TEDGlobal 2012
Don Tapscott: Four principles for the open world
Don Tapskot (Don Tapscott): Četiri principa za otvoreni svet
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Nove generacije se od rođenja kupaju u tehnologiji povezivanja, kaže futurista Don Tapskot. Rezultat toga je da se svet transformiše postajući otvoreniji i transparentniji. U ovom inspirativnom govoru, on navodi četiri osnovna principa koji pokazuju kako ovaj otvoreni svet može biti mnogo bolje mesto.
Don Tapscott - Digital strategist
Don Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages Full bio
Don Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages Full bio
Double-click the English transcript below to play the video.
00:17
Openness. It's a word that
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Otvorenost. To je reč koja
00:19
denotes opportunity and possibilities.
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označava priliku i mogućnosti.
00:22
Open-ended, open hearth,
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Otvoreno rešenje, otvorenog srca,
00:24
open source, open door policy,
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otvoren izvor, politika otvorenih vrata,
00:28
open bar. (Laughter)
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otvoren bar. (Smeh)
00:31
And everywhere the world is opening up,
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Svet se svuda otvara
00:34
and it's a good thing.
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i to je dobra stvar.
00:35
Why is this happening?
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Zašto se ovo dešava?
00:37
The technology revolution is opening the world.
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Tehnološka revolucija otvara svet.
00:40
Yesterday's Internet was a platform
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Jučerašnji internet je bio platforma
00:43
for the presentation of content.
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za prezentaciju sadržaja.
00:45
The Internet of today is a platform for computation.
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Današnji internet je platforma za računanje.
00:48
The Internet is becoming a giant
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Internet postaje džinovski
00:50
global computer, and every time you go on it,
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globalni računar i svaki put kad odete na njega
00:53
you upload a video, you do a Google search,
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upload-ujete video, uradite Google pretragu,
00:55
you remix something,
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vi nešto kombinujete,
00:57
you're programming this big global computer
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programirate ovaj veliki globalni kompjuter
00:59
that we all share.
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koji svi delimo.
01:01
Humanity is building a machine,
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Čovečanstvo pravi mašinu
01:04
and this enables us to collaborate in new ways.
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i ovo nam omogućava da sarađujemo na nove načine.
01:07
Collaboration can occur on
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Saradnja može da se desi
01:08
an astronomical basis.
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na astronomskoj osnovi.
01:11
Now a new generation is opening up the world as well.
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Nove generacije sada takođe otvaraju svet.
01:15
I started studying kids about 15 years ago,
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Počeo sam da proučavam decu pre 15 godina,
01:17
-- so actually 20 years ago now --
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-- u stvari pre 20 godina --
01:19
and I noticed how my own children were
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primetio sam kako su moja deca bez napora
01:21
effortlessly able to use all this sophisticated technology,
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bila u stanju da koriste svu ovu sofisticiranu tehnologiju.
01:24
and at first I thought,
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Isprva sam pomislio:
01:26
"My children are prodigies!" (Laughter)
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"Moja deca su čuda od dece!" (Smeh)
01:29
But then I noticed all their friends were like them,
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Ali kad sam primetio da su svi njihovi prijatelji kao i oni,
01:31
so that was a bad theory.
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pa je to bila loša teorija.
01:33
So I've started working with a few hundred kids,
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Počeo da radim sa par stotina dece
01:36
and I came to the conclusion
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i zaključio sam
01:37
that this is the first generation to come of age
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da je ovo prva generacija koja stasava
01:39
in the digital age,
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u digitalnoj eri,
01:40
to be bathed in bits.
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prelivena bajtovima.
01:42
I call them the Net Generation.
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Zovem ih mrežnom generacijom,
01:44
I said, these kids are different.
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Rekao sam, ova deca su različita.
01:46
They have no fear of technology, because it's not there.
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Oni nemaju strah od tehnologije, jer je nema tu.
01:49
It's like the air.
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To je kao vazduh.
01:50
It's sort of like, I have no fear of a refrigerator.
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To je kao što ja nemam strah od frižidera.
01:54
And — (Laughter)
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I -- (Smeh)
01:56
And there's no more powerful force to change
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Nema snažnije sile da promeni
01:58
every institution than the first generation of digital natives.
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svaku instituciju od prve generacije digitalnih urođenika.
02:03
I'm a digital immigrant.
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Ja sam digitalni imigrant.
02:04
I had to learn the language.
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Morao sam da naučim jezik.
02:07
The global economic crisis is opening up the world as well.
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Globalna ekonomska kriza otvara svet, takođe.
02:11
Our opaque institutions from the Industrial Age,
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Naše netransparentne institucije iz industrijskog doba,
02:14
everything from old models of the corporation,
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sve od starih modela korporacija,
02:16
government, media, Wall Street,
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vlada, mediji, Volstrit,
02:18
are in various stages of being stalled or frozen
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nalaze se u raznim fazama zaostajanja ili smrzavanja
02:22
or in atrophy or even failing,
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ili atrofije ili čak propadanja,
02:25
and this is now creating a burning platform in the world.
