Sheena Iyengar: How to make choosing easier

Prevoditelj: Sanja Subotic Recezent: Suzana Baric

Do you know how many choices you make

Znate li koliko izbora učinite

in a typical day?

u jednom prosječnom danu?

Do you know how many choices you make

Znate li koliko izbora učinite

in typical week?

u jednom prosječnom tjednu?

I recently did a survey

Nedavno sam provela istraživanje

with over 2,000 Americans,

na preko 2000 Amerikanaca

and the average number of choices

i prosječan broj izbora

that the typical American reports making

koje učini prosječan Amerikanac

is about 70 in a typical day.

je oko 70 u prosječnom danu.

There was also recently a study done with CEOs

Nedavno je provedena studija u kojoj su sudjelovali izvršni direktori

in which they followed CEOs around for a whole week.

u kojoj su ih pratili cijeli tjedan.

And these scientists simply documented all the various tasks

Ti su znanstvenici jednostavno dokumentirali sve različite zadatke

that these CEOs engaged in

u kojima su ti izvršni direktori sudjelovali

and how much time they spent engaging

i koliko su vremena proveli uključeni

in making decisions related to these tasks.

u donošenje odluka vezanih uz te zadatke.

And they found that the average CEO

I otkriveno je da je prosječan izvršni direktor

engaged in about 139 tasks in a week.

uključen u otprilike 139 zadataka kroz tjedan.

Each task was made up of many, many, many sub-choices of course.

Svaki zadatak, naravno, sastojao se od puno, puno, puno podizbora.

50 percent of their decisions

50 % njihovih izbora

were made in nine minutes or less.

donešeno je u 9 minuta ili manje.

Only about 12 percent of the decisions

Samo oko 12% izbora

did they make an hour or more of their time.

činili su u sat ili više svog vremena.

Think about your own choices.

Razmislite o svojim izborima.

Do you know how many choices

Znate li koliko izbora

make it into your nine minute category

dospije u vašu kategoriju od devet minuta

versus your one hour category?

u odnosu na vašu kategoriju od jednog sata?

How well do you think you're doing

Što mislite koliko ste dobri

at managing those choices?

u donošenju tih odluka?

Today I want to talk

Danas želim govoriti

about one of the biggest modern day choosing problems that we have,

o jednom od najvećih problema koje imamo u vezi izbora danas,

which is the choice overload problem.

a to je problem preopterećenosti izborima.

I want to talk about the problem

Želim govoriti o problemu

and some potential solutions.

i nekim mogućim rješenjima.

Now as I talk about this problem,

Sada, dok govorim o ovom problemu,

I'm going to have some questions for you

imat ću za vas neka pitanja

and I'm going to want to know your answers.

i htjet ću znati vaše odgovore.

So when I ask you a question,

Pa kada vam postavim pitanje,

since I'm blind,

kako sam slijepa

only raise your hand if you want to burn off some calories.

dignite ruku samo ako želite potrošiti par kalorija.

(Laughter)

(Smijeh)

Otherwise, when I ask you a question,

U protivnom, kada vam postavim pitanje

and if your answer is yes,

i ako je odgovor da,

I'd like you to clap your hands.

voljela bih da zaplješćete.

So for my first question for you today:

Moje je prvo pitanje za vas danas:

Are you guys ready to hear about the choice overload problem?

Ljudi, jeste li spremni čuti nešto o problemu preopterećenosti izborima?

(Applause)

(Pljesak)

Thank you.

Hvala.

So when I was a graduate student at Stanford University,

Kada sam bila apsolvent na Sveučilištu Stanford,

I used to go to this very, very upscale grocery store;

imala sam običaj ići u ovu vrlo, vrlo elitnu trgovinu namirnicama;

at least at that time it was truly upscale.

bar je u to vrijeme bila istinski elitna.

It was a store called Draeger's.

Bila je to trgovina zvana Draeger's.

Now this store, it was almost like going to an amusement park.

Sad, ta trgovina, bila je gotovo kao da idete u zabavni park.

