The tribes we lead | Seth Godin

294,434 views ・ 2009-05-11

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Prevoditelj: Mislav Ante Omazić - EFZG Recezent: Predrag Pale
00:12
So sometimes I get invited to give weird talks.
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Dakle, ponekad dobijem poziv da održim čudne govore.
00:15
I got invited to speak to the people
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Pozvali su me da govorim pred ljudima
00:18
who dress up in big stuffed animal costumes
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koji se oblače u ogromne punjene životinjske kostime
00:21
to perform at sporting events.
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kako bi nastupali na sportskim događanjima.
00:24
Unfortunately I couldn't go.
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Na žalost, nisam mogao otići.
00:26
But it got me thinking about
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Ali to me navelo da razmišljam o
00:28
the fact that these guys, at least most of them,
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činjenici da ti ljudi, barem većina njih,
00:31
know what it is that they do for a living.
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znaju čime zarađuju za život.
00:33
What they do is they dress up
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Ono što rade jest da se obuku u kostim
00:35
as stuffed animals and entertain people at sporting events.
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životinje i zabavljaju ljude na sportskim događanjima.
00:39
Shortly after that I got invited
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Kratko nakon toga su me pozvali
00:41
to speak at the convention of the people
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da govorim na konvenciji ljudi
00:43
who make balloon animals.
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koji rade životinje od balona.
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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I opet nisam mogao ići. Ali to je fascinantna grupa. Oni rade životinje od balona.
00:48
There is a big schism between the ones who make
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Postoji veliki raskol između onih koji rade
00:50
gospel animals and porn animals, but --
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religiozne životinje i onih koji rade porno životinje.
00:52
(Laughter)
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(Smijeh)
00:54
they do a lot of really cool stuff with balloons.
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Ali rade jako puno sjajnih stvari s balonima.
00:57
Sometimes they get in trouble, but not often.
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Ponekad zapadnu u nevolju, ali ne često.
00:59
And the other thing about these guys
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I još jedna stvar s tim ljudima
01:01
is, they also know what they do for a living.
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jest, da i oni znaju čime zarađuju za život.
01:04
They make balloon animals.
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Oni rade životinje od balona.
01:07
But what do we do for a living?
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A što to mi radimo za život?
01:09
What exactly to the people watching this do every day?
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Što zapravo rade ljudi koji sad ovo gledaju, svaki dan?
01:14
And I want to argue that what we do
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A ja tvrdim kako
01:16
is we try to change everything.
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mi pokušavamo sve promijeniti.
01:19
That we try to find a piece of the status quo --
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Pokušavamo pronaći komadić nešto u mirovanju,
01:22
something that bothers us, something that needs to be improved,
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nešto što nas smeta, nešto što je potrebno unaprijediti,
01:24
something that is itching to be changed -- and we change it.
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nešto što nas svrbi da ga promijenimo, i mi ga mijenjamo.
01:28
We try to make big, permanent, important change.
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Želimo napraviti veliku, trajnu, važnu promjenu.
01:33
But we don't think about it that way.
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Ali o tome ne razmišljamo na taj način.
01:35
And we haven't spent a lot of time talking about
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I nismo proveli puno vremena razgovarajući o tome
01:37
what that process is like.
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kako taj proces izgleda.
01:40
And I've been studying it for a couple years.
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Ja sam to proučavao nekoliko godina.
01:42
And I want to share a couple stories with you today.
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I želim podijeliti s vama nekoliko priča.
01:44
First, about a guy named Nathan Winograd.
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Prvo, o dečku po imenu Nathan Winograd.
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nathan je bio osoba broj dva u SPCA (Društvo za prevenciju nasilja nad životinjama) iz San Francisca.
01:50
And what you may not know about the history of the SPCA
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Ono što možda ne znate o povijesti SPCA
01:52
is, it was founded to kill dogs and cats.
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da je osnovana kako bi ubijala pse i mačke.
01:56
Cities gave them a charter
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Gradovi su im dali mandat
01:59
to get rid of the stray animals on the street and destroy them.
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da maknu i unište lutalice s ulica.
02:02
In a typical year four million dogs and cats were killed,
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U tipičnoj godini 4 milijuna pasa i mačaka je bivalo ubijeno.
02:06
most of them within 24 hours of being scooped off of the street.
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Većina njih unutar prva 24 sata nakon što su pokupljeni s ulice.
02:10
Nathan and his boss saw this,
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Nathan i njegov šef su to vidjeli.
