What are you willing to give up to change the way we work? | Martin Danoesastro

141,897 views ใƒป 2019-01-29

TED


ูŠุฑุฌู‰ ุงู„ู†ู‚ุฑ ู†ู‚ุฑู‹ุง ู…ุฒุฏูˆุฌู‹ุง ููˆู‚ ุงู„ุชุฑุฌู…ุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุฃุฏู†ุงู‡ ู„ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ.

ุงู„ู…ุชุฑุฌู…: Haneen Aljohany ุงู„ู…ุฏู‚ู‘ู‚: Nawal Sharabati
00:12
Have you ever watched a flock of birds work together?
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ู‡ู„ ุดุงู‡ุฏุชู… ู…ู† ู‚ุจู„ ุณุฑุจู‹ุง ู…ู† ุงู„ุทูŠูˆุฑ ูŠุญู„ู‚ ู…ุนู‹ุงุŸ
00:18
Thousands of animals, flying in perfect synchrony:
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ุชุทูŠุฑู ุงู„ุขู„ุงู ู…ู† ุงู„ุทูŠูˆุฑ ููŠ ุชุฒุงู…ู†ู ู…ุชูƒุงู…ู„!
00:24
Isn't it fascinating?
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ุฃู„ูŠุณ ู‡ุฐุง ุณุงุญุฑู‹ุงุŸ
00:27
What I find remarkable is that these birds would not be able to do that
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ู…ุง ุฃุฌุฏู‡ ู…ู…ูŠุฒู‹ุง ู‡ูˆ ุฃู†ู‘ูŽ ุชู„ูƒ ุงู„ุทูŠูˆุฑ ู…ุง ูƒุงู† ุจู…ู‚ุฏูˆุฑู‡ุง ูุนู„ ุฐู„ูƒ
00:32
if they all would have to follow one leader.
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ุฅุฐุง ูƒุงู† ุนู„ูŠู‡ู… ุฃู† ูŠุชุจุนูˆุง ู‚ุงุฆุฏู‹ุง ูˆุงุญุฏู‹ุงุŸ
00:36
Their reaction speed would simply be too low.
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ุจุจุณุงุทุฉ ุณุชูƒูˆู† ุณุฑุนุฉ ุฑุฏุฉ ูุนู„ู‡ู… ู…ู†ุฎูุถุฉ ุฌุฏู‹ุง.
00:40
Instead, scientists believe that these birds are aligned on
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ุจุงู„ู…ู‚ุงุจู„ุŒ ูŠุนุชู‚ุฏ ุงู„ุนู„ู…ุงุก ุฃู† ู‡ุฐู‡ ุงู„ุทูŠูˆุฑ
00:44
a few simple rules,
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ุชุนุชู…ุฏ ุนู„ู‰ ุนุฏุฉ ู‚ูˆุงุนุฏ ุจุณูŠุทุฉุŒ
00:47
allowing every single bird to make autonomous decisions
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ุงู„ุชูŠ ุชุณู…ุญู ู„ูƒู„ ุทูŠุฑ ุจุงุชุฎุงุฐ ู‚ุฑุงุฑุงุช ู…ุณุชู‚ู„ุฉุŒ
00:52
while still flying in perfect synchrony.
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ุจูŠู†ู…ุง ู„ุง ูŠุฒุงู„ ูŠุญู„ู‚ ููŠ ุชุฒุงู…ู†ู ู…ุชูƒุงู…ู„.
00:55
Their alignment enables their autonomy,
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ุญูŠุซ ูŠู…ูƒู†ู‡ู… ุงู†ุชุธุงู…ู‡ู… ู…ู† ุงุณุชู‚ู„ุงู„ู‡ู…ุŒ
00:59
and their autonomy makes them fast and flexible.
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ูˆูŠุฌุนู„ู‡ู… ุงุณุชู‚ู„ุงู„ู‡ู… ูŠุญู„ู‚ูˆู† ุจุณุฑุนุฉ ูˆู…ุฑูˆู†ุฉ.
01:04
Now, what does this have to do with any one of us?
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ุงู„ุขู†ุŒ ู…ุงุฐุง ูŠุนู†ูŠ ู‡ุฐุง ุงู„ุฃู…ุฑ ู„ูƒู„ ุดุฎุต ู…ู†ุงุŸ
01:09
Well, it's one way of illustrating what I believe to be the most important change
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ุญุณู†ู‹ุง! ุฅู†ู‡ุง ุทุฑูŠู‚ุฉ ุชูˆุถุญ ู…ุง ุฃุนุชู‚ุฏ ุฃู†ู‡ ุงู„ุชุบูŠูŠุฑ ุงู„ุฃูƒุซุฑ ุฃู‡ู…ูŠุฉ
01:15
that is needed in ways of working today.
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ูˆุงู„ู…ุทู„ูˆุจุฉ ููŠ ุทุฑู‚ ุงู„ุนู…ู„ ุงู„ูŠูˆู….
01:19
The world is getting faster and more complex,
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ุฃุตุจุญ ุงู„ุนุงู„ู… ูŠุฒุฏุงุฏู ุณุฑุนุฉู‹ ูˆุชุนู‚ูŠุฏู‹ุงุŒ
01:22
so we need a new way of working,
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ูˆุจุฐู„ูƒ ู†ุญุชุงุฌ ุฅู„ู‰ ุทุฑูŠู‚ุฉ ุฌุฏูŠุฏุฉ ู„ู„ุนู…ู„ุŒ
01:24
a way that creates alignment around purpose,
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ุทุฑูŠู‚ุฉ ุชุญุฏุซู ุงุชุณุงู‚ู‹ุง ุญูˆู„ ุงู„ู‡ุฏูุŒ
01:28
that takes out bureaucracy
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ูˆุงู„ุชูŠ ุชุชุฎู„ุต ู…ู† ุงู„ุจูŠุฑูˆู‚ุฑุงุทูŠุฉุŒ
01:30
and that truly empowers people to make decisions faster.
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ูˆุชู…ูƒู‘ู† ุงู„ุฃุดุฎุงุต ููŠ ุงู„ุญู‚ูŠู‚ุฉ ู…ู† ุงุชุฎุงุฐ ู‚ุฑุงุฑุงุช ุจุดูƒู„ู ุฃุณุฑุน.
01:35
But the question is:
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ูˆู„ูƒู† ุงู„ุณุคุงู„ ู‡ูˆ:
01:37
In order to get there,
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ู…ู† ุฃุฌู„ ุงู„ูˆุตูˆู„ ุฅู„ู‰ ุฐู„ูƒ ุงู„ู‡ุฏูุŒ
01:40
what are we willing to give up?
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ู…ุง ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ู†ุฑุบุจู ููŠ ุงู„ุชุฎู„ูŠ ุนู†ู‡ุŸ
01:44
A few years ago, I was working with a bank
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ู‚ุจู„ ุนุฏุฉ ุณู†ูˆุงุชุŒ ูƒู†ุช ุฃุนู…ู„ ููŠ ุจู†ูƒุŒ
01:47
that wanted to embark on a digital transformation.
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ุฃุฑุงุฏ ุงู„ุดุฑูˆุน ููŠ ุงู„ุชุญูˆู„ ุงู„ุฑู‚ู…ูŠ.
01:50
They wanted their offering to be simpler, more intuitive, more relevant.
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ุฃุฑุงุฏูˆุง ุฃู† ุชูƒูˆู† ุนุฑูˆุถู‡ู… ุฃุจุณุทุŒ ูˆุฃูƒุซุฑ ุงุณุชุฌุงุจุฉ ูˆู…ู„ุงุฆู…ุฉุŒ
01:55
Now, I'm not sure how many of you have seen a bank from the inside,
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ุงู„ุขู†ุŒ ู„ุณุช ูˆุงุซู‚ู‹ุง ูƒู… ูˆุงุญุฏู‹ุง ู…ู†ูƒู… ู‚ุฏ ุฑุฃู‰ ุจู†ูƒู‹ุง ู…ู† ุงู„ุฏุงุฎู„ุŒ
02:01
so let me try to illustrate what many traditional banks look like.
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ู„ุฐู„ูƒ ุฏุนูˆู†ูŠ ุฃูˆุถุญ ูƒูŠู ุชุจุฏูˆ ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ุจู†ูˆูƒ ุงู„ุชู‚ู„ูŠุฏูŠุฉ.
