TED2016
Joe Gebbia: How Airbnb designs for trust
Džo Gebia (Joe Gebbia): Kako Airbnb dizajnira sa poverenjem na umu
Filmed:
Readability: 3.5
2,523,121 views
Džo Gebia, jedan od osnivača kompanije Airbnb, kladio se u celu kompaniju da će ljudi verovati jedni drugima dovoljno da prespavaju u tuđim domovima. Kako je prevazišao predrasudu da su stranci opasnost? Kroz dobar dizajn. Sada, nakon 123 miliona provedenih noći (a biće ih još), Gebia izlaže svoj san o kulturi deljenja gde dizajn pomaže da se neguje zajednica i veze, umesto izolacije i odvojenosti.
Joe Gebbia - Designer, co-founder of Airbnb
As a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect. Full bio
As a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect. Full bio
Double-click the English transcript below to play the video.
00:12
I want to tell you the story
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Želim da vam ispričam priču
00:14
about the time I almost got kidnapped
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o tome kako su me zamalo kidnapovali
00:18
in the trunk of a red Mazda Miata.
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u gepeku crvene Mazde Miate.
00:22
It's the day after graduating
from design school
from design school
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Dan pre toga diplomirao sam dizajn
00:25
and I'm having a yard sale.
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i prodajem stvari pred kućom.
00:26
And this guy pulls up in this red Mazda
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Tip se parkira i izađe iz crvene Mazde
00:29
and he starts looking through my stuff.
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i pregleda moje stvari.
00:31
And he buys a piece of art that I made.
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I kupi nešto što sam naslikao.
00:34
And it turns out he's alone
in town for the night,
in town for the night,
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Ispostavlja se da je sam u gradu
te večeri
te večeri
00:38
driving cross-country on a road trip
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i da se vozi kroz zemlju
00:40
before he goes into the Peace Corps.
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pre nego što ode u Mirovni korpus.
00:42
So I invite him out for a beer
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Te ga pozovem na pivo
00:45
and he tells me all about his passion
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i ispričao mi je o svojoj strasti
00:47
for making a difference in the world.
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da promeni nešto u svetu.
00:50
Now it's starting to get late,
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Počinje da bude kasno
00:52
and I'm getting pretty tired.
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i ja sam prilično umoran.
00:54
As I motion for the tab,
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Kako krećem da tražim račun,
00:56
I make the mistake of asking him,
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grešim i pitam ga:
00:59
"So where are you staying tonight?"
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"Gde ćeš prespavati večeras?"
01:01
And he makes it worse by saying,
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A on pogoršava stvar i kaže:
01:04
"Actually, I don't have a place."
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"Zapravo, nemam gde da idem."
01:07
And I'm thinking, "Oh, man!"
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A ja pomislim: "O, čoveče!"
01:10
What do you do?
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Šta da radiš?
01:12
We've all been there, right?
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Svima se desilo tako nešto, zar ne?
01:15
Do I offer to host this guy?
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Da li da ponudim da prenoći?
01:17
But, I just met him -- I mean,
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Ali tek sam ga upoznao - mislim,
01:19
he says he's going to the Peace Corps,
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kaže da ide u Mirovni korpus,
01:21
but I don't really know if he's going
to the Peace Corps
to the Peace Corps
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ali ja zapravo ne znam
da li ide u Mirovni korpus
da li ide u Mirovni korpus
01:24
and I don't want to end up kidnapped
in the trunk of a Miata.
in the trunk of a Miata.
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i neću da me kidnapuju u gepeku Miate.
01:26
That's a small trunk!
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To je mali gepek!
01:30
So then I hear myself saying,
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Onda čujem sebe kako izgovaram:
01:32
"Hey, I have an airbed you can stay on
in my living room."
in my living room."
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"Hej, imam krevet na naduvavanje
u dnevnoj sobi."
u dnevnoj sobi."
01:36
And the voice in my head goes,
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A glas u mojoj glavi kaže:
01:37
"Wait, what?"
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"Stani, šta?"
01:40
That night, I'm laying in bed,
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Te noći, ležim u krevetu,
01:42
I'm staring at the ceiling and thinking,
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zurim u plafon i razmišljam:
01:45
"Oh my god, what have I done?
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"O, moj bože, šta sam uradio?
01:48
There's a complete stranger
sleeping in my living room.
sleeping in my living room.
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Potpuni stranac spava
kod mene u dnevnoj sobi.
kod mene u dnevnoj sobi.
01:52
What if he's psychotic?"
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Šta ako je psihotičan?"
