Tim Brown urges designers to think big

694,325 views ・ 2009-09-30

TED


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Traducător: Adrian Fulias Corector: Laszlo Kereszturi
00:12
I'd like to talk a little bit this morning
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In acesta dimineata as dori sa vorbesc putin
00:14
about what happens if we move from design
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despre ceea ce se intampla daca trecem de la "design"
00:17
to design thinking.
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la "design thinking".
00:20
Now this rather old photo up there
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Poza acesta veche
00:22
is actually the first project I was ever hired to do,
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reprezinta de fapt primul proiect pe care am fost angajat sa il fac.
00:25
something like 25 years ago.
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Cam cu 25 de ani in urma.
00:27
It's a woodworking machine, or at least a piece of one,
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Este o masina de prelucreare a lemnului, sau cel putin o bucata dintr-una.
00:29
and my task was to
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Sarcina mea a fost
00:31
make this thing a little bit more modern,
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sa o fac un pic mai moderna,
00:33
a little bit easier to use.
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un pic mai usor de utilizat.
00:35
I thought, at the time, I did a pretty good job.
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Credeam, la acea vreme, ca am facut o treaba buna.
00:38
Unfortunately, not very long afterwards
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Din nefericire, nu la mult timp dupa
00:40
the company went out of business.
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compania a falimentat.
00:43
This is the second project that I did. It's a fax machine.
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Acesta este al doilea proiect pe care l-am facut. Un fax.
00:46
I put an attractive shell around some new technology.
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Am pus o carcasa atractiva in jurul unei tehnologii noi.
00:49
Again, 18 months later,
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Din nou, 18 luni mai tarziu,
00:51
the product was obsolete.
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proiectul a fost depasit, demodat.
00:53
And now, of course, the whole technology is obsolete.
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Iar acum, desigur, intreaga tehnologie este demodata.
00:58
Now, I'm a fairly slow learner,
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Invat destul de incet.
01:00
but eventually it occurred to me that
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Dar in cele din urma mi-am dat seama ca
01:02
maybe what passed for design
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ceea ce se intelegea prin design
01:04
wasn't all that important --
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nu era chiar asa de important --
01:06
making things more attractive,
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sa faci lucrurile mai atragatoare,
01:08
making them a bit easier to use,
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sa le faci un pic mai usor de utilizat,
01:10
making them more marketable.
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sa le faci mai vandabile.
01:13
By focusing on a design,
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Concentrandu-te pe un design,
01:15
maybe just a single product,
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poate doar pe un singur produs,
01:17
I was being incremental
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eram incremental
01:19
and not having much of an impact.
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si nu aveam cine stie ce impact.
01:23
But I think this small view of design
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Cred ca aceasta perspectiva mica a designului
01:25
is a relatively recent phenomenon,
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este un fenomen relativ recent,
01:27
and in fact really emerged
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si de fapt s-a ivit tocmai
01:29
in the latter half of the 20th century
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in ultima jumatate a secolului 20
01:31
as design became a tool of consumerism.
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pe masura ce designul a devenit o unealta a consumatorismului.
01:35
So when we talk about design today,
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Cand vorbim azi despre design,
01:37
and particularly when we read about it in the popular press,
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si in mod particular cand citim despre el in presa,
01:40
we're often talking about products like these.
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vorbim adesea despre astfel de produse.
01:42
Amusing? Yes. Desirable? Maybe.
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Amuzant? Da. De dorit? Poate.
01:45
Important? Not so very.
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Important? Nu chiar.
01:48
But this wasn't always the way.
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Dar lucrurile nu au stat intotdeauna asa.
01:50
And I'd like to suggest that if we take
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Si as vrea sa sugerez ca daca am avea
01:52
a different view of design,
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o alta perspectiva asupra design-ului
01:54
and focus less on the object
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si ne-am focusa mai putin asupra obiectului
01:57
and more on design thinking as an approach,
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si mai mult asupra "design thinking" ca abordare,
02:00
that we actually might see the result in a bigger impact.
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atunci am putea avea un impact mai mare.
