Chip Conley: Measuring what makes life worthwhile

175,197 views ・ 2010-06-21

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Prevoditelj: Ando Saina Recezent: Mislav Ante Omazić - EFZG
00:16
I'm going to talk about the simple truth in leadership
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Govoriti ću o jednostavnoj istini u vođenju
00:18
in the 21st century.
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u 21. stoljeću.
00:20
In the 21st century, we need to actually look at --
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U 21. stoljeću, moramo pogledati --
00:23
and what I'm actually going to encourage you to consider today --
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i za što ću Vas ja danas u stvari ohrabriti da razmotrite --
00:26
is to go back to our school days
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jest da se vratite u školske dane
00:28
when we learned how to count.
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kada smo učili kako brojati.
00:30
But I think it's time for us to think about what we count.
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Ali smatram kako je vrijeme da razmislimo o tome što ćemo brojati.
00:33
Because what we actually count
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Jer se ono što mi zapravo brojimo
00:35
truly counts.
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stvarno broji.
00:37
Let me start by telling you a little story.
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Dozvolite da započnem sa jednom malom pričom.
00:39
This is Van Quach.
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Ovo je Van Quach.
00:41
She came to this country in 1986 from Vietnam.
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Došla je u ovu zemlju 1986. iz Vijetnama.
00:44
She changed her name to Vivian
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Promijenila je svoje ime u Vivian
00:46
because she wanted to fit in here in America.
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jer se htjela uklopiti ovdje u Americi.
00:48
Her first job was at an inner-city motel
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Njezin prvi posao bio je u gradskom motelu
00:50
in San Francisco as a maid.
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u San Franciscu, gdje je radila kao sobarica.
00:52
I happened to buy that motel
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Ja sam kupio taj motel
00:54
about three months after Vivian started working there.
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tri mjeseca nakon što je Vivian počela tamo raditi.
00:57
So Vivian and I have been working together for 23 years.
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Vivian i ja radimo zajedno već 23 godine.
01:01
With the youthful idealism of a 26-year-old,
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S mladenačkim idealizmom 26-godišnjaka
01:03
in 1987,
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1987. godine
01:05
I started my company and I called it Joie de Vivre,
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pokrenuo sam svoju kompaniju i nazvao je Joie de Vivre,
01:07
a very impractical name,
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vrlo nepraktično ime,
01:10
because I actually was looking to create joy of life.
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jer sam zapravo gledao kako da stvorim radost od života.
01:13
And this first hotel that I bought, motel,
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Taj prvi hotel koji sam kupio, motel,
01:16
was a pay-by-the-hour, no-tell motel
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bio je plati-po-satu, ne-reci-nikome motel
01:19
in the inner-city of San Francisco.
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u srcu San Francisca.
01:21
As I spent time with Vivian,
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Kako sam provodio vrijeme s Vivian
01:23
I saw that she had sort of a joie de vivre
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primijetio sam da ima neku vrstu "joie de vivre" (radosti življenja)
01:26
in how she did her work.
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u tome kako je radila svoj posao.
01:28
It made me question and curious:
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Zapitao sam se i zaintrigirao:
01:30
How could someone actually find joy
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Kako netko može pronaći radost
01:32
in cleaning toilets for a living?
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u čišćenju toaleta?
01:35
So I spent time with Vivian, and I saw that
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Proveo sam dosta vremena s Vivian, i vidio kako
01:38
she didn't find joy in cleaning toilets.
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nije pronašla radost u čišćenju toaleta.
01:40
Her job, her goal and her calling
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Njezin posao, njen cilj, njen poziv
01:42
was not to become the world's greatest toilet scrubber.
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nije bio da postane najboljom svjetskom čistačicom toaleta.
01:45
What counts for Vivian was the emotional connection
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Ono što je cijenila Vivian bila je emocionalna povezanost
01:47
she created with her fellow employees and our guests.
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koju je stvorila sa svojom suradnicima i našim gostima.
01:50
And what gave her inspiration and meaning
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I ono što joj je davalo inspiraciju i smisao
01:52
was the fact that she was taking care of people
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bila je činjenica da se ona, zapravo, brinula o ljudima
01:55
who were far away from home.
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koji su bili daleko od kuće.
01:57
Because Vivian knew what it was like to be far away from home.
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Jer Vivian je znala kako je to biti daleko od kuće.
02:00
That very human lesson,
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Ta lekcija iz ljudskosti
02:02
more than 20 years ago,
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prije 20 godina,
02:04
served me well during the last
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poslužila mi je dobro za vrijeme posljednjeg
02:06
economic downturn we had.
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ekonomskog pada kojega smo imali.
02:09
In the wake of the dotcom crash and 9/11,
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U zoru dotcom kraha i 9/11,
02:11
San Francisco Bay Area hotels
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San Francisco Bay Area hoteli
02:13
went through the largest percentage revenue drop
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doživjeli su najveći postotak pada prihoda
02:15
in the history of American hotels.
