TEDGlobal 2014
Navi Radjou: Creative problem-solving in the face of extreme limits
Navi Radžu (Navi Radjou): Kreativno rešavanje problema uprkos ograničenjima
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Navi Radžu već godinama proučava ,,džugad'', odnosno štedljive inovacije. Praksa dobijanja velike vrednosti za malo resursa, koju su započeli preduzetnici sa tržišta u razvoju, sada se širi svetom. Uz brojne primere ljudske genijalnosti i rada, Radžu nam daje i tri pravila uz koja svi možemo od ničeg da stvorimo nešto.
Navi Radjou - Innovation strategist
Drawing inspiration from frugal innovators in emerging markets, Navi Radjou helps businesses with limited resources discover unexpected ways to succeed. Full bio
Drawing inspiration from frugal innovators in emerging markets, Navi Radjou helps businesses with limited resources discover unexpected ways to succeed. Full bio
Double-click the English transcript below to play the video.
00:12
When you grow up in a developing country
like India, as I did,
like India, as I did,
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Kada, kao ja, odrastete
u zemlji u razvoju, poput Indije,
u zemlji u razvoju, poput Indije,
00:17
you instantly learn to get more value
from limited resources
from limited resources
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brzo naučite kako da izvučete
najviše iz ograničenih resursa
najviše iz ograničenih resursa
00:23
and find creative ways to reuse
what you already have.
what you already have.
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i da na kreativan način
ponovo iskoristite sve što imate.
ponovo iskoristite sve što imate.
00:28
Take Mansukh Prajapati,
a potter in India.
a potter in India.
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Kao na primer Mansuk Pradžapati,
grnčar iz Indije.
grnčar iz Indije.
00:32
He has created a fridge
made entirely of clay
made entirely of clay
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Napravio je frižider isključivo od gline,
00:37
that consumes no electricity.
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tako da ne troši struju.
00:40
He can keep fruits and vegetables
fresh for many days.
fresh for many days.
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U njemu voće i povrće
dosta dugo ostaje sveže.
dosta dugo ostaje sveže.
00:44
That's a cool invention, literally.
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Zaista sveža ideja.
00:48
In Africa, if you run out of
your cell phone battery, don't panic.
your cell phone battery, don't panic.
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Ako ste u Africi i potroši vam se
baterija u telefonu, ne paničite.
baterija u telefonu, ne paničite.
00:52
You will find some
resourceful entrepreneurs
resourceful entrepreneurs
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Određeni snalažljivi preduzetnici
00:55
who can recharge your
cell phone using bicycles.
cell phone using bicycles.
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mogu da vam napune telefon
pomoću bicikla.
pomoću bicikla.
00:58
And since we are in South America,
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Kad smo već u Južnoj Americi,
01:00
let's go to Lima in Peru,
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da pogledamo Limu u Peruu,
01:03
a region with high humidity
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gde je vlažnost vazduha visoka,
01:06
that receives only one inch
of rainfall each year.
of rainfall each year.
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ali godišnje padne samo 2,5 cm kiše.
01:11
An engineering college in Lima
designed a giant advertising billboard
designed a giant advertising billboard
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Na mašinskom fakultetu u Limi
je dizajniran ogroman bilbord
je dizajniran ogroman bilbord
01:18
that absorbs air humidity
and converts it into purified water,
and converts it into purified water,
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koji upija vlagu iz vazduha
i pretvara je u čistu vodu
i pretvara je u čistu vodu
01:24
generating over 90 liters
of water every day.
of water every day.
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i tako stvara preko 90 l vode dnevno.
01:29
The Peruvians are amazing.
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Peruanci su sjajni.
01:31
They can literally create
water out of thin air.
water out of thin air.
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Bukvalno vade vodu iz vazduha.
01:36
For the past seven years,
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Tokom poslednjih sedam godina
01:38
I have met and studied
hundreds of entrepreneurs
hundreds of entrepreneurs
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upoznao sam i ispitao stotine preduzetnika
01:42
in India, China, Africa and South America,
and they keep amazing me.
and they keep amazing me.
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iz Indije, Kine, Afrike i Južne Amerike,
i svaki put me oduševe.
i svaki put me oduševe.
01:48
Many of them did not go to school.
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Mnogi nisu pohađali školu.
01:52
They don't invent stuff in big R&D labs.
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Ne stvaraju izume
u velikim laboratorijama.
u velikim laboratorijama.
01:55
The street is the lab.
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Za njih je ulica laboratorija.
01:59
Why do they do that?
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Zašto tako rade?
02:01
Because they don't have the kind
of basic resources we take for granted,
of basic resources we take for granted,
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Zato što nemaju osnovne stvari
o kojima mi ne razmišljamo,
o kojima mi ne razmišljamo,
02:04
like capital and energy,
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na primer kapital i energiju,
02:06
and basic services
like healthcare and education
like healthcare and education
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a i osnovne usluge,
poput zdravstva i obrazovanja,
poput zdravstva i obrazovanja,
02:09
are also scarce in those regions.
