ABOUT THE SPEAKERS
Andrew Forrest - Entrepreneur
Andrew "Twiggy" Forrest is an Australian businessman, philanthropist and entrepreneur, widely considered one of the country’s greatest change agents.

Why you should listen

As founder and chairman of Fortescue Metals Group, Andrew Forrest has led the company from inception to a market capitalisation of more than AU$30billion. In 2001, he co-founded Minderoo Foundation with his wife Nicola, and he's since donated more than AU$1.5 billion to its core initiatives and more than 280 causes around the world. Never daunted by the scale of a challenge, Forrest devotes his relentless energy to tackling some of the world’s greatest problems, including Indigenous disparity, modern slavery and cancer.

But it is Forrest's most recent pursuit -- a PhD in Marine Ecology -- that led him to the TED stage. Driven by a lifelong love for the oceans, Forrest studied marine life and, along the way, encountered the destructive impacts of ocean plastic pollution, which he is now striving to apprehend. 

More profile about the speaker
Andrew Forrest | Speaker | TED.com
Chris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading.

Why you should listen

Chris Anderson is the Curator of TED, a nonprofit devoted to sharing valuable ideas, primarily through the medium of 'TED Talks' -- short talks that are offered free online to a global audience.

Chris was born in a remote village in Pakistan in 1957. He spent his early years in India, Pakistan and Afghanistan, where his parents worked as medical missionaries, and he attended an American school in the Himalayas for his early education. After boarding school in Bath, England, he went on to Oxford University, graduating in 1978 with a degree in philosophy, politics and economics.

Chris then trained as a journalist, working in newspapers and radio, including two years producing a world news service in the Seychelles Islands.

Back in the UK in 1984, Chris was captivated by the personal computer revolution and became an editor at one of the UK's early computer magazines. A year later he founded Future Publishing with a $25,000 bank loan. The new company initially focused on specialist computer publications but eventually expanded into other areas such as cycling, music, video games, technology and design, doubling in size every year for seven years. In 1994, Chris moved to the United States where he built Imagine Media, publisher of Business 2.0 magazine and creator of the popular video game users website IGN. Chris eventually merged Imagine and Future, taking the combined entity public in London in 1999, under the Future name. At its peak, it published 150 magazines and websites and employed 2,000 people.

This success allowed Chris to create a private nonprofit organization, the Sapling Foundation, with the hope of finding new ways to tackle tough global issues through media, technology, entrepreneurship and, most of all, ideas. In 2001, the foundation acquired the TED Conference, then an annual meeting of luminaries in the fields of Technology, Entertainment and Design held in Monterey, California, and Chris left Future to work full time on TED.

He expanded the conference's remit to cover all topics, including science, business and key global issues, while adding a Fellows program, which now has some 300 alumni, and the TED Prize, which grants its recipients "one wish to change the world." The TED stage has become a place for thinkers and doers from all fields to share their ideas and their work, capturing imaginations, sparking conversation and encouraging discovery along the way.

In 2006, TED experimented with posting some of its talks on the Internet. Their viral success encouraged Chris to begin positioning the organization as a global media initiative devoted to 'ideas worth spreading,' part of a new era of information dissemination using the power of online video. In June 2015, the organization posted its 2,000th talk online. The talks are free to view, and they have been translated into more than 100 languages with the help of volunteers from around the world. Viewership has grown to approximately one billion views per year.

Continuing a strategy of 'radical openness,' in 2009 Chris introduced the TEDx initiative, allowing free licenses to local organizers who wished to organize their own TED-like events. More than 8,000 such events have been held, generating an archive of 60,000 TEDx talks. And three years later, the TED-Ed program was launched, offering free educational videos and tools to students and teachers.

More profile about the speaker
Chris Anderson | Speaker | TED.com
We the Future

Andrew Forrest: A radical plan to end plastic waste

Endru Forest (Andrew Forrest): Radikalan plan - kako okončati plastični otpad

Filmed:
1,981,991 views

Plastika je neverovatna supstanca za ekonomiju, a ujedno i najgora moguća za životnu sredinu, tvrdi preduzetnik Endru Forest. U razgovoru sa ciljem da se pokrene debata, Forest i direktor TED-a Kris Anderson (Chris Anderson) diskutuju o ambicioznom planu da najveće kompanije sveta finansiraju revoluciju u životnoj sredini i tranziciju industrije ka proizvodnji reciklirane plastike, umesto od fosilnih goriva.
- Entrepreneur
Andrew "Twiggy" Forrest is an Australian businessman, philanthropist and entrepreneur, widely considered one of the country’s greatest change agents. Full bio - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading. Full bio

Double-click the English transcript below to play the video.

