Life lessons from an ad man | Rory Sutherland

451,054 views ・ 2009-10-14

TED


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Traducător: Maria Tancu Corector: Gabriel Aanicai
00:15
This is my first time at TED. Normally, as an advertising man,
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Este prima mea vizita la TED. Prima in calitate de om de publicitate
00:18
I actually speak at TED Evil, which is TED's secret sister
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De obicei, tin discursuri pentru Partea intunecata a TED, organizatia secreta infratita cu TED--
00:21
that pays all the bills.
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cea care ii plateste facturile.
00:24
It's held every two years in Burma.
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Se tine din doi in doi ani, in Burma.
00:27
And I particularly remember a really good speech
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Si imi aduc aminte un anume discurs,
00:30
by Kim Jong Il on how to get teens smoking again.
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a lui Kim Jong II despre cum sa-i convingem pe tineri sa fumeze din nou.
00:33
(Laughter)
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(rasete)
00:35
But, actually, it's suddenly come to me after years working in the business,
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Dar, intr-o buna zi, mi-am dat seama, dupa toti anii de munca in domeniu
00:37
that what we create in advertising,
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ca ceea ce noi cream in publicitate,
00:40
which is intangible value -- you might call it perceived value,
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o valoare intangibila -- puteti sa o numiti, daca doriti, valoare perceputa
00:42
you might call it badge value, subjective value,
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puteti sa ii ziceti valoare de eticheta, valoare subiectiva,
00:45
intangible value of some kind --
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orice fel de valoare intangibila --
00:47
gets rather a bad rap.
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are cel mai adesea o conotatie negativa
00:49
If you think about it, if you want to live in a world in the future
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Daca va ganditi bine, in viitor, lumea in care veti dori sa traiti
00:51
where there are fewer material goods, you basically have two choices.
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o lume in care bunurile materiale sunt rare, aveti la dispozitie doua optiuni.
00:55
You can either live in a world which is poorer,
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Puteti fie sa alegeti sa traiti intr-o lume mai saraca,
00:57
which people in general don't like.
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o varianta neplacuta pentru majoritatea oamenilor.
00:59
Or you can live in a world where actually intangible value
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fie sa traiti intr-o lume in care valoarea intangibila
01:02
constitutes a greater part of overall value,
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reprezinta un procent mai mare din valoarea totala,
01:06
that actually intangible value, in many ways
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am realizat ca de multe ori, valoare intangibila
01:08
is a very, very fine substitute
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reprezinta un inlocuitor foarte subtil
01:10
for using up labor or limited resources
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pentru a consuma munca sau resurse limitate
01:13
in the creation of things.
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pentru a crea lucruri tangibile.
01:15
Here is one example. This is a train which goes from London to Paris.
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Iata un exemplu. Acest tren face legatura dintre Londra la Paris.
01:18
The question was given to a bunch of engineers,
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Unor ingineri li s-a pus o intrebare,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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acum 15 ani, "Cum putem imbunatati calatoria la Paris?"
01:24
And they came up with a very good engineering solution,
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Iar ei au gasit o solutie inginereasca foarte eficienta
01:26
which was to spend six billion pounds
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care presupunea cheltuirea a sase miliarde de lire sterline
01:28
building completely new tracks
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pentru a construi o cale ferata complet noua
01:30
from London to the coast,
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de la Londra si pana pe coasta,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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scurtand astfel calatoria de trei ore si jumatate pana la Paris, cu aproximativ 40 de minute
01:36
Now, call me Mister Picky. I'm just an ad man ...
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Acum, numiti-ma Chibitul sef. Nu sunt decat un publicitar...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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... insa mi se pare o modalitate cel putin lipsita de imaginatie, de a imbunatati calatoria cu trenul
01:42
merely to make it shorter.
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incercand doar sa o faci mai scurta.
01:44
Now what is the hedonic opportunity cost
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Care ar mai fi cea mai buna alta metoda hedonistica
01:47
on spending six billion pounds on those railway tracks?
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de a cheltui 6 miliarde de lire pe acele sine de tren?
01:49
Here is my naive advertising man's suggestion.
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Iata naiva mea sugestie de om de publicitate.
01:52
What you should in fact do is employ all of the world's top male
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Ar trebui de fapt sa angajati cele mai
01:54
and female supermodels,
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celebre modele masculine si feminine din lume,
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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si sa le platiti sa serveasca Chateau Petrus gratuit
02:00
for the entire duration of the journey.
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pe intreaga durata a calatoriei.
02:02
(Laughter)
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(Rasete)
02:04
(Applause)
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(aplauze)
02:05
Now, you'll still have about three billion pounds left in change,
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In plus, veti mai ramane cu un maruntis de trei miliarde
02:09
and people will ask for the trains to be slowed down.
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iar oamenii va vor ruga sa mergeti mai incet.
02:12
(Laughter)
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(rasete)
02:13
Now, here is another naive advertising man's question again.
