Tom Wujec: Got a wicked problem? First, tell me how you make toast

Prevoditelj: Anja Kolobarić Recezent: Ivan Stamenković

Some years ago,

Prije nekoliko godina

I stumbled across a simple design exercise

naišao sam na jednostavnu projekcijsku vježbu

that helps people understand and solve complex problems,

koja ljudima pomaže da shvate i riješe kompleksne probleme i

and like many of these design exercises, it kind of seems trivial at first,

kao mnoge od vježbi dizajna, u početku se čini trivijalno,

but under deep inspection,

ali kad to pobliže promotrimo,

it turns out that it reveals unexpected truths

ispada da otkriva neslućene istine

about the way that we collaborate and make sense of things.

o načinu na koji surađujemo i stvarima dajemo smisao.

The exercise has three parts

Ova vježba ima tri dijela

and begins with something that we all know how to do,

i počinje s nečim što svi znamo raditi, a

which is how to make toast.

to je kako napraviti tost.

It begins with a clean sheet of paper, a felt marker,

Za početak vam treba list papira, kemijska

and without using any words, you begin to draw how to make toast.

i ne služeći se riječima, počinjete crtati kako napraviti tost.

And most people draw something like this.

Većina ljudi nacrta nešto poput ovoga.

They draw a loaf of bread, which is sliced, then put into a toaster.

Nacrtaju štrucu kruha, narezanu na kriške i stavljaju ih u toster.

The toast is then deposited for some time.

Nakon toga tost stoji neko vrijeme.

It pops up, and then voila! After two minutes, toast and happiness.

Zatim iskoči iz tostera i eto ga! Dvije minute kasnije - tost i veselje.

Now, over the years, I've collected many hundreds of drawings of these toasts,

Tijekom godina, prikupio sam na stotine crteža ovih tostova

and some of them are very good,

i neki su prilično dobri

because they really illustrate the toast-making process quite clearly.

jer ustinu prikazuju ovaj proces prilično jasno.

And then there are some that are, well, not so good.

A ima i onih koji i nisu tako dobri.

They really suck, actually, because you don't know what they're trying to say.

Zapravo, stvarno su užasni jer ne znate što vam pokušavaju reći.

Under close inspection,

Kad ih detaljno promotrimo,

some reveal some aspects of toast-making while hiding others.

neki otkrivaju neke aspekte tostiranja, a druge skrivaju.

So there's some that are all about the toast,

Pa ima crteža koji su usmjereni samo na tost

and all about the transformation of toast.

i na transformaciju tosta.

And there's others that are all about the toaster,

Drugi su usmjereni samo na toster

and the engineers love to draw the mechanics of this.

i inženjeri obožavaju crtati mehaniku samog procesa.

(Laughter)

(Smijeh)

And then there are others that are about people.

A ima i crteža koji su usmjereni na ljude.

It's about visualizing the experience that people have.

Vizualizira se čovjekovo iskustvo.

And then there are others that are about the supply chain of making toast

A ima i onih koji su usmjereni na opskrbni lanac u pravljenju tosta

that goes all the way back to the store.

koji se proteže sve do trgovine.

It goes through the supply chain networks of teleportation

Ide od oprskrbnog lanca mreže teleportacije

and all the way back to the field and wheat,

pa sve do polja i pšenice, a jedan

and one all actually goes all the way back to the Big Bang.

je čak otišao sve do teorije Velikog praska.

So it's crazy stuff.

Ludilo!

But I think it's obvious

Ali mislim da je očito

that even though these drawings are really wildly different,

da iako su svi ovi crteži značajno drugačiji,

they share a common quality, and I'm wondering if you can see it.

imaju nešto zajedničko i pitam se možete li vi to vidjeti.

Do you see it? What's common about these?

Vidite li? Što im je svima zajedničko?

Most drawings have nodes and links.

Većina crteža ima elemente i poveznice.

So nodes represent the tangible objects like the toaster and people,

Elementi predstavljaju opipljive objekte poput tostera i ljudi,

and links represent the connections between the nodes.

a poveznice predstavljaju veze među elementima.

And it's the combination of links and nodes

Kombinacije ovih poveznica i elemenata

that produces a full systems model,

proizvode model potpunog sistema

and it makes our private mental models visible

i on čini vidljivima naše privatne mentalne modele

about how we think something works.

o tome kako nešto funkcionira.

So that's the value of these things.

U tome je vrijednost ovoga. Ono što je

What's interesting about these systems models

zanimljivo kod ovih sistemskih modela je

is how they reveal our various points of view.

način na koji otkrivaju različita viđenja.

So for example, Americans make toast with a toaster.

Npr. Amerikanci tost rade pomoću tostera.

That seems obvious.

To je očito.

Whereas many Europeans make toast with a frying pan, of course,

No mnogi Europljani koriste tavu, a, naravno,

and many students make toast with a fire.

mnogi studenti koriste vatru.

I don't really understand this. A lot of MBA students do this.

Ovo baš i ne razumijem. Mnogi studenti MBA-a to rade.