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su u tim oblastima retke.
02:12
When external resources are scarce,
you have to go within yourself
you have to go within yourself
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Kad spoljnih resursa nema,
morate da zavirite u sebe
morate da zavirite u sebe
02:18
to tap the most abundant
resource, human ingenuity,
resource, human ingenuity,
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i iskoristite najobilniji resurs,
ljudsku genijalnost,
ljudsku genijalnost,
02:22
and use that ingenuity to find clever ways
to solve problems with limited resources.
to solve problems with limited resources.
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i pomoću te genijalnosti na pametan način
i uz ograničene resurse rešite problem.
i uz ograničene resurse rešite problem.
02:29
In India, we call it Jugaad.
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U Indiji se to zove ,,Džugad''.
02:33
Jugaad is a Hindi word
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,,Džugad'' na Hindiju znači
02:36
that means an improvised fix,
a clever solution born in adversity.
a clever solution born in adversity.
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improvizovano rešenje, koje na
pametan način prkosi ograničenjima.
pametan način prkosi ograničenjima.
02:42
Jugaad solutions are not
sophisticated or perfect,
sophisticated or perfect,
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,,Džugad'' rešenja nisu
prefinjena niti savršena,
prefinjena niti savršena,
02:46
but they create more value at lower cost.
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ali daju veću vrednost po manjoj ceni.
02:50
For me, the entrepreneurs
who will create Jugaad solutions
who will create Jugaad solutions
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Meni preduzetnici koji
stvaraju ,,Džugad'' rešenja
stvaraju ,,Džugad'' rešenja
02:53
are like alchemists.
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deluju kao alhemičari.
02:55
They can magically transform
adversity into opportunity,
adversity into opportunity,
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Magijom pretvaraju ograničenja u prilike
02:59
and turn something of less value
into something of high value.
into something of high value.
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i nešto bezvredno učine vrednim.
03:05
In other words, they mastered the art
of doing more with less,
of doing more with less,
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Drugim rečima, naučili su
kako da od ničega naprave nešto,
kako da od ničega naprave nešto,
03:12
which is the essence of frugal innovation.
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a to je suština štedljive inovacije.
03:17
Frugal innovation is the ability
to create more economic and social value
to create more economic and social value
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Štedljiva inovacija je sposobnost
da sa manje resursa stvorite više
da sa manje resursa stvorite više
03:22
using fewer resources.
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ekonomske i društvene vrednosti.
03:26
Frugal innovation is not about making do;
it's about making things better.
it's about making things better.
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Štedljiva inovacija nije puko snalaženje,
već poboljšavanje sveta.
već poboljšavanje sveta.
03:33
Now I want to show you how,
across emerging markets,
across emerging markets,
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Želim da vam pokažem kako
širom novih tržišta
širom novih tržišta
03:38
entrepreneurs and companies are adopting
frugal innovation on a larger scale
frugal innovation on a larger scale
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preduzetnici i kompanije na velikom planu
primenjuju štedljive inovacije
primenjuju štedljive inovacije
03:43
to cost-effectively deliver healthcare
and energy to billions of people
and energy to billions of people
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i na jeftin način pružaju zdravstvo
i energiju milijardama ljudi
i energiju milijardama ljudi
03:47
who may have little income
but very high aspirations.
but very high aspirations.
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koji uprkos malim primanjima
imaju velike potrebe.
imaju velike potrebe.
03:52
Let's first go to China,
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Počnimo od Kine,
03:55
where the country's largest
I.T. service provider, Neusoft,
I.T. service provider, Neusoft,
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gde je Neusoft,
njihova najveća IT kompanija,
njihova najveća IT kompanija,
03:59
has developed a telemedicine solution
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razvila sistem za telemedicinu,
pomoću kog
pomoću kog
04:02
to help doctors in cities
remotely treat old and poor patients
remotely treat old and poor patients
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doktori u gradovima mogu na daljinu
da leče stare i siromašne pacijente
da leče stare i siromašne pacijente
04:06
in Chinese villages.
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u kineskim selima.
04:08
This solution is based on
simple-to-use medical devices
simple-to-use medical devices
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Sistem je zasnovan
na jednostavnoj medicinskoj opremi
na jednostavnoj medicinskoj opremi
04:13
that less qualified health workers
like nurses can use in rural clinics.
like nurses can use in rural clinics.
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koju mogu da koriste i manje kvalifikovani
zdravstveni radnici u seoskim bolnicama.
zdravstveni radnici u seoskim bolnicama.
04:18
China desperately needs
these frugal medical solutions
these frugal medical solutions
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Kini hitno trebaju ovakva
štedljiva medicinska rešenja
štedljiva medicinska rešenja
04:22
because by 2050 it will be home
to over half a billion senior citizens.
to over half a billion senior citizens.