02:12
and they could not tolerate it.
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I nisu to mogli više trpjeti.
02:14
So they set out to make San Francisco
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Tako su odlučili napraviti od San Franciscoa
02:16
a no-kill city:
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grad u kojem se neće ubijati.
02:18
create an entire city
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Stvoriti cijeli grad
02:20
where every dog and cat,
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u kojem će svaki pas i mačka,
02:22
unless it was ill or dangerous,
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osim ako su bolesni ili opasni,
02:25
would be adopted, not killed.
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biti usvojeni, a ne ubijeni.
02:27
And everyone said it was impossible.
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I svi su rekli kako je to nemoguće.
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nathan i njegov šef su otišli u gradsko vijeće kako bi promijenili propis.
02:33
And people from SPCAs and humane shelters around the country
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I ljudi iz SPCA-a i humanitarnih skloništa širom zemlje
02:36
flew to San Francisco
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su doletjeli do San Franciscoa
02:38
to testify against them --
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kako bi svjedočili protiv njih.
02:41
to say it would hurt the movement and it was inhumane.
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Kako bi rekli da će to štetiti pokretu i kako je to nehumano.
02:45
They persisted. And Nathan went directly to the community.
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Bili su uporni. I Nathan je otišao izravno u zajednicu.
02:49
He connected with people who cared about this:
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Zbližio se s ljudima kojima je stalo.
02:51
nonprofessionals, people with passion.
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Neprofesionalce, ljude sa strašću.
02:53
And within just a couple years,
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I u samo dvije godine,
02:55
San Francisco became the first no-kill city,
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San Francisco je postao grad u kojem nema ubijanja.
03:00
running no deficit, completely supported by the community.
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Rade bez deficita. U potpunosti ih podržava zajednica.
03:04
Nathan left and went to Tompkins County, New York --
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Nathan je otišao u Tompkins County u New Yorku.
03:07
a place as different from San Francisco
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Mjesto toliko različito od San Francisca
03:09
as you can be and still be in the United States. And he did it again.
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koliko god je moguće, a da ste još uvijek u SAD-u. I ponovno je to napravio.
03:12
He went from being a glorified dogcatcher
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Pretvorio se od osobe koja je bila slavljeni hvatač pasa
03:14
to completely transforming the community.
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u osobu koja je u potpunosti preobrazila zajednicu.
03:17
And then he went to North Carolina and did it again.
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I onda je otišao u Sjevernu Carolinu i ponovno to učinio.
03:19
And he went to Reno and he did it again.
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I onda je otišao u Reno. I ponovno je to učinio.
03:22
And when I think about what Nathan did,
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I kada razmišljam što je Nathan učinio,
03:24
and when I think about what people here do, I think about ideas.
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i kada razmišljam što ljudi ovdje rade, mislim o idejama.
03:27
And I think about the idea that
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Mislim kako
03:30
creating an idea, spreading an idea
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stvoriti ideju, širiti ideju
03:32
has a lot behind it.
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podrazumijeva puno toga.
03:34
I don't know if you've ever been to a Jewish wedding,
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Ne znam jeste li ikada bili na židovskom vjenčanju.
03:37
but what they do is, they take a light bulb
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Oni uzmu žarulju
03:40
and they smash it.
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i onda je razbiju.
03:43
Now there is a bunch of reasons for that, and stories about it.
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Postoji jako puno razloga za to, i pričao o tome.
03:47
But one reason is because it indicates a change,
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Ali jedan od razloga je što to navješta promjenu,
03:50
from before to after.
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iz onoga što je bilo prije u ono što slijedi.
03:52
It is a moment in time.
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To je trenutak u vremenu.
03:54
And I want to argue that we are living through
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I želim dokazati kako živimo
03:57
and are right at the key moment
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u ključnom trenutku
03:59
of a change in the way ideas are created
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promjene načina na koji se ideje stvaraju
04:01
and spread and implemented.
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šire i primjenjuju.
04:03
We started with the factory idea:
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Započinjemo idejom tvornice.
04:06
that you could change the whole world if you had an efficient factory
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Da bismo mogli promijeniti cijeli svijet kad bismo imali učinkovitu tvornicu
04:08
that could churn out change.
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koja može stvoriti promjenu.
04:10
We then went to the TV idea,
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Onda smo prešli na ideju televizora.
04:12
that said if you had a big enough mouthpiece,
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Koja kaže da, ako imate dovoljno velika usta,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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ako možete dovoljno puta doći na TV, ako možete kupiti dovoljno promocije, mogli biste pobijediti.
