TED2004
Malcolm Gladwell: Choice, happiness and spaghetti sauce
Malcolm Glawell o omaki za špagete
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Malcolm Gladwell, avtor knjige Tipping Point, se v lovu na popolno omako za špagete spusti v način razmišljanja prehrambene industrije in obrazloži zapleteno razmerje med izbiro in srečo.
Malcolm Gladwell - Writer
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Detective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence. Full bio
Double-click the English transcript below to play the video.
Mislim, da bi moral govoriti o svoji novi knjigi,
00:25
I think I was supposed
to talk about my new book,
to talk about my new book,
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00:27
which is called "Blink,"
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ki se imenuje "Preblisk" in govori o hipnih sodbah in prvih vtisih.
00:29
and it's about snap judgments
and first impressions.
and first impressions.
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00:32
And it comes out in January,
and I hope you all buy it in triplicate.
and I hope you all buy it in triplicate.
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Knjiga bo izšla januarja in upam, da jo boste vsi kupili v treh izvodih.
00:36
(Laughter)
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Ampak, premišljeval sem,
00:38
But I was thinking about this,
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00:39
and I realized that although
my new book makes me happy,
my new book makes me happy,
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in ugotovil, da čeprav me nova knjiga osrečuje,
in mislim, da bo osrečila tudi mojo mamo,
00:44
and I think would make my mother happy,
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00:46
it's not really about happiness.
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knjiga pravzaprav ni o sreči.
Zato sem se odločil, da bom raje govoril o nekom,
00:49
So I decided instead,
I would talk about someone
I would talk about someone
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00:52
who I think has done as much
to make Americans happy
to make Americans happy
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ki je naredil zelo veliko zato, da bi osrečil Američane,
morda več kot kdorkoli drug v zadnjih dvajsetih letih.
00:56
as perhaps anyone over the last 20 years,
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00:59
a man who is a great
personal hero of mine:
personal hero of mine:
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Mož, ki je tudi moj osebni heroj.
01:02
someone by the name of Howard Moskowitz,
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Človek po imenu Howard Moskowitz,
01:05
who is most famous
for reinventing spaghetti sauce.
for reinventing spaghetti sauce.
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najbolj znan po tem, da je ponovno izumil omako za špagete.
Howard je velik približno toliko in okrogel,
01:10
Howard's about this high, and he's round,
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01:14
and he's in his 60s,
and he has big huge glasses
and he has big huge glasses
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zdaj je v svojih šestedestih in nosi velika očala,
ima vedno redkejše sive lase in izžareva posebno živahnost ter vitalnost,
01:19
and thinning gray hair,
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01:21
and he has a kind of wonderful
exuberance and vitality,
exuberance and vitality,
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ima papigo in rad hodi v opero,
01:25
and he has a parrot,
and he loves the opera,
and he loves the opera,
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01:28
and he's a great aficionado
of medieval history.
of medieval history.
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in je velik ljubitelj srednjeveške zgodovine.
Po poklicu je psihofizik.
01:33
And by profession, he's a psychophysicist.
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01:35
Now, I should tell you that I have no idea
what psychophysics is,
what psychophysics is,
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Naj vam povem, da se mi niti ne sanja, kaj pravzaprav je psihofizika,
čeprav sem v nekem obdobju dve leti hodil z dekletom,
01:40
although at some point in my life,
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01:42
I dated a girl for two years
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01:43
who was getting
her doctorate in psychophysics.
her doctorate in psychophysics.
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ki je delala svoj doktorat na področju psihofizike.
01:45
Which should tell you something
about that relationship.
about that relationship.
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To vam najbrž razloži marsikaj o najinemu odnosu. (smeh)
01:49
(Laughter)
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01:51
As far as I know, psychophysics
is about measuring things.
is about measuring things.
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Kolikor jaz vem, se psihofizika ukvarja z merjenjem stvari.
01:54
And Howard is very interested
in measuring things.
in measuring things.
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Howarda pa merjenje stvari nadvse zanima.
Doktoriral je na Harvardu,
01:57
And he graduated
with his doctorate from Harvard,
with his doctorate from Harvard,
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in odprl svetovalnico v mestu White Plains v New Yorku.
01:59
and he set up a little consulting shop
in White Plains, New York.
in White Plains, New York.
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Ena izmed njegov prvih strank -- to je bilo dolgo nazaj, v 70ih
02:03
And one of his first clients was Pepsi.
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02:06
This is many years ago,
back in the early 70s.
back in the early 70s.
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-- ena izmed njegovih prvih strank je bilo podjetje Pepsi.
Pri Pepsiju so stopili do Howarda in mu rekli,
02:10
And Pepsi came to Howard and they said,
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"Veš, obstaja neka nova stvar, ki se imenuje aspartam,
02:12
"You know, there's this new
thing called aspartame,
thing called aspartame,
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in mi bi radi naredili Diet Pepsi.
02:14
and we would like to make Diet Pepsi.
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02:16
We'd like you to figure out
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Radi bi, da ugotoviš, kolikšna količina aspartama je potrebna
02:18
how much aspartame we should put
in each can of Diet Pepsi
in each can of Diet Pepsi
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v vsaki pločevinki, da bomo imeli popolno pijačo." V redu?
02:22
in order to have the perfect drink."
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02:24
Now that sounds like an incredibly
straightforward question to answer,
straightforward question to answer,
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No, to se sliši kot precej enostavno zastavljeno vprašanje,
02:28
and that's what Howard thought.
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in to je mislil tudi Howard. Pri Pepsiju so mu povedali,
02:30
Because Pepsi told him,
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"Glej, delamo na področju med 8% in 12%.
02:31
"We're working with a band
between eight and 12 percent.
between eight and 12 percent.
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Vse kar je pod 8%, ni dovolj sladko,
02:34
Anything below eight percent
sweetness is not sweet enough;
sweetness is not sweet enough;
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vse kar je nad 12%, je presladko.
02:37
anything above 12 percent
sweetness is too sweet.
sweetness is too sweet.
