TED2010
Chip Conley: Measuring what makes life worthwhile
Čip Konli:o merenju onog što je u životu vredno
Filmed:
Readability: 4.7
3,205,596 views
"Kada je balon Internet industrije pukao, hotelijer Čip Konli je krenuo u potragu za modelom poslovanja zasnovanom na sreći. Kroz dugogodišnje prijateljstvo sa radnicom iz njegovog motela i uz mudrost budističkog kralja, shvatio je da uspeh dolazi izborom onog što brojimo."
Chip Conley - CEO, author
Chip Conley creates joyful hotels, where he hopes his employees, customers and investors alike can realize their full potential. His books share that philosophy with the wider world. Full bio
Chip Conley creates joyful hotels, where he hopes his employees, customers and investors alike can realize their full potential. His books share that philosophy with the wider world. Full bio
Double-click the English transcript below to play the video.
00:16
I'm going to talk about the simple truth in leadership
0
1000
2000
Govoriću o jednostavnoj istini u liderstvu
00:18
in the 21st century.
1
3000
2000
u 21. veku.
00:20
In the 21st century, we need to actually look at --
2
5000
3000
U 21. veku treba zapravo da pogledamo --
00:23
and what I'm actually going to encourage you to consider today --
3
8000
3000
i što vas danas podstičem da učinite --
00:26
is to go back to our school days
4
11000
2000
je da se vratimo u naše školske dane
00:28
when we learned how to count.
5
13000
2000
kada smo učili da brojimo.
00:30
But I think it's time for us to think about what we count.
6
15000
3000
Ovim mislim da je došlo vreme da razmislimo o tome ŠTA zapravo brojimo.
00:33
Because what we actually count
7
18000
2000
Jer ono što računamo (brojimo)
00:35
truly counts.
8
20000
2000
se zaista računa (ima vrednost - igra reči, prim.prev.)
00:37
Let me start by telling you a little story.
9
22000
2000
Dozvolite mi da započnem jednom pričicom.
00:39
This is Van Quach.
10
24000
2000
Ovo je Van Kuaš
00:41
She came to this country in 1986 from Vietnam.
11
26000
3000
Došla je u ovu zemlju iz Vijetnama, 1986.
00:44
She changed her name to Vivian
12
29000
2000
Promenila je svoje ime u Vivijan
00:46
because she wanted to fit in here in America.
13
31000
2000
jer je želela da se uklopi u američko društvo.
00:48
Her first job was at an inner-city motel
14
33000
2000
Prvi posao je dobila u motelu, u siromašnom delu
00:50
in San Francisco as a maid.
15
35000
2000
San Franciska, kao spremačica.
00:52
I happened to buy that motel
16
37000
2000
Dogodilo se da sam baš ja kupio taj motel
00:54
about three months after Vivian started working there.
17
39000
3000
tri meseca nakon što je Vivijan počela tamo da radi.
00:57
So Vivian and I have been working together for 23 years.
18
42000
3000
Tako da Vivijan i ja radimo zajedno već 23 godine.
01:01
With the youthful idealism of a 26-year-old,
19
46000
2000
S mladalačkim idealizmom 26-ogodišnjaka,
01:03
in 1987,
20
48000
2000
1987. godine
01:05
I started my company and I called it Joie de Vivre,
21
50000
2000
osnovao sam svoju kompaniju i nazvao je "Radost življenja",
01:07
a very impractical name,
22
52000
2000
vrlo nepraktično ime,
01:10
because I actually was looking to create joy of life.
23
55000
3000
ali odgovarajuće, jer sam upravo želeo da stvorim radost življenja.
01:13
And this first hotel that I bought, motel,
24
58000
3000
U tom prvom hotelu, tj. motelu koji sam kupio,
01:16
was a pay-by-the-hour, no-tell motel
25
61000
3000
sobe su se iznajmljivale na sat, anonimnim gostima
01:19
in the inner-city of San Francisco.
26
64000
2000
u siromašnom delu San Franciska.
01:21
As I spent time with Vivian,
27
66000
2000
Što sam više upoznavao Vivijan,
01:23
I saw that she had sort of a joie de vivre
28
68000
3000
primetio sam da ona ima neku vrstu životne radosti
01:26
in how she did her work.
29
71000
2000
koja se pokazivala u načinu na koji je obavljala svoj posao.
01:28
It made me question and curious:
30
73000
2000
To me je zaintrigiralo i pitao sam se:
01:30
How could someone actually find joy
31
75000
2000
Kako neko uopšte može da nađe radost
01:32
in cleaning toilets for a living?
32
77000
3000
ako za život zarađuje čisteći WC šolje?
01:35
So I spent time with Vivian, and I saw that
33
80000
3000
Tako, provodeći vreme sa Vivijan, video sam da
01:38
she didn't find joy in cleaning toilets.
34
83000
2000
ona nije nalazila radost u samom čišćenju WC-a.
01:40
Her job, her goal and her calling
35
85000
2000
Njen posao, njen cilj i njen poziv
01:42
was not to become the world's greatest toilet scrubber.
36
87000
3000
nije bio da postane najbolji čistač WC šolja na svetu.
01:45
What counts for Vivian was the emotional connection
37
90000
2000
Ono što je njoj značilo u tom poslu, bio je topao, ljudski odnos
01:47
she created with her fellow employees and our guests.
38
92000
3000
koji je gradila sa svojim kolegama i našim gostima.
01:50
And what gave her inspiration and meaning
39
95000
2000
Inspiraciju i smisao u tom poslu je dobijala
01:52
was the fact that she was taking care of people
40
97000
3000
iz činjenice da je brinula o ljudima
01:55
who were far away from home.
41
100000
2000
koji su bili daleko od svojih domova.
01:57
Because Vivian knew what it was like to be far away from home.
42
102000
3000
Jer Vivijan je znala kako je to kad si daleko od svoje kuće.
02:00
That very human lesson,
43
105000
2000
Ta vrlo ljudska lekcija,
02:02
more than 20 years ago,
44
107000
2000
od pre više od 20 godina,
02:04
served me well during the last
45
109000
2000
bila mi je od velike pomoći tokom ove poslednje
02:06
economic downturn we had.
46
111000
3000
ekonomske krize u kojoj smo se našli.
