TEDxUSC
David Logan: Tribal leadership
Dejvid Logan (David Logan) o plemenskom vođstvu
Filmed:
Readability: 3.3
1,693,559 views
Na konferenciji TEDxUSC, profesor poslovanja Dejvid Logan govori o pet vrsta plemena koja ljudi prirodno formiraju - u školama, na radnom mestu, čak i u redu u SUP-u. Ako razumemo plemenske tendencije drugih, možemo pomoći jedni drugima da postanemo bolji pojedinci.
David Logan - Professor of management
David Logan is a USC faculty member, best-selling author, and management consultant. Full bio
David Logan is a USC faculty member, best-selling author, and management consultant. Full bio
Double-click the English transcript below to play the video.
00:12
What we're really here to talk about is the "how."
0
0
3000
Ovde smo da bismo govorili o tome "kako".
00:15
Okay, so how exactly do we create this
1
3000
3000
Dobro, kako dakle da napravimo tu
00:18
world-shattering, if you will, innovation?
2
6000
3000
inovaciju koja menja svet, ako hoćete?
00:21
Now, I want to tell you a quick story.
3
9000
2000
Želim da vam ispričam jednu priču.
00:23
We'll go back a little more than a year.
4
11000
2000
Vratićemo se u prošlost malo više od godinu dana.
00:25
In fact, the date -- I'm curious to know
5
13000
2000
Zapravo, datum - zanima me da li neko
00:27
if any of you know what happened on this momentous date?
6
15000
3000
od vas zna šta se desilo ovog značajnog datuma?
00:30
It was February 3rd, 2008.
7
18000
3000
Bio je to treći februar 2008.
00:33
Anyone remember what happened,
8
21000
2000
Da li se neko seća šta se desilo
00:35
February 3rd, 2008?
9
23000
3000
trećeg februara 2008.?
00:38
Super Bowl. I heard it over here. It was the date of the Super Bowl.
10
26000
3000
Finale američkog fudbala. Čuo sam ovde. Bio je dan finala.
00:41
And the reason that this date was so momentous
11
29000
3000
A taj datum je toliko značajan
00:44
is that what my colleagues, John King
12
32000
2000
zato što smo kolege, Džon King,
00:46
and Halee Fischer-Wright, and I noticed
13
34000
3000
Hejli Fišer-Rajt i ja primetili,
00:49
as we began to debrief various Super Bowl parties,
14
37000
3000
dok smo počinjali da izveštavamo o različitim fudbalskim timovima,
00:52
is that it seemed to us
15
40000
2000
da izgleda kao da su,
00:54
that across the United States,
16
42000
2000
širom Sjedinjenih Država,
00:56
if you will, tribal councils had convened.
17
44000
3000
nastali plemenski savezi.
00:59
And they had discussed things of great national importance.
18
47000
4000
I raspravljali su o stvarima od nacionalnog značaja.
01:03
Like, "Do we like the Budweiser commercial?"
19
51000
3000
Na primer: "Da li nam se dopada reklama za pivo?"
01:06
and, "Do we like the nachos?" and, "Who is going to win?"
20
54000
3000
I: "Da li nam se dopadaju naćosi?" I: "Ko će pobediti?"
01:09
But they also talked about which candidate they were going to support.
21
57000
4000
Ali razgovarali su i o tome kog kandidata će podržati.
01:13
And if you go back in time to February 3rd,
22
61000
3000
I ako se vratite na treći februar, izgledalo je
01:16
it looked like Hilary Clinton was going to get the Democratic nomination.
23
64000
4000
kao da će Hilari Klinton biti nominovana od strane demokrata.
01:20
And there were even some polls that were saying she was going to go all the way.
24
68000
3000
Neka glasanja su čak govorila da će ona stići do kraja.
01:23
But when we talked to people,
25
71000
2000
Ali kada smo pričali sa ljudima,
01:25
it appeared that a funnel effect had happened
26
73000
2000
izgledalo je da se u ovim plemenima
01:27
in these tribes all across the United States.
27
75000
3000
širom Sjedinjenih Država desio efekat levka.
01:30
Now what is a tribe? A tribe is a group of
28
78000
2000
Šta je pleme? To je grupa od oko
01:32
about 20 -- so kind of more than a team --
29
80000
3000
20 - malo više nego što ima u timu -
01:35
20 to about 150 people.
30
83000
3000
20 do oko 150 ljudi.
01:38
And it's within these tribes that all of our work gets done.
31
86000
3000
Naš posao se obavlja unutar tih plemena.
01:41
But not just work. It's within these tribes
32
89000
2000
Ali ne samo posao. U okviru tih plemena
01:43
that societies get built,
33
91000
2000
se izgrađuju društva,
01:45
that important things happen.
34
93000
2000
dešavaju važne stvari.
01:47
And so as we surveyed the, if you will, representatives
35
95000
3000
I dok smo ispitivali predstavnike, nazovimo ih tako,
01:50
from various tribal councils that met,
36
98000
2000
različitih plemenskih saveza koji su se sreli,
01:52
also known as Super Bowl parties,
37
100000
2000
poznatih i kao fudbalske partije,
01:54
we sent the following email off to 40 newspaper editors the following day.
38
102000
3000
sledećeg dana je 40 urednika novina dobilo ovaj mejl.
01:57
February 4th, we posted it on our website. This was before Super Tuesday.
39
105000
4000
Četvrtog februara smo postavili na svoj sajt. Bilo je to pre izbornog utorka.
02:01
We said, "The tribes that we're in
40
109000
2000
Rekli smo: "Plemena u kojima se mi krećemo
02:03
are saying it's going to be Obama."
41
111000
2000
kažu da će pobediti Obama."
