TEDGlobal 2009
Stefan Sagmeister: The power of time off
Štefan Zagmajster: Moć slobodnog vremena
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Na svakih sedam godina dizajner Štefan Zagmajster zatvara svoj studio u Njujorku i uzima slobodnih godinu dana kako bi se podmladio i osvežio svoju kreativnost. On nam objašnjava često zanemarenu vrednost slobodnog vremena i pokazuje inovativne projekte proizašle iz slobodnog vremena koje je proveo na Baliju.
Stefan Sagmeister - Graphic designer
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Renowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things. Full bio
Double-click the English transcript below to play the video.
00:12
I run a design studio in New York.
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Vodim studio za dizajn u Njujorku.
00:15
Every seven years, I close it for one year
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Svake sedme godine zatvorim ga na godinu dana
00:19
to pursue
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kako bih izveo
00:22
some little experiments, things that
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neke male eksperimente, stvari koje
00:24
are always difficult to accomplish
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je uvek teško postići
00:27
during the regular working year.
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u godinama tokom kojih radite.
00:29
In that year, we are not available
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Te sedme godine nismo dostupni
00:31
for any of our clients.
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ni za jednog klijenta.
00:33
We are totally closed.
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Totalno smo zatvoreni.
00:36
And as you can imagine,
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Očigledno,
00:38
it is a lovely and very energetic time.
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ovo je divno vreme, puno energije.
00:42
I originally had opened the studio in New York
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Prvobitno sam otvorio studio u Njujorku
00:45
to combine my two loves, music and design.
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kako bih spojio svoje dve ljubavi, muziku i dizajn.
00:48
And we created videos and packaging
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Kreirali smo spotove i dizajnirali omote diskova
00:51
for many musicians that you know,
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za mnoge muzičare koje znate.
00:53
and for even more that you've never heard of.
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I za mnogo više onih za koje nikad niste čuli.
00:57
As I realized, just like with many many things in my life
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I tako sam zaključio, da, kao i sa mnogim drugim stvarima u životu
01:01
that I actually love,
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koje zapravo volim,
01:03
I adapt to it.
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mogu da se naviknem.
01:05
And I get, over time, bored by them.
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I onda, vremenom, mi postanu dosadne.
01:07
And for sure, in our case,
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I sigurno u našem slučaju,
01:10
our work started to look the same.
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posao je postao jednolilčan.
01:12
You see here a glass eye in a die cut of a book.
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Vidite ovde stakleno oko usečeno u knjigu.
01:15
Quite the similar idea, then, a perfume packaged
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Prilično slična ideja, takođe,
01:18
in a book, in a die cut.
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parfem usečen u knjigu.
01:22
So I decided to close it down for one year.
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Zato sam odlučio da zatvorim studio na godinu dana.
01:27
Also is the knowledge that
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Takođe je poznato da
01:29
right now we spend about
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prvih
01:31
in the first 25 years of our lives learning,
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25 godina života provedemo učeći.
01:35
then there is another 40 years
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Narednih 40 godina
01:37
that's really reserved for working.
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su rezervisane za rad
01:40
And then tacked on at the end of it
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I onda, na to dodamo
01:42
are about 15 years for retirement.
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oko 15 godina za penziju.
01:45
And I thought it might be helpful
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Pomislio sam, možda bi bilo od pomoći
01:48
to basically cut off five of those retirement years
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da jednostavno skratimo penziju za pet godina
01:52
and intersperse them in between those working years.
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i te godine prerasporedimo između godina koje provedemo radeći.
01:58
(Applause)
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(Aplauz)
02:04
That's clearly enjoyable for myself.
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Meni ovo očigledno prija.
02:06
But probably even more important is
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Ali verovatno je čak važnije
02:09
that the work that comes out of these years
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da rad koji proizađe iz ovih godina
02:12
flows back into the company
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uplovi nazad u kompaniju
02:14
and into society at large,
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i, šire gledano u društvo
02:16
rather than just benefiting a grandchild or two.