02:09
In the wake of the dotcom crash and 9/11,
47
114000
2000
Nakon kraha Internet industrije i 11. septembra,
02:11
San Francisco Bay Area hotels
48
116000
2000
hoteli u San Francisku i zalivskoj oblasti
02:13
went through the largest percentage revenue drop
49
118000
2000
su prošli kroz najveći pad prihoda
02:15
in the history of American hotels.
50
120000
2000
u istoriji američkog hotelijerstva.
02:17
We were the largest operator of hotels in the Bay Area,
51
122000
3000
Bili smo najveći lanac hotela u zalivskoj oblasti,
02:20
so we were particularly vulnerable.
52
125000
2000
tako da smo bili posebno ranjivi.
02:22
But also back then,
53
127000
2000
Takođe u to vreme, sećate se,
02:24
remember we stopped eating French fries in this country.
54
129000
2000
prestali smo da jedemo pomfrit (French fries) u ovoj zemlji.
02:26
Well, not exactly, of course not.
55
131000
3000
Pa, dobro, ne baš. Naravno da smo ih i dalje jeli.
02:29
We started eating "freedom fries,"
56
134000
3000
Ali sad se to jelo zvalo "pomfrit slobode" (Freedom fries)
02:32
and we started boycotting anything that was French.
57
137000
3000
Počeli smo da bojkotujemo sve francusko (stranog porekla)
02:35
Well, my name of my company, Joie de Vivre --
58
140000
3000
Lako možete zaključiti... ime moje firme je bilo Joie de Vivre.
02:38
so I started getting these letters
59
143000
2000
Počela su da mi pristižu pisma
02:40
from places like Alabama and Orange County
60
145000
3000
iz mesta kao što su Alabama i iz Orandž okruga (konzervativna mesta - prim. prev.)
02:43
saying to me that they were going to boycott my company
61
148000
2000
u kojima me obaveštavaju da će nas bojkotovati
02:45
because they thought we were a French company.
62
150000
2000
jer su mislili da smo francuska kompanija.
02:47
And I'd write them back, and I'd say, "What a minute. We're not French.
63
152000
3000
Ja im odgovorim i kažem: "Čekajte. Mi nismo Francuzi.
02:50
We're an American company. We're based in San Francisco."
64
155000
3000
Mi smo američka firma. Sedište nam je u San Francisku."
02:53
And I'd get a terse response: "Oh, that's worse."
65
158000
2000
I dobio bih sažet odgovor: "O, to je još gore."
02:55
(Laughter)
66
160000
3000
(Smeh)
02:58
So one particular day
67
163000
2000
Tako, jednog dana,
03:00
when I was feeling a little depressed and not a lot of joie de vivre,
68
165000
2000
kada sam se osećao pomalo depresivno i nimalo radostan,
03:02
I ended up in the local bookstore around the corner from our offices.
69
167000
3000
našao sam se u lokalnoj knjižari, nedaleko od naše kancelarije.
03:05
And I initially ended up in the business section of the bookstore
70
170000
3000
Prvo sam otišao u odeljak sa knjigama o biznisu
03:08
looking for a business solution.
71
173000
2000
ne bih li našao rešenje za moju firmu.
03:10
But given my befuddled state of mind, I ended up
72
175000
2000
Međutim, s obzirom da sam bio zbunjen, vrlo brzo sam završio
03:12
in the self-help section very quickly.
73
177000
2000
u odeljku za samo-pomoć.
03:14
That's where I got reacquainted with
74
179000
2000
I tu sam se ponovo susreo sa
03:16
Abraham Maslow's "hierarchy of needs."
75
181000
3000
Maslovljevom hijerarhijom potreba.
03:19
I took one psychology class in college,
76
184000
2000
Izabrao sam nastavu iz psihologije tokom jednog semestra na koledžu,
03:21
and I learned about this guy, Abraham Maslow,
77
186000
2000
gde sam učio o Abrahamu Maslovu,
03:23
as many of us are familiar with his hierarchy of needs.
78
188000
2000
i njegovu teoriju o "hijerarhiji potreba" sa kojom su mnogi od nas ovde upoznati.
03:25
But as I sat there for four hours,
79
190000
3000
Ali dok sam tamo sedeo četiri sata,
03:28
the full afternoon, reading Maslow,
80
193000
3000
celo popodne, čitajući Maslova,
03:31
I recognized something
81
196000
2000
shvatio sam nešto
03:33
that is true of most leaders.
82
198000
2000
što se odnosi na većinu menadžera.
03:35
One of the simplest facts in business
83
200000
2000
A to je, da je jedna od najprostijih istina u poslovanju,
03:37
is something that we often neglect,
84
202000
2000
koju često previđamo,
03:39
and that is that we're all human.
85
204000
2000
činjenica da smo svi - ljudi.
03:41
Each of us, no matter what our role is in business,
86
206000
3000
I svako od nas, bez obzira na našu ulogu u poslovanju,
03:44
has some hierarchy of needs
87
209000
2000
u stvari ima određenu hijerarhiju potreba
03:46
in the workplace.
88
211000
2000
na radnom mestu.
03:48
So as I started reading more Maslow,
89
213000
2000
Kako sam nastavio da čitam Maslova,
03:50
what I started to realize is that
90
215000
2000
počeo sam da shvatam,
03:52
Maslow, later in his life,
91
217000
2000
da je Maslov zapravo, kasnije u svom životu,
03:54
wanted to take this hierarchy for the individual
92
219000
2000
želeo da ovu hijerarhiju potreba individue
03:56
and apply it to the collective,
93
221000
2000
primeni na grupe,
03:58
to organizations and specifically to business.
94
223000
3000
na organizacije, a posebno na preduzeća.
04:01
But unfortunately, he died prematurely in 1970,
95
226000
3000
Ali na nesreću, umro je prerano, 1970. godine
04:04
and so he wasn't really able to live that dream completely.
96
229000
2000
Tako da nije mogao da dosanja taj svoj san do kraja.
04:06
So I realized in that dotcom crash
97
231000
3000
Zaključio sam tako, da je u tom krahu Internet industrije
04:09
that my role in life was to channel Abe Maslow.
98
234000
3000
moja životna uloga bila da postanem "medijum" za Maslova.
