TEDxEQChCh
Ernesto Sirolli: Want to help someone? Shut up and listen!
Ernesto Siroli (Ernesto Sirolli): Hoćete da pomognete nekome? Ćutite i slušajte!
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Kada većina dobronamernih humanitarnih radnika čuje za problem za koji misli da može da nađe rešenje, bace se na posao. To je, po Ernestu Siroliju, naivno. U ovom zabavnom i strastvenom govoru, on smatra da je prvi korak da poslušate ljude kojima želite da pomognete i da se uskladite sa njihovim preduzetničkim duhom. Njegov savet o tome šta funkcioniše će pomoći svakom preduzetniku.
Ernesto Sirolli - Sustainable development expert
Ernesto Sirolli got his start doing aid work in Africa in the 70's -- and quickly realised how ineffective it was. Full bio
Ernesto Sirolli got his start doing aid work in Africa in the 70's -- and quickly realised how ineffective it was. Full bio
Double-click the English transcript below to play the video.
00:17
Everything I do, and everything I do professionally --
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Sve što radim, radim profesionalno -
00:20
my life -- has been shaped
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moj život - je formiralo
00:24
by seven years of work as a young man in Africa.
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sedam godina koje sam
u mladosti proveo radeći u Africi.
u mladosti proveo radeći u Africi.
00:30
From 1971 to 1977 --
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Od 1971. do 1977. -
00:33
I look young, but I'm not — (Laughter) --
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Izgledam mlado, ali nisam - (Smeh) -
00:37
I worked in Zambia, Kenya, Ivory Coast, Algeria, Somalia,
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Radio sam u Zambiji, Keniji,
Obali Slonovače, Alžiru, Somaliji,
Obali Slonovače, Alžiru, Somaliji,
00:42
in projects of technical cooperation with African countries.
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na projektima tehničke saradnje
sa afričkim državama.
sa afričkim državama.
00:46
I worked for an Italian NGO,
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Radio sam za italijansku nevladinu organizaciju
00:50
and every single project that we set up in Africa
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i svaki projekat koji smo počeli u Africi
00:56
failed.
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je propao.
00:59
And I was distraught.
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Bio sam izbezumljen.
01:03
I thought, age 21, that we Italians were good people
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Sa 21 godinom sam mislio da smo mi,
Italijani, dobri ljudi
Italijani, dobri ljudi
01:08
and we were doing good work in Africa.
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i da činimo dobro u Africi.
01:11
Instead, everything we touched we killed.
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Umesto toga, sve što smo dotakli,
smo i uništili.
smo i uništili.
01:18
Our first project, the one that has inspired my first book,
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Naš prvi projekat, onaj koji me je inspirisao
za moju prvu knjigu,
za moju prvu knjigu,
01:23
"Ripples from the Zambezi,"
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"Talasi iz Zambezija",
01:26
was a project where we Italians
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je bio projekat u kom smo mi, Italijani,
01:29
decided to teach Zambian people how to grow food.
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odlučili da naučimo zambijski narod
kako da uzgaja hranu.
kako da uzgaja hranu.
01:34
So we arrived there with Italian seeds in southern Zambia
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I tako dođosmo sa italijanskim semenjem
u južnu Zambiju
u južnu Zambiju
01:39
in this absolutely magnificent valley
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u jednu veličanstvenu dolinu,
01:42
going down to the Zambezi River,
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niz reku Zambezi,
01:46
and we taught the local people how to grow Italian tomatoes
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i učismo lokalno stanovništvo
kako da gaji italijanski paradajz
kako da gaji italijanski paradajz
01:49
and zucchini and ...
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i tikvice i...
01:52
And of course the local people had absolutely no interest
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Naravno, lokalno stanovništvo
nije nimalo zanimalo
nije nimalo zanimalo
01:54
in doing that, so we paid them to come and work,
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da radi tako nešto, tako da smo im platili
da dođu i rade,
da dođu i rade,
01:57
and sometimes they would show up. (Laughter)
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i ponekad su čak i dolazili.
(Smeh)
(Smeh)
02:01
And we were amazed that the local people,
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Bili smo začuđeni kako to
da lokalno stanovništvo,
da lokalno stanovništvo,
02:04
in such a fertile valley, would not have any agriculture.
