TED Salon Brightline Initiative
Scott Galloway: How Amazon, Apple, Facebook and Google manipulate our emotions
Skot Galovej (Scott Galloway): Kako Amazon, Epl, Fejsbuk i Gugl manipulišu našim emocijama
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Zajednička tržišna kapitalizacija Amazona, Epla, Fejsbuka i Gugla je trenutno jednaka BDP-u Indije. Kako su ove četiri firme tako temeljno uspele da se infiltriraju u naše živote? U spektakularnoj tiradi, Skot Galovej deli uvid i prosvetljujuću statistiku o njihovoj dominaciji i motivaciji - kao i šta se desi kada društvo nagrađuje akcionarsku vrednost iznad svega drugog. Praćeno ptanjima i odgovorima sa kustosom TED-a Krisom Andersonom. (Napomena: ovaj govor sadrži slikovit jezik.)
Scott Galloway - Professor of marketing
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Scott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business. Full bio
Double-click the English transcript below to play the video.
00:12
[This talk contains graphic language
Viewer discretion is advised]
Viewer discretion is advised]
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[Ovaj govor sadrži slikovit jezik,
savetuje se diskrecija gledalaca]
savetuje se diskrecija gledalaca]
00:16
So, this is the first and the last slide
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Dakle, ovo je prvi i poslednji slajd
00:19
each of my 6,400 students
over the last 15 years has seen.
over the last 15 years has seen.
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koji je video svaki od mojih 6.400
studenata u proteklih 15 godina.
studenata u proteklih 15 godina.
00:24
I do not believe you can build
a multibillion-dollar organization
a multibillion-dollar organization
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Ne verujem da možete da sagradite
višemilijardsku organizaciju
višemilijardsku organizaciju
00:27
unless you are clear on which instinct
or organ you are targeting.
or organ you are targeting.
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ukoliko niste svesni
na koji instinkt ili organ da ciljate.
na koji instinkt ili organ da ciljate.
00:33
Our species has a need for a superbeing.
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Naša vrsta ima potrebu za nadbićem.
00:36
Our competitive advantage
as a species is our brain.
as a species is our brain.
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Naša konkurentna prednost
kao vrste je naš mozak.
kao vrste je naš mozak.
00:39
Our brain is robust enough to ask
these really difficult questions,
these really difficult questions,
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Naš mozak je dovoljno snažan
da postavlja ova zaista teška pitanja,
da postavlja ova zaista teška pitanja,
00:42
but, unfortunately, it doesn't have
the processing power to answer them,
the processing power to answer them,
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ali, nažalost, nema dovoljnu moć obrade
da odgovori na njih,
da odgovori na njih,
00:46
which creates a need for a superbeing
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što stvara potrebu za superbićem
00:48
that we can pray to
and look to for answers.
and look to for answers.
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kome možemo da se molimo
i obraćamo za odgovore.
i obraćamo za odgovore.
00:51
What is prayer?
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Šta je molitva?
00:52
Sending a query into the universe,
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Slanje upita univerzumu,
00:54
and hopefully there's some sort
of divine intervention --
of divine intervention --
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i nadamo se da postoji nekakva
božanska intervencija -
božanska intervencija -
00:57
we don't need to understand
what's going on --
what's going on --
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ne moramo da razumemo šta se dešava -
00:59
from an all-knowing, all-seeing superbeing
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od nekakvog sveznajućeg,
svevidećeg superbića
svevidećeg superbića
01:01
that gives us authority
that this is the right answer.
that this is the right answer.
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koje nam daje autoritet
da je dati odgovor pravi.
da je dati odgovor pravi.
01:05
"Will my kid be all right?"
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"Da li će mi detetu biti dobro?"
01:08
You have your planet of stuff,
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Imate svoj svet stvari,
01:10
you have your planet of work,
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imate svoj svet rada,
01:11
you have your planet of friends.
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imate svoj svet prijatelja.
01:13
If you have kids,
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Ako imate decu,
01:15
you know that once something
comes off the rails with your kids,
comes off the rails with your kids,
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znate da čim nešto ne ispadne
kako treba kod vaše dece,
kako treba kod vaše dece,
01:18
everything melts,
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sve se rastače
01:19
in your universe
to the Sun that is your kids.
to the Sun that is your kids.
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u vašem univerzumu
zbog Sunca koje su vaša deca.
zbog Sunca koje su vaša deca.
01:22
"Will my kid be all right?"
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"Da li će moje dete da budu dobro?"
01:25
"Symptoms and treatment of croup"
in the Google query box.
in the Google query box.
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"Simptomi i lečenje gušobolje"
upit u Guglovom pretraživaču.
upit u Guglovom pretraživaču.
01:29
One in six queries presented to Google
have never been asked before
have never been asked before
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Jedan od šest upita postavljenih Guglu
nikad pre nije tražen
nikad pre nije tražen
01:33
in the history of mankind.
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u istoriji čovečanstva.
01:34
What priest, teacher, rabbi, scholar,
mentor, boss has so much credibility
mentor, boss has so much credibility
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Koji pop, učitelj, rabin, akademik,
mentor, šef ima toliko kredibiliteta
mentor, šef ima toliko kredibiliteta
01:40
that one in six questions
posed to that person
posed to that person
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da jedno od šest pitanja
postavljenih toj osobi
postavljenih toj osobi
01:42
have never been asked before?
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nikad pre nije upitano?
01:44
Google is our modern man's God.
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Gugl je naš savremni čovekov Bog.
01:47
Imagine your face and your name
above everything you've put into that box,
above everything you've put into that box,
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Zamislite svoje lice i ime
iznad svega što stavljate u to polje,
iznad svega što stavljate u to polje,
01:52
and you're going to realize
you trust Google more than any entity
you trust Google more than any entity
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i shvatićete da verujete Guglu
više nego bilo kom entitetu
više nego bilo kom entitetu
01:56
in your history.
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u vašoj istoriji.
01:57
(Laughter)
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(Smeh)
01:58
Let's move further down the torso.
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Pomerimo se niže niz torzo.
02:00
(Laughter)
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(Smeh)
02:02
One of the other wonderful things
about our species
about our species
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Još jedna divna stvar kod naše vrste
02:05
is we not only need to be loved,
but we need to love others.
but we need to love others.
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je što ne samo da nam je potrebna ljubav
već imamo potrebu da volimo druge.
već imamo potrebu da volimo druge.
02:08
Children with poor nutrition
but a lot of affection
but a lot of affection
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Deca koja se loše hrane,
ali imaju mnogo ljubavi
ali imaju mnogo ljubavi
02:11
have better outcomes than children
with good nutrition and poor affection.
with good nutrition and poor affection.
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imaju bolje izglede od dece
koja se dobro hrane, ali ih malo vole.
koja se dobro hrane, ali ih malo vole.
02:16
However, the best signal
that you might make it
that you might make it
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Međutim, najbolji znak da ćete uspeti
02:19
to be part of the number-one fastest
growing demographic in the world --
growing demographic in the world --
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da budete deo najbrže rastuće
demografije u svetu -
demografije u svetu -
02:24
centenarians, people
who live to triple digits --
who live to triple digits --
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stogodišnjaka, ljudi
koji dožive do tri cifre -
koji dožive do tri cifre -
02:26
there are three signals.
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postoje tri znaka.