04:17
And now we're in this new model of leadership,
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A sada se nalazimo u tom novom modelu vodstva.
04:21
where the way we make change
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U kojem način na koji stvaramo promjenu
04:24
is not by using money
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nije korištenjem novca,
04:27
or power to lever a system,
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ili moći da iskoristimo sustav.
04:29
but by leading.
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Već kroz vođenje.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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Dozvolite mi da vam ispričam o tri kruga. Prvi je krug tvornice.
04:34
Henry Ford comes up with a really cool idea.
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Henry Ford je došao do stvarno sjajne ideje.
04:38
It enables him to hire men
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Ona mu je omogućila da zaposli čovjeka
04:40
who used to get paid 50 cents a day
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koji je uobičajeno dobivao 50 centi po danu
04:42
and pay them five dollars a day.
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i plati mu 5 US$ dnevno.
04:44
Because he's got an efficient enough factory.
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Jer je imao dovoljno učinkovitu tvornicu.
04:46
Well with that sort of advantage
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S takvom vrstom prednosti
04:48
you can churn out a lot of cars.
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možete proizvesti jako puno automobila.
04:50
You can make a lot of change. You can get roads built.
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Možete stvoriti jako puno promjena. Možete graditi ceste.
04:53
You can change the fabric of an entire country.
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Možete promijeniti ono od čega je cijela zemlja satkana.
04:56
That the essence of what you're doing is you need
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Suština onoga što radite jest da vam treba
04:58
ever-cheaper labor,
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sve jeftinija radna snaga,
05:00
and ever-faster machines.
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i sve brži strojevi.
05:03
And the problem we've run into is, we're running out of both.
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A problem na koji smo naletjeli jest to da nam nedostaje oboje.
05:06
Ever-cheaper labor and ever-faster machines.
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Sve jeftinije radne snage i sve bržih strojeva.
05:09
(Laughter)
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(Smijeh)
05:14
So we shift gears for a minute,
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Zato na trenutak prebacujemo u drugu brzinu,
05:17
and say, "I know: television;
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i kažemo, "Znam. Televizija."
05:20
advertising. Push push.
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Promocija. Guraj, guraj.
05:22
Take a good idea and push it on the world.
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Uzmi dobru ideju i napadni s njome svijet.
05:25
I have a better mousetrap.
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Ja imam bolju mišolovku. I kad bih samo imao dovoljno novca
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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da to kažem dovoljnom broju ljudi, prodati ću ih dovoljno."
05:31
And you can build an entire industry on that.
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I na tome možete sagraditi cijelu industriju.
05:34
If necessary you can put babies in your ads.
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Ako je potrebno možete staviti bebe u svoje promotivne aktivnosti.
05:37
If necessary you can use babies to sell other stuff.
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Ako je potrebno možete koristiti bebe da prodajete druge stvari.
05:40
And if babies don't work, you can use doctors.
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I ako bebe ne funkcioniraju, možete upotrijebiti doktore.
05:44
But be careful.
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Ali budite oprezni.
05:46
Because you don't want to get an unfortunate juxtaposition,
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Jer ne želite doći u nezgodan položaj,
05:48
where you're talking about one thing instead of the other.
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gdje govorite o jednoj stvari umjesto o drugoj.
05:51
(Laughter)
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(Smijeh)
05:53
This model requires you to act like the king,
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Ovaj model od vas traži da se ponašate kao kralj.
05:57
like the person in the front of the room
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kao osoba koja s čela sobe
05:59
throwing things to the peons in the back.
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i baca stvari pijunima na kraju sobe.
06:01
That you are in charge, and you're going to tell people
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Da ste glavni. I morati ćete reći ljudima
06:04
what to do next.
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što sljedeće da rade.
06:06
The quick little diagram of it is, you're up here,
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Brzi, mali dijagram toga jest da ste Vi ovdje.
06:09
and you are pushing it out to the world.
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I gurate to u svijet.
06:11
This method -- mass marketing --
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Ta metoda, masovnog marketinga,
06:14
requires average ideas,
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zahtijeva prosječne ideje,
06:16
because you're going to the masses,
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jer idete prema masama,
06:18
and plenty of ads.
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i veliku količinu promocije.
06:21
What we've done as spammers
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Ono što smo napravili kao spameri
06:23
is tried to hypnotize everyone
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jest da smo pokušali sve hipnotizirati
06:25
into buying our idea,
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kako bi prihvatili našu ideju.
