Life lessons from an ad man | Rory Sutherland

451,054 views ・ 2009-10-14

TED


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Prevoditelj: Miroslav Varga Recezent: Predrag Pale
00:15
This is my first time at TED. Normally, as an advertising man,
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Prvi puta govorim na TED-u. Kao oglašivač,
00:18
I actually speak at TED Evil, which is TED's secret sister
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predajem na TED Evil (zao), TEDova tajna sestrinska organizacija -
00:21
that pays all the bills.
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ona koja plaća račune.
00:24
It's held every two years in Burma.
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Održava se svake druge godine u Burmi.
00:27
And I particularly remember a really good speech
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I sjećam se vrlo dobrog govora
00:30
by Kim Jong Il on how to get teens smoking again.
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Kim Yong Ila, kako djecu ponovo naviknuti na pušenje.
00:33
(Laughter)
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(Smijeh)
00:35
But, actually, it's suddenly come to me after years working in the business,
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Sinulo mi je, nakon godina rada u poslu,
00:37
that what we create in advertising,
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da ono što stvaramo oglašavanjem,
00:40
which is intangible value -- you might call it perceived value,
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neopipljivu - percipiranu vrijednost,
00:42
you might call it badge value, subjective value,
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vrijednost brenda, subjektivnu vrijednost,
00:45
intangible value of some kind --
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neku vrstu neopipljive vrijednosti --
00:47
gets rather a bad rap.
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dobiva loš glas.
00:49
If you think about it, if you want to live in a world in the future
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Ako želite živjeti u Svijetu budućnosti
00:51
where there are fewer material goods, you basically have two choices.
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s manje materijalnih dobara, imate dva izbora.
00:55
You can either live in a world which is poorer,
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Možete živjeti u siromašnijem Svijetu,
00:57
which people in general don't like.
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što ljudi baš ne vole,
00:59
Or you can live in a world where actually intangible value
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Ili ćete živjeti u svijetu gdje neopipljiva vrijednost
01:02
constitutes a greater part of overall value,
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predstavlja veći dio cjelokupne vrijednosti.
01:06
that actually intangible value, in many ways
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Ta neopipljiva vrijednost je
01:08
is a very, very fine substitute
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vrlo fini nadomjestak
01:10
for using up labor or limited resources
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za uloženi rad ili ograničene resurse
01:13
in the creation of things.
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u stvaranju proizvoda.
01:15
Here is one example. This is a train which goes from London to Paris.
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Ovo je vlak koji kreće iz Londona za Pariz.
01:18
The question was given to a bunch of engineers,
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Pitali su skupinu inženjera,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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prije 15 godina, "Kako poboljšati put do Pariza?"
01:24
And they came up with a very good engineering solution,
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Našli su dobro inženjersko rješenje.
01:26
which was to spend six billion pounds
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od 6 milijardi funti,
01:28
building completely new tracks
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izgradnjom novih tračnica
01:30
from London to the coast,
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od Londona do obale,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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skrativši put od tri i pol sata za nekih 40 minuta.
01:36
Now, call me Mister Picky. I'm just an ad man ...
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Zovite me izbirljivim. Ja sam samo oglašivač ....
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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... ali to je nemaštovit način poboljšanja puta vlakom
01:42
merely to make it shorter.
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skraćujući ga.
01:44
Now what is the hedonic opportunity cost
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Koju hedonističku vrijednost dobivamo
01:47
on spending six billion pounds on those railway tracks?
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trošenjem 6 milijardi funti u tu željezničku prugu?
01:49
Here is my naive advertising man's suggestion.
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Evo mog naivnog prijedloga kao oglašivača.
01:52
What you should in fact do is employ all of the world's top male
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Trebalo je zaposliti najbolje svjetske muške
01:54
and female supermodels,
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i ženske supermodele
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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i platiti im da šeću duž vlaka djeleći besplatni Chateau Petrus (crno vino)
02:00
for the entire duration of the journey.
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za cijelo vrijeme putovanja.
02:02
(Laughter)
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(Smijeh)
02:04
(Applause)
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(Pljesak)
02:05
Now, you'll still have about three billion pounds left in change,
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Imali bi još tri milijarde funti u blagajni
02:09
and people will ask for the trains to be slowed down.
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a putnici bi tražili da vlakovi voze sporije.
02:12
(Laughter)
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(Smijeh)
02:13
Now, here is another naive advertising man's question again.
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Još jedno pitanje naivnog oglašivača.
02:17
And this shows that engineers,
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Ono pokazuje da inženjeri,
02:19
medical people, scientific people,
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medicinsko osoblje, znanstvenici,
02:21
have an obsession with solving the problems of reality,
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uporno rješavaju probleme u stvarnosti,
02:24
when actually most problems, once you reach a basic level of wealth
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a većina problema, kada dosegnete određeno blagostanje
02:27
in society, most problems are actually problems of perception.
