Choice, happiness and spaghetti sauce | Malcolm Gladwell

Translator: Dana Retová Reviewer: Olga Pcolova

I think I was supposed to talk about my new book,

Myslím, že som mal pôvodne rozprávať o svojej novej knihe,

which is called "Blink,"

ktorá sa volá "Záblesk" a je o rýchlych úsudkoch a prvých dojmoch.

and it's about snap judgments and first impressions.

And it comes out in January, and I hope you all buy it in triplicate.

Vyjde v januári a dúfam, že si všetci kúpite aspoň tri kópie.

(Laughter)

Ale premýšľal som nad tým,

But I was thinking about this,

and I realized that although my new book makes me happy,

a došlo mi, že hoci ma moja nová kniha teší,

a myslím, že by potešila aj moju matku,

and I think would make my mother happy,

it's not really about happiness.

vlastne nie je o šťastí.

So I decided instead, I would talk about someone

Preto som sa radšej rozhodol hovoriť o niekom, kto

who I think has done as much to make Americans happy

potešil, myslím, Američanov viac, než

as perhaps anyone over the last 20 years,

ktokoľvek za posledných 20 rokov.

a man who is a great personal hero of mine:

Tento muž je mojím osobným hrdinom.

someone by the name of Howard Moskowitz,

Volá sa Howard Moskowitz,

who is most famous for reinventing spaghetti sauce.

a preslávilo ho znovuobjavenie špagetovej omáčky.

Howard's about this high, and he's round,

Howard je asi takto vysoký a okrúhly,

and he's in his 60s, and he has big huge glasses

má cez 60, a nosí ohromné popolníky

a má rednúce šedivé vlasy, a sála z neho skvelá energia a život,

and thinning gray hair,

and he has a kind of wonderful exuberance and vitality,

and he has a parrot, and he loves the opera,

má papagája, a miluje operu,

and he's a great aficionado of medieval history.

a je veľkým nadšencom pre stredovekú históriu.

And by profession, he's a psychophysicist.

Profesiou je psychofyzik.

Now, I should tell you that I have no idea what psychophysics is,

Musím vám prezradiť, že netuším čo psychofyzika je,

although at some point in my life,

hoci som kedysi chodil dva roky s dievčaťom, ktoré

I dated a girl for two years

who was getting her doctorate in psychophysics.

študovalo pre doktorát z psychofyziky.

Which should tell you something about that relationship.

Čo by Vám malo niečo o tom vzťahu napovedať. (Smiech)

(Laughter)

As far as I know, psychophysics is about measuring things.

Viem len toľko, že psychofyzika je o meraní vecí.

And Howard is very interested in measuring things.

A Howarda veľmi zaujíma meranie vecí.

And he graduated with his doctorate from Harvard,

Doštudoval s doktorátom z Harvardu,

a otvoril si malý obchodík s poradenstvom vo White Plains, v štáte New York.

and he set up a little consulting shop in White Plains, New York.

A jedným z jeho prvých klientov bol -- toto bolo pred mnohými rokmi, v 70.rokoch

And one of his first clients was Pepsi.

This is many years ago, back in the early 70s.

-- jedným z jeho prvých klientov bolo Pepsi.

And Pepsi came to Howard and they said,

A ľudia z Pepsi prišli za Howardom a povedali,

"You know, there's this new thing called aspartame,

"Viete, máme túto novú vec, čo sa volá aspartám,

and we would like to make Diet Pepsi.

a chceli by sme spraviť diétnu Pepsi.

We'd like you to figure out

Chceli by sme zistiť, koľko aspartámu by sme mali pridať

how much aspartame we should put in each can of Diet Pepsi

do plechovky diétnej Pepsi, aby sme mali dokonalý nápoj." Jasné?

in order to have the perfect drink."

Now that sounds like an incredibly straightforward question to answer,

To znie ako veľmi jednoznačná otázka,

and that's what Howard thought.

a to si myslel aj Howard. Pretože Pepsi mu povedalo,

Because Pepsi told him,

"We're working with a band between eight and 12 percent.