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umesto što će doneti dobro nečijim unucima.
02:22
There is a fellow TEDster who spoke two years ago,
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Jedan kolega TED-ovac govorio je pre dve godine,
02:25
Jonathan Haidt,
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Džonatan Hajdt,
02:27
who defined his work into three different levels.
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definisao je svoj posao kroz tri različita nivoa.
02:31
And they rang very true for me.
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Slažem se sa njegovom podelom.
02:33
I can see my work as a job. I do it for money.
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Mogu da posmatram svoj rad kao posao, radim to za novac.
02:36
I likely already look forward to the weekend on Thursdays.
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Četvrtkom se već radujem vikendu.
02:40
And I probably will need a hobby as a leveling mechanism.
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I verovatno će mi, radi ravnoteže, trebati hobi.
02:45
In a career I'm definitely more engaged.
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Više sam angažovan što se tiče karijere.
02:48
But at the same time, there will be periods when I think
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Ali takođe, postoje periodi kada se pitam
02:50
is all that really hard work really worth my while?
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da li se sav težak rad isplati.
02:55
While in the third one, in the calling,
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Što se tiče mog poziva,
02:57
very much likely I would do it also
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verovatno bih isto to radio
03:00
if I wouldn't be financially compensated for it.
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i bez finansijske nadoknade.
03:04
I am not a religious person myself,
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Nisam religiozan,
03:06
but I did look for nature.
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ali tražio sam prirodu.
03:09
I had spent my first sabbatical in New York City.
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Proveo sam svoju prvu slobodnu godinu u Njujorku.
03:13
Looked for something different for the second one.
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Tražio nešto drugačije druge godine.
03:16
Europe and the U.S. didn't really feel enticing
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Evropa i SAD mi nisu delovali primamljivo
03:19
because I knew them too well. So Asia it was.
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jer sam ih poznavao suviše dobro. Izbor je pao na Aziju.
03:22
The most beautiful landscapes I had seen in Asia
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Najlepši predeli koje sam video u Aziji
03:24
were Sri Lanka and Bali.
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bili su Šri Lanka i Bali.
03:26
Sri Lanka still had the civil war going on, so Bali it was.
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U Šri Lanki je i dalje trajao građanski rat, pa je odluka pala na Bali.
03:30
It's a wonderful, very craft-oriented society.
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To je divno društvo, zanatski orijentisano.
03:34
I arrived there in September 2008,
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Stigao sam tamo septembra 2008.
03:38
and pretty much started to work right away.
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i gotovo momentalno počeo da radim.
03:41
There is wonderful inspiration coming from the area itself.
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Divna inspiracija dolazi iz samog okruženja.
03:47
However the first thing that I needed was
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Ipak, prvo što mi je zatrebalo
03:50
mosquito repellent typography
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bilo je napraviti štampanje otporno na komarce
03:53
because they were definitely around heavily.
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jer ih je bilo definitivno u ogromnim količinama.
03:56
And then I needed some sort of way
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Onda mi je trebao neki način
03:59
to be able to get back to all the wild dogs
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da dođem do svoje kuće
04:02
that surround my house,
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koju su okruživali divlji psi
04:04
and attacked me during my morning walks.
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koji su me napadali tokom jutarnjih šetnji.
04:07
So we created this series of 99 portraits on tee shirts.
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Tako smo kreirali seriju od 99 portreta na majicama.
04:13
Every single dog on one tee shirt.
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Svi psi na jednoj majici.
04:17
As a little retaliation
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Kao mala odmazda
04:19
with a just ever so slightly menacing message
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sa lagano pretećom porukom
04:23
(Laughter)
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(Smeh)
04:24
on the back of the shirt.
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na leđima.
04:26
(Laughter)
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(Smeh)
04:28
Just before I left New York
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Malo pre nego što sam napustio Njujork
04:30
I decided I could actually renovate my studio.
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odlučio sam da renoviram studio.
04:34
And then just leave it all to them.