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a ovo sad stvara plamteću platformu u svetu.
02:28
I mean, think about Wall Street.
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Mislim, pomislite na Volstrit.
02:30
The core modus operandi of Wall Street almost brought down
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Srž načina rada Volstrita je skoro oborio
02:33
global capitalism.
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globalni kapitalizam.
02:36
Now, you know the idea of a burning platform,
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Znate da je ideja plamteće platforme to,
02:37
that you're somewhere where the costs of staying where you are
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da trošak ostanka tu gde se nalaziš,
02:41
become greater than the costs of moving to something different,
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postaje veći od troška pomeranja na nešto drugo,
02:44
perhaps something radically different.
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možda nešto potpuno drugačije.
02:48
And we need to change
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Treba da se menjamo
02:49
and open up all of our institutions.
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i otvorimo sve naše institucije.
02:51
So this technology push,
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Ovaj tehnološki pritisak,
02:53
a demographic kick from a new generation
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demografski udar nove generacije
02:56
and a demand pull from a new
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i zahtevi novog
02:59
economic global environment
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globalnog ekonomskog okruženja
03:01
is causing the world to open up.
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izazivaju otvaranje sveta.
03:03
Now, I think, in fact,
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Mislim da se, u stvari,
03:06
we're at a turning point in human history,
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nalazimo na tački preokreta u ljudskoj istoriji,
03:09
where we can finally now rebuild
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kada konačno ponovo možemo izgraditi
03:11
many of the institutions of the Industrial Age
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mnoge institucije industrijskog doba
03:14
around a new set of principles.
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oko novih principa.
03:15
Now, what is openness?
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Šta je otvorenost?
03:18
Well, as it turns out, openness
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Ispada da otvorenost
03:19
has a number of different meanings,
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ima mnoga različita značenja
03:21
and for each there's a corresponding principle
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i za svako od njih postoji odgovarajući princip
03:24
for the transformation of
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za transformaciju
03:26
civilization.
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civilizacije.
03:28
The first is collaboration.
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Prvi je saradnja.
03:31
Now, this is openness in the sense of the boundaries
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Ovo je otvorenost u smislu granica
03:34
of organizations becoming more porous and fluid
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organizacija koje postaju poroznije, fluidnije
03:37
and open.
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i otvorenije.
03:39
The guy in the picture here,
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Momak na slici ovde,
03:40
I'll tell you his story.
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ispričaću vam njegovu priču.
03:42
His name is Rob McEwen.
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Njegovo ime je Rob Mekjuen.
03:44
I'd like to say, "I have this think tank, we scour the world
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Voleo bih da kažem: "Imam ovaj rezervoar znanja, pretražujemo svet
03:46
for amazing case studies."
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u potrazi za sjajnim primerima za proučavanje."
03:48
The reason I know this story
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Razlog što znam ovu priču je
03:49
is because he's my neighbor. (Laughter)
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to što je on moj sused. (Smeh)
03:54
He actually moved across the street from us,
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On se u stvari doselio preko puta, u našoj ulici,
03:55
and he held a cocktail party
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organizovao je koktel zabavu
03:57
to meet the neighbors, and he says, "You're Don Tapscott.
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da bi se upoznao sa susedima. On kaže: "Ti si Don Tapskot.
03:59
I've read some of your books."
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Pročitao sam neke od tvojih knjiga."
04:00
I said, "Great. What do you do?"
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Rekao sam: "Sjajno. Šta ti radiš?"
04:01
And he says, "Well I used to be a banker
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On kaže: "Bio sam bankar,
04:02
and now I'm a gold miner."
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a sad vadim zlato."
04:04
And he tells me this amazing story.
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I on mi ispriča ovu divnu priču.
04:07
He takes over this gold mine, and his geologists
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On preuzima ovaj zlatni rudnik i njegovi geolozi
04:09
can't tell him where the gold is.
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mu ne mogu reći gde je zlato.
04:11
He gives them more money for geological data,
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On im daje mnogo više novca za geološke podatke,
04:12
they come back, they can't tell
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oni se vrate, ali mu ne mogu reći
04:14
him where to go into production.
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gde da krene sa proizvodnjom.
04:16
After a few years, he's so frustrated he's ready
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Posle par godina, on je tako frustriran da je spreman da
04:20
to give up, but he has an epiphany one day.
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odustane, ali jednoga dana doživljava proviđenje.
04:22
He wonders, "If my geologists don't know where the gold is,
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Pita se: "Ako moji geolozi ne znaju gde je zlato,
04:25
maybe somebody else does."
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možda zna neko drugi."
04:27
So he does a "radical" thing.
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Zbog toga on učini "radikalnu" stvar.
04:29
He takes his geological data,
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Svoje geološke podatke
04:31
he publishes it and he holds a contest on the Internet
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on objavljuje i postavi sadržaj na internetu,
04:34
called the Goldcorp Challenge.
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nazivajući ga Goldkorp Izazov.
