TEDxRiodelaPlata
Dan Ariely: What makes us feel good about our work?
Den Arijeli (Dan Ariely): Šta čini da se dobro osećamo u vezi sa poslom koji radimo?
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Šta nas motiviše da radimo? Suprotno ustaljenim mišljenjima, to nije samo novac. Ali to nije baš ni uživanje. Čini se da većina nas napreduje uz stalni progres i osećaj svrhe. Bihejvoralni ekonomista, Den Arijeli, prikazuje dva eksperimenta koja otvaraju oči. Oni otkrivaju naš neočekivani i istančan odnos ka našem radu. (Snimljeno na TEDxRiodelaPlata.)
Dan Ariely - Behavioral economist
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why. Full bio
The dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why. Full bio
Double-click the English transcript below to play the video.
00:12
I want to talk a little bit today
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Danas bih hteo malo da govorim
00:14
about labor and work.
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o poslu i radu.
00:18
When we think about how people work,
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Kada razmišljamo o tome
kako ljudi rade,
kako ljudi rade,
00:21
the naive intuition we have
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naša naivna intuicija
nam kaže
nam kaže
00:23
is that people are like rats in a maze --
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da su ljudi
kao pacovi u lavirintu -
kao pacovi u lavirintu -
00:25
that all people care about is money,
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sve što žele je novac
00:28
and the moment we give people money,
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i čim im
damo novac,
damo novac,
00:29
we can direct them to work one way,
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možemo uticati
da rade na jedan način
da rade na jedan način
00:31
we can direct them to work another way.
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ili na neki drugi način.
00:33
This is why we give bonuses to bankers and pay in all kinds of ways.
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Zato se bankarima daju bonusi
i razna druga plaćanja.
i razna druga plaćanja.
00:36
And we really have this incredibly simplistic view
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I zaista imamo neverovatno
pojednostavljen pogled
pojednostavljen pogled
00:40
of why people work and what the labor market looks like.
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na to zašto ljudi rade
i kako izgleda tržište rada.
i kako izgleda tržište rada.
00:44
At the same time, if you think about it,
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Istovremeno,
ako razmislite,
ako razmislite,
00:47
there's all kinds of strange behaviors in the world around us.
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oko nas postoje razni vidovi
neuobičajenog ponašanja.
neuobičajenog ponašanja.
00:50
Think about something like mountaineering and mountain climbing.
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Pomislite samo na
planinarenje.
planinarenje.
00:53
If you read books of people who climb mountains, difficult mountains,
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Ako čitate knjige o planinarima
koji se penju na visoke planine,
koji se penju na visoke planine,
00:58
do you think that those books are full of moments of joy and happiness?
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da li su te knjige pune
radosnih i srećnih trenutaka?
radosnih i srećnih trenutaka?
01:03
No, they are full of misery.
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Ne, pune su patnje.
01:05
In fact, it's all about frostbite and difficulty to walk
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Zapravo te knjige govore o
promrzlinama i teškom hodanju
promrzlinama i teškom hodanju
01:09
and difficulty of breathing --
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i teškoćama u disanju -
01:11
cold, challenging circumstances.
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o hladnim i izazovnim
okolnostima.
okolnostima.
01:14
And if people were just trying to be happy,
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I kada bi ljudi samo
pokušavali da budu srećni,
pokušavali da budu srećni,
01:16
the moment they would get to the top,
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onoga trenutka kada
stignu na vrh,
stignu na vrh,
01:18
they would say, "This was a terrible mistake.
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rekli bi:
"Ovo je bila užasna greška.
"Ovo je bila užasna greška.
01:20
I'll never do it again."
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Nikada je neću ponoviti."
01:21
(Laughter)
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(Smeh)
01:23
"Instead, let me sit on a beach somewhere drinking mojitos."
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"Umesto toga, sedeću negde
na plaži i piti koktele."
na plaži i piti koktele."
01:27
But instead, people go down,
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Ali, umesto toga
silaze u podnožje
silaze u podnožje
01:30
and after they recover, they go up again.
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i nakon što se oporave,
ponovo se penju.
ponovo se penju.
01:33
And if you think about mountain climbing as an example,
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I ako planinarenje
uzmemo kao primer,
uzmemo kao primer,
01:36
it suggests all kinds of things.
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to nas navodi
na razne zaključke.
na razne zaključke.
01:38
It suggests that we care about reaching the end, a peak.
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Sugeriše da nam je važno
da stignemo do kraja, do vrha.
da stignemo do kraja, do vrha.
01:42
It suggests that we care about the fight, about the challenge.
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Sugeriše da nam je važna
borba, izazov.
borba, izazov.
01:46
It suggests that there's all kinds of other things
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Sugeriše da postoje
mnoge stvari
mnoge stvari
01:48
that motivate us to work or behave in all kinds of ways.
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koje nas motivišu da radimo
ili se ponašamo na razne načine.
ili se ponašamo na razne načine.
01:53
And for me personally, I started thinking about this
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A što se mene lično tiče,
počeo sam da razmišljam o tome
počeo sam da razmišljam o tome
01:56
after a student came to visit me.
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nakon posete jednog studenta.
01:59
This was a student that was one of my students a few years earlier.
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To je bio student kome sam
nekoliko godina ranije predavao.
nekoliko godina ranije predavao.
02:03
And he came one day back to campus.
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I jednog dana
se vratio u studentski grad.
se vratio u studentski grad.
02:05
And he told me the following story:
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Ispričao mi je sledeću priču:
02:08
He said that for more than two weeks, he was working on a PowerPoint presentation.
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Rekao je da je više od dve nedelje
radio na jednoj prezentaciji.
radio na jednoj prezentaciji.
02:13
He was working in a big bank.
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Radio je u velikoj banci
02:15
This was in preparation for a merger and acquisition.
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gde je u toku bila priprema
za integraciju i akviziciju.
za integraciju i akviziciju.
02:19
And he was working very hard on this presentation --
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Veoma je naporno
radio na toj prezentaciji -
radio na toj prezentaciji -
02:21
graphs, tables, information.
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na grafikonima, tabelama,
podacima.
podacima.
02:23
He stayed late at night every day.
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Svakog dana je radio
do kasno u noć.
do kasno u noć.
02:27
And the day before it was due,
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I dan pre roka,
02:29
he sent his PowerPoint presentation to his boss,
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svoju prezentaciju je
poslao svom šefu,
poslao svom šefu,
02:32
and his boss wrote him back and said,
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koji mu je odgovorio:
02:35
"Nice presentation, but the merger is canceled."
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"Lepa prezentacija,
ali integracija je otkazana."
ali integracija je otkazana."
02:40
And the guy was deeply depressed.
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Momak je zbog toga bio
jako depresivan.
jako depresivan.
02:42
Now at the moment when he was working,
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No, dok je radio,
02:44
he was actually quite happy.
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bio je zapravo prilično srećan.