06:27
hypnotize everyone into donating to our cause,
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Hipnotizirati svakoga kako bi donirao za našu stvar.
06:29
hypnotize everyone into voting for our candidate.
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Hipnotizirati svakoga kako bi glasao za našeg kandidata.
06:32
And, unfortunately, it doesn't work so well anymore either.
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I na nesreću niti to ne funkcionira više najbolje.
06:37
(Laughter)
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(Smijeh)
06:40
But there is good news around the corner -- really good news.
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Ali iza ugla imamo dobru vijest, stvarno dobru vijest.
06:45
I call it the idea of tribes.
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Ja to zovem idejom plemena.
06:50
What tribes are, is a very simple concept
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Plemena su, to je jako jednostavan koncept
06:53
that goes back 50,000 years.
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koji je star 50,000 godina.
06:56
It's about leading and connecting people and ideas.
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Radi se o vođenju i povezivanju ljudi te ideja.
07:00
And it's something that people have wanted forever.
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I to je nešto što su ljudi oduvijek željeli.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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Veliki broj ljudi je naviknut na spiritualno pleme, ili crkveno pleme,
07:07
having a work tribe,
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imaju radno pleme,
07:09
having a community tribe.
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imaju pleme kao zajednicu.
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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Ali sada, zahvaljujući Internetu, zahvaljujući eksploziji masovnih medija,
07:15
thanks to a lot of other things
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zahvaljujući puno drugih stvari
07:17
that are bubbling through our society around the world,
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koje ključaju kroz naše društvo širom svijeta,
07:20
tribes are everywhere.
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plemena su svugdje.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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Internet nas je trebao homogenizirati tako što nas je sve povezao.
07:24
Instead what it's allowed is silos of interest.
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Umjesto toga danas imamo silose interesa.
07:27
So you've got the red-hat ladies over here.
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Ovdje imate dame s crvenim šeširom.
07:29
You've got the red-hat triathletes over there.
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Ovdje imate triatlonce s crvenim kapama.
07:32
You've got the organized armies over here.
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Ovdje imate organiziranu vojsku.
07:34
You've got the disorganized rebels over here.
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Ovdje imate dezorganizirane pobunjenike.
07:36
You've got people in white hats making food.
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Ovdje imate ljude s bijelim kapama koji pripremaju hranu.
07:38
And people in white hats sailing boats.
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I ljude s bijelim kapama koji jedre na brodovima.
07:40
The point is that you can find Ukrainian folk dancers
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Poanta je da možete pronaći folkloraše iz Ukrajne.
07:43
and connect with them,
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I povezati se s njima.
07:45
because you want to be connected.
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Jer želite biti povezani.
07:47
That people on the fringes
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Ljudi na rubu
07:49
can find each other, connect and go somewhere.
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mogu pronaći jedni druge, povezati se i otići nekamo.
07:53
Every town that has a volunteer fire department
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Svaki grad koji ima dobrovoljno vatrogasno društvo
07:55
understands this way of thinking.
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razumije taj način razmišljanja.
07:57
(Laughter)
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(Smijeh)
08:03
Now it turns out
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Izgleda da je ovo
08:06
this is a legitimate non-photoshopped photo.
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stvarna, "nefotošopirana" fotografija.
08:09
People I know who are firemen told me that this is not uncommon.
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Vatrogasci koje poznajem, su mi rekli kako ovo nije nešto neuobičajeno.
08:11
And that what firemen do to train sometimes
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Da vatrogasci, radi vježbe, ponekad
08:14
is they take a house that is going to be torn down,
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uzmu neku kuću koja će biti srušena,
08:16
and they burn it down instead, and practice putting it out.
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i spale je, kako bi vježbali gašenje.
08:19
But they always stop and take a picture.
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Ali uvijek stanu i slikaju se.
08:21
(Laughter)
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(Smijeh)
08:22
You know the pirate tribe is a fascinating one.
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Znate, pleme gusara je fascinantno.
08:25
They've got their own flag. They've got the eye patches.
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Oni imaju svoju zastavu. Imaju svoj povez preko oka.
08:27
You can tell when you're running into someone in a tribe.
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Znate kada naletite na nekoga iz plemena.
08:30
And it turns out that it's tribes --
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I ispada kako plemena,
08:32
not money, not factories --
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ne novac, ne tvornice,
08:34
that can change our world, that can change politics,
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mogu promijeniti svijet, mogu promijeniti politiku,
08:37
that can align large numbers of people.
