David Pogue: Simplicity sells

Prevoditelj: Silvija Florijan Recezent: Tilen Pigac - EFZG

(Music: "The Sound of Silence," Simon & Garfunkel)

Hello voice mail, my old friend.

Zdravo, govorna pošto, moja stara prijateljice.

(Laughter)

(Smijeh)

I've called for tech support again.

Opet sam zvao tehničku podršku.

I ignored my boss's warning.

Zanemario sam šefovo upozorenje. Zvao sam u ponedjeljak ujutro.

I called on a Monday morning.

Now it's evening, and my dinner first grew cold, and then grew mold.

Sad je večer, i moja se večera prvo ohladila -- i zatim upljesnivila.

I'm still on hold.

Još uvijek sam na čekanju. Slušam zvukove tišine.

I'm listening to the sounds of silence.

I don't think you understand.

Mislim da ne razumijete. Mislim da vaše telefonske linije imaju automatskog operatera.

I think your phone lines are unmanned.

I punched every touch tone I was told,

Pritisnuo sam svaki gumb za tonsko biranje koji su rekli,

but I've still spent 18 hours on hold.

ali ipak sam proveo 18 sati na čekanju.

It's not enough your software crashed my Mac,

Nije dovoljno što je vaš softver ugasio moj Mac i

and it constantly hangs and bombs --

stalno stoji i gasi se -- izbrisao je moje ROM-ove! Sad Mac

it erased my ROMs!

Now the Mac makes the sounds of silence.

proizvodi zvukove tišine.

In my dreams I fantasize

U svojim snovima maštam

of wreaking vengeance on you guys.

da se osvetim vama dečkima.

Say your motorcycle crashes.

Recimo da se razbije vaš motor.

Blood comes gushing from your gashes.

Krv lipti iz vaših rana. Sa snagom koja polako nestaje

With your fading strength, you call 9-1-1 and you pray for a trained MD.

zovete 9-1-1 i molite se za iskusnog liječnika. Ali dobijete mene.

But you get me.

(Laughter)

(Smijeh)

And you listen to the sounds of silence.

I vi slušate zvukove tišine.

(Music)

(Applause)

(Pljesak)

Hvala vam. Dobra večer i dobrodošli na

Thank you.

Good evening and welcome to:

"Spot the TED Presenter Who Used to Be a Broadway Accompanist."

"Pronađite voditelja TED-a koji je bio pratilac na Broadwayu."

(Laughter)

(Smijeh)

When I was offered the Times column six years ago,

OK. Kad su mi ponudili kolumnu Timesa prije šest godina

the deal was like this:

dogovor je bio: slat će ti najotkačenije, najtraženije, najpametnije nove sprave.

you'll be sent the coolest, hottest, slickest new gadgets.

Every week, it'll arrive at your door.

Svaki će ti tjedan dolaziti kući.

You get to try them out, play with them, evaluate them

Moći ćeš ih isprobati, igrati se njima, procijeniti ih

until the novelty wears out, before you have to send them back,

sve dok se novotarija ne istroši, prije nego ih budeš morao vratiti.

and you'll get paid for it.

I platit će ti za to. Možeš razmisliti o tome, ako želiš.

You can think about it, if you want.

So, I've always been a technology nut, and I absolutely love it.

Dakle, oduvijek sam bio lud za tehnologijom, i apsolutno je volim.

The job, though, came with one small downside, and that is,

Posao je, pak, imao pomalo lošu stranu. Dakle,

they intended to publish my email address at the end of every column.

namjeravali su objaviti moj e-mail na kraju svake kolumne.

And what I've noticed is -- first of all, you get an incredible amount of email.

I primijetio sam da -- kao prvo, dobijete nevjerojatnu količinu e-maila.

If you ever are feeling lonely,

Ako se ikad osjetite usamljeno,

get a New York Times column,

nabavite si kolumnu u New York Timesu, zato što ćete dobiti stotine i

because you will get hundreds and hundreds and hundreds of emails.

stotine i stotine e-maila. I e-mail koji često dobivam

And the email I'm getting a lot today is about frustration.

danas je o frustraciji.

People are feeling like things --

Ljudi se osjećaju kao stvari -- OK.

Ok, I just had an alarm come up on my screen.

Pojavio mi se alarm na ekranu. Srećom ga ne možete vidjeti.

Lucky you can't see it.

People are feeling overwhelmed.

Ljudima je previše. Osjećaju se kao da je previše tehnologije, prebrzo se pojavljuje.

They're feeling like it's too much technology, too fast.

It may be good technology,

Možda je to dobra tehnologija,

but I feel like there's not enough of a support structure.

ali osjećam se kao da nema dovoljno podrške.

There's not enough help.

