Life lessons from an ad man | Rory Sutherland

449,345 views ・ 2009-10-14

TED


Vă rugăm să faceți dublu clic pe subtitrările în limba engleză de mai jos pentru a reda videoclipul.

Traducător: Maria Tancu Corector: Gabriel Aanicai
00:15
This is my first time at TED. Normally, as an advertising man,
0
15260
3000
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
1
18260
3000
De obicei, tin discursuri pentru Partea intunecata a TED, organizatia secreta infratita cu TED--
00:21
that pays all the bills.
2
21260
3000
cea care ii plateste facturile.
00:24
It's held every two years in Burma.
3
24260
3000
Se tine din doi in doi ani, in Burma.
00:27
And I particularly remember a really good speech
4
27260
3000
Si imi aduc aminte un anume discurs,
00:30
by Kim Jong Il on how to get teens smoking again.
5
30260
3000
a lui Kim Jong II despre cum sa-i convingem pe tineri sa fumeze din nou.
00:33
(Laughter)
6
33260
2000
(rasete)
00:35
But, actually, it's suddenly come to me after years working in the business,
7
35260
2000
Dar, intr-o buna zi, mi-am dat seama, dupa toti anii de munca in domeniu
00:37
that what we create in advertising,
8
37260
3000
ca ceea ce noi cream in publicitate,
00:40
which is intangible value -- you might call it perceived value,
9
40260
2000
o valoare intangibila -- puteti sa o numiti, daca doriti, valoare perceputa
00:42
you might call it badge value, subjective value,
10
42260
3000
puteti sa ii ziceti valoare de eticheta, valoare subiectiva,
00:45
intangible value of some kind --
11
45260
2000
orice fel de valoare intangibila --
00:47
gets rather a bad rap.
12
47260
2000
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
13
49260
2000
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.
14
51260
4000
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,
15
55260
2000
Puteti fie sa alegeti sa traiti intr-o lume mai saraca,
00:57
which people in general don't like.
16
57260
2000
o varianta neplacuta pentru majoritatea oamenilor.
00:59
Or you can live in a world where actually intangible value
17
59260
3000
fie sa traiti intr-o lume in care valoarea intangibila
01:02
constitutes a greater part of overall value,
18
62260
4000
reprezinta un procent mai mare din valoarea totala,
01:06
that actually intangible value, in many ways
19
66260
2000
am realizat ca de multe ori, valoare intangibila
01:08
is a very, very fine substitute
20
68260
2000
reprezinta un inlocuitor foarte subtil
01:10
for using up labor or limited resources
21
70260
3000
pentru a consuma munca sau resurse limitate
01:13
in the creation of things.
22
73260
2000
pentru a crea lucruri tangibile.
01:15
Here is one example. This is a train which goes from London to Paris.
23
75260
3000
Iata un exemplu. Acest tren face legatura dintre Londra la Paris.
01:18
The question was given to a bunch of engineers,
24
78260
2000
Unor ingineri li s-a pus o intrebare,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
25
80260
4000
acum 15 ani, "Cum putem imbunatati calatoria la Paris?"
01:24
And they came up with a very good engineering solution,
26
84260
2000
Iar ei au gasit o solutie inginereasca foarte eficienta
01:26
which was to spend six billion pounds
27
86260
2000
care presupunea cheltuirea a sase miliarde de lire sterline
01:28
building completely new tracks
28
88260
2000
pentru a construi o cale ferata complet noua
01:30
from London to the coast,
29
90260
2000
de la Londra si pana pe coasta,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
30
92260
4000
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 ...
31
96260
2000
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
32
98260
4000
... insa mi se pare o modalitate cel putin lipsita de imaginatie, de a imbunatati calatoria cu trenul
01:42
merely to make it shorter.
33
102260
2000
incercand doar sa o faci mai scurta.
01:44
Now what is the hedonic opportunity cost
34
104260
3000
Care ar mai fi cea mai buna alta metoda hedonistica
01:47
on spending six billion pounds on those railway tracks?
35
107260
2000
de a cheltui 6 miliarde de lire pe acele sine de tren?
01:49
Here is my naive advertising man's suggestion.
36
109260
3000
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
37
112260
2000
Ar trebui de fapt sa angajati cele mai
01:54
and female supermodels,
38
114260
2000
celebre modele masculine si feminine din lume,
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
39
116260
4000
si sa le platiti sa serveasca Chateau Petrus gratuit
02:00
for the entire duration of the journey.
40
120260
2000
pe intreaga durata a calatoriei.
02:02
(Laughter)
41
122260
2000
(Rasete)
02:04
(Applause)
42
124260
1000
(aplauze)
02:05
Now, you'll still have about three billion pounds left in change,
43
125260
4000
In plus, veti mai ramane cu un maruntis de trei miliarde
02:09
and people will ask for the trains to be slowed down.
44
129260
3000
iar oamenii va vor ruga sa mergeti mai incet.
02:12
(Laughter)
45
132260
1000
(rasete)
02:13
Now, here is another naive advertising man's question again.