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mogu okupiti veliki broj ljudi.
08:39
Not because you force them to do something against their will,
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Ne zato jer ih tjerate da naprave nešto protiv svoje volje.
08:43
but because they wanted to connect.
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Već zato jer se žele povezivati.
08:45
That what we do for a living now,
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Zato jer je ono što sada radimo za život,
08:47
all of us, I think,
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svi mi, mislim,
08:49
is find something worth changing,
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jest pronaći nešto vrijedno mijenjanja,
08:51
and then assemble tribes that assemble tribes
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i onda okupljamo plemena koja okupljaju plemena
08:56
that spread the idea and spread the idea.
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koja šire ideju i šire ideju.
08:58
And it becomes something far bigger than ourselves,
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I to postane nešto bitno veće od nas samih.
09:00
it becomes a movement.
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To postane pokret.
09:03
So when Al Gore set out
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Dakle, kada se Al Gore odlučio
09:05
to change the world again,
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ponovno promijeniti svijet,
09:08
he didn't do it by himself.
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on to nije učinio sam.
09:10
And he didn't do it by buying a lot of ads.
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I nije to učinio tako što je kupio puno promotivnih poruka.
09:12
He did it by creating a movement.
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Učinio je to stvarajući pokret.
09:15
Thousands of people around the country
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Postoji tisuće ljudi širom zemlje
09:17
who could give his presentation for him,
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koji mogu izvesti njegovu prezentaciju za njega.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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Jer on ne može biti u 100 ili 200 ili 500 gradova svake noći.
09:25
You don't need everyone.
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Pri tome vi ne trebate svakoga.
09:28
What Kevin Kelley has taught us is you just need,
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Ono što nas je Kevin Kelly naučio jest da trebate samo,
09:30
I don't know, a thousand true fans --
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ne znam, tisuću pravih poklonika.
09:32
a thousand people who care enough
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Tisuću ljudi kojima je dovoljno stalo
09:35
that they will get you the next round
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da vas dovedu u slijedeći krug
09:38
and the next round and the next round.
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i slijedeći krug i slijedeći krug.
09:40
And that means that the idea you create, the product you create,
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A to znači kako ideja koju stvarate, proizvod koji stvarate,
09:43
the movement you create isn't for everyone,
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pokret koji stvarate, nisu za svakoga.
09:45
it's not a mass thing. That's not what this is about.
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To nije masovna stvar. O tome se ovdje ne radi.
09:47
What it's about instead
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Umjesto toga radi se
09:50
is finding the true believers.
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o pronalaženju pravih vjernika.
09:52
It's easy to look at what I've said so far,
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Jednostavno je pogledati što sam rekao do sada
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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i reći, "Čekaj malo, ja nemam ono što je potrebno da postanem ta vrsta vođe.
09:58
So here are two leaders. They don't have a lot in common.
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Evo dvojice vođa. Oni nemaju puno toga zajedničkog.
10:03
They're about the same age. But that's about it.
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Sličnih su godina. Ali to je otprilike sve.
10:07
What they did, though, is each in their own way,
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Ono što su učinili, svaki na svoj način,
10:10
created a different way
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stvorilo je novi način
10:14
of navigating your way through technology.
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navigiranja kroz tehnologiju.
10:16
So some people will go out and get people to be on one team.
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Tako će neki ljudi izaći van i okupiti ljude u jedan tim.
10:19
And some people will get people to be on the other team.
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A neki drugi ljudi će okupiti ljude u neki drugi tim.
10:22
It also informs the decisions you make
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To također daje podatke za odluke koje donosite
10:24
when you make products or services.
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kada stvarate proizvode ili usluge.
10:26
You know, this is one of my favorite devices.
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Znate, ovo je jedan od mojih omiljenih uređaja.
10:29
But what a shame that it's not organized
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Ali šteta što nije organiziran
10:31
to help authors create movements.
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tako da pomogne autorima u stvaranju pokreta.
10:34
What would happen if, when you're using your Kindle,
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Što bi se dogodilo kada biste prilikom korištenja Kindlea
10:36
you could see the comments and quotes and notes
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mogli vidjeti komenatre, citate i zabilješke
10:40
from all the other people reading the same book as you in that moment.
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drugih ljudi koji čitaju istu knjigu u tom trenutku.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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Ili iz vašeg knjižnog kluba. Ili vaših prijatelja, ili iz bilo kojeg kruga koji poželite.