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u povijesti američkih hotela.
02:17
We were the largest operator of hotels in the Bay Area,
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Mi smo bili najveći upravitelji hotela na području San Francisca,
02:20
so we were particularly vulnerable.
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tako smo bili posebno ranjivi.
02:22
But also back then,
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Također smo tada,
02:24
remember we stopped eating French fries in this country.
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sjećate se, prestali jesti pržene krumpiriće u ovoj zemlji.
02:26
Well, not exactly, of course not.
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Pa, ne baš. Naravno da ne.
02:29
We started eating "freedom fries,"
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Zapravo smo počeli jesti "krumpiriće slobode".
02:32
and we started boycotting anything that was French.
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I počeli smo bojkotirati sve što je bilo francusko.
02:35
Well, my name of my company, Joie de Vivre --
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Dakle, ime moje kompanije -- Joie de Vivre.
02:38
so I started getting these letters
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Počeo sam primati razna pisma
02:40
from places like Alabama and Orange County
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iz Alabame i okružnice Orange u Kaliforniji
02:43
saying to me that they were going to boycott my company
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u kojima je pisalo kako će bojkotirati moju kompaniju
02:45
because they thought we were a French company.
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jer su mislili kako smo mi francuska kompanija.
02:47
And I'd write them back, and I'd say, "What a minute. We're not French.
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Pisao sam im natrag, rekavši, "Čekajte malo. Mi nismo Francuzi.
02:50
We're an American company. We're based in San Francisco."
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Mi smo američka kompanija. Sjedište nam je u San Franciscu."
02:53
And I'd get a terse response: "Oh, that's worse."
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I dobio bi kratak odgovor, "To je još gore."
02:55
(Laughter)
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(Smijeh)
02:58
So one particular day
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Jednog posebnog dana
03:00
when I was feeling a little depressed and not a lot of joie de vivre,
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kada sam se osjećao malo deprimirano i bez puno "joie de vivre",
03:02
I ended up in the local bookstore around the corner from our offices.
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završio sam u lokalnoj knjižari na uglu.
03:05
And I initially ended up in the business section of the bookstore
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Isprva sam se našao u poslovnom odjeljku knjižare
03:08
looking for a business solution.
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tragajući za poslovnim rješenjem.
03:10
But given my befuddled state of mind, I ended up
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U zbunjenosti svoga uma, završio sam
03:12
in the self-help section very quickly.
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u odjeljku za samo-pomoć.
03:14
That's where I got reacquainted with
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I tamo sam se ponovno susreo sa
03:16
Abraham Maslow's "hierarchy of needs."
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Maslowljevom hijararhijom potreba.
03:19
I took one psychology class in college,
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Na koledžu sam odslušao psihologiju
03:21
and I learned about this guy, Abraham Maslow,
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i naučio o tom liku, Abrahamu Maslowu,
03:23
as many of us are familiar with his hierarchy of needs.
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onako kako je većina nas upoznata s "hijerarhijom potreba".
03:25
But as I sat there for four hours,
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Ali kako sam tamo sjedio četiri sata,
03:28
the full afternoon, reading Maslow,
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cijelo poslijepodne, čitajući Maslowa,
03:31
I recognized something
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prepoznao sam nešto
03:33
that is true of most leaders.
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što je istina za većinu vođa.
03:35
One of the simplest facts in business
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I jedna od jednostavnijih činjenica u poslovanju
03:37
is something that we often neglect,
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jest nešto što obično zanemarimo.
03:39
and that is that we're all human.
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A to je da smo svi mi ljudi.
03:41
Each of us, no matter what our role is in business,
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I svatko od nas, neovisno o našoj ulozi u poslovanju,
03:44
has some hierarchy of needs
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ima zapravo neku hijerarhiju potreba
03:46
in the workplace.
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na radnom mjestu.
03:48
So as I started reading more Maslow,
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I kako sam počeo čitati još Maslowa,
03:50
what I started to realize is that
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zapravo sam počeo shvaćati kako,
03:52
Maslow, later in his life,
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je Maslow, kasnije u svom životu,
03:54
wanted to take this hierarchy for the individual
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htjeo uzeti ovu hijerarhiju potreba za pojedinca
03:56
and apply it to the collective,
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i primijeniti je na kolektiv,
03:58
to organizations and specifically to business.
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na organizacije i posebno poslove.
04:01
But unfortunately, he died prematurely in 1970,
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Nažalost, umro je prerano 1970.
04:04
and so he wasn't really able to live that dream completely.
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I nije mogao proživjeti svoj san u potpunosti.
04:06
So I realized in that dotcom crash
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Shvatio sam kako je u dotcom krahu
04:09
that my role in life was to channel Abe Maslow.
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moja uloga bila da usmjerim Abe Maslowa.