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u društvu, većinu problema čine problemi percepcije.
02:30
So I'll ask you another question.
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Postaviti ću pitanje.
02:32
What on earth is wrong with placebos?
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Što je loše u placebu?
02:34
They seem fantastic to me. They cost very little to develop.
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Meni izgleda fantastično. Razvoj je vrlo jeftin,
02:36
They work extraordinarily well.
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Djeluju izuzetno dobro.
02:39
They have no side effects,
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Nemaju popratnih pojava.
02:41
or if they do, they're imaginary, so you can safely ignore them.
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ako ih ima, nestvarna su i možete ih zanemariti.
02:43
(Laughter)
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(Smijeh)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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Iznio sam to na Marginal Revolution blogu Tylera Cownea.
02:47
by Tyler Cowen. I don't know if anybody knows it.
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Ne znam zna li netko za njega.
02:49
Someone was actually suggesting that you can take this concept further,
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Netko je predložio da taj koncept primjenimo i šire,
02:52
and actually produce placebo education.
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i stvorimo placebo obrazovanje.
02:54
The point is that education doesn't actually work by teaching you things.
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Obrazovanje Vas ničemu ne nauči.
02:58
It actually works by giving you the impression
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Obrazovanje Vam daje dojam
03:00
that you've had a very good education, which gives you an insane sense
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da ste dobro obrazovani, što Vam osigurava nenormalnu razinu
03:02
of unwarranted self-confidence,
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neutemeljenog samopouzdanja,
03:04
which then makes you very, very successful in later life.
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koje Vas čini vrlo uspješnim u kasnijem životu.
03:07
So, welcome to Oxford, ladies and gentlemen.
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Dobrodošli na Oxford, dame i gospodo.
03:10
(Laughter)
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(Smijeh)
03:12
(Applause)
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(Pljesak)
03:13
But, actually, the point of placebo education is interesting.
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Koncepcija placebo obrazovanja je zanimljiva.
03:16
How many problems of life can be solved
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Koliko bi životnih problema bilo riješeno
03:18
actually by tinkering with perception,
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poigravanjem percepcijom,
03:20
rather than that tedious, hardworking and messy business
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umjesto ozbiljnim, napornim i teškim poslom
03:22
of actually trying to change reality?
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istinske promjene stvarnosti?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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Evo jedan odličan primjer iz povijesti. Čuo sam da se to odnosi na nekoliko kraljeva,
03:28
but doing a bit of historical research,
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ali istražujući povjesne činjenice
03:30
it seems to be Fredrick the Great.
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izgleda da se odnosi samo na Fridricha Velikog.
03:32
Fredrick the Great of Prussia was very, very keen
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Fridrich Veliki Pruski bio je vrlo, vrlo dosljedan
03:34
for the Germans to adopt the potato and to eat it,
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kako bi Nijemce privolio da prihvate krumpir i da ga jedu.
03:37
because he realized that if you had two sources of carbohydrate,
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Shvatio je da, ukoliko imate dva izvora ugljikohidrata,
03:39
wheat and potatoes, you get less price volatility in bread.
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žitarice i krumpir, manje će se mijenjati cijena kruha.
03:43
And you get a far lower risk of famine,
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I imate puno manji rizik od nestašice,
03:45
because you actually had two crops to fall back on, not one.
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jer bi trebala podbaciti dva uroda, ne jedan.
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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Jedini problem bio je: Krumpir, ako malo razmislite, izgleda prilično odbojno.
03:50
And also, 18th century Prussians ate very, very few vegetables --
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I također, prusi 18. stoljeća jeli su vrlo, vrlo malo povrća -
03:54
rather like contemporary Scottish people.
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otprlilike koliko i današnji škoti.
03:56
(Laughter)
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(smijeh)
03:58
So, actually, he tried making it compulsory.
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Pokušao je nametanjem obaveze.
04:01
The Prussian peasantry said,
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Pruski seljaci odgovorili su mu,
04:03
"We can't even get the dogs to eat these damn things.
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"Ne možemo natjerati ni pse da jedu te vražje tvorevine.
04:05
They are absolutely disgusting and they're good for nothing."
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Potpuno su odvratne i nisu dobre ni za što."
04:07
There are even records of people being executed
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Postoje i zabilježeni slučajevi da su ljudi pogubljeni
04:09
for refusing to grow potatoes.
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zbog odbijanja sadnje krumpira.
04:11
So he tried plan B.
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Stoga je pokušao planom B.
04:13
He tried the marketing solution, which is he declared the potato
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Poslužio se marketinškim rješenjem gdje je proglasio krupmir
04:15
as a royal vegetable, and none but the royal family could consume it.
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kraljevskim povrćem. I nitko osim kraljevske obitelji ne smije ga jesti.