10:46
What would happen if authors, or people with ideas
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Što bi se dogodilo kada bi autori, ili ljudi s idejama
10:49
could use version two, which comes out on Monday,
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mogli koristiti verziju dva, koja izlazi u ponedjeljak.
10:52
and use it to organize people
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I iskoristiti je za organiziranje ljudi
10:55
who want to talk about something.
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koji žele pričati o nečemu.
10:57
Now there is a million things I could share with you about the mechanics here.
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Postoji milijun stvari koje bih mogao podijeliti s vama o mehanici.
11:00
But let me just try a couple.
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ali dozvolite mi da pokušam s nekoliko.
11:02
The Beatles did not invent teenagers.
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Beatlesi nisu izmislili adolescente.
11:05
They merely decided to lead them.
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Oni su samo odlučili da ih vode.
11:08
That most movements, most leadership that we're doing
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Većina pokreta, većina vodstva koje radimo
11:11
is about finding a group that's disconnected
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se svodi na pronalazak grupe koja je nepovezana,
11:13
but already has a yearning --
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ali ima čežnju.
11:15
not persuading people to want something
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Ne treba uvjeravati ljude da žele nešto
11:17
they don't have yet.
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što još uvijek nemaju.
11:19
When Diane Hatz worked on "The Meatrix,"
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Kada je Diane Hatz radila na Meatrixu,
11:23
her video that spread all across the internet
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njen video je raširio po Internetu,
11:26
about the way farm animals are treated,
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kako se tretiraju životinje na farmama ,
11:29
she didn't invent the idea of being a vegan.
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ona nije izmislila ideju vegana.
11:31
She didn't invent the idea of caring about this issue.
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Ona nije izmislila ideju brige za to pitanje.
11:33
But she helped organize people,
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Ali je pomogla da se organiziraju ljudi,
11:35
and helped turn it into a movement.
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i pomogla je da se to pretvori u pokret.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Chavez nije izmislio nezadovoljnu
11:40
middle and lower class of Venezuela. He merely led them.
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srednju i donju klasu u Venecueli. Oni ih je samo vodio.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marley nije izmislio Rastafarijance.
11:45
He just stepped up and said, "Follow me."
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On je samo istupio i rekao, "Slijedite me."
11:48
Derek Sivers invented CD Baby,
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Derek Sivers je osmislio bebe CD.
11:51
which allowed independent musicians
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Koji je omogućio nezavisnim muzičarima
11:54
to have a place to sell their music without selling out to the man --
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da imaju mjesto gdje mogu prodavati muziku, bez da se prodaju velikim kućama.
11:58
to have place to take the mission
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Da imaju mjesto na kojem se mogu
12:00
they already wanted to go to, and connect with each other.
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povezati s drugima, u misiji koju su oni već željeli slijediti.
12:03
What all these people have in common is that they are heretics.
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Ono što svi ovi ljudi imaju zajedničko jest da su heretici.
12:07
That heretics look at the status quo and say,
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Heretici gledaju na status quo i kažu,
12:09
"This will not stand. I can't abide this status quo.
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to neće tako ići. Ne mogu se pokoriti statusu quo.
12:12
I am willing to stand up and be counted and move things forward.
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Spreman sam ustati i obračunati se, kako bi stvari krenule prema naprijed.
12:16
I see what the status quo is; I don't like it."
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Vidim što znači status quo. I ne sviđa mi se.
12:19
That instead of looking at all the little rules
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Umjesto da se gleda na sva ta mala pravila
12:21
and following each one of them,
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i slijedi se svako od njih,
12:24
that instead of being what I call a sheepwalker --
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umjesto da budu ono što ja nazivam "još jednom ovcom"
12:29
somebody who's half asleep,
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netko tko napola spava,
12:31
following instructions,
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slijedi upute,
12:33
keeping their head down, fitting in --
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drži glavu dolje, uklapa se,
12:36
every once in a while someone stands up and says, "Not me."
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svako toliko netko ustane i kaže, "Ne ja."
12:39
Someone stands up and says, "This one is important.
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Netko ustane i kaže, "Ovo je važno.
12:43
We need to organize around it."
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Moramo se oko toga organizirati."
12:46
And not everyone will. But you don't need everyone.
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I neće svi. Ali vi ni ne trebate sve.
12:49
You just need a few people --
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Trebate samo nekoliko ljudi
12:51
(Laughter) --
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(Smijeh)
12:55
who will look at the rules,
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koji će pogledati pravila,
12:57
realize they make no sense,
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shvatiti da ona nemaju smisla,
13:00
and realize how much they want to be connected.