They had 250 different kinds of mustards and vinegars

Imali su 250 različitih vrsta senfa i octa

and over 500 different kinds

i preko 500 različitih vrsta

of fruits and vegetables

voća i povrća

and more than two dozen different kinds of bottled water --

i više od dvadeset različitih vrsta vode u bocama --

and this was during a time when we actually used to drink tap water.

a to je bilo u vrijeme kad smo zapravo imali običaj piti vodu iz slavine.

I used to love going to this store,

Voljela sam ići u tu trgovinu,

but on one occasion I asked myself,

ali jednom prilikom zapitala sam se

well how come you never buy anything?

kako to da nikada ništa ne kupim?

Here's their olive oil aisle.

Evo njihove police s maslinovim uljima.

They had over 75 different kinds of olive oil,

Imali su preko 75 različitih vrsta maslinovog ulja,

including those that were in a locked case

uključujući i ona koja su bila u zaključanim kutijama,

that came from thousand-year-old olive trees.

jer su napravljena od maslina s tisuću godina starih stabala.

So I one day decided to pay a visit to the manager,

Jednog sam dana odlučila posjetiti voditelja

and I asked the manager,

i pitala sam ga

"Is this model of offering people all this choice really working?"

"Da li ovaj model pružanja ljudima svih ovih izbora stvarno uspijeva?"

And he pointed to the busloads of tourists

On je pokazao u autobuse prepune turista

that would show up everyday,

koji će se pojaviti svaki dan,

with cameras ready usually.

obično sa spremnim kamerama.

We decided to do a little experiment,

Odlučili smo napraviti mali pokus

and we picked jam for our experiment.

i uzeli smo marmeladu za naš eksperiment.

Here's their jam aisle.

Ovo je njihova polica marmelade.

They had 348 different kinds of jam.

Imali su 348 različitih vrsta marmelade.

We set up a little tasting booth

Postavili smo mali prostor za kušanje

right near the entrance of the store.

odmah pokraj ulaza u trgovinu.

We there put out six different flavors of jam

Tamo smo izložili šest različitih okusa marmelade

or 24 different flavors of jam,

ili 24 različita okusa marmelade

and we looked at two things:

i promatrali smo dvije stvari:

First, in which case

Prvo, u kom slučaju

were people more likely to stop, sample some jam?

su ljudi češće zastajali kušati uzorke marmelade?

More people stopped when there were 24, about 60 percent,

Više se ljudi zaustavilo kada je bilo 24 vrste, oko 60%

than when there were six,

a kad je bilo šest

about 40 percent.

oko 40 %.

The next thing we looked at

Sljedeća stvar koju smo promatrali

is in which case were people more likely

bila je u kom su slučaju ljudi češće

to buy a jar of jam.

kupovali staklenku marmelade.

Now we see the opposite effect.

Sada smo uočili suprotan efekt.

Of the people who stopped when there were 24,

Od ljudi koji su stali kada je bilo izloženo 24,

only three percent of them actually bought a jar of jam.

samo je 3% njih kupilo staklenku marmelade.

Of the people who stopped when there were six,

Od ljudi koji su se zaustavili kada je bilo šest,

well now we saw that 30 percent of them

pa, tu smo vidjeli da ih je 30%

actually bought a jar of jam.

zaista kupilo staklenku marmelade.

Now if you do the math,

Ako to izračunate,

people were at least six times more likely to buy a jar of jam

ljudi su šest puta češće kupovali staklenku marmelade

if they encountered six

kada im je ponuđeno šest,

than if they encountered 24.

nego kada su im ponuđene 24 vrste.

Now choosing not to buy a jar of jam

Sada, odabrati ne kupiti staklenku marmelade

is probably good for us --

vjerojatno je dobro za nas --

at least it's good for our waistlines --

ako ništa drugo, dobro je za našu liniju --

but it turns out that this choice overload problem affects us

ali čini se da ovaj problem preopterećenosti izborima utječe na nas

even in very consequential decisions.

čak i kod vrlo važnih odluka.

We choose not to choose,

Mi odabiremo ne odabrati,

even when it goes against our best self-interests.

čak i kad to ide protiv našeg dobrog interesa.

So now for the topic of today: financial savings.

Pa zato, za današnju temu: financijske uštede.