01:55
My anxiety grows so much,
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Postajem sve napetiji,
01:56
I leap out of bed,
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iskačem iz kreveta
01:58
I sneak on my tiptoes to the door,
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i na prstima se dovlačim do vrata
02:00
and I lock the bedroom door.
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i zaključavam vrata spavaće sobe.
02:04
It turns out he was not psychotic.
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Ispostavilo se da nije psihotičan.
02:06
We've kept in touch ever since.
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Od tada smo u kontaktu.
02:08
And the piece of art
he bought at the yard sale
he bought at the yard sale
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Slika koju je kupio kod mene na rasprodaji
02:10
is hanging in his classroom;
he's a teacher now.
he's a teacher now.
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sada visi u njegovoj učionici,
sada je nastavnik.
sada je nastavnik.
To je bilo moje prvo iskustvo
kao domaćina
kao domaćina
02:15
This was my first hosting experience,
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02:16
and it completely changed my perspective.
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i potpuno je izmenilo moju perspektivu.
02:21
Maybe the people that my childhood
taught me to label as strangers
taught me to label as strangers
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Možda su ljudi za koje me je detinjstvo
učilo da su stranci
učilo da su stranci
02:25
were actually friends waiting
to be discovered.
to be discovered.
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zapravo prijatelji
koji čekaju da budu otkriveni.
koji čekaju da budu otkriveni.
02:29
The idea of hosting people on airbeds
gradually became natural to me
gradually became natural to me
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Ideja da smestite ljude na krevet
postepeno mi je postala prirodna
postepeno mi je postala prirodna
i kada sam se preselio u San Francisko,
02:33
and when I moved to San Francisco,
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02:35
I brought the airbed with me.
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poneo sam sa sobom
krevet na naduvavanje.
krevet na naduvavanje.
02:37
So now it's two years later.
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Dve godine nakon toga.
02:39
I'm unemployed, I'm almost broke,
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Nezaposlen sam, skoro švorc,
02:42
my roommate moves out,
and then the rent goes up.
and then the rent goes up.
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cimer se iselio i kirija raste.
02:46
And then I learn there's a design
conference coming to town,
conference coming to town,
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Onda saznam da će u gradu biti
konferencija dizajnera
konferencija dizajnera
02:49
and all the hotels are sold out.
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i da su svi hoteli puni.
02:50
And I've always believed
that turning fear into fun
that turning fear into fun
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Uvek sam verovao da je pretvaranje
straha u zabavu
straha u zabavu
02:54
is the gift of creativity.
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dar kreativnosti.
02:56
So here's what I pitch my best friend
and my new roommate Brian Chesky:
and my new roommate Brian Chesky:
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Ovo sam predložio najboljem prijatelju
i novom cimeru, Brajanu Českiju:
i novom cimeru, Brajanu Českiju:
"Brajane, smislio sam način
da zaradimo nešto novca,
da zaradimo nešto novca,
03:02
"Brian, thought of a way
to make a few bucks --
to make a few bucks --
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da napravimo od našeg stana
'noćenje s doručkom za dizajnere'
'noćenje s doručkom za dizajnere'
03:04
turning our place into 'designers
bed and breakfast,'
bed and breakfast,'
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03:06
offering young designers who come
to town a place to crash,
to town a place to crash,
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i ponudimo mladim dizajnerima
koji dođu u grad mesto da prespavaju,
koji dođu u grad mesto da prespavaju,
03:09
complete with wireless Internet,
a small desk space,
a small desk space,
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sa bežičnim internetom,
malim prostorom za rad,
malim prostorom za rad,
03:12
sleeping mat, and breakfast each morning.
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madracem i doručkom svakog jutra.
03:14
Ha!"
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Ha!"
03:16
We built a basic website
and Airbed and Breakfast was born.
and Airbed and Breakfast was born.
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Napravili smo jednostavan sajt
i nastao je Airbed and Breakfast.
i nastao je Airbed and Breakfast.
03:20
Three lucky guests got to stay
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Troje srećnih gostiju boravilo je
03:22
on a 20-dollar airbed
on the hardwood floor.
on the hardwood floor.
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na krevetu na naduvavanje od 20 dolara
na podu od parketa.
na podu od parketa.
03:26
But they loved it, and so did we.
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Ali dopalo im se, kao i nama.
Kunem se, omlet od šunke
i švajcarskog sira koji smo napravili
i švajcarskog sira koji smo napravili
03:29
I swear, the ham
and Swiss cheese omelets we made
and Swiss cheese omelets we made
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03:31
tasted totally different
because we made them for our guests.
because we made them for our guests.
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imao je potpuno drugi ukus
jer smo ga pripremili gostima.
jer smo ga pripremili gostima.
