Chris Bangle: Great cars are Art

Translator: Jenny Zurawell

Prevoditelj: Dunja Knežević Recezent: Sanda L

O čemu želim govoriti, a što nije u prvom planu,

What I want to talk about is, as background,

is the idea that cars are art.

je ideja da su automobili umjetnost.

This is actually quite meaningful to me,

Meni je to prilično značajno

because car designers tend to be a little bit low on the totem pole --

jer su dizajneri automobila nisko na hijerarhijskoj ljestvici,

ne radimo dekorativne knjige kojima je tema jedna svjetiljka,

we don't do coffee table books with just one lamp inside of it --

a automobili se toliko smatraju proizvodom

and cars are thought so much as a product

that it's a little bit difficult to get into the aesthetic side

da je teško govoriti o njihovoj estetskoj strani,

under the same sort of terminology that one would discuss art.

koristeći istu terminologiju kao za razgovore o umjetnosti.

And so cars, as art, brings it into an emotional plane -- if you accept that --

No automobili kao umjetnost ulaze u tu emocionalnu sferu

that you have to deal with on the same level you would with art with a capital A.

u kojoj na njih treba gledati jednako kao na vrhunsku umjetnost.

Now at this point you're going to see a picture of Michelangelo.

Sada ću vam pokazati Michelangelovu sliku.

This is completely different than automobiles.

Ovo je potpuno drukčije od automobila.

Automobiles are self-moving things, right? Elevators are automobiles.

Auto-mobili su samopokretni predmeti. Dizala su auto-mobili.

And they're not very emotional; they solve a purpose;

Nema u njima ništa posebno emocionalno; oni samo služe svrsi.

and certainly automobiles have been around for 100 years

Automobili postoje oko 100 godina

and have made our lives functionally a lot better in many ways;

i funkcionalno su nam dosta unaprijedili živote;

they've also been a real pain in the ass,

istovremeno, oni predstavljaju i gnjavažu,

because automobiles are really the thing we have to solve.

oni su problem koji moramo riješiti.

Moramo riješiti probleme onečišćenja, prometnih gužvi -

We have to solve the pollution, we have to solve the congestion --

but that's not what interests me in this speech.

no ne želim o tome u ovom govoru.

U ovom govoru zanimaju me auti. Automobile koristimo,

What interests me in this speech is cars. Automobiles may be what you use,

ali auti su ono što, na mnogo načina, jesmo.

but cars are what we are, in many ways.

Dok god možemo riješiti probleme povezane s automobilima,

And as long as we can solve the problems of automobiles,

a vjerujem da možemo, gorivim ćelijama ili hidrogenom, npr. BMW-ov je aktualan,

and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,

and lots of other things, then I think we can look past that

i ima još puno toga, mislim da to možemo zanemariti

and try and understand why this hook is in many of us --

i pokušati razumjeti zašto smo, mnogi od nas --

of this car-y-ness -- and what that means, what we can learn from it.

zagrizli za aute -- i što to znači, što možemo iz toga naučiti.

O tome želim govoriti. Auti nisu nalik odjeći;

That's what I want to get to. Cars are not a suit of clothes;

cars are an avatar. Cars are an expansion of yourself:

auti su naš avatar. Oni su produžetak nas samih:

they take your thoughts, your ideas, your emotions, and they multiply it --

preuzmu vaše misli, ideje, emocije i pojačaju ih --

your anger, whatever. It's an avatar.

vašu ljutnju, što god. Auto je avatar.

Kao da si u čarobnom stroju i ako se osjećaš privlačno,

It's a super-waldo that you happen to be inside of, and if you feel sexy,

automobil je privlačan. Ako si gnjevan,

the car is sexy. And if you're full of road rage,

you've got a "Chevy: Like a Rock," right?

voziš opaki Chevy, zar ne?

Auti su skulpture -- znate li to?

Cars are a sculpture -- did you know this?

That every car you see out there is sculpted by hand.

Svaki se automobil ručno modelira.

Many people think, "Well, it's computers,

Mnogi misle, "Pa to rade računala,

za to postoje strojevi i slično."

and it's done by machines and stuff like that."

Oni ih reproduciraju, ali originali se izrađuju ručno.

Well, they reproduce it, but the originals are all done by hand.

I to čine muškarci i žene s puno vjere u svoje umijeće.

It's done by men and women who believe a lot in their craft.

And they put that same kind of tension into the sculpting of a car

Osjeti se napetost u oblikovanju auta,

ista napetost kao kod skulptura koje se izlažu u muzejima.

that you do in a great sculpture that you would go and look at in a museum.