Now I'm going to describe to you a study I did

Sada ću vam prepričati istraživanje koje sam provela

with Gur Huberman, Emir Kamenica, Wei Jang

s Gurom Hubermanom, Emirom Kamenicom, Wei Jangom

where we looked at the retirement savings decisions

u kojem smo proučavali odluke vezane za mirovinsku štednju

of nearly a million Americans

približno 1 000 000 Amerikanaca

from about 650 plans

od oko 650 planova,

all in the U.S.

svih u U.S.

And what we looked at

I ono što smo proučavali

was whether the number of fund offerings

bilo je da li broj ponuda

available in a retirement savings plan,

dostupnih u planu mirovinske štednje,

the 401(k) plan,

401(k) plan,

does that affect people's likelihood

utječe na vjerojatnost da ljudi

to save more for tomorrow.

štede više za budućnost.

And what we found

I otkrili smo da

was that indeed there was a correlation.

je uistinu postojala povezanost.

So in these plans, we had about 657 plans

U tim planovima, imali smo 657 planova

that ranged from offering people

koji su ljudima nudili različito,

anywhere from two to 59 different fund offerings.

sve od dvije pa do 59 ponuda različitih fondova.

And what we found was that,

I ono što smo otkrili bilo je da

the more funds offered,

što je bilo više ponuđenih fondova,

indeed, there was less participation rate.

bio je uistinu manji postotak sudjelovanja.

So if you look at the extremes,

Pa ako pogledate ekstreme,

those plans that offered you two funds,

oni planovi koji vam nude 2 fonda,

participation rates were around in the mid-70s --

udio sudjelovanja bio je oko sredine 70-og (percentila) --

still not as high as we want it to be.

i dalje ne tako visok kao što bismo željeli da bude.

In those plans that offered nearly 60 funds,

U onim planovima koji su nudili gotovo 60 fondova,

participation rates have now dropped

postotak sudjelovanja pao je

to about the 60th percentile.

do oko 60-og percentila.

Now it turns out

Ispada da,

that even if you do choose to participate

čak i ako odlučite sudjelovati

when there are more choices present,

kada ima više mogućnosti izbora,

even then, it has negative consequences.

čak i tada, postoje negativne posljedice.

So for those people who did choose to participate,

Dakle, za one ljude koji su odlučili sudjelovati,

the more choices available,

što je više dostupnih izbora,

the more likely people were

veća je vjerojatnost da će ljudi

to completely avoid stocks or equity funds.

u potpunosti izbjegavati dionice ili dioničke fondove.

The more choices available,

Što je više izbora dostupno,

the more likely they were

veća je vjerojatnost da će

to put all their money in pure money market accounts.

uložiti sav svoj novac na obične račune.

Now neither of these extreme decisions

Sada, ni jedna od ovih ekstremnih odluka

are the kinds of decisions

nije vrsta odluke

that any of us would recommend for people

koju bi itko od nas preporučio ljudima

when you're considering their future financial well-being.

ako uzimate u obzir njihovu financijsku dobrobit u budućnosti.

Well, over the past decade,

Pa, tijekom proteklog desetljeća,

we have observed three main negative consequences

opazili smo tri glavne negativne posljedice

to offering people more and more choices.

kod nuđenja ljudima sve više i više izbora.

They're more likely to delay choosing --

Veća je vjerojatnost da će odgađati biranje --

procrastinate even when it goes against their best self-interest.

odlagati čak i kada to ide protiv njihova najboljeg interesa.

They're more likely to make worse choices --

Veća je vjerojatnost da će donijeti lošije odluke --

worse financial choices, medical choices.

gore financijske odluke, zdravstvene odluke.

They're more likely to choose things that make them less satisfied,

Oni su vjerojatnije birali stvari koje su ih činile manje zadovoljnima

even when they do objectively better.

čak i kad su objektivno činili bolje.

The main reason for this

Glavni razlog ovoga

is because, we might enjoy gazing at those giant walls

je zato što mi možda i volimo gledati u te ogromne police

of mayonnaises, mustards, vinegars, jams,

majoneze, senfa, octa, marmelade,

but we can't actually do the math of comparing and contrasting

no mi zapravo ne možemo izvesti uspoređivanje

and actually picking from that stunning display.

i, zapravo, izabrati iz te zapanjujuće ponude.