04:18
And he planted it in a royal potato patch,
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I dao ga je posaditi na kraljevskoj krumpirskoj parceli,
04:20
with guards who had instructions
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sa stražarima koji su imali naputak
04:22
to guard over it, night and day,
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da paze na krumpir danonoćno,
04:24
but with secret instructions not to guard it very well.
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ali imajući i tajne upute, ne čuvati ga baš previše revnosno.
04:27
(Laughter)
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(smijeh)
04:28
Now, 18th century peasants know that there is one
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Seljaci u 18. stoljeću znali su za su jedno
04:30
pretty safe rule in life, which is if something is worth guarding,
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prilično pouzdano životno pravilo, koje uči da ako se nešto isplati čuvati
04:32
it's worth stealing.
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isplati se to i krasti.
04:34
Before long, there was a massive underground
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Nije trebalo dugo i nastala je velika tajna
04:36
potato-growing operation in Germany.
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operacija uzgajanja krupmira u Njemačkoj.
04:38
What he'd effectively done is he'd re-branded the potato.
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Ono što je u stvari napravio je re-brendanje krumpira.
04:42
It was an absolute masterpiece.
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Napravio je pravo remek-djelo.
04:44
I told this story and a gentleman from Turkey came up to me and said,
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Ispričao sam tu priču gospodinu iz Turske koji mi je odgovorio:
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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"Vrlo, vrlo dobar prodavač, Fridrich Veliki. Ali ni blizu Ataturku."
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk, za razliku od Nikolasa Sarkozya,
04:52
was very keen to discourage the wearing of a veil,
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zaista je htio obeshrabriti nošenje feredže,
04:54
in Turkey, to modernize it.
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u Turskoj, kako bi je osuvremenio.
04:56
Now, boring people would have just simply banned the veil.
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Neinventivne osobe bi naprosto zabranile nošenje feredže.
04:59
But that would have ended up with a lot of awful kickback
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Ali to bi završilo strašnim povratnim udarcima,
05:01
and a hell of a lot of resistance.
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i strašno velikim otporima.
05:03
Ataturk was a lateral thinker.
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Ataturk je imao široke poglede,
05:05
He made it compulsory for prostitutes to wear the veil.
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Naredio je prostitukama da nose feredžu.
05:08
(Laughter)
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(smijeh)
05:13
(Applause)
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(pljesak)
05:15
I can't verify that fully, but it does not matter.
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Ne mogu to baš potvrditi. Ali nije ni bitno.
05:17
There is your environmental problem solved, by the way, guys:
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Eto vam i rješenje smanjenje zagađenja okoliša, usputno dečki:
05:19
All convicted child molesters
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Svi osuđeni zlostavljači djece
05:21
have to drive a Porsche Cayenne.
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moraju voziti Porsche Cayenne.
05:23
(Laughter)
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(smijeh)
05:28
What Ataturk realized actually is two very fundamental things.
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Što je Ataturk shvatio bilo su dvije osnovne stvari.
05:31
Which is that, actually, first one,
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A to je, da su u stvari, prvo
05:33
all value is actually relative.
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sve vrijednosti relativne, i drugo
05:36
All value is perceived value.
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sve vrijednosti su percipirane vrijednosti.
05:38
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."
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Za vas koji ne znate španjolski, "jugo de naranja" - španjolski je izraz za sok od naranče.
05:40
Because actually it's not the dollar. It's actually the peso
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Službena valuta nije dolar, nego peso
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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u Buenos Airesu. Vrlo domišljati ulični prodavači u Buenos Airesu
05:45
decided to practice price discrimination
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odlučili su primjeniti cjenovnu diskriminaciju
05:47
to the detriment of any passing gringo tourists.
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na štetu svakog gringo turista u prolazu.
05:50
As an advertising man, I have to admire that.
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Kao oglašivač, moram se tome diviti.
05:52
But the first thing is that all value is subjective.
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Ali prije svega ovo pokazuje da je sva vrijednost subjektivna.
05:56
Second point is that persuasion is often better than compulsion.
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Drugo što želim naglasiti je da je uvjeravanje često bolje od nametanja.
05:59
These funny signs that flash your speed at you,
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Ovi smiješni znakovi pokazuju vam kojom brzim se krećete.
06:01
some of the new ones, on the bottom right,
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Neki suvremeniji, desno dolje
06:03
now actually show a smiley face or a frowny face,
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prikazuju Vam nasmješeno ili tužno lice
06:06
to act as an emotional trigger.
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kako bi potaknuli Vaše osjećaje.
06:08
What's fascinating about these signs is they cost about 10 percent
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Zapanjuje da koštaju oko 10 posto
06:10
of the running cost of a conventional speed camera,
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troškova održavanja uobičajenih kamera za brzinu.
