TEDxPuget Sound
Simon Sinek: How great leaders inspire action
Sajmon Sinek (Simon Sinek): Kako velike vođe inspirišu akciju?
Filmed:
Readability: 3.5
48,856,581 views
Sajmon Sinek ima jednostavan ali moćan model za inspirativno vođstvo koji se zasniva na zlatnom krugu i pitanju ''zašto?'' Primeri kojima predstavlja svoj model uključuju Apple, Martina Lutera Kinga i braću Rajt - a nasuprot njima TiVo koji se borio za opstanak na tržištu (sve dok nedavno nije dobio sudsku parnicu nakon koje mu je vrednost akcija utrostručena).
Simon Sinek - Leadership expert
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Simon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last." Full bio
Double-click the English transcript below to play the video.
00:16
How do you explain when
0
1000
2000
Kako objašnjavate kada
00:18
things don't go as we assume?
1
3000
2000
stvari ne idu po planu?
00:20
Or better, how do you explain
2
5000
3000
Ili još bolje, kako objašnjavate
00:23
when others are able to achieve things
3
8000
2000
kada drugi uspevaju da ostvare ciljeve
00:25
that seem to defy all of the assumptions?
4
10000
2000
koji su po svim pretpostavkama bili nemogući?
00:27
For example:
5
12000
2000
Na primer:
00:29
Why is Apple so innovative?
6
14000
2000
Zašto je Apple tako inovativan?
00:31
Year after year, after year, after year,
7
16000
2000
Godinu za godinom, godinu za godinom,
00:33
they're more innovative than all their competition.
8
18000
3000
oni su inovativniji od svoje konkurencije.
00:36
And yet, they're just a computer company.
9
21000
2000
A ipak, to je samo računarska kompanija.
00:38
They're just like everyone else.
10
23000
2000
Oni su baš kao i svi drugi.
00:40
They have the same access to the same talent,
11
25000
2000
Imaju podjednak pristup istim talentima,
00:42
the same agencies, the same consultants, the same media.
12
27000
3000
istim agencijama, istim konsultantima, istim medijima.
00:45
Then why is it that they
13
30000
2000
Onda, zbog čega se čini
00:47
seem to have something different?
14
32000
3000
da oni imaju nešto drugačije?
00:50
Why is it that Martin Luther King
15
35000
2000
Zbog čega je Martin Luter King
00:52
led the Civil Rights Movement?
16
37000
2000
vodio Pokret za građanska prava?
00:54
He wasn't the only man
17
39000
2000
On nije bio jedini čovek
00:56
who suffered in a pre-civil rights America,
18
41000
2000
koji je patio u Americi bez građanskih prava.
00:58
and he certainly wasn't the only great orator of the day.
19
43000
2000
A sigurno nije bio jedini dobar govornik u to vreme.
01:00
Why him?
20
45000
2000
Zašto on?
01:02
And why is it that the Wright brothers
21
47000
3000
I zašto su baš braća Rajt
01:05
were able to figure out controlled, powered man flight
22
50000
3000
bila u stanju da razviju leteću spravu kojom upravlja čovek
01:08
when there were certainly other teams who were
23
53000
2000
kada je svakako bilo drugih timova koji su bili
01:10
better qualified, better funded ...
24
55000
3000
kvalifikovaniji, s većim budžetima
01:13
and they didn't achieve powered man flight,
25
58000
3000
a ipak nisu uspeli da polete
01:16
and the Wright brothers beat them to it.
26
61000
2000
već su ih u tome braća Rajt pobedila.
01:18
There's something else at play here.
27
63000
3000
Postoji još nešto u ovoj jednačini.
01:21
About three and a half years ago
28
66000
2000
Pre oko tri i po godine
01:23
I made a discovery.
29
68000
2000
došao sam do jednog otkrića,
01:25
And this discovery profoundly changed
30
70000
3000
i to otkriće je suštinski promenlo
01:28
my view on how I thought the world worked,
31
73000
3000
moj pogled na to kako svet funkcioniše.
01:31
and it even profoundly changed the way in which
32
76000
2000
Čak je duboko uticao na način
01:33
I operate in it.
33
78000
2000
na koji sam ja funkcionisao u svetu.
01:37
As it turns out, there's a pattern.
34
82000
3000
Kako se ispostavlja -- postoji šablon --
01:40
As it turns out, all the great and inspiring leaders
35
85000
2000
sve velike i inspirativne vođe
01:42
and organizations in the world --
36
87000
2000
i organizacije bilo gde u svetu
01:44
whether it's Apple or Martin Luther King or the Wright brothers --
37
89000
3000
bilo da se radi o Apple, ili Martinu Luteru Kingu ili braći Rajt,
01:47
they all think, act and communicate
38
92000
2000
svi oni misle, delaju i komuniciraju
01:49
the exact same way.
39
94000
2000
na potpuno isti način.
01:51
And it's the complete opposite
40
96000
2000
A taj način je potpuno suprotan
01:53
to everyone else.
41
98000
2000
svima drugima.
01:55
All I did was codify it,
42
100000
2000
Ja sam ga samo kodirao.
01:57
and it's probably the world's
43
102000
2000
A to je verovatno najjednostavnija
01:59
simplest idea.
44
104000
2000
ideja na svetu.
02:01
I call it the golden circle.
45
106000
2000
Zovem je zlatni krug.
02:11
Why? How? What?
46
116000
3000
Zašto? Kako? Šta?
02:14
This little idea explains
47
119000
2000
Ova mala ideja objašnjava
02:16
why some organizations and some leaders
48
121000
2000
zašto su neke organizacije i neke vođe
02:18
are able to inspire where others aren't.
49
123000
2000
u stanju da inspirišu onda kada drugi nisu.
02:20
Let me define the terms really quickly.
50
125000
2000
Dopustite da vam u kratkim crtama objasnim pojmove.
02:22
Every single person, every single organization on the planet
51
127000
3000
Svaka pojedina osoba, svaka pojedina organizacija na ovoj planeti
02:25
knows what they do,
52
130000
2000
zna šta radi,
02:27
100 percent.
53
132000
2000
100 posto.
02:29
Some know how they do it,
54
134000
2000
Neke od njih znaju i kako to rade,
02:31
whether you call it your differentiated value proposition
55
136000
2000
bilo da to nazivaju postavkom razlikujuće vrednosti
02:33
or your proprietary process or your USP.