02:27
In reverse order: your genetics --
not as important as you'd like to think,
not as important as you'd like to think,
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Obrnutim redosledom: vaša genetika -
ne toliko važna, koliko volite da mislite,
ne toliko važna, koliko volite da mislite,
02:31
so you can continue to treat
your body like shit
your body like shit
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pa možete i dalje da se rđavo
odnosite prema telu
odnosite prema telu
02:33
and think, "Oh, Uncle Joe lived to 95,
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i mislite: "Ah, ujka Džo je doživeo 95,
02:35
the die have been cast."
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kocka je bačena."
02:37
It's less important than you think.
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Manje je važno nego što mislite.
02:38
Number two is lifestyle.
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Broj dva je način života.
Ne pušite, ne budite gojazni
i idite na preglede -
i idite na preglede -
02:40
Don't smoke, don't be obese,
and prescreen --
and prescreen --
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02:42
get rid of about two-thirds
of early cancers
of early cancers
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rešite se dve trećine ranih karcinoma
02:45
and cardiovascular disease.
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i kardiovaskularnih bolesti.
02:47
The number one indicator or signal
that you'll make it to triple digits:
that you'll make it to triple digits:
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Glavni indikator ili znak
da ćete doživeti stotu:
da ćete doživeti stotu:
02:50
How many people do you love?
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koliko ljudi volite?
02:54
Caretaking is the security camera --
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Briga je naša bezbednosna kamera -
nazivamo je bezbednosnom kamerom
male rezolucije u našem mozgu -
male rezolucije u našem mozgu -
02:57
we call the low-resolution
security camera in our brain --
security camera in our brain --
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03:00
deciding whether or not
you are adding value.
you are adding value.
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odlučivanje da li dodajete vrednost.
03:02
Facebook taps into our instinctive need
not only to be loved,
not only to be loved,
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Fejsbuk dotiče našu instinktivnu potrebu
ne samo da budemo voljeni,
ne samo da budemo voljeni,
03:06
but to love others,
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vać i da volimo druge,
03:07
mostly through pictures
that create empathy,
that create empathy,
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uglavnom kroz slike
koje stvaraju empatiju,
koje stvaraju empatiju,
03:09
catalyze and reinforce our relationships.
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katališu i ojačavaju naše odnose.
03:12
Let's continue our journey down the torso.
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Nastavimo putovanje niz torzo.
03:15
Amazon is our consumptive gut.
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Amazon je naše potrošačko crevo.
03:18
The instinct of more is hardwired into us.
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Instinkt za obiljem je ugrađen u nas.
03:21
The penalty for too little
is starvation and malnutrition.
is starvation and malnutrition.
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Kazna za veliku oskudicu
je izgladnjivanje i neuhranjenost.
je izgladnjivanje i neuhranjenost.
03:25
Open your cupboards, open your closets,
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Otvorite kredence, otvorite ormare,
03:28
you have 10 to 100x times what you need.
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imate 10 do 100 puta više
nego što vam je potrebno.
nego što vam je potrebno.
03:31
Why?
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Zašto?
03:32
Because the penalty
for too little is much greater
for too little is much greater
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Jer je kazna za premalo mnogo veća
03:35
than the penalty for too much.
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nego kazna za previše.
03:37
So "more for less" is a business strategy
that never goes out of style.
that never goes out of style.
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Dakle, "više za manje" je poslovna
strategija koja ne zastareva.
strategija koja ne zastareva.
03:41
It's the strategy of China,
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To je strategija Kine,
03:42
it's a the strategy of Walmart,
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to je strategija Volmarta,
03:44
and now it's the strategy of the most
successful company in the world,
successful company in the world,
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a trenutno je to strategija
najuspešnije firme na svetu,
najuspešnije firme na svetu,
03:47
Amazon.
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Amazona.
03:48
You get more for less into your gut;
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Dobijate više za manje u vaš stomak;
03:51
digest, send it to your muscular
and skeletal system of consumption.
and skeletal system of consumption.
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varite i šaljete to vašem mišićnom
i skeletnom sistemu konzumacije.
i skeletnom sistemu konzumacije.
03:54
Moving further,
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Idemo dalje,
03:56
once we know we will survive,
the basic instinct,
the basic instinct,
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čim smo svesni da ćemo preživeti,
osnovni instinkt,
osnovni instinkt,
04:00
we move to the second
most powerful instinct,
most powerful instinct,
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pomeramo se ka drugom
najsnažnijem instinktu,
najsnažnijem instinktu,
04:02
and that is to spread and select
the strongest, smartest and fastest seed
the strongest, smartest and fastest seed
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a to je širenje i biranje najsnažnijeg,
najpametnijeg i najbržeg semena
najpametnijeg i najbržeg semena
04:07
to the four corners of the earth,
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na sve četiri strane sveta
04:09
or pick the best seed.
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ili biranje najboljeg semena.
04:11
This is not a timepiece.
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Ne radi se o časovniku.
04:13
I haven't wound it in five years.
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Nisam ga navio za pet godina.
04:15
It's my vain attempt to say to people,
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To je moj tašti pokušaj
da saopštim ljudima:
da saopštim ljudima:
04:17
"If you mate with me,
your children are more likely to survive
your children are more likely to survive
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"Ako se parite sa mnom,
vaša deca imaju više izgleda da prežive
vaša deca imaju više izgleda da prežive
04:20
than if you mate with someone
wearing a Swatch watch."
wearing a Swatch watch."
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nego ako se parite s nekim
ko nosi sat Svoč."
ko nosi sat Svoč."
04:23
(Laughter)
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(Smeh)
04:25
The key to business is tapping into
the irrational organs.
the irrational organs.
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Za poslovanje je ključno
da dotaknete iracionalne organe.
da dotaknete iracionalne organe.
04:29
"Irrational" is Harvard Business School's
and New York Business School's term
and New York Business School's term
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"Iracionalno" je termin u Harvardovoj
i Njujorškoj poslovnoj školi
i Njujorškoj poslovnoj školi
04:33
for fat profit margins
and shareholder value.
and shareholder value.
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za masne marže prihodovanja
i akcionarske vrednosti.
i akcionarske vrednosti.
04:36
"High-caloric paste for your children."
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"Visokokalorična pasta za vašu decu."
04:39
No?
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Ne?
04:40
You love your choosy mom.
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Volite svoju izbirljivu majku.
04:42
Why choosy moms choose Jif:
you love your kids more.
you love your kids more.
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Zašto izbirljive majke biraju Džif:
više volite svoju decu.
više volite svoju decu.
Najbolji algoritam stvoren
od strane akcionara, od II svetskog rata
od strane akcionara, od II svetskog rata
04:46
The greatest algorithm for shareholder
creation from World War II
creation from World War II
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04:49
to the advent of Google
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do pojave Gugla,
04:50
was taking an average product
and appealing to people's hearts.
and appealing to people's hearts.
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je bio uzimanje prosečnog proizvoda
i obraćanje ljudskim srcima.
i obraćanje ljudskim srcima.
04:53
You're a better a mom,
a better person, a better patriot
a better person, a better patriot
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Vi ste bolja majka,
bolja osoba, bolji patriota,
bolja osoba, bolji patriota,
04:56
if you buy this average soap
versus this average soap.
versus this average soap.
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ako kupite ovaj prosečni sapun
naspram ovog prosečnog sapuna.
naspram ovog prosečnog sapuna.
05:00
Now, the number one algorithm
for shareholder value isn't technology.
for shareholder value isn't technology.
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Sad, algoritam broj jedan
za akcionarsku vrednost nije tehnologija.
za akcionarsku vrednost nije tehnologija.
05:03
Look at the Forbes 400.