04:12
And that's what I did a few years ago
99
237000
2000
I to sam i učinio pre nekoliko godina
04:14
when I took that five-level hierarchy of needs pyramid
100
239000
3000
kada sam uzeo tu petostepenu piramidu potreba
04:17
and turned it into what I call the transformation pyramid,
101
242000
3000
i pretvorio je u ono što sad nazivam piramidom preobražaja,
04:20
which is survival, success and transformation.
102
245000
3000
koja se sastoji iz tri nivoa: opstanka, uspeha i preobražaja.
04:23
It's not just fundamental in business, it's fundamental in life.
103
248000
3000
Ona je od ključnog značaja ne samo u poslovanju, već i u životu.
04:26
And we started asking ourselves the questions
104
251000
2000
Tada sam počeo da se pitam
04:28
about how we were actually addressing
105
253000
2000
kako sam se zapravo odnosio prema
04:30
the higher needs, these transformational needs
106
255000
2000
višim potrebama, tim transformativnim potrebama
04:32
for our key employees in the company.
107
257000
3000
najvažnijih zaposlenih u mojoj kompaniji.
04:35
These three levels of the hierarchy needs
108
260000
2000
Ova tri nivoa hijerarhije potreba
04:37
relate to the five levels
109
262000
2000
se zapravo odnose na pet nivoa
04:39
of Maslow's hierarchy of needs.
110
264000
2000
Maslovljeve hijerarhije potreba.
04:41
But as we started asking ourselves about how we were addressing
111
266000
2000
Ali kad smo počeli da se pitamo o tome na koji način se bavimo
04:43
the higher needs of our employees and our customers,
112
268000
3000
višim potrebama naših radnika i gostiju,
04:46
I realized we had no metrics.
113
271000
2000
zaključio sam da za to nismo imali merni sistem.
04:48
We had nothing that actually could tell us whether we were actually getting it right.
114
273000
3000
Nismo imali ništa što bi moglo da nam kaže da li smo zaista bili uspešni.
04:51
So we started asking ourselves:
115
276000
2000
Tako smo počeli da se pitamo:
04:53
What kind of less obvious metrics
116
278000
2000
Koji bismo manje očigledan merni instrument
04:55
could we use to actually evaluate
117
280000
3000
mogli da upotrebimo da uistinu izmerimo
04:58
our employees' sense of meaning,
118
283000
2000
osećaj smisla naših zaposlenih,
05:00
or our customers' sense of emotional connection with us?
119
285000
3000
ili emocionalnu vezu naših gostiju sa nama kao firmom?
05:03
For example, we actually started asking our employees,
120
288000
2000
Na primer, prvo smo pitali naše radnike,
05:05
do they understand the mission of our company,
121
290000
2000
da li razumeju misiju naše kompanije,
05:07
and do they feel like they believe in it,
122
292000
2000
da li veruju u nju,
05:09
can they actually influence it,
123
294000
2000
imaju li uticaja na nju,
05:11
and do they feel that their work actually has an impact on it?
124
296000
3000
i osećaju li da njihov posao može zapravo doprineti misiji kompanije.
05:14
We started asking our customers,
125
299000
2000
Zatim smo pitali naše mušterije,
05:16
did they feel an emotional connection with us,
126
301000
2000
osećaju li emotivnu vezu s nama,
05:18
in one of seven different kinds of ways.
127
303000
3000
na jedan od sedam različitih načina.
05:21
Miraculously, as we asked these questions
128
306000
2000
Čudesan rezultat ovih naših pitanja
05:23
and started giving attention higher up the pyramid,
129
308000
3000
i poklanjanja pažnje višim aspektima piramide potreba,
05:26
what we found is we created more loyalty.
130
311000
2000
stvorilo je više lojalnosti među zaposlenima i gostima.
05:28
Our customer loyalty skyrocketed.
131
313000
2000
Odanost naših mušterija se višestruko uvećala.
05:30
Our employee turnover dropped
132
315000
2000
Obrt radnika je pao
05:32
to one-third of the industry average,
133
317000
2000
na jednu trećinu od proseka za hotelijerstvo.
05:34
and during that five year dotcom bust,
134
319000
2000
I tokom tih pet godina propadanja Internet industrije,
05:36
we tripled in size.
135
321000
2000
mi smo se trostruko uvećali.
05:38
As I went out and started spending time with other leaders out there
136
323000
3000
U to vreme sam počeo da se sastajem i sa drugim menadžerima,
05:41
and asking them how they were getting through that time,
137
326000
2000
interesovalo me je kako su oni prolazili kroz ova teška vremena,
05:43
what they told me over and over again
138
328000
2000
i odgovor koji bih uvek dobio
05:45
was that they just manage what they can measure.
139
330000
2000
glasio je da oni upravljaju samo onim što mogu da izmere.
05:47
What we can measure is that tangible stuff
140
332000
2000
A ono što možemo da izmerimo su samo one opipljive stvari
05:49
at the bottom of the pyramid.
141
334000
2000
na dnu piramide potreba.
05:51
They didn't even see the intangible stuff
142
336000
2000
Nisu čak ni videli one neopipljive stvari
05:53
higher up the pyramid.
143
338000
2000
na višim delovima piramide.
05:55
So I started asking myself the question:
144
340000
2000
Tad sam se zapitao:
05:57
How can we get leaders to start valuing the intangible?
145
342000
2000
Kako navesti rukovodioce da počnu da vrednuju nematerijalne stvari?
05:59
If we're taught as leaders to just manage what we can measure,
146
344000
3000
Ako smo kao menadžeri obučeni da upravljamo samo onim što možemo da izmerimo
06:02
and all we can measure is the tangible in life,
147
347000
3000
a jedino što možemo izmeriti je materijalne prirode,
06:05
we're missing a whole lot of things at the top of the pyramid.
148
350000
3000
propuštamo puno stvari koje se nalaze u gornjem delu piramide.
06:08
So I went out and studied a bunch of things,
149
353000
2000
Nastavio sam da studiram
06:10
and I found a survey that showed
150
355000
2000
i tako došao do jedne anketu koja je pokazala
06:12
that 94 percent
151
357000
2000
da 94 procenta
06:14
of business leaders worldwide
152
359000
2000
poslovnih lidera širom sveta
06:16
believe that the intangibles are important in their business,
153
361000
2000
veruju da su nematerijalne stvari važne u njihovom poslu,
06:18
things like intellectual property,
154
363000
2000
stvari kao što su intelektualna svojina,
06:20
their corporate culture, their brand loyalty,
155
365000
2000
njihova korporativna kultura, lojalnost brendu, etc.