02:05
Now, the reason we knew that
42
113000
2000
To smo znali zato što
02:07
was because we spent the previous 10 years
43
115000
3000
smo proveli prethodnih 10 godina
02:10
studying tribes, studying these naturally occurring groups.
44
118000
4000
proučavajući plemena, te grupe koje prirodno nastaju.
02:14
All of you are members of tribes.
45
122000
2000
Svi ste vi članovi plemena.
02:16
In walking around at the break,
46
124000
3000
U šetnji na pauzi mnogi su sreli
02:19
many of you had met members of your tribe. And you were talking to them.
47
127000
3000
članove svog plemena. I razgovarali s njima.
02:22
And many of you were doing what great, if you will, tribal leaders do,
48
130000
4000
Mnogi od vas su radili ono što velike vođe plemena
02:26
which is to find someone
49
134000
2000
rade, tj našli ste nekoga
02:28
who is a member of a tribe,
50
136000
2000
ko je član nekog plemena
02:30
and to find someone else who is another member of a different tribe,
51
138000
3000
i nekoga ko je član nekog drugog plemena,
02:33
and make introductions.
52
141000
2000
i upoznali te dve osobe međusobno.
02:35
That is in fact what great tribal leaders do.
53
143000
3000
Ovo, zapravo, rade velike plemenske vođe.
02:38
So here is the bottom line.
54
146000
2000
Evo poente.
02:40
If you focus in on a group like this --
55
148000
3000
Ako se fokusirate na ovakvu grupu -
02:43
this happens to be a USC game --
56
151000
2000
ovo je jedna utakmica Univerziteta Južne Kalifornije
02:45
and you zoom in with one of those super satellite cameras
57
153000
3000
i zumirate jednom super satelitskom kamerom
02:48
and do magnification factors so you could see individual people,
58
156000
4000
i uveličate tako da vidite pojedince,
02:52
you would in fact see not a single crowd,
59
160000
2000
ne biste videli jednaku masu ljudi,
02:54
just like there is not a single crowd here,
60
162000
2000
kao što je ni ovde nema,
02:56
but you would see these tribes that are then coming together.
61
164000
3000
nego biste videli plemena koja se okupljaju.
02:59
And from a distance it appears that it's a single group.
62
167000
4000
Iz daljine izgleda da je to jedna grupa.
03:03
And so people form tribes.
63
171000
2000
Dakle ljudi formiraju plemena.
03:05
They always have. They always will.
64
173000
3000
Uvek su formirali i uvek će formirati.
03:08
Just as fish swim and birds fly,
65
176000
2000
Kao što ribe plivaju, a ptice lete,
03:10
people form tribes. It's just what we do.
66
178000
2000
ljudi formiraju plemena. To radimo.
03:12
But here's the rub.
67
180000
2000
Ali evo u čemu je fazon.
03:14
Not all tribes are the same,
68
182000
2000
Nisu sva plemena ista.
03:16
and what makes the difference is the culture.
69
184000
2000
A razlikuje ih kultura.
03:18
Now here is the net out of this.
70
186000
2000
Evo suštine ovoga.
03:20
You're all a member of tribes.
71
188000
2000
Svi ste članovi plemena.
03:22
If you can find a way to take the tribes that you're in
72
190000
3000
Ako imate načina da plemena u kojima se nalazite
03:25
and nudge them forward,
73
193000
2000
pogurate napred,
03:27
along these tribal stages
74
195000
2000
uz ove nivoe plemena do
03:29
to what we call Stage Five, which is the top of the mountain.
75
197000
3000
petog nivoa, koji je sam vrh planine.
03:32
But we're going to start with what we call Stage One.
76
200000
3000
Ali počećemo sa onim koji nazivamo prvi nivo.
03:35
Now, this is the lowest of the stages.
77
203000
2000
Ovo je najniži od svih nivoa.
03:37
You don't want this. Okay?
78
205000
2000
Ovo ne želite. Okej?
03:39
This is a bit of a difficult image to put up on the screen.
79
207000
3000
Ovu sliku je teško gledati na ekranu.
03:42
But it's one that I think we need to learn from.
80
210000
2000
Ali mislim da bi trebalo iz nje da učimo.
03:44
Stage One produces people
81
212000
2000
Prvi nivo čine ljudi
03:46
who do horrible things.
82
214000
2000
koji rade užasne stvari.
03:48
This is the kid who shot up Virginia Tech.
83
216000
2000
Ovo je klinac koji je pucao u Tehničkoj školi u Virdžiniji.
03:50
Stage One is a group where people
84
218000
2000
Prvi nivo je grupa ljudi koji
03:52
systematically sever relationships from functional tribes,
85
220000
3000
sistematično prekidaju veze sa funkcionalnim plemenima,
03:55
and then pool together
86
223000
2000
a onda se udružuju sa
03:57
with people who think like they do.
87
225000
2000
ljudima koji razmišljaju kao i oni.
03:59
Stage One is literally the culture of gangs
88
227000
3000
Prvi nivo je bukvalno kultura bandi
04:02
and it is the culture of prisons.
89
230000
2000
i kultura zatvora.
04:04
Now, again, we don't often deal with Stage One.
90
232000
2000
Ponavljam, nemamo često kontakta sa ovim nivoom.
04:06
And I want to make the point
91
234000
2000
Ali želim da naglasim da bi,
04:08
that as members of society, we need to.
92
236000
2000
kao članovi društva, trebalo da imamo.
04:10
It's not enough to simply write people off.
93
238000
3000
Nije dovoljno jednostavno otpisati ljude.
04:13
But let's move on to Stage Two.
94
241000
2000
Ali pređimo na nivo dva.
04:15
Now, Stage One, you'll notice, says, in effect, "Life Sucks."
95
243000
4000
Primetićete da prvi nivo, bukvalno govori "Život je sranje."