02:05
Now this gentleman, Isambard Kingdom Brunel,
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Acest domn, Isambard Kingdom Brunel,
02:07
designed many great things in his career in the 19th century,
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a proiectat multe lucru marete de-a lungul carierei sale, in secolul 19,
02:11
including the Clifton suspension bridge in Bristol
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inclusiv podul suspendat Clifton din Bristol
02:15
and the Thames tunnel at Rotherhithe.
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si tunelul dedesubtul Tamisei de la Rotherhithe.
02:17
Both great designs and actually very innovative too.
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Ambele proiectari exceptionale si in acelasi timp foarte inovative.
02:22
His greatest creation
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Cea mai mareata creatie a sa
02:25
runs actually right through here in Oxford.
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trece defapt chiar pe aici in Oxford.
02:27
It's called the Great Western Railway.
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Este calea ferata Great Western.
02:30
And as a kid I grew up very close to here,
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Ca si copil am crescut foarte aproape de acest loc.
02:33
and one of my favorite things to do
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Si unul dintre lucrurile care imi placea sa le fac
02:35
was to cycle along by the side of the railway
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era sa merg cu bicicleta de-a lungul caii ferate
02:38
waiting for the great big express trains to roar past.
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asteptand ca trenul express sa treaca suierind.
02:41
You can see it represented here in J.M.W. Turner's painting,
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Puteti sa il vedeti reprezentat aici in pictura lui J.M.W. Turner,
02:43
"Rain, Steam and Speed".
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"Ploaia, Abur si Viteza"
02:46
Now, what Brunel said that he wanted to achieve for his passengers
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Ceea ce Brunel a spus ca vrea sa realizeze pentru pasagerii sai
02:50
was the experience of floating across the countryside.
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a fost experianta de a pluti de-a lungul peisajului.
02:55
Now, this was back in the 19th century.
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Aceasta se intampla in secolul 19.
02:57
And to do that meant creating the flattest gradients
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Si pentru aceasta a creat cea mai plata calea ferata
02:59
that had ever yet been made,
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care a fost facuta vreodata,
03:01
which meant building long viaducts across river valleys --
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ceea ce a insemnat crearea unor viaducte lungi peste vaile unor rauri --
03:04
this is actually the viaduct across the Thames at Maidenhead --
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acesta este de fapt viaductul peste Tamisa la Maidenhead --
03:08
and long tunnels such as the one at Box, in Wiltshire.
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si tunele lungi precum cel din Box, in Wiltshire.
03:14
But he didn't stop there. He didn't stop
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Dar nu s-a oprit aici. Nu s-a oprit
03:16
with just trying to design the best railway journey.
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doar la incercarea de a proiecta cea mai buna calatorie pe calea ferata.
03:19
He imagined an integrated transportation system
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El si-a imaginat un sistem integrat de transport
03:23
in which it would be possible for a passenger to embark
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in care sa fie posibil ca un pasager sa se imbarce
03:26
on a train in London
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intr-un tren in Londra
03:29
and disembark from a ship in New York.
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si sa debarce dintr-un vapor in New York.
03:32
One journey from London to New York.
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O singura calatorie de la Londra la New York.
03:36
This is the S.S. Great Western that he built
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Acesta este S.S. Great Western pe care l-a construit
03:38
to take care of the second half of that journey.
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pentru a rezolva a doua parte a calatoriei.
03:42
Now, Brunel was working 100 years before
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Brunel a lucrat cu 100 de ani inainte
03:44
the emergence of the design profession,
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de aparitia profesiei de designer/proiectant.
03:47
but I think he was using design thinking
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Dar cred ca avea acea gandire
03:50
to solve problems and to create world-changing innovations.
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de a rezolva probleme si de a creea inovatii care sa schimbe lumea.
03:55
Now, design thinking begins with what Roger Martin,
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Acum, "design thinking" a inceput cu ceea ce Roger Martin,
03:57
the business school professor at the University of Toronto,
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profesor de management la universitatea din Toronto,
04:00
calls integrative thinking.
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numeste gandire integrata.
04:02
And that's the ability to exploit opposing ideas
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Aceasta este abilitatea de a exploata ideei contradictorii
04:05
and opposing constraints
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si constrangeri opuse
04:07
to create new solutions.
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pentru a crea soluti noi.