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02:40
We want to know: what's the sweet
spot between 8 and 12?"
spot between 8 and 12?"
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Radi bi vedeli, kje je prava sladka točka med 8% in 12%?
02:44
Now, if I gave you this problem to do,
you would all say, it's very simple.
you would all say, it's very simple.
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No, če bi ta problem zastavil vam, bi vi rekli, da je to zelo preprosto.
Namreč, potrebno je le narediti veliko testno skupino pijač Pepsi,
02:48
What we do is you make up
a big experimental batch of Pepsi,
a big experimental batch of Pepsi,
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02:51
at every degree of sweetness --
eight percent, 8.1, 8.2, 8.3,
eight percent, 8.1, 8.2, 8.3,
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za vsako stopnjo sladkosti - 8%, 8.1%, 8.2%, 8.3%,
vse do 12% - in to postavimo pred tisoče ljudi,
02:56
all the way up to 12 --
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02:57
and we try this out
with thousands of people,
with thousands of people,
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rezultate razporedimo v obliki krivulje,
03:00
and we plot the results on a curve,
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03:02
and we take the most popular
concentration, right?
concentration, right?
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in izberemo najbolj priljubljeno koncentracijo. Ja? Zelo preprosto.
03:05
Really simple.
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03:06
Howard does the experiment,
and he gets the data back,
and he gets the data back,
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Howard naredi poskus, dobi rezulate, nariše rezulate na krivuljo,
03:09
and he plots it on a curve,
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in ugotovi, da to ni pravilna zvonasta krivulja.
03:10
and all of a sudden he realizes
it's not a nice bell curve.
it's not a nice bell curve.
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03:13
In fact, the data doesn't make any sense.
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Pravzaprav, rezultati so brez vsakršne logike.
Cela zmeda. Nobenega reda.
03:15
It's a mess. It's all over the place.
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03:17
Now, most people in that business,
in the world of testing food and such,
in the world of testing food and such,
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No, večina ljudi v tem poslu testiranja hrane in podobno,
03:22
are not dismayed
when the data comes back a mess.
when the data comes back a mess.
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ni prav nič začudenih, če so rezultati tako nelogični.
03:25
They think, "Well, you know,
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Mislijo si, da, saj veste, ni lahko ugotoviti kaj si ljudje mislijo o koli.
03:26
figuring out what people think
about cola's not that easy."
about cola's not that easy."
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03:29
"You know, maybe we made an error
somewhere along the way."
somewhere along the way."
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Morda, smo med poskusom naredili kakšno napako.
Poskusimo raje z logičnim razmišljanjem,
03:32
"You know, let's just
make an educated guess,"
make an educated guess,"
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03:34
and they simply point
and they go for 10 percent,
and they go for 10 percent,
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in tako se odločijo za deset procentov, točno v sredini.
03:37
right in the middle.
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03:38
Howard is not so easily placated.
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Howard ni tako hitro pomirjen.
03:40
Howard is a man of a certain degree
of intellectual standards.
of intellectual standards.
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Howard, navsezadnje, ima določene standarde.
03:43
And this was not good enough for him,
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In to zanj ni bilo dovolj dobro,
03:45
and this question bedeviled him for years.
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tako ga je ta problem obsedal še leta.
Problem je temeljito premislil in si rekel, le kaj je šlo narobe?
03:48
And he would think it through
and say, "What was wrong?
and say, "What was wrong?
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03:50
Why could we not make sense
of this experiment with Diet Pepsi?"
of this experiment with Diet Pepsi?"
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Zakaj je bil poskus z Diet Pepsijem tako nelogičen?
In nekega dne, ko je večerjal v White Plains,
03:55
And one day, he was sitting
in a diner in White Plains,
in a diner in White Plains,
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about to go trying to dream up
some work for Nescafé.
some work for Nescafé.
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že je premišljeval, da bi delal za podjetje Nescafe.
Nenadoma, kot strela z jasnega, ga je prešinilo.
04:01
And suddenly, like a bolt of lightning,
the answer came to him.
the answer came to him.
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Da, ko so analizirali rezulate s Pepsijeva poskusa,
04:04
And that is, that when they analyzed
the Diet Pepsi data,
the Diet Pepsi data,
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04:07
they were asking the wrong question.
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so odgovarjali na napačno vprašanje.
04:09
They were looking for the perfect Pepsi,
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Iskali so en sam popoln Pepsi,
04:11
and they should have been
looking for the perfect Pepsis.
looking for the perfect Pepsis.
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namesto tega pa bi morali iskati popolne Pepsije. Verjemite.
04:15
Trust me.
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04:16
This was an enormous revelation.
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To je bilo veličastno odkritje.
04:18
This was one of the most brilliant
breakthroughs in all of food science.
breakthroughs in all of food science.
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To je bilo eno najbolj briljantnih odkritij v vsej prehrambeni industriji.
In Howard se je nemudoma odpravil na cesto,
04:22
Howard immediately went on the road,
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šel je na konference po vsej državi,
04:24
and he would go to conferences
around the country,
around the country,
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vstaljal je in govoril,
04:26
and he would stand up and say,
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"Iskali ste popoln Pepsi. Motite se.
04:28
"You had been looking
for the perfect Pepsi.
for the perfect Pepsi.
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04:30
You're wrong.
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04:31
You should be looking
for the perfect Pepsis."
for the perfect Pepsis."
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Iskati bi morali popolne Pepsije."
04:34
And people would look at him
blankly and say,
blankly and say,
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In ljudje so ga začudeno gledali, in govorili,
"O čem vendar govoriš? To je neumnost."
04:37
"What are you talking about? Craziness."
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In rekli bi, saj veste, "Umakni se! Naslednji!"
04:39
And they would say, "Move! Next!"
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04:40
Tried to get business,
nobody would hire him --
nobody would hire him --
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Iskal je zaposlitev, nihče ga ni hotel najeti - bil je obseden,
04:43
he was obsessed, though,
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in kar naprej in naprej in naprej je govoril o tem.