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I prepustim sav taj rad drugima.
04:37
And I don't have to do anything.
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Tako da ne moram da radim ništa.
04:39
So I looked for furniture.
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Tražio sam nameštaj.
04:41
And it turned out that
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Ali ispostavilo se
04:43
all the furniture that I really liked,
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da nameštaj koji mi se zaista dopadao
04:45
I couldn't afford.
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nisam mogao da priuštim.
04:47
And all the stuff I could afford, I didn't like.
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A onaj koji sam mogao da kupim, nije mi se dopadao.
04:49
So one of the things that we pursued in Bali
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Tako da su jedne od stvari koje smo tražili na Baliju
04:51
was pieces of furniture.
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bile nameštaj.
04:54
This one, of course, still works with the wild dogs.
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Ovaj komad sa divljim psima
04:57
It's not quite finished yet.
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nije još potpuno završen.
05:00
And I think by the time this lamp came about,
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I mislim da, dok je ova lampa stigla,
05:03
(Laughter)
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(Smeh)
05:05
I had finally made peace with those dogs.
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konačno sam sklopio primirje sa psima.
05:09
(Laughter)
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(Smeh)
05:14
Then there is a coffee table. I also did a coffee table.
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Onda, sto za kafu. Takođe sam napravio sto za kafu.
05:17
It's called Be Here Now.
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Zove se: Budi ovde sad.
05:19
It includes 330 compasses.
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U njemu su 330 kompasa.
05:23
And we had custom espresso cups made
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I napravili smo i šoljice za espreso kafu
05:26
that hide a magnet inside,
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koje u sebi skrivaju magnet,
05:28
and make those compasses go crazy,
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koji izludi kompase,
05:31
always centering on them.
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uvek pokazujući na njih.
05:34
Then this is a fairly talkative, verbose kind of chair.
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Zatim ova vrlo pričljiva stolica.
05:42
I also started meditating for the first time in my life in Bali.
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Počeo sam po prvi put u životu da meditiram, na Baliju.
05:46
And at the same time, I'm extremely aware
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U isto vreme, vrlo sam svestan
05:48
how boring it is to hear about other people's happinesses.
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koliko je dosadno slušati o sreći drugih ljudi.
05:52
So I will not really go too far into it.
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Tako da se neću upuštati u to.
05:57
Many of you will know this TEDster,
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Mnogi od vas znaju TED-ovca
06:00
Danny Gilbert, whose book, actually,
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Denija Gilberta, čiju knjigu sam u stvari
06:02
I got it through the TED book club.
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nabavio preko TED kluba knjige.
06:04
I think it took me four years
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Mislim da je čitanje potrajalo četiri godine
06:06
to finally read it, while on sabbatical.
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i konačno sam je pročitao tokom slobodne godine.
06:10
And I was pleased to see
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I bilo mi je drago da vidim
06:12
that he actually wrote the book while he was on sabbatical.
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da ju je u stvari napisao takođe dok je imao slobodnu godinu.
06:16
And I'll show you a couple of people
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Pokazaću vam nekoliko ljudi
06:18
that did well by pursuing sabbaticals.
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kojima se slobodna godina isplatila.
06:22
This is Ferran Adria. Many people think
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Ovo je Feran Adria. Mnogi misle
06:24
he is right now the best chef in the world
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da je on trenutno najbolji kuvar na svetu
06:27
with his restaurant north of Barcelona, El Bulli.
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sa svojim restoranom, "elBulji", severno od Barselone.
06:30
His restaurant is open seven months every year.
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Restoran je otvoren sedam meseci svake godine.
06:32
He closes it down for five months
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Onda ga zatvara na pet meseci
06:34
to experiment with a full kitchen staff.
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kako bi eksperimentisao zajedno sa svojim zaposlienima.
06:37
His latest numbers are fairly impressive.
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Poslednja statistika je prilično impresivna.
06:39
He can seat, throughout the year,
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Tokom godine on ugosti
06:43
he can seat 8,000 people.