56
138000
3000
ili sopstvenim procesom ili svojim jedinstvenim predlogom prodaje.
02:36
But very, very few people or organizations
57
141000
3000
Ali veoma, veoma malo ljudi ili organizacija
02:39
know why they do what they do.
58
144000
2000
zna zašto rade to što rade.
02:41
And by "why" I don't mean "to make a profit."
59
146000
2000
I pod ''zašto'' ne mislim na ''da bi se ostvario profit''.
02:43
That's a result. It's always a result.
60
148000
2000
To je rezultat. To je uvek rezultat.
02:45
By "why," I mean: What's your purpose?
61
150000
2000
Pod ''zašto'', mislim: šta je vaša svrha?
02:47
What's your cause? What's your belief?
62
152000
2000
Šta je vaš cilj? U šta verujete?
02:50
Why does your organization exist?
63
155000
3000
Zbog čega vaša organizacija postoji?
02:53
Why do you get out of bed in the morning?
64
158000
2000
Zbog čega ustajete ujutro iz kreveta?
02:55
And why should anyone care?
65
160000
3000
I zašto bi bilo ko mario za to?
02:58
Well, as a result, the way we think, the way we act,
66
163000
2000
Pa, kao rezultat toga, način na koji razmišljamo, delamo,
03:00
the way we communicate is from the outside in.
67
165000
2000
način na koji komuniciramo, usmeren je spolja ka unutra.
03:02
It's obvious. We go from the clearest thing to the fuzziest thing.
68
167000
3000
To je očigledno. Idemo od najjasnijih stvari ka manje jasnim.
03:05
But the inspired leaders
69
170000
2000
Ali, inspirisane vođe
03:07
and the inspired organizations --
70
172000
2000
i inspirisane organizacije,
03:09
regardless of their size, regardless of their industry --
71
174000
3000
bez obzira na svoju veličinu i industriju u kojoj su,
03:12
all think, act and communicate
72
177000
2000
misle, delaju i komuniciraju
03:14
from the inside out.
73
179000
2000
od središta ka vani.
03:17
Let me give you an example.
74
182000
2000
Daću vam jedan primer.
03:19
I use Apple because they're easy to understand and everybody gets it.
75
184000
3000
Ja koristim Apple zato što se lako koristi i svako može da ga shvati.
03:22
If Apple were like everyone else,
76
187000
3000
Kada bi Apple bio kao i svi ostali
03:25
a marketing message from them might sound like this:
77
190000
3000
njihova marketinška poruka bi mogla glasiti ovako.
03:28
"We make great computers.
78
193000
3000
''Mi pravimo odlične računare.
03:31
They're beautifully designed, simple to use
79
196000
2000
Oni su prelepog dizajna, jednostavni za korišćenje
03:33
and user friendly.
80
198000
2000
i prilagođeni korisniku.
03:35
Want to buy one?" "Meh."
81
200000
3000
Želiteli da ga kupite?'' Ne.
03:38
And that's how most of us communicate.
82
203000
2000
I to je način na koji većina nas komunicira.
03:40
That's how most marketing is done, that's how most sales is done
83
205000
2000
Tako se obavlja veći deo marketinga i prodaje.
03:42
and that's how most of us communicate interpersonally.
84
207000
2000
I to je način na koji većina nas komunicira između sebe.
03:44
We say what we do, we say how we're different or how we're better
85
209000
3000
Kažemo šta radimo, kažemo po čemu smo drugačiji ili po čemu smo bolji
03:47
and we expect some sort of a behavior,
86
212000
2000
i očekujemo nekakvo ponašanje,
03:49
a purchase, a vote, something like that.
87
214000
2000
kupovinu, glas, nešto tako.
03:51
Here's our new law firm:
88
216000
2000
Ovo je naša nova advokatska kancelarija.
03:53
We have the best lawyers with the biggest clients,
89
218000
2000
Imamo najbolje advokate i najveće klijente.
03:55
we always perform for our clients who do business with us.
90
220000
2000
Uvek se zalažemo za klijente koji rade sa nama.
03:57
Here's our new car:
91
222000
2000
Ovo je naš novi automobil.
03:59
It gets great gas mileage, it has leather seats, buy our car.
92
224000
3000
Ima odličnu potrošnju. Ima kožna sedišta. Kupite naš automobil.
04:02
But it's uninspiring.
93
227000
2000
Ali, ništa od toga ne inspiriše.
04:04
Here's how Apple actually communicates.
94
229000
3000
Evo kako Apple u stvari komunicira.
04:08
"Everything we do,
95
233000
2000
''Sve što radimo,
04:10
we believe in challenging the status quo.
96
235000
3000
radimo da bismo menjali status quo.
04:13
We believe in thinking differently.
97
238000
3000
Verujemo da se može drugačije razmišljati.
04:16
The way we challenge the status quo
98
241000
2000
Status quo menjamo
04:18
is by making our products beautifully designed,
99
243000
3000
kroz stvaranje prelepo dizajniranih proizvoda
04:21
simple to use and user friendly.
100
246000
2000
koji su jednostavni za upotrebu i prilagođeni korisniku.
04:23
We just happen to make great computers.
101
248000
3000
Igrom slučaja - bavimo se proizvodnjom vrhunskih računara.
04:26
Want to buy one?"
102
251000
2000
Želite li da kupite jedan?''
04:28
Totally different right? You're ready to buy a computer from me.
103
253000
3000
Potpuno drugačije, zar ne? Spremni ste da od mene kupite računar.
04:31
All I did was reverse the order of the information.
104
256000
2000
A sve što sam uradio jeste promena redosleda datih informacija.
04:33
What it proves to us is that people don't buy what you do;
105
258000
3000
Time je dokazano da ljudi ne kupuju ono šta radite;
04:36
people buy why you do it.
106
261000
2000
ljudi kupuju ono zbog čega to radite.
04:38
People don't buy what you do; they buy why you do it.
107
263000
2000
Ljudi ne kupuju ono šta radite; oni kupuju ono zbog čega to radite.
04:40
This explains why
108
265000
2000
Ovo objašnjava zbog čega
04:42
every single person in this room
109
267000
2000
svaka osoba u ovoj prostoriji
04:44
is perfectly comfortable buying a computer from Apple.
110
269000
3000
nema ništa protiv da kupi računar od Appla.