04:09
In the case of design, that means
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In cazul designului, acesta inseamna
04:12
balancing desirability, what humans need,
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a balansa dezirabilitatea, ceea ce omul are nevoie,
04:16
with technical feasibility,
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cu fezabilitatea tehnica
04:18
and economic viability.
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si viabilitatea economica.
04:21
With innovations like the Great Western,
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Cu inovatii ca Great Western,
04:23
we can stretch that balance to the absolute limit.
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putem inclina balanta la maximum.
04:27
So somehow, we went from this to this.
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Oarecum, ne-am transformat din asta in asta.
04:34
Systems thinkers who were reinventing the world,
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Ganditori de sisteme care reinventau lumea,
04:37
to a priesthood of folks in black turtlenecks and designer glasses
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intr-o breasla de oameni in pulovere negre si ochelari de designer
04:42
working on small things.
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lucrand la lucruri marunte.
04:44
As our industrial society matured,
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Pe masura ce societatea noastra industriala s-a maturizat,
04:48
so design became a profession
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proiectarea a devenit o profesie
04:50
and it focused on an ever smaller canvas
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si s-a focusat pe lucruri tot mai mici
04:53
until it came to stand for aesthetics,
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pana cand a ajuns sa semnifice estetică
04:55
image and fashion.
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imagine si moda.
04:57
Now I'm not trying to throw stones here.
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Nu incerc sa arunc cu pietre.
05:00
I'm a fully paid-up member of that priesthood,
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Sunt un membreu deplin si mandru al acestei bresle
05:02
and somewhere in here I have my designer glasses.
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si undeva aici am si ochelarii mei de designer.
05:04
There we go.
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Uite-i aici.
05:07
But I do think that perhaps design
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Dar cred ca designul
05:09
is getting big again.
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devine din nou mare.
05:11
And that's happening through
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Si aceasta se intampla prin
05:14
the application of design thinking
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aplicarea gandirii de proiectarea ( design thinking )
05:16
to new kinds of problems --
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asupra unor noi tipuri de probleme --
05:18
to global warming, to education,
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incalzirea globala, educatia,
05:20
healthcare, security, clean water, whatever.
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sanatatea, securitatea, apa potabila, si altele.
05:24
And as we see this reemergence of design thinking
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Si pe masura ce vedem reaparitia acestei gandiri
05:27
and we see it beginning to tackle new kinds of problems,
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si vedem cum incepe sa atace noi tipuri de probleme,
05:30
there are some basic ideas that I think we can observe that are useful.
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sunt unele idei de baza pe care le putem observa si care sunt utile.
05:33
And I'd like to talk about some of those
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Si as vrea sa vorbesc desprea unele dintre acestea
05:35
just for the next few minutes.
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in urmatoarele cateva minute.
05:37
The first of those is that design is
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Prima idee este ca designul trebuie
05:39
human-centered.
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concentrat asupra omului.
05:42
It may integrate technology and economics,
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Poate sa intregreze tehnologie si economie,
05:44
but it starts with what humans need, or might need.
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dar incepe cu ceea ce omul are nevoie, sau s-ar putea sa aiba nevoie.
05:48
What makes life easier, more enjoyable?
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Ce ne face viata mai usoara, sau mai placuta?
05:50
What makes technology useful and usable?
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Ce face tehnologia sa fie folositoare si utilizabila?
05:54
But that is more than simply good ergonomics,
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Este mai mult decat pur si simplu ergonomia,
05:57
putting the buttons in the right place.
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amplasarea butoanelor la locul potrivit.
06:00
It's often about understanding culture and context
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Este adesea vorba despre intelegerea culturii si a contextului
06:03
before we even know where to start to have ideas.
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inainte de a incepe sa avem idei.
06:06
So when a team was working on a new vision screening program in India,
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De exemplu cand o echipa lucra la un nou program de examinare oculara in India,
06:10
they wanted to understand what the aspirations
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au mers sa inteleaga care sunt nazuintele
06:12
and motivations were of these school children
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si motivatile copiilor din scoli
06:15
to understand how they might play a role
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sa inteleaga cum ar putea juca un rol
06:17
in screening their parents.
