TEDxCambridge
Erez Yoeli: How to motivate people to do good for others
Erez Joeli (Erez Yoeli): Kako motivisati ljude da čine dobre stvari za druge
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Kako motivisati ljude da čine više dobrih stvari: da idu na glasanje, daju u dobrotvorne svrhe, štede resurse ili da se prosto generalno ponašaju bolje jedni prema drugima? Naučnik i istraživač sa MIT-a, Erez Joeli, predstavlja jednostavnu listu za korišćenje moći reputacije, naše kolektivne želje da nas vide kao darežljive i prijatne umesto kao sebične, da bi se ljudi motivisali na postupke u interesu drugih. Saznajte više o tome kako male promene u vašem pristupu da navedete ljude da čine dobro, mogu doneti iznenađujuće rezultate.
Erez Yoeli - Research scientist
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Erez Yoeli's research focuses on altruism: understanding how it works and how to promote it. Full bio
Double-click the English transcript below to play the video.
00:13
How can we get people to do more good,
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Kako da podstaknemo ljude
da čine više dobrih stvari,
da čine više dobrih stvari,
00:16
to go to the polls,
give to charity, conserve resources,
give to charity, conserve resources,
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da idu na glasanje,
daju u dobrotvorne svrhe,
daju u dobrotvorne svrhe,
čuvaju resurse
ili čak nešto toliko jednostavno
poput toga da operu šolje za kafu na poslu
poput toga da operu šolje za kafu na poslu
00:20
or even to do something as simple
as washing their mugs at work
as washing their mugs at work
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00:24
so that the sink isn't
always full of dirty dishes?
always full of dirty dishes?
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tako da sudopera ne bude
uvek puna prljavog posuđa?
uvek puna prljavog posuđa?
00:26
(Laughter)
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(Smeh)
00:28
(Applause)
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(Aplauz)
00:33
When I first started
working on this problem,
working on this problem,
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Prvi put sam počeo
da se bavim ovim problemom
da se bavim ovim problemom
kada sam sarađivao
sa energetskom kompanijom
sa energetskom kompanijom
00:35
I collaborated with a power company
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00:37
to recruit customers for a program
that prevents blackouts
that prevents blackouts
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na pridobijanju klijenata za program
koji sprečava nestanke struje
koji sprečava nestanke struje
smanjujući potražnju energije
za vreme udarnih perioda.
za vreme udarnih perioda.
00:40
by reducing energy demand during peaks.
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00:43
The program is based
on a tried-and-true technology.
on a tried-and-true technology.
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Program je zasnovan
na ispobanoj tehnologiji.
na ispobanoj tehnologiji.
00:46
It's one the Obama
administration even called
administration even called
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Obamina administracija ju je čak nazvala
00:48
"the cornerstone to modernizing
America's electrical grid."
America's electrical grid."
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„kamenom temeljcem za modernizaciju
američke električne mreže“.
američke električne mreže“.
00:52
But, like so many
great technological solutions,
great technological solutions,
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Ali, kao i mnoga dobra tehnološka rešenja,
00:56
it has a key weakness:
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ima ključnu slabu tačku:
00:59
people.
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ljude.
01:01
People need to sign up.
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Ljudi moraju da se prijave.
Da bi podstakla ljude da se prijave,
energetska kompanija im je poslala pismo,
energetska kompanija im je poslala pismo,
01:04
To try to get people to sign up,
the power company sent them a nice letter,
the power company sent them a nice letter,
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01:07
told them about
all the program's benefits,
all the program's benefits,
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ispričala im je o prednostima programa
01:09
and it asked them to call
into a hotline if they were interested.
into a hotline if they were interested.
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i pozvala ih da pozovu
ako su zainteresovani.
ako su zainteresovani.
01:12
Those letters went out,
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Pisma su poslata,
01:14
but the phones, they were silent.
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ali se telefoni nisu čuli.
01:18
So when we got involved,
we suggested one small change.
we suggested one small change.
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Kada smo se uključili,
predložili smo malu izmenu.
predložili smo malu izmenu.
01:21
Instead of that hotline,
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Umesto telefonske linije,
01:23
we suggested that they use sign-up sheets
that they'd post near the mailboxes
that they'd post near the mailboxes
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predložili smo da koriste obrasce
za prijavljivanje koje će postaviti
za prijavljivanje koje će postaviti
blizu poštanskih sandučića
u zgradama ljudi.
u zgradama ljudi.
