Rory Sutherland: Sweat the small stuff

295,946 views ・ 2010-06-09

TED


Dvaput kliknite na engleske titlove ispod za reprodukciju videozapisa.

Prevoditelj: Senzos Osijek Recezent: Tilen Pigac - EFZG
00:15
Those of you who may remember me from TEDGlobal
0
15260
2000
Oni od vas koji me se možda sjećaju s TEDGlobal-a
00:17
remember me asking a few questions
1
17260
2000
sjećaju se da sam postavio nekoliko pitanja
00:19
which still preoccupy me.
2
19260
2000
koja me još uvijek zaokupljaju.
00:21
One of them was: Why is it necessary to spend
3
21260
2000
Jedno od njih je: Zašto je potrebno potrošiti
00:23
six billion pounds
4
23260
2000
šest milijardi funti
00:25
speeding up the Eurostar train
5
25260
2000
na ubrzavanje Eurostar vlaka
00:27
when, for about 10 percent of that money,
6
27260
2000
kada za oko 10% tog novca
00:29
you could have top supermodels, male and female,
7
29260
2000
možete imati vrhunske supermodele, muške i ženske,
00:31
serving free Chateau Petrus to all the passengers
8
31260
3000
koji poslužuju besplatni Chateau Petrus svim putnicima
00:34
for the entire duration of the journey?
9
34260
2000
tijekom cijelog putovanja?
00:36
You'd still have five billion left in change,
10
36260
2000
Još uvijek bi vam ostalo pet milijardi,
00:38
and people would ask for the trains to be slowed down.
11
38260
3000
a ljudi bi tražili da vlakovi uspore.
00:41
Now, you may remember me asking the question as well,
12
41260
2000
Sada, možda se sjećate da sam postavio pitanje, ali isto tako
00:43
a very interesting observation,
13
43260
2000
i vrlo zanimljivo zapažanje,
00:45
that actually those strange little signs
14
45260
2000
da zapravo ti čudni mali znakovi
00:47
that actually flash "35" at you,
15
47260
2000
koji zapravo blješte "35" prema vama,
00:49
occasionally accompanying a little smiley face
16
49260
2000
povremeno praćeni malim smješkom
00:51
or a frown,
17
51260
2000
ili mrgudom,
00:53
according to whether you're within or outside the speed limit --
18
53260
3000
u odnosu prema tome jeste li unutar ili izvan ograničenja brzine --
00:56
those are actually more effective
19
56260
2000
su zapravo učinkovitiji
00:58
at preventing road accidents than speed cameras,
20
58260
3000
u sprječavanju prometnih nezgoda od kamera za brzinu,
01:01
which come with the actual threat
21
61260
2000
koje dolaze s pravom prijetnjom
01:03
of real punishment.
22
63260
2000
stvarne kazne.
01:05
So there seems to be a strange disproportionality at work,
23
65260
3000
Dakle, izgleda da postoji čudna disproporcionalnost na poslu,
01:08
I think, in many areas of human problem solving,
24
68260
3000
mislim da u mnogim područjima ljudskog rješavanja problema,
01:11
particularly those which involve human psychology,
25
71260
3000
posebice onih koji uključuju psihologiju ljudi,
01:14
which is: The tendency
26
74260
2000
koja je: Težnja
01:16
of the organization or the institution
27
76260
2000
organizacija ili institucija
01:18
is to deploy as much force as possible,
28
78260
3000
je razviti što je moguće više sile,
01:21
as much compulsion as possible,
29
81260
2000
što je više moguće prisile,
01:23
whereas actually, the tendency of the person
30
83260
2000
dok zapravo, težnja osobe je
01:25
is to be almost influenced
31
85260
3000
biti gotovo pod utjecajem,
01:28
in absolute reverse proportion
32
88260
2000
u apsolutno obrnutoj proporcionalnosti
01:30
to the amount of force being applied.
33
90260
3000
s iznosom sile koja se primjenjuje.
01:33
So there seems to be a complete disconnect here.
34
93260
2000
Dakle, čini se da postoji potpuna nepovezanost ovdje.
01:35
So what I'm asking for is the creation of a new job title --
35
95260
2000
Ono što ja tražim je stvaranje naziva novog posla --
01:37
I'll come to this a little later --
36
97260
2000
doći ću na ovo malo kasnije --
01:39
and perhaps the addition of a new word
37
99260
2000
a možda i dodavanje nove riječi
01:41
into the English language.