02:05
You see lots of people in suits
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ุชุฑูˆู† ุงู„ุนุฏูŠุฏ ู…ู† ุงู„ุฃุดุฎุงุต ูŠุฑุชุฏูˆู† ุจุฏู„ุงุช
02:08
taking elevators to go to their department,
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ูˆูŠุณุชุฎุฏู…ูˆู† ุงู„ู…ุตุงุนุฏ ู„ู„ูˆุตูˆู„ ุฅู„ู‰ ุฃู‚ุณุงู…ู‡ู…ุŒ
02:12
marketers sitting with marketers, engineers with engineers, etc.
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ูŠุฌู„ุณ ุงู„ู…ุณูˆู‘ู‚ูˆู† ู…ุน ุงู„ู…ุณูˆู‚ูŠู†ุŒ ูˆุงู„ู…ู‡ู†ุฏุณูˆู† ู…ุน ุงู„ู…ู‡ู†ุฏุณูŠู†ุŒ ุงู„ุฎ.
02:17
You see meetings with 20 people
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ุชุฑู‰ ุงุฌุชู…ุงุนุงุช ู…ู† 20 ุดุฎุตู‹ุง
02:19
where nothing gets decided.
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ุญูŠุซ ู„ู… ูŠุคุฎุฐ ุฃูŠ ู‚ุฑุงุฑ.
02:22
Great ideas? They end up in PowerPoint parking lots.
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ุฃููƒุงุฑ ุฑุงุฆุนุฉ! ูˆูŠู†ุชู‡ูŠ ุจู‡ู… ุงู„ุฃู…ุฑ ุจุนู…ู„ ุนุฑุถ ุชู‚ุฏูŠู…ูŠ ุนู† ู…ูˆุงู‚ู ุงู„ุณูŠุงุฑุงุช.
02:26
And there are endless handovers between departments.
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ูˆู‡ู†ุงูƒ ุนู…ู„ูŠุงุช ู„ุชุณู„ูŠู… ุงู„ู…ู‡ุงู… ู„ุง ู†ู‡ุงุฆูŠุฉ ุจูŠู† ุงู„ุฃู‚ุณุงู….
02:31
Getting anything done can take forever.
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ู‚ุฏ ูŠุณุชุบุฑู‚ ุงู„ุญุตูˆู„ ุนู„ู‰ ุฃูŠ ุดูŠุก ุฌุงู‡ุฒ ูˆู‚ุชู‹ุง ุทูˆูŠู„ู‹ุง.
02:35
So this bank knew that in order to transform,
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ูุนุฑู ู‡ุฐุง ุงู„ุจู†ูƒ ุฃู†ู‡ ู…ู† ุฃุฌู„ ุงู„ุชุญูˆู„
02:39
they would have to improve their time to market
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ุนู„ูŠู‡ู… ุฃู† ูŠุญุณู‘ู†ูˆุง ูˆู‚ุชู‡ู… ููŠ ุงู„ุณูˆู‚
02:42
by drastically changing their ways of working as well.
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ุนู† ุทุฑูŠู‚ ุงู„ุชุบูŠูŠุฑ ุงู„ุฌุฐุฑูŠ ู„ุทุฑู‚ู‡ู… ููŠ ุงู„ุนู…ู„ ูƒุฐู„ูƒ.
02:46
But how?
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ู„ูƒู† ูƒูŠูุŸ
02:49
To get some inspiration, we decided to go and have a look at companies
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ู„ู„ุญุตูˆู„ ุนู„ู‰ ู‚ู„ูŠู„ู ู…ู† ุงู„ุฏุงูุนุŒ ู‚ุฑุฑู†ุง ุงู„ุฐู‡ุงุจ ูˆุฅู„ู‚ุงุก ู†ุธุฑุฉ ุนู„ู‰ ุงู„ุดุฑูƒุงุช
02:52
that seem to be more innovative,
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ุงู„ุชูŠ ุชุจุฏูˆ ุฃูƒุซุฑ ุงุจุชูƒุงุฑู‹ุงุŒ
02:54
like Google, Netflix, Spotify, Zappos.
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ู…ุซู„ :ุฌูˆุฌู„ (Google) ูˆู†ุชูู„ูŠูƒุณ (Netflix) ูˆุณุจูˆุชูŠูุงูŠ (ูSpotify) ูˆุฒุงุจูˆุณ (Zappos).
02:59
And I remember how we were walking the halls at one of these companies
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ูˆุฃุชุฐูƒุฑ ูƒูŠู ูƒู†ุง ู†ุณูŠุฑู ููŠ ุงู„ู‚ุงุนุงุช ููŠ ูˆุงุญุฏุฉ ู…ู† ู‡ุฐู‡ ุงู„ุดุฑูƒุงุช
03:02
in December 2014,
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ููŠ ูƒุงู†ูˆู† ุงู„ุฃูˆู„/ ุฏูŠุณู…ุจุฑ ุนุงู… 2014ุŒ
03:04
a management consultant and a team of bankers.
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ูƒู†ุง ู…ุณุชุดุงุฑู‹ุง ุฅุฏุงุฑูŠู‹ุง ูˆูุฑูŠู‚ู‹ุง ู…ู† ุงู„ู…ุตุฑููŠู†.
03:08
We felt like strangers in a strange land,
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ุดุนุฑู†ุง ุจุฃู†ู†ุง ุบุฑุจุงุก ููŠ ุฃุฑุถู ุบุฑูŠุจุฉุŒ
03:10
surrounded by beanbags and hoodies
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ู…ุญุงุทูŠู† ุจุฃูƒูŠุงุณ ูุงุตูˆู„ูŠุงุก ุฌุงูุฉ ูˆู‚ู„ู†ุณูˆุงุช
03:13
and lots of smart, creative employees.
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ูˆุงู„ุนุฏูŠุฏ ู…ู† ุงู„ู…ูˆุธููŠู† ุงู„ุฃุฐูƒูŠุงุก ูˆุงู„ู…ุจุฏุนูŠู†.
03:16
So then we asked, "How is your company organized?"
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ุซู… ุณุฃู„ู†ุง: "ูƒูŠู ู†ูุธู…ุช ุดุฑูƒุชูƒู…ุŸ"
03:19
And we expected to get an org chart.
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ูˆุชูˆู‚ุนู†ุง ุงู„ุญุตูˆู„ ุนู„ู‰ ู…ุฎุทุท ู‡ูŠูƒู„ูŠ ุชู†ุธูŠู…ูŠ.
03:22
But instead, they used strange drawings
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ู„ูƒู† ุจุฏู„ู‹ุง ุนู† ุฐู„ูƒุŒ ุงุณุชุฎุฏู…ูˆุง ุฑุณูˆู…ู‹ุง ุบุฑูŠุจุฉ
03:25
with funny names like "squads" and "chapters" and "tribes"
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ุจุฃุณู…ุงุก ู…ุถุญูƒุฉ ู…ุซู„: ูุฑู‚ ูˆูุตูˆู„ ูˆู‚ุจุงุฆู„
03:29
to explain how they were organized.
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ู„ุดุฑุญ ูƒูŠู ู†ุธู…ูˆุง ุดุฑูƒุชู‡ู….
03:31
So then we tried to translate that to our own world.
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ุซู… ุญุงูˆู„ู†ุง ุฃู† ู†ุชุฑุฌู… ุฐู„ูƒ ุฅู„ู‰ ู„ุบุชู†ุง ุงู„ุฎุงุตุฉ.
03:35
We asked, "How many people are working for you?"
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ุณุฃู„ู†ุง: "ูƒู… ุนุฏุฏ ุงู„ุฃุดุฎุงุต ุงู„ุฐูŠู† ูŠุนู…ู„ูˆู† ู„ุฏูŠูƒู…ุŸ"
03:39
"It depends."
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ุฃุฌุงุจูˆุง: "ู‡ุฐุง ูŠุนุชู…ุฏ".
03:41
"Who do you report to?"
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"ุฅู„ู‰ ู…ูŽู†ู’ ุชู‚ุฏู…ูˆู† ุชู‚ุงุฑูŠุฑูƒู…ุŸ"
03:43
"It depends."
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"ู‡ุฐุง ูŠุนุชู…ุฏ".
03:45
"Who decides on your priorities?"
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"ู…ูŽู†ู’ ุงู„ุฐูŠ ูŠู‚ุฑุฑ ุฃูˆู„ูˆูŠุงุชูƒู…ุŸ"
03:48
"It depends."