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u tako plodnoj dolini
nema nikakvu poljoprivredu.
nema nikakvu poljoprivredu.
02:07
But instead of asking them how come they were not
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Ali umesto da ih pitamo kako to da
02:10
growing anything, we simply said, "Thank God we're here." (Laughter)
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ne sade ništa, mi smo jednostavno rekli:
"Hvala bogu što smo tu." (Smeh)
"Hvala bogu što smo tu." (Smeh)
02:14
"Just in the nick of time to save the Zambian people from starvation."
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"Taman u poslednjem trenutku da bismo spasili
zambijski narod od gladi."
zambijski narod od gladi."
02:19
And of course, everything in Africa grew beautifully.
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I naravno, sve je u Africi predivno raslo.
02:22
We had these magnificent tomatoes. In Italy, a tomato
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Imali smo taj predivni paradajz.
U Italiji, paradajz
U Italiji, paradajz
02:25
would grow to this size. In Zambia, to this size.
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može da poraste do ove veličine.
U Zambiji, do ove.
U Zambiji, do ove.
02:29
And we could not believe, and we were telling the Zambians,
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I nismo mogli da verujemo
i govorili smo Zambijcima:
i govorili smo Zambijcima:
02:31
"Look how easy agriculture is."
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"Pogledajte kako je poljoprivreda jednostavna."
02:34
When the tomatoes were nice and ripe and red,
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Kad je paradajz postao zreo i crven,
02:37
overnight, some 200 hippos came out from the river
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preko noći je negde oko 200 nilskih konja
izašlo iz reke
izašlo iz reke
02:40
and they ate everything. (Laughter)
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i sve pojelo.
(Smeh)
(Smeh)
02:44
And we said to the Zambians, "My God, the hippos!"
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I onda smo rekli Zambijcima:
"O, bože, nilski konji!"
"O, bože, nilski konji!"
02:49
And the Zambians said, "Yes, that's why we have no agriculture here." (Laughter)
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I Zambijci su rekli: "Da, zato se mi ovde
ne bavimo poljoprivredom." (Smeh)
ne bavimo poljoprivredom." (Smeh)
02:55
"Why didn't you tell us?""You never asked."
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"Zašto nam niste rekli?"
- "Nikad nas niste pitali."
- "Nikad nas niste pitali."
03:01
I thought it was only us Italians blundering around Africa,
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Mislio sam da smo samo mi Italijani
zabrljali po Africi,
zabrljali po Africi,
03:06
but then I saw what the Americans were doing,
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ali onda sam video šta rade Amerikanci,
03:09
what the English were doing, what the French were doing,
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šta rade Englezi, šta rade Francuzi
03:11
and after seeing what they were doing,
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i nakon što sam video šta oni rade,
03:14
I became quite proud of our project in Zambia.
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postao sam prilično ponosan
na naš projekat u Zambiji.
na naš projekat u Zambiji.
03:17
Because, you see, at least we fed the hippos.
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Jer, vidite, mi smo bar nahranili nilske konje.
03:22
You should see the rubbish — (Applause) --
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Trebalo bi da vidite otpatke - (Aplauz) -
03:27
You should see the rubbish that we have bestowed
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Trebalo bi da vidite otpatke koje smo ostavili
03:29
on unsuspecting African people.
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bezazlenom afričkom narodu.
03:31
You want to read the book,
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Ako hoćete da pročitate knjigu,
03:33
read "Dead Aid," by Dambisa Moyo,
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pročitajte "Mrtvu pomoć" od Dambize Mojo,
03:37
Zambian woman economist.
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zambijske ekonomistkinje.
03:40
The book was published in 2009.
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Knjiga je izašla 2009.
03:43
We Western donor countries have given the African continent
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Mi zapadni donatori
smo dali afričkom kontinentu
smo dali afričkom kontinentu
03:47
two trillion American dollars in the last 50 years.
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dva biliona američkih dolara
u poslednjih 50 godina.
u poslednjih 50 godina.
03:52
I'm not going to tell you the damage that that money has done.
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Neću da vam govorim o tome
koliku je štetu naneo taj novac.
koliku je štetu naneo taj novac.