06:13
but they prevent twice as many accidents.
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Ali sprječavaju dvostruko više nesreća
06:15
So, the bizarre thing, which is baffling
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I tako neobična stvar koja zapanjuje
06:17
to conventional, classically trained economists,
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konvencionalne, klasično obrazovane ekonomiste,
06:19
is that a weird little smiley face
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je da neobično nasmješeno lice
06:21
has a better effect on changing your behavior
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bolje utječe na promjenu Vašeg ponašanja
06:23
than the threat of a £60 fine and three penalty points.
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nego prijetnja kazne od 60 funti i tri kaznena boda.
06:28
Tiny little behavioral economics detail:
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Mali detalj vezan uz ekonomiju ponašanja:
06:30
in Italy, penalty points go backwards.
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U Italiji, kazneni bodovi idu unazad.
06:33
You start with 12 and they take them away.
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Počinjete s 12 dozvoljenih i oduzimanju Vam ih.
06:35
Because they found that loss aversion
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Jer su zaključili da odbojnost prema gubitku
06:37
is a more powerful influence on people's behavior.
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puno snažnije utječe na ponašanje ljudi.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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U Britaniji mi osjećamo, "Whoa! Dobio sam još tri!"
06:42
Not so in Italy.
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Nije tako u Italiji,
06:44
Another fantastic case of creating intangible value
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Još jedan odličan primjer stvaranja neopipljive vrijednosti
06:47
to replace actual or material value, which remember, is what,
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kojom nadomještamo stvarnu ili materijalnu vrijednost, koja, zapamtite,
06:50
after all, the environmental movement needs to be about:
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je naposlijetku ono što briga za okoliš i treba biti:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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To je opet primjer iz Pruske, mislim, oko 1812, 1813.
06:55
The wealthy Prussians, to help in the war against the French,
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Bogati Prusi, da bi pomogli u ratu protiv Francuza
06:58
were encouraged to give in all their jewelry.
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bili su poticani da predaju sav svoj nakit.
07:00
And it was replaced with replica jewelry
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Nadomjestili bi im to kopijama
07:03
made of cast iron.
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izrađenim od lijevanog željeza.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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Evo jedne: "Zlato dadoh za željezo, 1813."
07:09
The interesting thing is that for 50 years hence,
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Zanimljiva posljedica je bila da i 50 godina kasnije
07:11
the highest status jewelry you could wear in Prussia
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Najcjenjeniji statusni nakit koji se nosio u Pruskoj,
07:13
wasn't made of gold or diamonds.
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Nije bio izrađen od zlata ili dijamanata
07:15
It was made of cast iron.
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nego je bio izrađen od lijevanog željeza.
07:17
Because actually, never mind the actual intrinsic value
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Jer u stvari, zanemarili su stvarnu vrijednost
07:19
of having gold jewelry. This actually
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posjedovanja zlatnog nakita. Imali su u stvari
07:21
had symbolic value, badge value.
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simboličnu vrijednost, brend vrijednost.
07:23
It said that your family had made a great sacrifice in the past.
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Svjedočila je da se Vaša obitelj žrtvovala u prošlosti.
07:26
So, the modern equivalent would of course be this.
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Stoga bi moderni ekvivalent bio ovo,
07:28
(Laughter)
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(smijeh)
07:29
But, actually, there is a thing, just as there are Veblen goods,
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Ali, u stvari, ima tu nešto, kao što su Veblen dobra
07:32
where the value of the good depends on it being expensive and rare --
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gdje vrijednost dobara određuje skupoća i rijetkost -
07:35
there are opposite kind of things
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postoje i suprotna dobra
07:37
where actually the value in them depends on them being
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gdje vrijednost leži u tome da su
07:39
ubiquitous, classless and minimalistic.
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sveprisutna, jednostavna i minimalistička.
07:42
If you think about it, Shakerism was a proto-environmental movement.
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Ako se sjetite, Shakerizam je bio proto-okolišni pokret
07:45
Adam Smith talks about 18th century America,
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Adam Smith opisuje Ameriku 18. stoljeća
07:47
where the prohibition against visible displays of wealth was so great,
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gdje je zabrana pokazivanja bogatstva bila tako izražena
07:51
it was almost a block in the economy in New England,
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da je skoro blokirala gospodarstvo u Novoj Engleskoj,
07:53
because even wealthy farmers could find nothing to spend their money on
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jer čak i bogati farmeri nisu mogli naći ništa na što bi trošili novac,
07:56
without incurring the displeasure of their neighbors.
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a da ne izazovu negodovanje svojih susjeda.
07:59
It's perfectly possible to create these social pressures
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Potpuno je moguće izazvati takav socijalni pritisak
08:01
which lead to more egalitarian societies.
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koji dovodi do izjednačenijeg društva.