So what I want to propose to you today

Dakle, što vam danas želim predložiti

are four simple techniques --

četiri su jednostavne tehnike --

techniques that we have tested in one way or another

tehnike koje smo testirali na ovaj ili onaj način

in different research venues --

u različitim istraživačkim nišama --

that you can easily apply

koje možete jednostavno upotrijebiti

in your businesses.

u svom poslovanju.

The first: Cut.

Prva: Rezati.

You've heard it said before,

Čuli ste da se o ovom govorilo ranije,

but it's never been more true than today,

ali nikada nije bilo istinitije nego što je danas

that less is more.

da je manje više.

People are always upset when I say, "Cut."

Ljudi se uvijek uznemire kad kažem: "Rezati."

They're always worried they're going to lose shelf space.

Uvijek su zabrinuti da će izgubiti prodajni prostor.

But in fact, what we're seeing more and more

No, ustvari, ono što viđamo sve više i više

is that if you are willing to cut,

je da ako ste spremni rezati,

get rid of those extraneous redundant options,

riješiti se onih suvišnih nevažnih opcija

well there's an increase in sales,

pa, doći će do porasta u prodaji,

there's a lowering of costs,

smanjenja troškova,

there is an improvement of the choosing experience.

doći će do poboljšanja iskustva odabira.

When Proctor & Gamble

Kada je Proctor & Gamble

went from 26 different kinds of Head & Shoulders to 15,

prešao s 26 različitih vrsta Head & Shoulders-a (šampona) na 15,

they saw an increase in sales by 10 percent.

doživjeli su porast u prodaji za 10%.

When the Golden Cat Corporation

Kada se Golden Cat Corporation

got rid of their 10 worst-selling cat litter products,

riješila 10 najslabije prodavanih prostirki za mačke,

they saw an increase in profits

doživjeli su povećanje profita

by 87 percent --

od 87% --

a function of both increase in sales

što je odraz i porasta u prodaji

and lowering of costs.

i smanjenja troškova.

You know, the average grocery store today

Znate, prosječna prodavaonica namirnica danas

offers you 45,000 products.

vam nudi 45 000 proizvoda.

The typical Walmart today offers you 100,000 products.

Tipičan Walmart danas vam nudi 100 000 proizvoda.

But the ninth largest retailer,

Ali deveti najveći prodavač,

the ninth biggest retailer in the world today

deveti najveći prodavač u svijetu danas

is Aldi,

je Aldi

and it offers you only 1,400 products --

i on vam nudi samo 1 400 proizvoda --

one kind of canned tomato sauce.

jednu vrstu konzerviranog sosa od rajčice.

Now in the financial savings world,

Sada, u financijskom svijetu štednje,

I think one of the best examples that has recently come out

mislim da je najbolji primjer koji se nedavno pojavio

on how to best manage the choice offerings

o tome kako se najbolje snaći u izboru ponuda

has actually been something that David Laibson was heavily involved in designing,

zapravo nešto u čije stvaranje je bio jako upleten David Laibson.

which was the program that they have at Harvard.

To je bio program koji imaju na Harvardu.

Every single Harvard employee

Baš svaki zaposlenik na Harvardu

is now automatically enrolled

sada je automatski uključen

in a lifecycle fund.

u fond životnog ciklusa.

For those people who actually want to choose,

Onim ljudima koji doista žele izabrati

they're given 20 funds,

dano je 20 fondova,

not 300 or more funds.

ne 300 ili više fondova.

You know, often, people say,

Znate, ljudi često kažu

"I don't know how to cut.

"Ne znam kako rezati.

They're all important choices."

Sve su to važni izbori."

And the first thing I do is I ask the employees,

I prva stvar koju učinim je da pitam zaposlenike:

"Tell me how these choices are different from one another.

"Recite mi kako su ti izbori različiti jedan od drugog.

And if your employees can't tell them apart,

I ako ih vaši zaposlenici ne mogu razlikovati,

neither can your consumers."

ne mogu niti vaši potrošači."