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jer će do 2050. tu živeti
preko pola milijarde starih lica.
preko pola milijarde starih lica.
04:29
Now let's go to Kenya,
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Pogledajmo zatim Keniju,
04:32
a country where half the population
uses M-Pesa, a mobile payment solution.
uses M-Pesa, a mobile payment solution.
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gde pola stanovnika koristi M-Pesa,
sistem za mobilno plaćanje.
sistem za mobilno plaćanje.
04:38
This is a great solution
for the African continent
for the African continent
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Ovakvo rešenje savršeno odgovara Africi,
04:41
because 80 percent of Africans
don't have a bank account,
don't have a bank account,
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pošto 80 posto Afrikanaca
nema račun u banci,
nema račun u banci,
04:45
but what is exciting is that M-Pesa
is now becoming the source
is now becoming the source
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ali je zanimljivo da M-Pesa postaje uzor
04:50
of other disruptive business models
in sectors like energy.
in sectors like energy.
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za slične poslovne modele
u sektorima poput energetike.
u sektorima poput energetike.
04:54
Take M-KOPA, the home solar solution
that comes literally in a box
that comes literally in a box
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Na primer M-KOPA, sistem za
solarnu energiju u kućnim uslovima,
solarnu energiju u kućnim uslovima,
05:00
that has a solar rooftop panel,
three LED lights,
three LED lights,
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čiji paket sadrži solarnu ploču,
tri LED svetiljke,
tri LED svetiljke,
05:05
a solar radio, and a cell phone charger.
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radio aparat i punjač za mobilni telefon.
05:08
The whole kit, though, costs 200 dollars,
which is too expensive for most Kenyans,
which is too expensive for most Kenyans,
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Međutim, ceo paket košta $200,
što je za većinu Kenijaca preskupo,
što je za većinu Kenijaca preskupo,
05:14
and this is where mobile telephony
can make the solution more affordable.
can make the solution more affordable.
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i upravo u tom pogledu
mobilna mreža može da pomogne.
mobilna mreža može da pomogne.
05:20
Today, you can buy this kit by making
an initial deposit of just 35 dollars,
an initial deposit of just 35 dollars,
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Sada paket može da se kupi
uz avans od svega $35,
uz avans od svega $35,
05:27
and then pay off the rest by making
a daily micro-payment of 45 cents
a daily micro-payment of 45 cents
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a ostatak se otplaćuje
preko mobinog telefona,
preko mobinog telefona,
05:32
using your mobile phone.
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po 45 centi dnevno.
05:34
Once you've made 365 micro-payments,
the system is unlocked,
the system is unlocked,
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Nakon 365 ovakvih dnevnih uplata,
sistem se otključava,
sistem se otključava,
05:39
and you own the product and you start
receiving clean, free electricity.
receiving clean, free electricity.
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proizvod je vaš i dobijate
čistu, besplatnu struju.
čistu, besplatnu struju.
05:45
This is an amazing solution for Kenya,
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Za Keniju je ovakvo rešenje odlično,
05:48
where 70 percent of people
live off the grid.
live off the grid.
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jer tamo 70 posto ljudi živi van naselja.
05:52
This shows that with frugal innovation
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To znači da je kod
štedljive inovacije bitno
štedljive inovacije bitno
05:56
what matters is that you take what is
most abundant, mobile connectivity,
most abundant, mobile connectivity,
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da se uzme nešto čega
ima u izobilju - mobilna mreža -
ima u izobilju - mobilna mreža -
06:01
to deal with what is scarce,
which is energy.
which is energy.
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da bi se stvorilo ono čega nema,
recimo energija.
recimo energija.
06:06
With frugal innovation,
the global South is actually catching up
the global South is actually catching up
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Svetski jug pomoću
štedljive inovacije sustiže,
štedljive inovacije sustiže,
06:10
and in some cases
even leap-frogging the North.
even leap-frogging the North.
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a u nekim slučajevima
čak i prestiže sever.
čak i prestiže sever.
06:14
Instead of building expensive hospitals,
China is using telemedicine
China is using telemedicine
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Umesto da gradi skupe bolnice,
Kina telemedicinom jeftino
leči milione pacijenata,
leči milione pacijenata,
06:19
to cost-effectively treat
millions of patients,
millions of patients,
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a Afrika, umesto da gradi
banke i energetsku mrežu,
banke i energetsku mrežu,
06:23
and Africa, instead of building
banks and electricity grids,
banks and electricity grids,
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06:27
is going straight to mobile payments
and distributed clean energy.
and distributed clean energy.
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mobilnim plaćanjem pruža
ekološki čistu struju.
ekološki čistu struju.
06:33
Frugal innovation is diametrically opposed
to the way we innovate in the North.
to the way we innovate in the North.
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Štedljiva inovacija je sušta suprotnost
načinu inovacije na severu.
načinu inovacije na severu.