04:47
But we're also perfectly comfortable
111
272000
2000
Ali, isto tako komotno bi se osećala i da
04:49
buying an MP3 player from Apple, or a phone from Apple,
112
274000
3000
kupi MP3 od Appla ili telefon od Appla,
04:52
or a DVR from Apple.
113
277000
2000
ili DVR od Appla.
04:54
But, as I said before, Apple's just a computer company.
114
279000
2000
Ali, kao što sam ranije napomenuo, Apple je ipak samo računarska kompanija.
04:56
There's nothing that distinguishes them
115
281000
2000
Ne postoji ništa što ih strukturno izdvaja
04:58
structurally from any of their competitors.
116
283000
2000
od njihove konkurencije.
05:00
Their competitors are all equally qualified to make all of these products.
117
285000
3000
Svi njihovi konkurenti su podjednako kvalifikovani da naprave sve nabrojane proizvode.
05:03
In fact, they tried.
118
288000
2000
To su, zapravo i pokušali.
05:05
A few years ago, Gateway came out with flat screen TVs.
119
290000
3000
Pre nekoliko godina, Gateway je izašao na tržište sa flat screen televizorima.
05:08
They're eminently qualified to make flat screen TVs.
120
293000
2000
Oni su priznati stručnjaci, potpuno kvalifikovani za proizvodnju flat screen televizora.
05:10
They've been making flat screen monitors for years.
121
295000
3000
Pravili su flat screen monitore godinama.
05:13
Nobody bought one.
122
298000
2000
Niko nije kupio niti jedan.
05:20
Dell came out with MP3 players and PDAs,
123
305000
3000
Dell je počeo sa prodajom MP3 plejera i PDA uređaja.
05:23
and they make great quality products,
124
308000
2000
Njihovi proizvodi su vrhunskog kvaliteta.
05:25
and they can make perfectly well-designed products --
125
310000
3000
I u stanju su da osmisle sasvim dobar dizajn za svoje proizvode.
05:28
and nobody bought one.
126
313000
2000
Ipak, niko nije kupio nijedan.
05:30
In fact, talking about it now, we can't even imagine
127
315000
2000
Zapravo, sada, kada smo započeli ovu temu, ne možemo ni da zamislimo
05:32
buying an MP3 player from Dell.
128
317000
2000
da kupimo MP3 plejer od kompanije Dell.
05:34
Why would you buy an MP3 player from a computer company?
129
319000
2000
Zbog čega biste kupovali MP3 od računarske kompanije?
05:36
But we do it every day.
130
321000
2000
Ali, mi to ipak činimo svakog dana.
05:38
People don't buy what you do; they buy why you do it.
131
323000
2000
Ljudi ne kupuju ono što radite; ljudi kupuju ono zbog čega radite.
05:40
The goal is not to do business
132
325000
2000
Cilj nije da poslujete
05:42
with everybody who needs what you have.
133
327000
3000
sa svima kojima je potrebno ono što vi imate.
05:46
The goal is to do business with people
134
331000
2000
Cilj je da poslujete sa onim ljudima
05:48
who believe what you believe.
135
333000
3000
koji veruju u ono u šta vi verujete.
05:51
Here's the best part:
136
336000
2000
I evo ga najbolji deo priče.
05:53
None of what I'm telling you is my opinion.
137
338000
2000
Ništa od ovoga što sam vam ispričao nije moje mišljenje.
05:55
It's all grounded in the tenets of biology.
138
340000
3000
Sve ovo je zasnovano na principima biologije.
05:58
Not psychology, biology.
139
343000
2000
Ne psihologije, biologije.
06:00
If you look at a cross-section of the human brain, looking from the top down,
140
345000
3000
Ako posmarate presek ljudskog mozga, odozgo na dole,
06:03
what you see is the human brain is actually broken
141
348000
2000
ono što ćete videti jeste da je ljudski mozak zapravo podeljen
06:05
into three major components
142
350000
2000
u 3 glavna dela
06:07
that correlate perfectly with the golden circle.
143
352000
3000
koji su u savršenoj korelaciji sa zlatnim krugom.
06:10
Our newest brain, our Homo sapien brain,
144
355000
3000
Naš najnoviji mozak, naš homosapienski mozak,
06:13
our neocortex,
145
358000
2000
naš neokorteks,
06:15
corresponds with the "what" level.
146
360000
2000
korespondira sa ''šta'' nivoom.
06:17
The neocortex is responsible for all of our
147
362000
2000
Neokorteks je odgovoran za sve naše
06:19
rational and analytical thought
148
364000
2000
racionalne i analitičke misli
06:21
and language.
149
366000
2000
kao i za jezik.
06:23
The middle two sections make up our limbic brains,
150
368000
3000
Dve središnje sekcije čine naš limbički mozak.
06:26
and our limbic brains are responsible for all of our feelings,
151
371000
3000
A naš limbički mozak je odgovoran za sva naša osećanja,
06:29
like trust and loyalty.
152
374000
3000
kao što su poverenje i lojalnost.
06:32
It's also responsible for all human behavior,
153
377000
2000
Takođe je odgovoran i za sveukupno ljudsko ponašanje,
06:34
all decision-making,
154
379000
2000
svako donošenje odluka,
06:36
and it has no capacity for language.
155
381000
3000
ali ne poznaje jezik.
06:39
In other words, when we communicate from the outside in,
156
384000
3000
Drugim rečima, kada komuniciramo spolja ka unutra
06:42
yes, people can understand vast amounts of complicated information
157
387000
3000
da, ljudi mogu razumeti velike količine komplikovanih informacija
06:45
like features and benefits and facts and figures.
158
390000
3000
kao što su činioci, dobiti, činjenice i brojke.
06:48
It just doesn't drive behavior.
159
393000
2000
Samo to ne pokreće ponašanje.
06:50
When we can communicate from the inside out,
160
395000
2000
Onda kada komuniciramo iznutra ka spolja,
06:52
we're talking directly to the part of the brain
161
397000
2000
direktno se obraćamo onom delu mozga
06:54
that controls behavior,
162
399000
2000
koji kontroliše ponašanje,
06:56
and then we allow people to rationalize it
163
401000
2000
a onda dozvoljavamo ljudima da racionalizuju to
06:58
with the tangible things we say and do.
164
403000
2000
kroz opipljive stvari koje govorimo i činimo.
