How to build (and rebuild) trust | Frances Frei

Prevoditelj: Lidija Funtek Recezent: Sanda L

I want to talk to you about how to build and rebuild trust,

Želim vam govoriti o tome kako izgraditi te ponovno izgraditi povjerenje,

because it's my belief that trust

jer vjerujem da je povjerenje

is the foundation for everything we do,

temelj svega što činimo

and that if we can learn to trust one another more,

i ako možemo naučiti više vjerovati jedni drugima,

we can have unprecedented human progress.

možemo postići nezamisliv napredak.

But what if trust is broken?

No, što ako se povjerenje naruši?

What if your CEO is caught on video, disparaging an employee?

Što ako se pojavi snimka gdje vaš šef ponižava nekog zaposlenika?

What if your employees experience a culture of bias, exclusion and worse?

Što ako vaši zaposlenici dožive kulturnu diskriminaciju, izolaciju ili nešto gore?

What if there's a data breach,

Što ako dođe do povrede osobnih podataka

and it feels an awful lot like a cover-up than seriously addressing it?

i sve se zataška umjesto da se taj problem riješi?

And most tragically,

I ono najtragičnije,

what if a technological fail leads to the loss of human life?

što ako tehnologija zakaže i prouzroči gubitak ljudskog života?

If I was giving this talk six months ago,

Da sam ovaj govor držala prije 6 mjeseci,

I would have been wearing an Uber T-shirt.

nosila bih Uber majicu.

I'm a Harvard Business School professor,

Predajem u Harvard poslovnoj školi,

but I was super attracted to going to an organization

ali me jako privuklo to da se pridružim organizaciji

that was metaphorically and perhaps quite literally on fire.

koja je metaforički ili možda doslovno u plamenu.

I had read everything that was written in the newspaper,

Pročitala sam sve što se pisalo u novinama

and that was precisely what drew me to the organization.

i upravo me to privuklo toj organizaciji.

This was an organization that had lost trust

Bila je to organizacija koja je izgubila povjerenje

with every constituent that mattered.

svakog svog važnog člana.

But there's a word about me that I should share.

No, postoji nešto o meni što moram podijeliti.

My favorite trait is redemption.

Moja omiljena osobina je iskupljenje.

I believe that there is a better version of us around every corner,

Smatram da se u svakom od nas krije bolja verzija nas samih

and I have seen firsthand

i iz prve ruke sam vidjela

how organizations and communities

kako se organizacije, zajednice

and individuals change at breathtaking speed.

i pojedinci nevjerojatno brzo mijenjaju.

I went to Uber with the hopes that a turnaround there

Otišla sam u Uber u nadi da će tamošnji preokret

could give license to the rest of us

dozvoliti to i nama ostalima

who might have narrower versions of their challenges.

koji možda imamo neke manje slične izazove.

But when I got to Uber, I made a really big mistake.

No kad sam došla u Uber, napravila sam veliku grešku.

I publicly committed to wearing an Uber T-shirt every day

Obvezala sam se javno nositi Uber majicu svaki dan,

until every other employee was wearing an Uber T-shirt.

sve dok svaki zaposlenik nije nosio Uber majicu.

I had clearly not thought that through.

Očito nisam dobro razmislila o tome.

(Laughter)

(Smijeh)

It was 250 days of wearing an Uber T-shirt.

Prošlo je 250 dana nošenja Uber majice.

Now I am liberated from that commitment,

Sada sam bila oslobođena te obveze

as I am back at HBS,

jer sam se vratila natrag u školu

and what I'd like to do is share with you

i htjela bih s vama podijeliti

how far I have taken that liberty,

koliko daleko sam išla u toj slobodi,

which, it's baby steps,

malim koracima,

(Laughter)

(Smijeh)

but I would just say I'm on my way.

ali rekla bih da sam na putu.

(Laughter)

(Smijeh)

Now, trust, if we're going to rebuild it,

Ako želimo izgraditi povjerenje,

we have to understand its component parts.

moramo razumjeti njegove sastavne dijelove.

The component parts of trust are super well understood.

Sastavni dijelovi povjerenja su savršeno jasni.

There's three things about trust.

Postoje tri stvari vezane uz povjerenje.

If you sense that I am being authentic,

Ako osjećate da sam autentična,

you are much more likely to trust me.

lakše ćete mi povjerovati.

If you sense that I have real rigor in my logic,

Ako osjećate neumoljivost u mojoj logici,

you are far more likely to trust me.

puno lakše ćete mi povjerovati.

And if you believe that my empathy is directed towards you,

Ako vjerujete da je moja suosjećajnost usmjerena prema vama,

you are far more likely to trust me.

puno lakše ćete mi vjerovati.

When all three of these things are working,

Kada te tri stvari funkcioniraju,

we have great trust.

imamo veliko povjerenje.