01:27
in people's buildings.
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01:30
This tripled participation.
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Učešće se time trostruko povećalo.
01:35
Why?
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Zašto?
01:37
Well, we all know people care deeply
about what others think of them,
about what others think of them,
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Pa, svi znamo da je ljudima duboko stalo
do toga šta drugi misle o njima,
do toga šta drugi misle o njima,
01:41
that we try to be seen
as generous and kind,
as generous and kind,
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da nastojimo da nas drugi vide
kao velikodušne i ljubazne
kao velikodušne i ljubazne
01:44
and we try to avoid
being seen as selfish or a mooch.
being seen as selfish or a mooch.
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i izbegavamo da nas vide kao sebične
ili kao da uzimamo od drugih.
ili kao da uzimamo od drugih.
01:48
Whether we are aware of it or not,
this is a big part of why people do good,
this is a big part of why people do good,
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Bili mi svesni toga ili ne, velikim delom
je to razlog zašto ljudi čine dobro,
je to razlog zašto ljudi čine dobro,
01:52
and so small changes that give people
more credit for doing good,
more credit for doing good,
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tako da male promene koje ljudima
pripisuju više zasluga za učinjeno dobro
pripisuju više zasluga za učinjeno dobro
01:57
those changes can make
a really big difference.
a really big difference.
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su promene koje mogu
zaista da ostave traga.
zaista da ostave traga.
02:00
Small changes like
switching from a hotline,
switching from a hotline,
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Male promene poput prelaska
sa telefonske linije,
sa telefonske linije,
02:03
where nobody will ever find out
about your good deed,
about your good deed,
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gde niko neće saznati
da ste učinili dobro delo,
da ste učinili dobro delo,
02:06
to a sign-up sheet
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na spisak prijavljenih
02:07
where anyone who walks by
can see your name.
can see your name.
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na kome svako ko prođe
može da vidi vaše ime.
može da vidi vaše ime.
02:12
In our collaborations with governments,
nonprofits, companies,
nonprofits, companies,
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U saradnji sa vlastima,
neprofitnim organizacijama i kompanijama,
neprofitnim organizacijama i kompanijama,
02:15
when we're trying to get people
to do more good,
to do more good,
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kada nastojimo da ubedimo ljude
da urade više dobrih stvari,
da urade više dobrih stvari,
02:18
we harness the power of reputations.
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koristimo moć reputacije.
02:22
And we have a simple checklist for this.
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Imamo jednostavan spisak
stvari koje treba ispuniti.
stvari koje treba ispuniti.
02:24
And in fact, you already know
the first item on that checklist.
the first item on that checklist.
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U stvari, već znate
koja je prva stavka na toj listi.
koja je prva stavka na toj listi.
02:28
It's to increase observability,
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Povećati uočljivost,
02:31
to make sure people find out
about good deeds.
about good deeds.
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postarati se da ljudi
saznaju za dobra dela.
saznaju za dobra dela.
02:35
Now, wait a minute, I know
some of you are probably thinking,
some of you are probably thinking,
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Ali čekajte, znam o čemu
razmišljaju neki među vama.
razmišljaju neki među vama.
Nema šanse da su ljudi pomislili:
02:38
there's no way people here thought,
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02:40
"Oh, well, now that
I'm getting credit for my good deed,
I'm getting credit for my good deed,
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„Pa, sad kad mi se pripisuje zasluga
za moje dobro delo, sad je vredno toga.“
za moje dobro delo, sad je vredno toga.“
02:42
now it's totally worth it."
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02:44
And you're right.
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I u pravu ste.
02:45
Usually, people don't.
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Obično ljudi ne misle tako.
02:47
Rather, when they're making
decisions in private,
decisions in private,
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Češće, kada nasamo donose odluke,
02:50
they worry about their own problems,
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brinu o ličnim problemima,
02:52
about what to put on the table for dinner
or how to pay their bills on time.
or how to pay their bills on time.
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o tome šta će moći da večeraju
ili kako da plate račune na vreme.
ili kako da plate račune na vreme.
02:56
But, when we make
their decision more observable,
their decision more observable,
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Ali kada učinimo da njihova odluka
postane uočljivija,
postane uočljivija,
02:59
they start to attend more
to the opportunity to do good.
to the opportunity to do good.