04:19
So, this other book that Steve mentioned,
96
247000
3000
Stiv je pomenuo onu knjigu koja
04:22
that just came out, called "The Three Laws of Performance,"
97
250000
2000
je upravo izašla, "The Three laws of Performance",
04:24
my colleague, Steve Zaffron and I,
98
252000
3000
moj kolega, Stiv Zafron i ja tvrdimo
04:27
argue that as people see the world, so they behave.
99
255000
4000
da se ljudi ponašaju onako kako vide svet.
04:31
Well, if people see the world in such a way that life sucks,
100
259000
4000
Ako ljudi na svet gledaju kao da je život sranje,
04:35
then their behavior will follow automatically from that.
101
263000
3000
onda njihovo ponašanje automatski proističe iz toga.
04:38
It will be despairing hostility.
102
266000
2000
Ponašaće se neprijateljski.
04:40
They'll do whatever it takes to survive,
103
268000
2000
Uradiće bilo šta da bi preživeli,
04:42
even if that means undermining other people.
104
270000
3000
čak i ako to znači povređivanje drugih.
04:45
Now, my birthday is coming up shortly,
105
273000
3000
Uskoro dolazi moj rođendan,
04:48
and my driver's license expires.
106
276000
2000
i ističe mi vozačka dozvola.
04:50
And the reason that that's relevant is that very soon
107
278000
2000
Razlog zbog koga je to važno, je što ću
04:52
I will be walking into what we call
108
280000
2000
veoma uskoro ušetati u takozvano
04:54
a Stage Two tribe,
109
282000
2000
pleme drugog nivoa.
04:56
which looks like this.
110
284000
2000
Koje izgleda ovako.
04:58
(Laughter)
111
286000
1000
(smeh)
04:59
Now, am I saying that in every Department of Motor Vehicles
112
287000
2000
Da li ja to govorim da u svakom SUP-u
05:01
across the land, you find a Stage Two culture?
113
289000
3000
širom zemlje srećete kulturu drugog nivoa?
05:04
No. But in the one near me,
114
292000
2000
Ne. Ali u ovom u mojoj blizini,
05:06
where I have to go in just a few days,
115
294000
2000
gde moram da odem za samo nekoliko dana,
05:08
what I will say when I'm standing in line is,
116
296000
2000
dok budem stajao u redu, reći ću
05:10
"How can people be so dumb, and yet live?"
117
298000
3000
"Kako ljudi mogu biti tako glupi a ipak živi?"
05:13
(Laughter)
118
301000
3000
(smeh)
05:16
Now, am I saying that there are dumb people working here?
119
304000
3000
Da li govorim da glupi ljudi ovde rade?
05:19
Actually, no, I'm not.
120
307000
2000
Pa ne, ne govorim.
05:21
But I'm saying the culture makes people dumb.
121
309000
4000
Ali govorim da kultura čini ljude glupima.
05:25
So in a Stage Two culture --
122
313000
2000
U kulturi drugog nivoa -
05:27
and we find these in all sorts of different places --
123
315000
2000
a nju nalazimo na raznim mestima -
05:29
you find them, in fact, in the best organizations in the world.
124
317000
3000
nalazimo ih i u najboljim organizacijama u svetu.
05:32
You find them in all places in society.
125
320000
2000
Nalazimo ih u svim mestima u društvu.
05:34
I've come across them at the organizations
126
322000
3000
Naišao sam na njih u organizacijama
05:37
that everybody raves about as being best in class.
127
325000
2000
za koje svi viču da su najbolje.
05:39
But here is the point. If you believe and you say
128
327000
2000
Ali stvar je u tome da, ako verujete
05:41
to people in your tribe, in effect,
129
329000
2000
i ljudima u svom plemenu kažete, bukvalno,
05:43
"My life sucks.
130
331000
2000
"Moj život je sranje.
05:45
I mean, if I got to go to TEDx USC
131
333000
2000
Mislim, kad bih dospeo na TEDxUSC,
05:47
my life wouldn't suck. But I don't. So it does."
132
335000
2000
ne bi bio sranje. Ali nisam dospeo i sranje je."
05:49
If that's how you talked, imagine what kind of work would get done.
133
337000
4000
Da tako govorite, zamislite šta bi se desilo.
05:53
What kind of innovation would get done?
134
341000
2000
Kakve bi inovacije nastale?
05:55
The amount of world-changing behavior that would happen?
135
343000
3000
Koliko bi bilo ljudi koji menjaju svet?
05:58
In fact it would be basically nil.
136
346000
3000
Zapravo, bilo bi skoro nula.
06:01
Now when we go on to Stage Three: this is the one
137
349000
2000
Kada odemo na treći nivo: ovaj je
06:03
that hits closest to home for many of us.
138
351000
3000
za većinu nas najbliži našem iskustvu.
06:06
Because it is in Stage Three that many of us move.
139
354000
3000
Jer mnogi od nas se kreću u tom nivou.
06:09
And we park. And we stay.
140
357000
2000
I parkiramo se. I ostajemo.
06:11
Stage Three says, "I'm great. And you're not."
141
359000
5000
Treći nivo kaže, "Ja sam super. A ti nisi."
06:16
(Laughter)
142
364000
1000
(smeh)
06:17
I'm great and you're not.
143
365000
3000
Ja sam super, a ti nisi.
06:20
Now imagine having a whole room of people
144
368000
2000
Sada zamislite da svi ljudi u prostoriji
06:22
saying, in effect, "I'm great and you're not."
145
370000
2000
bukvalno govore: "Ja sam, super, a ti nisi."
06:24
Or, "I'm going to find some way to compete with you
146
372000
3000
Ili: "Naći ću neki način da se takmičim s tobom
06:27
and come out on top as a result of that."
