How Great Leaders Inspire Action | Simon Sinek | TED

Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Predrag Pale

How do you explain when things don't go as we assume?

Kako možete objasniti kada

stvari ne idu onako kako smo pretpostavljali?

Or better, how do you explain

Ili bolje, kako možete objasniti

when others are able to achieve things that seem to defy all of the assumptions?

kada su drugi sposobni ostvariti stvari

koje se protive svim pretpostavkama?

For example:

Na primjer:

Why is Apple so innovative?

Zašto je Apple tako inovativan?

Year after year, after year,

Godinu za godinom, godinu za godinom,

they're more innovative than all their competition.

oni su inovativniji od svojih konkurenata.

And yet, they're just a computer company.

A opet, oni su tek računalna kompanija.

They're just like everyone else.

Oni su poput svih drugih.

They have the same access to the same talent,

Oni imaju isti pristup istim talentima,

the same agencies,

istim agencijama, istim konzultantima, istim medijima.

the same consultants, the same media.

Then why is it that they seem to have something different?

Onda zašto se oni

čine tako drugačijima?

Why is it that Martin Luther King led the Civil Rights Movement?

Zašto je Martin Luther King

vodio Pokret za građanska prava?

He wasn't the only man who suffered in pre-civil rights America,

On nije bio jedini

koji je patio zbog nedostatka građanskih prava u Americi.

and he certainly wasn't the only great orator of the day.

I svakako nije bio jedini veliki govornik tog vremena.

Zašto on?

Why him?

And why is it that the Wright brothers

I zašto su baš braća Wirght

were able to figure out controlled, powered man flight

bila sposobna shvatiti kontolirani let s motorom

when there were certainly other teams

kada je bilo i drugih timova koji su imali

who were better qualified, better funded --

bolje kvalifikacije, veća sredstva

and they didn't achieve powered man flight,

a oni nisu ostvarili prvi let,

and the Wright brothers beat them to it.

te su ih braća Wright pobijedila.

There's something else at play here.

Nešto je drugo bilo važno ovdje.

About three and a half years ago, I made a discovery.

Prije otprilike tri i pol godine

došao sam do spoznaje,

And this discovery profoundly changed my view on how I thought the world worked,

i ta je spoznaja duboko promijenila

moj pogled o načinu na koji svijet funkcionira.

and it even profoundly changed the way in which I operate in it.

Čak je duboko promijenilo i način na

koji obavljam poslove.

As it turns out, there's a pattern.

Kako se pokazalo -- postoji obrazac --

As it turns out, all the great inspiring leaders and organizations in the world,

kako se pokazalo, sve velike i inspirativne vođe

i organizacije širom svijeta,

whether it's Apple or Martin Luther King or the Wright brothers,

bilo da je to Apple, ili Martin Luther King ili braća Wright,

they all think, act and communicate the exact same way.

svi su oni razmišljali, ponašali se i komunicirali

na potpuno isti način.

And it's the complete opposite to everyone else.

A to je na potpuno drugačiji način

od svih drugih.

All I did was codify it,

Sve što sam napravio jest kodificirao to.

and it's probably the world's simplest idea.

I to je vjerojatno

najjednostavnija ideja na svijetu.

I call it the golden circle.

Ja ju zovem zlatnim krugom.

Why? How? What?

Zašto? Kako? Što?

This little idea explains

Ta mala ideja objašnjava

why some organizations and some leaders are able to inspire where others aren't.

zašto neke organizacije i neke vođe

mogu inspirirati druge, dok drugi to ne mogu.

Let me define the terms really quickly.

Dopustite mi da brzo definiramo ključne elemente.

Every single person, every single organization on the planet

Svaka osoba, svaka organizacija na Planetu

knows what they do, 100 percent.

zna što oni rade,

100%.

Some know how they do it,

Neki znaju kako to rade,

whether you call it your differentiated value proposition

bilo da to zovete vašom vrijednosnom razlikom u ponudi

or your proprietary process or your USP.

ili vašim vlastitim postupkom ili jedinstvenom prodajnom ponudom.

But very, very few people or organizations know why they do what they do.

Ali jako, jako malo ljudi ili organizacija

zna zašto rade ono što rade.

And by "why" I don't mean "to make a profit."

I pod time "zašto" ne mislim na način "na koji ostvaruju profit".

That's a result. It's always a result.

To je rezultat. To je uvijek rezultat.