03:35
We took them on adventures
around the city,
around the city,
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Vodili smo ih na avanture po gradu
03:37
and when we said goodbye
to the last guest,
to the last guest,
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i kada smo se oprostili
od poslednjeg gosta,
od poslednjeg gosta,
03:40
the door latch clicked,
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kliknula je reza na vratima,
03:42
Brian and I just stared at each other.
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a Brajan i ja smo samo zurili
jedan u drugoga.
jedan u drugoga.
03:45
Did we just discover
it was possible to make friends
it was possible to make friends
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Da li smo upravo otkrili
da je moguće naći prijatelje
da je moguće naći prijatelje
03:49
while also making rent?
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i to dok zarađuješ kiriju?
03:52
The wheels had started to turn.
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Točkići su počeli da se okreću.
03:54
My old roommate, Nate Blecharczyk,
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Moj stari cimer, Nejt Blečarzik,
03:55
joined as engineering co-founder.
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pridružio se kao inženjer - saosnivač.
03:58
And we buckled down to see
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Upustili smo se u to da vidimo
04:00
if we could turn this into a business.
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da li od ovoga možemo napraviti posao.
04:03
Here's what we pitched investors:
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Ovo smo predložili investitorima:
04:08
"We want to build a website
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"Želimo da napravimo sajt
04:09
where people publicly post pictures
of their most intimate spaces,
of their most intimate spaces,
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gde ljudi javno kače fotografije
svojih najintimnijih mesta,
svojih najintimnijih mesta,
04:13
their bedrooms, the bathrooms --
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svojih spavaćih soba, kupatila,
04:15
the kinds of rooms you usually keep closed
when people come over.
when people come over.
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soba koje biste obično držali zatvorenim
kada vam dođu gosti.
kada vam dođu gosti.
04:18
And then, over the Internet,
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A onda, preko interneta,
04:20
they're going to invite complete strangers
to come sleep in their homes.
to come sleep in their homes.
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pozvaće potpune strance
da dođu i spavaju u njihovom domu.
da dođu i spavaju u njihovom domu.
04:23
It's going to be huge!"
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Biće pravi hit!"
04:25
(Laughter)
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(Smeh)
04:27
We sat back, and we waited
for the rocket ship to blast off.
for the rocket ship to blast off.
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Zavalili smo se i čekali da raketa poleti.
04:31
It did not.
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To se nije desilo.
04:34
No one in their right minds
would invest in a service
would invest in a service
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Niko normalan ne bi uložio u uslugu
04:37
that allows strangers
to sleep in people's homes.
to sleep in people's homes.
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koja dozvoljava strancima
da spavaju u tuđim kućama.
da spavaju u tuđim kućama.
04:40
Why?
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Zašto?
04:41
Because we've all been taught
as kids, strangers equal danger.
as kids, strangers equal danger.
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Zato što su nas sve kao decu naučili
da su neznanci opasnost.
da su neznanci opasnost.
04:46
Now, when you're faced with a problem,
you fall back on what you know,
you fall back on what you know,
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Kada ste suočeni sa problemom,
oslanjate se na ono što znate,
oslanjate se na ono što znate,
04:49
and all we really knew was design.
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a sve što smo mi zaista znali
bio je dizajn.
bio je dizajn.
04:52
In art school, you learn
that design is much more
that design is much more
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U umetničkoj školi učite
da je dizajn mnogo više
da je dizajn mnogo više
04:55
than the look and feel of something --
it's the whole experience.
it's the whole experience.
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od izgleda i osećaja neke stvari -
to je celo iskustvo.
to je celo iskustvo.
Naučili smo da radimo to za predmete,
04:58
We learned to do that for objects,
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05:00
but here, we were aiming
to build Olympic trust
to build Olympic trust
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ali ovde smo pokušavali da uspostavimo
poverenje na olimpijskom nivou
poverenje na olimpijskom nivou
između ljudi koji se nikada nisu upoznali.
05:04
between people who had never met.
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05:08
Could design make that happen?
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Može li dizajn ovo da ostvari?
05:11
Is it possible to design for trust?
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Da li je moguće dizajnirati
sa poverenjem na umu?
sa poverenjem na umu?
05:15
I want to give you a sense
of the flavor of trust
of the flavor of trust
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Želim da vam pružim osećaj
vrste poverenja
vrste poverenja
05:18
that we were aiming to achieve.
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koju smo pokušavali da ostvarimo.
05:21
I've got a 30-second experiment
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Imam eksperiment od 30 sekundi
05:23
that will push you past your comfort zone.
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koji će vas izvući iz zone komfora.