00:13
ChrisKris AndersonAnderson: So, you've been
obsessedопседнут with this problemпроблем
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Kris Anderson: Dakle,
opsednut si ovim problemom
00:15
for the last fewнеколико yearsгодине.
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nekoliko zadnjih godina.
U čemu je problem, tvojim rečima?
00:17
What is the problemпроблем, in your ownвластити wordsречи?
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Endru Forest: Plastika.
00:19
AndrewAndrew ForrestForest: PlasticPlastične.
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00:21
SimpleJednostavna as that.
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Vrlo prosto.
00:23
Our inabilitynesposobnost to use it for the tremendousстрашно
energeticенергетски commodityроба that it is,
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Naša nesposobnost da je koristimo
kao izvrsnu energetsku robu, što i jeste,
00:30
and just throwбацање it away.
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i jednostavno je bacаmo.
00:32
CACA: And so we see wasteгубљење everywhereсвуда.
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KA: I tako vidimo otpad svuda.
00:35
At its extremeекстремно, it looksизглед a bitмало like this.
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U ekstremnom slučaju, izgleda ovako.
00:38
I mean, where was this pictureслика takenузети?
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Hoću reći, gde je ovo uslikano?
00:40
AFAf: That's in the PhilippinesFilipini,
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EF: To je sa Filipina,
00:42
and you know, there's a lot of riversреке,
ladiesдаме and gentlemenгосподо,
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i znate, postoji mnogo reka,
dame i gospodo,
koje izgledaju tako.
00:45
whichкоја look exactlyбаш тако like that.
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Ovo su Filipini.
00:46
And that's the PhilippinesFilipini.
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Tako je po celoj jugoistočnoj Aziji.
00:47
So it's all over SoutheastJugoistok AsiaAsia.
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00:49
CACA: So plasticпластика is thrownбачен into the riversреке,
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KA: Dakle, plastika se baca u reke,
a otuda, naravno, završava u okeanu.
00:51
and from there, of courseкурс,
it endsКрајеви up in the oceanокеан.
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00:54
I mean, we obviouslyочигледно
see it on the beachesПлаже,
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Hoću reći, očigledno je vidimo na plažama,
00:58
but that's not even your mainглавни concernзабринутост.
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ali to nije glavna briga.
01:01
It's what's actuallyзаправо happeningдогађај to it
in the oceansокеана. Talk about that.
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Već ono što se u stvari dešava sa njom
u okeanima. Pričajmo o tome.
01:04
AFAf: OK, so look. Thank you, ChrisKris.
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EF: Okеј, pa, vidite. Hvala, Kris.
01:07
About fourчетири yearsгодине agoпре,
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Pre četiri godine,
01:08
I thought I'd do something
really barkinglaje crazyлуд,
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pomislio sam da bi valjalo
da uradim nešto potpuno suludo,
01:11
and I committedпосвећен to do a PhDProf. dr
in marinemarinac ecologyекологија.
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i odlučio sam se za doktorat
u oblasti morske ekologije.
01:16
And the scaryстрашно partдео about that was,
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Zastrašujuća činjenica u tome je,
naravno, naučio sam puno o morskom životu,
01:19
sure, I learnedнаучио a lot about marinemarinac life,
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01:21
but it taughtнаучио me more about marinemarinac deathсмрт
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ali naučio sam više o smrti u moru
01:23
and the extremeекстремно massмаса
ecologicalеколошки fatalityžrtva of fishриба,
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i ekstremnim ekološkim pomorima riba,
01:30
of marinemarinac life, marinemarinac mammalsсисари,
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morskog života, morskih sisara,
01:32
very closeБлизу biologyбиологија to us,
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biološki vrlo bliskima nama,
01:34
whichкоја are dyingумирање in the millionsмилиони
if not trillionstrilioni that we can't countбројање
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koji umiru u milionima, ako ne bilionima
koje ne možemo prebrojati,
01:39
at the handsруке of plasticпластика.
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u rukama plastike.
01:40
CACA: But people think of plasticпластика
as uglyружно but stableстабилна. Right?
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KA: Ali ljudi smatraju da je plastika
ružna ali stabilna. Zar ne?
01:44
You throwбацање something in the oceanокеан,
"Hey, it'llто ће just sitседите there foreverзаувек.
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Baciš nešto u okean. „Biće tu zauvek.
Ne može nauditi, je li tako?“
01:48
Can't do any damageштета, right?"
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01:49
AFAf: See, ChrisKris, it's an incredibleневероватан
substanceсупстанца designedдизајниран for the economyекономија.
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EF: Vidiš, Kris, to je neverovatna
supstanca stvorena za ekonomiju.
01:56
It is the worstнајгоре substanceсупстанца possibleмогуће
for the environmentЖивотна средина.
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To je najgora moguća supstanca
za životnu sredinu.
02:01
The worstнајгоре thing about plasticsпластике,
as soonускоро as it hitsхитови the environmentЖивотна средина,
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Najgora osobina plastike je da,
čim dospe u životnu sredinu,
02:04
is that it fragmentsфрагменти.
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počne da se raspada.
02:07
It never stopsзауставља beingбиће plasticпластика.
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Nikada ne prestaje da bude plastika.
02:09
It breaksпауза down smallerмањи
and smallerмањи and smallerмањи,
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Rastvara se sve sitnije i sitnije,
02:12
and the breakingломљење scienceНаука on this, ChrisKris,
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i naučno otkriće u ovome je, Kris,
02:15
whichкоја we'veми смо knownпознат in marinemarinac ecologyекологија
for a fewнеколико yearsгодине now,
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a poznato je u morskoj ekologiji
već nekoliko godina,
02:17
but it's going to hitхит humansљуди.
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ali će se proširiti i na ljude.
02:19
We are awareсвесна now that nanoplasticnanoplastika,
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Svesni smo da nanoplastika,
vrlo, vrlo male čestice plastike,
02:23
the very, very smallмали particlesчестице of plasticпластика,
carryingношење theirњихова negativeнегативно chargeпуњење,
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noseći svoj negativan naboj,
mogu da uđu kroz pore na koži.
02:27
can go straightравно throughкроз
the poresпоре of your skinкожа.
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02:31
That's not the badлоше newsвести.
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To nisu loše vesti.
02:32
The badлоше newsвести is that it goesиде
straightравно throughкроз the blood-brainkrv-mozak barrierбаријера,
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Loša vest je da prolaze
direktno kroz moždano-krvnu barijeru,
02:37
that protectiveзаштитни coatingPrevlaka whichкоја is there
to protectзаштитити your brainмозак.
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zaštitni sloj koji nam štiti mozak.
Mozak je amorfna, mokra masa
puna sitnih električnih naboja.
02:40
Your brain'sмозак a little amorphousаморфан, wetmokra massмаса
fullпуна of little electricalелектрични chargesоптужбе.
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02:44
You put a negativeнегативно particleчестица into that,
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Dodaj tome negativnu česticu,
02:47
particularlyпосебно a negativeнегативно particleчестица
whichкоја can carryносити pathogensпатогене --
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pogotovo negativnu česticu
