TED2013
Juan Enriquez: Your online life, permanent as a tattoo
Huan Enrikez (Juan Enriquez): Vaš život na internetu, trajan poput tetovaže
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Šta ako je Endi Vorhol pogrešio i umesto 15 minuta slave možemo biti samo anonimni toliko dugo? U ovom kratkom govoru, Huan Enrikez posmatra neverovatno trajne efekte digitalnog deljenja naše lične privatnosti. Sa nama deli uvide starih Grka kako bi nam pomogao da se nosimo sa našim novim "digitalnim tetovažama".
Juan Enriquez - Futurist
Juan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society. Full bio
Juan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society. Full bio
Double-click the English transcript below to play the video.
00:13
All right, so let's take
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U redu, hajde da uzmemo
00:14
four subjects that obviously go together:
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četiri teme koje su očigledno povezane:
00:17
big data, tattoos, immortality and the Greeks.
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velike podatke, tetovaže,
besmrtnost i Grke.
besmrtnost i Grke.
00:21
Right?
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U redu?
00:22
Now, the issue about tattoos is that,
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Stvar sa tetovažama je ta
00:26
without a word, tattoos really do shout.
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što bez ijedne reči, zaista viču.
00:30
[Beautiful]
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[Prelepo]
00:34
[Intriguing]
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[Intrigantno]
00:36
So you don't have to say a lot.
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Ne morate reći puno toga.
00:39
[Allegiance]
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[Vernost]
00:43
[Very intimate]
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[Veoma intimno]
00:47
[Serious mistakes]
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[Ozbiljne greške]
00:50
(Laughter)
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(Smeh)
00:54
And tattoos tell you a lot of stories.
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I tetovaže vam pričaju mnoge priče.
00:58
If I can ask an indiscreet question,
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Ako smem da postavim intimno pitanje,
00:59
how many of you have tattoos?
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koliko vas ima tetovaže?
01:03
A few, but not most.
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Nekoliko, ali ne većina.
01:04
What happens if Facebook, Google, Twitter, LinkedIn,
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Šta bi se desilo kada bi se ispostavilo da su
Facebook, Google, Twitter, LinkedIn,
Facebook, Google, Twitter, LinkedIn,
01:07
cell phones, GPS, Foursquare, Yelp, Travel Advisor,
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mobilni telefoni, GPS,
Foursquare, Yelp, Travel Advisor -
Foursquare, Yelp, Travel Advisor -
01:10
all these things you deal with every day
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sve te stvari kojima se svakodnevno bavite -
01:13
turn out to be electronic tattoos?
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elektronske tetovaže?
01:15
And what if they provide as much information
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I šta ako bi davale jednaku
količinu informacija
količinu informacija
01:17
about who and what you are as any tattoo ever would?
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o tome ko ste i šta se,
kao i bilo koja druga tetovaža?
kao i bilo koja druga tetovaža?
01:22
What's ended up happening over the past few decades
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Ono što se dešava poslednjih
nekoliko decenija
nekoliko decenija
01:24
is the kind of coverage that you had as a head of state
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je to da publicitet
koji ste imali kao šef države
koji ste imali kao šef države
01:27
or as a great celebrity
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ili popularna javna ličnost,
01:30
is now being applied to you every day by all these people
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vam sada pridaju svakog dana
svi ovi ljudi
svi ovi ljudi
01:33
who are Tweeting, blogging, following you,
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koji tvituju, bloguju o vama i prate vas,
01:36
watching your credit scores and what you do to yourself.
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posmatraju vaš kreditni rejting
i šta radite sebi.
i šta radite sebi.
01:40
And electronic tattoos also shout.
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I elektronske tetovaže viču.
01:44
And as you're thinking of the consequences of that,
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I dok mislite o posledicama te činjenice,
01:47
it's getting really hard to hide from this stuff, among other things,
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postaje zaista teško sakriti se
od ovoga, jer između ostalog
od ovoga, jer između ostalog
01:50
because it's not just the electronic tattoos,
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ne radi se samo
o elektronskim tetovažama
o elektronskim tetovažama
01:52
it's facial recognition that's getting really good.
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i prepoznavanje lica
postaje veoma dobro.
postaje veoma dobro.
01:56
So you can take a picture with an iPhone and get all the names,
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Možete slikati nešto Ajfonom
i dobiti sva imena,
i dobiti sva imena,
02:00
although, again, sometimes it does make mistakes. (Laughter)
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iako ponekad zaista pogreši.