05:25
If you're up for it, give me a thumbs-up.
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Ukoliko ste raspoloženi, dignite palac.
05:30
OK, I need you to take out your phones.
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U redu, izvadite telefone.
05:38
Now that you have your phone out,
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Sada kada ste izvadili telefon,
05:40
I'd like you to unlock your phone.
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otključajte ga.
05:45
Now hand your unlocked phone
to the person on your left.
to the person on your left.
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Sada dodajte svoj otključan telefon
osobi sa vaše leve strane.
osobi sa vaše leve strane.
05:49
(Laughter)
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(Smeh)
06:01
That tiny sense of panic
you're feeling right now --
you're feeling right now --
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Taj blagi osećaj panike
koji vas sada obuzima -
koji vas sada obuzima -
06:04
(Laughter)
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(Smeh)
06:06
is exactly how hosts feel the first time
they open their home.
they open their home.
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tako se osećaju domaćini prvog puta
kada otvore vrata svog doma.
kada otvore vrata svog doma.
06:10
Because the only thing
more personal than your phone
more personal than your phone
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Jedina stvar koja je ličnija
od vašeg telefona
od vašeg telefona
06:13
is your home.
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je vaš dom.
06:15
People don't just see your messages,
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Ljudi ne vide samo vaše poruke,
06:16
they see your bedroom,
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vide vašu spavaću sobu,
06:18
your kitchen, your toilet.
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kuhinju, toalet.
06:21
Now, how does it feel holding
someone's unlocked phone?
someone's unlocked phone?
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Kakav je osećaj držati
nečiji otključan telefon?
nečiji otključan telefon?
06:26
Most of us feel really responsible.
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Većina se nas oseća veoma odgovorno.
06:29
That's how most guests feel
when they stay in a home.
when they stay in a home.
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Tako se većina gostiju oseća
kada odsedaju u domu.
kada odsedaju u domu.
06:32
And it's because of this
that our company can even exist.
that our company can even exist.
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Zbog ovoga postoji naša kompanija.
06:36
By the way, who's holding Al Gore's phone?
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Usput, kod koga je telefon Ala Gora?
06:39
(Laughter)
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(Smeh)
06:42
Would you tell Twitter
he's running for President?
he's running for President?
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Hoćete li reći Tviteru
da se kandiduje za predsednika?
da se kandiduje za predsednika?
06:45
(Laughter)
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(Smeh)
06:47
(Applause)
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(Aplauz)
06:55
OK, you can hand your phones back now.
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U redu, možete vratiti telefone.
07:03
So now that you've experienced
the kind of trust challenge
the kind of trust challenge
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Sada kada ste iskusili
vrstu izazova s poverenjem
vrstu izazova s poverenjem
07:06
we were facing,
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sa kojim smo se suočavali,
07:08
I'd love to share a few discoveries
we've made along the way.
we've made along the way.
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želeo bih da podelim nekoliko otkrića
koje smo napravili usput.
koje smo napravili usput.
07:12
What if we changed one small thing
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Šta ako promenimo jednu stvarčicu
07:14
about the design of that experiment?
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u dizajnu eksperimenta?
07:16
What if your neighbor had introduced
themselves first, with their name,
themselves first, with their name,
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Šta kada bi se vaš sused prvo predstavio,
svojim imenom,
svojim imenom,
07:20
where they're from, the name
of their kids or their dog?
of their kids or their dog?
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odakle je, imenima dece ili svog psa?
07:23
Imagine that they had 150 reviews
of people saying,
of people saying,
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Zamislite da imaju 150 recenzija
gde ljudi govore:
gde ljudi govore:
07:27
"They're great at holding
unlocked phones!"
unlocked phones!"
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"On je sjajan
u držanju otključanog telefona!"
u držanju otključanog telefona!"
07:29
(Laughter)
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(Smeh)
07:34
Now how would you feel
about handing your phone over?
about handing your phone over?
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Kako biste se sada osećali
u vezi sa davanjem svog telefona?
u vezi sa davanjem svog telefona?
07:39
It turns out,
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Ispostavlja se da je
07:40
a well-designed reputation system
is key for building trust.
is key for building trust.
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dobro dizajniran sistem reputacije
ključ izgradnje poverenja.
ključ izgradnje poverenja.
07:44
And we didn't actually
get it right the first time.
get it right the first time.
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Zapravo prvog puta nismo pogodili.
07:47
It's hard for people to leave bad reviews.
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Ljudima je teško
da ostavljaju loše recenzije.
da ostavljaju loše recenzije.