Nema dovoljno pomoći. Nema dovoljno osmišljenog

There's not enough thought put into the design of it

dizajna koji bi omogućio jednostavno i ugodno korištenje.

to make it easy and enjoyable to use.

One time I wrote a column about my efforts to reach Dell Technical Support,

Jednom sam napisao kolumnu o svom naporu da dobijem

tehničku podršku Della. I unutar 12 sati,

and within 12 hours, there were 700 messages

pojavilo se 700 komentara čitatelja

from readers on the feedback boards on the Times website,

na stranici Timesa, od korisnika koji kažu, "Ja također!" i,

from users saying,

""Me too, and here's my tale of woe."

"Evo moje tužne priče." Ja to zovem softverskim bijesom.

I call it "software rage."

And man, let me tell you,

I, čovječe, tko smisli kako da zaradi novac

whoever figures out how to make money off of this frustration will --

na ovoj frustraciji --

Oh, how did that get up there? Just kidding.

oh, kako je ovo dospjelo ovamo? Šalim se.

(Laughter)

(Smijeh)

Ok, so why is the problem accelerating?

OK, zašto problem ubrzava? A dio je problema u tome što je,

And part of the problem is, ironically,

ironično, industrija uložila toliko truda

because the industry has put so much thought

into making things easier to use.

da olakša rukovanje stvarima.

I'll show you what I mean.

Pokazat ću vam na što mislim.

This is what the computer interface used to look like, DOS.

Ovako je izgledalo kompjutersko sučelje, DOS.

Over the years, it's gotten easier to use.

Tokom godina postalo je lakše rukovati njime.

This is the original Mac operating system.

Ovo je originalni Macov operativni sustav.

Reagan was President. Madonna was still a brunette.

Reagan je bio Predsjednik. Madonna je još uvijek bila brineta.

And the entire operating system --

I cijeli je operativni sustav --

this is the good part -- the entire operating system fit in 211 k.

ovo je najbolji dio -- cijeli je operativni sustav stao u 211k.

You couldn't put the Mac OS X logo in 211 k!

Ne bi mogli staviti logo Mac OS 10 u 211k!

(Laughter)

(Smijeh)

So the irony is, that as these things became easier to use,

Ironija je u tome da, kad je ovim stvarima postalo jednostavnije rukovati,

a less technical, broader audience was coming into contact

manje tehnički potkovana, šira publika došla je u kontakt

with this equipment for the first time.

s ovom opremom po prvi put.

I once had the distinct privilege of sitting in on the Apple call center

Jednom sam imao iznimnu čast sjediti u pozivnom centru Applea jedan dan.

for a day.

The guy had a duplicate headset for me to listen to.

Tip je imao dvostruke slušalice da mogu slušati.

And the calls that -- you know how they say,

I pozivi -- znate kako kažu,

"Your call may be recorded for quality assurance?"

"Vaš poziv može biti snimljen radi kvalitetnog jamstva?"

Uh-uh.

Mm-Mmm. Vaš poziv može biti snimljen

Your call may be recorded

so that they can collect the funniest dumb user stories

da oni mogu skupljati najsmješnije glupe priče korisnika

and pass them around on a CD.

i dijeliti ih naokolo na disku.

(Laughter)

(Smijeh)

Which they do.

Što i rade.

(Laughter)

(Smijeh)

And I have a copy.

I ja imam kopiju.

(Laughter)

It's in your gift bag. No, no.

(Smijeh)

Nalazi se u vašoj darovnoj vrećici.

With your voices on it!

S vašim glasovima na njemu.

So, some of the stories are just so classic, and yet so understandable.

Dakle, neke priče su jednostavno tako klasične, a ipak tako razumljive.

A woman called Apple to complain that her mouse was squeaking.

Žena je nazvala Apple da se požali

da njen miš cvili -- pušta piskav glas.

Making a squeaking noise.

And the technician said,

I tehničar je rekao, "Pa, gđo, kako mislite da vaš miš cvili?"

"Well, ma'am, what do you mean your mouse is squeaking?"

She says, "All I can tell you is that it squeaks louder,

Rekla je, "Sve što vam mogu reći jest da

cvili glasnije što ga brže pomičem preko ekrana."

the faster I move it across the screen."

(Laughter)

(Smijeh)

And the technician's like,

A tehničar: "Gđo, postavili ste miša na ekran?"

"Ma'am, you've got the mouse up against the screen?"

She goes, "Well, the message said, 'Click here to continue.'"

Ona: "Pa, u poruci je pisalo, 'kliknite ovdje za nastavak'."

(Laughter)

(Smijeh)

Well, if you like that one -- how much time have we got?

Pa, ako vam se sviđa ova priča, koliko vremena imamo?

