TED2009
Seth Godin: The tribes we lead
Set Godin o plemenima koja vodimo
Filmed:
Readability: 3.2
2,377,169 views
Set Godin tvrdi da je internet uništio masovni marketing i obnovio ljudske socijalne jedinice iz daleke prošlosti: plemena. Osnovana na zajedničkim idejama i vrednostima, plemena daju običnim ljudima moć da vode do velike promene. On nas poziva da to učinimo.
Seth Godin - Marketer and author
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Seth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead. Full bio
Double-click the English transcript below to play the video.
00:12
So sometimes I get invited to give weird talks.
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Dakle, nekada dobijem poziv da održim čudna predavanja.
00:15
I got invited to speak to the people
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Zovu me da govorim pred ljudima
00:18
who dress up in big stuffed animal costumes
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koji se oblače u velike životinjske kostime
00:21
to perform at sporting events.
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i nastupaju na sportskim događajima.
00:24
Unfortunately I couldn't go.
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Nažalost nisam mogao da odem.
00:26
But it got me thinking about
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Ali navelo me je da počnem da razmišljam
00:28
the fact that these guys, at least most of them,
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o činjenici da ovi momci, ili bar većina,
00:31
know what it is that they do for a living.
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znaju šta je to čime zarađuju za život.
00:33
What they do is they dress up
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Oni se preruše u
00:35
as stuffed animals and entertain people at sporting events.
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plišane životinje i zabavljaju ljude na sportskim događajima.
00:39
Shortly after that I got invited
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Kratko posle toga pozvan sam
00:41
to speak at the convention of the people
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da govorim na konvenciji ljudi
00:43
who make balloon animals.
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koji prave životinje od balona.
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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I opet nisam mogao da idem. Ali to je fascinantna grupa. Prave životinje od balona.
00:48
There is a big schism between the ones who make
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Postoji veliki raskol između onih koji prave
00:50
gospel animals and porn animals, but --
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crkvene i porno životinje.
00:52
(Laughter)
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( smeh )
00:54
they do a lot of really cool stuff with balloons.
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Ali prave mnogo kul stvari od balona.
00:57
Sometimes they get in trouble, but not often.
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Ponekad dospeju u nevolju, ali ne često.
00:59
And the other thing about these guys
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I još jedna stvar u vezi sa ovim momcima
01:01
is, they also know what they do for a living.
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je da i oni znaju čime zarađuju za život.
01:04
They make balloon animals.
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Prave životinje od balona.
01:07
But what do we do for a living?
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Ali čime mi zarađujemo za život?
01:09
What exactly to the people watching this do every day?
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Šta tačno za ljude koji ovo gledaju svaki dan?
01:14
And I want to argue that what we do
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I želim da tvrdim da ono što mi radimo
01:16
is we try to change everything.
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jeste da pokušavamo sve da promenimo.
01:19
That we try to find a piece of the status quo --
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Da pokušavamo da nađemo deo statusa kvo,
01:22
something that bothers us, something that needs to be improved,
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nešto što nam smeta, nešto što treba da se poboljša.
01:24
something that is itching to be changed -- and we change it.
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Nešto što nas svrbi da se promeni, i mi ga menjamo.
01:28
We try to make big, permanent, important change.
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Pokušavamo da napravimo veliku, stalnu, važnu promenu.
01:33
But we don't think about it that way.
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Ali mi ne razmišljamo o tome na taj način.
01:35
And we haven't spent a lot of time talking about
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I nismo proveli mnogo vremena govoreći o tome
01:37
what that process is like.
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kakav je to proces.
01:40
And I've been studying it for a couple years.
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Proučavao sam to par godina.
01:42
And I want to share a couple stories with you today.
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I želim danas da podelim par priča sa vama.
01:44
First, about a guy named Nathan Winograd.
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Prvo, o čoveku sa imenom Nejtan Vajngrad.
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nejtan je bio druga osoba ( po važnosti ) u SPCA ( Društvo za prevenciju nasilja nad životinjama ) San Franciska.
01:50
And what you may not know about the history of the SPCA
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I ono što možda ne znate o istoriji SPCA
01:52
is, it was founded to kill dogs and cats.
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jeste da je osnovano kako bi ubijalo pse i mačke.
01:56
Cities gave them a charter
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Gradovi su im dali dozvolu
01:59
to get rid of the stray animals on the street and destroy them.
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da se otarase i unište životinje lutalice.
02:02
In a typical year four million dogs and cats were killed,
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U tipičnoj godini četiri miliona pasa i mačaka je bilo ubijeno.
