Michael Porter: Why business can be good at solving social problems

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Ivan Stamenković

I think we're all aware

Mislim kako smo svi svjesni

that the world today is full of problems.

kako je današnji svijet pun problema.

We've been hearing them

Stalno slušamo o njima

today and yesterday and every day for decades.

jučer i danas i već desetljećima svakoga dana.

Serious problems, big problems, pressing problems.

To su ozbiljni, veliki problemi koji nas pritišću.

Poor nutrition, access to water,

Loša ishrana, pristup vodi,

climate change, deforestation,

klimatske promjene, odšumljavanje,

lack of skills, insecurity, not enough food,

nedostatak vještina, nesigurnost, nestašica hrane,

not enough healthcare, pollution.

loše zdravstveno osiguranje, onečišćenje.

There's problem after problem,

Samo problem za problemom,

and I think what really separates this time

i mislim kako je ono što ovaj period razlikuje

from any time I can remember in my brief time

od bilo kojeg drugog perioda kojeg se mogu sjetiti tijekom svog kratkog vijeka

on Earth is the awareness of these problems.

na Zemlji, jest svjesnost o ovim problemima.

We're all very aware.

Svi smo ih jako svjesni.

Why are we having so much trouble

Zašto onda imamo toliko poteškoća

dealing with these problems?

u rješavanju tih problema?

That's the question I've been struggling with,

To je pitanje s kojim se borim,

coming from my very different perspective.

gledano iz moje, bitno drugačije perspektive.

I'm not a social problem guy.

Ja nisam netko tko se zamara društvenim problemima.

I'm a guy that works with business,

Ja sam čovjek koji radi s privredom,

helps business make money.

koji pomaže poduzećima da zarade.

God forbid.

Bože sačuvaj.

So why are we having so many problems

Dakle zašto se onda toliko mučimo

with these social problems,

s tim društvenim problemima,

and really is there any role for business,

i postoji li u toj borbi uloga za poduzeća,

and if so, what is that role?

i ako postoji, koja je to uloga?

I think that in order to address that question,

Kako bismo se pozabavili ovim pitanjem,

we have to step back and think about

moramo se vratiti korak unazad i razmisliti o tome

how we've understood and pondered

kako smo shvatili i doživjeli

both the problems and the solutions

i probleme i rješenja

to these great social challenges that we face.

tih veliki društvenih izazova s kojima se suočavamo.

Now, I think many have seen business

Vjerujem da su mnogi gledali na poslovni svijet

as the problem, or at least one of the problems,

kao na problem, ili u najmanju ruku kao jedan od problema,

in many of the social challenges we face.

među mnogim društvenim izazovima s kojima se suočavamo.

You know, think of the fast food industry,

Razmislite o industriji brze hrane,

the drug industry, the banking industry.

industriji lijekova, bankarskoj industriji.

You know, this is a low point

Znate, ovo je najniža točka

in the respect for business.

poštivanja poslovnog svijeta.

Business is not seen as the solution.

Na njega se ne gleda kao na rješenje.

It's seen as the problem now, for most people.

Na njega većina ljudi gleda kao na problem.

And rightly so, in many cases.

I s punim pravom, u mnogim slučajevima.

There's a lot of bad actors out there

Puno je loših igrača na tržištu

that have done the wrong thing,

koji su radili pogrešne stvari,

that actually have made the problem worse.

koji su probleme učinili još gorim.

So this perspective is perhaps justified.

Tako da je ovakvo viđenje stvari možda i opravdano.

How have we tended to see the solutions

A što vidimo kao rješenje

to these social problems,

ovih društvenih problema,

these many issues that we face in society?

tih brojnih problema s kojima se suočavamo u društvu?

Well, we've tended to see the solutions

Pa, rješenja smo uglavnom vidjeli

in terms of NGOs,

u vidu neprofitnih organizacija,

in terms of government,

u vidu vladinih organizacija,

in terms of philanthropy.

u vidu filantropije.

Indeed, the kind of unique organizational entity

I zaista, ono što je obilježilo jedinstvene organizacijske entitete

of this age is this tremendous rise of NGOs

ovog doba jest nevjerojatan rast neprofitnih organizacija

and social organizations.

i društvenih organizacija.