07:00
This is where gut decisions come from.
165
405000
2000
Odatle dolaze instinktivne odluke.
07:02
You know, sometimes you can give somebody
166
407000
2000
Znate, kao što ponekad možete dati nekome
07:04
all the facts and figures,
167
409000
2000
sve podatke, činjenice i brojke,
07:06
and they say, "I know what all the facts and details say,
168
411000
2000
a oni će reći, ''Razumem sve činjenice i detalje,
07:08
but it just doesn't feel right."
169
413000
2000
ali nekako ne osećam da je to prava stvar.''
07:10
Why would we use that verb, it doesn't "feel" right?
170
415000
3000
Zbog čega bismo koristili taj glagol, ''ne osećam''?
07:13
Because the part of the brain that controls decision-making
171
418000
2000
Zato što deo mozga koji kontroliše donošenje odluka,
07:15
doesn't control language.
172
420000
2000
ne upravlja jezikom.
07:17
And the best we can muster up is, "I don't know. It just doesn't feel right."
173
422000
3000
I najbolje što možemo sklepati je, ''Ne znam. Nekako ne osećam da je to to.''
07:20
Or sometimes you say you're leading with your heart,
174
425000
2000
Ili možda ponekad kažete da se vodite svojim srcem,
07:22
or you're leading with your soul.
175
427000
2000
ili da vas vodi vaša duša.
07:24
Well, I hate to break it to you, those aren't other body parts
176
429000
2000
Pa, ne bih da vas razočaram, ali nisu delovi tela ti
07:26
controlling your behavior.
177
431000
2000
koji kontrolišu vaše ponašanje.
07:28
It's all happening here in your limbic brain,
178
433000
2000
Sve to se dešava baš ovde u vašem limbičkom mozgu,
07:30
the part of the brain that controls decision-making and not language.
179
435000
3000
delu mozga koji upravlja donošenjem odluka, a ne i jezikom.
07:33
But if you don't know why you do what you do,
180
438000
3000
Ali ako ne znate zašto radite to što radite,
07:36
and people respond to why you do what you do,
181
441000
3000
a ljudi reaguju na to zašto se nešto radi,
07:39
then how will you ever get people
182
444000
3000
kako onda uopšte pridobiti ljude
07:42
to vote for you, or buy something from you,
183
447000
2000
da glasaju za vas ili da kupe nešto od vas,
07:44
or, more importantly, be loyal
184
449000
2000
ili još bitnije, da budu verni
07:46
and want to be a part of what it is that you do.
185
451000
3000
i da žele da budu deo onoga što vi radite.
07:49
Again, the goal is not just to sell to people who need what you have;
186
454000
3000
Da ponovim, cilj nije, jednostavno, prodati ono što imate ljudima kojima je to potrebno;
07:52
the goal is to sell to people who believe what you believe.
187
457000
3000
cilj je prodati ljudima koji veruju u ono u šta vi verujete.
07:55
The goal is not just to hire people
188
460000
2000
Cilj nije samo zaposliti ljude
07:57
who need a job;
189
462000
2000
kojima je posao potreban;
07:59
it's to hire people who believe what you believe.
190
464000
3000
već zaposliti ljude koji veruju u ono u šta vi verujete.
08:02
I always say that, you know,
191
467000
3000
Uvek kažem da, znate već, ako zaposlite
08:07
if you hire people just because they can do a job, they'll work for your money,
192
472000
3000
ljude samo zato što umeju da obavljaju posao, oni će raditi za vaš novac,
08:10
but if you hire people who believe what you believe,
193
475000
2000
ali ako zaposlite ljude koji veruju u ono u šta i sami verujete,
08:12
they'll work for you with blood and sweat and tears.
194
477000
2000
oni će raditi za vas sa krvlju, znojem i suzama.
08:14
And nowhere else is there a better example of this
195
479000
2000
A najbolji primer za to nalazimo
08:16
than with the Wright brothers.
196
481000
2000
u radu braće Rajt.
08:18
Most people don't know about Samuel Pierpont Langley.
197
483000
3000
Većina ljudi ne zna za Semjuela Pirponta Lenglija.
08:21
And back in the early 20th century,
198
486000
3000
No, početkom 20. veka,
08:24
the pursuit of powered man flight was like the dot com of the day.
199
489000
3000
trka za razvoj leteće sprave kojom bi upravljao čovek bila je u centru pažnje.
08:27
Everybody was trying it.
200
492000
2000
Svako je pokušavao da ga razvije taj izum.
08:29
And Samuel Pierpont Langley had, what we assume,
201
494000
3000
A Semjuel Pirpoint Lengli je imao sve ono što smatramo
08:32
to be the recipe for success.
202
497000
3000
receptom za uspeh.
08:35
I mean, even now, you ask people,
203
500000
2000
Mislim na to da uvek kada pitamo,
08:37
"Why did your product or why did your company fail?"
204
502000
2000
''Zašto je vaš proizvod ili vaša kompanija doživela neuspeh?''
08:39
and people always give you the same permutation
205
504000
2000
odgovori su uvek ista kombinacija
08:41
of the same three things:
206
506000
2000
ista 3 činioca,
08:43
under-capitalized, the wrong people, bad market conditions.
207
508000
3000
manjak kapitala, pogrešni ljudi, loši uslovi na tržištu.
08:46
It's always the same three things, so let's explore that.
208
511000
3000
Uvek su te tri iste stvari u pitanju, pa hajde da istražimo to.
08:49
Samuel Pierpont Langley
209
514000
2000
Semjuelu Pirpont Lengliju
08:51
was given 50,000 dollars by the War Department
210
516000
3000
je Odsek za rat isplatio 50.000 američkih dolara
08:54
to figure out this flying machine.
211
519000
2000
da bi konstruisao tu leteću mašinu.
08:56
Money was no problem.
212
521000
2000
Novac nije bio problem.
08:58
He held a seat at Harvard
213
523000
2000
Bio je profesor na Harvardu
09:00
and worked at the Smithsonian and was extremely well-connected;
214
525000
3000
a radio je na institutu Smitsonian, te je bio izuzetno dobro povezan.
09:03
he knew all the big minds of the day.
215
528000
2000
Poznavao je sve velike umove toga doba.
09:05
He hired the best minds
216
530000
2000
Zaposlio je najbolje stručnjake
09:07
money could find
217
532000
2000
koje se novcem mogu platiti.