08:04
What's also interesting, if you look at products
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Što je također zanimljivo, ako promotrite proizvode
08:06
that have a high component
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koji imaju veliki udio
08:08
of what you might call messaging value,
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vrijednosti koju nazivamo vrijednost poruke,
08:10
a high component of intangible value, versus their intrinsic value:
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visok udio neopipljive vrijednosti u usporedbi sa stvarnom vrijednošću:
08:13
They are often quite egalitarian.
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Često su prilično izjednačeni.
08:16
In terms of dress, denim is perhaps the perfect example of something
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Govorimo li o odjeći, traper materijal je možda savršen primjer kako
08:19
which replaces material value with symbolic value.
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nadomjestiti stvarnu sa simboličnom vrijednošću.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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Coca-Cola. Neki od Vas su možta skupina pinkosa
08:25
and you may not like the Coca-Cola company,
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I možda ne volite tvrtku Coca Cola.
08:27
but it's worth remembering Andy Warhol's point about Coke.
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Ali vrijedno je prisjetiti se što je Andy Warhol istaknuo kod "Kole"
08:29
What Warhol said about Coke is, he said,
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Warhol je vezano u Colu rekao:
08:31
"What I really like about Coca-Cola is the president of the United States
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"Ono što stvarno volim kod Coca-Cole je to što ni predsjednik SAD-a
08:33
can't get a better Coke than the bum on the corner of the street."
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ne može dobiti bolju Colu od skitnice na uglu ulice."
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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I to je ako razmislite, ono što uzimamo zdravo za gotovo - -
08:39
it's actually a remarkable achievement,
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a to je u stvari zapanjujuće dostignuće,
08:41
to produce something that's that democratic.
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proizvesti nešto tako demokratično.
08:44
Now, we basically have to change our views slightly.
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Poruka je da moramo malo zakrenuti pogled na stvari
08:47
There is a basic view that real value involves making things,
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Postoji stvarna vrijednost koja je ugrađena u proizvod
08:50
involves labor. It involves engineering.
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ona uključuje rad. Uključuje i razvoj.
08:53
It involves limited raw materials.
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Uključuje i sirovinu.
08:56
And that what we add on top is kind of false. It's a fake version.
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I onda to što mi nadograđujemo je nekako lažno. Lažna izvedba.
08:59
And there is a reason for some suspicion and uncertainly about it.
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I stoga postoji razlog za sumnju i nevjericu.
09:02
It patently veers toward propaganda.
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jer očito to graniči s propagandom.
09:05
However, what we do have now
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Ipak, ono što sada imamo
09:07
is a much more variegated media ecosystem
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je puno različitiji medijski ekosustav
09:10
in which to kind of create this kind of value, and it's much fairer.
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u kojem moramo stvoriti tu vrijednosti. I stoga je puno poštenije.
09:13
When I grew up, this was basically the media environment of my childhood
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Kada sam ja odrastao, ovo je bilo medijsko okruženje mog djetinjstva
09:15
as translated into food.
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kada bi se prevelo na jezik hrane.
09:17
You had a monopoly supplier. On the left,
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Postojali su monopolistički dobavljači. S lijeva,
09:19
you have Rupert Murdoch, or the BBC.
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su Ruperta Murdoch ili BBC.
09:21
(Laughter)
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(smijeh)
09:22
And on your right you have a dependent public
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a s desna je ovisna publika
09:24
which is pathetically grateful for anything you give it.
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koja je bila patetično zahvalna za sve što bi joj dali.
09:27
(Laughter)
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(smijeh)
09:29
Nowadays, the user is actually involved.
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Danas je potrošač stvarno uključen.
09:32
This is actually what's called, in the digital world, "user-generated content."
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To nazivamo u digitalnom svijetu: "Korisnički generirani sadržaj"
09:35
Although it's called agriculture in the world of food.
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ipak, to se naziva poljoprivredom, u svijetu hrane.
09:37
(Laughter)
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(smijeh)
09:38
This is actually called a mash-up,
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Ovo se naziva re-inženjering
09:40
where you take content that someone else has produced
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kada uzmete sadržaj koji je netko drugi proizveo
09:42
and you do something new with it.
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i napravite iz toga nešto novo.
09:44
In the world of food we call it cooking.
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U svijetu hrane to nazivamo kuhanje
09:47
This is food 2.0,
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Ovo je hrana 2.0
09:49
which is food you produce for the purpose of sharing it with other people.
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jer je to hrana proizvedena u svrhu dijeljenja s drugim ljudima.
09:52
This is mobile food. British are very good at that.
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Ovo je mobilna hrana. Britanci su jako dobri u tome.
09:55
Fish and chips in newspaper, the Cornish Pasty,
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Ribe i krumpirići u novinama, Cornish Pastie
09:57
the pie, the sandwich.
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pita, sendvič.