46
133260
4000
Acum, iata o alta intrebare la fel de naiva a unui om de publicitate
02:17
And this shows that engineers,
47
137260
2000
Iar acest lucru dovedeste ca inginerii,
02:19
medical people, scientific people,
48
139260
2000
medicii, oamenii de stiinta,
02:21
have an obsession with solving the problems of reality,
49
141260
3000
sunt obsedati de rezolvarea problemelor din viata reala,
02:24
when actually most problems, once you reach a basic level of wealth
50
144260
3000
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.
51
147260
3000
in cadrul societatii, majoritatea problemelor sunt de fapt probleme de perceptie.
02:30
So I'll ask you another question.
52
150260
2000
Prin urmare, am sa va intreb altceva.
02:32
What on earth is wrong with placebos?
53
152260
2000
Ce e asa rau la placebo?
02:34
They seem fantastic to me. They cost very little to develop.
54
154260
2000
Mie mi se pare un lucru fantastic. Au un cost scazut de productie.
02:36
They work extraordinarily well.
55
156260
3000
Functioneaza extraordinar de bine.
02:39
They have no side effects,
56
159260
2000
Nu au efecte adverse,
02:41
or if they do, they're imaginary, so you can safely ignore them.
57
161260
2000
sau daca au, sunt imaginare, asa ca sunteti in sigurata daca le ignorati.
02:43
(Laughter)
58
163260
2000
(rasete)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
59
165260
2000
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.
60
167260
2000
scris de Tyler Cowen. Nu stiu daca stie cineva de el.
02:49
Someone was actually suggesting that you can take this concept further,
61
169260
3000
Cineva propusese sa ducem acest concept mai departe,
02:52
and actually produce placebo education.
62
172260
2000
si chiar sa producem educatie de tip placebo.
02:54
The point is that education doesn't actually work by teaching you things.
63
174260
4000
Ideea este ca educatia nu te invata de fapt lucruri.
02:58
It actually works by giving you the impression
64
178260
2000
Iti da mai degraba impresia ca da rezultate
03:00
that you've had a very good education, which gives you an insane sense
65
180260
2000
ca ai primit o foarte buna educatie, care iti da un sentiment irational
03:02
of unwarranted self-confidence,
66
182260
2000
de incredere fara margini in fortele proprii
03:04
which then makes you very, very successful in later life.
67
184260
3000
care la randul lui, te ajuta foarte mult mai tarziu.
03:07
So, welcome to Oxford, ladies and gentlemen.
68
187260
3000
Ei bine, doamnelor si domnilor, bine ati venit la Oxford.
03:10
(Laughter)
69
190260
2000
(rasete)
03:12
(Applause)
70
192260
1000
(aplauze)
03:13
But, actually, the point of placebo education is interesting.
71
193260
3000
Dar, de fapt, ideea educatiei de tip placebo este interesanta.
03:16
How many problems of life can be solved
72
196260
2000
Cate dintre problemele vietii nu pot fi rezolvate
03:18
actually by tinkering with perception,
73
198260
2000
jucandu-ne cu perceptia oamenilor
03:20
rather than that tedious, hardworking and messy business
74
200260
2000
mai degraba decat munca grea si obositoare
03:22
of actually trying to change reality?
75
202260
3000
pe care o presupune schimbarea realitatii?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
76
205260
3000
Iata un exemplu excelent din istorie. Am auzit asta in legatura cu mai multi regi,
03:28
but doing a bit of historical research,
77
208260
2000
dar dupa ce am facut un pic de cercetare istorica
03:30
it seems to be Fredrick the Great.
78
210260
2000
se pare ca ii apartine lui Fredrick cel Mare.
03:32
Fredrick the Great of Prussia was very, very keen
79
212260
2000
Fredrick cel Mare al Prusiei dorea din toata inima
03:34
for the Germans to adopt the potato and to eat it,
80
214260
3000
sa ii convinga pe germani sa adopte cartoful in alimentatia lor.
03:37
because he realized that if you had two sources of carbohydrate,
81
217260
2000
Deoarece realizaes ca daca ai doua surse de carbohidrati,
03:39
wheat and potatoes, you get less price volatility in bread.
82
219260
4000
grane si cartofi, vei avea o volatilitate mai mica a pretului painii.
03:43
And you get a far lower risk of famine,
83
223260
2000
scazand astfel riscul aparitiei foametei,
03:45
because you actually had two crops to fall back on, not one.
84
225260
2000
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.
85
227260
3000
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 --
86
230260
4000
iar prusacii din secolul al XVIII-lea mancau foarte putine legume --
03:54
rather like contemporary Scottish people.
87
234260
2000
cam la fel ca scotienii din timpurile noastre.
03:56
(Laughter)
88
236260
2000
(rasete)
03:58
So, actually, he tried making it compulsory.
89
238260
3000
Prin urmare, a incercat sa ii oblige.
04:01
The Prussian peasantry said,
90
241260
2000
Taranii Prusaci au spus,
04:03
"We can't even get the dogs to eat these damn things.
91
243260
2000
"nici cainii nu vor sa manance nenorocirile astea"
04:05
They are absolutely disgusting and they're good for nothing."
92
245260
2000
Sunt de-a dreptul dezgustatori si nu sunt buni de nimic."
04:07
There are even records of people being executed
93
247260
2000
Exista chiar marturii cu privire la oameni care au fost executati
04:09
for refusing to grow potatoes.