This is a unique, new organizational form

To je jedinstveno, nove organizacijske forme

that we've seen grown up.

koje su sazrele pred našim očima.

Enormous innovation, enormous energy,

Ogromne inovacije, ogromna energija,

enormous talent now has been mobilized

ogroman talent koji je sada mobiliziran

through this structure

kroz ovakve strukture

to try to deal with all of these challenges.

kako bi se pokušao nositi s ovim problemima.

And many of us here are deeply involved in that.

I mnogi od nas su duboko uključeni u sve to.

I'm a business school professor,

Ja sam profesor na poslovnoj školi,

but I've actually founded, I think, now, four nonprofits.

ali do sada sam osnovao, mislim, četiri neprofitne organizacije.

Whenever I got interested and became aware

Kada god bih se zainteresirao i postao svjestan

of a societal problem, that was what I did,

nekog društvenog problema, to je ono što sam učinio.

form a nonprofit.

Pokrenuo neprofitnu organizaciju.

That was the way we've thought about how to deal

To je bio način koji smo osmislili kako bismo se nosili

with these issues.

s tim problemima.

Even a business school professor has thought about it that way.

Čak je i profesor poslovne škole razmišljao na taj način.

But I think at this moment,

Ali u ovom trenutku mislim

we've been at this for quite a while.

da se dovoljno dugo bavimo time.

We've been aware of these problems for decades.

Svjesni smo tih problema desetljećima.

We have decades of experience

Imamo desetljeća iskustva

with our NGOs and with our government entities,

s našim neprofitnim i vladinim organizacijama,

and there's an awkward reality.

a stvarnost je nezgrapna.

The awkward reality is we're not making

Ta nezgrapna stvarnost je da

fast enough progress.

ne napredujemo dovoljno brzo.

We're not winning.

Ne pobjeđujemo.

These problems still seem very daunting

Ti problemi i dalje djeluju vrlo zastrašujuće

and very intractable,

i jako tvrdoglavo,

and any solutions we're achieving

a sva rješenja koja postižemo

are small solutions.

su relativno beznačajna.

We're making incremental progress.

Mi napredujemo, ali inkrementalno.

What's the fundamental problem we have

Koji je ključni problem koji nam smeta

in dealing with these social problems?

u rješavanju ovih društvenih problema?

If we cut all the complexity away,

Ako uklonimo svu složenost,

we have the problem of scale.

imamo problem dosega.

We can't scale.

Ne možemo dosegnuti.

We can make progress. We can show benefits.

Možemo napredovati. Možemo pokazati koristi.

We can show results. We can make things better.

Možemo pokazati rezultate. Možemo unaprijediti stvari.

We're helping. We're doing better. We're doing good.

Mi pomažemo. Mi radimo bolje. Mi radimo dobro.

We can't scale.

Ali nemamo doseg.

We can't make a large-scale impact on these problems.

Nismo u stanju dovoljno snažno utjecati na ove probleme.

Why is that?

A zašto je tako?

Because we don't have the resources.

Zato jer nemamo resurse.

And that's really clear now.

I to je sada stvarno jasno.

And that's clearer now than it's been for decades.

I jasnije je sada nego što je bilo desetljećima unazad.

There's simply not enough money

Jednostavno nemamo dovoljno novca

to deal with any of these problems at scale

kako bismo se borili s bilo kojim od tih problema

using the current model.

koristeći sadašnji model.

There's not enough tax revenue,

Nema dovoljno poreznih prihoda,

there's not enough philanthropic donations,

nema dovoljno filantropskih donacija,

kako bismo se nosili s tim problemima na način kako to radimo sada.

to deal with these problems the way we're dealing with them now.

We've got to confront that reality.

Moramo se suočiti s tom realnošću.

And the scarcity of resources

A oskudnost resursa

for dealing with these problems is only growing,

za rješavanje ovih problema samo raste,

certainly in the advanced world today,

posebno u naprednom svijetu danas,

with all the fiscal problems we face.

sa svim fiskalnim problemima s kojima smo suočeni.

