Gayle Tzemach Lemmon: Women entrepreneurs, example not exception

Prevoditelj: Vedrana Vučković Jakšić Recezent: Senzos Osijek

We do not invest in victims,

Ne ulažemo u žrtve,

we invest in survivors.

ulažemo u one koji opstaju.

And in ways both big and small,

Na značajne i manje značajne načine

the narrative of the victim

priča o žrtvi

shapes the way we see women.

oblikuje način na koji vidimo žene.

You can't count what you don't see.

Ne računamo ono što ne vidimo.

And we don't invest in what's invisible to us.

I ne ulažemo u ono što nam je nevidljivo.

But this is the face

No ovo je lice

of resilience.

otpornosti.

Six years ago,

Prije šest godina

I started writing about women entrepreneurs

počela sam pisati o poduzetnicama

during and after conflict.

tijekom i nakon rata.

I set out to write a compelling economic story,

Počela sam pisati zanimljivu ekonomsku priču

one that had great characters, that no one else was telling,

s odličnim likovima, koju nitko nije pričao.

and one that I thought mattered.

A ja sam mislila da je važna.

And that turned out to be women.

Radilo se o ženama.

I had left ABC news and a career I loved at the age of 30

S 30 sam godina napustila ABC news i karijeru koju sam obožavala

for business school,

radi poslovne škole,

a path I knew almost nothing about.

puta o kojemu nisam znala gotovo ništa.

None of the women I had grown up with in Maryland

Nijedna od žena s kojima sam odrasla u Marylandu

had graduated from college,

nije završila fakultet,

let alone considered business school.

a kamoli razmišljala o poslovnoj školi.

But they had hustled to feed their kids

One su se trudile prehraniti djecu

and pay their rent.

i platiti najamninu.

And I saw from a young age

Rano sam shvatila

that having a decent job and earning a good living

da su pristojan posao i dobra plaća

made the biggest difference

od iznimne važnosti

for families who were struggling.

za obitelji koje preživljavaju.

So if you're going to talk about jobs,

Ako želite govoriti o poslovima,

then you have to talk about entrepreneurs.

morate govoriti o poduzetnicima.

And if you're talking about entrepreneurs

A ako govorite o poduzetnicima

in conflict and post-conflict settings,

u ratnom i postratnom razdoblju,

then you must talk about women,

morate govoriti o ženama

because they are the population you have left.

jer to je stanovništvo koje je ostalo.

Rwanda in the immediate aftermath of the genocide

U Ruandi je neposredno nakon genocida

was 77 percent female.

bilo 77 posto žena.

I want to introduce you

Želim vam predstaviti

to some of those entrepreneurs I've met

neke od poduzetnica koje sam srela

and share with you some of what they've taught me over the years.

i podijeliti s vama dio onoga što sam od njih naučila.

I went to Afghanistan in 2005

Otišla sam u Afganistan 2005.

to work on a Financial Times piece,

da bih radila na članku za Financial Times.

and there I met Kamila,

Ondje sam upoznala Kamilu,

a young women who told me she had just turned down

mladu ženu koja mi je rekla da je odbila

a job with the international community

posao u međunarodnoj zajednici

that would have paid her nearly $2,000 a month --

na kojemu bi zarađivala gotovo 2.000 $ mjesečno --

an astronomical sum in that context.

astronomski iznos za te prilike.

And she had turned it down, she said,

Odbila ga je, rekla je,

because she was going to start her next business,

jer je željela pokrenuti svoj sljedeći posao,

an entrepreneurship consultancy

savjetovalište za poduzetnike

that would teach business skills

za poučavanje poslovnim vještinama

to men and women all around Afghanistan.

muškaraca i žena u cijelom Afganistanu.

Business, she said,

Pokretanje poduzeća

was critical to her country's future.

bilo je ključno za budućnost njezine zemlje.

Because long after this round of internationals left,

Zato što će, dugo nakon što međunarodna poduzeća odu,

business would help keep her country

poduzetništvo održati njezinu državu

peaceful and secure.

mirnom i sigurnom.

And she said business was even more important for women

Rekla je da je poduzetništvo čak važnije za žene

because earning an income earned respect

jer zarada osigurava poštovanje,

and money was power for women.

a novac je moć za žene.

So I was amazed.

Bila sam osupnuta.

I mean here was a girl who had never lived in peace time

Ta djevojka nikad nije živjela u mirnom razdoblju,

who somehow had come to sound like a candidate from "The Apprentice."

a zvučala je kao kandidat iz emisije "Pripravnik".