94
249260
2000
pentru ca au refuzat sa cultive cartofi.
04:11
So he tried plan B.
95
251260
2000
Asa ca a incercat planul B.
04:13
He tried the marketing solution, which is he declared the potato
96
253260
2000
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.
97
255260
3000
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,
98
258260
2000
Si l-a plantat in gradina regala de legume,
04:20
with guards who had instructions
99
260260
2000
si a instruit garzile
04:22
to guard over it, night and day,
100
262260
2000
sa vegheze, zi si noapte,
04:24
but with secret instructions not to guard it very well.
101
264260
3000
dar cu instructiunile secrete sa nu vegheze prea bine.
04:27
(Laughter)
102
267260
1000
(rasete)
04:28
Now, 18th century peasants know that there is one
103
268260
2000
Acum, acesti tarani din secolul 18 stiu ce exista doar
04:30
pretty safe rule in life, which is if something is worth guarding,
104
270260
2000
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.
105
272260
2000
merita sa fie furat.
04:34
Before long, there was a massive underground
106
274260
2000
Nu a durat mult sa se creeze o retea masiva de fermieri clandestini
04:36
potato-growing operation in Germany.
107
276260
2000
care cultiva cartofi in Germania.
04:38
What he'd effectively done is he'd re-branded the potato.
108
278260
4000
Ceea ce a realizat el, intr-un mod foarte eficient, a fost sa re-branduiasca cartoful.
04:42
It was an absolute masterpiece.
109
282260
2000
A fost o capodopera.
04:44
I told this story and a gentleman from Turkey came up to me and said,
110
284260
2000
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."
111
286260
4000
" Foarte, foarte bun marketer, Friderick cel Mare, asta. Dar nu se compara cu Ataturk."
04:50
Ataturk, rather like Nicolas Sarkozy,
112
290260
2000
Ataturk, cam la fel ca si Nicolas Sarkozy,
04:52
was very keen to discourage the wearing of a veil,
113
292260
2000
dorea foarte tare sa descurajeze utilizarea valului,
04:54
in Turkey, to modernize it.
114
294260
2000
in Turcia, vroia sa o modernizeze.
04:56
Now, boring people would have just simply banned the veil.
115
296260
3000
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
116
299260
2000
Dar asta ar fi creat foarte multe reactii negative
05:01
and a hell of a lot of resistance.
117
301260
2000
si o foarte mare rezistenta.
05:03
Ataturk was a lateral thinker.
118
303260
2000
Ataturk a folosit gandirea laterala.
05:05
He made it compulsory for prostitutes to wear the veil.
119
305260
3000
El le-a obligat pe prostituate sa poarte valul.
05:08
(Laughter)
120
308260
5000
(rasete)
05:13
(Applause)
121
313260
2000
(aplauze)
05:15
I can't verify that fully, but it does not matter.
122
315260
2000
Nu pot verifica asta in totalitate. Dar nu conteaza.
05:17
There is your environmental problem solved, by the way, guys:
123
317260
2000
Asa se rezolva problema voastra de mediu, apropo, baieti:
05:19
All convicted child molesters
124
319260
2000
Toti pedofilii care au cazier
05:21
have to drive a Porsche Cayenne.
125
321260
2000
sa fie obligati sa conduca un Porche Cayenne.
05:23
(Laughter)
126
323260
5000
(rasete)
05:28
What Ataturk realized actually is two very fundamental things.
127
328260
3000
Ataturk si-a dat seama de fapt de doua lucruri fundamentale.
05:31
Which is that, actually, first one,
128
331260
2000
Anume, o data,
05:33
all value is actually relative.
129
333260
3000
toate valorile sunt relative.
05:36
All value is perceived value.
130
336260
2000
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."
131
338260
2000
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
132
340260
2000
Pentru ca de fapt nu este dolarul. Este peso
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
133
342260
3000
in Buenos Aires. Comerciantii ambulanti inventivi din Buenos Aires
05:45
decided to practice price discrimination
134
345260
2000
au decis sa practice discriminarea preturilor
05:47
to the detriment of any passing gringo tourists.
135
347260
3000
in detrimentul oricarui calator "gringo"(jargon pentru cetatean SUA)
05:50
As an advertising man, I have to admire that.
136
350260
2000
Ca un om de publicitate, trebuie sa admir asta.
05:52
But the first thing is that all value is subjective.
137
352260
4000
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.
138
356260
3000
In al doilea rand, este mult mai bine sa convingi decat sa obligi.
05:59
These funny signs that flash your speed at you,
139
359260
2000
Acele semne haioase care iti arata viteza cu care circuli,
06:01
some of the new ones, on the bottom right,
140
361260
2000
unele dintre cele noi, in coltul din dreapta jos,
06:03
now actually show a smiley face or a frowny face,
141
363260
3000
arata acum o fata zambareata sau o fata incruntata,
06:06
to act as an emotional trigger.
142
366260
2000
care actioneaza ca un declansator emotional.
06:08
What's fascinating about these signs is they cost about 10 percent
143
368260
2000
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,
144
370260
3000
din costul de exploatare al unei camere conventionale.™
06:13
but they prevent twice as many accidents.
145
373260
2000
Dar pot preveni de doua ori mai multe accidente.