06:22
and yet, only five percent of those same leaders
156
367000
3000
Pa ipak, svega pet procentata od tih istih lidera
06:25
actually had a means of measuring the intangibles in their business.
157
370000
3000
je zapravo imalo način kako da izmeri neopipljivo u njihovom biznisu.
06:28
So as leaders, we understand
158
373000
2000
Dakle, kao menadžeri, mi shvatamo
06:30
that intangibles are important,
159
375000
2000
da su nematerijalne stvari važne,
06:32
but we don't have a clue how to measure them.
160
377000
3000
ali nemamo pojma o tome kako da ih izmerimo.
06:35
So here's another Einstein quote:
161
380000
2000
Ovde ću citirati Ajnštajna:
06:37
"Not everything that can be counted counts,
162
382000
3000
"Ne računa se sve što možemo da izračunamo,
06:40
and not everything that counts can be counted."
163
385000
3000
niti sve što se računa, može biti izračunato."
06:44
I hate to argue with Einstein,
164
389000
2000
Ne volim da se raspravljam sa Ajnštajnom,
06:46
but if that which is most valuable
165
391000
3000
ali ukoliko ono što je zaista najvrednije
06:49
in our life and our business
166
394000
2000
u našem životu i biznisu
06:51
actually can't be counted or valued,
167
396000
3000
ne može biti izbrojano ili vrednovano,
06:54
aren't we going to spend our lives
168
399000
2000
zar nismo onda osuđeni da provedemo živote
06:56
just mired in measuring the mundane?
169
401000
3000
mereći samo zemaljsko?
06:59
It was that sort of heady question about what counts
170
404000
3000
Upravo ta vrsta nametljivog pitanja o vrednosti neopipljivog
07:02
that led me to take my CEO hat off for a week
171
407000
3000
navela me je da skinem moju menadžersku kapu na nedelju dana
07:05
and fly off to the Himalayan peaks.
172
410000
3000
i odletim do vrhova Himalaja.
07:08
I flew off to a place that's been shrouded in mystery for centuries,
173
413000
3000
Otišao sam u zemlju koja je vekovima bila zaogrnuta velom tajne,
07:11
a place some folks call Shangri-La.
174
416000
3000
zemlju koju neki nazivaju Šangri La.
07:14
It's actually moved from the survival base of the pyramid
175
419000
3000
A koja se upravo odvojila od osnovice piramide vezane za opstanak
07:17
to becoming a transformational
176
422000
2000
i postala model preobražaja
07:19
role model for the world.
177
424000
2000
za ceo svet.
07:21
I went to Bhutan.
178
426000
2000
Otišao sam, dakle, u Butan.
07:23
The teenage king of Bhutan was also a curious man,
179
428000
2000
Kralj Butana bio je tinejdžer ali i radoznao čovek,
07:25
but this was back in 1972,
180
430000
3000
međutim, to je bilo još 1972. godine
07:28
when he ascended to the throne
181
433000
2000
kada je on došao na presto
07:30
two days after his father passed away.
182
435000
2000
dva dana nakon smrti njegovog oca.
07:32
At age 17, he started asking the kinds of questions
183
437000
3000
U 17-oj godini, počeo je da postavlja vrstu pitanja
07:35
that you'd expect of someone with a beginner's mind.
184
440000
2000
koja ne biste očekivali od jednog početnika.
07:37
On a trip through India,
185
442000
2000
Na proputovanju ovog mladog kralja kroz Indiju,
07:39
early in his reign as king,
186
444000
3000
na samom početku njegove vladavine,
07:42
he was asked by an Indian journalist
187
447000
2000
indijski novinar mu je postavio pitanje
07:44
about the Bhutanese GDP,
188
449000
2000
o butanskom BDP-u (Bruto domaćem proizvodu),
07:46
the size of the Bhutanese GDP.
189
451000
3000
o veličini butanskog BDP-a.
07:49
The king responded in a fashion
190
454000
2000
I mladi kralj je odgovorio u stilu
07:51
that actually has transformed us four decades later.
191
456000
3000
koji će nas sve promeniti četiri decenije kasnije.
07:54
He said the following, he said: "Why are we so obsessed
192
459000
3000
Odgovoro je sledećim rečima: "Zašto smo toliko opsednuti
07:57
and focused with gross domestic product?
193
462000
2000
i usmereni na bruto domaći proizvod?
07:59
Why don't we care more about
194
464000
2000
Zašto ne bismo više brinuli o
08:01
gross national happiness?"
195
466000
2000
bruto nacionalnoj sreći?
08:03
Now, in essence, the king was asking us to consider
196
468000
3000
Dakle, u suštini, kralj je od nas tražio da razmotrimo
08:06
an alternative definition of success,
197
471000
2000
alternativnu definiciju uspeha,
08:08
what has come to be known as
198
473000
2000
što je kasnije postalo poznato pod imenom
08:10
GNH, or gross national happiness.
199
475000
3000
BNS, ili Bruto nacionalne sreće.
08:13
Most world leaders didn't take notice,
200
478000
2000
Većina svetskih lidera nije obratila pažnju,
08:15
and those that did thought this was just "Buddhist economics."
201
480000
3000
a i oni koji jesu, mislili su da je to samo "budistička ekonomija".
08:19
But the king was serious.
202
484000
2000
Ali kralj je to ozbiljno mislio.
08:21
This was a notable moment,
203
486000
2000
I to je bio značajan momenat,
08:23
because this was the first time a world leader
204
488000
2000
jer je jedan svetski lider, prvi put
08:25
in almost 200 years
205
490000
2000
u poslednjih 200 godina,
08:27
had suggested
206
492000
2000
predložio
08:29
that intangible of happiness --
207
494000
2000
da je neopipljivost sreće --
08:31
that leader 200 years ago,
208
496000
2000
a taj lider od pre 200 godina bio je
08:33
Thomas Jefferson with the Declaration of Independence --
209
498000
3000
Tomas Džeferson sa Deklaracijom o nezavisnosti --
08:36
200 years later,
210
501000
2000
dakle, 200 godina kasnije,
08:38
this king was suggesting that intangible of happiness
211
503000
2000
ovaj kralj je predložio da je neopipljivost sreće
08:40
is something that we should measure,
212
505000
2000
nešto što bi trebalo da merimo,
08:42
and it's something we should actually value
213
507000
2000
i nešto što zapravo treba da vrednujemo
08:44
as government officials.
