Rory Sutherland: Sweat the small stuff

287,498 views ・ 2010-06-09

TED


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Prevoditelj: Senzos Osijek Recezent: Tilen Pigac - EFZG
00:15
Those of you who may remember me from TEDGlobal
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Oni od vas koji me se možda sjećaju s TEDGlobal-a
00:17
remember me asking a few questions
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sjećaju se da sam postavio nekoliko pitanja
00:19
which still preoccupy me.
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koja me još uvijek zaokupljaju.
00:21
One of them was: Why is it necessary to spend
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Jedno od njih je: Zašto je potrebno potrošiti
00:23
six billion pounds
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šest milijardi funti
00:25
speeding up the Eurostar train
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na ubrzavanje Eurostar vlaka
00:27
when, for about 10 percent of that money,
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kada za oko 10% tog novca
00:29
you could have top supermodels, male and female,
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možete imati vrhunske supermodele, muške i ženske,
00:31
serving free Chateau Petrus to all the passengers
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koji poslužuju besplatni Chateau Petrus svim putnicima
00:34
for the entire duration of the journey?
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tijekom cijelog putovanja?
00:36
You'd still have five billion left in change,
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Još uvijek bi vam ostalo pet milijardi,
00:38
and people would ask for the trains to be slowed down.
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a ljudi bi tražili da vlakovi uspore.
00:41
Now, you may remember me asking the question as well,
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Sada, možda se sjećate da sam postavio pitanje, ali isto tako
00:43
a very interesting observation,
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i vrlo zanimljivo zapažanje,
00:45
that actually those strange little signs
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da zapravo ti čudni mali znakovi
00:47
that actually flash "35" at you,
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koji zapravo blješte "35" prema vama,
00:49
occasionally accompanying a little smiley face
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povremeno praćeni malim smješkom
00:51
or a frown,
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ili mrgudom,
00:53
according to whether you're within or outside the speed limit --
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u odnosu prema tome jeste li unutar ili izvan ograničenja brzine --
00:56
those are actually more effective
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su zapravo učinkovitiji
00:58
at preventing road accidents than speed cameras,
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u sprječavanju prometnih nezgoda od kamera za brzinu,
01:01
which come with the actual threat
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koje dolaze s pravom prijetnjom
01:03
of real punishment.
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stvarne kazne.
01:05
So there seems to be a strange disproportionality at work,
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Dakle, izgleda da postoji čudna disproporcionalnost na poslu,
01:08
I think, in many areas of human problem solving,
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mislim da u mnogim područjima ljudskog rješavanja problema,
01:11
particularly those which involve human psychology,
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posebice onih koji uključuju psihologiju ljudi,
01:14
which is: The tendency
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koja je: Težnja
01:16
of the organization or the institution
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organizacija ili institucija
01:18
is to deploy as much force as possible,
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je razviti što je moguće više sile,
01:21
as much compulsion as possible,
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što je više moguće prisile,
01:23
whereas actually, the tendency of the person
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dok zapravo, težnja osobe je
01:25
is to be almost influenced
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biti gotovo pod utjecajem,
01:28
in absolute reverse proportion
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u apsolutno obrnutoj proporcionalnosti
01:30
to the amount of force being applied.
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s iznosom sile koja se primjenjuje.
01:33
So there seems to be a complete disconnect here.
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Dakle, čini se da postoji potpuna nepovezanost ovdje.
01:35
So what I'm asking for is the creation of a new job title --
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Ono što ja tražim je stvaranje naziva novog posla --
01:37
I'll come to this a little later --
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doći ću na ovo malo kasnije --
01:39
and perhaps the addition of a new word
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a možda i dodavanje nove riječi
01:41
into the English language.
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u engleski jezik.
01:43
Because it does seem to me that large organizations
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Jer čini mi se da su velike organizacije,
01:46
including government, which is, of course, the largest organization of all,
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uključujući vladu, koja je, naravno, najveća od svih organizacija,
01:49
have actually become
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zapravo postale
01:51
completely disconnected
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potpuno odvojene
01:53
with what actually matters to people.
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od onoga što je zapravo važno ljudima.
01:55
Let me give you one example of this.
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Dopustite mi da vam dam jedan primjer za to.
01:57
You may remember this as the AOL-Time Warner merger, okay,
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Možda ćete se sjetiti ovoga kao AOL-Time Warner spajanja,
02:01
heralded at the time as the largest
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proglašenog u to vrijeme kao najvećeg
02:03
single deal of all time.