(Laughter)

(Smijeh)

So I asked her, "How in the world do you know this much about business?

Pitala sam je: "Otkuda znaš toliko o poduzetništvu?

Why are you so passionate?"

Otkuda tolika strast?"

She said, "Oh Gayle, this is actually my third business.

Rekla je: "Gayle, ovo je zapravo moje treće poduzeće.

My first business was a dressmaking business

Moj prvi pothvat bio je proizvodnja odjeće.

I started under the Taliban.

Započela sam pod Talibanima.

And that was actually an excellent business,

To je zapravo bio odličan pothvat

because we provided jobs for women all around our neighborhood.

jer smo osigurali poslove ženama u cijelom susjedstvu.

And that's really how I became an entrepreneur."

Tako sam zapravo i postala poduzetnica".

Think about this:

Razmislite o ovome:

Here were girls who braved danger

Te su djevojke prkosile opasnosti

to become breadwinners

da bi prehranile obitelj

during years in which they couldn't even be on their streets.

u razdoblju kada nisu smjele čak ni izaći na ulicu.

And at a time of economic collapse

U vrijeme ekonomskog sloma,

when people sold baby dolls and shoe laces

kad su ljudi prodavali lutke,

and windows and doors

vezice za cipele, prozore i vrata

just to survive,

samo da bi preživjeli,

these girls made the difference

te su djevojke omogućile

between survival and starvation

opstanak umjesto gladovanja

for so many.

za toliko ljudi.

I couldn't leave the story, and I couldn't leave the topic either,

Nisam mogla pustiti tu priču niti tu temu,

because everywhere I went I met more of these women

jer kamo god bih krenula, upoznala bih slične žene

who no one seemed to know about,

o kojima se nije znalo ništa

or even wish to.

niti je to itko htio.

I went on to Bosnia,

Zatim sam otišla u Bosnu

and early on in my interviews I met with an IMF official

i tijekom prvih intervjua upoznala sam službenicu MMF-a

who said, "You know, Gayle,

koja je rekla: "Znaš, Gayle,

I don't think we actually have women in business in Bosnia,

mislim da u Bosni nema žena poduzetnica,

but there is a lady selling cheese nearby

no neka žena prodaje sir

on the side of the road.

pokraj ceste.

So maybe you could interview her."

Možeš intervjuirati nju".

So I went out reporting

Otišla sam na teren izvještavati

and within a day I met Narcisa Kavazovic

i za jedan dan upoznala sam Narcisu Kavazovic

who at that point was opening a new factory

koja je u tom trenutku otvarala novu tvornicu

on the war's former front lines in Sarajevo.

na bivšim linijama fronte u Sarajevu.

She had started her business

Započela je svoj posao

squatting in an abandoned garage,

u napuštenoj garaži

sewing sheets and pillow cases

u kojoj je šivala plahte i jastučnice

she would take to markets all around the city

te ih odnosila na tržnice po gradu

so that she could support

da bi mogla uzdržavati

the 12 or 13 family members

12 ili 13 članova obitelji

who were counting on her for survival.

koji su računali na nju da bi preživjeli.

By the time we met, she had 20 employees,

Tada je imala 20 zaposlenika,

most of them women,

većinom žene,

who were sending their boys and their girls to school.

koje su slale svoje sinove i kćeri u školu.

And she was just the start.

Ona je bila tek početak.

I met women running essential oils businesses,

Upoznala sam žene koje su vodile tvrtke s eteričnim uljima,

wineries

vinarije,

and even the country's largest advertising agency.

pa i najveću oglašivačku agenciju u zemlji.

So these stories together

Sve ove priče

became the Herald Tribune business cover.

dospjele su na naslovnicu Herald Tribunea.

And when this story posted,

Čim je ta priča objavljena

I ran to my computer to send it to the IMF official.

odjurila sam do računala i poslala je službenici MMF-a.

And I said, "Just in case you're looking for entrepreneurs

Rekla sam: "Ako tražite poduzetnike

to feature at your next investment conference,

za sljedeću ulagačku konferenciju,

here are a couple of women."

evo nekoliko žena".

(Applause)

(Pljesak)

But think about this.

Razmislite o ovome.

The IMF official is hardly the only person

Službenica MMF-a vjerojatno nije jedina osoba

to automatically file women under micro.

koja automatski svrstava žene pod "mikro".