06:15
So, the bizarre thing, which is baffling
146
375260
2000
Asa ca, lucrul ciudat care lasa inmarmuriti
06:17
to conventional, classically trained economists,
147
377260
2000
economistii obisnuiti, cu o pregatire teoretica clasica,
06:19
is that a weird little smiley face
148
379260
2000
este ca o fata zambareata stranie
06:21
has a better effect on changing your behavior
149
381260
2000
are un mai mare efect in a ne schimba comportamentul
06:23
than the threat of a £60 fine and three penalty points.
150
383260
5000
decat amenintarea celor 60 de lire sau cele trei puncte de amenda.
06:28
Tiny little behavioral economics detail:
151
388260
2000
Un mic detaliu de economie comportamentala:
06:30
in Italy, penalty points go backwards.
152
390260
3000
In Italia, punctele de penalitate se calculeaza descrescator.
06:33
You start with 12 and they take them away.
153
393260
2000
Incepi prin a avea 12 din care ulterior ti se scad.
06:35
Because they found that loss aversion
154
395260
2000
Acest lucru se intampla deoarece s-a descoperit ca a pierde ceva
06:37
is a more powerful influence on people's behavior.
155
397260
2000
are o influenta mai puternica asupra comportamentului oamenilor.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
156
399260
3000
In Anglia suntem tentati sa spunem, "Wow, am mai primit trei!"
06:42
Not so in Italy.
157
402260
2000
In Italia se pare ca nu e cazul.
06:44
Another fantastic case of creating intangible value
158
404260
3000
Un alt caz fantastic este cel al crearii valorii intangibile
06:47
to replace actual or material value, which remember, is what,
159
407260
3000
sa inlocuiasca valoarea materiala sau actuala, care tineti minte, reprezinta
06:50
after all, the environmental movement needs to be about:
160
410260
2000
pana la urma esenta miscarii de protectia mediului:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
161
412260
3000
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,
162
415260
3000
Pentru a sprijini razboiul cu Franta, cei mai instariti dintre prusaci
06:58
were encouraged to give in all their jewelry.
163
418260
2000
erau incurajati sa doneze toate bijuteriile lor.
07:00
And it was replaced with replica jewelry
164
420260
3000
Care erau inlocuite cu imitatii
07:03
made of cast iron.
165
423260
2000
ieftine, din fonta.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
166
425260
4000
Iata una: " Am dat aurul pentru fier, 1813."
07:09
The interesting thing is that for 50 years hence,
167
429260
2000
Ce este interesat este ca pentru urmatorii 50 de ani
07:11
the highest status jewelry you could wear in Prussia
168
431260
2000
cele mai valoroase bijuterii pe care puteai sa le porti in Prusia
07:13
wasn't made of gold or diamonds.
169
433260
2000
nu erau facute din aur sau diamante.
07:15
It was made of cast iron.
170
435260
2000
Erau facute din fier turnat.
07:17
Because actually, never mind the actual intrinsic value
171
437260
2000
Aceasta deoarece nu mai era vorba aici de valoarea intrinseca
07:19
of having gold jewelry. This actually
172
439260
2000
a posesiei bijuteriilor din aur. Era vorba de
07:21
had symbolic value, badge value.
173
441260
2000
valoarea simbolica, simplul fapt de a purta acel obiect.
07:23
It said that your family had made a great sacrifice in the past.
174
443260
3000
Dovedea ca familia ta facuse multe sacrificii in trecut.
07:26
So, the modern equivalent would of course be this.
175
446260
2000
Asa ca, echivalentul modern ar fi evident acesta.
07:28
(Laughter)
176
448260
1000
(rasete)
07:29
But, actually, there is a thing, just as there are Veblen goods,
177
449260
3000
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 --
178
452260
3000
unde valoarea bunurilor depinde de cat de scumpe sau rare--
07:35
there are opposite kind of things
179
455260
2000
exista lucruri opuse
07:37
where actually the value in them depends on them being
180
457260
2000
unde de fapt valoarea lucrurilor depinde de faptul ca ele sunt
07:39
ubiquitous, classless and minimalistic.
181
459260
3000
des intalnite, fara clasa, si minimaliste.
07:42
If you think about it, Shakerism was a proto-environmental movement.
182
462260
3000
Daca te gandesti la asta, Shaker-ismul a fost o miscare care anticipa ecologismul.
07:45
Adam Smith talks about 18th century America,
183
465260
2000
Adam Smith vorbeste despre America secolului 18
07:47
where the prohibition against visible displays of wealth was so great,
184
467260
4000
unde afisarea bogatiei personale in public era aspru pedepsita,
07:51
it was almost a block in the economy in New England,
185
471260
2000
devenind aproape o piedica in dezvoltarea economica din New England
07:53
because even wealthy farmers could find nothing to spend their money on
186
473260
3000
deoarece chiar si cei mai instariti fermieri, nu aveau pe ce sa isi cheltuiasca banii,
07:56
without incurring the displeasure of their neighbors.
187
476260
3000
fara ca acest lucru sa nu creeze antipatie din partea vecinilor.
07:59
It's perfectly possible to create these social pressures
188
479260
2000
Aceste presiuni sociale sunt usor de creat
08:01
which lead to more egalitarian societies.