02:06
most of them within 24 hours of being scooped off of the street.
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Većina njih u roku od 24 sata pošto bi bili uklonjeni sa ulice.
02:10
Nathan and his boss saw this,
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Nejtan i njegov šef su videli ovo.
02:12
and they could not tolerate it.
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I nisu mogli to da tolerišu.
02:14
So they set out to make San Francisco
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I tako su odlučili da naprave od San Franciska
02:16
a no-kill city:
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grad bez ubijanja.
02:18
create an entire city
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Napraviti čitav grad
02:20
where every dog and cat,
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gde će svaki pas i mačka.
02:22
unless it was ill or dangerous,
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sem ako su bolesni ili opasni,
02:25
would be adopted, not killed.
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biti usvojeni, ne ubijeni.
02:27
And everyone said it was impossible.
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I svi su rekli da je to nemoguće.
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nejtan i njegov šef su otišli u gradsko veće da bi promenili propis.
02:33
And people from SPCAs and humane shelters around the country
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I ljudi iz SPCA i humanih skloništa širom zemlje
02:36
flew to San Francisco
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doleteli su u San Francisko
02:38
to testify against them --
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da svedoče protiv njih.
02:41
to say it would hurt the movement and it was inhumane.
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Da kažu da će to naštetiti pokretu i da je nehumano.
02:45
They persisted. And Nathan went directly to the community.
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Bili su uporni. I Nejtan je otišao direktno u zajednicu.
02:49
He connected with people who cared about this:
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Povezao se sa ljudima kojima je stalo do ovoga.
02:51
nonprofessionals, people with passion.
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Neprofesionalcima, ljudima sa strašću.
02:53
And within just a couple years,
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I za samo par godina,
02:55
San Francisco became the first no-kill city,
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San Francisko je postao prvi grad bez ubijanja.
03:00
running no deficit, completely supported by the community.
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Rade bez gubitaka. Potpuno podržani od strane zajednice.
03:04
Nathan left and went to Tompkins County, New York --
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Nejtan je otišao u Tompkins okrug, Nju Jork.
03:07
a place as different from San Francisco
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Mesto toliko različito od San Franciska
03:09
as you can be and still be in the United States. And he did it again.
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koliko je to moguće u Sjedinjenim Državama. I ponovo je to uradio.
03:12
He went from being a glorified dogcatcher
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Od toga da su ga slavili kao hvatača pasa postao je
03:14
to completely transforming the community.
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neko ko u potpunosti menja zajednicu.
03:17
And then he went to North Carolina and did it again.
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Onda je otišao u Severnu Karolinu i uradio istu stvar.
03:19
And he went to Reno and he did it again.
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Onda je otišao u Rino. I ponovo je to uradio.
03:22
And when I think about what Nathan did,
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I kada razmišljam o tome šta je Nejtan uradio,
03:24
and when I think about what people here do, I think about ideas.
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i kada razmišljam o tome šta ljudi ovde čine, razmišljam o idejama.
03:27
And I think about the idea that
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I razmišljam o ideji da
03:30
creating an idea, spreading an idea
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stvaranje ideje, širenje ideje
03:32
has a lot behind it.
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podrazumeva puno toga.
03:34
I don't know if you've ever been to a Jewish wedding,
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Ne znam da li ste ikada bili na jevrejskom venčanju.
03:37
but what they do is, they take a light bulb
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Ali ono što oni rade je da uzmu sijalicu
03:40
and they smash it.
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i razbiju je.
03:43
Now there is a bunch of reasons for that, and stories about it.
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Postoji mnogo razloga zbog kojih to čine i priča o tome.
03:47
But one reason is because it indicates a change,
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Ali jedan razlog je to što ukazuje na promenu,
03:50
from before to after.
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od ranije do kasnije.
03:52
It is a moment in time.
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To je trenutak u vremenu.
03:54
And I want to argue that we are living through
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I tvrdim da mi živimo kroz
03:57
and are right at the key moment
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i da smo upravo u ključnom momentu
03:59
of a change in the way ideas are created
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promene u načinu na koji se ideje stvaraju
04:01
and spread and implemented.
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i šire i primenjuju.
04:03
We started with the factory idea:
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Počeli smo sa idejom fabrike.
04:06
that you could change the whole world if you had an efficient factory
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Da ste mogli da promenite čitav svet da ste imali efikasnu fabriku
04:08
that could churn out change.
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koja je mogla brzo da stvori promenu.
04:10
We then went to the TV idea,
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Onda smo prešli na TV ideju.