02:46
Every night he was enjoying his work,
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Svake noći tokom koje
je uživao u svom radu
je uživao u svom radu
02:48
he was staying late, he was perfecting this PowerPoint presentation.
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je ostajao budan do kasno,
usavršavajući svoju prezentaciju.
usavršavajući svoju prezentaciju.
02:53
But knowing that nobody would ever watch that made him quite depressed.
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Ali saznanje da to niko neće videti
ga je duboko rastužilo.
ga je duboko rastužilo.
02:58
So I started thinking about how do we experiment
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Zato sam počeo da razmišljam
kako da napravim eksperiment
kako da napravim eksperiment
03:01
with this idea of the fruits of our labor.
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sa idejom o plodovima
našeg rada.
našeg rada.
03:05
And to start with, we created a little experiment
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Za početak,
osmislili smo mali eksperiment
osmislili smo mali eksperiment
03:09
in which we gave people Legos, and we asked them to build with Legos.
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u kom smo ljudima dali LEGO igračke
i zamolili ih da ih sastavljaju.
i zamolili ih da ih sastavljaju.
03:15
And for some people, we gave them Legos and we said,
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Nekima smo dali
LEGO igračku i rekli
LEGO igračku i rekli
03:19
"Hey, would you like to build this Bionicle for three dollars?
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"Da li biste za tri dolara
voleli da sagradite robota?"
voleli da sagradite robota?"
03:24
We'll pay you three dollars for it."
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Za to bismo vam platili tri dolara."
03:26
And people said yes, and they built with these Legos.
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I rekli su da bi voleli,
tako da su i pravili igračke.
tako da su i pravili igračke.
03:29
And when they finished, we took it, we put it under the table,
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Kada su završili,
mi smo robote stavili pod sto
mi smo robote stavili pod sto
03:33
and we said, "Would you like to build another one, this time for $2.70?"
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i rekli: "Da li biste napravili
još jednog, ovog puta za 2,70 dolara?"
još jednog, ovog puta za 2,70 dolara?"
03:38
If they said yes, we gave them another one.
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Rekli su da bi,
dali smo im još jednog.
dali smo im još jednog.
03:40
And when they finished, we asked them,
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Kada su i to završili,
pitali smo ih
pitali smo ih
03:41
"Do you want to build another one?" for $2.40, $2.10, and so on,
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"Da li biste napravili još jednog".
za 2,40 dolara, 2,10 dolara itd.
za 2,40 dolara, 2,10 dolara itd.
03:46
until at some point people said, "No more. It's not worth it for me."
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dok u nekom momentu nisu rekli:
"Ne. Nije vredno."
"Ne. Nije vredno."
03:51
This was what we called the meaningful condition.
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Ovo smo nazvali smislenim uslovima.
03:54
People built one Bionicle after another.
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Ljudi su pravili jednog robota,
pa drugog.
pa drugog.
03:57
After they finished every one of them, we put them under the table.
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Nakon što su svakog završili,
mi smo ih postavljali pod sto.
mi smo ih postavljali pod sto.
04:00
And we told them that at the end of the experiment,
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Na kraju eksperimenta
smo im rekli
smo im rekli
04:03
we will take all these Bionicles, we will disassemble them,
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da ćemo sve te robote
rastaviti
rastaviti
04:06
we will put them back in the boxes, and we will use it for the next participant.
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i vratiti u kutije,
za sledećeg učesnika.
za sledećeg učesnika.
04:11
There was another condition.
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Napravili smo i drugu
verziju eksperimenta.
verziju eksperimenta.
04:13
This other condition was inspired by David, my student.
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Ovo je bilo inspirisano
Dejvidom, mojim studentom.
Dejvidom, mojim studentom.
04:17
And this other condition we called the Sisyphic condition.
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Ovu verziju smo nazvali
Sizifovi uslovi.
Sizifovi uslovi.
04:21
And if you remember the story about Sisyphus,
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I ako se sećate priče o Sizifu,
04:23
Sisyphus was punished by the gods to push the same rock up a hill,
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njega su kaznili bogovi
time da uz brdo gura jedan isti kamen,
time da uz brdo gura jedan isti kamen,
04:28
and when he almost got to the end,
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a nakon što je zamalo
bio na vrhu,
bio na vrhu,
04:30
the rock would roll over, and he would have to start again.
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kamen bi se otkotrljao nizbrdo,
a on bi morao krenuti ispočetka.
a on bi morao krenuti ispočetka.
04:33
And you can think about this as the essence of doing futile work.
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Ovo možete gledati kao
na suštinu uzaludnog rada.
na suštinu uzaludnog rada.
04:38
You can imagine that if he pushed the rock on different hills,
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Možete zamisliti da bi,
da je kamen gurao uz različita brda
da je kamen gurao uz različita brda
04:41
at least he would have some sense of progress.
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barem imao neki
osećaj napretka.
osećaj napretka.
04:44
Also, if you look at prison movies,
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Takođe, u filmovima
o zatvoru
o zatvoru
04:46
sometimes the way that the guards torture the prisoners
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ponekad zatvorski čuvari
muče zatvorenike
muče zatvorenike
04:50
is to get them to dig a hole
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time što ih nateraju
da iskopaju veliku rupu,
da iskopaju veliku rupu,
04:52
and when the prisoner is finished, they ask him to fill the hole back up and then dig again.
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a kada to zatvorenik završi,
kažu im da rupu zatrpaju i kopaju ponovo.
kažu im da rupu zatrpaju i kopaju ponovo.
04:56
There's something about this cyclical version
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Postoji nešto u vezi
sa ovim ponavljajućim obrascem,
sa ovim ponavljajućim obrascem,
04:59
of doing something over and over and over
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kada se nešto
iznova i iznova radi,
iznova i iznova radi,
05:01
that seems to be particularly demotivating.
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što izgleda da
posebno demotiviše.
posebno demotiviše.
05:04
So in the second condition of this experiment, that's exactly what we did.
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U drugoj verziji našeg
eksperimenta smo uradili baš to.
eksperimenta smo uradili baš to.
05:07
We asked people, "Would you like to build one Bionicle for three dollars?"
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Pitali smo:
"Da li biste za tri dolara napravili robota?"
"Da li biste za tri dolara napravili robota?"
05:12
And if they said yes, they built it.
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Ako su se složili,
napravili bi ga.
napravili bi ga.
05:14
Then we asked them, "Do you want to build another one for $2.70?"
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Zatim smo ih pitali:
"Da li biste napravili još jednog za 2,70 dolara?".
"Da li biste napravili još jednog za 2,70 dolara?".
05:18
And if they said yes, we gave them a new one,
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Ako su i tada rekli da bi,
dali smo im još jednog.
dali smo im još jednog.
05:21
and as they were building it,
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Dok su pravili ovog novog,
05:23
we took apart the one that they just finished.