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počinju da se više bave
prilikama da rade dobre stvari.
prilikama da rade dobre stvari.
03:03
In other words, what's
so powerful about our approach
so powerful about our approach
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Drugim rečima, moćna stvar
u vezi sa našim pristupom
u vezi sa našim pristupom
03:06
is that it could turn on
people's existing desire to do good,
people's existing desire to do good,
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je da može da aktivira
postojeću želju ljudi da čine dobro,
postojeću želju ljudi da čine dobro,
03:11
in this case, to help
to prevent a blackout.
to prevent a blackout.
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u ovom slučaju, da pomognu
da se spreči nestanak struje.
da se spreči nestanak struje.
03:15
Back to observability.
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Vratimo se uočljivosti.
03:16
I want to give you another example.
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Hteo bih da vam dam još jedan primer.
03:18
This one is from a collaboration
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Ovaj je proizašao iz saradnje
sa neprofitnom organizacijom
koja podstiče na glasanje,
koja podstiče na glasanje,
03:20
with a nonprofit that gets out the vote,
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03:22
and it does this by sending hundreds
of thousands of letters every election
of thousands of letters every election
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a to radi tako što šalje stotine i hiljade
pisama kad god se održavaju izbori
pisama kad god se održavaju izbori
03:26
in order to remind people and try
to motivate them to go to the polls.
to motivate them to go to the polls.
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da bi podsetila ljude
i motivisala ih da idu na biračka mesta.
i motivisala ih da idu na biračka mesta.
03:30
We suggested adding
the following sentence:
the following sentence:
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Predložili smo da dodaju sledeću rečenicu:
03:34
"Someone may call you to find out
about your experience at the polls."
about your experience at the polls."
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„Možda će vas neko zvati radi informacija
o vašem iskustvu na biračkom mestu.“
o vašem iskustvu na biračkom mestu.“
03:38
This sentence makes it feel
more observable when you go to the polls,
more observable when you go to the polls,
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Ova rečenica stvara osećaj primetnosti
da idete na glasanje
da idete na glasanje
03:43
and it increased the effect
of the letter by 50 percent.
of the letter by 50 percent.
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i povećava efekat pisma za 50 posto.
03:48
Making the letter more effective reduced
the cost of getting an additional vote
the cost of getting an additional vote
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Povećanje efikasnosti pisma smanjilo je
troškove dobijanja dodatnog glasa
troškove dobijanja dodatnog glasa
sa 70 dolara na oko 40 dolara.
03:52
from 70 dollars down to about 40 dollars.
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03:55
Observability has been used to do things
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Uočljivost je korišćena za stvari
03:57
like get people
to donate blood more frequently
to donate blood more frequently
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poput podsticanja ljudi da češće daju krv
03:59
by listing the names of donors
on local newsletters,
on local newsletters,
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tako što su imena davalaca
navedena u lokalnim novinama
navedena u lokalnim novinama
04:02
or to pay their taxes on time
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ili da plate porez na vreme
04:05
by listing the names of delinquents
on a public website.
on a public website.
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tako što su imena prekršilaca
istaknuta na javnom veb-sajtu.
istaknuta na javnom veb-sajtu.
04:08
(Laughter)
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(Smeh)
04:12
What about this example?
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Kako vam se čini ovaj primer?
04:14
Toyota got hundreds of thousands of people
to buy a more fuel-efficient car
to buy a more fuel-efficient car
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Tojota je navela stotine hiljada ljudi
da kupe auto sa manjom potrošnjom goriva
da kupe auto sa manjom potrošnjom goriva
04:18
by making the Prius so unique ...
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tako što su učinili Prius
tako jedinstvenim -
tako jedinstvenim -
04:22
(Laughter)
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(Smeh)
da se njihovo dobro delo primeti
sa udaljenosti od preko jednog kilometra.
sa udaljenosti od preko jednog kilometra.
04:24
that their good deed
was observable from a mile away.
was observable from a mile away.
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04:28
(Laughter)
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(Smeh)
04:30
Alright, so observability is great,
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U redu, uočljivost je super,
04:33
but we all know, we've all seen
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ali, kao što svi znamo, svi smo viđali
04:36
people walk by an opportunity to do good.
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kako ljudi zaobilaze priliku
da učine dobru stvar.
da učine dobru stvar.