Now before we started our session this afternoon,

Prije nego što smo započeli naše predavanje ovog poslijepodneva,

I had a chat with Gary.

razgovarala sam s Garyem.

And Gary said that he would be willing

I Gary je rekao da bi pristao

to offer people in this audience

ponuditi ljudima u publici

an all-expenses-paid free vacation

besplatno putovanje sa svim plaćenim troškovima

to the most beautiful road in the world.

najljepšom cestom na svijetu.

Here's a description of the road.

Evo opisa puta.

And I'd like you to read it.

I voljela bih da ga pročitate.

And now I'll give you a few seconds to read it

Sad ću vam dati nekoliko trenutaka da ga pročitate

and then I want you to clap your hands

i onda želim da zaplješćete

if you're ready to take Gary up on his offer.

ako ste spremni prihvatiti Garyevu ponudu.

(Light clapping)

(Lagan pljesak)

Okay. Anybody who's ready to take him up on his offer.

Dobro. Bilo tko tko želi pristati na njegovu ponudu.

Is that all?

Je li to sve?

All right, let me show you some more about this.

Dobro, dopustite da vam pokažem malo više o ovome.

(Laughter)

(Smijeh)

You guys knew there was a trick, didn't you.

Znali ste da postoji trik, zar ne?

(Honk)

(Truba)

Now who's ready to go on this trip.

A tko je spreman ići na ovo putovanje?

(Applause)

(Pljesak)

(Laughter)

(Smijeh)

I think I might have actually heard more hands.

Mislim da sam zapravo čula više ruku.

All right.

Dobro.

Now in fact,

Sada, zapravo,

you had objectively more information

objektivno ate imali više informacija

the first time around than the second time around,

prvi put nego drugi put,

but I would venture to guess

ali ja bih se usudila nagađati

that you felt that it was more real the second time around.

da ste osjećali da je drugi put bilo realnije.

Because the pictures made it feel

Zato što su slike dale

more real to you.

realniju predodžbu.

Which brings me to the second technique

Što me dovodi do druge tehnike

for handling the choice overload problem,

za nošenje s problemom preopterećenosti izborima,

which is concretization.

a to je konkretizacija.

That in order for people to understand

Kako bi ljudi razumjeli

the differences between the choices,

razlike između izbora,

they have to be able to understand

moraju moći razumjeti

the consequences associated with each choice,

posljedice povezane sa svakim izborom

and that the consequences need to be felt

i da posljedice trebaju biti doživljene

in a vivid sort of way, in a very concrete way.

vrlo živopisno, na vrlo konkretan način.

Why do people spend an average of 15 to 30 percent more

Zašto ljudi prosječno troše 15 -30% više

when they use an ATM card or a credit card

kada koriste karticu za bankomat ili kreditnu karticu

as opposed to cash?

u odnosu na gotovinu?

Because it doesn't feel like real money.

Zato što ih ne doživljavaju kao stvaran novac.

And it turns out

I ispada da

that making it feel more concrete

čineći da doživljavaju konkretnije

can actually be a very positive tool

može zapravo biti vrlo pozitivan alat

to use in getting people to save more.

koji se može iskoristiti kako bi ljudi više štedjeli.

So a study that I did with Shlomo Benartzi

Tako istraživanje koje sam provela sa Shlomom Benartzijem

and Alessandro Previtero,

i Alessandrom Previterom,

we did a study with people at ING --

proveli smo istraživanje s ljudima u ING-u --

employees that are all working at ING --

zaposlenicima koji svi rade u ING-u --

and now these people were all in a session

i svi ti ljudi bili su u programu

where they're doing enrollment for their 401(k) plan.

u kojem su se trebali upisati za svoj plan mirovinske štednje.

And during that session,

Tijekom tog programa

we kept the session exactly the way it used to be,

ostavili smo sve točno kako je i bilo,

but we added one little thing.

osim što smo dodali jednu sitnicu.

The one little thing we added

Ta sitnica koju smo dodali

was we asked people

bila je da smo pitali ljude

to just think about all the positive things that would happen in your life

jednostavno da razmisle o svim dobrim stvarima koje će se dogoditi u životu

if you saved more.

ako više uštediš.