koja može da nosi patogene -
02:50
so you have a negativeнегативно chargeпуњење,
it attractsprivlači positive-chargepozitivne elementsелементи,
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i imaš negativni naboj koji privlači
pozitivno naelektrisane elemente,
kao što su patogeni, toksini, živa, olovo.
02:54
like pathogensпатогене, toxinsтоксини,
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02:57
mercuryMerkur, leadолово.
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To je najnovije naučno otkriće
koje ćemo videti u narednih 12 meseci.
02:58
That's the breakingломљење scienceНаука
we're going to see in the nextследећи 12 monthsмесеци.
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03:01
CACA: So alreadyвећ I think you told me
that there's like 600 plasticпластика bagsторбе or so
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KA: Već si mi rekao da ima
oko 600 plastičnih kesa
03:05
for everyсваки fishриба that sizeвеличине
in the oceanокеан, something like that.
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na svaku ribu ove veličine
u okeanu, ili tako nešto.
03:09
And they're breakingломљење down,
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A one se raspadaju, i biće ih još više,
03:12
and there's going to be ever more of them,
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a posledice nismo još
ni počeli da uočavamo.
03:14
and we haven'tније even seenвиђено the startпочетак
of the consequencesпоследице of that.
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EF: Ne, zaista još nismo.
03:17
AFAf: No, we really haven'tније.
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03:18
The EllenElen MacArthurMacArthur FoundationFondacija,
they're a bunchгомилу of good scientistsнаучници,
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Fondacija Elen Mekartur,
grupa izuzetno dobrih naučnika -
03:22
we'veми смо been workingрад with them for a while.
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sarađujemo već neko vreme.
Proverio sam njihov rad u potpunosti.
03:24
I've completelyу потпуности verifiedpotvrdi theirњихова work.
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03:26
They say there will be
one tontona of plasticпластика, ChrisKris,
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Oni tvrde da će biti
jedna tona plastike, Kris,
03:28
for everyсваки threeтри tonsтоне
of fishриба by, not 2050 --
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na svake tri tone ribe do, ne 2050. -
03:31
and I really get impatientnestrpljiv with people
who talk about 2050 -- by 2025.
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zaista postajem netrpeljiv
kad govore o 2050 - u pitanju je 2025.
03:35
That's around the cornerугао.
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To je tu, iza ćoška. To je tu i sad.
03:37
That's just the here and now.
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03:39
You don't need one tontona of plasticпластика
to completelyу потпуности wipeобришите out marinemarinac life.
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Ne treba ti tona plastike
da potpuno uništiš morski život.
03:42
LessManje than that is going
to do a fine jobпосао at it.
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Manje od toga će odraditi posao.
03:45
So we have to endкрај it straightawayodmah.
We'veMoramo got no time.
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Ovo moramo hitno da zaustavimo.
Nemamo više vremena.
03:50
CACA: OK, so you have an ideaидеја for endingзавршава it,
and you're comingдолазе at this
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KA: Okej, imaš ideju kako da to obustaviš,
i prilaziš ovom problemu
03:54
not as a typicalтипично environmentalеколошки
campaignerzagovornik, I would say,
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ne kao tipičan zagovornik
za zaštitu sredine, čini mi se,
03:57
but as a businessmanбизнисмен,
as an entrepreneurPREDUZETNIK, who has livedживели --
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već kao biznismen,
kao preduzetnik, koji je živeo -
04:00
you've spentпотрошено your wholeцела life thinkingразмишљање
about globalглобално economicекономски systemsсистема
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proveo si život razmišljajući
o globalnim ekonomskim sistemima
04:04
and how they work.
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i njihovom funkcionisanju.
04:05
And if I understandРазумем it right,
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I ako sam dobro razumeo,
04:07
your ideaидеја dependsзависи on heroesхероји
who look something like this.
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tvoja ideja zavisi od heroja
koji izgledaju ovako.
04:13
What's her professionпрофесија?
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Čime se ona bavi?
04:15
AFAf: She, ChrisKris, is a ragpickerragbirač,
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EF: Ona je, Kris, sakupljač otpada.
04:18
and there were 15, 20 millionмилиона
ragpickersragdžatori like her,
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Bilo je oko 15, 20 miliona
sakupljača otpada poput nje,
04:22
untilсве док ChinaKina stoppedпрестала takingузимајући
everyone'sсвима wasteгубљење.
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dok Kina nije prestala
da uzima svačiji otpad.
04:26
And the priceЦена of plasticпластика,
minusculeminijaturno that it was, collapsedсрушио се.
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Cena plastike, ionako malena, je pala.
04:30
That led to people like her,
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Što je dovelo da ljudi poput nje,
04:32
whichкоја, now -- she is a childдете
who is a schoolchildschoolchild.
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koji sada - ona je dete
koje treba da pohađa školu.
04:37
She should be at schoolшкола.
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Trebalo bi da bude u školi.
04:38
That's probablyвероватно very akinAkin to slaveryропство.
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To je vrlo slično ropstvu.
04:40
My daughterћерка GraceGrace and I have metиспуњен
hundredsстотине of people like her.
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Moja ćerka Grejs i ja smo sreli
na stotine ljudi poput nje.
04:43
CACA: And there are manyмноги adultsодрасли as well,
literallyбуквално millionsмилиони around the worldсвет,
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KA: Ima i mnogo odraslih,
bukvalno milioni širom sveta,
i u nekim industrijama,
04:47
and in some industriesиндустрије,
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oni su u stvari odgovorni što, na primer,
04:48
they actuallyзаправо accountрачун
for the factчињеница that, for exampleпример,
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ne vidimo gomile metalnog otpada u svetu.
04:51
we don't see a lot
of metalметал wasteгубљење in the worldсвет.
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EF: Upravo tako.
04:53
AFAf: That's exactlyбаш тако right.
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Ova devojčica je, u stvari,
heroj životne sredine.
04:54
That little girlдевојка is, in factчињеница,
the heroјунак of the environmentЖивотна средина.
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04:57
She's in competitionконкуренција with
a great bigвелики petrochemicalпетрохемијски plantбиљка
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Ona je konkurencija
velikoj petrohemijskoj fabrici
05:01
whichкоја is just down the roadпут,
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koja je odmah pored,
05:02
the three-and-a-half-billion-dollartri i po milijarde dolara
petrochemicalпетрохемијски plantбиљка.
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petrohemijskoj fabrici
vrednoj tri i po milijarde dolara.
05:05
That's the problemпроблем.
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U tome je problem.
05:06
We'veMoramo got more oilуље and gasгасни
in plasticпластика and landfilldeponija
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Imamo više nafte i gasa
u plastici i na deponijama
05:11
than we have in the entireцео oilуље and gasгасни
resourcesресурса of the UnitedUjedinjeni StatesDržava.
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nego što imamo ukupno rezervi
nafte i gasa u SAD-u.
05:15
So she is the heroјунак.
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Tako da, ona je heroj.
05:17
And that's what that landfilldeponija looksизглед like,