By "why," I mean: What's your purpose?

Pod "zašto" ja mislim na: što je vaša svrha?

What's your cause? What's your belief?

Što vas poziv, smisao? U što vjerujete?

Why does your organization exist?

Zašto vaša organizacija postoji?

Why do you get out of bed in the morning?

Zašto ustajete iz kreveta svako jutro?

And why should anyone care?

I zašto bi bilo kome trebalo biti stalo?

As a result, the way we think, we act,

Kao rezultat, način na koji razmišljamo, način na koji djelujemo,

the way we communicate is from the outside in, it's obvious.

način na koji komuniciramo jest izvana prema unutra.

To je očito. Idemo od najjasnije do najzamršenije stvari.

We go from the clearest thing to the fuzziest thing.

But the inspired leaders and the inspired organizations --

Dok insprativne vođe

i inspirativne organizacije,

regardless of their size, regardless of their industry --

bez obzira na njihovu veličinu, bez obzira na to čime se bave,

all think, act and communicate from the inside out.

svi razmišljaju, djeluju i komuniciraju

iznutra prema vani.

Let me give you an example.

Dopustite da vam dam primjer.

I use Apple because they're easy to understand and everybody gets it.

Ja koristim Apple jer su jednostavni za razumjeti i svatko to može.

If Apple were like everyone else,

Kada bi Apple bio poput svih drugih,

a marketing message from them might sound like this:

njihova marketinška poruka bi glasila.

"We make great computers.

"Mi radimo sjajna računala.

They're beautifully designed, simple to use and user friendly.

Ona su lijepo dizajnirana, jednostavna za korištenje

i prijateljska prema korisniku.

Want to buy one?"

Želite li kupiti jedno?" Neee.

"Meh."

That's how most of us communicate.

I tako većina nas komunicira.

That's how most marketing and sales are done,

Tako se većina marketinga radi. Tako se većina prodaje radi.

that's how we communicate interpersonally.

I tako većina nas komunicira s drugim ljudima.

We say what we do,

Mi kažemo ono što radimo, kažemo na koji način smo drugačiji ili kako smo bolji

we say how we're different or better

i očekujemo neki oblik ponašanja,

and we expect some sort of a behavior,

kupovinu, glas, nešto poput toga.

a purchase, a vote, something like that.

Evo našeg novog odvjetničkog ureda.

Here's our new law firm:

We have the best lawyers with the biggest clients,

Mi imamo najbolje odvjetnike i najveće klijente.

Mi uvijek obavimo posao za naše klijente.

we always perform for our clients.

Here's our new car:

Ovdje je naš novi automobil.

It gets great gas mileage, it has leather seats.

Jako je štedljiv. Ima kožna sjedala. Kupite naš automobil.

Buy our car.

Ali je neinspirativan.

But it's uninspiring.

Here's how Apple actually communicates.

Evo kako Apple stvarno komunicira.

"Everything we do, we believe in challenging the status quo.

"Sve što radimo,

mi vjerujemo u promjenu iz stanja mirovanja.

We believe in thinking differently.

Mi vjerujemo u drugačiji način razmišljanja.

The way we challenge the status quo

Način na koji provociramo stanje mirovanja

is by making our products beautifully designed,

jest tako što su naši proizvodi lijepo dizajnirani,

simple to use and user friendly.

jednostavni za korištenje i okrenuti kupcu.

We just happen to make great computers.

Jednostavno se dogodilo da radimo sjajna računala.

Want to buy one?"

Želite li kupiti jedno?"

Totally different, right?

Potpuno drugačije, zar ne? Jeste li spremni kupiti računalo od mene.

You're ready to buy a computer from me.

I just reversed the order of the information.

Sve što sam učinio jest da sam okrenuo redoslijed informacija.

What it proves to us is that people don't buy what you do;

Ono što nam se pokazalo jest da ljudi ne kupuju ono što radite;

ljudi kupuju zašto to radite.

people buy why you do it.

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

This explains why every single person in this room

To objašnjava zašto

svaka osoba u ovoj dvorani

is perfectly comfortable buying a computer from Apple.

sa savršenom ugodom kupuje računalo od Applea.

But we're also perfectly comfortable

Ali mi se savršeno ugodno osjećamo kada

buying an MP3 player from Apple, or a phone from Apple,

kupujemo MP3 player od Applea, ili mobitel od Applea,

or a DVR from Apple.

ili digitalni video rekorder od Applea.