04:12
that said if you had a big enough mouthpiece,
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Rekli su da ako imamo dovoljno velika usta,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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ako možemo da se pojavimo na TVu dovoljno puta, ako možemo da kupimo dovoljno oglasa, možemo da pobedimo.
04:17
And now we're in this new model of leadership,
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I sada smo u tom novom modelu vođstva.
04:21
where the way we make change
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Gde način na koji možemo da dovedemo do promene
04:24
is not by using money
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nije korišćenjem novca,
04:27
or power to lever a system,
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ili moći da podignemo sistem.
04:29
but by leading.
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Već vođenjem.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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Dozvolite mi da vam predstavim tri ciklusa. Prvi ciklus je fabrika.
04:34
Henry Ford comes up with a really cool idea.
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Henri Ford dolazi do vrlo kul ideje.
04:38
It enables him to hire men
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Omogućava mu da zaposli ljude
04:40
who used to get paid 50 cents a day
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koji su bivali plaćeni 50 centi na dan
04:42
and pay them five dollars a day.
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i da im plati pet dolara na dan.
04:44
Because he's got an efficient enough factory.
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Jer ima dovoljno efikasnu fabriku.
04:46
Well with that sort of advantage
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Pa, sa takvom vrstom prednosti
04:48
you can churn out a lot of cars.
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možete da zbućkate mnogo automobila.
04:50
You can make a lot of change. You can get roads built.
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Možete mnogo toga da promenite. Možete da izgradite puteve.
04:53
You can change the fabric of an entire country.
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Možete da promenite ono od čega je cela zemlja satkana.
04:56
That the essence of what you're doing is you need
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Suština onoga što radite je da Vam treba
04:58
ever-cheaper labor,
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sve jeftinija radna snaga,
05:00
and ever-faster machines.
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i sve brže mašine.
05:03
And the problem we've run into is, we're running out of both.
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I problem na koji smo naišli je da nam ponestaje oba.
05:06
Ever-cheaper labor and ever-faster machines.
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Sve jeftinije radne snage i sve bržih mašina.
05:09
(Laughter)
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( smeh )
05:14
So we shift gears for a minute,
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Stoga menjamo brzinu na minut
05:17
and say, "I know: television;
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i kažemo, " Znam. Televizija.
05:20
advertising. Push push.
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Reklamiranje. Guraj guraj.
05:22
Take a good idea and push it on the world.
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Uzmi dobru ideju i proguraj je u svet.
05:25
I have a better mousetrap.
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Ja imam bolju mišolovku.
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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I samo kad bih imao dovoljno novca da kažem dovoljnom broju ljudi, dovoljno ću prodati."
05:31
And you can build an entire industry on that.
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I možete da izgradite čitavu industriju na tome.
05:34
If necessary you can put babies in your ads.
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Ako je potrebno možete da stavite bebe u svoje reklame.
05:37
If necessary you can use babies to sell other stuff.
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Ako je potrebno možete da iskoristite bebe da prodate nešto drugo.
05:40
And if babies don't work, you can use doctors.
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A ako bebe ne vrede, možete da koristite lekare.
05:44
But be careful.
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Ali budite pažljivi.
05:46
Because you don't want to get an unfortunate juxtaposition,
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Jer ne želite nesređenu jukstapoziciju
05:48
where you're talking about one thing instead of the other.
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gde govorite o jednoj stvari umesto o drugoj.
05:51
(Laughter)
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( smeh )
05:53
This model requires you to act like the king,
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Ovaj model zahteva da se ponašate kao kralj.
05:57
like the person in the front of the room
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Poput osobe u prednjem delu sobe
05:59
throwing things to the peons in the back.
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koja baca stvari na pijune u zadnjem delu sobe.
06:01
That you are in charge, and you're going to tell people
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Da ste Vi glavni. I reći ćete ljudima
06:04
what to do next.
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šta da urade sledeće.
06:06
The quick little diagram of it is, you're up here,
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Kratko, mali dijagram toga je ovde gore.
06:09
and you are pushing it out to the world.
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I Vi gurate to u svet.
06:11
This method -- mass marketing --
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Ovaj metod, masovni marketing,
06:14
requires average ideas,
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zahteva prosečne ideje,
06:16
because you're going to the masses,
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jer idete na mase
06:18
and plenty of ads.
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i brojne reklame.
06:21
What we've done as spammers
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Kao spameri
06:23
is tried to hypnotize everyone
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pokušali smo da hipnotišemo sve
06:25
into buying our idea,
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da kupe našu ideju.
06:27
hypnotize everyone into donating to our cause,
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Hipnotisati sve da doniraju našem radu.
06:29
hypnotize everyone into voting for our candidate.