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Acum, iata o alta intrebare la fel de naiva a unui om de publicitate
02:17
And this shows that engineers,
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Iar acest lucru dovedeste ca inginerii,
02:19
medical people, scientific people,
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medicii, oamenii de stiinta,
02:21
have an obsession with solving the problems of reality,
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sunt obsedati de rezolvarea problemelor din viata reala,
02:24
when actually most problems, once you reach a basic level of wealth
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atunci cand majoritatea problemelor, o data ce este atins un anumit nivel de bunastare
02:27
in society, most problems are actually problems of perception.
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in cadrul societatii, majoritatea problemelor sunt de fapt probleme de perceptie.
02:30
So I'll ask you another question.
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Prin urmare, am sa va intreb altceva.
02:32
What on earth is wrong with placebos?
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Ce e asa rau la placebo?
02:34
They seem fantastic to me. They cost very little to develop.
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Mie mi se pare un lucru fantastic. Au un cost scazut de productie.
02:36
They work extraordinarily well.
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Functioneaza extraordinar de bine.
02:39
They have no side effects,
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Nu au efecte adverse,
02:41
or if they do, they're imaginary, so you can safely ignore them.
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sau daca au, sunt imaginare, asa ca sunteti in sigurata daca le ignorati.
02:43
(Laughter)
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(rasete)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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Prin urmare discutam despre. Iar pentru asta chiar am intrat pe blogul Marginal Revolution
02:47
by Tyler Cowen. I don't know if anybody knows it.
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scris de Tyler Cowen. Nu stiu daca stie cineva de el.
02:49
Someone was actually suggesting that you can take this concept further,
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Cineva propusese sa ducem acest concept mai departe,
02:52
and actually produce placebo education.
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si chiar sa producem educatie de tip placebo.
02:54
The point is that education doesn't actually work by teaching you things.
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Ideea este ca educatia nu te invata de fapt lucruri.
02:58
It actually works by giving you the impression
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Iti da mai degraba impresia ca da rezultate
03:00
that you've had a very good education, which gives you an insane sense
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ca ai primit o foarte buna educatie, care iti da un sentiment irational
03:02
of unwarranted self-confidence,
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de incredere fara margini in fortele proprii
03:04
which then makes you very, very successful in later life.
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care la randul lui, te ajuta foarte mult mai tarziu.
03:07
So, welcome to Oxford, ladies and gentlemen.
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Ei bine, doamnelor si domnilor, bine ati venit la Oxford.
03:10
(Laughter)
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(rasete)
03:12
(Applause)
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(aplauze)
03:13
But, actually, the point of placebo education is interesting.
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Dar, de fapt, ideea educatiei de tip placebo este interesanta.
03:16
How many problems of life can be solved
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Cate dintre problemele vietii nu pot fi rezolvate
03:18
actually by tinkering with perception,
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jucandu-ne cu perceptia oamenilor
03:20
rather than that tedious, hardworking and messy business
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mai degraba decat munca grea si obositoare
03:22
of actually trying to change reality?
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pe care o presupune schimbarea realitatii?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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Iata un exemplu excelent din istorie. Am auzit asta in legatura cu mai multi regi,
03:28
but doing a bit of historical research,
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dar dupa ce am facut un pic de cercetare istorica
03:30
it seems to be Fredrick the Great.
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se pare ca ii apartine lui Fredrick cel Mare.
03:32
Fredrick the Great of Prussia was very, very keen
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Fredrick cel Mare al Prusiei dorea din toata inima
03:34
for the Germans to adopt the potato and to eat it,
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sa ii convinga pe germani sa adopte cartoful in alimentatia lor.
03:37
because he realized that if you had two sources of carbohydrate,
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Deoarece realizaes ca daca ai doua surse de carbohidrati,
03:39
wheat and potatoes, you get less price volatility in bread.
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grane si cartofi, vei avea o volatilitate mai mica a pretului painii.
03:43
And you get a far lower risk of famine,
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scazand astfel riscul aparitiei foametei,
03:45
because you actually had two crops to fall back on, not one.
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pentru ca ai la dispozitie doua recolte pe care te poti baza, si nu una.
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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Singura problema este: daca stati sa va ganditi, cartofii nu arata foarte apetisanti.
03:50
And also, 18th century Prussians ate very, very few vegetables --
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iar prusacii din secolul al XVIII-lea mancau foarte putine legume --
03:54
rather like contemporary Scottish people.
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cam la fel ca scotienii din timpurile noastre.
03:56
(Laughter)
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(rasete)
03:58
So, actually, he tried making it compulsory.
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Prin urmare, a incercat sa ii oblige.
04:01
The Prussian peasantry said,
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Taranii Prusaci au spus,
04:03
"We can't even get the dogs to eat these damn things.
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"nici cainii nu vor sa manance nenorocirile astea"
04:05
They are absolutely disgusting and they're good for nothing."
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Sunt de-a dreptul dezgustatori si nu sunt buni de nimic."
04:07
There are even records of people being executed
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Exista chiar marturii cu privire la oameni care au fost executati
04:09
for refusing to grow potatoes.
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pentru ca au refuzat sa cultive cartofi.