147
375000
2000
i da iz toga izađem kao pobednik."
06:29
A whole group of people communicating that way, talking that way.
148
377000
4000
Čitava grupa ljudi tako komunicira, govori.
06:33
I know this sounds like a joke. Three doctors walk into a bar.
149
381000
3000
Znam da će zvučati kao šala. Tri lekara uđu u bar.
06:36
But, in this case, three doctors walk into an elevator.
150
384000
2000
Ali u ovom slučaju, ulaze u lift.
06:38
I happened to be in the elevator collecting data for this book.
151
386000
3000
Ja sam slučajno bio tu, prikupljao podatke za ovu knjigu.
06:41
And one doctor said to the others, "Did you see my article
152
389000
2000
Jedan lekar kaže drugima: "Jeste videli moj članak
06:43
in the New England Journal of Medicine?"
153
391000
2000
u "Medicinskom žurnalu Nove Engleske"?"
06:45
And the other said, "No. That's great. Congratulations!"
154
393000
3000
Drugi kaže: "Ne. Odlično. Čestitam!"
06:48
The next one got kind of a wry smile on his face and said,
155
396000
3000
Drugi je nabacio neki kiseli osmeh i rekao:
06:51
"Well while you were, you know, doing your research," --
156
399000
3000
"Pa dok si ti, znaš, istraživao",
06:54
notice the condescending tone --
157
402000
2000
obratite pažnju na snishodljiv ton -
06:56
"While you were off doing your research, I was off doing more surgeries
158
404000
3000
"Dok si istraživao, ja sam radio više operacija
06:59
than anyone else in the department of surgery at this institution."
159
407000
3000
od bilo koga iz hirurgije u ovoj ustanovi."
07:02
And the third one got the same wry smile and said,
160
410000
2000
Treći je imao isti kiseli osmeh i rekao:
07:04
"Well, while you were off doing your research,
161
412000
3000
"A dok si ti istraživao, a ti
07:07
and you were off doing your monkey meatball surgery,
162
415000
2000
radio tvoje pišljive operacije, koje
07:09
that eventually we'll train monkeys to do,
163
417000
3000
će jednog dana raditi trenirani majmuni
07:12
or cells or robots, or maybe not even need to do it at all,
164
420000
3000
ili ćelije ili roboti ili ih možda uopšte nećemo raditi,
07:15
I was off running the future of the residency program,
165
423000
2000
ja sam vodio budućnost glavnih lekara
07:17
which is really the future of medicine."
166
425000
2000
što je zapravo budućnost medicine."
07:19
And they all kind of laughed and they patted him on the back.
167
427000
2000
I svi su se nasmejali i potapšali ga po ramenu.
07:21
And the elevator door opened, and they all walked out.
168
429000
2000
Vrata lifta su se otvorila i svi su izašli.
07:23
That is a meeting of a Stage Three tribe.
169
431000
2000
To je sastanak plemena na trećem nivou.
07:25
Now, we find these in places
170
433000
4000
Njih nalazimo na mestima
07:29
where really smart, successful people show up.
171
437000
3000
gde se pojavljuju mnogo pametni, uspešni ljudi.
07:32
Like, oh, I don't know, TEDx USC.
172
440000
4000
Kao na primer, ne znam, TEDxUSC.
07:36
(Laughter)
173
444000
1000
(smeh)
07:37
Here is the greatest challenge we face in innovation.
174
445000
3000
Evo najvećeg izazova koji srećemo u inovacijama.
07:40
It is moving from Stage Three
175
448000
2000
To je prelazak sa trećeg
07:42
to Stage Four.
176
450000
2000
na četvrti nivo.
07:44
Let's take a look at a quick video snippet.
177
452000
3000
Pogledajmo kratak video snimak.
07:47
This is from a company called Zappos, located outside Las Vegas.
178
455000
3000
Ovo je iz kompanije po imenu "Zappos", blizu Las Vegasa.
07:50
And my question on the other side is just going to be,
179
458000
3000
Moje pitanje s druge strane biće samo:
07:53
"What do you think they value?"
180
461000
2000
"Šta mislite da oni vrednuju?"
07:55
It was not Christmas time. There was a Christmas tree.
181
463000
4000
Nije bio Božić. Bila je tu jelka.
07:59
This is their lobby.
182
467000
2000
Ovo je njihovo predvorje.
08:07
Employees volunteer time in the advice booth.
183
475000
2000
Zaposleni dobrovoljno daju savete.
08:09
Notice it looks like something out of a Peanuts cartoon.
184
477000
3000
Primetićete da sve izgleda kao u crtanom filmu.
08:12
Okay, we're going through the hallway here at Zappos.
185
480000
3000
Okej, prolazimo kroz hodnik "Zaposa".
08:15
This is a call center. Notice how it's decorated.
186
483000
2000
Ovo je pozivni centar. Primetite kako je uređen.
08:17
Notice people are applauding for us.
187
485000
3000
Vidite kako nam ljudi aplaudiraju.
08:20
They don't know who we are and they don't care. And if they did
188
488000
2000
Ne znaju ko smo i nije ih briga. A da znaju,
08:22
they probably wouldn't applaud.
189
490000
2000
verovatno ne bi aplaudirali.
08:26
But you'll notice the level of excitement.
190
494000
2000
Ali primetićete koliko su uzbuđeni.
08:28
Notice, again, how they decorate their office.
191
496000
2000
Opet, vidite kako im je uređena kancelarija.
08:30
Now, what's important to people at Zappos,
192
498000
2000
Ono što je ljudima u "Zaposu" važno,
08:32
these may not be the things that are important to you.
193
500000
2000
možda nije važno vama.
08:34
But they value things like fun. And they value creativity.