Another one, a guy called -- this is absolutely true --

Još jedna, neki tip je nazvao. To je apsolutno istinito!

his computer had crashed, and he told the technician

Ugasio mu se kompjuter, pa je rekao tehničaru

he couldn't restart it, no matter how many times he typed "11."

da ga nije mogao ponovo upaliti bez obzira koliko je puta utipkao 11.

And the technician said, "What? Why are you typing 11?"

I tehničar je rekao, "Što? Zašto tipkate (to type) 11?". Odgovorio je,

He said, "The message says, 'Error Type 11.'"

"U poruci piše, 'Error (Greška) Type 11."

(Laughter)

(Smijeh)

So, we must admit

Moramo priznati da dio krivnje izravno snose i korisnici.

that some of the blame falls squarely at the feet of the users.

But why is the technical overload crisis,

Ali zašto prekomjerna tehnička kriza

the complexity crisis, accelerating now?

kriza složenosti, ubrzava sada? U svijetu hardvera,

In the hardware world, it's because we the consumers want

zato što mi potrošači želimo da sve bude manje, manje, manje.

everything to be smaller, smaller, smaller.

So the gadgets are getting tinier and tinier,

Pa sprave postaju sitnije i sitnije

but our fingers are essentially staying the same size.

ali naši prsti u osnovi ostaju iste veličine.

So it gets to be more and more of a challenge.

To postaje sve veći i veći izazov.

Software is subject to another primal force:

Softver je predmet druge primarne sile:

the mandate to release more and more versions.

ovlaštenje da se izda sve više i više verzija.

When you buy a piece of software,

Kad kupite neki softver, nije kao da ste kupili vazu

it's not like buying a vase or a candy bar, where you own it.

ili čokoladicu, da ih možete posjedovati.

It's more like joining a club, where you pay dues every year,

To više liči na članstvo u klubu gdje plaćate članarinu svaku godinu.

and every year, they say,

I svake godine, kažu,

"We've added more features, and we'll sell it to you for $99."

"Dodali smo još osobina i prodat ćemo vam ga za 99 dolara."

I know one guy who's spent $4,000 just on Photoshop over the years.

Znam jednog tipa koji je potrošio 4.000 dolara samo na Photoshop tijekom godina.

And software companies make 35 percent of their revenue

I softverske kompanije zarađuju 35 posto od svojih prihoda

from just these software upgrades.

samo od tih nadogradnji softvera.

I call it the Software Upgrade Paradox --

Zovem to Paradoksom nadogradnje softvera --

which is that if you improve a piece of software enough times,

što znači da, ako poboljšate neki softver dovoljno puta,

you eventually ruin it.

na kraju ćete ga uništiti.

I mean, Microsoft Word was last just a word processor in, you know,

Mislim, Microsoftov Word bio je program za obradu riječi, znate,

the Eisenhower administration.

Eisenhowerove vlade.

(Laughter)

But what's the alternative?

(Smijeh)

Ali koja je alternativa? Microsoft je zapravo napravio ovaj eksperiment. Rekli su,

Microsoft actually did this experiment.

They said, "Well, wait a minute.

Everyone complains that we're adding so many features.

"Pa, samo trenutak. Svi se žale da dodajemo toliko osobina.

Stvorimo program za obradu riječi koji samo obrađuje riječi.

Let's create a word processor that's just a word processor:

Simple, pure; does not do web pages, is not a database."

Jednostavan, bez dodataka, ne uređuje mrežne stranice, nije baza podataka."

And it came out, and it was called Microsoft Write.

I pojavio se. Nazvali su ga Microsoft Write.

And none of you are nodding in acknowledgment, because it died.

I nitko od vas ne kima u znak potvrde zato što je umro.

It tanked. No one ever bought it.

Propao je. Nitko ga nikad nije kupio.

I call this the Sport Utility Principle.

Zovem to Principom terenca. Ljudi se vole okružiti

People like to surround themselves with unnecessary power, right?

nepotrebnom snagom, točno?

They don't need the database and the website, but they're like,

Ne trebaju bazu podataka na mrežnom mjestu, kažu kao,

"Well, I'll upgrade, because, I might, you know, I might need that someday."

"Pa, uzet ću nadogradnje, zato što, možda, znate. Možda će mi to zatrebati jednog dana!"

So the problem is: as you add more features, where are they going to go?

Dakle, problem je u tome da, kako dodajete više osobina, kuda će otići?

Where are you going to stick them? You only have so many design tools.

Kuda ćete ih staviti? Imate toliko alata za dizajniranje.

You can do buttons, you can do sliders, pop-up menus, sub-menus.

Imate gumbe; imate klizače, skočne menije, podmenije.

But if you're not careful about how you choose,

Ali ako ne pazite kako birate, završit ćete ovako.

you wind up with this.