06:39
I live in Silicon Valley,
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U Silicijumskoj Dolini,
06:41
where we keep chasing
the next big technology thing.
the next big technology thing.
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gde živim, stalno tragamo
za sledećim hitom.
za sledećim hitom.
06:44
Think of the iPhone 5, 6, then 7, 8.
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Recimo ajfon 5, 6, pa 7 i 8.
06:49
Companies in the West spend
billions of dollars investing in R&D,
billions of dollars investing in R&D,
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Zapadne kompanije troše
milijarde na istraživanje
milijarde na istraživanje
06:53
and use tons of natural resources
to create ever more complex products,
to create ever more complex products,
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i koriste na tone prirodnih resursa
da bi stvorili sve komplikovanije uređaje
da bi stvorili sve komplikovanije uređaje
06:58
to differentiate their brands
from competition,
from competition,
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i odvojili se od konkurencije,
07:01
and they charge customers
more money for new features.
more money for new features.
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a korisnicima dodatno
naplaćuju nove mogućnosti.
naplaćuju nove mogućnosti.
07:05
So the conventional business model
in the West is more for more.
in the West is more for more.
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Znači da je zapadni poslovni model
"više za više''.
"više za više''.
07:13
But sadly, this more for more model
is running out of gas, for three reasons:
is running out of gas, for three reasons:
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Nažalost, ovaj model se rasplinjava,
i to iz tri razloga:
i to iz tri razloga:
07:18
First, a big portion
of customers in the West
of customers in the West
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prvi je da veliki broj zapadnih korisnika
07:22
because of the diminishing
purchasing power,
purchasing power,
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zbog sve manje kupovne moći
07:25
can no longer afford
these expensive products.
these expensive products.
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ne može više da priušti skupe uređaje.
07:28
Second, we are running out of
natural water and oil.
natural water and oil.
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Drugo, ponestaje nam čiste vode i nafte.
07:33
In California, where I live,
water scarcity is becoming a big problem.
water scarcity is becoming a big problem.
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U Kaliforniji, gde živim,
nestašica vode postaje veliki problem.
nestašica vode postaje veliki problem.
07:37
And third, most importantly,
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Treće i najvažnije
07:40
because of the growing income disparity
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je da zbog sve veće razlike u prihodima
07:42
between the rich
and the middle class in the West,
and the middle class in the West,
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bogate i srednje klase na zapadu
07:45
there is a big disconnect
between existing products and services
between existing products and services
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dolazi do velike razlike između
postojećih proizvoda i usluga
postojećih proizvoda i usluga
07:49
and basic needs of customers.
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i osnovnih potreba potrošača.
07:51
Do you know that today,
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Znate li da trenutno
07:53
there are over 70 million Americans
today who are underbanked,
today who are underbanked,
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preko 70 miliona Amerikanaca
ne koristi usluge banaka
ne koristi usluge banaka
07:58
because existing banking services
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jer one koje postoje
08:01
are not designed to address
their basic needs.
their basic needs.
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ne zadovoljavaju njihove osnovne potrebe?
08:05
The prolonged economic crisis
in the West is making people think
in the West is making people think
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Zbog duge recesije, ljudi na zapadu misle
08:09
that they are about to lose
the high standard of living
the high standard of living
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da će da izgube visok životni standard
08:12
and face deprivation.
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i nađu se u bedi.
08:15
I believe that the only way we can sustain
growth and prosperity in the West
growth and prosperity in the West
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Smatram da je jedini način
da zapad održi rast i napredak
da zapad održi rast i napredak
08:20
is if we learn to do more with less.
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da naučimo da sa manje postižemo više.
08:23
The good news is,
that's starting to happen.
that's starting to happen.
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Srećom, to se već dešava.
08:26
Several Western companies
are now adopting frugal innovation
are now adopting frugal innovation
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Određene zapadne kompanije
već koriste štedljive inovacije
već koriste štedljive inovacije
08:30
to create affordable products
for Western consumers.
for Western consumers.
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kako bi zapadnim potrošačima
pružile pristupačne proizvode.
pružile pristupačne proizvode.
08:34
Let me give you two examples.
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Daću vam dva primera.
08:36
When I first saw this building,
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Kada sam prvi put video ovu zgradu,
08:38
I told myself it's some
kind of postmodern house.
kind of postmodern house.
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pomislio sam da je u pitanju
neka postmodernistička kuća.
neka postmodernistička kuća.
08:41
Actually, it's a small manufacturing plant
set up by Grameen Danone,
set up by Grameen Danone,
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zapravo je to mala fabrika
u vlasništvu Gramin Danone,
u vlasništvu Gramin Danone,
08:47
a joint venture between
Grameen Bank of Muhammad Yunus
Grameen Bank of Muhammad Yunus
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saradnja između
Gramin Banke Muhamada Junusa
Gramin Banke Muhamada Junusa
08:50
and the food multinational Danone
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i proizvođača hrane Danone,
08:52
to make high-quality yogurt in Bangladesh.