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pojedinačnog posla svih vremena.
02:05
It may still be, for all I know.
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Možda je još uvijek, koliko ja znam.
02:07
Now, all of you in this room, in one form or other,
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Sada, svi vi u ovoj prostoriji, u jednom ili drugom obliku,
02:09
are probably customers of one or both
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ste vjerojatno klijenti jedne ili obje
02:11
of those organizations that merged.
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organizacije koje su se spojile.
02:13
Just interested, did anybody notice anything different
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Samo me zanima, je li itko uopće primijetio nešto drugačije,
02:16
as a result of this at all?
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kao rezultat toga?
02:18
So unless you happened to be a shareholder
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Dakle, osim ukoliko ste slučajno dioničar
02:20
of one or the other organizations
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jedne ili druge organizacije
02:22
or one of the dealmakers or lawyers involved in the no-doubt lucrative activity,
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ili jedan od onih koji sklapaju sporazum ili jedan od odvjetnika koji su uključeni u, bez sumnje, unosnu djelatnost,
02:25
you're actually engaging in a huge piece of activity
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vi se zapravo uključujete u veliku komad aktivnosti
02:28
that meant absolutely bugger-all to anybody, okay?
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koje su značile apsolutnu gnjavažu svima, dobro?
02:32
By contrast, years of marketing have taught me
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Nasuprot tome, godine marketinga su me naučile
02:34
that if you actually want people to remember you
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da ako stvarno želite da vas ljudi zapamte
02:37
and to appreciate what you do,
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i cijene što radite,
02:39
the most potent things are actually very, very small.
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najmoćnije stvari su zapravo vrlo, vrlo male.
02:42
This is from Virgin Atlantic upper-class,
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Ovo je iz Virgin Atlantic gornje klase,
02:44
it's the cruet salt and pepper set.
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to je bočica soli i papra.
02:46
Quite nice in itself, they're little, sort of, airplane things.
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Dražesne same po sebi, one su male, tako reći, avionske stvarčice.
02:49
What's really, really sweet is every single person looking at these things
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Ono što je stvarno, stvarno slatko je da svaka pojedina osoba gledajući te stvarčice
02:52
has exactly the same mischievous thought,
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ima istu nestašnu misao,
02:54
which is, "I reckon I can heist these."
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koja je, "mislim da bi ih mogao ukrasti."
02:57
However, you pick them up and underneath,
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Međutim, vi ih podignete i ispod,
02:59
actually engraved in the metal, are the words,
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zapravo ugravirano u metal, su riječi
03:01
"Stolen from Virgin Atlantic Airways upper-class."
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"Ukradeno iz Virgin Atlantic Airways gornje klase."
03:04
(Laughter)
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(Smijeh)
03:06
Now, years after
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Sada, godinama nakon
03:08
you remember the strategic question
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što se sjećate strateškog pitanja
03:10
of whether you're flying in a 777 or an Airbus,
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jeste li letjeli u 777 ili Airbusu,
03:13
you remember those words and that experience.
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vi se sjećate tih riječi i tog iskustva.
03:17
Similarly, this is from a hotel in Stockholm, the Lydmar.
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Slično tako, ovo je iz hotela u Stockholmu, Lydmar.
03:19
Has anybody stayed there?
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Je li itko odsjeo ondje?
03:21
It's the lift, it's a series of buttons in the lift.
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Ovo je dizalo, a ovo je niz gumba u dizalu.
03:24
Nothing unusual about that at all,
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Uopće ništa neuobičajeno,
03:27
except that these are actually not the buttons that take you to an individual floor.
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osim da to zapravo nisu gumbi koji će vas odvesti na pojedine katove.
03:30
It starts with garage at the bottom, I suppose, appropriately,
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Počinje s garažom na dnu, pretpostavljam, prikladno,
03:33
but it doesn't go up garage, grand floor, mezzanine, one, two, three, four.
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ali ne ide gore redom garaža, prizemlje, polukat, jedan, dva, tri, četiri.
03:36
It actually says garage, funk, rhythm and blues.
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Zapravo piše garaža, funk, ritam i blues.
03:40
You have a series of buttons. You actually choose your lift music.
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Imate niz gumba. Vi zapravo odaberete svoju glazbu u dizalu.