07:51
Eventually, we learned to wait
until both guests and hosts
until both guests and hosts
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Na kraju smo naučili da sačekamo
dok gosti i domaćini
dok gosti i domaćini
07:55
left the review before we reveal them.
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ostave recenziju, pre nego ih otkrijemo.
07:59
Now, here's a discovery
we made just last week.
we made just last week.
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Evo otkrića tek od prošle nedelje.
Uradili smo zajedničko istraživanje
sa Stenfordom
sa Stenfordom
08:02
We did a joint study with Stanford,
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i pogledali smo to koliko su ljudi voljni
da veruju nekome na osnovu toga
da veruju nekome na osnovu toga
08:04
where we looked at people's
willingness to trust someone
willingness to trust someone
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08:07
based on how similar they are in age,
location and geography.
location and geography.
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koliko su slični u godinama,
mestu i geografiji.
mestu i geografiji.
08:13
The research showed, not surprisingly,
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Ne čudi da je istraživanje pokazalo
08:16
we prefer people who are like us.
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da nam se više dopadaju
ljudi nalik na nas.
ljudi nalik na nas.
08:20
The more different somebody is,
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Što je neko drugačiji,
08:22
the less we trust them.
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to im manje verujemo.
08:25
Now, that's a natural social bias.
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To je prirodna društvena pristrasnost.
08:28
But what's interesting is what happens
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Ali zanimljivo je šta se dešava
08:30
when you add reputation into the mix,
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kada u jednačinu ubacite reputaciju,
08:32
in this case, with reviews.
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u ovom slučaju, recenzijama.
08:35
Now, if you've got
less than three reviews,
less than three reviews,
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Ukoliko imate manje od tri recenzije,
08:37
nothing changes.
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ne menja se ništa.
08:39
But if you've got more than 10,
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Ali ako imate više od 10,
08:42
everything changes.
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sve se menja.
08:44
High reputation beats high similarity.
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Visoka reputacija
važnija je od visoke sličnosti.
važnija je od visoke sličnosti.
08:50
The right design can actually
help us overcome
help us overcome
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Pravi dizajn nam zapravo može pomoći
da prevaziđemo
da prevaziđemo
08:53
one of our most deeply rooted biases.
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jednu od najukorenjenijih pristrasnosti.
08:57
Now we also learned that building
the right amount of trust
the right amount of trust
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Takođe smo saznali da građenje
tačne količine poverenja,
tačne količine poverenja,
09:00
takes the right amount of disclosure.
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traži tačnu količinu pristupa.
09:03
This is what happens when a guest
first messages a host.
first messages a host.
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Ovo se desi kada gost
prvo pošalje poruku domaćinu.
prvo pošalje poruku domaćinu.
09:07
If you share too little, like, "Yo,"
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Ukoliko podelite premalo, poput "Hej",
09:12
acceptance rates go down.
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stope prihvatanja padaju.
09:14
And if you share too much, like,
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Ukoliko podelite previše, kao:
09:16
"I'm having issues with my mother,"
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"Imam problema sa majkom",
09:18
(Laughter)
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(Smeh)
09:19
acceptance rates also go down.
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stope prihvatanja takođe padaju.
09:22
But there's a zone that's just right,
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Ali postoji zona koja je savršena,
09:24
like, "Love the artwork in your place.
Coming for vacation with my family."
Coming for vacation with my family."
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poput: "Sviđaju mi se slike kod tebe.
Dolazim na odmor s porodicom."
Dolazim na odmor s porodicom."
09:28
So how do we design for just
the right amount of disclosure?
the right amount of disclosure?
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Kako da dizajniramo
odgovarajuću količinu pristupa?
odgovarajuću količinu pristupa?
09:33
We use the size of the box
to suggest the right length,
to suggest the right length,
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Koristimo veličinu kutije
da predložimo tačnu dužinu
da predložimo tačnu dužinu
09:36
and we guide them with prompts
to encourage sharing.
to encourage sharing.
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i vodimo ih uz pitanja
da podstaknemo deljenje.
da podstaknemo deljenje.
09:41
We bet our whole company
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Kladili smo se u celu kompaniju
09:44
on the hope that,
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sa nadom da,
09:45
with the right design,
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uz pravi dizajn,
09:47
people would be willing to overcome
the stranger-danger bias.
the stranger-danger bias.
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ljudi bi bili voljni da prevaziđu
predrasudu da su neznanci opasni.
predrasudu da su neznanci opasni.
09:51
What we didn't realize
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Nismo shvatili to
09:53
is just how many people
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koliko tačno ljudi
09:55
were ready and waiting
to put the bias aside.
to put the bias aside.
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je bilo spremno i čekalo
da ukloni ovu predrasudu.
da ukloni ovu predrasudu.