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"ู‡ุฐุง ูŠุนุชู…ุฏ".
03:50
You can imagine our surprise.
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ุจุฅู…ูƒุงู†ูƒู… ุชุฎูŠู„ ุฏู‡ุดุชู†ุง.
03:52
We were asking for what we thought were some of the basic principles
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ูƒู†ุง ู†ุณุฃู„ ุนู…ู‘ุง ุงุนุชู‚ุฏู†ุง ุฃู†ู‡ุง ูƒุงู†ุช ุจุนุถ ุงู„ู…ุจุงุฏุฆ ุงู„ุงุณุงุณูŠุฉ
03:55
of organizations,
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ู„ู„ู…ุคุณู€ุณุงุช.
03:57
and their answer was, "It depends."
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ูˆูƒุงู†ุช ุฃุฌุงุจุชู‡ู…: "ู‡ุฐุง ูŠุนุชู…ุฏ".
04:01
Now, over the course of that day,
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ุงู„ุขู†ุŒ ุนู„ู‰ ู…ุฏุงุฑ ุฐู„ูƒ ุงู„ูŠูˆู…ุŒ
04:03
we gained a better understanding of their model.
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ุญุตู„ู†ุง ุนู„ู‰ ูู‡ู… ุฃูุถู„ ุนู† ู†ู…ูˆุฐุฌู‡ู….
04:05
They believed in the power of small, autonomous teams.
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ุฃู†ู‡ู… ูŠุคู…ู†ูˆู† ุจู†ููˆุฐ ุงู„ูุฑู‚ ุงู„ุตุบูŠุฑุฉ ุงู„ู…ุณุชู‚ู„ุฉ.
04:09
Their teams were like mini-start-ups.
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ูƒุงู†ุช ูุฑู‚ู‡ู… ู…ุซู„ ุงู„ุดุฑูƒุฉ ุงู„ู†ุงุดุฆุฉ ุงู„ู…ุตุบุฑุฉ.
04:11
They had product people and IT engineers in the same team
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ู„ุฏูŠู‡ู… ููŠ ู†ูุณ ุงู„ูุฑูŠู‚ ุฃุดุฎุงุต ู…ู†ุชุฌูˆู† ูˆู…ู‡ู†ุฏุณูˆ ุชู‚ู†ูŠุฉ ู…ุนู„ูˆู…ุงุช.
04:15
so they could design, build and test ideas with customers
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ู…ู…ุง ูŠู…ูƒู†ู‡ู… ู…ู† ุชุตู…ูŠู… ูˆุจู†ุงุก ูˆุงุฎุชุจุงุฑ ุงู„ุฃููƒุงุฑ ู…ุน ุงู„ุนู…ู„ุงุก
04:18
independently of others in the company.
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ุจุดูƒู„ ู…ุณุชู‚ู„ ุนู† ุงู„ุขุฎุฑูŠู† ููŠ ุงู„ุดุฑูƒุฉ.
04:21
They did not need handovers between departments.
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ู‡ู… ู„ุง ูŠุญุชุงุฌูˆู† ุฅู„ู‰ ุนู…ู„ูŠุงุช ู†ู‚ู„ ู„ู„ุจูŠุงู†ุงุช ุจูŠู† ุงู„ุฃู‚ุณุงู….
04:24
They had all the skills needed right there in the team.
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ู„ุฏูŠู‡ู… ูƒู„ ุงู„ู…ู‡ุงุฑุงุช ุงู„ู…ุทู„ูˆุจุฉ ููŠ ุงู„ูุฑูŠู‚.
04:29
Now, at the end of that day, we had a session
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ุงู„ุขู†ุŒ ููŠ ู†ู‡ุงูŠุฉ ุฐู„ูƒ ุงู„ูŠูˆู…ุŒ ูƒุงู† ู„ุฏูŠู†ุง ุฌู„ุณุฉ
04:31
to reflect on what we had learned.
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ู„ู„ุชููƒูŠุฑ ุจู…ุง ู‚ุฏ ุชุนู„ู…ู†ุงู‡.
04:34
And we had started to like their model,
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ูˆุจุฏุฃู†ุง ู†ุญุจู ู†ู…ูˆุฐุฌู‡ู…ุŒ
04:36
so we were already thinking of how to apply some of these ideas to a bank.
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ูˆุจุฏุฃู†ุง ู†ููƒุฑู ูุนู„ู‹ุง ููŠ ูƒูŠููŠุฉ ุชุทุจูŠู‚ ุจุนุถ ุชู„ูƒ ุงู„ุฃููƒุงุฑ ููŠ ุงู„ุจู†ูƒ.
04:42
But then, one of the hosts, a guy who had not said a word all day,
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ูˆู„ูƒู† ุจุนุฏ ุฐู„ูƒ -ุฃุญุฏ ุงู„ู…ุถูŠููŠู†- ุดุงุจ ู„ู… ูŠู†ุทู‚ ุจูƒู„ู…ุฉ ุทูˆุงู„ ุงู„ูŠูˆู…ุŒ
04:46
he suddenly said,
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ู‚ุงู„ ูุฌุฃุฉ:
04:48
"So I see you like our model.
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"ุฃุฑู‰ ุฃู†ูƒู… ุฃุญุจุจุชู… ู†ู…ูˆุฐุฌู†ุง.
04:50
But I have one question for you:
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ูˆู„ูƒู† ู„ุฏูŠ ุณุคุงู„ ูˆุงุญุฏ ู„ูƒู…:
04:52
What are you willing to give up?"
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"ู…ุง ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ุชุฑุบุจูˆู† ููŠ ุงู„ุชุฎู„ูŠ ุนู†ู‡ุŸ"
04:56
What were we willing to give up?
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ู…ุง ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ู†ุฑุบุจู ููŠ ุงู„ุชุฎู„ูŠ ุนู†ู‡ุŸ
04:59
We did not have an answer immediately, but we knew he was right.
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ู„ู… ุชูƒู† ู„ุฏูŠู†ุง ุฅุฌุงุจุฉ ุนู„ู‰ ุงู„ููˆุฑุŒ ู„ูƒู† ูƒู†ุง ู†ุนู„ู… ุฃู†ู‡ ูƒุงู† ุนู„ู‰ ุญู‚.
05:03
Change is not only about embracing the new;
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ู„ูŠุณ ุงู„ุชุบูŠูŠุฑ ูู‚ุท ุญูˆู„ ุชุจู†ูŠ ุงู„ุดูŠุก ุงู„ุฌุฏูŠุฏุŒ
05:06
it's about giving up on some of the old as well.
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ุฅู†ู‡ ุญูˆู„ ุงู„ุชุฎู„ูŠ ุนู† ุจุนุถ ุงู„ุฃุดูŠุงุก ุงู„ู‚ุฏูŠู…ุฉ ูƒุฐู„ูƒ.
05:11
Now, over the past five years,
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ุงู„ุขู†ุŒ ุนู„ู‰ ู…ุฏุงุฑ ุงู„ุณู†ูˆุงุช ุงู„ุฎู…ุณ ุงู„ู…ุงุถูŠุฉุŒ
05:13
I have worked with companies all over the world
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ู‚ุฏ ุนู…ู„ุช ู…ุน ุดุฑูƒุงุช ุญูˆู„ ุงู„ุนุงู„ู…
05:15
to change their ways of working.
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ู„ุชุบูŠูŠุฑ ุทุฑู‚ู‡ู… ููŠ ุงู„ุนู…ู„ุŒ
05:17
And clearly, every company has their own skeptics
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ูˆุจุดูƒู„ ูˆุงุถุญุŒ ู„ุฏู‰ ูƒู„ ุดุฑูƒุฉ ู…ุชุดูƒูƒูŠู‡ุง
05:21
about why this is not going to work for them.
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ุญูˆู„ ู„ูู…ูŽ ู„ู† ุชุนู…ู„ ู‡ุฐู‡ ุงู„ุทุฑูŠู‚ุฉ ุจุงู„ู†ุณุจุฉ ุฅู„ูŠู‡ู…
05:24
"Our product is more complex,"
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ู‚ุงู„ูˆุง: "ู…ู†ุชุฌู†ุง ุฃูƒุซุฑ ุชุนู‚ูŠุฏู‹ุง"ุŒ
05:26
or "They don't have the legacy IT like we do,"
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ุฃูˆ "ู„ูŠุณ ู„ุฏูŠู‡ู… ู†ุธุงู… ู‚ุฏูŠู… ู„ุชู‚ู†ูŠุฉ ุงู„ู…ุนู„ูˆู…ุงุช ูƒู…ุง ู„ุฏูŠู†ุง"ุŒ
05:29
or "Regulators just won't allow this in our industry."