214
509000
2000
kao vladini zvaničnici.
08:46
For the next three dozen years as king,
215
511000
3000
Tokom sledećih četrdesetak godina svoje vladavine,
08:49
this king actually started measuring
216
514000
3000
ovaj kralj je počeo da meri
08:52
and managing around happiness in Bhutan --
217
517000
3000
sreću u Butanu i upravlja zemljom u skladu s tim.
08:55
including, just recently, taking his country
218
520000
2000
Uključujući i to, što je nedavno, ovu zemlju promenio
08:57
from being an absolute monarchy to a constitutional monarchy
219
522000
3000
iz apsolutne u ustavnu monarhiju
09:00
with no bloodshed, no coup.
220
525000
2000
bez prolivanja krvi, bez puča.
09:02
Bhutan, for those of you who don't know it,
221
527000
2000
A danas je Butan, za one koji to ne znaju,
09:04
is the newest democracy in the world, just two years ago.
222
529000
3000
najmlađa demokratija na svetu, od pre dve godine.
09:07
So as I spent time with leaders in the GNH movement,
223
532000
3000
Provodeći tako vreme sa liderima u pokretu za BNS,
09:10
I got to really understand what they're doing.
224
535000
2000
konačno sam shvatio šta to oni rade.
09:12
And I got to spend some time with the prime minister.
225
537000
2000
Imao sam mogućnost da provedem neko vreme u razgovoru sa premijerom.
09:14
Over dinner, I asked him an impertinent question.
226
539000
3000
U toku večere, postavio sam mu jedno neugodno pitanje.
09:18
I asked him,
227
543000
2000
Rekao sam,
09:20
"How can you create and measure
228
545000
3000
"Kako možete da stvorite i izmerite
09:23
something which evaporates --
229
548000
2000
nešto što je nepostojano,
09:25
in other words, happiness?"
230
550000
2000
drugim rečima, sreću?"
09:27
And he's a very wise man, and he said,
231
552000
2000
Kao mudar čovek, on mi je odgovorio,
09:29
"Listen, Bhutan's goal is not to create happiness.
232
554000
3000
"Čujte, cilj Butana nije da stvori sreću.
09:32
We create the conditions for happiness to occur.
233
557000
3000
Mi stvaramo uslove za pojavu sreće.
09:35
In other words, we create a habitat of happiness."
234
560000
2000
Drugim rečima, mi kreiramo prostor za sreću."
09:37
Wow, that's interesting.
235
562000
2000
Vau! To je zanimljivo.
09:39
He said that they have a science behind that art,
236
564000
3000
Još je dodao da oni imaju naučnu podlogu za tu umetnost.
09:42
and they've actually created four essential pillars,
237
567000
2000
Stvorili su četiri osnovna stuba,
09:44
nine key indicators
238
569000
2000
devet ključnih pokazatelja
09:46
and 72 different metrics
239
571000
2000
i 72 različita merna instrumenta
09:48
that help them to measure their GNH.
240
573000
3000
koji pomažu da se izmeri stvarni nivo BNS.
09:51
One of those key indicators is:
241
576000
3000
Na primer, jedan od tih ključnih pokazatelja je:
09:54
How do the Bhutanese feel about
242
579000
2000
Kako stanovnici Butana ocenjuju
09:56
how they spend their time each day?
243
581000
2000
način na koji provode svoje vreme svakog dana?
09:58
It's a good question. How do you feel about
244
583000
2000
To je dobro pitanje - kako ocenjujete
10:00
how you spend your time each day?
245
585000
2000
kvalitet vašeg svakodnevno utrošenog vremena?
10:02
Time is one of the scarcest resources
246
587000
2000
Vreme je jedan od najređih resursa
10:04
in the modern world.
247
589000
2000
u današnjem svetu.
10:06
And yet, of course,
248
591000
2000
Ali još uvek, naravno,
10:08
that little intangible piece of data
249
593000
2000
taj mali neopipljiv podatak
10:10
doesn't factor into our GDP calculations.
250
595000
2000
ne ulazi u proračun našeg BND.
10:12
As I spent my week up in the Himalayas,
251
597000
2000
Tokom te nedelje na Himalajima,
10:14
I started to imagine
252
599000
2000
počeo sam da smišljam
10:16
what I call an emotional equation.
253
601000
3000
nešto što sam nazvao emocionalnom jednačinom.
10:19
And it focuses on something I read long ago
254
604000
3000
Ona se oslanja na nešto što je pre više godina
10:22
from a guy named Rabbi Hyman Schachtel.
255
607000
2000
rekao rabin Hajman Šaktel.
10:24
How many know him? Anybody?
256
609000
2000
Koliko vas je čulo za njega? Iko?
10:26
1954, he wrote a book called "The Real Enjoyment of Living,"
257
611000
3000
1954, napisao je knjigu pod naslovom "Stvarno uživanje u životu".
10:29
and he suggested that happiness
258
614000
2000
Tu je ukazao da sreća
10:31
is not about having what you want;
259
616000
3000
nije u tome da imamo sve ono što želimo,
10:34
instead, it's about wanting what you have.
260
619000
3000
već u tome da želimo ono što imamo.
10:37
Or in other words, I think the Bhutanese believe
261
622000
3000
Ili drugim rečima, mislim da Butanci veruju
10:40
happiness equals wanting what you have --
262
625000
2000
da smo srećni onda kada želimo ono što imamo --
10:42
imagine gratitude --
263
627000
2000
zamislite zahvalnost --
10:44
divided by having what you want --
264
629000
3000
podeljenu posedovanjem onoga što želite --
10:47
gratification.
265
632000
2000
zadovoljenjem.
10:49
The Bhutanese aren't on some aspirational treadmill,
266
634000
3000
Butanci kao narod nisu na aspiracionom trenažeru
10:52
constantly focused on what they don't have.