09:59
This is a graph that shows
our rate of adoption.
our rate of adoption.
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Ovaj grafikon prikazuje stopu usvajanja.
10:03
There's three things happening here.
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Tri stvari se dešavaju ovde.
10:06
The first, an unbelievable amount of luck.
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Prvo, neverovatna količina sreće.
10:10
The second is the efforts of our team.
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Drugo, trud našeg tima.
10:13
And third is the existence
of a previously unsatisfied need.
of a previously unsatisfied need.
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Treće je postojanje
do tada nezasićene potrebe.
do tada nezasićene potrebe.
10:19
Now, things have been going pretty well.
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Stvari su išle prilično dobro.
10:21
Obviously, there are times
when things don't work out.
when things don't work out.
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Naravno, bilo je vremena
kada stvari nisu funkcionisale.
kada stvari nisu funkcionisale.
10:25
Guests have thrown unauthorized parties
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Gosti su pripremali nedozvoljene žurke
10:27
and trashed homes.
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i rasturali domove.
10:29
Hosts have left guests
stranded in the rain.
stranded in the rain.
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Domaćini su ostavljali goste
napuštene na kiši.
napuštene na kiši.
10:34
In the early days, I was customer service,
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U ranim danima, radio sam
u korisničkom servisu,
u korisničkom servisu,
i ti pozivi su išli direktno
na moj mobilni telefon.
na moj mobilni telefon.
10:38
and those calls came
right to my cell phone.
right to my cell phone.
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10:41
I was at the front lines
of trust breaking.
of trust breaking.
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Bio sam na prvim linijama
pucanja poverenja.
pucanja poverenja.
10:45
And there's nothing worse
than those calls,
than those calls,
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Nema ništa gore od tih poziva,
10:48
it hurts to even think about them.
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boli samo kada mislite o njima.
Moram da kažem da je to razočaranje
u zvuku nečijeg glasa bilo,
u zvuku nečijeg glasa bilo,
10:51
And the disappointment
in the sound of someone's voice
in the sound of someone's voice
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10:53
was and, I would say, still is
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i rekao bih da još uvek jeste,
naša najveća motivacija
da nastavimo sa poboljšanjem.
da nastavimo sa poboljšanjem.
10:56
our single greatest motivator
to keep improving.
to keep improving.
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11:00
Thankfully, out of the 123 million nights
we've ever hosted,
we've ever hosted,
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Srećom, od 123 miliona noćenja
gde smo bili domaćini,
gde smo bili domaćini,
11:05
less than a fraction of a percent
have been problematic.
have been problematic.
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manje od delića jednog procenta
je bilo problematično.
je bilo problematično.
11:10
Turns out, people
are justified in their trust.
are justified in their trust.
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Ispostavlja se
da su ljudi opravdano poverljivi.
da su ljudi opravdano poverljivi.
11:13
And when trust works out right,
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2222
A kada poverenje funkcioniše,
11:15
it can be absolutely magical.
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2300
to može biti potpuno magično.
11:19
We had a guest stay
with a host in Uruguay,
with a host in Uruguay,
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Imali smo gosta koji je boravio
kod domaćina u Urugvaju
kod domaćina u Urugvaju
11:22
and he suffered a heart attack.
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i doživeo je srčani udar.
11:24
The host rushed him to the hospital.
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Domaćin ga je odvezao do bolnice.
11:27
They donated their own blood
for his operation.
for his operation.
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Dali su sopstvenu krv
za njegovu operaciju.
za njegovu operaciju.
11:31
Let me read you his review.
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Da vam pročitam njegovu recenziju.
11:33
(Laughter)
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(Smeh)
11:41
"Excellent house for sedentary travelers
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"Odličan dom za mirne putnike
11:43
prone to myocardial infarctions.
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sklone infarktima miokarda.
11:45
(Laughter)
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(Smeh)
11:48
The area is beautiful and has
direct access to the best hospitals.
direct access to the best hospitals.
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Područje je predivno i ima sjajan pristup
najboljim bolnicama.
najboljim bolnicama.
11:52
(Laughter)
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(Smeh)
11:54
Javier and Alejandra instantly
become guardian angels
become guardian angels
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Havier i Alehandra odmah su postali
anđeli čuvari
anđeli čuvari
11:57
who will save your life
without even knowing you.
without even knowing you.
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koji će vam spasiti život,
iako vas ni ne poznaju.
iako vas ni ne poznaju.
12:01
They will rush you to the hospital
in their own car while you're dying
in their own car while you're dying
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Odvešće vas do bolnice u svojim kolima
dok vi umirete
dok vi umirete
12:05
and stay in the waiting room
while the doctors give you a bypass.
while the doctors give you a bypass.