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Hipnotisati sve da glasaju za naše kandidate.
06:32
And, unfortunately, it doesn't work so well anymore either.
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I nažalost to ne radi više tako dobro.
06:37
(Laughter)
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( smeh )
06:40
But there is good news around the corner -- really good news.
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Ali iza ugla ima dobrih vesti, zaista dobrih vesti.
06:45
I call it the idea of tribes.
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Ja to zovem ideja plemena.
06:50
What tribes are, is a very simple concept
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To šta su plemena je vrlo jednostavan koncept,
06:53
that goes back 50,000 years.
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koji ide 50 hiljada godina unazad.
06:56
It's about leading and connecting people and ideas.
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Radi se o vođstvu i povezivanju ljudi i ideja.
07:00
And it's something that people have wanted forever.
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I to je nešto što su ljudi oduvek želeli.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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Mnogi ljudi su navikli da imaju duhovno pleme, ili pleme crkve,
07:07
having a work tribe,
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radno pleme,
07:09
having a community tribe.
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da imaju zajednicu.
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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Ali sada zahvaljujući internetu, zahvaljujući eksploziji masovnih medija,
07:15
thanks to a lot of other things
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zahvaljujući mnogim drugim stvarima
07:17
that are bubbling through our society around the world,
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koje ključaju kroz naše društvo širom sveta,
07:20
tribes are everywhere.
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plemena su svuda.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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Internet je trebao da homogenizuje sve povezujući nas.
07:24
Instead what it's allowed is silos of interest.
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Umesto toga, dozvoljen je silos interesovanja.
07:27
So you've got the red-hat ladies over here.
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Tako da imate ove žene sa crvenim šeširima ovde.
07:29
You've got the red-hat triathletes over there.
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Imate triatlonce sa crvenim kapicama ovde.
07:32
You've got the organized armies over here.
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Imate organizovane vojske ovde.
07:34
You've got the disorganized rebels over here.
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Imate neorganizovane pobunjenike ovde.
07:36
You've got people in white hats making food.
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Imate ljude sa belim šeširima koji prave hranu.
07:38
And people in white hats sailing boats.
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I ljude sa belim šeširima koji plove.
07:40
The point is that you can find Ukrainian folk dancers
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Suština je da možete da nađete ukrajinske folkloraše.
07:43
and connect with them,
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I da se povežete sa njima.
07:45
because you want to be connected.
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Zato što želite da budete povezani.
07:47
That people on the fringes
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Da ljudi na periferiji
07:49
can find each other, connect and go somewhere.
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mogu da nađu jedni druge, da se povežu i odu negde.
07:53
Every town that has a volunteer fire department
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Svaki grad koji ima vatrogasce kao volontere
07:55
understands this way of thinking.
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razume ovaj način razmišljanja.
07:57
(Laughter)
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( smeh )
08:03
Now it turns out
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Sada ispada da
08:06
this is a legitimate non-photoshopped photo.
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je ovo legitimna nefotošopovana fotografija.
08:09
People I know who are firemen told me that this is not uncommon.
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Ljude koje znam koji su vatrogasci rekli su mi da ovo nije neuobičajeno.
08:11
And that what firemen do to train sometimes
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I da ponekad u svrhu obuke
08:14
is they take a house that is going to be torn down,
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zapale kuću koja je predviđena za rušenje
08:16
and they burn it down instead, and practice putting it out.
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i vežbaju spašavanje.
08:19
But they always stop and take a picture.
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Ali uvek stanu da naprave fotografiju.
08:21
(Laughter)
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( smeh )
08:22
You know the pirate tribe is a fascinating one.
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Znate, pleme pirata je fascinantno.
08:25
They've got their own flag. They've got the eye patches.
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Imaju svoju sopstvenu zastavu. Imaju zakrpe za oko.
08:27
You can tell when you're running into someone in a tribe.
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Možete da kažete kada naletite na nekoga ko je u plemenu.
08:30
And it turns out that it's tribes --
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I ispada da plemena,
08:32
not money, not factories --
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ne novac, ne fabrike,
08:34
that can change our world, that can change politics,
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mogu da promene svet, politiku,
08:37
that can align large numbers of people.
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mogu da okupe veliki broj ljudi.
08:39
Not because you force them to do something against their will,
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Ne zato što ste ih prislili da rade nešto protiv svoje volje.
08:43
but because they wanted to connect.
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Već zato što žele da budu povezani.
