TED2006
David Pogue: Simplicity sells
Dejvid Poug (David Pogue): Jednostavnost prodaje
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Readability: 3.8
1,907,053 views
Kolumnista Njujork tajmsa, Dejvid Poug, kritikuje najgore prestupe u dizajnu interfejsa i pruža ohrabrujuće primere proizvoda kod kojih je to izvedeno kako treba. Da bi učinio stvari zabavnijim, zapeva i pesmu.
David Pogue - Technology columnist
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
David Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books. Full bio
Double-click the English transcript below to play the video.
00:25
(Music: "The Sound of Silence,"
Simon & Garfunkel)
Simon & Garfunkel)
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Zdravo, govorna pošto, stari moj druže.
00:28
Hello voice mail, my old friend.
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00:30
(Laughter)
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(Smeh)
Opet sam tehničku podršku zvao.
00:32
I've called for tech support again.
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00:36
I ignored my boss's warning.
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Šefovo upozorenje sam ignorisao.
Zvao sam u ponedeljak ujutru.
Sada je veče,
Sada je veče,
00:39
I called on a Monday morning.
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00:43
Now it's evening, and my dinner
first grew cold, and then grew mold.
first grew cold, and then grew mold.
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a moja večera posta prvo hladna,
pa onda posta i buđava, gadna.
pa onda posta i buđava, gadna.
Na čekanju sam i dalje.
Slušam samo zvuk tišine.
Slušam samo zvuk tišine.
00:49
I'm still on hold.
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00:51
I'm listening to the sounds of silence.
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Mislim da ne razumete moje muke.
I da kod vaših telefona nema ljudske ruke.
I da kod vaših telefona nema ljudske ruke.
00:57
I don't think you understand.
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01:00
I think your phone lines are unmanned.
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Svako dugme koje ste rekli
ja sam stisnuo,
ja sam stisnuo,
01:04
I punched every touch tone I was told,
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01:07
but I've still spent 18 hours on hold.
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ali sam čekajući 18 sati svisnuo.
01:10
It's not enough your software
crashed my Mac,
crashed my Mac,
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To što mi je vaš softver
srušio sistem nije dosta,
srušio sistem nije dosta,
01:13
and it constantly hangs and bombs --
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koči sve više i više
i ROM memoriju mi briše!
i ROM memoriju mi briše!
01:17
it erased my ROMs!
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Sada i moj Mek računar
proizvodi samo zvuk tišine.
proizvodi samo zvuk tišine.
01:19
Now the Mac makes the sounds of silence.
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Noću ja maštam dok dremam
01:25
In my dreams I fantasize
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da vam slatku osvetu spremam.
01:28
of wreaking vengeance on you guys.
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Recimo da vam motor crkne zbog ulja.
01:32
Say your motorcycle crashes.
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Ili vam krv iz rana kulja.
A na izmaku svoje snage,
A na izmaku svoje snage,
01:35
Blood comes gushing from your gashes.
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01:38
With your fading strength, you call 9-1-1
and you pray for a trained MD.
and you pray for a trained MD.
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zovete 194 i želite doktora.
A onda se javim ja.
A onda se javim ja.
01:45
But you get me.
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(Smeh)
01:47
(Laughter)
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01:48
And you listen to the sounds of silence.
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I vi slušate zvuk tišine.
01:52
(Music)
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01:55
(Applause)
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(Aplauz)
Hvala vam. Dobro veče i dobrodošli u šou
01:57
Thank you.
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01:59
Good evening and welcome to:
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"Pronađite TED govornika
koji je nekada svirao na Brodveju".
koji je nekada svirao na Brodveju".
02:00
"Spot the TED Presenter Who Used
to Be a Broadway Accompanist."
to Be a Broadway Accompanist."
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(Smeh)
02:03
(Laughter)
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Okej. Kada mi je pre 6 godina
ponuđena kolumna u Tajmsu,
ponuđena kolumna u Tajmsu,
02:04
When I was offered the Times
column six years ago,
column six years ago,
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situacija je izgledala ovako: "Slaćemo ti
najaktuelnije nove kul uređaje.
najaktuelnije nove kul uređaje.
02:08
the deal was like this:
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02:09
you'll be sent the coolest, hottest,
slickest new gadgets.
slickest new gadgets.
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Svake nedelje će ti stizati na kuću.
02:12
Every week, it'll arrive at your door.
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02:14
You get to try them out,
play with them, evaluate them
play with them, evaluate them
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Moći ćeš da ih isprobaš,
igraš se sa njima, proceniš ih,
igraš se sa njima, proceniš ih,
02:17
until the novelty wears out,
before you have to send them back,
before you have to send them back,
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dok malo ne zastare,
a onda ćeš morati da ih vratiš.
a onda ćeš morati da ih vratiš.
I bićeš plaćen za to.
Možeš da razmisliš o tome, ako želiš."
Možeš da razmisliš o tome, ako želiš."
02:20
and you'll get paid for it.
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02:21
You can think about it, if you want.
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Uvek sam bio lud za tehnologijom
i apsolutno je obožavam.
i apsolutno je obožavam.
02:24
So, I've always been a technology nut,
and I absolutely love it.
and I absolutely love it.
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Posao je, međutim,
imao jednu malu manu. A to je:
imao jednu malu manu. A to je:
02:29
The job, though, came with one
small downside, and that is,
small downside, and that is,
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nameravali su da objave moj imejl
na kraju svake kolumne.
na kraju svake kolumne.
02:32
they intended to publish my email address
at the end of every column.
at the end of every column.
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A ono što sam primetio je: prvo,
dobijete neverovatno mnogo mejlova.
dobijete neverovatno mnogo mejlova.
02:37
And what I've noticed is -- first of all,
you get an incredible amount of email.
you get an incredible amount of email.
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Ako se ikad osetite usamljeno,
02:42
If you ever are feeling lonely,
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nabavite kolumnu u Njujork tajmsu
zato što ćete dobiti
zato što ćete dobiti
02:44
get a New York Times column,
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02:46
because you will get hundreds
and hundreds and hundreds of emails.
and hundreds and hundreds of emails.
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stotine i stotine mejlova.
02:49
And the email I'm getting a lot
today is about frustration.
today is about frustration.
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Mejlovi koje ja dosta dobijam
ovih dana tiču se frustracija.
ovih dana tiču se frustracija.
Ljudi se osećaju kao da -
02:52
People are feeling like things --
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02:56
Ok, I just had an alarm
come up on my screen.
come up on my screen.
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OK, upravo mi je iskočio alarm na ekranu.
Sreća pa ga ne vidite.
Sreća pa ga ne vidite.
02:58
Lucky you can't see it.
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Ljudi se osećaju prezasićeni. Osećaju da
je ovo previše tehnologije previše brzo.
je ovo previše tehnologije previše brzo.
02:59
People are feeling overwhelmed.
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03:01
They're feeling like
it's too much technology, too fast.
it's too much technology, too fast.
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To je možda dobra tehnologija,
03:04
It may be good technology,
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03:05
but I feel like there's not enough
of a support structure.
of a support structure.
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ali ja mislim da
nema dovoljno sistema podrške.
nema dovoljno sistema podrške.
Nema dovoljno pomoći.
Ne razmišlja se dovoljno
Ne razmišlja se dovoljno
03:08
There's not enough help.
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03:10
There's not enough thought
put into the design of it
put into the design of it
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o stvarima koje će je načiniti
lakom i prijatnom za korišćenje.
lakom i prijatnom za korišćenje.
03:12
to make it easy and enjoyable to use.