03:56
Just go and read her book.
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Dovoljno je da pročitate njenu knigu.
03:58
Read it from an African woman, the damage that we have done.
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Pročitajte šta kaže Afrikanka
o šteti koju smo naneli.
o šteti koju smo naneli.
04:07
We Western people are imperialist, colonialist missionaries,
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Mi zapadnjaci smo imperijalisti,
kolonijalisti, misionari
kolonijalisti, misionari
04:13
and there are only two ways we deal with people:
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i postoje samo dva načina
na koja se odnosimo prema narodima:
na koja se odnosimo prema narodima:
04:16
We either patronize them, or we are paternalistic.
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ili ih patronizujemo ili se prema njima
odnosimo paternalistički.
odnosimo paternalistički.
04:20
The two words come from the Latin root "pater,"
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Obe reči vuku koren iz latinskog "pater",
04:24
which means "father."
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što znači "otac".
04:26
But they mean two different things.
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Ali su značenja različita.
04:30
Paternalistic, I treat anybody from a different culture
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Paternalistički se ponašam ako tretiram nekog
ko je iz drugačije kulture
ko je iz drugačije kulture
04:33
as if they were my children. "I love you so much."
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kao da je moje dete. "Mnogo te volim".
04:39
Patronizing, I treat everybody from another culture
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Patronizujem ako tretiram sve iz drugačije kulture
04:43
as if they were my servants.
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kao da su moje sluge.
04:46
That's why the white people in Africa are called "bwana," boss.
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Zato bele ljude u Africi zovu "bvana", gazda.
04:52
I was given a slap in the face reading a book,
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Ošamarila me je knjiga
04:55
"Small is Beautiful," written by Schumacher, who said,
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"Malo je lepo", koju je napisao Šumaher,
koji kaže,
koji kaže,
05:00
above all in economic development, if people
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najvažnije od svega u ekonomskom razvoju je,
da ako ljudi
da ako ljudi
05:03
do not wish to be helped, leave them alone.
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ne žele da im pomognete,
treba da ih pustite na miru.
treba da ih pustite na miru.
05:08
This should be the first principle of aid.
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To bi trebalo da bude prvi princip pomoći.
05:11
The first principle of aid is respect.
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Prvi princip pomoći je poštovanje.
05:14
This morning, the gentleman who opened this conference
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Jutros je gospodin koji je otvorio ovu konferenciju
05:17
lay a stick on the floor, and said,
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stavio štap na pod i rekao:
05:21
"Can we -- can you imagine a city
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"Možemo li - možete li da zamislite grad
05:25
that is not neocolonial?"
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koji nije neokolonijalan?"
05:29
I decided when I was 27 years old
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Kad sam imao 27 godina, odlučio sam
05:33
to only respond to people,
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da samo odgovaram ljudima,
05:37
and I invented a system called Enterprise Facilitation,
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i izmislio sam sistem nazvan
Olakšavanje preduzetništva,
Olakšavanje preduzetništva,
05:42
where you never initiate anything,
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u kome nikad ništa ne počinjete,
05:45
you never motivate anybody, but you become a servant
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nikog ne motivišete,
već postajete sluga
već postajete sluga
05:49
of the local passion, the servant of local people
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lokalne strasti, sluga lokalnih ljudi
05:53
who have a dream to become a better person.
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koji sanjaju o tome da postanu bolji ljudi.
05:57
So what you do -- you shut up.
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Znači šta radite - ućutite.
06:02
You never arrive in a community with any ideas,
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Nikad ne dolazite ni u jednu sredinu sa idejama
06:05
and you sit with the local people.
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i sednete i slušate lokalne ljude.
06:10
We don't work from offices.
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Mi ne radimo iz kancelarija.
06:12
We meet at the cafe. We meet at the pub.
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Nalazimo se u kafiću.
Nalazimo se u pabu.
Nalazimo se u pabu.
06:16
We have zero infrastructure.
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Nemamo nikakvu infrastrukturu.
06:19
And what we do, we become friends,
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I šta radimo - postajemo prijatelji
06:23
and we find out what that person wants to do.
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i saznajemo šta bi te osobe htele da urade.
