The way we think about charity is dead wrong | Dan Pallotta

1,079,134 views ใƒป 2013-03-11

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

00:00
Translator: Joseph Geni Reviewer: Morton Bast
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๋ฒˆ์—ญ: Hyunglak Son ๊ฒ€ํ† : Sanghun Byeon
00:16
I want to talk about social innovation
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์ €๋Š” ์‚ฌํšŒํ˜์‹ ๊ณผ ์‚ฌํšŒ์  ๊ธฐ์—…๊ฐ€ ์ •์‹ ์— ๋Œ€ํ•ด
00:19
and social entrepreneurship.
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๋ง์”€๋“œ๋ฆฌ๊ณ ์ž ํ•ฉ๋‹ˆ๋‹ค.
์–ด์ฉŒ๋‹ค ๋ณด๋‹ˆ ์„ธ์Œ๋‘ฅ์ด์˜ ์•„๋ฒ„์ง€๊ฐ€ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
00:23
I happen to have triplets.
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00:26
They're little. They're five years old.
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์–ด๋ฆฐ ์•„์ด๋“ค์ž…๋‹ˆ๋‹ค. ์ง€๊ธˆ ๋‹ค์„ฏ ์‚ด์ด๊ตฌ์š”.
00:28
Sometimes I tell people I have triplets. They say, "Really? How many?"
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์ €๋Š” ๊ฐ€๋”์”ฉ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์„ธ์Œ๋‘ฅ์ด๊ฐ€ ์žˆ๋‹ค๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค.
๊ทธ๋Ÿผ "์ •๋ง? ๋ช‡ ๋ช…์ด๋ผ๊ณ ?" ๋ผ๊ณ  ๋˜๋ฌป์Šต๋‹ˆ๋‹ค.
00:31
(Laughter)
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์•„์ด๋“ค์˜ ์‚ฌ์ง„์ž…๋‹ˆ๋‹ค.
00:33
Here's a picture of the kids -- that's Sage, and Annalisa and Rider.
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์„ธ์ด์ง€, ์•„๋‚ ๋ฆฌ์‚ฌ ๊ทธ๋ฆฌ๊ณ  ๋ผ์ด๋”์ž…๋‹ˆ๋‹ค.
00:38
Now, I also happen to be gay.
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์ €๋Š” ๊ฒŒ์ด์ด๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค.
00:43
Being gay and fathering triplets is by far
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๊ฒŒ์ด์ด๋ฉด์„œ ์„ธ์Œ๋‘ฅ์ด๋ฅผ ํ‚ค์šฐ๋Š” ์ผ์ด
00:45
the most socially innovative, socially entrepreneurial thing
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์ œ๊ฐ€ ์—ฌํƒœ๊ป ํ•ด์˜จ ๊ฒƒ ์ค‘, ๊ฐ€์žฅ ์‚ฌํšŒ ํ˜์‹ ์ ์ด๊ณ ,
00:48
I have ever done.
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์‚ฌํšŒ ๊ธฐ์—…๊ฐ€์ ์ธ ์ผ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
00:50
(Laughter)
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(์›ƒ์Œ)(๋ฐ•์ˆ˜)
00:51
(Applause)
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00:55
The real social innovation I want to talk about involves charity.
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์ œ๊ฐ€ ๋…ผ์˜ํ•˜๊ณ  ์‹ถ์€ ์ง„์ •ํ•œ ์‚ฌํšŒ ํ˜์‹ ์€
์ž์„ ํ™œ๋™๊ณผ ๊ด€๋ จ๋œ ๊ฒƒ ์ž…๋‹ˆ๋‹ค.
00:59
I want to talk about how the things we've been taught to think
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์šฐ๋ฆฌ๋Š” ์ด๊ฒƒ๋“ค์— ๋Œ€ํ•ด ์–ด๋–ป๊ฒŒ ์‚ฌ๊ณ ํ•ด์•ผํ• ์ง€ ๊ต์œก๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
01:02
about giving and about charity
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๊ธฐ๋ถ€์™€ ์ž์„ ํ™œ๋™, ๊ทธ๋ฆฌ๊ณ 
๋น„์˜๋ฆฌ์ ์ธ ๋ถ€๋ถ„์— ๊ด€ํ•ด ์ง€๊ธˆ๊นŒ์ง€ ๋ฐฐ์šด ๊ฒƒ๋“ค์€
01:05
and about the nonprofit sector,
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01:06
are actually undermining the causes we love,
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์šฐ๋ฆฌ๊ฐ€ ์‚ฌ๋ž‘์„ ํ•˜๋Š” ์›์ธ๊ณผ
01:10
and our profound yearning to change the world.
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์„ธ์ƒ์„ ๋ณ€ํ™”์‹œํ‚ค๊ฒ ๋‹ค๋Š” ๊นŠ์€ ์—ด๋ง์„ ์•ฝํ™”์‹œ์ผฐ์Šต๋‹ˆ๋‹ค.
01:14
But before I do that, I want to ask if we even believe
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๊ทธ๋Ÿฌ๋‚˜ ์‹œ์ž‘ํ•˜๊ธฐ ์ „์—, ์—ฌ๋Ÿฌ๋ถ„๊ป˜ ๋˜๋ฌป๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
๋น„์˜๋ฆฌ์ ์ธ ๋ถ„์•ผ๊ฐ€ ์„ธ๊ณ„๋ฅผ ๋ณ€ํ™”์‹œํ‚ค๋Š” ๋ฐ
01:17
that the nonprofit sector has any serious role to play
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01:20
in changing the world.
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์ค‘์š”ํ•œ ์—ญํ• ์„ ํ•œ๋‹ค๊ณ  ๋ฏฟ๋‚˜์š”?
01:22
A lot of people say now that business will lift up the developing economies,
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๋งŽ์€ ์ด๋“ค์€ ์ด๋Ÿฌํ•œ ๋น„์ฆˆ๋‹ˆ์Šค๊ฐ€ ๊ฐœ๋ฐœ๋„์ƒ๊ตญ์˜ ๊ฒฝ์ œ๋ฅผ ์„ฑ์žฅ์‹œํ‚ฌ ๊ฒƒ์ด๊ณ 
์‚ฌํšŒ์  ๊ธฐ์—…๋“ค์ด ๋‚˜๋จธ์ง€๋“ค์„ ๋ณด์‚ดํ•„ ๊ฒƒ์ด๋ผ๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค.
01:26
and social business will take care of the rest.
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์ €๋„ ์ด๋Ÿฐ ๋น„์ฆˆ๋‹ˆ์Šค๋“ค์ด ์ธ๋ฅ˜์• ๋ฅผ ์ƒ๋‹นํžˆ ๋” ์•ž์œผ๋กœ
01:29
And I do believe that business will move the great mass of humanity forward.
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์ง„๋ณด์‹œํ‚ฌ ๊ฒƒ์ด๋ผ๊ณ  ๋ฏฟ์–ด ์˜์‹ฌ์น˜ ์•Š์Šต๋‹ˆ๋‹ค.
ํ•˜์ง€๋งŒ ์–ธ์ œ๋‚˜ 10% ํ˜น์€ ๊ทธ ์ด์ƒ์˜
01:35
But it always leaves behind that 10 percent or more
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01:38
that is most disadvantaged or unlucky.
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์žฅ์• ๋ฅผ ๊ฐ€์ง€๊ณ  ์žˆ๊ฑฐ๋‚˜ ๋ถˆํ–‰ํ•œ ์‚ฌ๋žŒ๋“ค์€ ๋’ค์ณ์ง€๊ธฐ ๋งˆ๋ จ์ž…๋‹ˆ๋‹ค.
01:43
And social business needs markets,
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๊ทธ๋ฆฌ๊ณ  ์‚ฌํšŒ์  ์‚ฌ์—…์€ ์‹œ์žฅ์ด ํ•„์š”ํ•˜์ฃ .
01:44
and there are some issues for which you just can't develop
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๊ทธ๋Ÿฌ๋‚˜ ์‹œ์žฅ์ด ํ•„์š”๋กœํ•˜๋Š” ๋ˆ์˜ ๊ฐ€์น˜๋งŒํผ
01:47
the kind of money measures that you need for a market.
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ํ‚ค์šฐ์ง€ ๋ชปํ•œ๋‹ค๋Š” ๋ฌธ์ œ๋“ค์ด ์žˆ์Šต๋‹ˆ๋‹ค.
01:50
I sit on the board of a center for the developmentally disabled,
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์ €๋Š” ๋ฐœ๋‹ฌ์žฅ์• ์ธ์„ ์œ„ํ•œ ์„ผํ„ฐ์˜ ์œ„์›ํšŒ์— ์žˆ๋Š”๋ฐ์š”,
01:53
and these people want laughter
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๊ทธ๋“ค์€ ์›ƒ์Œ๊ณผ,
์—ฐ๋ฏผ์„ ์›ํ•˜๋ฉฐ ์‚ฌ๋ž‘์„ ์›ํ•ฉ๋‹ˆ๋‹ค.
01:56
and compassion and they want love.
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02:00
How do you monetize that?
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๊ทธ๊ฒƒ์„ ์–ด๋–ป๊ฒŒ ๋ˆ์œผ๋กœ ํ™˜์‚ฐํ•  ์ˆ˜ ์žˆ๋‚˜์š”?
02:03
And that's where the nonprofit sector and philanthropy come in.
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์ด ๋ถ€๋ถ„์ด ๋ฐ”๋กœ ๋น„์˜๋ฆฌ์ ์ธ ๋ถ„์•ผ์™€
์ž์„ ํ™œ๋™์ด ์ผํ•ด์•ผ ํ•  ๋ถ€๋ถ„์ž…๋‹ˆ๋‹ค
02:08
Philanthropy is the market for love.
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์ž์„ ํ™œ๋™์€ ์‚ฌ๋ž‘์„ ์œ„ํ•œ ์‹œ์žฅ์ž…๋‹ˆ๋‹ค.
02:11
It is the market for all those people
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์ด ๋ถ„์•ผ๋Š” ๋” ์ด์ƒ ์ด๋“ค์„ ์œ„ํ•œ ์‹œ์žฅ์ด ์—†๋Š”
02:14
for whom there is no other market coming.
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์‚ฌ๋žŒ๋“ค์„ ์œ„ํ•œ ์‹œ์žฅ์ž…๋‹ˆ๋‹ค.
02:17
And so if we really want, like Buckminster Fuller said,
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๊ทธ๋ฆฌ๊ณ  ๋ฒ…๋ฏผ์Šคํ„ฐ ํ’€๋Ÿฌ๊ฐ€ ์–ธ๊ธ‰ํ–ˆ๋“ฏ์ด
02:19
a world that works for everyone,
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๋ชจ๋‘๋ฅผ ์œ„ํ•ด์„œ ์ž‘๋™ํ•˜๋ฉด์„œ
02:22
with no one and nothing left out,
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์•„๋ฌด๋„ ๋’ค์ฒ˜์ง€๊ฒŒ ๋ฐฉ์น˜ํ•˜์ง€ ์•Š๋Š” ์„ธ์ƒ์„ ์ง„์‹ค๋กœ ์›ํ•œ๋‹ค๋ฉด
02:24
then the nonprofit sector has to be
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๋น„์˜๋ฆฌ์ ์ธ ๋ถ„์•ผ๊ฐ€
02:26
a serious part of the conversation.
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์ค‘์š”ํ•œ ๋ถ€๋ถ„์ด ๋˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
ํ•˜์ง€๋งŒ ์ž˜ ์ž‘๋™ํ•˜๋Š” ๊ฒƒ์ฒ˜๋Ÿผ ๋ณด์ด์ง€ ์•Š๋Š”๊ตฐ์š”.
02:30
But it doesn't seem to be working.
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02:32
Why have our breast cancer charities not come close
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์™œ ์šฐ๋ฆฌ์˜ ์œ ๋ฐฉ์•” ์ž์„ ๋‹จ์ฒด๋Š”
์œ ๋ฐฉ์•” ์น˜๋ฃŒ๋ฒ• ๊ทผ์ฒ˜์— ๊ฐ€์ง€๋„ ๋ชปํ•˜๊ณ  ์žˆ๊ณ ,
02:34
to finding a cure for breast cancer,
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02:36
or our homeless charities not come close
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์™œ ์šฐ๋ฆฌ์˜ ๋…ธ์ˆ™์ž ์ž์„ ๋‹จ์ฒด๋Š”
02:38
to ending homelessness in any major city?
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์ฃผ์š” ๋„์‹œ์—์„œ ๋…ธ์ˆ™์„ ํ•ด๊ฒฐํ•˜์ง€ ๋ชปํ•˜๊ณ  ์žˆ๋‚˜์š”?