04:11
So he tried plan B.
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Asa ca a incercat planul B.
04:13
He tried the marketing solution, which is he declared the potato
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A incercat varianta de marketing, in care a declarat cartoful
04:15
as a royal vegetable, and none but the royal family could consume it.
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o leguma regala. Si nimeni in afara de familia regala nu avea voie sa il consume.
04:18
And he planted it in a royal potato patch,
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Si l-a plantat in gradina regala de legume,
04:20
with guards who had instructions
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si a instruit garzile
04:22
to guard over it, night and day,
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sa vegheze, zi si noapte,
04:24
but with secret instructions not to guard it very well.
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dar cu instructiunile secrete sa nu vegheze prea bine.
04:27
(Laughter)
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(rasete)
04:28
Now, 18th century peasants know that there is one
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Acum, acesti tarani din secolul 18 stiu ce exista doar
04:30
pretty safe rule in life, which is if something is worth guarding,
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o regula destul de sigura in viata, si anume ca daca ceva e indeajuns de valoros sa fie pazit,
04:32
it's worth stealing.
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merita sa fie furat.
04:34
Before long, there was a massive underground
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Nu a durat mult sa se creeze o retea masiva de fermieri clandestini
04:36
potato-growing operation in Germany.
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care cultiva cartofi in Germania.
04:38
What he'd effectively done is he'd re-branded the potato.
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Ceea ce a realizat el, intr-un mod foarte eficient, a fost sa re-branduiasca cartoful.
04:42
It was an absolute masterpiece.
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A fost o capodopera.
04:44
I told this story and a gentleman from Turkey came up to me and said,
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Am povestit aceast episod iar un domn din Turcia a venit la mine si mi-a zis,
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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" Foarte, foarte bun marketer, Friderick cel Mare, asta. Dar nu se compara cu Ataturk."
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk, cam la fel ca si Nicolas Sarkozy,
04:52
was very keen to discourage the wearing of a veil,
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dorea foarte tare sa descurajeze utilizarea valului,
04:54
in Turkey, to modernize it.
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in Turcia, vroia sa o modernizeze.
04:56
Now, boring people would have just simply banned the veil.
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Acum, oamenii lipsiti de imaginatie ar fi interzis pur si simplu utilizarea valului pur si simplu.
04:59
But that would have ended up with a lot of awful kickback
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Dar asta ar fi creat foarte multe reactii negative
05:01
and a hell of a lot of resistance.
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si o foarte mare rezistenta.
05:03
Ataturk was a lateral thinker.
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Ataturk a folosit gandirea laterala.
05:05
He made it compulsory for prostitutes to wear the veil.
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El le-a obligat pe prostituate sa poarte valul.
05:08
(Laughter)
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(rasete)
05:13
(Applause)
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(aplauze)
05:15
I can't verify that fully, but it does not matter.
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Nu pot verifica asta in totalitate. Dar nu conteaza.
05:17
There is your environmental problem solved, by the way, guys:
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Asa se rezolva problema voastra de mediu, apropo, baieti:
05:19
All convicted child molesters
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Toti pedofilii care au cazier
05:21
have to drive a Porsche Cayenne.
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sa fie obligati sa conduca un Porche Cayenne.
05:23
(Laughter)
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(rasete)
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk si-a dat seama de fapt de doua lucruri fundamentale.
05:31
Which is that, actually, first one,
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Anume, o data,
05:33
all value is actually relative.
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toate valorile sunt relative.
05:36
All value is perceived value.
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Valoarea totala este cea perceputa.
05:38
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."
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Pentru cei care nu stiu Spaniola, "jugo de naranja"-- inseamna " suc de portocale" in spaniola.
05:40
Because actually it's not the dollar. It's actually the peso
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Pentru ca de fapt nu este dolarul. Este peso
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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in Buenos Aires. Comerciantii ambulanti inventivi din Buenos Aires
05:45
decided to practice price discrimination
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au decis sa practice discriminarea preturilor
05:47
to the detriment of any passing gringo tourists.
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in detrimentul oricarui calator "gringo"(jargon pentru cetatean SUA)
05:50
As an advertising man, I have to admire that.
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Ca un om de publicitate, trebuie sa admir asta.
05:52
But the first thing is that all value is subjective.
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Dar ceea ce ne arata in primul rand acest lucru este ca valoarea totala este subiectiva.
05:56
Second point is that persuasion is often better than compulsion.
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In al doilea rand, este mult mai bine sa convingi decat sa obligi.
05:59
These funny signs that flash your speed at you,
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Acele semne haioase care iti arata viteza cu care circuli,
06:01
some of the new ones, on the bottom right,
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unele dintre cele noi, in coltul din dreapta jos,
06:03
now actually show a smiley face or a frowny face,
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arata acum o fata zambareata sau o fata incruntata,
06:06
to act as an emotional trigger.
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care actioneaza ca un declansator emotional.