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i ostati u čekaonici
dok vam doktori daju bajpas.
dok vam doktori daju bajpas.
12:09
They don't want you to feel lonely,
they bring you books to read.
they bring you books to read.
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Ne žele da se osećate usamljeno,
donose vam da čitate knjige.
donose vam da čitate knjige.
12:12
And they let you stay at their house
extra nights without charging you.
extra nights without charging you.
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I dozvole vam da ostanete kod njih
više noći bez naplaćivanja.
više noći bez naplaćivanja.
12:16
Highly recommended!"
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Veoma preporučujem!"
12:17
(Applause)
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(Aplauz)
12:26
Of course, not every stay is like that.
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Naravno, nije svaki boravak takav.
12:29
But this connection beyond the transaction
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Ali ova veza mimo transakcije
12:31
is exactly what the sharing
economy is aiming for.
economy is aiming for.
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je upravo ono čemu teži
ekonomija deljenja.
ekonomija deljenja.
12:35
Now, when I heard that term,
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Kada sam čuo taj izraz,
12:37
I have to admit, it tripped me up.
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priznajem, prepao me je.
12:40
How do sharing
and transactions go together?
and transactions go together?
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Kako se slažu deljenje i transakcije?
12:44
So let's be clear; it is about commerce.
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Da bude jasno - u pitanju je trgovina.
Ali ukoliko biste je prosto nazvali
ekonomijom iznajmljivanja,
ekonomijom iznajmljivanja,
12:47
But if you just called it
the rental economy,
the rental economy,
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2324
12:50
it would be incomplete.
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bilo bi nepotpuno.
12:52
The sharing economy is commerce
with the promise of human connection.
with the promise of human connection.
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Ekonomija deljenja je trgovina
s obećanjem ljudske veze.
s obećanjem ljudske veze.
12:57
People share a part of themselves,
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Ljudi dele deo sebe
13:00
and that changes everything.
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1645
i to menja sve.
13:03
You know how most travel today is, like,
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Znate kakva je većina putovanja danas,
13:05
I think of it like fast food --
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podseća me na brzu hranu,
13:07
it's efficient and consistent,
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2011
efikasna je i dosledna,
13:10
at the cost of local and authentic.
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2790
na uštrb lokalnog i autentičnog.
13:14
What if travel were like
a magnificent buffet
a magnificent buffet
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Šta ako bi putovanje bilo
kao sjajan švedski sto
kao sjajan švedski sto
13:17
of local experiences?
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1649
lokalnih iskustava?
13:19
What if anywhere you visited,
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2296
Šta ako bi gde god odete,
13:22
there was a central marketplace of locals
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2245
bilo centralno mesto za meštane
13:24
offering to get you thoroughly drunk
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2642
koji vam nude da vas propisno napiju
13:27
on a pub crawl in neighborhoods
you didn't even know existed.
you didn't even know existed.
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3925
na turi po barovima u krajevima
za koje niste znali ni da postoje.
za koje niste znali ni da postoje.
13:32
Or learning to cook from the chef
of a five-star restaurant?
of a five-star restaurant?
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Ili da naučite kako da kuvate
od kuvara iz restorana s 5 zvezdica?
od kuvara iz restorana s 5 zvezdica?
13:37
Today, homes are designed around
the idea of privacy and separation.
the idea of privacy and separation.
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Danas, domovi su osmišljeni
oko ideje privatnosti i odvajanja.
oko ideje privatnosti i odvajanja.
13:42
What if homes were designed
to be shared from the ground up?
to be shared from the ground up?
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Šta kada bi domovi bili smišljeni
da se dele u potpunosti?
da se dele u potpunosti?
13:46
What would that look like?
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1354
Kako bi to izgledalo?
13:49
What if cities embraced
a culture of sharing?
a culture of sharing?
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Šta kada bi gradovi prihvatili
kulturu deljenja?
kulturu deljenja?
13:53
I see a future of shared cities
that bring us community and connection
that bring us community and connection
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Vidim budućnost deljenih gradova
koji nude zajednicu i povezivanje,
koji nude zajednicu i povezivanje,
13:58
instead of isolation and separation.
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2211
umesto izolacije i odvajanja.
14:01
In South Korea, in the city of Seoul,
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1981
U Južnoj Koreji, u Seulu,
14:03
they've actually even started this.
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1683
zapravo su već počeli s ovim.
14:05
They've repurposed hundreds
of government parking spots
of government parking spots
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2876
Promenili su namenu stotinama
vladinih mesta za parking
vladinih mesta za parking
14:08
to be shared by residents.