But if any one of these three gets shaky,

No, ako se ijedna od te tri stvari poljulja,

if any one of these three wobbles,

ako se ijedna stvar zatrese,

trust is threatened.

povjerenje je ugroženo.

Now here's what I'd like to do.

Evo što bih htjela učiniti.

I want each of us to be able to engender more trust tomorrow,

Htjela bih da svatko od nas može sutra produbiti svoje povjerenje,

literally tomorrow, than we do today.

doslovno sutra, nego što to danas činimo.

And the way to do that is to understand where trust wobbles for ourselves

Kako bismo to učinili, moramo razumjeti kada dolazi do nestabilnosti u povjerenju

and have a ready-made prescription to overcome it.

i imati spreman lijek kako to riješiti.

So that's what I would like to do together.

Želim da to učinimo zajedno.

Would you give me some sense of whether or not you're here voluntarily?

Možete li mi reći jeste li ovdje dobrovoljno ili ne?

(Laughter)

(Smijeh)

Yeah. OK. Alright. Awesome.

Da. U redu. Super.

OK. So --

Dobro. Dakle...

(Laughter)

(Smijeh)

it's just super helpful feedback.

Stvarno korisna povratna informacija.

(Laughter)

(Smijeh)

So the most common wobble is empathy.

Najčešći uzrok nestabilnosti je empatija.

The most common wobble

Najčešći problem je

is that people just don't believe that we're mostly in it for them,

što ljudi ne vjeruju da smo stvarno ovdje zbog njih

and they believe that we're too self-distracted.

i smatraju da smo previše koncentrirani na sebe.

And it's no wonder.

Nije ni čudo.

We are all so busy with so many demands on our time,

Toliko smo okupiranim raznim obvezama ovog vremena,

it's easy to crowd out the time and space

da je lako zanemariti vrijeme i prostor

that empathy requires.

potreban za empatiju.

For Dylan to be Dylan, that takes real time.

Potrebno je vrijeme da bi Dylan bio Dylan.

And for us, if we have too much to do, we may not have that time.

A ako imamo previše posla, možda nemamo vremena za to.

But that puts us into a vicious cycle,

No, to nas smješta u okrutan krug

because without revealing empathy,

jer bez otkrivanja empatije

it makes everything harder.

sve je teže.

Without the benefit of the doubt of trust, it makes everything harder,

Sve je teže bez povjerenja

and then we have less and less time for empathy, and so it goes.

i onda imamo sve manje vremena za empatiju i tako se to nastavlja.

So here's the prescription:

Evo recepta:

identify where, when and to whom

odredite gdje, kada i kome

you are likely to offer your distraction.

ćete ponuditi svoje odvlačenje pažnje.

That should trace pretty perfectly

To će savršeno pokazati

to when, where and to whom you are likely to withhold your empathy.

i kada, gdje i kome ćete uskratiti svoju empatiju.

And if in those instances,

I ako u tim slučajevima

we can come up with a trigger that gets us to look up,

pronađemo nešto što nas tjera da dignemo pogled,

look at the people right in front of us,

pogledamo ljude ispred sebe,

listen to them,

saslušamo ih,

deeply immerse ourselves in their perspectives,

stvarno se udubimo u njihovu točku gledišta,

then we have a chance of having a sturdy leg of empathy.

onda postoji šansa da stvorimo jaku empatiju.

And if you do nothing else,

A ako ništa drugo,

please put away your cell phone.

molim vas, maknite mobitel iz ruku.

It is the largest distraction magnet yet to be made,

To je najveća smetnja koja postoji

and it is super difficult to create empathy and trust in its presence.

i jako je teško stvoriti empatiju i povjerenje uz mobitel.

That takes care of the empathy wobblers.

Tako riješimo problem empatije.

Logic wobbles can come in two forms.

Problem logike može doći u dva oblika.

It's either the quality of your logic

U pitanju je ili kvaliteta vaše logike

or it's your ability to communicate the logic.

ili vaša sposobnost da to prenesete.

Now if the quality of your logic is at risk,

Ako vam je loša kvaliteta logike,

I can't really help you with that.

ne mogu vam pomoći oko toga.

(Laughter)

(Smijeh)

It's like, not in this much time.

Bar ne u ovako malo vremena.

(Laughter)

(Smijeh)

But fortunately, it's often the case that our logic is sound,

No, često se događa da je naša logika čvrsta,

but it's our ability to communicate the logic that is in jeopardy.

ali naša sposobnost da je prenesemo je ugrožena.

Super fortunately, there's a very easy fix to this.

Srećom, ovo je jako lako riješiti.

If we consider that there are two ways to communicate in the world,

Ako znamo da postoje dva načina komunikacije,

and Harvard Business School professors are known for two-by-twos --

a profesori Harvard poslovne škole su poznati po uparivanju -

nonsense, it's the triangle that rocks.

glupost, trokut je zakon.