04:40
They'll see somebody
asking for money on the sidewalk
asking for money on the sidewalk
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Vide nekog na trotoaru da traži novac,
04:43
and they'll pull out their phones
and look really busy,
and look really busy,
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izvade telefon i deluju baš zauzeto
ili odu u muzej i prođu
mimo kutije za donacije.
mimo kutije za donacije.
04:46
or they'll go to the museum and they'll
waltz right on by the donation box.
waltz right on by the donation box.
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04:50
Imagine it's the holiday season
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Zamislite da je sezona praznika,
04:52
and you're going to the supermarket,
and there's a Salvation Army volunteer,
and there's a Salvation Army volunteer,
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idete u supermarket,
tamo je volonter Vojske spasa
tamo je volonter Vojske spasa
i zvoni zvonom.
04:56
and he's ringing his bell.
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Pre nekoliko godina,
istraživači iz San Dijega
istraživači iz San Dijega
04:57
A few years ago, researchers in San Diego
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04:59
teamed up with a local chapter
from the Salvation Army
from the Salvation Army
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udružili su se sa lokalnim ogrankom
Vojske spasa da bi pronašli način
Vojske spasa da bi pronašli način
05:02
to try to find ways to increase donations.
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da se povećaju donacije.
05:06
What they found was kind of funny.
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Ono što su otkrili je pomalo smešno.
05:08
When the volunteer
stood in front of just one door,
stood in front of just one door,
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Kada bi volonter stajao
ispred samo jednih vrata,
ispred samo jednih vrata,
05:12
people would avoid giving
by going out the other door.
by going out the other door.
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ljudi bi izbegli da daju prilog
tako što bi išli na druga vrata.
tako što bi išli na druga vrata.
05:16
Why?
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Zašto?
05:19
Well, because they can always claim,
"Oh, I didn't see the volunteer,"
"Oh, I didn't see the volunteer,"
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Pa, jer uvek mogu da tvrde:
„O, nisam video volontera“,
„O, nisam video volontera“,
05:22
or, "I wanted to get
something from over there,"
something from over there,"
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ili: „Hoću nešto da uzmem odande“
05:25
or, "That's where my car is."
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ili: „Tamo je moj auto.“
05:27
In other words, there's lots of excuses.
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Drugim rečima, mnogo je izgovora.
05:30
And that brings us
to the second item on our checklist:
to the second item on our checklist:
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To nas dovodi na drugu stavku sa liste:
05:33
to eliminate excuses.
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ukloniti izgovore.
05:36
In the case of the Salvation Army,
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U slučaju Vojske spasa,
05:38
eliminating excuses just means
standing in front of both doors,
standing in front of both doors,
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uklanjanje izgovora prosto znači
stajanje na obema vratima
stajanje na obema vratima
05:41
and sure enough, when they did this,
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i, naravno, kada su to uradili,
05:43
donations rose.
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donacije su se povećale.
05:47
But that's when things got kind of funny,
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Ali tada su stvari postale nekako smešne,
05:49
even funnier.
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još smešnije.
05:51
The researchers
were out in the parking lot,
were out in the parking lot,
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Istraživači su bili na parkingu,
05:54
and they were counting people
as they came in and out of the store,
as they came in and out of the store,
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brojali su ljude dok su ulazili
i izlazili iz prodavnice
i izlazili iz prodavnice
i primetili su da su, kada su volonteri
stajali pred oba ulaza,
stajali pred oba ulaza,
05:57
and they noticed that when the volunteers
stood in front of both doors,
stood in front of both doors,
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06:01
people stopped coming
out of the store at all.
out of the store at all.
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ljudi sasvim prestali da izlaze iz radnje.
06:03
(Laughter)
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(Smeh)
06:06
Obviously, they were surprised by this,
so they decided to look into it further,
so they decided to look into it further,
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Jasno je da su bili iznenađeni time,
pa su odlučili da to dodatno ispitaju
pa su odlučili da to dodatno ispitaju
06:11
and that's when they found that there
was actually a third, smaller utility door
was actually a third, smaller utility door
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i tada su otkrili da zapravo postoje
treća, manja pomoćna vrata,
treća, manja pomoćna vrata,
obično za iznošenje
otpadaka za recikliranje -
otpadaka za recikliranje -
06:16
usually used to take out the recycling --
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06:18
(Laughter)
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(Smeh)
06:19
and now people were going out that door
in order to avoid the volunteers.
in order to avoid the volunteers.