06:27
The most important thing is passion.
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Najvažnija od svega je strast.
06:29
You can give somebody an idea.
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Možete nekome da date ideju.
06:31
If that person doesn't want to do it,
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Ali ako ta osoba to ne želi da uradi,
06:33
what are you going to do?
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šta ćete vi uraditi?
06:37
The passion that the person has for her own growth
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Strast koju osoba ima za svoj sopstveni razvoj
06:41
is the most important thing.
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je najvažnija od svega.
06:43
The passion that that man has for his own personal growth
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Strast koju čovek ima
za svoj sopstveni lični razvoj
za svoj sopstveni lični razvoj
06:48
is the most important thing.
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je najvažnija od svega.
06:49
And then we help them to go and find the knowledge,
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I tada im pomažemo da pronađu znanje,
06:52
because nobody in the world can succeed alone.
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jer niko na svetu ne može da uspe sam.
06:58
The person with the idea may not have the knowledge,
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Osoba sa idejom možda nema znanja,
07:00
but the knowledge is available.
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ali znanje je dostižno.
07:03
So years and years ago, I had this idea:
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Tako sam pre mnogo godina
došao na ovu ideju:
došao na ovu ideju:
07:06
Why don't we, for once, instead of arriving in the community
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Zašto ne bismo, jednom,
umesto da dođemo u neku zajednicu
umesto da dođemo u neku zajednicu
07:11
to tell people what to do, why don't, for once,
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i da kažemo ljudima šta da rade,
zašto ne bismo, bar jednom,
zašto ne bismo, bar jednom,
07:15
listen to them? But not in community meetings.
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poslušali njih?
Ali ne u mesnim sastancima.
Ali ne u mesnim sastancima.
07:20
Let me tell you a secret.
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Dozvolite mi da vam odam tajnu.
07:25
There is a problem with community meetings.
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Postoji jedan problem sa mesnim sastancima.
07:29
Entrepreneurs never come,
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Preduzetnici nikad ne dolaze
07:33
and they never tell you, in a public meeting,
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i nikad vam neće reći,
na javnom sastanku,
na javnom sastanku,
07:36
what they want to do with their own money,
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šta žele da rade sa svojim novcem,
07:40
what opportunity they have identified.
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kakve su prilike pronašli.
07:44
So planning has this blind spot.
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Tako da planiranje ima tu slepu tačku.
07:49
The smartest people in your community you don't even know,
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Najpametnije ljude u vašoj zajednici
vi čak i ne poznajete,
vi čak i ne poznajete,
07:53
because they don't come to your public meetings.
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jer oni ne dolaze na vaše javne sastanke.
08:01
What we do, we work one-on-one,
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Mi radimo jedan na jedan,
08:05
and to work one-on-one, you have to create
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a da biste radili jedan na jedan,
morate da stvorite
morate da stvorite
08:06
a social infrastructure that doesn't exist.
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socijalnu infrastrukturu koja ne postoji.
08:09
You have to create a new profession.
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Morate da izmislite novu profesiju.
08:12
The profession is the family doctor of enterprise,
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Ta profesija je porodični lekar za preduzeća,
08:17
the family doctor of business, who sits with you
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porodični lekar za poslovanje,
koji seda uz vas
koji seda uz vas
08:21
in your house, at your kitchen table, at the cafe,
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u vašoj kući, za vašim kuhinjskim stolom,
u kafiću
u kafiću
08:24
and helps you find the resources to transform your passion
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i pomaže vam da pronađete izvore
da biste pretvorili vašu strast
da biste pretvorili vašu strast
08:28
into a way to make a living.
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u vaš način zarade.
08:30
I started this as a tryout in Esperance, in Western Australia.
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Počeo sam to kao pokušaj u Esperanci,
u Zapadnoj Australiji.
u Zapadnoj Australiji.
08:36
I was a doing a Ph.D. at the time,
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Radio sam tada na svom doktoratu,
08:38
trying to go away from this patronizing bullshit
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u pokušaju da se udaljim
od tog patronističkog sranja
od tog patronističkog sranja
08:42
that we arrive and tell you what to do.
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u kom mi dolazimo i kažemo vam šta da radite.