(Smeh)
(Smeh)
02:04
But that means you can take a typical bar scene like this,
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Ali to znači da možete uzeti
tipičan prizor iz bara poput ovoga,
tipičan prizor iz bara poput ovoga,
02:07
take a picture, say, of this guy right here,
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slikati, recimo, ovog tipa ovde,
02:11
get the name, and download all the records
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dobiti ime i preuzeti sve podatke
02:15
before you utter a word or speak to somebody,
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pre nego što izustite reč ili pričate s nekim,
02:19
because everybody turns out to be
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jer se ispostavlja da su svi
02:20
absolutely plastered by electronic tattoos.
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potpuno prekriveni
elektronskim tetovažama.
elektronskim tetovažama.
02:24
And so there's companies like face.com that now have
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Postoje kompanije poput face.com
koje sada imaju
koje sada imaju
02:26
about 18 billion faces online.
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oko 18 milijardi lica na internetu.
02:30
Here's what happened to this company.
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Evo šta se desilo toj kompaniji.
02:31
[Company sold to Facebook, June 18, 2012...]
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[Kompanija prodata Fejsbuku,
18. juna 2012...]
18. juna 2012...]
02:34
There are other companies that will place a camera
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Postoje druge kompanije
koje postavljaju kamere
koje postavljaju kamere
02:37
like this — this has nothing to do with Facebook —
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poput ove - ovo nije povezano s Fejsbukom -
02:39
they take your picture, they tie it to the social media,
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slikaju vas,
povežu to sa društvenim medijima,
povežu to sa društvenim medijima,
02:41
they figure out you really like to wear black dresses,
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otkriju da zaista volite da nosite
crne haljine,
crne haljine,
02:44
so maybe the person in the store comes up and says,
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pa vam možda priđe osoba
u prodavnici i kaže:
u prodavnici i kaže:
02:46
"Hey, we've got five black dresses
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"Hej, imamo pet crnih haljina
02:48
that would just look great on you."
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koje bi vam sjajno stajale."
02:52
So what if Andy was wrong?
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Šta ako je Endi pogrešio?
02:54
Here's Andy's theory.
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Evo Endijeve teorije.
02:55
[In the future, everybody will be world famous for 15 minutes.]
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[U budućnosti, svi će imati
15 minuta svetske slave.]
15 minuta svetske slave.]
02:57
What if we flip this?
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Šta ako preokrenemo ovo?
02:58
What if you're only going to be anonymous for 15 minutes? (Laughter)
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Šta ako ćete samo biti anonimni 15 minuta?
(Smeh)
(Smeh)
03:03
Well, then, because of electronic tattoos,
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Onda, zbog elektronskih tetovaža,
03:06
maybe all of you and all of us are very close to immortality,
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možda smo svi mi
veoma blizu besmrtnosti,
veoma blizu besmrtnosti,
03:10
because these tattoos will live
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jer će ove tetovaže živeti
03:12
far longer than our bodies will.
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mnogo duže od naših tela.
03:15
And if that's true, then what we want to do
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Ako je to istina, onda bi trebalo
03:16
is we want to go through four lessons from the Greeks
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da prođemo kroz četiri lekcije Grka
03:20
and one lesson from a Latin American.
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i jednu lekciju Latinoamerikanca.
03:23
Why the Greeks?
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Zašto Grci?
03:25
Well, the Greeks thought about what happens
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Grci su razmišljali o tome
šta se dešava
šta se dešava
03:27
when gods and humans and immortality mix for a long time.
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kada se dugo mešaju
bogovi, ljudi i besmrtnost.
bogovi, ljudi i besmrtnost.
03:32
So lesson number one: Sisyphus.
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Lekcija broj jedan: Sizif.
03:35
Remember? He did a horrible thing, condemned for all time
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Sećate se? Uradio je strašnu stvar,
osuđen na večnost
osuđen na večnost
03:38
to roll this rock up, it would roll back down,
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da kotrlja stenu,
ona bi se vratila dole,
ona bi se vratila dole,
03:40
roll back up, roll back down.
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odgurao bi je gore,
ona bi se vratila.
ona bi se vratila.
03:42
It's a little like your reputation.
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To je nešto poput vaše reputacije.
03:44
Once you get that electronic tattoo,
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Jednom kada dobijete
tu elektronsku tetovažu,
tu elektronsku tetovažu,
03:46
you're going to be rolling up and down for a long time,
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guraćete stenu gore i dole veoma dugo,
03:49
so as you go through this stuff,
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stoga budite veoma pažljivi šta postavljate
03:51
just be careful what you post.
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dok prolazite kroz ovo.
03:54
Myth number two: Orpheus, wonderful guy,
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Mit broj dva: Orfej, sjajan tip,
03:57
charming to be around, great partier, great singer,
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šarmantan, super za provod,
odličan pevač,
odličan pevač,
04:01
loses his beloved, charms his way into the underworld,
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izgubi voljenu,
šarmom se uvuče u podzemlje,
šarmom se uvuče u podzemlje,
04:04
only person to charm his way into the underworld,
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jedini je koji je to uspeo,
04:07
charms the gods of the underworld,
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šarmira bogove podzemlja,
04:09
they release his beauty on the condition
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oni puste njegovu dragu pod uslovom
04:12
he never look at her until they're out.