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i sada su ljudi izlazili na ta vrata
kako bi izbegli volontere.
kako bi izbegli volontere.
06:23
(Laughter)
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(Smeh)
06:26
This teaches us
an important lesson though.
an important lesson though.
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Ovo nas uči važnoj lekciji.
06:30
When we're trying to eliminate excuses,
we need to be very thorough,
we need to be very thorough,
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Kada pokušavamo da otklonimo izgovore,
moramo biti vrlo temeljni,
moramo biti vrlo temeljni,
06:34
because people are
really creative in making them.
really creative in making them.
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jer ljudi su vrlo kreativni
u njihovom smišljanju.
u njihovom smišljanju.
06:36
(Laughter)
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(Smeh)
06:41
Alright, I want to switch to a setting
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Hteo bih da se prebacim na situaciju
06:43
where excuses can have
deadly consequences.
deadly consequences.
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u kojoj izgovori mogu imati
kobne posledice.
kobne posledice.
06:48
What if I told you that the world's
deadliest infectious disease has a cure,
deadliest infectious disease has a cure,
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Šta ako bih vam rekao da najsmrtonosnija
zarazna bolest na svetu ima lek,
zarazna bolest na svetu ima lek,
06:52
in fact, that it's had one for 70 years,
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zapravo, da on postoji 70 godina,
06:55
a good one, one that works
almost every time?
almost every time?
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i to dobar lek koji skoro uvek deluje?
06:59
It's incredible, but it's true.
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Neverovatno je, ali istinito.
07:02
The disease is tuberculosis.
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Ta bolest je tuberkuloza.
07:04
It infects some 10 million people a year,
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Pogađa oko 10 miliona ljudi godišnje,
07:06
and it kills almost two million of them.
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a ubije skoro dva miliona.
07:09
Like the blackout prevention program,
we've got the solution.
we've got the solution.
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Kao i u slučaju programa prevencije
nestanka struje, imamo rešenje.
nestanka struje, imamo rešenje.
07:13
The problem is people.
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Problem su ljudi.
07:16
People need to take their medication
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Ljudi moraju da uzimaju lek
07:17
so that they're cured,
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da bi se izlečili
07:19
and so that they don't
get other people sick.
get other people sick.
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i da ne bi zarazili druge.
07:23
For a few years now,
we've been collaborating
we've been collaborating
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Poslednjih nekoliko godina sarađujemo
07:25
with a mobile health startup
called Keheala
called Keheala
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sa firmom mobilnog zdravstva
koja se zove Kehila
koja se zove Kehila
radi pružanja podrške pacijentima
sa tuberkulozom dok prolaze kroz lečenje.
sa tuberkulozom dok prolaze kroz lečenje.
07:28
to support TB patients
as they undergo treatment.
as they undergo treatment.
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07:31
Now, you have to understand,
TB treatment, it's really tough.
TB treatment, it's really tough.
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Morate razumeti da je lečenje
tuberkuloze veoma mučno.
tuberkuloze veoma mučno.
07:34
We're talking about taking
a really strong antibiotic
a really strong antibiotic
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Govorimo o uzimanju
veoma jakog antibiotika
veoma jakog antibiotika
07:37
every single day for six months or more.
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svakoga dana tokom šest meseci i duže.
07:39
That antibiotic is so strong
that it will make you feel sick.
that it will make you feel sick.
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Antibiotik je toliko jak
da vam postane loše od njega.
da vam postane loše od njega.
07:42
It will make you feel nauseous and dizzy.
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Izaziva mučninu i vrtoglavicu.
07:44
It will make your pee turn funny colors.
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Mokraća poprima čudne boje.
07:46
It's also a problem because
you have to go back to the clinic
you have to go back to the clinic
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Takođe predstavlja problem
jer morate da se vraćate u kliniku
jer morate da se vraćate u kliniku
07:49
about every week
in order to get more pills,
in order to get more pills,
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skoro svake nedelje da uzmete još pilula,
07:52
and in sub-Saharan Africa
or other places where TB is common,
or other places where TB is common,
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a u Podsaharskoj Africi i drugim mestima
u kojima je tuberkuloza učestala,
u kojima je tuberkuloza učestala,
07:55
now you're talking
about going someplace pretty far,
about going someplace pretty far,
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radi se o tome da treba ići
na prilično udaljeno mesto,
na prilično udaljeno mesto,
07:58
taking tough and slow public transport,
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voziti se neugodnim
i sporim javnim prevozom,
i sporim javnim prevozom,
08:01
maybe the clinic is inefficient.