08:46
And so what I did in Esperance that first year
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I to što sam uradio u Esperanci te prve godine
08:51
was to just walk the streets, and in three days
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bilo je jednostavno šetanje po ulicama i u tri dana
08:55
I had my first client, and I helped this first guy
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sam imao svog prvog klijenta
i pomogao sam tom prvom momku
i pomogao sam tom prvom momku
08:58
who was smoking fish from a garage, was a Maori guy,
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koji je dimio ribu u garaži, bio je Maor
09:03
and I helped him to sell to the restaurant in Perth,
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i pomogao sam mu da proda restoranu u Pertu,
09:06
to get organized, and then the fishermen came to me to say,
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da se organizuje
i tada su ribari došli kod mene i rekli:
i tada su ribari došli kod mene i rekli:
09:09
"You the guy who helped Maori? Can you help us?"
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"Jesi li ti taj koji je pomogao Maoru?
Možeš li da pomogneš i nama?"
Možeš li da pomogneš i nama?"
09:12
And I helped these five fishermen to work together
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I pomogao sam toj petorici ribara da zajedno rade
09:15
and get this beautiful tuna not to the cannery in Albany
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i da ne daju svoju predivnu tunjevinu
fabrici za preradu u Albaniju
fabrici za preradu u Albaniju
09:19
for 60 cents a kilo, but we found a way
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za 60 centi po kilogramu,
već smo pronašli način
već smo pronašli način
09:23
to take the fish for sushi to Japan for 15 dollars a kilo,
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da odvezemo ribu za suši u Japan
za 15 dolara po kilogramu
za 15 dolara po kilogramu
09:29
and the farmers came to talk to me, said,
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i onda su poljoprivrednici
došli do mene i rekli:
došli do mene i rekli:
09:30
"Hey, you helped them. Can you help us?"
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"Hej, njima si pomogao.
Možeš li da pomogneš i nama?"
Možeš li da pomogneš i nama?"
09:32
In a year, I had 27 projects going on,
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U godinu dana sam imao 27 tekućih projekata
09:35
and the government came to see me to say,
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i vlada je došla da me vidi i rekla:
09:38
"How can you do that?
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"Kako to uspevaš?"
09:40
How can you do — ?" And I said, "I do something very, very, very difficult.
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Kako uspevaš - ?" A ja sam rekao:
"Radim nešto vrlo, vrlo, vrlo teško.
"Radim nešto vrlo, vrlo, vrlo teško.
09:43
I shut up, and listen to them." (Laughter)
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Ćutim i slušam njih."
(Smeh)
(Smeh)
09:49
So — (Applause) —
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I tako - (Aplauz) -
09:57
So the government says, "Do it again." (Laughter)
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I tako je vlada rekla:
"Uradi to opet." (Smeh)
"Uradi to opet." (Smeh)
10:02
We've done it in 300 communities around the world.
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Uradili smo to u 300 zajednica širom sveta.
10:05
We have helped to start 40,000 businesses.
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Pomogli smo da se započne 40.000 preduzeća.
10:08
There is a new generation of entrepreneurs
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Postoji čitava nova generacija preduzetnika
10:10
who are dying of solitude.
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koji umiru od usamljenosti.
10:13
Peter Drucker, one of the greatest management consultants in history,
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Piter Draker, jedan od najvećih savetnika
za menadžment u istoriji,
za menadžment u istoriji,
10:19
died age 96, a few years ago.
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umro je u svojoj 96. godini,
pre nekoliko godina.
pre nekoliko godina.
10:23
Peter Drucker was a professor of philosophy
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Piter Draker je bio profesor filozofije
10:25
before becoming involved in business,
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koji se uključio u poslovanje,
10:27
and this is what Peter Drucker says:
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i evo šta Piter Draker kaže:
10:30
"Planning is actually incompatible
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"Planiranje je zapravo nekompatibilno
10:36
with an entrepreneurial society and economy."
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sa preduzetničkim društvom i ekonomijom."
10:40
Planning is the kiss of death of entrepreneurship.
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Planiranje je poljubac smrti
za preduzetništvo.
za preduzetništvo.