02:41
Why has poverty remained stuck
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์™œ 40๋…„ ๋™์•ˆ ๊ฐ€๋‚œ์ด 12ํผ์„ผํŠธ์˜
02:43
at 12 percent of the U.S. population for 40 years?
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๋ฏธ๊ตญ ์ธ๊ตฌ๋“ค๋กœ๋ถ€ํ„ฐ ๋– ๋‚˜๊ฒŒ ํ•˜์ง€ ๋ชปํ•˜๋‚˜์š”?
๊ทธ ์ •๋‹ต์€, ์ด๋Ÿฌํ•œ ์‚ฌํšŒ๋ฌธ์ œ๋“ค์ด
02:49
And the answer is,
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02:50
these social problems are massive in scale,
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๊ฑฐ๋Œ€ํ•œ ๊ทœ๋ชจ๋ผ๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
02:54
our organizations are tiny up against them,
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์šฐ๋ฆฌ์˜ ์กฐ์ง์€ ๊ทธ๋“ค์— ๋น„ํ•ด ๋งค์šฐ ์ž‘๊ณ 
02:56
and we have a belief system that keeps them tiny.
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์šฐ๋ฆฌ๋Š” ๊ทธ๊ฒƒ์„ ์ž‘์€ ํฌ๊ธฐ๋กœ ์œ ์ง€ํ•ด์•ผ ํ•œ๋‹ค๋Š” ๊ฐ•๋ฐ•๊ด€๋…์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:00
We have two rulebooks.
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์šฐ๋ฆฌ๋Š” ๋‘ ๊ฐœ์˜ ๊ทœ์น™์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
03:01
We have one for the nonprofit sector,
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ํ•˜๋‚˜๋Š” ๋น„์˜๋ฆฌ์ ์ธ ๋ถ„์•ผ์„ ์œ„ํ•œ ๊ฒƒ์ด๊ณ 
03:03
and one for the rest of the economic world.
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๋‹ค๋ฅธ ํ•˜๋‚˜๋Š” ๊ฒฝ์ œ๊ณ„์˜ ๋‚˜๋จธ์ง€ ๊ฒƒ๋“ค์— ๊ด€ํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
์ด๊ฒƒ์€ ์ธ์ข…์ฐจ๋ณ„์ •์ฑ…์ฒ˜๋Ÿผ,
03:07
It's an apartheid, and it discriminates
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03:09
against the nonprofit sector in five different areas,
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์„œ๋กœ ๋‹ค๋ฅธ 5๊ฐœ์˜ ์˜์—ญ์—์„œ ๋น„์˜๋ฆฌ ๋ถ€๋ฌธ์„ ์ฐจ๋ณ„ํ•ฉ๋‹ˆ๋‹ค.
03:12
the first being compensation.
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์ฒซ ๋ฒˆ์งธ๋Š” ๋ณด์ƒ์ž…๋‹ˆ๋‹ค.
์˜๋ฆฌ์ ์ธ ๋ถ„์•ผ์—์„œ๋Š” ๋‹น์‹ ์ด ๋” ๋งŽ์€ ๊ฐ€์น˜๋ฅผ ์ƒ์‚ฐํ• ์ˆ˜๋ก
03:15
So in the for-profit sector, the more value you produce,
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03:17
the more money you can make.
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๋” ๋งŽ์€ ์†Œ๋“์„ ์–ป์Šต๋‹ˆ๋‹ค.
03:19
But we don't like nonprofits to use money
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ํ•˜์ง€๋งŒ ์šฐ๋ฆฌ๋Š” ๋น„์˜๋ฆฌ ๋‹จ์ฒด๊ฐ€ ๋ˆ์„ ์†Œ๋น„ํ•˜๋Š” ๊ฒƒ์„ ์‹ซ์–ดํ•ฉ๋‹ˆ๋‹ค.
03:21
to incentivize people to produce more in social service.
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์‚ฌํšŒ์  ์„œ๋น„์Šค๋ฅผ ์ƒ์‚ฐํ•˜๊ธฐ์œ„ํ•ด ์žฅ๋ คํ•˜๋Š” ๋น„์šฉ๋“ค์„ ์‹ซ์–ดํ•˜์ฃ .
03:25
We have a visceral reaction to the idea that anyone
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๋Œ€์ค‘์€ ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์„ ๋•๋Š” ๋งŽ์€ ๋ˆ์„ ๋ฒŒ๊ณ ์ž ํ•˜๋Š” ์ƒ๊ฐ์— ๋Œ€ํ•ด
03:28
would make very much money helping other people.
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์šฐ๋ฆฌ๋Š” ๋ณธ๋Šฅ์ ์œผ๋กœ ๊ฑฐ๋ถ€๊ฐ์„ ํ’ˆ์Šต๋‹ˆ๋‹ค.
03:31
Interestingly, we don't have a visceral reaction
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ํฅ๋ฏธ๋กœ์šด ๊ฒƒ์€ ๋‹ค๋ฅธ ์‚ฌ๋žŒ์„ ๋•์ง€ ์•Š์œผ๋ฉด์„œ๋„
03:33
to the notion that people would make a lot of money
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๋งŽ์€ ๋ˆ์„ ๋ฒ„๋Š” ์‚ฌ๋žŒ์— ๋Œ€ํ•ด์„œ๋Š” ๋ฐ˜์‘ํ•˜์ง€ ์•Š๋Š”๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
03:36
not helping other people.
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03:37
You know, you want to make 50 million dollars
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๋‹น์‹ ์€ 5์ฒœ๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ๋ฒŒ๊ธฐ ์œ„ํ•ด์„œ
03:39
selling violent video games to kids, go for it.
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ํญ๋ ฅ์ ์ธ ๋น„๋””์˜ค ๊ฒŒ์ž„์„ ์•„์ด๋“ค์—๊ฒŒ ํŒ”๊ณ  ์‹ถ์–ดํ•ฉ๋‹ˆ๋‹ค. ํ•ด๋ณด์„ธ์š”.
03:41
We'll put you on the cover of Wired magazine.
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๋‹น์‹ ์€ ์™€์ด์–ด๋“œ ์žก์ง€์˜ ํ‘œ์ง€์— ์‹ค๋ฆด ๊ฒ๋‹ˆ๋‹ค.
03:43
But you want to make half a million dollars
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๊ทธ๋Ÿฌ๋‚˜ ๋‹น์‹ ์ด 50๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ๋ฒŒ์–ด์„œ
03:45
trying to cure kids of malaria,
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๋ง๋ผ๋ฆฌ์•„์— ๊ฑธ๋ฆฐ ์•„์ด๋“ค์„ ์น˜๋ฃŒํ•˜๋ ค๊ณ  ํ•œ๋‹ค๋ฉด
03:47
and you're considered a parasite yourself.
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๊ทธ๋•Œ ๋‹น์‹ ์€ ์Šค์Šค๋กœ๋ฅผ ๋ชป๋งˆ๋•…ํ•˜๊ฒŒ ์—ฌ๊น๋‹ˆ๋‹ค. (๋ฐ•์ˆ˜)
03:50
(Applause)
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03:55
And we think of this as our system of ethics,
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๋ณดํŽธ์ ์ธ ์œค๋ฆฌ๋กœ ์ฒด๊ณ„๋กœ ์ด๋ ‡๊ฒŒ ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค.
03:58
but what we don't realize is that this system
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๊ทธ๋Ÿฌ๋‚˜ ์šฐ๋ฆฌ๊ฐ€ ๊นจ๋‹ซ์ง€ ๋ชปํ•˜๋Š” ๊ฒƒ์€
04:00
has a powerful side effect, which is:
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์ด ์‚ฌ๊ณ ๋ฐฉ์‹์— ์•„์ฃผ ํฐ ๋ถ€์ž‘์šฉ์œผ๋กœ,
04:03
It gives a really stark, mutually exclusive choice
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์™„์ „ํžˆ ์ƒํ˜ธ ๋ฐฐํƒ€์ ์ธ ์„ ํƒ, ์ฆ‰
๋‚˜์™€ ๋‚˜์˜ ๊ฐ€์กฑ์„ ์œ„ํ•ด ์ข‹์€ ๊ฒƒ๊ณผ
04:07
between doing very well for yourself and your family
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04:10
or doing good for the world,
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์„ธ๊ณ„๋ฅผ ์œ„ํ•ด ์ข‹์€ ๊ฒƒ ์‚ฌ์ด์—์„œ
์ตœ๊ณ ์˜ ํ•™๊ต๋ฅผ ๋‚˜์˜จ ์ธ์žฌ๋“ค์€ ์„ ํƒ์„ ํ•ด์•ผ ํ•ฉ๋‹ˆ๋‹ค.
04:13
to the brightest minds coming out of our best universities,
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๊ทธ๋ž˜์„œ ๋น„์˜๋ฆฌ ๋ถ„์•ผ์—์„œ ํฐ ์ฐจ์ด๋ฅผ ๋งŒ๋“ค์–ด ๋‚ผ
04:16
and sends tens of thousands of people
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์ˆ˜๋งŒ๋ช…์˜ ์‚ฌ๋žŒ๋“ค์ด
04:18
who could make a huge difference in the nonprofit sector,
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04:20
marching every year directly into the for-profit sector
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์˜๋ฆฌ๋‹จ์ฒด๋กœ ์งํ–‰ํ•˜๋„๋ก ๋งŒ๋“ค์–ด ๋ฒ„๋ฆฝ๋‹ˆ๋‹ค.
04:23
because they're not willing to make that kind of lifelong economic sacrifice.
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๊ทธ๋“ค๋„ ํ‰์ƒ ๋™์•ˆ ๊ฒฝ์ œ์  ํฌ์ƒ์„ ๊ฐ๋‹นํ•˜๊ณ  ์‹ถ์ง€ ์•Š๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
๋น„์ง€๋‹ˆ์Šค์œ„ํฌ์ง€๋Š” ์„ค๋ฌธ์กฐ์‚ฌ๋ฅผ ํ–ˆ์—ˆ๋Š”๋ฐ,
04:28
Businessweek did a survey, looked at the compensation packages
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04:31
for MBAs 10 years out of business school.
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10๋…„ ๋™์•ˆ MBA๋ฅผ ์ทจ๋“ํ•œ ์ด๋“ค์˜ ๊ธˆ์ „์  ๋ณด์ƒ์— ๋Œ€ํ•œ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
04:34
And the median compensation for a Stanford MBA,
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์Šคํƒ ํฌ๋“œ MBA๋ฅผ ์กธ์—…ํ•œ 38์„ธ์˜ ์กธ์—…์ƒ๋“ค์€
04:37
with bonus, at the age of 38, was 400,000 dollars.
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๋ณด๋„ˆ์Šค๋ฅผ ํฌํ•จํ•œ ํ‰๊ท  ์†Œ๋“์ด 40๋งŒ ๋‹ฌ๋Ÿฌ์˜€์Šต๋‹ˆ๋‹ค.
04:42
Meanwhile, for the same year, the average salary
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๋ฐ˜๋ฉด์—, ๊ฐ™์€ ํ•ด์—, ๋ฏธ๊ตญ์—์„œ 5๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ ์ด์ƒ
04:44
for the CEO of a $5 million-plus medical charity in the U.S.
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์˜๋ฃŒ ์ž์„ ํ™œ๋™์„ ํ•˜๋Š” ์ตœ๊ณ ๊ฒฝ์˜์ž์˜ ํ‰๊ท ์ ์ธ ์—ฐ๋ด‰์€
04:47
was 232,000 dollars, and for a hunger charity, 84,000 dollars.
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23๋งŒ2์ฒœ ๋‹ฌ๋Ÿฌ์˜€๊ณ , ๊ธฐ์•„ ์ž์„ ํ™œ๋™์„ ํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์˜ ํ‰๊ท ์—ฐ๋ด‰์€ 8๋งŒ4์ฒœ ๋‹ฌ๋Ÿฌ์˜€์Šต๋‹ˆ๋‹ค.
์ด์ œ, ๋‹น์‹ ์ด 40๋งŒ๋‹ฌ๋Ÿฌ์˜ ์žฌ๋Šฅ์„ ๊ฐ€์ง„ ์‚ฌ๋žŒ๋“ค์ด
04:53
Now, there's no way you're going to get a lot of people
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๋งค๋…„ 31๋งŒ6์ฒœ ๋‹ฌ๋Ÿฌ์˜ ํฌ์ƒ์„ ๊ฐ์ˆ˜ํ•˜๋ฉด์„œ
04:55
with $400,000 talent to make a $316,000 sacrifice every year
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๊ธฐ์•„ ๋‹จ์ฒด์˜ ์ตœ๊ณ ์šด์˜์ž๊ฐ€ ๋ ๋ฆฌ๋Š” ์—†์Šต๋‹ˆ๋‹ค.
