4 ways to build a human company in the age of machines | Tim Leberecht

Prevoditelj: Igor Pureta Recezent: Ivan Stamenković

Half of the human workforce is expected to be replaced

Očekuje se da će polovica ljudske radne snage biti zamijenjena

by software and robots in the next 20 years.

softverom ili robotima u sljedećih 20 godina.

And many corporate leaders welcome that as a chance to increase profits.

Mnogim poslovnim čelnicima se taj trend sviđa zbog mogućnosti povećanja profita.

Machines are more efficient;

Strojevi su učinkovitiji;

humans are complicated and difficult to manage.

ljudi su složeniji i teži za upravljanje.

Well, I want our organizations to remain human.

Ja bih želio da naše organizacije ostanu ljudske.

In fact, I want them to become beautiful.

U stvari, želim da postanu lijepe.

Because as machines take our jobs and do them more efficiently,

Jer kako strojevi preuzimaju naš posao i rade ga učinkovitije

soon the only work left for us humans will be the kind of work

uskoro će jedini preoostali posao za ljude biti ona vrsta posla

that must be done beautifully rather than efficiently.

koja će morati biti napravljena lijepo umjesto učinkovito.

To maintain our humanity in the this second Machine Age,

Da bismo očuvali naše čovječanstvo u ovom drugom Dobu strojeva

we may have no other choice than to create beauty.

možda nećemo imati drugog izbora nego stvarati ljepotu.

Beauty is an elusive concept.

Ljepota je neuhvatljiv koncept.

For the writer Stendhal it was the promise of happiness.

Za pisca Stendhala to je obećanje sreće.

For me it's a goal by Lionel Messi.

Za mene je to gol Lionela Messija.

(Laughter)

(Smijeh)

So bear with me

Pridružite mi se

as I am proposing four admittedly very subjective principles

dok predlažem četiri, priznajem, vrlo subjektivna načela

that you can use to build a beautiful organization.

koja možete koristiti za izgradnju lijepe organizacije.

First: do the unnecessary.

Prvo: radite nepotrebne stvari.

[Do the Unnecessary]

[Radite nepotrebne stvari]

A few months ago, Hamdi Ulukaya,

Prije nekoliko mjeseci, Hamdi Ulukaya,

the CEO and founder of the yogurt company Chobani,

CEO i osnivač poduzeća za proizvodnju jogurta, Chobani,

made headlines when he decided to grant stock to all of his 2,000 employees.

osvanuo je na naslovnicama novina kad je svoijh 2.000 radnika nagradio dionicama.

Some called it a PR stunt,

Za neke je to bio trik odnosa s javnošću

others -- a genuine act of giving back.

za druge -- iskreni čin vraćanja.

But there is something else that was remarkable about it.

Bilo je još nešto sasvim posebno vezano uz to.

It came completely out of the blue.

Nitko to nije očekivao.

There had been no market or stakeholder pressure,

Nije bilo pritiska tržišta ili dionika poduzeća,

and employees were so surprised

a i radnici su bili tako iznenađeni

that they burst into tears when they heard the news.

da su briznuli u plač kada su čuli vijesti.

Actions like Ulukaya's are beautiful because they catch us off guard.

Geste poput Ulukayeve su lijepe jer nas ulove na spavanju

They create something out of nothing

Stvaraju nešto iz ničeg

because they're completely unnecessary.

jer su potpuno nepotrebne.

I once worked at a company

Jednom sam radio u poduzeću

that was the result of a merger

koje je nastalo spajanjem

of a large IT outsourcing firm and a small design firm.

velikog IT poduzeća i malog dizajnerskog poduzeća.

We were merging 9,000 software engineers

Udružili smo 9.000 softverskih inženjera

with 1,000 creative types.

s 1.000 kreativnih tipova

And to unify these immensely different cultures,

A za spajanje ovih nevjerojatno različitih kultura

we were going to launch a third, new brand.

trebali smo pokrenuti novi treći brand.

And the new brand color was going to be orange.

Boja novog branda je trebala biti narančasta.