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Pogledajte Forbsovih 400.
05:05
Take out inherited wealth,
take out finance.
take out finance.
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Oduzmite nasleđeno bogatstvo,
oduzmite finansije.
oduzmite finansije.
05:07
The number one source of wealth creation:
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Izvor stvaranja bogatstva broj jedan je:
05:09
appealing to your reproductive organs.
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obraćanje vašim reproduktivnim organima.
05:11
The Lauders; the number
one wealthiest man in Europe, LVMH.
one wealthiest man in Europe, LVMH.
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Lauders; najimućniji čovek u Evropi, LVMH.
05:16
Numbers two and three: H&M and Inditex.
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Na mestu broj dva i tri: H&M i Inditeks.
05:19
You want to target the most
irrational organs for shareholder value.
irrational organs for shareholder value.
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Želite da ciljate najiracionalnije
organe radi akcionarske vrednosti.
organe radi akcionarske vrednosti.
05:25
As a result, these four companies --
Apple, Amazon, Facebook and Google --
Apple, Amazon, Facebook and Google --
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Kao posledica toga, ove četiri firme -
Epl, Amazon, Fejsbuk i Gugl -
Epl, Amazon, Fejsbuk i Gugl -
05:29
have disarticulated who we are.
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su raščlanili to što smo.
05:30
God, love, consumption, sex.
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Bog, ljubav, potrošnja, seks.
05:33
The proportion in your approach
to those things is who you are,
to those things is who you are,
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Proporcija u vašem pristupu
svemu ovome vas čini onim što jeste,
svemu ovome vas čini onim što jeste,
05:36
and they have reassembled who we are
in the form of for-profit companies.
in the form of for-profit companies.
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a oni su nanovo sklopili to ko smo
u obliku profitnih firmi.
u obliku profitnih firmi.
05:40
At the end of the Great Recession,
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Na kraju Velike recesije,
05:42
the market capitalization
of these companies was equivalent
of these companies was equivalent
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tržišna kapitalizacija
ovih firmi je bila ravna
ovih firmi je bila ravna
05:45
to the GDP of Niger.
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BDP-u Nigerije.
05:46
Now it is equivalent to the GDP of India,
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Sada je ravna BDP-u Indije,
05:49
having blown past
Russia and Canada in '13 and '14.
Russia and Canada in '13 and '14.
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ostavivši za sobom
Rusiju i Kanadu u '13. i '14.
Rusiju i Kanadu u '13. i '14.
05:52
There are only five nations
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Postoji samo pet nacija
05:54
that have a GDP greater
than the combined market capitalization
than the combined market capitalization
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koje imaju BDP veći
od zajedničke tržišne kapitalizacije
od zajedničke tržišne kapitalizacije
05:57
of these four firms.
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ove četiri firme.
05:59
Something is happening, though.
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Nešto se ipak dešava.
06:01
The conversation just a year ago
was, which CEO was more Jesus-like?
was, which CEO was more Jesus-like?
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Pre samo godinu dana vodio se razgovor
koji izvršni direktor više liči na Isusa.
koji izvršni direktor više liči na Isusa.
06:06
Who was running for president?
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Ko će da se kandiduje za predsednika?
06:08
Now the worm has turned.
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Sada su se stvari preokrenule.
06:10
Everything they're doing is bothering us.
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Sve što rade nama smeta.
06:12
We're worried they're tax avoiders.
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Brinemo se da izbegavaju poreze.
06:14
Walmart, since the Great Recession,
has paid 64 billion dollars
has paid 64 billion dollars
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Volmart je od Velike recesije
platio 64 milijarde dolara
platio 64 milijarde dolara
u korporativnom porezu na dohodak;
06:17
in corporate income tax;
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06:19
Amazon has paid 1.4.
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1999
Amazon je platio 1,4.
06:21
How do we pay our firefighters,
our soldiers and our social workers
our soldiers and our social workers
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Kako da plaćamo vatrogasce,
naše vojnike i naše socijalne radnike,
naše vojnike i naše socijalne radnike,
06:25
if the most successful companies
in the world don't pay their fair share?
in the world don't pay their fair share?
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ako najuspešnije firme na svetu
ne plaćaju svoj deo?
ne plaćaju svoj deo?
06:28
Pretty easy.
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Prilično lako.
06:30
That means the less successful
companies have to pay
companies have to pay
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To znači da manje uspešne firme
moraju da plate
moraju da plate
06:32
more than their fair share.
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više nego što ih sleduje.
06:33
Alexa, is this a good thing?
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Aleksa, da li je ovo dobro?
06:35
This is despite that fact --
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1968
Ovo je uprkos činjenici -
06:37
(Laughter)
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1075
(Smeh)
06:38
This is despite the fact
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Ovo je uprkos činjenici
06:41
that Amazon has added the entire
market capitalization of Walmart
market capitalization of Walmart
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da je Amazon dodao čitavu
tržišnu kapitalizaciju Volmarta
tržišnu kapitalizaciju Volmarta
06:45
to its market cap in the last 19 months.
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svojoj tržišnoj kapitalizaciji
u poslednjih 19 meseci.
u poslednjih 19 meseci.
06:52
Whose fault is it? It's our fault.
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Čija je to krivica? Kirivica je naša.
06:54
We're electing regulators
who don't have the backbone
who don't have the backbone
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Biramo regulatore koji nemaju petlju
06:58
to actually go after these companies.
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da se zapravo ustreme na ove firme.
07:00
Facebook lies to EU regulators
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2002
Fejsbuk laže EU regulatorima
07:02
and says, "It would be impossible
for us to share the data
for us to share the data
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3081
i kaže: "Nemoguće nam je da delimo podatke
07:06
between our core platform
and our proposed acquisition of WhatsApp.
and our proposed acquisition of WhatsApp.
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između naše glavne platforme
i predloženog pripajanja Votsapa.
i predloženog pripajanja Votsapa.
07:09
Approve the merger."
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Odobrite pripajanje."
07:11
They approve the merger and then --
spoiler alert! -- they figure it out.
spoiler alert! -- they figure it out.
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3787
Odobrili su pripajanje i onda -
spojler upozorenje! - ovi su ih provalili.
spojler upozorenje! - ovi su ih provalili.
Pa je EU rekla: "Osećamo da nas lažete.
07:15
And the EU says, "I feel lied to.
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07:16
We're fining you 120 billion dollars,"
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3387
Kaznićemo vas sa 120 milijardi dolara",
07:20
about .6 percent of the acquisition price
of 19 billion dollars.
of 19 billion dollars.
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oko 0.6 procenata stečene cene
od 19 milijardi dolara.
od 19 milijardi dolara.
07:24
If Mark Zuckerberg could take out
an insurance policy
an insurance policy
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Da je Mark Zakerberg
mogao da izvadi polisu osiguranja
mogao da izvadi polisu osiguranja
07:27
that the acquisition would
go through for .6 percent,
go through for .6 percent,
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da će pripajanje proći za 0.6 procenata,
07:29
wouldn't he do it?
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1359
zar to ne bi uradio?
07:31
Anticompetitive behavior.
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1818
Nekonkurentno ponašanje.
07:33
A two-and-a-half-billion-dollar fine,
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2000
Dve i po milijarde dolara kazne,
07:35
three billion of the cash flow,
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2892
tri milijarde protoka novca,
07:38
three percent of the cash
on Google's balance sheet.
on Google's balance sheet.
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tri procenta novca na Guglovom
završnom računu.
završnom računu.