So if it's fundamentally a resource problem,

Dakle, fundamentalno problem je u sredstvima,

where are the resources in society?

a gdje su resursi u društvu?

How are those resources really created,

Kako se ti resursi zapravo stvaraju,

the resources we're going to need to deal

sredstva potrebna kako bismo se nosili

with all these societal challenges?

sa svim tim društvenim izazovima?

Well there, I think the answer is very clear:

Mislim da je ovdje odgovor prilično jasan:

They're in business.

ona su u poslovnom svijetu.

All wealth is actually created by business.

U stvari svo bogatstvo se kreira u privredi.

Business creates wealth

Poslovni svijet stvara bogatstvo

when it meets needs at a profit.

kada odgovara na potrebe stvarajući profit.

That's how all wealth is created.

Tako se stvara svo bogatstvo.

It's meeting needs at a profit

Zarada na zadovoljavanju potreba

that leads to taxes

vodi porezima

and that leads to incomes

a to vodi ka prihodima

and that leads to charitable donations.

što vodi dobrovoljnim donacijama.

That's where all the resources come from.

Od tuda dolaze svi izvori sredstava.

Only business can actually create resources.

Samo privreda može stvoriti resurse.

Other institutions can utilize them

Druge institucije ih mogu upotrijebiti

to do important work,

kako bi odradile nešto važno,

but only business can create them.

ali ih samo privreda može stvoriti.

And business creates them

A poduzeća ih stvaraju

when it's able to meet a need at a profit.

kada su sposobna profitirati od zadovoljavanja potreba.

The resources are overwhelmingly

Izvori sredstava se u velikoj mjeri

generated by business.

generiraju od poduzeća.

The question then is, how do we tap into this?

Onda je pitanje: kako to možemo iskoristiti?

How do we tap into this?

Kako to iskoristiti?

Business generates those resources

Poslovni svijet stvara te resurse

when it makes a profit.

kada zarađuje.

That profit is that small difference

Taj profit je ona mala razlika

between the price and the cost it takes to produce

između cijene i troškova proizvodnje

whatever solution business has created

nekog rješenja koje je poduzeće smislilo

to whatever problem they're trying to solve.

kako bi rješilo neki problem.

But that profit is the magic.

Ali u profitu je magičnost.

Why? Because that profit allows whatever solution

Zašto? Zato što nam taj profit omogućava da nam rješenje

we've created

koje smo osmislili

to be infinitely scalable.

bude dostižno zauvijek.

Because if we can make a profit,

Jer ako možemo stvoriti profit,

we can do it for 10, 100, a million,

možemo to napraviti 10, 100, milijun

100 million, a billion.

100 milijuna, milijardu puta.

The solution becomes self-sustaining.

Rješenje postaje samo-održivo.

That's what business does

To je ono što poduzeća rade,

when it makes a profit.

kada stvaraju profit.

Now what does this all have to do

Na koji je način ovo povezano

with social problems?

s društvenim problemima?

Well, one line of thinking is, let's take this profit

Pa jedan način promišljanja je da uzmemo taj profit

and redeploy it into social problems.

i usmjerimo ga ka društvenim problemima.

Business should give more.

Poduzeća bi trebala dati više.

Poduzeća bi trebala biti odgovornija.

Business should be more responsible.

And that's been the path that we've been on

I to je put kojim idemo

in business.

u poslovnom svijetu.

But again, this path that we've been on

Ali opet, taj put kojim se krećemo

is not getting us where we need to go.

ne vodi nas tamo gdje trebamo otići.

Now, I started out as a strategy professor,

Započeo sam kao profesor poslovne strategije,

i dalje sam profesor poslovne strategije.

and I'm still a strategy professor.

I'm proud of that.

Ponosan sam na to.

But I've also, over the years,

Ali sam se tijekom godina,

worked more and more on social issues.

sve više bavio društvenim pitanjima.

I've worked on healthcare, the environment,

Radio sam na problemima zdravstva, okoliša,

economic development, reducing poverty,

ekonomskog razvoja, smanjenja siromaštva,

and as I worked more and more in the social field,

i što sam više radio na društvenom polju,

I started seeing something

počeo sam shvaćati nešto

that had a profound impact on me

što je imalo dubok utjecaj na mene

and my whole life, in a way.

i na moj cijeli život, na neki način.