04:12
And that's what I did a few years ago
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To sam i učinio prije nekoliko godina
04:14
when I took that five-level hierarchy of needs pyramid
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kada sam uzeo tu petrazinsku piramidu hijerarhije potreba
04:17
and turned it into what I call the transformation pyramid,
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i pretvorio je u kako je ja nazivam transformacijsku piramidu,
04:20
which is survival, success and transformation.
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koja je preživljavanje, uspjeh i transformacija.
04:23
It's not just fundamental in business, it's fundamental in life.
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Nije samo fundamentalna u poslovanju, već i u životu općenito.
04:26
And we started asking ourselves the questions
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Počeli smo sebe propitivati
04:28
about how we were actually addressing
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o tome kako se nosimo s
04:30
the higher needs, these transformational needs
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višim potrebama, tim transformacijskim potrebama
04:32
for our key employees in the company.
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naših ključnih zaposlenika u kompaniji.
04:35
These three levels of the hierarchy needs
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Ove tri razine hijerarhije potreba
04:37
relate to the five levels
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vezuju se na pet razina
04:39
of Maslow's hierarchy of needs.
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Maslowljeve hijerarhije potreba.
04:41
But as we started asking ourselves about how we were addressing
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Ali kako smo počeli propitivati vlasititi odnos
04:43
the higher needs of our employees and our customers,
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prema višim potrebama naših zaposlenika i kupaca,
04:46
I realized we had no metrics.
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shvatio sam kako za to uopće nemamo pokazatelja.
04:48
We had nothing that actually could tell us whether we were actually getting it right.
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Nismo imali ništa što bi nam moglo reći jesmo li na pravom putu.
04:51
So we started asking ourselves:
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Stoga smo se zapitali:
04:53
What kind of less obvious metrics
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koju bismo vrstu ne tako očitih pokazatelja
04:55
could we use to actually evaluate
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mogli upotrijebiti za procijenu
04:58
our employees' sense of meaning,
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osjećaja smisla naših zaposlenika,
05:00
or our customers' sense of emotional connection with us?
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ili emocionalnu povezanost naših kupaca sa našom kompanijom?
05:03
For example, we actually started asking our employees,
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Na primjer, počeli smo pitati naše zaposlenike,
05:05
do they understand the mission of our company,
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shvaćaju li misiju naše kompanije,
05:07
and do they feel like they believe in it,
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osjećaju li da vjeruju u nju,
05:09
can they actually influence it,
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mogu li stvarno na nju utjecati,
05:11
and do they feel that their work actually has an impact on it?
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osjećaju li kako njihov posao ima utjecaja na našu misiju?
05:14
We started asking our customers,
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Počeli smo pitati naše kupce,
05:16
did they feel an emotional connection with us,
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osjećaju li emocionalnu povezanost s nama,
05:18
in one of seven different kinds of ways.
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u jednom od sedam načina.
05:21
Miraculously, as we asked these questions
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Čudom, kako smo postavljali ova pitanja
05:23
and started giving attention higher up the pyramid,
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i počeli pridavati više pažnje vrhu piramide,
05:26
what we found is we created more loyalty.
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primijetili smo kako smo stvorili više lojalnosti.
05:28
Our customer loyalty skyrocketed.
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Vjernost naših kupaca popela se u nebo.
05:30
Our employee turnover dropped
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Fluktuacija radnika se smanjila
05:32
to one-third of the industry average,
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na trećinu industrijskog prosjeka.
05:34
and during that five year dotcom bust,
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I tijekom petogodišnjeg dotcom kraha,
05:36
we tripled in size.
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utrostručili smo se.
05:38
As I went out and started spending time with other leaders out there
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Kako sam izašao i započeo provoditi vrijeme s drugim vođama
05:41
and asking them how they were getting through that time,
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te ih pitao kako su se oni nosili u tim vremenima,
05:43
what they told me over and over again
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ono što su mi stalno ponavljali
05:45
was that they just manage what they can measure.
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jest kako oni upravljaju samo onime što mogu mjeriti.
05:47
What we can measure is that tangible stuff
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Ono što mi možemo mjeriti jest ono opipljivo
05:49
at the bottom of the pyramid.
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na dnu piramide.
05:51
They didn't even see the intangible stuff
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Oni nisu ni vidjeli ono neopipljivo
05:53
higher up the pyramid.
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pri vrhu piramide.
05:55
So I started asking myself the question:
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Počeo sam se pitati slijedeće pitanje:
05:57
How can we get leaders to start valuing the intangible?
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Kako možemo natjerati vođe da počnu cijeniti neopipljivo?
05:59
If we're taught as leaders to just manage what we can measure,
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Ako smo kao vođe naučeni da upravljamo samo mjerljivim,
06:02
and all we can measure is the tangible in life,
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a sve što možemo mjeriti jest opipljivo u životu,
06:05
we're missing a whole lot of things at the top of the pyramid.
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propuštamo mnogo toga na vrhu piramide.