194
502000
3000
Oni vrednuju zabavu. Vrednuju kreativnost.
08:37
One of their stated values is, "Be a little bit weird."
195
505000
3000
Jedna od njihovih vrednosti je: "Budite pomalo čudni."
08:40
And you'll notice they are a little bit weird.
196
508000
4000
Vidite da jesu pomalo čudni.
08:44
So when individuals come together
197
512000
2000
Dakle, kad se pojedinci skupe
08:46
and find something that unites them
198
514000
2000
i pronađu nešto što ih ujedinjuje,
08:48
that's greater than their individual competence,
199
516000
3000
što je veće od pojedinačnih sposobnosti,
08:51
then something very important happens.
200
519000
2000
onda se dešava nešto veoma važno.
08:53
The group gels. And it changes
201
521000
3000
Grupa se stapa. I menja se
08:56
from a group of highly motivated
202
524000
2000
od grupe visoko motivisanih
08:58
but fairly individually-centric people
203
526000
3000
ali prilično individualno orijentisanih ljudi,
09:01
into something larger,
204
529000
2000
u nešto veće,
09:03
into a tribe that becomes aware of its own existence.
205
531000
3000
u pleme koje postaje svesno svog postojanja.
09:06
Stage Four tribes can do remarkable things.
206
534000
3000
Plemena četvrtog nivoa mogu uraditi izuzetne stvari.
09:09
But you'll notice we're not at the top of the mountain yet.
207
537000
3000
Ali primećujete da još nismo na vrhu planine.
09:12
There is, in fact, another stage.
208
540000
2000
Zapravo, postoji još jedan nivo.
09:14
Now, some of you may not recognize the scene that's up here.
209
542000
3000
Neki od vas možda ne prepoznaju ovu scenu.
09:17
And if you take a look at the headline of Stage Five, which is "Life is Great,"
210
545000
4000
Ako pogledate naziv petog nivoa, "Život je divan",
09:21
this may seem a little incongruous.
211
549000
2000
onda ovo deluje malo neusaglašeno.
09:23
This is a scene or snippet
212
551000
2000
Ovo je scena ili odlomak iz
09:25
from the Truth and Reconciliation process in South Africa
213
553000
3000
scene procesa Istine i Pomirenja iz Južne Afrike,
09:28
for which Desmond Tutu won the Nobel Prize.
214
556000
3000
za koju je Dezmond Tutu dobio Nobelovu nagradu.
09:31
Now think about that. South Africa,
215
559000
2000
Razmislite o tome. Južna Afrika,
09:33
terrible atrocities had happened in the society.
216
561000
3000
u tom društvu su se desile strahote.
09:36
And people came together
217
564000
2000
A ljudi su se ujedinili i fokusirali
09:38
focused only on those two values: truth and reconciliation.
218
566000
4000
na samo te dve vrednosti: istinu i pomirenje.
09:42
There was no road map. No one had ever done
219
570000
2000
Nije postojao plan. Niko ranije
09:44
anything like this before.
220
572000
2000
nije uradio nešto ovakvo.
09:46
And in this atmosphere, where the only guidance
221
574000
3000
U toj atmosferi, gde su jedini vodiči
09:49
was people's values and their noble cause,
222
577000
3000
bile vrednosti i plemenit cilj ljudi,
09:52
what this group accomplished was historic.
223
580000
3000
ova grupa je postigla nešto istorijsko.
09:55
And people, at the time, feared that South Africa
224
583000
3000
U to vreme su se ljudi bojali da će Južna Afrika
09:58
would end up going the way that Rwanda has gone,
225
586000
2000
završiti na istom putu kao Ruanda.
10:00
descending into one skirmish after another
226
588000
3000
Ulazak iz jednog u drugi sukob u
10:03
in a civil war that seems to have no end.
227
591000
2000
građanskom ratu koji kao da nema kraja.
10:05
In fact, South Africa has not gone down that road.
228
593000
3000
Ustvari, Južna Afrika nije išla tim putem.
10:08
Largely because people like Desmond Tutu
229
596000
3000
Najviše zato što su ljudi kao Dezmond Tutu
10:11
set up a Stage Five process
230
599000
3000
pokrenuli proces Petog nivoa kako
10:14
to involve the thousands and perhaps millions
231
602000
2000
bi uključili hiljade, možda milione
10:16
of tribes in the country, to bring everyone together.
232
604000
3000
plemena u zemlji, da ujedine sve.
10:19
So, people hear this and they conclude the following,
233
607000
3000
Kad ljudi ovo čuju, oni zaključe sledeće,
10:22
as did we in doing the study.
234
610000
2000
kao što smo i mi u studiji.
10:24
Okay, got it. I don't want to talk Stage One.
235
612000
3000
Okej, to je to. Ne želim da pričam o prvom nivou.
10:27
That's like, you know, "Life sucks." Who wants to talk that way?
236
615000
2000
To je "Život je sranje." Ko želi tako da govori?
10:29
I don't want to talk like they do
237
617000
2000
Ne želim da govorim kao oni
10:31
at the particular DMV that's close to where Dave lives.
238
619000
2000
u najbližem SUP-u u Dejvovom kraju.
10:33
I really don't want to just say "I'm great,"
239
621000
2000
Ne želim ni samo da kažem "Ja sam super."
10:35
because that kind of sounds narcissistic, and then I won't have any friends.
240
623000
3000
Jer nekako zvuči narcistički. Onda neću imati prijatelja.
10:38
Saying, "We're great" -- that sounds pretty good.
241
626000
2000
Reći: "Mi smo super" - to zvuči dobro.
10:40
But I should really talk Stage Five, right? "Life is great."
242
628000
4000
Ali zapravo bi trebalo da govorim s petog nivoa: "Život je super."