The conventional wisdom in economics

Konvencionalna mudrost u ekonomiji

and the view in business has historically been

i poslovnoj ekonomiji, kroz povijest,

that actually, there's a tradeoff

zasnivala se na shvaćanju kako postoji razmjena

between social performance and economic performance.

između društvene i ekonomske izvedbe.

The conventional wisdom has been

Konvencionalna mudrost je

that business actually makes a profit

da poduzeća stvaraju profit

by causing a social problem.

stvarajući društvene probleme.

The classic example is pollution.

Klasičan primjer je zagađenje.

If business pollutes, it makes more money

Ako poduzeće zagađuje, ono zarađuje više

than if it tried to reduce that pollution.

nego kada bi pokušala smanjiti zagađenje.

Reducing pollution is expensive,

Smanjenje zagađenja je skupo,

therefore businesses don't want to do it.

i zato poduzeća ne žele to raditi.

It's profitable to have an unsafe working environment.

Profitabilno je imati nesigurnu radnu okolinu.

It's too expensive to have a safe working environment,

Preskupo je imati sigurnu radnu okolinu,

therefore business makes more money

pa poduzeća zarade više

if they don't have a safe working environment.

ako nemaju sigurnu radnu okolinu.

That's been the conventional wisdom.

To je konvencionalna mudrost.

A lot of companies have fallen into that conventional wisdom.

I mnoga poduzeća su se uklopila u taj kalup.

They resisted environmental improvement.

Opirala su se poboljšanju zaštite životne sredine.

They resisted workplace improvement.

Opirala su se poboljšanju uvjeta za rad.

That thinking has led to, I think,

Takvo razmišljanje je dovelo, mislim,

much of the behavior

do većine ponašajnih obrazaca

that we have come to criticize in business,

koje kritiziramo u poslovnom svijetu,

that I come to criticize in business.

koje ja kritiziram u poslovnom svijetu.

But the more deeply I got into all these social issues,

Ali što sam se više upuštao u sva ta društvena pitanja,

one after another,

jedno za drugim,

and actually, the more I tried to address them

i što sam ih više pokušavao rješiti,

myself, personally, in a few cases,

osobno, u nekoliko slučajeva,

through nonprofits that I was involved with,

kroz neprofitne organizacije u koje sam bio uključen,

the more I found actually that the reality

sve sam više shvaćao kako je stvarna situacija

is the opposite.

suprotna.

Business does not profit

Poduzeća ne profitiraju

from causing social problems,

od izazivanja duštvenih problema,

actually not in any fundamental sense.

bar ne u nekom fundamentalnom smislu.

That's a very simplistic view.

To je prilično pojednostavljen pogled.

The deeper we get into these issues,

Što dublje ulazimo u te probleme

the more we start to understand

sve više počinjemo shvaćati

that actually business profits

kako poduzeća zapravo zarađuju

from solving from social problems.

rješavajući društvene probleme.

That's where the real profit comes.

Od tuda dolazi stvaran profit.

Let's take pollution.

Uzmimo onečišćenja.

We've learned today that actually

Danas smo naučili kako

reducing pollution and emissions

smanjenje zagađenja i emisije plinova

is generating profit.

generira profit.

It saves money.

Štedi novac.

Čini poslovni svijet produktivnijim i učinkovitijim.

It makes the business more productive and efficient.

It doesn't waste resources.

Ne troši bespotrebno resurse.

Having a safer working environment actually,

A sigurnije radno okruženje,

and avoiding accidents,

i izbjegavanje nezgoda,

it makes the business more profitable,

čini poduzeća profitabilnijima,

because it's a sign of good processes.

jer predstavljaju znak dobrih procesa.

Accidents are expensive and costly.

Nezgode su skupe i koštaju.

Issue by issue by issue, we start to learn

Gledajući problem po problem počinjemo shvaćati

that actually there's no trade-off

kako zapravo nema razmjene

between social progress

između društvenog napretka

and economic efficiency

i ekonomske učinkovitosti

in any fundamental sense.

u nekom bazičnom smislu.

Another issue is health.