(Laughter)

(Smijeh)

This is an un-retouched -- this is not a joke --

Ovo je neretuširana -- ovo nije šala -- fotografija Microsoftovog Worda,

un-retouched photo of Microsoft Word,

the copy that you have, with all the toolbars open.

primjerak koji imate, sa svim alatnim trakama.

You've obviously never opened all the toolbars,

Očito niste nikad otvorili sve alatne trake,

but all you have to type in is this little, teeny window down here.

ali morate tipkati u ovaj mali, sićušni prozorčić ovdje.

(Laughter)

(Smijeh)

And we've arrived at the age of interface matrices,

I došli smo do doba matrica sa sučeljem, gdje ima

where there are so many features and options,

toliko osobina i opcija, morate raditi u dvije dimenzije, znate.

you have to do two dimensions, you know:

Okomitoj i horizontalnoj. Svi ste se žalili na to

a vertical and a horizontal.

You guys all complain

about how Microsoft Word is always bulleting your lists

kako Microsoft Word uvijek označava vaše popise i podcrtava vaše poveznice automatski.

and underlining your links automatically.

The off switch is in there somewhere.

Gumb za gašenje je tu negdje.

I'm telling you -- it's there.

Kažem vam, tu je!

Part of the art of designing a simple, good interface,

Dio je umijeća dizajniranja jednostavnog, dobrog sučelja,

is knowing when to use which one of these features.

znati kad upotrijebiti koju od tih osobina.

So, here is the log-off dialogue box for Windows 2000.

Ovo je dijaloški okvir odjave za Windows 2000.

There are only four choices,

Postoje samo četiri izbora,

pa zašto su u skočnom meniju?

so why are they in a pop-up menu?

It's not like the rest of the screen is so full of other components

Nije baš da je ostatak ekrana pun ostalih dijelova

that you need to collapse the choices.

da morate sažeti izbore.

They could have put them all out in view.

Mogli su ih sve staviti u pogled.

Here's Apple's take on the exact same dialogue box.

Ovo je Appleov koncept istog dijaloškog okvira.

(Applause)

(Pljesak)

Thank you -- yes, I designed the dialogue box. No, no.

Hvala vam -- da, ja sam dizajnirao dijaloški okvir. Ne, ne, ne.

Already, we can see that Apple and Microsoft

Već možemo vidjeti da Apple i Microsoft

have a severely divergent approach to software design.

imaju strogo različit pristup dizajnu softvera.

Microsoft's approach to simplicity tends to be:

Microsoftov pristup jednostavnosti cilja na:

let's break it down; let's just make it more steps.

razdvojimo ga, napravimo više koraka.

There are these "wizards" everywhere.

Posvuda su ti čarobnjaci.

And you know, there's a new version of Windows coming out this fall.

Znate, najesen izlazi nova verzija Windowsa.

If they continue at this pace, there's absolutely no telling

Ako nastave ovom brzinom, tko zna

gdje će završiti.

where they might wind up.

[Welcome to the Type a Word Wizard]

(Pljesak)

(Laughter)

(Applause)

"Welcome to the Type a Word Wizard."

Dobrodošli u Čarobnjak Utipkaj-riječ. OK, predajem se. Kliknimo "dalje" za nastavak.

Ok, I'll bite.

Let's click "Next" to continue.

(Laughter)

(Pljesak)

(Applause)

From the drop-down menu, choose the first letter you want to type. Ok.

S padajućeg menija izaberite prvo slovo koje želite utipkati. OK.

(Laughter)

(Smijeh)

So there is a limit that we don't want to cross.

Dakle, postoji granica koju ne želimo prijeći. Pa koji je odgovor?

So what is the answer?

How do you pack in all these features in a simple, intelligent way?

Kako upakirati sve te osobine na jednostavan, inteligentan način?

I believe in consistency, when possible,

Vjerujem u dosljednost kad je moguća,

real-world equivalents,

ekvivalente iz stvarnog života, mapu za obrisane datoteke, većinom označene stvari.

trash can folder, when possible, label things, mostly.

But I beg of the designers here

Ali molim dizajnere da naruše

to break all those rules if they violate the biggest rule of all,

sva ta pravila ako naruše najveće među njima,

which is intelligence.

inteligenciju. Što mislim pod time?

Now what do I mean by that?

I'm going to give you some examples

Dat ću vam nekoliko primjera gdje inteligencija stvara nešto

where intelligence makes something not consistent, but it's better.

što nije dosljedno, ali je bolje.

If you are buying something on the web,

Kad kupujete nešto na mreži, trebate unijeti svoju adresu i

you're supposed to put in your address,

and you're supposed to choose what country you're from, ok?

izabrati zemlju iz koje dolazite, u redu?

There are 200 countries in the world.

Postoji 200 država na svijetu. Volimo razmišljati o Internetu kao o globalnom selu.

We like to think of the Internet as a global village.