10:44
Well, in fact, there are three somewhat counter-intuitive findings
243
632000
4000
Ispostavlja se da postoje tri donekle nelogična nalaza
10:48
that come out of all this.
244
636000
2000
koja proizlaze iz ovoga.
10:50
The first one, if you look at the Declaration of Independence
245
638000
2000
Prvi, ako pogledate Deklaraciju Nezavisnosti
10:52
and actually read it,
246
640000
2000
i zaista je pročitate,
10:54
the phrase that sticks in many of our minds
247
642000
2000
fraza koja se urezuje mnogima je
10:56
is things about inalienable rights.
248
644000
3000
ona o neotuđivim pravima.
10:59
I mean, that's Stage Five, right? Life is great,
249
647000
2000
Mislim, to je peti nivo, zar ne? Život je sjajan,
11:01
oriented only by our values,
250
649000
2000
orijentisan samo našim vrednostima,
11:03
no other guidance.
251
651000
2000
bez drugog usmeravanja.
11:05
In fact, most of the document is written at Stage Two.
252
653000
3000
Ustvari, veći deo deklaracije napisan je iz drugog nivoa.
11:08
"My life sucks because I live under a tyrant,
253
656000
3000
"Moj život je sranje jer živim pod tiraninom,
11:11
also known as King George.
254
659000
2000
znanim kao Kralj Džordž.
11:13
We're great! Who is not great? England!"
255
661000
2000
Mi smo super! Ko nije super? Engleska!"
11:15
Sorry. (Laughter)
256
663000
4000
Izvinite. (smeh)
11:19
Well, what about other great leaders? What about Gandhi?
257
667000
2000
Šta je sa velikim vođama? Šta je sa Gandijem?
11:21
What about Martin Luther King?
258
669000
2000
Šta je sa Martinom Luterom Kingom?
11:23
I mean, surely these were just people who preached, "Life is great," right?
259
671000
2000
Oni su sigurno govorili "Život je super", zar ne?
11:25
Just one little bit of happiness and joy after another.
260
673000
4000
Malo sreće i radosti koje se smenjuju.
11:29
In fact, Martin Luther King's most famous line was at Stage Three.
261
677000
4000
Ustvari, poznata rečenica Martina Lutera Kinga je sa trećeg nivoa.
11:33
He didn't say "We have a dream." He said, "I have a dream."
262
681000
3000
Nije rekao: "Mi sanjamo." Rekao je "Ja sanjam".
11:36
Why did he do that? Because most people
263
684000
2000
Zašto je to uradio? Jer većina ljudi
11:38
are not at Stage Five.
264
686000
2000
nije na petom nivou.
11:40
Two percent are at Stage One.
265
688000
2000
Dva procenta je na prvom nivou.
11:42
About 25 percent are at Stage Two,
266
690000
4000
Oko 25 procenata je na drugom nivou,
11:46
saying, in effect, "My life sucks."
267
694000
3000
bukvalno govore: "Moj život je sranje".
11:49
48 percent of working tribes say, these are employed tribes,
268
697000
5000
48 procenata zaposlenih plemena kaže
11:54
say, "I'm great and you're not."
269
702000
2000
"Ja sam super, a ti nisi."
11:56
And we have to duke it out every day, so we resort to politics.
270
704000
3000
Moramo da se borimo s tim svaki dan. Zato se okrećemo politici.
11:59
Only about 22 percent of tribes
271
707000
2000
Samo oko 22 procenta plemena
12:01
are at Stage Four,
272
709000
2000
su na četvrtom nivou,
12:03
oriented by our values, saying "We're great.
273
711000
2000
orijentisani našim vrednostima, govore "Mi smo super.
12:05
And our values are beginning to unite us."
274
713000
2000
I naše vrednosti počinju da nas ujedinjuju."
12:07
Only two percent, only two percent of tribes
275
715000
3000
Samo dva procenta plemena
12:10
get to Stage Five.
276
718000
2000
stignu do petog nivoa.
12:12
And those are the ones that change the world.
277
720000
2000
I to su oni koji menjaju svet.
12:14
So the first little finding from this
278
722000
2000
Dakle prvi mali nalaz iz ovoga je
12:16
is that leaders need to be able to talk all the levels
279
724000
3000
da vođe moraju da znaju da govore na svakom nivou
12:19
so that you can touch every person in society.
280
727000
3000
kako bi doprli do svake osobe u društvu.
12:22
But you don't leave them where you found them. Okay?
281
730000
3000
Ali nemojte ih ostaviti tamo gde ste ih našli.
12:25
Tribes can only hear one level above and below where they are.
282
733000
4000
Plemena mogu da čuju samo jedan nivo iznad i ispod od svog.
12:29
So we have to have the ability to talk
283
737000
2000
Mi moramo imati sposobnost da govorimo
12:31
all the levels, to go to where they are.
284
739000
2000
na svim nivoima, tamo gde su oni.
12:33
And then leaders nudge people
285
741000
2000
Onda lideri pomeraju ljude unutar
12:35
within their tribes to the next level.
286
743000
2000
njihovih plemena na sledeći nivo.
12:37
I'd like to show you some examples of this.
287
745000
2000
Želim da vam pokažem neke primere ovoga.
12:39
One of the people we interviewed was Frank Jordan,
288
747000
3000
Jedan od intervjuisanih je Frenk Džordan,
12:42
former Mayor of San Francisco. Before that
289
750000
2000
bivši gradonačelnik San Franciska. Pre toga
12:44
he was Chief of Police in San Francisco.
290
752000
2000
je bio šef policije San Franciska.
12:46
And he grew up essentially in Stage One.
291
754000
3000
On je odrastao na prvom nivou.
