Harish Manwani: Profit's not always the point

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Tilen Pigac - EFZG

The entire model of capitalism

Cijeli model kapitalizma

and the economic model that you and I

i ekonomski model u kojem smo vi i ja

did business in,

poslovali,

and, in fact, continue to do business in,

i, u stvari, u kojem još uvijek poslujemo,

was built around what probably Milton Friedman

izgrađen je oko onoga što je vjerojatno Milton Friedman

put more succinctly.

rekao prilično sažeto. (Isključivi posao gospodarstva jest da stvara profit.)

And Adam Smith, of course, the father of modern economics

I Adam Smith, naravno, otac moderne ekonomije

actually said many, many years ago,

koji je u stvari izjavio, prije jako puno godina,

the invisible hand,

nevidljiva ruka,

which is, "If you continue to operate

koja znači, "Ako nastavimo djelovati

in your own self-interest

imajući na umu samo vlastiti interes

you will do the best good for society."

onda činimo najbolje za društvo"

Now, capitalism has done a lot of good things

Ipak, kapitalizam je napravio mnogo dobrih stvari

and I've talked about a lot of good things that have happened,

i ja sam govorio o mnogo stvari koje su se dogodile,

but equally, it has not been able to meet up

ali jednako tako, ne može riješiti

with some of the challenges that we've seen

neke izazove koje smo vidjeli

in society.

u društvu.

The model that at least I was brought up in

Model unutar kojeg sam ja odgojen

and a lot of us doing business were brought up in

i unutar kojeg je većina nas koji poslujemo, odgojena,

was one which talked about

je bio onaj koji je govorio

what I call the three G's of growth:

o nećem što ja nazivam 3G rasta:

growth that is consistent,

rast (growth) koji je konzistentan,

quarter on quarter;

kvartal na kvartal;

growth that is competitive,

rast koji je konkurentan,

better than the other person;

bolji nego kod drugih;

and growth that is profitable,

i rast koji je profitabilan,

so you continue to make

tako da kontinuirano možete

more and more shareholder value.

stvarati sve veću vrijednost za dioničare.

And I'm afraid this is not going to be good enough

I bojim se kako ovo neće biti dovoljno dobro

and we have to move from this 3G model

i da se moramo odmaknuti od 3G modela

to a model of what I call

prema modelu koji ja nazivam

the fourth G:

četvrti G:

the G of growth that is responsible.

G rasta koji je odgovoran.

And it is this that has to become

I upravo to mora postati

a very important part

jako važnim djelom

of creating value.

stvaranja vrijednosti.

Of not just creating economic value

I to ne samo stvaranja ekonomske vrijednosti

but creating social value.

već i društvene vrijednosti.

And companies that will thrive are those

I kompanije koje će prosperirati će biti one

that will actually embrace the fourth G.

koje će prigrliti četvrti G.

And the model of 4G is quite simple:

A model 4G je prilično jednostavan:

Companies cannot afford to be just innocent bystanders

kompanije si ne mogu dozvoliti poziciju nedužnih promatrača

in what's happening around in society.

i gledati što se događa u društvu.

They have to begin to play their role

One moraju započeti igrati svoju ulogu

in terms of serving the communities

u smislu služenja zajednici

which actually sustain them.

koja ih u stvari održava.

And we have to move to a model

I moramo se okrenuti inkluzivnom modelu

of an and/and model which is

i/i modelu koji nam govori o tome

how do we make money and do good?

kako možemo stvarati novac i raditi dobro?

How do we make sure

Kako možemo osigurati

that we have a great business

da imamo dobar poslovni model

but we also have a great environment around us?

ali ujedno imamo i sjajno okruženje oko nas?

And that model

I taj model

is all about doing well and doing good.

se svodi na to da nam je dobro jer činimo dobro.

But the question is easier said than done.

Ali to pitanje je jednostavnije postaviti nego napraviti.

But how do we actually get that done?

Ali kako u stvari možemo učiniti da se to dogodi?

And I do believe

A ja vjerujem

that the answer to that is going to be leadership.

kako je odgovor na to - vodstvo.

It is going to be to redefine

Ono će morati redefinirati

the new business models

novi poslovni model

which understand

koji razumije

that the only license to operate

kako se dozvola za djelovanje jedino

is to combine these things.

može dobiti ako obuhvaća sve ovo.