267
637000
3000
stalno usmereni na ono što nemaju.
10:55
Their religion, their isolation,
268
640000
2000
Njihova religija, geografska izolovanost,
10:57
their deep respect for their culture
269
642000
2000
njihovo duboko poštovanje sopstvene kulture
10:59
and now the principles of their GNH movement
270
644000
2000
i sada, principi njihovog pokreta za BNS,
11:01
all have fostered a sense of gratitude
271
646000
2000
sve je doprinelo osećanju zahvalnosti
11:03
about what they do have.
272
648000
2000
za ono što ipak imaju.
11:05
How many of us here, as TEDsters in the audience,
273
650000
3000
Koliko nas ovde, kao TEDsteri u publici,
11:08
spend more of our time
274
653000
2000
provodi više svog vremena
11:10
in the bottom half of this equation, in the denominator?
275
655000
3000
u donjoj polovini ove jednačine, u imeniocu?
11:13
We are a bottom-heavy culture
276
658000
2000
Pripadamo kulturi teškog dna (pozadine)
11:15
in more ways than one.
277
660000
2000
i to na više načina od jednog.
11:17
(Laughter)
278
662000
2000
(Smeh)
11:19
The reality is, in Western countries,
279
664000
3000
Činjenica je da se u zapadnim zemljama
11:22
quite often we do focus on the pursuit of happiness
280
667000
3000
mi često fokusiramo na stremljenje (poteru) za srećom
11:25
as if happiness is something that we have to go out --
281
670000
3000
kao da je sreća nešto za čim treba tragati spolja --
11:28
an object that we're supposed to get, or maybe many objects.
282
673000
3000
neki predmet koji treba da pribavimo ili čak veći broj njih.
11:31
Actually, in fact, if you look in the dictionary,
283
676000
2000
Zapravo, ukoliko pogledate u rečnik,
11:33
many dictionaries define pursuit
284
678000
3000
mnogi rečnici definišu "stremljenje"
11:37
as to "chase with hostility."
285
682000
3000
kao "neprijateljsku poteru".
11:40
Do we pursue happiness with hostility?
286
685000
3000
Da li stremimo ka sreći na neprijateljski način?
11:43
Good question. But back to Bhutan.
287
688000
3000
Dobro pitanje. Ali da se vratimo na Butan.
11:46
Bhutan's bordered on its north and south
288
691000
3000
Butan se preko svoje severne i južne granice
11:49
by 38 percent of the world's population.
289
694000
2000
graniči sa 38 procenata svetske populacije.
11:51
Could this little country,
290
696000
3000
Može li ova mala zemlja,
11:54
like a startup in a mature industry,
291
699000
2000
kao početnik u zreloj industriji,
11:56
be the spark plug that influences
292
701000
3000
da bude svećica koja zapravo utiče
11:59
a 21st century
293
704000
2000
na 21. vek
12:01
of middle-class in China and India?
294
706000
2000
srednje klase Kine i Indije?
12:03
Bhutan's created the ultimate export,
295
708000
3000
Butan je upravo stvorio najmoderniji izvozni artikal,
12:06
a new global currency of well-being,
296
711000
3000
novu svetsku valutu blagostanja.
12:09
and there are 40 countries around the world today
297
714000
2000
I danas je već 40 zemalja širom sveta
12:11
that are studying their own GNH.
298
716000
2000
posvećeno proučavanju sopstvene BNS.
12:13
You may have heard, this last fall
299
718000
2000
Možda ste čuli, prošle jeseni,
12:15
Nicolas Sarkozy in France
300
720000
2000
Nikolas Sarkozi u Francuskoj,
12:17
announcing the results of an 18-month study
301
722000
3000
objavio je rezultate 18-omesečnog istraživanja
12:20
by two Nobel economists,
302
725000
2000
dvojice ekonomista Nobelovaca,
12:22
focusing on happiness and wellness in France.
303
727000
2000
koji su uzeli u obzir sreću i blagostanje u Francuskoj.
12:24
Sarkozy suggested that
304
729000
2000
Sarkozi je predložio da
12:26
world leaders should stop
305
731000
2000
svetski lideri treba da prestanu
12:28
myopically focusing on GDP
306
733000
2000
sa kratkovidim fokusom na BND
12:30
and consider a new index,
307
735000
2000
i da u obzir uzmu novi indeks
12:32
what some French are calling a "joie de vivre index."
308
737000
3000
koji neki Francuzi nazivaju indeksom "radosti življenja".
12:35
I like it.
309
740000
2000
Sviđa mi se.
12:37
Co-branding opportunities.
310
742000
2000
Eto prilike za ko-brendiranje.
12:39
Just three days ago, three days ago here at TED,
311
744000
2000
I samo pre tri dana ovde na TED-u,
12:41
we had a simulcast of David Cameron,
312
746000
2000
imali smo prenos govora Dejvida Kamerona,
12:43
potentially the next prime minister of the UK,
313
748000
3000
potencijalno, sledećeg premijera Velike Britanije,
12:46
quoting one of my favorite speeches of all-time,
314
751000
3000
koji je citirao jedan od mojih najomiljenijih govora svih vremena,
12:49
Robert Kennedy's poetic speech from 1968
315
754000
3000
poetski govor Roberta Kenedija iz 1968. godine
12:52
when he suggested that we're
316
757000
2000
kada je ukazao da se mi
12:54
myopically focused on the wrong thing
317
759000
2000
kratkovido usmeravamo na pogrešnu stvar
12:56
and that GDP is a misplaced metric.
318
761000
3000
i da je BNP zastareo merni sistem.
12:59
So it suggests that the momentum is shifting.
319
764000
3000
To nam ukazuje da dolazi do promene impulsa.
13:02
I've taken that Robert Kennedy quote,
320
767000
2000
Pozajmio sam taj citat Bobija Kenedija
13:04
and I've turned it into a new balance sheet for just a moment here.
321
769000
3000
i ovde ga za trenutak pretvorio u novi bilans.
13:07
This is a collection of things
322
772000
2000
To je zapravo zbirka podataka
13:09
that Robert Kennedy said in that quote.
323
774000
2000
koje je Robert Kenedi izneo u tom citatu.