08:45
That what we do for a living now,
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Ono čime mi trenutno zarađujemo za život,
08:47
all of us, I think,
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svi prisutni, čini mi se,
08:49
is find something worth changing,
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je pronalaženje nečega što je bitno menjati,
08:51
and then assemble tribes that assemble tribes
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a zatim okupljanje plemena koja će okupiti plemena
08:56
that spread the idea and spread the idea.
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koja će širiti ideju i širiti ideju.
08:58
And it becomes something far bigger than ourselves,
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I to postaje nešto mnogo veće od nas samih.
09:00
it becomes a movement.
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Postaje pokret.
09:03
So when Al Gore set out
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Tako da kada je Al Gor krenuo
09:05
to change the world again,
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da menja svet ponovo,
09:08
he didn't do it by himself.
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nije to učinio sam.
09:10
And he didn't do it by buying a lot of ads.
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I nije to učinio postavljanjem brda oglasa.
09:12
He did it by creating a movement.
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Učinio je to tako što je stvorio pokret.
09:15
Thousands of people around the country
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Hiljade ljudi širom zemlje
09:17
who could give his presentation for him,
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koji su držali njegovu prezentaciju.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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Zato što on ne može da bude u svih 100 ili 200 ili 500 gradova za noć.
09:25
You don't need everyone.
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Ne trebaju Vam svi.
09:28
What Kevin Kelley has taught us is you just need,
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Ono što nas je Kevin Keli naučio je da Vam je potrebno,
09:30
I don't know, a thousand true fans --
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ne znam, hiljadu pravih fanova.
09:32
a thousand people who care enough
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Hiljadu ljudi kojima je zaista stalo
09:35
that they will get you the next round
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da dobijete sledeću rundu
09:38
and the next round and the next round.
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i onu posle i onu posle.
09:40
And that means that the idea you create, the product you create,
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A to znači da ideja koju stvorite, proizvod koji napravite,
09:43
the movement you create isn't for everyone,
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pokret koji stvorite nisu za svakoga.
09:45
it's not a mass thing. That's not what this is about.
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To nije masovna stvar. Nije u tome poenta.
09:47
What it's about instead
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Radi se o
09:50
is finding the true believers.
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nalaženju onih koji zaista veruju.
09:52
It's easy to look at what I've said so far,
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Lako je reći, na osnovu ovoga što sam do sada rekao,
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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" Čekaj malo, ja nemam ono što je potrebno da budem takav lider."
09:58
So here are two leaders. They don't have a lot in common.
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Evo dvojice lidera. Nemaju mnogo toga zajedničkog.
10:03
They're about the same age. But that's about it.
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Otprilike su istih godina. Ali to je to.
10:07
What they did, though, is each in their own way,
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Ono što su oni učinili, svaki na svoj način,
10:10
created a different way
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stvorili su drugačiji način
10:14
of navigating your way through technology.
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Vašeg usmeravanja kroz tehnologiju.
10:16
So some people will go out and get people to be on one team.
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Tako će neki ljudi izaći napolje i okupiti ljude da budu deo jednog tima.
10:19
And some people will get people to be on the other team.
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A neki ljudi će okupiti ljude da budu deo drugog tima.
10:22
It also informs the decisions you make
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To takođe čini da odluke koje donosite
10:24
when you make products or services.
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prilikom pravljenja proizvoda ili usluga budu informisane.
10:26
You know, this is one of my favorite devices.
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Znate, ovo je jedna od mojih omiljenih sprava.
10:29
But what a shame that it's not organized
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Ali kakva šteta što nije organizovan
10:31
to help authors create movements.
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da pomogne autorima da stvore pokret.
10:34
What would happen if, when you're using your Kindle,
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Šta bi se dogodilo kad biste mogli dok koristite svoj Kindl
10:36
you could see the comments and quotes and notes
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da vidite komentare i citate i beleške
10:40
from all the other people reading the same book as you in that moment.
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svih drugih ljudi koji čitaju istu knjigu kao i Vi u tom momentu.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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Ili iz Vaše grupe. Ili od Vaših prijatelja, ili iz kruga iz kojeg želite.
10:46
What would happen if authors, or people with ideas
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Šta bi se desilo kada bi autori, ili ljudi sa idejama,
10:49
could use version two, which comes out on Monday,
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mogli da koriste verziju dva, koja izlazi u ponedeljak.
10:52
and use it to organize people
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I da je koriste da organizuju ljude
10:55
who want to talk about something.
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koji žele da razgovaraju o nečemu.
10:57
Now there is a million things I could share with you about the mechanics here.
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Postoji milion stvari o mehanici koje bih mogao da ovde podelim sa vama.
11:00
But let me just try a couple.
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Ali hajde da probam samo nekoliko.