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8.000 ljudi.
06:46
And he has 2.2 million requests for reservations.
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I dobije 2.2 miliona zahteva za rezervaciju.
06:51
If I look at my cycle, seven years, one year sabbatical,
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Ako pogledam svoj ciklus, sedam godina i onda slobodna godina,
06:54
it's 12.5 percent of my time.
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to je 12,5 odsto mog vremena.
06:57
And if I look at companies that are actually more successful than mine,
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I ako pogledam kompanije koje su zapravo uspešnije od mene,
07:02
3M since the 1930s
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3M, koji od 1930-ih
07:05
is giving all their engineers
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daje svim svojim inženjerima
07:07
15 percent to pursue whatever they want.
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15 odsto vremena da potroše na šta god hoće.
07:11
There is some good successes.
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I ima dobrih rezultata.
07:13
Scotch tape came out of this program,
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"Skoč" samolepljive trake su proizišle iz ovog programa
07:16
as well as Art Fry developed
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kao i Art Fraj, koji je osmislio
07:20
sticky notes from during his personal time for 3M.
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samolepljive blokčiće za 3M tokom svog slobodnog vremena.
07:24
Google, of course, very famously
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Gugl, naravno, veoma slavno
07:26
gives 20 percent for their software engineers
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dopušta 20 odsto svojim softver inženjerima
07:28
to pursue their own personal projects.
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da se posvete svojim ličnim projektima.
07:32
Anybody in here has actually ever conducted a sabbatical?
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Da li je neko odavde ikad uzeo slobodnu godinu?
07:38
That's about five percent of everybody.
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To je otprilike pet odsto..
07:44
So I'm not sure if you saw your neighbor putting their hand up.
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Ne znam da li je vaš sused podigao ruku.
07:48
Talk to them about if it was successful or not.
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Pričajte sa njima da li je bilo uspešno ili ne.
07:52
I've found that
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Otkrio sam da je
07:54
finding out about what I'm going to like in the future,
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da bih saznao šta će mi se sviđati u budućnosti,
07:58
my very best way is to talk to people
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najbolje da pričam sa ljudima
08:00
who have actually done it
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koji su to zapravo uradili,
08:02
much better than myself envisioning it.
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nego da sam to zamišljam.
08:06
When I had the idea of doing one,
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Kada mi je palo napamet da to uradim
08:08
the process was I made the decision and I put it into my daily planner book.
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proces je tekao tako što sam doneo odluku i upisao je u svoj dnevni planer.
08:14
And then I told as many, many people as I possibly could about it
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I onda sam svima okolo rekao šta sam odlučio
08:18
so that there was no way that I could chicken out later on.
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tako da ne bude šanse da se uplašim i odustanem kasnije.
08:21
(Laughter)
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(Smeh)
08:23
In the beginning, on the first sabbatical,
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Na početku, prva slobodna godina
08:26
it was rather disastrous.
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je bila katastrofalna.
08:30
I had thought that I should do this without any plan,
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Mislio sam da ne treba ništa da planiram,
08:34
that this vacuum of time somehow would
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da će taj vremenski vakuum biti
08:38
be wonderful and enticing
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divan i primamljiv
08:40
for idea generation. It was not.
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za prikupljanje ideja. Nije bio.
08:43
I just, without a plan, I just reacted
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Bez plana, reagovao sam samo
08:47
to little requests, not work requests,
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na male zahteve, ne na poslovne zahteve
08:50
those I all said no to, but other little requests.
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na sve njih sam odgovorio sa ne, osim na druge male zahteve.
08:53
Sending mail to Japanese design magazines and things like that.
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Poput slanja imejla japanskom dizajn magazinu i slične stvari.
08:56
So I became my own intern.
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Tako sam postao sopstveni stažista.