"Pozrite, bavíme sa tu o pásme medzi 8 až 12 percentami.

Anything below eight percent sweetness is not sweet enough;

Všetko pod 8 percent sladkosti nie je dosť sladké,

anything above 12 percent sweetness is too sweet.

všetko nad 12 percent je príliš sladké.

We want to know: what's the sweet spot between 8 and 12?"

Chceme vedieť, čo je ten pravý bod sladkosti medzi 8 a 12?"

Now, if I gave you this problem to do, you would all say, it's very simple.

Ak by som Vám zadal tento problém, všetci by ste povedali, že je to jednoduché.

What we do is you make up a big experimental batch of Pepsi,

Stačí navariť experimentálnu dávku Pepsi

at every degree of sweetness -- eight percent, 8.1, 8.2, 8.3,

s každým stupňom sladkosti -- 8, 8.1, 8.2, 8.3.,

all the way up to 12 --

až po 12 -- vyskúsať to na tisícoch ľudí,

and we try this out with thousands of people,

and we plot the results on a curve,

a zakresliť výsledky do grafu,

and we take the most popular concentration, right?

a vziať najpopulárnejšiu koncentráciu. Správne? Naozaj jednoduché.

Really simple.

Howard does the experiment, and he gets the data back,

Howard urobí experiment, zozbiera dáta, zakreslí ich do grafu,

and he plots it on a curve,

and all of a sudden he realizes it's not a nice bell curve.

a náhle si uvedomí, že to nie je pekné normálne rozdelenie.

In fact, the data doesn't make any sense.

Vlastne tie dáta nedávajú vôbec žiaden zmysel.

It's a mess. It's all over the place.

Je to zmätok. Výsledky sú rozhádzané.

Now, most people in that business, in the world of testing food and such,

Väčšina ľudí v tomto odvetví, vo svete testovania jedla a tak,

are not dismayed when the data comes back a mess.

sa nezdesí, keď sú zozbierané dáta chaotické.

They think, "Well, you know,

figuring out what people think about cola's not that easy."

Hovoria si, teda, viete, zistiť čo si ľudia myslia o kole nie je tak jednoduché.

"You know, maybe we made an error somewhere along the way."

Viete, možno sme sa niekde pomýlili.

"You know, let's just make an educated guess,"

Viete, spravme odborný odhad,

and they simply point and they go for 10 percent,

a jednoducho ukážu a zvolia 10 percent, priamo v strede.

right in the middle.

Howard is not so easily placated.

Howarda tak ľahko neupokojíte.

Howard is a man of a certain degree of intellectual standards.

Howard má svoje intelektuálne štandardy.

And this was not good enough for him,

A toto pre neho nebolo dosť dobré,

and this question bedeviled him for years.

a táto myšlienka ho trápila celé roky.

And he would think it through and say, "What was wrong?

Rozmýšľal na tým a pýtal sa, čo bolo zle?

Why could we not make sense of this experiment with Diet Pepsi?"

Prečo ten experiment s diétnou Pepsi nedával zmysel?

And one day, he was sitting in a diner in White Plains,

A jedného dňa sedel v reštaurácii vo White Plains,

about to go trying to dream up some work for Nescafé.

a snažil sa vymyslieť čosi pre Nescafe.

And suddenly, like a bolt of lightning, the answer came to him.

A zrazu, ako blesk z jasného neba, ho napadla odpoveď.

And that is, that when they analyzed the Diet Pepsi data,

Že keď analyzovali dáta z diétnej Pepsi,

they were asking the wrong question.

pýtali sa nesprávnu otázku.

They were looking for the perfect Pepsi,

Hľadali perfektnú Pepsi,

and they should have been looking for the perfect Pepsis.

ale mali hľadať perfektné Pepsi. Verte mi.

Trust me.

This was an enormous revelation.

To bol ohromný objav.

This was one of the most brilliant breakthroughs in all of food science.

Bol to jeden z najúžasnejších prielomov v celej potravinárskej vede.