04:59
to become the CEO of a hunger charity.
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๋ช‡๋ช‡ ์‚ฌ๋žŒ๋“ค์€ "๊ธ€์Ž„, MBA๋“ค์€ ์š•์‹ฌ์ด ๋งŽ๊ธฐ ๋•Œ๋ฌธ์ด์•ผ." ๋ผ๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค.
05:03
Some people say, "Well, that's just because those MBA types are greedy."
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05:06
Not necessarily. They might be smart.
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๊ผญ ๊ทธ๋Ÿฐ๊ฒƒ์€ ์•„๋‹™๋‹ˆ๋‹ค. ๊ทธ๋“ค์€ ์˜๋ฆฌํ•ฉ๋‹ˆ๋‹ค.
๊ทธ ์‚ฌ๋žŒ๋“ค์ด ๊ธฐ์•„ ๊ตฌํ˜ธ๋‹จ์ฒด์—๊ฒŒ ๋งค๋…„ 10๋งŒ๋‹ฌ๋Ÿฌ๋ฅผ
05:09
It's cheaper for that person to donate
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05:11
100,000 dollars every year to the hunger charity;
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๊ธฐ๋ถ€ํ•˜๋Š” ๊ฒƒ์ด ํ›จ์”ฉ ์ด์ต์ž…๋‹ˆ๋‹ค.
๊ทธ๋“ค์€ ์„ธ๊ธˆ์„ 5๋งŒ ๋‹ฌ๋Ÿฌ๋‚˜ ์ค„์ผ ์ˆ˜ ์žˆ๊ธฐ ๋•Œ๋ฌธ์—,
05:15
save 50,000 dollars on their taxes --
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05:17
so still be roughly 270,000 dollars a year ahead of the game --
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์—ฌ์ „ํžˆ ๋Œ€๋žต 27๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ๋” ๋ฒŒ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.
05:21
now be called a philanthropist because they donated
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๊ทธ๋“ค์€ ์ž์„ ์‚ฌ์—…๊ฐ€๋ผ ๋ถˆ๋ฆฌ์šฐ์ฃ .
05:24
100,000 dollars to charity;
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์™œ๋ƒํ•˜๋ฉด 10๋งŒ๋‹ฌ๋Ÿฌ๋ฅผ ์ž์„ ๋‹จ์ฒด์— ๊ธฐ๋ถ€ํ•˜๊ณ 
๊ธฐ์•„๋‹จ์ฒด์˜ ์œ„์›ํšŒ๋กœ ์ผํ•˜๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
05:26
probably sit on the board of the hunger charity;
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์‚ฌ์‹ค์ƒ, ๊ทธ๋“ค์€ ๊ธฐ์•„ ์ž์„ ํ™œ๋™์˜ ์ตœ๊ณ ์šด์˜์ž๊ฐ€ ๋˜๊ธฐ๋ฅผ ๊ฒฐ์ •ํ•œ
05:28
indeed, probably supervise the poor SOB
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05:30
who decided to become the CEO of the hunger charity;
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๋†ˆ๋“ค์„ ๊ฐ๋…ํ• ๊ฒƒ์ž…๋‹ˆ๋‹ค.
05:32
(Laughter)
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๊ทธ๋ฆฌ๊ณ  ํ‰์ƒ ์ด๋Ÿฌํ•œ ์ข…๋ฅ˜์˜ ํž˜๊ณผ ์˜ํ–ฅ๋ ฅ์„ ๊ฐ€์ง€๊ณ 
05:34
and have a lifetime of this kind of power and influence
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05:37
and popular praise still ahead of them.
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๋Œ€์ค‘์˜ ์ฐฌ์‚ฌ๋ฅผ ๋ฐ›์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
์ฐจ๋ณ„์˜ ๋‘๋ฒˆ์งธ ์˜์—ญ์€ ๊ด‘๊ณ ์™€ ๋งˆ์ผ€ํŒ…์ž…๋‹ˆ๋‹ค.
05:41
The second area of discrimination is advertising and marketing.
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05:44
So we tell the for-profit sector, "Spend, spend, spend on advertising,
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์šฐ๋ฆฌ๋Š” ์ด์ต์„ ์ถ”๊ตฌํ•˜๋Š” ๋ถ„์•ผ์—์„  "๊ด‘๊ณ ์— ์†Œ๋น„ํ•˜๊ณ  ์†Œ๋น„ํ•˜๊ณ  ๋˜ ์†Œ๋น„ํ•˜๋ผ,
05:48
until the last dollar no longer produces a penny of value."
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๋งˆ์ง€๋ง‰ 1๋‹ฌ๋Ÿฌ๊ฐ€ 1ํŽ˜๋‹ˆ์˜ ๊ฐ€์น˜๋„ ์ƒ์‚ฐํ•˜์ง€ ๋ชปํ•  ๋•Œ๊นŒ์ง€." ๋ผ๊ณ  ๋งํ•˜์ฃ .
05:51
But we don't like to see our donations spent on advertising in charity.
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ํ•˜์ง€๋งŒ ๋Œ€์ค‘์€ ๊ทธ๋“ค์˜ ๊ธฐ๋ถ€๊ฐ€ ์ž์„ ๋‹จ์ฒด์˜ ๊ด‘๊ณ ๋ฃŒ๋กœ ์‚ฌ์šฉ๋˜๊ธธ ์›์น˜ ์•Š์Šต๋‹ˆ๋‹ค.
05:55
Our attitude is, "Well, look, if you can get the advertising donated,
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๋Œ€์ค‘์˜ ํƒœ๋„๋Š” "์Œ,๋ณด์„ธ์š”, ๊ธฐ๋ถ€๊ธˆ์œผ๋กœ ๊ด‘๊ณ ํ•œ๋‹ค๋ฉด์š”,
์žˆ์ž–์•„์š”, ์•„์นจ ๋„ค ์‹œ์— ํ•˜๋Š”๊ฑฐ์š”, ์ €๋Š” ๊ดœ์ฐฎ์Šต๋‹ˆ๋‹ค๋งŒ
05:59
you know, to air at four o'clock in the morning, I'm okay with that.
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์ œ ๊ธฐ๋ถ€๊ธˆ์ด ๊ด‘๊ณ ์— ์‚ฌ์šฉ๋˜์ง„ ์•Š์•˜์œผ๋ฉด ์ข‹๊ฒ ์Šต๋‹ˆ๋‹ค.
06:02
But I don't want my donation spent on advertising,
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06:04
I want it go to the needy."
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์ œ ๋ˆ์ด ํ•„์š”ํ•œ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์“ฐ์ด๊ธธ ๋ฐ”๋ž๋‹ˆ๋‹ค."์ž…๋‹ˆ๋‹ค.
06:06
As if the money invested in advertising
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๋งˆ์น˜ ๊ด‘๊ณ ์— ํˆฌ์ž๋œ ๋ˆ์€
06:08
could not bring in dramatically greater sums of money
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ํ•„์š”ํ•œ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ œ๊ณต๋  ์ˆ˜ ์žˆ๋Š”
06:11
to serve the needy.
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๋„์›€๊ณผ๋Š” ์ „ํ˜€ ์ƒ๊ด€ ์—†๋‹ค๋Š” ๋“ฏ์ด ๋ง์ด์—์š”.
1990๋…„๋Œ€์—, ์ €์˜ ํšŒ์‚ฌ๋Š”
06:13
In the 1990s, my company created
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06:15
the long-distance AIDSRide bicycle journeys,
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์—์ด์ฆˆ ๊ฐ์—ผ์ž๋“ค์ด ์ž์ „๊ฑฐ ์—ฌํ–‰์„ ํ•˜๋Š” ๊ธด ์—ฌ์ •๊ณผ
06:18
and the 60 mile-long breast cancer three-day walks,
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์œ ๋ฐฉ์•” ํ™˜์ž๋“ค์ด 3์ผ๋™์•ˆ 97km๋ฅผ ๊ฑท๋Š” ์—ฌ์ •์„ ๋งŒ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
๊ทธ๋ฆฌ๊ณ  9๋…„ ๋™์•ˆ ์ง€์†๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
06:23
and over the course of nine years,
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06:26
we had 182,000 ordinary heroes participate,
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18๋งŒ2์ฒœ ๋ช…์˜ ํ‰๋ฒ”ํ•œ ์˜์›…๋“ค์ด ์ฐธ๊ฐ€ํ–ˆ์œผ๋ฉฐ
06:31
and they raised a total of 581 million dollars.
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๊ทธ๋“ค์€ 5์–ต8์ฒœ1๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ๋ชจ๊ธˆํ–ˆ์Šต๋‹ˆ๋‹ค.
06:35
(Applause)
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ํฐ ๋ชฉํ‘œ๋ฅผ ์œ„ํ•ด์„œ ์ง€๊ธˆ๊นŒ์ง€ ์–ด๋– ํ•œ ์ด๋ฒคํŠธ๋ณด๋‹ค
06:38
They raised more money more quickly for these causes
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06:40
than any events in history,
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๋น ๋ฅด๊ฒŒ ํฐ ๋ˆ์„ ๋ชจ๊ธˆํ–ˆ์Šต๋‹ˆ๋‹ค.
06:42
all based on the idea that people are weary
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์‚ฌ๋žŒ๋“ค์ด ํ•  ์ˆ˜ ์žˆ๋Š” ์ตœ์†Œํ•œ์˜ ๊ฒƒ์„ ํ•˜๋ผ๋Š”
06:45
of being asked to do the least they can possibly do.
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์ฃผ๋ฌธ์€ ์‹์ƒํ•  ๊ฒƒ์ด๋ž€ ํŒ๋‹จ์— ๊ธฐ์ดˆํ–ˆ๋˜ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
06:48
People are yearning to measure the full distance of their potential
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๋Œ€์ค‘์€ ๊ทธ๋“ค์ด ์ง„์ง€ํ•˜๊ฒŒ ์ƒ๊ฐํ•˜๋Š” ๋Œ€์˜๋ฅผ ์œ„ํ•ด์„œ
๊ทธ๋“ค์˜ ๊ฐ€๋Šฅ์„ฑ์˜ ํ•œ๊ณ„๋ฅผ
06:52
on behalf of the causes that they care about deeply.
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์ธก์ •ํ•˜๊ธธ ๊ฐˆ๋งํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
ํ•˜์ง€๋งŒ ๊ทธ๋“ค์—๊ฒŒ ์ฐธ์—ฌ๋ฅผ ์ด‰๊ตฌํ•ด์•ผ๋งŒ ๊ธฐ๋ถ€๋ฅผ ํ•ฉ๋‹ˆ๋‹ค.
06:56
But they have to be asked.
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06:59
We got that many people to participate
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์šฐ๋ฆฌ๋Š” ๋‰ด์š•ํƒ€์ž„์ฆˆ, ๋ณด์Šคํ„ด ๊ธ€๋กœ๋ธŒ ์ „๋ฉด ๊ด‘๊ณ ๊ถŒ๊ณผ
07:00
by buying full-page ads in The New York Times,
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ํ™ฉ๊ธˆ์‹œ๊ฐ„๋Œ€์˜ ๋ผ๋””์˜ค์™€ ํ‹ฐ๋น„ ๊ด‘๊ณ ๊ถŒ์„ ์‚ฌ๋“ค์ž„์œผ๋กœ์จ
๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ์ฐธ์—ฌํ•˜๋„๋ก ์œ ๋„ํ•˜์˜€์Šต๋‹ˆ๋‹ค.
07:03
in The Boston Globe, in prime time radio and TV advertising.
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07:06
Do you know how many people we would've gotten
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์„ธํƒ๊ธฐ ์œ„์— ์ „๋‹จ์ง€๋ฅผ ๋ถ™์ธ๋‹ค๋ฉด
07:08
if we put up fliers in the laundromat?
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์–ผ๋งˆ๋‚˜ ๋” ๋งŽ์€ ์‚ฌ๋žŒ๋“ค์ด ๋ชจ์ด๊ฒ ์Šต๋‹ˆ๊นŒ?
1970๋…„๋Œ€ ์ด๋ž˜๋กœ, ๋ฏธ๊ตญ์˜ ์ž์„ ๊ธฐ๋ถ€๋Š”
07:12
Charitable giving has remained stuck in the U.S., at two percent of GDP,
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๊ตญ๋‚ด์ด์ƒ์‚ฐ์˜ 2%์—์„œ ๋ฒ—์–ด๋‚˜์งˆ ๋ชปํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
07:16
ever since we started measuring it in the 1970s.
