Tim Leberecht: 3 ways to (usefully) lose control of your brand

95,569 views ・ 2012-10-08

TED


Dvaput kliknite na engleske titlove ispod za reprodukciju videozapisa.

00:00
Translator: Joseph Geni Reviewer: Morton Bast
0
0
7000
Prevoditelj: Sanda L Recezent: Tilen Pigac - EFZG
Kompanije gube kontrolu.
00:15
Companies are losing control.
1
15902
3160
Što se dogodi na Wall Streetu,
ne ostaje više na Wall Streetu.
00:19
What happens on Wall Street
2
19062
1605
Što se dogodi u Vegasu, završi na YouTubeu.
00:20
no longer stays on Wall Street.
3
20667
2331
00:22
What happens in Vegas ends up on YouTube. (Laughter)
4
22998
3886
Ugled je promjenjiv. Odanost je nepouzdana.
00:26
Reputations are volatile. Loyalties are fickle.
5
26884
4216
Menadžment timovi postaju sve više
odvojeni od svog osoblja. (Smijeh)
00:31
Management teams seem increasingly
6
31100
2576
00:33
disconnected from their staff. (Laughter)
7
33676
3024
Nedavno istraživanje pokazuje kako 27 posto šefova vjeruje
00:36
A recent survey said that 27 percent of bosses believe
8
36700
3525
da su njihovi zaposlenici inspirirani njihovom tvrtkom.
Međutim, u istom istraživanju,
00:40
their employees are inspired by their firm.
9
40225
2644
samo 4 posto zaposlenih se složilo.
00:42
However, in the same survey, only four percent
10
42869
2147
Kompanije gube kontrolu
00:45
of employees agreed.
11
45016
2443
nad svojim klijentima i zaposlenicima.
00:47
Companies are losing control
12
47459
2050
00:49
of their customers and their employees.
13
49509
3642
No, je li to zaista tako?
Bavim se marketingom i znam
00:53
But are they really?
14
53151
2250
00:55
I'm a marketer, and as a marketer, I know
15
55401
3297
da nikada nisam stvarno imao kontrolu.
00:58
that I've never really been in control.
16
58698
3027
Vaš brend je ono što drugi govore o vama
kada niste s njima u prostoriji, tako kažu.
01:01
Your brand is what other people say about you
17
61725
2643
01:04
when you're not in the room, the saying goes.
18
64368
3195
Pretjerana povezanost i transparentnost omogućuju kompanijama
01:07
Hyperconnectivity and transparency allow companies
19
67563
4131
da sada budu u toj prostoriji, 24/7.
01:11
to be in that room now, 24/7.
20
71694
2881
Mogu slušati i pridružiti se razgovoru.
Zapravo, imaju više kontrole nad gubitkom kontrole
01:14
They can listen and join the conversation.
21
74575
2475
nego ikada prije.
01:17
In fact, they have more control over the loss of control
22
77050
3200
Mogu joj se prilagoditi. Ali kako?
01:20
than ever before.
23
80250
2390
01:22
They can design for it. But how?
24
82640
3050
Prije svega, mogu dati zaposlenima i klijentima više kontrole.
01:25
First of all, they can give employees and customers more control.
25
85690
3566
Mogu surađivati s njima u stvaranju ideja,
01:29
They can collaborate with them on the creation of ideas,
26
89256
3396
znanja, sadržaja, dizajna i proizvoda.
01:32
knowledge, content, designs and product.
27
92652
3378
Mogu im dati više kontrole u formiranju cijena,
što je učinio bend Radiohead
01:36
They can give them more control over pricing,
28
96030
2448
opcijom dobrovoljnog plaćanja za njihov online album "In Rainbows."
01:38
which is what the band Radiohead did
29
98478
1960
01:40
with its pay-as-you-like online release of its album
30
100438
3074
Kupci su mogli odrediti cijenu,
01:43
"In Rainbows." Buyers could determine the price,
31
103512
2948
ali je ponuda bila ograničena i samo je vrijedila za određeni vremenski period.
01:46
but the offer was exclusive, and only stood for a limited period of time.
32
106460
4850
Taj album se prodao u više primjeraka, nego njihova prethodna izdanja.
01:51
The album sold more copies than previous releases of the band.
33
111310
3959
Danska kompanija čokolade Anthon Berg
01:55
The Danish chocolate company Anthon Berg
34
115269
3197
otvorila je, takozvanu, "Velikodušnu trgovinu" u Copenhagenu.
01:58
opened a so-called "generous store" in Copenhagen.
35
118466
3182
Kupce su tražili da kupe čokoladu,
uz obećanje da će činiti dobra djela prema onima koje vole.
02:01
It asked customers to purchase chocolate
36
121648
2419
02:04
with the promise of good deeds towards loved ones.
37
124067
3499
Pretvorili su transakcije u interakcije,
02:07
It turned transactions into interactions,
38
127566
2914
a velikodušnost u valutu.
Kompanije mogu dati kontrolu čak i hakerima.
02:10
and generosity into a currency.
39
130480
2553
Kada je izašao Microsoft Kinect,
02:13
Companies can even give control to hackers.
40
133033
2961
02:15
When Microsoft Kinect came out,