And as we were going through the budget for the rollouts,

I dok smo prolazili kroz proračune potrebne za pokretanje branda,

we decided last minute

u posljednjem trenutku smo odlučili

to cut the purchase of 10,000 orange balloons,

otkazati narudžbu 10.000 narančastih balona

which we had meant to distribute to all staff worldwide.

koje smo namjeravali poslati zaposlenicima širom svijeta.

They just seemed unnecessary and cute in the end.

Činili su se zaista nepotrebnima i samo ljupkima.

I didn't know back then

Tada nisam znao

that our decision marked the beginning of the end --

da je naša odluka označavala početak kraja --

that these two organizations would never become one.

da te dvije organizacije nikad neće postati jedna.

And sure enough, the merger eventually failed.

I zaista, spajanje poduzeća je propalo.

Now, was it because there weren't any orange balloons?

Je li to bilo zato što nije bilo narančastih balona?

No, of course not.

Ne, naravno ne.

But the kill-the-orange-balloons mentality permeated everything else.

No, mentalitet zbog kojeg smo odbacili balone proširio se i na sve ostalo

You might not always realize it, but when you cut the unnecessary,

Možda to ne primijetite uvijek, ali kad odbacite nepotrebno,

you cut everything.

odbacili ste sve.

Leading with beauty means rising above what is merely necessary.

Vođenje ljepotom znači izdići se iznad onoga što je potrebno.

So do not kill your orange balloons.

Stoga ne otkazujte narančaste balone.

The second principle:

Drugo načelo:

create intimacy.

stvorite povjerenje.

[Create Intimacy]

[Stvorite povjerenje]

Studies show that how we feel about our workplace

Studije pokazuju da ono što osjećamo o radnom mjestu

very much depends on the relationships with our coworkers.

puno ovisi o odnosima sa suradnicima.

And what are relationships other than a string of microinteractions?

A što su odnosi drugo nego sitne interakcijske veze?

There are hundreds of these every day in our organizations

Postoje njih na stotine tijekom dana u vašoj organizaciji

that have the potential to distinguish a good life from a beautiful one.

i imaju potencijal razlikovati dobar život od lijepog.

The marriage researcher John Gottman says

Proučavatelj brakova John Gottman kaže

that the secret of a healthy relationship

da tajna zdravog odnosa

is not the great gesture or the lofty promise,

nije velika gesta ili uzvišeno obećanje.

it's small moments of attachment.

To su sitni trenuci pripadanja.

In other words, intimacy.

Drugim riječima, povjerenje.

In our networked organizations,

U našim povezanim organizacijama

we tout the strength of weak ties

krišom promatramo snagu tih slabih veza,

but we underestimate the strength of strong ones.

a istovremeno podcjenjujemo snagu onih snažnih.

We forget the words of the writer Richard Bach who once said,

Zaboravljamo riječi pisca Richarda Bacha koji je jednom rekao

"Intimacy --

"povjerenje --

not connectedness --

ne povezanost --

intimacy is the opposite of loneliness."

povjerenje je suprotno od samoće."

So how do we design for organizational intimacy?

Kako dizajniramo povjerenje unutar organizacija?

The humanitarian organization CARE

Humanitarna organizacija CARE

wanted to launch a campaign on gender equality

je željela započeti kampanju o jednakosti spolova.

in villages in northern India.

u selima sjeverne Indije.

But it realized quickly

Vrlo su brzo ustanovili

that it had to have this conversation first with its own staff.

da o tome najprije trebaju razgovarati sa svojim radnicima.

So it invited all 36 team members and their partners

Pozvali su svih 36 članova tima i njihove partnere

to one of the Khajuraho Temples,

u jedan od Khajuraho dvoraca.

known for their famous erotic sculptures.

poznatom po čuvenim erotskim skulpturama.

And there they openly discussed their personal relationships --

Tamo su otvoreno razgovarali o njihovim osobnim odnosima --

their own experiences of gender equality

vlastitim iskustvima o jednakosti spolova

with the coworkers and the partners.

sa suradnicima i partnerima.