I'm sorry; it's not one yet.

Žao mi je, još uvijek to nije.

It's mainly like, the United States, Europe, and Japan.

Većinom su to USA, Europa i Japan.

Pa zašto je USA pod "U"?

So why is "United States" in the "U"s?

(Laughter)

(Smijeh)

You have to scroll, like, seven screensful to get to it.

Morate kliziti sedam punih ekrana da dođete do nje.

Now, it would be inconsistent to put "United States" first,

Bilo bi nedosljedno da se USA stavi prva,

but it would be intelligent.

ali bilo bi inteligentno. O ovom se govorilo prije,

This one's been touched on before,

but why in God's name do you shut down a Windows PC

ali zašto za ime Božje gasimo osobno računalo klikanjem

by clicking a button called "Start?"

gumba "Start"?

(Laughter)

(Smijeh)

Here's another pet one of mine: you have a printer.

Evo još jednog mog omiljenog primjera: imate printer.

Most of the time, you want to print one copy of your document,

Većinu vremena želite isprintati jedan primjerak vašeg dokumenta,

in page order, on that printer.

prema redoslijedu stranica, na tom printeru.

So why in God's name do you see this every time you print?

Pa zašto za ime Božje vidite ovo svaki put kad printate?

It's like a 747 shuttle cockpit.

Izgleda kao kokpit svemirskog taksija 747.

(Laughter)

(Smijeh)

And one of the buttons at the bottom, you'll notice, is not "Print."

I jedan od gumba na dnu, primjetit ćete, nije "Print."

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

Now, I'm not saying that Apple is the only company who has embraced

Sad, ja ne kažem da je Apple jedina kompanija koja je prihvatila

the cult of simplicity.

kult jednostavnosti.

Palm is also, especially in the old days, wonderful about this.

Palm je također, osobito u starim danima, sjajan po tom pitanju.

I actually got to speak to Palm when they were flying high in the '90s,

Zapravo sam razgovarao s Palmom kad su pucali na visoko u 90-ima,

i nakon razgovora sastao sam se s jednim od zaposlenika.

and after the talk, I met one of the employees.

He says, "Nice talk." And I said, "Thank you. What do you do here?"

Rekao je, "Dobar govor." Ja sam rekao, "Hvala vam, što radite ovdje?"

Rekao je, "ja sam brojač udaraca."

He said, "I'm a tap counter." I'm like, "You're a what?"

A ja, "Vi ste što?", A on će, "Pa, Jeff Hawkins, izvršni direktor, kaže,

He goes, "Well Jeff Hawkins, the CEO, says,

'If any task on the Palm Pilot takes more than three taps of the stylus,

"Ako za bilo koji zadatak na Palm Pilotu treba više od tri udarca olovkom,

it's too long, and it has to be redesigned.'

to je predugo i treba ga ponovo dizajnirati. 'Dakle, ja sam brojač udaraca."

So I'm the tap counter."

So, I'm going to show you an example

Pokazat ću vam primjer kompanije koja nema

of a company that does not have a tap counter.

(Laughter)

brojača udaraca.

This is Microsoft Word.

Ovo je Microsoft Word, OK. Kad želite napraviti novi prazni dokument u Wordu

Ok, when you want to create a new blank document in Word --

it could happen.

-- ovo se može dogoditi!

(Laughter)

(Smijeh)

You go up to the "File" menu and you choose "New."

Idete gore do izbornika Datoteka i izaberete "Novi". Sad,

Now, what happens when you choose "New?"

što se događa kad izaberete "Novi"? Da li dobijete novi prazni dokument?

Do you get a new blank document?

You do not.

Ne.

On the opposite side of the monitor, a task bar appears,

Na suprotnoj strani monitora pojavljuje se programska traka, i negdje

and somewhere in those links -- by the way, not at the top --

u tim linkovima -- usput rečeno, ne na vrhu -- negdje u tim linkovima

somewhere in those links is a button that makes you a new document.

nalazi se gumb koji vam napravi novi dokument.

Ok, so that is a company not counting taps.

U redu, to je kompanija koja ne broji udarce.

You know, I don't want to just stand here and make fun of Microsoft ...

Znate, ne želim samo stajati ovdje i ismijavati Microsoft.

Publika: Hajde.

Yes, I do.

David Pogue: Da, želim.

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

The Bill Gates song!

Pjesma o Billu Gatesu!

(Piano music)

I've been a geek forever

Lumen sam oduvijek i napisao sam prvi DOS.

and I wrote the very first DOS.

I put my software and IBM together;

Spojio sam svoj softver i IBM;

I got profit and they got the loss.

Ja sam dobio profit, a oni gubitak.

(Laughter)

(Smijeh)

I write the code that makes the whole world run.

Napisao sam kod koji pokreće cijeli svijet.

