ABOUT THE SPEAKER
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it.

Why you should listen

Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?

Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.

More profile about the speaker
Julian Treasure | Speaker | TED.com
TEDGlobal 2013

Julian Treasure: How to speak so that people want to listen

Džulijan Trežr: Kako pričati, a da ljudi žele da vas slušaju

Filmed:
40,379,785 views

Jeste li ikad osjećali kako vas niko ne sluša kod pričate? Tu je Džulijan Trežr da pomogne. U ovom korisnom govoru, ekspert za zvukove pokazuje brojne "kako" moćnog govora - od korisnih vježbi za govor do savjeta kako da pričate sa empatijom. Govor koji može pomoći svijetu da zvuči divnije.
- Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it. Full bio

Double-click the English transcript below to play the video.

00:14
The human voice:
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Ljudski glas:
00:16
It's the instrument we all play.
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To je instrument koji svi sviramo.
00:18
It's the most powerful sound in the world, probably.
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To je najmoćniji zvuk na svijetu,
vjerovatno.
00:20
It's the only one that can start a war
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To je jedini koji može da pokrene rat
00:22
or say "I love you."
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ili da kaže "Volim te."
00:24
And yet many people have the experience
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A ipak mnogo ljudi je doživjelo
00:25
that when they speak, people don't listen to them.
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da ih drugi ljudi ne slušaju kada pričaju.
00:28
And why is that?
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Zašto se to dešava?
00:29
How can we speak powerfully
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Kako možemo da pričamo moćno
00:31
to make change in the world?
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i unosimo promjene u svijetu?
00:33
What I'd like to suggest, there are
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Ono što bih ja želio da predložim je da
00:35
a number of habits that we need to move away from.
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moramo da se odmaknemo od brojnih navika.
00:37
I've assembled for your pleasure here
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Uredio sam ovdje na vaše zadovoljstvo
00:39
seven deadly sins of speaking.
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sedam smrtnih grjehova govora.
00:41
I'm not pretending this is an exhaustive list,
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Neću se pretvarati
da je ovo iscrpljujuća lista,
00:43
but these seven, I think, are pretty large
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ali smatram da su ovih sedam
poprilično velike navike
00:46
habits that we can all fall into.
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koje mogu da nas obuzmu.
00:49
First, gossip,
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Prvo, ogovaranje,
00:52
speaking ill of somebody who's not present.
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pričanje lošeg o nekom ko nije prisutan.
00:54
Not a nice habit, and we know perfectly well
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Nije fina navika, i znamo savršeno dobro
00:56
the person gossiping five minutes later
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da će osoba koja sad ogovara
pet minuta kasnije
00:58
will be gossiping about us.
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ogovarati nas.
01:01
Second, judging.
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Drugo, osuđivanje.
01:03
We know people who are like this in conversation,
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Znamo ljude koji su ovakvi u konverzaciji,
01:05
and it's very hard to listen to somebody
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i jako je teško slušati nekog
01:07
if you know that you're being judged
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ako znaš da te ta osoba osuđuje
01:09
and found wanting at the same time.
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i da te čini glupim u isto vrijeme.
01:12
Third, negativity.
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Treće, negativnost.
01:14
You can fall into this.
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Možete upasti u nju.
01:15
My mother, in the last years of her life,
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Moja majka je,
posljednjih godina svog života,
01:17
became very, very negative, and it's hard to listen.
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postala jako, jako negativna,
i teško je slušati je.
01:19
I remember one day, I said to her,
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Sjećam se da sam joj jednog dana rekao:
01:21
"It's October 1 today,"
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01:22
and she said, "I know, isn't it dreadful?"
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"Danas je prvi oktobar,"
na šta je odgovorila,
"Znam, nije li to užasno?"
01:25
(Laughter)
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(Smijeh)
01:27
It's hard to listen when somebody's that negative.
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Teško je slušati kada je neko
toliko negativan.
01:30
And another form of negativity, complaining.
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I još jedan oblik negativnosti, žaljenje.
01:33