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ุฃูˆ "ู„ู† ูŠุณู…ุญ ุงู„ู…ู†ุธู…ูˆู† ุจู‡ุฐุง ููŠ ุตู†ุงุนุชู†ุง".
05:34
But for this bank and also for the other companies
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ูˆู„ูƒู† ู„ู‡ุฐุง ุงู„ุจู†ูƒ ูˆุงู„ุดุฑูƒุงุช ุงู„ุฃุฎุฑู‰ ุฃูŠุถู‹ุง
05:37
that I have worked with afterwards,
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ุงู„ุชูŠ ุนู…ู„ุช ู…ุนู‡ุง ุจุนุฏ ุฐู„ูƒุŒ
05:38
change was possible.
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ูƒุงู† ุงู„ุชุบูŠูŠุฑ ู…ู…ูƒู†ู‹ุง.
05:41
Within a year, we completely blew up the old silos
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ู‚ู…ู†ุง ุฎู„ุงู„ ุนุงู… ูˆุงุญุฏ ุจุงู„ู‚ุถุงุก ุชู…ุงู…ู‹ุง ุนู„ู‰ ุงู„ุนุฒู„ุฉ ุงู„ู‚ุฏูŠู…ุฉุŒ
05:45
between marketing, product, channels and IT.
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ุจูŠู† ุฃู‚ุณุงู… ุงู„ุชุณูˆูŠู‚ ูˆุงู„ู…ูู†ุชุฌุงุช ูˆู‚ู†ูˆุงุช ุงู„ุชูˆุงุตู„ ูˆุชู‚ู†ูŠุฉ ุงู„ู…ุนู„ูˆู…ุงุช.
05:48
Three thousand employees were reorganized into 350 multidisciplinary teams.
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ุฃุนูŠุฏ ุชู†ุธูŠู… 3000 ู…ูˆุธูู‹ุง ููŠ 350 ูุฑูŠู‚ู‹ุง ู…ุชุนุฏุฏ ุงู„ุชุฎุตุตุงุช.
05:55
So instead of product people sitting just with product people
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ูุจุฏู„ู‹ุง ู…ู† ุฃู† ูŠุฌู„ุณ ุงู„ุฃุดุฎุงุต ุงู„ู…ู†ุชุฌูˆู† ู…ุน ุงู„ุฃุดุฎุงุต ุงู„ู…ู†ุชุฌูŠู†
05:58
and engineers with engineers,
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ูˆุงู„ู…ู‡ู†ุฏุณูˆู† ู…ุน ุงู„ู…ู‡ู†ุฏุณูŠู†ุŒ
06:00
a product person and an engineer were now members of the same team.
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ุฃุตุจุญ ุงู„ุขู† ุงู„ุดุฎุต ุงู„ู…ู†ุชุฌ ูˆุงู„ู…ู‡ู†ุฏุณ ุฃุนุถุงุก ููŠ ู†ูุณ ุงู„ูุฑูŠู‚.
06:04
You could be a member of a team responsible for account opening
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ูŠุณุชุทูŠุน ุฃุญุฏูƒู… ุฃู† ูŠูƒูˆู† ุนุถูˆู‹ุง ููŠ ูุฑูŠู‚ ู…ุณุคูˆู„ ุนู† ูุชุญ ุงู„ุญุณุงุจ
06:08
or for the mobile banking app, etc.
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ุฃูˆ ู…ุณุคูˆู„ู‹ุง ุนู† ุงู„ุชุทุจูŠู‚ ุงู„ู…ุตุฑููŠ ุนุจุฑ ุงู„ู‡ุงุชู ุงู„ู…ุญู…ูˆู„ุŒ ุงู„ุฎ.
06:12
At the go-live date of that new organization,
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ููŠ ุชุงุฑูŠุฎ ุจุฏุก ุชุดุบูŠู„ ุงู„ู…ุคุณุณุฉ ุงู„ุฌุฏูŠุฏุฉ
06:15
some people were shaking hands for the very first time,
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ูƒุงู† ุจุนุถ ุงู„ุฃุดุฎุงุต ูŠุชุตุงูุญูˆู† ู„ุฃูˆู„ ู…ุฑุฉ
06:19
only to find out that they had been sitting two minutes away from each other
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ู„ู…ุนุฑูุฉ ุฃู†ู‡ู… ูƒุงู†ูˆุง ูŠุฌู„ุณูˆู† ุนู„ู‰ ุจุนุฏ ุฏู‚ูŠู‚ุชูŠู† ู…ู† ุจุนุถู‡ู… ุงู„ุจุนุถุŒ
06:24
but they were sending each other emails and status reports for the last 10 years.
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ู„ูƒู† ูƒุงู†ูˆุง ูŠุฑุณู„ูˆู† ุงู„ุจุฑูŠุฏ ุงู„ุฅู„ูƒุชุฑูˆู†ูŠ ู„ุจุนุถู‡ู… ูˆุชู‚ุงุฑูŠุฑ ุงู„ุญุงู„ุฉ ู„ู„ุณู†ูˆุงุช ุงู„ุนุดุฑ ุงู„ู…ุงุถูŠุฉ.
06:29
You would hear someone saying,
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ูƒู†ุชู… ุชุณู…ุนูˆู† ุฃุญุฏู‡ู… ูŠู‚ูˆู„:
06:31
"Ah, so you're the guy that I was always chasing for answers."
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"ู†ุนู…ุŒ ุฃู†ุช ุงู„ุดุฎุต ุงู„ุฐูŠ ูƒู†ุชู ุฃุจุญุซู ุนู†ู‡ ุฏูˆู…ู‹ุง ู„ู„ุญุตูˆู„ ุนู„ู‰ ุฅุฌุงุจุงุช."
06:34
(Laughter)
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(ุถุญูƒ)
06:36
But now, they're having coffee together every day.
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ูˆู„ูƒู†ู‡ู… ุงู„ุขู† ูŠุญุชุณูˆู† ุงู„ู‚ู‡ูˆุฉ ู…ุน ุจุนุถู‡ู… ุงู„ุจุนุถ ูƒู„ ูŠูˆู….
06:40
If the product guy has an idea, he can just raise it
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ุฅุฐุง ูƒุงู† ู„ุฏู‰ ุงู„ุดุฎุต ุงู„ู…ูู†ุชุฌ ููƒุฑุฉุŒ ููŠู…ูƒู†ู‡ ุฅุซุงุฑุชู‡ุง
06:43
to get input from the engineer who is sitting right next to him.
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ู„ู„ุญุตูˆู„ ุนู„ู‰ ุจูŠุงู†ุงุช ู…ู† ุงู„ู…ู‡ู†ุฏุณ ุงู„ุฐูŠ ูŠุฌู„ุณ ุจุฌุงู†ุจู‡.
06:47
They can decide to test with customers immediately --
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ูŠู…ูƒู† ุฃู† ูŠู‚ุฑุฑูˆุง ุงุฎุชุจุงุฑ ุงู„ุจูŠุงู†ุงุช ู…ุน ุงู„ุนู…ู„ุงุก ู…ุจุงุดุฑุฉ.
06:51
no handovers, no PowerPoints, no red tape,
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ู„ุง ู„ุนู…ู„ูŠุงุช ุชุณู„ูŠู… ุงู„ู…ู‡ุงู… ูˆุงู„ุนุฑูˆุถ ุงู„ุชู‚ุฏูŠู…ูŠุฉุŒ ูˆู„ุง ู„ู„ุฅุฌุฑุงุกุงุช ุงู„ุฑูˆุชูŠู†ูŠุฉ ุงู„ุจูŠุฑูˆู‚ุฑุงุทูŠุฉ.
06:54
just getting stuff done.
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ูู‚ุท ุฅู†ุฌุงุฒ ุงู„ู…ู‡ุงู….
06:58
Now, getting there is not easy.
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ุงู„ุขู†ุŒ ู„ูŠุณ ุณู‡ู„ู‹ุง ุชุญู‚ูŠู‚ ุฐู„ูƒ.