12:49
And you know what changed his life? It was walking into
292
757000
2000
Znate šta mu je promenilo život? Kada je ušao
12:51
one of these, a Boys and Girls Club.
293
759000
2000
u jedan ovakav Klub za dečake i devojčice.
12:53
Now here is what happened to this person
294
761000
3000
Evo šta se desilo toj osobi koja
12:56
who eventually became Mayor of San Francisco.
295
764000
2000
je na kraju postala gradonačelnik San Franciska.
12:58
He went from being alive and passionate
296
766000
2000
Bio je živahan i strastven na
13:00
at Stage One -- remember, "Life sucks,
297
768000
2000
prvom nivou - setite se, "Život je sranje,
13:02
despairing hostility, I will do whatever it takes to survive" --
298
770000
4000
očajničko neprijateljstvo, uradiću sve da bih preživeo" -
13:06
to walking into a Boys and Girls Club,
299
774000
2000
a onda je ušetao u taj klub,
13:08
folding his arms, sitting down in a chair,
300
776000
2000
prekrstio ruke, seo u stolicu
13:10
and saying, "Wow. My life really sucks.
301
778000
2000
i rekao: "Opa. Moj život je stvarno sranje.
13:12
I don't know anybody.
302
780000
2000
Nikoga ne poznajem.
13:14
I mean, if I was into boxing, like they were,
303
782000
2000
Mislim, da se bavim boksom, kao oni,
13:16
then my life wouldn't suck. But I don't. So it does.
304
784000
2000
život mi ne bi bio sranje. Ali nije tako.
13:18
So I'm going to sit here in my chair and not do anything."
305
786000
2000
Sedeću u ovoj stolici i ništa neću raditi."
13:20
In fact, that's progress.
306
788000
2000
To je, ustvari, napredak.
13:22
We move people from Stage One to Stage Two
307
790000
3000
Pomeramo ljude sa prvog na drugi nivo
13:25
by getting them in a new tribe
308
793000
2000
stavljajući ih u novo pleme.
13:27
and then, over time, getting them connected.
309
795000
3000
A onda, tokom vremena, povezujući ih.
13:30
So, what about moving
310
798000
2000
Šta je onda sa pomeranjem
13:32
from Stage Three to Stage Four?
311
800000
2000
sa trećeg nivoa na četvrti?
13:34
I want to argue that we're doing that right here.
312
802000
3000
Tvrdim da mi upravo ovde to radimo.
13:37
TED represents a set of values,
313
805000
3000
T-E-D predstavlja skup vrednosti.
13:40
and as we unite around these values,
314
808000
3000
Kako se mi oko njih ujedinjujemo,
13:43
something really interesting begins to emerge.
315
811000
2000
nešto veoma zanimljivo počinje da se rađa.
13:45
If you want this experience to live on
316
813000
3000
Ako želite da ovo iskustvo živi
13:48
as something historic,
317
816000
2000
kao nešto od istorijskog značaja,
13:50
then at the reception tonight I'd like to encourage you to do something
318
818000
3000
onda želim da vas podstaknem da na prijemu večeras
13:53
beyond what people normally do
319
821000
2000
uradite nešto drugačije od onoga
13:55
and call networking.
320
823000
2000
što nazivamo umrežavanjem.
13:57
Which is not just to meet new people
321
825000
2000
Ne samo da upoznate nove ljude
13:59
and extend your reach, extend your influence,
322
827000
3000
i proširite svoj krug, povećate uticaj.
14:02
but instead, find someone you don't know,
323
830000
2000
Nađite nekoga koga ne poznajete
14:04
and find someone else you don't know,
324
832000
2000
i još nekoga koga ne poznajete
14:06
and introduce them.
325
834000
2000
i upoznajte ih međusobno.
14:08
That's called a triadic relationship.
326
836000
3000
To se naziva trijadnom vezom.
14:11
See, people who build world-changing tribes do that.
327
839000
4000
Ljudi koji grade plemena koja menjaju svet rade upravo to.
14:15
They extend the reach of their tribes
328
843000
3000
Oni proširuju krug svojih plemena
14:18
by connecting them, not just to myself,
329
846000
2000
povezujući ih, ne samo sa sobom,
14:20
so that my following is greater,
330
848000
2000
kako bih imao mnogo pratilaca.
14:22
but I connect people who don't know each other
331
850000
2000
Nego povezujem ljude koji se ne znaju
14:24
to something greater than themselves.
332
852000
2000
u nešto veće od njih samih.
14:26
And ultimately that adds to their values.
333
854000
3000
To im na kraju povećava vrednost.
14:29
But we're not done yet. Because then how do we go from Stage Four,
334
857000
4000
Nismo još završili. Jer kako prelazimo sa četvrtog nivoa,
14:33
which is great, to Stage Five?
335
861000
3000
koji je super, na peti?
14:36
The story that I like to end with is this. It comes out of
336
864000
2000
Ja volim da završim sa pričom o
14:38
a place called the Gallup Organization.
337
866000
2000
organizaciji po imenu "Galup".
14:40
You know they do polls, right?
338
868000
2000
Znate njihova istraživanja?
14:42
So it's Stage Four. We're great. Who is not great?
339
870000
2000
To je četvrti nivo. Mi smo super. Ko nije super?
14:44
Pretty much everybody else who does polls.
340
872000
3000
Skoro svi drugi koji se bave istraživanjima.
14:47
If Gallup releases a poll on the same day that NBC releases a poll,
341
875000
3000
Ako Galup objavi istraživanje isti dan kad i NBC,
14:50
people will pay attention to the Gallup poll. Okay, we understand that.
342
878000
3000
ljudi obraćaju pažnju na Galup. OK, to shvatamo.
14:53
So, they were bored.
343
881000
2000
Onda im je dosadilo.
14:55
They wanted to change the world. So here is the question someone asked.