10:46
So now you're rebuilding Christchurch
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I tako sada izgrađujete Krajstčerč,
10:49
without knowing what the smartest people in Christchurch
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a da ne znate šta najpametniji ljudi
u Krajstčerču
u Krajstčerču
10:52
want to do with their own money and their own energy.
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žele da urade sa svojim novcem
i svojom energijom.
i svojom energijom.
10:57
You have to learn how to get these people
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Morate da naučite kako da ti ljudi
11:00
to come and talk to you.
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dođu do vas i pričaju sa vama.
11:03
You have to offer them confidentiality, privacy,
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Morate da im ponudite poverljivost,
privatnost,
privatnost,
11:08
you have to be fantastic at helping them,
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morate da budete fantastični u pomaganju
11:12
and then they will come, and they will come in droves.
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i u tom slučaju će doći,
doći će u gomilama.
doći će u gomilama.
11:16
In a community of 10,000 people, we get 200 clients.
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U zajednici od 10.000 ljudi
imamo 200 klijenata.
imamo 200 klijenata.
11:19
Can you imagine a community of 400,000 people,
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Da li možete da zamislite
zajednicu od 400.000 ljudi,
zajednicu od 400.000 ljudi,
11:21
the intelligence and the passion?
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svu tu inteligenciju i strast?
11:23
Which presentation have you applauded the most this morning?
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Kojoj prezentaciji ste najviše aplaudirali jutros?
11:27
Local, passionate people. That's who you have applauded.
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Lokalnim, strastvenim stanovnicima.
Njima ste aplaudirali.
Njima ste aplaudirali.
11:33
So what I'm saying is that
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Ono što hoću da kažem je
11:38
entrepreneurship is where it's at.
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da je preduzetništvo tamo gde jeste.
11:41
We are at the end of the first industrial revolution --
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Mi se nalazimo na kraju
prve industrijske revolucije -
prve industrijske revolucije -
11:44
nonrenewable fossil fuels, manufacturing --
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neobnovljiva fosilna goriva, proizvodnja -
11:47
and all of a sudden, we have systems which are not sustainable.
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iznenada, imamo sisteme koji nisu održivi.
11:52
The internal combustion engine is not sustainable.
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Motor sa unutrašnjim sagorevanjem nije održiv.
11:54
Freon way of maintaining things is not sustainable.
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Freon za konzervaciju stvari nije održiv.
11:58
What we have to look at is at how we
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To što moramo da tražimo je kako da
12:01
feed, cure, educate, transport, communicate
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hranimo, lečimo, prevozimo, komuniciramo,
12:07
for seven billion people in a sustainable way.
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za sedam milijardi ljudi na održiv način.
12:10
The technologies do not exist to do that.
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Ne postoji tehnologija koja bi to uradila.
12:14
Who is going to invent the technology
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Ko će da izmisli tehnologiju
12:17
for the green revolution? Universities? Forget about it!
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za zelenu revoluciju?
Univerziteti? Zaboravite!
Univerziteti? Zaboravite!
12:24
Government? Forget about it!
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Vlade? Zaboravite!
12:27
It will be entrepreneurs, and they're doing it now.
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Biće to preduzetnici i oni sada rade na tome.
12:32
There's a lovely story that I read in a futurist magazine
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Postoji divna priča koju sam pročitao
u futurističkom časopisu
u futurističkom časopisu
12:35
many, many years ago.
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pre mnogo, mnogo godina.
12:37
There was a group of experts who were invited
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Bila jednom grupa stručnjaka koja je pozvana
12:39
to discuss the future of the city of New York in 1860.
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da raspravlja o budućnosti
grada Njujorka 1860. godine.
grada Njujorka 1860. godine.
12:44
And in 1860, this group of people came together,
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I tako 1860., skupila se ta grupa ljudi
12:46
and they all speculated about what would happen
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i razmišljali su o tome šta će se dogoditi
12:49
to the city of New York in 100 years,
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gradu Njujorku u sledećih 100 godina
12:51
and the conclusion was unanimous:
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i zaključak je bio jednoglasan:
12:52
The city of New York would not exist in 100 years.
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Njujork neće da postoji za 100 godina.