11:02
The Beatles did not invent teenagers.
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Bitlsi nisu izumeli tinejdžere.
11:05
They merely decided to lead them.
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Oni su samo odlučili da ih vode.
11:08
That most movements, most leadership that we're doing
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Tako je većina pokreta, većina vođstva koje imamo
11:11
is about finding a group that's disconnected
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u vezi sa nalaženjem grupe koja je nepovezana.
11:13
but already has a yearning --
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ali već ima čežnju.
11:15
not persuading people to want something
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Ne ubeđivanje ljudi da žele nešto
11:17
they don't have yet.
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što još uvek nemaju.
11:19
When Diane Hatz worked on "The Meatrix,"
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Kada je Dajen Hac radila Mitriks,
11:23
her video that spread all across the internet
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njen video o tome kako su životinje na farmi tretirane
11:26
about the way farm animals are treated,
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se proširio internetom,
11:29
she didn't invent the idea of being a vegan.
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ali ona nije izumela ideju da se bude vegan.
11:31
She didn't invent the idea of caring about this issue.
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Nije izmislila ideju brige o ovom pitanju.
11:33
But she helped organize people,
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Ali je pomogla da se ljudi organizuju
11:35
and helped turn it into a movement.
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i da se pretvore u pokret.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Čavez nije izmislio nezadovoljstvo
11:40
middle and lower class of Venezuela. He merely led them.
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srednje i niže klase Venecuele. On ih je samo vodio.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marli nije izumeo Rastafarijance,
11:45
He just stepped up and said, "Follow me."
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On je samo izašao i rekao, " Pratite me."
11:48
Derek Sivers invented CD Baby,
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Derek Sivers je izumeo CD Baby.
11:51
which allowed independent musicians
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Koji je dozvolio nezavisnim muzičarima
11:54
to have a place to sell their music without selling out to the man --
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da imaju mesto za prodaju svoje muzike bez da se „prodaju“ velikim izdavačkim kućama.
11:58
to have place to take the mission
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Da imaju mesto da krenu u misiju
12:00
they already wanted to go to, and connect with each other.
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na koju su već hteli sa krenu i da se povežu sa ostalima.
12:03
What all these people have in common is that they are heretics.
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Ono što je zajedničko za ove ljude je da su oni heretici.
12:07
That heretics look at the status quo and say,
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Heretici gledaju u status kvo i kažu,
12:09
"This will not stand. I can't abide this status quo.
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Ovo nećemo tolerisati. Ne mogu da se pridržavam statusa kvo.
12:12
I am willing to stand up and be counted and move things forward.
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Spreman sam da ustanem i da se obračunam i da pomerim stvari unapred.
12:16
I see what the status quo is; I don't like it."
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Ja vidim šta je status kvo. I ne sviđa mi se.
12:19
That instead of looking at all the little rules
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Umesto da poštuju sva mala pravila
12:21
and following each one of them,
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i da prate svako od njih,
12:24
that instead of being what I call a sheepwalker --
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umesto da budu ono što ja zovem ovcama u stadu.
12:29
somebody who's half asleep,
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neko ko je napola u snu,
12:31
following instructions,
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prati instrukcije,
12:33
keeping their head down, fitting in --
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drži glavu dole, uklapa se,
12:36
every once in a while someone stands up and says, "Not me."
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svako malo neko ustane i kaže, " Ne ja."
12:39
Someone stands up and says, "This one is important.
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Neko ustane i kaže, " Ovo je važno.
12:43
We need to organize around it."
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Moramo da se organizujemo oko ovoga."
12:46
And not everyone will. But you don't need everyone.
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Ali neće svi. Ali ni ne trebaju Vam svi,
12:49
You just need a few people --
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Potrebno Vam je samo par ljudi
12:51
(Laughter) --
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( smeh )
12:55
who will look at the rules,
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koji će pogledati pravila,
12:57
realize they make no sense,
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shvatiti da nemaju smisla
13:00
and realize how much they want to be connected.
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i shvatiti koliko žele da budu povezani.
13:02
So Tony Hsieh does not run a shoe store.
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Dakle Toni Šej ne vodi prodavnicu cipela,
13:05
Zappos isn't a shoe store.
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Zapos nije prodavnica cipela.
13:08
Zappos is the one, the only,
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Zapos je jedno jedino,
13:10
the best-there-ever-was
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najbolje koje je ikada postojalo,
13:12
place for people who are into shoes to find each other,
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mesto za ljude koje cipele zanimaju za nalaženje jedni drugih,
13:16
to talk about their passion,
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da razgovaraju o svojoj strasti,
13:18
to connect with people who care more
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da se povežu sa ljudima kojima je više stalo
13:20
about customer service than making a nickel tomorrow.