04:35
It's basically half a million dollars in prize money
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To je u osnovi pola miliona dolara nagrade
04:39
for anybody who can tell me, do I have any gold,
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za svakog ko može da mi kaže, imam li imalo zlata,
04:41
and if so, where is it? (Laughter)
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a ako imam, gde je? (Smeh)
04:45
He gets submissions from all around the world.
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Iz celog sveta dobija prijave.
04:47
They use techniques that he's never heard of,
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Oni koriste tehnike za koje on nikad nije čuo
04:50
and for his half a million dollars in prize money,
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i to za nagradu od pola miliona.
04:52
Rob McEwen finds 3.4 billion dollars worth of gold.
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Rob Mekjuen je pronašao zlatо vredno 3,4 milijarde dolara.
04:56
The market value of his company
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Tržišna vrednost njegove firme
04:58
goes from 90 million to 10 billion dollars,
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je skočila sa 90 miliona na 10 milijardi dolara.
05:00
and I can tell you, because he's my neighbor,
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Mogu vam reći, jer je on moj sused,
05:03
he's a happy camper. (Laughter)
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da je srećan momak. (Smeh)
05:06
You know, conventional wisdom says talent is inside, right?
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Znate, uobičajena mudrost kaže da je talenat unutra.
05:10
Your most precious asset goes out the elevator every night.
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Vaša najdragocenijа vrednost izlazi iz lifta svako veče.
05:13
He viewed talent differently.
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On je posmatrao talenat drugačije.
05:16
He wondered, who are their peers?
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Pitao se, ko su njihove kolege?
05:18
He should have fired his geology department, but he didn't.
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Trebalo je da otpusti svoje geološko odeljenje, ali nije.
05:22
You know, some of the best submissions
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Znate, neke od najboljih predloga
05:24
didn't come from geologists.
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nisu dali geolozi.
05:27
They came from computer scientists, engineers.
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Dali su ih kompjuterski stručnjaci, inženjeri.
05:29
The winner was a computer graphics company
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Pobednik je bila firma za kompjutersku grafiku
05:30
that built a three dimensional model of the mine
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koja je napravila trodimenzionalni model rudnika
05:32
where you can helicopter underground
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gde je moguće leteti helikopterom pod zemljom
05:34
and see where the gold is.
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i videti gde je zlato.
05:37
He helped us understand that social media's becoming
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Pomogao nam je da razumemo da drušveni medijum postaje
05:40
social production.
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društvena proizvodnja.
05:42
It's not about hooking up online.
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Nije stvar u onlajn povezivanju.
05:44
This is a new means of production in the making.
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Ovo je nastajanje novog načina proizvodnje.
05:47
And this Ideagora that he created, an open market, agora,
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Ova Ideagora koju je stvorio, otvoreno tržište, agora,
05:51
for uniquely qualified minds,
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za jedinstveno kompetentne umove,
05:54
was part of a change, a profound change in the deep structure
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je bila deo suštinske promene u dubokoj strukturi
05:58
and architecture of our organizations,
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i arhitekturi naših organizacija
06:01
and how we sort of orchestrate capability to innovate,
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i načina na koji organizujemo sposobnost uvođenja inovacija
06:04
to create goods and services,
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da bismo napravili robu i usluge,
06:06
to engage with the rest of the world,
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i uposlili se sa ostatkom sveta,
06:07
in terms of government, how we create public value.
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u smislu vladavine, kako da kreiramo javno dobro.
06:12
Openness is about collaboration.
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Otvorenost je saradnja.
06:14
Now secondly, openness is about transparency.
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Drugo, otvorenost je transparentnost.
06:16
This is different. Here, we're talking about the communication
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Ovo je različito. Ovde govorimo o komunikaciji
06:18
of pertinent information to stakeholders of organizations:
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između zainteresovanih strana u organizacijama o relevantnim informacijama:
06:22
employees, customers, business partners, shareholders,
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zaposleni, kupci, biznis parteri, akcionari,
06:25
and so on.
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itd.
06:27
And everywhere, our institutions are becoming naked.
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Naše institucije postaju ogoljene svuda.
06:31
People are all bent out of shape about WikiLeaks,
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Svi ljudi su iznervirani oko Vikiliksa,
06:33
but that's just the tip of the iceberg.
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a to je samo vrh ledenog brega.
06:36
You see, people at their fingertips now, everybody,
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Vidite, ljudi imaju pod vrhovima svojih prstiju, svi, ne samo
06:39
not just Julian Assange,
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Džulijan Asanž,
06:41
have these powerful tools for finding out what's going on,
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ovaj moćni alat za saznavanje toga šta se dešava,
06:43
scrutinizing, informing others,
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provere, daju informacije drugima
06:45
and even organizing collective responses.
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i čak organizuju grupne odgovore.
06:48
Institutions are becoming naked,
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Institucije postaju ogoljene
06:51
and if you're going to be naked,
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i ako ćete da postanete goli
06:53
well, there's some corollaries that flow from that.
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neke posledice proističu iz toga.
06:55
I mean, one is,
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Jedna je da
06:56
fitness is no longer optional. (Laughter)
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fitnes nije više opcioni. (Smeh)
06:59
You know? Or if you're going to be naked, you'd better get buff.