Ta rastrganost između potrebe za izražavanjem i otkrivanjem,

That tension between the need to express, the need to discover,

dodavanjem nečeg novog,

then you put something new into it,

a istovremeno tu su ograničenja zanata.

and at the same time you have bounds of craftsmanship.

Rules that say, this is how you handle surfaces;

Pravila koja određuju kako se oblikuju površine;

to je kontrola, tako pokazujete da ste majstor u svom poslu.

this is what control is all about; this is how you show you're a master of your craft.

And that tension, that discovery, that push for something new --

Ta napetost, to otkrivanje, potraga za novim --

and at the same time, that sense of obligation

i istovremeno osjećaj da ste dužni

to the regards of craftsmanship --

poštovati svoju struku --

that's as strong in cars as it is in anything.

nigdje nije jači nego u ovom poslu.

We work in clay, which hasn't changed much

Koristimo glinu, što se nije promijenilo

since Michelangelo started screwing around with it,

još od Michelangelovih dana,

and there's a very interesting analogy to that too.

i zanimljiva je analogija povezana s tim.

Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?

Michelangelo je jednom rekao da je ovdje kako bi oslobodio "kip u kamenu".

There we go, the automobile.

I evo nas, automobil.

To je bilo prije 100 g. -- vidite?

That was 100 years right there -- did you catch that?

Between that one there, and that one there, it changed a lot didn't it?

Puno se toga promijenilo u međuvremenu, zar ne?

OK, it's not marketing; there's a very interesting car concept here,

Nije riječ o marketingu; ovo je zanimljiv koncept automobila,

but the marketing part is not what I want to talk about here.

no sada ne želim govoriti o marketingu.

I want to talk about this.

Želim govoriti o ovome.

Ta želja da operete auto, kakvu to senzualnost krije

Why it means you have to wash a car, what is it, that sensuality

you have to touch about it? That's the sculpture that goes into it. That sensuality.

da ga želite dodirnuti? Riječ je o skulpturi, otuda senzualnost.

And it's done by men and women working just like this, making cars.

Stvaraju je ovakvi muškarci i žene, koji izrađuju automobile.

Now this little quote about sculpture from Henry Moore,

Evo citata Henryja Moorea o skulpturama,

I believe that that "pressure within" that Moore's talking about --

mislim da Mooreov "pritisak iznutra", iz kojeg nastaje skulptura,

at least when it comes to cars --

bar kad je riječ o autima,

comes right back to this idea of the mean.

da se sve svodi na smisao.

To je volja za životom, preživljavanjem, samoizražavanjem,

It's that will to live, that need to survive, to express itself,

that comes in a car, and takes over people like me.

koja dolazi s autom i ovlada ljudima poput mene.

And we tell other people, "Do this, do this, do this," until this thing comes alive.

Mi onda govorimo drugima "Učini to i to", dok ta stvar ne oživi.

Potpuno smo zaraženi. I ljepota može biti ishod

We are completely infected. And beauty can be the result

of this infectiousness; it's quite wonderful.

ove zaraze, prilično nevjerojatno.

This sculpture is, of course, at the heart of all of it,

Skulptura je, naravno, srce svega,

and it's really what puts the craftsmanship into our cars.

razlog zašto su automobili umijeće.

And it's not a whole lot different, really, when they're working like this,

Nema puno razlike u tome radi li se ovako

ili ovako.

or when somebody works like this.

It's that same kind of commitment, that same kind of beauty.

Riječ je o istoj vrsti predanosti, istoj vrsti ljepote.

Now, now I get to the point. I want to talk about cars as art.

Želim govoriti o autima kao o vrsti umjetnosti.

Art, in the Platonic sense, is truth; it's beauty, and love.

Umjetnost je, u platonovskom smislu, istina; ona je ljepota i ljubav.

Now this is really where designers in car business diverge from the engineers.

U tome se dizajneri automobila razlikuju od inženjera.

We don't really have a problem talking about love.

Nije nam teško govoriti o ljubavi.

We don't have a problem talking about truth or beauty in that sense.

Nije nam teško govoriti o istini i ljepoti.

That's what we're searching for --

To je ono što tražimo --

when we're working our craft, we are really trying to find that truth out there.

kada se bavimo svojim poslom, pokušavamo doći do istine.

We're not trying to find vanity and beauty.

Ne pokušavamo naći taštinu i ljepotu.