38
101260
2000
u engleski jezik.
01:43
Because it does seem to me that large organizations
39
103260
3000
Jer čini mi se da su velike organizacije,
01:46
including government, which is, of course, the largest organization of all,
40
106260
3000
uključujući vladu, koja je, naravno, najveća od svih organizacija,
01:49
have actually become
41
109260
2000
zapravo postale
01:51
completely disconnected
42
111260
2000
potpuno odvojene
01:53
with what actually matters to people.
43
113260
2000
od onoga što je zapravo važno ljudima.
01:55
Let me give you one example of this.
44
115260
2000
Dopustite mi da vam dam jedan primjer za to.
01:57
You may remember this as the AOL-Time Warner merger, okay,
45
117260
3000
Možda ćete se sjetiti ovoga kao AOL-Time Warner spajanja,
02:01
heralded at the time as the largest
46
121260
2000
proglašenog u to vrijeme kao najvećeg
02:03
single deal of all time.
47
123260
2000
pojedinačnog posla svih vremena.
02:05
It may still be, for all I know.
48
125260
2000
Možda je još uvijek, koliko ja znam.
02:07
Now, all of you in this room, in one form or other,
49
127260
2000
Sada, svi vi u ovoj prostoriji, u jednom ili drugom obliku,
02:09
are probably customers of one or both
50
129260
2000
ste vjerojatno klijenti jedne ili obje
02:11
of those organizations that merged.
51
131260
2000
organizacije koje su se spojile.
02:13
Just interested, did anybody notice anything different
52
133260
3000
Samo me zanima, je li itko uopće primijetio nešto drugačije,
02:16
as a result of this at all?
53
136260
2000
kao rezultat toga?
02:18
So unless you happened to be a shareholder
54
138260
2000
Dakle, osim ukoliko ste slučajno dioničar
02:20
of one or the other organizations
55
140260
2000
jedne ili druge organizacije
02:22
or one of the dealmakers or lawyers involved in the no-doubt lucrative activity,
56
142260
3000
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
57
145260
3000
vi se zapravo uključujete u veliku komad aktivnosti
02:28
that meant absolutely bugger-all to anybody, okay?
58
148260
3000
koje su značile apsolutnu gnjavažu svima, dobro?
02:32
By contrast, years of marketing have taught me
59
152260
2000
Nasuprot tome, godine marketinga su me naučile
02:34
that if you actually want people to remember you
60
154260
3000
da ako stvarno želite da vas ljudi zapamte
02:37
and to appreciate what you do,
61
157260
2000
i cijene što radite,
02:39
the most potent things are actually very, very small.
62
159260
3000
najmoćnije stvari su zapravo vrlo, vrlo male.
02:42
This is from Virgin Atlantic upper-class,
63
162260
2000
Ovo je iz Virgin Atlantic gornje klase,
02:44
it's the cruet salt and pepper set.
64
164260
2000
to je bočica soli i papra.
02:46
Quite nice in itself, they're little, sort of, airplane things.
65
166260
3000
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
66
169260
3000
Ono što je stvarno, stvarno slatko je da svaka pojedina osoba gledajući te stvarčice
02:52
has exactly the same mischievous thought,
67
172260
2000
ima istu nestašnu misao,
02:54
which is, "I reckon I can heist these."
68
174260
3000
koja je, "mislim da bi ih mogao ukrasti."
02:57
However, you pick them up and underneath,
69
177260
2000
Međutim, vi ih podignete i ispod,
02:59
actually engraved in the metal, are the words,
70
179260
2000
zapravo ugravirano u metal, su riječi
03:01
"Stolen from Virgin Atlantic Airways upper-class."
71
181260
3000
"Ukradeno iz Virgin Atlantic Airways gornje klase."
03:04
(Laughter)
72
184260
2000
(Smijeh)
03:06
Now, years after
73
186260
2000
Sada, godinama nakon
03:08
you remember the strategic question
74
188260
2000
što se sjećate strateškog pitanja
03:10
of whether you're flying in a 777 or an Airbus,
75
190260
3000
jeste li letjeli u 777 ili Airbusu,
03:13
you remember those words and that experience.
76
193260
3000
vi se sjećate tih riječi i tog iskustva.