As I said before, Apple's just a computer company.

Ali, kao što sam ranije rekao, Apple je samo računalna kompanija.

Nothing distinguishes them structurally from any of their competitors.

Nema ničega što ih razlikuje

strukturno od bilo kojeg od konkurenata.

Their competitors are equally qualified to make all of these products.

Njihovi konkurenti su jednako kvalificirani za izradu svih ovih proizvoda.

In fact, they tried.

U stvari, oni su to i pokušali.

A few years ago, Gateway came out with flat-screen TVs.

Prije nekoliko godina, Gateway je izašao na tržište s televizijom s ravnim ekranom.

They're eminently qualified to make flat-screen TVs.

Oni su znamenito kvalificirani za izradu televizora s ravnim ekranom.

They've been making flat-screen monitors for years.

Oni su izrađivali ravne ekrane za svoje monitore, godinama.

Nobody bought one.

Nitko nije kupio niti jedan.

Dell came out with MP3 players and PDAs,

Dell je izašao s MP3 playerima i dlanovnicima.

and they make great quality products,

I oni su napravili proizvod sjajne kvalitete.

and they can make perfectly well-designed products --

I oni su sposobni napraviti dobro dizajnirani proizvod.

and nobody bought one.

Nitko im nije kupio niti jedan.

In fact, talking about it now, we can't even imagine

U stvari, dok govorim o tome sada, ne možemo niti zamisliti

buying an MP3 player from Dell.

da kupimo MP3 player od Della.

Why would you buy one from a computer company?

Zašto biste kupili MP3 player od računalne kompanije?

But we do it every day.

Ali to činimo gotovo svaki dan.

People don't buy what you do; they buy why you do it.

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

The goal is not to do business with everybody who needs what you have.

Cilj nije napraviti posao

sa svakim tko treba ono što imate.

The goal is to do business with people who believe what you believe.

Cilj je napraviti posao s ljudima

koji vjeruju u ono u što i vi vjerujete.

Here's the best part:

Evo najboljeg dijela.

None of what I'm telling you is my opinion.

Ništa od ovoga što vam govorim nije moje mišljenje.

It's all grounded in the tenets of biology.

Sve je utemeljeno u principima biologije.

Not psychology, biology.

Ne psihologije, biologije.

If you look at a cross-section of the human brain,

Ako pogledate presjek ljudskog mozga, gledajući odozgo prema dolje,

from the top down, the human brain is actually broken

ono što vidite jest kako se ljudski mozak u stvari sastoji

into three major components

od tri glavne cjeline

that correlate perfectly with the golden circle.

koje se savršeno podudaraju sa zlatnim krugom.

Our newest brain, our Homo sapien brain,

Naš najnoviji mozak, naš homo sapiens mozak,

our neocortex,

naš neokorteks,

corresponds with the "what" level.

se preklapa sa "što" razinom.

The neocortex is responsible

Neokorteks je odgovoran za svo naše

for all of our rational and analytical thought and language.

racionalno i analitičko promišljanje

te jezik.

The middle two sections make up our limbic brains,

Srednje dvije sekcije čine naš limbički sustav.

and our limbic brains are responsible for all of our feelings,

A naš limbički sustav je odgovoran za sve naše osjećaje,

like trust and loyalty.

poput povjerenja i lojalnosti.

It's also responsible for all human behavior,

Također je odgovoran za ljudsko ponašanje,

all decision-making,

svo donošenje odluka,

and it has no capacity for language.

i nema kapacitet za jezik.

In other words, when we communicate from the outside in,

Drugim riječima, kada komuniciramo izvana prema unutra,

yes, people can understand vast amounts of complicated information

da, ljudi mogu razumijeti velike količine kompliciranih informacija

like features and benefits and facts and figures.

poput značajki, koristi, činjenica i znamenaka.

It just doesn't drive behavior.

On jednostavno ne utječe na ponašanje.

When we can communicate from the inside out,

Kada možemo komunicirati iznutra prema vani,

we're talking directly to the part of the brain

govorimo izravno dijelu mozga

that controls behavior,

koji kontrolira ponašanje,

and then we allow people to rationalize it with the tangible things we say and do.

i onda dozvoljavamo ljudima da si to racionaliziraju

s opipljivim stvarima koje govorimo i činimo.

This is where gut decisions come from.

Od tuda dolaze intuitivne odluke.