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mi smo rastavili onog
kog su prethodno napravili.
kog su prethodno napravili.
05:26
And when they finished that,
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Nakon što su završili
sa drugim robotom,
sa drugim robotom,
05:29
we said, "Would you like to build another one, this time for 30 cents less?"
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rekli smo: "Da li biste napravili
još jednog, ovog puta za 30 centi manje?"
još jednog, ovog puta za 30 centi manje?"
05:32
And if they said yes, we gave them the one that they built and we broke.
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Ako su se složili, dali bismo im delove
robota koji su bili napravili, a mi zatim rastavili.
robota koji su bili napravili, a mi zatim rastavili.
05:36
So this was an endless cycle
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Dakle, to je bio
beskrajni ciklus
beskrajni ciklus
05:39
of them building and us destroying in front of their eyes.
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u kom su oni pravili,
a mi to rastavljali pred njima.
a mi to rastavljali pred njima.
05:44
Now what happens when you compare these two conditions?
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I šta se dešava kada uporedimo
ove dve verzije eksperimenta?
ove dve verzije eksperimenta?
05:48
The first thing that happened
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Prvo što se desilo
05:49
was that people built many more Bionicles -- they built 11 versus seven --
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jeste da su ljudi pravili daleko
više robota - 11 u odnosu na 7 -
više robota - 11 u odnosu na 7 -
05:53
in the meaningful condition versus the Sisyphus condition.
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u svrsishodnim uslovima
u odnosu na Sizifove prilike.
u odnosu na Sizifove prilike.
05:56
And by the way, we should point out that this was not a big meaning.
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Da naglasim, ovo nije bilo
nešto jako značajno.
nešto jako značajno.
05:59
People were not curing cancer or building bridges.
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Ljudi se nisu lečili od raka
ili gradili mostove.
ili gradili mostove.
06:02
People were building Bionicles for a few cents.
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Gradili su robote za
nekoliko centi.
nekoliko centi.
06:06
And not only that, everybody knew that the Bionicles would be destroyed quite soon.
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I ne samo to, svi su znali
da će ti roboti biti vrlo brzo rastavljeni.
da će ti roboti biti vrlo brzo rastavljeni.
06:11
So there was not a real opportunity for big meaning.
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Dakle, nije bilo prave prilike
za nešto jako značajno.
za nešto jako značajno.
06:14
But even the small meaning made a difference.
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Ali, čak i male stvari
su napravile razliku.
su napravile razliku.
06:18
Now we had another version of this experiment.
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Nakon toga smo napravili
drugačiji eksperiment.
drugačiji eksperiment.
06:20
In this other version of the experiment,
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U ovoj sledećoj verziji
eksperimenta
eksperimenta
06:22
we didn't put people in this situation,
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učesnike nismo dovodili
u ovu situaciju,
u ovu situaciju,
06:24
we just described to them the situation, much as I am describing to you now,
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nego smo im je samo opisali,
kao što ja to radim upravo sada.
kao što ja to radim upravo sada.
06:28
and we asked them to predict what the result would be.
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Pitali smo ih da predvide
šta bi bio rezultat.
šta bi bio rezultat.
06:31
What happened?
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Šta se desilo?
06:33
People predicted the right direction but not the right magnitude.
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Razmišljali su u dobrom pravcu,
ali ne u pravom opsegu stvari.
ali ne u pravom opsegu stvari.
06:37
People who were just given the description of the experiment
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Oni kojima smo
eksperiment samo opisali
eksperiment samo opisali
06:41
said that in the meaningful condition people would probably build one more Bionicle.
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su rekli da bi u smislenim uslovima
ljudi verovatno pravili jednog robota više.
ljudi verovatno pravili jednog robota više.
06:45
So people understand that meaning is important,
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Dakle, razumeli su da je
smisao važan,
smisao važan,
06:47
they just don't understand the magnitude of the importance,
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ali nisu razumeli koliko
je to važno
je to važno
06:50
the extent to which it's important.
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i stepen do kog je to značajno.
06:52
There was one other piece of data we looked at.
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Sagledali smo još
jedan podatak.
jedan podatak.
06:55
If you think about it, there are some people who love Legos and some people who don't.
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Ako pomislite, neki ljudi
više vole LEGO igračke od drugih.
više vole LEGO igračke od drugih.
07:00
And you would speculate that the people who love Legos
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Pomislili biste da bi oni
koji vole LEGO igračke
koji vole LEGO igračke
07:02
will build more Legos, even for less money,
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pravili više robota,
čak i za manje novca.
čak i za manje novca.
07:05
because after all, they get more internal joy from it.
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Uostalom, to ih
više raduje.
više raduje.
07:08
And the people who love Legos less will build less Legos
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A oni koji manje vole LEGO igračke
bi se manje bavili time
bi se manje bavili time
07:11
because the enjoyment that they derive from it is lower.
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zato što manje uživaju
u tome.
u tome.
07:14
And that's actually what we found in the meaningful condition.
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I to je zapravo ono što smo
otkrili u smislenim uslovima.
otkrili u smislenim uslovima.
07:17
There was a very nice correlation between love of Lego
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Postojala je veoma lepa korelacija
između ljubavi ka LEGO igračkama
između ljubavi ka LEGO igračkama
07:20
and the amount of Legos people built.
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i broju LEGO robota
koje su ljudi napravili.
koje su ljudi napravili.
07:22
What happened in the Sisyphic condition?
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Šta se desilo u uslovima
koje smo nazvali Sizifovim?
koje smo nazvali Sizifovim?
07:25
In that condition the correlation was zero.
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Tada je korelacija bila nula.
07:28
There was no relationship between the love of Lego and how much people built,
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Nije postojala povezanost ljubavi ka LEGO
igračkama i broja napravljenih robota
igračkama i broja napravljenih robota
07:32
which suggests to me that with this manipulation
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što meni ukazuje na to
da smo manipulacijom
da smo manipulacijom
07:35
of breaking things in front of people's eyes,
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rastavljanja stvari
pred njihovim očima,
pred njihovim očima,
07:37
we basically crushed any joy that they could get out of this activity.
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praktično ugušili radost
koju su mogli dobiti ovim.
koju su mogli dobiti ovim.
07:42
We basically eliminated it.
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Sasvim smo je eliminisali.
07:45
Soon after I finished running this experiment,
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Ubrzo nakon što sam
završio ovaj eksperiment
završio ovaj eksperiment
07:49
I went to talk to a big software company in Seattle.
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razgovarao sam sa velikom
programerskom kompanijom u Sijetlu.
programerskom kompanijom u Sijetlu.
07:53
I can't tell you who they were, but they were a big company in Seattle.
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Ne mogu vam reći njihov naziv,
već samo to da su velika firma u Sijetlu.
već samo to da su velika firma u Sijetlu.
07:56
And this was a group within this software company that was put in a different building.
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Grupa zaposlenih ove kompanije
je bila premeštena u drugu zgradu.
je bila premeštena u drugu zgradu.