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Jednom sam napisao
kolumnu o svojim naporima
kolumnu o svojim naporima
03:14
One time I wrote a column about my efforts
to reach Dell Technical Support,
to reach Dell Technical Support,
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da dobijem teničku podršku Dela,
i u roku od 12 sati
i u roku od 12 sati
03:18
and within 12 hours,
there were 700 messages
there were 700 messages
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bilo je 700 poruka od čitalaca
među komentarima na sajtu Tajmsa,
među komentarima na sajtu Tajmsa,
03:22
from readers on the feedback boards
on the Times website,
on the Times website,
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od korisnika koji su govorili "I ja isto!"
03:26
from users saying,
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03:28
""Me too, and here's my tale of woe."
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i "Evo moje tužne priče".
Ja to zovem "softverski bes".
Ja to zovem "softverski bes".
03:30
I call it "software rage."
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I, čoveče, da vam ja kažem,
ko god smisli kako da zaradi
ko god smisli kako da zaradi
03:32
And man, let me tell you,
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03:34
whoever figures out how to make money
off of this frustration will --
off of this frustration will --
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od ove frustracije će -
03:38
Oh, how did that
get up there? Just kidding.
get up there? Just kidding.
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O, kako je to dospelo tamo? Samo se šalim.
(Smeh)
03:40
(Laughter)
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Zašto je ovaj problem sve prisutniji?
Delom je problem, ironično,
Delom je problem, ironično,
03:42
Ok, so why is the problem accelerating?
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03:44
And part of the problem is, ironically,
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to što je industrija uložila mnogo truda
03:46
because the industry
has put so much thought
has put so much thought
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da učini stvari
jednostavnijim za korišćenje.
jednostavnijim za korišćenje.
03:49
into making things easier to use.
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03:51
I'll show you what I mean.
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Pokazaću vam na šta mislim.
03:52
This is what the computer
interface used to look like, DOS.
interface used to look like, DOS.
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Ovako je računarski interfejs
nekada izgledao, DOS.
nekada izgledao, DOS.
Tokom godina postao je
jednostavniji za korišćenje.
jednostavniji za korišćenje.
03:57
Over the years, it's gotten easier to use.
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Ovo je prvobitni Mek operativni sistem.
04:00
This is the original Mac operating system.
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04:02
Reagan was President.
Madonna was still a brunette.
Madonna was still a brunette.
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Regan je bio predsednik.
Madona je još uvek bila brineta.
Madona je još uvek bila brineta.
04:05
And the entire operating system --
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A čitav operativni sistem -
04:07
this is the good part -- the entire
operating system fit in 211 k.
operating system fit in 211 k.
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ovo je zabavan deo - čitav
operativni sistem stajao je u 211kB.
operativni sistem stajao je u 211kB.
04:12
You couldn't put
the Mac OS X logo in 211 k!
the Mac OS X logo in 211 k!
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Logo Mek OS 10 ne može da stane u 211kB!
04:15
(Laughter)
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(Smeh)
Ironija je što kako su stvari
bivale lakše za korišćenje,
bivale lakše za korišćenje,
04:17
So the irony is, that as these
things became easier to use,
things became easier to use,
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tako je manje tehnički obrazovan,
širi krug ljudi, po prvi put
širi krug ljudi, po prvi put
04:21
a less technical, broader audience
was coming into contact
was coming into contact
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dolazio u dodir sa ovom opremom.
04:25
with this equipment for the first time.
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04:27
I once had the distinct privilege
of sitting in on the Apple call center
of sitting in on the Apple call center
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Jednom sam imao izuzetnu čast da sedim
u Eplovom kontakt centru čitav dan.
u Eplovom kontakt centru čitav dan.
04:32
for a day.
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Tip je imao još jedan par slušalica
da bih ja mogao da slušam.
da bih ja mogao da slušam.
04:33
The guy had a duplicate headset
for me to listen to.
for me to listen to.
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04:36
And the calls that --
you know how they say,
you know how they say,
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I pozivi koji - znate kako kažu:
"Vaš poziv može biti snimljen
da bismo osigurali kvalitet."
da bismo osigurali kvalitet."
04:40
"Your call may be recorded
for quality assurance?"
for quality assurance?"
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Ooo, ne. Vaš poziv može biti snimljen
04:43
Uh-uh.
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04:44
Your call may be recorded
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04:45
so that they can collect
the funniest dumb user stories
the funniest dumb user stories
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da bi mogli da sakupe
najsmešnije, glupe priče korisnika
najsmešnije, glupe priče korisnika
04:48
and pass them around on a CD.
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i onda ih razdele na CD-u.
04:50
(Laughter)
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(Smeh)
04:51
Which they do.
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Što i rade.
04:52
(Laughter)
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(Smeh)
A ja imam primerak.
04:54
And I have a copy.
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04:55
(Laughter)
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(Smeh)
04:56
It's in your gift bag. No, no.
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Nalazi se u vašoj TED poklon torbi.
Ne, ne.
Ne, ne.
Sa vašim glasovima!
04:58
With your voices on it!
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Neke od priča su prosto klasici,
a ipak su tako razumljive.
a ipak su tako razumljive.
05:01
So, some of the stories are just
so classic, and yet so understandable.
so classic, and yet so understandable.
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Žena je zvala Epl da se požali
05:06
A woman called Apple to complain
that her mouse was squeaking.
that her mouse was squeaking.
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kako joj miš skiči - pravi skičeći zvuk.
05:09
Making a squeaking noise.
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Tehničar je rekao: "Pa, gospođo,
kako to mislite, vaš miš skiči?"
kako to mislite, vaš miš skiči?"
05:10
And the technician said,
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05:12
"Well, ma'am, what do you mean
your mouse is squeaking?"
your mouse is squeaking?"
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A ona će: "Samo vam mogu reći
da on glasnije skiči
da on glasnije skiči
05:14
She says, "All I can tell you
is that it squeaks louder,
is that it squeaks louder,
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što ga brže prevlačim preko ekrana".
05:17
the faster I move it across the screen."
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(Smeh)
05:19
(Laughter)
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A tehničar je u fazonu: "Gospođo,
vi ste zapravo prislonili miša na ekran?"
vi ste zapravo prislonili miša na ekran?"
05:22
And the technician's like,
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05:23
"Ma'am, you've got the mouse
up against the screen?"
up against the screen?"
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Ona će: "Pa, poruka je glasila
- Pritisnite ovde da biste nastavili."
- Pritisnite ovde da biste nastavili."
05:26
She goes, "Well, the message said,
'Click here to continue.'"
'Click here to continue.'"
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05:29
(Laughter)
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(Smeh)
05:32
Well, if you like that one --
how much time have we got?
how much time have we got?
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Pa, ako vam se ova sviđa,
koliko još vremena imamo?
koliko još vremena imamo?
Još jedna, čovek je zvao
- ovo je potpuno tačno -
- ovo je potpuno tačno -
05:36
Another one, a guy called --
this is absolutely true --
this is absolutely true --
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pao mu je sistem i rekao je tehničaru
05:39
his computer had crashed,
and he told the technician
and he told the technician
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05:41
he couldn't restart it, no matter
how many times he typed "11."
how many times he typed "11."
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da ne može da ga restartuje
ma koliko puta ukucao 11.
ma koliko puta ukucao 11.
A tehničar je rekao:
"Šta? Zašto kucate 11?"
"Šta? Zašto kucate 11?"
05:46
And the technician said,
"What? Why are you typing 11?"
"What? Why are you typing 11?"
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A on kaže: "Pa na ekranu piše -
Error Type 11 (Greška tip/ukucaj 11)"
Error Type 11 (Greška tip/ukucaj 11)"
05:49
He said, "The message says,
'Error Type 11.'"