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in examinarea parintilor.
06:22
Conversion Sound has developed a high quality,
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Conversia sunetului a dus la
06:24
ultra-low-cost digital hearing aid
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aparate de auz, foarte ieftine si de calitate inalta
06:27
for the developing world.
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pentru tarile in dezoltare.
06:29
Now, in the West we rely on highly trained technicians
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In Vest ne bazam pe tehnicieni bine pregatiti
06:33
to fit these hearing aids.
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sa regleze aceste aparate de auz.
06:35
In places like India, those technicians simply don't exist.
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In locuri ca India, acesti tehnicieni nu exista pur si simplu.
06:39
So it took a team working in India
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Astfel, o echipa care lucra in India
06:41
with patients and community health workers
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cu pacienti si asistenti sociali
06:43
to understand how a PDA
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a inteles ca un PDA
06:45
and an application on a PDA
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si o aplicatie pe un PDA
06:47
might replace those technicians
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ar putea sa inlocuiasca acesti tehnicieni
06:49
in a fitting and diagnostic service.
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in acest serviciu de reglare si diagnosticare.
06:52
Instead of starting with technology,
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In loc sa inceapa cu tehnologia,
06:54
the team started with people and culture.
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echipa a inceput cu oamenii si cultura.
06:57
So if human need is the place to start,
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Asadar, daca nevoia omului este locul de unde trebuie sa incepem,
07:00
then design thinking rapidly moves on to
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atunci gandirea de proiectare se muta rapid la
07:02
learning by making.
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a invata prin a face.
07:04
Instead of thinking about what to build,
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In loc sa gandim ce sa construim,
07:07
building in order to think.
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construim pentru a gandi.
07:10
Now, prototypes speed up the process of innovation,
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Prototipuri noi grabesc procesul de inovare.
07:13
because it is only when we put our ideas out into the world
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Pentru ca doar atunci cand ne materializam ideile
07:16
that we really start to understand their strengths and weaknesses.
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incepem sa le intelegem cu adevarat punctele tari si pe cele slabe.
07:19
And the faster we do that,
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Si cu cat facem aceasta mai rapid,
07:21
the faster our ideas evolve.
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cu atat ideile noastre evolueaza mai rapid.
07:24
Now, much has been said and written about
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Multe s-au spus si s-au scris despre
07:26
the Aravind Eye Institute in Madurai, India.
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institutul Aravind Eye din Madurai, India.
07:29
They do an incredible job of serving very poor patients
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Ei fac o munca incredibila in a ingriji pacienti foarte saraci
07:33
by taking the revenues from those who can afford to pay
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prin strangerea de venituri de la cei care isi permit sa plateasca
07:35
to cross-subsidize those who cannot.
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si subventionarea celor care nu pot.
07:39
Now, they are very efficient,
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Sunt foarte eficienti,
07:42
but they are also very innovative.
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dar sunt si foarte inovativi.
07:45
When I visited them a few years ago,
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Cand i-am vizitat cu cativa ani in urma,
07:48
what really impressed me was their willingness
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ceea ce m-a surprins a fost disponibilitatea lor
07:50
to prototype their ideas very early.
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de a prototipiza ideile foarte devreme.
07:52
This is the manufacturing facility
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Acesta este locul unde se fabrica
07:54
for one of their biggest cost breakthroughs.
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una dintre cele mai mari reusite a lor in ceea ce priveste reducerea consturilor.
07:56
They make their own intraocular lenses.
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Isi fabrica proprile lentile intraoculare.
07:59
These are the lenses that replace those
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Acestea sunt lentilele care le inlocuiesc pe cele
08:01
that are damaged by cataracts.
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care sunt afectate de cataracta.
08:03
And I think it's partly their prototyping mentality
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Eu cred ca intr-o oarecare masura este mentalitatea acestora de a prototipiza
08:07
that really allowed them to achieve the breakthrough.
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cea care le-a permis sa ajunga la acesta reusita.
08:09
Because they brought the cost down
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Au redus costurile
08:11
from $200 a pair,
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de la 200 de dolari perechea,
08:12
down to just $4 a pair.
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la doar 4 dolari perechea.