03:44
My guess is that the cost of installing this in the lift
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Moja procjena je da je trošak instaliranja toga u dizalo
03:47
in the Lydmar Hotel in Stockholm
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u Lydmar hotel u Stockholmu
03:49
is probably 500 to 1,000 pounds max.
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vjerojatno 500 do 1.000 £ maksimalno.
03:52
It's frankly more memorable
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To je iskreno nezaboravnije
03:54
than all those millions of hotels we've all stayed at
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od svih tih milijuna hotela u kojima smo svi boravili
03:57
that tell you that your room has actually been recently renovated
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koji vam kažu da je vaša soba zapravo bila nedavno renovirana
04:00
at a cost of 500,000 dollars,
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po cijeni od 500.000 dolara,
04:02
in order to make it resemble every other hotel room you've ever stayed in
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kako bi nalikovala svakoj drugoj hotelskoj sobi u kojoj ste boravili
04:05
in the entire course of your life.
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tijekom vašeg života.
04:09
Now, these are trivial marketing examples, I accept.
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Sada, ovo su trivijalni marketinški primjeri, prihvaćam.
04:12
But I was at a TED event recently and Esther Duflo,
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Ali ja sam bio na TED-ovom događaju nedavno gdje je Esther Duflo,
04:15
probably one of the leading experts in,
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vjerojatno jedna od vodećih stručnjaka u,
04:17
effectively, the eradication of poverty in the developing world,
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učinkovito, iskorjenjivanju siromaštva u zemljama u razvoju,
04:19
actually spoke.
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zapravo govorila.
04:21
And she came across a similar example
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A ona je došla do sličnog primjera
04:23
of something that fascinated me
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nečega što me fasciniralo
04:25
as being something which, in a business context or a government context,
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kao nešto što bi, u poslovnom kontekstu ili vladinom kontekstu,
04:28
would simply be so trivial a solution
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jednostavno bilo tako trivijalno rješenje
04:30
as to seem embarrassing.
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da izgleda sramotno.
04:32
It was simply to encourage the inoculation of children
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To je bilo poticanje cijepljenja djece,
04:35
by, not only making it a social event --
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ne samo praveći od toga društveni događaj --
04:37
I think good use of behavioral economics in that,
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mislim da je korist ekonomije ponašanja u tome,
04:39
if you turn up with several other mothers
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ako se pojavite s nekoliko drugih majki
04:41
to have your child inoculated,
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da vaše dijete cijepite,
04:43
your sense of confidence is much greater than if you turn up alone.
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vaš osjećaj povjerenja je puno veći nego ako odete sami.
04:46
But secondly, to incentivize that inoculation
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No, drugo, da bi se potaknulo cijepljenje
04:48
by giving a kilo of lentils to everybody who participated.
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svi koji su sudjelovali dobili su kilogram leće.
04:53
It's a tiny, tiny thing.
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To je malena, malena stvar.
04:55
If you're a senior person at UNESCO
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Ako ste starija osoba u UNESCO-u
04:58
and someone says, "So what are you doing
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i netko kaže: "Što radiš
05:00
to eradicate world poverty?"
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da iskorijeniš siromaštvo u svijetu?"
05:02
you're not really confident standing up there
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niste baš samouvjereni stojeći ondje
05:04
saying, "I've got it cracked; it's the lentils," are you?
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govoreći: "Razriješio sam to, to je leća", zar ne?
05:08
Our own sense of self-aggrandizement
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Naš vlastiti osjećaj samo-preuveličavanja
05:10
feels that big important problems
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čini da veliki važni problemi .
05:12
need to have big important, and most of all, expensive
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za sebe trebaju imati pričvršćena velika važna, a povrh svega,
05:15
solutions attached to them.
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skupa rješenja.
05:18
And yet, what behavioral economics shows time after time after time
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Pa ipak, ono što ekonomija ponašanja pokazuje uvijek iznova
05:21
is in human behavioral and behavioral change
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u ljudskom ponašanju i promjeni ponašanja
05:23
there's a very, very strong disproportionality at work,
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da postoji vrlo, vrlo jaka disproporcionalnost na poslu,
05:26
that actually what changes our behavior
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da zapravo ono što mijenja naše ponašanje
05:29
and what changes our attitude to things
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i ono što mijenja naš odnos prema stvarima
05:31
is not actually proportionate to the degree
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nije razmjerno stupnju
05:33
of expense entailed,
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troška prikačenog za sobom,
05:35
or the degree of force that's applied.
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ili stupnju sile koja je primijenjena.