Sometimes you can give somebody all the facts and figures,

Znate, ponekad možete dati nekome

sve činjenice i brojke,

and they say, "I know what all the facts and details say,

i oni vam kažu: "Znam što nam govore sve brojke i detalji,

ali jednostavno se to ne čini dobrim."

but it just doesn't feel right."

Why would we use that verb, it doesn't "feel" right?

Zašto bismo koristili taj glagol, ne "osjećamo" se dobro?

Because the part of the brain that controls decision-making

Zato jer dio našeg mozga koji kontrolira donošenje odluka,

doesn't control language.

ne kontrolira jezik.

The best we can muster up is,

I najbolje što možemo reći je: "Ne znam. Jednostavno se ne čini dobrim."

"I don't know. It just doesn't feel right."

Or sometimes you say you're leading with your heart or soul.

Ili jednostavno kažete da ste vođeni srcem,

ili ste vođeni dušom.

I hate to break it to you, those aren't other body parts

Nije mi drago što ću vam ovo reći, ali nisu dijelovi tijela

controlling your behavior.

oni koji kontroliraju vaše ponašanje.

It's all happening here in your limbic brain,

Sve se događa ovdje u vašem limbičkom sustavu,

the part of the brain that controls decision-making and not language.

dijelu mozga koji kontrolira donošenje odluka, ali ne i jezik.

But if you don't know why you do what you do,

Aali ako ne znate zašto radite to što radite,

and people respond to why you do what you do,

a ljudi reagiraju na to zašto radite ono što radite,

then how will you ever get people

kako ćete onda ikada pridobiti ljude

to vote for you, or buy something from you,

da glasaju za vas, da kupe nešto od vas,

or, more importantly, be loyal

ili, još važnije, budu lojalni

and want to be a part of what it is that you do.

i žele biti dijelom onoga što radite.

The goal is not just to sell to people who need what you have;

Opet, cilj nije samo prodati ljudima koji trebaju ono što imate;

the goal is to sell to people who believe what you believe.

cilj je prodati ljudima koji vjeruju u ono u što vi vjerujete.

The goal is not just to hire people who need a job;

Cilj nije samo zaposliti ljude

kojima je posao potreban;

it's to hire people who believe what you believe.

cilj je zaposliti ljude koji vjeruju u ono što vi vjerujete.

I always say that, you know,

Uvijek kažem, znate,

if you hire people just because they can do a job, they'll work for your money,

ako zaposlite ljude samo zato jer mogu obaviti posao, onda će oni raditi samo za novac,

but if they believe what you believe,

ali ako zaposlite ljude koji vjeruju u ono u što vi vjerujete,

they'll work for you with blood and sweat and tears.

oni će raditi za vas krvlju, znojem i suzama.

Nowhere else is there a better example than with the Wright brothers.

I ne postoji bolji primjer za to

od onoga braće Wright.

Most people don't know about Samuel Pierpont Langley.

Većina ljudi ne zna tko je Samuel Pierpont Langley.

And back in the early 20th century,

U ranom 20. stoljeću,

the pursuit of powered man flight was like the dot com of the day.

potraga za motornim zrakoplovom je bila nešto poput dot.com-a danas.

Everybody was trying it.

Svi su pokušavali.

And Samuel Pierpont Langley had, what we assume,

I Samuel Pierpont Langley je imao, ono što bismo pomislili,

to be the recipe for success.

recept za uspjeh.

Even now, you ask people,

Mislim, čak i sada, ako biste pitali ljude,

"Why did your product or why did your company fail?"

"Zašto je vaš proizvod ili vaše poduzeće propalo?"

and people always give you the same permutation

ljudi će vam uvijek dati neku varijantu istog odgovora

of the same three things:

tri iste stvari,

under-capitalized, the wrong people, bad market conditions.

nedostatak kapitala, krivi ljudi, loši tržišni uvjeti.

It's always the same three things, so let's explore that.

Uvijek tri iste stvari, koje ćemo sada istražiti.

Samuel Pierpont Langley

Samuel Pierpont Langley

was given 50,000 dollars by the War Department

je dobio 50,000 US$ od Ministarstva rata

to figure out this flying machine.

kako bi napravio taj leteći stroj.

Money was no problem.

Novac nije bio problem.

He held a seat at Harvard

Imao je svoje mjesto na Harvardu

and worked at the Smithsonian and was extremely well-connected;

i radio u Smithsonian institutu te bio jako dobro umrežen.

he knew all the big minds of the day.