I'm getting royalties from everyone.

Dobivam naknade od svih.

Sometimes it's garbage, but the press is snowed.

Ponekad je smeće, ali tisak je impresioniran.

You buy the box; I'll sell the code.

Vi kupujete kutiju, ja ću prodati kod.

Every software company is doing Microsoft's R&D.

Svaka softverska kompanija radi prema Microsoftovom razvojnom centru.

You can't keep a good idea down these days.

Ne možete zadržati dobru ideju ovih dana.

Even Windows is a hack.

Čak je Windows loš. Djelomično se zasnivamo na Macu.

We're kind of based loosely on the Mac.

So it's big, so it's slow. You've got nowhere to go.

Velik je, spor. Nemate kamo. Ne radim ovo da me hvale;

I'm not doing this for praise.

I write the code that fits the world today.

Pišem kod koji odgovara sadašnjem svijetu.

Big mediocrity in every way.

Velika prosječnost u svakom pogledu.

We've entered planet domination mode.

Ušli smo u svjetsku dominaciju.

You'll have no choice; you'll buy my code.

Nećete imati izbora, kupit ćete moj kod.

I am Bill Gates and I write the code.

Ja sam Bill Gates i ja pišem kod.

(Applause)

(Pljesak)

But actually, I believe there are really two Microsofts.

No zapravo vjerujem da postoje dva Microsofta.

There's the old one, responsible for Windows and Office.

Postoji stari, odgovoran za Windows i Office.

They're dying to throw the whole thing out and start fresh, but they can't.

Očajnički se žele rješiti toga i početi ispočetka,

They're locked in, because so many add-ons and other company stuff

ali ne mogu. Sputani su zato što toliko dodataka

i drugih stvari kompanije zatvara u stari sustav iz 1982.

locks into the old 1982 chassis.

But there's also a new Microsoft,

No postoji i novi Microsoft koji doista stvara

that's really doing good, simple interface designs.

dobar, jednostavan dizajn sučelja.

I liked the Media Center PC.

Sviđao mi se Media Center PC. Sviđao mi se Microsoft SPOT Watch.

I liked the Microsoft SPOT Watch.

The Wireless Watch flopped miserably in the market,

Wireless Watch je neslavno propao na tržištu,

but it wasn't because it wasn't simply and beautifully designed.

ali ne zato što nije bio jednostavno i lijepo dizajniran.

But let's put it this way:

Recimo ovako: da li bi plaćali

would you pay $10 a month to have a watch

10 dolara mjesečno za sat koji se mora puniti svaku večer,

that has to be recharged every night like your cell phone,

and stops working when you leave your area code?

kao vaš mobitel, i koji prestaje raditi kad napustite vaš pozivni broj?

(Laughter)

(Smijeh)

Znakovi možda pokazuju da će kompleksnost postati još gora.

So, the signs might indicate

that the complexity crunch is only going to get worse.

So is there any hope?

Ima li nade? Ekrani postaju manji.

The screens are getting smaller, people are illuminating,

Ljudi ilustriraju, stavljaju priručnike u kutije.

putting manuals in the boxes,

things are coming out at a faster pace.

Stvari se pojavljuju brže.

It's funny -- when Steve Jobs came back to Apple in 1997,

Smiješno je -- kad se Steve Jobs vratio u Apple 1997.,

after 12 years away, it was the MacWorld Expo --

nakon 12 godina, pojavio se MacWorld Expo.

he came to the stage in that black turtleneck and jeans,

Došao je na pozornicu u onoj crnoj dolčeviti i trapericama, i

and he sort of did this.

napravio je ovo. Publika je podivljala, ali

The crowd went wild, but I had just seen --

I'm like, where have I seen this before?

mislim, gdje sam to vidio? Upravo sam bio pogledao film "Evita" --

I had just seen the movie "Evita" --

(Laughter)

(Smijeh)

with Madonna,

-- s Madonnom, i ja, znate, moram otpjevati jednu o Steveu Jobsu.

and I'm like, you know what?

I've got to do one about Steve Jobs.

(Music)

It won't be easy. You'll think I'm strange.

Neće biti lako. Mislit ćete da sam čudan.

(Laughter)

When I try to explain why I'm back,

Kad pokušam objasniti zašto sam se vratio

after telling the press Apple's future is black.

nakon što sam rekao da je budućnost Applea crna.

You won't believe me.

Nećete mi vjerovati.

All that you see is a kid in his teens who started out in a garage

Sve što vidite je tinejdžer koji je počeo u garaži

with only a buddy named Woz.

samo s prijateljem po imenu Woz.

(Laughter)

(Smijeh)

You try rhyming with garage!

Pokušajte vi rimovati s garažom!

(Laughter)

(Smijeh)

Don't cry for me, Cupertino.