06:08
So I went out and studied a bunch of things,
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Proučio sam mnogo toga.
06:10
and I found a survey that showed
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I pronašao anketu koja je pokazala
06:12
that 94 percent
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kako 94%
06:14
of business leaders worldwide
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poslovnih vođa u svijetu
06:16
believe that the intangibles are important in their business,
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vjeruju kako su neopipljive stvari važne u njihovom poslovanju,
06:18
things like intellectual property,
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stvari poput intelektualnog vlasništva,
06:20
their corporate culture, their brand loyalty,
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organizacijske kulture, vjernosti marci.
06:22
and yet, only five percent of those same leaders
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Pa ipak, samo je 5% tih vođa
06:25
actually had a means of measuring the intangibles in their business.
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raspolagalo sredstvima za mjerenje neopipljivog u njihovom poslovanju.
06:28
So as leaders, we understand
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Kao vođe, mi razumijemo
06:30
that intangibles are important,
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da je i neopipljivo bitno,
06:32
but we don't have a clue how to measure them.
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ali nemamo pojma kako to zapravo mjeriti.
06:35
So here's another Einstein quote:
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Evo ješ jednnog Ensteinovog citata:
06:37
"Not everything that can be counted counts,
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"Nije sve što se može izbrojati vrijedno brojanja,
06:40
and not everything that counts can be counted."
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niti se sve što je vrijedno može izbrojati."
06:44
I hate to argue with Einstein,
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Mrzim se prepirati sa Einsteinom,
06:46
but if that which is most valuable
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ali ako se ono što je najvrijednije
06:49
in our life and our business
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u našem životu i poslovanju
06:51
actually can't be counted or valued,
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zapravo ne može brojati ili vrednovati,
06:54
aren't we going to spend our lives
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hoćemo li provesti naš život
06:56
just mired in measuring the mundane?
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zamršeni u mjerenju općepoznatog?
06:59
It was that sort of heady question about what counts
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Takvo intrigantno pitanje o tome što je vrijedno
07:02
that led me to take my CEO hat off for a week
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odvelo me da skinem svoj direktorski šešir na tjedan dana
07:05
and fly off to the Himalayan peaks.
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i odletim na vrhove Himalaje.
07:08
I flew off to a place that's been shrouded in mystery for centuries,
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Odletio sam u mjesto obavijeno misterijem već stoljećima,
07:11
a place some folks call Shangri-La.
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mjesto koje ljudi zovu Shangri la.
07:14
It's actually moved from the survival base of the pyramid
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Ono se u stvari pomaknulo sa preživljavajućeg dna piramide
07:17
to becoming a transformational
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kako bi postalo transformacijski
07:19
role model for the world.
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ogledni model za cijeli svijet.
07:21
I went to Bhutan.
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Otišao sam u Bhutan.
07:23
The teenage king of Bhutan was also a curious man,
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Maloljetni kralj Bhutana bio je također znatiželjni mladić,
07:25
but this was back in 1972,
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ali to je bilo 1972.
07:28
when he ascended to the throne
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kada je preuzeo tron
07:30
two days after his father passed away.
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dva dana nakon što mu je otac preminuo.
07:32
At age 17, he started asking the kinds of questions
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Sa 17 godina, počeo je postavljati pitanja
07:35
that you'd expect of someone with a beginner's mind.
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koja biste očekivali od nekoga s početničkim umom.
07:37
On a trip through India,
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Na putu kroz Indiju,
07:39
early in his reign as king,
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rano u svojoj vladavini,
07:42
he was asked by an Indian journalist
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Indijski novinar upitao ga je
07:44
about the Bhutanese GDP,
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o Bhutanskom BDP-u,
07:46
the size of the Bhutanese GDP.
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o veličini Bhutanskog BDP-a.
07:49
The king responded in a fashion
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A kralj je odgovorio u stilu
07:51
that actually has transformed us four decades later.
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koji nas je transformirao četiri desetljeća kasnije.
07:54
He said the following, he said: "Why are we so obsessed
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Rekao je slijedeće: Rekao je, "Zašto smo opsjednuti
07:57
and focused with gross domestic product?
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i fokusirani s bruto domaćim proizvodom?
07:59
Why don't we care more about
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Zašto ne brinemo više o
08:01
gross national happiness?"
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bruto nacionalnoj sreći?"
08:03
Now, in essence, the king was asking us to consider
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Sada, u biti, kralj nas je pitao da razmotrimo
08:06
an alternative definition of success,
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alternativnu definiciju uspjeha,
08:08
what has come to be known as
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koja je kasnije postala poznatom kao
08:10
GNH, or gross national happiness.
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BNS, ili bruto nacionalna sreća.
08:13
Most world leaders didn't take notice,
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Većina vođa nije to ni primijetila,
08:15
and those that did thought this was just "Buddhist economics."
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a oni koji jesu pomislili su kako je to samo "Budistička ekonomija."
08:19
But the king was serious.