08:01
And they asked them to innovate and create the next big product for this company.
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Zamolili su ih da osmisle i naprave
novi značajan proizvod za firmu.
novi značajan proizvod za firmu.
08:06
And the week before I showed up,
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I nedelju dana pre nego
što sam ja došao,
što sam ja došao,
08:08
the CEO of this big software company went to that group, 200 engineers,
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izvršni direktor ove velike programerske firme
je obišao tu grupu od 200 inženjera
je obišao tu grupu od 200 inženjera
08:12
and canceled the project.
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i otkazao projekat.
08:15
And I stood there in front of 200 of the most depressed people I've ever talked to.
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A ja sam stajao ispred 200 najdepresivnijih
ljudi sa kojima sam ikada razgovarao.
ljudi sa kojima sam ikada razgovarao.
08:20
And I described to them some of these Lego experiments,
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Opisao sam im neke od
ovih LEGO eksperimenata
ovih LEGO eksperimenata
08:23
and they said they felt like they had just been through that experiment.
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i rekli su mi da su se osećali
kao da su upravo učestvovali u njemu.
kao da su upravo učestvovali u njemu.
08:28
And I asked them, I said,
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Pitao sam ih:
08:30
"How many of you now show up to work later than you used to?"
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"Koliko vas sada na posao dolazi
kasnije nego što je to bilo pre?"
kasnije nego što je to bilo pre?"
08:33
And everybody raised their hand.
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Svi su podigli ruku.
08:35
I said, "How many of you now go home earlier than you used to?"
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Pitao sam: "Koliko vas sada ide kući
ranije nego što je to bilo pre?".
ranije nego što je to bilo pre?".
08:38
And everybody raised their hand.
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Svi su podigli ruku.
08:40
I asked them, "How many of you now add not-so-kosher things to your expense reports?"
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Pitao sam ih: "Koliko vas sada upisuje
ne-baš-tačne rashode u svojim izveštajima?"
ne-baš-tačne rashode u svojim izveštajima?"
08:46
And they didn't really raise their hands,
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I nisu baš podigli svoje ruke,
08:48
but they took me out to dinner and showed me what they could do with expense reports.
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ali su me odveli na večeru i pokazali mi šta
mogu raditi sa svojim izveštajima o rashodima.
mogu raditi sa svojim izveštajima o rashodima.
08:53
And then I asked them, I said,
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Zatim sam ih pitao:
08:55
"What could the CEO have done to make you not as depressed?"
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"Šta je izvršni direktor mogao uraditi
da ne biste postali tako depresivni?"
da ne biste postali tako depresivni?"
09:00
And they came up with all kinds of ideas.
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Imali su razne ideje.
09:02
They said the CEO could have asked them to present to the whole company
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Rekli su da ih je izvršni direktor mogao
zamoliti da celoj firmi prezentuju
zamoliti da celoj firmi prezentuju
09:05
about their journey over the last two years and what they decided to do.
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svoj rad u protekle dve godine i
šta su odlučili da urade.
šta su odlučili da urade.
09:09
He could have asked them to think about which aspect of their technology
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Mogao ih je zamoliti da razmisle
o tome koji deo njihove tehnologije
o tome koji deo njihove tehnologije
09:12
could fit with other parts of the organization.
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je mogao da se iskoristi u drugim
sektorima njihove organizacije.
sektorima njihove organizacije.
09:16
He could have asked them to build some prototypes, some next-generation prototypes,
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Mogao ih je zamoliti da naprave nekoliko
prototipova najnovije generacije
prototipova najnovije generacije
09:19
and seen how they would work.
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da bi video kako bi radili.
09:21
But the thing is that any one of those
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Ali činjenica je da
bi bilo šta od navedenog
bi bilo šta od navedenog
09:23
would require some effort and motivation.
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zahtevalo trud i motivaciju.
09:26
And I think the CEO basically did not understand the importance of meaning.
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A ja mislim da taj izvršni direktor
ustvari nije razumeo značaj smislenosti
ustvari nije razumeo značaj smislenosti
09:30
If the CEO, just like our participants,
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Da je izvršni direktor,
baš kao naši učesnici,
baš kao naši učesnici,
09:33
thought the essence of meaning is unimportant,
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mislio da je suština
smislenosti nevažna,
smislenosti nevažna,
09:36
then he [wouldn't] care.
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onda ne bi mario za to.
09:37
And he would tell them, "At the moment I directed you in this way,
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I rekao bi im: "Tada sam vas uputio
na jedan način,
na jedan način,
09:40
and now that I am directing you in this way,
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a sada vam dajem
drugačija uputstva,
drugačija uputstva,
09:42
everything will be okay."
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sve će biti u redu."
09:44
But if you understood how important meaning is,
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Ali da ste razumeli
značaj smislenosti,
značaj smislenosti,
09:46
then you would figure out that it's actually important
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shvatili biste
da je zapravo bitno
da je zapravo bitno
09:49
to spend some time, energy and effort
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provesti neko vreme,
potrošiti energiju i trud
potrošiti energiju i trud
09:50
in getting people to care more about what they're doing.
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u to da ljudi više mare
za ono što rade.
za ono što rade.
09:54
The next experiment was slightly different.
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Sledeći eksperiment je
bio nešto drugačiji.
bio nešto drugačiji.
09:57
We took a sheet of paper with random letters,
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Uzeli smo list papira
sa nasumičnim slovima,
sa nasumičnim slovima,
09:59
and we asked people to find pairs of letters that were identical next to each other.
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i zamolili ljude da nađu parove slova
koji su identični, a stoje jedan pored drugog.
koji su identični, a stoje jedan pored drugog.
10:04
That was the task.
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Ovo je bio zadatak.
10:05
And people did the first sheet.
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Učesnici su prošli kroz
prvi list papira.
prvi list papira.
10:06
And then we asked them if they wanted to do the next sheet for a little bit less money
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Zatim smo ih pitali da li bi uradili
još jedan za nešto manje para,
još jedan za nešto manje para,
10:09
and the next sheet for a little bit less money, and so on and so forth.
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a zatim još jedan za još malo
manje novca, i tako dalje.
manje novca, i tako dalje.
10:12
And we had three conditions.
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Imali smo tri verzije uslova.
10:14
In the first condition, people wrote their name on the sheet,
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U prvoj, ljudi su napisali
svoje ime na list papira,
svoje ime na list papira,
10:18
found all the pairs of letters, gave it to the experimenter.
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pronašli sve parove slova
i predali papir rukovodiocu eksperimenta.
i predali papir rukovodiocu eksperimenta.
10:22
The experimenter would look at it, scan it from top to bottom,
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On bi ih pogledao,
od vrha do dna lista,
od vrha do dna lista,
10:25
say "uh huh" and put it on the pile next to them.
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rekao "aham" i ostavio
na gomilu pored.
na gomilu pored.