'Error Type 11.'"
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05:52
(Laughter)
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(Smeh)
05:57
So, we must admit
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Moramo priznati da su nekada
zaista krivi isključivo korisnici.
zaista krivi isključivo korisnici.
06:00
that some of the blame falls squarely
at the feet of the users.
at the feet of the users.
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Ali zašto se kriza
opterećenja tehničke podrške,
opterećenja tehničke podrške,
06:05
But why is the technical overload crisis,
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06:07
the complexity crisis, accelerating now?
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kriza komplikovanosti, dešava upravo sada?
U svetu hardvera, to je zato što
U svetu hardvera, to je zato što
06:10
In the hardware world, it's because
we the consumers want
we the consumers want
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mi potrošači želimo
da sve bude što manje i manje.
da sve bude što manje i manje.
06:13
everything to be smaller,
smaller, smaller.
smaller, smaller.
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Tako sprave postaju sve sitnije i sitnije,
06:15
So the gadgets are getting
tinier and tinier,
tinier and tinier,
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ali naši prsti u suštini
ostaju iste veličine.
ostaju iste veličine.
06:18
but our fingers are essentially
staying the same size.
staying the same size.
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Pa to postaje sve veći i veći izazov.
06:20
So it gets to be more and more
of a challenge.
of a challenge.
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06:22
Software is subject
to another primal force:
to another primal force:
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Softver je podložan još nečemu:
obavezi da objavljuje
sve više i više verzija.
sve više i više verzija.
06:24
the mandate to release
more and more versions.
more and more versions.
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Kupovati neki program,
nije isto što i kupovati vazu
nije isto što i kupovati vazu
06:27
When you buy a piece of software,
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06:29
it's not like buying a vase
or a candy bar, where you own it.
or a candy bar, where you own it.
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ili čokoladicu, koje onda posedujete.
06:32
It's more like joining a club,
where you pay dues every year,
where you pay dues every year,
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Više je kao kada se učlanite u klub
gde plaćate članarinu svake godine.
gde plaćate članarinu svake godine.
06:35
and every year, they say,
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I svake godine oni kažu:
06:36
"We've added more features,
and we'll sell it to you for $99."
and we'll sell it to you for $99."
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"Dodali smo još opcija
i prodaćemo vam ih za 99$."
i prodaćemo vam ih za 99$."
06:40
I know one guy who's spent $4,000
just on Photoshop over the years.
just on Photoshop over the years.
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Znam jednog tipa koji je tokom godina
potrošio 4000$ samo na Fotošop.
potrošio 4000$ samo na Fotošop.
06:45
And software companies make
35 percent of their revenue
35 percent of their revenue
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A 35% zarade softverskih kompanija
dolazi samo od ovih ažuriranja softvera.
06:48
from just these software upgrades.
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Ja to zovem "Paradoks ažuriranja softvera"
06:50
I call it the Software Upgrade Paradox --
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a to je da ako dovoljan broj puta
unapredite neki program,
unapredite neki program,
06:53
which is that if you improve
a piece of software enough times,
a piece of software enough times,
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na kraju ga upropastite.
06:57
you eventually ruin it.
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06:58
I mean, Microsoft Word was last
just a word processor in, you know,
just a word processor in, you know,
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Mislim, Majkrosoftov "Word" je poslednji
put bio samo program za obradu teksta
put bio samo program za obradu teksta
još za vreme Ajzenhauera.
07:02
the Eisenhower administration.
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07:04
(Laughter)
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(Smeh)
07:05
But what's the alternative?
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Ali šta je alternativa? Majkrosoft je
zapravo sproveo ovaj eksperiment.
zapravo sproveo ovaj eksperiment.
07:06
Microsoft actually did this experiment.
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07:09
They said, "Well, wait a minute.
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Rekli su: "Pa, čekajte. Svi se žale
da dodajemo toliko mnogo opcija.
da dodajemo toliko mnogo opcija.
07:10
Everyone complains that
we're adding so many features.
we're adding so many features.
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Hajde da napravimo program
za obradu teksta koji je samo to.
za obradu teksta koji je samo to.
07:13
Let's create a word processor
that's just a word processor:
that's just a word processor:
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Jednostavan, čist, nije za
veb stranice, nije baza podataka."
veb stranice, nije baza podataka."
07:15
Simple, pure; does not do web pages,
is not a database."
is not a database."
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I izašao je. Zvao se "Write".
07:19
And it came out,
and it was called Microsoft Write.
and it was called Microsoft Write.
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07:22
And none of you are nodding
in acknowledgment, because it died.
in acknowledgment, because it died.
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I niko od vas ne klima glavom
u znak odobravanja zato što se ugasio.
u znak odobravanja zato što se ugasio.
07:25
It tanked. No one ever bought it.
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Propao je. Niko ga nikad nije kupio.
07:27
I call this the Sport Utility Principle.
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Ja to zovem "Princip koristi sporta".
Ljudi vole da budu okruženi
Ljudi vole da budu okruženi
07:30
People like to surround themselves
with unnecessary power, right?
with unnecessary power, right?
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nepotrebnom moći, je 'l tako?
07:34
They don't need the database
and the website, but they're like,
and the website, but they're like,
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Ne treba im baza podataka
ili veb sajt, ali misle:
ili veb sajt, ali misle:
"Pa ažuriraću ga zato što mi možda, znaš,
možda mi zatreba jednog dana."
možda mi zatreba jednog dana."
07:37
"Well, I'll upgrade, because, I might,
you know, I might need that someday."
you know, I might need that someday."
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07:41
So the problem is: as you add more
features, where are they going to go?
features, where are they going to go?
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Problem je: kako dodajete više alata,
gde će oni da stanu?
gde će oni da stanu?
Gde ćete ih uglaviti? Imate samo
određen broj formi za izgled alata.
određen broj formi za izgled alata.
07:45
Where are you going to stick them?
You only have so many design tools.
You only have so many design tools.
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07:49
You can do buttons, you can do
sliders, pop-up menus, sub-menus.
sliders, pop-up menus, sub-menus.
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Mogu da budu kao dugmad, klizači,
iskačući meniji, podmeniji.
iskačući meniji, podmeniji.
07:53
But if you're not careful
about how you choose,
about how you choose,
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Ali ako niste pažljivi sa izborom,
završite sa ovim.
završite sa ovim.
07:56
you wind up with this.
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07:57
(Laughter)
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(Smeh)
07:59
This is an un-retouched --
this is not a joke --
this is not a joke --
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Ovo je neobrađena - ovo nije šala -
neobrađena slika Majkrosoft vorda,
neobrađena slika Majkrosoft vorda,
08:02
un-retouched photo of Microsoft Word,
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08:04
the copy that you have,
with all the toolbars open.
with all the toolbars open.
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kog i vi imate, sa otvorenim
svim opcijama na traci sa alatkama.
svim opcijama na traci sa alatkama.
08:07
You've obviously never
opened all the toolbars,
opened all the toolbars,
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Očigledno ih nikad niste sve otvorili,
ali sav prostor za kucanje vam je u ovom
malom, sićušnom prozoru ovde dole.
malom, sićušnom prozoru ovde dole.
08:10
but all you have to type in
is this little, teeny window down here.
is this little, teeny window down here.
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08:15
(Laughter)
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(Smeh)
A sada stižemo do doba interfejs matrica,
08:18
And we've arrived at the age
of interface matrices,
of interface matrices,
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08:21
where there are so many
features and options,
features and options,
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gde postoji toliko alata i opcija,
da se moraju uključiti dve dimenzije:
da se moraju uključiti dve dimenzije:
08:23
you have to do two dimensions, you know:
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vertikalna i horizontalna.