08:58
(Laughter)
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(Smeh)
09:01
And I very quickly
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I veoma brzo
09:03
made a list of the things I was interested in,
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sam napravio listu stvari koje me interesuju,
09:07
put them in a hierarchy, divided them into chunks of time
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postavio ih u hijerarhiju, podelio ih u vremenske periode
09:11
and then made a plan, very much like in grade school.
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i onda napravio plan, sličan onima u osnovnoj školi.
09:15
What does it say here? Monday, 8 to 9: story writing;
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Šta ovde imamo? Ponedeljak, osam do devet: pisanje.
09:19
9 to 10: future thinking.
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Devet do deset: razmišljanje o budućnosti.
09:21
Was not very successful. And so on and so forth.
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Nije bilo baš uspešno. I tako dalje, i tako dalje.
09:24
And that actually, specifically as a starting point
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I onda je zapravo to počelo
09:26
of the first sabbatical, worked really well for me.
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da pozitivno utiče na mene.
09:29
What came out of it?
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Šta je proizašlo iz svega?
09:31
I really got close to design again.
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Opet sam se približio dizajnu.
09:33
I had fun.
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Bilo je zabavno.
09:35
Financially, seen over the long term, it was actually successful.
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Finansijski, dugoročno gledano, bilo je uspešno.
09:38
Because of the improved quality, we could ask for higher prices.
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Kako je kvalitet poboljšan, mogli smo da tražimo i više cene.
09:43
And probably most importantly,
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A, verovatno najznačajnije,
09:45
basically everything we've done
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skoro sve što smo uradili
09:47
in the seven years following the first sabbatical
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za sedam godina nakon prve pauze
09:49
came out of thinking of that one single year.
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proizašlo je iz onoga što smo osmislili tokom te jedne godine.
09:53
And I'll show you a couple of projects
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Pokazaću vam nekoliko projekata
09:56
that came out of the seven years following that sabbatical.
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koji su se iznedrili u toku ovih sedam godina nakon godinu dana pauze.
10:01
One of the strands of thinking I was involved in was
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Jedan od aspekata mišljenja u kom sam učestvovao je
10:05
that sameness is so incredibly overrated.
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je da je jednolikost neverovatno precenjena.
10:07
This whole idea that everything needs to be exactly the same
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Cela ta ideja da sve mora da bude potpuno jednako
10:11
works for a very very few strand of companies,
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radi za kompanije u tek nekoliko oblasti,
10:14
and not for everybody else.
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i ni za kog drugog.
10:16
We were asked to design an identity for Casa da Musica,
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Zatraženo nam je da dizajniramo identitet za "Kuću muzike"
10:20
the Rem Koolhaas-built music center
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muzički centar koji je projektovao Rem Kulhas
10:23
in Porto, in Portugal.
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u Portu, u Portugalu.
10:25
And even though I desired to do an identity
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I iako sam želeo da osmislim identitet
10:29
that doesn't use the architecture,
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koji se ne oslanja na arhitekturu,
10:33
I failed at that.
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nisam uspeo.
10:35
And mostly also because I realized
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Uglavnom jer sam spoznao
10:38
out of a Rem Koolhaas presentation to the city of Porto, where
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na prezentaciji Rem Kulhasa u Portu,
10:41
he talked about a conglomeration of various layers of meaning.
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koncentracije različitih slojeva značenja.
10:45
Which I understood after I
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To sam razumeo nakon
10:47
translated it from architecture speech
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prevođenja iz arhitektonskog
10:49
in to regular English,
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na normalni engleski,
10:51
basically as logo making.
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kao logo-marketing.
10:53
And I understood that the building itself was a logo.
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Shvatio sam da je zgrada sama po sebi logotip.
10:56
So then it became quite easy.
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I onda je postalo lako.
10:58
We put a mask on it,
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Stavili smo na nju masku,
11:00
looked at it deep down in the ground,
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pogledali duboko u nju,
11:02
checked it out from all sides,
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ispitali je sa svih strana,
11:05
west, north, south, east,
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zapada, severa, juga, istoka,
11:08
top and bottom.
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sa vrha i dna.