04:44
and he talked about it
and talked about it.
and talked about it.
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04:46
Howard loves the Yiddish expression
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Howardu je zelo všeč rek v jidišu,
"za črva v hrenu, pomeni hren ves svet."
04:48
"To a worm in horseradish,
the world is horseradish."
the world is horseradish."
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To je bil njegov hren. (smeh) Obseden je bil z njim!
04:51
This was his horseradish.
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04:52
(Laughter)
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04:54
He was obsessed with it!
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04:56
And finally, he had a breakthrough.
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In končno je bil njegov trud poplačan. Poklicali so ga iz podjetja Vlasic Pickles,
04:59
Vlasic Pickles came to him,
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05:01
and they said, "Doctor Moskowitz,
we want to make the perfect pickle."
we want to make the perfect pickle."
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in rekli, "G. Moskowitz -- Doktor Moskowitz --
radi bi ustvarili popolne kisle kumarice." In rekel je,
05:06
And he said,
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"Popolne kisle kumarice niso samo ene, ampak jih je več vrst."
05:07
"There is no perfect pickle;
there are only perfect pickles."
there are only perfect pickles."
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Prišel je z rezultati in jim rekel, "Ne samo, da morate izboljšati standarno serijo,
05:11
And he came back to them and he said,
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05:12
"You don't just need
to improve your regular;
to improve your regular;
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usvariti morate novo serijo pikantnih.
05:15
you need to create zesty."
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05:16
And that's where we got zesty pickles.
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In tako so na svet prišle pikantne kisle kumarice.
05:19
Then the next person came to him:
Campbell's Soup.
Campbell's Soup.
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Naslednji so do njega stopili iz podjetja Campbell's Soup.
05:21
And this was even more important.
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To je bilo še pomembnejše. V bistvu,
pri Campbell's Soup si je Howard ustvaril svoj sloves.
05:23
In fact, Campbell's Soup
is where Howard made his reputation.
is where Howard made his reputation.
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05:27
Campbell's made Prego,
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Campbell's je delal Prego in Prego je v začetku 80ih tekmoval z Ragujem,
05:28
and Prego, in the early 80s,
was struggling next to Ragù,
was struggling next to Ragù,
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05:32
which was the dominant
spaghetti sauce of the 70s and 80s.
spaghetti sauce of the 70s and 80s.
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Ragu je bil v 70ih in 80ih najbolj priljubljena omaka za špagete.
V industirji - ne vem, če vas to sploh zanima,
05:36
In the industry -- I don't
know whether you care about this,
know whether you care about this,
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niti ne vem koliko časa imam, da vam to povem.
05:39
or how much time I have to go into this.
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Ampak, v bistvu -- to samo mimogrede --
05:41
But it was, technically speaking
-- this is an aside --
-- this is an aside --
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Prego je imel boljšo paradižnikovo omako kot Ragu.
05:43
Prego is a better tomato sauce than Ragù.
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Kvaliteta paradižnikove mezge je bila boljša, mešanica začimb okusnejša,
05:45
The quality of the tomato paste
is much better;
is much better;
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05:48
the spice mix is far superior;
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s testeninami se je lepše sprijela.Takrat,
05:50
it adheres to the pasta
in a much more pleasing way.
in a much more pleasing way.
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05:52
In fact, they would do
the famous bowl test
the famous bowl test
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so v 70ih in 80ih v podjetjih Ragu in Prego izvedli slavni test skled.
05:54
back in the 70s with Ragù and Prego.
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05:57
You'd have a plate of spaghetti,
and you would pour it on, right?
and you would pour it on, right?
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Imaš krožnik špagetov in ga preliješ z omako, ja?
Ragu izgine na dno krožnika, Prego pa ostane na vrhu.
06:01
And the Ragù would all go to the bottom,
and the Prego would sit on top.
and the Prego would sit on top.
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Temu se reče "sprijetje."
06:05
That's called "adherence."
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06:07
And, anyway, despite the fact
that they were far superior in adherence,
that they were far superior in adherence,
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No, in čeprav so bili mnogo boljši kar se tiče sprijetja,
imeli so boljšo paradižnikovo mezgo, vseeno pa se je Prego komaj preživljal.
06:12
and the quality of their tomato paste,
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06:14
Prego was struggling.
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06:16
So they came to Howard,
and they said, fix us.
and they said, fix us.
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Tako so stopili do Howarda in mu rekli, popravi nas.
06:19
And Howard looked
at their product line, and he said,
at their product line, and he said,
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In Howard je pogledal serijo nijihovih izdelkov, in rekel,
to kar imate je društvo mrtvih paradižnikov.
06:22
what you have is a dead tomato society.
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Rekel je, tole bi rad naredil.
06:25
So he said, this is what I want to do.
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In v sodelovanju z ekipo iz podjetja Campbell's soup,
06:28
And he got together
with the Campbell's soup kitchen,
with the Campbell's soup kitchen,
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je naredil 45 različnih omak za špagete. Kombiniral je
06:30
and he made 45 varieties
of spaghetti sauce.
of spaghetti sauce.
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06:34
And he varied them according
to every conceivable way
to every conceivable way
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vse možne kombinacije paradižnikovih omak.
06:37
that you can vary tomato sauce:
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06:38
by sweetness, by level of garlic,
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Po sladkosti, po količini česna, po ostrosti, kislosti, po "paradižnikavosti",
06:40
by tomatoey-ness,
by tartness, by sourness,
by tartness, by sourness,
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po vidnih koščkih - moja najljubši izraz na področju omak za špagete. (smeh)
06:43
by visible solids --
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06:45
my favorite term
in the spaghetti sauce business.
in the spaghetti sauce business.
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06:48
(Laughter)
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06:49
Every conceivable way
you can vary spaghetti sauce,
you can vary spaghetti sauce,
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Omake za špagete je variiral na vse možne načine.
06:53
he varied spaghetti sauce.
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In vzel je množico teh 45 omak in šel na pot.