12:56
Why? Because they looked at the curve and said,
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Zašto? Jer su oni pogledali grafikone i rekli:
12:58
if the population keeps growing at this rate,
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ako stanovništvo nastavi da raste ovom stopom,
13:01
to move the population of New York around,
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za prevoz građana Njujorka
13:06
they would have needed six million horses,
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biće potrebno šest miliona konja
13:08
and the manure created by six million horses
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i balega koju bi šest miliona konja proizvelo
13:12
would be impossible to deal with.
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bi bila nerešiv problem.
13:14
They were already drowning in manure. (Laughter)
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Već tada su se davili u balegi.
(Smeh)
(Smeh)
13:20
So 1860, they are seeing this dirty technology
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Tako su 1860. imali viziju
te prljave tehnologije
te prljave tehnologije
13:25
that is going to choke the life out of New York.
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kako guši život u Njujorku.
13:30
So what happens? In 40 years' time, in the year 1900,
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I šta se desilo? Četrdeset godina
kasnije, 1900. godine,
kasnije, 1900. godine,
13:35
in the United States of America, there were 1,001
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u Sjedinjenim Američkim Državama
je bila 1001
je bila 1001
13:39
car manufacturing companies -- 1,001.
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fabrika za proizvodnju automobila - 1001.
13:46
The idea of finding a different technology
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Ideja za traženjem nove tehnologije
13:49
had absolutely taken over,
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je potpuno prevagnula
13:52
and there were tiny, tiny little factories in backwaters.
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i nastajale su male,
sićušne fabrike u zabitima.
sićušne fabrike u zabitima.
13:57
Dearborn, Michigan. Henry Ford.
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Dirborn, Mičigen.
Henri Ford.
Henri Ford.
14:02
However, there is a secret to work with entrepreneurs.
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Međutim, postoji tajna uspeha poslovanja
sa preduzetnicima.
sa preduzetnicima.
14:07
First, you have to offer them confidentiality.
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Prvo, morate im ponuditi poverljivost.
14:10
Otherwise they don't come and talk to you.
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U protivnom neće doći da razgovaraju sa vama.
14:12
Then you have to offer them absolute, dedicated,
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Osim toga im morate ponuditi
potpunu, posvećenu,
potpunu, posvećenu,
14:17
passionate service to them.
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strasnu uslugu.
14:20
And then you have to tell them the truth about entrepreneurship.
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I morate im odati tajnu preduzetništva.
14:24
The smallest company, the biggest company,
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I najmanja kompanija i najveća kompanija,
14:27
has to be capable of doing three things beautifully:
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mora da bude sposobna
da savršeno obavi tri stvari:
da savršeno obavi tri stvari:
14:30
The product that you want to sell has to be fantastic,
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proizvod koji želite da prodate
mora da bude fantastičan,
mora da bude fantastičan,
14:34
you have to have fantastic marketing,
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morate da imate fantastičan marketing
14:38
and you have to have tremendous financial management.
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i morate da imate
strašan finansijski menadžment.
strašan finansijski menadžment.
14:41
Guess what?
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I pogodite šta?
14:44
We have never met a single human being
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Nikad nećete sresti jednog jedinog čoveka
14:46
in the world who can make it, sell it and look after the money.
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na svetu koji može da proizvodi,
da prodaje i da se bavi novcem.
da prodaje i da se bavi novcem.
14:52
It doesn't exist.
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Ne postoji.
14:55
This person has never been born.
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Takva osoba još nije rođena.
14:58
We've done the research, and we have looked
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Obavili smo istraživanje i proučili smo
15:00
at the 100 iconic companies of the world --
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100 svetski poznatih kompanija -
15:04
Carnegie, Westinghouse, Edison, Ford,
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Karnegi, Vestinghaus, Edison, Ford
15:09
all the new companies, Google, Yahoo.
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i nove kompanije, Gugl, Jahu.
15:11
There's only one thing that all the successful companies
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Postoji samo jedna stvar
koja je za sve uspešne svetske
koja je za sve uspešne svetske
15:14
in the world have in common, only one:
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kompanije zajednička, samo jedna:
15:17
None were started by one person.
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nijednu nije pokrenula jedna osoba.