11:10
Colored them in a very particular way
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Obojili ih na veoma jedinstven način
11:12
by having a friend of mine write a piece of software,
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uz pomoć softvera koji je napisao moj prijatelj,
11:15
the Casa da Musica Logo Generator.
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"Logo generator Kuće Muzike".
11:17
That's connected to a scanner.
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Ovo je povezano sa skenerom.
11:20
You put any image in there, like that Beethoven image.
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Stavimo bilo koju sliku, na primer sliku Betovena.
11:23
And the software, in a second,
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I softver vam, u sekundi,
11:26
will give you the Casa da Musica Beethoven logo.
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da Betoven-logo Kuće Muzike.
11:29
Which, when you actually have to design a Beethoven poster,
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Što, kada treba da dizajnirate poster za Betovena,
11:32
comes in handy, because the visual information of the logo
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bude veoma praktično, jer su logo
11:37
and the actual poster is exactly the same.
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i poster u stvari isti.
11:40
So it will always fit together, conceptually, of course.
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Tako da će se uvek konceptualno uklapati.
11:44
If Zappa's music is performed, it gets its own logo.
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Ako je na programu Zapina muzika, i ona će imati sopstveni logo.
11:48
Or Philip Glass or Lou Reed or the Chemical Brothers,
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Ili Filip Glas, Lu Rid ili Kemikal Bradrs;
11:51
who all performed there, get their own
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ko god će svirati tamo, imaće sopstveni logo.
11:53
Casa da Musica logo.
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Logo Kuće Muzike.
11:55
It works the same internally with the president or the musical director,
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Isto je i sa predsednikom ili muzičkim direktorom
11:59
whose Casa da Musica portraits wind up on their business cards.
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čiji portreti Kuće muzike se nalaze na njihovim vizit kartama.
12:03
There is a full-blown orchestra
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U zgradi živi čitav
12:05
living inside the building.
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jedan orkestar.
12:08
It has a more transparent identity.
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Njihova oznaka nije upečatljiva.
12:12
The truck they go on tour with.
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Kamion kojim idu na turneju.
12:15
Or there's a smaller contemporary orchestra,
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Ili, postoji manji, moderni orkestar,
12:18
12 people that remixes its own title.
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12 ljudi koji stvaraju sopstveni logotip.
12:24
And one of the handy things that came about
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Ono što je korisno je da
12:26
was that you could take the logo type
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možete uzeti logotip
12:29
and create advertising out of it.
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i od njega napraviti reklamu.
12:32
Like this Donna Toney poster,
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Kao na ovom posteru Done Toni,
12:34
or Chopin, or Mozart,
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ili Šopena, Mocarta,
12:36
or La Monte Young.
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ili La Mont Janga.
12:38
You can take the shape and make typography out of it.
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Možete uzeti oblik i od njega izraditi reklamu.
12:42
You can grow it underneath the skin.
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Možete ga "zasaditi" ispod kože.
12:44
You can have a poster for a family event in front of the house,
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Možete napravi plakat za porodično okupljanje ispred kuće
12:48
or a rave underneath the house
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ili za rejv žurku u podrumu kuće
12:51
or a weekly program,
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ili nedeljni program
12:53
as well as educational services.
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kao i za obrazovne usluge.
12:57
Second insight. So far, until that point I had
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Drugo shvatanje. Do tad sam
13:00
been mostly involved
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uglavnom
13:03
or used the language of design
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koristio za promociju
13:05
for promotional purposes,
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jezik dizajna,
13:07
which was fine with me.
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što je za mene bilo u redu.
13:09
On one hand I have nothing against selling.
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S jedne strane nemam ništa protiv prodaje.
13:11
My parents are both salespeople.
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Oba moja roditelja su bili prodavci.
13:14
But I did feel that
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Ali počeo sam da osećam da
13:16
I spent so much time learning this language,
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previše vremena učim samo taj jezik,
13:18
why do I only promote with it?
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i zašto samo njime vršim promociju?
13:21
There must be something else.