So you can measure the complexity by counting the number of nodes,

Pa možemo izmjeriti kompleksnost brojeći elemente i prosječan crtež

and the average illustration has between four and eight nodes.

ima između četiri i osam elemenata.

Less than that, the drawing seems trivial,

Ako ima manje od toga, crtež se čini trivijalan,

but it's quick to understand,

ali razumljiv, a ukoliko

and more than 13, the drawing produces a feeling of map shock.

ima više od 13, crtež se čini poput karte.

It's too complex.

Prekompleksan je.

So the sweet spot is between 5 and 13.

Najoptimalniji je broj između 5 i 13.

So if you want to communicate something visually,

Stoga ukoliko nešto želite vizualno prenijeti,

have between five and 13 nodes in your diagram.

potrebno je imati između 5 i 13 elemenata na dijagramu.

So though we may not be skilled at drawing,

Čak i ako nism0 vješti u crtanju,

the point is that we intuitively know how to break down complex things

stvar je u tome da intuitivno znamo kako rastaviti kompleksne stvari

into simple things and then bring them back together again.

na jednostavne elemente i onda ih opet spojiti.

So this brings us to our second part of the exercise,

Ovo nas dovodi do drugog dijela naše vježbe, a

which is how to make toast,

to je kako napraviti tost, ali

but now with sticky notes or with cards.

ovog puta pomoću samoljepljivih listića ili kartica.

So what happens then?

I što se onda događa?

Well, with cards, most people tend to draw clear, more detailed,

S kartama većina ljudi jasno crta, koristeći više detalja i

and more logical nodes.

elementi su logičniji.

You can see the step by step analysis that takes place,

Vidljiva je korak-po-korak analiza koja se odvija i kako

and as they build up their model, they move their nodes around,

grade svoj model, pomiču svoje elemente i

rearranging them like Lego blocks.

preslaguju ih poput Lego kocki.

Now, though this might seem trivial, it's actually really important.

Iako se ovo može činiti trivijalno, zapravo je jako bitno.

This rapid iteration of expressing and then reflecting and analyzing

Ovo brzo ponavljanje ekspresije i refleksije i analiziranja

is really the only way in which we get clarity.

jedini je način da si sve razjasnimo.

It's the essence of the design process.

To je bit procesa dizajniranja.

And systems theorists do tell us

Teoretičari sistema govore nam da

that the ease with which we can change a representation

lakoća kojom mijenjamo svoj prikaz

correlates to our willingness to improve the model.

korelira s našom voljnosti da popravimo model.

So sticky note systems are not only more fluid,

Tako da sistem sa samoljepljivim papirićima ne samo da je fluidniji

they generally produce way more nodes than static drawings.

nego i općenito daje veći broj elemenata od statičnog crtanja.

The drawings are much richer.

Crteži su mnogo bogatiji.

And this brings us to our third part of the exercise,

A to nas dovodi do trećeg dijela naše vježbe, a

which is to draw how to make toast, but this time in a group.

to je nacrtati kako napraviti tost, ali ovog puta u grupi.

So what happens then?

I što se onda događa?

Well, here's what happens.

Evo što.

It starts out messy, and then it gets really messy,

Prvo nastane zbrka, a onda nastane još veća zbrka i onda

and then it gets messier,

još veća,

but as people refine the models,

ali kako ljudi usavršavaju modele,

the best nodes become more prominent,

najbolji elementi postaju sve upadljiviji i

and with each iteration, the model becomes clearer

svakim ponavljanjem, model postaje sve jasniji

because people build on top of each other's ideas.

jer ljudi međusobno nadograđuju svoje ideje.

What emerges is a unified systems model

Na kraju dobijemo jedinstven sistemski model

that integrates the diversity of everyone's individual points of view,

koji spaja različitosti tuđih individualnih viđenja,

so that's a really different outcome

a to je znatno drugačiji ishod od

from what usually happens in meetings, isn't it?

onih koji se inače događaju na sastancima, nije li?

So these drawings can contain 20 or more nodes,

Ovi crteži mogu sadržavati 20 elemenata ili više,

but participants don't feel map shock

ali sudionici nisu zbunjeni kao kod karte

because they participate in the building of their models themselves.

jer sami sudjeluju u građenju modela.

Now, what's also really interesting, that the groups spontaneously mix

Također je zanimljivo da grupe spontano miješaju i

and add additional layers of organization to it.

dodaju dodatne slojeve organizacije na to.

To deal with contradictions, for example,

Da bi se nosili s npr. kontradikcijama,

they add branching patterns and parallel patterns.

dodaju grane i paralelne elemente.

Oh, and by the way, if they do it in complete silence,

Usput, ukoliko to čine u potpunoj tišini,

they do it much better and much more quickly.

čine to puno uspješnije i brže.

Really interesting -- talking gets in the way.

Uistinu je zanimljivo da razgovor smeta.

So here's some key lessons that can emerge from this.

Pa evo nekih ključnih lekcija koje iz ovoga možemo izvući.

First, drawing helps us understand the situations

Kao prvo, crtanje nam pomaže da razumijemo situacije u

as systems with nodes and their relationships.

obliku sistema elemenata i odnosa između njih.