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da je ne pogleda dok ne izađu.
04:15
So he's walking out and walking out and walking out
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I on izlazi i izlazi
04:17
and he just can't resist. He looks at her, loses her forever.
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i ne može da odoli.
Pogleda je i izgubi je zauvek.
Pogleda je i izgubi je zauvek.
04:21
With all this data out here, it might be a good idea
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Sa svim ovim podacima,
bila bi dobra ideja
bila bi dobra ideja
04:24
not to look too far into the past of those you love.
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da ne gledate predaleko
u prošlost onih koje volite.
u prošlost onih koje volite.
04:30
Lesson number three: Atalanta.
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Lekcija tri: Atalanta.
04:33
Greatest runner. She would challenge anybody.
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Najbolji trkač. Izazvala bi bilo koga.
04:37
If you won, she would marry you.
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Ako pobedite, udala bi se za vas.
04:40
If you lost, you died.
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Ako izgubite, umirete.
04:43
How did Hippomenes beat her?
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Kako ju je Hipomen pobedio?
04:45
Well, he had all these wonderful little golden apples,
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Imao je divne male zlatne jabuke
04:47
and she'd run ahead, and he'd roll a little golden apple.
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i ona bi ga pretrčala, a on bi
zakotrljao malu zlatnu jabuku.
zakotrljao malu zlatnu jabuku.
04:50
She'd run ahead, and he'd roll a little golden apple.
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Ona bi ga pretrčala, a on bi
zakotrljao malu zlatnu jabuku.
zakotrljao malu zlatnu jabuku.
04:52
She kept getting distracted. He eventually won the race.
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Stalno ju je ometao.
Na kraju je pobedio.
Na kraju je pobedio.
04:56
Just remember the purpose as all these little golden apples
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Samo se setite svrhe
dok ove male zlatne jabuke
dok ove male zlatne jabuke
04:59
come and reach you and you want to post about them
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dolaze do vas i želite
da postavite nešto o njima
da postavite nešto o njima
05:02
or tweet about them or send a late-night message.
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ili tvitujete o njima ili pošaljete
poruku kasno uveče.
poruku kasno uveče.
05:05
And then, of course, there's Narcissus.
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I naravno, tu je Narcis.
05:09
Nobody here would ever be accused or be familiar with Narcissus.
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Ni za koga ovde se ne bi moglo reći
da je sličan Narcisu.
da je sličan Narcisu.
05:12
(Laughter)
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(Smeh)
05:15
But as you're thinking about Narcissus,
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Ali dok mislite o Narcisu,
05:17
just don't fall in love with your own reflection.
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nemojte da se zaljubite u svoj odraz.
05:21
Last lesson, from a Latin American:
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Poslednja lekcija,
od Latinoamerikanca:
od Latinoamerikanca:
05:23
This is the great poet Jorge Luis Borges.
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ovo je veliki pesnik Horhe Luis Borhes.
05:26
When he was threatened by the thugs
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Kada su mu pretile siledžije
05:27
of the Argentine military junta,
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argentinske vojne hunte,
05:30
he came back and said, "Oh, come on,
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vratio se i rekao: "Ma dajte,
05:32
how else can you threaten, other than with death?"
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čime još možete pretiti, osim smrću?"
05:35
The interesting thing, the original thing,
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Interesantna stvar, originalna stvar
05:38
would be to threaten somebody with immortality.
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bila bi zapretiti nekom besmrtnošću.
05:42
And that, of course, is what we are all
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A to je naravno ono što nam danas
05:43
now threatened with today because of electronic tattoos.
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svima preti zbog elektronskih tetovaža.
05:47
Thank you.
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Hvala vam.
05:48
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Juan Enriquez - FuturistJuan Enriquez thinks and writes about the profound changes that genomics and other life sciences will bring in business, technology, politics and society.
Why you should listen
A broad thinker who studies the intersections of these fields, Enriquez has a talent for bridging disciplines to build a coherent look ahead. He is the managing director of Excel Venture Management, a life sciences VC firm. He recently published (with Steve Gullans) Evolving Ourselves: How Unnatural Selection and Nonrandom Mutation Are Shaping Life on Earth. The book describes a world where humans increasingly shape their environment, themselves and other species.
Enriquez is a member of the board of Synthetic Genomics, which recently introduced the smallest synthetic living cell. Called “JCVI-syn 3.0,” it has 473 genes (about half the previous smallest cell). The organism would die if one of the genes is removed. In other words, this is the minimum genetic instruction set for a living organism.
Juan Enriquez | Speaker | TED.com