ladiesдаме and gentlemenгосподо,
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A ovako izgleda deponija, dame i gospodo,
i to je sve sama nafta i gas.
05:20
and it's solidчврст oilуље and gasгасни.
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05:22
CACA: So there's hugeогромно valueвредност
potentiallyпотенцијално lockedзакључано up in there
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KA: Tu je ogromna,
potencijalno zaključana vrednost,
05:26
that the world'sсветске ragpickersragdžatori would,
if they could, make a livingживи from.
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od koje bi svetski sakupljači otpada,
kada bi mogli, živeli.
05:30
But why can't they?
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Ali zašto ne mogu?
05:33
AFAf: Because we have ingrainedTako sam navikla in us
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EF: Jer smo sebi usadili
05:36
a priceЦена of plasticпластика from fossilфосил fuelsгорива,
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cenu plastike od fosilnih goriva,
05:40
whichкоја sitsседи just underиспод what it takes
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koja je tik ispod cene koja je dovoljna
05:44
to economicallyекономски and profitablyprofitabilan
recycleрециклирати plasticпластика from plasticпластика.
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da se ekonomski i profitabilno
reciklira plastika od plastike.
05:49
See, all plasticпластика is
is buildingзграде blocksблокови from oilуље and gasгасни.
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Vidite, sva plastika je sagrađena
od jedinica nafte i gasa.
05:54
Plastic'sPlastike 100 percentпроценат polymerполимер,
whichкоја is 100 percentпроценат oilуље and gasгасни.
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Plastika je 100 posto polimer,
odnosno 100 posto nafta i gas.
05:58
And you know we'veми смо got
enoughдовољно plasticпластика in the worldсвет
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A znate da imamo
dovoljno plastike na svetu
za sve naše potrebe.
06:00
for all our needsпотребе.
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06:01
And when we recycleрециклирати plasticпластика,
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Kada recikliramo plastiku,
06:04
if we can't recycleрециклирати it cheaperјефтиније
than fossilфосил fuelгориво plasticпластика,
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ako ne možemo reciklirati jeftinije
od plastike od fosilnih goriva,
06:07
then, of courseкурс, the worldсвет
just stickspalice to fossilфосил fuelгориво plasticпластика.
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onda, naravno, svet nastavlja
sa plastikom od fosilnih goriva.
06:10
CACA: So that's the fundamentalфундаментално problemпроблем,
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KA: To je osnovni problem,
cena reciklirane plastike
je najčešće skuplja
06:12
the priceЦена of recycledрециклирано plasticпластика
is usuallyобично more
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06:17
than the priceЦена of just buyingкупити
it madeмаде freshсвеже from more oilуље.
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od cene kada kupujemo
svežu plastiku od nafte.
06:21
That's the fundamentalфундаментално problemпроблем.
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To je osnovni problem.
06:23
AFAf: A slightблаго tweaktrzaj
of the rulesправила here, ChrisKris.
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EF: Sitna ispravka pravila, Kris.
06:26
I'm a commodityроба personособа.
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Ja sam trgovac,
06:28
I understandРазумем that we used to have
scrapтуча metalметал and rubbishглупости ironгвожђе
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razumem da smo imali
otpad metala i gvožđa
06:35
and bitsбита of copperбакар lyingлажи
all roundокругли the villagesсела,
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i komade bakra rasute po selima,
06:38
particularlyпосебно in the developingразвој worldсвет.
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pogotovo u zemljama u razvoju.
06:40
And people workedрадио је out it's got a valueвредност.
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Ljudi su spoznali da poseduje vrednost.
06:41
It's actuallyзаправо an articleчланак of valueвредност,
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Da je vredan komad, a ne otpad.
06:45
not of wasteгубљење.
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Sada su sela, gradovi i ulice čisti,
06:46
Now the villagesсела and the citiesградова
and the streetsулице are cleanчист,
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06:49
you don't tripпутовање over scrapтуча copperбакар
or scrapтуча ironгвожђе now,
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sada ne zapinjemo
za otpad bakra ili gvožđa,
06:54
because it's an articleчланак of valueвредност,
it getsдобива recycledрециклирано.
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jer imaju vrednost i recikliraju se.
06:57
CACA: So what's your ideaидеја, then,
to try to changeпромена that in plasticsпластике?
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KA: Šta je onda tvoja ideja,
kako da promenimo to kod plastike?
07:03
AFAf: OK, so ChrisKris,
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EF: Okej, pa, Kris,
07:04
for mostнајвише partдео of that PhDProf. dr,
I've been doing researchистраживање.
137
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većinu vremena provedenog u radu
na doktoratu, bavio sam se istraživanjem.
07:08
And the good thing about beingбиће
a businesspersonnapiso who'sко је doneГотово OK at it
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A dobra stvar kada ste biznismen
koji solidno posluje
07:12
is that people want to see you.
139
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je da ljudi žele da vas vide.
07:14
Other businesspeopleposlovnim ljudima,
140
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Drugi biznismeni,
07:15
even if you're kindкинд of a bitмало of a zoozoološki vrt
animalживотиња speciesврсте they'dони би like to checkпровери out,
141
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čak i kada su pomalo kao divlja zver
u zoo-vrtu koju bi rado videli,
reći će, da, okej, svi hoćemo
da upoznamo Tvigija Foresta.
07:19
they'llони ће say, yeah, OK,
we'llдобро all meetсусрет TwiggyTwiggy ForrestForest.
142
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07:21
And so onceједном you're in there,
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Kada ste već tu,
07:23
you can interrogateispitati them.
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možete ih ispitati.
07:25
And I've been to mostнајвише of the oilуље and gasгасни
and fast-movingbrze consumerпотрошач good companiesкомпаније
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Bio sam kod većine naftnih kompanija
i proizvođača robe široke potrošnje
07:31
in the worldсвет,
146
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u svetu,
07:32
and there is a realправи will to changeпромена.
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i postoji istinska volja za promenom.
07:35
I mean, there's a coupleпар of dinosaursdinosaurusi
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Hoću reći, ima nekolicina dinosaurusa
07:37
who are going to hopeнадати се
for the bestнајбоље and do nothing,
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koji će se nadati najboljem
a ne činiti ništa,
07:40
but there's a realправи will to changeпромена.
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ali postoji istinska volja za promenom.
07:42
So what I've been discussingрасправља is,
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Diskutovao sam o tome
da sedam i po milijardi ljudi na svetu
07:43
the sevenседам and a halfпола billionмилијарде
people in the worldсвет
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07:47
don't actuallyзаправо deserveзаслужују to have
theirњихова environmentЖивотна средина smashedRazbio by plasticпластика,
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ne zaslužuje da im plastika
uništi životnu sredinu,
07:51
theirњихова oceansокеана renderedvizuelizuje depauperatedepaerka
or barrenјалов of seaморе life because of plasticпластика.
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da okeani osiromaše
ili se uništi morski život zbog plastike.
07:56
So you come down that chainланац,
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Kad krenete tim lancem,