08:17
Partly they did this by instead of building
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Partial au realizat aceasta prin faptul ca nu au construit
08:19
a fancy new factory,
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o noua fabrica,
08:21
they used the basement of one of their hospitals.
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au folosit pivnita unuia dintre spitale.
08:25
And instead of installing the large-scale machines
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Si in loc sa instaleze niste masini mari
08:28
used by western producers,
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folosite de producatori occidentali,
08:30
they used low-cost CAD/CAM prototyping technology.
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au folosit tehnologie ieftina pentru prototipurile CAD/CAM.
08:34
They are now the biggest manufacturer of these lenses in the developing world
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Ei sunt acum cei mai mari producatori de lentile din lumea in curs de dezvoltate
08:38
and have recently moved into a custom factory.
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si s-au mutat recent intr-o fabrica speciala.
08:42
So if human need is the place to start,
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Asadar daca nevoia umana este punctul de pornire,
08:44
and prototyping, a vehicle for progress,
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si prototipizarea, un vehicul al progresului,
08:46
then there are also some questions to ask about the destination.
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atunci exista si unele intrebari care pot fi puse despre destinatie.
08:50
Instead of seeing its primary objective as consumption,
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In loc sa spunem ca obiectivul principal este consumul,
08:55
design thinking is beginning to explore the potential of participation --
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design thinking incepe sa exploreze potentialul de participare.
08:58
the shift from a passive relationship
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Trecerea de la relatia pasiva
09:01
between consumer and producer
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dintre consumator si producator
09:03
to the active engagement of everyone
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la implicarea activa a tuturor
09:05
in experiences that are meaningful,
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in experiente semnificative,
09:07
productive and profitable.
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productive si profitabile.
09:11
So I'd like to take the idea that Rory Sutherland talked about,
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As vrea sa iau ideea lui Rory Sutherland,
09:14
this notion that intangible things are worth perhaps more than physical things,
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aceasta notiune ca poate lucrurile intangibile valoreaza mai mult decat cele fizice,
09:17
and take that a little bit further and say that
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si sa o duc un pic mai departe si sa spun ca
09:19
I think the design of participatory systems,
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eu cred ca proiectarea sistemelor participative,
09:22
in which many more forms of value
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in care mai multe forme de valori
09:25
beyond simply cash
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pe langa bani
09:27
are both created and measured,
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sunt atat create cat si masurate,
09:30
is going to be the major theme, not only for design,
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vor fi o tema majora, nu doar pentru proiectare,
09:33
but also for our economy as we go forward.
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dar si pentru economia noastra pe masura ce mergem mai departe.
09:37
So William Beveridge, when he wrote the first of his famous reports in 1942,
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Asadar William Beveridge, cand si-a scris primul din faimoasele sale rapoarte in 1942,
09:41
created what became Britain's welfare state
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a creat ceea ce a devenit statul Britanic prosper
09:45
in which he hoped that every citizen
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in care el spera ca fiecare cetatean
09:48
would be an active participant
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va fi un participant activ
09:50
in their own social well-being.
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la propria bunastare sociala.
09:52
By the time he wrote his third report,
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Cand scria al treilea raport,
09:55
he confessed that he had failed
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a marturisit ca a dat gres
09:57
and instead had created a society of welfare consumers.
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si defapt a creat o societate de bunastare a consumatorilor
10:03
Hilary Cottam, Charlie Leadbeater,
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Hillary Cottam, Charlie Ledbetter,
10:05
and Hugo Manassei of Participle
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si Hugo Manassei de la "Participle"
10:07
have taken this idea of participation,
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au preluat aceasta idee a participatiunii,
10:10
and in their manifesto entitled Beveridge 4.0,
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si in manifestul lor intitulat Beveridge 4.0,
10:13
they are suggesting a framework
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sugereaza un framework (cadru de lucru)
10:15
for reinventing the welfare state.
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pentru reinventarea statului prosper.
10:18
So in one of their projects called Southwark Circle,
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Ca urmare in unul din proiectele lor denumite Southwark Circle,
10:20
they worked with residents in Southwark, South London
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au lucrat cu rezidenti din Southwark, sudul Londrei,
10:23
and a small team of designers
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si o mica echipa de designeri
10:25
to develop a new membership organization
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pentru a dezvolta o noua organizatie comunitara
10:29
to help the elderly with household tasks.