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i shvatiti koliko žele biti povezani.
13:02
So Tony Hsieh does not run a shoe store.
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Tony Hsieh ne vodi prodavaonicu cipela.
13:05
Zappos isn't a shoe store.
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Zappos nije prodavaonica cipela.
13:08
Zappos is the one, the only,
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Zappos je jedno, jedino, jedinstveno,
13:10
the best-there-ever-was
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najbolje koje postoji,
13:12
place for people who are into shoes to find each other,
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mjesto za ljude koje zanimaju cipele kako bi se međusobno pronašli,
13:16
to talk about their passion,
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kako bi pričali o svojoj strasti,
13:18
to connect with people who care more
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kako bi se povezivali s ljudima kojima je stalo više
13:20
about customer service than making a nickel tomorrow.
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do usluge kupcima, nego do novca koji će zaraditi.
13:23
It can be something as prosaic as shoes,
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To može biti nešto jednostavno kao cipele.
13:25
and something as complicated as overthrowing a government.
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I nešto toliko komplicirano poput zbacivanja vlade.
13:27
It's exactly the same behavior though.
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To je potpuno jednaki obrazac ponašanja .
13:31
What it requires, as Geraldine Carter has discovered,
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Ono što je potrebno, kao što je Geraldine Carter otkrila,
13:34
is to be able to say, "I can't do this by myself.
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jest biti sposoban reči, "Ne mogu to učiniti sama.
13:37
But if I can get other people to join my Climb and Ride,
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Ali ako mogu pridobiti druge ljude da mi se pridruže u Climb and Ride,
13:41
then together we can get something that we all want.
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onda zajedno možemo postići ono što svi želimo.
13:46
We're just waiting for someone to lead us."
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Mi samo čekamo nekoga da nas vodi."
13:48
Michelle Kaufman has pioneered
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Michelle Kaufman je bila pionirka
13:50
new ways of thinking about environmental architecture.
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u novom načinu razmišljanja o ekološkoj arhitekturi.
13:54
She doesn't do it by quietly building one house at a time.
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Ona to nije napravila tiho gradeći jednu po jednu kuću.
13:57
She does it by telling a story
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Ona je to napravila tako što je ispričala priču
14:00
to people who want to hear it.
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ljudima koji su je htjeli čuti.
14:02
By connecting a tribe of people
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Povezujući pleme ljudi
14:04
who are desperate to be connected to each other.
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koji su očajni u želji da se povežu jedni s drugima.
14:07
By leading a movement and
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Vodeći pokret.
14:09
making change.
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Radeći promjenu.
14:11
And around and around and around it goes.
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I tako se to vrti i vrti i vrti u krug.
14:13
So three questions I'd offer you.
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Imam tri pitanja za vas:
14:15
The first one is, who exactly
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Prvo je, koga točno
14:18
are you upsetting?
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vi uznemiravate?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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Jer ako nikoga ne uznemiravate, onda ne mijenjate status quo.
14:24
The second question is, who are you connecting?
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Druge pitanje, koga povezujete?
14:27
Because for a lot of people, that's what they're in it for:
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Jer za veliki broj ljudi to je razlog zašto su ovdje.
14:30
the connections that are being made, one to the other.
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Veze koje se stvaraju, jednih prema drugima.
14:34
And the third one is, who are you leading?
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I treće je, koga vodite?
14:38
Because focusing on that part of it --
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Jer fokusirajući se na taj dio,
14:41
not the mechanics of what you're building,
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ne na mehaniku onoga što gradite,
14:43
but the who, and the leading part -- is where change comes.
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već na koga, a kroz proces vođenja dolazi do promjena.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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Blake je, u Tom's Shoes, imao jednu jako jednostavnu ideju.
14:51
"What would happen if every time someone bought a pair of these shoes
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"Što će se dogoditi ako svaki put kada netko kupi cipele,
14:56
I gave exactly the same pair to someone
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ja poklonim isti takav par cipela nekome
14:58
who doesn't even own a pair of shoes?"
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tko nema svoje cipele?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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Ovo nije priča o tome kako dobiti policu u Neiman Marcusu.
15:05
It's a story of a product that tells a story.
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Ovo je priča o proizvodu koji priča svoju priču.
15:09
And as you walk around with this remarkable pair of shoes
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I dok hodate naokolo s tim izuzetnim cipelama
15:11
and someone says, "What are those?"