07:41
We are telling these companies,
"The smart thing to do,
"The smart thing to do,
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Govorimo ovim firmama: "Pametna stvar,
07:45
the shareholder-driven thing to do,
165
453596
1965
akcionarski isplativa stvar
07:47
is to lie and to cheat."
166
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2315
je da lažete i varate."
07:49
We are issuing 25-cent parking tickets
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3648
Dajemo kazne od 25 centi za parking
07:53
on a meter that costs 100 dollars an hour.
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na brojilu koje košta 100 dolara na sat.
07:56
The smart thing to do is lie.
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464847
1080
Pametno je lagati.
07:57
Job destruction!
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1520
Uništavanje poslova!
07:59
Amazon only needs one person
for two at Macy's.
for two at Macy's.
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3301
Amazonu je potrebna jedna osoba
za dve u Macy's.
za dve u Macy's.
08:02
If they grow their business 20 billion
dollars this year, which they will,
dollars this year, which they will,
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Ako im posao poraste
za 20 milijardi ove godine, a hoće,
za 20 milijardi ove godine, a hoće,
08:06
we will lose 53,000 cashiers and clerks.
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2185
izgubićemo 53.000 kasira i službenika.
08:08
This is nothing unusual;
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1261
Nije to ništa neobično;
08:09
this has happened all through our economy,
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477991
2312
ovo se stalno dešava u ekonomiji,
ali prvi put vidimo firme
kojima ovako dobro ide.
kojima ovako dobro ide.
08:12
we've just never seen
companies this good at it.
companies this good at it.
176
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2262
08:14
That's one Yankee Stadium of workers.
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2278
To je jedan Jenkijev stadion radnika.
08:16
It's even worse in media.
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Još je gore u medijima.
08:18
If Facebook and Google
grow their businesses
grow their businesses
179
486306
2110
Ako Fejsbuk i Gugl prošire svoj posao
08:20
22 billion dollars this year,
which they will,
which they will,
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2175
za 22 milijarde dolara ove godine, a hoće,
08:22
we're going to lose approximately
150,000 creative directors,
150,000 creative directors,
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490639
3631
izgubićemo otprilike
150.000 kreativnih direktora,
150.000 kreativnih direktora,
08:26
planners and copywriters.
182
494294
1973
planera i kopirajtera.
Ili možemo da ispunimo dva i po
Jenkijeva stadiona
Jenkijeva stadiona
08:28
Or we can fill up two-and-a-half
Yankee Stadiums
Yankee Stadiums
183
496291
2310
08:30
and say, "You are out of work,
courtesy of Amazon."
courtesy of Amazon."
184
498625
3391
i kažemo: "Otpušteni ste
ljubaznošću Amazona."
ljubaznošću Amazona."
08:34
We now get the majority of our news
from our social media feeds,
from our social media feeds,
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Sada dobijamo većinu vesti
iz objava na društvenim medijima,
iz objava na društvenim medijima,
08:37
and the majority of our news
coming off of social media feeds is ...
coming off of social media feeds is ...
186
505314
4273
a većina naših vesti
koje stižu sa društvenih medija su...
koje stižu sa društvenih medija su...
08:41
fake news.
187
509611
1300
lažne vesti.
08:42
(Laughter)
188
510935
1687
(Smeh)
08:44
I am not allowed to be political
or use curse words,
or use curse words,
189
512646
3604
Nije mi dozvoljeno da budem političan
ili koristim psovke
ili koristim psovke
08:48
or talk about religion in class,
190
516274
1687
ili da govorim o religiji na času,
08:49
so I can definitely not say,
191
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2456
pa definitivno ne mogu da kažem:
08:53
"Zuckerberg has become Putin's bitch."
192
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2561
"Zakerberg je postao Putinov potrčko."
08:56
I definitely cannot say that.
193
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2226
Definitivno ne mogu to da kažem.
08:58
(Laughter)
194
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1013
(Smeh)
08:59
Their defense:
195
527345
1179
Njihova odbrana:
09:00
"Facebook is not a media company;
it's a technology company."
it's a technology company."
196
528548
3375
"Fejsbuk nije medijska firma;
radi se o tehnološkoj firmi."
radi se o tehnološkoj firmi."
09:03
You create original content,
197
531947
1674
Stvarate originalni sadržaj,
plaćate sportskim ligama
da vam dostavljaju originalni sadržaj,
da vam dostavljaju originalni sadržaj,
09:05
you pay sports leagues
to give you original content,
to give you original content,
198
533645
2896
09:08
you run advertising against it --
boom! -- you're a media company.
boom! -- you're a media company.
199
536565
3114
ubacujete reklame na to -
bum! - vi jeste medijska firma.
bum! - vi jeste medijska firma.
09:11
Just in the last few days,
200
539703
1527
Samo u poslednjih nekoliko dana,
09:13
Sheryl Sandberg has repeated this lie,
that "We are not a media company."
that "We are not a media company."
201
541254
4609
Šeril Sendberg je ponovila ovu laž
da: "Mi nismo medijska firma."
da: "Mi nismo medijska firma."
09:17
Facebook has openly embraced
the margins of celebrity
the margins of celebrity
202
545887
3445
Fejsbuk je otvoreno prigrlio
marže poznate ličnosti
marže poznate ličnosti
09:21
and the influence of a media company
203
549356
2374
i uticaj medijske firme,
09:23
yet seems to be allergic
to the responsibilities
to the responsibilities
204
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3687
a ipak se čini alergičnim na odgovornosti
09:27
of a media company.
205
555465
1300
medijske firme.
09:29
Imagine McDonald's.
206
557138
1608
Zamislite Mekdonalds.
09:31
We find 80 percent of their beef is fake,
207
559293
2429
Otkrijemo da je 80 procenata
njihove govedine lažno
njihove govedine lažno
09:33
and it's giving us encephalitis,
208
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1621
i da nam uzrokuje encefalitis,
09:35
and we're making terrible decisions.
209
563391
2386
i da donosimo grozne odluke.
09:37
And we say, "McDonald's,
we're pissed off!"
we're pissed off!"
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2828
I kažemo: "Mekdonaldse, besni smo!"
09:40
And they say, "Wait, wait --
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2931
A oni kažu: "Čekajte, čekajte -
09:43
we're not a fast-food restaurant,
212
571608
1852
mi nismo restoran brze hrane,
09:45
we're a fast-food platform."
213
573484
2233
mi smo platforma brze hrane."
09:47
(Laughter)
214
575741
1780
(Smeh)
09:50
These companies and CEOs wrap themselves
215
578307
2339
Ove firme i izvršni direktori
se ušuškavaju
se ušuškavaju
09:52
in a neon-blue pink rainbow
and blue blanket
and blue blanket
216
580670
3858
u neonskoplavu rozu dugu i plavo ćebe
09:56
to create an illusionist trick
from their behavior each day,
from their behavior each day,
217
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3349
kako bi svakodnevno svojim ponašanjem
izvodili trik iluzioniste,
izvodili trik iluzioniste,
09:59
which is more indicative
of the spawn of Darth Vader and Ayn Rand.
of the spawn of Darth Vader and Ayn Rand.
218
587925
4471
a ono je priličnije potomku
Darta Vejdera i Ejn Rand.
Darta Vejdera i Ejn Rand.
10:04
Why? Because we as progressives
are seen as nice but weak.
are seen as nice but weak.
219
592420
4068
Zašto? Jer nas progresivce
vide kao fine, ali slabe.
vide kao fine, ali slabe.