Svi ste se bunili kako
Svi ste se bunili kako
08:25
a vertical and a horizontal.
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08:27
You guys all complain
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08:28
about how Microsoft Word
is always bulleting your lists
is always bulleting your lists
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Majkrosoft vord stalno automatski
obeležava vaše liste i podvlači linkove.
obeležava vaše liste i podvlači linkove.
08:31
and underlining your links automatically.
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Dugme za isključivanje je negde tamo.
08:33
The off switch is in there somewhere.
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Kažem vam, tamo je!
08:36
I'm telling you -- it's there.
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Delom je umetnost dizajniranja
jednostavnog, dobrog interfejsa,
jednostavnog, dobrog interfejsa,
08:38
Part of the art of designing
a simple, good interface,
a simple, good interface,
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08:41
is knowing when to use
which one of these features.
which one of these features.
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znati kada treba koristiti
koji od ovih alata.
koji od ovih alata.
Evo dijalog prozora za odjavljivanje
za Vindous 2000.
za Vindous 2000.
08:44
So, here is the log-off
dialogue box for Windows 2000.
dialogue box for Windows 2000.
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Postoji samo četiri izbora,
08:48
There are only four choices,
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08:50
so why are they in a pop-up menu?
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pa zašto su onda u iskačućem meniju?
Nije da je ostatak ekrana
tako ispunjen drugim elementima
tako ispunjen drugim elementima
08:53
It's not like the rest of the screen
is so full of other components
is so full of other components
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da bismo morali zbijati izbore.
08:57
that you need to collapse the choices.
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08:59
They could have put them all out in view.
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Mogli su ih sve staviti na videlo.
09:01
Here's Apple's take
on the exact same dialogue box.
on the exact same dialogue box.
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Evo Eplovog pokušaja
za isti dijalog prozor.
za isti dijalog prozor.
09:04
(Applause)
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(Aplauz)
Hvala vam. Da, ja sam ga dizajnirao.
09:06
Thank you -- yes, I designed
the dialogue box. No, no.
the dialogue box. No, no.
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Ne, ne. Već možemo videti
da Epl i Majkrosoft
da Epl i Majkrosoft
09:09
Already, we can see
that Apple and Microsoft
that Apple and Microsoft
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imaju veoma različite pristupe
dizajniranju softvera.
dizajniranju softvera.
09:12
have a severely divergent
approach to software design.
approach to software design.
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Majkrosoftov pristup jednostavnosti je:
09:16
Microsoft's approach
to simplicity tends to be:
to simplicity tends to be:
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hajde da ga raščlanimo,
hajde samo da napravimo više koraka.
hajde samo da napravimo više koraka.
09:19
let's break it down;
let's just make it more steps.
let's just make it more steps.
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09:22
There are these "wizards" everywhere.
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Svuda su ovi "čarobnjaci".
09:24
And you know, there's a new version
of Windows coming out this fall.
of Windows coming out this fall.
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I, znate, izlazi nova verzija
Vindousa ove jeseni.
Vindousa ove jeseni.
Ako nastave ovako, ko zna uopšte
09:28
If they continue at this pace,
there's absolutely no telling
there's absolutely no telling
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gde bi mogli završiti.
09:31
where they might wind up.
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09:33
[Welcome to the Type a Word Wizard]
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(Smeh) (Aplauz)
09:35
(Laughter)
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09:36
(Applause)
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"Dobrodošli u čarobnjak za kucanje reči."
OK, može. Stisnimo "Dalje" za nastavak.
OK, može. Stisnimo "Dalje" za nastavak.
09:40
"Welcome to the Type a Word Wizard."
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09:41
Ok, I'll bite.
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09:43
Let's click "Next" to continue.
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09:45
(Laughter)
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(Aplauz)
09:48
(Applause)
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Iz padajućeg menija, izaberite
prvo slovo koje želite da ukucate. OK.
prvo slovo koje želite da ukucate. OK.
09:49
From the drop-down menu, choose
the first letter you want to type. Ok.
the first letter you want to type. Ok.
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09:53
(Laughter)
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(Smeh)
Tako da postoji granica
koju ne želimo da pređemo.
koju ne želimo da pređemo.
09:55
So there is a limit
that we don't want to cross.
that we don't want to cross.
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Šta je odgovor? Kako da upakujemo
ove alate na prost, pametan način?
ove alate na prost, pametan način?
09:58
So what is the answer?
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09:59
How do you pack in all these features
in a simple, intelligent way?
in a simple, intelligent way?
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Mislim da treba biti dosledan
kada je to moguće,
kada je to moguće,
10:03
I believe in consistency, when possible,
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koristiti ekvivalente iz stvarnog života,
kantu za smeće, fasciklu, kad je moguće,
kantu za smeće, fasciklu, kad je moguće,
10:06
real-world equivalents,
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10:07
trash can folder, when possible,
label things, mostly.
label things, mostly.
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stvari uglavnom označavati.
Ali molim dizajnere da prekrše
Ali molim dizajnere da prekrše
10:10
But I beg of the designers here
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10:13
to break all those rules
if they violate the biggest rule of all,
if they violate the biggest rule of all,
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sva ta pravila ako prekrše
najvažnije pravilo od svih,
najvažnije pravilo od svih,
10:16
which is intelligence.
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a to je inteligencija.
Šta pod tim mislim?
Šta pod tim mislim?
10:17
Now what do I mean by that?
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Daću vam neke primere
gde inteligencija pravi nešto
gde inteligencija pravi nešto
10:19
I'm going to give you some examples
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10:20
where intelligence makes something
not consistent, but it's better.
not consistent, but it's better.
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što nije dosledno, ali je bolje.
Ako kupujete nešto na internetu,
treba da unesete svoju adresu
treba da unesete svoju adresu
10:24
If you are buying something on the web,
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10:26
you're supposed to put in your address,
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i da izaberete iz koje ste države. OK.
10:28
and you're supposed to choose
what country you're from, ok?
what country you're from, ok?
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Postoji 200 država na svetu.
10:31
There are 200 countries in the world.
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Mi volimo da gledamo na internet
kao na globalno selo.
kao na globalno selo.
10:33
We like to think of the Internet
as a global village.
as a global village.
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Žao mi je, još uvek to nije.
10:35
I'm sorry; it's not one yet.
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Uglavnom ga čine SAD, Evropa i Japan.
10:37
It's mainly like, the United States,
Europe, and Japan.
Europe, and Japan.
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Pa zašto je SAD među onima na "S"?
10:39
So why is "United States" in the "U"s?
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(Smeh)
10:42
(Laughter)
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10:43
You have to scroll, like,
seven screensful to get to it.
seven screensful to get to it.
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Morate da pređete sedam celih ekrana
da dođete dotle.
da dođete dotle.
10:46
Now, it would be inconsistent
to put "United States" first,
to put "United States" first,
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Ne bi bilo dosledno da prvo stavimo SAD,
ali bilo bi pametno.
ali bilo bi pametno.
10:49
but it would be intelligent.
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Ovoga smo se već doticali,
10:51
This one's been touched on before,
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ali zašto za ime boga
gasimo Vindous računar
gasimo Vindous računar
10:53
but why in God's name do you
shut down a Windows PC
shut down a Windows PC
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10:57
by clicking a button called "Start?"
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stiskajući dugme zvano "Start"?
11:00
(Laughter)
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(Smeh)
Evo još jedne meni omiljene:
imate štampač.
imate štampač.
11:04
Here's another pet one of mine:
you have a printer.
you have a printer.