Još jedan problem je zdravstvo.

I mean, what we've found is actually

Ono što smo otkrili jest

health of employees is something

da je zdravlje radnika zapravo

that business should treasure,

ono što bi poduzeća trebala cijeniti,

because that health allows those employees

jer zdravlje omogućava tim radnicima

to be more productive and come to work

da budu produktivniji i dolaze na posao

and not be absent.

a ne da su odsutni.

The deeper work, the new work, the new thinking

Dublji rad, novi posao, novo razmišljanje

on the interface between business and social problems

o odnosu privrede i društvenih problema

is actually showing that there's a fundamental,

zapravo pokazuje kako postoji bitna

deep synergy,

duboka sinergija,

particularly if you're not thinking in the very short run.

pogotovo ako ne razmišljate jako kratkoročno.

In the very short run, you can sometimes

Razmišljajući kratkoročno ponekad možete

fool yourself into thinking

prevariti sami sebe i pomisliti

that there's fundamentally opposing goals,

kako postoje upravo suprotni ciljevi,

but in the long run, ultimately, we're learning

ali dugoročno, na kraju shvaćamo, promatrajući

in field after field that this is simply not true.

različita polja kako to jednostavno nije istina.

So how could we tap into

Pa kako onda iskoristiti

the power of business

moć privrede

to address the fundamental problems

kako bismo se pozabavili bitnim problemima

that we face?

s kojima smo suočeni?

Imagine if we could do that, because if we could do it,

Zamislite da možemo to napraviti, jer kad bismo to mogli

we could scale.

imali bismo doseg.

We could tap into this enormous resource pool

Mogli bismo iskoristiti ovaj ogromni izvor resursa

and this organizational capacity.

i organizacijsku sposobnost.

And guess what? That's happening now, finally,

I znate što? To se konačno i događa

partly because of people like you

djelom zbog ljudi poput vas

who have raised these issues now

koji su ukazivali na ove probleme

for year after year and decade after decade.

godinu za godinom i desetljeće za desetljećem.

We see organizations like Dow Chemical

Sada vidimo kako organizacije poput Dow Chemical-a

leading the revolution away from trans fat

vode revoluciju protiv polinezasićenih masti

and saturated fat with innovative new products.

i zasićenih masti kroz inovativne nove proizvode.

This is an example of Jain Irrigation.

Ovo je primjer poduzeća Jain Irrigation.

This is a company that's brought drip irrigation technology

To je poduzeće koje je sustav navodnjavanja 'kap po kap'

to thousands and millions of farmers,

približilo tisućama i milijunima poljoprivrednika,

reducing substantially the use of water.

značajno smanjujući uporabu vode.

We see companies like the Brazilian forestry company Fibria

Vidimo organizacije poput brazilske šumarske kompanije Fibria

that's figured out how to avoid

koja je osmislila način

tearing down old growth forest

da izbjegne krčenje starih šuma

and using eucalyptus and getting much more yield

i koristeći eukaliptus dobije mnogo veći prinos

per hectare of pulp

celuloze po hektaru

and making much more paper than you could make

i proizvodi bitno više papira nego što se proizvede

by cutting down those old trees.

sječom starih stabala.

You see companies like Cisco that are training

Vidite i kompanije kao što je Cisco,

so far four million people in I.T. skills

koji je do sada podučio 4 milijuna ljudi informatičkim vještinama,

to actually, yes, be responsible,

kako su zaista odgovorni,

but help expand the opportunity

ali ujedno proširuju poslovnu priliku

to disseminate I.T. technology

kroz diseminaciju IT tehnologije

i samim time im raste poslovni model.

and grow the whole business.

There's a fundamental opportunity for business today

Poduzeća danas imaju jedinstvenu priliku

to impact and address these social problems,

da se bave i utječu na ove društvene probleme,

and this opportunity

i ta prilika

is the largest business opportunity

je najveća poslovna prilika

we see in business.

koju vidimo u poslovnom svijetu.

And the question is, how can we get business

I pitanje je, kako možemo navesti poduzeća

thinking to adapt this issue of shared value?

da razmisle o stvaranju te zajedničke vrijednosti?