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Ali kralj je bio ozbiljan.
08:21
This was a notable moment,
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I to je bio znakoviti trenutak,
08:23
because this was the first time a world leader
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jer to je bio prvi puta da je svjetski vođa
08:25
in almost 200 years
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u gotovo 200 godina
08:27
had suggested
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predložio
08:29
that intangible of happiness --
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da neopipljiva sreća --
08:31
that leader 200 years ago,
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ponovno, taj vođa prije 200 godina,
08:33
Thomas Jefferson with the Declaration of Independence --
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je bio Thomas Jefferson s Deklaracijom nezavisnosti --
08:36
200 years later,
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200 godina kasnije,
08:38
this king was suggesting that intangible of happiness
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kralj je predlagao kako je neopiljiva sreća
08:40
is something that we should measure,
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nešto što bismo trebali mjeriti,
08:42
and it's something we should actually value
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i kako je to nešto što bismo trebali vrednovati
08:44
as government officials.
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kao vladini dužnosnici.
08:46
For the next three dozen years as king,
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Slijedećih 30-ak godina kao kralj,
08:49
this king actually started measuring
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ovaj je kralj počeo mjeriti
08:52
and managing around happiness in Bhutan --
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i upravljati srećom u Bhutanu.
08:55
including, just recently, taking his country
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I uključujući, od nedavno, vođenje ove zemlje
08:57
from being an absolute monarchy to a constitutional monarchy
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od apsolutne monarhije ka ustavnoj monarhiji
09:00
with no bloodshed, no coup.
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bez kvoprolića, bez udaraca.
09:02
Bhutan, for those of you who don't know it,
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Bhutan, za one koji ne znaju,
09:04
is the newest democracy in the world, just two years ago.
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je nova demokracija u svijetu, stara samo 2 godine.
09:07
So as I spent time with leaders in the GNH movement,
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Kako sam provodio vrijeme s vođama u BDS pokretu,
09:10
I got to really understand what they're doing.
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shvatio sam što zapravo čine.
09:12
And I got to spend some time with the prime minister.
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Proveo sam malo vremena s premijerom.
09:14
Over dinner, I asked him an impertinent question.
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Na večeri, postavio sam mu drsko pitanje.
09:18
I asked him,
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Pitao sam ga,
09:20
"How can you create and measure
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"Kako možete stvoriti mjeru
09:23
something which evaporates --
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nečega što isparava,
09:25
in other words, happiness?"
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drugim riječima, sreće?"
09:27
And he's a very wise man, and he said,
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On je vrlo mudar čovjek, rekao je,
09:29
"Listen, Bhutan's goal is not to create happiness.
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"Slušaj, cilj Bhutana nije stvoriti sreću.
09:32
We create the conditions for happiness to occur.
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Mi stvaramo preduvjete za bi se sreća mogla pojaviti.
09:35
In other words, we create a habitat of happiness."
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Drugim riječima, mi stvaramo stanište za sreću."
09:37
Wow, that's interesting.
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Wow. To je zanimljivo.
09:39
He said that they have a science behind that art,
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I rekao je kako imaju znanost iza te umjetnosti.
09:42
and they've actually created four essential pillars,
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Stvorili su četiri esencijalna stupa,
09:44
nine key indicators
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devet ključnih pokazatelja
09:46
and 72 different metrics
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i 72 različita mjerila
09:48
that help them to measure their GNH.
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koja omogućavaju mjerenje BDS-a.
09:51
One of those key indicators is:
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U stvari, jedan od ključnih indikatora jest:
09:54
How do the Bhutanese feel about
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Kako Bhutanci osjećaju
09:56
how they spend their time each day?
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da troše svoje vrijeme tijekom dana?
09:58
It's a good question. How do you feel about
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To je dobro pitanje. Kako se osjećate
10:00
how you spend your time each day?
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o tome kako trošite vlastito vrijeme svakoga dana?
10:02
Time is one of the scarcest resources
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To je oskudan resurs
10:04
in the modern world.
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u modernom svijetu.
10:06
And yet, of course,
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Pa ipak, naravno,
10:08
that little intangible piece of data
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to malo podataka o neopipljivom
10:10
doesn't factor into our GDP calculations.
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ne ulazi u našu računicu BDP-a.
10:12
As I spent my week up in the Himalayas,
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Kako sam privodio kraju svoj tjedan na Himalaji
10:14
I started to imagine
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počeo sam zamišljati
10:16
what I call an emotional equation.
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ono što zovem emocionalnom jednadžbom.
10:19
And it focuses on something I read long ago
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Radi se o nečemu što sam pročitao jako davno
10:22
from a guy named Rabbi Hyman Schachtel.
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od autora Rabbi Hyman Schachtela.
10:24
How many know him? Anybody?
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Tko je za njega čuo? Itko?
10:26
1954, he wrote a book called "The Real Enjoyment of Living,"
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1954.g. napisao je knjigu "Stvarno uživanje u životu."