Howard immediately went on the road,

A Howard sa okamžite vydal na cesty,

and he would go to conferences around the country,

a navštevoval konferencie po celej krajine,

and he would stand up and say,

vystúpil a povedal,

"You had been looking for the perfect Pepsi.

"Hľadali ste perfektnú Pepsi. Mýlite sa.

You're wrong.

You should be looking for the perfect Pepsis."

Mali ste hľadať perfektné Pepsi."

And people would look at him blankly and say,

A ľudia na neho nechápavo pozerali a vraveli,

"What are you talking about? Craziness."

"O čom to rozprávate? To je pochabosť."

And they would say, "Move! Next!"

A vraveli, viete, "Pohnite sa! Ďalší!"

Tried to get business, nobody would hire him --

Snažil sa získať kšeft, nikto ho nenajal -- bol ako posadnutý,

he was obsessed, though,

and he talked about it and talked about it.

a rozprával o tom stale dokola, znova a znova.

Howard loves the Yiddish expression

Howard má rád židovské príslovie

"To a worm in horseradish, the world is horseradish."

"pre červíka v chrene, svetom je chren."

This was his horseradish.

Toto bol jeho chren. (Smiech) Bol tým posadnutý!

(Laughter)

He was obsessed with it!

And finally, he had a breakthrough.

A konečne, prerazil. Výrobca čalamády Vlasic prišiel

Vlasic Pickles came to him,

and they said, "Doctor Moskowitz, we want to make the perfect pickle."

a povedal, "Pán Moskowitz -- Doktor Moskowitz

chceme spraviť perfektnú čalamádu." A on na to

And he said,

"There is no perfect pickle; there are only perfect pickles."

"Neexistuje perfektná čalamáda, iba perfektné čalamády."

And he came back to them and he said,

A prišiel za nimi s týmto: "Vy nepotrebujete iba vylepšiť Vašu bežnú čalamádu,

"You don't just need to improve your regular;

you need to create zesty."

potrebujete vytvoriť pikantnú."

And that's where we got zesty pickles.

A tak sa k nám dostala pikantná čalamáda.

Then the next person came to him: Campbell's Soup.

Ďalší, kto za ním prišiel bol výrobca Campbellovej polievky.

And this was even more important.

A toto bolo ešte dôležitejsie. Vlastne,

In fact, Campbell's Soup is where Howard made his reputation.

Cambellova polievka vybudovala Howardovi reputáciu.

Campbell's made Prego,

and Prego, in the early 80s, was struggling next to Ragù,

Cambell's robil Prego a Prego začiatkom 80.rokov živorilo popri Ragu,

which was the dominant spaghetti sauce of the 70s and 80s.

ktoré bolo hlavnou špagetovou omáčkou 70. a 80. rokov.

In the industry -- I don't know whether you care about this,

V priemysle -- neviem nakoľko Vás to zaujíma,

or how much time I have to go into this.

alebo koľko mám času.

Ale, technicky vzaté -- toto je odbočka --

But it was, technically speaking -- this is an aside --

Prego je lepšia omáčka než Ragu.

Prego is a better tomato sauce than Ragù.

The quality of the tomato paste is much better;

Kvalita jeho paradajkového pretlaku je vyššia, zmes korenia je omnoho lepšia,

the spice mix is far superior;

it adheres to the pasta in a much more pleasing way.

k cestovinám prilnie oveľa príjemnejšie. Vlastne,

In fact, they would do the famous bowl test

v 70. rokoch urobili slávny miskový test s Ragu a Pregom.

back in the 70s with Ragù and Prego.

You'd have a plate of spaghetti, and you would pour it on, right?

Mali ste tanier špagiet a naliali ste to na ne, hej?

And the Ragù would all go to the bottom, and the Prego would sit on top.

A Ragu stieklo až na dno, a Prego zostalo na vrchu.

That's called "adherence."

Tomu sa hovorí "priľnavosť."

And, anyway, despite the fact that they were far superior in adherence,

Aj napriek tomu, že boli lepšie v priľnavosti,

and the quality of their tomato paste,

a kvalite pretlaku, Prego živorilo.