By doing that simple thing,

Čineći tu jednostavnu stvar,

there was an increase in enrollment by 20 percent

dogodilo se povećanje u upisu od 20%

and there was an increase in the amount of people willing to save

i došlo je do povećanja u broju ljudi spremnih na štednu

or the amount that they were willing to put down into their savings account

ili količine koju su bili spremi uložiti na svoje štedne račune

by four percent.

za 4%.

The third technique: Categorization.

Treća tehnika: Kategorizacija.

We can handle more categories

Mi možemo baratati s većim brojem kategorija

than we can handle choices.

nego brojem izbora.

So for example,

Na primjer,

here's a study we did in a magazine aisle.

evo istraživanja koje smo proveli na odjelu časopisa.

It turns out that in Wegmans grocery stores

Pokazalo se da u Wegmans trgovinama namirnicama

up and down the northeast corridor,

uzduž sjeveroistočnog hodnika,

the magazine aisles range anywhere

police s novinama sadrže

from 331 different kinds of magazines

od 331 različitih vrsta časopisa

all the way up to 664.

pa sve do 664.

But you know what?

Ali znate što?

If I show you 600 magazines

Ako vam pokažem 600 časopisa

and I divide them up into 10 categories,

i podijelim ih u 10 kategorija,

versus I show you 400 magazines

u odnosu na to da vam pokažem 400 časopisa

and divide them up into 20 categories,

i podijelim ih u 20 kategorija,

you believe that I have given you

vjerovat ćete da sam vam dala

more choice and a better choosing experience

više izbora i bolju mogućnost izbora

if I gave you the 400

ako vam dam 400,

than if I gave you the 600.

nego ako vam ih dam 600.

Because the categories tell me how to tell them apart.

Zato što mi kategorije kažu kako da ih razlikujem.

Here are two different jewelry displays.

Tu sa dva različita pulta s nakitom.

One is called "Jazz" and the other one is called "Swing."

Jedan se zove "Jazz", a drugi je nazvan "Swing".

If you think the display on the left is Swing

Ako mislite da je pult s lijeva Swing,

and the display on the right is Jazz,

a pult s desna Jazz,

clap your hands.

zaplješćite.

(Light Clapping)

(Lagani pljesak)

Okay, there's some.

Ok, evo malo.

If you think the one on the left is Jazz and the one on the right is Swing,

Ako mislite da je ovaj s lijeva Jazz, a ovaj s desna Swing

clap your hands.

zaplješćite.

Okay, a bit more.

Ok, malo bolje.

Now it turns out you're right.

Ispada da ste u pravu.

The one on the left is Jazz and the one on the right is Swing,

Onaj s lijeva je Jazz, a onaj s desna je Swing,

but you know what?

ali što zapravo znate?

This is a highly useless categorization scheme.

Ovo je krajnje neupotrebljiva shema kategorizacije.

(Laughter)

(Smijeh)

The categories need to say something

Kategorije nešto trebaju reći

to the chooser, not the choice-maker.

onome tko bira, a ne biti razlog izbora.

And you often see that problem

A često vidite taj problem

when it comes down to those long lists of all these funds.

kada dođe do onih dugih lista tih fondova.

Who are they actually supposed to be informing?

Koga bi oni zapravo trebali informirati?

My fourth technique: Condition for complexity.

Moja četvrta tehnika: Uvjet za složenost.

It turns out we can actually

Ispada da zapravo možemo

handle a lot more information than we think we can,

baratati s puno više informacija nego što mislimo da možemo,

we've just got to take it a little easier.

samo moramo sve malo pojednostaviti.

We have to gradually increase the complexity.

Trebamo postepeno povećavati složenost.

I'm going to show you one example of what I'm talking about.

Pokazat ću vam jedan primjer onoga o čemu govorim.

Let's take a very, very complicated decision:

Uzmimo jednu vrlo, vrlo složenu odluku:

buying a car.

kupovina auta.

Here's a German car manufacturer

Imamo Njemačkog proizvođača auta

that gives you the opportunity to completely custom make your car.

koji vam daje priliku da u potpunosti odaberete svojstva svog auta.