10:29
and he suggested that happiness
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Sugerirao je kako sreća
10:31
is not about having what you want;
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nije imati što god poželimo.
10:34
instead, it's about wanting what you have.
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Umjesto toga, radi se o želji za onime što već imamo.
10:37
Or in other words, I think the Bhutanese believe
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Drugim riječima, mislim kako Bhutanci vjeruju
10:40
happiness equals wanting what you have --
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da sreća odgovara želji za onime što imamo --
10:42
imagine gratitude --
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zamislite zadovoljstvo --
10:44
divided by having what you want --
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podijeljeno onime što želite --
10:47
gratification.
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zadovoljenje.
10:49
The Bhutanese aren't on some aspirational treadmill,
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Bhutanci nisu na aspiracijskom ergometru,
10:52
constantly focused on what they don't have.
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konstantno fokusirani na ono što nemaju.
10:55
Their religion, their isolation,
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Njihova religija, izolacija,
10:57
their deep respect for their culture
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duboko poštovanje prema kulturi
10:59
and now the principles of their GNH movement
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i principi BNS pokreta
11:01
all have fostered a sense of gratitude
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kultivirali su osjećaj zahvalnosti
11:03
about what they do have.
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za ono što imaju.
11:05
How many of us here, as TEDsters in the audience,
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Koliko nas TEDstera u publici
11:08
spend more of our time
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troši većinu vremena
11:10
in the bottom half of this equation, in the denominator?
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na donjoj polovici ove jednadžbe, u nazivniku?
11:13
We are a bottom-heavy culture
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Jesmo li mi donje-teška kultura
11:15
in more ways than one.
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na više od jednog načina.
11:17
(Laughter)
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(Smijeh)
11:19
The reality is, in Western countries,
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Stvarnost je kako smo, u zapadnim zemljama,
11:22
quite often we do focus on the pursuit of happiness
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često fokusirani na potjeru za srećom
11:25
as if happiness is something that we have to go out --
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kao da je ona nešto što je vani --
11:28
an object that we're supposed to get, or maybe many objects.
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stvar koju bismo morali imati, ili možda više stvari.
11:31
Actually, in fact, if you look in the dictionary,
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Zapravo, ako zavirite u riječnik,
11:33
many dictionaries define pursuit
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mnogi definiraju potjeru
11:37
as to "chase with hostility."
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kao "lov na neprijatelja".
11:40
Do we pursue happiness with hostility?
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Jesmo li u neprijateljskoj potjeri za srećom?
11:43
Good question. But back to Bhutan.
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Dobro pitanje. Ali vratimo se natrag u Bhutan.
11:46
Bhutan's bordered on its north and south
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Bhutan graniči sjeverno i južno
11:49
by 38 percent of the world's population.
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s 38% svjetske populacije.
11:51
Could this little country,
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Može li ta mala zemlja,
11:54
like a startup in a mature industry,
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poput početnika u zreloj industriji,
11:56
be the spark plug that influences
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biti iskra koja će pokrenuti
11:59
a 21st century
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21. stoljeće
12:01
of middle-class in China and India?
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srednje klase u Kini i Indiji?
12:03
Bhutan's created the ultimate export,
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Bhutan je stvorio krajnji izvozni proizvod
12:06
a new global currency of well-being,
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novu globalnu valutu blagostanja.
12:09
and there are 40 countries around the world today
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Ukupno 40 zemalja svijeta
12:11
that are studying their own GNH.
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istražuju vlastiti BNS.
12:13
You may have heard, this last fall
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Moguće da ste čuli, ovo jeseni,
12:15
Nicolas Sarkozy in France
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Nicholas Sarkozy u Francuskoj,
12:17
announcing the results of an 18-month study
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najavio je rezultate 18-mjesečnog istraživanja
12:20
by two Nobel economists,
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dvaju ekonomista nobelavaca,
12:22
focusing on happiness and wellness in France.
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koja su se fokusirala na sreću i zdravlje u Francuskoj.
12:24
Sarkozy suggested that
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Sarkozy je predložio da
12:26
world leaders should stop
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svjetske vođe prestanu
12:28
myopically focusing on GDP
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slijepo pratiti samo BDP
12:30
and consider a new index,
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i da razmotre novi indeks,
12:32
what some French are calling a "joie de vivre index."
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kojega neki Francuzi zovu indeks radosti življenja.
12:35
I like it.
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Sviđa mi se to.
12:37
Co-branding opportunities.
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Prilika za zajedničko upravljanje markom.
12:39
Just three days ago, three days ago here at TED,
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Prije samo tri dana, prije tri dana ovdje na TED-u,
12:41
we had a simulcast of David Cameron,
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imali smo prijenos s Davidom Cameronom,
12:43
potentially the next prime minister of the UK,
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potencijalnim budućim premijerom Ujedinjenog Kraljevstva
12:46
quoting one of my favorite speeches of all-time,
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koji je citirao jedan meni od najdražih govora svih vremena,
12:49
Robert Kennedy's poetic speech from 1968
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Kennedyjev poetski govor iz 1968.