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Znate? Ili ako ćete biti goli, bolje je biti nabildovan.
07:03
Now, by buff I mean, you need to have good value,
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Biti nabildovan, mislim na to da treba da imate dobru vredost,
07:07
because value is evidenced like never before.
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jer vrednost se dokazuje kao nikad pre.
07:09
You say you have good products.
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Kažete da imate dobre proizvode.
07:10
They'd better be good.
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Bolje da su dobri.
07:11
But you also need to have values.
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Ali takođe treba da imate vrednosti.
07:13
You need to have integrity as part of your bones
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Treba da imate integritet u svojoj srži
07:16
and your DNA as an organization,
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i vašoj DNK kao organizaciji,
07:18
because if you don't, you'll be unable to build trust,
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jer ako nemate, nećete moći da izgradite poverenje,
07:20
and trust is a sine qua non of this new network world.
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a poverenje je 'sine qua non' ovog novog umreženog sveta.
07:24
So this is good. It's not bad.
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To je dobro. To nije loše.
07:28
Sunlight is the best disinfectant.
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Sunce je najbolje sredstvo za dezinfekciju.
07:30
And we need a lot of sunlight in this troubled world.
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Nama je potrebno mnogo sunca u ovom problematičnom svetu.
07:34
Now, the third meaning and corresponding principle
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Treće značenje i odgovarajući princip je
07:37
of openness is about sharing.
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da je otvorenost i deljenje.
07:40
Now this is different than transparency.
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Ovo je drugačije od transparentnosti.
07:41
Transparency is about the communication of information.
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Transparentnost je o komunikaciji informacija.
07:44
Sharing is about giving up assets, intellectual property.
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Deljenje je o davanju sredstava, intelektualnog vlasništva.
07:48
And there are all kinds of famous stories about this.
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Ima svakakvih poznatih priča o ovome.
07:51
IBM gave away 400 million dollars of software
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IBM je poklonio softver od 400 miliona dolara
07:54
to the Linux movement, and that gave them
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2101
Linuksu, to im je donelo
07:56
a multi-billion dollar payoff.
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3011
više milijardersku isplatu u dolarima.
07:59
Now, conventional wisdom says,
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1960
Uobičajena mudrost kaže:
08:01
"Well, hey, our intellectual property belongs to us,
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2735
"Pa dobro, naša intelektualna svojina pripada nama,
08:03
and if someone tries to infringe it, we're going to get out
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2303
a ako neko pokuša da je ukrade, uzećemo advokate
08:06
our lawyers and we're going to sue them."
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2348
i tužićemo ih."
08:08
Well, it didn't work so well for the record labels, did it?
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3413
To nije bilo tako uspešno po pitanju izdavačkih kuća, zar ne?
08:12
I mean, they took — They had a technology disruption,
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5104
Mislim, oni su uzeli -- Imali su tehnološki poremećaj
08:17
and rather than taking a business model innovation
192
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2689
i umesto da su inovirali biznis model
08:19
to correspond to that, they took and sought a legal solution
193
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3952
da tome odgovori, posegli su za legalnim rešenjem,
08:23
and the industry that brought you Elvis and the Beatles
194
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2313
te industrija koja je stvorila Elvisa i Bitlse
08:26
is now suing children
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2032
sada tuži decu
08:28
and is in danger of collapse.
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4167
i u opasnosti je da propadne.
08:32
So we need to think differently about intellectual property.
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Zato nam je potrebno da mislimo drugačije o intelektualnoj svojini.
08:35
I'll give you an example.
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1029
Daću vam primer.
08:36
The pharmaceutical industry is in deep trouble.
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2882
Farmaceutska industrija je u velikoj nevolji.
08:39
First of all, there aren't a lot of big inventions
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2605
Prvo, nema mnogo velikih otkrića
08:41
in the pipeline, and this is a big problem for human health,
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2354
u najavi i ovo je veliki problem za ljudsko zdravlje.
08:43
and the pharmaceutical industry has got a bigger problem,
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5161
Farmaceutska industrija ima veći problem,
08:49
that they're about to fall off something
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513248
1923
a to je da će da se sruše sa nečega
08:51
called the patent cliff.
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1521
što se zove litica patenata.
08:52
Do you know about this?
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768
Da li znate za to?
08:53
They're going to lose 20 to 35 percent of their revenue
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3004
Oni će da izgube 20 do 35 posto svog prihoda
08:56
in the next 12 months.
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1627
u narednih 12 meseci.
08:57
And what are you going to do,
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1331
Šta ćete vi da uradite,
08:59
like, cut back on paper clips or something? No.
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3110
kao, štedeti na spajalicama ili slično? Ne.
09:02
We need to reinvent the whole model of scientific research.
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4713
Moramo da ponovo osmislimo ceo model naučnog istraživanja.
09:07
The pharmaceutical industry needs to place assets
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3464
Farmaceutska industrija treba da smesti sredstva
09:10
in a commons. They need to start sharing precompetitive research.