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11:07
Most of the time, you want to print
one copy of your document,
one copy of your document,
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Najčešće želite da odštampate
jednu kopiju svog dokumenta,
jednu kopiju svog dokumenta,
11:11
in page order, on that printer.
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po redosledu stranica, na tom štampaču.
Pa zašto vam, zaboga, ovo izlazi
svaki put kad štampate?
svaki put kad štampate?
11:13
So why in God's name do you see
this every time you print?
this every time you print?
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11:18
It's like a 747 shuttle cockpit.
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Kao u pilotskoj kabini Boinga 747.
(Smeh)
11:21
(Laughter)
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11:22
And one of the buttons at the bottom,
you'll notice, is not "Print."
you'll notice, is not "Print."
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A jedno od dugmića na dnu,
primetićete, nije "Štampaj".
primetićete, nije "Štampaj".
(Smeh)
11:26
(Laughter)
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11:30
(Applause)
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(Aplauz)
Sada, ne kažem da je Epl
jedina kompanija koja je prihvatila
jedina kompanija koja je prihvatila
11:34
Now, I'm not saying that Apple
is the only company who has embraced
is the only company who has embraced
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kult jednostavnosti.
11:38
the cult of simplicity.
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11:40
Palm is also, especially in the old days,
wonderful about this.
wonderful about this.
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Palm je takođe odličan u ovome,
naročito u ranim danima.
naročito u ranim danima.
11:43
I actually got to speak to Palm
when they were flying high in the '90s,
when they were flying high in the '90s,
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Imao sam priliku da pričam sa Palmom
kada su bili u usponu '90-ih.
kada su bili u usponu '90-ih.
Posle razgovora,
sreo sam jednog od radnika.
sreo sam jednog od radnika.
11:47
and after the talk,
I met one of the employees.
I met one of the employees.
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Rekao je: "Fin govor."
"Hvala, šta Vi radite ovde?"
"Hvala, šta Vi radite ovde?"
11:49
He says, "Nice talk." And I said,
"Thank you. What do you do here?"
"Thank you. What do you do here?"
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A on će: "Ja brojim otkucaje."
11:52
He said, "I'm a tap counter."
I'm like, "You're a what?"
I'm like, "You're a what?"
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Ja rekoh: "Radite šta?"
A on: "Pa, Džef Hokins, direktor,
A on: "Pa, Džef Hokins, direktor,
11:55
He goes, "Well Jeff Hawkins,
the CEO, says,
the CEO, says,
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kaže da, ako za bilo koji zadatak
na Palm Pajlotu
na Palm Pajlotu
11:57
'If any task on the Palm Pilot
takes more than three taps of the stylus,
takes more than three taps of the stylus,
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treba više od tri puta kucnuti
digitalnom olovkom,
digitalnom olovkom,
12:01
it's too long,
and it has to be redesigned.'
and it has to be redesigned.'
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to je predugo i mora se ponovo osmisliti.
Ja to brojim."
Ja to brojim."
12:04
So I'm the tap counter."
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Pokazaću vam primer kompanije koja nema
12:06
So, I'm going to show you an example
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12:08
of a company that does not
have a tap counter.
have a tap counter.
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nekoga ko broji otkucaje.
12:10
(Laughter)
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Ovo je Majkrosoft vord.
12:11
This is Microsoft Word.
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12:13
Ok, when you want to create
a new blank document in Word --
a new blank document in Word --
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Kada želite da napravite novi,
prazan dokument u Vordu,
prazan dokument u Vordu,
- moglo bi se desiti! -
12:17
it could happen.
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(Smeh)
12:18
(Laughter)
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idete u meni Fajl i izaberete "Novo".
12:24
You go up to the "File" menu
and you choose "New."
and you choose "New."
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12:27
Now, what happens when you choose "New?"
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Sada, šta se dešava kada izaberete "Novo"?
Da li dobijete novi, prazan dokument?
12:29
Do you get a new blank document?
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Ne dobijete.
12:31
You do not.
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Na suprotnoj strani ekrana,
pojavi se programska traka,
pojavi se programska traka,
12:33
On the opposite side of the monitor,
a task bar appears,
a task bar appears,
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i negde tu - uzgred, ne na vrhu -
negde među tim linkovima
negde među tim linkovima
12:37
and somewhere in those links --
by the way, not at the top --
by the way, not at the top --
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12:41
somewhere in those links is a button
that makes you a new document.
that makes you a new document.
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je dugme za pravljenje novog dokumenta.
To je kompanija koja ne broji otkucaje.
12:46
Ok, so that is a company
not counting taps.
not counting taps.
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Znate, ne želim samo ovde da stojim
i ismevam Majkrosoft...
i ismevam Majkrosoft...
12:49
You know, I don't want to just stand
here and make fun of Microsoft ...
here and make fun of Microsoft ...
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Publika: Nastavi.
Dejvid Poug: Da, želim.
12:53
Yes, I do.
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(Smeh)
12:54
(Laughter)
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12:55
(Applause)
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(Aplauz)
Bil Gejtsova pesma!
12:59
The Bill Gates song!
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1374
13:00
(Piano music)
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Napisao sam prvi DOS,
štreber sam od malih nogu.
štreber sam od malih nogu.
13:02
I've been a geek forever
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13:05
and I wrote the very first DOS.
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Spojio sam svoj softver i Aj-bi-em.
13:09
I put my software and IBM together;
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13:13
I got profit and they got the loss.
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Njima pripao gubitak,
a meni profit, hvala bogu.
a meni profit, hvala bogu.
13:16
(Laughter)
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772000
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(Smeh)
Ja pišem kod koji pokreće ceo ljudski rod.
13:19
I write the code
that makes the whole world run.
that makes the whole world run.
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774702
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Svi mi odaju počast.
13:24
I'm getting royalties from everyone.
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Novine pišu o meni,
iako s njim nekad možeš da obrišeš pod.
iako s njim nekad možeš da obrišeš pod.
13:28
Sometimes it's garbage,
but the press is snowed.
but the press is snowed.
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Ti kupi računar, ja prodajem kod.
13:33
You buy the box; I'll sell the code.
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Sve softverske kompanije
rade na razvoju Majkrosofta.
rade na razvoju Majkrosofta.
13:38
Every software company
is doing Microsoft's R&D.
is doing Microsoft's R&D.
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13:43
You can't keep a good idea
down these days.
down these days.
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Dobra ideja se ne može zadržati ovih dana.
I Vindous nije čista stvar.
Malo smo se ugledali na Mek računar.
Malo smo se ugledali na Mek računar.
13:47
Even Windows is a hack.
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13:50
We're kind of based loosely on the Mac.
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13:52
So it's big, so it's slow.
You've got nowhere to go.
You've got nowhere to go.
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Pa šta ako je velik i koči kao lud?
Nemate kud. Ne radim ovo zbog hvale.
Nemate kud. Ne radim ovo zbog hvale.
13:55
I'm not doing this for praise.
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Pišem kod koji odgovara današnjem svetu.
13:58
I write the code
that fits the world today.
that fits the world today.
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Veoma prosečan u svakom pogledu.
14:03
Big mediocrity in every way.
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3706
Već vladamo planetom, može se reći.
14:07
We've entered planet domination mode.
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4272
14:11
You'll have no choice; you'll buy my code.
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Kupićeš moj kod, nećeš uteći.
14:17
I am Bill Gates and I write the code.
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Ja sam Bil Gejts i ja pišem kod.
14:24
(Applause)
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(Aplauz)
14:32
But actually, I believe
there are really two Microsofts.
there are really two Microsofts.