We're trying to find the beauty in the truth.

Pokušavamo naći ljepotu u istini.

However, engineers tend to look at things a little bit more Newtonian,

Pristup inženjera je više njutnovski,

instead of this quantum approach.

za razliku od ovog kvantnog pristupa.

We're dealing with irrationalisms,

Mi se bavimo iracionalnim

and we're dealing with paradoxes that we admit exist,

i paradoksima čije postojanje priznajemo,

and the engineers tend to look things a little bit more like

dok inženjeri to gledaju ovako,

two and two is four, and if you get 4.0 it's better, and 4.000 is even better.

dva i dva su četiri, bolje je dobiti 4,0, ili još bolje 4,000.

And that sometimes leads to bit of a divergence

To ponekad dovodi do razilaženja

in why we're doing what we're doing.

u našim motivima za bavljenje ovim poslom.

We've pretty much accepted the fact, though,

Jednu smo činjenicu ipak prihvatili,

da smo mi žene u organizaciji BMW --

that we are the women in the organization at BMW --

BMW je vrlo muževna tvrtka -- muškarci, to su inženjeri.

BMW is a very manly type business, -- men, men, men; it's engineers.

And we're kind of the female side to that. That's OK,

Mi predstavljamo ženstvenu stranu. To je OK,

to je u redu. Samo vi budite muževni, mi ćemo biti ženstveni.

that's cool. You go off and be manly. We're going to be a little bit more female.

Because what we're interested in is finding form that's more than just a function.

Zanima nas oblik koji nije samo funkcionalan.

We're interested in finding beauty that's more than just an aesthetic;

Zanima nas ljepota koja nije samo estetska,

it's really a truth.

nego ona koja je istina.

And I think this idea of soul, as being at the heart of great cars,

Zato je ideja duše, koja je u srcu sjajnih automobila,

is very applicable. You all know it. You know a car when you've seen it,

vrlo primjenjiva. Svi to znate. Znate prepoznati auto

s dušom. Znate koliko je to snažno.

with soul. You know how strong this is.

Well, this experience of love, and the experience of design, to me,

Ta iskustva ljubavi i dizajniranja

za mene se isprepliću. I sada dolazim do svoje priče.

are interchangeable. And now I'm coming to my story.

I discovered something about love and design through a project called Deep Blue.

Otkrio sam nešto o ljubavi i dizajnu radeći na projektu Deep Blue.

And first of all, you have to go with me for a second, and say,

Prvo, složite se sa mnom na trenutak i zamislite

you know, you could take the word "love" out of a lot of things in our society,

da umjesto riječi "ljubav" za puno stvari u društvu

put the word "design" in, and it still works,

možete koristiti riječ "dizajn",

like this quote here, you know. It kind of works, you know?

kao citat: "Dizajn je prekrasna stvar". Zvuči dobro, zar ne?

You can understand that. It works in truisms.

Razumijete. Funkcionira i u poslovicama.

"All is fair in design and war."

"Sve je dopušteno u dizajnu i ratu."

Certainly we live in a competitive society.

Živimo u kompetitivnom društvu.

I think this one here, there's a pop song

Ova pop pjesma "Design, design me do..."

that really describes Philippe Starck for me, you know, this is like

zaista opisuje Philippea Starcka,

you know, this is like puppy love, you know, this is cool right?

to je kao zaljubljenost, fora je, zar ne?

Toothbrush, cool.

Fora.

It really only gets serious when you look at something like this. OK?

Ne funkcionira jedino kad vidite: "Dizajniraj svog susjeda".

(Laughter)

(Smijeh)

This is one substitution that I believe

Za ovu se zamjenu, mislim,

all of us, in design management, are guilty of.

može optužiti sve u poslu upravljanja dizajnom.

And this idea that there is more to love,

Ta ideja da u ljubavi vidimo nešto više,

more to design, when it gets down to your neighbor, your other,

da u dizajnu ima nešto više, kad je riječ o susjedu, o drugome,

it can be physical like this, and maybe in the future it will be.

može se ovako fizički ispoljiti, možda u budućnosti bude.

But right now it's in dealing with our own people,

Zasad se ispoljava u radu s ljudima,

our own teams who are doing the creating. So, to my story.

našim timovima koji su zaduženi za kreiranje. Da se vratim temi.

The idea of people-work is what we work with here,

Ideja suradnje nam je važna

and I have to make a bond with my designers when we're creating BMWs.

i ja se moram povezati s dizajnerima kada kreiramo BMW.