Prego was struggling.

So they came to Howard, and they said, fix us.

Tak prišli za Howardom a povedali, opravte nás.

And Howard looked at their product line, and he said,

A Howard sa pozrel na ich produktový rad a povedal,

what you have is a dead tomato society.

máte mŕtvu paradajkovú spoločnosť.

So he said, this is what I want to do.

Povedal, chcem urobiť toto.

And he got together with the Campbell's soup kitchen,

A dal sa dokopy s kuchyňou Campbellovej polievky,

and he made 45 varieties of spaghetti sauce.

a spravil 45 druhov špagetovej omáčky. A urobil rôzne variácie

And he varied them according to every conceivable way

podľa všetkých možných mysliteľných vlastností.

that you can vary tomato sauce:

by sweetness, by level of garlic,

Podľa sladkosti, množstva cesnaku, ostrosti, kyslosti, paradajkovitovosti,

by tomatoey-ness, by tartness, by sourness,

viditelných kúskov -- môj oblúbený výraz v biznise špagetovej omáčky. (Smiech)

by visible solids --

my favorite term in the spaghetti sauce business.

(Laughter)

Every conceivable way you can vary spaghetti sauce,

Spravil všetky možné variácie špagetovej omáčky, aké sa len spraviť dali.

he varied spaghetti sauce.

And then he took this whole raft of 45 spaghetti sauces,

A potom vzal túto kopu 45tich špagetových omáčok a vydal sa na cestu.

and he went on the road.

He went to New York, to Chicago,

Išiel do New Yorku, do Chicaga, do Jacksonville,

he went to Jacksonville, to Los Angeles.

do Los Angeles. A navozil hromadu ľudí do veľkých hál.

And he brought in people by the truckload into big halls.

And he sat them down for two hours,

Na dve hodiny ich posadil, a dal im

and over the course of that two hours, he gave them ten bowls.

počas tých dvoch hodín, desať misiek.

Ten small bowls of pasta,

Desať misiek cestovín, každú s inou špagetovou omáčkou.

with a different spaghetti sauce on each one.

And after they ate each bowl, they had to rate, from 0 to 100,

A po tom, čo zjedli každú misku, museli ju ohodnotiť od 0 do 100,

how good they thought the spaghetti sauce was.

podľa toho ako dobrá špagetová omáčka bola.

At the end of that process, after doing it for months and months,

Na konci tohoto procesu, po mnohých mesiacoch,

he had a mountain of data

mal celú horu dát

about how the American people feel about spaghetti sauce.

o postoji Američanov k špagetovej omáčke.

And then he analyzed the data.

A potom analyzoval tieto dáta.

Did he look for the most popular variety of spaghetti sauce?

Hľadal najpopulárnejší značkový typ špagetovej omáčky? Nie!

No! Howard doesn't believe that there is such a thing.

Howard neverí, že také niečo existuje.

Instead, he looked at the data, and he said,

Namiesto toho sa pozrel na dáta a povedal

let's see if we can group all these different data points into clusters.

pozrime sa, či sa dajú tieto body rozdeliť do zhlukov.

Let's see if they congregate around certain ideas.

Pozrime sa, či sa zoskupujú okolo nejakých predstáv.

And sure enough, if you sit down,

A naozaj, ak si sadnete a rozanalyzujete tieto dáta o špagetovej omáčke,

and you analyze all this data on spaghetti sauce,

you realize that all Americans fall into one of three groups.

zistíte, že všetci Američania patria do jednej z troch skupín.

There are people who like their spaghetti sauce plain;

Tí, ktorí majú špagetovú omáčku radi obyčajnú,

there are people who like their spaghetti sauce spicy;

tí, ktorí majú radi špagetovú omáčku štipľavú

and there are people who like it extra chunky.

a tí, ktorí ju majú radi s extra veľkými kúskami.

And of those three facts, the third one was the most significant,

A z týchto troch faktov je ten tretí najvýznamnejší.

because at the time, in the early 1980s,

Pretože v tom čase, začiatkom 80.rokov,

if you went to a supermarket,

ak ste prišli do supermarketu,

you would not find extra-chunky spaghetti sauce.

tak by ste nenašli špagetovú omáčku s extra kúskami.