06:54
And then he took this whole raft
of 45 spaghetti sauces,
of 45 spaghetti sauces,
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06:58
and he went on the road.
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Šel je v New York, šel je v Chicago, šel je v Jacksonville,
06:59
He went to New York, to Chicago,
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šel je v Los Angeles. In povsod je povabil množico ljudi. V velike hale.
07:01
he went to Jacksonville, to Los Angeles.
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07:03
And he brought in people
by the truckload into big halls.
by the truckload into big halls.
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07:07
And he sat them down for two hours,
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Posedel jih je za dve uri, in jim dal,
07:09
and over the course of that two hours,
he gave them ten bowls.
he gave them ten bowls.
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v roku dveh ur, deset krožnikov.
07:12
Ten small bowls of pasta,
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Deset majhnih krožnikov testenin, vsak krožnik z drugo omako.
07:13
with a different spaghetti
sauce on each one.
sauce on each one.
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Vsakič, ko so testenine pojedli, so jih testiranci ocenili, od 0 do 100,
07:16
And after they ate each bowl,
they had to rate, from 0 to 100,
they had to rate, from 0 to 100,
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ocenili so kako všeč jim je bila omaka.
07:21
how good they thought
the spaghetti sauce was.
the spaghetti sauce was.
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Na koncu tega postopka, potem, ko je to delal že mesece in mesece,
07:24
At the end of that process,
after doing it for months and months,
after doing it for months and months,
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je imel ogromno bazo podatkov
07:27
he had a mountain of data
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o tem kaj Američani menijo glede omak za špagete.
07:28
about how the American people
feel about spaghetti sauce.
feel about spaghetti sauce.
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07:32
And then he analyzed the data.
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Nato je podatke analiziral.
07:34
Did he look for the most popular
variety of spaghetti sauce?
variety of spaghetti sauce?
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je iskal samo eno popolno omako izmed vseh? Ne!
07:38
No! Howard doesn't believe
that there is such a thing.
that there is such a thing.
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Howard ne verjame, da taka stvar sploh obstaja.
Namesto tega je gledal rezulate, in rekel,
07:41
Instead, he looked
at the data, and he said,
at the data, and he said,
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poglejmo ali lahko te podatke razdelimo v skupine.
07:43
let's see if we can group all these
different data points into clusters.
different data points into clusters.
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07:48
Let's see if they congregate
around certain ideas.
around certain ideas.
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Poglejmo ali se zbirajo okrog določene ideje.
07:51
And sure enough, if you sit down,
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In res, če si se usedel in analiziral vse podatke o omakah,
07:54
and you analyze all this data
on spaghetti sauce,
on spaghetti sauce,
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07:57
you realize that all Americans
fall into one of three groups.
fall into one of three groups.
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si ugotovil, da vsi Američani padejo v eno izmed treh skupin.
So ljudje, ki imajo radi, da je njihova omaka preprosta,
08:01
There are people
who like their spaghetti sauce plain;
who like their spaghetti sauce plain;
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nekateri ljudje imajo radi svojo omako bolj začinjeno,
08:04
there are people
who like their spaghetti sauce spicy;
who like their spaghetti sauce spicy;
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08:06
and there are people
who like it extra chunky.
who like it extra chunky.
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in so ljudje, ki imajo radi omako z ekstra velikimi koščki.
08:09
And of those three facts,
the third one was the most significant,
the third one was the most significant,
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Izmed vseh treh, je bila tretja ugotovitev najpomembnejša.
08:13
because at the time, in the early 1980s,
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Namreč, v tistem času, v začetku 80ih,
Če si šel v supermarket,
08:16
if you went to a supermarket,
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nisi našel omake za špagete z ekstra velikimi koščki.
08:18
you would not find
extra-chunky spaghetti sauce.
extra-chunky spaghetti sauce.
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08:21
And Prego turned to Howard, and they said,
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2013
In Prego se je obrnil k Howardu in rekel,
"Praviš, da tretjina Američanov hrepeni po omaki z ekstra velikimi koščki,
08:23
"You're telling me
that one third of Americans
that one third of Americans
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08:26
crave extra-chunky spaghetti sauce
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08:29
and yet no one is servicing their needs?"
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pa vendar ni nikogar, ki bi jim to dal?" In rekel je ja!
08:32
And he said "Yes!"
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08:33
(Laughter)
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(smeh) Prego se je odločil,
08:34
And Prego then went back,
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in čisto spremenil formulo za njihovo omako,
08:36
and completely reformulated
their spaghetti sauce,
their spaghetti sauce,
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izdelali so serijo z ekstra velikimi koščki, ki je takoj in popolno
08:38
and came out with a line of extra chunky
that immediately and completely
that immediately and completely
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spremenila način mišljenja v poslu omak za špagete.
08:42
took over the spaghetti sauce
business in this country.
business in this country.
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V naslednjih 10 letih so zaslužili 600 miljonov dolarjev,
08:45
And over the next 10 years,
they made 600 million dollars
they made 600 million dollars
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samo s serijo omak z ekstra koščki.
08:49
off their line of extra-chunky sauces.
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08:52
Everyone else in the industry looked
at Howard had done, and they said,
at Howard had done, and they said,
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Vsi drugi v industirji so videli kaj je naredil Howard, in rekli,
"Oh moj bog! Čisto narobe smo razmišljali!"
08:56
"Oh my god! We've been
thinking all wrong!"
thinking all wrong!"
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08:58
And that's when you started to get
seven different kinds of vinegar,
seven different kinds of vinegar,
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In tako smo dobili 7 različnih vrst kisa,
14 različih vrst gorčic, 71 vrst različnih olivnih olj --
09:02
and 14 different kinds of mustard,
and 71 different kinds of olive oil.
and 71 different kinds of olive oil.
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sčasoma je celo Ragu najel Howarda,
09:07
And then eventually
even Ragù hired Howard,
even Ragù hired Howard,
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09:10
and Howard did the exact same thing
for Ragù that he did for Prego.
for Ragù that he did for Prego.