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koja u Bangladešu proizvodi
jogurt visokog kvaliteta.
jogurt visokog kvaliteta.
08:55
This factory is 10 percent the size
of existing Danone factories
of existing Danone factories
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Deset puta je manja
od postojećih Danone fabrika,
od postojećih Danone fabrika,
08:59
and cost much less to build.
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te je izgradnja mnogo jeftinija.
09:02
I guess you can call it a low-fat factory.
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Recimo da je u pitanju dijetalna fabrika.
09:06
Now this factory, unlike Western factories
that are highly automated,
that are highly automated,
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Za razliku od visoko automatizovanih
fabrika na zapadu, ova fabrika
fabrika na zapadu, ova fabrika
09:10
relies a lot on manual processes in order
to generate jobs for local communities.
to generate jobs for local communities.
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se u velikoj meri oslanja na ljudski rad
i time stvara radna mesta.
i time stvara radna mesta.
09:17
Danone was so inspired by this model
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Ovaj istovremeno ekonomski efikasan
09:19
that combines economic efficiency
and social sustainability,
and social sustainability,
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i društveno održiv model
se toliko dopao kompaniji Danone
se toliko dopao kompaniji Danone
09:23
they are planning to roll it out
in other parts of the world as well.
in other parts of the world as well.
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da namerava da ga primeni
i u drugim delovima sveta.
i u drugim delovima sveta.
09:28
Now, when you see this example,
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Kada se pogledaju ovakvi primeri
09:30
you might be thinking, "Well,
frugal innovation is low tech."
frugal innovation is low tech."
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može se pomisliti da štedljiva inovacija
ne zahteva tehnologiju.
ne zahteva tehnologiju.
09:33
Actually, no.
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Zapravo, nije tako.
09:35
Frugal innovation is also
about making high tech
about making high tech
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Štedljivom inovacijom
se i visoka tehnologija
se i visoka tehnologija
09:38
more affordable and more
accessible to more people.
accessible to more people.
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može približiti prosečnom korisniku.
09:41
Let me give you an example.
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Daću vam primer.
09:43
In China, the R&D engineers
of Siemens Healthcare
of Siemens Healthcare
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U Kini je odeljenje za istraživanje
u zdravstvu, kompanije Simens,
u zdravstvu, kompanije Simens,
09:46
have designed a C.T. scanner
that is easy enough to be used
that is easy enough to be used
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dizajniralo CT skener koji mogu da koriste
09:51
by less qualified health workers,
like nurses and technicians.
like nurses and technicians.
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i manje kvalifikovani radnici,
npr. medicinske sestre i tehničari.
npr. medicinske sestre i tehničari.
09:55
This device can scan
more patients on a daily basis,
more patients on a daily basis,
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U stanju je da u toku dana
obavi više skeniranja
obavi više skeniranja
09:59
and yet consumes less energy,
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uz manju potrošnju energije,
10:01
which is great for hospitals,
but it's also great for patients
but it's also great for patients
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što je odlično za bolnice,
ali i za pacijente,
ali i za pacijente,
10:05
because it reduces the cost
of treatment by 30 percent
of treatment by 30 percent
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jer je cena lečenja smanjena za 30 posto,
10:10
and radiation dosage by up to 60 percent.
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a količina radijacije za 60 posto.
10:14
This solution was initially designed
for the Chinese market,
for the Chinese market,
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Isprva je namenjeno za kinesko tržište,
10:17
but now it's selling like hotcakes
in the U.S. and Europe,
in the U.S. and Europe,
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ali se sad prodaje kao alva
u SAD i Evropi,
u SAD i Evropi,
10:21
where hospitals are pressured
to deliver quality care at lower cost.
to deliver quality care at lower cost.
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zbog potrebe da bolnice za manje novca
pruže bolju zdravstvenu zaštitu.
pruže bolju zdravstvenu zaštitu.
10:28
But the frugal innovation revolution
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Talas štedljive inovacije na zapadu
10:30
in the West is actually led
by creative entrepreneurs
by creative entrepreneurs
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zapravo predvode kreativni preduzetnici
10:34
who are coming up with amazing solutions
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koji smišljaju sjajna rešenja
10:36
to address basic needs
in the U.S. and Europe.
in the U.S. and Europe.
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za osnovne potrebe u SAD i Evropi.
10:40
Let me quickly give you
three examples of startups
three examples of startups
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Na brzinu ću vam ispričati o tri startapa
10:43
that personally inspire me.
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koja su me oduševila.
10:45
The first one happens to be launched
by my neighbor in Silicon Valley.
by my neighbor in Silicon Valley.
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Prvi je zapravo pokrenuo
moj komšija u Silicijumskoj Dolini.
moj komšija u Silicijumskoj Dolini.
10:48
It's called gThrive.
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Zove se gThrive.