And Prego turned to Howard, and they said,

A Prego sa obrátilo na Howarda a povedalo,

"You're telling me that one third of Americans

"Vy nám chcete povedať, že tretina Američanov chce špagetovú omáčku s extra kúskami

crave extra-chunky spaghetti sauce

and yet no one is servicing their needs?"

a nikto zatiaľ nevyhovel im potrebám?" A on povedal áno!

And he said "Yes!"

(Laughter)

And Prego then went back,

(Smiech) A Prego sa vrátilo,

and completely reformulated their spaghetti sauce,

a kompletne premyslelo svoju špagetovú omáčku

and came out with a line of extra chunky that immediately and completely

a prišlo s radom extra veľkých kúskov, ktorý okamžite a úplne

took over the spaghetti sauce business in this country.

ovládol biznis špagetovej omáčky v tejto krajine.

And over the next 10 years, they made 600 million dollars

A počas nasledujúcich 10 rokov zarobili 600 miliónov dolárov

off their line of extra-chunky sauces.

z tohto radu s extra kúskami.

Everyone else in the industry looked at what Howard had done, and they said,

A každý v odvetví sa pozeral na to, čo Howard urobil a vraveli si,

"Oh my god! We've been thinking all wrong!"

"Ó môj bože! My sme sa mýlili!"

And that's when you started to get seven different kinds of vinegar,

A vtedy sme začali dostávať sedem rôznych druhov octu,

and 14 different kinds of mustard, and 71 different kinds of olive oil.

a 14 druhov horčice, a 71 druhov olivového oleja --

And then eventually even Ragù hired Howard,

a nakoniec si aj Ragu najalo Howarda,

and Howard did the exact same thing for Ragù that he did for Prego.

a Howard pre nich spravil presne to, čo urobil pre Prego.

And today, if you go to a really good supermarket,

A dnes, keď idete do naozaj dobrého supermarketu,

a pozriete sa koľko tam maju druhov Ragu --

do you know how many Ragùs there are?

36!

Viete koľko? 36!

In six varieties:

V šiestich druhoch: Syrové, Diétne, Robusto,

Cheese, Light,

Robusto, Rich & Hearty,

Plné a Výdatné, Tradičné, Záhrada extra veľkých kúskov. (Smiech)

Old World Traditional --

Extra-Chunky Garden.

(Laughter)

That's Howard's doing.

To je Howardova práca. To je Howardov dar americkému ľudu.

That is Howard's gift to the American people.

Now why is that important?

Prečo je to dôležité?

(Laughter)

It is, in fact, enormously important.

Vlastne je to ohromne dôležité. Vysvetlím Vám prečo.

I'll explain to you why.

What Howard did is he fundamentally changed the way the food industry thinks

Howard vlastne od základov zmenil spôsob akým potravinový priemysel premýšľa

about making you happy.

o tom, ako Vás urobiť šťastnými.

Assumption number one in the food industry used to be

Predpoklad číslo jedna v potravinárskom priemysle bol

that the way to find out what people want to eat,

že spôsob, ako zistiť, čo chcú ľudia jesť --

what will make people happy, is to ask them.

čo ľudí urobí šťastými -- je opýtať sa ich.

And for years and years and years,

A po celé roky rokúce by Ragu a Prego malo

Ragù and Prego would have focus groups,

cieľové skupiny, a posadili by tých ľudí a pýtali sa ich,

and they would sit you down, and they would say,

"What do you want in a spaghetti sauce?

"Čo by ste chceli v špagetovej omáčke? Povedzte nám, čo by ste v nej chceli."

Tell us what you want in a spaghetti sauce."

And for all those years -- 20, 30 years --

A po celé tie roky -- 20, 30 rokov --

through all those focus group sessions,

počas všetkých tých skupinových sedení,

no one ever said they wanted extra-chunky.

nikto nikdy nepovedal, že by chcel extra veľké kúsky.