09:09
and the market conditions were fantastic.
218
534000
2000
A tržišni uslovi bili su fantastični.
09:11
The New York Times followed him around everywhere,
219
536000
3000
The New York Times pratio ga je svuda.
09:14
and everyone was rooting for Langley.
220
539000
2000
I svi su ga bodrili.
09:16
Then how come we've never heard of Samuel Pierpont Langley?
221
541000
3000
Kako onda da nikada niste čuli za Semjuela Pirpont Lenglija?
09:19
A few hundred miles away in Dayton Ohio,
222
544000
3000
Nekoliko stotina milja dalje, u Dejtonu Ohajo,
09:22
Orville and Wilbur Wright,
223
547000
2000
su Orvil i Vilbur Rajt,
09:24
they had none of what we consider
224
549000
2000
koji nisu imali ništa od onog se smatra
09:26
to be the recipe for success.
225
551000
2000
receptom za uspeh.
09:28
They had no money;
226
553000
2000
Nisu imali novac.
09:30
they paid for their dream with the proceeds from their bicycle shop;
227
555000
3000
Svoj san su gradili sa novcem zarađenim u radnji za bicikle.
09:33
not a single person on the Wright brothers' team
228
558000
2000
Niti jedna osoba u timu braće Rajt
09:35
had a college education,
229
560000
2000
nije imala fakultetsko obrazovanje,
09:37
not even Orville or Wilbur;
230
562000
2000
pa čak ni Orvil ni Vilbur.
09:39
and The New York Times followed them around nowhere.
231
564000
3000
A New York Times ih nije pratio nigde.
09:42
The difference was,
232
567000
2000
Razlika leži u tome,
09:44
Orville and Wilbur were driven by a cause,
233
569000
2000
što su Orvil i Vilbur vođeni vizijom,
09:46
by a purpose, by a belief.
234
571000
2000
svrhom, verovanjem.
09:48
They believed that if they
235
573000
2000
Verovali su da ako bi
09:50
could figure out this flying machine,
236
575000
2000
uspeli da konstruišu ovu leteću mašinu,
09:52
it'll change the course of the world.
237
577000
3000
da bi taj izum promenio tok sveta.
09:55
Samuel Pierpont Langley was different.
238
580000
2000
Semjuel Pirpont Lengli je bio drugačiji.
09:57
He wanted to be rich, and he wanted to be famous.
239
582000
3000
On je želeo da bude bogat i želeo je da bude poznat.
10:00
He was in pursuit of the result.
240
585000
2000
On je jurio rezultat.
10:02
He was in pursuit of the riches.
241
587000
2000
On je jurio bogatstvo.
10:04
And lo and behold, look what happened.
242
589000
3000
Pazite sad šta se desilo.
10:07
The people who believed in the Wright brothers' dream
243
592000
2000
Ljudi koji su verovali u san braće Rajt
10:09
worked with them with blood and sweat and tears.
244
594000
3000
radili su sa njima uz krv, znoj i suze.
10:12
The others just worked for the paycheck.
245
597000
2000
Članovi drugog tima radili su samo za platu.
10:14
And they tell stories of how every time the Wright brothers went out,
246
599000
3000
A oni pričaju anegdote o tome kako su braća Rajt svaki put
10:17
they would have to take five sets of parts,
247
602000
2000
sa sobom nosili pet kompleta delova,
10:19
because that's how many times they would crash
248
604000
2000
zato što bi se toliko puta srušili
10:21
before they came in for supper.
249
606000
2000
pre nego što bi se vratili kući na večeru.
10:24
And, eventually, on December 17th, 1903,
250
609000
3000
I konačno, 17. decembra 1903.,
10:27
the Wright brothers took flight,
251
612000
3000
braća Rajt su poletela po prvi put,
10:30
and no one was there to even experience it.
252
615000
2000
i niko nije bio prisutan da to doživi.
10:32
We found out about it a few days later.
253
617000
3000
Za to se saznalo nekoliko dana kasnije.
10:36
And further proof that Langley
254
621000
2000
A dalji dokaz da je Lengli
10:38
was motivated by the wrong thing:
255
623000
2000
bio motivisan pogrešnim stvarima,
10:40
The day the Wright brothers took flight, he quit.
256
625000
3000
jeste to što je dao otkaz onog dana kada su braća Rajt imala svoj prvi let.
10:43
He could have said,
257
628000
2000
Mogao je da kaže,
10:45
"That's an amazing discovery, guys,
258
630000
2000
''To je neverovatan izum, momci,
10:47
and I will improve upon your technology," but he didn't.
259
632000
3000
i ja ću vaš izum dodatno unaprediti'', ali nije.
10:50
He wasn't first, he didn't get rich,
260
635000
2000
Nije bio prvi, nije se obogatio,
10:52
he didn't get famous so he quit.
261
637000
2000
nije postao slavan, pa je odustao.
10:54
People don't buy what you do; they buy why you do it.
262
639000
3000
Ljudi ne kupuju ono šta radite; oni kupuju ono zbog čega radite.
10:57
And if you talk about what you believe,
263
642000
2000
A ako govorite o onome u šta verujete,
10:59
you will attract those who believe what you believe.
264
644000
3000
privući ćete one koji veruju u isto ono u šta vi verujete.
11:02
But why is it important to attract those who believe what you believe?
265
647000
3000
Ali, zašto je važno privući one koji veruju u ono u šta sami verujemo?
11:07
Something called the law of diffusion of innovation,
266
652000
2000
U pitanju je nešto što zovemo teorijom difuzije inovacija.
11:09
and if you don't know the law, you definitely know the terminology.
267
654000
3000
A ako ne poznajete teoriju, definitivno poznajete terminologiju.
11:12
The first two and a half percent of our population
268
657000
3000
Ova dva i po procenta naše populacije
11:15
are our innovators.
269
660000
2000
jesu naši inovatori.
11:17
The next 13 and a half percent of our population
270
662000
3000
Sledećih 13,5 procenata naše populacije
11:20
are our early adopters.
271
665000
2000
jesu rani prihvatioci.
11:22
The next 34 percent are your early majority,
272
667000
2000
Sledeća 34 procenta jeste rana većina,
11:24
your late majority and your laggards.
273
669000
3000
kasna većina i nazadnjaci.