And for that you need businesses

A za to trebate poduzeća

that can actually define their role

koja uistinu definiraju svoju ulogu

in society

u društvu

in terms of a much larger purpose

u smislu dugoročnije svrhe

than the products and brands that they sell.

od puke prodaje svojih proizvoda i robnih marki.

And companies that actually define a true north,

I kompanije koje uistinu determiniraju pravi sjever,

things that are nonnegotiable

stvari oko kojih se ne pregovara

whether times are good, bad, ugly --

bez obzira jesu li vremena loša, ružna --

doesn't matter.

nije važno.

There are things that you stand for.

Postoje stvari za koje se zalažete.

Values and purpose are going to be the two

Vrednote i svrha će biti dva

drivers of software

pokretaća programa

that are going to create

koji će kreirati

the companies of tomorrow.

kompanije sutrašnjice.

And I'm going to now shift

A sada ću prijeći

to talking a little bit about my own experiences.

i govoriti vam malo o svom iskustvu.

I joined Unilever in 1976

Pridružio sam se Unileveru 1976.

as a management trainee in India.

kao trener menadžmenta u Indiji.

And on my first day of work

I prvog radnog dana

I walked in and my boss tells me,

ušao sam u šefovu sobu koji mi je rekao,

"Do you know why you're here?"

"Znaš li zašto si ovdje?"

I said, "I'm here to sell a lot of soap."

Odgovorio sam, "Ovdje sam da prodam puno sapuna."

And he said, "No, you're here to change lives."

A on je rekao, "Ne ovdje si da promjeniš živote."

You're here to change lives.

Ovdje si da promjeniš živote.

You know, I thought it was rather facetious.

Znate, mislio sam kako je to prilično duhovito.

We are a company that sells soap and soup.

Mi smo kompanija koja prodaje sapune i juhe.

What are we doing about changing lives?

Kako mi to mijenjamo živote?

And it's then I realized

I onda sam shvatio

that simple acts

kako jednostavan čin

like selling a bar of soap

poput prodaje sapuna

can save more lives

može spasiti više života

than pharmaceutical companies.

od farmaceutskih kompanija.

I don't know how many of you know

Ne znam koliko vas zna

that five million children don't reach the age of five

kako pet milijuna djece ne doživi petu godinu

because of simple infections that can be prevented

zbog jednostavnih infekcija koje se mogu spiječiti

by an act of washing their hands with soap.

pranjem ruku sapunom.

We run the largest

Mi vodimo najveći

hand-washing program

program pranja ruku

in the world.

na svijetu.

We are running a program on hygiene and health

Vodimo higijenski i zdravstveni program

that now touches half a billion people.

koji sada utječe na pola milijarde ljudi.

It's not about selling soap,

Ne radi se o prodaji sapuna,

there is a larger purpose out there.

postoji šira svrha.

And brands indeed can be

Robne marke mogu stvarno biti

at the forefront of social change.

predvodnice društvenih promjena.

And the reason for that is,

A razlog za to je u veličini,

when two billion people use your brands

jer kada dvije milijarde ljudi koristi tvoje robne marke

that's the amplifier.

to je osnaživač.

Small actions can make a big difference.

Male akcije mogu donijeti veliku razliku.

Take another example,

Uzmite drugi primjer,

I was walking around in one of our villages in India.

hodao sam oko jednog od naših sela u Indiji.

Now those of you who have done this

Oni među vama koji su to napravili

will realize that this is no walk in the park.

shvaćaju kako to nije šetnja po parku.

And we had this lady

I postojala je ta gospođa

who was one of our small distributors --

koja je bila jedna od naših malih distributera --

beautiful, very, very modest, her home --

prekrasna, jako, jako skromna, njezin dom --

and she was out there,

i ona je bila tamo,

dressed nicely,

obučena lijepo,

her husband in the back, her mother-in-law behind

njezin muž u pozadini, punica iza

and her sister-in-law behind her.

i šogorica iza nje.

The social order was changing

Društveni poredak se mijenjao

because this lady

jer je ta gospođa

is part of our Project Shakti

bila dijelom našeg Shakti projekta

that is actually teaching women

koji u stvari podučava žene

how to do small business

kako voditi mali poduzetnički pothvat

and how to carry the message

i kako nositi poruku

of nutrition and hygiene.

zdrave prehrane i higijene.

We have 60,000 such women

Sada imamo 60.000 takvih žena

now in India.

u Indiji.