The biases, whether intentional or otherwise,

Predrasude, namjerne ili slučajne,

are pervasive,

šire se

and so are the misleading mental images.

i stvaraju varljive mentalne slike.

If you see the word "microfinance,"

Kad vidite riječ "mikrofinanciranje",

what comes to mind?

što vam pada na pamet?

Most people say women.

Većina kaže žene.

And if you see the word "entrepreneur,"

A kad vidite riječ "poduzetnik",

most people think men.

većina se sjeti muškaraca.

Why is that?

Zašto je to tako?

Because we aim low and we think small

Jer ciljamo nisko i mislimo na malo,

when it comes to women.

kad se radi o ženama.

Microfinance is an incredibly powerful tool

Mikrofinanciranje je iznimno snažno sredstvo

that leads to self-sufficiency and self-respect,

koje vodi do neovisnosti i samopoštovanja,

but we must move beyond micro-hopes

no treba se maknuti iz okvira mikronade

and micro-ambitions for women,

i mikroambicija za žene

because they have so much greater hopes for themselves.

jer one same se nadaju nečemu mnogo većemu.

They want to move from micro to medium and beyond.

Žele zamijeniti "mikro" s etiketom "srednje" i "više".

And in many places,

Na brojnim mjestima

they're there.

već su to učinile.

In the U.S., women-owned businesses

U Americi žene koje posjeduju tvrtke

will create five and a half million new jobs by 2018.

stvorit će pet i pol milijuna novih radnih mjesta do 2018.

In South Korea and Indonesia,

U Južnoj Koreji i Indoneziji

women own nearly half a million firms.

žene posjeduju gotovo pola milijuna tvrtki.

China, women run 20 percent

U Kini žene vode 20 posto

of all small businesses.

svih malih poduzeća.

And in the developing world overall,

U zemljama u razvoju

That figure is 40 to 50 percent.

taj se broj kreće između 40 i 50 posto.

Nearly everywhere I go,

Gotovo svuda kamo sam otišla

I meet incredibly interesting entrepreneurs

upoznala sam nevjerojatno zanimljive poduzetnice

who are seeking access to finance, access to markets

koje traže pristup financiranju, pristup tržištima

and established business networks.

i uspostavljene poslovne mreže.

They are often ignored

Često ih se zanemaruje

because they're harder to help.

jer im je teže pomoći.

It is much riskier to give a 50,000 dollar loan

Znatno je rizičnije pozajmiti 50.000 dolara

than it is to give a 500 dollar loan.

nego 500 dolara.

And as the World Bank recently noted,

Kao što je Svjetska banka nedavno upozorila,

women are stuck in a productivity trap.

žene su se našle u klopci produktivnosti.

Those in small businesses

Žene s malim poduzećima

can't get the capital they need to expand

ne mogu dobiti kapital potreban za širenje,

and those in microbusiness

a one u mikropoduzećima

can't grow out of them.

ne mogu prerasti tu razinu.

Recently I was at the State Department in Washington

Nedavno sam bila u Ministarstvu vanjskih poslova u Washingtonu

and I met an incredibly passionate entrepreneur from Ghana.

i upoznala sam iznimno strastvenu poduzetnicu iz Gane.

She sells chocolates.

Ona prodaje čokoladu.

And she had come to Washington,

Došla je u Washington,

not seeking a handout and not seeking a microloan.

ne da bi tražila milostinju i mikrokreditiranje.

She had come seeking serious investment dollars

Došla je tražiti ozbiljan iznos koji će netko uložiti

so that she could build the factory

da bi mogla izgraditi tvornicu

and buy the equipment she needs

i kupiti potrebnu opremu

to export her chocolates

za izvoz čokolade

to Africa, Europe, the Middle East

u Afriku, Europu, Bliski istok

and far beyond --

i mnogo dalje --

capital that would help her to employ

kapital koji će joj pomoći da zaposli

more than the 20 people

više od 20 ljudi

that she already has working for her,

koji već rade za nju

and capital that would fuel her own country's

i kapital koji će pokrenuti

economic climb.

ekonomski uspon njezine države.

The great news is

Dobre vijesti su

we already know what works.

da već znamo što funkcionira.

Theory and empirical evidence

Teorija i empirijski dokazi

Have already taught us.

već su nas naučili.

We don't need to invent solutions because we have them --

Ne moramo izmišljati rješenja jer ih već imamo --

cash flow loans

krediti novčanog toka

based in income rather than assets,

koji se temelje na prihodu, ne aktivi,

loans that use secure contracts rather than collateral,

krediti koji koriste sigurnosne umjesto dodatnih ugovora

because women often don't own land.

jer žene često ne posjeduju zemljište.