07:01
And as it turns out,
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ูˆูƒู…ุง ูŠุชุถุญุŒ
"ู…ุง ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ุชุฑุบุจูˆู† ููŠ ุงู„ุชุฎู„ูŠ ุนู†ู‡ุŸ"
07:03
"What are you willing to give up?"
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07:04
is exactly the right question to ask.
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ู‡ูˆ ุจุงู„ุถุจุท ุงู„ุณุคุงู„ ุงู„ุตุญูŠุญ ุงู„ุฐูŠ ูŠุชุนูŠู† ุทุฑุญู‡.
07:08
Autonomous decision-making requires multidisciplinary teams.
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ูŠุชุทู„ุจ ุงุชุฎุงุฐ ุงู„ู‚ุฑุงุฑุงุช ุงู„ู…ุณุชู‚ู„ุฉ ูุฑู‚ู‹ุง ู…ุชุนุฏุฏุฉ ุงู„ุชุฎุตุตุงุช.
07:13
Instead of decisions going up and down the organization,
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ุจุฏู„ู‹ุง ู…ู† ุงู„ู‚ุฑุงุฑุงุช ุงู„ุชูŠ ุชุฏูˆุฑ ุนุจุฑ ุงู„ู…ุณุชูˆูŠุงุช ุงู„ุนู„ูŠุง ูˆุงู„ุฏู†ูŠุง ู„ู„ู…ุคุณุณุฉุŒ
07:16
we want the team to decide.
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ู†ุฑูŠุฏ ู…ู† ุงู„ูุฑูŠู‚ ุฃู† ูŠู‚ุฑุฑ.
07:18
But to do so, we need all the skills and expertise for that decision
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ู„ูƒู† ู„ู„ู‚ูŠุงู… ุจุฐู„ูƒุŒ ู†ุญุชุงุฌ ุฅู„ู‰ ุงู„ู…ู‡ุงุฑุงุช ูˆุงู„ุฎุจุฑุฉ ู„ุงุชุฎุงุฐ ุฐู„ูƒ ุงู„ู‚ุฑุงุฑ
07:22
in the team.
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ุฏุงุฎู„ ุงู„ูุฑูŠู‚.
07:24
And this brings difficult trade-offs.
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ูˆูŠุฌู„ุจู ู‡ุฐุง ุงู„ู…ููุงุถู„ุงุช ุงู„ุตุนุจุฉ.
07:27
Can we physically co-locate our people who are working in different buildings,
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ู‡ู„ ู†ุณุชุทูŠุน ุฃู† ู†ุชู‚ุงุณู… ูุนู„ูŠู‹ุง ู…ู‚ุงุฑ ู…ูˆุธููŠู†ุง ุงู„ุฐูŠู† ูŠุนู…ู„ูˆู† ููŠ ู…ุจุงู†ู ู…ุฎุชู„ูุฉุŒ
07:30
different cities or even different countries today?
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ูˆููŠ ู…ุฏู† ู…ุฎุชู„ูุฉ ุฃูˆ ุญุชู‰ ููŠ ุฏูˆู„ ู…ุฎุชู„ูุฉ ุงู„ูŠูˆู…ุŸ
07:33
Or should we invest in better videoconferencing?
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ุฃูˆ ูŠุฌุจ ุนู„ูŠู†ุง ุฃู† ู†ุณุชุซู…ุฑ ููŠ ุนู‚ุฏ ุงู„ู…ุคุชู…ุฑุงุช ุงู„ู…ุฑุฆูŠุฉ ุจุดูƒู„ู ุฃูุถู„ุŸ
07:36
And how do we ensure consistency in the way we do things
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ูˆูƒูŠู ู†ุถู…ู† ุงู„ุชู†ุงุณู‚ ููŠ ุงู„ุทุฑูŠู‚ุฉ ุงู„ุชูŠ ู†ูุนู„ ุจู‡ุง ุงู„ุฃุดูŠุงุก
07:40
across these teams?
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ููŠ ุฌู…ูŠุน ุชู„ูƒ ุงู„ูุฑู‚ุŸ
07:42
We still need some kind of management matrix.
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ูˆู…ุง ุฒู„ู†ุง ู†ุญุชุงุฌ ุฅู„ู‰ ู†ูˆุน ุงู„ุฅุฏุงุฑุฉ ุงู„ุชูŠ ุชุดู…ู„ ุนุฏุฉ ู…ู‡ุงู… ูˆุฑุคุณุงุก ู„ู„ู…ูˆุธู ุงู„ูˆุงุญุฏ.
07:46
Now, all these changes to structure and process and procedure --
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ุงู„ุขู†ุŒ ูƒู„ ู‡ุฐู‡ ุงู„ุชุบูŠูŠุฑุงุช ููŠ ุงู„ู‡ูŠูƒู„ ูˆุงู„ุนู…ู„ูŠุฉ ูˆุงู„ุฅุฌุฑุงุก
07:52
they are not easy.
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ู„ูŠุณุช ุณู‡ู„ุฉ.
07:54
But in the end,
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ู„ูƒู† ููŠ ุงู„ู†ู‡ุงูŠุฉุŒ
07:56
I found that the most difficult thing to change
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ูˆุฌุฏุช ุฃู† ุฃุตุนุจ ุดูŠุก ู„ู„ุชุบูŠูŠุฑ
07:59
is our own behavior.
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ู‡ูˆ ุณู„ูˆูƒู†ุง ุงู„ุฎุงุต.
08:02
Let me try to illustrate.
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ุฏุนูˆู†ูŠ ุฃูˆุถุญุŒ
08:05
If we want these teams to be fast, flexible, creative, like a mini-start-up,
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ุฅุฐุง ุฃุฑุฏู†ุง ุฃู† ุชูƒูˆู† ู‡ุฐู‡ ุงู„ูุฑู‚ ุณุฑูŠุนุฉ ูˆู…ุฑู†ุฉ ูˆู…ุจุฏุนุฉ ู…ุซู„ ุงู„ุดุฑูƒุฉ ุงู„ู†ุงุดุฆุฉ ุงู„ู…ุตุบุฑุฉุŒ
08:09
they have to be empowered and autonomous.
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ูŠุฌุจ ุนู„ูŠู‡ู… ุฃู† ูŠูƒูˆู†ูˆุง ู…ุฎูˆู„ูŠู† ูˆู…ุณุชู‚ู„ูŠู†.
08:13
But this means we cannot have leaders commanding their people what to do,
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ู„ูƒู† ูŠุนู†ูŠ ู‡ุฐุง ุฃู†ู‡ ู„ุง ูŠู…ูƒู† ุฃู† ูŠูƒูˆู† ู„ุฏูŠู†ุง ู‚ุงุฏุฉ ุชุฃู…ุฑ ุงู„ุฃุดุฎุงุต ู…ุงุฐุง ูŠุฌุจ ุฃู† ุชูุนู„
08:17
when to do, how to do.
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ูˆู…ุชู‰ ุชูุนู„ ูˆูƒูŠู ุชูุนู„.
08:19
No micromanagers.
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ู„ุง ูŠูˆุฌุฏ ู…ุฏุฑุงุก ูŠุฑุงู‚ุจูˆู† ู…ู‡ุงู… ู…ูˆุธููŠู‡ู… ุจุฏู‚ุฉ ุชุงู…ุฉ.
08:21
But it also means that each employee needs to become a leader,
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ูˆู„ูƒู† ู‡ุฐุง ูŠุนู†ูŠ ุฃูŠุถู‹ุง ุฃู†ู‡ ูŠุชุนูŠู† ุนู„ู‰ ูƒู„ ู…ูˆุธู ุฃู† ูŠุตุจุญ ู‚ุงุฆุฏู‹ุงุŒ
08:26
regardless of their formal title.
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ุจุบุถ ุงู„ู†ุธุฑ ุนู† ุฃู„ู‚ุงุจู‡ู… ุงู„ู…ู‡ู†ูŠุฉ ุงู„ุฑุณู…ูŠุฉ
08:28
It's about all of us stepping up to take initiative.
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ูŠุชุนู„ู‚ู ุงู„ุฃู…ุฑ ุจู†ุง ุฌู…ูŠุนู‹ุง ู„ู„ู…ุถูŠ ู‚ุฏู…ู‹ุง ู„ุฃุฎุฐ ุฒู…ุงู… ุงู„ู…ุจุงุฏุฑุฉ.