11:27
The only reason these people buy touch tone phones
274
672000
3000
Jedini razlog zbog čega ovi ljudi kupuju digitalne telefone
11:30
is because you can't buy rotary phones anymore.
275
675000
2000
jeste taj što se više ne mogu kupiti roto-telefoni.
11:32
(Laughter)
276
677000
2000
(Smeh)
11:34
We all sit at various places at various times on this scale,
277
679000
3000
Svi se u različitim trenucima nalazimo na različitim mestima ove skale,
11:37
but what the law of diffusion of innovation tells us
278
682000
3000
ali ono što nam teorija difuzije inovacija govori
11:40
is that if you want mass-market success
279
685000
3000
jeste da ako hoćete uspeh na masovnom tržištu
11:43
or mass-market acceptance of an idea,
280
688000
2000
ili masovno prihvatanje neke ideje,
11:45
you cannot have it
281
690000
2000
ne možete to ostvariti
11:47
until you achieve this tipping point
282
692000
2000
dok ne dosegnete ovaj prelaz
11:49
between 15 and 18 percent market penetration,
283
694000
3000
između 15 i 18 procenta penetracije tržišta.
11:52
and then the system tips.
284
697000
3000
I onda sistem funkcioniše.
11:55
And I love asking businesses, "What's your conversion on new business?"
285
700000
3000
Volim da pitam kompanije, ''Koji procenat kupaca ste ostvarili?''
11:58
And they love to tell you, "Oh, it's about 10 percent," proudly.
286
703000
2000
A one vole da odgovore ponosno, ''O, pa već oko 10 odsto''.
12:00
Well, you can trip over 10 percent of the customers.
287
705000
2000
Pa, svako se može spotaći na 10% kupaca.
12:02
We all have about 10 percent who just "get it."
288
707000
2000
Svi mi imamo tih 10% koji naprosto ''kapiraju''.
12:04
That's how we describe them, right?
289
709000
2000
Tako ih opisujemo, da.
12:06
That's like that gut feeling, "Oh, they just get it."
290
711000
2000
To je kao onaj instinktivni osećaj, ''O, oni jednostavno kapiraju''
12:08
The problem is: How do you find the ones that get it
291
713000
3000
Problem je u sledećem: Kako naći one koji kapiraju
12:11
before you're doing business with them versus the ones who don't get it?
292
716000
3000
pre nego što poslujete s njima, nasuprot onima koji ne kapiraju?
12:14
So it's this here, this little gap
293
719000
2000
Dakle, govorim o ovome, o ovom malom prostoru između,
12:16
that you have to close,
294
721000
2000
koji morate popuniti,
12:18
as Jeffrey Moore calls it, "Crossing the Chasm" --
295
723000
2000
''prevazići rascep'', kako bi to rekao Džefri Mur.
12:20
because, you see, the early majority
296
725000
2000
Zato što, znate, rana većina
12:22
will not try something
297
727000
2000
neće probati nešto
12:24
until someone else
298
729000
2000
dok neko drugi
12:26
has tried it first.
299
731000
2000
to već nije probao.
12:28
And these guys, the innovators and the early adopters,
300
733000
3000
A ovi drugi, inovatori i rani prihvatioci,
12:31
they're comfortable making those gut decisions.
301
736000
2000
oni su vrlo slobodni u donošenju tih intuitivnih odluka.
12:33
They're more comfortable making those intuitive decisions
302
738000
3000
Oni su mnogo slobodniji u donošenju onih intuitivnih odluka
12:36
that are driven by what they believe about the world
303
741000
3000
koje proizlaze iz njihovih ličnih uverenja o svetu,
12:40
and not just what product is available.
304
745000
2000
a ne jednostavno iz dostupnosti proizvoda na tržištu.
12:42
These are the people who stood in line for six hours
305
747000
2000
To su oni ljudi koji su stajali u redu šest sati
12:44
to buy an iPhone when they first came out,
306
749000
2000
kako bi kupili iPhone čim bi se pojavio u radnjama,
12:46
when you could have just walked into the store the next week
307
751000
2000
iako su mogli da, prosto, ušetaju u radnju sledeće nedelje
12:48
and bought one off the shelf.
308
753000
2000
i uzmu jedan iPhone sa police.
12:50
These are the people who spent 40,000 dollars
309
755000
2000
Ovo su ljudi koji su potrošili 40.000 dolara
12:52
on flat screen TVs when they first came out,
310
757000
3000
na TV sa ravnim ekranom, onda kada su se tek pojavili,
12:55
even though the technology was substandard.
311
760000
3000
iako je tehnologija izrade bila ispod standarda.
12:58
And, by the way, they didn't do it
312
763000
2000
I da se zna, oni nisu kupovali televizore
13:00
because the technology was so great;
313
765000
2000
zbog odlične tehnologije.
13:02
they did it for themselves.
314
767000
2000
Oni su to učinili za sebe.
13:04
It's because they wanted to be first.
315
769000
2000
Zato što su hteli da budu prvi.
13:06
People don't buy what you do; they buy why you do it
316
771000
2000
Ljudi ne kupuju ono šta radite; oni kupuju ono zbog čega to radite.
13:08
and what you do simply
317
773000
2000
A ono što radite jednostavno
13:10
proves what you believe.
318
775000
2000
dokazuje to u šta verujete.
13:12
In fact, people will do the things
319
777000
2000
Činjenica je, ljudi će raditi ono
13:14
that prove what they believe.
320
779000
2000
što potvrđuje njihova uverenja.
13:16
The reason that person bought the iPhone
321
781000
2000
Razlog zbog kog je ta osoba kupila iPhone
13:18
in the first six hours,
322
783000
3000
tokom prvih šest sati prodaje,
13:21
stood in line for six hours,
323
786000
2000
i stajala u redu šest sati
13:23
was because of what they believed about the world,
324
788000
2000
jeste njen pogled na svet,
13:25
and how they wanted everybody to see them:
325
790000
2000
i kako želi da je svi vide.
13:27
They were first.
326
792000
2000
Oni su bili prvi.
13:29
People don't buy what you do; they buy why you do it.
327
794000
2000
Ljudi ne kupuju ono šta radite; oni kupuju ono zbog čega to radite.
13:31
So let me give you a famous example,
328
796000
2000
Dopustite da vam predočim poznati primer,
13:33
a famous failure and a famous success
329
798000
2000
jedan poznat neuspeh i jedan poznat uspeh
13:35
of the law of diffusion of innovation.