Well, this is the national art of the U.K.
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Pa, ovo je nacionalna umjestnost
Ujedinjenog Kraljevstva.
01:37
It's our national sport. We
complain about the weather,
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To je naš nacionalni sport.
01:39
about sport, about politics, about everything,
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Mi se žalimo na vrijeme,
na sport, politiku, sve,
01:42
but actually complaining is viral misery.
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ali žaljenje je zapravo virusna bijeda.
01:44
It's not spreading sunshine
and lightness in the world.
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Ono ne predstavlja širenje
sunčeve svjetlosti i lakoće kroz svijet.
01:48
Excuses. We've all met this guy.
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Izgovori.
Svi smo mi upoznali ovog čovjeka.
01:51
Maybe we've all been this guy.
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Možda smo svi mi i bili ovaj čovjek.
01:52
Some people have a blamethrower.
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Neki ljudi imaju bacače krivice.
01:55
They just pass it on to everybody else
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Oni je samo prenose na sve druge
01:57
and don't take responsibility for their actions,
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i ne preuzimaju odgovornost
za svoje postupke,
01:59
and again, hard to listen to
somebody who is being like that.
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i opet, teško je slušati nekog
ko se tako ponaša.
02:02
Penultimate, the sixth of the seven,
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Pretposljednji, šesti od sedam,
02:04
embroidery, exaggeration.
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uljepšavanje, pretjerivanje.
02:08
It demeans our language, actually, sometimes.
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Ono zapravo ponižava naš jezik ponekad.
02:10
For example, if I see something
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Na primjer, ako ja vidim nešto
02:12
that really is awesome,
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što je zaista strašno,
02:14
what do I call it?
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kako ga nazovem?
02:15
(Laughter)
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(Smijeh)
02:17
And then of course this exaggeration becomes lying,
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I onda, naravno,
ovo pretjerivanje postaje laganje,
02:20
out and out lying, and we don't want to listen
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potpuno laganje, a ne želimo da slušamo
02:22
to people we know are lying to us.
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ljude koji znamo da nas lažu.
02:24
And finally, dogmatism,
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I konačno, dogmatizam,
02:27
the confusion of facts with opinions.
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zbrka činjenica i mišljenja.
02:31
When those two things get conflated,
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Kada se te dvije stvari spoje,
02:33
you're listening into the wind.
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vi slušate u vjetar.
02:34
You know, somebody is bombarding you
with their opinions as if they were true.
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Znate ono kada vas neko bombarduje
sa njihovim mišljenjima
kao da su ona tačna.
02:38
It's difficult to listen to that.
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Teško je slušati to.
02:40
So here they are, seven deadly sins of speaking.
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Dakle, evo ih,
sedam smrtnih grjehova govora.
02:43
These are things I think we need to avoid.
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To su stvari koje smatram
da treba da izbjegavamo.
02:46
But is there a positive way to think about this?
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A postoji li pozitivan način
gledanja na ovo?
02:48
Yes, there is.
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Da, postoji.
02:50
I'd like to suggest that there are four
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Rekao bih da postoje četiri
02:52
really powerful cornerstones, foundations,
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veoma snažna kamena temeljca, temelja
02:55
that we can stand on if we want our speech
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na kojima možemo da stojimo
ako želimo naš govor
02:58
to be powerful and to make change in the world.
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da bude moćan
i da unosimo promjene u svijetu.
03:01
Fortunately, these things spell a word.
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Srećom, ove stvari sačinjavaju riječ.
03:04
The word is "hail," and it has
a great definition as well.
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Ta riječ je "aklamirati,"
i ono ima i sjajnu definiciju.
03:07
I'm not talking about the stuff that falls from the sky
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Ne pričam o stvarima koje padaju s neba
03:09
and hits you on the head.
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i udaraju te u glavu.
03:10
I'm talking about this definition,
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Pričam o ovoj definiciji,
03:12
to greet or acclaim enthusiastically,
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pozdraviti ili odobravati sa entuzijazmom,
03:14
which is how I think our words will be received