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07:19
That's an important fact, because it tells us
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์ด ์‚ฌ์‹ค์€ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค. ์™œ๋ƒํ•˜๋ฉด 40๋…„ ๋™์•ˆ
07:21
that in 40 years, the nonprofit sector
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๋น„์˜๋ฆฌ์  ๋ถ„์•ผ๋Š”
07:24
has not been able to wrestle any market share
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์˜๋ฆฌ์  ๋ถ„์•ผ์˜ ์‹œ์žฅ ์ ์œ ์œจ์„ ์กฐ๊ธˆ๋„
07:27
away from the for-profit sector.
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์ž ์‹ํ•ด ๋“ค์–ด๊ฐˆ์ˆ˜๊ฐ€ ์—†์—ˆ๋‹ค๋Š” ๊ฒƒ์„ ๋ณด์—ฌ์ฃผ๋‹ˆ๊นŒ์š”.
07:30
And if you think about it, how could one sector
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ํ•œ๋ฒˆ ์ƒ๊ฐํ•ด๋ณด์‹ญ์‹œ์˜ค. ๋งŒ์•ฝ ํ•œ ๋ถ„์•ผ์—
07:32
possibly take market share away from another sector
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์‹œ์žฅ ์ง„์ž…์ด ํ—ˆ๋ฝ๋˜์ง€ ์•Š๋Š”๋‹ค๋ฉด ๋‹ค๋ฅธ ์˜์—ญ์œผ๋กœ๋ถ€ํ„ฐ
07:35
if it isn't really allowed to market?
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์–ด๋–ป๊ฒŒ ์‹œ์žฅ ์ ์œ ์œจ์„ ๋†’์ผ ์ˆ˜ ์žˆ์„๊นŒ์š”?
07:38
And if we tell the consumer brands,
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๋Œ€์ค‘์€ ์†Œ๋น„์ž ๋ธŒ๋žœ๋“œ์—๊ฒŒ ์ด๋ ‡๊ฒŒ ๋งํ•ฉ๋‹ˆ๋‹ค.
07:40
"You may advertise all the benefits of your product,"
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"๋‹น์‹  ์ œํ’ˆ์˜ ๋ชจ๋“  ์ด์ต์„ ๊ด‘๊ณ ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค.."
07:43
but we tell charities, "You cannot advertise all the good that you do,"
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๊ทธ๋Ÿฌ๋‚˜ ์ž์„ ๋‹จ์ฒด์—๊ฒŒ๋Š” ์ด๋ ‡๊ฒŒ ๋งํ•ฉ๋‹ˆ๋‹ค. "๋‹น์‹ ์˜ ์ž์„ ํ™œ๋™์„ ๊ด‘๊ณ  ํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค"
07:46
where do we think the consumer dollars are going to flow?
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์†Œ๋น„์ž์˜ ๋ˆ์ด ๊ฒฐ๊ตญ ์–ด๋””๋กœ ํ˜๋Ÿฌ๊ฐˆ ๊ฒƒ์ด๋ผ๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๊นŒ?
์„ธ๋ฒˆ์งธ ์ฐจ๋ณ„์˜ ์˜์—ญ์€ ์ˆ˜์ž…์› ์ฆ๋Œ€๋ฅผ ์œ„ํ•œ ์ƒˆ๋กœ์šด ๋ฐฉ์•ˆ์„
07:50
The third area of discrimination is the taking of risk
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07:53
in pursuit of new ideas for generating revenue.
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์ถ”๊ตฌํ•˜๋Š” ๊ฒƒ์˜ ์œ„ํ—˜์„ฑ์„ ๊ฐ๋‚ดํ•˜๋Š” ๊ฒƒ ์ž…๋‹ˆ๋‹ค.
07:57
So Disney can make a new $200 million movie that flops,
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๋””์ฆˆ๋‹ˆ๊ฐ€ 2์–ต๋‹ฌ๋Ÿฌ์˜ ์‹คํŒจํ•œ ์˜ํ™”๋ฅผ ๋งŒ๋“ค์ง€๋ผ๋„,
์•„๋ฌด๋„ ์žฌ๋ฌด ์ด์‚ฌ๋ฅผ ์†Œํ™˜ํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
08:01
and nobody calls the attorney general.
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08:03
But you do a little $1 million community fundraiser for the poor,
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ํ•˜์ง€๋งŒ ๋‹น์‹ ์ด ๋นˆ๊ณค์ธต์„ ์œ„ํ•ด ๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ์งœ๋ฆฌ ์ง€์—ญ๊ธฐ๊ธˆ์„ ์กฐ์„ฑํ• ๋•Œ,
์ฒซ 12๊ฐœ์›” ๋™์•ˆ ๋ชฉํ‘œํ•œ 75%์˜ ์ด์ต์„
08:07
and it doesn't produce a 75 percent profit to the cause in the first 12 months,
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๋‚ด์ง€ ๋ชปํ•œ๋‹ค๊ณ  ํ•ฉ์‹œ๋‹ค.
08:11
and your character is called into question.
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๊ทธ๋Ÿผ ๋‹น์‹ ์˜ ๋Šฅ๋ ฅ์ด ์˜์‹ฌ๋ฐ›๊ธฐ ์‹œ์ž‘ํ•ฉ๋‹ˆ๋‹ค.
08:14
So nonprofits are really reluctant to attempt any brave,
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๊ทธ๋ž˜์„œ ๋น„์˜๋ฆฌ ๋‹จ์ฒด๋Š” ๊ทธ๋“ค์˜ ์ด๋ฆ„์ด
๋”๋Ÿฝํ˜€์งˆ ๊ฒƒ์„ ์—ผ๋ คํ•˜์—ฌ
08:18
daring, giant-scale new fundraising endeavors,
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08:21
for fear that if the thing fails,
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์šฉ๊ฐํ•˜๋ฉฐ, ๋Œ€๋‹ดํ•˜๊ณ  ๊ทธ๋ฆฌ๊ณ  ๊ทœ๋ชจ๊ฐ€ ํฐ
08:22
their reputations will be dragged through the mud.
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์ƒˆ๋กœ์šด ๊ธฐ๊ธˆ์„ ๋ชจ๊ธˆํ•˜๋Š” ๋…ธ๋ ฅ์˜ ์‹œ๋„๋ฅผ ๊ทน๋„๋กœ ๊บผ๋ฆฝ๋‹ˆ๋‹ค.
์šฐ๋ฆฌ ๋ชจ๋‘ ์‹คํŒจ๋ฅผ ๋‘๋ ค์›Œํ•˜๋ฉด,
08:25
Well, you and I know
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08:26
when you prohibit failure, you kill innovation.
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ํ˜์‹ ๋„ ์ผ์–ด๋‚˜์ง€ ์•Š๋Š”๋‹ค๋Š” ๊ฒƒ์„ ์ž˜ ์••๋‹ˆ๋‹ค.
๊ธฐ๊ธˆ์กฐ๋‹ฌ์— ํ˜์‹ ์ด ์—†๋‹ค๋ฉด, ๋” ๋งŽ์€ ์ˆ˜์ต๋„ ์ฐฝ์ถœํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
08:29
If you kill innovation in fundraising, you can't raise more revenue;
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์ˆ˜์ต์„ ์˜ฌ๋ฆฌ์ง€ ๋ชปํ•œ๋‹ค๋ฉด ์„ฑ์žฅ๋„ ๋ฉˆ์ถฅ๋‹ˆ๋‹ค.
08:32
if you can't raise more revenue, you can't grow;
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์„ฑ์žฅํ•˜์ง€ ๋ชปํ•œ๋‹ค๋ฉด, ์—ฌ๋Ÿฌ๋ถ„์€ ๊ฑฐ๋Œ€ํ•œ ์‚ฌํšŒ์  ๋ฌธ์ œ๋ฅผ ํ•ด๊ฒฐํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
08:34
and if you can't grow, you can't possibly solve large social problems.
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08:38
The fourth area is time.
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๋„ค๋ฒˆ์งธ ์˜์—ญ์€ ์‹œ๊ฐ„์ž…๋‹ˆ๋‹ค.
08:41
So Amazon went for six years without returning any profit to investors,
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์•„๋งˆ์กด์€ 6๋…„๋™์•ˆ ํˆฌ์ž์ž์—๊ฒŒ๋Š” ์–ด๋– ํ•œ ์ด์ต์˜ ๋ณด์ƒ๋„ ์—†์ด ์šด์˜๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
08:45
and people had patience.
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๊ทธ๋ž˜๋„ ์‚ฌ๋žŒ๋“ค์€ ์ธ๋‚ดํ–ˆ์Šต๋‹ˆ๋‹ค.
๊ทธ๋“ค์€ ์‹œ์žฅ ์šฐ์œ„๋ฅผ ์ ํ•˜๊ธฐ ์œ„ํ•ด์„œ ์žฅ๊ธฐ๊ฐ„์˜ ๋ชฉํ‘œ๊ฐ€
08:47
They knew that there was a long-term objective down the line,
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08:49
of building market dominance.
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์ผ์ •์ˆ˜์ค€ ์•„๋ž˜์— ์žˆ๋‹ค๋Š” ๊ฒƒ์„ ์ธ์ง€ํ•˜๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
08:51
But if a nonprofit organization ever had a dream
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ํ•˜์ง€๋งŒ ๋งŒ์•ฝ์— ๋น„์˜๋ฆฌ ๋‹จ์ฒด๊ฐ€ 6๋…„์˜ ์‹œ๊ฐ„์„ ํ•„์š”๋กœ ํ•˜๋Š”
08:54
of building magnificent scale that required that for six years,
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์›๋Œ€ํ•œ ํฌ๊ธฐ์˜ ๊ฟˆ์„ ๊ฐ€์ง€๊ณ  ์žˆ์—ˆ๋‹ค๋ฉด
08:58
no money was going to go to the needy,
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๋ˆ์€ ํ•„์š”ํ•œ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ „๋‹ฌ๋˜์ง€ ์•Š๊ณ ,
๊ฟˆ์˜ ํฌ๊ธฐ์— ๊ฑธ๋งž๋Š” ๊ฑด๋ฌผ์„ ์ง“๋Š”๋ฐ์— ํˆฌ์ž๋˜์—ˆ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:00
it was all going to be invested in building this scale,
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09:02
we would expect a crucifixion.
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๊ทธ๋Ÿฌ๋ฉด ์šฐ๋ฆฌ๋Š” ๊ณ ํ†ต์Šค๋Ÿฌ์šด ๋น„๋‚œ์„ ๋“ฃ๊ฒ ์ง€์š”.
09:05
The last area is profit itself.
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๊ทธ๋ฆฌ๊ณ  ๋งˆ์ง€๋ง‰ ๋ถ€๋ถ„์€ ์ด์œค ๊ทธ ์ž์ฒด์ž…๋‹ˆ๋‹ค
09:07
So the for-profit sector can pay people profits
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์˜๋ฆฌ ๋ถ„์•ผ์—์„œ๋Š” ์ƒˆ๋กœ์šด ์•„์ด๋””์–ด๋ฅผ ์ฐฝ์ถœํ•ด๋‚ด๊ธฐ ์œ„ํ•œ
09:09
in order to attract their capital for their new ideas,
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์ž๋ณธ์„ ์–ป๊ธฐ ์œ„ํ•ด์„œ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋ˆ์„ ์ง€๋ถˆํ•ฉ๋‹ˆ๋‹ค.
09:12
but you can't pay profits in a nonprofit sector,
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ํ•˜์ง€๋งŒ ๋น„์˜๋ฆฌ ๋ถ€๋ฌธ์—์„œ๋Š” ์ด์ต์„ ์ง€๋ถˆํ•  ์ˆ˜ ์—†์ง€์š”.
09:15
so the for-profit sector has a lock
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๊ทธ๋ž˜์„œ ์˜๋ฆฌ ๋ถ€๋ถ„์€ ์ˆ˜์‹ญ์กฐ ๋‹ฌ๋Ÿฌ์˜ ์ž๋ณธ ์‹œ์žฅ์„ ๋…์ ํ•˜๊ณ 
09:17
on the multi-trillion-dollar capital markets,
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09:20
and the nonprofit sector is starved for growth and risk and idea capital.
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๋น„์˜๋ฆฌ ์ง‘๋‹จ์€ ์„ฑ์žฅ, ์œ„ํ—˜ ๊ทธ๋ฆฌ๊ณ  ์•„์ด๋””์–ด ์ž๋ณธ์—
๊ตถ์ฃผ๋ฆฌ๊ฒŒ ๋ฉ๋‹ˆ๋‹ค.