15:22
Now we teach entrepreneurship to 16-year-olds
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Sada predajemo preduzetništvo
šesnaestogodišnjacima
šesnaestogodišnjacima
15:26
in Northumberland, and we start the class
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u Nortamberlendu, a čas počinjemo
15:30
by giving them the first two pages of Richard Branson's autobiography,
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dajući im prve dve stranice
autobiografije Ričarda Brensona,
autobiografije Ričarda Brensona,
15:34
and the task of the 16-year-olds is to underline,
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a zadatak za šesnaestogodišnjake
je da podvuku,
je da podvuku,
15:38
in the first two pages of Richard Branson's autobiography
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u prve dve stranice autobiografije
Ričarda Brensona,
Ričarda Brensona,
15:42
how many times Richard uses the word "I"
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koliko je puta Ričard upotrebio reč "ja"
15:45
and how many times he uses the word "we."
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i koliko je puta upotrebio reč "mi".
15:48
Never the word "I," and the word "we" 32 times.
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Nijednom reč "ja", a reč "mi" 32 puta.
15:53
He wasn't alone when he started.
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Nije bio sam kada je počeo.
15:56
Nobody started a company alone. No one.
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Niko nije sam pokrenuo kompaniju.
Niko.
Niko.
16:01
So we can create the community
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Tako možemo da stvorimo zajednicu
16:04
where we have facilitators who come from a small business background
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u kojoj imamo pomagače koji dolaze
iz malih poslovnih pozadina,
iz malih poslovnih pozadina,
16:07
sitting in cafes, in bars, and your dedicated buddies
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sede u kafiću, u baru
i postaju vaši predani ortaci
i postaju vaši predani ortaci
16:15
who will do to you, what somebody did for this gentleman
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koji će učiniti za vas ono što je neko učinio
za ovog gospodina
za ovog gospodina
16:19
who talks about this epic,
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koji govori o ovom epu,
16:22
somebody who will say to you, "What do you need?
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neko ko će da vas upita:
"Šta ti treba?
"Šta ti treba?
16:24
What can you do? Can you make it?
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Šta možeš da uradiš?
16:26
Okay, can you sell it? Can you look after the money?"
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Ok, je l' možeš da prodaš?
Da li znaš sa novcem?"
Da li znaš sa novcem?"
16:28
"Oh, no, I cannot do this.""Would you like me to find you somebody?"
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"Oh ne, ne mogu to da uradim."
- "Je l' hoćeš da ti nađem nekoga?"
- "Je l' hoćeš da ti nađem nekoga?"
16:32
We activate communities.
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Mi aktiviramo zajednice.
16:34
We have groups of volunteers supporting the Enterprise Facilitator
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Imamo grupe volontera koji podržavaju
Olakšavanje preduzetništva
Olakšavanje preduzetništva
16:38
to help you to find resources and people
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da bi vam pomogli da pronađete izvore i ljude
16:41
and we have discovered that the miracle
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i otkrili smo da je čudo
16:44
of the intelligence of local people is such
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inteligencije lokalnih ljudi takvo
16:47
that you can change the culture and the economy
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da možete da promenite kulturu i ekonomiju
16:50
of this community just by capturing the passion,
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te zajednice hvatajući strast,
16:55
the energy and imagination of your own people.
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energiju i maštu vaših sopstvenih ljudi.
16:58
Thank you. (Applause)
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Hvala. (Aplauz)
ABOUT THE SPEAKER
Ernesto Sirolli - Sustainable development expertErnesto Sirolli got his start doing aid work in Africa in the 70's -- and quickly realised how ineffective it was.
Why you should listen
Ernesto Sirolli is a noted authority in the field of sustainable economic development and is the Founder of the Sirolli Institute, an international non-profit organization that teaches community leaders how to establish and maintain Enterprise Facilitation projects in their community. The Institute is now training communities in the USA, Canada, Australia, England and Scotland.
In 1985, he pioneered in Esperance, a small rural community in Western Australia, a unique economic development approach based on harnessing the passion, determination, intelligence, and resourcefulness of the local people. The striking results of "The Esperance Experience" have prompted more than 250 communities around the world to adopt responsive, person-centered approaches to local economic development similar to the Enterprise Facilitation® model pioneered in Esperance.
Ernesto Sirolli | Speaker | TED.com