03:17
Similarly, this is from a hotel in Stockholm, the Lydmar.
77
197260
2000
Slično tako, ovo je iz hotela u Stockholmu, Lydmar.
03:19
Has anybody stayed there?
78
199260
2000
Je li itko odsjeo ondje?
03:21
It's the lift, it's a series of buttons in the lift.
79
201260
3000
Ovo je dizalo, a ovo je niz gumba u dizalu.
03:24
Nothing unusual about that at all,
80
204260
3000
Uopće ništa neuobičajeno,
03:27
except that these are actually not the buttons that take you to an individual floor.
81
207260
3000
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,
82
210260
3000
Počinje s garažom na dnu, pretpostavljam, prikladno,
03:33
but it doesn't go up garage, grand floor, mezzanine, one, two, three, four.
83
213260
3000
ali ne ide gore redom garaža, prizemlje, polukat, jedan, dva, tri, četiri.
03:36
It actually says garage, funk, rhythm and blues.
84
216260
3000
Zapravo piše garaža, funk, ritam i blues.
03:40
You have a series of buttons. You actually choose your lift music.
85
220260
3000
Imate niz gumba. Vi zapravo odaberete svoju glazbu u dizalu.
03:44
My guess is that the cost of installing this in the lift
86
224260
3000
Moja procjena je da je trošak instaliranja toga u dizalo
03:47
in the Lydmar Hotel in Stockholm
87
227260
2000
u Lydmar hotel u Stockholmu
03:49
is probably 500 to 1,000 pounds max.
88
229260
3000
vjerojatno 500 do 1.000 £ maksimalno.
03:52
It's frankly more memorable
89
232260
2000
To je iskreno nezaboravnije
03:54
than all those millions of hotels we've all stayed at
90
234260
3000
od svih tih milijuna hotela u kojima smo svi boravili
03:57
that tell you that your room has actually been recently renovated
91
237260
3000
koji vam kažu da je vaša soba zapravo bila nedavno renovirana
04:00
at a cost of 500,000 dollars,
92
240260
2000
po cijeni od 500.000 dolara,
04:02
in order to make it resemble every other hotel room you've ever stayed in
93
242260
3000
kako bi nalikovala svakoj drugoj hotelskoj sobi u kojoj ste boravili
04:05
in the entire course of your life.
94
245260
3000
tijekom vašeg života.
04:09
Now, these are trivial marketing examples, I accept.
95
249260
3000
Sada, ovo su trivijalni marketinški primjeri, prihvaćam.
04:12
But I was at a TED event recently and Esther Duflo,
96
252260
3000
Ali ja sam bio na TED-ovom događaju nedavno gdje je Esther Duflo,
04:15
probably one of the leading experts in,
97
255260
2000
vjerojatno jedna od vodećih stručnjaka u,
04:17
effectively, the eradication of poverty in the developing world,
98
257260
2000
učinkovito, iskorjenjivanju siromaštva u zemljama u razvoju,
04:19
actually spoke.
99
259260
2000
zapravo govorila.
04:21
And she came across a similar example
100
261260
2000
A ona je došla do sličnog primjera
04:23
of something that fascinated me
101
263260
2000
nečega što me fasciniralo
04:25
as being something which, in a business context or a government context,
102
265260
3000
kao nešto što bi, u poslovnom kontekstu ili vladinom kontekstu,
04:28
would simply be so trivial a solution
103
268260
2000
jednostavno bilo tako trivijalno rješenje
04:30
as to seem embarrassing.
104
270260
2000
da izgleda sramotno.
04:32
It was simply to encourage the inoculation of children
105
272260
3000
To je bilo poticanje cijepljenja djece,
04:35
by, not only making it a social event --
106
275260
2000
ne samo praveći od toga društveni događaj --
04:37
I think good use of behavioral economics in that,
107
277260
2000
mislim da je korist ekonomije ponašanja u tome,
04:39
if you turn up with several other mothers
108
279260
2000
ako se pojavite s nekoliko drugih majki
04:41
to have your child inoculated,
109
281260
2000
da vaše dijete cijepite,
04:43
your sense of confidence is much greater than if you turn up alone.
110
283260
3000
vaš osjećaj povjerenja je puno veći nego ako odete sami.
04:46
But secondly, to incentivize that inoculation
111
286260
2000
No, drugo, da bi se potaknulo cijepljenje
04:48
by giving a kilo of lentils to everybody who participated.