์ด ๋‹ค์„ฏ๊ฐ€์ง€๋ฅผ ํ•จ๊ป˜ ๊ณ ๋ คํ•ด๋ณด๋ฉด, ๋‹น์‹ ์€ ๋ˆ์„ ์“ธ ์ˆ˜๊ฐ€ ์—†์Šต๋‹ˆ๋‹ค.
09:26
Well, you put those five things together --
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09:28
you can't use money to lure talent away from the for-profit sector;
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์˜๋ฆฌ๋‹จ์ฒด์˜ ๋Šฅ๋ ฅ์žˆ๋Š” ์‚ฌ๋žŒ์„ ์œ ์ธํ•˜๋Š” ๊ฒƒ ์กฐ์ฐจ์š”.
09:31
you can't advertise on anywhere near the scale
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์˜๋ฆฌ ๋‹จ์ฒด๊ฐ€ ์ƒˆ๋กœ์šด ๊ณ ๊ฐ๋“ค์„ ์œ ์น˜ํ•˜๋ ค๊ณ  ํ•˜๋Š” ์ˆ˜์ค€์˜
09:33
the for-profit sector does for new customers;
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๊ด‘๊ณ ๋ฅผ ์–ด๋””์—์„œ๋„ ํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
09:35
you can't take the kinds of risks in pursuit of those customers
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๊ณ ๊ฐ์„ ์ซ“๋Š” ์˜๋ฆฌ ๋‹จ์ฒด๊ฐ€ ๋ฌด๋ฆ…์“ฐ๋Š” ์œ„ํ—˜๋“ค์„
09:38
that the for-profit sector takes;
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๋น„์˜๋ฆฌ ๋‹จ์ฒด๋Š” ์ „ํ˜€ ๊ฐ์ˆ˜ํ•  ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
09:40
you don't have the same amount of time to find them as the for-profit sector;
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๋น„์˜๋ฆฌ ๋‹จ์ฒด๋Š” ์˜๋ฆฌ ๋‹จ์ฒด๊ฐ€ ๊ฐ€์ง€๋Š” ๋งŒํผ ์ถฉ๋ถ„ํ•œ ์‹œ๊ฐ„์„
๊ณ ๊ฐ์„ ์ฐพ๋Š”๋ฐ ์†Œ๋ชจํ•˜์ง€๋„ ๋ชปํ•ฉ๋‹ˆ๋‹ค.
๋‹น์‹ ์ด ๋Šฅ๋ ฅ์ด ์žˆ๋”๋ผ๋„ ์ด๊ฒƒ๋“ค ์ค‘
09:44
and you don't have a stock market with which to fund any of this,
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ํ•˜๋‚˜๋ผ๋„ ์ง€์›ํ•  ์ž๊ธˆ์„ ๋ชจ์œผ๋Š” ์ฃผ์‹์‹œ์žฅ๋„ ์—†์Šต๋‹ˆ๋‹ค.
09:47
even if you could do it in the first place --
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๊ทธ๋ ‡๋‹ค๋ฉด ๋‹น์‹ ์€ ๋น„์˜๋ฆฌ ๋ถ„์•ผ๋ฅผ
09:49
and you've just put the nonprofit sector
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๋ชจ๋“  ์ˆ˜์ค€์—์„œ ์˜๋ฆฌ ๋ถ„์•ผ๋ณด๋‹ค
09:51
at an extreme disadvantage to the for-profit sector,
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๊ทน๋‹จ์ ์œผ๋กœ ๋ถˆ๋ฆฌํ•œ ๊ณณ์— ๋‘๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
09:54
on every level.
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๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์ด๋ ‡๊ฒŒ ๋‹ค๋ฅด๊ฒŒ ์ ์šฉ๋˜๋Š” ๊ทœ์น™์˜ ํšจ๊ณผ์— ๋Œ€ํ•ด ์˜๊ตฌ์‹ฌ์„ ๊ฐ€์ง„๋‹ค๋ฉด
09:57
If we have any doubts about the effects of this separate rule book,
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10:00
this statistic is sobering:
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์ด ํ†ต๊ณ„๊ฐ€ ๋‹ต์„ ํ™•์‹คํžˆ ๋งํ•ด์ค„ ๊ฒ๋‹ˆ๋‹ค.
1970๋…„๋ถ€ํ„ฐ 2009๋…„ ๊นŒ์ง€
10:02
From 1970 to 2009,
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10:04
the number of nonprofits that really grew,
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์—ฐ์ˆ˜์ž… 5์ฒœ๋งŒ ๋‹ฌ๋Ÿฌ์˜ ๋ฒฝ์„ ๋„˜์–ด ์ •๋ง๋กœ ์ปค์ง„
๋น„์˜๋ฆฌ์ง‘๋‹จ์˜ ๊ฐฏ์ˆ˜๋Š”
10:07
that crossed the $50 million annual revenue barrier,
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10:10
is 144.
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144๊ฐœ ์ž…๋‹ˆ๋‹ค
10:12
In the same time, the number of for-profits that crossed it
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๋™์‹œ์—, ์ด ๊ฒฝ๊ณ„๋ฅผ ๋„˜์–ด์„  ์˜๋ฆฌ์ง‘๋‹จ์˜ ๊ฐฏ์ˆ˜๋Š”
46,136๊ฐœ์ž…๋‹ˆ๋‹ค
10:15
is 46,136.
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์šฐ๋ฆฌ๋Š” ๊ฑฐ๋Œ€ํ•œ ์‚ฌํšŒ์  ๋ฌธ์ œ๋“ค์„ ๋‹ค๋ฃจ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
10:18
So we're dealing with social problems that are massive in scale,
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10:21
and our organizations can't generate any scale.
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ํ•˜์ง€๋งŒ ๋น„์˜๋ฆฌ์กฐ์ง๋“ค์€ ์–ด๋– ํ•œ ๊ทœ๋ชจ์˜ ์„ฑ์žฅ๋„ ์ผ๊ถˆ๋‚ผ ์ˆ˜ ์—†์Šต๋‹ˆ๋‹ค.
10:23
All of the scale goes to Coca-Cola and Burger King.
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๋ชจ๋“  ๊ทœ๋ชจ์˜ ์‚ฐ๋ฌผ์€ ์ฝ”์นด์ฝœ๋ผ์™€ ๋ฒ„๊ฑฐํ‚น์ด ์ˆ˜ํ™•ํ•ฉ๋‹ˆ๋‹ค.
์™œ ์šฐ๋ฆฌ๋Š” ์ด๋Ÿฌํ•œ ๋ฐฉ์‹์œผ๋กœ ์ƒ๊ฐํ•˜๊ฒŒ ๋˜์—ˆ์„๊นŒ์š”?
10:28
So why do we think this way?
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์Œ, ๋ฏธ๊ตญ์—์„œ ๋Œ€๋ถ€๋ถ„์˜ ๋ฟŒ๋ฆฌ๋‚ด๋ฆฐ ๊ด€๋…๋“ค์€,
10:31
Well, like most fanatical dogma in America,
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10:35
these ideas come from old Puritan beliefs.
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์˜ค๋ž˜๋œ ์ฒญ๊ต๋„์ ์ธ ๋ฏฟ์Œ์œผ๋กœ๋ถ€ํ„ฐ ๋‚˜์˜ต๋‹ˆ๋‹ค.
10:38
The Puritans came here for religious reasons, or so they said,
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์ฒญ๊ต๋„์ธ์€ ์ข…๊ต์ ์ธ ์ด์œ ๋กœ ๋ฏธ๊ตญ์œผ๋กœ ์ด์ฃผํ•˜์˜€์ง€๋งŒ
10:41
but they also came here because they wanted to make a lot of money.
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๋˜ํ•œ ๋งŽ์€ ๋ˆ์„ ๋ฒŒ๊ธฐ์œ„ํ•ด์„œ๋„ ์—ฌ๊ธฐ์— ์™”์Šต๋‹ˆ๋‹ค.
10:45
They were pious people,
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๊ทธ๋“ค์€ ๊ฒฝ๊ฑดํ•˜๊ณ  ๋…์‹คํ•œ ์‚ฌ๋žŒ์ž…๋‹ˆ๋‹ค.
10:46
but they were also really aggressive capitalists,
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ํ•˜์ง€๋งŒ ์ •๋ง๋กœ ๊ณต๊ฒฉ์ ์ธ ์ž๋ณธ์ฃผ์˜์ž๋“ค ์ž…๋‹ˆ๋‹ค
10:49
and they were accused of extreme forms of profit-making tendencies,
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๋‹ค๋ฅธ ์‹๋ฏผ์ง€ ์ฃผ๋ฏผ๋“ค๊ณผ ๋น„๊ตํ•ด๋ณผ ๋•Œ์—
10:53
compared to the other colonists.
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๊ทน๋„์˜ ์ด์ต์„ ์ถ”๊ตฌํ•˜๋Š” ๊ฒฝํ–ฅ์ด ์žˆ๋‹ค๊ณ  ๋น„๋‚œ ๋ฐ›์•˜์—ˆ์Šต๋‹ˆ๋‹ค.
10:55
But at the same time, the Puritans were Calvinists,
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๊ทธ๋Ÿฌ๋‚˜ ๋™์‹œ์—, ์ฒญ๋„๊ต์ธ๋“ค์€ ์นผ๋ฑ…์ฃผ์˜์ž๋“ค์ด์—ˆ์Šต๋‹ˆ๋‹ค.
10:58
so they were taught literally to hate themselves.
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๊ทธ๋ž˜์„œ ๋ง ๊ทธ๋Œ€๋กœ ์ž์‹ ๋“ค์„ ๋ถ€๋„๋Ÿฌ์›Œ ํ•˜๋„๋ก ๊ต์œก๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
11:01
They were taught that self-interest was a raging sea
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์‚ฌ๋ฆฌ์‚ฌ์š•์€ ์ฑ™๊ธฐ๋Š” ๊ฒƒ์€ ์˜์›ํ•œ ์ง€์˜ฅ์‚ด์ด๋กœ ๊ฐ€๋Š”
11:04
that was a sure path to eternal damnation.
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๊ฐ€์žฅ ํ™•์‹คํ•œ ๊ธธ์ด๋ผ๊ณ  ๊ต์œก๋ฐ›์Šต๋‹ˆ๋‹ค.
11:07
This created a real problem for these people.
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์ด๋Ÿฐ ์‚ฌ์ƒ์ด ์ฒญ๊ต๋„์ธ๋“ค์—๊ฒŒ ํ˜„์‹ค์ ์ธ ๋ฌธ์ œ๋ฅผ ์•ผ๊ธฐํ–ˆ์Šต๋‹ˆ๋‹ค.
11:09
Here they've come all the way across the Atlantic to make all this money,
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๊ทธ๋“ค์€ ๋Œ€์„œ์–‘์„ ๊ฑด๋„ˆ ๋งŽ์€ ๋ˆ์„ ๋ฒŒ๊ธฐ์œ„ํ•ด ์ด ๊ณณ์— ์™”์Šต๋‹ˆ๋‹ค.
๊ทธ ๋ˆ์ด ๊ทธ๋“ค์„ ์ง€์˜ฅ์œผ๋กœ ์•ˆ๋‚ดํ•˜๊ธฐ๋„ ํ•˜์ง€์š”.
11:13
but making all this money will get you sent directly to Hell.
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11:16
What were they to do about this?
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์ด๋ฅผ ์œ„ํ•ด ๋ฌด์—‡์„ ํ–ˆ์„๊นŒ์š”?
11:18
Well, charity became their answer.
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๊ธฐ๋ถ€๊ฐ€ ๊ทธ๋“ค์˜ ์ตœ์„ ์ฑ…์ด์˜€์Šต๋‹ˆ๋‹ค.
11:20
It became this economic sanctuary,
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์ด ๊ฒƒ์ด ๊ฒฝ์ œ์  ์›์ฃ„์˜ ํ”ผ๋‚œ์ฒ˜๊ฐ€ ๋˜์—ˆ์Šต๋‹ˆ๋‹ค.
11:22
where they could do penance for their profit-making tendencies --
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1๋‹ฌ๋Ÿฌ๋‹น 5์„ผํŠธ๋ฅผ ๊ธฐ๋ถ€ํ•จ์œผ๋กœ์จ ๊ทธ๋“ค์˜ ์ด์ต์ถ”๊ตฌ์  ๊ฒฝํ–ฅ์„
์ฐธํšŒํ•  ์ˆ˜ ์žˆ๋Š” ์žฅ์†Œ๊ฐ€ ๋˜์—ˆ์ง€์š”.