We have to have a shared intimacy, a shared vision --

Moramo imati zajedničku viziju --

that means we have to work as one family;

moramo raditi kao obitelj:

moramo se tako međusobno doživljavati.

we have to understand ourselves that way.

Ima dobrih vremena, ima zanimljivih trenutaka,

There's good times; there's interesting times;

a ima i stresnih razdoblja.

and there's some stress times too.

Radite li automobile, morate biti vani.

You want to do cars, you've got to go outside.

Automobile izrađujete na kiši i kada sniježi.

You've got to do cars in the rain; you've got to do cars in the snow.

Tako rad predstavljamo upravnom vijeću tvrtke.

That's, by the way, is a presentation we made to our board of directors.

Izvučemo i njih na snijeg. Želite vidjeti automobile vani?

We haul their butts out in the snow, too. You want to know cars outside?

Well, you've got to stand outside to do this.

Zato morate izaći van.

And because these are artists, they have very artistic temperaments.

Budući da je riječ o umjetnicima, imaju i umjetnički temperament.

All right? Now one thing about art is, art is discovery,

Umjetnost je otkriće

and art is discovering yourself through your art. Right?

i umjetnost je otkrivanje sebe kroz svoju umjetnost.

And one thing about cars is we're all a little bit like Pygmalion,

Stvar je s autima u tome da smo svi poput Pygmaliona,

we are completely in love with our own creations.

zaljubljeni smo u vlastite kreacije.

This is one of my favorite paintings, it really describes our relationship with cars.

Ovo je jedna od mojih omiljenih slika, zaista opisuje naš odnos s automobilima.

This is sick beyond belief.

Ovo je van svake pameti.

(Laughter)

(Smijeh)

No zbog toga, intimnost s kojom surađujemo kao tim

But because of this, the intimacy with which we work together as a team

takes on a new dimension, a new meaning.

dobiva novu dimenziju, novo značenje.

We have a shared center; we have a shared focus --

Dijelimo interes, usmjereni smo na isto --

that car stays at the middle of all our relationships.

automobili su u centru naših odnosa.

And it's my job, in the competitive process, to narrow this down.

Moj je zadatak, u svemu tome, suziti popis, odabrati najbolje.

I heard today about Joseph's death genes

Danas sam čuo o Josipovim genima smrti

that have to go in and kill cell reproduction.

koji uništavaju reprodukciju stanica.

You know, that's what I have to do sometimes.

Katkad to i ja moram učiniti.

We start out with 10 cars; we narrow it down to five cars,

Krenemo s 10 novih automobila, suzimo to na pet,

down to three cars, down to two cars, down to one car,

zatim na tri, na dva, i ostane jedan automobil,

and I'm in the middle of that killing, basically.

ja, zapravo, ubijam

Someone's love, someone's baby.

nečiju ljubav, nečije dijete.

This is very difficult, and you have to have a bond with your team

To je jako teško, a morate biti povezani sa svojim timom,

that permits you to do this, because their life is wrapped up in that too.

koji vam dopušta da to činite jer su i oni uključeni u sve to.

They've got that gene infected in them as well,

I oni su zaraženi tim genom

and they want that to live, more than anything else.

i žele da njihov rad preživi, žele to više od ičega.

Well, this project, Deep Blue, put me in contact with my team

Ovaj projekt, Deep Blue, povezao me s mojim timom

in a way that I never expected, and I want to pass it on to you,

na neočekivan način, i želim vam to prenijeti,

because I want you to reflect on this, perhaps in your own relationships.

možda vam pomogne i u vašim odnosima.

We wanted to a do a car which was a complete leap of faith for BMW.

Željeli smo automobil koji bi za BMW predstavljao skok u nepoznato.

We wanted to do a team which was so removed from the way we'd done it,

Željeli smo tim koji toliko nije poznavao naš način rada,

that I only had a phone number that connected me to them.

da sam imao samo broj telefona koji me povezivao s njima.

So, what we did was: instead of having a staff of artists that are just your wrist,

Umjesto internog tima umjetnika koji bi se nadovezivali na naše ideje,

we decided to free up a team of creative designers and engineers

odlučili smo se osloniti na tim kreativnih dizajnera i inženjera,

to find out what's the successor to the SUV phenomenon in America.

koji su trebali otkriti nasljednika fenomena SUV segmenta u Americi.