112
288260
3000
svi koji su sudjelovali dobili su kilogram leće.
04:53
It's a tiny, tiny thing.
113
293260
2000
To je malena, malena stvar.
04:55
If you're a senior person at UNESCO
114
295260
3000
Ako ste starija osoba u UNESCO-u
04:58
and someone says, "So what are you doing
115
298260
2000
i netko kaže: "Što radiš
05:00
to eradicate world poverty?"
116
300260
2000
da iskorijeniš siromaštvo u svijetu?"
05:02
you're not really confident standing up there
117
302260
2000
niste baš samouvjereni stojeći ondje
05:04
saying, "I've got it cracked; it's the lentils," are you?
118
304260
3000
govoreći: "Razriješio sam to, to je leća", zar ne?
05:08
Our own sense of self-aggrandizement
119
308260
2000
Naš vlastiti osjećaj samo-preuveličavanja
05:10
feels that big important problems
120
310260
2000
čini da veliki važni problemi .
05:12
need to have big important, and most of all, expensive
121
312260
3000
za sebe trebaju imati pričvršćena velika važna, a povrh svega,
05:15
solutions attached to them.
122
315260
3000
skupa rješenja.
05:18
And yet, what behavioral economics shows time after time after time
123
318260
3000
Pa ipak, ono što ekonomija ponašanja pokazuje uvijek iznova
05:21
is in human behavioral and behavioral change
124
321260
2000
u ljudskom ponašanju i promjeni ponašanja
05:23
there's a very, very strong disproportionality at work,
125
323260
3000
da postoji vrlo, vrlo jaka disproporcionalnost na poslu,
05:26
that actually what changes our behavior
126
326260
3000
da zapravo ono što mijenja naše ponašanje
05:29
and what changes our attitude to things
127
329260
2000
i ono što mijenja naš odnos prema stvarima
05:31
is not actually proportionate to the degree
128
331260
2000
nije razmjerno stupnju
05:33
of expense entailed,
129
333260
2000
troška prikačenog za sobom,
05:35
or the degree of force that's applied.
130
335260
3000
ili stupnju sile koja je primijenjena.
05:38
But everything about institutions
131
338260
2000
No, sve vezano za institucije
05:40
makes them uncomfortable
132
340260
2000
čini ih nesukladnim
05:42
with that disproportionality.
133
342260
2000
s tom disproporcionalnosti.
05:44
So what happens in an institution
134
344260
2000
Dakle, u institucijama se događa
05:46
is the very person who has the power to solve the problem
135
346260
3000
da ista osoba koja ima moć da se riješi problem
05:49
also has a very, very large budget.
136
349260
2000
također ima vrlo, vrlo velik proračun.
05:51
And once you have a very, very large budget,
137
351260
2000
A jednom kada imate vrlo, vrlo velik proračun,
05:53
you actually look for expensive things to spend it on.
138
353260
3000
vi zapravo tražite skupe stvari na koje ćete ga potrošiti.
05:57
What is completely lacking is a class of people
139
357260
2000
Ono što u potpunosti nedostaje je klasa ljudi
05:59
who have immense amounts of power, but no money at all.
140
359260
3000
koji imaju goleme količine energije, ali uopće nemaju novca.
06:02
(Laughter)
141
362260
2000
(Smijeh)
06:04
It's those people I'd quite like to create
142
364260
2000
To su ljudi koje bih želio stvoriti
06:06
in the world going forward.
143
366260
2000
u svijetu koji ide naprijed.
06:08
Now, here's another thing that happens,
144
368260
2000
Sada, ovdje je još jedna stvar koja se događa,
06:10
which is what I call sometimes "Terminal 5 syndrome,"
145
370260
2000
to je ono što ja ponekad nazivam " Terminal 5 sindrom",
06:12
which is that big, expensive things
146
372260
2000
a to je da velike, skupe stvari
06:14
get big, highly-intelligent attention,
147
374260
3000
dobivaju veliku, visoko inteligentnu pažnju,
06:17
and they're great, and Terminal 5 is absolutely magnificent,
148
377260
3000
i one su odlične, i Terminal 5 je apsolutno veličanstven,
06:20
until you get down to the small detail, the usability,
149
380260
2000
sve dok ne dođete do malih detalja, upotrebljivosti
06:22
which is the signage,
150
382260
2000
što je oznaka
06:24
which is catastrophic.