07:57
and there's tensдесетке of thousandsхиљаде of brandsrobne marke
whichкоја we all buyкупити heapsгомиле of productsпроизводи from,
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a postoji na desetine hiljada brendova
od kojih svi kupujemo gomile proizvoda,
08:02
but then there's only a hundredсто
majorглавни resinsmola producersпроизвођача,
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ali postoji svega stotinak
krupnih proizvođača smole,
08:05
bigвелики petrochemicalпетрохемијски plantsбиљке,
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velikih petrohemijskih fabrika,
08:07
that spewIzbaci out all the plasticпластика
whichкоја is singleједно use.
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koje proizvode svu plastiku
za jednokratnu upotrebu.
08:10
CACA: So one hundredсто companiesкомпаније
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KA: Dakle, sto kompanija
08:11
are right at the baseбазу
of this foodхрана chainланац, as it were.
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su u osnovi ovog lanca ishrane, takoreći.
08:14
AFAf: Yeah.
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EF: Da.
08:15
CACA: And so what do you need
those one hundredсто companiesкомпаније to do?
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KA: I šta želiš
da tih sto kompanija učini?
EF: Okej, treba samo da podignu vrednost
08:18
AFAf: OK, so we need them
to simplyједноставно raiseподићи the valueвредност
164
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08:23
of the buildingзграде blocksблокови of plasticпластика
from oilуље and gasгасни,
165
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osnovne sirovine za proizvodnju
plastike od nafte i gasa,
08:26
whichкоја I call "badлоше plasticпластика,"
166
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koju sam imenovao „loša plastika“,
08:28
raiseподићи the valueвредност of that,
167
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da podignu tu vrednost,
08:30
so that when it spreadsпростире се throughкроз the brandsrobne marke
and ontoна us, the customersкупци,
168
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tako da se proširi na brendove
i na nas, kupce.
08:33
we won'tнеће barelyједва even noticeобјава
an increaseповећати in our coffeeкафу cupчаша
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Jedva ćemo uočiti poskupljenje šolje kafe
08:38
or CokeKolu or PepsiPepsi, or anything.
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ili koka-kole ili pepsija, ili bilo čega.
08:41
CACA: Like, what, like a centцент extraекстра?
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KA: Otprilike cent više?
08:43
AFAf: LessManje. QuarterKvartal of a centцент, halfпола a centцент.
172
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EF: Manje. Četvrt centa, pola centa.
08:45
It'llTo cu be absolutelyапсолутно minimalминимално.
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Apsolutno minimalno.
08:48
But what it does,
174
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A to dalje čini
08:49
it makesчини everyсваки bitмало of plasticпластика
all over the worldсвет an articleчланак of valueвредност.
175
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da svaki komadić plastike u svetu
dobija vrednost.
08:54
Where you have the wasteгубљење worstнајгоре,
176
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Tamo gde je najviše otpada,
08:57
say SoutheastJugoistok AsiaAsia, IndiaIndija,
177
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recimo, u jugoistočnoj Aziji, u Indiji,
08:59
that's where the wealthбогатство is mostнајвише.
178
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tu je najveće bogatstvo.
09:01
CACA: OK, so it feelsосећа like
there's two partsделови to this.
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KA: Okej, čini se da je ovo dvostrano.
09:04
One is, if they will chargeпуњење more moneyновац
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Sa jedne strane, ako naplate više,
09:08
but carveизрезати out that excessвишак
181
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a ostave taj ostatak i uplate gde?
09:11
and payплатите it -- into what? --
a fundфонд operatedуправља by someoneнеко
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Fond koji neko vodi
09:16
to tackleтацкле this problemпроблем of -- what?
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da se bavi ovim problemom, je li tako?
09:18
What would that moneyновац be used for,
that they chargeпуњење the extraекстра for?
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Za šta će se koristiti novac
koji dodatno naplate?
09:22
AFAf: So when I speakговорити
to really bigвелики businessesпредузећа,
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EF: Kad razgovaram
sa zaista velikim biznisima,
09:24
I say, "Look, I need you to changeпромена,
and I need you to changeпромена really fastбрзо,"
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3546
i kažem: „Vidite, treba
da se promenite, i to vrlo brzo,“
kolutaju očima od dosade,
09:28
theirњихова eyesочи are going
to peelпеел over in boredomdosada,
187
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2716
09:31
unlessосим ако не I say, "And it's good businessбизнис."
188
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sem ako kažem: „I dobro je za biznis.“
09:33
"OK, now you've got my attentionпажњу, AndrewAndrew."
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„Okej, sad te slušam, Endru.“
09:35
So I say, "Right, I need
you to make a contributionдопринос
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2836
Pa kažem: „Ovako, treba da date prilog
fondu za zaštitu životne sredine
i industrijsku tranziciju.
09:38
to an environmentalеколошки
and industryиндустрија transitionпрелаз fundфонд.
191
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2536
09:41
Over two or threeтри yearsгодине,
192
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1435
Tokom dve ili tri godine,
cela globalna industrija plastike
09:42
the entireцео globalглобално plasticsпластике industryиндустрија
193
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2197
09:44
can transitionпрелаз from gettingдобијања
its buildingзграде blocksблокови from fossilфосил fuelгориво
194
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može da pređe sa sirovina
od fosilnih goriva
09:48
to gettingдобијања its buildingзграде
blocksблокови from plasticпластика.
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ka sirovini od plastike.
09:51
The technologyтехнологија is out there.
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Tehnologija postoji.
09:52
It's provenдоказан."
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Dokazano je.“
09:53
I've takenузети two multibillion-dollarvaram
operationsоперације from nothing,
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Stvorio sam dve multimilijarderske
operacije od ničega,
09:57
recognizingпрепознаје that
the technologyтехнологија can be scaledскале.
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spoznajom da se tehnologija
može prilagoditi.
10:00
I see at leastнајмање a dozenдесетак technologiesтехнологије
in plasticпластика to handleручку all typesврсте of plasticпластика.
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Vidim bar desetak tehnologija u plastici
koje se bave svim vrstama plastike.
10:04
So onceједном those technologiesтехнологије
have an economicекономски marginmargina,
201
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Kada te tehnologije imaju ekonomsku maržu,
10:08
whichкоја this givesдаје them,
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a ovim je dobijaju,
10:10
that's where the globalглобално publicјавно
will get all theirњихова plasticпластика from,
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otuda će opšta javnost dobijati plastiku,
10:13
from existingпостојећи plasticпластика.
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od postojeće plastike.
10:15
CACA: So everyсваки saleProdaja of virginдевица plasticпластика
contributesдоприноси moneyновац to a fundфонд
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KA: Dakle, svakom prodajom
izvorne plastike, donira se novac u fond
10:19
that is used to basicallyу основи
transitionпрелаз the industryиндустрија
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koji se u osnovi koristi
za tranziciju industrije
i za početak plaćanja za stvari
poput čišćenja i drugih delova.
10:22
and startпочетак to payплатите for things