11:26
at five cents on the dollar.
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11:29
So of course, how could you make money in charity
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์ž์„ ๊ธฐ๋ถ€๊ฐ€ ๋ˆ๋ฒ„๋Š” ๊ฒƒ์— ๋Œ€ํ•œ ์†์ฃ„ํ–‰์œ„๋ผ๋ฉด
11:31
if charity was your penance for making money?
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์ž์„ ๋‹จ์ฒด์—์„œ ์ผํ•˜๋Š” ์‚ฌ๋žŒ์ด ์–ด๋–ป๊ฒŒ ๋ˆ์„ ๋ฒŒ ์ˆ˜ ์žˆ๊ฒ ์Šต๋‹ˆ๊นŒ?
11:34
Financial incentive was exiled from the realm of helping others,
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์žฌ์ •์  ์žฅ๋ ค์ฑ…์€ ๋‚จ์„ ๋•๋Š” ์˜์—ญ์—์„œ๋Š” ์ถ”๋ฐฉ๋˜์—ˆ์ง€๋งŒ
11:38
so that it could thrive in the area of making money for yourself,
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์ž์‹ ์„ ์œ„ํ•ด์„œ ๋ˆ์„ ๋ฒ„๋Š” ์˜์—ญ์—์„œ๋Š” ๋ฒˆ์„ฑํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
11:41
and in 400 years, nothing has intervened
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๊ทธ๋ฆฌ๊ณ  400๋…„ ๋™์•ˆ, "์ด๋Ÿฐ ๋ฐฉ์‹์€ ๋น„์ƒ์‚ฐ์ ์ด๊ณ  ๋ถˆ๊ณตํ‰ํ•˜๋‹ค "
11:44
to say, "That's counterproductive and that's unfair."
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๋ผ๊ณ  ๋งํ•  ์–ด๋– ํ•œ ์กฐ์น˜๋„ ์ทจํ•ด์ง€์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค.
์ด ๊ด€๋…์€ ํ•˜๋‚˜์˜ ๋งค์šฐ ์œ„ํ—˜ํ•œ ์งˆ๋ฌธ์— ์˜ํ•ด์„œ ๊ฐ์‹œ๋˜๊ณ  ์žˆ๋Š”๋ฐ,
11:50
Now, this ideology gets policed by this one very dangerous question,
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11:54
which is, "What percentage of my donation goes to the cause versus overhead?"
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์ฆ‰ "๋‚ด ๊ธฐ๋ถ€์˜ ์–ผ๋งˆ๋‚˜ ๊ฐ„์ ‘๋น„์šฉ ๋Œ€์‹  ๋Œ€์˜๋ฅผ ์œ„ํ•ด์„œ ์“ฐ์—ฌ์ง€๊ณ  ์žˆ์Šต๋‹ˆ๊นŒ?"์ž…๋‹ˆ๋‹ค.
11:58
There are a lot of problems with this question.
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์ด๊ฒƒ์€ ์•„์ฃผ ๋งŽ์€ ๋ฌธ์ œ๋ฅผ ์•ผ๊ธฐํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
12:00
I'm going to just focus on two.
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์ €๋Š” ๋‘๊ฐ€์ง€์— ์ดˆ์ ์„ ๋งž์ถ”์–ด ์„ค๋ช…ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค.
12:02
First, it makes us think that overhead is a negative,
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์ฒซ์งธ๋กœ, ์ด๋Š” ๊ฐ„์ ‘๋น„์šฉ์ด ๋ถ€์ •์ ์ด๊ณ ,
12:06
that it is somehow not part of the cause.
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๋Œ€์˜์™€๋Š” ๋‹ค์†Œ ๊ด€๋ จ์ด ์—†๋Š” ๊ฒƒ์œผ๋กœ ์ƒ๊ฐํ•˜๊ฒŒ ํ•˜์ง€๋งŒ,
๊ฐ„์ ‘๋น„์šฉ์ด ์„ฑ์žฅ์„ ์œ„ํ•ด์„œ ์‚ฌ์šฉ๋œ๋‹ค๋ฉด ๊ทธ๊ฒƒ์€ ๋Œ€์˜์™€ ํฐ ๊ด€๋ จ์ด ์žˆ์Šต๋‹ˆ๋‹ค
12:10
But it absolutely is, especially if it's being used for growth.
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์ด ๊ด€๋…์€ ๊ฐ„์ ‘๋น„์šฉ์„
12:15
Now, this idea that overhead is somehow an enemy of the cause
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๋Œ€์˜์˜ ์ ์œผ๋กœ ๋‘”๊ฐ‘์‹œ์ผœ ๋ฒ„๋ฆฝ๋‹ˆ๋‹ค.
12:19
creates this second, much larger problem,
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๊ทธ๋ž˜์„œ ๋‘๋ฒˆ์งธ ๋” ํฐ ๋ฌธ์ œ๋ฅผ ์•ผ๊ธฐํ•˜์ฃ .
12:21
which is, it forces organizations to go without the overhead things
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๊ทธ๊ฒƒ์€ ๋ฐ”๋กœ ์ž์„ ๋‹จ์ฒด๋“ค์ด ๊ฐ„์ ‘๋น„๋ฅผ ๋‚ฎ์ถ”๋Š”๊ฒƒ์—๋งŒ ๋ชฐ๋‘ํ•˜์—ฌ
12:25
they really need to grow,
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์„ฑ์žฅ์— ๊ผญ ํ•„์š”ํ•œ ๋น„์šฉ์˜ ์ง€์ถœ ์—†์ด
12:27
in the interest of keeping overhead low.
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์šด์˜๋˜๊ฒŒ ํ•œ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:30
So we've all been taught that charities should spend
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๋” ์ ์€ ๋ˆ์„ ๊ธฐ๊ธˆ๋ชจ๊ธˆ์— ์‚ฌ์šฉํ•˜๋ฉด
12:32
as little as possible on overhead things like fundraising
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๋” ๋งŽ์€ ๋ˆ์ด ๋Œ€์˜๋ฅผ ์œ„ํ•ด ์“ฐ์—ฌ์งˆ ์ˆ˜ ์žˆ๋‹ค๋Š” ์ด๋ก  ์•„๋ž˜
12:35
under the theory that, well, the less money you spend on fundraising,
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์ž์„ ๋‹จ์ฒด๋“ค์ด ๊ฐ„์ ‘๋น„๋ฅผ ๊ฐ€๋Šฅํ•œ ์ ๊ฒŒ ์‚ฌ์šฉํ•˜๋„๋ก
12:38
the more money there is available for the cause.
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์šฐ๋ฆฌ๋Š” ์˜ค๋žซ๋™์•ˆ ๊ต์œก๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
12:42
Well, that's true if it's a depressing world
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์Œ, ๋งŒ์•ฝ ๊ทธ๊ฒƒ์ด ํŒŒ์ด๊ฐ€ ๋” ํฌ๊ฒŒ ๋งŒ๋“ค์–ด ์งˆ ์ˆ˜ ์—†๋Š”
12:44
in which this pie cannot be made any bigger.
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์šฐ์šธํ•œ ์„ธ๊ณ„๋ผ๋ฉด, ๊ทธ๊ฒƒ์€ ์ง„์‹ค์ž…๋‹ˆ๋‹ค.
ํ•˜์ง€๋งŒ ์ด์น˜์— ๋ถ€ํ•ฉํ•˜๋Š” ์„ธ์ƒ์ด๋ผ๋ฉด ๊ธฐ๊ธˆ๋ชจ๊ธˆ์— ํ•˜๋Š” ํˆฌ์ž๋Š”
12:48
But if it's a logical world in which investment in fundraising
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12:51
actually raises more funds and makes the pie bigger,
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์ „์ฒด ํŒŒ์ด๋ฅผ ๋” ํฌ๊ฒŒ ํ‚ค์šธ์ˆ˜ ์žˆ๋Š” ๋งŽ์€ ๋ˆ์„ ๋ฒŒ์–ด๋“ค์ผ ๊ฒƒ์ž…๋‹ˆ๋‹ค.
12:55
then we have it precisely backwards,
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๊ทธ๋Ÿผ ์ •ํ™•ํ•˜๊ฒŒ ๋ฐ˜๋Œ€๋กœ
12:57
and we should be investing more money, not less, in fundraising,
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๊ธฐ๊ธˆ ๋ชจ๊ธˆ์— ๋” ๋งŽ์€ ๋ˆ์„ ํˆฌ์žํ•˜์—ฌ์•ผ ํ•ฉ๋‹ˆ๋‹ค.
๊ทธ๋Ÿฌ๋ฉด ๊ธฐ๊ธˆ ๋ชจ๊ธˆ์€ ๊ทธํ† ๋ก ์ค‘์š”์‹œ ์—ฌ๊ธฐ๋Š”
13:00
because fundraising is the one thing
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13:02
that has the potential to multiply the amount of money
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๋Œ€์˜๋ฅผ ์œ„ํ•ด์„œ ์‚ฌ์šฉ๋˜๋Š” ์ด ๊ธฐ๊ธˆ์„ ์ฆ๋Œ€์‹œํ‚ฌ ์ˆ˜ ์žˆ๋Š”
์ž ์žฌ๋ ฅ์„ ๊ฐ€์ง€๋Š” ๊ฒƒ์ด๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
13:05
available for the cause that we care about so deeply.
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13:09
I'll give you two examples.
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๋‘๊ฐ€์ง€ ์˜ˆ๋ฅผ ๋ณด์—ฌ๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
13:11
We launched the AIDSRides
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์šฐ๋ฆฌ๋Š” ๋ชจํ—˜์ž๋ณธ์˜ 5๋งŒ๋‹ฌ๋Ÿฌ๋ฅผ ์ž๊ธˆ์œผ๋กœ ์—์ด์ฆˆ๋ผ์ด๋“œ(AIDSRides)๋ฅผ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
13:12
with an initial investment of 50,000 dollars in risk capital.
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13:15
Within nine years, we had multiplied that 1,982 times,
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๋‹จ 9๋…„๋งŒ์— ์ด ์ž๋ณธ์„ 1982๋ฐฐ ์ฆ๊ฐ€์‹œ์ผฐ๊ณ 
13:20
into 108 million dollars after all expenses, for AIDS services.
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์—์ด์ฆˆ ์„œ๋น„์Šค์— ํ•„์š”ํ•œ ๋ชจ๋“  ๋น„์šฉ์„ ์‚ฌ์šฉํ•˜๊ณ ๋„ 1์–ต8๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ๊ฐ€ ๋‚จ์•˜์Šต๋‹ˆ๋‹ค.
13:26
We launched the breast cancer three-days
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์šฐ๋ฆฌ๋Š” "์œ ๋ฐฉ์•”์˜ 3์ผ"์„ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค.
13:28
with an initial investment of 350,000 dollars in risk capital.
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๋ชจํ—˜์ž๋ณธ์˜ ๋‹จ 35๋งŒ๋‹ฌ๋Ÿฌ๋ฅผ ์ดˆ๊ธฐ ํˆฌ์ž๊ธˆ์œผ๋กœ
13:32
Within just five years, we had multiplied that 554 times,
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5๋…„๋งŒ์— ์šฐ๋ฆฌ๋Š” ์œ ๋ฐฉ์•” ์—ฐ๊ตฌ๋ฅผ ์œ„ํ•œ ๊ธฐ๊ธˆ์„
13:36
into 194 million dollars after all expenses,
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554๋ฐฐ, ์ฆ‰, 1์–ต9์ฒœ4๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ๋กœ ์ฆ๊ฐ€์‹œ์ผฐ์Šต๋‹ˆ๋‹ค.
13:40
for breast cancer research.
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์œ ๋ฐฉํ•จ ์—ฐ๊ตฌ์— ํ•„์š”ํ•œ ๋น„์šฉ์„ ์“ฐ๊ณ  ๋‚˜์„œ๋„์š”.
13:42
Now, if you were a philanthropist really interested in breast cancer,
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๋‹น์‹ ์ด ์ •๋ง๋กœ ์œ ๋ฐฉ์•”์— ๊ด€์‹ฌ์ด ์žˆ๋Š” ์ž์„ ์‚ฌ์—…๊ฐ€๋ผ๋ฉด,
13:45
what would make more sense:
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๋ฌด์—‡์ด ๋” ์ด์น˜์— ๋งž์Šต๋‹ˆ๊นŒ?