41
135994
2451
što je dodatak Xbox konzoli koji se kontrolira pokretom,
02:18
the motion-controlled add-on to its Xbox gaming console,
42
138445
4151
odmah je privukao pažnju hakera.
02:22
it immediately drew the attention of hackers.
43
142596
2936
Microsoft se prvo branio od hakova, ali je potom promijenio smjer,
02:25
Microsoft first fought off the hacks, but then shifted course
44
145532
3893
kada su shvatili da aktivno podržavanje te zajednice
02:29
when it realized that actively supporting the community
45
149425
2863
može biti od koristi.
Osjećaj zajedničkog vlasništva, besplatna promocija,
02:32
came with benefits.
46
152288
1759
dodana vrijednost, sve je to pomoglo prodaji.
02:34
The sense of co-ownership, the free publicity,
47
154047
3236
Najbolji način ohrabrivanja kupaca je
02:37
the added value, all helped drive sales.
48
157283
3017
tražiti ih da ne kupuju.
02:40
The ultimate empowerment of customers
49
160300
2329
02:42
is to ask them not to buy.
50
162629
3093
Patagonia, proizvođač odjeće i opreme, ohrabrivao je moguće kupce
02:45
Outdoor clothier Patagonia encouraged prospective buyers
51
165722
3927
da provjere na eBayu njihove rabljene proizvode
02:49
to check out eBay for its used products
52
169649
2969
te da poprave svoje cipele, prije nego što kupe nove.
02:52
and to resole their shoes before purchasing new ones.
53
172618
3567
Još radikalnijim stavom protiv potrošačkog mentaliteta,
kompanija je objavila oglas "Ne kupujte ovu jaknu"
02:56
In an even more radical stance against consumerism,
54
176185
3238
02:59
the company placed a "Don't Buy This Jacket"
55
179423
2093
na vrhuncu prodajne sezone.
03:01
advertisement during the peak of shopping season.
56
181516
3500
Možda im je to kratkotrajno ugrozilo prodaju,
ali je izgradilo odanost na duge staze,
03:05
It may have jeopardized short-term sales,
57
185016
2802
03:07
but it builds lasting, long-term loyalty
58
187818
2654
temeljenu na zajedničkim vrijednostima.
Istraživanja pokazuju da ako zaposlenima damo više kontrole
03:10
based on shared values.
59
190472
2170
03:12
Research has shown that giving employees more control
60
192642
3220
nad njihovim radom, oni će biti sretniji i produktivniji.
03:15
over their work makes them happier and more productive.
61
195862
3769
Brazilska kompanija Semco Group poznata je po tome što
03:19
The Brazilian company Semco Group famously
62
199631
2969
dozvoljava zaposlenima da sami odrede svoj raspored rada
pa čak i svoje plaće.
03:22
lets employees set their own work schedules
63
202600
2670
Hulu i Netflix, između ostalih kompanija,
03:25
and even their salaries.
64
205270
2012
imaju otvorenu politiku o godišnjim odmorima.
03:27
Hulu and Netflix, among other companies,
65
207282
2271
Kompanije mogu dati ljudima više kontrole,
03:29
have open vacation policies.
66
209553
2452
no, mogu dati i manje.
03:32
Companies can give people more control,
67
212005
2918
03:34
but they can also give them less control.
68
214923
4272
Tradicionalna poslovna mudrost drži da se povjerenje
stiče predvidivim ponašanjem,
03:39
Traditional business wisdom holds that trust
69
219195
2747
03:41
is earned by predictable behavior,
70
221942
2709
ali kada je sve utvrđeno i standardizirano,
kako stvarate smislena iskustva?
03:44
but when everything is consistent and standardized,
71
224651
2645
Omogućiti ljudima manje kontrole može biti divan način
03:47
how do you create meaningful experiences?
72
227296
2923
03:50
Giving people less control might be a wonderful way
73
230219
3467
da se suprotstavimo mnoštvu izbora
i učinimo ih sretnima.
03:53
to counter the abundance of choice
74
233686
2262
Uzmite kao primjer Nextpedition, usluge za putovanja.
03:55
and make them happier.
75
235948
1682
03:57
Take the travel service Nextpedition.
76
237630
2813
Nextpedition pretvara putovanje u igru,
04:00
Nextpedition turns the trip into a game,
77
240443
3205
praćenu iznenadnim preokretima i promjenama.
04:03
with surprising twists and turns along the way.
78
243648
3572
Ne govore putniku gdje ide
sve do posljednjeg trenutka, a pružaju informacije
04:07
It does not tell the traveler where she's going
79
247220
1824
točno kada treba. Slično tome, nizozemska avio kompanija KLM
04:09
until the very last minute, and information is provided
80
249044
3069
04:12
just in time. Similarly, Dutch airline KLM
81
252113
3983
pokrenula je kampanju iznenađenja, naizgled nasumično,
04:16
launched a surprise campaign, seemingly randomly
82
256096
3185
dajući male poklone putnicima
na putu do njihovog odredišta.