06:08
What's fascinating about these signs is they cost about 10 percent
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Ceea ce este fascinant in ceea ce le priveste este ca ele costa aproximativ 10%
06:10
of the running cost of a conventional speed camera,
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din costul de exploatare al unei camere conventionale.™
06:13
but they prevent twice as many accidents.
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Dar pot preveni de doua ori mai multe accidente.
06:15
So, the bizarre thing, which is baffling
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Asa ca, lucrul ciudat care lasa inmarmuriti
06:17
to conventional, classically trained economists,
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economistii obisnuiti, cu o pregatire teoretica clasica,
06:19
is that a weird little smiley face
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este ca o fata zambareata stranie
06:21
has a better effect on changing your behavior
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are un mai mare efect in a ne schimba comportamentul
06:23
than the threat of a £60 fine and three penalty points.
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decat amenintarea celor 60 de lire sau cele trei puncte de amenda.
06:28
Tiny little behavioral economics detail:
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Un mic detaliu de economie comportamentala:
06:30
in Italy, penalty points go backwards.
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In Italia, punctele de penalitate se calculeaza descrescator.
06:33
You start with 12 and they take them away.
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Incepi prin a avea 12 din care ulterior ti se scad.
06:35
Because they found that loss aversion
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Acest lucru se intampla deoarece s-a descoperit ca a pierde ceva
06:37
is a more powerful influence on people's behavior.
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are o influenta mai puternica asupra comportamentului oamenilor.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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In Anglia suntem tentati sa spunem, "Wow, am mai primit trei!"
06:42
Not so in Italy.
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In Italia se pare ca nu e cazul.
06:44
Another fantastic case of creating intangible value
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Un alt caz fantastic este cel al crearii valorii intangibile
06:47
to replace actual or material value, which remember, is what,
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sa inlocuiasca valoarea materiala sau actuala, care tineti minte, reprezinta
06:50
after all, the environmental movement needs to be about:
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pana la urma esenta miscarii de protectia mediului:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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Un alt exemplu ce vine din Prusia, de data asta din jurul lui 1812, 1813.
06:55
The wealthy Prussians, to help in the war against the French,
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Pentru a sprijini razboiul cu Franta, cei mai instariti dintre prusaci
06:58
were encouraged to give in all their jewelry.
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erau incurajati sa doneze toate bijuteriile lor.
07:00
And it was replaced with replica jewelry
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Care erau inlocuite cu imitatii
07:03
made of cast iron.
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ieftine, din fonta.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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Iata una: " Am dat aurul pentru fier, 1813."
07:09
The interesting thing is that for 50 years hence,
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Ce este interesat este ca pentru urmatorii 50 de ani
07:11
the highest status jewelry you could wear in Prussia
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cele mai valoroase bijuterii pe care puteai sa le porti in Prusia
07:13
wasn't made of gold or diamonds.
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nu erau facute din aur sau diamante.
07:15
It was made of cast iron.
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Erau facute din fier turnat.
07:17
Because actually, never mind the actual intrinsic value
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Aceasta deoarece nu mai era vorba aici de valoarea intrinseca
07:19
of having gold jewelry. This actually
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a posesiei bijuteriilor din aur. Era vorba de
07:21
had symbolic value, badge value.
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valoarea simbolica, simplul fapt de a purta acel obiect.
07:23
It said that your family had made a great sacrifice in the past.
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Dovedea ca familia ta facuse multe sacrificii in trecut.
07:26
So, the modern equivalent would of course be this.
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Asa ca, echivalentul modern ar fi evident acesta.
07:28
(Laughter)
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(rasete)
07:29
But, actually, there is a thing, just as there are Veblen goods,
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Dar, de fapt, este un lucru, asa cum sunt bunuri Veblen,
07:32
where the value of the good depends on it being expensive and rare --
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unde valoarea bunurilor depinde de cat de scumpe sau rare--
07:35
there are opposite kind of things
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exista lucruri opuse
07:37
where actually the value in them depends on them being
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unde de fapt valoarea lucrurilor depinde de faptul ca ele sunt
07:39
ubiquitous, classless and minimalistic.
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des intalnite, fara clasa, si minimaliste.
07:42
If you think about it, Shakerism was a proto-environmental movement.
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Daca te gandesti la asta, Shaker-ismul a fost o miscare care anticipa ecologismul.
07:45
Adam Smith talks about 18th century America,
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Adam Smith vorbeste despre America secolului 18
07:47
where the prohibition against visible displays of wealth was so great,
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unde afisarea bogatiei personale in public era aspru pedepsita,
07:51
it was almost a block in the economy in New England,
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devenind aproape o piedica in dezvoltarea economica din New England
07:53
because even wealthy farmers could find nothing to spend their money on
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deoarece chiar si cei mai instariti fermieri, nu aveau pe ce sa isi cheltuiasca banii,
07:56
without incurring the displeasure of their neighbors.
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fara ca acest lucru sa nu creeze antipatie din partea vecinilor.
07:59
It's perfectly possible to create these social pressures
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Aceste presiuni sociale sunt usor de creat
08:01
which lead to more egalitarian societies.
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si duc la aparitia unor societati unde egalitarianismul este mai pronuntat.