This is 1996 we did this project. And so we sent them off with this team name,

Na projektu smo radili 1996. Timu smo dali ovo ime,

Deep Blue. Mnogi ga povezuju s IBM-om --

Deep Blue. Now many people know Deep Blue from IBM --

we actually stole it from them because we figured

ukrali smo ga od njih jer smo mislili

if anybody read our faxes they'd think we're talking about computers.

da će svi koji budu čitali dopise misliti da govorimo o računalima.

It turned out it was quite clever because Deep Blue,

Ispostavilo se mudrim jer Deep Blue

in a company like BMW, has a hook -- "Deep Blue," wow, cool name.

na sve u BMW-u ostavlja dojam -- "Deep Blue", fora ime.

So people get wrapped up in it. And we took a team of designers,

Ljudi se zainteresiraju. Tim dizajnera

and we sent them off to America. And we gave them a budget,

poslali smo u Ameriku. Osigurali smo im sredstva,

what we thought was a set of deliverables,

rekli kakve rezultate želimo,

a timetable, and nothing else.

dali im rokove i to je to.

Like I said, I just had a phone number that connected me to them.

Samo me telefonski broj povezivao s njima.

And a group of engineers worked in Germany,

Skupina inženjera radila je u Njemačkoj,

and the idea was they would work separately

a zamisao je bila da odvojeno rade

on this problem of what's the successor to the SUV.

na pitanju što je nasljednik SUV-a.

They would come together, compare notes. Then they would work apart,

Oni bi se sastajali i uspoređivali bilješke. Opet bi bili odvojeni,

come together, and they would produce together

sastali bi se i zajedno osmislili

a monumental set of diverse opinions that didn't pollute each other's ideas --

cijeli niz različitih mišljenja kojima nisu ugrožavali ideje jedni drugima,

but at the same time came together and resolved the problems.

nego bi surađivali i rješavali probleme.

Trebali su razumjeti kupce,

Hopefully, really understand the customer at its heart,

znati gdje su kupci, živjeti s njima u Americi. Poslali smo ekipu

where the customer is, live with them in America. So -- sent the team off,

i dogodilo se nešto drugo. Otišli su na druga mjesta.

and actually something different happened. They went other places.

(Laughter)

(Smijeh)

Nestali su, samo sam primao razglednice.

They disappeared, quite honestly, and all I got was postcards.

Dobio sam razglednice iz Las Vegasa,

Now, I got some postcards of these guys in Las Vegas,

and I got some postcards of these guys in the Grand Canyon,

neke razglednice iz Grand Canyona

and I got these postcards of Niagara Falls,

i razglednice s Niagarinih slapova,

and pretty soon they're in New York, and I don't know where else.

onda čujem da su u New Yorku i tko zna gdje još.

I govorim si: "Ovo će biti sjajan automobil,

And I'm telling myself, "This is going to be a great car,

provode istraživanje kakvo mi prije nije ni palo na pamet."

they're doing research that I've never even thought about before."

Right? And they decided that instead of, like, having a studio,

I oni su zaključili da je, umjesto unajmljivanja studija

and six or seven apartments,

i šest ili sedam stanova,

jeftinije unajmiti bivšu kuću Elizabeth Taylor u Malibuu.

it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.

And -- at least they told me it was her house,

Bar su mi tako rekli da je to njezina kuća,

I guess it was at one time, she had a party there or something.

valjda je bila, imala je nekakvu proslavu ondje.

But anyway, this was the house, and they all lived there.

Kako god, svi su oni živjeli u toj kući.

Now this is 24/7 living, half-a-dozen people who'd left their --

Tu su cijele dane provodili, šestero ljudi, koji su ostavili svoje --

neki su ostavili supruge i obitelji,

some had left their wives behind and families behind,

i živjeli su u toj kući

and they literally lived in this house

for the entire six months the project was in America,

svih šest mjeseci, za vrijeme trajanja projekta u Americi,

but the first three months were the most intensive.

no prva tri mjeseca bila su najintenzivnija.

And one of the young women in the project,

Jedna od mlađih sudionica projekta,

she was a fantastic lady, she actually built her room in the bathroom.

fantastična žena, sagradila si je svoju sobu u kupaonici.

The bathroom was so big, she built the bed over the bathtub --

Kupaonica je bila tako velika, sagradila je krevet iznad kade,

it's quite fascinating.

fascinantno.

No ja ništa o tome nisam znao.

On the other hand, I didn't know anything about this. OK?

Ništa. Sve to vrijeme, ja samo dobivam razglednice

Nothing. This is all going on, and all I'm getting is postcards

of these guys in Las Vegas, or whatever,

iz Las Vegasa, ili odakle već,

saying, "Don't worry Chris, this is really going to be good." OK?

s porukama: "Bez brige, sve je u redu."