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i netko vas pitate, "Što je to?"
15:13
You get to tell the story on Blake's behalf,
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Vi krenete pričati priču u ime Blakea,
15:15
on behalf of the people who got the shoes.
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u ime ljudi koji su dobili cipele.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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I odjednom se ne radi o jednim cipelama ili stotinu cipela.
15:20
It's tens of thousands of pairs of shoes.
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Radi se o desetinama tisuća cipela.
15:22
My friend Red Maxwell has spent the last 10 years
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Moj prijatelj Red Maxwell je potrošio posljednjih 10 godina
15:25
fighting against juvenile diabetes.
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boreći se protiv dijabetisa mladih.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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Ne boreći se organizacijom koja se bori protiv toga, već boreći se s njima, vodeći ih,
15:31
connecting them, challenging the status quo
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povezujući ih, izazivajući status quo
15:35
because it's important to him.
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jer je to njemu važno.
15:37
And the people he surrounds himself with need the connection.
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A ljudi kojima se okružio trebaju vezu.
15:42
They need the leadership. It makes a difference.
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Oni trebaju vodstvo. Ono stvara promjene
15:45
You don't need permission from people to lead them.
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Ne trebate dozvolu od ljudi da ih vodite.
15:48
But in case you do, here it is:
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Ali u slučaju da je trebate, evo je.
15:51
they're waiting, we're waiting
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Oni čekaju, mi čekamo
15:54
for you to show us where to go next.
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da nam pokažete gdje da idemo dalje.
15:57
So here is what leaders have in common. The first thing is, they challenge
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Dakle evo što vođe imaju zajedničko. Prva stvar je, oni izazivaju
16:00
the status quo.
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status quo.
16:02
They challenge what's currently there.
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Oni izazivaju ono što je trenutačno tamo.
16:04
The second thing is, they build a culture.
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Druga stvar, oni grade kulturu.
16:07
A secret language, a seven-second handshake,
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Tajni jezik, rukovanje dugo 7 sekundi.
16:10
a way of knowing that you're in or out.
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Način na koji znaju da ste unutra ili vani.
16:13
They have curiosity. Curiosity about people in the tribe,
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Oni su radoznali. Radoznali o ljudima u plemenu.
16:16
curiosity about outsiders. They're asking questions.
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Radoznali o ljudima izvan plemena. Oni postavljaju pitanja.
16:19
They connect people to one another.
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Oni povezuju ljude jedne s drugima.
16:21
Do you know what people want more than anything?
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Znate li što ljudi žele više od ičega?
16:23
They want to be missed.
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Žele da nekome nedostaju, da ih netko treba.
16:25
They want to be missed the day they don't show up.
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Žele da nedostaju drugima u slučaju da se ne pojave.
16:27
They want to be missed when they're gone.
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Žele da nedostaju kada umru.
16:30
And tribe leaders can do that.
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I vođe plemena to mogu učiniti.
16:32
It's fascinating, because all tribe leaders have charisma,
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To je fascinantno jer sve vođe plemena imaju karizmu.
16:36
but you don't need charisma to become a leader.
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Ali ne trebate karizmu kako biste postali vođa.
16:38
Being a leader gives you charisma.
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To što ste vođa daje vam karizmu.
16:41
If you look and study the leaders who have succeeded,
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Ako pogledate bilo koje istraživanje o vođama koji su uspjeli,
16:44
that's where charisma comes from -- from the leading.
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od tuda im dolazi karizma, od vođenja.
16:46
Finally, they commit.
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Konačno, oni su predani.
16:49
They commit to the cause. They commit to the tribe.
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Oni su posvećeni problemu. Oni su posvećeni plemenu.
16:51
They commit to the people who are there.
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Oni se posvećuju ljudima koji su tamo.
16:54
So I'd like you to do something for me.
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zato bih vas zamolio da nešto napravite za mene.
16:57
And I hope you'll think about it before you reject it out-of-hand.
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I nadam se da ćete o tome razmisliti prije nego što me odbijete.
17:00
What I want you to do, it only takes 24 hours,
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Zamoliti ću vas, a to će vam oduzeti samo 24 sata,
17:04
is: create a movement.
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da stvorite pokret.
17:06
Something that matters. Start. Do it. We need it.
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Nešto što vam je važno. Započnite. Trebamo vas.
17:10
Thank you very much. I appreciate it.
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Hvala vam puno. Cijenim to.
17:12
(Applause)
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(Pljesak)

Original video on YouTube.com
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