It was eye-opening for the participants.

To je otvorilo oči svim sudionicima.

Not only did it allow them to relate to the communities they serve,

Dozvolilo im je da se povežu sa zajednicama kojima pomažu.

it also broke down invisible barriers

Također su srušene nevidljive prepreke

and created a lasting bond amongst themselves.

i među njima stvorene dugotrajne veze.

Not a single team member quit in the next four years.

Niti jedan član tima nije dao otkaz tijekom sljedeće četiri godine.

So this is how you create intimacy.

Tako se stvara povjerenje.

No masks ...

Bez maski...

or lots of masks.

ili puno maski.

(Laughter)

(Smijeh)

When Danone, the food company,

Kad je Danone, proizvođač hrane

wanted to translate its new company manifesto into product initiatives,

želio ugraditi novu misiju poduzeća u stvaranje proizvoda,

it gathered the management team

okupio je tim menadžera

and 100 employees from across different departments,

i 100 radnika iz različitih odjela,

seniority levels and regions

hijerarhija i regija

for a three-day strategy retreat.

na trodnevnu stratešku radionicu.

And it asked everybody to wear costumes for the entire meeting:

Od svakog su tražili da nosi kostim tijekom čitave radionice:

wigs, crazy hats, feather boas,

perike, lude šešire, pernate trake,

huge glasses and so on.

ogromne naočale i tako dalje.

And they left with concrete outcomes

Radionicu su završili s konkretnim ciljevima

and full of enthusiasm.

i puni entuzijazma.

And when I asked the woman who had designed this experience

Kad sam pitao ženu koja je sve to organizirala

why it worked,

kako je to sve postigla,

she simply said, "Never underestimate the power of a ridiculous wig."

jednostavno mi je odgovorila: Nikad ne podcjenjuj moć smiješne perike."

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

Because wigs erase hierarchy,

Perike brišu hijerarhiju,

and hierarchy kills intimacy --

a hijerarhija ubija intimnost --

both ways,

u oba smjera,

for the CEO and the intern.

i za CEO i za suradnike.

Wigs allow us to use the disguise of the false

Perike dozvoljavaju korištenje lažnih maski

to show something true about ourselves.

kako bi pokazale nešto istinito o nama.

And that's not easy in our everyday work lives,

A to je teško u svakodnevnom poslovnom životu

because the relationship with our organizations

jer odnos s našim organizacijama

is often like that of a married couple that has grown apart,

je često poput oženjenog para koji su odrastali zajedno

suffered betrayals and disappointments,

nosili se s prevarama i razočaranjima

and is now desperate to be beautiful for one another once again.

i sada očajnički pokušavaju opet biti lijepi jedan drugom.

And for either of us the first step towards beauty involves a huge risk.

I za bilo koga od nas prvi korak prema ljepoti predstavlja ogroman rizik.

The risk to be ugly.

RIzik da ćemo biti ružni.

[Be Ugly]

[Budite ružni]

So many organizations these days are keen on designing beautiful workplaces

Tolike organizacije su ovih dana željne stvoriti lijepa radna mjesta

that look like anything but work:

koja liče na sve osim na posao:

vacation resorts, coffee shops, playgrounds or college campuses --

boravišta za odmor, kavane, igrališta ili sveučilišni kampusi --

(Laughter)

(Smijeh)

Based on the promises of positive psychology,

Temeljeno na obećanjima pozitivne psihlogije

we speak of play and gamification,

govorimo o igri i igranju gdje mu nije mjesto,

and one start-up even says that when someone gets fired,

a u jednom start-upu čak kažu da su, kad netko dobije otkaz,

they have graduated.

oni diplomirali.

(Laughter)

(Smijeh)

That kind of beautiful language only goes "skin deep,

Ova vrsta lijepog jezika prodire "samo kroz kožu,

but ugly cuts clean to the bone,"

a njegovi ožiljci čiste i meso s kostiju."

as the writer Dorothy Parker once put it.

kako je to rekla spisateljica Dorothy Parker.