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a to je način na koji ja smatram
da će naše riječi biti primljene
03:17
if we stand on these four things.
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ako stojimo na ovim četiri stvarima.
03:18
So what do they stand for?
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Šta to one predstavljaju?
03:20
See if you can guess.
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Pokušajte da pogodite.
03:21
The H, honesty, of course,
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I, iskrenost, naravno,
03:25
being true in what you say, being straight and clear.
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biti iskren u onome što govoriš,
biti otvoren i jasan.
03:28
The A is authenticity, just being yourself.
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A je autentičnost, samo biti ono što jesi.
03:32
A friend of mine described it as
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Jedan moj prijatelj ju je opisao kao
03:33
standing in your own truth,
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stajanje u sopstvenoj istini,
03:35
which I think is a lovely way to put it.
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što mislim da je lijep način
da se objasni.
03:37
The I is integrity, being your word,
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I je integritet, biti svoja riječ,
03:40
actually doing what you say,
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zapravo raditi ono što kažeš,
03:41
and being somebody people can trust.
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i biti neko kome ljudi mogu vjerovati.
03:44
And the L is love.
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I Lj je ljubav.
03:47
I don't mean romantic love,
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Ne mislim na romantičnu ljubav,
03:49
but I do mean wishing people well, for two reasons.
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već na to da želimo dobro drugima,
iz dva razloga.
03:52
First of all, I think absolute honesty
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Prije svega, smatram da potpuna iskrenost
03:55
may not be what we want.
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možda nije ono što želimo.
03:56
I mean, my goodness, you look ugly this morning.
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Mislim, bože dragi, izgledaš ružno jutros.
03:58
Perhaps that's not necessary.
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Možda to nije neophodno.
04:02
Tempered with love, of course,
honesty is a great thing.
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Ublažena ljubavlju, naravno,
iskrenost je sjajna stvar.
04:05
But also, if you're really wishing somebody well,
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Takođe, ako stvarno želiš dobro nekom,
04:08
it's very hard to judge them at the same time.
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teško je osuđivati ih u isto vrijeme.
04:11
I'm not even sure you can do those two things
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Čak nijesam ni siguran
da li te dvije stvari mogu da se rade
04:13
simultaneously.
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simultano.
04:15
So hail.
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Prema tome, aklamiranje.
04:17
Also, now that's what you say,
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Takođe, to je ono što kažete,
04:18
and it's like the old song, it is what you say,
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i ono je poput one stare pjesme,
stvar je u tome kako kazati,
04:20
it's also the way that you say it.
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ali takođe i na koji način kazati.
04:22
You have an amazing toolbox.
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Imate jednu zadivljujuću kutiju s alatom.
04:24
This instrument is incredible,
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Ovaj instrument je nevjerovatan,
04:26
and yet this is a toolbox that very
few people have ever opened.
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ali opet je ovu kutuju s alatom
jako mali broj ljudi ikad otvorilo.
04:29
I'd like to have a little rummage in there
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Ja bih rado malko preturao po njoj
04:31
with you now and just pull a few tools out
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sa vama i jednostavno izvukao
nekoliko alatki
04:33
that you might like to take away and play with,
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koje biste rado ponijeli
sa sobom da se igrate,
04:35
which will increase the power of your speaking.
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koje bi uvećale moć vašeg govora.
04:38
Register, for example.
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Doseg, na primjer.
04:40
Now, falsetto register may not
be very useful most of the time,
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Falseto registar možda nije koristan
većinom vremena,
04:44
but there's a register in between.
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ali postoji jedan doseg u sredini.
04:46
I'm not going to get very technical about this
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Neću biti mnogo stručan povodom ovoga
04:47
for any of you who are voice coaches.
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za sve vas koji ste glasovni treneri.
04:49
You can locate your voice, however.
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Vi možete da locirate vaš glas.