Ja sam zamišljao dizajn studio vjerojatno --

So my concept of what a design studio was probably --

I wasn't up to speed on where these guys were.

nisam baš znao kako tim napreduje.

However, the engineers back in Munich

U međuvremenu, inženjeri u Münchenu

had taken on this kind of Newtonian solution,

bavili su se njutnovskim problemima,

pokušavali su riješiti koliko držača za čaše

and they were trying to find how many cup holders

can dance on the head of a pin, and, you know,

može plesati na glavi igle

i slična ozbiljna pitanja koja more moderne kupce.

these really serious questions that are confronting the modern consumer.

And one was hoping that these two teams would get together,

I nadali smo se da će se ta dva tima sastati,

and this collusion of incredible creativity,

a taj sudar nevjerojatne kreativnosti

under these incredible surroundings,

u tom nevjerojatnom okruženju,

and these incredibly stressed-out engineers,

i ti inženjeri pod tolikim stresom

osmislit će neka divna rješenja.

would create some incredible solutions.

Nisam znao, kasniije smo to shvatili --

Well, what I didn't know was, and what we found out was --

these guys, they can't even like talk to each other under those conditions.

ti ljudi ne mogu međusobno razgovarati u takvim uvjetima.

You get a divergence of Newtonian and quantum thinking at that point,

Dođe do razilaženja njutnovskog i kvantnog načina razmišljanja,

you have a split in your dialog that is so deep, and so far,

dođe do tako duboke i jake podjele među njima,

that they cannot bring this together at all.

da uopće ne mogu surađivati.

And so we had our first meeting, after three months, in Tiburon,

Imali smo prvi sastanak u Tiburonu,

koji je blizu, znate za Tiburon?

which is just up the road from here -- you know Tiburon?

Htjeli smo da nakon tri mjeseca nezavisnog istraživanja

And the idea was after the first three months of this independent research

sve predstave dr. Goschelu --

they would present it all to Dr. Goschel --

koji je sada moj šef, tada je bio komentor na projektu --

who is now my boss, and at that time he was co-mentor on the project --

and they would present their results.

i trebali su predstaviti rezultate.

We would see where we were going,

Vidjeli bismo kako im ide,

dobili bismo predodžbu

we would see the first indication of what could be

o nasljedniku SUV-a u Americi.

the successive phenomenon to the SUV in America.

And so I had these ideas in my head, that this is going to be great.

I očekivao sam nešto sjajno.

I mean, I'm going to see so much work, it's so intense --

Očekivao sam puno obavljenog posla --

I know probably Las Vegas meant a lot about it,

znam da je Las Vegas bio jako važan,

and I'm not really sure where the Grand Canyon came in either --

nisam siguran za Grand Canyon,

but somehow all this is going to come together,

ali sve je to trebalo imati smisla

and I'm going to see some really great product.

i rezultirati sjajnim proizvodom.

So we went to Tiburon, after three months,

Otišli smo u Tiburon, nakon tri mjeseca,

and the team had gotten together the week before,

tim je došao tjedan prije,

many days ahead of time.

puno prije nego što se očekivalo.

The engineers flew over, and designers got together with them,

Došli su inženjeri, dizajneri su se okupili s njima

and they put their presentation together.

i sastavili svoju prezentaciju.

Well, it turns out that the engineers hadn't done anything.

Ispostavilo se da inženjeri nisu napravili ništa.

And they hadn't done anything because --

A nisu napravili ništa

jer u branši automobila, inženjeri rješavaju probleme,

kind of, like in car business, engineers are there to solve problems,

and we were asking them to create a problem.

a mi smo od njih tražili da stvore problem.

And the engineers were waiting for the designers to say,

Inženjeri su čekali da dizajneri kažu:

"This is the problem that we've created, now help us solve it."

"Evo problema koji smo stvorili, pomozite nam da ga riješimo."

And they couldn't talk about it. So what happened was,

Nisu mogli razgovarati o tome.

Ispalo je da su se inženjeri pojavili praznih ruku.

the engineers showed up with nothing.

And the engineers told the designers,

I inženjeri su rekli dizajnerima:

"If you go in with all your stuff, we'll walk out,

"Ako predstavite sve što ste napravili, mi odlazimo,

we'll walk right out of the project."

napustit ćemo projekt."