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pentru ajutorarea varstnicilor la sarcinile gospodaresti.
10:32
Designs were refined and developed
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Modelele au fost rafinate si dezvoltate
10:34
with 150 older people and their families
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cu 150 de varstnici si familile lor
10:37
before the service was launched earlier this year.
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inainte ca serviciul sa fie lansat in acest an.
10:42
We can take this idea of participation
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Putem duce aceasta idee a participarii
10:46
perhaps to its logical conclusion
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poate, la concluzia ei logica
10:48
and say that design may have its greatest impact
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si sa spunem ca proiectarea poate avea cel mai mare impact
10:50
when it's taken out of the hands of designers
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cand e luata din mainile proiectantilor
10:53
and put into the hands of everyone.
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si pusa in mainile fiecaruia.
10:56
Nurses and practitioners at U.S. healthcare system
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Asistentele si internisti de la sistemul de sanatate American
10:59
Kaiser Permanente
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Kaiser Permanente
11:01
study the topic of improving the patient experience,
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au studiat subiectul imbunatatirii experientei pacientilor.
11:06
and particularly focused on the way that they exchange knowledge
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Si s-au focusat in mod special pe modul in care schimba informatia
11:11
and change shift.
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si fac schimbul de tura.
11:14
Through a program of observational research,
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Printr-un program de cercetare observativa,
11:16
brainstorming new solutions and rapid prototyping,
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brainstorming de solutii noi si prototipizare/aplicare rapida,
11:19
they've developed a completely new way to change shift.
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au creat un mod complet nou de a schimba tura.
11:22
They went from retreating to the nurse's station
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Au trecut de la a se retrage in cabinetul asistentelor
11:26
to discuss the various states and needs of patients,
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pentru a discuta starea si nevoia pacientilor,
11:28
to developing a system that happened on the ward
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la creerea unui sistem care se intampla in salon
11:31
in front of patients, using a simple software tool.
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in fata pacientilor, folosind un program simplu.
11:34
By doing this they brought the time that they were away from patients
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Procedand astfel ei au redus timpul pe care il petreceau departe de pacienti
11:36
down from 40 minutes to 12 minutes, on average.
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de la 40 de minute la o medie de 12 minute.
11:40
They increased patient confidence and nurse happiness.
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Au sporit increderea pacientilor si buna dispozitie a asistentelor.
11:44
When you multiply that by all the nurses
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Cand multiplici acest lucru cu toate asistentele
11:46
in all the wards in 40 hospitals in the system,
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din toate saloanele din cele 40 de spitale din sistem,
11:49
it resulted, actually, in a pretty big impact.
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rezultatul este unul cu impact destul de mare.
11:51
And this is just one of thousands
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Si acesta este doar unul din miile
11:53
of opportunities in healthcare alone.
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de oportunitati doar in ceea ce priveste sanatate.
11:59
So these are just some of the kind of basic ideas
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Asadar acestea sunt doar cateva din ideile de baza
12:02
around design thinking
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din jurul design thinking
12:04
and some of the new kinds of projects
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si cateva din noile tipuri de proiecte
12:06
that they're being applied to.
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care se si aplica.
12:09
But I'd like to go back to Brunel here,
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Dar as vrea sa ma intorc la Brunel,
12:11
and suggest a connection that might explain why this is happening now,
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si sa sugerez o legatura care sa explice de ce acestea se intampla acum,
12:15
and maybe why design thinking is a useful tool.
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si de ce design thinking este o unealta utila.
12:20
And that connection is change.
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Legatura este schimbarea.
12:23
In times of change we need
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In vremuri schimbatoare avem nevoie
12:25
new alternatives, new ideas.
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de alternative noi, ideei noi.
12:29
Now, Brunel worked at the height of the Industrial Revolution,
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Brunel a lucrat in apogeul Revolutiei Industriale
12:31
when all of life and our economy
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cand toate vietile si economia noastra
12:33
was being reinvented.
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se reinventau.