13:11
GDP counts everything from air pollution
324
776000
2000
BND meri sve od zagađenja vazduha
13:13
to the destruction of our redwoods.
325
778000
3000
do razaranja naših stoletnih šuma.
13:16
But it doesn't count the health of our children
326
781000
2000
Ali on ne meri zdravlje naše dece
13:18
or the integrity of our public officials.
327
783000
3000
niti integritet naših javnih zvaničnika.
13:21
As you look at these two columns here,
328
786000
3000
Ukoliko pogledate u ove dve kolone ovde,
13:24
doesn't it make you feel like it's time for us
329
789000
2000
ne čini li vam se da je krajnje vreme da počnemo
13:26
to start figuring out a new way to count,
330
791000
2000
s pronalaženjem novog načina merenja,
13:28
a new way to imagine
331
793000
2000
novog načina da zamislimo
13:30
what's important to us in life?
332
795000
2000
šta je nam je zapravo važno u životu?
13:32
(Applause)
333
797000
4000
(Aplauz)
13:36
Certainly Robert Kennedy suggested at the end of the speech exactly that.
334
801000
3000
Naravno, Robert Kenedi je upravo na to ukazao, na kraju svog govora.
13:39
He said GDP "measures everything in short,
335
804000
3000
Rekao je BND "meri sve
13:42
except that which makes life worthwhile."
336
807000
3000
osim onog što život čini vrednim."
13:45
Wow.
337
810000
2000
Vau!
13:47
So how do we do that?
338
812000
2000
Pa onda, kako da to učinimo?
13:49
Let me say one thing we can just start doing
339
814000
2000
Dozvolite mi da predložim jednu stvar koju možemo početi
13:51
ten years from now, at least in this country.
340
816000
2000
za deset godina, bar u ovoj zemlji.
13:53
Why in the heck in America
341
818000
2000
Zašto zaboga u Americi 2010.
13:55
are we doing a census in 2010?
342
820000
2000
sprovodimo popis stanovništva?
13:57
We're spending 10 billion dollars on the census.
343
822000
3000
Trošimo 10 milijardi dolara na to
14:00
We're asking 10 simple questions -- it is simplicity.
344
825000
2000
i pitamo 10 jednostavnih pitanja -- to je jednostavnost.
14:02
But all of those questions are tangible.
345
827000
3000
Ali sva ta pitanja su opipljiva.
14:05
They're about demographics.
346
830000
2000
Odnose se na demografiju.
14:07
They're about where you live, how many people you live with,
347
832000
2000
Ona su o tome gde živite, koliko ljudi živi s vama u kući,
14:09
and whether you own your home or not.
348
834000
2000
i da li ste vlasnik svog doma ili ne.
14:11
That's about it.
349
836000
2000
I to je to.
14:13
We're not asking meaningful metrics.
350
838000
2000
Mi ne tražimo smisaone pokazatelje.
14:15
We're not asking important questions.
351
840000
2000
Ne postavljamo važna pitanja.
14:17
We're not asking anything that's intangible.
352
842000
2000
Ne pitamo ništa o nematerijalnim vrednostima.
14:19
Abe Maslow said long ago
353
844000
2000
Maslov je davno rekao,
14:21
something you've heard before, but you didn't realize it was him.
354
846000
3000
što ste sigurno već čuli, ali niste znali da su to njegove reči.
14:24
He said, "If the only tool you have is a hammer,
355
849000
3000
Rekao je: "Ukoliko je čekić jedini alat koji imate,
14:27
everything starts to look like a nail."
356
852000
3000
sve na svetu počinje da liči na ekser."
14:30
We've been fooled by our tool.
357
855000
2000
Bili smo zavedeni našim alatom.
14:32
Excuse that expression.
358
857000
2000
Izvinite na tom izrazu. (u drugom smislu, vulg. sleng)
14:34
(Laughter)
359
859000
2000
(Smeh)
14:36
We've been fooled by our tool.
360
861000
2000
Zavedeni smo našim alatom.
14:38
GDP has been our hammer.
361
863000
3000
BND je bio naš čekić.
14:41
And our nail has been a 19th- and 20th-century
362
866000
3000
A naš ekser je bio model uspeha industrijske ere
14:44
industrial-era model of success.
363
869000
3000
19. i 20. veka.
14:47
And yet, 64 percent
364
872000
2000
Pa ipak, 64 procenta
14:49
of the world's GDP today
365
874000
2000
današnjeg svetskog BND
14:51
is in that intangible industry we call service,
366
876000
2000
se nalazi u toj neopipljivoj industriji koju nazivamo uslužnom,
14:53
the service industry, the industry I'm in.
367
878000
3000
industustrija uslužnih delatnosti u kojoj i ja radim.
14:56
And only 36 percent is in the tangible industries
368
881000
2000
Dakle, svega 36 procenata se odnosi na materijalnu industriju,
14:58
of manufacturing and agriculture.
369
883000
2000
proizvodnju i poljoprivredu.
15:00
So maybe it's time that we get a bigger toolbox, right?
370
885000
3000
Znači, vreme je da nabavimo veću kutiju sa alatima, zar ne?
15:03
Maybe it's time we get a toolbox that
371
888000
2000
Možda je vreme da nabavimo kutiju s alatom koji
15:05
doesn't just count what's easily counted, the tangible in life,
372
890000
3000
meri ne samo ono što je lako merljivo, materijalno u životu,
15:08
but actually counts what we most value,
373
893000
3000
već pre svega ono što najviše vrednujemo,
15:11
the things that are intangible.
374
896000
2000
stvari koje su neopipljive.
15:13
I guess I'm sort of a curious CEO.
375
898000
2000
Pretpostavljam da pripadam tipu radoznalog CEO-a.
15:15
I was also a curious economics major as an undergrad.
376
900000
3000
Bio sam radoznao i kao student ekonomije
15:18
I learned that economists measure everything
377
903000
3000
i naučio, da ekonomisti mere sve
15:21
in tangible units of production and consumption
378
906000
3000
u opipljivim jedinicama proizvodnje i potrošnje,
15:24
as if each of those tangible units
379
909000
2000
kao da su sve te merljive jedinice
15:26
is exactly the same.
380
911000
2000
potpuno jednake.
15:28
They aren't the same.
381
913000
2000
Ali one to nisu.