10:50
They make these wireless sensors
designed like plastic rulers
designed like plastic rulers
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Proizvode bežične senzore
koji liče na plastične lenjire,
koji liče na plastične lenjire,
10:54
that farmers can stick
in different parts of the field
in different parts of the field
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pa farmeri mogu da ih pobodu
na različitim mestima u polju
na različitim mestima u polju
10:57
and start collecting detailed
information like soil conditions.
information like soil conditions.
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da sakupljaju podatke,
na primer stanje tla.
na primer stanje tla.
11:01
This dynamic data allows farmers
to optimize use of water energy
to optimize use of water energy
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Ti podaci pomažu farmerima
da bolje koriste energiju vode,
da bolje koriste energiju vode,
11:06
while improving quality
of the products and the yields,
of the products and the yields,
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čime se poboljšava kvalitet i prinos
poljoprivrednih proizvoda.
poljoprivrednih proizvoda.
11:10
which is a great solution for California,
which faces major water shortage.
which faces major water shortage.
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Za Kaliforniju je to odlično,
jer joj preti velika nestašica vode.
jer joj preti velika nestašica vode.
11:14
It pays for itself within one year.
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Sistem sam sebe otplaćuje za godinu dana.
11:17
Second example is Be-Bound,
also in Silicon Valley,
also in Silicon Valley,
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Drugi primer je takođe
iz Silicijumske Doline, Be-Bound,
iz Silicijumske Doline, Be-Bound,
11:21
that enables you
to connect to the Internet
to connect to the Internet
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koji omogućava da se povežete na internet
11:23
even in no-bandwidth areas
where there's no wi-fi or 3G or 4G.
where there's no wi-fi or 3G or 4G.
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čak i na mestima bez internet,
wi-fi, 3G ili 4G veze.
wi-fi, 3G ili 4G veze.
11:28
How do they do that?
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Kako je to moguće?
11:30
They simply use SMS, a basic technology,
but that happens to be the most reliable
but that happens to be the most reliable
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Tako što koristi SMS, tehnologiju
koje je jednostavna, ali pouzdana
koje je jednostavna, ali pouzdana
11:36
and most widely available
around the world.
around the world.
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i široko dostupna.
11:38
Three billion people today with
cell phones can't access the Internet.
cell phones can't access the Internet.
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Tri milijarde vlasnika mobilnih telefona
nema pristup internetu.
nema pristup internetu.
11:42
This solution can connect them
to the Internet in a frugal way.
to the Internet in a frugal way.
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Putem ovog rešenja mogu
da se povežu na jeftin način.
da se povežu na jeftin način.
11:46
And in France, there is
a startup calle Compte Nickel,
a startup calle Compte Nickel,
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U Francuskoj, startap
pod imenom Compte Nickel
pod imenom Compte Nickel
11:50
which is revolutionizing
the banking sector.
the banking sector.
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uvodi revoluciju u bankarski sektor.
11:53
It allows thousands of people
to walk into a Mom and Pop store
to walk into a Mom and Pop store
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Zbog njega na hiljade ljudi
može da uđe u dragstor
može da uđe u dragstor
11:57
and in just five minutes activate
the service that gives them two products:
the service that gives them two products:
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i za pet minuta aktivira uslugu
koja pruža dve stvari:
koja pruža dve stvari:
12:01
an international bank account number
and an international debit card.
and an international debit card.
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broj međunarodnog bankovnog računa
i međunarodnu debitnu karticu.
i međunarodnu debitnu karticu.
12:05
They charge a flat annual
maintenance fee of just 20 Euros.
maintenance fee of just 20 Euros.
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Godišnja pretplata na servis iznosi €20.
12:10
That means you can do
all banking transactions --
all banking transactions --
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Pomoću njih možete
da vršite sve poslove u banci -
da vršite sve poslove u banci -
12:12
send and receive money,
pay with your debit card --
pay with your debit card --
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primanje i slanje novca,
plaćanje debitnom karticom
plaćanje debitnom karticom
12:14
all with no additional charge.
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- bez dodatnih troškova.
12:17
This is what I call low-cost banking
without the bank.
without the bank.
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Za mene je to jeftino bankarstvo
bez banke.
bez banke.
12:21
Amazingly, 75 percent
of the customers using this service
of the customers using this service
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Zapanjuje da 75 posto korisnika čine
12:25
are the middle-class French
who can't afford high banking fees.
who can't afford high banking fees.
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Francuzi srednje klase, koji ne mogu
da priušte bankarske takse.
da priušte bankarske takse.
12:30
Now, I talked about frugal innovation,
initially pioneered in the South,
initially pioneered in the South,
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Pričao sam o tome kako su
štedljive inovacije započele na jugu,
štedljive inovacije započele na jugu,
12:34
now being adopted in the North.
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a sad dobijaju zamah na severu.