09:59
We invented the whole lot of them.
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Izmislili smo puno toga
10:01
We're not very good at food in general. Italians do great food,
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Nismo baš jako dobri u hrani općenito. Talijani prave izvrsnu hranu,
10:03
but it's not very portable, generally.
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ali nije baš prenosiva, uglavnom.
10:05
(Laughter)
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(smijeh)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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I ovo sam saznao tek neki dan. Grof Sandwich nije izumio sendvič.
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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On je u stvari izumio toast. Ali naziv Grof tost bilo bi smiješno ime.
10:15
(Laughter)
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(smijeh)
10:16
Finally, we have contextual communication.
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Na kraju, imamo kontekstualnu komunikaciju.
10:18
Now, the reason I show you Pernod -- it's only one example.
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Razlog zbog kojeg Vam pokazujem Pernod - samo jedan primjer.
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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Svaka zemlja ima kontekstualno alkoholno piće. U Francuskoj to je Pernod.
10:24
It tastes great within the borders of that country,
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Odličnog je okusa u granicama te države.
10:26
but absolute shite if you take it anywhere else.
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Ali potpuno je sranje ako ga odnesete negdje drugdje.
10:29
(Laughter)
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(smijeh)
10:31
Unicum in Hungary, for example.
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Unicum u Mađarskoj, primjerice.
10:33
The Greeks have actually managed to produce something called Retsina,
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Grci su uspjeli proizvesti nešto što se zove Retsina
10:35
which even tastes shite when you're in Greece.
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i ima usran okus čak i u Grčkoj.
10:37
(Laughter)
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(smijeh)
10:39
But so much communication now is contextual
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Ali toliko je danas kontekstualne komunikacije
10:41
that the capacity for actually nudging people,
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da je količina kojom se salijeću ljudi
10:43
for giving them better information -- B.J. Fogg,
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nudeći im bolju informaciju - B.J. Fogg,
10:45
at the University of Stanford, makes the point
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sa sveučilišta Stanford, dobro je to opisao
10:47
that actually the mobile phone is --
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da je mobilni telefon u stvari -
10:49
He's invented the phrase, "persuasive technologies."
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On je izmislio pojam, "uvjeravajuća tehnologija"
10:51
He believes the mobile phone, by being location-specific,
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On vjeruje da je mobilni telefon zbog toga što je vezan uz lokaciju
10:54
contextual, timely and immediate,
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kontekstualan, točan i trenutan,
10:56
is simply the greatest persuasive technology device ever invented.
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naprosto najveća uvjeravajuća tehnologija ikada izmišljena.
10:59
Now, if we have all these tools at our disposal,
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Sada, kada imamo sve te alate na rapolaganju
11:01
we simply have to ask the question,
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trebamo samo postaviti pitanje
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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i Thaler i Sunstein predlažu, kako da to koristimo inteligentinje.
11:06
I'll give you one example.
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Evo jedan primjer.
11:09
If you had a large red button of this kind, on the wall of your home,
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Kad bi imali veliki crveni prekidač na zidu svog doma
11:11
and every time you pressed it, it saved 50 dollars for you,
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i kad bi Vam svaki puta kada ga pritisnite uštedio 50$
11:14
put 50 dollars into your pension,
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stavio 50 $ na vašu mirovinsku štednju
11:16
you would save a lot more.
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uštedjeli bi i više od toga.
11:18
The reason is that the interface fundamentally determines
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Razlog leži u činjenici da sučelje u suštini
11:20
the behavior. Okay?
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određuje ponašanje. U redu?
11:22
Now, marketing has done a very, very good job of creating
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Sad, marketing je napravio jako dobar posao stvaranja
11:25
opportunities for impulse buying.
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prilika za impulzivnu kupnju.
11:27
Yet we've never created the opportunity for impulse saving.
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Ipak, nikada nismo stvorili priliku za impulzivnu štednju.
11:31
If you did this, more people would save more.
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Kad bi to napravili, više ljudi bi štedjelo novac.
11:34
It's simply a question of changing the interface
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Radi se samo o promjeni sučelja
11:36
by which people make decisions,
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putem kojeg ljudi donose odluku.
11:38
and the very nature of the decisions changes.
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I samim time priroda odluke se mijenja.
11:40
Obviously, I don't want people to do this,
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Ja očito, ne želim takvo ponašanje
11:42
because as an advertising man I tend to regard saving as just
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jer kao oglašivač gledam na štednju kao
11:44
consumerism needlessly postponed.
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na nepotrebno odgođenu potrošnju.
11:46
(Laughter)
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(smijeh))
11:47
But if anybody did want to do that,
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Ali ako bi itko to želio postići,
11:50
that's the kind of thing we need to be thinking about, actually:
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o tome bi trebalo razmisliti, zapravo.
11:53
fundamental opportunities to change human behavior.