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Mora da postoji još nešto.
13:23
And the whole series of work came out of it.
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I čitave serije radova su proizašle iz ovoga.
13:25
Some of you might have seen it.
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Neke ste možda već videli.
13:27
I showed some of it
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Neke sam već pokazao
13:29
at earlier TEDs before,
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na pređašnjim TED konferencijama
13:31
under the title "Things I've Learned in My Life So Far."
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pod naslovom "Stvari koje sam do sad naučio u svom životu".
13:34
I'll just show two now.
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Sada ću pokazati samo dve.
13:36
This is a whole wall of bananas
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Ovo je čitav zid od banana
13:39
at different ripenesses
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različite zrelosti,
13:41
on the opening day in this gallery in New York.
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na dan otvaranja ove galerije u Njujorku.
13:44
It says, "Self-confidence produces fine results."
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Kaže: "Samopouzdanje donosi dobre rezultate."
13:48
This is after a week.
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Ovo je posle nedelju dana.
13:50
After two weeks,
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Posle dve nedelje,
13:52
three weeks, four weeks, five weeks.
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tri, četiri, pet nedelja.
13:55
And you see the self confidence almost comes back,
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I vidite da se samopouzdanje ponovo pojavljuje,
13:57
but not quite.
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ali ne baš.
14:01
These are some pictures visitors sent to me.
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Ovo su neke fotografije koje su mi posetioci poslali.
14:04
(Laughter)
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(Smeh)
14:05
And then the city of Amsterdam
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Onda u Amsterdamu
14:07
gave us a plaza and asked us to do something.
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dobili smo trg da nešto na njemu napravimo.
14:10
We used the stone plates as a grid
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Koristili smo kamene ploče kao rešetke
14:14
for our little piece.
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za naš mali komad.
14:17
We got 250,000 coins from the central bank,
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Nabavili smo 250 hiljada novčića iz centralne banke,
14:21
at different darknesses.
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različitog nivoa potamljenosti.
14:23
So we got brand new ones, shiny ones,
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Imali smo potpuno nove, sjajne,
14:25
medium ones, and very old, dark ones.
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srednjeg sjaja, veoma stare i tamne.
14:29
And with the help of 100 volunteers, over a week,
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I uz pomoć 100 volontera, preko nedelje
14:33
created this fairly floral typography
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smo kreirali ovu prilično cvetnu tipografiju
14:38
that spelled, "Obsessions make my life worse
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koja kaže: "Opsesije čine moj život lošijim,
14:40
and my work better."
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a moj rad boljim."
14:42
And the idea of course was to
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Ideja je naravno bila
14:44
make the type so precious
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da napravimo ovo toliko dragocenim
14:47
that as an audience
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da se publika
14:49
you would be in between,
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zapita,
14:51
"Should I really take as much money as I can?
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"Da li da uzmem što više novca mogu?
14:53
Or should I leave the piece intact as it is right now?"
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Ili da ostavim ovo delo netaknuto kao što je sada?"
14:58
While we built all this up
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Dok smo ovo gradili
15:00
during that week, with the 100 volunteers,
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tokom cele nedelje, sa 100 volontera,
15:02
a good number of the neighbors surrounding the plaza
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mnogo ljudi iz komšiluka je okružilo trg
15:06
got very close to it and quite loved it.
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približilo se i svidelo im se ono što su videli
15:08
So when it was finally done,
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Kad je konačno bilo gotovo,
15:10
and in the first night
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prve noći
15:12
a guy came with big plastic bags
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došao je momak sa velikom najlon kesom
15:14
and scooped up as many coins as he could possibly carry,
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i pokupio sve što je mogao da ponese,
15:19
one of the neighbors called the police.
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jedan komšija je pozvao policiju
15:21
And the Amsterdam police
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I amsterdamska policija
15:23
in all their wisdom,
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u celoj svojoj mudrosti,
15:26
came, saw,
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je došla, videla
15:28
and they wanted to protect the artwork.