05:38
But everything about institutions
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No, sve vezano za institucije
05:40
makes them uncomfortable
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čini ih nesukladnim
05:42
with that disproportionality.
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s tom disproporcionalnosti.
05:44
So what happens in an institution
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Dakle, u institucijama se događa
05:46
is the very person who has the power to solve the problem
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da ista osoba koja ima moć da se riješi problem
05:49
also has a very, very large budget.
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također ima vrlo, vrlo velik proračun.
05:51
And once you have a very, very large budget,
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A jednom kada imate vrlo, vrlo velik proračun,
05:53
you actually look for expensive things to spend it on.
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vi zapravo tražite skupe stvari na koje ćete ga potrošiti.
05:57
What is completely lacking is a class of people
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Ono što u potpunosti nedostaje je klasa ljudi
05:59
who have immense amounts of power, but no money at all.
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koji imaju goleme količine energije, ali uopće nemaju novca.
06:02
(Laughter)
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(Smijeh)
06:04
It's those people I'd quite like to create
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To su ljudi koje bih želio stvoriti
06:06
in the world going forward.
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u svijetu koji ide naprijed.
06:08
Now, here's another thing that happens,
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Sada, ovdje je još jedna stvar koja se događa,
06:10
which is what I call sometimes "Terminal 5 syndrome,"
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to je ono što ja ponekad nazivam " Terminal 5 sindrom",
06:12
which is that big, expensive things
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a to je da velike, skupe stvari
06:14
get big, highly-intelligent attention,
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dobivaju veliku, visoko inteligentnu pažnju,
06:17
and they're great, and Terminal 5 is absolutely magnificent,
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i one su odlične, i Terminal 5 je apsolutno veličanstven,
06:20
until you get down to the small detail, the usability,
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sve dok ne dođete do malih detalja, upotrebljivosti
06:22
which is the signage,
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što je oznaka
06:24
which is catastrophic.
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koja je katastrofalna.
06:26
You come out of "Arrive" at the airport, and you follow
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Izađete iz "Dolazak" u zračnoj luci,
06:28
a big yellow sign that says "Trains" and it's in front of you.
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te pratite veliki žuti znak koji kaže "Vlakovi" i on je ispred vas.
06:31
So you walk for another hundred yards,
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I tako vi hodate još sto metara
06:33
expecting perhaps another sign,
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očekujući možda još jedan znak
06:35
that might courteously be yellow, in front of you and saying "Trains."
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koji bi pristojno mogao biti žuti i ispred vas te govorio "Vlakovi".
06:38
No, no, no, the next one is actually blue, to your left,
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Ne, ne, ne, sljedeći je zapravo plavi, s vaše lijeve strane,
06:40
and says "Heathrow Express."
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i kaže: "Heathrow Express".
06:42
I mean, it could almost be rather like that scene from the film "Airplane."
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Mislim, to bi gotovo moglo biti kao scena iz filma "Airplane".
06:45
A yellow sign? That's exactly what they'll be expecting.
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Žuti znak? To je upravo ono što će oni očekivati.
06:48
Actually, what happens in the world increasingly --
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Zapravo, što se događa u svijetu sve više --
06:50
now, all credit to the British Airport Authority.
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sada, sve zasluge rukovodstvu British Airporta.
06:52
I spoke about this before,
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Govorio sam o ovome prije,
06:54
and a brilliant person got in touch with me and said, "Okay, what can you do?"
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i briljantna osoba je stupila u kontakt sa mnom i rekla: "Dobro, što vi možete učiniti?"
06:57
So I did come up with five suggestions, which they are actually actioning.
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Tako sam došao do pet prijedloga, koji su zapravo djelovanja.
07:00
One of them also being,
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Jedan od njih također je,
07:02
although logically it's quite a good idea
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iako logično prilično je dobra ideja
07:04
to have a lift with no up and down button in it,
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imati dizalo bez gore i dolje tipku u njemu,
07:06
if it only serves two floors,
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ako samo služi za dva kata,
07:08
it's actually bloody terrifying, okay?
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to je zapravo zastrašujuće, ok?
07:11
Because when the door closes
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Jer kad se vrata zatvaraju
07:13
and there's nothing for you to do,
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i nemate više što raditi,
07:15
you've actually just stepped into a Hammer film.
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zapravo ste zakoračili u Hammer film.