151
384260
2000
koja je katastrofalna.
06:26
You come out of "Arrive" at the airport, and you follow
152
386260
2000
Izađete iz "Dolazak" u zračnoj luci,
06:28
a big yellow sign that says "Trains" and it's in front of you.
153
388260
3000
te pratite veliki žuti znak koji kaže "Vlakovi" i on je ispred vas.
06:31
So you walk for another hundred yards,
154
391260
2000
I tako vi hodate još sto metara
06:33
expecting perhaps another sign,
155
393260
2000
očekujući možda još jedan znak
06:35
that might courteously be yellow, in front of you and saying "Trains."
156
395260
3000
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,
157
398260
2000
Ne, ne, ne, sljedeći je zapravo plavi, s vaše lijeve strane,
06:40
and says "Heathrow Express."
158
400260
2000
i kaže: "Heathrow Express".
06:42
I mean, it could almost be rather like that scene from the film "Airplane."
159
402260
3000
Mislim, to bi gotovo moglo biti kao scena iz filma "Airplane".
06:45
A yellow sign? That's exactly what they'll be expecting.
160
405260
3000
Žuti znak? To je upravo ono što će oni očekivati.
06:48
Actually, what happens in the world increasingly --
161
408260
2000
Zapravo, što se događa u svijetu sve više --
06:50
now, all credit to the British Airport Authority.
162
410260
2000
sada, sve zasluge rukovodstvu British Airporta.
06:52
I spoke about this before,
163
412260
2000
Govorio sam o ovome prije,
06:54
and a brilliant person got in touch with me and said, "Okay, what can you do?"
164
414260
3000
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.
165
417260
3000
Tako sam došao do pet prijedloga, koji su zapravo djelovanja.
07:00
One of them also being,
166
420260
2000
Jedan od njih također je,
07:02
although logically it's quite a good idea
167
422260
2000
iako logično prilično je dobra ideja
07:04
to have a lift with no up and down button in it,
168
424260
2000
imati dizalo bez gore i dolje tipku u njemu,
07:06
if it only serves two floors,
169
426260
2000
ako samo služi za dva kata,
07:08
it's actually bloody terrifying, okay?
170
428260
3000
to je zapravo zastrašujuće, ok?
07:11
Because when the door closes
171
431260
2000
Jer kad se vrata zatvaraju
07:13
and there's nothing for you to do,
172
433260
2000
i nemate više što raditi,
07:15
you've actually just stepped into a Hammer film.
173
435260
2000
zapravo ste zakoračili u Hammer film.
07:17
(Laughter)
174
437260
2000
(Smijeh)
07:19
So these questions ... what is happening in the world
175
439260
2000
Dakle, ova pitanja ... što se događa u svijetu
07:21
is the big stuff, actually,
176
441260
2000
je velika stvar, zapravo,
07:23
is done magnificently well.
177
443260
2000
učinjeno je veličanstveno dobro.
07:25
But the small stuff, what you might call the user interface,
178
445260
3000
No, male stvari, ono što bi mogli nazvati korisničko sučelje,
07:28
is done spectacularly badly.
179
448260
2000
učinjeno je spektakularno loše.
07:30
But also, there seems to be a complete sort of gridlock
180
450260
3000
Također, čini se da postoji potpuni zastoj
07:33
in terms of solving these small solutions.
181
453260
3000
u smislu rješavanja tih malih rješenja.
07:36
Because the people who can actually solve them
182
456260
2000
Jer ljudi koji ih zapravo mogu riješiti
07:38
actually are too powerful and too preoccupied
183
458260
2000
zapravo su premoćni i prezaokupljeni
07:40
with something they think of as "strategy" to actually solve them.
184
460260
3000
nečim što smatraju "strategijom " da bi ih zapravo riješili.
07:43
I tried this exercise recently, talking about banking.
185
463260
2000
Pokušao sam ove vježbe nedavno, govoreći o bankarstvu.
07:45
They said, "Can we do an advertising campaign?
186
465260
2000
Rekli su: "Možemo li napraviti reklamnu kampanju?
07:47
What can we do and encourage more online banking?"
187
467260
3000
Što možemo učiniti i potaknuti više on-line bankarstva?"
07:50
I said, "It's really, really easy."