08:34
Now obviously, we also cannot afford
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ู…ู† ุงู„ูˆุงุถุญ ุงู„ุขู†ุŒ ุฃู†ู†ุง ู„ุง ู†ุณุชุทูŠุน ุชุญู…ู„
08:37
to have all these teams running in different directions,
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ุฃู† ูŠูƒูˆู† ู„ุฏูŠู†ุง ูƒู„ ุชู„ูƒ ุงู„ูุฑู‚ ุงู„ุชูŠ ุชุนู…ู„ู ููŠ ุงุชุฌุงู‡ุงุช ู…ุฎุชู„ูุฉุŒ
08:40
because that would certainly lead to chaos.
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ู„ุฃู† ุฐู„ูƒ ุณูŠุคุฏูŠ ุจุงู„ุชุฃูƒูŠุฏ ุฅู„ู‰ ุงู„ููˆุถู‰.
08:43
So we need alignment and autonomy at the same time,
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ู„ุฐู„ูƒุŒ ูุฅู†ู†ุง ู†ุญุชุงุฌ ุฅู„ู‰ ุงู„ู…ูˆุงุกู…ุฉ ูˆุงู„ุงุณุชู‚ู„ุงู„ูŠุฉ ููŠ ู†ูุณ ุงู„ูˆู‚ุชุŒ
08:48
just like a flock of birds.
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ู…ุซู„ ุณุฑุจ ุงู„ุทูŠูˆุฑ ุชู…ุงู…ู‹ุง.
08:51
In an organizational setting,
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ููŠ ุงู„ุฅุทุงุฑ ุงู„ุชู†ุธูŠู…ูŠุŒ
08:53
this requires new behaviors,
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ูŠุชุทู„ุจู ู‡ุฐุง ุณู„ูˆูƒูŠุงุช ุฌุฏูŠุฏุฉุŒ
08:55
and with each new behavior,
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ูˆู…ุน ูƒู„ ุณู„ูˆูƒ ุฌุฏูŠุฏ
08:57
there is giving up on something old as well.
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ูŠูˆุฌุฏ ู‡ู†ุงูƒ ุชุฎู„ูŠ ุนู† ุดูŠ ู‚ุฏูŠู… ูƒุฐู„ูƒ.
09:01
Leaders have to make sure that everyone in the organization
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ูŠุฌุจ ุฃู† ูŠุชุฃูƒุฏ ุงู„ู‚ุงุฏุฉ ุจุฃู† ูƒู„ ุดุฎุต ููŠ ุงู„ู…ุคุณุณุฉ
09:05
is aligned around the overall purpose -- the why --
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ูŠุชูˆุงุกู… ู…ุน ุงู„ู‡ุฏู ุงู„ุนุงู…ุŒ ู„ู…ุงุฐุงุŒ
09:08
and the overall priorities -- the what.
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ูˆุงู„ุฃูˆู„ูŠุงุช ุงู„ุนุงู…ุฉุŒ ู…ุงุฐุงุŒ
09:11
But then they have to let go and trust their teams
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ู„ูƒู† ุจุนุฏ ุฐู„ูƒุŒ ูŠุฌุจ ุฃู† ูŠู…ุถูˆุง ูˆุฃู† ูŠุซู‚ูˆุง ุจูุฑู‚ู‡ู…
09:15
to make the right decisions on how to get there.
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ู„ุงุชุฎุงุฐ ุงู„ู‚ุฑุงุฑุงุช ุงู„ุตุญูŠุญุฉ ู„ูƒูŠููŠุฉ ุชุญู‚ูŠู‚ ุงู„ุฃู‡ุฏุงู.
09:19
Now, creating alignment requires open and transparent communication.
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ุงู„ุขู†ุŒ ูŠุชุทู„ุจ ุฅุญุฏุงุซ ุงู„ู…ูˆุงุกู…ุฉ ุชูˆุงุตู„ู‹ุง ุตุฑูŠุญู‹ุง ูˆุดูุงูู‹ุง.
09:24
But you know how they say that information is a source of power?
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ู„ูƒู†ูƒู… ุชุนู„ู…ูˆู† ูƒูŠู ูŠู‚ูˆู„ูˆู† ุฃู† ุงู„ู…ุนู„ูˆู…ุงุช ู‡ูŠ ู…ุตุฏุฑ ุงู„ู‚ูˆุฉุŸ
09:29
Well, for some managers,
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ุจุงู„ู†ุณุจุฉ ู„ุจุนุถ ุงู„ู…ุฏุฑุงุกุŒ
09:30
sharing information may feel as if they're giving up that source of power.
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ูุฅู† ู…ุดุงุฑูƒุฉ ุงู„ู…ุนู„ูˆู…ุงุช ู‚ุฏ ุชุดุนุฑู‡ู… ูˆูƒุฃู†ู‡ู… ูŠุชุฎู„ูˆู† ุนู† ู…ุตุฏุฑ ุงู„ู‚ูˆุฉ.
09:36
And it's not just managers.
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ูˆู„ุง ูŠุชุนู„ู‚ ุงู„ุฃู…ุฑ ุจุงู„ู…ุฏุฑุงุก ูู‚ุท.
09:38
The teams need to communicate openly and transparently as well.
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ูŠุญุชุงุฌ ุงู„ูุฑูŠู‚ ุฅู„ู‰ ุงู„ุชูˆุงุตู„ ุจุดูƒู„ ุตุฑูŠุญ ูˆุดูุงู ูƒุฐู„ูƒ.
09:42
In these companies, the teams typically work in short sprints,
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ุจุนุถ ุงู„ูุฑู‚ ููŠ ู‡ุฐู‡ ุงู„ุดุฑูƒุงุช ูŠุนู…ู„ูˆู† ุนุงุฏุฉ ููŠ ุณุจุงู‚ุงุช ู‚ุตูŠุฑุฉ ูˆุณุฑูŠุนุฉุŒ
09:46
and at the end of every sprint, they organize a demo session
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ูˆููŠ ู†ู‡ุงูŠุฉ ูƒู„ ุณุจุงู‚ุŒ ูŠู‚ูˆู…ูˆู† ุจุชู†ุธูŠู… ุฌู„ุณุฉ ุชูˆุถูŠุญูŠุฉ
09:49
to share the output of what they've done, transparently.
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ู„ู…ุดุงุฑูƒุฉ ุงู„ู†ุชุงุฆุฌ ู„ู…ุง ุฃู†ุฌุฒูˆู‡ ุจูƒู„ ุดูุงููŠุฉ.
09:53
And every day,
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ูˆููŠ ูƒู„ ูŠูˆู…ุŒ
09:55
each member of the team gives an update
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ูŠุนุฑุถู ูƒู„ ุนุถูˆ ููŠ ุงู„ูุฑูŠู‚ ู…ุณุชุฌุฏุงุช
09:57
of what they are working on individually.
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ู…ุง ูŠู‚ูˆู… ุจู‡ ุจุดูƒู„ู ูุฑุฏูŠ.
10:01
Now, all this transparency can be uncomfortable for people,
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ูŠู…ูƒู† ุฃู† ุชูƒูˆู† ูƒู„ ู‡ุฐู‡ ุงู„ุดูุงููŠุฉ ุบูŠุฑ ู…ุฑูŠุญุฉ ู„ุจุนุถ ุงู„ุฃุดุฎุงุตุŒ
10:06
because suddenly, there is no place to hide anymore.
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ู„ุฃู†ู‡ ูุฌุฃุฉุŒ ู„ู… ูŠุนุฏ ู‡ู†ุงูƒ ู…ุฌุงู„ ู„ู„ุงุฎุชุจุงุก.
10:09
Everything we do is transparent for everyone.
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ูƒู„ ุดูŠ ู†ุนู…ู„ู‡ ูŠูƒูˆู† ูˆุงุถุญู‹ุง ู„ู„ุฌู…ูŠุน.
10:14
So, alignment is not easy,
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ูˆุจุฐู„ูƒุŒ ูุงู„ู…ูˆุงุกู…ุฉ ู„ูŠุณุช ุณู‡ู„ุฉุŒ
10:17
and providing autonomy is not so obvious, either.
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ูˆุชูˆููŠุฑ ุงู„ุงุณุชู‚ู„ุงู„ูŠุฉ ู„ูŠุณุช ูˆุงุถุญุฉ ุฃูŠุถู‹ุง.
10:21
One executive at another company
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ู…ุฏูŠุฑ ุชู†ููŠุฐูŠ ููŠ ุดุฑูƒุฉ ุฃุฎุฑู‰
10:23
likes to explain how he used to be a master of milestone-tracking.