So I didn't know any of this,

Ništa od toga ja nisam znao,

and we got a presentation that had an agenda, looked like this.

mi smo dobili prezentaciju, s planom, izgledala je ovako.

There was a whole lot of dialog.

Bilo je jako puno razgovora.

Četiri sata su nam govorili o rječniku

We spent four hours being told all about vocabulary

that needs to be built between engineers and designers.

koji mora biti izgrađen između inženjera i dizajnera.

And here I'm expecting at any moment, "OK, they're going to turn the page,

Ja mislim u sebi: "OK, okrenut će stranicu,

and I'm going to see the cars, I'm going to see the sketches,

vidjet ću automobile, vidjet ću skice,

I'm going to see maybe some idea of where it's going."

vidjet ću u kojem smjeru idu ideje."

Dialog kept on going, with mental maps of words, and pretty soon

Razgovor se nastavio, mentalne mape pune riječi

i uskoro je postalo očito da ću umjesto zadivljenosti njihovom briljantnošću,

it was becoming obvious that instead of being dazzled with brilliance,

I was seriously being baffled with bullshit.

ostati šokiran tom hrpom gluposti.

And if you can imagine what this is like,

Možete zamisliti taj osjećaj,

to have these months of postcard indication of how great this team is working,

nakon mjeseci razglednica s aluzijama na to koliko su sjajan tim,

and they're out there spending all this money, and they're learning,

troše sav taj novac, uče,

and they're doing all this stuff.

rade toliko toga.

I went fucking ballistic, right? I went nuts.

Poludio sam, znate? Potpuno sam pošizio!

You can probably remember Tiburon, it used to look like this.

Vjerojatno se sjećate Tiburona, prije je ovako izgledao.

After four hours of this, I stood up, and I took this team apart.

Nakon četiri sata toga, ustao sam i iskalio se na timu.

I screamed at them, I yelled at them, "What the hell are you doing?

Urlao sam na njih, "Kog vraga radite?

You're letting me down, you're my designers,

Iznevjerili ste me, vi ste moji dizajneri,

you're supposed to be the creative ones,

vi biste trebali biti kreativni,

što se, dovraga, ovdje događa?

what the hell is going on around here?"

It was probably one of my better tirades, I have some good ones,

Bila je to jedna od mojih boljih tirada, imam ih dobrih,

no ova je bila jedna od boljih. I napao sam te ljude,

but this was probably one of my better ones. And I went into these people;

how could they take BMW's money,

kako su mogli uzeti BMW-ov novac,

how could they have a holiday for three months and produce nothing, nothing?

kako su mogli odmarati tri mjeseca i ne smisliti ništa, ništa?

Because of course they didn't tell us that they had three station wagons

Naravno, nisu nam rekli da imaju tri vagona

full of drawings, model concepts, pictures -- everything I wanted,

puna crteža, koncepata, slika, svega što sam želio,

they'd locked up in the cars, because they had shown solidarity with the engineers --

a što su zaključali u automobile, jer su iz solidarnosti prema inženjerima

odlučili ne pokazati mi ništa,

and they'd decided not to show me anything,

in order to give the chance for problem solving a chance to start,

kako bi si dali priliku za rješavanje problema,

because they hadn't realized, of course,

jer nisu bili shvatili, naravno,

that they couldn't do problem creating.

da ne znaju stvoriti problem.

So we went to lunch --

I tako smo otišli na ručak --

(Laughter)

(Smijeh)

And I've got to tell you, this was one seriously quiet lunch.

I moram reći, bio je to jako tih ručak.

The engineers all sat at one end of the table,

Inženjeri na jednom kraju stola,

the designers and I sat at the other end of the table, really quiet.

dizajneri na drugom, jako tihi.

And I was just fucking furious, furious. OK?

A ja sam bio bijesan, užasno bijesan. Kao ris!

Probably because they had all the fun and I didn't, you know.

Vjerojatno jer su se dobro zabavili, a ja nisam.

That's what you get furious about right?

Zato se ljudi razbjesne, zar ne?

And somebody asked me about Catherine, my wife, you know,

I netko me pitao o Catherine, mojoj supruzi,

did she fly out with me or something?

je li i ona došla sa mnom.

I said, "No," and it triggered a set of thoughts about my wife.

Odgovorio sam: "Ne." I to je potaknulo niz misli o mojoj supruzi.

And I recalled that when Catherine and I were married,

Sjetio sam se našeg vjenčanja,

the priest gave a very nice sermon, and he said something very important.

svećenik je održao lijepu propovijed i rekao je nešto jako važno.