188
470260
2000
Rekao sam, "To je jako, jako jednostavno."
07:52
I said, "When people login to their online bank
189
472260
2000
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.
190
474260
3000
ima mnoštvo stvari koje bi vjerojatno željeli pogledati.
07:57
The last thing in the world you ever want to see is your balance."
191
477260
3000
Posljednja stvar na svijetu koju želite vidjeti je stanje vašeg računa."
08:01
I've got friends who actually
192
481260
2000
Imam prijatelje koji zapravo
08:03
never use their own bank cash machines
193
483260
2000
nikada ne koristite bankomate,
08:05
because there's the risk that it might display
194
485260
2000
jer postoji rizik da bi mogli prikazati
08:07
their balance on the screen.
195
487260
2000
njihovo stanje računa na zaslonu.
08:09
Why would you willingly expose yourself to bad news?
196
489260
3000
Zašto bi se dragovoljno izložili lošim vijestima?
08:12
Okay, you simply wouldn't.
197
492260
2000
Ok, jednostavno ne bi.
08:14
I said, "If you make, actually, 'Tell me my balance.'
198
494260
2000
Rekao sam: "Ako napravite, reci mi stanje moga računa."
08:16
If you make that an option rather than the default,
199
496260
3000
Ako to napravite kao opciju, a ne kao zadano,
08:19
you'll find twice as many people log on to online banking,
200
499260
3000
vidjet ćete da se dvostruko više ljudi prijavljuju na online bankarstvo,
08:22
and they do it three times as often."
201
502260
2000
i oni to učiniti tri puta češće."
08:24
Let's face it, most of us -- how many of you
202
504260
2000
Budimo iskreni, većina nas -- koliko vas zapravo
08:26
actually check your balance before you remove cash from a cash machine?
203
506260
3000
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.
204
510260
3000
A vi ste prilično bogati prema standardima svijeta u cjelini.
08:33
Now, interesting that no single person does that,
205
513260
2000
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.
206
515260
3000
ili barem može priznati da toliki guzonja to učini.
08:39
But what's interesting about that suggestion
207
519260
2000
Ali što je zanimljivo o tome prijedlogu
08:41
was that, to implement that suggestion wouldn't cost 10 million pounds;
208
521260
3000
je da njegova provedba ne bi koštala 10.000.000 £,
08:44
it wouldn't involve large amounts of expenditure;
209
524260
2000
to ne bi uključivalo velike količine izdataka,
08:46
it would actually cost about 50 quid.
210
526260
2000
to bi zapravo koštalo oko 50 penija.
08:48
And yet, it never happens.
211
528260
2000
Pa ipak, nikad se nije dogodilo.
08:50
Because there's a fundamental disconnect, as I said,
212
530260
3000
Jer postoji temeljna nepovezanost kao što sam rekao,
08:53
that actually, the people with the power
213
533260
2000
ljudi koji imaju moć
08:55
want to do big expensive things.
214
535260
2000
žele činiti velike skupe stvari.
08:57
And there's to some extent a big strategy myth
215
537260
2000
I tu je u određenoj mjeri veliki strategijski mit
08:59
that's prevalent in business now.
216
539260
2000
koji je sada rasprostranjen u poslovanju.
09:01
And if you think about it, it's very, very important
217
541260
2000
A ako razmislite o tome, vrlo je važno
09:03
that the strategy myth is maintained.
218
543260
2000
da je strategijski mit održan.
09:05
Because, if the board of directors convince everybody
219
545260
3000
Jer, ako Upravni odbor svakoga uvjeri
09:08
that the success of any organization
220
548260
2000
da uspjeh bilo koje organizacije
09:10
is almost entirely dependent on the decisions made by the board of directors,
221
550260
3000
gotovo u cijelosti ovisi o odlukama Upravnog odbora,
09:13
it makes the disparity in salaries
222
553260
3000
to čini razlike u plaćama
09:16
slightly more justifiable
223
556260
2000
nešto više opravdanijima,
09:18
than if you actually acknowledge that quite a lot of the credit for a company's success
224
558260
3000
nego ako zapravo potvrdite da poprilično puno zasluga za uspjeh tvrtke
09:21
might actually lie somewhere else,
225
561260
2000
leže negdje drugdje,
09:23
in small pieces of tactical activity.
226
563260
2000
u malim komadićima taktičkih aktivnosti.