Znao je sve velike umove tog vremena.

He hired the best minds money could find

Unajmio je najbolje umove

koje je novac mogao naći.

and the market conditions were fantastic.

A tržišni uvjeti su bili fantastični.

The New York Times followed him around everywhere,

New York Times ga je svugdje slijedio.

and everyone was rooting for Langley.

I svi su navijali za Langleya.

Then how come we've never heard of Samuel Pierpont Langley?

Kako onda vi nikada niste čuli za Samuel Pierpont Langleya?

A few hundred miles away in Dayton, Ohio,

Nekoliko stotina milja dalje u Daytonu, Ohio,

Orville and Wilbur Wright,

Orville i Wilbur Wright,

they had none of what we consider to be the recipe for success.

nisu imali ništa od onoga što smatramo

receptom za uspjeh.

They had no money;

Nisu imali novca.

they paid for their dream with the proceeds from their bicycle shop.

Oni su plaćali svoj san novcem koji bi zaradili u dućanu bicikla.

Not a single person on the Wright brothers' team

Niti jedna osoba u timu braće Wright

had a college education,

nije imala visoko obrazovanje,

not even Orville or Wilbur.

čak niti Orville ili Wilbur.

And The New York Times followed them around nowhere.

A New York Times ih nigdje nije slijedio.

The difference was,

Razlika je bila,

Orville and Wilbur were driven by a cause, by a purpose, by a belief.

što su Orville i Wilbur bili vođeni svrhom, pozivom,

sa smislom, s uvjerenjem.

They believed that if they could figure out this flying machine,

Oni su vjerovali da ako

uspiju napraviti taj leteći stroj,

it'll change the course of the world.

to će promijeniti tijek svijeta.

Samuel Pierpont Langley was different.

Samuel Pierpont Langley je bio drugačiji.

He wanted to be rich, and he wanted to be famous.

On je želio biti bogat, i želio je biti slavan.

He was in pursuit of the result.

On je bio u lovu na rezultat.

He was in pursuit of the riches.

On je bio u lovu na bogatstvo.

And lo and behold, look what happened.

I pazite što se dogodilo.

The people who believed in the Wright brothers' dream

Ljudi koji su vjerovali u san braće Wright,

worked with them with blood and sweat and tears.

radili su s njima krvlju, znojem i suzama.

The others just worked for the paycheck.

Drugi su radili samo za plaću.

They tell stories of how every time the Wright brothers went out,

I oni su pričali priče o tome kako bi braća Wright svaki puta kada bi izašli,

they would have to take five sets of parts,

oni bi uzeli pet kompleta dijelova,

because that's how many times they would crash before supper.

jer je to broj puta koliko bi se srušili

prije nego što bi došli na večeru.

And, eventually, on December 17th, 1903,

Da bi, konačno, 17. prosinca 1903.

the Wright brothers took flight,

braća Wright poletjela,

and no one was there to even experience it.

i nitko nije bio tamo da tome posvjedoći.

We found out about it a few days later.

Za to smo saznali nekoliko dana kasnije.

And further proof that Langley was motivated by the wrong thing:

I daljnji dokaz kako je Langley

bio motiviran krivim stvarima,

the day the Wright brothers took flight,

je bila činjenica kako je na dan kada su braća Wright poletjela, on dao otkaz.

he quit.

He could have said,

Mogao je reći,

"That's an amazing discovery, guys,

"To je nevjerojatno otkriće dečki,

and I will improve upon your technology," but he didn't.

i ja ću unaprijediti vašu tehnologiju," ali on to nije napravio.

He wasn't first, he didn't get rich, he didn't get famous, so he quit.

Nije bio prvi, nije se obogatio,

nije postao slavan, tako da je odustao.

People don't buy what you do; they buy why you do it.

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

If you talk about what you believe,

I ako govoriš ono što vjeruješ,

you will attract those who believe what you believe.

privući ćeš one koji vjeruju u ono što ti vjeruješ.

But why is it important to attract those who believe what you believe?

Ali zašto je važno privući one koji vjeruju u ono što ti vjeruješ?

Something called the law of diffusion of innovation,

Nešto što se naziva zakonom inovacijske difuzije.

I ako ne znate sam zakon, svakako znate terminologiju.

if you don't know the law, you know the terminology.

The first 2.5% of our population are our innovators.