Ne plači za mnom, Cupertino.

(Laughter)

(Smijeh)

Istina je da te nikad nisam napustio.

The truth is, I never left you.

(Smijeh)

I know the ropes now, know what the tricks are.

Sada se razumijem u posao, znam sve trikove.

I made a fortune over at Pixar.

Obogatio sam se u Pixaru.

(Laughter)

(Smijeh)

Don't cry for me, Cupertino.

Ne plači za mnom, Cupertino. Još uvijek imam energiju i viziju.

I've still got the drive and vision.

I still wear sandals in any weather.

Još uvijek nosim sandale po bilo kojem vremenu. Samo su ovih dana,

It's just that these days,

they're Gucci leather.

od kože Gucci.

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

Thank you.

So Steve Jobs had always believed in simplicity and elegance and beauty.

Hvala vam. Dakle, Steve Jobs je oduvijek vjerovao u jednostavnost

i eleganciju i ljepotu. I istina je da sam

And the truth is,

for years I was a little depressed,

godinama bio pomalo depresivan. Zato što to Amerikanci očito nisu cijenili,

because Americans obviously did not value it,

because the Mac had three percent market share,

zato što je Mac imao tri posto tržišta,

Windows had 95 percent market share --

Windows je imao 95 posto tržišta.

people did not think it was worth putting a price on it.

Ljudi nisu mislili da vrijedi odrediti mu cijenu.

So I was a little depressed.

Dakle, bio sam pomalo depresivan, i tad sam čuo govor Ala Gorea, i shvatio sam da

And then I heard Al Gore's talk,

and I realized I didn't know the meaning of depressed.

nisam znao značenje riječi depresivan.

(Laughter)

(Smijeh)

No ispalo je da sam u krivu, točno? Zato što se pojavio iPod,

But it turns out I was wrong, right?

Because the iPod came out,

and it violated every bit of common wisdom.

i to je narušilo svaki dijelić razuma.

Other products cost less; other products had more features,

Ostali proizvodi koštaju manje. Ostali proizvodi imaju više osobina.

they had voice recorders and FM transmitters.

Imali su snimač glasa i FM predajnike.

The other products were backed by Microsoft, with an open standard,

Ostale proizvode je podržavao Microsoft otvorenim standardom,

not Apple's propriety standard.

a ne Appleovim zakonom zaštićenim standardom.

But the iPod won -- this is the one they wanted.

Ali je iPod pobijedio! Njega su htjeli.

The lesson was: simplicity sells.

Lekcija glasi: jednostavnost je to što se prodaje.

And there are signs that the industry is getting the message.

I postoje znakovi da je industrija shvatila poruku.

This is a little company that's done very well with simplicity and elegance.

Postoji mala kompanija koja je dosta postigla jednostavnošću i elegancijom.

The Sonos thing -- it's catching on.

Sonos -- sve je popularniji.

I've got just a couple examples.

Imam samo par primjera. Fizički, stvarno otkačeno,

Physically, a really cool, elegant thinking coming along lately.

elegantno, razmišljanje koje dolazi u zadnje vrijeme.

When you have a digital camera,

Kako dolazite do fotografija iz digitalne kamere na kompjutoru?

how do you get the pictures back to your computer?

Well, you either haul around a USB cable,

Pa, ili navlačite naokolo kabel za USB ili kupite čitač kartica pa njega navlačite.

or you buy a card reader and haul that around.

Either one, you're going to lose.

Kako bilo, izgubit ćete. Ja izvadim

What I do is, I take out the memory card,

memorijsku karticu, presavijem napola, otkrivajući kontakt za USB.

and I fold it in half, revealing USB contacts.

I just stick it in the computer, offload the pictures,

Samo umetnem u kompjutor, preuzmem fotografije, vratim

put it right back in the camera.

I never have to lose anything.

u kameru. Nikad ne moram ništa izgubiti.

Here's another example.

Evo još jednog primjera. Chrise, ti si izvor sve energije.

Chris, you're the source of all power. Will you be my power plug?

Želiš li biti moj utikač?

Chris Anderson: Oh yeah. DP: Hold that and don't let go.

Chris Anderson: O, da.

DP: Drži ovo i ne puštaj. Možda ste viđali ovo:

You might've seen this, this is Apple's new laptop.

ovo je novi Appleov prijenosnik. Ovo je kabel. Spaja se ovako.

This the power cord. It hooks on like this.

I siguran sam da je svatko od vas jednom ovo napravio u životu,

And I'm sure every one of you has done this at some point in your lives,

ili jedno od vaše djece. Hodate, i

or one of your children.

You walk along -- and I'm about to pull this onto the floor.

srušit ću ovo na pod. Briga me. Posuđeno je.

I don't care. It's a loaner.

Here we go. Whoa!