15:30
In fact, as leaders, what we need to learn
382
915000
2000
Zapravo, ono što treba da naučimo kao rukovodioci
15:32
is that we can influence
383
917000
2000
jeste da zaista možemo da utičemo
15:34
the quality of that unit of production
384
919000
3000
na kvalitet te jedinice proizvodnje,
15:37
by creating the conditions
385
922000
2000
tako što ćemo stvoriti uslove
15:39
for our employees to live their calling.
386
924000
2000
u kojima naši zaposleni mogu da žive svoj poziv.
15:41
In Vivian's case,
387
926000
2000
Kao u slučaju sa Vivijan,
15:43
her unit of production
388
928000
2000
jedinica njene produktivnosti
15:45
isn't the tangible hours she works,
389
930000
2000
nisu bili merljivi sati njenog rada.
15:47
it's the intangible difference she makes
390
932000
2000
Bio je to nemerljiv značaj koji je ona donosila
15:49
during that one hour of work.
391
934000
2000
tokom tog jednog sata rada.
15:51
This is Dave Arringdale who's actually
392
936000
2000
Ovo je Dejv Aringdejl koji je
15:53
been a longtime guest at Vivian's motel.
393
938000
2000
naš dugogodišnji gost u motelu gde Vivijan radi.
15:55
He stayed there a hundred times
394
940000
2000
Odseo je kod nas sto puta
15:57
in the last 20 years,
395
942000
2000
u poslednjih 20 godina.
15:59
and he's loyal to the property because of the relationship
396
944000
3000
I on je privržen našem motelu zbog ljudskog odnosa
16:02
that Vivian and her fellow employees have created with him.
397
947000
3000
koji su Vivijan i njene kolege stvorile sa njim.
16:05
They've created a habitat of happiness for Dave.
398
950000
3000
Oni su za Dejva stvorili prostor za sreću.
16:08
He tells me that he can always count
399
953000
3000
Rekao mi je da tu uvek može da računa
16:11
on Vivian and the staff there
400
956000
2000
na Vivijan i ostalo osoblje
16:13
to make him feel at home.
401
958000
3000
koji čine da se oseća kao kod svoje kuće.
16:16
Why is it that
402
961000
2000
Kako to da
16:18
business leaders and investors
403
963000
2000
biznis menadžeri i investitori
16:20
quite often don't see the connection
404
965000
3000
često ne vide vezu
16:23
between creating the intangible
405
968000
2000
između stvaranja nemerljivog --
16:25
of employee happiness
406
970000
2000
zadovoljstva zaposlenih,
16:27
with creating the tangible
407
972000
2000
i stvaranja merljivog --
16:29
of financial profits in their business?
408
974000
3000
finansijskog profita svojih kompanija.
16:32
We don't have to choose between
409
977000
2000
Dakle, ne moramo da se odlučimo između
16:34
inspired employees and sizable profits,
410
979000
3000
motivisanih radnika i velikog profita.
16:37
we can have both.
411
982000
2000
Možemo imati oba.
16:39
In fact, inspired employees quite often
412
984000
2000
I zapravo, motivisani radnici vrlo često
16:41
help make sizable profits, right?
413
986000
3000
pomažu pri stvaranju velikog profita, zar ne?
16:44
So what the world needs now,
414
989000
2000
Ono što je sada potrebno svetu,
16:46
in my opinion,
415
991000
2000
po mom mišljenju,
16:48
is business leaders and political leaders
416
993000
3000
su biznis menadžeri i politički lideri
16:51
who know what to count.
417
996000
2000
koji znaju šta da broje.
16:53
We count numbers.
418
998000
2000
Računamo brojevima,
16:55
We count on people.
419
1000000
3000
ali se oslanjamo na ljude.
16:58
What really counts is when we actually use our numbers
420
1003000
3000
Ono što se stvarno računa je kada naše brojke koristimo
17:01
to truly take into account our people.
421
1006000
3000
da bismo uzeli u obzir naše ljude.
17:04
I learned that from a maid in a motel
422
1009000
3000
To sam naučio od spremačice u jednom motelu
17:07
and a king of a country.
423
1012000
2000
i kralja jedne zemlje.
17:09
What can you
424
1014000
2000
Šta je to što možete
17:11
start counting today?
425
1016000
2000
danas početi da brojite?
17:13
What one thing can you start counting today
426
1018000
3000
Šta je to što možete početi danas da brojite
17:16
that actually would be meaningful in your life,
427
1021000
2000
što će zaista biti smisaono u vašem životu,
17:18
whether it's your work life or your business life?
428
1023000
3000
bilo da je reč o vašem poslu ili preduzetništvu?
17:21
Thank you very much.
429
1026000
2000
Veliko hvala na pažnji.
17:23
(Applause)
430
1028000
8000
(Aplauz)
ABOUT THE SPEAKER
Chip Conley - CEO, authorChip Conley creates joyful hotels, where he hopes his employees, customers and investors alike can realize their full potential. His books share that philosophy with the wider world.
Why you should listen
In 1987, at the age of 26 and seeking a little "joy of life," Chip Conley founded Joie de Vivre Hospitality by transforming a small motel in San Francisco’s seedy Tenderloin district into the now-legendary Phoenix. Today, Joie de Vivre operates nearly 40 unique hotels across California, each built on an innovative design formula that inspires guests to experience an "identity refreshment" during their visits.
During the dotcom bust in 2001, Conley found himself in the self-help section of the bookstore, where he became reacquainted with one of the most famous theories of human behavior -- Maslow’s hierarchy of needs, which separates human desires into five ascending levels, from base needs such as eating to the highest goal of self-actualization, characterized by the full realization and achievement of one’s potential. Influenced by Maslow's pyramid, Conley revamped his business model to focus on the intangible, higher needs of his company's three main constituencies -- employees, customers and investors. He credits this shift for helping Joie de Vivre triple its annual revenues between 2001 and 2008.
Conley has written three books, including his most recent, PEAK: How Great Companies Get Their Mojo from Maslow, and is at work on two new ones, Emotional Equations and PEAK Leadership. He consults widely on transformative enterprises, corporate social responsibility and creative business development. He traveled to Bhutan last year to study its Gross National Happiness index, the country's unique method of measuring success and its citizens' quality of life.
Chip Conley | Speaker | TED.com