09:26
But what is happening is that effectively --
227
566260
2000
No, ono što se događa jest da učinkovito --
09:28
and the invention of the spreadsheet hasn't helped this;
228
568260
2000
i izum proračunske tablice nije pomogao ovdje;
09:30
lots of things haven't helped this --
229
570260
2000
mnoge stvari ovdje nisu pomogle --
09:32
business and government suffers from a kind of physics envy.
230
572260
3000
posao i vlada pate od neke vrste fizičke zavisti.
09:35
It wants the world to be the kind of place where
231
575260
3000
Ona želi da svijet bude vrsta mjesta gdje su
09:38
the input and the change are proportionate.
232
578260
3000
ulaz i promjena proporcionalne.
09:41
It's a kind of mechanistic world
233
581260
2000
To je vrsta mehanističkog svijeta
09:43
that we'd all love to live in
234
583260
2000
u kojemu bi svi željeli živjeti
09:45
where, effectively, it sits very nicely on spreadsheets,
235
585260
3000
gdje, učinkovito, sjedi vrlo lijepo na proračunskoj tablici,
09:48
everything is numerically expressible,
236
588260
2000
sve se može brojčano izraziti,
09:50
and the amount you spend on something is proportionate
237
590260
3000
a iznos koji ste potrošili na nešto je razmjerna
09:53
to the scale of your success.
238
593260
2000
skali vašeg uspjeha.
09:55
That's the world people actually want.
239
595260
2000
To je svijet koji ljudi zapravo žele.
09:57
In truth, we do live in a world that science can understand.
240
597260
2000
Uistinu, mi živimo u svijetu koji znanost može razumjeti.
09:59
Unfortunately, the science is probably closer to being climatology
241
599260
3000
Nažalost, znanost je vjerojatno bliže klimatologiji
10:02
in that in many cases,
242
602260
2000
u kojoj u mnogim slučajevima,
10:04
very, very small changes
243
604260
2000
vrlo, vrlo male promjene
10:06
can have disproportionately huge effects,
244
606260
2000
mogu imati nerazmjerno veliki utjecaj,
10:08
and equally, vast areas of activity, enormous mergers,
245
608260
3000
i jednako, široka područja djelovanja, ogromna udruživanja,
10:11
can actually accomplish absolutely bugger-all.
246
611260
3000
mogu zapravo ostvariti apsolutnu gnjavažu.
10:15
But it's very, very uncomfortable for us
247
615260
2000
No, vrlo, vrlo neugodno za nas
10:17
to actually acknowledge that we're living in such a world.
248
617260
3000
je zapravo priznati da živimo u takvom svijetu.
10:20
But what I'm saying is we could just make things
249
620260
2000
No, ono što želim reći je da bismo mogli napraviti stvari
10:22
a little bit better for ourselves
250
622260
2000
malo boljima za sebe
10:24
if we looked at it in this very simple four-way approach.
251
624260
3000
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.
252
628260
3000
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
253
631260
2000
Znate, postoje slučajevi u kojima potrošite poprilično novca
10:33
and you accomplish quite a lot.
254
633260
2000
i ostvarite poprilično toga.
10:35
And I'd be wrong to dis that completely.
255
635260
3000
I bio bih u krivu kada bih odbacio to u potpunosti.
10:38
Moving over, we come, of course, to consultancy.
256
638260
2000
Nastavljajući dolazimo, naravno, do savjetništva.
10:40
(Laughter)
257
640260
3000
(Smijeh)
10:44
I thought it was very indecent of Accenture
258
644260
2000
Mislio sam da je bilo vrlo nepristojno od Accenturea
10:46
to ditch Tiger Woods in such
259
646260
2000
potkopati Tiger Woodsa na takav
10:48
a sort of hurried and hasty way.
260
648260
2000
ubrzan i brzopleti način.
10:50
I mean, Tiger surely was actually obeying the Accenture model.
261
650260
3000
Mislim, Tiger je sigurno zapravo ispunjavao Accenture model.
10:53
He developed an interesting outsourcing model for sexual services,
262
653260
3000
On je razvio zanimljiv vanjski model za seksualne usluge,
10:56
(Laughter)
263
656260
2000
(Smijeh)
10:58
no longer tied to a single monopoly provider,
264
658260
3000
nevezan više za jednog monopolnog poslužitelja,
11:01
in many cases, sourcing things locally,
265
661260
3000
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
266
664260
3000
i naravno, mogućnost izbora između jedne i tri djevojke dostavljene u bilo koje vrijeme
11:07
led for better load-balancing.