10:30
In the second condition, people did not write their name on it.
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U drugoj verziji, ljudi
se nisu potpisivali na papir.
se nisu potpisivali na papir.
10:33
The experimenter looked at it,
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Rukovodilac eksperimenta
ga je pogledao,
ga je pogledao,
10:36
took the sheet of paper, did not look at it, did not scan it,
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uzeo papir u svoje ruke,
nije ga uopšte pregledao,
nije ga uopšte pregledao,
10:39
and simply put it on the pile of pages.
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već samo položio na
hrpu drugih papira.
hrpu drugih papira.
10:42
So you take a piece, you just put it on the side.
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Dakle, papir se preuzme
i samo ostavi sa strane.
i samo ostavi sa strane.
10:45
And in the third condition,
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A u trećoj verziji,
10:46
the experimenter got the sheet of paper and directly put it into a shredder.
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rukovodilac eksperimenta je list papira
direktno uništio u uništivaču papira.
direktno uništio u uništivaču papira.
10:54
What happened in those three conditions?
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Šta se desilo u ove
tri verzije eksperimenta?
tri verzije eksperimenta?
10:57
In this plot I'm showing you at what pay rate people stopped.
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Ovde prikazujem na kojoj visini
isplate su učesnici stali sa radom.
isplate su učesnici stali sa radom.
11:02
So low numbers mean that people worked harder. They worked for much longer.
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Manji brojevi znače da su vredno radili.
Radili su mnogo duže.
Radili su mnogo duže.
11:06
In the acknowledged condition, people worked all the way down to 15 cents.
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U verziji u kojoj dobijaju potvrdu,
radili su sve do 15 centi.
radili su sve do 15 centi.
11:11
At 15 cents per page, they basically stopped these efforts.
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Na 15 centi po stranici,
prestali su sa svojim trudom.
prestali su sa svojim trudom.
11:15
In the shredder condition, it was twice as much -- 30 cents per sheet.
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U verziji sa uništivačem papira, granica je
bila duplo viša - 30 centi po listu.
bila duplo viša - 30 centi po listu.
11:20
And this is basically the result we had before.
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U suštini, ovo je isti rezultat
koji smo imali ranije.
koji smo imali ranije.
11:22
You shred people's efforts, output,
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Pocepate li napore ljudi,
njihov proizvod.
njihov proizvod.
11:25
you get them not to be as happy with what they're doing.
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postižete to da neće biti srećni
onim što rade.
onim što rade.
11:28
But I should point out, by the way,
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Ali trebao bih da ukažem i na to
11:29
that in the shredder condition, people could have cheated.
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da su u verziji sa uništivačem papira
ljudi mogli varati.
ljudi mogli varati.
11:32
They could have done not so good work,
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Mogli su da se ne potrude,
11:34
because they realized that people were just shredding it.
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jer su shvatili da se to
samo uništava.
samo uništava.
11:37
So maybe the first sheet you would do good work,
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Možda su se potrudili na
prvom listu papira,
prvom listu papira,
11:39
but then you see nobody is really testing it,
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ali kada su videli da
niko to ne proverava,
niko to ne proverava,
11:41
so you would do more and more and more.
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mogli su da rade više i više.
11:43
So in fact, in the shredder condition,
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Tako da su u verziji sa uništivačem
11:45
people could have submitted more work and gotten more money
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učesnici mogli predati više
listova i dobiti više novca,
listova i dobiti više novca,
11:47
and put less effort into it.
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a uložiti manje truda u to.
11:50
But what about the ignored condition?
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Ali šta ćemo sa verzijom gde
se rad samo ignoriše?
se rad samo ignoriše?
11:52
Would the ignored condition be more like the acknowledged or more like the shredder,
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Da li bi tada rezultati bili sličniji
verziji kada se rad priznaje ili uništava,
verziji kada se rad priznaje ili uništava,
11:55
or somewhere in the middle?
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703983
2019
ili negde između?
11:58
It turns out it was almost like the shredder.
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Ispostavilo se da je bilo skoro
isto kao u verziji sa uništivačem.
isto kao u verziji sa uništivačem.
12:01
Now there's good news and bad news here.
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Imamo dobru i lošu vest.
12:04
The bad news is that ignoring the performance of people
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Loša vest je da kada se
učinak ignoriše
učinak ignoriše
12:08
is almost as bad as shredding their effort in front of their eyes.
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to je skoro toliko loše kao kada se
napor uništava pred vašim očima.
napor uništava pred vašim očima.
12:13
Ignoring gets you a whole way out there.
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Zanemarivanje vas dovodi
do sličnog rezultata.
do sličnog rezultata.
12:17
The good news is that by simply looking at something that somebody has done,
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Dobra vest je da ako se samo
pogleda ono što je neko uradio,
pogleda ono što je neko uradio,
12:21
scanning it and saying "uh huh,"
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pregleda i kaže "aham",
12:23
that seems to be quite sufficient
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to može biti sasvim dovoljno
12:25
to dramatically improve people's motivations.
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da dramatično poveća
motivaciju ljudi.
motivaciju ljudi.
12:28
So the good news is that adding motivation doesn't seem to be so difficult.
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Dakle, dobra vest je da povećanje
motivacije nije tako teško.
motivacije nije tako teško.
12:33
The bad news is that eliminating motivations
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Loša vest je da se
otklanjanje motivacije
otklanjanje motivacije
12:36
seems to be incredibly easy,
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1775
čini neverovatno jednostavnim.
12:37
and if we don't think about it carefully, we might overdo it.
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i ako ne mislimo pažljivo
o tome, mogli bismo preterati.
o tome, mogli bismo preterati.
12:41
So this is all in terms of negative motivation
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Dakle, ovo je bilo sve o
negativnoj motivaciji
negativnoj motivaciji
12:45
or eliminating negative motivation.
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ili uklanjanju negativne
motivacije.
motivacije.
12:47
The next part I want to show you is something about the positive motivation.
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Sledeće što bih vam pokazao
je nešto o pozitivnoj motivaciji.
je nešto o pozitivnoj motivaciji.
12:52
So there is a store in the U.S. called IKEA.
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U Americi postoji prodavnica IKEA.
12:56
And IKEA is a store with kind of okay furniture that takes a long time to assemble.
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6848
IKEA prodaje dosta dobar nameštaj
za koji je potrebno vremena da se sklopi.
za koji je potrebno vremena da se sklopi.
13:03
(Laughter)
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(Smeh)
13:05
And I don't know about you, but every time I assemble one of those,
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Ne znam za vas, ali svaki put
kada nešto od toga sastavim,
kada nešto od toga sastavim,
13:08
it takes me much longer, it's much more effortful, it's much more confusing.
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treba mi više vremena i truda,
svaki put je sve zbunjujuće.
svaki put je sve zbunjujuće.
13:12
I put things in the wrong way.