08:04
What's also interesting, if you look at products
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Interesant este ca daca va uitati la produsele
08:06
that have a high component
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care au o componenta ridicata
08:08
of what you might call messaging value,
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din ceea ce s-ar putea numi valoare a mesajului
08:10
a high component of intangible value, versus their intrinsic value:
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un procent mai mare al valorii intangible, in comparatie cu valoarea lor intrinseca:
08:13
They are often quite egalitarian.
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Sunt cel mai adesea egalitare.
08:16
In terms of dress, denim is perhaps the perfect example of something
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Denimul este un exemplu perfect in ceea ce priveste imbracamintea,
08:19
which replaces material value with symbolic value.
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de inlocuire a valorii materiale cu o valoare simbolica.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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Coca-Cola. S-ar putea ca o parte dintre domniile voastre sa fiti mai de stanga,
08:25
and you may not like the Coca-Cola company,
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si sa nu simpatizati cu compania Coca-Cola.
08:27
but it's worth remembering Andy Warhol's point about Coke.
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Dar merita sa ne aducem aminte de ce parere avea Andy Warhol despre Coca Cola.
08:29
What Warhol said about Coke is, he said,
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Referitor la Cola, Warhol spunea,
08:31
"What I really like about Coca-Cola is the president of the United States
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" Ceea ce imi place cu adevarat Coca-Cola este ca presedintele SUA
08:33
can't get a better Coke than the bum on the corner of the street."
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nu poate bea o Cola mai buna decat cea pe care o bea vagabondul la coltul strazii."
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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Daca va ganditi, de obicei, acest lucru ni se pare perfect normal --
08:39
it's actually a remarkable achievement,
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insa, in realitate este o realizare remarcabila,
08:41
to produce something that's that democratic.
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sa produci ceva atat de democratic.
08:44
Now, we basically have to change our views slightly.
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Ceea ce trebuie sa facem acum este sa ne schimbam putin punctul de vedere
08:47
There is a basic view that real value involves making things,
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Exista o parere generala ca valoarea reala implica creeare de lucruri,
08:50
involves labor. It involves engineering.
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implica munca. Implica munca de proiectare.
08:53
It involves limited raw materials.
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Implica o resurse brute limitate.
08:56
And that what we add on top is kind of false. It's a fake version.
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Iar ceea ce adaugam noi in plus, ar fi inutil. De fapt, aceasta idee este falsa.
08:59
And there is a reason for some suspicion and uncertainly about it.
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Si exista si un motiv cel putin pentru scepticism si retinere in aceasta privinta.
09:02
It patently veers toward propaganda.
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Se indreapta cu acte in regula catre propaganda.
09:05
However, what we do have now
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Cu toate acestea, ceea ce avem la dispozitie acum
09:07
is a much more variegated media ecosystem
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este un ecosistem media mult mai diversificat
09:10
in which to kind of create this kind of value, and it's much fairer.
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in care sa cream intr-un fel acest fel de valoare. Si este mult mai corect.
09:13
When I grew up, this was basically the media environment of my childhood
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Pe vremea mea, cam acesta era spatiul in care exista mass-media copilariei mele.
09:15
as translated into food.
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transpus in termeni culinari.
09:17
You had a monopoly supplier. On the left,
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Aveai un furnizor unic. La stanga
09:19
you have Rupert Murdoch, or the BBC.
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il aveai pe Rupert Murdoch, sau BBC-ul.
09:21
(Laughter)
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(rasete)
09:22
And on your right you have a dependent public
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Pe partea dreapta aveai un public dependent
09:24
which is pathetically grateful for anything you give it.
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care era jenant de recunoscator pentru orice ii ofereai.
09:27
(Laughter)
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(rasete)
09:29
Nowadays, the user is actually involved.
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In zilele noastre, utilizatorul a devenit implicat.
09:32
This is actually what's called, in the digital world, "user-generated content."
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Ceea ce noi numim, in era digitala, "continut generat de utilizator."
09:35
Although it's called agriculture in the world of food.
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Ceea ce din punctul de vedere al bucatariei, asta se numeste agricultura.
09:37
(Laughter)
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(rasete)
09:38
This is actually called a mash-up,
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Aceasta se numeste "mash-up",
09:40
where you take content that someone else has produced
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adica iei continutul creat de altcineva
09:42
and you do something new with it.
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si produci ceva nou cu el.
09:44
In the world of food we call it cooking.
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Din punctul de vedere al bucatariei, asta se numeste gatit.
09:47
This is food 2.0,
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Acesta este mancarea 2.0,
09:49
which is food you produce for the purpose of sharing it with other people.
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Adica, acel tip de mancare pe care o produci cu scopul de a o imparti ceilalti.
09:52
This is mobile food. British are very good at that.
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Aceasta este mancarea mobila. Englezii se pricep foarte bine la asta.
09:55
Fish and chips in newspaper, the Cornish Pasty,
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Peste si cartofi prajiti in ziar, "Cornish Pastie",
09:57
the pie, the sandwich.
