči,
17:15
that the Germans and the French are doing a brilliant job
340
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1967
da oni in Francozi odlično opravljajo svoje delo
17:17
of creating a united Europe.
341
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2131
pri oblikovanju enotne Evrope.
17:19
The only thing they don't expect is they're uniting Europe
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2438
Edino, česar ne pričakujejo, je, da Evropo združuje
17:21
through a shared mild hatred of the French and Germans.
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2680
rahlo sovraštvo do nemcev in francozov, ki si ga deli.
17:24
But I'm British, that's the way we like it.
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Ampak jaz sem Britanec in to nam je všeč.
17:27
What you also notice is that in any case our perception is leaky.
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5683
Opazili boste tudi, da je naša percepcija v vsakem primeru nepopolna.
17:32
We can't tell the difference between the quality of the food
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2333
Ne poznamo razlike med kakovostjo hrane
17:35
and the environment in which we consume it.
347
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2486
in okoljem, v katerem jo užijemo.
17:37
All of you will have seen this phenomenon
348
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1829
Vsi ste ta pojav videli,
17:39
if you have your car washed or valeted.
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2427
če ste odpeljali avto v avtopralnico ali ga pustili, da vam ga parkirajo.
17:41
When you drive away, your car feels as if it drives better.
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3425
Ko ste se odpeljali stran, ste imeli občutek, da se avto lepše vozi.
17:45
And the reason for this,
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2178
Razlog za to,
17:47
unless my car valet mysteriously is changing the oil
352
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2781
razen če so vmes skrivoma zamenjali olje
17:50
and performing work which I'm not paying him for and I'm unaware of,
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3250
in opravili delo, ki ga nismo plačali in ne vemo zanj,
17:53
is because perception is in any case leaky.
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2416
je v tem, da je naše dojemanje v vsakem primeru nepopolno.
17:55
Analgesics that are branded are more effective at reducing pain
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4125
Analgetiki znanih znamk bolj učinkovito odpravljajo bolečino
17:59
than analgesics that are not branded.
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kot analgetiki neznanih znamk.
18:02
I don't just mean through reported pain reduction,
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2308
In to ne samo glede na poročila o zmanjšanju bolečine,
18:04
actual measured pain reduction.
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1998
ampak glede na dejanske meritve zmanjšanja.
18:06
And so perception actually is leaky in any case.
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4511
Dojemanje je res nepopolno.
18:10
So if you do something that's perceptually bad in one respect,
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3539
Če torej storite kaj, kar je v določenem smislu dojeto kot slabo,
18:14
you can damage the other.
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lahko drugim napravite škodo.
18:16
Thank you very much.
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Hvala lepa.
18:17
(Applause)
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(aplavz)
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com