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Ali zapravo, verujem da
u stvarnosti postoje dva Majkrosofta.
u stvarnosti postoje dva Majkrosofta.
14:35
There's the old one, responsible
for Windows and Office.
for Windows and Office.
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850726
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Postoji stari,
odgovoran za Vindous i Ofis.
odgovoran za Vindous i Ofis.
14:38
They're dying to throw the whole thing
out and start fresh, but they can't.
out and start fresh, but they can't.
298
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Oni gore od želje da sve odbace
i počnu iz početka, ali ne mogu.
i počnu iz početka, ali ne mogu.
Zarobljeni su zato što je
toliko mnogo dodataka
toliko mnogo dodataka
14:42
They're locked in, because so many add-ons
and other company stuff
and other company stuff
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857867
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i stvarčica drugih kompanija
uklopljeno u staru osnovu iz 1982.
uklopljeno u staru osnovu iz 1982.
14:46
locks into the old 1982 chassis.
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Ali postoji i novi Majkrosoft koji stvarno
14:49
But there's also a new Microsoft,
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14:50
that's really doing good,
simple interface designs.
simple interface designs.
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dizajnira dobar, jednostavan interfejs.
Svideo mi se Media centar računar
kao i Majkrosoftov pametni sat.
kao i Majkrosoftov pametni sat.
14:54
I liked the Media Center PC.
303
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14:55
I liked the Microsoft SPOT Watch.
304
870945
1756
Bežični sat je prošao
jako loše na tržištu,
jako loše na tržištu,
14:57
The Wireless Watch
flopped miserably in the market,
flopped miserably in the market,
305
872725
2953
ali ne zato što nije bio
jednostavno i lepo dizajniran.
jednostavno i lepo dizajniran.
15:00
but it wasn't because it wasn't
simply and beautifully designed.
simply and beautifully designed.
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875702
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Hajde da to predstavimo ovako:
da li biste vi plaćali
da li biste vi plaćali
15:03
But let's put it this way:
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878774
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15:04
would you pay $10 a month to have a watch
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880044
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10$ mesečno za sat
koji mora da se puni svako veče
koji mora da se puni svako veče
15:07
that has to be recharged
every night like your cell phone,
every night like your cell phone,
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882559
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kao i mobilni, a prestaje da radi
čim napustite svoju opštinu?
čim napustite svoju opštinu?
15:10
and stops working
when you leave your area code?
when you leave your area code?
310
885841
2539
15:13
(Laughter)
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888404
2598
(Smeh)
15:15
So, the signs might indicate
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891026
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Mogli bismo zaključiti da će se
nalet komplikovanosti samo pogoršavati.
nalet komplikovanosti samo pogoršavati.
15:18
that the complexity crunch
is only going to get worse.
is only going to get worse.
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Pa, ima li nade?
Ekrani postaju sve manji.
Ekrani postaju sve manji.
15:21
So is there any hope?
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896412
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15:22
The screens are getting smaller,
people are illuminating,
people are illuminating,
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898089
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Ljudi se prosvetljuju,
stavljaju se uputstva u kutije.
stavljaju se uputstva u kutije.
15:25
putting manuals in the boxes,
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Nove stvari izlaze sve učestalije.
15:27
things are coming out at a faster pace.
317
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2743
15:29
It's funny -- when Steve Jobs
came back to Apple in 1997,
came back to Apple in 1997,
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905000
3393
Smešno je, kad se Stiv Džobs
vratio u Epl 1997. godine,
vratio u Epl 1997. godine,
posle 12 godina odsustva,
bilo je to na konferenciji "MacWorld",
bilo je to na konferenciji "MacWorld",
15:33
after 12 years away,
it was the MacWorld Expo --
it was the MacWorld Expo --
319
908417
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izašao je na binu
u onoj crnoj rolci i farmerkama
u onoj crnoj rolci i farmerkama
15:36
he came to the stage
in that black turtleneck and jeans,
in that black turtleneck and jeans,
320
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3142
i uradio nešto ovako.
Masa je odlepila, a ja sam mislio:
Masa je odlepila, a ja sam mislio:
15:39
and he sort of did this.
321
914432
1152
15:40
The crowd went wild,
but I had just seen --
but I had just seen --
322
915608
2368
15:42
I'm like, where have I seen this before?
323
918000
1926
"Gde sam ovo već video?"
Tek što sam pogledao film "Evita" -
Tek što sam pogledao film "Evita" -
15:44
I had just seen the movie "Evita" --
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919950
1809
15:46
(Laughter)
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921783
3085
(Smeh)
15:49
with Madonna,
326
924892
1158
- sa Madonom, a ja sam mislio, znate šta,
moram da odsviram jednu o Stivu Džobsu.
moram da odsviram jednu o Stivu Džobsu.
15:50
and I'm like, you know what?
327
926074
1748
15:52
I've got to do one about Steve Jobs.
328
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3097
15:55
(Music)
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1008
Neće biti lako. Mislićete da sam čudak.
15:56
It won't be easy.
You'll think I'm strange.
You'll think I'm strange.
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931999
3016
15:59
(Laughter)
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1144
Kada pokušam da objasnim
zašto sam se vratio
zašto sam se vratio
16:01
When I try to explain why I'm back,
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pošto sam rekao novinarima
da sam shvatio
da sam shvatio
16:03
after telling the press
Apple's future is black.
Apple's future is black.
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938540
3091
da je Eplova budućnost mračna.
16:06
You won't believe me.
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941655
2595
Nećete mi verovati.
Sve što vidite je klinac
koji je počeo u garaži
koji je počeo u garaži
16:09
All that you see is a kid in his teens
who started out in a garage
who started out in a garage
335
944274
4702
16:13
with only a buddy named Woz.
336
949000
2976
samo sa drugarom koji se zove Voz.
16:16
(Laughter)
337
952000
1552
(Smeh)
Pokušajte vi da rimujete sa "garaža"!
16:18
You try rhyming with garage!
338
953576
1733
(Smeh)
16:20
(Laughter)
339
955333
2442
16:22
Don't cry for me, Cupertino.
340
957799
2875
Ne plači za mnom, Kupertino.
(Smeh)
16:25
(Laughter)
341
960698
1322
Zapravo, nikad te nisam ni napustio.
16:26
The truth is, I never left you.
342
962044
2932
(Smeh)
16:29
I know the ropes now,
know what the tricks are.
know what the tricks are.
343
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3535
Sad znam sve trikove, znam znanje,
u Piksaru sam zaradio čitavo imanje.
16:33
I made a fortune over at Pixar.
344
968559
3417
16:36
(Laughter)
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972000
1039
(Smeh)
Ne plači za mnom, Kupertino.
I dalje imam pokretač i viziju.
I dalje imam pokretač i viziju.
16:37
Don't cry for me, Cupertino.
346
973063
2651
16:40
I've still got the drive and vision.
347
976182
3313
Još uvek nosim sandale
i kad pljušti kiša i kad sunce sija.
i kad pljušti kiša i kad sunce sija.
16:44
I still wear sandals in any weather.
348
979519
3452
16:47
It's just that these days,
349
982995
1981
Samo ih ovih dana kupujem kod Gučija.
16:49
they're Gucci leather.
350
985000
1976
16:51
(Laughter)
351
987000
1976
(Smeh)
16:53
(Applause)
352
989000
6908
(Aplauz)
17:01
Thank you.
353
996258
1158
Hvala. Stiv Džobs je oduvek
verovao u jednostavnost,
verovao u jednostavnost,
17:02
So Steve Jobs had always believed
in simplicity and elegance and beauty.
in simplicity and elegance and beauty.