189
481260
3000
si duc la aparitia unor societati unde egalitarianismul este mai pronuntat.
08:04
What's also interesting, if you look at products
190
484260
2000
Interesant este ca daca va uitati la produsele
08:06
that have a high component
191
486260
2000
care au o componenta ridicata
08:08
of what you might call messaging value,
192
488260
2000
din ceea ce s-ar putea numi valoare a mesajului
08:10
a high component of intangible value, versus their intrinsic value:
193
490260
3000
un procent mai mare al valorii intangible, in comparatie cu valoarea lor intrinseca:
08:13
They are often quite egalitarian.
194
493260
3000
Sunt cel mai adesea egalitare.
08:16
In terms of dress, denim is perhaps the perfect example of something
195
496260
3000
Denimul este un exemplu perfect in ceea ce priveste imbracamintea,
08:19
which replaces material value with symbolic value.
196
499260
4000
de inlocuire a valorii materiale cu o valoare simbolica.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
197
503260
2000
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,
198
505260
2000
si sa nu simpatizati cu compania Coca-Cola.
08:27
but it's worth remembering Andy Warhol's point about Coke.
199
507260
2000
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,
200
509260
2000
Referitor la Cola, Warhol spunea,
08:31
"What I really like about Coca-Cola is the president of the United States
201
511260
2000
" 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."
202
513260
4000
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 --
203
517260
2000
Daca va ganditi, de obicei, acest lucru ni se pare perfect normal --
08:39
it's actually a remarkable achievement,
204
519260
2000
insa, in realitate este o realizare remarcabila,
08:41
to produce something that's that democratic.
205
521260
3000
sa produci ceva atat de democratic.
08:44
Now, we basically have to change our views slightly.
206
524260
3000
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,
207
527260
3000
Exista o parere generala ca valoarea reala implica creeare de lucruri,
08:50
involves labor. It involves engineering.
208
530260
3000
implica munca. Implica munca de proiectare.
08:53
It involves limited raw materials.
209
533260
3000
Implica o resurse brute limitate.
08:56
And that what we add on top is kind of false. It's a fake version.
210
536260
3000
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.
211
539260
3000
Si exista si un motiv cel putin pentru scepticism si retinere in aceasta privinta.
09:02
It patently veers toward propaganda.
212
542260
3000
Se indreapta cu acte in regula catre propaganda.
09:05
However, what we do have now
213
545260
2000
Cu toate acestea, ceea ce avem la dispozitie acum
09:07
is a much more variegated media ecosystem
214
547260
3000
este un ecosistem media mult mai diversificat
09:10
in which to kind of create this kind of value, and it's much fairer.
215
550260
3000
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
216
553260
2000
Pe vremea mea, cam acesta era spatiul in care exista mass-media copilariei mele.
09:15
as translated into food.
217
555260
2000
transpus in termeni culinari.
09:17
You had a monopoly supplier. On the left,
218
557260
2000
Aveai un furnizor unic. La stanga
09:19
you have Rupert Murdoch, or the BBC.
219
559260
2000
il aveai pe Rupert Murdoch, sau BBC-ul.
09:21
(Laughter)
220
561260
1000
(rasete)
09:22
And on your right you have a dependent public
221
562260
2000
Pe partea dreapta aveai un public dependent
09:24
which is pathetically grateful for anything you give it.
222
564260
3000
care era jenant de recunoscator pentru orice ii ofereai.
09:27
(Laughter)
223
567260
2000
(rasete)
09:29
Nowadays, the user is actually involved.
224
569260
3000
In zilele noastre, utilizatorul a devenit implicat.
09:32
This is actually what's called, in the digital world, "user-generated content."
225
572260
3000
Ceea ce noi numim, in era digitala, "continut generat de utilizator."
09:35
Although it's called agriculture in the world of food.
226
575260
2000
Ceea ce din punctul de vedere al bucatariei, asta se numeste agricultura.
09:37
(Laughter)
227
577260
1000
(rasete)
09:38
This is actually called a mash-up,
228
578260
2000
Aceasta se numeste "mash-up",
09:40
where you take content that someone else has produced
229
580260
2000
adica iei continutul creat de altcineva
09:42
and you do something new with it.
230
582260
2000
si produci ceva nou cu el.
09:44
In the world of food we call it cooking.
231
584260
3000
Din punctul de vedere al bucatariei, asta se numeste gatit.
09:47
This is food 2.0,
232
587260
2000
Acesta este mancarea 2.0,
09:49
which is food you produce for the purpose of sharing it with other people.
233
589260
3000
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.
234
592260
3000
Aceasta este mancarea mobila. Englezii se pricep foarte bine la asta.
09:55
Fish and chips in newspaper, the Cornish Pasty,
235
595260
2000
Peste si cartofi prajiti in ziar, "Cornish Pastie",
09:57
the pie, the sandwich.
236
597260
2000
placinta, sandwich-urile.
09:59
We invented the whole lot of them.
237
599260
2000
Noi le-am inventat pe toate.
10:01
We're not very good at food in general. Italians do great food,
238
601260
2000
De obicei, nu suntem foarte priceputi la gatit. Italienii fac mancare excelenta,
10:03
but it's not very portable, generally.
239
603260
2000
Dar aceasta nu este foarte portabila.