330
800000
2000
zakona difuzije inovacija.
13:37
First, the famous failure.
331
802000
2000
Najpre, poznati neuspeh.
13:39
It's a commercial example.
332
804000
2000
U pitanju je komercijalni primer.
13:41
As we said before, a second ago,
333
806000
2000
Kao što smo ranije utvrdili, pre jedne sekunde,
13:43
the recipe for success is money and the right people and the right market conditions,
334
808000
3000
recept za uspeh čine novac, pravi ljudi i pravi uslovi na tržištu.
13:46
right? You should have success then.
335
811000
2000
U redu. Onda bi trebalo da uspete.
13:48
Look at TiVo.
336
813000
2000
Pogledajte TiVo.
13:50
From the time TiVo came out about eight or nine years ago
337
815000
2000
Od kada se TiVo pojavio, pre oko osam ili devet godina,
13:52
to this current day,
338
817000
2000
do dana današnjeg,
13:54
they are the single highest-quality product on the market,
339
819000
3000
oni su jedinstven visoko kvalitetan proizvod na tržištu,
13:57
hands down, there is no dispute.
340
822000
3000
kapa dole, tu nema spora.
14:00
They were extremely well-funded.
341
825000
2000
Bili su izuzetno dobro finansirani.
14:02
Market conditions were fantastic.
342
827000
2000
Uslovi na tržištu su bili fantastični.
14:04
I mean, we use TiVo as verb.
343
829000
2000
Mislim, TiVo koristimo kao glagol.
14:06
I TiVo stuff on my piece of junk Time Warner DVR all the time.
344
831000
3000
Stalno tivujem stvari na svom đubretu od Time Warner DVR-a.
14:12
But TiVo's a commercial failure.
345
837000
2000
Ali, TiVo predstavlja komercijalni neuspeh.
14:14
They've never made money.
346
839000
2000
Nikada nisu napravili novac.
14:16
And when they went IPO,
347
841000
2000
I kada su krenuli sa inicijalnom javnom ponudom,
14:18
their stock was at about 30 or 40 dollars
348
843000
2000
cena njihove akcije je bila oko 30 ili 40 dolara
14:20
and then plummeted, and it's never traded above 10.
349
845000
2000
a onda se stropoštala i nikada nije trgovana iznad 10.
14:22
In fact, I don't think it's even traded above six,
350
847000
3000
Ustvari, mislim da nije trgovana za više od šest,
14:25
except for a couple of little spikes.
351
850000
2000
izuzev u par navrata.
14:27
Because you see, when TiVo launched their product
352
852000
2000
A to je zbog toga što je TiVo, kada je lansirao svoj proizvod,
14:29
they told us all what they had.
353
854000
3000
rekao sve što je imao da kaže.
14:32
They said, "We have a product that pauses live TV,
354
857000
3000
Rekli su, ''Imamo proizvod koji pauzira žive TV programe,
14:35
skips commercials, rewinds live TV
355
860000
3000
preskače reklame, premotava unazad emisije koje idu uživo
14:38
and memorizes your viewing habits
356
863000
2000
i pamti vaše gledalačke navike
14:40
without you even asking."
357
865000
3000
čak i bez vašeg zahteva''.
14:43
And the cynical majority said,
358
868000
2000
Cinična većina je rekla,
14:45
"We don't believe you.
359
870000
2000
''Ne verujemo.
14:47
We don't need it. We don't like it.
360
872000
2000
Nije nam potrebno. Ne sviđa nam se.
14:49
You're scaring us."
361
874000
2000
Plašite nas''.
14:51
What if they had said,
362
876000
2000
A šta bi bilo da su rekli,
14:53
"If you're the kind of person
363
878000
2000
''Ako ste osoba
14:55
who likes to have total control
364
880000
3000
koja voli da ima potpunu kontrolu
14:58
over every aspect of your life,
365
883000
3000
svakog aspekta svog života,
15:01
boy, do we have a product for you.
366
886000
3000
o, onda mi imamo pravi proizvod za vas.
15:04
It pauses live TV, skips commercials,
367
889000
2000
Pauzira žive TV programe, preskače reklame,
15:06
memorizes your viewing habits, etc., etc."
368
891000
3000
pamti vaše gledalačke navike, itd, itd.''.
15:09
People don't buy what you do; they buy why you do it,
369
894000
2000
Ljudi ne kupuju ono što radite; oni kupuju ono zbog čega to radite.
15:11
and what you do simply serves as
370
896000
2000
A ono šta radite jednostavno služi kao
15:13
the proof of what you believe.
371
898000
2000
dokaz onoga u šta verujete.
15:15
Now let me give you a successful example
372
900000
3000
Sad ću vam dati jedan uspešan primer
15:18
of the law of diffusion of innovation.
373
903000
3000
zakona difuzije inovacija.
15:21
In the summer of 1963,
374
906000
3000
U leto 1963.,
15:24
250,000 people showed up
375
909000
2000
250.000 ljudi se pojavilo
15:26
on the mall in Washington
376
911000
2000
na šetalištu u Vašingtonu
15:28
to hear Dr. King speak.
377
913000
2000
da čuje govor dr. Kinga.
15:31
They sent out no invitations,
378
916000
3000
Niko nije poslao pozivnice,
15:34
and there was no website to check the date.
379
919000
3000
nije postojao veb-sajt za potvrdu datuma.
15:37
How do you do that?
380
922000
2000
Kako se to postiže?
15:39
Well, Dr. King wasn't the only man in America
381
924000
2000
Pa, dr. King nije bio jedini čovek u Americi
15:41
who was a great orator.
382
926000
2000
sa izvrsnim govorničkim sposobnostima.
15:43
He wasn't the only man in America who suffered
383
928000
2000
On nije bio jedini čovek u Americi koji je patio
15:45
in a pre-civil rights America.
384
930000
2000
u Americi bez civilnih prava.
15:47
In fact, some of his ideas were bad.
385
932000
3000
U stvari, neke njegove ideje su bile loše.
15:50
But he had a gift.
386
935000
2000
Ali, on je imao dar.
15:52
He didn't go around telling people what needed to change in America.
387
937000
3000
On nije išao unaokolo govoreći ljudima šta je potrebno promeniti u Americi.