354
997815
4708
eleganciju i lepotu.
17:07
And the truth is,
355
1002547
1897
A iskreno, godinama sam bio
malo deprimiran
malo deprimiran
17:09
for years I was a little depressed,
356
1004468
2128
zato što Amerikanci
to očigledno nisu cenili,
to očigledno nisu cenili,
17:11
because Americans
obviously did not value it,
obviously did not value it,
357
1006620
2273
jer je Mek imao 3% udela na tržištu,
17:13
because the Mac had
three percent market share,
three percent market share,
358
1008917
2277
a Vindous 95% udela.
17:16
Windows had 95 percent market share --
359
1011218
1857
Ljudi nisu mislili
da je to vredno njihovog novca.
da je to vredno njihovog novca.
17:17
people did not think it was worth
putting a price on it.
putting a price on it.
360
1013099
2877
17:20
So I was a little depressed.
361
1016000
1791
Pa sam bio malo deprimiran,
a onda sam čuo Al Gorov govor i shvatio
a onda sam čuo Al Gorov govor i shvatio
17:22
And then I heard Al Gore's talk,
362
1017815
1557
17:24
and I realized I didn't know
the meaning of depressed.
the meaning of depressed.
363
1019396
2539
da ne znam šta znači biti deprimiran.
(Smeh)
17:26
(Laughter)
364
1021959
1017
Ali ispostavilo se da sam pogrešio,
zar ne? Zato što je izašao Ajpod,
zar ne? Zato što je izašao Ajpod,
17:27
But it turns out I was wrong, right?
365
1023000
1737
17:29
Because the iPod came out,
366
1024761
1733
i protivio se svim trunkama
zdravog razuma.
zdravog razuma.
17:31
and it violated every bit
of common wisdom.
of common wisdom.
367
1026518
2618
Drugi proizvodi su manje koštali
i imali su više mogućnosti.
i imali su više mogućnosti.
17:33
Other products cost less;
other products had more features,
other products had more features,
368
1029160
2976
Imali su snimače glasa i radio-predajnike.
17:36
they had voice recorders
and FM transmitters.
and FM transmitters.
369
1032160
2737
Ostale proizvode je podržao
Majkrosoft po otvorenim standardima,
Majkrosoft po otvorenim standardima,
17:39
The other products were backed
by Microsoft, with an open standard,
by Microsoft, with an open standard,
370
1034921
3222
za razliku od Eplovih
vlasničkih standarda.
vlasničkih standarda.
17:42
not Apple's propriety standard.
371
1038167
1714
17:44
But the iPod won --
this is the one they wanted.
this is the one they wanted.
372
1039905
2572
Ali Ajpod je pobedio!
Baš njega su želeli.
Baš njega su želeli.
Lekcija je bila: jednostavnost se prodaje.
17:47
The lesson was: simplicity sells.
373
1042501
2263
17:49
And there are signs that the industry
is getting the message.
is getting the message.
374
1044788
2874
I postoje znaci da industrija
prima tu poruku.
prima tu poruku.
Ovo je mala kompanija kojoj dobro ide
sa jednostavnošću i elegancijom.
sa jednostavnošću i elegancijom.
17:52
This is a little company that's done
very well with simplicity and elegance.
very well with simplicity and elegance.
375
1047686
3591
Sonos spravice - hvata maha.
17:56
The Sonos thing -- it's catching on.
376
1051301
1739
Imam još samo par primera.
Fizički jako kul,
Fizički jako kul,
17:57
I've got just a couple examples.
377
1053064
1698
17:59
Physically, a really cool,
elegant thinking coming along lately.
elegant thinking coming along lately.
378
1054786
3676
elegantno razmišljanje
koje se skoro pojavilo.
koje se skoro pojavilo.
18:03
When you have a digital camera,
379
1058486
1953
Kada imate digitalni aparat,
kako prebacujete slike na računar?
kako prebacujete slike na računar?
18:05
how do you get the pictures
back to your computer?
back to your computer?
380
1060463
3243
Pa ili vučete unaokolo USB kabl
ili kupite čitač kartice pa to vučete.
ili kupite čitač kartice pa to vučete.
18:08
Well, you either haul around a USB cable,
381
1063730
2342
18:10
or you buy a card reader
and haul that around.
and haul that around.
382
1066096
2156
Koje god vučete od ova dva, izgubićete.
Ono što ja radim, izvadim
Ono što ja radim, izvadim
18:13
Either one, you're going to lose.
383
1068276
1587
18:14
What I do is, I take out the memory card,
384
1069887
2459
memorijsku karticu, savijem je na pola,
otkrivajući USB kontakt.
otkrivajući USB kontakt.
18:17
and I fold it in half,
revealing USB contacts.
revealing USB contacts.
385
1072370
5345
18:22
I just stick it in the computer,
offload the pictures,
offload the pictures,
386
1077739
2658
I samo je utaknem u računar,
prebacim slike i vratim nazad u kameru.
prebacim slike i vratim nazad u kameru.
18:25
put it right back in the camera.
387
1080421
1539
Ne moram ništa da izgubim.
18:26
I never have to lose anything.
388
1081984
1800
18:28
Here's another example.
389
1083808
1537
Evo još jednog primera.
Krise, ti si izvor napajanja.
Krise, ti si izvor napajanja.
18:30
Chris, you're the source of all power.
Will you be my power plug?
Will you be my power plug?
390
1085369
3070
Hoćeš li mi biti utikač?
Kris Anderson: O, da.
Kris Anderson: O, da.
18:33
Chris Anderson: Oh yeah.
DP: Hold that and don't let go.
DP: Hold that and don't let go.
391
1088463
2740
Drži to i ne puštaj.
Možda ste videli ovo.
Možda ste videli ovo.
18:36
You might've seen this,
this is Apple's new laptop.
this is Apple's new laptop.
392
1091227
2421
Ovo je Eplov novi laptop.
Ovo je kabl za napajanje.
Ovako se ukopča.
Ovako se ukopča.
18:38
This the power cord.
It hooks on like this.
It hooks on like this.
393
1093672
2024
Siguran sam da ste ovo svi nekad uradili,
18:40
And I'm sure every one of you has done
this at some point in your lives,
this at some point in your lives,
394
1095720
3397
ili neko od vaše dece.
18:43
or one of your children.
395
1099141
1175
18:45
You walk along -- and I'm
about to pull this onto the floor.
about to pull this onto the floor.
396
1100340
2825
Koračate - sad ću da srušim ovo na pod.
Baš me briga. Pozajmljen je.
Baš me briga. Pozajmljen je.
18:47
I don't care. It's a loaner.
397
1103189
1336
Idemo. Jao! Na magnet je.
Ne povuče laptop na pod.
Ne povuče laptop na pod.
18:49
Here we go. Whoa!
398
1104549
1183
18:50
It's magnetic -- it doesn't pull
the laptop onto the floor.
the laptop onto the floor.
399
1105756
3069
18:53
(Applause)
400
1108849
4127
(Aplauz)
18:57
In my very last example --
401
1113000
1969
U mom poslednjem primeru -
ja obavljam dosta svog posla
ja obavljam dosta svog posla
18:59
I do a lot of my work
using speech recognition software.
using speech recognition software.
402
1114993
3976
koristeći softver za prepoznavanje govora,
19:03
And I'll just --
you have to be kind of quiet
you have to be kind of quiet
403
1118993
2230
pa morate biti tihi,
jer je softver nervozan.
jer je softver nervozan.
19:06
because the software is nervous.
404
1121247
1603
Softver za prepoznavanje govora je stvarno
odličan za brzo pisanje mejlova. Tačka.
odličan za brzo pisanje mejlova. Tačka.