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do korisnika, nego da zarade dinar sutra.
13:23
It can be something as prosaic as shoes,
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To može da bude nešto jednostavno poput cipela.
13:25
and something as complicated as overthrowing a government.
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I nešto komplikovano poput zbacivanja vlade.
13:27
It's exactly the same behavior though.
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Ponašanje je doduše poptuno isto.
13:31
What it requires, as Geraldine Carter has discovered,
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Ono što je potrebno, kao što je Džeraldin Karter otkrila,
13:34
is to be able to say, "I can't do this by myself.
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jeste biti sposoban reći, " Ne mogu da uradim ovo sam.
13:37
But if I can get other people to join my Climb and Ride,
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Ali ako mogu da pridobijem druge ljude da se pridruže mom Climb and Ride,
13:41
then together we can get something that we all want.
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onda zajedno možemo da dobijemo nešto što svi želimo.
13:46
We're just waiting for someone to lead us."
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Mi samo čekamo nekoga da nas vodi.
13:48
Michelle Kaufman has pioneered
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Mišel Kaufman je bila pionir
13:50
new ways of thinking about environmental architecture.
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u novim načinima razmišljanja o arhitekturi životne sredine.
13:54
She doesn't do it by quietly building one house at a time.
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Ona to ne čini tiho gradeći jednu po jednu kuću.
13:57
She does it by telling a story
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Ona to čini pričajući priče
14:00
to people who want to hear it.
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ljudima koji žele da ih čuju.
14:02
By connecting a tribe of people
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Povezujući pleme ljudi
14:04
who are desperate to be connected to each other.
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koji su očajni da budu povezani jedni sa drugima.
14:07
By leading a movement and
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Vodeći pokret.
14:09
making change.
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Tako što menja.
14:11
And around and around and around it goes.
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I okolo i okolo i okolo ide.
14:13
So three questions I'd offer you.
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Nudim vam tri pitanja.
14:15
The first one is, who exactly
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Prvo je, koga tačno
14:18
are you upsetting?
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uznemiravate?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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Jer ako nikoga ne uznemiravate, ne menjate status kvo.
14:24
The second question is, who are you connecting?
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Drugo pitanje je, koga povezujete?
14:27
Because for a lot of people, that's what they're in it for:
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Jer za mnogo ljudi, to je razlog zbog kojeg su tu.
14:30
the connections that are being made, one to the other.
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Veze koje se stvaraju, jedni sa drugima.
14:34
And the third one is, who are you leading?
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I treće, koga vodite?
14:38
Because focusing on that part of it --
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Budući da se fokusirate na taj deo,
14:41
not the mechanics of what you're building,
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ne na mehaniku onoga što gradite,
14:43
but the who, and the leading part -- is where change comes.
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već ko, a vodeći deo je gde promena nastupa.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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Dakle Blejk, iz Tom obuće, imao je veoma jednostavnu ideju,
14:51
"What would happen if every time someone bought a pair of these shoes
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" Šta bi se desilo kada bih svaki put kad neko kupi par ovih cipela
14:56
I gave exactly the same pair to someone
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poklonio isti taj par nekome
14:58
who doesn't even own a pair of shoes?"
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ko čak ni nema svoj par obuće?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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Ovo nije priča o tome kako da dobijete svoju policu u Neiman Markusu.
15:05
It's a story of a product that tells a story.
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To je priča o proizvodu koji priča priče.
15:09
And as you walk around with this remarkable pair of shoes
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I dok šetate u ovoj sjajnoj obući
15:11
and someone says, "What are those?"
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i neko kaže, " Šta je to?"
15:13
You get to tell the story on Blake's behalf,
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Imate priliku da ispričate priču u Blejkovu korist,
15:15
on behalf of the people who got the shoes.
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u korist ljudi koji dobijaju te cipele.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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I odjednom nije jedan par obuće ili 100 pari.
15:20
It's tens of thousands of pairs of shoes.
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Već je desetine hiljada pari obuće.
15:22
My friend Red Maxwell has spent the last 10 years
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Moj prijatelj Red Maksvel je proveo poslednjih 10 godina
15:25
fighting against juvenile diabetes.
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boreći se protiv mladalačkog dijabetesa.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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Ne boreći se sa organizacijom koja se bori protiv toga, boreći se sa njima, vodeći ih,
15:31
connecting them, challenging the status quo
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povezujući ih, izazivajući status kvo,
15:35
because it's important to him.