10:05
(Laughter)
240
605260
5000
(rasete)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
241
610260
2000
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.
242
612260
3000
Ceea ce a inventat el de fapt este painea prajita. Insa, Earlul Painii Prajite ar fi sunat caraghios.
10:15
(Laughter)
243
615260
1000
(rasete)
10:16
Finally, we have contextual communication.
244
616260
2000
La urma, avem comunicarea contextuala.
10:18
Now, the reason I show you Pernod -- it's only one example.
245
618260
2000
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.
246
620260
4000
Fiecare tara are o bautura alcoolica specifica. In Franta avem Pernod.
10:24
It tastes great within the borders of that country,
247
624260
2000
Are un gust excelent in interiorul granitelor tarii respective.
10:26
but absolute shite if you take it anywhere else.
248
626260
3000
Dar are un gust execrabil, daca il bei oriunde altundeva.
10:29
(Laughter)
249
629260
2000
(rasete)
10:31
Unicum in Hungary, for example.
250
631260
2000
In Ungaria avem Unicum.
10:33
The Greeks have actually managed to produce something called Retsina,
251
633260
2000
Grecii au reusit sa produca ceva numit Retsina,
10:35
which even tastes shite when you're in Greece.
252
635260
2000
care are gust groaznic chiar si cand esti in Grecia.
10:37
(Laughter)
253
637260
2000
(rasete)
10:39
But so much communication now is contextual
254
639260
2000
Insa, atat de mult din comunicarea din zilele noastre este contextuala
10:41
that the capacity for actually nudging people,
255
641260
2000
incat capacitatea de a sensibiliza intr-adevar oamenii,
10:43
for giving them better information -- B.J. Fogg,
256
643260
2000
sa le dea informatii mai bune -- B.J Fogg,
10:45
at the University of Stanford, makes the point
257
645260
2000
de la universitatea Stanford, spune ca
10:47
that actually the mobile phone is --
258
647260
2000
Ca telefonul mobil este in realitate --
10:49
He's invented the phrase, "persuasive technologies."
259
649260
2000
El a inventat fraza" tehnologii persuasive."
10:51
He believes the mobile phone, by being location-specific,
260
651260
3000
El credea ca telefonul mobil, prin capacitatea de a localiza,
10:54
contextual, timely and immediate,
261
654260
2000
contextual, cronologic si imediat,
10:56
is simply the greatest persuasive technology device ever invented.
262
656260
3000
reprezinta cea mai convingatoare tehnologie ce a putut fi inventata vreodata.
10:59
Now, if we have all these tools at our disposal,
263
659260
2000
Acum, cu aceste unelte la dispozitia noastra,
11:01
we simply have to ask the question,
264
661260
2000
trebuie doar sa ne punem intrebarea,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
265
663260
3000
la fel ca Thaler si Sunstein, cum putem sa le utilizam cat mai inteligent posibil.
11:06
I'll give you one example.
266
666260
3000
Sa va dau un exemplu.
11:09
If you had a large red button of this kind, on the wall of your home,
267
669260
2000
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,
268
671260
3000
si de fiecare data cand l-ati apasa ati economisi 50 de dolari,
11:14
put 50 dollars into your pension,
269
674260
2000
ati adauga 50 de dolari la fondul dumneavoastra de pensii,
11:16
you would save a lot more.
270
676260
2000
ati economisi si altceva decat bani.
11:18
The reason is that the interface fundamentally determines
271
678260
2000
Explicatia este ca interfata determina in mod fundamental
11:20
the behavior. Okay?
272
680260
2000
comportamentul. Ok?
11:22
Now, marketing has done a very, very good job of creating
273
682260
3000
Marketingul a reusit sa faca o treaba excelenta din a crea
11:25
opportunities for impulse buying.
274
685260
2000
cele mai bune ocazii pentru cumparaturile sub impulsul momentului.
11:27
Yet we've never created the opportunity for impulse saving.
275
687260
4000
Cu toate astea, nu am creat niciodata sansa pentru economisirea sub impulsul momentului.
11:31
If you did this, more people would save more.
276
691260
3000
Daca ati face asta, mai multi oameni ar economisi mai mult.
11:34
It's simply a question of changing the interface
277
694260
2000
Este doar o problema de modificare a interfetei
11:36
by which people make decisions,
278
696260
2000
prin care oamenii isi iau deciziile.
11:38
and the very nature of the decisions changes.
279
698260
2000
Astfel, insasi natura acestor decizii se modifica.
11:40
Obviously, I don't want people to do this,
280
700260
2000
Evident, nu vreau ca oamenii sa faca asta,
11:42
because as an advertising man I tend to regard saving as just
281
702260
2000
deoarece eu, in calitatea mea de om de publicitate, am tendinta de a considera economisirea ca fiind oar
11:44
consumerism needlessly postponed.
282
704260
2000
manifestarea unui consumerism amanat fara motiv.
11:46
(Laughter)
283
706260
1000
(rasete)
11:47
But if anybody did want to do that,
284
707260
3000
Insa daca cineva ar dori sa faca acest lucru,
11:50
that's the kind of thing we need to be thinking about, actually:
285
710260
3000
la lucruri de genul asta ar trebui de fapt sa ne gandim:
11:53
fundamental opportunities to change human behavior.