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a možda je i klinika neefikasna.
08:03
So now you're talking about taking
a half day off of work every week
a half day off of work every week
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Pa sad morate da izlazite
pola dana svake nedelje
pola dana svake nedelje
08:06
from a job you desperately
can't afford to lose.
can't afford to lose.
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sa posla kojeg nipošto ne možete
priuštiti da izgubite.
priuštiti da izgubite.
08:09
It's even worse when you consider the fact
that there's a terrible stigma,
that there's a terrible stigma,
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Još je gore kad uzmete u obzir činjenicu
da postoji strašna stigma
da postoji strašna stigma
i da nipošto ne želite
da ljudi saznaju da ste bolesni.
da ljudi saznaju da ste bolesni.
08:13
and you desperately don't want people
to find that you have the disease.
to find that you have the disease.
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Neke od najtežih priča
koje čujemo su od žena koje nam,
koje čujemo su od žena koje nam,
08:16
Some of the toughest stories we hear
are actually from women
are actually from women
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08:19
who, in these places where
domestic violence can be kind of common,
domestic violence can be kind of common,
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u ovim mestima gde nasilje u porodici
ume da bude učestalo,
ume da bude učestalo,
08:23
they tell us that they have to
hide it from their husbands
hide it from their husbands
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govore da su morale da sakriju od muževa
08:26
that they're coming to the clinic.
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da dolaze u kliniku.
08:29
So it's no surprise
that people don't complete treatment.
that people don't complete treatment.
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Stoga nije čudo da ljudi
lečenje ne privedu kraju.
lečenje ne privedu kraju.
08:33
Can our approach really help them?
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Može li im naš pristup zaista pomoći?
08:36
Can we really get them to stick it out?
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Možemo li da zaista postignemo da izdrže?
08:40
Yeah.
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Da.
08:42
Every day, we text patients
to remind them to take their medication,
to remind them to take their medication,
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Svakodnevno šaljemo poruke pacijentima
da ih podsetimo da uzmu lek,
da ih podsetimo da uzmu lek,
08:46
but if we stopped there,
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ali ako bismo se tu zaustavili,
08:47
there'd be lots of excuses.
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bilo bi mnogo izgovora.
08:49
"Well, I didn't see the text."
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„Pa, nisam video poruku.“
08:51
Or, "You know, I saw the text,
but then I totally forgot,
but then I totally forgot,
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Ili: „Znate, video sam poruku,
ali sam onda skroz zaboravio,
ali sam onda skroz zaboravio,
08:54
put the phone down
and I just forgot about it."
and I just forgot about it."
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spustio telefon i prosto zaboravio na to.“
08:56
Or, "I lent the phone out to my mom."
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Ili: „Pozajmila sam telefon mami.“
08:59
We have to eliminate these excuses
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Moramo da uklonimo ove izgovore
09:01
and we do that by asking patients
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i to radimo tako što zatražimo
od pacijenata da se uloguju
od pacijenata da se uloguju
09:03
to log in and verify
that they've taken their medication.
that they've taken their medication.
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i potvrde da su uzeli lek.
09:07
If they don't log in, we text them again.
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Ako se ne uloguju,
ponovo im šaljemo poruku.
ponovo im šaljemo poruku.
09:09
If they don't log in,
we text them yet again.
we text them yet again.
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Ako se ne uloguju,
opet im pošaljemo poruku.
opet im pošaljemo poruku.
09:12
If, after three times,
they still haven't verified,
they still haven't verified,
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Ako nisu potvrdili nakon tri pokušaja,
09:16
we notify a team of supporters
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obaveštavamo tim podrške
09:17
and that team will call and text them
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i taj tim ih zove i šalje im poruke
09:20
to try to get them back on the wagon.
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da bi ih vratio na kolosek.
09:22
No excuses.
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Nema izgovora.