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in Howard je pri Raguju naredil enako kot pri Pregotu.
Zato danes, ko greste v supermarker, v boljši supermarket,
09:14
And today, if you go
to a really good supermarket,
to a really good supermarket,
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in vidite koliko različnih omak Ragu obstaja --
09:16
do you know how many Ragùs there are?
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Ali veste koliko jih je? 36!
09:18
36!
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09:20
In six varieties:
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V šestih različicah: s sirom, lahka, krepka,
09:22
Cheese, Light,
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09:25
Robusto, Rich & Hearty,
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bogata&zdrava, stara tradicionalna, vrtna z ekstra velikimi koščki. (smeh)
09:28
Old World Traditional --
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09:32
Extra-Chunky Garden.
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09:34
(Laughter)
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09:35
That's Howard's doing.
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To je po Howardovi zaslugi. To je Howardovo darilo Američanom.
09:37
That is Howard's gift
to the American people.
to the American people.
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09:39
Now why is that important?
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In zakaj je to pomembno?
09:41
(Laughter)
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09:43
It is, in fact, enormously important.
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To je, pravzaprav, zelo pomembno. Razložil bom zakaj.
09:45
I'll explain to you why.
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09:47
What Howard did is he fundamentally
changed the way the food industry thinks
changed the way the food industry thinks
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Na ta način je Howard korenito spremenil mišljenje prehrambene industrije
o tem kako osrečiti ljudi.
09:51
about making you happy.
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09:53
Assumption number one
in the food industry used to be
in the food industry used to be
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Prva predpostavka v prehrambeni industriji je nekoč bila,
09:56
that the way to find out
what people want to eat,
what people want to eat,
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da je način kako ugotoviti kaj ljudje radi jedo --
09:59
what will make people happy,
is to ask them.
is to ask them.
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to kar vas osreči -- da jih vprašaš.
10:02
And for years and years and years,
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In leto, za letom, za letom so v podjejih Ragu in Prego
10:04
Ragù and Prego would have focus groups,
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delali teste s skupinami, posedli bi vas in vas vprašali,
10:06
and they would sit you down,
and they would say,
and they would say,
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"Kaj hočeš imeti v omaki za špagete? Povej nam, kaj hočeš."
10:08
"What do you want in a spaghetti sauce?
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1873
10:10
Tell us what you want
in a spaghetti sauce."
in a spaghetti sauce."
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In po vseh teh letih -- 20, 30 letih --
10:12
And for all those years -- 20, 30 years --
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10:15
through all those focus group sessions,
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pri vseh testnih skupinah,
10:17
no one ever said they wanted extra-chunky.
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nihče ni rekel, da bi imel omako z ekstra velikimi koščki.
10:21
Even though at least a third of them,
deep in their hearts, actually did.
deep in their hearts, actually did.
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3451
Čeprav je vsaj tretjina ljudi, globoko v srcu, to želela.
(smeh)
10:25
(Laughter)
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10:27
People don't know what they want!
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2012
Ljudje ne vedo, kaj bi pravzaprav radi! Kajne?
10:29
As Howard loves to say,
225
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Kot Howard rad pravi, "Glava ne ve, česa si jezik želi."
10:31
"The mind knows not
what the tongue wants."
what the tongue wants."
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To je skrivnost!
10:33
It's a mystery!
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10:34
(Laughter)
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1004
In kritičen korak pri razumevanju naših želja
10:35
And a critically important step
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10:38
in understanding
our own desires and tastes
our own desires and tastes
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in okusov je, da dojamemo da ne moremo vedno razumeti kaj hočemo.
10:41
is to realize that we cannot always
explain what we want, deep down.
explain what we want, deep down.
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Če bi vas vse v dvorani naprimer vprašal, kakšno kavo si želite,
10:46
If I asked all of you, for example,
in this room, what you want in a coffee,
in this room, what you want in a coffee,
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ali veste kaj bi mi odgovorili? Vsi bi rekli "rad bi temno, bogato, krepko mešanico."
10:50
you know what you'd say?
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10:51
Every one of you would say,
"I want a dark, rich, hearty roast."
"I want a dark, rich, hearty roast."
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To vedno rečejo ljudje, ko jih vprašaš kakšno kavo imajo radi.
10:56
It's what people always say
when you ask them.
when you ask them.
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Kaj bi rad? Temno, bogato, krepko mešanico!
10:58
"What do you like?"
"Dark, rich, hearty roast!"
"Dark, rich, hearty roast!"
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2532
Koliko od vas pravzaprav rado pije temno, bogato, krepko mešanico?
11:01
What percentage of you actually
like a dark, rich, hearty roast?
like a dark, rich, hearty roast?
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11:04
According to Howard, somewhere
between 25 and 27 percent of you.
between 25 and 27 percent of you.
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Po Howardovem mnenju nekje med 25% in 27%.
Večina od vas ima rado mlečno, nemočno kavo.
11:08
Most of you like milky, weak coffee.
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11:10
(Laughter)
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1001
11:11
But you will never, ever say
to someone who asks you what you want
to someone who asks you what you want
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3332
Ampak tega ne boste nikoli povedali nekomu, ki vas sprašuje kaj hočete --
ne boste rekli, da hočete "mlečno, nemočno kavo." (smeh)
11:14
that "I want a milky, weak coffee."
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To je prva stvar, ki je uspela Howardu.
11:17
So that's number one thing
that Howard did.
that Howard did.
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11:21
Number two thing that Howard did
is he made us realize --
is he made us realize --
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3448
Druga stvar, ki jo je naredil Howard, je da nam je pomagal spoznati --
11:24
it's another very critical point --
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660000
1976
to je zopet zelo pomemben korak --
11:26
he made us realize the importance
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pomagal nam je dojeti pomembnost t.i. vodoravne razčlenjenosti.
11:28
of what he likes to call
"horizontal segmentation."
"horizontal segmentation."
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11:32
Why is this critical?