07:17
(Laughter)
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(Smijeh)
07:19
So these questions ... what is happening in the world
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Dakle, ova pitanja ... što se događa u svijetu
07:21
is the big stuff, actually,
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je velika stvar, zapravo,
07:23
is done magnificently well.
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učinjeno je veličanstveno dobro.
07:25
But the small stuff, what you might call the user interface,
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No, male stvari, ono što bi mogli nazvati korisničko sučelje,
07:28
is done spectacularly badly.
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učinjeno je spektakularno loše.
07:30
But also, there seems to be a complete sort of gridlock
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Također, čini se da postoji potpuni zastoj
07:33
in terms of solving these small solutions.
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u smislu rješavanja tih malih rješenja.
07:36
Because the people who can actually solve them
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Jer ljudi koji ih zapravo mogu riješiti
07:38
actually are too powerful and too preoccupied
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zapravo su premoćni i prezaokupljeni
07:40
with something they think of as "strategy" to actually solve them.
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nečim što smatraju "strategijom " da bi ih zapravo riješili.
07:43
I tried this exercise recently, talking about banking.
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Pokušao sam ove vježbe nedavno, govoreći o bankarstvu.
07:45
They said, "Can we do an advertising campaign?
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Rekli su: "Možemo li napraviti reklamnu kampanju?
07:47
What can we do and encourage more online banking?"
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Što možemo učiniti i potaknuti više on-line bankarstva?"
07:50
I said, "It's really, really easy."
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Rekao sam, "To je jako, jako jednostavno."
07:52
I said, "When people login to their online bank
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Rekao sam: "Kada se ljudi prijave na svoju online banku
07:54
there are lots and lots of things they'd probably quite like to look at.
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ima mnoštvo stvari koje bi vjerojatno željeli pogledati.
07:57
The last thing in the world you ever want to see is your balance."
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Posljednja stvar na svijetu koju želite vidjeti je stanje vašeg računa."
08:01
I've got friends who actually
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Imam prijatelje koji zapravo
08:03
never use their own bank cash machines
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nikada ne koristite bankomate,
08:05
because there's the risk that it might display
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jer postoji rizik da bi mogli prikazati
08:07
their balance on the screen.
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njihovo stanje računa na zaslonu.
08:09
Why would you willingly expose yourself to bad news?
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Zašto bi se dragovoljno izložili lošim vijestima?
08:12
Okay, you simply wouldn't.
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Ok, jednostavno ne bi.
08:14
I said, "If you make, actually, 'Tell me my balance.'
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Rekao sam: "Ako napravite, reci mi stanje moga računa."
08:16
If you make that an option rather than the default,
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Ako to napravite kao opciju, a ne kao zadano,
08:19
you'll find twice as many people log on to online banking,
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vidjet ćete da se dvostruko više ljudi prijavljuju na online bankarstvo,
08:22
and they do it three times as often."
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i oni to učiniti tri puta češće."
08:24
Let's face it, most of us -- how many of you
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Budimo iskreni, većina nas -- koliko vas zapravo
08:26
actually check your balance before you remove cash from a cash machine?
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provjeri stanje računa prije nego što podignete novac s bankomata?
08:30
And you're pretty rich by the standards of the world at large.
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A vi ste prilično bogati prema standardima svijeta u cjelini.
08:33
Now, interesting that no single person does that,
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Sada, zanimljivo je da niti jedna osoba to ne čini,
08:35
or at least can admit to being so anal as to do it.
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ili barem može priznati da toliki guzonja to učini.
08:39
But what's interesting about that suggestion
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Ali što je zanimljivo o tome prijedlogu
08:41
was that, to implement that suggestion wouldn't cost 10 million pounds;
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je da njegova provedba ne bi koštala 10.000.000 £,
08:44
it wouldn't involve large amounts of expenditure;
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to ne bi uključivalo velike količine izdataka,
08:46
it would actually cost about 50 quid.
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to bi zapravo koštalo oko 50 penija.
08:48
And yet, it never happens.
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Pa ipak, nikad se nije dogodilo.
08:50
Because there's a fundamental disconnect, as I said,
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Jer postoji temeljna nepovezanost kao što sam rekao,
08:53
that actually, the people with the power
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ljudi koji imaju moć
08:55
want to do big expensive things.
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žele činiti velike skupe stvari.
08:57
And there's to some extent a big strategy myth
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I tu je u određenoj mjeri veliki strategijski mit
08:59
that's prevalent in business now.
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koji je sada rasprostranjen u poslovanju.