Movable cards produce better systems models,

Pokretne karte daju bolje sistemske modele

because we iterate much more fluidly.

jer ponavljanja idu fluidnije.

And then the group notes produce the most comprehensive models

A grupne bilješke daju najopsežnije modele

because we synthesize several points of view.

jer sintetiziraju više viđenja.

So that's interesting.

To je zanimljivo.

When people work together under the right circumstances,

Kad ljudi zajedno rade pod pravim okolnostima,

group models are much better than individual models.

grupni su modeli puno bolji od onih individualnih.

So this approach works really great for drawing how to make toast,

Ovaj pristup izvrsno radi za crteže vezane uz tostiranje kruha, ali

but what if you wanted to draw something more relevant or pressing,

što ako želimo nacrtati nešto važnije ili hitnije,

like your organizational vision, or customer experience,

poput organizacijske vizije ili iskustava kupaca ili

or long-term sustainability?

dugotrajne održivosti?

There's a visual revolution that's taking place

Dolazi do vizualne revolucije budući da se

as more organizations are addressing their wicked problems

sve više organizacija pokušava riješiti ozbiljne probleme

by collaboratively drawing them out.

njihovim suradničkim iscrtavanjem.

And I'm convinced that those who see their world as movable nodes and links

Uvjeren sam da oni koji svijet vide u obliku pokretnih elemenata i poveznica

really have an edge.

uistinu imaju prednost.

And the practice is really pretty simple.

A praksa je uistinu jednostavna.

You start with a question, you collect the nodes,

Počnemo s pitanjem, prikupimo elemente,

you refine the nodes, you do it over again,

preradimo elemente i onda radimo sve ispočetka,

you refine and refine and refine, and the patterns emerge,

prerađujemo i prerađujemo i prerađujemo i pojave se obrasci i

and the group gets clarity and you answer the question.

grupi se sve razbistri i dobijete odgovor na pitanje.

So this simple act of visualizing and doing over and over again

Ovaj jednostavan čin vizualiziranja i revizualiziranja

produces some really remarkable outcomes.

daje uistinu sjajne ishode.

What's really important to know

Ono što je uistinu važno znati

is that it's the conversations that are the important aspects,

jest da su razgovori važan aspekt, a ne

not just the models themselves.

samo modeli.

And these visual frames of reference

A ovi vizualni referentni okviri

can grow to several hundreds or even thousands of nodes.

mogu rasti do nekoliko stotina ili čak tisuća elemenata.

So, one example is from an organization called Rodale.

Jedan je primjer iz organizacije "Rodale".

Big publishing company.

Velika izdavačka kuća.

They lost a bunch of money one year,

Izgubili su mnogo novca jedne godine

and their executive team for three days visualized their entire practice.

i njihov je izvršni tim tri dana vizualizirao cijelu njihovu praksu.

And what's interesting is that after visualizing the entire business,

Zanimljivo je da su nakon što su vizualizirali cijeli posao,

systems upon systems,

sistem za sistemom,

they reclaimed 50 million dollars of revenue,

vratili 50 milijuna dolara prihoda,

and they also moved from a D rating to an A rating from their customers.

a i pomakli su se od ocjene 2 do ocjene 5 po proocjeni kupaca.

Why? Because there's alignment from the executive team.

Zašto? Zbog prilagodbi koje je proveo izvršni tim.

So I'm now on a mission to help organizations

Tako da je sada moja misija pomoći organizacijama u

solve their wicked problems by using collaborative visualization,

rješavanju njihovih ozbiljnjih problema koristeći suradničke vizualizacije,

and on a site that I've produced called drawtoast.com,

a na stranici koju sam pokrenuo pod imenom drawtoast.com

I've collected a bunch of best practices.

prikupio sam kolekciju najboljih vježbi,

and so you can learn how to run a workshop here,

pa ondje možete naučiti kako voditi radionicu,

you can learn more about the visual language

možete više naučiti o vizualnom jeziku

and the structure of links and nodes that you can apply to general problem-solving,

i strukturi poveznica i elemenata koje možete primijeniti na općenito rješavanje

and download examples of various templates

problema i skinuti primjere različitih predložaka

for unpacking the thorny problems that we all face in our organizations.

za rješavanje problema s kojima se svi mi suočavamo u našim organizacijama.

So the seemingly trivial design exercise of drawing toast

Ova naoko trivijalna projekcijska vježba crtanja tosta

helps us get clear, engaged and aligned.

pomaže nam da si razbistrimo stvari, da se uključimo i uskladimo.

So next time you're confronted with an interesting challenge,

Sljedeći put kad se nađete pred zanimljivim izazovom,

remember what design has to teach us.

sjetite se čemu nas projektiranje može poučiti.

Make your ideas visible, tangible, and consequential.

Učinite ideje vidljivima, opipljivima i predočite si njihove posljedice.

It's simple, it's fun, it's powerful,

Jednostavno je, zabavno i moćno, a

and I believe it's an idea worth celebrating.

ja vjerujem da je to ideja vrijedna veličanja.

Thank you.

Hvala vam.

(Applause)

(Pljesak)