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Zakaj je to pomembno? Pomembno je zato,
11:33
Because this is the way the food industry
thought before Howard.
thought before Howard.
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3698
ker je tako razmišljala prehrambena industrija pred Howardom. Ja?
S čim so bili obsedni v zgodnjih 80ih? Obsedeni so bili z gorčico.
11:37
What were they obsessed with
in the early 80s?
in the early 80s?
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2310
11:39
They were obsessed with mustard.
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11:41
In particular, they were obsessed
with the story of Grey Poupon.
with the story of Grey Poupon.
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3317
Natančneje, obsedeni so bili z zgodbo v zvezi z Grey Poupon. Ja?
11:44
Used to be, there were two mustards:
French's and Gulden's.
French's and Gulden's.
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Včasih, sta bili na voljo samo dve gorčici. French's in Gulden's.
Kaj sta bili? Rumeni gorčici. Kaj je v rumeni gorčici?
11:48
What were they? Yellow mustard.
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11:49
What's in it?
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1015
Rumena gorčična semena, kurkuma in paprika. To je bila gorčica.
11:50
Yellow mustard seeds,
turmeric, and paprika.
turmeric, and paprika.
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2054
11:52
That was mustard.
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1074
11:53
Grey Poupon came along, with a Dijon.
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2525
Pojavil pa se je Grey Poupon s svojo Dijonsko gorčico. Ja?
11:56
Right?
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1188
Bolj dišeča rjava gorčična semena, nekaj belega vina, prijetne vonjave,
11:57
Much more volatile brown mustard seed,
some white wine, a nose hit,
some white wine, a nose hit,
260
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5663
mnogo bolj okusne dišave. In kaj naredijo?
12:03
much more delicate aromatics.
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1938
12:05
And what do they do?
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1015
Pakirajo jo v majhne steklene kozarce, z lepo zloščeno nalepko,
12:06
They put it in a little tiny glass jar,
with a wonderful enameled label on it,
with a wonderful enameled label on it,
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naredijo jo francosko, čeprav je izdelana v Oxnardu, v Kaliforniji.
12:11
made it look French,
264
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1074
12:12
even though it's made
in Oxnard, California.
in Oxnard, California.
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2101
12:14
(Laughter)
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1001
In namesto, da bi za 8-unčni kozarec računali dolar in pol,
12:15
And instead of charging a dollar fifty
for the eight-ounce bottle,
for the eight-ounce bottle,
267
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4499
12:19
the way that French's and Gulden's did,
268
715000
1973
tako kot so to storili pri French's in Gulden's, so računali štiri dolarje.
12:21
they decided to charge four dollars.
269
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1727
In potem so imeli tiste oglase, ne? Z moškim v Rolls Royceu,
12:23
And they had those ads.
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1212
12:24
With the guy in the Rolls Royce,
eating the Grey Poupon.
eating the Grey Poupon.
271
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2635
moški je Grey Poupon in ob njem se ustavi drugi Rolls Royce,
12:27
Another pulls up, and says,
"Do you have any Grey Poupon?"
"Do you have any Grey Poupon?"
272
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2786
in reče, ali imaš še kakšnega Grey Poupon-a?
In po vsem tem je Grey Poupon enostavno poletel!
12:30
And the whole thing, after they did that,
Grey Poupon takes off!
Grey Poupon takes off!
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Prevzel je celo industrijo z gorčico.
12:33
Takes over the mustard business!
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1524
In to kar so se vsi naučili ob tem je,
12:35
And everyone's take-home lesson from that
275
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2008
12:37
was that the way to make people happy
276
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4735
da je način kako osrečiti ljudi,
12:41
is to give them something
that is more expensive,
that is more expensive,
277
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ta, da jim ponudiš nekaj dražjega, nekaj po čemur hrepenijo. Kajne?
12:45
something to aspire to.
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2067
Da jih prepričaš, da obrnejo hrbet temu kar mislijo, da imajo radi,
12:47
It's to make them turn their back
on what they think they like now,
on what they think they like now,
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12:51
and reach out for something
higher up the mustard hierarchy.
higher up the mustard hierarchy.
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3419
in da sežejo po nečem višje na gorčični hierarhiji.
12:54
(Laughter)
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1001
Po boljši gorčici! Dražji gorčici!
12:55
A better mustard!
A more expensive mustard!
A more expensive mustard!
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2212
Po bolj uglajen gorčici z več kulture in vsebine.
12:58
A mustard of more sophistication
and culture and meaning.
and culture and meaning.
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3163
In, ko je Howard to videl, si je rekel, to je narobe!
13:01
And Howard looked to that
and said, "That's wrong!"
and said, "That's wrong!"
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2409
Gorčica nima svoje hierarhije.
13:04
Mustard does not exist on a hierarchy.
285
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2118
Gorčica, tako kot paradižnikova omaka, obstaja na vodoravni ravnini.
13:07
Mustard exists, just like tomato sauce,
on a horizontal plane.
on a horizontal plane.
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4101
13:11
There is no good mustard or bad mustard.
287
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2739
Ni dobre in ni slabe gorčice.
13:14
There is no perfect mustard
or imperfect mustard.
or imperfect mustard.
288
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2526
Ni popolne in nepopolne gorčice.
So samo različne vrste gorčic, ki ustrezajo raličnim vrstam ljudem.
13:16
There are only different kinds of mustards
that suit different kinds of people.
that suit different kinds of people.
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Tako je korenito demokratiziral način kako razmišljamo o okusu.
13:21
He fundamentally democratized
the way we think about taste.
the way we think about taste.
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In tudi za to, si Howard Moskowitz zasluži našo zahvalo.
13:26
And for that, as well, we owe
Howard Moskowitz a huge vote of thanks.
Howard Moskowitz a huge vote of thanks.
291
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Tretja stvar, ki jo je naredil Howard, in morda tudi najpomembnejša, je,
13:31
Third thing that Howard did,
and perhaps the most important,
and perhaps the most important,
292
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3493
13:34
is Howard confronted the notion
of the Platonic dish.
of the Platonic dish.