12:36
Ultimately, we would like to see
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Krajnji cilj je da
12:39
developed countries
and developing countries
and developing countries
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razvijene i zemlje u razvoju
12:41
come together and co-create
frugal solutions
frugal solutions
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počnu da sarađuju na štedljivim rešenjima
12:44
that benefit the entire humanity.
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za dobrobit celog čovečanstva.
12:47
The exciting news is
that's starting to happen.
that's starting to happen.
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Uzbudljivo je što je to već počelo.
12:49
Let's go to Nairobi to find that out.
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U Najrobiju ćemo saznati kako.
12:52
Nairobi has horrendous traffic jams.
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Saobraćajne gužve u Najrobiju su strašne.
12:56
When I first saw them,
I thought, "Holy cow."
I thought, "Holy cow."
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Naprosto izbijaju rogovi od gužve.
12:59
Literally, because you have to dodge cows
as well when you drive in Nairobi.
as well when you drive in Nairobi.
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Nekad i bukvalno,
jer se putem često kreću i krave.
jer se putem često kreću i krave.
13:04
To ease the situation,
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Kako bi olakšali situaciju,
13:06
the engineers at the IBM lab in Kenya
are piloting a solution called Megaffic,
are piloting a solution called Megaffic,
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inženjeri iz IBM laboratorije u Keniji
isprobavaju sistem pod imenom Megaffic,
isprobavaju sistem pod imenom Megaffic,
13:12
which initially was designed
by the Japanese engineers.
by the Japanese engineers.
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isprva proizvod japanskih iženjera.
13:17
Unlike in the West, Megaffic
doesn't rely on roadside sensors,
doesn't rely on roadside sensors,
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Megaffic se, za razliku od sistema
na zapadu, ne oslanja na senzore,
na zapadu, ne oslanja na senzore,
13:22
which are very expensive
to install in Nairobi.
to install in Nairobi.
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jer su oni preskupi za Najrobi.
13:24
Instead they process images, traffic data,
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Umesto toga koristi slike
i podatke o saobraćaju
i podatke o saobraćaju
13:28
collected from a small number of
low-resolution webcams in Nairobi streets,
low-resolution webcams in Nairobi streets,
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koje sakuplja mali broj kamera
niske rezolucije na ulicama Najrobija;
niske rezolucije na ulicama Najrobija;
13:34
and then they use analytic software
to predict congestion points,
to predict congestion points,
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zatim ih softver analizira
i predviđa gužve
i predviđa gužve
13:38
and they can SMS drivers
alternate routes to take.
alternate routes to take.
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i preko SMS-a predlaže vozačima
kojim putem da krenu.
kojim putem da krenu.
13:42
Granted, Megaffic is not
as sexy as self-driving cars,
as sexy as self-driving cars,
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Megaffic zbilja nije primamljiv
kao automobili koji se sami voze,
kao automobili koji se sami voze,
13:46
but it promises to take Nairobi drivers
from point A to point B
from point A to point B
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ali obećava da će vozače u Najrobiju
provesti od tačke A do B
provesti od tačke A do B
13:51
at least 20 percent faster.
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bar 20 posto brže.
13:54
And earlier this year, UCLA Health
launched its Global Lab for Innovation,
launched its Global Lab for Innovation,
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Zdravstveno odeljenje UCLA
je početkom godine pokrenulo
je početkom godine pokrenulo
14:01
which seeks to identify frugal healthcare
solutions anywhere in the world
solutions anywhere in the world
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Globalnu Laboratoriju za Inovacije,
čiji je cilj da širom sveta traži
čiji je cilj da širom sveta traži
14:06
that will be at least 20 percent cheaper
than existing solutions in the U.S.
than existing solutions in the U.S.
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sisteme za zdravstvo koji postižu više,
a koštaju bar 20 posto manje
a koštaju bar 20 posto manje
od onih u SAD.
14:11
and yet more effective.
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14:13
It also tries to bring together
innovators from North and South
innovators from North and South
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Tu inovatori sa severa i juga
mogu da sarađuju
mogu da sarađuju
14:18
to cocreate affordable healthcare
solutions for all of humanity.
solutions for all of humanity.
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na jeftinim medicinskim sistemima
za celo čovečanstvo.
za celo čovečanstvo.
14:24
I gave tons of examples of frugal
innovators from around the world,
innovators from around the world,
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Dao sam vam razne primere
štedljivih inovacija,
štedljivih inovacija,
14:28
but the question is, how do you go about
adopting frugal innovation?
adopting frugal innovation?
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ali pravo pitanje je kako da
počnemo da ih primenjujemo.
počnemo da ih primenjujemo.
14:32
Well, I gleaned out three principles
from frugal innovators around the world
from frugal innovators around the world
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Pokazaću vam tri pravila koja sam saznao
14:35
that I want to share with you
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od svetskih inovatora,
14:37
that you can apply
in your own organization
in your own organization
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a koja će vašim organizacijama pomoći
14:39
to do more with less.
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da postignu više uz manje.