12:35
Now the industrial systems of Brunel's time have run their course,
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Sistemele industriale de pe vremea lui Brunel se aproprie de sfarsit
12:39
and indeed they are part of the problem today.
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si intr-adevar azi fac parte din problema.
12:41
But, again, we are in the midst of massive change.
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Dar, din nou, suntem in mijlocul unor schimbari masive.
12:45
And that change is forcing us to question
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Si aceste schimbari ne forteaza sa punem sub semnul indoielii
12:48
quite fundamental aspects of our society --
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aspecte fundamentale ale societatii noastre --
12:50
how we keep ourselves healthy, how we govern ourselves,
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cum ne pastram sanatosi, cum ne guvernam singuri,
12:53
how we educate ourselves, how we keep ourselves secure.
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cum ne educam singuri, cum ne asiguram singuri securitatea.
12:57
And in these times of change, we need these new choices
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Si in aceste vremuri de schimbare, avem nevoie de aceste noi posibilitati
13:00
because our existing solutions are simply becoming obsolete.
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pentru ca solutiile existente sunt pur si simplu depasite.
13:05
So why design thinking?
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Asadar de ce design thinking?
13:07
Because it gives us a new way of tackling problems.
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Pentru ca ne da posibilitati noi de a adresa probleme.
13:10
Instead of defaulting to our normal convergent approach
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In locul abordarii noastre implicite, cea convergenta
13:15
where we make the best choice out of available alternatives,
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in care alegem cele mai bune decizi din alternativele disponibile,
13:19
it encourages us to take a divergent approach,
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ne incurajeaza sa avem o abordare divergenta,
13:22
to explore new alternatives, new solutions,
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sa exploram noi alternative, solutii noi,
13:24
new ideas that have not existed before.
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idei noi care nu au existat inainte.
13:28
But before we go through that process of divergence,
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Dar inainte de a trece prin acel proces de divergenta,
13:30
there is actually quite an important first step.
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exista un prim pas destul de important.
13:33
And that is, what is the question that we're trying to answer?
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Si acesta este, care este intrebarea la care incercam sa gasim raspunsul ?
13:36
What's the design brief?
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Care este rezumatul proiectarii?
13:38
Now Brunel may have asked a question like this,
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Este posibil ca Brunel sa-si fi pus o intrebare de genul acesta,
13:40
"How do I take a train from London to New York?"
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"Cum sa iau un tren de la Londra la New York?"
13:44
But what are the kinds of questions that we might ask today?
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Dar care sunt tipurile de intrebari care ni le putem pune astazi?
13:48
So these are some that we've been asked to think about recently.
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Asadar acestea sunt cateva din cele la care am fost rugati sa ne gandim recent.
13:54
And one in particular, is one that we're working on with the Acumen Fund,
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Si una anume, este cea la care am lucrat cu Acumen Fund,
13:57
in a project that's been funded by the Bill and Melinda Gates Foundation.
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intr-un proiect care era finantat de Fundatia Bill si Melinda Gates.
14:01
How might we improve access to safe drinking water
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Cum putem imbunatati accesul la apa potabila sigura
14:04
for the world's poorest people,
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pentru cei mai saraci oameni din lume,
14:06
and at the same time stimulate innovation
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si in acelasi timp sa stimulam inovatia
14:08
amongst local water providers?
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printre furnizorii locali de apa?
14:12
So instead of having a bunch of American designers
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Asadar in loc sa avem o adunatura de designeri americani
14:14
come up with new ideas that may or may not have been appropriate,
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care sa vina cu idei noi care s-ar putea sau nu sa fie potrivite,
14:17
we took a sort of more open, collaborative and participative approach.
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am avut o abordare mai deschisa, colaborativa si participativa.
14:21
We teamed designers and investment experts up with
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Am reunit proiectanti si investitori cu
14:24
11 water organizations across India.
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11 distribuitori de apa din India.
14:27
And through workshops they developed
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Si printr-o serie de workshop-uri au realizat
14:29
innovative new products, services, and business models.
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produse, servici si modele de afaceri inovative.
14:32
We hosted a competition
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Am gazduit o competitie
14:34
and then funded five of those organizations
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si pe urma am finantat cinci din aceste organizatii
14:36
to develop their ideas.