04:19
handing out small gifts to travelers
83
259281
2792
Interflora, sa središtem u Engleskoj, pratila je na Twitteru
04:22
en route to their destination.
84
262073
2162
korisnike koji su imali loš dan
04:24
U.K.-based Interflora monitored Twitter
85
264235
2833
i onda im poslala besplatan buket cvijeća.
04:27
for users who were having a bad day,
86
267068
2510
04:29
and then sent them a free bouquet of flowers.
87
269578
4091
Mogu li kompanije što učiniti
kako bi njihovi zaposlenici osjećali manji vremenski pritisak? Da.
04:33
Is there anything companies can do to make
88
273669
2013
04:35
their employees feel less pressed for time? Yes.
89
275682
3107
Natjerajte ih da pomažu drugima.
04:38
Force them to help others.
90
278789
2925
Nedavno istraživanje govori da ako zaposlenici
04:41
A recent study suggests that having employees complete
91
281714
3334
izvrše tijekom dana neki nesebičan zadatak,
njihov ukupni osjećaj produktivnosti raste.
04:45
occasional altruistic tasks throughout the day
92
285048
2811
04:47
increases their sense of overall productivity.
93
287859
4069
U Frogu, gdje radim, održavamo
04:51
At Frog, the company I work for, we hold internal
94
291928
3669
susrete ubrzanog upoznavanja koji povezuju stare i nove zaposlenike,
04:55
speed meet sessions that connect old and new employees,
95
295597
4601
što im pomaže da se brže upoznaju.
Uspostavljanjem striktnog procesa dajemo im manje kontrole,
05:00
helping them get to know each other fast.
96
300198
2960
05:03
By applying a strict process, we give them less control,
97
303158
3322
manje izbora, ali im omogućavamo više bogatijih društvenih odnosa.
05:06
less choice, but we enable more and richer social interactions.
98
306480
4734
Kompanije same stvaraju svoje bogatstvo
i kao svi mi, one su potpuno prepuštene slučajnostima.
05:11
Companies are the makers of their fortunes,
99
311214
2856
05:14
and like all of us, they are utterly exposed to serendipity.
100
314070
4263
To bi ih trebalo učiniti skromnijima, ranjivijima
05:18
That should make them more humble, more vulnerable
101
318333
3605
i ljudskijima.
05:21
and more human.
102
321938
2820
Na kraju, budući hiperpovezanost
05:24
At the end of the day, as hyperconnectivity
103
324758
2846
i transparentnost iznose ponašanje kompanija
na svjetlo dana, ostati vjeran sebi
05:27
and transparency expose companies' behavior
104
327604
2310
05:29
in broad daylight, staying true to their true selves
105
329914
3634
jedini je održiv prijedlog.
05:33
is the only sustainable value proposition.
106
333548
3551
Ili kako je rekao baletan Alonzo King,
"Ono što je zanimljivo o tebi si ti."
05:37
Or as the ballet dancer Alonzo King said,
107
337099
2645
05:39
"What's interesting about you is you."
108
339744
3010
Da bi bit kompanije bila izražena,
05:42
For the true selves of companies to come through,
109
342754
3054
glavna je otvorenost,
05:45
openness is paramount,
110
345808
2631
ali radikalna otvorenost nije rješenje,
05:48
but radical openness is not a solution,
111
348439
2992
jer kada je sve otvoreno, ništa nije otvoreno.
05:51
because when everything is open, nothing is open.
112
351431
3410
"Osmijeh su vrata koja su poluotvorena i poluzatvorena,"
05:54
"A smile is a door that is half open and half closed,"
113
354841
4917
napisala je spisateljica Jennifer Egan.
Kompanije mogu dati svojim zaposlenima i klijentima
05:59
the author Jennifer Egan wrote.
114
359758
2054
više ili manje kontrole. Oni mogu brinuti o tome
06:01
Companies can give their employees and customers
115
361812
2580
06:04
more control or less. They can worry about how much
116
364392
3487
koliko otvorenosti je dobro za njih, a što treba ostati zatvoreno.
06:07
openness is good for them, and what needs to stay closed.
117
367879
3658
Ili se samo mogu nasmiješiti i ostati otvoreni
06:11
Or they can simply smile, and remain open
118
371537
4241
za sve mogućnosti.
Hvala. (Pljesak)
06:15
to all possibilities.
119
375778
1617
(Pljesak)
06:17
Thank you. (Applause)
120
377395
4111
06:21
(Applause)
121
381506
2955
O ovoj web stranici

Ova stranica će vas upoznati s YouTube videozapisima koji su korisni za učenje engleskog jezika. Vidjet ćete lekcije engleskog koje vode vrhunski profesori iz cijelog svijeta. Dvaput kliknite na engleske titlove prikazane na svakoj video stranici da biste reproducirali video s tog mjesta. Titlovi se pomiču sinkronizirano s reprodukcijom videozapisa. Ako imate bilo kakvih komentara ili zahtjeva, obratite nam se putem ovog obrasca za kontakt.

https://forms.gle/WvT1wiN1qDtmnspy7