Prvih 2,5% naše populacije

su naši inovatori.

The next 13.5% of our population are our early adopters.

Slijedećih 13,5% naše populacije

su oni koji prvi prihvaćaju inovaciju.

The next 34% are your early majority,

Slijedećih 34% su rana većina,

your late majority and your laggards.

34% kasna većina i 16% onih koji zaostaju.

The only reason these people buy touch-tone phones

Jedini razlog zašto ti ljudi kupuju telefone s tipkama

is because you can't buy rotary phones anymore.

je što ne mogu više kupiti one klasične s rotacijskim krugom.

(Laughter)

(Smijeh)

We all sit at various places at various times on this scale,

Svi se nađemo na različitim mjestima u različitim vremenima na toj skali,

but what the law of diffusion of innovation tells us

ali ono što nam govori zakon inovacijske difuzije

is that if you want mass-market success or mass-market acceptance of an idea,

jest da ako želite masovni uspjeh na tržištu

ili masovno prihvaćanje ideje na tržištu,

you cannot have it until you achieve this tipping point

ne možete to postići

ukoliko niste dosegnuli tu kritičnu točku preokreta

between 15 and 18 percent market penetration,

između 15 i 18% tržišne penetracije

and then the system tips.

I onda sustav prevlada.

I love asking businesses, "What's your conversion on new business?"

A ja volim pitati poslovne ljude: "Koji je stupanj vašeg prelaska na novi posao?"

They love to tell you, "It's about 10 percent," proudly.

I oni mi vole ponosno odgovoriti: "Oh, to je oko 10%."

Dobro, možete se lagano spotaknuti o 10% kupaca.

Well, you can trip over 10% of the customers.

Svi imamo tih 10% koji jednostavno "shvaćaju".

We all have about 10% who just "get it."

To je ono kako ih opisujemo, zar ne?

That's how we describe them, right?

To je poput one intuicije, "Oh, oni jednostavno to razumiju."

That's like that gut feeling, "Oh, they just get it."

Problem je: Kako pronaći one koji razumiju

The problem is: How do you find the ones that get it

prije nego što počnete s njima raditi nasuprot onih koji ne razumiju?

before doing business versus the ones who don't get it?

So it's this here, this little gap that you have to close,

Dakle to je ovo ovdje, taj mali jaz,

koji morate zatvoriti,

as Jeffrey Moore calls it, "Crossing the Chasm" --

kako to Jeffrey Moore naziva, "prijeći ponor."

because, you see, the early majority will not try something

Jer, vidite, rana većina

neće isprobati nešto

until someone else has tried it first.

dok netko drugi

nije probao prvi.

And these guys, the innovators and the early adopters,

I ti ljudi, inovatori i oni koji prvi prihvaćaju,

they're comfortable making those gut decisions.

oni ležerno donose takve instinktivne odluke.

They're more comfortable making those intuitive decisions

Oni puno jednostavnije donose te intuitivne odluke

that are driven by what they believe about the world

koje su vođene njihovim shvaćanjem svijeta,

and not just what product is available.

a ne samo proizvodima koji su dostupni.

These are the people who stood in line for six hours

To su oni ljudi koji stoje u redu 6 sati

to buy an iPhone when they first came out,

kako bi kupili iPhone kada je prvi puta izašao na tržište,

dok su ostali jednostavno ušetali u dućan tjedan dana kasnije

when you could have bought one off the shelf the next week.

i kupili taj isti uređaj s police.

These are the people who spent 40,000 dollars

To su oni ljudi koji su dali 40,000 US$

on flat-screen TVs when they first came out,

za televizor s ravnim ekranom kada je došao na tržište,

even though the technology was substandard.

premda je tehnologije bila ispod standarda.

And, by the way, they didn't do it because the technology was so great;

I, uz put, oni nisu to napravili

jer je tehnologija bila toliko sjajna.

they did it for themselves.

Oni su to učinili zbog sebe.

It's because they wanted to be first.

Jer su željeli biti prvi.

People don't buy what you do; they buy why you do it

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

and what you do simply proves what you believe.

I ono što radite jednostavno

dokazuje ono u što vjerujete.

In fact, people will do the things that prove what they believe.

U stvari, ljudi će napraviti stvari

kako bi dokazali u što oni vjeruju.