And Kiva.org, the microlender,

Kiva.org, stranica za mikrokreditiranje,

is actually now experimenting with crowdsourcing

trenutačno iskušava crowdsourcing

small and medium sized loans.

malih i srednjih kredita.

And that's just to start.

A to je samo početak.

Recently it has become very much in fashion

U posljednje je vrijeme postalo veoma moderno

to call women "the emerging market of the emerging market."

zvati žene "tržište u nastajanju tržišta u nastajanju".

I think that is terrific.

Mislim da je to izvrsno.

You know why?

Znate zašto?

Because -- and I say this as somebody who worked in finance --

Jer -- govorim ovo kao netko tko se bavio financijama --

500 billion dollars at least

najmanje 500 milijardi dolara

has gone into the emerging markets in the past decade.

posljednje je desetljeće otišlo tržištima u nastajanju.

Because investors saw the potential for return

jer su ulagači prepoznali potencijal povrata

at a time of slowing economic growth,

u vrijeme slabog ekonomskog rasta,

and so they created financial products

stvorili financijske proizvode

and financial innovation

i financijske inovacije

tailored to the emerging markets.

prilagođene tržištima u nastajanju.

How wonderful would it be

Zar ne bi bilo izvrsno

if we were prepared to replace all of our lofty words

kada bismo zamijenili svoje uzvišene riječi

with our wallets

novčanicima

and invest 500 billion dollars

i uložili 500 milijardi dolara

unleashing women's economic potential?

te oslobodili ekonomski potencijal žena?

Just think of the benefits

Razmislite o prednostima

when it comes to jobs, productivity,

što se tiče poslova, produktivnosti,

employment, child nutrition,

zapošljavanja, prehrane djece,

maternal mortality, literacy

maternalnog mortaliteta, pismenosti

and much, much more.

i još mnogo, mnogo toga.

Because, as the World Economic Forum noted,

Kao što je napomenuo Svjetski ekonomski forum

smaller gender gaps are directly correlated

manji rodni jazovi izravno su povezani

with increased economic competitiveness.

s povišenom ekonomskom konkurentnošću.

And not one country in all the world

Više je zemalja na svijetu

has eliminated its economic participation gap --

uklonilo jaz u ekonomskom sudjelovanju --

not one.

ne jedna.

So the great news

Dobre su vijesti

is this is an incredible opportunity.

da se radi o nevjerojatnoj prilici.

We have so much room to grow.

Imamo toliko prostora za napredak.

So you see,

Znate,

this is not about doing good,

ne radi se o pozitivnom djelovanju,

this is about global growth

nego o globalnom rastu

and global employment.

i globalnom zapošljavanju.

It is about how we invest

Radi se o načinu na koji ulažemo

and it's about how we see women.

i na koji vidimo žene.

And women can no longer be

Žene ne mogu više istovremeno

both half the population

činiti polovicu stanovništva

and a special interest group.

i posebnu interesnu skupinu.

(Applause)

(Pljesak)

Oftentimes I get into very interesting discussions with reporters

Često se nađem u zanimljivim raspravama s novinarima

who say to me, "Gayle, these are great stories,

koji mi kažu: "Gayle, to su divne priče,

but you're really writing about the exceptions."

no ti zapravo pišeš o iznimkama".

Now that makes me pause for just a couple reasons.

U tom trenutku zastanem iz nekoliko razloga.

First of all, for exceptions,

Kao prvo, što se tiče iznimaka,

there are a lot of them

ima ih mnogo

and they're important.

i važne su.

Secondly, when we talk about men who are succeeding,

Kao drugo, kada govorimo o uspješnim muškarcima,

we rightly consider them

s pravom ih smatramo

icons or pioneers or innovators

ikonama, pionirima ili inovatorima

to be emulated.

čiji primjer treba slijediti.

And when we talk about women,

A kada govorimo o ženama,

they are either exceptions to be dismissed

one su ili iznimke koje ne prihvaćamo

or aberrations to be ignored.

ili odstupanja koje treba zanemariti.

And finally,

Konačno,

there is no society anywhere in all the world

ne postoji društvo u svijetu

that is not changed

koje nisu promijenile

except by its most exceptional.

njegove najveće iznimke.