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placinta, sandwich-urile.
09:59
We invented the whole lot of them.
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Noi le-am inventat pe toate.
10:01
We're not very good at food in general. Italians do great food,
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De obicei, nu suntem foarte priceputi la gatit. Italienii fac mancare excelenta,
10:03
but it's not very portable, generally.
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Dar aceasta nu este foarte portabila.
10:05
(Laughter)
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(rasete)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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Am aflat asta de curand. Earlul de Sandwich nu a inventat in realitate sandwichul.
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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Ceea ce a inventat el de fapt este painea prajita. Insa, Earlul Painii Prajite ar fi sunat caraghios.
10:15
(Laughter)
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(rasete)
10:16
Finally, we have contextual communication.
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La urma, avem comunicarea contextuala.
10:18
Now, the reason I show you Pernod -- it's only one example.
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Acum, motivul pentru care va arat Pernot -- acesta este doar unul dintre exemple.
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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Fiecare tara are o bautura alcoolica specifica. In Franta avem Pernod.
10:24
It tastes great within the borders of that country,
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Are un gust excelent in interiorul granitelor tarii respective.
10:26
but absolute shite if you take it anywhere else.
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Dar are un gust execrabil, daca il bei oriunde altundeva.
10:29
(Laughter)
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(rasete)
10:31
Unicum in Hungary, for example.
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In Ungaria avem Unicum.
10:33
The Greeks have actually managed to produce something called Retsina,
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Grecii au reusit sa produca ceva numit Retsina,
10:35
which even tastes shite when you're in Greece.
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care are gust groaznic chiar si cand esti in Grecia.
10:37
(Laughter)
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(rasete)
10:39
But so much communication now is contextual
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Insa, atat de mult din comunicarea din zilele noastre este contextuala
10:41
that the capacity for actually nudging people,
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incat capacitatea de a sensibiliza intr-adevar oamenii,
10:43
for giving them better information -- B.J. Fogg,
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sa le dea informatii mai bune -- B.J Fogg,
10:45
at the University of Stanford, makes the point
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de la universitatea Stanford, spune ca
10:47
that actually the mobile phone is --
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Ca telefonul mobil este in realitate --
10:49
He's invented the phrase, "persuasive technologies."
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El a inventat fraza" tehnologii persuasive."
10:51
He believes the mobile phone, by being location-specific,
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El credea ca telefonul mobil, prin capacitatea de a localiza,
10:54
contextual, timely and immediate,
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contextual, cronologic si imediat,
10:56
is simply the greatest persuasive technology device ever invented.
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reprezinta cea mai convingatoare tehnologie ce a putut fi inventata vreodata.
10:59
Now, if we have all these tools at our disposal,
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Acum, cu aceste unelte la dispozitia noastra,
11:01
we simply have to ask the question,
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trebuie doar sa ne punem intrebarea,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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la fel ca Thaler si Sunstein, cum putem sa le utilizam cat mai inteligent posibil.
11:06
I'll give you one example.
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Sa va dau un exemplu.
11:09
If you had a large red button of this kind, on the wall of your home,
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Daca ati avea un buton rosu mare de genul asta pe peretele de acasa.
11:11
and every time you pressed it, it saved 50 dollars for you,
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si de fiecare data cand l-ati apasa ati economisi 50 de dolari,
11:14
put 50 dollars into your pension,
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ati adauga 50 de dolari la fondul dumneavoastra de pensii,
11:16
you would save a lot more.
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ati economisi si altceva decat bani.
11:18
The reason is that the interface fundamentally determines
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Explicatia este ca interfata determina in mod fundamental
11:20
the behavior. Okay?
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comportamentul. Ok?
11:22
Now, marketing has done a very, very good job of creating
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Marketingul a reusit sa faca o treaba excelenta din a crea
11:25
opportunities for impulse buying.
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cele mai bune ocazii pentru cumparaturile sub impulsul momentului.
11:27
Yet we've never created the opportunity for impulse saving.
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Cu toate astea, nu am creat niciodata sansa pentru economisirea sub impulsul momentului.
11:31
If you did this, more people would save more.
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Daca ati face asta, mai multi oameni ar economisi mai mult.
11:34
It's simply a question of changing the interface
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Este doar o problema de modificare a interfetei
11:36
by which people make decisions,
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prin care oamenii isi iau deciziile.
11:38
and the very nature of the decisions changes.
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Astfel, insasi natura acestor decizii se modifica.
11:40
Obviously, I don't want people to do this,
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Evident, nu vreau ca oamenii sa faca asta,
11:42
because as an advertising man I tend to regard saving as just
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deoarece eu, in calitatea mea de om de publicitate, am tendinta de a considera economisirea ca fiind oar
11:44
consumerism needlessly postponed.
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manifestarea unui consumerism amanat fara motiv.
11:46
(Laughter)
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(rasete)
11:47
But if anybody did want to do that,
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Insa daca cineva ar dori sa faca acest lucru,
11:50
that's the kind of thing we need to be thinking about, actually:
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la lucruri de genul asta ar trebui de fapt sa ne gandim:
11:53
fundamental opportunities to change human behavior.