The reason that person bought the iPhone in the first six hours,

Razlog zašto je ta osoba kupila iPhone

u prvih 6 sati,

stood in line for six hours,

zašto je stajala u redu 6 sati,

was because of what they believed about the world,

jest jer oni tako shvaćaju svijet,

and how they wanted everybody to see them:

i tako žele da ih drugi vide.

they were first.

Oni su bili prvi.

People don't buy what you do; they buy why you do it.

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

So let me give you a famous example,

Dozvolite da vam dam savršen primjer,

a famous failure and a famous success of the law of diffusion of innovation.

slavnog neuspjeha i slavnog uspjeha

zakona inovacijske difuzije.

First, the famous failure.

Prvo, slavni neuspjeh.

It's a commercial example.

To je komercijalni primjer.

As we said before, the recipe for success

Kao što smo ranije rekli, prije nekoliko sekundi,

is money and the right people and the right market conditions.

recept za uspjeh je novac, pravi ljudi i pravi uvjeti na tržištu.

You should have success then.

Točno. Ako to imate onda je uspjeh zagarantiran.

Look at TiVo.

Pogledajte TiVo.

From the time TiVo came out about eight or nine years ago

Od vremena kada se TiVo pojavio na tržištu, prije 8 ili 9 godina,

to this current day,

do današnjeg dana,

they are the single highest-quality product on the market,

oni su jedini takav proizvod najviše kvalitete na tržištu,

hands down, there is no dispute.

kapa dolje, tu nema nikakve rasprave.

They were extremely well-funded.

Bili su ekstremno dobro financirani.

Market conditions were fantastic.

Uvjeti na tržištu su bili fantastični.

I mean, we use TiVo as verb.

Mislim, koristimo TiVo kao glagol.

I TiVo stuff on my piece-of-junk Time Warner DVR all the time.

Ja TiVo stvari na onaj komad smeća od Time Warner DVR-a cijelo vrijeme.

(Laughter)

But TiVo's a commercial failure.

Ali TiVo je komercijalni neuspjeh.

They've never made money.

Oni nisu nikada zaradili novac.

And when they went IPO,

I kada su krenuli s inicijalnom javnom ponudom,

their stock was at about 30 or 40 dollars

njihova dionica je bila kojih 30-40 US$

and then plummeted, and it's never traded above 10.

da bi potonula, i nikada se nije vratila iznad 10.

In fact, I don't think it's even traded above six,

U stvari, mislim da nikada nije prešla 6,

except for a couple of little spikes.

osim u nekoliko kratkih navrata.

Because you see, when TiVo launched their product,

Jer vidite, kada je TiVo izbacio svoj proizvod,

they told us all what they had.

rekli su nam sve što imaju.

They said, "We have a product that pauses live TV,

Rekli su, "Mi imamo proizvod koji će zaustaviti TV uživo,

skips commercials, rewinds live TV and memorizes your viewing habits

preskočiti promotivne spotove, premotati TV uživo

i memorizirati vaše navike gledanja

without you even asking."

bez da ste ga to pitali."

And the cynical majority said,

I cinična većina je rekla,

"We don't believe you.

"Mi vam ne vjerujemo.

We don't need it. We don't like it.

Mi to ne trebamo. Nama se to ne sviđa.

You're scaring us."

Plašite nas."

What if they had said,

Što bi bilo da su rekli,

"If you're the kind of person who likes to have total control

"Ako ste tip osobe

koja voli imati potpunu kontrolu

over every aspect of your life,

nad svim aspektima života,

boy, do we have a product for you.

čovječe, koji proizvod imamo za vas.

It pauses live TV, skips commercials,

On zaustavlja živi prijenos, preskače promotivne spotove,

memorizes your viewing habits, etc., etc."

memorizira vaše navike gledanja, itd., itd."

People don't buy what you do; they buy why you do it,

Ljudi ne kupuju ono što radite; oni kupuju zašto to radite.

and what you do simply serves as the proof of what you believe.

I ono što radite jednostavno služi kao

dokaz onoga u što vjerujete.

Now let me give you a successful example of the law of diffusion of innovation.

Sada ću vam dati uspješan primjer

zakona inovacijske difuzije.

In the summer of 1963,

U ljeto 1963.

250,000 people showed up on the mall in Washington

250,000 ljudi se pojavilo

u shopping centru u Washingtonu

to hear Dr. King speak.

kako bi čuli govor dr. Kinga.

They sent out no invitations,

Nitko nije poslao pozivnice,

and there was no website to check the date.

i nije bilo web stranice na kojoj se mogao provjeriti datum.