Even though at least a third of them, deep in their hearts, actually did.

I keď ich aspoň tretina z nich v hĺbke duše chcela.

(Laughter)

(Smiech)

People don't know what they want!

Ľudia nevedia, čo chcú. Správne?

As Howard loves to say,

Ako Howard rád hovorieva, "Myseľ netuší, čo jazyk chce."

"The mind knows not what the tongue wants."

It's a mystery!

Je to záhada!

(Laughter)

And a critically important step

A kriticky dôležitým krokom v porozumení našich túžob

in understanding our own desires and tastes

is to realize that we cannot always explain what we want, deep down.

a chutí je uvedomiť si, že nemôžeme vždy vysvetliť, čo vlastne v hĺbke chceme.

If I asked all of you, for example, in this room, what you want in a coffee,

Ak by som sa Vás opýtal, napríklad, tu v tejto miestosti, akú chcete kávu,

you know what you'd say?

viete, čo by ste povedali? Každý by povedal "Chcem tmavú, plnú, výdatnú praženú."

Every one of you would say, "I want a dark, rich, hearty roast."

It's what people always say when you ask them.

To je to, čo ľudia vravia, keď sa ich opýtate, čo očakávajú od kávy.

"What do you like?" "Dark, rich, hearty roast!"

Akú ju máte radi? Tmavú, plnú, výdatnú praženú!

What percentage of you actually like a dark, rich, hearty roast?

Koľko percent z Vás má vlastne naozaj rado tmavú, plnú, výdatne praženú?

According to Howard, somewhere between 25 and 27 percent of you.

Podľa Howarda, niekde okolo 25 a 27 percent z Vás.

Most of you like milky, weak coffee.

Väčšine chutí mliečna, slabá káva.

(Laughter)

But you will never, ever say to someone who asks you what you want

Ale nikdy by ste to nepovedali niekomu, kto sa pýta, čo by ste chceli --

that "I want a milky, weak coffee."

že "Chcem mliečnu, slabú kávu." (Smiech)

So that's number one thing that Howard did.

Takže to je prvá vec, čo Howard spravil.

Number two thing that Howard did is he made us realize --

Druhou vecou, čo urobil je, že nás donútil si uvedomiť --

it's another very critical point --

to je ďalší dôležitý bod --

he made us realize the importance

donútil nás uvedomiť si dôležitosť tzv. horizontálnej segmentácie.

of what he likes to call "horizontal segmentation."

Why is this critical?

Prečo je to dôležité? Pretože

Because this is the way the food industry thought before Howard.

takto potravinový priemysel nepremýšľal než prišiel Howard. Správne?

What were they obsessed with in the early 80s?

Čím boli posadnutí začiatkom 80. rokov? Boli posadnutí horčicou.

They were obsessed with mustard.

In particular, they were obsessed with the story of Grey Poupon.

Presnejšie, boli posadnutí príbehom Grey Poupon. Mám pravdu?

Used to be, there were two mustards: French's and Gulden's.

Kedysi boli dve horčice. French's a Gulden's.

What were they? Yellow mustard.

Čo to boli? Biele horčice. Čo je v bielej horčici?

What's in it?

Yellow mustard seeds, turmeric, and paprika.

Semená bielej horčice, kurkuma a paprika. To bola horčica.

That was mustard.

Grey Poupon came along, with a Dijon.

Grey Poupon prišiel s dijonskou. Hej?

Right?

Much more volatile brown mustard seed, some white wine, a nose hit,

Rozmarnejšie semeno hnedej horčice, biele víno, vôňa,

much more delicate aromatics.

omnoho delikátnejšia aróma. A čo spravili?

And what do they do?

They put it in a little tiny glass jar, with a wonderful enameled label on it,

Dali to do maličkej sklenenej fľaštičky s krásnou smaltovanou etiketou,

made it look French,

pofrancúzštili to, i keď sa vyrábalo v Oxnarde v Kalifornii.

even though it's made in Oxnard, California.