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Stvari postavljam na
pogrešan način.
pogrešan način.
13:15
I can't say enjoy those pieces.
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Ne mogu reći da uživam
u tim delićima.
u tim delićima.
13:17
I can't say I enjoy the process.
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Ne mogu reći da
uživam u procesu.
uživam u procesu.
13:21
But when I finish it, I seem to like those IKEA pieces of furniture
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789040
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Ali, kada završim, sviđaju mi
se ti komadi IKEA nameštaja
se ti komadi IKEA nameštaja
13:24
more than I like other ones.
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2371
više od bilo kog drugog.
13:27
And there's an old story about cake mixes.
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4372
Postoji stara priča o
smešama za pravljenje torti.
smešama za pravljenje torti.
13:31
So when they started cake mixes in the '40s,
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Kada su sa tim započeli
u 1940-im godinama,
u 1940-im godinama,
13:34
they would take this powder and they would put it in a box,
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sipali bi prah u kutije,
13:38
and they would ask housewives to basically pour it in, stir some water in it,
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4439
i zamolili domaćice da ga jednostavno
sipaju u činiju i preliju vodom,
sipaju u činiju i preliju vodom,
13:42
mix it, put it in the oven, and -- voila! -- you had cake.
256
810928
4512
izmešaju, stave u rernu,
i - eto torte!
i - eto torte!
13:47
But it turns out they were very unpopular.
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815440
2199
Ali se ispostavilo da
ovo nije zaživelo.
ovo nije zaživelo.
13:49
People did not want them.
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817639
1785
Ljudi ih nisu želeli.
13:51
And they thought about all kinds of reasons for that.
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819424
2299
Razmišljali su o
razlozima za to.
razlozima za to.
13:53
Maybe the taste was not good.
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821723
1433
Možda ukus nije bio dobar.
13:55
No, the taste was great.
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823156
1500
Ne, ukus je bio odličan.
13:56
What they figured out was that there was not enough effort involved.
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824656
5024
Ono do čega su došli jeste
da nije uloženo dovoljno truda.
da nije uloženo dovoljno truda.
14:01
It was so easy that nobody could serve cake to their guests
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829680
3401
Postupak je bio toliko jednostavan
da niko nije mogao poslužiti tortu gostima
da niko nije mogao poslužiti tortu gostima
14:05
and say, "Here is my cake."
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2308
i reći: "Ovo je moja torta".
14:07
No, no, no, it was somebody else's cake.
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835389
1569
Ne, tu tortu je
napravio neko drugi.
napravio neko drugi.
14:08
It was as if you bought it in the store.
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836958
2015
To je kao da ste je
kupili u prodavnici.
kupili u prodavnici.
14:10
It didn't really feel like your own.
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838973
2411
Nedostajao je osećaj
da je to nešto vaše.
da je to nešto vaše.
14:13
So what did they do?
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841384
1659
I šta su uradili?
14:15
They took the eggs and the milk out of the powder.
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843043
3667
Iz smeše su izostavili
jaja i mleko.
jaja i mleko.
14:18
(Laughter)
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846710
1353
(Smeh)
14:20
Now you had to break the eggs and add them.
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848063
3841
Tako da ste sada morali
da razbijete jaja i umešate ih u smesu.
da razbijete jaja i umešate ih u smesu.
14:23
You had to measure the milk and add it, mixing it.
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851904
2970
Morali ste da izmerite mleko
i dodate ga, mešajući.
i dodate ga, mešajući.
14:26
Now it was your cake. Now everything was fine.
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854874
2815
Sada je to bila vaša torta.
I sve je bilo u redu.
I sve je bilo u redu.
14:29
(Applause)
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857689
9586
(Aplauz)
14:39
Now I think a little bit like the IKEA effect,
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867275
2768
Mislim da je ovo slično
efektu IKEA nameštaja,
efektu IKEA nameštaja,
14:42
by getting people to work harder,
276
870043
1966
da time što ste učinili
da ljudi rade više,
da ljudi rade više,
14:44
they actually got them to love what they're doing to a higher degree.
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872009
3753
zapravo su više
zavoleli to što su radili.
zavoleli to što su radili.
14:47
So how do we look at this question experimentally?
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875762
3022
A kako ovo pitanje posmatramo
putem eksperimenta?
putem eksperimenta?
14:50
We asked people to build some origami.
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878784
2439
Zamolili smo učesnike
da naprave origami.
da naprave origami.
14:53
We gave them instructions on how to create origami,
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881223
2853
Dali smo im uputstva za to,
14:56
and we gave them a sheet of paper.
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884076
1686
i dali smo im list papira.
14:57
And these were all novices, and they built something that was really quite ugly --
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885762
4314
Ovo su sve bili početnici
i napravili su nešto dosta loše -
i napravili su nešto dosta loše -
15:02
nothing like a frog or a crane.
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890076
2667
ništa što je ličilo
na žabu ili ždrala.
na žabu ili ždrala.
15:04
But then we told them, we said, "Look, this origami really belongs to us.
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892743
3532
Ali nakon toga smo im rekli:
"Vidite, ovaj origami je u stvari naš.
"Vidite, ovaj origami je u stvari naš.
15:08
You worked for us, but I'll tell you what, we'll sell it to you.
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896275
2817
Radili ste za nas, ali hajde da
mi to vama prodamo.
mi to vama prodamo.
15:11
How much do you want to pay for it?"
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899092
2135
Koliko biste za to platili?".
15:13
And we measured how much they were willing to pay for it.
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901227
2983
Merili smo koliko su novca
bili spremni da plate.
bili spremni da plate.
15:16
And we had two types of people.
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904210
1973
Imali smo dve vrste ljudi.
15:18
We had the people who built it,
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906183
1927
Imali smo ljude koji
su ga napravili,
su ga napravili,
15:20
and we had the people who did not build it and just looked at it as external observers.
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908110
4914
i ljude koji uopšte nisu pravili origami,
već su samo posmatrali.
već su samo posmatrali.
15:25
And what we found was that the builders thought
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913024
2404
I otkrili smo da su oni koji
su pravili origami mislili
su pravili origami mislili
15:27
that these were beautiful pieces of origami,
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915428
3514
da su to divna dela origamija,
15:30
and they were willing to pay for them five times more
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918942
2539
i bili su voljni da plate
i do pet puta više
i do pet puta više
15:33
than the people who just evaluated them externally.
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921481
3158
nego oni koji su samo
procenjivali sa strane.
procenjivali sa strane.
15:36
Now you could say, if you were a builder,
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924639
3025
No, možete reći da,
ako biste pravili origami
ako biste pravili origami
15:39
do you think that, "Oh, I love this origami, but I know that nobody else would love it?"
296
927664
6439
da biste mislili: "Oh, volim ovaj origami,
ali znam da se nikom drugom ne sviđa"?
ali znam da se nikom drugom ne sviđa"?
15:46
Or do you think, "I love this origami, and everybody else will love it as well?"