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sanse extraordinare de a schimba comportamentul uman.
11:55
Now, I've got an example here from Canada.
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Iata un exemplu de data asta, din Canada.
11:58
There was a young intern at Ogilvy Canada
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Este vorba despre un tanar intern, de la Ogilvy Canada
12:01
called Hunter Somerville,
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pe numele lui Hunter Somerville,
12:03
who was working in improv in Toronto,
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si care lucra in artist improvizator, in Toronto
12:05
and got a part-time job in advertising,
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si a obtinut un post part-time in publicitate.
12:07
and was given the job of advertising Shreddies.
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primind astfel sarcina de a face reclama la Shreddies.
12:10
Now this is the most perfect case of creating
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Aici este vorba despre cel mai bun exemplu de creare
12:12
intangible, added value,
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de valoare adaugata intangibila,
12:14
without changing the product in the slightest.
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fara a schimba catusi de putin produsul.
12:17
Shreddies is a strange, square, whole-grain cereal,
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Schreddies este un fel ciudat de cereale, din grau integral,
12:20
only available in New Zealand, Canada and Britain.
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care se gasesc doar in Noua Zeelanda, Canada si Anglia.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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Este modul inedit al companiei Kraft de a isi arata loialitatea fata de coroana.
12:27
(Laughter)
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(rasete)
12:30
In working out how you could re-launch Shreddies,
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Incercand sa se gandeasca la modul de relansare al Shreddies,
12:33
he came up with this.
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i-a venit urmatoarea idee.
12:42
Video: (Buzzer)
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Video:(sonor)
12:48
Man: Shreddies is supposed to be square.
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Barbatul: Este normal ca Shreddies sa fie patrate.
12:51
(Laughter)
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(rasete)
12:52
Woman: Have any of these diamond shapes gone out?
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Femeia: Cand nu au fost la moda modelele in forma de diamant?
12:55
(Laughter)
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(rasete)
12:57
Voiceover: New Diamond Shreddies cereal.
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Vocea de fundal: Noile cereale Shreddies in forma de diamant.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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Aceleasi cereale 100% integrale in forma delicioasa de diamant.
13:02
(Applause)
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(aplauze)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Shuterland: Spuneti-mi ca nu este cel mai bun exemplu
13:08
of intangible value creation. All it requires is
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de creare de valoare intangibila. A fost nevoie doar
13:10
photons, neurons, and a great idea to create this thing.
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de fotoni, neuroni si o idee buna pentru a crea acest lucru.
13:13
I would say it's a work of genius.
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As spune ca este munca unui geniu.
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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Dar bineinteles ca astfel de lucruri nu pot fi create fara un pic de cercetare a pietei.
13:18
Man: So, Shreddies is actually producing a new product,
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Barbatul: Asadar, Shreddies chiar lanseaza un produs nou,
13:21
which is something very exciting for them.
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lucru care creeaza foarte mare entuziasm.
13:24
So they are introducing new Diamond Shreddies.
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Astfel incat introduc pe piata noile Diamante Shreddies.
13:27
(Laughter)
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(rasete)
13:32
So I just want to get your first impressions when you see that,
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Vreau doar sa vad cum reactionati cand vedeti asta,
13:34
when you see the Diamond Shreddies box there.
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cand vedeti cutia de Diamante Shreddies de acolo.
13:37
(Laughter)
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(rasete)
13:38
Woman: Weren't they square?
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Femeia: Nu erau patrate?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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Femeia 2: Nu stiu ce sa zic. Femeia 3: Mie mi se par patrate.
13:42
Man: They -- Yeah, it's all in the appearance.
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Omul: Ele -- Da, totul sta in aspect.
13:44
But it's kind of like flipping a six or a nine. Like a six,
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Dar este la fel ca si cum ai rasturna un sase si ai obtine un noua sau invers.
13:48
if you flip it over it looks like a nine.
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Daca il intorci invers, arata ca un noua.
13:50
But a six is very different from a nine.
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Dar un sase difera foarte mult de un noua.
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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Femeia 3: Sau un "m" si un 'w". Barbatul: Da, da, un "m" si un "w".
13:54
Man #2: [unclear]
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Barbatul 2: (ininteligibil)
13:56
You just looked like you turned it on its end. But when you see it like that
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Arata ca si cum l-ai fi intors pe dos. Dar cand il vezi din pozitia asta
13:59
it's more interesting looking.
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arata mult mai interesant.
14:01
Man: Just try both of them.
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Barbatul: Incercati-le pe amandoua.
14:03
Take a square one there, first.
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Luati intai una din asta patrata, de acolo.
14:06
(Laughter)
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(rasete)
14:18
Man: Which one did you prefer? Man #2: The first one.
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Barbatul: Pe care o preferati? Barbatul 2: Pe prima.
14:20
Man: The first one?
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Barbatul: Prima?
14:22
(Laughter)
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(rasete)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland: Acum, natural, a pornit o dezbatere.