To be authentic is to be ugly.

Biti autentičan znači biti ružan.

It doesn't mean that you can't have fun or must give in to the vulgar or cynical,

To ne znači da se ne smijete zabaviti ili trebate biti vulgarni ili cinični

but it does mean that you speak the actual ugly truth.

već da govorite stvarnu, ružnu istinu.

Like this manufacturer

Jedan proizvođač

that wanted to transform one of its struggling business units.

je želio transformirati jednu od njegovih izmučenih poslovnih jedinica.

It identified, named and pinned on large boards all the issues --

Identificirali su, imenovali i zakačili na velike ploče sva pitanja --

and there were hundreds of them --

a bilo ih je stotine --

that had become obstacles to better performance.

koja su postala prepreke do boljeg učinka.

They put them on boards, moved them all into one room,

Stavili su ih na ploče i stavili sve u jednu prostoriju

which they called "the ugly room."

koju su nazvali "Ružna prostorija."

The ugly became visible for everyone to see --

Ružnoća je postala vidljva za sve --

it was celebrated.

i postala je slavna.

And the ugly room served as a mix of mirror exhibition and operating room --

Ružna prostorija je služila kao mješavina izložbe ogledala i operacijske dvorane --

a biopsy on the living flesh to cut out all the bureaucracy.

biopsija na živom mesu kako bi se izrezala sva birokracija.

The ugliest part of our body is our brain.

Najružniji dio našeg tijela je naš mozak.

Literally and neurologically.

Doslovno i neurološki.

Our brain renders ugly what is unfamiliar ...

Naš mozak ružnim prikazuje ono što nam je strano...

modern art, atonal music,

modernu umjetnost, atonalnu glazbu,

jazz, maybe --

možda jazz --

VR goggles for that matter --

naočale za virtualnu stvarnost --

strange objects, sounds and people.

nepoznate objekte, zvukove i ljude.

But we've all been ugly once.

No, mi smo svi bili ružni jednom.

We were a weird-looking baby,

Bili smo bebe čudnog izgleda,

a new kid on the block, a foreigner.

te novi klinac u kvartu, stranac.

And we will be ugly again when we don't belong.

I bit ćemo ružni ponovno kad nećemo pripadati.

The Center for Political Beauty,

Centar za političku ljepotu,

an activist collective in Berlin,

aktivistički kolektiv u Berlinu,

recently staged an extreme artistic intervention.

nedavno je prikazao jednu ekstremnu umjetničku intervenciju.

With the permission of relatives,

S dozvolom rodbine

it exhumed the corpses of refugees who had drowned at Europe's borders,

ekshumirali su tijela izbjeglica koji su se utopili na granicama Europe,

transported them all the way to Berlin,

prevezli ih sve do Berlina

and then reburied them at the heart of the German capital.

i zatim ih ponovno pokopali u srcu njemačkog glavnog grada.

The idea was to allow them to reach their desired destination,

Ideja je bila dozvoliti im da dosegnu željenu destinaciju,

if only after their death.

makar i nakon smrti.

Such acts of beautification may not be pretty,

Ovakav čin uljepšavanja možda nije privlačan,

but they are much needed.

ali je svakako potreban.

Because things tend to get ugly when there's only one meaning, one truth,

Jer stvari naginju postati ružne kad imaju samo jedno značenje, istinu,

only answers and no questions.

samo odgovore, bez pitanja.

Beautiful organizations keep asking questions.

Lijepe organizacije nastavljaju postavljati pitanja.

They remain incomplete,

Ostaju nedovršene,

which is the fourth and the last of the principles.

što je četvrto i posljednje načelo.

[Remain Incomplete]

[Ostanite nedovršeni]

Recently I was in Paris,

Nedavno sam bio u Parizu

and a friend of mine took me to Nuit Debout,

i moj prijatelj me poveo na Nuit Debout

which stands for "up all night,"

što znači "budan cijelu noć."

the self-organized protest movement

samo-organizirani protestni pokret

that had formed in response to the proposed labor laws in France.

koji se formirao kao odgovor na prijedlog francuskog Zakona o radu.