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ูŠุญุจ ุฃู† ูŠุดุฑุญ ูƒูŠู ุงุนุชุงุฏ ุฃู† ูŠูƒูˆู† ุฎุจูŠุฑู‹ุง ููŠ ู…ุชุงุจุนุฉ ู…ุฑุงุญู„ ุงู„ุนู…ู„.
10:28
Now, today, to know how things are going,
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ุงู„ูŠูˆู…ุŒ ู„ู…ุนุฑูุฉ ูƒูŠู ุชุณูŠุฑ ุฃู…ูˆุฑ ุงู„ุนู…ู„ุŒ
10:32
instead of looking at status reports,
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ุจุฏู„ู‹ุง ู…ู† ุงู„ู†ุธุฑ ุฅู„ู‰ ุชู‚ุงุฑูŠุฑ ุงู„ุญุงู„ุฉ.
10:34
he needs to walk down to the team floors to attend one of their sessions.
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ูŠุญุชุงุฌู ุฅู„ู‰ ุฃู† ูŠุณูŠุฑ ุฅู„ู‰ ุทูˆุงุจู‚ ุงู„ูุฑูŠู‚ ู„ุญุถูˆุฑ ุฅุญุฏู‰ ุฌู„ุณุงุชู‡ู….
10:38
And instead of telling people what to do,
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ูˆุจุฏู„ุฃ ู…ู† ุฃู† ูŠูู…ู„ูŠ ุนู„ู‰ ุงู„ุฃุดุฎุงุต ู…ุง ูŠุชุนูŠู†ู ุงู„ู‚ูŠุงู… ุจู‡ุŒ
10:40
he looks for ways to help them.
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ูŠุจุญุซ ุนู† ุทุฑู‚ู ู„ู…ุณุงุนุฏุชู‡ู….
10:43
That is radical change
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ู‡ุฐุง ู‡ูˆ ุงู„ุชุบูŠูŠุฑ ุงู„ุฌุฐุฑูŠ
10:44
for someone who used to be a master of milestone-tracking.
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ู„ุดุฎุต ุงุนุชุงุฏ ุฃู† ูŠูƒูˆู† ุฎุจูŠุฑู‹ุง ููŠ ู…ุชุงุจุนุฉ ู…ุฑุงุญู„ ุงู„ุนู…ู„.
10:49
But in the old world, this executive said,
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ู„ูƒู† ู‚ุฏูŠู…ู‹ุงุŒ ู‚ุงู„ ู‡ุฐุง ุงู„ู…ุฏูŠุฑ ุงู„ุชู†ููŠุฐูŠ:
10:52
"I only had the illusion of control.
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"ูƒู†ุชู ุฃู…ู„ูƒ ูˆู‡ู… ุงู„ุณูŠุทุฑุฉ ูู‚ุทุŒ
10:54
In reality, many projects would run over time and over budget, anyway.
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ููŠ ุงู„ูˆุงู‚ุนุŒ ุณูˆู ุชูุฏุงุฑ ุงู„ูƒุซูŠุฑ ู…ู† ุงู„ู…ุดุงุฑูŠุน ุจู…ุฑูˆุฑ ุงู„ูˆู‚ุช ูˆุชุฎุทูŠ ุงู„ู…ูŠุฒุงู†ูŠุฉ ููŠ ูƒู„ ุงู„ุฃุญูˆุงู„.
11:00
Now I have much more transparency,
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ู„ุฏูŠู‘ ุงู„ุขู† ูƒุซูŠุฑ ู…ู† ุงู„ุดูุงููŠุฉุŒ
11:02
and I can course-correct much earlier if needed."
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ูˆุฃุณุชุทูŠุน ุชุตุญูŠุญ ุงู„ู…ุณุงุฑ ููŠ ูˆู‚ุชู ู…ุจูƒุฑ ุฅู† ู„ุฒู… ุงู„ุฃู…ุฑ".
11:07
And middle managers need to change as well.
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ูŠุญุชุงุฌู ู…ุฏูŠุฑูˆ ุงู„ุฅุฏุงุฑุฉ ุงู„ูˆุณุทู‰ ุฅู„ู‰ ุงู„ุชุบูŠูŠุฑ ุฃูŠุถู‹ุง.
11:10
First of all, without the handovers and the PowerPoint,
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ููŠ ุงู„ุจุฏุงูŠุฉุŒ ุฏูˆู† ุนู…ู„ูŠุงุช ุชุณู„ูŠู… ุงู„ู…ู‡ุงู… ูˆุงู„ุนุฑูˆุถ ุงู„ุชู‚ุฏูŠู…ูŠุฉุŒ
11:13
there's less of a need for middle managers.
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ู‡ู†ุงูƒ ุญุงุฌุฉ ุฃู‚ู„ ุฅู„ู‰ ู…ุฏุฑุงุก ููŠ ุงู„ุฅุฏุงุฑุฉ ุงู„ูˆุณุทู‰.
11:15
And in the old world, there was this idea of thinkers and doers.
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ูˆู‚ุฏูŠู…ู‹ุงุŒ ูƒุงู† ู‡ู†ุงูƒ ู‡ุฐู‡ ุงู„ููƒุฑุฉ ุงู„ู…ุชุนู„ู‚ุฉ ุจุงู„ู…ููƒุฑูŠู† ูˆุงู„ู…ู†ูุฐูŠู†.
11:19
Employees would just follow orders.
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ุญูŠุซ ูƒุงู† ุนู„ู‰ ุงู„ู…ูˆุธููŠู† ุชู†ููŠุฐ ุงู„ุฃูˆุงู…ุฑ ูู‚ุท.
11:22
But now, instead of only managing other people,
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ูˆู„ูƒู† ุงู„ูŠูˆู…ุŒ ุจุฏู„ู‹ุง ู…ู† ุฅุฏุงุฑุฉ ุงู„ุฃุดุฎุงุต ูู‚ุทุŒ
11:26
middle managers were expected to become player-coaches.
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ูƒุงู† ู…ู† ุงู„ู…ุชูˆู‚ุน ู…ู† ู…ุฏูŠุฑูŠ ุงู„ุฅุฏุงุฑุฉ ุงู„ูˆุณุทู‰ ุฃู† ูŠูƒูˆู†ูˆุง ู…ุฏุฑุจูŠู† ู„ู„ู…ูˆุธููŠู†.
11:30
So imagine, for the last 10 years,
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ุชุฎูŠู„ูˆุงุŒ ููŠ ุงู„ุณู†ูˆุงุช ุงู„ุนุดุฑ ุงู„ุฃุฎูŠุฑุฉุŒ
11:33
you have just been telling other people what to do,
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ูƒู†ุชู… ุชุฎุจุฑูˆู† ุงู„ุฃุดุฎุงุต ุงู„ุขุฎุฑูŠู† ุจู…ุง ูŠุชุนูŠู†ู ุนู„ูŠู‡ู… ุงู„ู‚ูŠุงู… ุจู‡ุŒ
11:36
but now you're expected to do things yourself again.
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ู„ูƒู† ูŠูุชูˆู‚ุน ู…ู†ูƒู… ุงู„ุขู† ุงู„ู‚ูŠุงู… ุจุงู„ุฃุนู…ุงู„ ุจุฃู†ูุณูƒู… ู…ุฌุฏุฏู‹ุง.
11:40
Clearly, this model is not for everyone,
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ู…ู† ุงู„ูˆุงุถุญุŒ ู„ุง ูŠู†ุงุณุจู ู‡ุฐุง ุงู„ู†ู…ูˆุฐุฌ ุงู„ุฌู…ูŠุน.
11:42
and some great people leave the company.
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ูˆูŠุชุฑูƒ ุจุนุถ ุงู„ุฃุดุฎุงุต ุงู„ุฑุงุฆุนูŠู† ุงู„ุดุฑูƒุฉ.
11:45
But the result is a new culture
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ู„ูƒู† ุงู„ู†ุชูŠุฌุฉ ู‡ูŠ ุซู‚ุงูุฉ ุฌุฏูŠุฏุฉ
11:47
with less hierarchy.
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ู…ุน ุชุณู„ุณู„ ูˆุธูŠููŠ ุฃู‚ู„.
11:50
And all of this is hard work.