Idemo. Hej! Magnetsko je. Ne povlači prijenosnik na pod.

It's magnetic -- it doesn't pull the laptop onto the floor.

(Applause)

(Pljesak)

In my very last example --

U svom posljednjem primjeru -- obavljam puno posla

I do a lot of my work using speech recognition software.

koristeći softver za prepoznavanje govora, i morate biti tihi

And I'll just -- you have to be kind of quiet

zato što je softver nervozan. U redu.

because the software is nervous.

Speech recognition software is really great

Softver za prepoznavanje govora je stvarno dobar za brzo sastavljanje emaila. Točka.

for doing emails very quickly; period.

Like, I get hundreds of them a day; period.

Dobivam ih stotine na dan. Točka.

And it's not just what I dictate that it writes down; period.

I ne radi se samo o tome što diktiram da zapisuje. Točka.

I also use this feature called voice macros; period.

Također koristim osobinu koja se zove glasovna makronaredba. Točka.

Correct "dissuade."

Ispravi "dissuade" (odgovoriti). Ne samo.

Not "just."

Ok, this is not an ideal situation,

U redu, ovo nije idealna situacija,

because it's getting the echo from the hall and stuff.

zato što prima eho iz sale i od osoblja.

The point is, I can respond to people very quickly by saying a short word,

No stvar je u tome što mogu odgovoriti ljudima

jako brzo izgovarajući kratku riječ, a zapisivanje je

and having it write out a much longer thing.

So if somebody sends me a fan letter, I'll say,

puno duže. Dakle, ako mi obožavatelj pošalje pismo, reći ću,

"Thanks for that."

"Hvala vam za to."

[Thank you so much for taking the time to write ...]

(Smijeh)

(Laughter)

(Applause)

(Pljesak)

And conversely, if somebody sends me hate mail --

I obratno, pismo puno mržnje -- što se događa svakodnevno --

which happens daily --

I say, "Piss off."

Kažem, "Nosi se."

(Laughter)

(Smijeh)

[I admire your frankness ...]

(Laughter)

(Applause)

(Pljesak)

So that's my dirty little secret. Don't tell anyone.

To je moja mala prljava tajna. Nemojte nikome reći.

(Laughter)

(Smijeh)

So the point is -- this is a really interesting story.

Stvar je u tome da je ovo stvarno zanimljiva priča.

This is version eight of this software,

Ovo je verzija osam softvera, i znate li što su stavili u verziju osam?

and do you know what they put in version eight?

No new features. It's never happened before in software!

Ne nove osobine. To se nikad prije nije dogodilo u softveru!

The company put no new features.

Kompanija nije stavila nove osobine. Samo su rekli,

They just said, "We'll make this software work right." Right?

"Učinit ćemo da softver točno radi." Točno.

Because for years, people had bought this software, tried it out --

Zato što su godinama ljudi kupovali softver, isprobavali ga --

95 percent accuracy was all they got,

bio je precizan svega 95 posto, što znači da je jedna u 20 riječi pogrešna --

which means one in 20 words is wrong --

and they'd put it in their drawer.

i spremili su ga u ladicu. I kompaniji je to dozlogrdilo,

And the company got sick of that,

so they said, "This version, we're not going to do anything,

pa su rekli, "U ovoj verziji nećemo napraviti ništa drugo osim

but make sure it's darned accurate."

da se potrudimo da je prokleto točna."

And so that's what they did.

I to je ono što su učinili. Ovaj kult ispravnog činjenja stvari počeo se širiti.

This cult of doing things right is starting to spread.

Moj konačni savjet vama korisnicima ove tehnologije glasi:

So, my final advice for those of you who are consumers of this technology:

remember, if it doesn't work, it's not necessarily you, ok?

zapamtite, ako ne radi, nije uvijek stvar u vama, OK?

It could be the design of the thing you're using.

Možda se radi o dizajnu stvari koje koristite.

Be aware in life of good design and bad design.

Pazite na dobar i loš dizajn u životu.

And if you're among the people who create this stuff:

I ako se nalazite među ljudima koji dizajniraju, lako je teško.

Easy is hard.

Pre-sweat the details for your audience.

Radite na detaljima za svoju publiku. Brojite udarce.

Count the taps.

Remember, the hard part is not deciding what features to add,

Zapamtite, teški dio nije kad odlučujete koje osobine umetnuti --

it's deciding what to leave out.

nego kad odlučujete koje izostaviti.

And best of all, your motivation is: simplicity sells.

I najbolje od svega, vaša motivacija glasi: jednostavnost je to što se prodaje.

CA: Bravo. DP: Thank you very much.

CA: Bravo.

DP: Puno vam hvala.

CA: Hear, hear!

CA: Čujmo, čujmo!

(Applause)

(Pljesak)