286
713260
2000
sanse extraordinare de a schimba comportamentul uman.
11:55
Now, I've got an example here from Canada.
287
715260
3000
Iata un exemplu de data asta, din Canada.
11:58
There was a young intern at Ogilvy Canada
288
718260
3000
Este vorba despre un tanar intern, de la Ogilvy Canada
12:01
called Hunter Somerville,
289
721260
2000
pe numele lui Hunter Somerville,
12:03
who was working in improv in Toronto,
290
723260
2000
si care lucra in artist improvizator, in Toronto
12:05
and got a part-time job in advertising,
291
725260
2000
si a obtinut un post part-time in publicitate.
12:07
and was given the job of advertising Shreddies.
292
727260
3000
primind astfel sarcina de a face reclama la Shreddies.
12:10
Now this is the most perfect case of creating
293
730260
2000
Aici este vorba despre cel mai bun exemplu de creare
12:12
intangible, added value,
294
732260
2000
de valoare adaugata intangibila,
12:14
without changing the product in the slightest.
295
734260
3000
fara a schimba catusi de putin produsul.
12:17
Shreddies is a strange, square, whole-grain cereal,
296
737260
3000
Schreddies este un fel ciudat de cereale, din grau integral,
12:20
only available in New Zealand, Canada and Britain.
297
740260
4000
care se gasesc doar in Noua Zeelanda, Canada si Anglia.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
298
744260
3000
Este modul inedit al companiei Kraft de a isi arata loialitatea fata de coroana.
12:27
(Laughter)
299
747260
3000
(rasete)
12:30
In working out how you could re-launch Shreddies,
300
750260
3000
Incercand sa se gandeasca la modul de relansare al Shreddies,
12:33
he came up with this.
301
753260
2000
i-a venit urmatoarea idee.
12:42
Video: (Buzzer)
302
762260
5000
Video:(sonor)
12:48
Man: Shreddies is supposed to be square.
303
768260
3000
Barbatul: Este normal ca Shreddies sa fie patrate.
12:51
(Laughter)
304
771260
1000
(rasete)
12:52
Woman: Have any of these diamond shapes gone out?
305
772260
3000
Femeia: Cand nu au fost la moda modelele in forma de diamant?
12:55
(Laughter)
306
775260
2000
(rasete)
12:57
Voiceover: New Diamond Shreddies cereal.
307
777260
2000
Vocea de fundal: Noile cereale Shreddies in forma de diamant.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
308
779260
3000
Aceleasi cereale 100% integrale in forma delicioasa de diamant.
13:02
(Applause)
309
782260
4000
(aplauze)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
310
786260
2000
Rory Shuterland: Spuneti-mi ca nu este cel mai bun exemplu
13:08
of intangible value creation. All it requires is
311
788260
2000
de creare de valoare intangibila. A fost nevoie doar
13:10
photons, neurons, and a great idea to create this thing.
312
790260
3000
de fotoni, neuroni si o idee buna pentru a crea acest lucru.
13:13
I would say it's a work of genius.
313
793260
2000
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.
314
795260
3000
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,
315
798260
3000
Barbatul: Asadar, Shreddies chiar lanseaza un produs nou,
13:21
which is something very exciting for them.
316
801260
3000
lucru care creeaza foarte mare entuziasm.
13:24
So they are introducing new Diamond Shreddies.
317
804260
3000
Astfel incat introduc pe piata noile Diamante Shreddies.
13:27
(Laughter)
318
807260
5000
(rasete)
13:32
So I just want to get your first impressions when you see that,
319
812260
2000
Vreau doar sa vad cum reactionati cand vedeti asta,
13:34
when you see the Diamond Shreddies box there.
320
814260
3000
cand vedeti cutia de Diamante Shreddies de acolo.
13:37
(Laughter)
321
817260
1000
(rasete)
13:38
Woman: Weren't they square?
322
818260
2000
Femeia: Nu erau patrate?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
323
820260
2000
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.
324
822260
2000
Omul: Ele -- Da, totul sta in aspect.
13:44
But it's kind of like flipping a six or a nine. Like a six,
325
824260
4000
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.
326
828260
2000
Daca il intorci invers, arata ca un noua.
13:50
But a six is very different from a nine.
327
830260
2000
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.
328
832260
2000
Femeia 3: Sau un "m" si un 'w". Barbatul: Da, da, un "m" si un "w".
13:54
Man #2: [unclear]
329
834260
2000
Barbatul 2: (ininteligibil)
13:56
You just looked like you turned it on its end. But when you see it like that
330
836260
3000
Arata ca si cum l-ai fi intors pe dos. Dar cand il vezi din pozitia asta
13:59
it's more interesting looking.
331
839260
2000
arata mult mai interesant.
14:01
Man: Just try both of them.
332
841260
2000
Barbatul: Incercati-le pe amandoua.
14:03
Take a square one there, first.
333
843260
3000
Luati intai una din asta patrata, de acolo.
14:06
(Laughter)
334
846260
12000
(rasete)
14:18
Man: Which one did you prefer? Man #2: The first one.
335
858260
2000
Barbatul: Pe care o preferati? Barbatul 2: Pe prima.
14:20
Man: The first one?
336
860260
2000
Barbatul: Prima?