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ูˆูŠุนุชุจุฑู ู‡ุฐุง ูƒู„ู‡ ุนู…ู„ู‹ุง ุดุงู‚ู‹ุงุŒ
11:54
But it's worth it.
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ู„ูƒู† ูŠุณุชุญู‚ ุงู„ุนู†ุงุก.
11:55
The companies that I worked with,
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ุงู„ุดุฑูƒุงุช ุงู„ุชูŠ ุนู…ู„ุช ู…ุนู‡ุงุŒ
11:57
they were used to deploying new product features a few times per year.
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ุงุนุชุงุฏูˆุง ุนู„ู‰ ู†ุดุฑ ู…ู…ูŠุฒุงุช ุงู„ู…ู†ุชุฌ ุงู„ุฌุฏูŠุฏ ุนุฏุฉ ู…ุฑุงุช ููŠ ุงู„ุณู†ุฉ.
12:02
Now they have releases every few weeks,
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ุฃู…ุง ุงู„ุขู† ูู„ุฏูŠู‡ู… ุฅุตุฏุงุฑุงุช ุฌุฏูŠุฏุฉ ูƒู„ ุจุถุนุฉ ุฃุณุงุจูŠุน.
12:05
and without the handovers and the red tape,
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ูˆุฏูˆู† ุนู…ู„ูŠุงุช ุชุณู„ูŠู… ุงู„ู…ู‡ุงู… ูˆุงู„ุฅุฌุฑุงุกุงุช ุงู„ุฑูˆุชูŠู†ูŠุฉ ุงู„ุจูŠุฑูˆู‚ุฑุงุทูŠุฉ.
12:07
the whole organization becomes more efficient.
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ุชุตุจุญู ุงู„ู…ู†ุธู…ุฉ ุจุงู„ูƒุงู…ู„ ุฃูƒุซุฑ ูƒูุงุกุฉ.
12:10
And finally, if you walk the halls of these companies today,
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ูˆุฃุฎูŠุฑู‹ุงุŒ ู„ูˆ ุชุณูŠุฑูˆู† ุงู„ูŠูˆู… ููŠ ู‚ุงุนุงุช ู‡ุฐู‡ ุงู„ุดุฑูƒุงุชุŒ
12:13
you just feel a new energy.
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ุณุชุดุนุฑูˆู† ุจุทุงู‚ุฉ ุฌุฏูŠุฏุฉ.
12:16
It feels as if you're walking the halls of a very large start-up.
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ุชุดุนุฑูˆู† ูƒู…ุง ูˆุฃู†ูƒู… ุชุณูŠุฑูˆู† ููŠ ุดุฑูƒุฉ ู†ุงุดุฆุฉ ูƒุจูŠุฑุฉ.
12:21
Now, to be fair, these companies, they cannot claim victory yet.
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ุงู„ุขู†ุŒ ู„ุฃูƒูˆู† ุนุงุฏู„ู‹ุงุŒ ู„ุง ุชุณุชุทูŠุน ู‡ุฐู‡ ุงู„ุดุฑูƒุงุช ุงุฏุนุงุก ุงู„ู†ุตุฑ ุจุนุฏ.
12:25
But at least with this new model,
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ูˆู„ูƒู† ุนู„ู‰ ุงู„ุฃู‚ู„ ู…ุน ู‡ุฐุง ุงู„ู†ู…ูˆุฐุฌ ุงู„ุฌุฏูŠุฏุŒ
12:28
they are much better prepared to respond to change.
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ู‡ู… ุนู„ู‰ ุงุณุชุนุฏุงุฏ ูƒุจูŠุฑ ู„ู„ุชุฌุงูˆุจ ู…ุน ุงู„ุชุบูŠูŠุฑ.
12:33
The world is getting faster and more complex,
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ูŠุฒุฏุงุฏ ุงู„ุนุงู„ู… ุณุฑุนุฉ ูˆุชุนู‚ูŠุฏู‹ุงุŒ
12:36
so we need to reboot our way of working.
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ูู†ุญู† ุจุญุงุฌุฉ ุฅู„ู‰ ุฅุนุงุฏุฉ ุชุดุบูŠู„ ุทุฑูŠู‚ุชู†ุง ู„ู„ุนู…ู„ุŒ
12:39
And the hardest part of that change is not in structure
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ูˆุฃุตุนุจ ุฌุฒุก ููŠ ุฐู„ูƒ ุงู„ุชุบูŠูŠุฑ ู‡ูˆ ู„ูŠุณ ุงู„ู‡ูŠูƒู„
12:42
or process or procedure,
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ุฃูˆ ุงู„ุนู…ู„ูŠุงุช ุฃูˆ ุงู„ุฅุฌุฑุงุกุงุชุŒ
12:45
and it's also not just senior executives taking charge.
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ูˆู„ูŠุณ ุงู„ุฃู…ุฑ ูู‚ุท ูƒุจุงุฑ ุงู„ู…ุณูˆุคู„ูŠู† ุงู„ุชู†ูุฐูŠู† ุงู„ุฐูŠู† ูŠุชูˆู„ูˆู† ุงู„ู‚ูŠุงุฏุฉ
12:49
Leaders will be all of those in the organization
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ุณูŠูƒูˆู† ุงู„ู‚ุงุฏุฉ ูƒู„ ู‡ุคู„ุงุก ููŠ ุงู„ู…ู†ุธู…ุฉ
12:52
who embrace the change.
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ุงู„ุฐูŠู† ูŠุชุจู†ูˆู† ุงู„ุชุบูŠูŠุฑ.
12:54
We all have to lead the change.
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ูŠุชุนูŠู†ู ุนู„ูŠู†ุง ุฌู…ูŠุนู‹ุง ุฃู† ู†ู‚ูˆุฏ ุงู„ุชุบูŠูŠุฑ.
12:57
So the question is:
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ุฅุฐู‹ุง ุงู„ุณุคุงู„ ู‡ูˆ:
13:00
What are you willing to give up?
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ู…ุง ู‡ูˆ ุงู„ุดูŠุก ุงู„ุฐูŠ ุชุฑุบุจูˆู† ููŠ ุงู„ุชุฎู„ูŠ ุนู†ู‡ุŸ
13:03
Thank you.
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ุดูƒุฑู‹ุง ู„ูƒู…!
13:04
(Applause)
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(ุชุตููŠู‚)
ุญูˆู„ ู‡ุฐุง ุงู„ู…ูˆู‚ุน

ุณูŠู‚ุฏู… ู„ูƒ ู‡ุฐุง ุงู„ู…ูˆู‚ุน ู…ู‚ุงุทุน ููŠุฏูŠูˆ YouTube ุงู„ู…ููŠุฏุฉ ู„ุชุนู„ู… ุงู„ู„ุบุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ. ุณุชุฑู‰ ุฏุฑูˆุณ ุงู„ู„ุบุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุงู„ุชูŠ ูŠุชู… ุชุฏุฑูŠุณู‡ุง ู…ู† ู‚ุจู„ ู…ุฏุฑุณูŠู† ู…ู† ุงู„ุฏุฑุฌุฉ ุงู„ุฃูˆู„ู‰ ู…ู† ุฌู…ูŠุน ุฃู†ุญุงุก ุงู„ุนุงู„ู…. ุงู†ู‚ุฑ ู†ู‚ุฑู‹ุง ู…ุฒุฏูˆุฌู‹ุง ููˆู‚ ุงู„ุชุฑุฌู…ุฉ ุงู„ุฅู†ุฌู„ูŠุฒูŠุฉ ุงู„ู…ุนุฑูˆุถุฉ ุนู„ู‰ ูƒู„ ุตูุญุฉ ููŠุฏูŠูˆ ู„ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ ู…ู† ู‡ู†ุงูƒ. ูŠุชู… ุชู…ุฑูŠุฑ ุงู„ุชุฑุฌู…ุงุช ุจุงู„ุชุฒุงู…ู† ู…ุน ุชุดุบูŠู„ ุงู„ููŠุฏูŠูˆ. ุฅุฐุง ูƒุงู† ู„ุฏูŠูƒ ุฃูŠ ุชุนู„ูŠู‚ุงุช ุฃูˆ ุทู„ุจุงุช ุŒ ูŠุฑุฌู‰ ุงู„ุงุชุตุงู„ ุจู†ุง ุจุงุณุชุฎุฏุงู… ู†ู…ูˆุฐุฌ ุงู„ุงุชุตุงู„ ู‡ุฐุง.

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