Every night, hundreds gathered at the Place de la République.

Svake noći, stotine su se okupljale na Trgu Republike.

Every night they set up a small, temporary village

Svake su noći postavljali malo, privremeno selo

to deliberate their own vision of the French Republic.

kako bi promišljali vlastitu viziju Republike Francuske.

And at the core of this adhocracy

A u jezgri ove organizacije bez formalne strukture je

was a general assembly where anybody could speak

bila generalna skupština gdje je svatko mogao govoriti

using a specially designed sign language.

korištenje posebno osmišljenog znakovnog jezika.

Like Occupy Wall Street and other protest movements,

Poput Okupiraj Wall Street i drugih protestnih pokreta.

Nuit Debout was born in the face of crisis.

Nuit Debout je rođen kao odgovor na krizu

It was messy --

Bio je neuredan --

full of controversies and contradictions.

pun kontroverzi i kontradikcija.

But whether you agreed with the movement's goals or not,

Slagali se s ciljevima pokreta ili ne

every gathering was a beautiful lesson in raw humanity.

svako okupljanje je bilo lijepa lekcija sirovog čovječanstva.

And how fitting that Paris --

I kako je primjereno da je Pariz --

the city of ideals, the city of beauty --

grad ideala, grad ljepote --

was it's stage.

bio pozornica.

It reminds us that like great cities,

To nas podsjeća da su kao i veliki gradovi

the most beautiful organizations are ideas worth fighting for --

najljepše organizacije ideje za koje se vrijedi boriti --

even and especially when their outcome is uncertain.

čak i naročito kad je njihov rezultat nesiguran.

They are movements;

Oni su pokreti:

they are always imperfect, never fully organized,

uvijek su nesavršeni, nikad potpuno organizirani,

so they avoid ever becoming banal.

kako bi izbjegli postati otrcani.

They have something but we don't know what it is.

Imaju nešto iako mi ne znamo što je to.

They remain mysterious; we can't take our eyes off them.

Ostaju tajanstvene, a mi ne možemo skinuti oči s njih.

We find them beautiful.

Čine nam se lijepe.

So to do the unnecessary,

Da bi ste činiil nepotrebno,

to create intimacy,

da biste stvorili povjerenje,

to be ugly,

bili ružni

to remain incomplete --

i ostali nedovršeni --

these are not only the qualities of beautiful organizations,

to nisu samo kvalitete lijepih organizacija,

these are inherently human characteristics.

već su svojstvene ljudima.

And these are also the qualities of what we call home.

To su također i kvalitete onoga što zovemo domom.

And as we disrupt, and are disrupted,

I dok remetimo i bivamo remećeni,

the least we can do is to ensure

najmanje što možemo je osigurati

that we still feel at home in our organizations,

da se u našim organizacijama osjećamo kao u domu

and that we use our organizations to create that feeling for others.

i da koristimo naše organizacije za stvaranje tog osjećaja kod drugih.

Beauty can save the world when we embrace these principles

Ljepota može spasiti svijet ukoliko prihvatimo ova načela

and design for them.

i oblikujemo za njih.

In the face of artificial intelligence and machine learning,

Suočeni s umjetnom inteligencijom i strojnim učenjem

we need a new radical humanism.

trebamo novi, radikalni humanizam.

We must acquire and promote a new aesthetic and sentimental education.

Trebamo zahtijevati i promovirati novu estetiku i osjećajno obrazovanje.

Because if we don't,

Ukoliko to propustimo

we might end up feeling like aliens

možemo se početi osjećajti strancima

in organizations and societies that are full of smart machines

u organizacijama i društvu koji su puni pametnih strojeva

that have no appreciation whatsoever

koji uopće nemaju razumijevanja

for the unnecessary,

za nepotrebno,

the intimate,

povjerljivo,

the incomplete

nedovršeno

and definitely not for the ugly.

i sigurno ne za ružno.

Thank you.

Hvala vam.

(Applause)

(Pljesak)