13:46
go out and find the most innovative researcher in the world
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๋ฐ–์œผ๋กœ ๋‚˜๊ฐ€ ์„ธ๊ณ„์—์„œ ๊ฐ€์žฅ ํ˜์‹ ์ ์ธ ์—ฐ๊ตฌ์ž๋ฅผ ์ฐพ์•„
13:50
and give her 350,000 dollars for research,
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์—ฐ๊ตฌ ์กฐ์‚ฌ ๊ธฐ๊ธˆ์œผ๋กœ 35๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ์ฃผ๊ฑฐ๋‚˜,
๊ทธ ์—ฐ๊ตฌ๊ฐ€์˜ ๊ธฐ๊ธˆ ํ˜•์„ฑ ์žฌ๋‹จ์— 35๋งŒ ๋‹ฌ๋Ÿฌ๋ฅผ ๊ธฐ๋ถ€ํ•˜์—ฌ
13:54
or give her fundraising department the 350,000 dollars
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13:57
to multiply it into 194 million dollars for breast cancer research?
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194์–ต๋งŒ์œผ๋กœ ๋ถˆ๋ ค์„œ ์œ ๋ฐฉ์•” ์—ฐ๊ตฌ์— ์‚ฌ์šฉํ•˜๋Š” ๊ฒƒ ์ค‘ ๋ฌด์—‡์„ ์„ ํƒํ•˜์‹œ๊ฒ ์Šต๋‹ˆ๊นŒ?
2002๋…„์€ ์šฐ๋ฆฌ์—๊ฒŒ ๊ฐ€์žฅ ์„ฑ๊ณต์ ์ธ ํ•ด์˜€์Šต๋‹ˆ๋‹ค.
14:03
2002 was our most successful year ever.
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์šฐ๋ฆฌ๋Š” ๊ทธ ํ•œํ•ด์—๋งŒ ์œ ๋ฐฉ์•” ๊ด€๋ จ ๊ธฐ๊ธˆ๋งŒ,
14:06
We netted for breast cancer alone, that year alone,
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14:09
71 million dollars after all expenses.
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7์ฒœ1๋ฐฑ๋งŒ ๋‹ฌ๋Ÿฌ์˜ ์ˆœ์ด์ต์„ ์˜ฌ๋ ธ์—ˆ์ฃ .
14:13
And then we went out of business,
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๊ทธ๋ฆฌ๊ณ  ๋‚˜์„œ ๋” ์ด์ƒ ์ง„ํ–‰ํ•  ์ˆ˜ ์—†์—ˆ์Šต๋‹ˆ๋‹ค.
14:15
suddenly and traumatically.
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๋„ˆ๋ฌด๋‚˜ ๊ธ‰์ž‘์Šค๋Ÿฝ๊ณ ๋„ ์ถฉ๊ฒฉ์ ์œผ๋กœ์š”.
14:18
Why? Well, the short story is, our sponsors split on us.
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์™œ ๊ทธ๋žฌ์„๊นŒ์š”? ์งง๊ฒŒ ๋งํ•˜์ž๋ฉด, ์Šคํฐ์„œ๊ฐ€ ์šฐ๋ฆฌ๋ฅผ ๋– ๋‚ฌ์Šต๋‹ˆ๋‹ค.
14:23
They wanted to distance themselves from us
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๊ทธ๋“ค์€ ์šฐ๋ฆฌ๋กœ๋ถ€ํ„ฐ ์ผ์ •๊ฑฐ๋ฆฌ๋ฅผ ๋‘๋ ค ํ–ˆ์Šต๋‹ˆ๋‹ค.
14:25
because we were being crucified in the media
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์™œ๋ƒํ•˜๋ฉด, ๋Œ€์ค‘๋งค์ฒด๊ฐ€ ์ €ํฌ๋ฅผ ๋น„๋‚œํ•˜๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
14:28
for investing 40 percent of the gross in recruitment
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์ธ์žฌ์ฑ„์šฉ๊ณผ ๊ณ ๊ฐ์„œ๋น„์Šค, ๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ์˜ ๋†€๋ผ์šด ๊ฒฝํ—˜์—
14:31
and customer service and the magic of the experience,
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์ด์ˆ˜์ต์˜ 40%๋ฅผ ํˆฌ์žํ•˜๊ณ  ์žˆ๋‹ค๋Š” ์ด์œ ๋กœ์š”.
ํšŒ๊ณ„๋ถ„์•ผ์˜ ์–ดํœ˜๋ฅผ ๊ฐ€์ง€๊ณ  ์•…๋งˆ๋ผ๊ณ  ๋”ฑ์ง€๊ฐ€ ๋ถ™์€ ๊ฐ„์ ‘๋น„๋ฅผ
14:35
and there is no accounting terminology to describe
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14:37
that kind of investment in growth and in the future,
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๋ฏธ๋ž˜์™€ ์„ฑ์žฅ์„ ์œ„ํ•œ ์ข…๋ฅ˜์˜ ํˆฌ์ž๋ผ๊ณ 
์„ค๋ช…ํ•  ๊ธธ์ด ์—†์—ˆ์Šต๋‹ˆ๋‹ค.
14:41
other than this demonic label of "overhead."
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๊ทธ๋ž˜์„œ ์–ด๋Š ๋‚ , 350๋ช…์˜ ์œ ๋Šฅํ•œ ์ง์›๋“ค์ด
14:46
So on one day, all 350 of our great employees
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14:51
lost their jobs ...
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ํ•˜๋ฃจ ์•„์นจ์— ์‹ค์งํ–ˆ์Šต๋‹ˆ๋‹ค.
14:55
because they were labeled "overhead."
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๊ทธ๋“ค์€ ๊ฐ„์ ‘๋น„์šฉ์ด๋ผ๊ณ  ์ด๋ฆ„ํ‘œ๊ฐ€ ๋ถ™์—ˆ๊ธฐ ๋•Œ๋ฌธ์ด์ฃ .
14:59
Our sponsor went and tried the events on their own.
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์šฐ๋ฆฌ์˜ ์Šคํฐ์„œ๋Š” ์Šค์Šค๋กœ ํ–‰์‚ฌ๋ฅผ ์กฐ์งํ•˜๊ณ  ์‹คํ–‰ํ–ˆ์Šต๋‹ˆ๋‹ค.
15:01
The overhead went up.
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๊ฐ„์ ‘๋น„์šฉ์€ ์˜คํžˆ๋ ค ๋” ๋Š˜์–ด๋‚ฌ์ฃ .
15:02
Net income for breast cancer research went down by 84 percent,
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ํ•˜์ง€๋งŒ ์œ ๋ฐฉ์•” ์—ฐ๊ตฌ๋ฅผ ์œ„ํ•œ ์ด ์ˆ˜์ž…์€ ์ค„์—ˆ์Šต๋‹ˆ๋‹ค.
84%๋‚˜ ๋ง์ด์ฃ . ์ฆ‰, 1๋…„๋งŒ์— 6์ฒœ๋งŒ ๋‹ฌ๋Ÿฌ๊ฐ€ ๊ฐ์†Œํ–ˆ์Šต๋‹ˆ๋‹ค.
15:06
or 60 million dollars, in one year.
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15:11
This is what happens when we confuse morality with frugality.
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์ด๊ฒƒ์ด ์šฐ๋ฆฌ๊ฐ€ ๋„๋•์„ฑ๊ณผ ๊ทผ๊ฒ€์ ˆ์•ฝ์„
ํ˜ผ๋™ํ•˜๋ฉด ๋ฐœ์ƒํ•˜๋Š” ์ผ์ž…๋‹ˆ๋‹ค.
15:18
We've all been taught that the bake sale with five percent overhead
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์šฐ๋ฆฌ๋Š” 5%์˜ ๊ฐ„์ ‘๋น„๋ฅผ ๊ฐ€์ง„ ๋นต ๋ฐ”์žํšŒ๊ฐ€ 40%์˜ ๊ฐ„์ ‘๋น„๋ฅผ ๊ฐ€์ง€๋Š”
15:21
is morally superior to the professional fundraising enterprise
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์ „๋ฌธ์ ์ธ ๊ธฐ๊ธˆ ์กฐ๋‹ฌ ํšŒ์‚ฌ๋ณด๋‹ค ๋„๋•์ ์œผ๋กœ ๋” ์˜ณ๋‹ค๊ณ  ๊ฐ€๋ฅด์นจ ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
15:24
with 40 percent overhead,
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15:26
but we're missing the most important piece of information, which is:
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ํ•˜์ง€๋งŒ, ์šฐ๋ฆฌ๋Š” ๊ฐ€์žฅ ์ค‘์š”ํ•œ ์ •๋ณด๋ฅผ ๋†“์น˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
๋ฐ”๋กœ '์ด ํŒŒ์ด์˜ ์‹ค์ œ ํฌ๊ธฐ๊ฐ€ ์–ผ๋งˆ์ธ๊ฐ€?' ์ž…๋‹ˆ๋‹ค.
15:29
What is the actual size of these pies?
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15:32
Who cares if the bake sale only has five percent overhead if it's tiny?
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๋งŒ์•ฝ ๋นต๋“ค์ด ๋งค์šฐ ์ž‘์€ ๊ฒƒ๋งŒ ์žˆ๋‹ค๋ฉด ๊ทธ๊ฒŒ 5%์˜ ๊ฐ„์ ‘๋น„๊ฐ€ ๋ฐœ์ƒํ•˜๋Š”์ง€ ๋ˆ„๊ฐ€ ์ƒ๊ด€ํ• ๊นŒ์š”?
15:37
What if the bake sale only netted 71 dollars for charity
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๋งŒ์•ฝ ๋นต ๋ฐ”์žํšŒ๊ฐ€ ๊ทœ๋ชจ์— ๋Œ€ํ•œ ํˆฌ์ž ์—†์ด
15:40
because it made no investment in its scale
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71๋‹ฌ๋Ÿฌ์˜ ์ด์ต์„ ๋‚ด๊ณ 
15:42
and the professional fundraising enterprise netted
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์ „๋ฌธ์ ์ธ ์ž๊ธˆ์กฐ๋‹ฌ ๊ธฐ์—…์ด ์ด์— ํˆฌ์žํ•˜์—ฌ ์ด 710์–ต ๋‹ฌ๋Ÿฌ๋ฅผ ๋ฒŒ์—ˆ๋‹ค๋ฉด
15:44
71 million dollars because it did?
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์–ด๋–ป๊ฒŒ ํ•˜์‹œ๊ฒ ์Šต๋‹ˆ๊นŒ?
15:47
Now which pie would we prefer,
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์ž, ์šฐ๋ฆฌ๋Š” ์–ด๋Š ํŒŒ์ด๋ฅผ ์„ ํ˜ธํ• ๊นŒ์š”?
15:49
and which pie do we think people who are hungry would prefer?
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๋ฐฐ๊ณ ํ”ˆ ์ด๋“ค์€ ์–ด๋Š ํŒŒ์ด๋ฅผ ๋” ์„ ํ˜ธํ• ๊นŒ์š”?
15:53
Here's how all of this impacts the big picture.
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๊ฑฐ์‹œ์ ์ธ ๊ด€์ ์—์„œ ์ด ๊ฒƒ์ด ์–ด๋–ค ์˜ํ–ฅ์„ ์ฃผ๋Š”์ง€ ๋ณด์—ฌ๋“œ๋ฆฌ๊ฒ ์Šต๋‹ˆ๋‹ค.
15:57
I said that charitable giving is two percent of GDP in the United States.
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๋ฏธ๊ตญ์˜ ์ด์ƒ์‚ฐ๋Ÿ‰์˜ 2%๊ฐ€ ์ž์„ ๊ธฐ๋ถ€๋ผ๊ณ  ์–ธ๊ธ‰ํ–ˆ์—ˆ๋Š”๋ฐ์š”.
16:00
That's about 300 billion dollars a year.
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์ด๊ฒƒ์€ ์ผ ๋…„์— ์•ฝ 3์ฒœ์–ต ๋‹ฌ๋Ÿฌ์ •๋„ ์ž…๋‹ˆ๋‹ค.
16:03
But only about 20 percent of that, or 60 billion dollars,
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ํ•˜์ง€๋งŒ ๊ทธ์ค‘์— ์•ฝ 20%, ์ฆ‰ 600์–ต ๋‹ฌ๋Ÿฌ ์ •๋„๋Š”
16:06
goes to health and human services causes.
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๊ฑด๊ฐ•๊ณผ ๋ณต์ง€์„œ๋น„์Šค๋ฅผ ์œ„ํ•œ ๋ชฉ์ ์œผ๋กœ ์‚ฌ์šฉ๋ฉ๋‹ˆ๋‹ค..
16:08
The rest goes to religion and higher education and hospitals,
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๋‚˜๋จธ์ง€ ์ข…๊ต์™€ ๊ณ ๋“ฑ๊ต์œก ๋ฐ ๋ณ‘์›์— ๋ณด๋‚ด์ง‘๋‹ˆ๋‹ค.