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934103
5694
Ili biste mislili: "Volim ovaj origami,
i svima ostalima se takođe sviđa"?
i svima ostalima se takođe sviđa"?
15:51
Which one of those two is correct?
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939797
2469
Šta je od ovoga tačno?
15:54
Turns out the builders not only loved the origami more,
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942266
3157
Ispostavilo se da oni koji su pravili
origami, ne samo da su ga više voleli,
origami, ne samo da su ga više voleli,
15:57
they thought that everybody would see the world in their view.
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945423
3498
već su mislili da će svi ostali
razmišljati isto.
razmišljati isto.
16:00
They thought everybody else would love it more as well.
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948921
3021
Mislili su da će se i
ostalima svideti.
ostalima svideti.
16:03
In the next version we tried to do the IKEA effect.
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951942
3052
U sledećoj verziji smo pokušali
da postignemo IKEA efekat.
da postignemo IKEA efekat.
16:06
We tried to make it more difficult.
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954994
1799
Pokušali smo da sve
napravimo komplikovanije.
napravimo komplikovanije.
16:08
So for some people we gave the same task.
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956793
2910
Nekim učesnicima smo
dali isti zadatak.
dali isti zadatak.
16:11
For some people we made it harder by hiding the instructions.
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959703
4022
Ostalima smo otežali tako
što smo sakrili uputstva.
što smo sakrili uputstva.
16:15
At the top of the sheet, we had little diagrams of how do you fold origami.
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963725
4272
Na vrhu lista papira smo imali
male dijagrame kako se savija origami.
male dijagrame kako se savija origami.
16:19
For some people we just eliminated that.
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967997
2746
Nekima smo to izbrisali.
16:22
So now this was tougher. What happened?
308
970743
2959
Tako je ovo bilo teže.
Šta se desilo?
Šta se desilo?
16:25
Well in an objective way, the origami now was uglier, it was more difficult.
309
973702
5907
Objektivno, origami je bio ružniji,
i bilo je komplikovanije napraviti ga.
i bilo je komplikovanije napraviti ga.
16:31
Now when we looked at the easy origami,
310
979609
2102
Kada smo analizirali
lakši origami,
lakši origami,
16:33
we saw the same thing: Builders loved it more, evaluators loved it less.
311
981711
4392
zaključak je bio isti: onima koji su ga
pravili se više sviđao nego posmatračima.
pravili se više sviđao nego posmatračima.
16:38
When you looked at the hard instructions,
312
986103
2161
Kada smo analizirali
verziju sa težom izradom,
verziju sa težom izradom,
16:40
the effect was larger.
313
988264
2930
efekat je bio značajniji.
16:43
Why? Because now the builders loved it even more.
314
991194
5078
Zašto? Jer se onima koji su
ga pravili još više svideo.
ga pravili još više svideo.
16:48
They put all this extra effort into it.
315
996272
2654
Više su se potrudili
oko izrade.
oko izrade.
16:50
And evaluators? They loved it even less.
316
998926
4098
A posmatrači?
Njima se svideo još manje.
Njima se svideo još manje.
16:55
Because in reality it was even uglier than the first version.
317
1003024
4405
Jer je realno stvarno bio
ružniji od prve verzije.
ružniji od prve verzije.
16:59
Of course, this tells you something about how we evaluate things.
318
1007429
5097
Naravno, ovo vam govori o tome
kako da ocenite stvari.
kako da ocenite stvari.
17:04
Now think about kids.
319
1012526
2205
Pomislite na decu,
17:06
Imagine I asked you, "How much would you sell your kids for?"
320
1014731
4414
zamislite da vas pitam:
"Za koliko novca biste prodali svoju decu?"
"Za koliko novca biste prodali svoju decu?"
17:11
Your memories and associations and so on.
321
1019145
2635
Uzimajući u obzir vaša sećanja,
asocijacije, i tako dalje.
asocijacije, i tako dalje.
17:13
Most people would say for a lot, a lot of money --
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1021780
3423
Većina bi rekla da bi to bilo
puno, puno novca -
puno, puno novca -
17:17
on good days.
323
1025203
1836
kada im je dan dobar.
17:19
(Laughter)
324
1027039
1264
(Smeh)
17:20
But imagine this was slightly different.
325
1028303
1768
Ali zamislite da je situacija
nešto drugačija.
nešto drugačija.
17:22
Imagine if you did not have your kids,
326
1030071
1579
Zamislite da nemate decu,
17:23
and one day you went to the park and you met some kids,
327
1031650
3334
i da jednog dana odete
u park i sretnete neku decu,
u park i sretnete neku decu,
17:26
and they were just like your kids.
328
1034984
1237
i ona su kao vaša deca.
17:28
And you played with them for a few hours.
329
1036221
1721
Sa njima se igrate
nekoliko sati.
nekoliko sati.
17:29
And when you were about to leave, the parents said,
330
1037942
2220
I kada krenete, roditelji kažu:
17:32
"Hey, by the way, just before you leave, if you're interested, they're for sale."
331
1040162
4130
"Hej, pre nego što krenete,
ako ste zainteresovani, deca su na prodaju."
ako ste zainteresovani, deca su na prodaju."
17:36
(Laughter)
332
1044292
2273
(Smeh)
17:38
How much would you pay for them now?
333
1046565
2859
Koliko biste sada
platili za njih?
platili za njih?
17:41
Most people say not that much.
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1049424
2500
Većina bi rekla,
ne baš puno.
ne baš puno.
17:43
And this is because our kids are so valuable,
335
1051924
4819
A to je zato što su nam
naša deca toliko dragocena,
naša deca toliko dragocena,
17:48
not just because of who they are,
336
1056743
2065
ne samo zbog toga ko su,
17:50
but because of us, because they are so connected to us
337
1058808
3908
već i zbog nas,
jer smo toliko povezani
jer smo toliko povezani
17:54
and because of the time and connection.
338
1062716
2268
i zbog vremena
i veze sa njima.
i veze sa njima.
17:56
And by the way, if you think that IKEA instructions are not good,
339
1064984
3258
Inače, ako mislite da
uputstva IKEA-e nisu dobra,
uputstva IKEA-e nisu dobra,
18:00
think about the instructions that come with kids.
340
1068242
1919
pomislite na uputstva
koja nam stižu uz decu.
koja nam stižu uz decu.
18:02
Those are really tough.
341
1070161
1237
Ta su stvarno teška.
18:03
(Laughter)
342
1071398
1074
(Smeh)
18:04
By the way, these are my kids, which, of course, are wonderful and so on.
343
1072472
4480
Inače, ovo su moja deca koja su,
naravno, divna i tako dalje.
naravno, divna i tako dalje.