04:51
So if I talk up here in my nose,
you can hear the difference.
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Ako bih pričao gore iz nosa,
čuli biste razliku.
04:53
If I go down here in my throat,
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Ako bih spuštio glas u grlo,
04:55
which is where most of us
speak from most of the time.
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odakle većina nas uglavnom priča.
04:58
But if you want weight,
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Ali ako želite težinu,
05:00
you need to go down here to the chest.
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morate da spuštite glas dolje do grudi.
05:03
You hear the difference?
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Čujete li razliku?
05:04
We vote for politicians with lower voices, it's true,
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Mi glasamo za političare
sa dubljim glasom, to je tačno,
05:08
because we associate depth with power
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zato što povezujemo dubinu sa moći
05:11
and with authority.
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i autoritetom.
05:14
That's register.
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To je doseg.
05:16
Then we have timbre.
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Zatim imamo boju glasa.
05:17
It's the way your voice feels.
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To je način na koji osjećate svoj glas.
05:19
Again, the research shows that we prefer voices
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Opet, istraživanje pokazuje
da dajemo prednost glasovima
05:21
which are rich, smooth, warm, like hot chocolate.
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koji su bogati, glatki, topli,
kao vruća čokolada.
05:26
Well if that's not you, that's not the end of the world,
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Ako to niste vi, nije smak svijeta
05:30
because you can train.
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jer možete da trenirate.
05:31
Go and get a voice coach.
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Idite i nabavite glasovnog trenera.
05:32
And there are amazing things you can do
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Zadivljujuće su stvari
koje možete da uradite
05:34
with breathing, with posture, and with exercises
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sa disanjem, stavom, i vježbama
05:37
to improve the timbre of your voice.
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kojim biste unaprijedili boju glasa.
05:39
Then prosody. I love prosody.
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Zatim prozodija. Volim prozodiju.
05:41
This is the sing-song, the meta-language
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Ovo je podizanje i spuštanje glasa
po šablonu, metajezik
05:43
that we use in order to impart meaning.
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koji koristimo
kako bismo udijelili značenje.
05:45
It's root one for meaning in conversation.
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To je prvi korjen značenja u konverzaciji.
05:48
People who speak all on one note
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Ljude koji cijelo vrijeme pričaju
koristeći istu notu
05:50
are really quite hard to listen to
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je zaista dosta teško slušati
05:52
if they don't have any prosody at all.
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ako nemaju nimalo prozodije.
05:54
That's where the world monotonic comes from,
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Odatle dolazi riječ monoton,
05:57
or monotonous, monotone.
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ili monotonost, monotonija.
06:00
Also we have repetitive prosody now coming in,
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Sada se pojavljuje
i ponavljanje prozodije,
06:03
where every sentence ends as if it were a question
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i svaka rečenica
se završava kao da je pitanje
06:06
when it's actually not a question, it's a statement.
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kada ona zapravo
nije pitanje već saopštenje.
06:08
(Laughter)
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(Smijeh)
06:11
And if you repeat that one over and over,
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I ako ponavljate jednu istu
iznova i iznova,
06:12
it's actually restricting your ability
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zapravo ograničavate svoju sposobnost
06:14
to communicate through prosody,
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komuniciranja kroz prozodiju,
06:15
which I think is a shame,
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što smatram da je šteta,
06:17
so let's try and break that habit.
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prema tome, hajde da pokušamo
da se odviknemo od toga.
06:20
Pace. I can get very, very excited
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Tempo. Mogu da postanem jako,
jako uzbuđen
06:22
by saying something really, really quickly,
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govoreći nešto jako, jako brzo,
06:24
or I can slow right down to emphasize,
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ili mogu da usporim naglo
kako bih naglasio nešto,
06:28
and at the end of that, of course, is our old friend
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i nakon svega toga je,
naravno, naš stari prijatelj