like cleanupza čišćenje and other piecesкомада.
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10:25
AFAf: AbsolutelyApsolutno. AbsolutelyApsolutno.
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EF: Svakako. Svakako.
10:26
CACA: And it has
the incredibleневероватан sideстрана benefitкористи,
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2012
KA: Ima i neverovatnu dodatnu vrednost,
koja je možda i glavna,
10:28
whichкоја is maybe even the mainглавни benefitкористи,
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stvaranje tržišta.
10:30
of creatingстварање a marketтржиште.
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10:31
It suddenlyизненада makesчини recyclablereciklirati plasticпластика
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Iznenada reciklirana plastika postaje
10:35
a giantгигант businessбизнис that can unlockotključavanje
millionsмилиони of people around the worldсвет
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ogroman biznis koji može
pokrenuti milione ljudi širom sveta
10:39
to find a newново livingживи collectingприкупљање it.
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da nađu posao u sakupljanju.
10:41
AFAf: Yeah, exactlyбаш тако.
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EF: Da, upravo tako.
10:42
So all you do is, you've got fossilфосил
fuelгориво plasticsпластике at this valueвредност
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4524
Dakle, potrebno je samo, ako su cene
plastike od fosilnih goriva tu,
10:47
and recycledрециклирано plasticпластика at this valueвредност.
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2057
a cene reciklirane plastike ovde.
10:49
You changeпромена it.
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Zameniš ih.
10:50
So recycledрециклирано plasticпластика is cheaperјефтиније.
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Pa je reciklirana plastika jeftinija.
10:53
What I love about this mostнајвише, ChrisKris,
is that, you know,
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Najviše mi se dopada ovde, Kris,
10:56
we wasteгубљење into the environmentЖивотна средина
300, 350 millionмилиона tonsтоне of plasticпластика.
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bacimo u prirodu
300, 350 miliona tona plastike.
11:02
On the oilуље and gasгасни companiesкомпаније ownвластити accountsрачуне,
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Po računici samih naftnih kompanija,
11:04
it's going to growрасту to 500 millionмилиона tonsтоне.
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porašće na 500 miliona tona.
11:07
This is an acceleratingубрзава problemпроблем.
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Ovaj problem se povećava.
11:09
But everyсваки tontona of that is polymerполимер.
225
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Ali svaka tona je polimer.
11:13
PolymerPolimer is 1,000 dollarsдолара,
1,500 dollarsдолара a tontona.
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Polimer košta 1000, 1500 dolara po toni.
11:16
That's halfпола a trillionтрилион dollarsдолара
whichкоја could go into businessбизнис
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To je pola biliona dolara
koji mogu pokrenuti biznis
11:20
and could createстворити jobsпосао and opportunitiesмогућности
and wealthбогатство right acrossпреко the worldсвет,
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i stvoriti poslove, prilike
i bogatstvo širom sveta,
naročito među najsiromašnijima.
11:24
particularlyпосебно in the mostнајвише impoverishedосиромашени.
229
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11:26
YetJoš we throwбацање it away.
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A ipak, mi ih bacamo.
11:27
CACA: So this would allowдозволите the bigвелики companiesкомпаније
to investинвестирајте in recyclingРециклажа plantsбиљке
231
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KA: Ovim bi se velikim kompanijama
omogućilo da ulažu u fabrike za reciklažu
11:31
literallyбуквално all over the worldсвет --
232
679156
1509
bukvalno širom sveta --
11:32
AFAf: All over the worldсвет.
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1152
EF: Širom sveta.
11:33
Because the technologyтехнологија
is low-capitalLow-kapital costтрошак,
234
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2048
Jer tehnologija ima nisku cenu kapitala,
11:35
you can put it in at rubbishглупости dumpsdeponija,
at the bottomдно of bigвелики hotelsхотели,
235
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možete je staviti na smetlištu,
u podrumu velikog hotela,
deponiji smeća, svugde,
pretvoriti otpad u smolu.
11:38
garbageсмеће depotsskladišta, everywhereсвуда,
236
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1302
11:40
turnред that wasteгубљење into resinsmola.
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1294
KA: Sada, ti si filantrop,
11:41
CACA: Now, you're a philanthropistfilantrop,
238
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1598
i spreman si da uložiš
deo svog novca u ovo.
11:43
and you're readyспреман to commitурадити
some of your ownвластити wealthбогатство to this.
239
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2789
Koja je uloga filantropije
u ovom projektu?
11:46
What is the roleулога of philanthropyFilantropija
in this projectпројекат?
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EF: Smatram da treba da ubacimo
40 do 50 miliona dolara
11:48
AFAf: I think what we have to do
is kickударац in the 40 to 50 millionмилиона US dollarsдолара
241
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3834
11:52
to get it going,
242
700257
1400
za početak,
11:53
and then we have to createстворити
absoluteапсолутно transparencyтранспарентност
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a onda treba da budemo
potpuno transparentni
11:56
so everyoneсви can see
exactlyбаш тако what's going on.
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kako bi svi mogli da vide šta se dešava.
11:59
From the resinsmola producersпроизвођача
to the brandsrobne marke to the consumersпотрошачи,
245
707428
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Od proizvođača smole
do brenda i potrošača,
12:02
everyoneсви getsдобива to see
who is playingиграње the gameигра,
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710712
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svi treba da vide ko učestvuje u igri,
12:05
who is protectingзаштита the EarthZemlja,
and who doesn't careнега.
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ko štiti Zemlju, a kome nije stalo.
12:07
And that'llто ће costтрошак about
a millionмилиона dollarsдолара a weekНедеља,
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715942
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To bi koštalo oko milion dolara sedmično,
12:10
and we're going to underwriteзакупити
that for fiveпет yearsгодине.
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i to treba da garantujemo na pet godina.
12:12
TotalUkupno contributionдопринос is circaoko
300 millionмилиона US dollarsдолара.
250
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Ukupno doprinosi oko
300 miliona dolara.
12:15
CACA: WowVau.
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KA: Au.
12:16
Now --
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Sada -
12:18
(ApplauseAplauz)
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(Aplauz)
12:23
You've talkedпричао to other companiesкомпаније,
like to the Coca-ColasKoka-Colas of this worldсвет,
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Razgovarao si sa drugim kompanijama
u svetu poput Koka-kole,
12:26
who are willingспремни to do this,
they're willingспремни to payплатите a higherвише priceЦена,
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koje su voljne ovo da urade,
voljne su plate veću cenu,
12:29
they would like to payплатите a higherвише priceЦена,
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voleli bi da plate veću cenu,
12:31
so long as it's fairфер.
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samo da je fer.
12:32
AFAf: Yeah, it's fairфер.
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EF: Da, fer je.
12:35
So, Coca-ColaKoka-kola wouldn'tне би
like PepsiPepsi to playигра ballлопта
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Dakle, Koka-kola ne bi volela
da Pepsi učestvuje,
12:38
unlessосим ако не the wholeцела worldсвет knewзнала
that PepsiPepsi wasn'tније playingиграње ballлопта.
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sem kada bi ceo svet znao