293
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2839
da se je Howard spoprijel s pojmom platonične jedi. (smeh)
13:37
(Laughter)
294
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1001
Kaj mislim s tem?
13:38
What do I mean by that?
295
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13:39
(Laughter)
296
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1556
Zelo dolgo časa je v prehrambeni industriji prevladovalo mnenje,
13:41
For the longest time in the food industry,
297
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da obstaja samo en popoln način priprave jedi.
13:43
there was a sense that there was one way,
298
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2580
13:45
a perfect way, to make a dish.
299
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2728
13:49
You go to Chez Panisse,
300
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1715
Pri Chez Panisse vam bodo postregli z rdečerepim sashimijem,
13:51
they give you the red-tail sashimi
with roasted pumpkin seeds
with roasted pumpkin seeds
301
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5283
s praženimi bučnimi semeni, in z nekakšnim zgoščanjem.
13:56
in a something something reduction.
302
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1853
Za način zgoščanja vam nikoli ne ponudijo pet izbir, kajne?™
13:58
They don't give you five options
on the reduction.
on the reduction.
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14:00
They don't say, "Do you want
the extra-chunky reduction, or ...?"
the extra-chunky reduction, or ...?"
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Nikoli ne rečejo, ali hočete zgoščanje z ekstra velikmi koščki, ali hočete -- ne!
14:04
No!
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Preprosto dobite zgoščanje. Zakaj? Zato, ker ima glavni kuhar pri Chez Panisse
14:05
You just get the reduction. Why?
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14:07
Because the chef at Chez Panisse
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platonično pojmovanje o rdečerepemu sashimiju.
14:08
has a Platonic notion
about red-tail sashimi.
about red-tail sashimi.
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Tako pač mora biti.
14:11
"This is the way it ought to be."
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14:13
And she serves it that way
time and time again,
time and time again,
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In tako ga postreže znova in znova,
14:17
and if you quarrel with her, she will say,
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in če se boste kregali z njim, vam bo rekel,
"Veste kaj? Motite se! To je najboljši način priprave za to restavracijo."
14:20
"You know what? You're wrong!
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14:22
This is the best way it ought to be
in this restaurant."
in this restaurant."
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Isto mišljenje je prevladovalo tudi v prehrambeni industirji.
14:25
Now that same idea fueled
the commercial food industry as well.
the commercial food industry as well.
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Imeli so idejo, platonično idejo, o tem kako naj bi izgledala paradižnikova omaka.
14:29
They had a Platonic notion
of what tomato sauce was.
of what tomato sauce was.
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In iz kje izvira ta ideja? Izvira iz Italije.
14:32
And where did that come from?
It came from Italy.
It came from Italy.
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14:34
Italian tomato sauce is what?
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Kakšna je italijanska paradižnikova omaka? Zmešana je in redka.
14:37
It's blended; it's thin.
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Praviloma bi morala biti paradižnikova omaka redka.
14:39
The culture of tomato sauce was thin.
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14:41
When we talked about "authentic
tomato sauce" in the 1970s,
tomato sauce" in the 1970s,
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Ko smo v 70ih govorili o avtentični paradižnikovi omaki,
14:44
we talked about Italian tomato sauce,
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smo govorili o italijanski omaki. Govorli smo o najzgodnjejših ragujih,
14:46
we talked about the earliest Ragùs,
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ki pa nimajo vidnejših koščkov? Kajne?
14:48
which had no visible solids, right?
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14:50
Which were thin, you just put a little bit
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Omaka je bila redka, in samo nekaj si jo prelil čez,
in izgnilia je pod testenine nad dno krožnika.
14:52
and it sunk down to the bottom
of the pasta.
of the pasta.
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Tako je takrat bilo. In zakaj je bilo to za nas pomembno?
14:55
That's what it was.
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14:56
And why were we attached to that?
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Zato, ker smo mislili, da je pravi način kako osrečiti ljudi,
14:57
Because we thought
that what it took to make people happy
that what it took to make people happy
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ta, da jim postrežemo z najbolj avtentično paradižnikovo omako, to je prvo,
15:00
was to provide them with the most
culturally authentic tomato sauce, A.
culturally authentic tomato sauce, A.
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15:05
And B, we thought that if we gave them
the culturally authentic tomato sauce,
the culturally authentic tomato sauce,
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in drugo mislili smo, da če jim postrežemo z najbolj avtentično paradižnikovo omako,
jo bodo ljudje z veseljem sprejeli.
15:10
then they would embrace it.
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In to naj bi osrečilo maksimalno število ljudi.
15:11
And that's what would please
the maximum number of people.
the maximum number of people.
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In razlog zakaj smo tako mislili -- z drugimi besedami,
15:15
In other words,
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ljudje v kuharskem svetu so iskali principe kuhanja.
15:17
people in the cooking world
were looking for cooking universals.
were looking for cooking universals.
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Iskali so en način s katerim bi zadovoljili vse.
15:21
They were looking for one way
to treat all of us.
to treat all of us.
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15:23
And it's good reason for them
to be obsessed
to be obsessed
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In dobro je, da so bili obsedeni s temi univerzalnimi idejami,
15:26
with the idea of universals,
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zato, ker je bila vsa znanost 19. in večji del 20. stoletja,
15:27
because all of science,
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15:29
through the 19th century
and much of the 20th,
and much of the 20th,
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obsedena z univerzalnimi pravili.
15:31
was obsessed with universals.
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Psihologi, zdravniki, ekonomisti, vsi so se zanimali
15:32
Psychologists, medical scientists,
economists
economists
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15:37
were all interested
in finding out the rules
in finding out the rules
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za pravila, ki diktirajo kako se obnašamo.
15:39
that govern the way all of us behave.
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Ampak to se je spremenilo, kajne?
15:42
But that changed, right?
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15:43
What is the great revolution
in science of the last 10, 15 years?
in science of the last 10, 15 years?
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Kaj je bila v zadnjih 10, 15 letih revolucija v znanosti?