212
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3935
u javna dobra. Oni treba da počnu da dele istraživanja sa konkurencijom.
09:14
They need to start sharing
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2343
Treba da počnu da dele
09:16
clinical trial data,
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1458
kliničke podatke ispitivanja,
09:18
and in doing so, create a rising tide that could lift all boats,
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4271
i čineći to, da stvore rastuću plimu koja bi mogla da podigne sve brodove,
09:22
not just for the industry but
216
546716
1942
ne samo za industriju već i
09:24
for humanity.
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2791
za čovečanstvo.
09:27
Now, the fourth meaning
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551449
2405
Četvrto značenje
09:29
of openness,
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2146
otvorenosti
09:31
and corresponding principle, is about empowerment.
220
556000
1999
i odgovarajućeg principa je osnaživanje.
09:33
And I'm not talking about the motherhood sense here.
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2216
Ne govorim ovde u majčinskom smislu.
09:36
Knowledge and intelligence is power,
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3474
Znanje i inteligencija je moć,
09:39
and as it becomes more distributed, there's a
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2839
i kako se više raspodeljuju, postoji
09:42
concomitant distribution
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2545
istovremena podela
09:44
and decentralization and disaggregation of power
225
569073
3631
i decentralizacija i razbijanje moći
09:48
that's underway in the world today.
226
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1929
koja je na tom putu u današnjem svetu.
09:50
The open world is bringing freedom.
227
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3090
Otvoreni svet donosi slobodu.
09:53
Now, take the Arab Spring.
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2349
Pogledajmo arapsko proleće.
09:55
The debate about the role of social media
229
580072
1912
Diskusija o ulozi društvenih medija
09:57
and social change has been settled.
230
581984
1994
i društvene promene je rešena.
09:59
You know, one word: Tunisia.
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583978
3238
Znate, jedna reč: Tunis.
10:03
And then it ended up having a whole bunch of other words too.
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2346
I posle se završilo sa mnogo drugih reči takođe.
10:05
But in the Tunisian revolution,
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2342
Ali u tunižanskoj revoluciji
10:07
the new media didn't cause the revolution;
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2127
novi mediji nisu uzrokovali revoluciju,
10:09
it was caused by injustice.
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1780
već nepravda.
10:11
Social media didn't create the revolution;
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4237
Društveni mediji nisu stvorili revoluciju,
10:15
it was created by a new generation of young people
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600048
2321
nju je napravila nova generacija mladih ljudi
10:18
who wanted jobs and hope and
238
602369
1808
koji su hteli posao i nadu i koji
10:20
who didn't want to be treated as subjects anymore.
239
604177
4026
nisu više hteli da budu tretirani kao subjekti.
10:24
But just as the Internet drops transaction and collaboration
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3065
Ali isto kao što internet spušta cene transakcija i saradnje
10:27
costs in business and government,
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2368
u biznisu i upravi,
10:29
it also drops the cost of dissent, of rebellion,
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613636
2757
on takođe spušta cenu neslaganja, pobune
10:32
and even insurrection
243
616393
1829
i čak ustanka
10:34
in ways that people didn't understand.
244
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2092
na načine koje ljudi nisu razumeli.
10:36
You know, during the Tunisian revolution,
245
620314
1823
Znate, za vreme revolucije u Tunisu,
10:38
snipers associated with the regime were killing
246
622137
2694
režimski snajperisti su ubijali
10:40
unarmed students in the street.
247
624831
1744
nenaoružane studente na ulici.
10:42
So the students would take their mobile devices,
248
626575
3021
Tako da su studenti uzimali svoje mobilne uređaje,
10:45
take a picture, triangulate the location,
249
629596
2653
slikali, pozicionirali lokaciju,
10:48
send that picture to friendly military units,
250
632249
2201
slali tu sliku prijateljskim vojnim jedinicama,
10:50
who'd come in and take out the snipers.
251
634450
2409
koje bi došle i ubijale snajperiste.
10:52
You think that social media is about hooking up online?
252
636859
2534
Mislite da su društveni mediji onlajn povezivanje?
10:55
For these kids, it was a military tool
253
639393
3027
Za ovu decu, to je bilo vojno sredstvo
10:58
to defend unarmed people from murderers.
254
642420
3126
da odbrane nenaoružane ljude od ubica.
11:01
It was a tool of self-defense.
255
645546
2133
Bilo je to sredstvo za samoodbranu.
11:03
You know, as we speak today, young people
256
647679
2355
Znate, dok danas pričamo, mladi
11:05
are being killed in Syria,
257
650034
2010
se ubijaju u Siriji,
11:07
and up until three months ago,
258
652044
1810
i do pre tri meseca
11:09
if you were injured on the street,
259
653854
2199
ako ste bili ranjeni na ulici,
11:11
an ambulance would pick you up,
260
656053
1452
ambulanta bi vas pokupila,
11:13
take you to the hospital, you'd go in, say, with a broken leg,
261
657505
2900
odvela u bolnicu, ušli biste sa recimo slomljenom nogom,
11:16
and you'd come out with a bullet in your head.
262
660405
2479
a izašli sa metkom u glavi.