You've got to make 60 different decisions,

Trebate donijeti 60 različitih odluka

completely make up your car.

kako biste do kraja "sastavili" svoj auto.

Now these decisions vary

Ove odluke variraju

in the number of choices that they offer per decision.

u broju mogućih izbora koje oni nude po jednoj odluci.

Car colors, exterior car colors --

Boja auta, vanjska boja auta --

I've got 56 choices.

imam 56 izbora.

Engines, gearshift -- four choices.

Motori, mjenjač -- četiri izbora.

So now what I'm going to do

I sad ću

is I'm going to vary the order in which these decisions appear.

varirati redoslijed kojim se ovi izbori pojavljuju.

So half of the customers

Polovica kupaca

are going to go from high choice, 56 car colors,

krenut će od složenijeg izbora, 56 boja za auto,

to low choice, four gearshifts.

prema jednostavnijem izboru, četiri mjenjača.

The other half of the customers

Druga polovica kupaca

are going to go from low choice, four gearshifts,

ići će od jednostavnijeg izbora, četiri mjenjača

to 56 car colors, high choice.

prema 56 boja auta, složenijem izboru.

What am I going to look at?

Što ću ja promatrati?

How engaged you are.

Koliko ste uključeni.

If you keep hitting the default button per decision,

Ako nastavite pritiskati zadani gumb za odluku,

that means you're getting overwhelmed,

to znači da postajete preplavljeni,

that means I'm losing you.

to znači da vas gubim.

What you find

Ono što otkrijete

is the people who go from high choice to low choice,

jest da ljudi koji idu od složenijeg izbora prema jednostavinijem

they're hitting that default button over and over and over again.

biraju zadani gumb opet i opet i opet iznova.

We're losing them.

Njih gubimo.

They go from low choice to high choice,

Oni idu od jednostavnijeg izbora ka složenijem izboru,

they're hanging in there.

oni tamo zapnu.

It's the same information. It's the same number of choices.

Informacija je ista. Isti je broj izbora.

The only thing that I have done

Jedina razlika koju sam napravila

is I have varied the order

jest da sam varirala redoslijed

in which that information is presented.

kojim je ta informacija prikazana.

If I start you off easy,

Ako vas polagano uvodim,

I learn how to choose.

učite kako odabrati.

Even though choosing gearshift

Iako odabir mjenjača

doesn't tell me anything about my preferences for interior decor,

ne govori ništa o mojim izborima unutanjeg uređenja,

it still prepares me for how to choose.

svejedno me priprema na to kako izabrati.

It also gets me excited about this big product that I'm putting together,

Također me čini uzbuđenom oko tog velikog proizvoda koji sastavljam

so I'm more willing to be motivated

pa sam više motivirana

to be engaged.

da se uključim.

So let me recap.

Dopustite da sažmem.

I have talked about four techniques

Govorila sam o četiri tehnike

for mitigating the problem of choice overload --

za olakšavanje problema preopterećenosti izborima --

cut -- get rid of the extraneous alternatives;

rezati -- oslobodite se nevažnih alternativa;

concretize -- make it real;

konkretizirati -- učinite stvarnim;

categorize -- we can handle more categories, less choices;

kategorizirati -- možemo baratati s više kategorija, manje izbora;

condition for complexity.

uvjetovanje za kompleksnost.

All of these techniques that I'm describing to you today

Sve ove tehnike koje sam vam danas opisala

are designed to help you manage your choices --

osmišljene su da vam pomognu upravljati izborima --

better for you, you can use them on yourself,

bolje za vas, možete ih koristiti za sebe,

better for the people that you are serving.

bolje za ljude s kojima radite.

Because I believe that the key

Zato što vjerujem da je ključ

to getting the most from choice

najveće dobiti od izbora

is to be choosy about choosing.

u tome da budete izbirljivi kod biranja.

And the more we're able to be choosy about choosing

Što više budemo izbirljivi kod biranja

the better we will be able

bolje ćemo moći

to practice the art of choosing.

prakticirati umjetnost biranja.

Thank you very much.

Hvala vam puno.

(Applause)

(Pljesak)