15:55
He went around and told people what he believed.
388
940000
2000
On je išao unaokolo i govorio ljudima u šta veruje.
15:57
"I believe, I believe, I believe,"
389
942000
2000
''Ja verujem. Ja verujem. Ja verujem.'',
15:59
he told people.
390
944000
2000
govorio je ljudima.
16:01
And people who believed what he believed
391
946000
2000
A ljudi koji su verovali u ono u šta je on verovao
16:03
took his cause, and they made it their own,
392
948000
2000
preuzeli su njegov pokret i učinili ga svojim,
16:05
and they told people.
393
950000
2000
i pričali su ljudima.
16:07
And some of those people created structures
394
952000
2000
A neki od ovih ljudi su stvorili mehanizme
16:09
to get the word out to even more people.
395
954000
2000
prenošenja priče još većem broju ljudi.
16:11
And lo and behold,
396
956000
2000
I pogledajte,
16:13
250,000 people showed up
397
958000
2000
250.000 ljudi se pojavilo
16:15
on the right day at the right time
398
960000
3000
u pravi dan, u pravi čas,
16:18
to hear him speak.
399
963000
2000
da čuje njegov govor.
16:20
How many of them showed up for him?
400
965000
3000
Koliko se ljudi pojavilo zbog njega?
16:24
Zero.
401
969000
2000
Nula.
16:26
They showed up for themselves.
402
971000
2000
Došli su zbog sebe.
16:28
It's what they believed about America
403
973000
2000
Zbog svojih uverenja o Americi
16:30
that got them to travel in a bus for eight hours
404
975000
3000
oni su putovali u autobusu osam sati,
16:33
to stand in the sun in Washington in the middle of August.
405
978000
3000
kako bi stajali u usijanom Vašingtonu u sred avgusta.
16:36
It's what they believed, and it wasn't about black versus white:
406
981000
3000
Zbog onog u šta su verovali, a nije bio u pitanju sukob crnih i belih.
16:39
25 percent of the audience was white.
407
984000
3000
25 odsto publike su bili belci.
16:42
Dr. King believed that
408
987000
2000
Dr. King je verovao da
16:44
there are two types of laws in this world:
409
989000
2000
postoje dve vrste zakona na ovom svetu,
16:46
those that are made by a higher authority
410
991000
2000
oni stvoreni od strane višeg autoriteta
16:48
and those that are made by man.
411
993000
2000
i oni stvoreni od strane čoveka.
16:50
And not until all the laws that are made by man
412
995000
3000
I tek kada se svi zakoni stvoreni od strane čoveka
16:53
are consistent with the laws that are made by the higher authority
413
998000
2000
usaglase sa zakonima stvorenim od strane višeg autoriteta,
16:55
will we live in a just world.
414
1000000
2000
živećemo u pravednom svetu.
16:57
It just so happened that the Civil Rights Movement
415
1002000
2000
Samo je slučajno Pokret za građanska prava
16:59
was the perfect thing to help him
416
1004000
3000
bio savršen za to da mu pomogne
17:02
bring his cause to life.
417
1007000
2000
u oživljavanju njegovog pokreta.
17:04
We followed, not for him, but for ourselves.
418
1009000
3000
Mi nismo pratili njega, već sami sebe.
17:07
And, by the way, he gave the "I have a dream" speech,
419
1012000
2000
I usput budi rečeno, on je održao govor ''Ja imam san'',
17:09
not the "I have a plan" speech.
420
1014000
2000
a ne ''Ja imam plan''.
17:11
(Laughter)
421
1016000
4000
(Smeh)
17:15
Listen to politicians now, with their comprehensive 12-point plans.
422
1020000
3000
Slušajte političare sada sa njihovim sveobuhvatnim planovima u 12 tačaka.
17:18
They're not inspiring anybody.
423
1023000
2000
Oni nikoga ne inspirišu.
17:20
Because there are leaders and there are those who lead.
424
1025000
3000
Zato što postoje vođe i postoje oni koji vode.
17:23
Leaders hold a position of power
425
1028000
2000
Vođe imaju poziciju moći
17:25
or authority,
426
1030000
2000
ili autoriteta.
17:27
but those who lead inspire us.
427
1032000
3000
Ali oni koji vode jesu oni koji nas inspirišu.
17:31
Whether they're individuals or organizations,
428
1036000
2000
Bilo da su to pojedinci ili organizacije,
17:33
we follow those who lead,
429
1038000
2000
mi pratimo one koji vode,
17:35
not because we have to,
430
1040000
2000
ne zato što moramo,
17:37
but because we want to.
431
1042000
3000
već zato što hoćemo.
17:40
We follow those who lead, not for them,
432
1045000
3000
Mi pratimo one koji vode, ne zbog njih,
17:43
but for ourselves.
433
1048000
2000
već zbog sebe samih.
17:45
And it's those who start with "why"
434
1050000
3000
I oni koji započnu jedno ''zašto''
17:48
that have the ability
435
1053000
2000
jesu oni koji imaju sposobnost
17:50
to inspire those around them
436
1055000
2000
da inspirišu one oko sebe
17:52
or find others who inspire them.
437
1057000
3000
ili da nađu one koji će ih inspirisati.
17:55
Thank you very much.
438
1060000
2000
Hvala vam najlepše.
17:57
(Applause)
439
1062000
2000
(Aplauz)
ABOUT THE SPEAKER
Simon Sinek - Leadership expertSimon Sinek explores how leaders can inspire cooperation, trust and change. He's the author of the classic "Start With Why"; his latest book is "Leaders Eat Last."
Why you should listen
Fascinated by the leaders who make impact in the world, companies and politicians with the capacity to inspire, Simon Sinek has discovered some remarkable patterns in how they think, act and communicate. He wrote Start With Why: How Great Leaders Inspire Everyone to Take Action to explore his idea of the Golden Circle, what he calls "a naturally occurring pattern, grounded in the biology of human decision making, that explains why we are inspired by some people, leaders, messages and organizations over others." His newest work explores "circles of safety," exploring how to enhance feelings of trust and confidence in making bold decisions. It's the subject of his latest book, Leaders Eat Last.
An ethnographer by training, Sinek is an adjunct of the RAND Corporation. He writes and comments regularly for major publications and teaches graduate-level strategic communications at Columbia University.
Simon Sinek | Speaker | TED.com