11:18
So these 20-somethings created
263
662884
2911
Ovi dvadesetogodišnjaci su napravili
11:21
an alternative health care system,
264
665795
2294
alternativni zdravstveni sistem,
11:23
where what they did is they used Twitter and basic
265
668089
2390
koristili su Tviter i osnovna
11:26
publicly available tools that when someone's injured,
266
670479
3245
javno dostupna sredstva, da kad je neko ranjen,
11:29
a car would show up, it would pick them up,
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673724
2680
auto bi došao, pokupio bi ih,
11:32
take them to a makeshift medical clinic, where you'd get
268
676404
2559
odvezao u improvizovanu medicinsku ambulantu, gde biste dobili
11:34
medical treatment, as opposed to being executed.
269
678963
3542
medicinski tretman, u odnosu na mogućnost da vas ubiju.
11:38
So this is a time of great change.
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682505
3185
Zato je ovo vreme velike promene.
11:41
Now, it's not without its problems.
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685690
2634
Nije bez problema.
11:44
Up until two years ago,
272
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2646
Do pre dve godine,
11:46
all revolutions in human history had a leadership,
273
690970
3153
sve revolucije u ljudskoj istoriji su imale vođstvo
11:50
and when the old regime fell, the leadership
274
694123
2792
i kad bi stari režim pao, vođstvo
11:52
and the organization would take power.
275
696915
978
i organizacija bi preuzeli vlast.
11:53
Well, these wiki revolutions happen so fast
276
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2525
Ove viki revolucije se dešavaju tako brzo
11:56
they create a vacuum, and
277
700418
1498
da kreiraju vakuum,
11:57
politics abhors a vacuum,
278
701916
1735
a politika ne podnosi vakuum
11:59
and unsavory forces can fill that,
279
703651
2072
i neprijateljske sile ga mogu popuniti,
12:01
typically the old regime,
280
705723
3126
tipično stari režim,
12:04
or extremists, or fundamentalist forces.
281
708849
2346
ili ekstremisti ili fundamentalističke sile.
12:07
You can see this playing out today in Egypt.
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2735
Ovo možete videti u akciji u Egiptu danas.
12:09
But that doesn't matter,
283
713930
1663
Ali to nema veze,
12:11
because this is moving forward.
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715593
2137
jer ovo se pomera napred.
12:13
The train has left the station. The cat is out of the bag.
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2976
Voz je napustio stanicu. Mačka je van torbe.
12:16
The horse is out of the barn. Help me out here, okay?
286
720706
3378
Konj je van štale. Pomozite mi ovde, OK?
12:19
(Laughter) The toothpaste is out of the tube.
287
724084
2142
(Smeh) Pasta za zube je van tube.
12:22
I mean, we're not putting this one back.
288
726226
2223
Nećemo je vraćati unutra.
12:24
The open world is bringing empowerment and freedom.
289
728449
3733
Otvoreni svet donosi osnaženje i slobodu.
12:28
I think, at the end of these four days,
290
732182
2784
Mislim, na kraju ova četiri dana,
12:30
that you'll come to conclude that the arc of history
291
734966
2766
doći ćete do zaključka da je luk istorije
12:33
is a positive one, and it's towards openness.
292
737732
3496
pozitivan i da ide prema otvorenosti.
12:37
If you go back a few hundred years,
293
741228
2481
Ako idete unazad nekoliko stotina godina,
12:39
all around the world it was a very closed society.
294
743709
2384
ceo svet je bio veoma zatvoreno društvo.
12:41
It was agrarian, and the means of production
295
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1569
Bio je poljoprivredni, sredstva za proizvodnju
12:43
and political system was called feudalism, and knowledge
296
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2715
i politički sistem zvali su se feudalizam, znanje
12:46
was concentrated in the church and the nobility.
297
750377
3938
je bilo koncentrisano u crkvi i plemstvu.
12:50
People didn't know about things.
298
754315
1607
Ljudi nisu znali o stvarima.
12:51
There was no concept of progress.
299
755922
2475
Nije postojao koncept progresa.
12:54
You were born, you lived your life and you died.
300
758397
1903
Rodili biste se, živeli svoj život i umrli.
12:56
But then Johannes Gutenberg came along with his great invention,
301
760300
4596
Onda se pojavio Johan Gutenberg sa svojim sjajnim otkrićem,
13:00
and, over time, the society opened up.
302
764896
3552
i vremenom društvo se otvorilo.
13:04
People started to learn about things, and when they did,
303
768448
2041
Ljudi su počeli da uče o stvarima i posle toga
13:06
the institutions of feudal society appeared
304
770489
1385
institucije feudalnog društva su se pokazale
13:07
to be stalled, or frozen, or failing.
305
771874
3703
kao ustajale, zamrznute ili u stanju propadanja.
13:11
It didn't make sense for the church to be responsible
306
775577
2776
Nije imalo smisla da crkva bude odgovorna
13:14
for medicine when people had knowledge.
307
778353
2282
za lečenje, kad su ljudi imali saznanje.