It's not about selling soap,

Ne radi se o prodaji sapuna,

it's about making sure

radi se o tome da smo sigurni

that in the process of doing so

kako tijekom tog procesa

you can change people's lives.

možete ljudima promijeniti život.

Small actions, big difference.

Male akcije, velika razlika.

Our R&D folks

Naši ljudi iz istraživanja i razvoja

are not only working to give us some fantastic detergents,

ne rade isključivo na tome da nam osmisle sjajne deterdžente,

but they're working to make sure we use less water.

već rade i na tome da osiguraju da trošimo manje vode.

A product that we've just launched recently,

Proizvod koji smo nedavno plasirali na tržište,

One Rinse product that allows you to save water

One Rinse proizvod osigurava smanjenu potrošnju vode

every time you wash your clothes.

svaki puta kada peremo našu odjeću.

And if we can convert all our users to using this,

I kada bismo sve naše korisnike mogli potaknuti da to koriste,

that's 500 billion liters of water.

uštedjeli bismo 500 milijardi litara vode.

By the way, that's equivalent to one month of water

Čisto da znate, to je mjesečni ekvivalent korištenoj vodi

for a whole huge continent.

za cijeli naš veliki kontinent.

So just think about it.

Samo razmislite o tome.

There are small actions that can make a big difference.

Postoji male akcije koje mogu napraviti veliku razliku.

And I can go on and on.

I mogao bih tako nabrajati dalje.

Our food chain, our brilliant products --

Naš lanac hrane, naši sjajni proizvodi --

and I'm sorry I'm giving you a word from the sponsors --

žao mi je što sada zvučim kao sponzor --

Knorr, Hellman's and all those wonderful products.

Knorr, Hellman's i svi ti prekrasni proizvodi.

We are committed to making sure that

Predani smo tome da osiguramo da

all our agricultural raw materials

sve naše poljoprivredne sirovine

are sourced from sustainable sources,

dolaze iz obnovljivih izvora,

100-percent sustainable sources.

100 posto obnovljivih izvora.

We were the first

Mi smo prvi

to say we are going to buy all of our palm oil

koji su izjavili da ćemo kupiti svo palmino ulje

from sustainable sources.

iz održivih izvora.

I don't know how many of you know that palm oil,

Ne znam koliko vas zna kako je palmino ulje,

and not buying it from sustainable sources,

koje kupujete a ne dolazi iz obnoljivih izvora,

can create deforestation that is responsible

odgovorno za deforestaciju i

for 20 percent of the greenhouse gasses in the world.

posljedično 20 posto stakleničkih plinova u svijetu.

We were the first to embrace that,

Bili smo prvi koji su to shvatili,

and it's all because we market soap and soup.

i sve to se dogodilo jer prodajemo sapun i juhe.

And the point I'm making here

Ono što želim reči jest

is that companies like yours, companies like mine

da kompanije poput vaših, kompanije poput moje

have to define a purpose

trebaju definirati svrhu

which embraces responsibility

koja će prigrliti odgovornost

and understands that we have to play our part

i razumijeti da svatko od nas treba odigrati svoju ulogu

in the communities in which we operate.

u zajednici unutar koje djelujemo.

We introduced something called

Mi predstavlja nešto što zovemo

The Unilever Sustainable Living Plan, which said,

Unileverov plan održivog življenja, koji kaže,

"Our purpose is to make sustainable living commonplace,

"Naša svrha je stvoriti održivo mjesto za življenje

and we are gong to change the lives

i mi ćemo promijeniti živote

of one billion people over 2020."

milijarde ljudi do 2020."

Now the question here is,

Dakle ovdje se postavlja pitanje,

where do we go from here?

gdje ćemo odavde?

And the answer to that is very simple:

A odgovor je prilično jednostavan:

We're not going to change the world alone.

nećemo promijeniti svijet sami.

There are plenty of you and plenty of us

Postoji jako puno vas i jako puno nas

who understand this.

koji to razumijemo.

The question is,

Pitanje je,

we need partnerships, we need coalitions

potrebe za partnerstvom, potrebe za savezima

and importantly, we need that leadership

i važno, potrebe za vodstvom

that will allow us to take this from here

koje će nam omogućiti da to preuzmemo odavde

and to be the change

i da budemo promjena

that we want to see around us.

koju želimo vidjeti oko nas.

Thank you very much.

Hvala vam puno.

(Applause)

(Pljesak)