da Pepsi ne učestvuje.
12:41
Then they don't careнега.
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Onda ih ne bi bilo briga.
12:42
So it's that transparencyтранспарентност of the marketтржиште
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Takva je transparentnost tržišta
12:45
where, if people try and cheatvarati the systemсистем,
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da, ako ljudi pokušaju da prevare sistem,
12:47
the marketтржиште can see it,
the consumersпотрошачи can see it.
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tržište to može videti,
potrošači mogu videti.
12:50
The consumersпотрошачи want a roleулога to playигра in this.
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Potrošači žele da učestvuju.
12:52
SevenSedam godina and a halfпола billionмилијарде of us.
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Nas sedam i po milijardi.
12:53
We don't want our worldсвет smashedRazbio
by a hundredсто companiesкомпаније.
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Ne želimo da nam svet uništi
stotinu kompanija.
12:56
CACA: Well, so tell us, you've said
what the companiesкомпаније can do
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KA: Pa, reci nam, kazao si
šta kompanije mogu da urade
i šta su voljne da urade.
12:59
and what you're willingспремни to do.
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Šta slušaoci mogu da urade?
13:00
What can people listeningслушање do?
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13:02
AFAf: OK, so I would like all of us,
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EF: Okej, želeo bih da svi,
13:04
all around the worldсвет,
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širom sveta,
13:05
to go a websiteвеб сајт calledпозвани noplasticwastenoplasticni otpad.orgорг.
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posete sajt noplasticwaste.org.
13:08
You contactконтакт your hundredсто resinsmola producersпроизвођача
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Kontaktirate sa nekim od stotinu
proizvođačima smole u vašoj oblasti.
13:10
whichкоја are in your regionрегион.
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13:12
You will have at leastнајмање one
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Biće bar jedan
13:14
withinу склопу an emailемаил or TwitterTwitter-a
or a telephoneтелефон contactконтакт from you,
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o koga vas deli jedan mejl,
tvit ili telefonski poziv,
13:18
and let them know that you would like them
to make a contributionдопринос to a fundфонд
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786505
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i recite im da biste želeli
da doniraju u fond
13:23
whichкоја industryиндустрија can manageуправљати
or the WorldSvet BankBanka can manageуправљати.
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791964
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kojim industrija može da upravlja
ili Svetska banka.
13:26
It raisesподигне tensдесетке of billionsмилијарди
of dollarsдолара perпер yearгодине
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Sakupiće se desetine milijardi
dolara godišnje
13:30
so you can transitionпрелаз the industryиндустрија
to gettingдобијања all its plasticпластика from plasticпластика,
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798333
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da biste mogli da pređete na industriju
koja koristi svu plastiku od plastike,
13:35
not from fossilфосил fuelгориво.
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ne od fosilnih goriva.
13:36
We don't need that.
That's badлоше. This is good.
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To nam ne treba. Loše je. Ovo je dobro.
13:38
And it can cleanчист up the environmentЖивотна средина.
284
806506
2012
I možemo da očistimo životnu sredinu.
13:40
We'veMoramo got enoughдовољно capitalглавни град there,
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Imamo dovoljno kapitala tu,
13:42
we'veми смо got tensдесетке of billionsмилијарди
of dollarsдолара, ChrisKris, perпер annumgodinu
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imamo desetine milijardi
dolara godišnje, Kris,
13:45
to cleanчист up the environmentЖивотна средина.
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da očistimo životnu sredinu.
13:46
CACA: You're in the recyclingРециклажа businessбизнис.
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KA: Ti se baviš reciklažom.
13:48
Isn't this a conflictконфликт of interestинтерес for you,
289
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2006
Zar ti ovo ne predstavlja
konflikt interesa,
13:50
or ratherприлично, a hugeогромно businessбизнис
opportunityприлика for you?
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ili pak, veliku poslovnu priliku?
13:52
AFAf: Yeah, look, I'm in
the ironгвожђе oreруда businessбизнис,
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2131
EF: Da, vidi, ja se bavim gvožđem,
13:54
and I competeтакмичити се againstпротив
the scrapтуча metalметал businessбизнис,
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822775
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i takmičim se sa otpadnim metalom,
13:57
and that's why you don't have
any scrapтуча lyingлажи around to tripпутовање over,
293
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3435
zato nemate nigde otpada
na koji biste se sapleli,
14:00
and cutрез your toeprst on,
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1449
ili posekli prst,
14:01
because it getsдобива collectedприкупљени.
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jer se sakuplja.
14:03
CACA: This isn't your excuseизговор
to go into the plasticпластика recyclingРециклажа businessбизнис.
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KA: Ovo ti nije izgovor
da pokreneš biznis reciklaže plastike.
14:06
AFAf: No, I am going to cheernavijanje for this boomбум.
297
834558
2321
EF: Ne, navijaću za razvoj ovoga.
14:08
This will be the internetинтернет
of plasticпластика wasteгубљење.
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Ovo će biti internet plastičnog otpada.
14:11
This will be a boomбум industryиндустрија
whichкоја will spreadширити all over the worldсвет,
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839038
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Ovo će biti industrija naglog procvata
koja će se proširiti svetom,
14:14
and particularlyпосебно where povertyсиромаштво is worstнајгоре
because that's where the rubbishглупости is mostнајвише,
300
842401
4059
a naročito gde je siromaštvo zastupljeno
jer tu ima najviše otpada,
14:18
and that's the resourceресурс.
301
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1316
a to je sirovina.
14:19
So I'm going to cheernavijanje for it
and standстој back.
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Tako da ću da navijam i stojim po strani.
14:23
CACA: TwiggyTwiggy, we're in an eraера
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KA: Tvigi, u eri smo
14:24
where so manyмноги people around the worldсвет
are cravingжудња a newново, regenerativeregenerativni economyекономија,
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852424
4665
kada mnogo ljudi širom sveta
čekaju na novu, regenerativnu ekonomiju,
14:29
these bigвелики supplyснабдевање chainsланци,
these bigвелики industriesиндустрије,
305
857113
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da se ovi veliki proizvodni lanci,
ove velike industrije,
14:31
to fundamentallyфундаментално transformпреобразити.
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2041
promene iz korena.
14:33
It strikesШтрајкови me as a giantгигант ideaидеја,
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1732
Ovo mi se čini kao džinovska ideja,
14:35
and you're going to need a lot of people
cheeringnavijanje you on your way
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i trebaće ti puno ljudi
da usput navijaju za tebe
da bi ovo uspelo.
14:38
to make it happenдесити се.
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Hvala što si ovo podelio sa nama.
14:39
Thank you for sharingдељење this with us.
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EF: Hvala puno. Hvala, Kris.
14:41
AFAf: Thank you very much. Thank you, ChrisKris.
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(Aplauz)
14:43
(ApplauseAplauz)
312
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Translated by Milica Costa
Reviewed by Ivana Krivokuća