14:42
The first principle is: Keep it simple.
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Prvo pravilo je: samo jednostavno.
14:46
Don't create solutions
to impress customers.
to impress customers.
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Proizvodi ne treba da zadive korisnike.
14:49
Make them easy enough to use
and widely accessible,
and widely accessible,
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Treba da budu jednostavni
i dostupni svima,
i dostupni svima,
14:53
like the C.T. scanner we saw in China.
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kao kineski CT skener.
14:56
Second principle:
Do not reinvent the wheel.
Do not reinvent the wheel.
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Drugo pravilo:
ne izmišljajte rupu na saksiji.
ne izmišljajte rupu na saksiji.
15:00
Try to leverage existing resources
and assets that are widely available,
and assets that are widely available,
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Trudite se da iskoristite resurse
koji su na raspolaganju,
koji su na raspolaganju,
15:04
like using mobile telephony
to offer clean energy
to offer clean energy
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na primer da preko mobilne mreže
obezbedite struju,
obezbedite struju,
15:08
or Mom and Pop stores
to offer banking services.
to offer banking services.
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ili nudite bankarske usluge
preko dragstora.
preko dragstora.
15:12
Third principle is:
Think and act horizontally.
Think and act horizontally.
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Treće pravilo:
mislite i postupajte vodoravno.
mislite i postupajte vodoravno.
15:16
Companies tend to scale up vertically
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Kompanije obično rastu u visinu
15:19
by centralizing operations
in big factories and warehouses,
in big factories and warehouses,
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tako što centralizuju proizvodnju
u velikim fabrikama i skladištima,
u velikim fabrikama i skladištima,
15:23
but if you want to be agile and deal
with immense customer diversity,
with immense customer diversity,
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ali ako želite da brzo ispunite
potrebe najrazličitijih kupaca,
potrebe najrazličitijih kupaca,
15:27
you need to scale out horizontally
using a distributed supply chain
using a distributed supply chain
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morate da se širite vodoravno
putem mreže za distribuciju,
putem mreže za distribuciju,
15:32
with smaller manufacturing
and distribution units,
and distribution units,
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uz male fabrike i otpremne centre,
15:34
like Grameen Bank has shown.
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kao što pokazuje Grameen Banka.
15:39
The South pioneered frugal innovation
out of sheer necessity.
out of sheer necessity.
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Jug je štedljive inovacije
započeo iz nasušne potrebe.
započeo iz nasušne potrebe.
15:44
The North is now learning to do
more and better with less
more and better with less
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Sada sever zbog nedostatka resursa uči
da postiže više uz manje.
15:48
as it faces resource constraints.
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15:51
As an Indian-born French national
who lives in the United States,
who lives in the United States,
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Kao francuski državljanin
indijskog porekla koji živi u SAD,
indijskog porekla koji živi u SAD,
15:57
my hope is that we transcend
this artificial North-South divide
this artificial North-South divide
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nadam se da ćemo prevazići
veštačku podelu na sever i jug
veštačku podelu na sever i jug
16:03
so that we can harness
the collective ingenuity
the collective ingenuity
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i iskoristiti genijalnost
16:06
of innovators from around the world
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inovatora iz čitavog sveta
16:08
to cocreate frugal solutions
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za stvaranje štedljivih rešenja
16:11
that will improve the quality of life
of everyone in the world,
of everyone in the world,
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koja će poboljšati život
čitavog čovečanstva,
čitavog čovečanstva,
16:15
while preserving our precious planet.
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a istovremeno sačuvati našu planetu.
16:18
Thank you very much.
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Mnogo vam hvala.
16:20
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Navi Radjou - Innovation strategistDrawing inspiration from frugal innovators in emerging markets, Navi Radjou helps businesses with limited resources discover unexpected ways to succeed.
Why you should listen
In the best-selling book Jugaad Innovation, Navi Radjou and his co-authors borrow the Hindi word for improvised solutions to illustrate how organizations can hurdle stubborn challenges with quick thinking, innovative planning and entrepreneurial agility to deliver greater value to clients and consumers worldwide.
Radjou believes that “frugal innovation,” inspired by companies in emerging markets such as India and China, is gradually being adopted in Western economies, and that it "promises to become a unifying element in North-South cooperation in an increasingly interconnected globally economy".
A fellow at Judge Business School at the University of Cambridge, Radjou is a member of the World Economic Forum's Global Agenda Council on Design Innovation and a columnist at the Harvard Business Review.
More profile about the speakerRadjou believes that “frugal innovation,” inspired by companies in emerging markets such as India and China, is gradually being adopted in Western economies, and that it "promises to become a unifying element in North-South cooperation in an increasingly interconnected globally economy".
A fellow at Judge Business School at the University of Cambridge, Radjou is a member of the World Economic Forum's Global Agenda Council on Design Innovation and a columnist at the Harvard Business Review.
Navi Radjou | Speaker | TED.com