09:01
And if you think about it, it's very, very important
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A ako razmislite o tome, vrlo je važno
09:03
that the strategy myth is maintained.
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da je strategijski mit održan.
09:05
Because, if the board of directors convince everybody
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Jer, ako Upravni odbor svakoga uvjeri
09:08
that the success of any organization
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da uspjeh bilo koje organizacije
09:10
is almost entirely dependent on the decisions made by the board of directors,
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gotovo u cijelosti ovisi o odlukama Upravnog odbora,
09:13
it makes the disparity in salaries
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to čini razlike u plaćama
09:16
slightly more justifiable
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nešto više opravdanijima,
09:18
than if you actually acknowledge that quite a lot of the credit for a company's success
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nego ako zapravo potvrdite da poprilično puno zasluga za uspjeh tvrtke
09:21
might actually lie somewhere else,
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leže negdje drugdje,
09:23
in small pieces of tactical activity.
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u malim komadićima taktičkih aktivnosti.
09:26
But what is happening is that effectively --
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No, ono što se događa jest da učinkovito --
09:28
and the invention of the spreadsheet hasn't helped this;
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i izum proračunske tablice nije pomogao ovdje;
09:30
lots of things haven't helped this --
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mnoge stvari ovdje nisu pomogle --
09:32
business and government suffers from a kind of physics envy.
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posao i vlada pate od neke vrste fizičke zavisti.
09:35
It wants the world to be the kind of place where
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Ona želi da svijet bude vrsta mjesta gdje su
09:38
the input and the change are proportionate.
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ulaz i promjena proporcionalne.
09:41
It's a kind of mechanistic world
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To je vrsta mehanističkog svijeta
09:43
that we'd all love to live in
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u kojemu bi svi željeli živjeti
09:45
where, effectively, it sits very nicely on spreadsheets,
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gdje, učinkovito, sjedi vrlo lijepo na proračunskoj tablici,
09:48
everything is numerically expressible,
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sve se može brojčano izraziti,
09:50
and the amount you spend on something is proportionate
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a iznos koji ste potrošili na nešto je razmjerna
09:53
to the scale of your success.
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skali vašeg uspjeha.
09:55
That's the world people actually want.
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To je svijet koji ljudi zapravo žele.
09:57
In truth, we do live in a world that science can understand.
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Uistinu, mi živimo u svijetu koji znanost može razumjeti.
09:59
Unfortunately, the science is probably closer to being climatology
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Nažalost, znanost je vjerojatno bliže klimatologiji
10:02
in that in many cases,
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u kojoj u mnogim slučajevima,
10:04
very, very small changes
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vrlo, vrlo male promjene
10:06
can have disproportionately huge effects,
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mogu imati nerazmjerno veliki utjecaj,
10:08
and equally, vast areas of activity, enormous mergers,
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i jednako, široka područja djelovanja, ogromna udruživanja,
10:11
can actually accomplish absolutely bugger-all.
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mogu zapravo ostvariti apsolutnu gnjavažu.
10:15
But it's very, very uncomfortable for us
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No, vrlo, vrlo neugodno za nas
10:17
to actually acknowledge that we're living in such a world.
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je zapravo priznati da živimo u takvom svijetu.
10:20
But what I'm saying is we could just make things
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No, ono što želim reći je da bismo mogli napraviti stvari
10:22
a little bit better for ourselves
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malo boljima za sebe
10:24
if we looked at it in this very simple four-way approach.
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ako gledamo na to u ovom vrlo jednostavnom četverostranom pristupu.
10:28
That is actually strategy, and I'm not denying that strategy has a role.
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To je zapravo strategija, a ja ne negiram da strategija ima ulogu.
10:31
You know, there are cases where you spend quite a lot of money
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Znate, postoje slučajevi u kojima potrošite poprilično novca
10:33
and you accomplish quite a lot.
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i ostvarite poprilično toga.
10:35
And I'd be wrong to dis that completely.
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I bio bih u krivu kada bih odbacio to u potpunosti.
10:38
Moving over, we come, of course, to consultancy.
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Nastavljajući dolazimo, naravno, do savjetništva.
10:40
(Laughter)
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(Smijeh)
10:44
I thought it was very indecent of Accenture
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Mislio sam da je bilo vrlo nepristojno od Accenturea
10:46
to ditch Tiger Woods in such
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potkopati Tiger Woodsa na takav
10:48
a sort of hurried and hasty way.