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Osnovne mogućnosti za promjenu ljudskog ponašanja.
11:55
Now, I've got an example here from Canada.
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Imam primjer iz Kanade.
11:58
There was a young intern at Ogilvy Canada
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Imali smo mladog zaposlenika u Ogilvy Kanada
12:01
called Hunter Somerville,
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koji se zvao Hunter Somerville
12:03
who was working in improv in Toronto,
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i radio je na poboljšanjima u Torontu
12:05
and got a part-time job in advertising,
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i nepuno radno vrijeme je radio kao oglašivač
12:07
and was given the job of advertising Shreddies.
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kad mu je povjeren posao oglašavanja Shreddies.
12:10
Now this is the most perfect case of creating
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Ovo je najbolji primjer stvaranja
12:12
intangible, added value,
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neopipljive dodane vrijednosti
12:14
without changing the product in the slightest.
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bez i najmanje promjene samog proizvoda.
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies je čudan, kvadratni keks sa sjemenkama
12:20
only available in New Zealand, Canada and Britain.
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jedino dostupan na Novom Zelandu, Kanadi i u Britaniji.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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Radi se o Kraftovom neobičnom načinu iskazivanja odanosti Kruni.
12:27
(Laughter)
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(smijeh)
12:30
In working out how you could re-launch Shreddies,
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Razmišljajući kako re-lansirati Shreddies,
12:33
he came up with this.
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dosjetio se ovoga.
12:42
Video: (Buzzer)
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(video)
12:48
Man: Shreddies is supposed to be square.
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Muškarac: Shreddies moraju biti kvadratni.
12:51
(Laughter)
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(smijeh)
12:52
Woman: Have any of these diamond shapes gone out?
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Žena: Je li neki od ovih dijagonalnih oblika otišao u prodaju?
12:55
(Laughter)
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(smijeh)
12:57
Voiceover: New Diamond Shreddies cereal.
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Glas u pozadini: Novi dijagonalni Shreddies keks.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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100 postotno iste sjemenke u ukusnom dijagonalnom obliku.
13:02
(Applause)
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(pljesak)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland: Čini mi se da je ovo najbolji primjer
13:08
of intangible value creation. All it requires is
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stvaranja neopipljive vrijednosti. Sve što je potrebno su
13:10
photons, neurons, and a great idea to create this thing.
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fotoni, neuroni i odlična ideja da bi se to stvorilo.
13:13
I would say it's a work of genius.
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Rekao bih da je ovo djelo genija.
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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Ali naravno, ne možete takvo što napraviti bez imalo istraživanja tržišta.
13:18
Man: So, Shreddies is actually producing a new product,
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Muškarac: Dakle, Shreddies stvarno pravi novi proizvod,
13:21
which is something very exciting for them.
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što je za njih veliko uzbuđenje.
13:24
So they are introducing new Diamond Shreddies.
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Stoga sada uvode nove, Dijagonalne Shreddies.
13:27
(Laughter)
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(smijeh)
13:32
So I just want to get your first impressions when you see that,
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Evo, samo molim vaš prvi dojam kada ovo vidite.
13:34
when you see the Diamond Shreddies box there.
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kada vidite kutiju Dijagonalnih Shreddies.
13:37
(Laughter)
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(smijeh)
13:38
Woman: Weren't they square?
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Žena: Nisu li bili kvadratni?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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Žena br 2: Malo sam zbunjena. Žena broj 3: Meni izgledaju kao kvadratni.
13:42
Man: They -- Yeah, it's all in the appearance.
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Muškarac: Oni -- Da, sve je u dojmu.
13:44
But it's kind of like flipping a six or a nine. Like a six,
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Ali izgleda kao zakretanje broja šest ili devet u broj šest.
13:48
if you flip it over it looks like a nine.
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Ako zakrenete izgleda kao devetka.
13:50
But a six is very different from a nine.
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Ali šestica je vrlo različita od devetke.
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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Žena broj3: Ili slovo 'M' i slovo 'W'. Muškarac: Da, 'M' i 'W' točno.
13:54
Man #2: [unclear]
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Muškarac broj 2: Bolji je onaj prvi.
13:56
You just looked like you turned it on its end. But when you see it like that
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Izgleda kao da ste zakrenuli jedan kraj. Ali ako pogledate na taj način
13:59
it's more interesting looking.
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puno je zanimljiviji izgled.
14:01
Man: Just try both of them.
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Muškarac: Molim Vas da kušate oba.
14:03
Take a square one there, first.
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Uzmite kvadratni odatle prvo.
14:06
(Laughter)
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(smijeh)
14:18
Man: Which one did you prefer? Man #2: The first one.
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Muškarac: Koji Vam je bolji? Muškarac broj 2: Prvi.
14:20
Man: The first one?
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Muškarac: Prvi?