06:31
silence.
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tišina.
06:34
There's nothing wrong with a bit of silence
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Nema ništa lošeg u malo tišine
06:36
in a talk, is there?
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tokom razgovora, zar ne?
06:38
We don't have to fill it with ums and ahs.
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Ne moramo da je popunjavamo
sa "ovaj" i "onaj".
06:41
It can be very powerful.
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Njena uloga može da bude jako snažna.
06:43
Of course, pitch often goes along with pace
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Naravno, visina glasa obično ide uz tempo
06:46
to indicate arousal, but you can do it just with pitch.
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da nagovijesti uzbuđenje,
ali to možete uraditi i samo sa visinom.
06:48
Where did you leave my keys?
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Gdje si ostavila moje ključeve?
06:50
Where did you leave my keys?
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Gdje si ostavila moje ključeve?
06:52
So slightly different meaning
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Imamo blago drukčje značenje
06:54
in those two deliveries.
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u ta dva izgovora.
06:56
And finally, volume.
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I konačno, jačina glasa.
06:58
I can get really excited by using volume.
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Mogu da postanem jako uzbuđen
korišćenjem jačine.
07:01
Sorry about that if I startled anybody.
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Izvinjavam se ako sam nekoga prepao.
07:04
Or, I can have you really pay attention
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Ili, mogu da vas natjeram da naćulite uši
07:06
by getting very quiet.
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tako što bih pričao veoma tiho.
07:08
Some people broadcast the whole time.
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Neki ljudi su previše bučni
cijelo vrijeme.
07:10
Try not to do that.
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Pokušajte da ne radite to.
07:12
That's called sodcasting,
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To se zove dovikivanje,
07:15
imposing your sound on people around you
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nametanje svog glasa na ljude oko sebe
07:17
carelessly and inconsiderately. Not nice.
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bezbrižno i nepromišljeno. To nije fino.
07:21
Of course, where this all comes into play most of all
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Naravno, situacija u kojoj
ovo dolazi do najvećeg značaja
07:23
is when you've got something really important to do.
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jeste kada želite nešto
veoma važno da uradite.
07:25
It might be standing on a stage like this
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Mogao bih da stojim na bini kao sada
07:27
and giving a talk to people.
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i da držim govor pred ljudima.
07:29
It might be proposing marriage,
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Mogao bih da prosim nekoga,
07:31
asking for a raise, a wedding speech.
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da tražim povišicu,
da držim govor na vjenčanju.
07:34
Whatever it is, if it's really important,
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Šta god da je, ako je veoma bitno,
07:36
you owe it to yourself to look at this toolbox
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dugujete sebi da bacite pogled
u ovu kutiju s alatom
07:40
and the engine that it's going to work on,
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i motor pomoću kojeg će da radi,
07:42
and no engine works well without being warmed up.
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a nijedan motor ne radi valjano
ako nije zagrijan.
07:45
Warm up your voice.
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Zagrijte svoj glas.
07:47
Actually, let me show you how to do that.
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Zapravo, dozvolite mi da vam pokažem
kako da to uradite.
07:49
Would you all like to stand up for a moment?
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Da li biste svi ustali na trenutak?
07:52
I'm going to show you the
six vocal warmup exercises
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Pokazaću vam šest vježbi
za zagrijavanje glasa
07:55
that I do before every talk I ever do.
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koje ja radim prije svakog svog govora.
07:59
Anytime you're going to talk to
anybody important, do these.
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Svaki put kada treba da pričate
sa nekim bitnim, uradite ovo.
08:01
First, arms up, deep breath in,
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Prvo, podignite ruke, duboko udahnite,
08:04
and sigh out, ahhhhh, like that.
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i izdahnite, aaa, ovako.
08:07
One more time.
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Još jednom.
08:09
Ahhhh, very good.
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Aaa, jako dobro.
08:12
Now we're going to warm up our lips,
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Sada ćemo da zagrijemo vaše usne,
08:14
and we're going to go ba, ba, ba, ba,
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hajde svi da govorimo ba, ba, ba, ba,