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ubrzan i brzopleti način.
10:50
I mean, Tiger surely was actually obeying the Accenture model.
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Mislim, Tiger je sigurno zapravo ispunjavao Accenture model.
10:53
He developed an interesting outsourcing model for sexual services,
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On je razvio zanimljiv vanjski model za seksualne usluge,
10:56
(Laughter)
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(Smijeh)
10:58
no longer tied to a single monopoly provider,
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nevezan više za jednog monopolnog poslužitelja,
11:01
in many cases, sourcing things locally,
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koji u mnogim slučajevima, prikuplja stvari na lokalnoj razini,
11:04
and of course, the ability to have between one and three girls delivered at any time
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i naravno, mogućnost izbora između jedne i tri djevojke dostavljene u bilo koje vrijeme
11:07
led for better load-balancing.
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vodio boljem balansiranju teretom.
11:10
So what Accenture suddenly found so unattractive about that, I'm not sure.
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Pa što je Accenture iznenada našao tako neprivlačno u tome, nisam siguran.
11:13
Then there are other things that don't cost much and achieve absolutely nothing.
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Zatim tu su druge stvari koje ne koštaju puno i postižu apsolutno ništa.
11:16
That's called trivia.
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Zovu se trivijalnosti.
11:18
But there's a fourth thing.
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No, tu je četvrta stvar.
11:20
And the fundamental problem is we don't actually have a word for this stuff.
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A osnovni problem je što zapravo nemamo riječ za ove stvari.
11:23
We don't know what to call it.
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Mi ne znamo kako to nazvati.
11:25
And actually we don't spend nearly enough money
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I zapravo ne trošimo ni približno dovoljno novaca
11:28
looking for those things,
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u potrazi za tim stvarima,
11:30
looking for those tiny things that may or may not work,
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u potrazi za tim sićušnim stvarima, koje bi možda mogle ili ne bi mogle funkcionirati,
11:33
but which, if they do work,
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ali koje bi, ako funkcioniraju,
11:35
can have a success absolutely out of proportion
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mogle imati uspjeh apsolutno vanrazmjeran
11:37
to their expense, their efforts
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njihovu trošku, trudu
11:39
and the disruption they cause.
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i poremećaju koji uzrokuju.
11:41
So the first thing I'd like
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Dakle, prva stvar koju bih htio
11:43
is a competition -- to anybody watching this as a film --
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je natjecanje -- za svakoga tko gleda ovo kao film --
11:45
is to come up with a name for that stuff on the bottom right.
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da se dosjetite imena za tu stvar na dnu desno.
11:48
And the second thing, I think,
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I druga stvar, mislim,
11:50
is that the world needs to have people in charge of that.
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je da svijet treba imati ljude zadužene za to.
11:52
That's why I call for the "Chief Detail Officer."
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Zato pozivam "glavnog službenika za detalje".
11:54
Every corporation should have one,
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Svaka korporacija bi trebala imati jednoga,
11:56
and every government should have a Ministry of Detail.
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i svaka vlada bi trebala imati Ministarstvo detalja.
11:59
The people who actually have no money,
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Ljudi koji zapravo nemaju novca,
12:01
who have no extravagant budget,
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koji nemaju ekstravagantan proračun,
12:03
but who realize that actually
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ali koji shvaćaju da zapravo
12:05
you might achieve greater success in uptake
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možete postići veći uspjeh u preuzimanju
12:07
of a government program
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vladinog programa
12:09
by actually doubling the level of benefits you pay,
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zapravo udvostručavajući nivo pogodnosti koje plaćate,
12:11
but you'll probably achieve exactly that same effect
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ali vjerojatno ćete postići upravo taj isti efekt
12:14
simply by redesigning the form
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jednostavno redizajnirajući obrazac
12:16
and writing it in comprehensible English.
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i pišući razumljivim engleskim.
12:18
And if actually we created a Ministry of Detail
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A ako bi zapravo stvorili Ministarstvo detalja
12:21
and business actually had Chief Detail Officers,
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i poslovi bi zapravo imali glavnog službenika za detalje,
12:23
then that fourth quadrant,
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onda bi taj četvrti kvadrant,
12:25
which is so woefully neglected at the moment,
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koji je tako žalosno zanemaren u ovom trenutku,
12:27
might finally get the attention it deserves.
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konačno mogao dobiti pažnju koju zaslužuje.
12:29
Thank you very much.
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Puno vam hvala.
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