12:52
when he suggested that we're
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kada je predložio da smo
12:54
myopically focused on the wrong thing
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slijepo fokusirani na krivu stvar
12:56
and that GDP is a misplaced metric.
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i da je BDP neprikladna mjera.
12:59
So it suggests that the momentum is shifting.
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Izgleda kako se momentum mijenja.
13:02
I've taken that Robert Kennedy quote,
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Uzeo sam taj Kennedyjev citat,
13:04
and I've turned it into a new balance sheet for just a moment here.
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i pretvorio ga u novu bilancu u nekoliko trenutaka.
13:07
This is a collection of things
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Ovo je zbirka onoga
13:09
that Robert Kennedy said in that quote.
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što je Robert Kennedy rekao u tom citatu.
13:11
GDP counts everything from air pollution
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BDP ubraja sve od zagađenja zraka
13:13
to the destruction of our redwoods.
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do uništenja naših šuma.
13:16
But it doesn't count the health of our children
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Ali ne ubraja zdravlje naše djece
13:18
or the integrity of our public officials.
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ili integritet naših javnih službenika.
13:21
As you look at these two columns here,
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Kada pogledate ova dva stupca ovdje,
13:24
doesn't it make you feel like it's time for us
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ne osjećate li kako je vrijeme
13:26
to start figuring out a new way to count,
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da počnemo tražiti novi način računanja,
13:28
a new way to imagine
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novi način zamišljanja
13:30
what's important to us in life?
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onoga što nam je u životu važno?
13:32
(Applause)
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(Pljesak)
13:36
Certainly Robert Kennedy suggested at the end of the speech exactly that.
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Robert Kennedy predložio je upravo to na kraju govora.
13:39
He said GDP "measures everything in short,
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Rekao je BDP "mjeri sve nakratko,
13:42
except that which makes life worthwhile."
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osim onoga za što vrijedi živjeti."
13:45
Wow.
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Vau.
13:47
So how do we do that?
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I kako da to napravimo?
13:49
Let me say one thing we can just start doing
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Dozvolite da kažem jednu stvar koju možemo odmah učiniti
13:51
ten years from now, at least in this country.
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za deset godina, barem u ovoj zemlji.
13:53
Why in the heck in America
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Zašto baš u Americi
13:55
are we doing a census in 2010?
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radimo popis stanovništva u 2010?
13:57
We're spending 10 billion dollars on the census.
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Potrošiti ćemo 10 milijardu dolara na to.
14:00
We're asking 10 simple questions -- it is simplicity.
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A ispitujemo jednostavnih 10 pitanja -- to je jednostavnost.
14:02
But all of those questions are tangible.
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Ali sva su ta pitanja opipljiva.
14:05
They're about demographics.
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Radi se o demografiji.
14:07
They're about where you live, how many people you live with,
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O tome gdje živite, s koliko ljudi živite,
14:09
and whether you own your home or not.
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i jeste li vlasnik kuće ili ne.
14:11
That's about it.
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To je uglavnom to.
14:13
We're not asking meaningful metrics.
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Ne ispituju se smisleni pokazatelji.
14:15
We're not asking important questions.
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Ne ispitujemo važna pitanja.
14:17
We're not asking anything that's intangible.
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Ne ispitujemo ništa što je neopipljivo.
14:19
Abe Maslow said long ago
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Abe Maslow rekao je davno
14:21
something you've heard before, but you didn't realize it was him.
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nešto što ste već čuli, ali niste znali kako je to on.
14:24
He said, "If the only tool you have is a hammer,
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Rekao je, "Ako je jedini alat koji imate čekić,
14:27
everything starts to look like a nail."
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sve počinje nalikovati čavlu."
14:30
We've been fooled by our tool.
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Prevareni smo od vlastitog alata.
14:32
Excuse that expression.
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Oprostite na ovom izrazu.
14:34
(Laughter)
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(Smijeh)
14:36
We've been fooled by our tool.
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Prevareni smo od vlastitog alata.
14:38
GDP has been our hammer.
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BDP je naš čekić.
14:41
And our nail has been a 19th- and 20th-century
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A naš čavao je bio model uspjeha industrijske ere
14:44
industrial-era model of success.
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19-og i 20-og stoljeća.
14:47
And yet, 64 percent
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Pa ipak, 64 posto
14:49
of the world's GDP today
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svjetskog BDP-a danas
14:51
is in that intangible industry we call service,
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jest ona neopipljiva industrija koju zovemo uslugom,
14:53
the service industry, the industry I'm in.
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uslužna indutrsija, industrija u kojoj sam ja.
14:56
And only 36 percent is in the tangible industries
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Samo 36% je opipljiva industrija
14:58
of manufacturing and agriculture.