344
883000
3000
Želeli su da promene svet. Neko je pitao sledeće.
14:58
"How could we,
345
886000
2000
"Kako možemo, umesto
15:00
instead of just polling what Asia thinks
346
888000
2000
da samo ispitamo šta Azija misli
15:02
or what the United States thinks,
347
890000
2000
ili šta misle Sjedinjene Države,
15:04
or who thinks what about Obama
348
892000
2000
ili ko šta misli o duelu
15:06
versus McCain or something like that,
349
894000
2000
Obama-MekKejn ili sličnom, da pitamo
15:08
what does the entire world think?"
350
896000
4000
Šta misli ceo svet?"
15:12
And they found a way to do the first-ever world poll.
351
900000
4000
Pronašli su način da sprovedu prvo istraživanje na nivou celog sveta.
15:16
They had people involved who were Nobel laureates
352
904000
2000
Uključili su se dobitnici Nobelove nagrade
15:18
in economics, who reported being bored.
353
906000
2000
iz ekonomije, kojima je bilo dosadno.
15:20
And suddenly they pulled out sheets of paper
354
908000
2000
Odjednom su izvukli listove papira
15:22
and were trying to figure out, "How do we survey the population
355
910000
3000
i pokušavali da skontaju "Kako da ispitamo populaciju
15:25
of Sub-Saharan Africa?
356
913000
2000
u pod-Saharskoj Africi? Kako
15:27
How do we survey populations that don't have access to technology,
357
915000
3000
da ispitamo ljude koji nemaju pristup tehnologijama,
15:30
and speak languages we don't speak,
358
918000
2000
govore jezike koje mi ne znamo
15:32
and we don't know anyone who speaks those languages. Because in order
359
920000
2000
i ne znamo nikoga ko ih zna. Jer da bismo
15:34
to achieve on this great mission,
360
922000
3000
ostvarili ovu izuzetnu misiju,
15:37
we have to be able to do it.
361
925000
2000
moramo biti sposobni da to uradimo."
15:39
Incidentally, they did pull it off.
362
927000
2000
Usput, uspeli su da to izvedu.
15:41
And they released the first-ever world poll.
363
929000
3000
Objavilli su prvo istraživanje celog sveta.
15:44
So I'd like to leave you with these thoughts.
364
932000
2000
Želim da vas ostavim sa ovim mislima.
15:46
First of all: we all form tribes, all of us.
365
934000
3000
Prvo: svi mi formiramo plemena.
15:49
You're in tribes here. Hopefully you're extending the reach
366
937000
2000
Ovde ste u plemenima. Nadam se da proširujete krugove
15:51
of the tribes that you have.
367
939000
2000
plemena u kojima ste.
15:53
But the question on the table is this:
368
941000
3000
Ali pravo pitanje je ovo.
15:56
What kind of an impact are the tribes
369
944000
2000
Kakav uticaj imaju
15:58
that you are in making?
370
946000
2000
plemena u kojima ste vi?
16:00
You're hearing one presentation after another,
371
948000
3000
Slušate jedan govor za drugim,
16:03
often representing a group of people, a tribe,
372
951000
2000
koji često predstavljaju grupu, pleme,
16:05
about how they have changed the world.
373
953000
3000
o tome kako su promenili svet.
16:08
If you do what we've talked about, you listen
374
956000
2000
Ako radite ono o čemu smo pričali, slušate
16:10
for how people actually communicate in the tribes that you're in.
375
958000
3000
kako ljudi zaista komuniciraju u vašim plemenima.
16:13
And you don't leave them where they are. You nudge them forward.
376
961000
3000
Ne ostavljate ih gde su. Gurate ih napred.
16:16
You remember to talk all five culture stages.
377
964000
3000
Setite se da razgovarate na svih 5 kulturnih nivoa.
16:19
Because we've got people in all five, around us.
378
967000
3000
Jer oko sebe imamo ljude iz svih pet.
16:22
And the question that I'd like to leave you with is this:
379
970000
3000
Želim da vas ostavim sa sledećim pitanjem:
16:25
Will your tribes change the world?
380
973000
2000
Da li će vaša plemena promeniti svet?
16:27
Thank you very much.
381
975000
2000
Mnogo vam hvala.
16:29
(Applause)
382
977000
2000
(aplauz)
ABOUT THE SPEAKER
David Logan - Professor of managementDavid Logan is a USC faculty member, best-selling author, and management consultant.
Why you should listen
David Logan studies how people communicate within a company -- and how to harness our natural gifts to make change within organizations. He looks at emerging patterns of corporate leadership, organizational transformation, generational differences in the workplace, and team building for high-potential managers and executives.
He's the co-founder and senior partner at CultureSync, a management consulting firm, and works with Fortune 500 companies, governments, and nonprofits. Much of CultureSync's work is derived from a ten-year study of over 24,000 people published at Tribal Leadership (2008), which shows how organizational culture evolves over time and how leaders can nudge it forward.
He teaches management and leadership in the USC Executive MBA, and is also on the faculty at the International Centre for Leadership in Finance (ICLIF), endowed by the former prime minister of Malaysia, and on the Foundation for Medical Excellence in Portland.
From 2001-2004, he served as Associate Dean of Executive Education at USC. During that time, he started the Master of Medical Management (MMM), a business degree for midcareer medical doctors. He also initiated new executive education programs (often, in concert with the USC School of Policy, Planning and Development) with organizations as diverse as the Sierra Health Foundation, Northrop Grumman, and the City of Los Angeles. He continued to oversee many programs, including one of USC's first distance learning education courses for managers in Japan and a senior executive program at Toyota.
Logan is co-author of four books including Tribal Leadership and The Three Laws of Performance.
David Logan | Speaker | TED.com