(Laughter)

(Smijeh)

If we consider that there are two ways to communicate in the world,

Ako znamo da postoje dva načina komunikacije,

and the first one is when you take us on a journey,

a prvi je kada nas povedete na putovanje,

a magnificent journey that has twists and turns

prekrasno putovanje puno zavoja i preokreta,

and mystery and drama,

tajnovitosti i drame,

until you ultimately get to the point,

sve dok ne prijeđete na ono bitno,

and some of the best communicators in the world

a neki od najboljih govornika na svijetu

communicate just like this.

baš tako komuniciraju.

But if you have a logic wobble,

No, ako vam je logika problem,

this can be super dangerous.

to može biti jako opasno.

So instead, I implore you,

Stoga vas preklinjem

start with your point in a crisp half-sentence,

da u pola rečenice kažete ono bitno

and then give your supporting evidence.

i zatim to objasnite dokazima.

This means that people will be able to get access

Tako će ljudi dobiti pristup

to our awesome ideas,

našim genijalnim idejama

and just as importantly,

i ono što je jednako važno,

if you get cut off before you're done ...

ako vas prekinu prije nego završite...

ladies --

dame -

(Laughter)

(Smijeh)

(Applause)

(Pljesak)

If you get cut off before you're done,

Ako vas prekinu prije nego završite,

you still get credit for the idea,

svejedno dobivate zasluge za ideju,

as opposed to someone else coming in and snatching it from you.

za razliku od nekoga tko je tu ideju ukrao od vas.

(Applause)

(Pljesak)

You just gave me goosebumps.

Sva sam se naježila.

(Laughter)

(Smijeh)

The third wobble is authenticity, and I find it to be the most vexing.

Treći problem je autentičnost i mislim da je to najgori problem.

We as a human species can sniff out in a moment,

Mi kao ljudska bića možemo u trenutku nanjušiti,

literally in a moment,

doslovno u trenutku,

whether or not someone is being their authentic true self.

je li netko svoj ili se pretvara.

So in many ways, the prescription is clear.

Dakle, lijek je zapravo jasan.

You don't want to have an authenticity wobble? Be you.

Ne želite imati problem autentičnosti? Budite svoji.

Great.

Super.

And that is super easy to do

I to je jako lako učiniti

when you're around people who are like you.

kada ste pored ljudi koji su poput vas.

But if you represent any sort of difference,

No, ako predstavljate neku različitost,

the prescription to "be you" can be super challenging.

savjet da "budete svoji" teže je izvesti.

I have been tempted at every step of my career,

U svakom trenutku svoje karijere bila sam u iskušenju,

tempted personally and tempted by coaching of others,

osobnom i od strane drugih,

to mute who I am in the world.

da prigušim ono što jesam.

I'm a woman of super strong opinions,

Ja sam žena jakih stavova,

with really deep convictions,

s dubokim uvjerenjima

direct speech.

i direktnim izražavanjem.

I have a magnificent wife,

Imam prekrasnu ženu

and together, we have such crazy ambition.

i zajedno smo jako ambiciozne.

I prefer men's clothes

Više volim mušku odjeću

and comfortable shoes.

i udobne cipele.

Thank you, Allbirds.

Hvala, Allbirds.

(Laughter)

(Smijeh)

In some contexts, this makes me different.

Ponekad me ovo čini drugačijom.

I hope that each person here

Nadam se da svaka osoba ovdje

has the beautiful luxury of representing difference

ima luksuz da predstavlja neku različitost

in some context in your life.

u nekom aspektu svog života.

But with that privilege

No, s tom privilegijom

comes a very sincere temptation to hold back who we are,

dolazi i veliko iskušenje da obuzdamo ono što jesmo

and if we hold back who we are,

i ako obuzdamo ono što jesmo,

we're less likely to be trusted.

manja je vjerojatnost da će nam vjerovati.

And if we're less likely to be trusted,

A ako nam manje vjeruju,

we're less likely to be given stretch assignments.

manja je vjerojatnost da će nam dati složene zadatke.

And without those stretch assignments, we're less likely to get promoted,

A bez tih složenih zadataka, manja je vjerojatnost za promaknućem

and so on and so on until we are super depressed

i tako dalje sve dok ne postanemo depresivni

by the demographic tendencies of our senior leadership.

zbog demografskih sklonosti našeg starijeg vodstva.

(Laughter)

(Smijeh)

And it all comes back to our being our authentic selves.

A sve se svodi na to da budemo ono što jesmo.

So here's my advice.

Evo mog savjeta.

Wear whatever makes you feel fabulous.

Nosite ono u čemu se osjećate divno.

Pay less attention to what you think people want to hear from you

Obraćajte manje pozornosti na ono što mislite da ljudi žele čuti od vas

and far more attention to what your authentic, awesome self needs to say.

i puno više pozornosti na ono što vaše genijalno ja treba reći.