14:22
(Laughter)
337
862260
2000
(rasete)
14:24
Rory Sutherland: Now, naturally, a debate raged.
338
864260
4000
Rory Sutherland: Acum, natural, a pornit o dezbatere.
14:28
There were conservative elements in Canada, unsurprisingly,
339
868260
3000
Normal, exista cateva elemente conservatoare in Canada,
14:31
who actually resented this intrusion.
340
871260
2000
care au perceput in sens negativ aceasta intruziune.
14:33
So, eventually, the manufacturers actually
341
873260
2000
Astfel incat, producatorii chiar
14:35
arrived at a compromise, which was the combo pack.
342
875260
3000
au trebuit sa faca un compromis, adica pachetul combinat.
14:38
(Laughter)
343
878260
2000
(rasete)
14:40
(Applause)
344
880260
9000
(aplauze)
14:49
(Laughter)
345
889260
5000
(rasete)
14:54
If you think it's funny, bear in mind there is an organization called
346
894260
3000
Daca vi se pare amuzant, retineti ca exista o institutie numita
14:57
the American Institute of Wine Economics,
347
897260
3000
Institutul American de Studii Economice cu privire la vin,
15:00
which actually does extensive research into perception of things,
348
900260
2000
si care chiar studiaza in profunzime felul in care sunt percepute produsele,
15:02
and discovers that except for among
349
902260
2000
iar ei au descoperit ca in afara de
15:04
perhaps five or ten percent of the most knowledgeable people,
350
904260
3000
probabil doar 5 sau 10 reprezentand cunoscatorii,
15:07
there is no correlation between quality and enjoyment
351
907260
2000
nu exista nici o corelatie intre calitatea si gradul de satisfactie
15:09
in wine,
352
909260
2000
in ceea ce priveste vinul,
15:11
except when you tell the people how expensive it is,
353
911260
2000
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.
354
913260
3000
caz in care acestia au tendinta de a consuma vinul mai scump.
15:16
So drink your wine blind in the future.
355
916260
3000
Asa ca beti-va vinul legati la ochi in viitor.
15:19
But this is both hysterically funny --
356
919260
2000
Dar acest lucru este extrem de ilar --
15:21
but I think an important philosophical point,
357
921260
2000
insa cred ca dovedeste si un argument filozofic,
15:23
which is, going forward, we need more of this kind of value.
358
923260
3000
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,
359
926260
3000
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.
360
929260
2000
si mai putin timp framantandu-ne cu privire la ceea ce putem face.
15:31
Two quotations to more or less end with.
361
931260
2000
Doua citate si voi incheia, cred.
15:33
One of them is, "Poetry is when you make new things
362
933260
2000
Unul dintre ele este:" Poezie este atunci cand faci ca lucrurile noi sa para
15:35
familiar and familiar things new."
363
935260
2000
familiare iar lucrurile familiare sa para noi."
15:37
Which isn't a bad definition of what our job is,
364
937260
3000
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
365
940260
2000
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
366
942260
4000
sa ii invatam sa aprecieze intr-o masura mai mare, si sa puna mai mult pret
15:46
those things which are already existing.
367
946260
2000
pe lucrurile care exista deja.
15:48
There is some evidence, by the way, that things like social networking help do that.
368
948260
3000
Apropo, exista dovezi ca lucruri precum retelele sociale ne pot ajuta sa facem asta.
15:51
Because they help people share news.
369
951260
2000
Deoarece acestea ii ajuta pe oameni sa dea mai usor mai departe stirile.
15:53
They give badge value to everyday little trivial activities.
370
953260
4000
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,
371
957260
3000
Ele reduc astfel nevoia oamenilor de a investi mai multi bani in aparente,
16:00
and increase the kind of third-party
372
960260
2000
si marind acel tip de
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
373
962260
4000
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,
374
966260
3000
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,"
375
969260
3000
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.
376
972260
3000
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,
377
975260
2000
Si un ultim lucru: Cand pui pret pe lucruri precum sanatatea,
16:17
love, sex and other things,
378
977260
2000
iubirea, sexul si altele,
16:19
and learn to place a material value
379
979260
2000
si inveti sa pui un pret material
16:21
on what you've previously discounted
380
981260
2000
pe ceea ce desconsiderai inainte
16:23
for being merely intangible, a thing not seen,
381
983260
3000
ca fiind intangibil, imposibil de observat,
16:26
you realize you're much, much wealthier than you ever imagined.
382
986260
3000
iti dai seama ca esti mult mai bogat decat ti-ai imaginat vreodata.
16:29
Thank you very much indeed.
383
989260
2000
Va multumesc foarte mult.
16:31
(Applause)
384
991260
1000
(aplauze)
Despre acest site

Acest site vă va prezenta videoclipuri de pe YouTube care sunt utile pentru a învăța limba engleză. Veți vedea lecții de engleză predate de profesori de top din întreaga lume. Faceți dublu clic pe subtitrările în limba engleză afișate pe fiecare pagină video pentru a reda videoclipul de acolo. Subtitrările se derulează în sincron cu redarea videoclipului. Dacă aveți comentarii sau solicitări, vă rugăm să ne contactați folosind acest formular de contact.

https://forms.gle/WvT1wiN1qDtmnspy7