10:09
If Sheryl Sandberg had written
a book on gun rights
a book on gun rights
220
597045
3354
Da je Šeril Sandberg
napisala knjigu o pravu na oružje
napisala knjigu o pravu na oružje
10:12
or on the pro-life movement,
221
600423
2404
ili za pokret protiv abortusa,
10:14
would they be flying Sheryl to Cannes?
222
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2981
da li bi Šeril pozivali u Kan?
10:17
No.
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1158
Ne.
I ne sumnjam ja u njihove
progresivne vrednosti,
progresivne vrednosti,
10:19
And I'm not doubting
their progressive values,
their progressive values,
224
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2144
10:21
but it foots to shareholder value,
225
609206
2072
ali doprinosi akcionarskoj vrednosti
10:23
because we as progressives
are seen as weak.
are seen as weak.
226
611302
2069
jer nas progresivce gledaju kao slabiće.
10:25
They're so nice -- remember Microsoft?
227
613395
2408
Tako su fini - sećate se Majkrosofta?
10:27
They didn't seem as nice,
228
615827
1497
Nisu se činili finim,
10:29
and regulators stepped in much earlier
than the regulators now,
than the regulators now,
229
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4273
te su regulatori znatno ranije ušetali
nego današnji regulatori,
nego današnji regulatori,
10:33
who would never step in
on those nice, nice people.
on those nice, nice people.
230
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3685
koji nikad ne bi nagazili
na te fine, fine ljude.
na te fine, fine ljude.
10:37
I'm about to get on a plane tonight,
231
625354
1806
Večeras ću da se ukrcam na avion
10:39
and I'm going to have a guy
named Roy from TSA molest me.
named Roy from TSA molest me.
232
627184
2718
i maltretiraće me lik
iz obezbeđenja po imenu Roj.
iz obezbeđenja po imenu Roj.
10:41
If I am suspected of a DUI
on the way home,
on the way home,
233
629926
3181
Ako posumnjaju da sam vozio pijan
na putu do kuće,
na putu do kuće,
10:45
I can have blood taken from my person.
234
633131
2668
mogu da mi uzmu krv.
10:48
But wait! Don't tap into the iPhone --
235
636554
3068
Ali čekajte! Ne dirajte mi Ajfon -
10:51
it's sacred.
236
639646
1420
on je svetinja.
10:53
This is our new cross.
237
641090
1439
Ovo je naš novi krst.
Ne bi trebalo da se zove Ajfon iks,
10:54
It shouldn't be the iPhone X,
238
642553
1609
10:56
it should be called the "iPhone Cross."
239
644186
1996
trebalo bi da se zove "Ajfon krst."
10:58
We have our religion; it's Apple.
240
646206
2166
Imamo religiju; zove se Epl.
11:00
Our Jesus Christ is Steve Jobs,
241
648396
1775
Naš Isus Hrist je Stiv Džobs,
11:02
and we've decided this is holier
than our person, our house
than our person, our house
242
650195
3286
i odlučili smo da je ovo svetije
od nas lično, od naše kuće
od nas lično, od naše kuće
11:05
or our computer.
243
653505
1300
ili našeg kompjutera.
11:06
We have become totally out of control
244
654829
2517
Potpuno smo van kontrole
11:09
with the gross idolatry
of innovation and of youth.
of innovation and of youth.
245
657370
3793
zbog odvratne idolatrije
inovacije i mladosti.
inovacije i mladosti.
11:13
We no longer worship
at the altar of character,
at the altar of character,
246
661187
2471
Više se ne molimo na oltaru karaktera,
11:15
of kindness,
247
663682
1157
dobrote,
11:16
but of innovation and people
who create shareholder value.
who create shareholder value.
248
664863
3578
već inovacije i ljudi
koji stvaraju akcionarsku vrednost.
koji stvaraju akcionarsku vrednost.
11:20
Amazon has become so powerful
in the marketplace,
in the marketplace,
249
668465
2894
Amazon je postao tako moćan na tržištu
da može izvoditi džedajske umne trikove.
11:23
it can conduct Jedi mind tricks.
250
671383
1562
11:24
It can begin damaging other industries
just by looking at them.
just by looking at them.
251
672969
2990
Može početi da oštećuje druge industrije
samo gledajući u njih.
samo gledajući u njih.
11:27
Nike announces they're distributing
on Amazon, their stock goes up,
on Amazon, their stock goes up,
252
675983
3164
Najki najavi plasiranje robe
preko Amazona, njihove deonice skaču,
preko Amazona, njihove deonice skaču,
deonice ostalih proizvođača obuće padaju.
11:31
every other footwear stock goes down.
253
679171
1806
11:33
When Amazon stock goes up,
the rest of retail stocks go down,
the rest of retail stocks go down,
254
681001
3009
Kada deonice Amazona skaču,
ostalim preprodavcima padaju
ostalim preprodavcima padaju
11:36
because they assume what's good
for Amazon is bad for everybody else.
for Amazon is bad for everybody else.
255
684034
3309
jer se pretpostavlja da ono
što je dobro za Amazon, loše je za ostale.
što je dobro za Amazon, loše je za ostale.
11:39
They cut the cost on salmon 33 percent
when they acquired Whole Foods.
when they acquired Whole Foods.
256
687367
4369
Snizili su cenu lososa za 33 procenta
nakon što su pripojili Whole Foods.
nakon što su pripojili Whole Foods.
11:43
In between the time they announced
the acquisition of Whole Foods
the acquisition of Whole Foods
257
691760
3107
Između vremena kada su najavili
pripajanje Whole Foods-a
pripajanje Whole Foods-a
11:46
and when it closed,
258
694891
1174
i kada je završeno,
11:48
Kroger, the largest
pure-play grocer in America,
pure-play grocer in America,
259
696089
2271
Kroger, najveći bakalin u Americi
11:50
shed a third of its value,
260
698384
1735
je izgubio trećinu vrednosti
11:52
because Amazon purchased a grocer
one-eleventh the size of Kroger.
one-eleventh the size of Kroger.
261
700143
6379
jer je Amazon otkupio bakalina
koji je jedna jedanaestina Krogera.
koji je jedna jedanaestina Krogera.
11:59
I got very lucky.
262
707167
1228
Posrećilo mi se.
12:00
I predicted the acquisition
of Whole Foods by Amazon
of Whole Foods by Amazon
263
708419
3417
Predvideo sam pripajanje
Whole Foods-a od strane Amazona
Whole Foods-a od strane Amazona
12:03
the week before it happened.
264
711860
1344
nedelju ranije.
12:05
This is me boasting; I said
this publicly in the media.
this publicly in the media.
265
713228
2688
Ovo se ja hvališem;
Saopštio sam ovo javno u medijima.
Saopštio sam ovo javno u medijima.
12:07
This was the largest
acquisition in their history,
acquisition in their history,
266
715940
2381
Ovo je bilo najveće pripajanje
u njihovoj istoriji,
u njihovoj istoriji,
12:10
they'd never made
an acquisition over a billion,
an acquisition over a billion,
267
718345
2335
nikada nisu imali pripajanje
od preko milijardu,
od preko milijardu,
12:12
and people asked, "How did you know this?"
268
720704
2118
pa su se ljudi pitali: "Kako si to znao?"
12:14
So I'm letting this very impressive
audience in on the secret.
audience in on the secret.
269
722846
3219
Pa ću ovoj veoma impresivnoj
publici da odam tajnu.
publici da odam tajnu.