And to the leaders in the room,

A vođama u ovoj prostoriji,

it is your obligation

vaša je obveza

to set the conditions that not only make it safe for us to be authentic

da postavite uvjete koji ne samo da omogućuju da budemo svoji,

but make it welcome,

već to pozdravljaju,

make it celebrated,

slave,

cherish it for exactly what it is,

njeguju zbog toga što jest,

which is the key for us achieving greater excellence

a to je važno kako bismo postigli bolje rezultate

than we have ever known is possible.

nego što smo ikada zamišljali da je moguće.

So let's go back to Uber. What happened at Uber?

Vratimo se Uberu. Što se dogodilo u Uberu?

When I got there, Uber was wobbling all over the place.

Kada sam došla tamo, Uber se jako ljuljao.

Empathy, logic, authenticity were all wobbling like crazy.

Empatija, logika i autentičnost bili su jako poljuljani.

But we were able to find super effective, super quick fixes for two of the wobbles.

No, uspjeli smo pronaći veoma učinkovito i brzo rješenje za dva problema.

I'll give you an illustration of empathy.

Dat ću vam primjer empatije.

In the meetings at Uber,

Na sastancima u Uberu

it was not uncommon for people to be texting one another ...

nije bilo neobično da si ljudi šalju poruke...

about the meeting.

o sastanku.

(Laughter)

(Smijeh)

I had never seen anything like it.

Nikad nisam tako nešto vidjela.

(Laughter)

(Smijeh)

It may have done many things,

Možda je bilo korisno,

but it did not create a safe, empathetic environment.

ali nije stvorilo sigurno, empatično okruženje.

The solution though, super clear:

Rješenje je veoma jasno:

technology, off and away.

tehnologija se gasi i uklanja.

And that forced people to look up,

I to je prisililo ljude da dignu pogled,

to look at the people in front of them,

da pogledaju ljude ispred sebe,

to listen to them,

da ih saslušaju,

to immerse themselves in their perspectives

da se udube u njihova gledišta

and to collaborate in unprecedented ways.

i surađuju na dotad neviđene načine.

Logic was equally wobbly,

Logika je isto bila problem

and this was because the hypergrowth of the organization

jer je brzi rast organizacije

meant that people, managers were getting promoted

značio da ljudi, menadžeri, dobivaju promaknuća

again and again and again.

stalno iznova.

Soon, they were put in positions that they had no business being in.

Uskoro su bili na položajima na kojima nisu trebali biti.

Their positions outstripped their capability,

Položaj je nadmašio njihove sposobnosti

and it was not their fault.

i oni nisu bili krivi za to.

The solution: a massive influx of executive education

Rješenje: opsežno obrazovanje rukovoditelja

that focused specifically on logic,

koje se usredotočilo na logiku,

on strategy and leadership.

na strategiju i vodstvo.

It gave people the rigor of the quality of their logic,

Pružilo je ljudima neumoljivu kvalitetu logike

and it turned a whole lot of triangles, right-side up,

i preokrenulo je mnoge trokute

so people were able to communicate effectively with one another.

te su ljudi mogli učinkovitije komunicirati jedni s drugima.

The last one, authenticity, I'll say it's still mighty wobbly,

Posljednje, autentičnost, reći ću da je još uvijek problem,

but honestly, that doesn't make Uber very different

ali iskreno, to Uber ne čini ništa drugačijim

from all of the other companies I've seen in Silicon Valley and beyond.

od ostalih kompanija koje sam vidjela u i izvan Silicijske doline.

It is still much easier to coach people to fit in.

Još uvijek je lakše istrenirati ljude da se uklope.

It is still much easier to reward people

Još uvijek je puno lakše nagraditi ljude

when they say something that you were going to say,

kada kažu nešto što ste vi htjeli reći,

as opposed to rewarding people when they say something

nego ih nagraditi kada kažu nešto

entirely different than what you were going to say.

potpuno drugačije od onoga što ste vi htjeli reći.

But when we figure out this,

No, kada to shvatimo,

when we figure out how to celebrate difference

kada shvatimo kako slaviti različitost

and how to let people bring the best version of themselves forward,

i kako dopustiti ljudima da pokažu najbolju verziju sebe,

well holy cow, is that the world I want my sons to grow up in.

pa, zaboga, to je svijet u kakvom želim da moji sinovi odrastaju.

And with the collection of people here,

A s obzirom na skupinu ljudi ovdje,

it would be a privilege to lock arms with you

bila bi čast primiti se ruku pod ruku

and go ahead and rebuild trust in every corner of the globe.

i s vama ponovno izgraditi povjerenje u svakom kutku svijeta.

Thank you very much.

Puno Vam hvala.

(Applause)

(Pljesak)