09:25
Our approach, which, admittedly,
uses all sorts of behavioral techniques,
uses all sorts of behavioral techniques,
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Naš pristup, koji, što se vidi,
koristi raznorazne bihevioralne tehnike,
koristi raznorazne bihevioralne tehnike,
09:29
including, as you've
probably noticed, observability,
probably noticed, observability,
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uključujući, kao što ste verovatno
primetili, uočljivost,
primetili, uočljivost,
09:32
it was very effective.
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bio je vrlo delotvoran.
09:34
Patients without access to our platform
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Pacijenti bez pristupa našoj platformi
09:37
were three times more likely
not to complete treatment.
not to complete treatment.
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imali su tri puta veću šansu
da ne završe lečenje.
da ne završe lečenje.
09:43
Alright,
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U redu,
09:44
you've increased observability,
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povećali ste uočljivost,
09:46
you've eliminated excuses,
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uklonili ste izgovore,
09:48
but there's still a third thing
you need to be aware of.
you need to be aware of.
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ali postoji i treća stvar
koje morate biti svesni.
koje morate biti svesni.
09:52
If you've been to Washington, DC
or Japan or London,
or Japan or London,
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Ako ste bili u Vašingtonu,
Japanu ili Londonu,
Japanu ili Londonu,
znate da su ljudi
koji se tamo voze metroom
koji se tamo voze metroom
09:56
you know that metro riders there
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09:57
will be very careful to stand
on the right-hand side of the escalator
on the right-hand side of the escalator
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vrlo pažljivi u vezi sa stajanjem
na desnoj strani pokretnih stepenica
na desnoj strani pokretnih stepenica
10:01
so that people can go by on the left.
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tako da ljudi mogu da prođu
sa njihove leve strane.
sa njihove leve strane.
10:04
But unfortunately,
not everywhere is that the norm,
not everywhere is that the norm,
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Ali, nažalost, to nije svuda pravilo,
10:06
and there's plenty of places
where you can just stand on both sides
where you can just stand on both sides
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i mnogo je mesta gde možete da stojite
na obema stranama i blokirate stepenice.
na obema stranama i blokirate stepenice.
10:09
and block the escalator.
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Naravno, bolje je za druge
10:11
Obviously, it's better for others
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da mi stojimo sa desne strane
i pustimo ih da prođu,
i pustimo ih da prođu,
10:12
when we stand on the right
and let them go by,
and let them go by,
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10:15
but we're only expected
to do that some places.
to do that some places.
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ali od nas se to očekuje da radimo
samo na nekim mestima.
samo na nekim mestima.
10:18
This is a general phenomenon.
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To je opšta pojava.
10:20
Sometimes we're expected to do good
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Ponekad se očekuje od nas da činimo dobro,
10:22
and sometimes not,
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a ponekad ne,
10:24
and it means that people
are really sensitive to cues
are really sensitive to cues
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a to znači da su ljudi
veoma osetljivi na naznake
veoma osetljivi na naznake
10:27
that they're expected to do good
in a particular situation,
in a particular situation,
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da se od njih očekuje da čine dobro
u određenoj situaciji,
u određenoj situaciji,
10:31
which brings us to the third
and final item on our checklist:
and final item on our checklist:
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što nas dovodi do treće
i konačne stavke na listi:
i konačne stavke na listi:
10:35
to communicate expectations,
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saopštiti očekivanja,
10:37
to tell people,
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reći ljudima:
10:38
"Do the good deed right now."
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„Učinite dobro delo u ovom trenutku.“
Evo jednostavnog načina
da se saopšte očekivanja;
da se saopšte očekivanja;
10:42
Here's a simple way
to communicate expectations;
to communicate expectations;
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10:44
simply tell them, "Hey, everybody else
is doing the good deed."
is doing the good deed."
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jednostavno im recite: „Hej,
svi ostali čine dobro delo.“
svi ostali čine dobro delo.“
10:48
The company Opower
sends people in their electricity bill
sends people in their electricity bill
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Kompanija Opauer šalje ljudima
na računu za struju
na računu za struju
10:52
a small insert that compares
their energy consumption
their energy consumption
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mali dodatak koji poredi
njihovu potrošnju energije
njihovu potrošnju energije
10:55
with that of people
with similarly sized homes.
with similarly sized homes.
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sa potrošnjom ljudi
u domaćinstvu slične veličine.
u domaćinstvu slične veličine.
10:59
And when people find out that their
neighbors are using less electricity,
neighbors are using less electricity,
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Kada ljudi saznaju da njihove komšije
koriste manje struje,
koriste manje struje,
počnu manje da je troše.