267
667260
3000
vodio boljem balansiranju teretom.
11:10
So what Accenture suddenly found so unattractive about that, I'm not sure.
268
670260
3000
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.
269
673260
3000
Zatim tu su druge stvari koje ne koštaju puno i postižu apsolutno ništa.
11:16
That's called trivia.
270
676260
2000
Zovu se trivijalnosti.
11:18
But there's a fourth thing.
271
678260
2000
No, tu je četvrta stvar.
11:20
And the fundamental problem is we don't actually have a word for this stuff.
272
680260
3000
A osnovni problem je što zapravo nemamo riječ za ove stvari.
11:23
We don't know what to call it.
273
683260
2000
Mi ne znamo kako to nazvati.
11:25
And actually we don't spend nearly enough money
274
685260
3000
I zapravo ne trošimo ni približno dovoljno novaca
11:28
looking for those things,
275
688260
2000
u potrazi za tim stvarima,
11:30
looking for those tiny things that may or may not work,
276
690260
3000
u potrazi za tim sićušnim stvarima, koje bi možda mogle ili ne bi mogle funkcionirati,
11:33
but which, if they do work,
277
693260
2000
ali koje bi, ako funkcioniraju,
11:35
can have a success absolutely out of proportion
278
695260
2000
mogle imati uspjeh apsolutno vanrazmjeran
11:37
to their expense, their efforts
279
697260
2000
njihovu trošku, trudu
11:39
and the disruption they cause.
280
699260
2000
i poremećaju koji uzrokuju.
11:41
So the first thing I'd like
281
701260
2000
Dakle, prva stvar koju bih htio
11:43
is a competition -- to anybody watching this as a film --
282
703260
2000
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.
283
705260
3000
da se dosjetite imena za tu stvar na dnu desno.
11:48
And the second thing, I think,
284
708260
2000
I druga stvar, mislim,
11:50
is that the world needs to have people in charge of that.
285
710260
2000
je da svijet treba imati ljude zadužene za to.
11:52
That's why I call for the "Chief Detail Officer."
286
712260
2000
Zato pozivam "glavnog službenika za detalje".
11:54
Every corporation should have one,
287
714260
2000
Svaka korporacija bi trebala imati jednoga,
11:56
and every government should have a Ministry of Detail.
288
716260
3000
i svaka vlada bi trebala imati Ministarstvo detalja.
11:59
The people who actually have no money,
289
719260
2000
Ljudi koji zapravo nemaju novca,
12:01
who have no extravagant budget,
290
721260
2000
koji nemaju ekstravagantan proračun,
12:03
but who realize that actually
291
723260
2000
ali koji shvaćaju da zapravo
12:05
you might achieve greater success in uptake
292
725260
2000
možete postići veći uspjeh u preuzimanju
12:07
of a government program
293
727260
2000
vladinog programa
12:09
by actually doubling the level of benefits you pay,
294
729260
2000
zapravo udvostručavajući nivo pogodnosti koje plaćate,
12:11
but you'll probably achieve exactly that same effect
295
731260
3000
ali vjerojatno ćete postići upravo taj isti efekt
12:14
simply by redesigning the form
296
734260
2000
jednostavno redizajnirajući obrazac
12:16
and writing it in comprehensible English.
297
736260
2000
i pišući razumljivim engleskim.
12:18
And if actually we created a Ministry of Detail
298
738260
3000
A ako bi zapravo stvorili Ministarstvo detalja
12:21
and business actually had Chief Detail Officers,
299
741260
2000
i poslovi bi zapravo imali glavnog službenika za detalje,
12:23
then that fourth quadrant,
300
743260
2000
onda bi taj četvrti kvadrant,
12:25
which is so woefully neglected at the moment,
301
745260
2000
koji je tako žalosno zanemaren u ovom trenutku,
12:27
might finally get the attention it deserves.
302
747260
2000
konačno mogao dobiti pažnju koju zaslužuje.
12:29
Thank you very much.
303
749260
2000
Puno vam hvala.
O ovoj web stranici

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

https://forms.gle/WvT1wiN1qDtmnspy7