13:16
So we saw the Protestant Reformation.
308
780635
1947
Tako da smo videli protestantsku reformu.
13:18
Martin Luther called the printing press
309
782582
1870
Martin Luter je nazvao štamparsku presu
13:20
"God's highest act of grace."
310
784452
2397
"božje delo najvišeg milosrđa".
13:22
The creation of a corporation, science, the university,
311
786849
3511
Nastanak korporacija, nauke, univerziteta
13:26
eventually the Industrial Revolution,
312
790360
1687
i na kraju Industrijska revolucija
13:27
and it was all good.
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2174
i sve je bilo dobro,
13:30
But it came with a cost.
314
794221
2147
Ali je došlo sa cenom.
13:32
And now, once again, the technology genie
315
796368
2712
Sad, još jednom, tehnološki duh
13:34
is out of the bottle, but this time it's different.
316
799080
3320
je van boce, ali ovaj put drugačiji.
13:38
The printing press gave us access to the written word.
317
802400
2865
Štamparska presa nam je pružila pristup pisanoj reči.
13:41
The Internet enables each of us to be a producer.
318
805265
3459
Internet nam omogućava da postanemo stvaraoci.
13:44
The printing press gave us access to recorded knowledge.
319
808724
2814
Štamparska presa nam je pružila pristup zabeleženom znanju.
13:47
The Internet gives us access,
320
811538
1910
Internet nam pruža pristup,
13:49
not just to information and knowledge, but
321
813448
1649
ne samo informacijama i znanju, već
13:50
to the intelligence contained in the crania of other people
322
815097
3376
umovima u glavama ostalih ljudi
13:54
on a global basis.
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1537
na globalnoj osnovi.
13:55
To me, this is not an information age,
324
820010
3239
Za mene ovo nije samo informaciono doba,
13:59
it's an age of networked intelligence.
325
823249
2874
to je doba umrežene pameti.
14:02
It's an age of vast promise,
326
826123
3872
To je doba neizmernog obećanja,
14:05
an age of collaboration,
327
829995
3128
doba saradnje,
14:09
where the boundaries of our organizations are changing,
328
833123
4179
gde se granice naših organizacija menjaju,
14:13
of transparency, where sunlight
329
837302
2715
doba transparentonsti, gde sunčeva svetlost
14:15
is disinfecting civilization,
330
840017
3223
pročišćava civilizaciju,
14:19
an age of sharing and understanding
331
843240
3556
doba deljenja i razumevanja
14:22
the new power of the commons,
332
846796
1706
nove snage dobara,
14:24
and it's an age of empowerment
333
848502
2643
doba osnaženja
14:27
and of freedom.
334
851145
2891
i slobode.
14:29
Now, what I'd like to do is,
335
854036
3536
Ono što bih želeo u
14:33
to close, to share with you
336
857572
2648
zaključku, je da podelim sa vama
14:36
some research that I've been doing.
337
860220
2609
neko istraživanje koje sprovodim.
14:38
I've tried to study all kinds of organizations
338
862829
2511
Pokušavao sam da proučavam sve vrste organizacija
14:41
to understand what the future might look like,
339
865340
3137
da bih razumeo kako bi budućnost mogla da izgleda,
14:44
but I've been studying nature recently.
340
868477
3025
ali sam u poslednje vreme proučavao prirodu.
14:47
You know, bees come in swarms
341
871502
3630
Znate, pčele dolaze u rojevima
14:51
and fish come in schools.
342
875132
2711
i ribe dolaze u jatima.
14:53
Starlings, in the area around Edinburgh,
343
877843
2813
Čvorci, u oblasti oko Edinburga
14:56
in the moors of England,
344
880656
1483
u vresištima Engleske,
14:58
come in something called a murmuration,
345
882139
2094
dolaze u posebnim jatima,
15:00
and the murmuration refers to the murmuring of the wings
346
884233
2772
čiji se naziv murmuracija odnosi na žamor ptičjih krila
15:02
of the birds, and throughout the day the starlings
347
887005
1913
i tokom dana čvorci
15:04
are out over a 20-mile radius
348
888918
1865
lete u radijusu preko 30 km
15:06
sort of doing their starling thing.
349
890783
2041
radeći njihovu stvar.
15:08
And at night they come together
350
892824
1764
Noću oni zajedno dolete
15:10
and they create one of the most spectacular things
351
894588
2122
i naprave jednu od najspektakularnijih stvari
15:12
in all of nature,
352
896710
1595
u celoj prirodi,
15:14
and it's called a murmuration.
353
898305
2054
koja se zove murmuracija (letenje vrlo blizu) .
15:16
And scientists that have studied this have said
354
900359
2917
Naučnici koji su ovo proučavali rekli su
15:19
they've never seen an accident.
355
903276
1746
da nikad nisu videli da se desi nezgoda.
15:20
Now, this thing has a function.
356
905022
1950
Ova stvar ima funkciju.
15:22
It protects the birds.
357
906972
1862
Ona štiti ptice.