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pentru a-si realiza ideile.
14:38
So they developed and iterated these ideas.
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Asadar ei si-au dezvoltat si reiterat aceste idei.
14:40
And then IDEO and Acumen spent several weeks working with them
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Si pe urma IDEO si Acumen si-au petrecut cateva saptamani lucrand cu ei
14:43
to help design new social marketing campaigns,
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pentru a-i ajuta sa realizeze noi campanii sociale de marketing,
14:48
community outreach strategies, business models,
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strategii de intrajutorare a comunitatilor, modele de afaceri,
14:51
new water vessels for storing water
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recipiente noi pentru a stoca apa
14:53
and carts for delivering water.
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si carucioare pentru a o distribui.
14:56
Some of those ideas are just getting launched into the market.
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Unele dintre aceste idei sunt abia acum lansate pe piata.
14:58
And the same process is just getting underway
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Si acelasi proces este inceput
15:00
with NGOs in East Africa.
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cu ONG-uri in estul Africii.
15:03
So for me, this project shows
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Deci pentru mine, acest proiect arata
15:06
kind of how far we can go from
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oarecum, cat de departe putem merge
15:08
some of those sort of small things
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de la unele lucruri marunte
15:10
that I was working on
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la care eu lucram
15:12
at the beginning of my career.
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la inceputul carierei mele.
15:14
That by focusing on the needs of humans
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Ca, concentrandu-ne pe nevoile umane
15:18
and by using prototypes
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si folosind prototipurile
15:20
to move ideas along quickly,
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pentru a inainta rapid cu ideile,
15:22
by getting the process out of the hands of designers,
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prin acapararea procesului din mainile designerilor,
15:25
and by getting the active participation of the community,
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si obtinand participarea activa a comunitatii,
15:28
we can tackle bigger and more interesting questions.
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putem ataca intrebari mai mari si mai interesante.
15:31
And just like Brunel, by focusing on systems,
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Si asemenea lui Brunel, focusandu-ne pe sisteme,
15:34
we can have a bigger impact.
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putem avea un impact mai mare.
15:37
So that's one thing that we've been working on.
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Asadar acesta este un lucru la care lucram.
15:40
I'm actually really quite interested, and perhaps more interested
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Sunt de fapt foarte interesat , si poate chiar mai interesat
15:43
to know what this community thinks we could work on.
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sa stiu asupra caror lucruri crede aceasta comunitate ca putem lucra.
15:47
What kinds of questions do we think
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Ce tipuri de intrebari credeti
15:50
design thinking could be used to tackle?
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ca pot fi abordate folosind design thinking?
15:53
And if you've got any ideas
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Si daca aveti unele idei
15:55
then feel free, you can post them to Twitter.
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va rog, puteti sa le postati pe Twitter.
15:57
There is a hash tag there that you can use, #CBDQ.
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Exista acolo un "hash tag" pe care puteti sa-l folositi, #CBDQ.
16:00
And the list looked something like this a little while ago.
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Si aceasta lista arata cam asa, cu ceva timp in urma.
16:03
And of course you can search to find the questions that you're interested in
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Si desigur puteti sa cautati intrebarile care va intereseaza
16:07
by using the same hash code.
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folosind acelasi cod hash.
16:09
So I'd like to believe that design thinking
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Asadar as vrea sa cred ca design thinking
16:13
actually can make a difference,
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poate schimba lucrurile in bine,
16:15
that it can help create new ideas
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ca poate ajuta in crearea unor noi idei,
16:17
and new innovations,
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si inovatii,
16:19
beyond the latest High Street products.
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dincolo de produsele obisnuite.
16:21
To do that I think we have to take a more expansive view of design,
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Eu cred ca, pentru a face asta, trebuie sa avem o vedere mai expansiva a design-ului
16:25
more like Brunel, less a domain of a professional priesthood.
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mai mult asemenea lui Brunel, si mai putin a unui domeniu ce apartine unei bresle profesionale.
16:31
And the first step is to start asking the right questions.
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Si primul pas este sa incepem sa punem intrebarile potrivite.
16:34
Thank you very much.
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Va multumesc.
16:36
(Applause)
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(Aplauze)
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