14:22
(Laughter)
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(smijeh)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland: Sad, naravno, rasprava se uskovitlala.
14:28
There were conservative elements in Canada, unsurprisingly,
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Neki konzervativni elementi u Kanadi, što nije bilo neko iznenađenje,
14:31
who actually resented this intrusion.
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su odbacili takvo nametanje.
14:33
So, eventually, the manufacturers actually
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Stoga, naposljetku, proizvođač je
14:35
arrived at a compromise, which was the combo pack.
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postigao kompromis u obliku kombiniranog pakiranja.
14:38
(Laughter)
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(smijeh)
14:40
(Applause)
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(pljesak)
14:49
(Laughter)
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(smijeh)
14:54
If you think it's funny, bear in mind there is an organization called
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Ako mislite da je ovo smiješno, znajte da postoji organizacija koja se naziva
14:57
the American Institute of Wine Economics,
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Američki institut za vinsko gospodarstvo
15:00
which actually does extensive research into perception of things,
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koje zaista široko istražuje percepciju stvari
15:02
and discovers that except for among
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i otkriva da, izuzevši
15:04
perhaps five or ten percent of the most knowledgeable people,
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možda pet do deset posto najvećih znalaca,
15:07
there is no correlation between quality and enjoyment
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ne postoji veza između kvalitete i uživanja
15:09
in wine,
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u vinu
15:11
except when you tell the people how expensive it is,
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osim kad ljudima kažete koliko skupocjeno ono jest,
15:13
in which case they tend to enjoy the more expensive stuff more.
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kada obično uživaju u skupljem vinu više.
15:16
So drink your wine blind in the future.
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Stoga ubuduće pijte vino s povezom na očima.
15:19
But this is both hysterically funny --
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Ali to je i ludo zabavno --
15:21
but I think an important philosophical point,
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ali mislim i važno filozofsko gledište,
15:23
which is, going forward, we need more of this kind of value.
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koje, gledajući unaprijed, trebamo više takvih vrijednosti.
15:26
We need to spend more time appreciating what already exists,
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Moramo provesti više vremena cijeneći ono što imamo,
15:29
and less time agonizing over what else we can do.
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a manje u tome da se grčimo što za nečim dodatnim.
15:31
Two quotations to more or less end with.
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I dvije izjave s kojima bih završio.
15:33
One of them is, "Poetry is when you make new things
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Jedna je: "Pjesništvo je kada nove stvari činite
15:35
familiar and familiar things new."
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bliskima i bliske svari novima".
15:37
Which isn't a bad definition of what our job is,
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To nije loša definicija onoga što naš posao jest,
15:40
to help people appreciate what is unfamiliar, but also
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pomažući ljudima da prihvate ono što im nije blisko, ali isto
15:42
to gain a greater appreciation, and place a far higher value on
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da postignemo više uvažavanja i bolje vrednovanje
15:46
those things which are already existing.
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onih stvari koje već postoje.
15:48
There is some evidence, by the way, that things like social networking help do that.
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Postoje dokazi, uz put, da socijalno umrežavanje pomaže u postizanju toga.
15:51
Because they help people share news.
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To je zato jer omogućuje ljudima razmjenu novosti
15:53
They give badge value to everyday little trivial activities.
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Dodaju vrijednost brenda svakodnevnim jednostavnim postupcima.
15:57
So they actually reduce the need for actually spending great money on display,
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Tako, u stvari, smanjuju potrebu za trošenjem puno novaca na vidljivo
16:00
and increase the kind of third-party
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povećavajući onaj dio uživanja iz treće ruke
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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koje možete dobiti od najmanjih i njajednostavnijih stvari u životu. To je magija.
16:06
The second one is the second G.K. Chesterton quote of this session,
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Druga izjava je drugi G.K.Chestertonov opis ovog druženja,
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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koje glasi:"Mi uništavamo želju za čudom, ne želju za čuđenjem"
16:12
which I think for anybody involved in technology, is perfectly true.
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što mislim da vrijedi za svakog uključenog u tehnologiju.
16:15
And a final thing: When you place a value on things like health,
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I na kraju: Kad uspijete shvatiti vrijednost pojmova kao što je zdravlje,
16:17
love, sex and other things,
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ljubav, seks i druge stvari,
16:19
and learn to place a material value
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i shvatite stvarnu vrijednost
16:21
on what you've previously discounted
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onoga što ste prije doživljavali
16:23
for being merely intangible, a thing not seen,
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kao nešto jedva opipljivo, jedva vidljivo,
16:26
you realize you're much, much wealthier than you ever imagined.
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shvatiti ćete da ste puno puno bogatiji nego što ste ikada mogli zamisliti.
16:29
Thank you very much indeed.
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Puno Vam hvala, zaista.
16:31
(Applause)
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(pljesak)
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