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1444
tako da ih dele stanovnici.
14:10
They're connecting students
who need a place to live
who need a place to live
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2597
Povezuju studente kojima je potrebno
mesto da žive
mesto da žive
14:13
with empty-nesters who have extra rooms.
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sa roditeljima kojima su otišla deca
i koji imaju viška prostorija.
i koji imaju viška prostorija.
14:16
And they've started an incubator
to help fund the next generation
to help fund the next generation
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Pokrenuli su inkubator da se pomogne
sa osnivanjem naredne generacije
sa osnivanjem naredne generacije
14:20
of sharing economy start-ups.
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1691
startap kompanija u ekonomiji deljenja.
14:24
Tonight, just on our service,
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Večeras, samo preko našeg kompanije,
14:29
785,000 people
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3084
785 000 ljudi
14:33
in 191 countries
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u 191 zemlji
14:38
will either stay in a stranger's home
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2281
će ili odsesti u domu neznanca
14:42
or welcome one into theirs.
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2074
ili primiti nekog u svoj dom.
14:46
Clearly, it's not as crazy
as we were taught.
as we were taught.
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2899
Očigledno nije tako ludo
kao što smo mislili.
kao što smo mislili.
14:51
We didn't invent anything new.
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1614
Nismo izmislili ništa novo.
14:53
Hospitality has been around forever.
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2285
Ljubaznost postoji oduvek.
14:58
There's been many other
websites like ours.
websites like ours.
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3130
Postoje mnogi sajtovi nalik na naš.
15:02
So, why did ours eventually take off?
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3147
Zašto je onda naš uspeo?
15:08
Luck and timing aside,
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1806
Na stranu sreća i tajming,
15:11
I've learned that you can take
the components of trust,
the components of trust,
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2622
naučio sam da možete uzeti
komponente poverenje
komponente poverenje
15:13
and you can design for that.
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901957
1565
i dizajnirati sa tim na umu.
Dizajn može prevazići
naše najukorenije
naše najukorenije
15:19
Design can overcome our most deeply rooted
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907390
2981
pristrasnosti vezane za opasne neznance.
15:22
stranger-danger bias.
287
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1579
15:23
And that's amazing to me.
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911998
1761
Meni je to neverovatno.
15:26
It blows my mind.
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1501
Oduševljava me.
15:29
I think about this every time
I see a red Miata go by.
I see a red Miata go by.
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2578
Razmišljam o ovome svaki put
kada vidim kako prolazi crvena Miata.
kada vidim kako prolazi crvena Miata.
15:33
Now, we know design won't solve
all the world's problems.
all the world's problems.
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Znamo da dizajn neće rešiti
sve probleme sveta.
sve probleme sveta.
15:40
But if it can help out with this one,
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1783
Ali ako može pomoći sa ovim,
15:42
if it can make a dent in this,
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ako može napraviti rupu u ovom,
15:44
it makes me wonder,
what else can we design for next?
what else can we design for next?
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932709
5036
pitam se, za šta sledeće
možemo da dizajniramo?
možemo da dizajniramo?
15:52
Thank you.
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1151
Hvala vam.
15:53
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Joe Gebbia - Designer, co-founder of AirbnbAs a designer, entrepreneur and the co-founder and Chief Product Officer of Airbnb, Joe Gebbia helped redesign the way the world travels and people connect.
Why you should listen
When Joe Gebbia first envisioned Airbnb in his living room in 2007, his motivation was simple -- to pay his rent. Starting as a simple room-sharing service, Joe and co-founders Brian Chesky and Nathan Blecharczyk turned Airbnb into a major disruptive force for the hospitality industry, creating a new economy for millions of people in 190 countries around the world.
Gebbia serves as a part-time design partner at Y Combinator, the prestigious startup incubator that helped launch Airbnb. He earned dual degrees in Graphic Design and Industrial Design at the Rhode Island School of Design (RISD), where he now serves on the institution's Board of Trustees. He plays a leading role in shaping Airbnb’s future innovation, distinctive culture, and design aesthetic, and through his work, seeks to expand the richness of human connection in the world.
More profile about the speakerGebbia serves as a part-time design partner at Y Combinator, the prestigious startup incubator that helped launch Airbnb. He earned dual degrees in Graphic Design and Industrial Design at the Rhode Island School of Design (RISD), where he now serves on the institution's Board of Trustees. He plays a leading role in shaping Airbnb’s future innovation, distinctive culture, and design aesthetic, and through his work, seeks to expand the richness of human connection in the world.
Joe Gebbia | Speaker | TED.com