15:24
You can see on the right here,
358
908834
1600
Možete upravo ovde da vidite,
15:26
there's a predator being chased away by the collective power
359
910434
4505
ptice zajedničkom snagom imaju moć da
15:30
of the birds, and apparently this is a frightening thing
360
914939
2990
gone predatora i ovo je zastrašujuća stvar
15:33
if you're a predator of starlings.
361
917929
3464
za predatora.
15:37
And there's leadership,
362
921393
2448
Postoji vođstvo,
15:39
but there's no one leader.
363
923841
2138
ali nema jednog vođe.
15:41
Now, is this some kind of fanciful analogy,
364
925979
2101
Da li je to neka vrsta nestvarne analogije
15:43
or could we actually learn something from this?
365
928080
2446
ili mi u stvari možemo da naučimo nešto iz ovoga?
15:46
Well, the murmuration functions to record
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Funkcionisanje ovoga beleži
15:49
a number of principles,
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brojne principe,
15:50
and they're basically the principles that
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to su uglavnom principi koje sam
15:52
I have described to you today.
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vam danas opisao.
15:54
This is a huge collaboration.
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To je ogromna saradnja.
15:57
It's an openness, it's a sharing
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To je otvorenost, to je deljenje
15:58
of all kinds of information, not just about location
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svih vrsta informacija, ne samo o lokaciji
16:01
and trajectory and danger and so on, but about food sources.
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i putanji i opasnosti itd., ali i o izvorima hrane.
16:06
And there's a real sense of interdependence,
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I tu je stvarni osećaj međusobne zavisnosti,
16:10
that the individual birds somehow understand
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individualne ptice nekako razumeju
16:14
that their interests are in the interest of the collective.
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da su njihovi interesi u interesu zajednice.
16:17
Perhaps like we should understand
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Možda, kao što bismo mi trebalo da razumemo
16:19
that business can't succeed
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da biznis ne može da uspe
16:23
in a world that's failing.
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u svetu koji propada.
16:25
Well, I look at this thing,
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Pogledam ovu stvar
16:27
and I get a lot of hope.
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i ja dobijam veliku nadu.
16:29
Think about the kids today in the Arab Spring, and
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Pomislite o klincima arapskog proleća danas i
16:35
you see something like this that's underway.
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videćete da tako nešto nailazi.
16:37
And imagine, just consider this idea, if you would:
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I zamislite, samo razmotrite ideju, ako možete:
16:42
What if we could connect ourselves in this world
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šta ako možemo da se povežemo u ovom svetu
16:45
through a vast network of air and glass?
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kroz prostranu mrežu vazduha i stakla?
16:49
Could we go beyond just sharing information and knowledge?
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Da li možemo da odemo i dalje od deljenja samo informacija i znanja?
16:52
Could we start to share our intelligence?
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Da li možemo da počnemo da delimo našu pamet?
16:55
Could we create some kind of
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Da li bismo mogli da stvorimo neku vrstu
16:57
collective intelligence
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kolektivne inteligencije
16:59
that goes beyond an individual or a group or a team
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veću od pojedinca ili grupe ili tima,
17:03
to create, perhaps, some kind of consciousness
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da bismo, možda stvorili neku vrstu svesnosti
17:07
on a global basis?
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na globalnoj osnovi?
17:08
Well, if we could do this, we could attack some big problems in the world.
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Ako to možemo, onda možemo da navalimo da rešavamo neke velike probleme u svetu.
17:12
And I look at this thing,
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Gledajući ovu stvar,
17:14
and, I don't know, I get a lot of hope that maybe this
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dobijam veliku nadu da možda ovaj
17:17
smaller, networked, open world
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manji, umreženi, otvoreni svet
17:20
that our kids inherit might be a better one, and that
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koji su naša deca nasledila, može postati bolji.
17:23
this new age of networked intelligence could be
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Ova nova era umrežene inteligencije može biti
17:27
an age of promise fulfilled
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era ispunjenih obećanja
17:29
and of peril unrequited.
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i neostvarene opasnosti.
17:32
Let's do this. Thank you.
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Uradimo to. Hvala.
17:36
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Don Tapscott - Digital strategistDon Tapscott, Executive Chairman of the Blockchain Research Institute, is one of the world’s leading authorities on the impact of technology in business and society. He has authored 16 books, including "Wikinomics: How Mass Collaboration Changes Everything," which has been translated into over 25 languages
Why you should listen
A leading analyst of innovation and the impacts of technology, Don Tapscott has authored or co-authored 15 widely read books about various aspects of the reshaping of our society and economy. His work Wikinomics counts among the most influential business books of the last decade. His new book The Blockchain Revolution, co-authored with his son, Alex, discusses the blockchain, the distributed-database technology that's being deployed well beyond its original application as the public ledger behind Bitcoin. In the book, they analyze why blockchain technology will fundamentally change the internet -- how it works, how to use it and its promises and perils.
Tapscott is an adjunct professor of management at the Rotman School of Management at the University of Toronto, a Senior Advisor at the World Economic Forum and an Associate of the Berkman Klein Center for Internet and Society at Harvard University.
Don Tapscott | Speaker | TED.com