16:12
and that 60 billion dollars is not nearly enough
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ํ•˜์ง€๋งŒ 6๋ฐฑ์–ต ๋‹ฌ๋Ÿฌ๋Š” ์ด ๋ฌธ์ œ๋“ค์„ ํ•ด๊ฒฐํ•˜๊ธฐ ์œ„ํ•ด
16:15
to tackle these problems.
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์ „ํ˜€ ์ถฉ๋ถ„์น˜ ์•Š์Šต๋‹ˆ๋‹ค.
16:17
But if we could move charitable giving from two percent of GDP,
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ํ•˜์ง€๋งŒ ๋งŒ์•ฝ ์šฐ๋ฆฌ๊ฐ€ ๊ธฐ๋ถ€ ์•ก์ˆ˜๋ฅผ
๊ตญ๋‚ด์ด์ƒ์‚ฐ๋Ÿ‰์˜ 2%์—์„œ ํ•œ ๋‹จ๊ณ„ ์œ„,
16:21
up just one step to three percent of GDP, by investing in that growth,
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๊ทธ ์„ฑ์žฅ์— ํˆฌ์žํ•˜์—ฌ ๊ตญ๋‚ด์ด์ƒ์‚ฐ๋Ÿ‰์˜ 3%๊ฐ€ ๋˜๋ฉด
16:28
that would be an extra 150 billion dollars a year in contributions,
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์—ฐ 1500์–ต ๋‹ฌ๋Ÿฌ์˜ ์ถ”๊ฐ€์ด์ต์ด ์ƒ๊น๋‹ˆ๋‹ค.
16:32
and if that money could go disproportionately
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๊ทธ๋ฆฌ๊ณ  ๊ทธ ๋ˆ์ด ์ง‘์ค‘์ ์œผ๋กœ
16:35
to health and human services charities,
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๋ณด๊ฑด๊ณผ ์ธ์ ์„œ๋น„์Šค ๊ธฐ๋ถ€๋‹จ์ฒด์— ์ฃผ์–ด์ง„๋‹ค๋ฉด
16:36
because those were the ones we encouraged to invest in their growth,
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๊ทธ๋“ค์ด ์„ฑ์žฅ์— ํˆฌ์žํ•˜๋„๋ก ์œ ๋„ํ•œ ๋ถ„์•ผ์˜€๊ธฐ ๋•Œ๋ฌธ์—
๊ทธ ๋ถ„์•ผ์— ๊ธฐ๋ถ€๊ธˆ์€ 3๋ฐฐ๊ฐ€ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
16:40
that would represent a tripling of contributions to that sector.
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16:44
Now we're talking scale.
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์ด์ œ์•ผ ์šฐ๋ฆฌ๊ฐ€ ๊ทœ๋ชจ๋ฅผ ๋…ผํ•˜๊ฒŒ ๋˜๋„ค์š”.
์ด์ œ์•ผ ์ง„์ •ํ•œ ๋ณ€ํ™”๋ฅผ ์œ„ํ•œ ์ž ์žฌ๋ ฅ์— ๋Œ€ํ•ด์„œ ๋…ผ์˜ํ•˜๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค.
16:46
Now we're talking the potential for real change.
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16:49
But it's never going to happen by forcing these organizations
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ํ•˜์ง€๋งŒ ์ด ํ˜„์ƒ์€ ๊ธฐ๊ด€๋“ค์˜ ๊ฐ„์ ‘๋น„๋ฅผ ๋‚ฎ๊ฒŒ ์œ ์ง€ํ•œ๋‹ค๋Š”
์‚ฌ๊ธฐ๋ฅผ ๋–จ์–ด๋œจ๋ฆฌ๋Š” ๋ชฉํ‘œ๋ฅผ ์œ„ํ•ด ์ง€ํ‰์„ ์„ ๋‚ฎ์ถ”๋„๋ก ๊ฐ•์š”ํ•˜๋ฉด
16:52
to lower their horizons
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16:54
to the demoralizing objective of keeping their overhead low.
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๊ทœ๋ชจ์˜ ์ฆ๊ฐ€๋Š” ์ ˆ๋Œ€๋กœ ๋ฐœ์ƒํ•˜์ง€ ์•Š๊ฒ ์ฃ .
17:00
Our generation does not want its epitaph to read,
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์šฐ๋ฆฌ ์„ธ๋Œ€์˜ ๋น„๋ฌธ์ด ๋‹ค์Œ๊ณผ ๊ฐ™์ง€ ์•Š๊ธธ ๋ฐ”๋ž๋‹ˆ๋‹ค.
17:03
"We kept charity overhead low."
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"์šฐ๋ฆฌ๋Š” ๊ธฐ๋ถ€์˜ ๊ฐ„์ ‘๋น„์šฉ์„ ๋‚ฎ๊ฒŒ ์œ ์ง€ํ–ˆ๋‹ค."
17:05
(Laughter)
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(์›ƒ์Œ) (๋ฐ•์ˆ˜)
17:10
(Applause)
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17:14
We want it to read that we changed the world,
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์šฐ๋ฆฌ๋Š” ๋น„๋ฌธ์ด '์šฐ๋ฆฌ๋Š” ์„ธ๊ณ„๋ฅผ ๋ฐ”๊ฟ”๋†“์•˜๋‹ค.' ๊ธฐ๋ฅผ ๋ฐ”๋ผ์ฃ .
17:16
and that part of the way we did that
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ๊ฐ€ ๊ทธ๋ ‡๊ฒŒ ํ•  ์ˆ˜ ์žˆ์—ˆ๋˜ ๋ฐฉ์‹์€
17:18
was by changing the way we think about these things.
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์ด๋Ÿฌํ•œ ๊ฒƒ๋“ค์— ๋Œ€ํ•ด ์ƒ๊ฐํ•˜๋Š” ๋ฐฉ์‹์„ ๋ฐ”๊พธ๋ฉด์„œ ์ž…๋‹ˆ๋‹ค.
17:21
So the next time you're looking at a charity,
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๋”ฐ๋ผ์„œ ์—ฌ๋Ÿฌ๋ถ„์ด ๋‹ค์Œ์— ์ž์„ ๋‹จ์ฒด๋ฅผ ๋ณด๊ฒŒ ๋œ๋‹ค๋ฉด,
17:23
don't ask about the rate of their overhead.
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๊ธฐ๊ด€๋“ค์˜ ๊ฐ„์ ‘๋น„์šฉ์— ๋Œ€ํ•œ ๋น„์œจ์„ ๋ฌป์ง€ ๋งˆ์‹ญ์‹œ์˜ค.
17:25
Ask about the scale of their dreams,
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์˜คํžˆ๋ ค ๊ฟˆ์˜ ๊ทœ๋ชจ์— ๋Œ€ํ•œ ์งˆ๋ฌธ์„ ๋˜์ง€์„ธ์š”.
์ž์„ ๊ธฐ๊ด€๋“ค์˜ ์• ํ”Œ, ๊ตฌ๊ธ€, ์•„๋งˆ์กด ์ •๋„์˜ ๊ฟˆ ๋ง์ž…๋‹ˆ๋‹ค.
17:28
their Apple-, Google-, Amazon-scale dreams,
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17:31
how they measure their progress toward those dreams,
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๊ทธ๋“ค์€ ์–ด๋–ป๊ฒŒ ๊ทธ ๊ฟˆ์„ ํ–ฅํ•œ ์ง„ํ–‰ ์ƒํ™ฉ์„ ์–ด๋–ป๊ฒŒ ์ธก์ •ํ•˜๋Š”์ง€,
๊ทธ ๊ฟˆ์„ ์‹คํ˜„ํ•˜๋Š” ๋ฐ ์žˆ์–ด ํ•„์š”ํ•œ ๊ฒƒ๋“ค์ด ๋ฌด์—‡์ธ์ง€๋ฅผ ๋ฌผ์œผ์‹ญ์‹œ์˜ค.
17:34
and what resources they need to make them come true,
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17:36
regardless of what the overhead is.
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๊ฐ„์ ‘๋น„์šฉ์ด ์–ผ๋งˆ๋“ ์ง€ ๊ฐ„์—์š”.
17:38
Who cares what the overhead is
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์ด๋Ÿฐ ์‚ฌํšŒ์  ๋ฌธ์ œ๊ฐ€ ํ•ด๊ฒฐ์ด ๋œ๋‹ค๋ฉด ๋ˆ„๊ฐ€ ๊ฐ„์ ‘๋น„์šฉ์— ๋Œ€ํ•ด์„œ ์˜๊ตฌ์‹ฌ์„ ๊ฐ€์ง€๊ฒ ์Šต๋‹ˆ๊นŒ?
17:40
if these problems are actually getting solved?
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17:43
If we can have that kind of generosity --
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๋งŒ์•ฝ ์šฐ๋ฆฌ๊ฐ€ ๊ทธ ์ •๋„์˜ ์•„๋Ÿ‰์„ ๊ฐ€์งˆ ์ˆ˜ ์žˆ๋‹ค๋ฉด,
17:46
a generosity of thought --
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๋น„์˜๋ฆฌ ๋ถ„์•ผ๋Š” ์‚ฌํšŒ๊ฐ€ ๋ณ€ํ™”ํ•˜๋„๋ก ๊ฐ„์ ˆํžˆ ์›ํ•˜๋Š”
17:48
then the non-profit sector can play a massive role
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๋ชจ๋“  ์‹œ๋ฏผ๋“ค์„ ์œ„ํ•ด์„œ
17:51
in changing the world for all those citizens
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์„ธ์ƒ์„ ๋ณ€ํ™”์‹œํ‚ค๋Š”๋ฐ ํฐ ์—ญํ• ์„ ์ˆ˜ํ–‰ํ•  ๊ฒƒ ์ž…๋‹ˆ๋‹ค.
17:55
most desperately in need of it to change.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์ด ์šฐ๋ฆฌ์„ธ๋Œ€์˜ ์˜์›ํ•œ ์œ ์‚ฐ์ด ๋œ๋‹ค๋ฉด
18:01
And if that can be our generation's enduring legacy --
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18:05
that we took responsibility
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์ฆ‰, ์šฐ๋ฆฌ๊ฐ€ ์ฑ…์ž„์„ ์ง€๊ณ 
18:08
for the thinking that had been handed down to us,
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์˜›๋ถ€ํ„ฐ ์ด์–ด์˜ค๋Š” ๊ตฌํƒœ์˜ ์‚ฌ๊ณ  ๋ฐฉ์‹์— ๋Œ€ํ•ด
18:11
that we revisited it, we revised it,
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๊ฒ€ํ† ํ•˜๊ณ  ๊ฐœ์ •ํ•˜๊ณ 
18:14
and we reinvented the whole way humanity thinks about changing things,
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์ธ๊ฐ„์• ๊ฐ€ ๋ณ€ํ™”์— ๋Œ€ํ•ด์„œ ์ƒ๊ฐํ•˜๋Š” ๋ฐฉ์‹์„ ์™„์ „ํžˆ ์ƒˆ๋กญ๊ฒŒ ์žฌ์ฐฝ์กฐํ•œ๋‹ค๋ฉด
์˜์›ํžˆ ๋ชจ๋‘์—๊ฒŒ,
18:18
forever, for everyone --
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18:21
well, I thought I would let the kids sum up what that would be.
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์ด๊ฒƒ์˜ ๊ฒฐ๊ณผ๋Š” ์ €ํฌ ์•„์ด๋“ค์ด ๋งํ•ด์ค„ ๊ฒ๋‹ˆ๋‹ค.
18:26
Annalisa Smith-Pallotta: That would be
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์•„๋‚ ๋ฆฌ์‚ฌ ์Šค๋ฏธ์Šค-ํŒ”๋กœํƒ€: ๊ทธ๊ฒƒ์€
์„ธ์ด์ง€ ์Šค๋ฏธ์Šค-ํŒ”๋กœํƒ€: ์ง„์ •ํ•œ ์‚ฌํšŒ์ 
18:28
Sage Smith-Pallotta: a real social
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18:30
Rider Smith-Pallotta: innovation.
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๋ผ์ด๋” ์Šค๋ฏธ์Šค-ํŒ”๋กœํƒ€: ํ˜์‹ ์ด ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
18:32
Dan Pallotta: Thank you very much.
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๋Œ„ ํŒ”๋กœํƒ€: ์ •๋ง ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค. ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค.
18:34
Thank you.
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18:35
(Applause)
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(๋ฐ•์ˆ˜)
18:44
Thank you.
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๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค. (๋ฐ•์ˆ˜)
18:45
(Applause)
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์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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