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proizvodnje i poljoprivrede.
15:00
So maybe it's time that we get a bigger toolbox, right?
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Možda je vrijeme da nabavimo veću kutiju za alat.
15:03
Maybe it's time we get a toolbox that
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Možda je vrijeme da nabavimo kutiju koja,
15:05
doesn't just count what's easily counted, the tangible in life,
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ne mjeri samo ono što se lako broji, opipljivo u životu,
15:08
but actually counts what we most value,
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već koja mjeri ono što najviše cijenimo,
15:11
the things that are intangible.
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stvari koje su neopipljive.
15:13
I guess I'm sort of a curious CEO.
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Ja sam znatiželjni izvršni menadžer.
15:15
I was also a curious economics major as an undergrad.
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Bio sam i znatiželjni postdiplomant iz ekonomije.
15:18
I learned that economists measure everything
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Naučio sam kako ekonomisti mjere sve
15:21
in tangible units of production and consumption
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u opipljivim jedinicama proizvodnje i potrošnje
15:24
as if each of those tangible units
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kao da je svaka od tih jedinica
15:26
is exactly the same.
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jednaka.
15:28
They aren't the same.
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Nisu jednake.
15:30
In fact, as leaders, what we need to learn
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Zapravo, kao vođe, ono što moramo naučiti
15:32
is that we can influence
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jest da možemo utjecati
15:34
the quality of that unit of production
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na kavalitetu jedinice proizvodnje
15:37
by creating the conditions
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stvarajući uvjete
15:39
for our employees to live their calling.
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za naše zaposlenike da žive vlastiti poziv.
15:41
In Vivian's case,
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I zapravo, u Vivianinom slučaju,
15:43
her unit of production
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njezina jedinica proizvodnje
15:45
isn't the tangible hours she works,
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nije opipljivi sat koji ona odradi.
15:47
it's the intangible difference she makes
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To je neopopljiva razlika koju ona napravi
15:49
during that one hour of work.
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za vrijeme jednog sata rada.
15:51
This is Dave Arringdale who's actually
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Ovo je Dave Arringdale koji je
15:53
been a longtime guest at Vivian's motel.
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dugo vremena gost u Vivianinom motelu.
15:55
He stayed there a hundred times
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Odsjeo je tamo stotinu puta
15:57
in the last 20 years,
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u posljednjih 20 godina.
15:59
and he's loyal to the property because of the relationship
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Odan je mjestu zbog odnosa
16:02
that Vivian and her fellow employees have created with him.
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kojega su Vivian i ostali zaposlenici stvorili s njime.
16:05
They've created a habitat of happiness for Dave.
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Stvorili su stanište sreće za Davea.
16:08
He tells me that he can always count
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I rekao nam je kako možemo računati
16:11
on Vivian and the staff there
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na Vivian i njezino osoblje
16:13
to make him feel at home.
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kako će činiti sve da se osjeća kao kod kuće.
16:16
Why is it that
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Zašto
16:18
business leaders and investors
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poslovne vođe i investitori
16:20
quite often don't see the connection
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često, ne vide vezu
16:23
between creating the intangible
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između stvaranja neopipljive
16:25
of employee happiness
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sreće zaposlenika
16:27
with creating the tangible
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stvarajući opipljive
16:29
of financial profits in their business?
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financijske profite u svom poslovanju.
16:32
We don't have to choose between
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Ne moramo birati između
16:34
inspired employees and sizable profits,
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inspiriranih zaposlnika i pristojnog profita.
16:37
we can have both.
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Možemo imati oboje.
16:39
In fact, inspired employees quite often
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Zapravo, inspirirani zaposlenici, često,
16:41
help make sizable profits, right?
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pomažu namaknuti pristojan profit, zar ne?
16:44
So what the world needs now,
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Ono što svijetu treba,
16:46
in my opinion,
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po mojem mišljenju,
16:48
is business leaders and political leaders
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su poslovne i političke vođe
16:51
who know what to count.
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koji znaju što mjeriti.
16:53
We count numbers.
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Mi mjerimo brojke.
16:55
We count on people.
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Računamo na ljude.
16:58
What really counts is when we actually use our numbers
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Ono što zapravo vrijedi jest kada koristimo brojke
17:01
to truly take into account our people.
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da uzmemo u obzir naše ljude.
17:04
I learned that from a maid in a motel
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Ja sam to naučio od sobarice u motelu
17:07
and a king of a country.
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i jednog kralja.
17:09
What can you
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Što vi možete
17:11
start counting today?
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početi mjeriti danas?
17:13
What one thing can you start counting today
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Koju stvar možete početi mjeriti danas
17:16
that actually would be meaningful in your life,
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a koja je smislena u životu,
17:18
whether it's your work life or your business life?
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radilo se o radnom ili poslovnom životu?
17:21
Thank you very much.
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Hvala najljepša.
17:23
(Applause)
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(Pljesak)
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