To je premik od iskanja univerzalnih principov k razumevanju različnosti.
15:47
It is the movement
from the search for universals
from the search for universals
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15:50
to the understanding of variability.
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No, v medicinski znanosti, pravzaprav ni potrebe, da bi vedeli --
15:53
Now in medical science,
we don't want to know, necessarily,
we don't want to know, necessarily,
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15:56
just how cancer works,
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kako pravzaprav rak deluje, hočemo vedeti kako se vaš rak razlikuje od ostalih.
15:58
we want to know how your cancer
is different from my cancer.
is different from my cancer.
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16:01
I guess my cancer different
from your cancer.
from your cancer.
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Najbrž se moj rak razlikuje od vašega.
16:04
Genetics has opened the door
to the study of human variability.
to the study of human variability.
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Genetika je odprla vrata v študijo človeške raznolikosti.
16:08
What Howard Moskowitz
was doing was saying,
was doing was saying,
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To kar je hotel Howard Moskowitz je, da se ista revolucija
16:10
"This same revolution needs to happen
in the world of tomato sauce."
in the world of tomato sauce."
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zgodi tudi v svetu paradižnikovih omak.
16:15
And for that, we owe him
a great vote of thanks.
a great vote of thanks.
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In za to, smo se mu dolžni zahvaliti.
Povedal vam bom še zadnji primer različnosti, in to je - ojej, se opravičujem.
16:20
I'll give you one last
illustration of variability,
illustration of variability,
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16:22
and that is -- oh, I'm sorry.
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16:24
Howard not only believed that,
but he took it a second step,
but he took it a second step,
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Howard, ne samo, da je v to idejo verjel, ampak jo je tudi nadgradil,
in to je, da vedno kadar iščemo univerzalne principe v hrani,
16:28
which was to say that when we pursue
universal principles in food,
universal principles in food,
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16:33
we aren't just making an error;
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ne samo, da delamo napako, ampak škodujemo tudi samim sebi.
16:35
we are actually doing ourselves
a massive disservice.
a massive disservice.
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16:38
And the example he used was coffee.
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In primer, ki ga je uporabil on, je bila kava.
In s kavo se je ukvarjal veliko, pri Nescafeju.
16:41
And coffee is something he did
a lot of work with, with Nescafé.
a lot of work with, with Nescafé.
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16:45
If I were to ask all of you to try
and come up with a brand of coffee --
and come up with a brand of coffee --
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Če bi vas vse prosil, da poskusite usvariti novo kavno mešanico,
-- vrsto kave, mešanico - ki bi osrečila vse vas,
16:49
a type of coffee, a brew --
that made all of you happy,
that made all of you happy,
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in vas nato prosil, da kavo ocenite,
16:52
and then I asked you to rate that coffee,
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bi bila povprečna ocena na lestvici od 0 do 100 okoli 60.
16:54
the average score in this room for coffee
would be about 60 on a scale of 0 to 100.
would be about 60 on a scale of 0 to 100.
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16:58
If, however, you allowed me
to break you into coffee clusters,
to break you into coffee clusters,
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Če, po drugi strani, dovolite meni, da vas prej razdelim v kavne skupine,
mogoče tri ali štiri,
17:02
maybe three or four coffee clusters,
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in bi lahko naredili različno mešanico za vsako skupino posebej,
17:04
and I could make coffee just
for each of those individual clusters,
for each of those individual clusters,
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17:08
your scores would go from 60 to 75 or 78.
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bi se vaše ocene iz 60 dvignile na nekje med 75 in 78.
17:12
The difference between coffee
at 60 and coffee at 78
at 60 and coffee at 78
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Razlika med kavo pri 60 in kavo pri 78,
je razlika med kavo zaradi katere trzneš,
17:18
is a difference between coffee
that makes you wince,
that makes you wince,
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17:20
and coffee that makes you
deliriously happy.
deliriously happy.
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in kavo, ki te naredi neznansko srečnega.
17:24
That is the final, and I think
most beautiful lesson,
most beautiful lesson,
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To je zadnja, in mislim, da tudi najlepša lekcija Howarda Moskowitza.
17:27
of Howard Moskowitz:
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Da šele, ko bomo sprejeli različnost ljudi,
17:29
that in embracing the diversity
of human beings,
of human beings,
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17:32
we will find a surer way
to true happiness.
to true happiness.
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bomo našli pravo pot do resnične sreče.
17:35
Thank you.
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Hvala.
17:36
(Applause)
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ABOUT THE SPEAKER
Malcolm Gladwell - WriterDetective of fads and emerging subcultures, chronicler of jobs-you-never-knew-existed, Malcolm Gladwell's work is toppling the popular understanding of bias, crime, food, marketing, race, consumers and intelligence.
Why you should listen
Malcolm Gladwell searches for the counterintuitive in what we all take to be the mundane: cookies, sneakers, pasta sauce. A New Yorker staff writer since 1996, he visits obscure laboratories and infomercial set kitchens as often as the hangouts of freelance cool-hunters -- a sort of pop-R&D gumshoe -- and for that has become a star lecturer and bestselling author.
Sparkling with curiosity, undaunted by difficult research (yet an eloquent, accessible writer), his work uncovers truths hidden in strange data. His always-delightful blog tackles topics from serial killers to steroids in sports, while provocative recent work in the New Yorker sheds new light on the Flynn effect -- the decades-spanning rise in I.Q. scores.
Gladwell has written four books. The Tipping Point, which began as a New Yorker piece, applies the principles of epidemiology to crime (and sneaker sales), while Blink examines the unconscious processes that allow the mind to "thin slice" reality -- and make decisions in the blink of an eye. His third book, Outliers, questions the inevitabilities of success and identifies the relation of success to nature versus nurture. The newest work, What the Dog Saw and Other Adventures, is an anthology of his New Yorker contributions.
He says: "There is more going on beneath the surface than we think, and more going on in little, finite moments of time than we would guess."
Malcolm Gladwell | Speaker | TED.com