So why wouldn't we celebrate and elevate

Zašto ne bismo slavili i uzdizali one

these change makers and job creators

koji uvode promjene i stvaraju radna mjesta

rather than overlook them?

umjesto da ih ignoriramo?

This topic of resilience is very personal to me

Tema otpornosti iznimno mi je osobna

and in many ways has shaped my life.

i na brojne je načine oblikovala moj život.

My mom was a single mom

Moja je majka bila samohrana majka

who worked at the phone company during the day

koja je danju radila u telefonskom poduzeću

and sold Tupperware at night

a noću prodavala Tupperware

so that I could have every opportunity possible.

da bi mi osigurala sve moguće prilike.

We shopped double coupons

Kupovale smo dvostrukim kuponima

and layaway and consignment stores,

na poček i iz druge ruke,

and when she got sick with stage four breast cancer

a kada je oboljela od raka dojke četvrtog stadija

and could no longer work,

i nije više mogla raditi,

we even applied for food stamps.

prijavile smo se i za bonove za hranu.

And when I would feel sorry for myself

Kada bih sažalijevala samu sebe,

as nine or 10 year-old girls do,

kao što to rade 9- i 10-godišnjakinje,

she would say to me, "My dear, on a scale of major world tragedies,

rekla bi mi: "Draga, na ljestvici najvećih svjetskih tragedija

yours is not a three."

tvoja je pri samom dnu."

(Laughter)

(Smijeh)

And when I was applying to business school

Kada sam se prijavljivala za poslovnu školu

and felt certain I couldn't do it

i bila sigurna da ja to ne mogu

and nobody I knew had done it,

i nitko koga sam poznavala nije to učinio

I went to my aunt who survived years of beatings at the hand of her husband

otišla sam svojoj teti koju je muž godinama tukao

and escaped a marriage of abuse

i koja je pobjegla od zlostavljanja

with only her dignity intact.

s netaknutim ponosom.

And she told me,

Rekla mi je:

"Never import other people's limitations."

"Nikad ne preuzimaj ograničenja ostalih".

And when I complained to my grandmother,

Kada sam se žalila baki,

a World War II veteran

veteranki Drugog svjetskog rata

who worked in film for 50 years

koja je radila u filmskoj industriji 50 god

and who supported me from the age of 13,

i koja me uzdržavala od moje 13. godine

that I was terrified

da me užasno strah

that if I turned down a plum assignment at ABC

da, ako odbijem važan posao u ABC-u

for a fellowship overseas,

radi stipendije u inozemstvu,

I would never ever, ever find another job,

nikada neću pronaći novi posao

she said, "Kiddo, I'm going to tell you two things.

rekla je: "Mala, reći ću ti dvije stvari.

First of all, no one turns down a Fulbright,

Kao prvo, nitko ne odbija sudionike programa Fullbright,

and secondly, McDonald's is always hiring."

a kao drugo, McDonald's uvijek zapošljava".

(Laughter)

(Smijeh)

"You will find a job. Take the leap."

"Pronaći ćeš posao. Učini to."

The women in my family

Žene u mojoj obitelji

are not exceptions.

nisu iznimke.

The women in this room and watching in L.A.

Žene u ovoj prostoriji i gledateljice u L.A.-u

and all around the world

i diljem svijeta

are not exceptions.

nisu iznimke.

We are not a special interest group.

Mi nismo posebna interesna skupina.

We are the majority.

Mi smo većina.

And for far too long,

Predugo

we have underestimated ourselves

smo se podcjenjivale

and been undervalued by others.

i dopuštale drugima da nas podcjenjuju.

It is time for us to aim higher

Vrijeme je da počnemo ciljati više

when it comes to women,

što se tiče žena,

to invest more and to deploy our dollars

ulagati više i koristiti svoj novac

to benefit women all around the world.

da bismo pomogli ženama diljem svijeta.

We can make a difference,

Možemo uvesti promjene,

and make a difference, not just for women,

uvesti promjene ne samo za žene,

but for a global economy

već za svjetsku ekonomiju

that desperately needs their contributions.

koja očajnički treba njihov doprinos.

Together we can make certain

Zajedno se možemo uvjeriti

that the so-called exceptions

da takozvane iznimke

begin to rule.

počinju prevladavati.

When we change the way we see ourselves,

Kada promijenimo način na koji vidimo same sebe,

others will follow.

ostali će se priključiti.

And it is time for all of us

Vrijeme je da svi mi

to think bigger.

počnemo ciljati više.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Pljesak)