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jer mu je to važno.
15:37
And the people he surrounds himself with need the connection.
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I ljudima kojima se okružuje je potrebno da se povežu.
15:42
They need the leadership. It makes a difference.
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Potrebno im je vođstvo. To čini razliku.
15:45
You don't need permission from people to lead them.
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Ne treba Vam dozvola od ljudi da ih vodite.
15:48
But in case you do, here it is:
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Ali za slučaj da Vam treba, evo je.
15:51
they're waiting, we're waiting
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Oni čekaju, mi čekamo
15:54
for you to show us where to go next.
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da nam pokažete kuda da idemo sledeće.
15:57
So here is what leaders have in common. The first thing is, they challenge
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Evo šta lideri imaju zajedničko. Prva stvar, oni izazivaju
16:00
the status quo.
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status kvo.
16:02
They challenge what's currently there.
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Izazivaju ono što je trenutno tamo.
16:04
The second thing is, they build a culture.
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Druga stvar je, oni grade kulturu.
16:07
A secret language, a seven-second handshake,
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Tajni jezik, tajno rukovanje.
16:10
a way of knowing that you're in or out.
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Način da znaju da li ste unutra ili ne.
16:13
They have curiosity. Curiosity about people in the tribe,
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Radoznali su. Radoznali po pitanju ljudi u plemenu.
16:16
curiosity about outsiders. They're asking questions.
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Radoznalost za ljude spolja. Oni postavljaju pitanja.
16:19
They connect people to one another.
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Oni povezuju ljude međusobno.
16:21
Do you know what people want more than anything?
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Da li znate šta ljudi žele više od svega?
16:23
They want to be missed.
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Oni žele da nedostaju nekome.
16:25
They want to be missed the day they don't show up.
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Žele da nedostaju dana kada se ne pojave.
16:27
They want to be missed when they're gone.
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Žele da nedostaju kada umru.
16:30
And tribe leaders can do that.
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A vođe plemena mogu to da učine.
16:32
It's fascinating, because all tribe leaders have charisma,
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Fascinanto je jer sve vođe plemena imaju harizmu.
16:36
but you don't need charisma to become a leader.
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Ne treba Vam harizma da postanete lider.
16:38
Being a leader gives you charisma.
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Biti lider Vam daje harizmu.
16:41
If you look and study the leaders who have succeeded,
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Ako pogledate i proučite lidere koji su uspeli,
16:44
that's where charisma comes from -- from the leading.
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odatle dolazi harizma, iz vođstva.
16:46
Finally, they commit.
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Konačno, oni su posvećeni.
16:49
They commit to the cause. They commit to the tribe.
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Oni su posvećeni problemu. Posvećeni su plemenu.
16:51
They commit to the people who are there.
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Posvećeni su ljudima koji su tamo.
16:54
So I'd like you to do something for me.
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Želim da uradite nešto za mene.
16:57
And I hope you'll think about it before you reject it out-of-hand.
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I nadam se da ćete razmisliti o tome pre nego što ga odmah odbacite.
17:00
What I want you to do, it only takes 24 hours,
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Za ono što želim da učinite biće Vam potrebna samo 24 sata,
17:04
is: create a movement.
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a to je da stvorite pokret.
17:06
Something that matters. Start. Do it. We need it.
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Nešto što je važno. Započnite. Uradite to. Potrebno nam je.
17:10
Thank you very much. I appreciate it.
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Mnogo vam hvala, cenim to.
17:12
(Applause)
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( aplauz )
ABOUT THE SPEAKER
Seth Godin - Marketer and authorSeth Godin is an entrepreneur and blogger who thinks about the marketing of ideas in the digital age. His newest interest: the tribes we lead.
Why you should listen
"Seth Godin may be the ultimate entrepreneur for the Information Age," Mary Kuntz wrote in Business Week nearly a decade ago. "Instead of widgets or car parts, he specializes in ideas -- usually, but not always, his own." In fact, he's as focused on spreading ideas as he is on the ideas themselves.
After working as a software brand manager in the mid-1980s, Godin started Yoyodyne, one of the first Internet-based direct-marketing firms, with the notion that companies needed to rethink how they reached customers. His efforts caught the attention of Yahoo!, which bought the company in 1998 and kept Godin on as a vice president of permission marketing. Godin has produced several critically acclaimed and attention-grabbing books, including Permission Marketing, All Marketers Are Liars, and Purple Cow (which was distributed in a milk carton). In 2005, Godin founded Squidoo.com, a Web site where users can share links and information about an idea or topic important to them.
Seth Godin | Speaker | TED.com