12:18
How did I know this?
270
726089
1195
Kako sam znao za ovo?
12:19
I'm going to tell you how I knew.
271
727308
1970
Reći ću vam kako sam znao.
12:21
I bark at Alexa all day long
272
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2750
Dovikujem se s Aleksom po čitavi dan
12:24
and try to figure out what's going on.
273
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1912
i pokušavam da provalim šta se dešava.
12:26
(Scott Galloway) Alexa, buy whole milk.
274
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3396
(Skot Galovej) Aleksa,
kupi punomasno mleko.
kupi punomasno mleko.
12:29
(Alexa) I couldn't find
anything for whole milk,
anything for whole milk,
275
737432
2267
(Aleksa) Nisam mogla da nađem
punomasno mleko,
punomasno mleko,
12:31
so I've added whole milk
to your shopping list.
to your shopping list.
276
739723
2243
pa sam dodala punomasno mleko
na tvoj spisak za kupovinu.
na tvoj spisak za kupovinu.
12:34
SG: Then I asked,
277
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1286
SG: Potom sam upitao,
12:35
(SG) Alexa, buy organic foods.
278
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3142
(SG) Aleksa, kupi organsku hranu.
(Aleksa) Najpretraživaniji rezultat
za organsku hranu
za organsku hranu
12:38
(Alexa) The top search result
for organic food
for organic food
279
746939
2143
12:41
is Plum Organics baby food,
banana and pumpkin,
banana and pumpkin,
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749106
2973
je hrana za bebe Plum Organics,
banana i bundeva,
banana i bundeva,
12:44
12-pack of four ounces each.
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752103
2017
12 pakovanja, svako po 113 grama.
12:46
It's 15 dollars total.
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1623
Ukupno je 15 dolara.
12:48
Would you like to buy it?
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Da li želiš to da kupiš?
12:49
SG: And then, as often happens at my age,
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757636
1999
SG: I onda, kao što biva u mojim godinama,
12:51
I got confused.
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1160
zbunio sam se.
12:52
(SG) Alexa, buy whole foods.
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760843
2790
(SG) Aleksa, kupi gotovu hranu
(whole foods).
(whole foods).
12:56
(Alexa) I have purchased the outstanding
stock of Whole Foods Incorporated
stock of Whole Foods Incorporated
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(Aleksa) Kupila sam izvanredne deonice
Whole Foods Incorporated-a
Whole Foods Incorporated-a
12:59
at 42 dollars per share.
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1789
42 dolara po deonici.
13:01
I have charged 13.7 billion
to your American Express card.
to your American Express card.
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3861
Naplatila sam 13,7 milijardi
na tvoju Amerikan ekspres karticu.
na tvoju Amerikan ekspres karticu.
13:05
(Laughter)
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(Smeh)
SG: Mislio sam da će da bude smešnije.
13:07
SG: I thought that'd be funnier.
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1607
13:09
(Laughter)
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777515
1498
(Smeh)
13:11
We've personified these companies,
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1683
Personifikovali smo ove firme,
13:12
and just as when you're really angry
over every little thing someone does
over every little thing someone does
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i baš kao kad ste krajnje ljuti
na svaku sitnicu koju neko radi
na svaku sitnicu koju neko radi
13:16
in your life and relationships,
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1495
u vašem životu i odnosima,
13:17
you've got to ask yourself,
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785722
1304
morate da se zapitate:
13:19
"What's going on here?
Why are we so disappointed in technology?"
Why are we so disappointed in technology?"
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787050
3050
"Šta se ovde dešava? Zašto
smo toliko razočarani u tehnologiju?"
smo toliko razočarani u tehnologiju?"
13:22
I believe it's because the ratio
of one-percent pursuit
of one-percent pursuit
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Verujem da je tako zbog odnosa
gde jedan procenat juri
gde jedan procenat juri
13:24
of shareholder value
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792827
1167
akcionarsku vrednost,
13:26
and 99 percent the betterment of humanity
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794018
2541
a 99 procenata unapređenje čovečanstva
koju je tehnologija nekad imala,
13:28
that technology used to play
301
796583
1385
13:29
has been flipped,
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797992
1155
sad je preokrenut,
i sad smo potpuno usredsređeni na
akcionarsku vrednost, a ne na čovečanstvo.
akcionarsku vrednost, a ne na čovečanstvo.
13:31
and now we're totally focused
on shareholder value instead of humanity.
on shareholder value instead of humanity.
303
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3367
13:34
One hundred thousand people came together
for the Manhattan Project
for the Manhattan Project
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802562
3279
Sto hiljada ljudi se okupilo
oko Projekta Menhetn
oko Projekta Menhetn
13:37
and literally saved the world.
305
805865
1461
i bukvalno su spasili svet.
13:39
Technology saved the world.
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807350
1311
Tehnologija je spasila svet.
13:40
My mother was a four-year-old Jew
living in London at the outset of the war.
living in London at the outset of the war.
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808685
3687
Majka mi je bila četvorogodišnja Jevrejka
koja je početkom rata živela u Londonu.
koja je početkom rata živela u Londonu.
13:44
If we had not won the footrace
towards splitting the atom,
towards splitting the atom,
308
812396
3105
Da nismo dobili u trci cepanja atoma,
13:47
would she have survived?
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815525
1688
da li bi preživela?
13:49
It's unlikely.
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817237
1163
Nije izvesno.
13:50
Twenty-five years later,
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818854
1307
Dvadeset pet godina kasnije,
13:52
the most impressive accomplishment,
arguably, ever in all of humankind:
arguably, ever in all of humankind:
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820185
4433
najimpresivnije dostignuće,
verovatno, ikada u čitavom čovečanstvu:
verovatno, ikada u čitavom čovečanstvu:
13:56
put a man on the moon.
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1152
odvesti čoveka na mesec.
13:57
Four hundred thirty thousand Canadians,
British and Americans came together,
British and Americans came together,
314
825818
3624
Sastalo se četiri stotine trideset
Kanađana, Britanaca i Amerikanca,
Kanađana, Britanaca i Amerikanca,
14:01
again, with very basic technology,
315
829466
1831
opet, sa krajnje prostom tehnologijom
14:03
and put a man on the moon.
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831321
1318
i odveli su čoveka na mesec.
14:04
Now we have the 700,000
best and brightest,
best and brightest,
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832663
3607
Sad imamo 700.000
najboljih i najbistrijih,
najboljih i najbistrijih,
14:08
and these are the best and brightest
from the four corners of the earth.
from the four corners of the earth.
318
836294
3445
a to su nabolji i najbistriji
sa svih krajeva planete.
sa svih krajeva planete.
14:11
They are literally playing with lasers
relative to slingshots,
relative to slingshots,
319
839763
4080
Bukvalno se igraju laserima
veličine praćki,
veličine praćki,
14:15
relative to the squirt gun.
320
843867
1287
veličine vodenog pištolja.
14:17
They have the GDP of India to work at.
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845178
2272
Imaju BDP Indije da s njim rade.
14:19
And after studying
these companies for 10 years,
these companies for 10 years,
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2530
A nakon 10 godina izučavanja ovih firm,
14:22
I know what their mission is.
323
850028
1656
znam koja im je misija.
14:23
Is it to organize the world's information?
324
851708
2624
Da li je to sređivanje
svetskih informacija?
svetskih informacija?
14:26
Is it to connect us?
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854356
1505
Da li je to povezivanje?
14:27
Is it to create greater comity of man?