19:08
Speech recognition
software is really great
software is really great
405
1123524
2080
19:10
for doing emails very quickly; period.
406
1125628
2530
Mislim, ja ih dnevno
dobijam na stotine. Tačka.
dobijam na stotine. Tačka.
19:12
Like, I get hundreds of them
a day; period.
a day; period.
407
1128182
2639
19:15
And it's not just what I dictate
that it writes down; period.
that it writes down; period.
408
1130845
3291
I ne zapisuje samo ono
što mu diktiram. Tačka.
što mu diktiram. Tačka.
Takođe koristim i opciju koja se zove
"glasovne komande". Tačka.
"glasovne komande". Tačka.
19:18
I also use this feature
called voice macros; period.
called voice macros; period.
409
1134160
3190
Ispravi "odvratiti".
19:23
Correct "dissuade."
410
1138920
1182
19:28
Not "just."
411
1143999
1154
"Ne samo."
19:32
Ok, this is not an ideal situation,
412
1147248
1682
Ok, ovo nije idealna situacija,
19:33
because it's getting the echo
from the hall and stuff.
from the hall and stuff.
413
1148954
2539
zato što odjekuje sala i slično.
Ali poenta je: mogu da odgovorim ljudima
veoma brzo
veoma brzo
19:36
The point is, I can respond to people
very quickly by saying a short word,
very quickly by saying a short word,
414
1151517
4236
izgovarajući kratku reč,
a bude zapisana mnogo duža stvar.
a bude zapisana mnogo duža stvar.
19:40
and having it write out
a much longer thing.
a much longer thing.
415
1155777
2072
19:42
So if somebody
sends me a fan letter, I'll say,
sends me a fan letter, I'll say,
416
1157873
2366
Ako mi neko napiše pismo pohvale, reći ću:
"Hvala za to."
19:45
"Thanks for that."
417
1160263
1157
19:46
[Thank you so much
for taking the time to write ...]
for taking the time to write ...]
418
1161444
2507
(Smeh)
19:48
(Laughter)
419
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1001
19:49
(Applause)
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(Aplauz)
19:52
And conversely, if somebody
sends me hate mail --
sends me hate mail --
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Nasuprot tome, ako mi neko pošalje pismo
puno mržnje - što se svaki dan dešava -
puno mržnje - što se svaki dan dešava -
19:57
which happens daily --
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19:59
I say, "Piss off."
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ja kažem "Odbij."
(Smeh)
20:04
(Laughter)
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20:05
[I admire your frankness ...]
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20:08
(Laughter)
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20:09
(Applause)
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(Aplauz)
To je moja mala tajna.
Nemojte nikom reći.
Nemojte nikom reći.
20:15
So that's my dirty little secret.
Don't tell anyone.
Don't tell anyone.
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20:17
(Laughter)
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(Smeh)
Poenta je, ovo je veoma zanimljiva priča.
20:18
So the point is --
this is a really interesting story.
this is a really interesting story.
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20:21
This is version eight of this software,
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Ovo je osma verzija ovog softvera,
a znate šta su stavili u osmu verziju?
a znate šta su stavili u osmu verziju?
20:23
and do you know what they put
in version eight?
in version eight?
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Nijednu novu alatku.
Ovo se softverima nikad pre nije desilo!
Ovo se softverima nikad pre nije desilo!
20:25
No new features. It's never
happened before in software!
happened before in software!
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Kompanija nije ubacila nove alatke.
20:29
The company put no new features.
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20:30
They just said, "We'll make
this software work right." Right?
this software work right." Right?
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Samo su rekli: "Učinićemo
da softver ispravno radi."
da softver ispravno radi."
Zato što su ljudi godinama
kupovali ovaj softver, probali ga -
kupovali ovaj softver, probali ga -
20:34
Because for years, people had bought
this software, tried it out --
this software, tried it out --
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sve što su dobili bilo je 95% tačnosti,
što znaci da je u 20 reči jedna pogrešna -
što znaci da je u 20 reči jedna pogrešna -
20:37
95 percent accuracy was all they got,
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20:39
which means one in 20 words is wrong --
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i odlagali su ga na stranu.
Kompaniji se to smučilo,
Kompaniji se to smučilo,
20:41
and they'd put it in their drawer.
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20:43
And the company got sick of that,
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pa su rekli, "U ovoj verziji,
nećemo uraditi ništa više osim
nećemo uraditi ništa više osim
20:44
so they said, "This version,
we're not going to do anything,
we're not going to do anything,
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pobrinuti se da bude prokleto tačno."
Pa je to ono što su uradili.
Pa je to ono što su uradili.
20:47
but make sure it's darned accurate."
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20:49
And so that's what they did.
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Ovaj običaj da se stvari rade kako treba
počeo je da se širi.
počeo je da se širi.
20:50
This cult of doing things right
is starting to spread.
is starting to spread.
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Moj poslednji savet za vas
koji ste potrošači ove tehnologije:
koji ste potrošači ove tehnologije:
20:53
So, my final advice for those of you
who are consumers of this technology:
who are consumers of this technology:
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zapamtite, ako ne radi,
niste nužno vi krivi, okej?
niste nužno vi krivi, okej?
20:56
remember, if it doesn't work,
it's not necessarily you, ok?
it's not necessarily you, ok?
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21:00
It could be the design
of the thing you're using.
of the thing you're using.
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Možda je u pitanju
dizajn stvari koje koristite.
dizajn stvari koje koristite.
Budite u životu svesni
dobrog i lošeg dizajna.
dobrog i lošeg dizajna.
21:03
Be aware in life
of good design and bad design.
of good design and bad design.
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A ako ste među ljudima
koji prave ove stvari, lako je teško.
koji prave ove stvari, lako je teško.
21:05
And if you're among the people
who create this stuff:
who create this stuff:
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21:08
Easy is hard.
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Prođite kroz detalje za vašu publiku.
Izbrojte korake.
Izbrojte korake.
21:10
Pre-sweat the details for your audience.
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21:12
Count the taps.
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21:13
Remember, the hard part
is not deciding what features to add,
is not deciding what features to add,
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Zapamtite, nije najteže
odlučiti koje opcije da dodate
odlučiti koje opcije da dodate
21:16
it's deciding what to leave out.
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nego koje da izostavite.
21:18
And best of all, your motivation is:
simplicity sells.
simplicity sells.
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I najbolje od svega, vaša motivacija je:
jednostavnost prodaje.
jednostavnost prodaje.
Kris Anderson: Bravo.
21:22
CA: Bravo. DP: Thank you very much.
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DP: Hvala mnogo.
(Aplauz)
21:24
CA: Hear, hear!
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21:25
(Applause)
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ABOUT THE SPEAKER
David Pogue - Technology columnistDavid Pogue is the personal technology columnist for the New York Times and a tech correspondent for CBS News. He's also one of the world's bestselling how-to authors, with titles in the For Dummies series and his own line of "Missing Manual" books.
Why you should listen
Which cell phone to choose? What software to buy? Are camera-binoculars a necessity or novelty? As release cycles shorten and ever-shrinking gadgets hit the market with dizzying speed, it's harder and harder to know what's worth the investment. A tireless explorer of everyday technology, David Pogue investigates all the options so we don't have to.
After happily weathering installation nightmares, customer service hiccups, and an overwhelming crush of backups, upgrades and downloads, Pogue reports back with his recommendations via his many columns, TV appearances and how-to books. And he does it all with relatable insight, humor and an unsinkable sense of pun, er, fun. All that, and he sings, too.
David Pogue | Speaker | TED.com