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i htela da zaštiti umetničko delo.
15:30
And they swept it all up and put it into custody
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Tako su sve počistili i stavili u nadležnost
15:33
at police headquarters.
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odneli ih u sedište policije.
15:35
(Laughter)
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(Smeh)
15:37
I think you see, you see them sweeping. You see them sweeping right here.
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Mislim da ovde vidite kako čiste.
15:40
That's the police, getting rid of it all.
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Ovo je policija, sve su počistili.
15:44
So after eight hours
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Posle osam sati
15:46
that's pretty much all that was left
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ovo je sve što je ostalo
15:48
of the whole thing.
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od cele stvari
15:50
(Laughter)
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(Smeh)
15:52
We are also working on the start of a bigger project in Bali.
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Radimo i na započinjanju većeg projekta na Baliju.
15:55
It's a movie about happiness.
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Radi se o filmu o sreći.
15:57
And here we asked some nearby pigs
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Ovde smo upitali neke lokalne svinje
16:00
to do the titles for us.
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da naprave naslov za nas.
16:02
They weren't quite slick enough.
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Nisu se baš pokazale,
16:04
So we asked the goose to do it again,
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Pa smo upitali gusku da to uradi,
16:06
and hoped she would do somehow,
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i nadali se da će nekako uspeti,
16:08
a more elegant or pretty job.
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da obavi to elegantnije i lepše.
16:11
And I think she overdid it.
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Mislim da je preterala.
16:13
Just a bit too ornamental.
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Previše je ukrasno.
16:16
And my studio is very close to the monkey forest.
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Moj studio je veoma blizu šume sa majmunima.
16:20
And the monkeys in that monkey forest
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A, majmuni u toj šumi
16:22
looked, actually, fairly happy.
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su izgledali baš srećno.
16:24
So we asked those guys to do it again.
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Pa smo ih pitali da to urade za nas.
16:29
They did a fine job, but had
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Uradili su dobar posao, ali je bilo
16:31
a couple of readability problems.
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nekoliko problema u čitljivosti.
16:36
So of course whatever you don't really do yourself
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Dakle, šta god da ne uradiš sam
16:39
doesn't really get done properly.
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nije baš najbolje urađeno.
16:43
That film we'll be working on for the next two years.
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To je film na kom ćemo raditi naredne dve godine.
16:47
So it's going to be a while.
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Dakle, biće to neko vreme.
16:50
And of course you might think that
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Naravno da možete misliti
16:52
doing a film on happiness
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praviti film o sreći
16:55
might not really be worthwhile.
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nije baš vredno truda,
16:57
Then you can of course always
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ali onda možete uvek
16:59
go and see this guy.
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videti ovog momka.
17:01
Video: (Laughter)
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Video: (Smeh)
17:16
And I'm happy I'm alive.
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Srećan sam što sam živ.
17:18
I'm happy I'm alive. I'm happy I'm alive.
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Srećan sam što sam živ. Srećan sam što sam živ.
17:25
Stefan Sagmeister: Thank you.
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Štefan Zagmajster: Hvala vam.
17:27
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Stefan Sagmeister - Graphic designerRenowned for album covers, posters and his recent book of life lessons, designer Stefan Sagmeister invariably has a slightly different way of looking at things.
Why you should listen
Stefan Sagmeister is no mere commercial gun for hire. Sure, he's created eye-catching graphics for clients including the Rolling Stones and Lou Reed, but he pours his heart and soul into every piece of work. His design work is at once timeless and of the moment, and his painstaking attention to the smallest details creates work that offers something new every time you look at it.
While a sense of humor invariably surfaces in his designs, Sagmeister is nonetheless very serious about his work; his intimate approach and sincere thoughtfulness elevate his design. A genuine maverick, Sagmeister achieved notoriety in the 1990s as the designer who self-harmed in the name of craft: He created a poster advertising a speaking engagement by carving the salient details onto his torso.
Stefan Sagmeister | Speaker | TED.com