18:08
Which comes to tell you one more thing,
344
1076952
1948
Što nas dovodi do
sledeće stvari,
sledeće stvari,
18:10
which is, much like our builders,
345
1078900
2316
a to je da, kao što naši
sastavljači origamija,
sastavljači origamija,
18:13
when they look at the creature of their creation,
346
1081216
3745
kada su gledali šta
su sami napravili,
su sami napravili,
18:16
we don't see that other people don't see things our way.
347
1084961
4741
ne primeti se da drugi ljudi
to ne vide na isti način.
to ne vide na isti način.
18:21
Let me say one last comment.
348
1089702
3131
Dozvolite da još
nešto primetim.
nešto primetim.
18:24
If you think about Adam Smith versus Karl Marx,
349
1092833
3397
Ako uporedite Adama Smita
i Karla Marksa,
i Karla Marksa,
18:28
Adam Smith had the very important notion of efficiency.
350
1096230
4116
Adam Smit je imao značajnu
misao o efikasnosti.
misao o efikasnosti.
18:32
He gave an example of a pin factory.
351
1100346
2834
Dao je primer fabrike čioda.
18:35
He said pins have 12 different steps,
352
1103180
3265
Rekao je da se čiode
sastavljaju u 12 različitih koraka,
sastavljaju u 12 različitih koraka,
18:38
and if one person does all 12 steps, production is very low.
353
1106445
4117
i ako jedna osoba prolazi svih 12 koraka,
nivo proizvodnje je veoma nizak.
nivo proizvodnje je veoma nizak.
18:42
But if you get one person to do step one
354
1110562
2500
Ako ako jednoj osobi
poverite prvi korak,
poverite prvi korak,
18:45
and one person to do step two and step three and so on,
355
1113062
2403
a sledećoj osobi korak broj dva,
pa korak broj tri i tako dalje,
pa korak broj tri i tako dalje,
18:47
production can increase tremendously.
356
1115465
2798
nivo proizvodnje može
izuzetno porasti.
izuzetno porasti.
18:50
And indeed, this is a great example and the reason for the Industrial Revolution and efficiency.
357
1118263
5534
I zaista, ovo je odličan primer i razlog
pokretanja industrijske revolucije i efikasnosti.
pokretanja industrijske revolucije i efikasnosti.
18:55
Karl Marx, on the other hand,
358
1123797
2083
S druge strane, Karl Marks
18:57
said that the alienation of labor is incredibly important
359
1125880
3301
je rekao da je otuđenje posla
izuzetno važno
izuzetno važno
19:01
in how people think about the connection to what they are doing.
360
1129181
3604
za to kako se ljudi povezuju
sa onim što rade.
sa onim što rade.
19:04
And if you make all 12 steps, you care about the pin.
361
1132785
3294
Ako prođete svih 12 koraka,
stalo vam je do te čiode.
stalo vam je do te čiode.
19:08
But if you make one step every time, maybe you don't care as much.
362
1136079
3824
Ali ako svaki put ponavljate samo
jedan korak, možda vam neće toliko stati.
jedan korak, možda vam neće toliko stati.
19:11
And I think that in the Industrial Revolution,
363
1139903
2883
I mislim da je u industrijskoj revoluciji,
19:14
Adam Smith was more correct than Karl Marx,
364
1142786
3344
Adam Smit bio više u pravu
od Karla Marksa,
od Karla Marksa,
19:18
but the reality is that we've switched
365
1146130
2817
ali u stvarnosti je suprotno
19:20
and now we're in the knowledge economy.
366
1148947
2366
i sada smo u
ekonomiji znanja.
ekonomiji znanja.
19:23
And you can ask yourself, what happens in a knowledge economy?
367
1151313
2733
I možete se zapitati,
šta se dešava u ekonomiji znanja?
šta se dešava u ekonomiji znanja?
19:26
Is efficiency still more important than meaning?
368
1154046
3418
Da li je efikasnost i dalje
važnija od smislenosti?
važnija od smislenosti?
19:29
I think the answer is no.
369
1157464
1582
Mislim da je odgovor ne.
19:31
I think that as we move to situations
370
1159046
2167
Mislim da kako smo
prolazili kroz situacije
prolazili kroz situacije
19:33
in which people have to decide on their own
371
1161213
2983
u kojima je trebalo da ljudi sami odluče
19:36
about how much effort, attention, caring, how connected they feel to it,
372
1164196
3788
koliko će truda, pažnje,
brige i povezanosti imati,
brige i povezanosti imati,
19:39
are they thinking about labor on the way to work and in the shower and so on,
373
1167984
4050
da li o svom radu misle na putu
do posla ili pod tušem i tako dalje,
do posla ili pod tušem i tako dalje,
19:44
all of a sudden Marx has more things to say to us.
374
1172034
4459
odjednom Marks ima
više smisla za nas.
više smisla za nas.
19:48
So when we think about labor, we usually think about motivation and payment as the same thing,
375
1176493
4937
Kada razmišljamo o radu, obično
su motivacija i zarada ista stvar,
su motivacija i zarada ista stvar,
19:53
but the reality is that we should probably add all kinds of things to it --
376
1181430
3758
ali u stvarnosti bi tome
verovatno trebalo dodati još stvari -
verovatno trebalo dodati još stvari -
19:57
meaning, creation, challenges, ownership, identity, pride, etc.
377
1185188
4355
smislenost, stvaranje, izazove,
vlasništvo, identitet, ponos, itd.
vlasništvo, identitet, ponos, itd.
20:01
And the good news is that if we added all of those components and thought about them,
378
1189543
4307
Dobra vest je da ako dodamo sve
nabrojano i mislimo o tome,
nabrojano i mislimo o tome,
20:05
how do we create our own meaning, pride, motivation,
379
1193850
3398
kako ostvarujemo svoj smisao,
ponos, motivaciju,
ponos, motivaciju,
20:09
and how do we do it in our workplace and for the employees,
380
1197248
3433
i kako to radimo na svom radnom mestu
i za zaposlene,
i za zaposlene,
20:12
I think we could get people to both be more productive and happier.
381
1200681
3823
mislim da možemo dobiti
produktivnije i srećnije ljude.
produktivnije i srećnije ljude.
20:16
Thank you very much.
382
1204504
1680
Hvala.
20:18
(Applause)
383
1206184
1800
(Aplauz)
ABOUT THE SPEAKER
Dan Ariely - Behavioral economistThe dismal science of economics is not as firmly grounded in actual behavior as was once supposed. In "Predictably Irrational," Dan Ariely told us why.
Why you should listen
Dan Ariely is a professor of psychology and behavioral economics at Duke University and a founding member of the Center for Advanced Hindsight. He is the author of the bestsellers Predictably Irrational, The Upside of Irrationality, and The Honest Truth About Dishonesty -- as well as the TED Book Payoff: The Hidden Logic that Shapes Our Motivations.
Through his research and his (often amusing and unorthodox) experiments, he questions the forces that influence human behavior and the irrational ways in which we often all behave.
Dan Ariely | Speaker | TED.com