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ABOUT THE SPEAKERS
Andrew Forrest - Entrepreneur
Andrew "Twiggy" Forrest is an Australian businessman, philanthropist and entrepreneur, widely considered one of the country’s greatest change agents.

Why you should listen

As founder and chairman of Fortescue Metals Group, Andrew Forrest has led the company from inception to a market capitalisation of more than AU$30billion. In 2001, he co-founded Minderoo Foundation with his wife Nicola, and he's since donated more than AU$1.5 billion to its core initiatives and more than 280 causes around the world. Never daunted by the scale of a challenge, Forrest devotes his relentless energy to tackling some of the world’s greatest problems, including Indigenous disparity, modern slavery and cancer.

But it is Forrest's most recent pursuit -- a PhD in Marine Ecology -- that led him to the TED stage. Driven by a lifelong love for the oceans, Forrest studied marine life and, along the way, encountered the destructive impacts of ocean plastic pollution, which he is now striving to apprehend. 

More profile about the speaker
Andrew Forrest | Speaker | TED.com
Chris Anderson - TED Curator
After a long career in journalism and publishing, Chris Anderson became the curator of the TED Conference in 2002 and has developed it as a platform for identifying and disseminating ideas worth spreading.

Why you should listen

Chris Anderson is the Curator of TED, a nonprofit devoted to sharing valuable ideas, primarily through the medium of 'TED Talks' -- short talks that are offered free online to a global audience.

Chris was born in a remote village in Pakistan in 1957. He spent his early years in India, Pakistan and Afghanistan, where his parents worked as medical missionaries, and he attended an American school in the Himalayas for his early education. After boarding school in Bath, England, he went on to Oxford University, graduating in 1978 with a degree in philosophy, politics and economics.

Chris then trained as a journalist, working in newspapers and radio, including two years producing a world news service in the Seychelles Islands.

Back in the UK in 1984, Chris was captivated by the personal computer revolution and became an editor at one of the UK's early computer magazines. A year later he founded Future Publishing with a $25,000 bank loan. The new company initially focused on specialist computer publications but eventually expanded into other areas such as cycling, music, video games, technology and design, doubling in size every year for seven years. In 1994, Chris moved to the United States where he built Imagine Media, publisher of Business 2.0 magazine and creator of the popular video game users website IGN. Chris eventually merged Imagine and Future, taking the combined entity public in London in 1999, under the Future name. At its peak, it published 150 magazines and websites and employed 2,000 people.

This success allowed Chris to create a private nonprofit organization, the Sapling Foundation, with the hope of finding new ways to tackle tough global issues through media, technology, entrepreneurship and, most of all, ideas. In 2001, the foundation acquired the TED Conference, then an annual meeting of luminaries in the fields of Technology, Entertainment and Design held in Monterey, California, and Chris left Future to work full time on TED.

He expanded the conference's remit to cover all topics, including science, business and key global issues, while adding a Fellows program, which now has some 300 alumni, and the TED Prize, which grants its recipients "one wish to change the world." The TED stage has become a place for thinkers and doers from all fields to share their ideas and their work, capturing imaginations, sparking conversation and encouraging discovery along the way.

In 2006, TED experimented with posting some of its talks on the Internet. Their viral success encouraged Chris to begin positioning the organization as a global media initiative devoted to 'ideas worth spreading,' part of a new era of information dissemination using the power of online video. In June 2015, the organization posted its 2,000th talk online. The talks are free to view, and they have been translated into more than 100 languages with the help of volunteers from around the world. Viewership has grown to approximately one billion views per year.

Continuing a strategy of 'radical openness,' in 2009 Chris introduced the TEDx initiative, allowing free licenses to local organizers who wished to organize their own TED-like events. More than 8,000 such events have been held, generating an archive of 60,000 TEDx talks. And three years later, the TED-Ed program was launched, offering free educational videos and tools to students and teachers.

More profile about the speaker
Chris Anderson | Speaker | TED.com