This is what I call shared value:

Ovo ja nazivam zajedničkom vrijednošću:

addressing a social issue with a business model.

baviti se društvenim problemom po poslovnom modelu.

That's shared value.

To je zajednička vrijednost.

Shared value is capitalism,

Zajednička vrijednost je kapitalizam

but it's a higher kind of capitalism.

ali uzvišeniji vid kapitalizma.

It's capitalism as it was ultimately meant to be,

To je kapitalizam kakav bi u stvari trebao biti,

meeting important needs,

prepoznavnje važnih potreba,

not incrementally competing for

a ne inkrementalno natjecanje za

trivial differences in product attributes

trivijalne razlike u karakteristikama proizvoda

and market share.

i tržišni udio.

Shared value is when we can create social value

Zajednička vrijednost je ono kada možete istovremeno stvoriti društvenu

and economic value simultaneously.

i ekonomsku vrijednost.

It's finding those opportunities

Pronalaženje takvih prilika

that will unleash the greatest possibility we have

će osloboditi najveću mogućnost koju imamo

to actually address these social problems

da se zapravo bavimo tim društvenim problemima,

because we can scale.

jer ćemo imati doseg.

We can address shared value at multiple levels.

Zajedničkoj vrijednosti možemo pristupiti na više razina.

It's real. It's happening.

Ona je stvarna. Ona se događa.

But in order to get this solution working,

Ali, kako bi ovo rješenje proradilo,

we have to now change how business sees itself,

moramo promijeniti način na koji poduzeća vide same sebe,

and this is thankfully underway.

a to se, na sreću, već događa.

Businesses got trapped into the conventional wisdom

Poduzeća su uhvaćena u zamku uvriježene mudrosti

that they shouldn't worry about social problems,

da ne trebaju brinuti o društvenim problemima,

that this was sort of something on the side,

da je to nešto nebitno

that somebody else was doing it.

čime se bavi netko drugi.

We're now seeing companies

Sada možemo vidjeti kako poduzeća

embrace this idea.

prihvaćaju tu ideju.

But we also have to recognize business

Ali moramo biti svjesni toga da poduzeća

is not going to do this as effectively

neće to raditi toliko djelotvorno

as if we have NGOs and government

kao neprofitne i javne organizacije

working in partnership with business.

u partnerstvu s poduzećima.

The new NGOs that are really moving the needle

Nove neprofitne organizacije koje zaista rade posao

are the ones that have found these partnerships,

su one koje su stupile u takva partnerstva,

that have found these ways to collaborate.

one koje su našle načine da surađuju.

The governments that are making the most progress

Vlade koje najviše napreduju

are the governments that have found ways

su one koje su pronašle načine

to enable shared value in business

za osiguranje zajedničke vrijednosti u privredi,

rather than see government as the only player

umjesto da se na njih gleda kao na jedinog igrača

that has to call the shots.

koji mora djelovati.

And government has many ways in which it could impact

A javne organizacije imaju jako puno načina putem kojih mogu utjecati

the willingness and the ability of companies

na spremnost i sposobnost kompanija

to compete in this way.

da se natječu na ovaj način.

I think if we can get business seeing itself differently,

Mislim da možemo postići da se poslovni svijet vidi na drugačiji način,

and if we can get others seeing business differently,

i ako možemo potaknuti druge da gledaju na poduzeća na drugačiji način,

we can change the world.

možemo promijeniti svijet.

I know it. I'm seeing it.

Znam to. Ja to vidim.

I'm feeling it.

Ja to osjećam.

Young people, I think,

Mladi ljudi, mislim,

my Harvard Business School students, are getting it.

moji studenti poslovne škole Harvard, to shvaćaju.

If we can break down this sort of divide,

Ako se možemo uzdići iznad te podjele,

this unease, this tension,

te nelagode, te tenzije,

this sense that we're not

tog osećaja da u biti

fundamentally collaborating here

ne surađujemo ovdje

in driving these social problems,

u rješavanju tih društvenih problema,

we can break this down,

tada možemo to savladati,

and we finally, I think,

i možemo konačno, mislim,

can have solutions.

imati rješenje.

Thank you.

Hvala vam.

(Pljesak)

(Applause)