08:16
ba, ba, ba, ba. Very good.
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ba, ba, ba, ba. Jako dobro.
08:19
And now, brrrrrrrrrr,
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A sad, brrrrrrrr,
08:22
just like when you were a kid.
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kao kada ste bili dijete.
08:24
Brrrr. Now your lips should be coming alive.
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Brrrr. Sada bi vaše usne
trebalo da oživljavaju.
08:26
We're going to do the tongue next
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Sada ćemo da pređemo na jezik
08:28
with exaggerated la, la, la, la, la, la, la, la, la.
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sa pretjeranim
la, la, la, la, la, la, la, la, la.
08:32
Beautiful. You're getting really good at this.
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Divno. Postajete veoma dobri u ovome.
08:34
And then, roll an R. Rrrrrrr.
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A sad, zamotajte jedno R. Rrrrrrr.
08:38
That's like champagne for the tongue.
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To je poput šampanjca za jezik.
08:40
Finally, and if I can only do one,
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Konačno, kada bih mogao
samo jednu da uradim,
08:42
the pros call this the siren.
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profesionalci je zovu sirena.
08:44
It's really good. It starts with "we" and goes to "aw."
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Veoma je dobra.
Počinje sa "vi" i ide ka "ju."
08:46
The "we" is high, the "aw" is low.
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"Vi" je visoko, a "ju" je nisko.
08:48
So you go, weeeaawww, weeeaawww.
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Idemo, viiiijuuuuu, viiiiijuuuuu.
08:54
Fantastic. Give yourselves a round of applause.
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Sjajno. Dajte sebi jedan aplauz.
08:56
Take a seat, thank you. (Applause)
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Sjednite, hvala. (Aplauz)
08:59
Next time you speak, do those in advance.
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Prije nego sljedeći put budete pričali,
uradite ove vježbe.
09:02
Now let me just put this in context to close.
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Dozvolite mi da sad samo ubacim ovo
u kontekst i da zaključim.
09:05
This is a serious point here.
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Ovo je ozbiljna stvar.
09:07
This is where we are now, right?
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Ovo je gdje smo sad, zar ne?
09:09
We speak not very well
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Pričamo ne previše dobro
09:10
into people who simply aren't listening
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sa ljudima koji jednostavno ne slušaju
09:12
in an environment that's all
about noise and bad acoustics.
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u okruženju koje je puno buke
i loše akustike.
09:15
I have talked about that on this stage
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Pričao sam o tome na ovoj bini
09:17
in different phases.
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u raličitim fazama.
09:18
What would the world be like
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Kako bi izgledao svijet
09:20
if we were speaking powerfully
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ako bismo pričali moćno
09:22
to people who were listening consciously
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sa ljudima koji svjesno slušaju
09:24
in environments which were actually fit for purpose?
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u okruženjima koji zapravo odgovaraju
našim potrebama?
09:27
Or to make that a bit larger,
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Ili da to malo proširim,
09:30
what would the world be like
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kako bi izgledao svijet
09:31
if we were creating sound consciously
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ako bismo svjesno proizvodili zvuk
09:34
and consuming sound consciously
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i svjesno ga upijali
09:36
and designing all our environments
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i dizajnirali sva naša okruženja
09:38
consciously for sound?
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svjesno da odgovaraju zvuku?
09:39
That would be a world that does sound beautiful,
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To bi bio svijet koji bi zaista
zvuči prelijepo,
09:42
and one where understanding
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svijet u kojem bi razumijevanje
09:44
would be the norm,
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bila norma,
09:46
and that is an idea worth spreading.
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a to je ideja vrijedna širenja.
09:49
Thank you.
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Hvala.
09:51
Thank you. (Applause)
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Hvala. (Aplauz)
Translated by Miljan MIljanic
Reviewed by Ivana Korom

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ABOUT THE SPEAKER
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it.

Why you should listen

Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?

Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.

More profile about the speaker
Julian Treasure | Speaker | TED.com