14:28
There were conservative elements in Canada, unsurprisingly,
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Normal, exista cateva elemente conservatoare in Canada,
14:31
who actually resented this intrusion.
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care au perceput in sens negativ aceasta intruziune.
14:33
So, eventually, the manufacturers actually
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Astfel incat, producatorii chiar
14:35
arrived at a compromise, which was the combo pack.
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au trebuit sa faca un compromis, adica pachetul combinat.
14:38
(Laughter)
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(rasete)
14:40
(Applause)
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(aplauze)
14:49
(Laughter)
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(rasete)
14:54
If you think it's funny, bear in mind there is an organization called
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Daca vi se pare amuzant, retineti ca exista o institutie numita
14:57
the American Institute of Wine Economics,
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Institutul American de Studii Economice cu privire la vin,
15:00
which actually does extensive research into perception of things,
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si care chiar studiaza in profunzime felul in care sunt percepute produsele,
15:02
and discovers that except for among
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iar ei au descoperit ca in afara de
15:04
perhaps five or ten percent of the most knowledgeable people,
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probabil doar 5 sau 10 reprezentand cunoscatorii,
15:07
there is no correlation between quality and enjoyment
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nu exista nici o corelatie intre calitatea si gradul de satisfactie
15:09
in wine,
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in ceea ce priveste vinul,
15:11
except when you tell the people how expensive it is,
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cu exceptia cazului in care le spui oamenilor cat de mult costa,
15:13
in which case they tend to enjoy the more expensive stuff more.
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caz in care acestia au tendinta de a consuma vinul mai scump.
15:16
So drink your wine blind in the future.
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Asa ca beti-va vinul legati la ochi in viitor.
15:19
But this is both hysterically funny --
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Dar acest lucru este extrem de ilar --
15:21
but I think an important philosophical point,
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insa cred ca dovedeste si un argument filozofic,
15:23
which is, going forward, we need more of this kind of value.
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anume, ca progresand, trebuie sa ne gandim si la acest tip de valoare.
15:26
We need to spend more time appreciating what already exists,
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Trebuie sa ne petrecem timpul mai mult punand pret pe ceea ce exista deja,
15:29
and less time agonizing over what else we can do.
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si mai putin timp framantandu-ne cu privire la ceea ce putem face.
15:31
Two quotations to more or less end with.
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Doua citate si voi incheia, cred.
15:33
One of them is, "Poetry is when you make new things
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Unul dintre ele este:" Poezie este atunci cand faci ca lucrurile noi sa para
15:35
familiar and familiar things new."
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familiare iar lucrurile familiare sa para noi."
15:37
Which isn't a bad definition of what our job is,
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Ceea ce nu e o descriere gresita a ceea ce inseamna munca noastra in realitate,
15:40
to help people appreciate what is unfamiliar, but also
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sa ii ajutam pe oameni sa aprecieze necunoscutul, dar in aceeasi masura
15:42
to gain a greater appreciation, and place a far higher value on
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sa ii invatam sa aprecieze intr-o masura mai mare, si sa puna mai mult pret
15:46
those things which are already existing.
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pe lucrurile care exista deja.
15:48
There is some evidence, by the way, that things like social networking help do that.
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Apropo, exista dovezi ca lucruri precum retelele sociale ne pot ajuta sa facem asta.
15:51
Because they help people share news.
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Deoarece acestea ii ajuta pe oameni sa dea mai usor mai departe stirile.
15:53
They give badge value to everyday little trivial activities.
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Ele dau o valoare de expunere pentru activitatile cotidiene, obisnuite.
15:57
So they actually reduce the need for actually spending great money on display,
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Ele reduc astfel nevoia oamenilor de a investi mai multi bani in aparente,
16:00
and increase the kind of third-party
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si marind acel tip de
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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de satisfactie exterioara, pe care o poti obtine de la cele mai mici, cele mai marunte lucruri in viata. Ceea ce este fantastic.
16:06
The second one is the second G.K. Chesterton quote of this session,
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Al doilea este si cel de al doilea citat din G.K. Chesterton din aceasta prezentare,
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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si anume, " Pierim din dorinta de uimire, nu pentru dorinta de minuni,"
16:12
which I think for anybody involved in technology, is perfectly true.
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ceea ce, cred eu, se aplica pentru oricine este implicat in domeniul tehnologiei.
16:15
And a final thing: When you place a value on things like health,
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Si un ultim lucru: Cand pui pret pe lucruri precum sanatatea,
16:17
love, sex and other things,
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iubirea, sexul si altele,
16:19
and learn to place a material value
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si inveti sa pui un pret material
16:21
on what you've previously discounted
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pe ceea ce desconsiderai inainte
16:23
for being merely intangible, a thing not seen,
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ca fiind intangibil, imposibil de observat,
16:26
you realize you're much, much wealthier than you ever imagined.
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iti dai seama ca esti mult mai bogat decat ti-ai imaginat vreodata.
16:29
Thank you very much indeed.
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Va multumesc foarte mult.
16:31
(Applause)
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(aplauze)
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