How do you do that?

Kako to napravite?

Well, Dr. King wasn't the only man in America

Dr. King nije bio jedini čovjek u Americi

who was a great orator.

koji je bio dobar govornik.

He wasn't the only man in America who suffered

On nije bio jedini čovjek u Americi koji je patio

zbog civilnih prava u Americi.

in a pre-civil rights America.

In fact, some of his ideas were bad.

U stvari, neke od njegovih ideja su bile loše.

But he had a gift.

Ali je imao dar.

He didn't go around telling people what needed to change in America.

On nije hodao okolo govoreći ljudima što je potrebno mijenjati u Americi.

He went around and told people what he believed.

Išao je okolo i govorio ljudima u što vjeruje.

"I believe, I believe, I believe," he told people.

"Ja vjerujem. Ja vjerujem. Ja vjerujem,"

govorio je ljudima.

And people who believed what he believed

I ljudi koji su vjerovali u ono u što je on vjerovao

took his cause, and they made it their own, and they told people.

preuzeli su njegov poziv i učinili ga svojim,

i govorili dalje drugima.

And some of those people created structures

I neki od tih ljudi su stvarali strukture

to get the word out to even more people.

kako bi proširili riječ na još veći broj ljudi.

And lo and behold, 250,000 people showed up

I pazi, pazi

250,000 ljudi se pojavilo

on the right day at the right time to hear him speak.

na pravi dan, u pravo vrijeme,

kako bi ga čuli dok govori.

How many of them showed up for him?

Koliko njih se pojavilo zbog njega?

Zero.

Nula.

They showed up for themselves.

Pojavili su se zbog sebe.

It's what they believed about America

Zbog onoga što su vjerovali za Ameriku

that got them to travel in a bus for eight hours

to ih je navelo da putuju osam sati,

to stand in the sun in Washington in the middle of August.

da stoje na suncu u Washingtonu usred kolovoza.

It's what they believed, and it wasn't about black versus white:

To je bilo zbog onoga u što su vjerovali i nije zbog crnih nasuprot bijelih.

25% of the audience was white.

25% gledatelja je bilo bijelo.

Dr. King believed that there are two types of laws in this world:

Dr. King je vjerovao kako

postoje dvije vrste zakona u svijetu,

those that are made by a higher authority and those that are made by men.

oni koji su napravljeni od višeg autoriteta

i oni koji su napravljeni od ljudi.

And not until all the laws that are made by men

I sve dok svi zakoni koji su napravljeni od ljudi

are consistent with the laws made by the higher authority

ne budu dosljedni zakonima koji je napravio viši autoritet,

nećemo živjeti u pravednom svijetu.

will we live in a just world.

Dogodilo se da je Pokret građanskih prava

It just so happened that the Civil Rights Movement

bio savršena stvar koja mu je pomogla

was the perfect thing to help him bring his cause to life.

ostvariti svoju svrhu.

We followed, not for him, but for ourselves.

Pratili smo, ne zbog njega, već zbog sebe.

By the way, he gave the "I have a dream" speech,

I, uz put, dao nam je "Imam san" govor,

not the "I have a plan" speech.

ne "Imam plan" govor.

(Laughter)

(Smijeh)

Listen to politicians now, with their comprehensive 12-point plans.

Slušajte političare sada s njihovim općim planovima u 12 točaka.

They're not inspiring anybody.

Oni ne inspiriraju nikoga.

Because there are leaders and there are those who lead.

Jer postoje vođe i oni koji vode.

Leaders hold a position of power or authority,

Vođe drže poziciju moći

ili autoriteta.

but those who lead inspire us.

Međutim, oni koji vode nas inspiriraju.

Whether they're individuals or organizations,

Bilo da su to pojedinci ili organizacije,

mi pratimo one koji vode,

we follow those who lead, not because we have to,

ne zato jer moramo,

but because we want to.

već zato jer to želimo.

We follow those who lead, not for them, but for ourselves.

Mi slijedimo one koji vode, ne zbog njih,

već zbog nas.

And it's those who start with "why"

Oni koji započinju sa "zašto"

that have the ability to inspire those around them

imaju sposobnost

inspirirati ljude oko sebe

ili pronaći druge koji će ih inspirirati.

or find others who inspire them.

Hvala vam puno.

Thank you very much.

(Applause)

(Pljesak)