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855885
2924
Da li je to stvaranje značajnijeg
čovečanskog komiteta?
čovečanskog komiteta?
14:30
It isn't.
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858833
1162
Nije.
14:32
I know why we have brought together --
328
860019
1896
Znam zašto smo se okupili -
14:33
I know that the greatest collection
of IQ capital and creativity,
of IQ capital and creativity,
329
861939
4309
znam da je najznačajniji zbornik
kapitala inteligencije i kreativnosti,
kapitala inteligencije i kreativnosti,
14:38
that their sole mission is:
330
866272
1854
njihova jedina misija je:
14:40
to sell another fucking Nissan.
331
868286
2130
da prodaju još jedan jebeni nisan.
14:42
My name is Scott Galloway, I teach at NYU,
and I appreciate your time.
and I appreciate your time.
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870466
3747
Moje ime je Skot Galovej, predajem na
Njujorškom univerzitetu i hvala na pažnji.
Njujorškom univerzitetu i hvala na pažnji.
14:46
(Applause)
333
874237
4343
(Aplauz)
14:54
Chris Anderson: Not planned,
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882654
1475
Kris Anderson: Nije planirano,
14:56
but you prompted
some questions in me, Scott.
some questions in me, Scott.
335
884153
2960
ali naveo si me na neka pitanja, Skot.
14:59
(Laughter)
336
887137
1071
(Smeh)
15:00
That was a spectacular rant.
337
888232
2308
To je bila spektakularna tirada.
SG: Je li ovo poput Letermana?
15:02
SG: Is this like Letterman?
338
890564
1365
15:03
When you do well,
he calls you onto the couch?
he calls you onto the couch?
339
891953
2916
Kad ste dobri, pozove vas na kauč?
15:06
CA: No, no, you're going to the heart
of the conversation right now.
of the conversation right now.
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894893
3667
KA: Ne, ne, zadireš
u srž trenutne diskusije.
u srž trenutne diskusije.
15:10
Everyone's aware that after years
of worshipping Silicon Valley,
of worshipping Silicon Valley,
341
898584
6134
Svi su svesni da nakon godina
obožavanja Silicijumske doline,
obožavanja Silicijumske doline,
15:16
suddenly the worm has turned
342
904742
1854
iznenada su se stvari preokrenule
15:18
and in such a big way.
343
906620
1534
i to drastično.
15:20
To some people here, it will just feel
like you're piling on,
like you're piling on,
344
908178
3405
Neki će ovde prosto imati utisak
da se nadovezuješ,
da se nadovezuješ,
15:23
you're kicking the kids who've already
been kicked to pieces anyway.
been kicked to pieces anyway.
345
911607
3390
da šutiraš klince koji su već
i tako razneseni na komade.
i tako razneseni na komade.
15:27
Don't you feel any empathy
for them at all?
for them at all?
346
915021
2365
Zar uopšte nemaš saosećanja za njih?
15:29
SG: None whatsoever.
347
917410
1397
SG: Ni najmanje.
15:31
Look, this is the issue:
348
919259
1947
Pazi, evo o čemu se radi:
15:33
it's not their fault, it's our fault.
349
921682
1813
nije njihova krivica, naša je.
15:35
They're for-profit companies.
350
923519
2116
To su profitne kompanije.
15:37
They're not concerned
with the condition of our souls.
with the condition of our souls.
351
925659
2547
Ne mare za stanje naših duša.
15:40
They're not going to take care of us
when we get older.
when we get older.
352
928230
2588
Neće se brinuti za nas kad ostarimo.
15:42
We have set up a society that values
shareholder value over everything,
shareholder value over everything,
353
930842
3742
Izgradili smo društvo koje ceni
akcionarsku vredost iznad svega ostalog,
akcionarsku vredost iznad svega ostalog,
15:46
and they're doing what
they're supposed to be doing.
they're supposed to be doing.
354
934608
2443
a oni rade ono što i treba da rade.
15:49
But we need to elect people,
355
937075
1369
Ali moramo da biramo ljude,
15:50
and we need to force
ourselves to force them
ourselves to force them
356
938468
2084
i moramo da nateramo sebe da nateraju njih
15:52
to be subject to the same scrutiny
357
940576
1671
da budu predmet jednakog nadzora
15:54
that the rest of business
endures, full stop.
endures, full stop.
358
942271
2128
kao i ostale firme, i tačka.
15:56
CA: There's another narrative
359
944423
1722
KA: To je drugi narativ
15:58
that is arguably equally
consistent with the facts,
consistent with the facts,
360
946169
3623
koji je verovatno jednako
u skladu sa činjenicama,
u skladu sa činjenicama,
16:01
which is that there actually is good
intent in much of the leadership --
intent in much of the leadership --
361
949816
6832
a to je da zapravo postoji
dobra namera kod većine vođa -
dobra namera kod većine vođa -
16:08
I won't say everyone, necessarily --
362
956672
1751
neću reći nužno kod svih -
16:10
many of the employees.
363
958447
1571
mnogih zaposlenih.
16:12
We all know people who work
in those companies,
in those companies,
364
960042
3074
Svi znamo ljude koji rade u ovim firmama
16:15
and they still are pretty convincing
that their mission is to --
that their mission is to --
365
963140
3766
i koji su i dalje prilično ubeđeni
da je njihova misija da -
da je njihova misija da -
16:18
so, the alternative narrative
is that there have been
is that there have been
366
966930
3238
dakle, alternativni narativ
je da je ovde došlo
je da je ovde došlo
16:22
unintended consequences here,
367
970192
2072
do neželjenih posledica,
16:24
that the technologies
that we're unleashing,
that we're unleashing,
368
972288
2094
da je tehnologija koju stvaramo,
16:26
the algorithms, that we're attempting
to personalize the internet, for example,
to personalize the internet, for example,
369
974406
4578
algoritmi, naš pokušaj
personalizovanja interneta, na primer,
personalizovanja interneta, na primer,
16:31
have A, resulted in weird effects
like filter bubbles
like filter bubbles
370
979008
6309
da su pod A, rezultirali čudnim efektima,
poput filterskih mehura,
poput filterskih mehura,
16:37
that we weren't expecting;
371
985341
1494
koje nismo očekivali:
16:38
and B, made themselves vulnerable
to weird things like --
to weird things like --
372
986859
3066
i pod B, postali su podložni
čudnim stvarima poput -
čudnim stvarima poput -
16:41
oh, I don't know, Russian
hackers creating accounts
hackers creating accounts
373
989949
2696
oh, ne znam, ruskih hakera
koji otvaraju naloge
koji otvaraju naloge
16:44
and doing things that we didn't expect.
374
992669
1975
i rade stvari koje nismo očekivali.
16:46
Isn't the unintended consequence
a possibility here?
a possibility here?
375
994668
5032
Da li su neželjene posledice
mogućnost ovde?
mogućnost ovde?
16:51
SG: I don't think --
376
999724
1206
SG: Ne verujem -
prilično sam siguran, statistički,
16:52
I'm pretty sure, statistically,
377
1000954
1532
16:54
they're no less or better people
than any other organization
than any other organization
378
1002510
2866
da oni nisu gori ili bolji ljudi
od drugih organizacija
od drugih organizacija
16:57
that has 100,000 or more people.
379
1005400
1537
koje imaju 100.000 i više ljudi.
16:58
I don't think they're bad people.
380
1006961
1608
Ne mislim da su loši ljudi.