Rekao je: "Ljubav nije sebična."

He said, "Love is not selfish," he said,

"Ljubav nije brojanje koliko puta si rekao 'Volim te.'

"Love does not mean counting how many times I say, 'I love you.'

It doesn't mean you had sex this many times this month,

Ne znači da ako ste određeni broj puta vodili ljubav ovog mjeseca,

and it's two times less than last month,

a dva puta je manje od prošlog mjeseca,

so that means you don't love me as much.

to znači da me više ne voliš toliko.

Love is not selfish." And I thought about this, and I thought,

Ljubav nije sebična." I razmišljao sam o tome i pomislio,

"You know, I'm not showing love here. I'm seriously not showing love.

"Ne pokazujem ljubav ovdje, nikako je ne pokazujem.

I'm in the air, I'm in the air without trust.

U zraku sam, bez povjerenja.

This cannot be. This cannot be that I'm expecting a certain number of sketches,

Ne može biti tako... Ne mogu očekivati određeni broj crteža,

and to me that's my quantification method for qualifying a team.

to je kvantitativno vrednovanje tima.

This cannot be."

To ne treba biti tako."

Rekao sam im tu priču. Rekao sam "Ljudi,

So I told them this story. I said, "Guys, I'm thinking about something here,

mislim da ovo nije u redu. Ne mogu biti s vama u odnosu

this isn't right. I can't have a relationship with you guys

based on a premise that is a quantifiable one.

čija je premisa kvantitativna.

Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"

Po toj sam premisi ja šef, a vi radite što kažem, bez povjerenja."

I said "This can't be."

Rekao sam, "To tako ne ide."

Actually, we all broke down into tears, to be quite honest about it,

Svi smo se rasplakali, da budem iskren,

because they still could not tell me how much frustration they had built up

oni mi još nisu mogli reći koliko su frustrirani

inside of them, not being able to show me what I wanted,

jer mi ne mogu pokazati ono što sam želio vidjeti

and merely having to ask me to trust them that it would come.

i što mogu samo tražiti da im vjerujem da će rezultati doći.

And I think we felt much closer that day,

Mislim da smo se toga dana zbližili,

we cut a lot of strings that didn't need to be there,

prerezali neke spone koje su nas razdvajale,

and we forged the concept for what real team and creativity is all about.

shvatili što je u biti tim i kreativnost.

We put the car back at the center of our thoughts, and we put love,

Automobil je ponovno bio u središtu naših misli,

a ljubav je bila u središtu cijelog procesa.

I think, truly back into the center of the process.

By the way, that team went on to create six different concepts

Taj je tim osmislio šest različitih koncepata

for the next model of what would be the proposal

za sljedeći model koji ćemo predložiti

za sljedeću generaciju, nasljednika SUV-ova u Americi.

for the next generation after SUVs in America.

One of those was the idea of a crossover coupes --

Jedna od ideja je bila kupe crossover,

vidite ga dolje, X Coupe -- odlično smo se zabavili s njim.

you see it downstairs, the X Coupe -- they had a lot of fun with that.

It was the rendition of our motorcycle,

Temeljili smo ga na našem motociklu, GS,

the GS, as Carl Magnusson says, "brute-iful,"

koji je, kao što Carl Magnusson kaže, "brutalno lijep",

as the idea of what could be a motorcycle, if you add two more wheels.

na ideji što bi motocikl bio kada bismo dodali još dva kotača.

And so, in conclusion, my lesson that I wanted to pass on to you,

Na kraju,

poruka koju sam htio prenijeti. Ukrast ću citat iz Malog princa.

was this one here. I'm also going to steal a little quote out of "Little Prince."

Puno se toga može reći o povjerenju i ljubavi,

There's a lot to be said about trust and love,

if you know that those two words are synonymous for design.

ako znate da su te dvije riječi sinonimi za dizajn.

I had a very, very meaningful relationship with my team that day,

Toga dana sam ostvario jako značajnu povezanost sa svojim timom

and it's stayed that way ever since.

i održala se do danas.

And I hope that you too find that there's more to design,

I nadam se da ćete otkriti da dizajn predstavlja nešto više

and more towards the art of the design, than doing it yourself.

i da umjetnost dizajna predstavlja više od samostalnog rada.

It's true that the trust and the love, that makes it worthwhile.

Istina je da se zbog povjerenja i ljubavi sve isplati.

Thanks so much.

Hvala vam.

(Pljesak)

(Applause)