11:02
they start to consume less.
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11:04
That same approach, it's been used
to get people to vote or give to charity
to get people to vote or give to charity
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Taj isti pristup je korišćen da se ljudi
ubede da glasaju, daju priloge,
ubede da glasaju, daju priloge,
11:08
or even reuse their towels in hotels.
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čak i da više puta koriste
peškire u hotelima.
peškire u hotelima.
11:12
What about this one?
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A šta kažete na ovo?
11:14
Here's another way
to communicate expectations;
to communicate expectations;
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Evo još jednog načina
da se prenesu očekivanja;
da se prenesu očekivanja;
11:16
simply do it by saying, "Do the good deed"
just at the right time.
just at the right time.
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jednostavno recite: „Učinite
dobro delo“ baš u pravo vreme.
dobro delo“ baš u pravo vreme.
11:23
What about this one?
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A ovo?
11:26
This ticker reframes
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Ovaj prekidač stavlja u drugačiji okvir
11:28
the kind of mundane task
of turning off the lights
of turning off the lights
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običnu radnju gašenja svetla
11:31
and turns it instead
into an environmental contribution.
into an environmental contribution.
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i pretvara je u ekološki doprinos.
11:36
The bottom line is,
lots of different ways to do this,
lots of different ways to do this,
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Suština je da ima mnogo
različitih načina da to uradite,
različitih načina da to uradite,
11:39
lots of ways to communicate expectations.
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mnogo načina da iskažete očekivanja.
11:41
Just don't forget to do it.
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Samo ne zaboravite da to uradite.
11:43
And that's it.
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I to je to.
11:44
That's our checklist.
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To je naša lista.
11:48
Many of you are working on problems
with important social consequences,
with important social consequences,
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Mnogi među vama rade na problemima
sa važnim društvenim posledicama
sa važnim društvenim posledicama
11:52
and sometimes you might need
to motivate people to do more good.
to motivate people to do more good.
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i nekada vam možda zatreba da motivišete
ljude da čine više dobrih stvari.
ljude da čine više dobrih stvari.
11:57
The tools you learned today
can help you with this.
can help you with this.
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Načini koje ste naučili danas
vam mogu pomoći u tome.
vam mogu pomoći u tome.
12:00
And these tools, they don't require
that you raise additional funds
that you raise additional funds
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Oni ne traže da prikupljate
dodatna sredstva
dodatna sredstva
12:03
or that you develop
any more fancy technologies.
any more fancy technologies.
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niti da razvijate
još prefinjenih tehnologija.
još prefinjenih tehnologija.
12:06
They just require harnessing reputations
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Iziskuju samo korišćenje reputacije
12:09
by increasing observability,
eliminating excuses
eliminating excuses
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povećavanjem uočljivosti,
uklanjanjem izgovora
uklanjanjem izgovora
12:12
and communicating expectations.
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i saopštavanjem očekivanja.
Hvala.
12:16
Thank you.
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(Aplauz)
12:17
(Applause)
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ABOUT THE SPEAKER
Erez Yoeli - Research scientistErez Yoeli's research focuses on altruism: understanding how it works and how to promote it.
Why you should listen
Erez (pronounced ‘EH-rez’) Yoeli is a research scientist at MIT's Sloan School of Management, where he directs the Applied Cooperation Team. His research focuses on altruism: understanding how it works and how to promote it. He collaborates with governments, nonprofits and companies to apply these insights to address real-world challenges like increasing energy conservation, improving antibiotic adherence, reducing smoking in public places and promoting philanthropy.
Yoeli teaches the undergraduate Game Theory course at Harvard and regularly publishes theoretical and applied academic research articles. He shares his research highlights through frequent talks and featured articles in the New York Times, The Economist, Quartz and Behavioral Scientist. His research has also been profiled nationally and internationally in publications like TIME and Huffington Post.
Yoeli received his PhD in economics from the University of Chicago Booth School of Business. Before founding the Applied Cooperation Team, he was an economist at the US Federal Trade Commission and served as an expert witness in cases against companies that defrauded consumers. In an earlier, "pre-economist" life, he was a classical percussionist. He enjoys spicy food, hiking and spending time with his two very cuddly cats.
Erez Yoeli | Speaker | TED.com