Zapravo bih tvrdio
17:00
As a matter of fact, I would argue
381
1008593
1629
da tu ima mnogo građanski orijentisanog,
pristojnog predvodništva.
pristojnog predvodništva.
17:02
that there's a lot of very
civic-minded, decent leadership.
civic-minded, decent leadership.
382
1010246
2820
17:05
But this is the issue:
383
1013090
1164
Ali evo šta je problem:
17:06
when you control 90 percent
points of share in a market, search,
points of share in a market, search,
384
1014278
4239
kada kontrolišete 90 procenata
deonica na tržištu, 90% pretraga,
deonica na tržištu, 90% pretraga,
17:10
that is now bigger than the entire
advertising market of any nation,
advertising market of any nation,
385
1018541
3535
a to je trenutno više od sveukupnog
reklamnog tržišta bilo koje nacije,
reklamnog tržišta bilo koje nacije,
17:14
and you're primarily compensated
and trying to develop economic security
and trying to develop economic security
386
1022100
3710
i prvenstveno kompenzujete i pokušavate
da ostvarite ekonomsku sigurnost
da ostvarite ekonomsku sigurnost
17:17
for you and the families
of your employees,
of your employees,
387
1025834
2032
za vas i porodice vaših zaposlenih,
kako biste povećali udeo u tržištu,
17:19
to increase that market share,
388
1027890
1455
17:21
you can't help but leverage
all the power at your disposal.
all the power at your disposal.
389
1029369
3129
ne možete a da ne koristite
svu moć koja vam je na raspolaganju.
svu moć koja vam je na raspolaganju.
17:24
And that is the basis for regulation,
390
1032522
1917
A to je osnova za regulaciju,
17:26
and it's the basis for the truism
throughout history
throughout history
391
1034463
2456
i na tome se zasniva drevna izreka
17:28
that power corrupts.
392
1036943
1343
da moć kvari.
17:30
They're not bad people;
393
1038310
1203
Nisu oni loši ljudi;
17:31
we've just let them get out of control.
394
1039537
2232
samo smo im dopustili
da se otrgnu kontroli.
da se otrgnu kontroli.
17:34
CA: So maybe the case
is slightly overstated?
is slightly overstated?
395
1042310
4034
KA: Dakle, možda je slučaj
blago prenaglašen?
blago prenaglašen?
17:38
I know at least a bit --
396
1046368
2320
Znam bar malo -
17:40
Larry Page, for example, Jeff Bezos --
397
1048712
1974
Lari Pejdž, na primer, Džef Bezos -
17:42
I don't actually believe
they wake up thinking,
they wake up thinking,
398
1050710
2669
zapravo ne verujem da se bude, misleći:
17:45
"I've got to sell a fucking Nissan."
399
1053403
1828
"Moram da prodam jebeni nisan."
17:47
I don't think they think that.
400
1055255
1509
Ne mislim da tako razmišljaju.
17:48
I think they are trying to build
something cool, and are probably,
something cool, and are probably,
401
1056788
5556
Mislim da pokušavaju da izgrade
nešto sjajno i, verovatno,
nešto sjajno i, verovatno,
17:54
in moments of reflection,
402
1062368
1320
u momentima razmišljanja,
17:55
as horrified that some of the things
that have happened as we might be.
that have happened as we might be.
403
1063712
3871
jednako su prestravljeni nekim stvarima
koje su se desile, baš kao i mi.
koje su se desile, baš kao i mi.
17:59
So is there a different way
of framing this,
of framing this,
404
1067920
3735
Dakle, postoji li drugačiji način
da se ovo formuliše,
da se ovo formuliše,
18:04
to say that when your model
is advertising,
is advertising,
405
1072294
5197
takoreći da kada reklamirate svoj model,
18:09
that there are dangers there
that you have to take on more explicitly?
that you have to take on more explicitly?
406
1077515
4507
da tu postoje opasnosti
koje morate eksplicitnije da shvatite?
koje morate eksplicitnije da shvatite?
18:14
SG: I think it's very difficult
to set an organization up as we do,
to set an organization up as we do,
407
1082637
4637
SG: Mislim da je veoma teško
izgraditi organizaciju nalik našim,
izgraditi organizaciju nalik našim,
da juri akcionarsku vrednost
iznad svega drugog.
iznad svega drugog.
18:19
to pursue shareholder value
above all else.
above all else.
408
1087298
2179
Nisu to neprofitne organizacije.
18:21
They're not non-profits.
409
1089501
1297
18:22
The reason people go to work there
is they want to create economic security
is they want to create economic security
410
1090822
3563
Razlog zašto ljudi tamo rade
je što žele da stvore ekonomsku sigurnost
je što žele da stvore ekonomsku sigurnost
18:26
for them and their families,
411
1094409
1374
za sebe i svoju porodicu,
18:27
mostly first and foremost.
412
1095807
1300
iznad svega drugog.
18:29
And when you get to a point where
you control so much economic power,
you control so much economic power,
413
1097131
3293
A kada stignete do tačke
gde upravljate tolikom ekonomskom moći,
gde upravljate tolikom ekonomskom moći,
18:32
you use all the weapons at your disposal.
414
1100448
2396
koristite sve raspoloživo oružje.
18:34
I don't think they're bad people,
415
1102868
1586
Ne mislim da su loši ljudi,
18:36
but I think the role of government
and the role of us as consumers
and the role of us as consumers
416
1104478
3141
ali mislim da je uloga vlade
i uloga nas kao potrošača,
i uloga nas kao potrošača,
18:39
and people who elect our officials
417
1107643
1675
i ljudi koji biraju naše zvaničnike
ta da se postaramo
da tu bude nekih regulativa.
da tu bude nekih regulativa.
18:41
is to ensure that there
are some checks here.
are some checks here.
418
1109342
2148
18:43
And we have given
them the mother of all hall passes
them the mother of all hall passes
419
1111514
2516
A njima smo dali majku svih propusnica
18:46
because we find them just so fascinating.
420
1114054
2052
jer su nam tako očaravajući.
18:48
CA: Scott, eloquently put,
spectacularly put.
spectacularly put.
421
1116130
3158
KA: Skote, rečito iskazano,
spektakularno iskazano.
spektakularno iskazano.
18:51
Mark Zuckerberg, Jeff Bezos,
Larry Page, Tim Cook, if you're watching,
Larry Page, Tim Cook, if you're watching,
422
1119312
5394
Mark Zakerberg, Džef Bezos,
Lari Pejdž, Tim Kuk, ako gledate,
Lari Pejdž, Tim Kuk, ako gledate,
18:56
you're welcome to come and make
the counterargument as well.
the counterargument as well.
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dobrodošli ste da dođete i iznesete
protivargument takođe.
protivargument takođe.
18:59
Scott, thank you so much.
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Skote, mnogo ti hvala.
19:00
SG: Thanks very much.
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SG: Mnogo hvala.
19:02
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Scott Galloway - Professor of marketingScott Galloway teaches brand strategy and digital marketing and the NYU Stern School of Business.
Why you should listen
Scott Galloway is the founder of L2 Inc, a professor of marketing at the NYU Stern School of Business and author of The Four: The Hidden DNA of Apple, Amazon, Facebook, and Google. He was named "one of the world's 50 best business school professors” by Poets & Quants in 2012. He is also the founder of Red Envelope and Prophet Brand Strategy. He was elected to the World Economic Forum's Global Leaders of Tomorrow and has served on the boards of directors of Urban Outfitters, Eddie Bauer, The New York Times Company and UC Berkeley's Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.
Scott Galloway | Speaker | TED.com