(Laughter)

And instead of charging a dollar fifty for the eight-ounce bottle,

A namiesto toho, aby účtovali $1,50 za dvojdecovú fľašku,

the way that French's and Gulden's did,

tak ako French's a Gulden's, rozhodli sa účtovať štyri doláre.

they decided to charge four dollars.

And they had those ads.

A tiež mali tie reklamy, že? S týpkom v Rolls Royce,

With the guy in the Rolls Royce, eating the Grey Poupon.

ktorý je Grey Poupon, a iný Rolls Royce zastaví,

Another pulls up, and says, "Do you have any Grey Poupon?"

a hovorí, máš nejaký Grey Poupon?

And the whole thing, after they did that, Grey Poupon takes off!

A po tom, čo toto všetko urobili, Grey Poupon vyletel do výšin!

Takes over the mustard business!

Ovládol trh horčice!

And everyone's take-home lesson from that

A lekcia z toho pre každého je

was that the way to make people happy

že spôsob, ako ľudí uspokojiť

is to give them something that is more expensive,

je dať im niečo, čo je drahšie, niečo, po čom by túžili. Správne?

something to aspire to.

It's to make them turn their back on what they think they like now,

Donútiť ich obrátiť sa chrbtom tomu, čo si myslia, že majú radi teraz,

and reach out for something higher up the mustard hierarchy.

a načiahnuť sa za niečím vyššie na horčicovom rebríčku.

(Laughter)

A better mustard! A more expensive mustard!

Za lepšou horčicou! Drahšou horčicou!

A mustard of more sophistication and culture and meaning.

Sofistikovanejšou horčicou s vyššou kultúrou a zmyslom.

And Howard looked to that and said, "That's wrong!"

A Howard sa na to pozrel a povedal, to je zle!

Mustard does not exist on a hierarchy.

Horčica nie je v hierarchii.

Mustard exists, just like tomato sauce, on a horizontal plane.

Horčica existuje, tak ako pretlak, vo vodorovnej rovine.

There is no good mustard or bad mustard.

Nie je dobrá alebo zlá horčica.

There is no perfect mustard or imperfect mustard.

Nie je dokonalá alebo nedokonalá horčica.

There are only different kinds of mustards that suit different kinds of people.

Sú iba rozličné druhy horčice, ktoré vyhovujú rozličným druhom ľudí.

He fundamentally democratized the way we think about taste.

Od základov zdemokratizoval spôsob, akým rozmýšľame o chuti.

And for that, as well, we owe Howard Moskowitz a huge vote of thanks.

A pre toto, tiež, dlžíme Howardovi Moskowitzovi veľké ďakujem.

Third thing that Howard did, and perhaps the most important,

Treťou vecou, čo Howard urobil, a možno najdôležitejšou,

is Howard confronted the notion of the Platonic dish.

je, že Howard sa postavil proti predstave Platónskeho jedla. (Smiech)

(Laughter)

What do I mean by that?

Čo tým myslím?

(Laughter)

For the longest time in the food industry,

Veľmi dlhú dobu v potravinárskom priemysle

there was a sense that there was one way,

prevládal názor, že existoval spôsob, dokonalý spôsob, ako spraviť jedlo.

a perfect way, to make a dish.

You go to Chez Panisse,

Išli ste do Chez Panisse, dali Vám lososové sashimi

they give you the red-tail sashimi with roasted pumpkin seeds

s opekanými tekvicovými semiačkami v omáčke z čohosi a čohosi.

in a something something reduction.

They don't give you five options on the reduction.

Nedajú Vám na výber päť druhov omáčky, že?

They don't say, "Do you want the extra-chunky reduction, or ...?"

Nepovedia, chcete omáčku s extra kúskami, alebo chcete -- nie!

No!

You just get the reduction. Why?

Dostanete iba omáčku. Prečo? Lebo šéfkuchárka v Chez Panisse

Because the chef at Chez Panisse

has a Platonic notion about red-tail sashimi.

má Platónsku predstavu o lososovom sashimi.

"This is the way it ought to be."

Tak by to malo byť.

And she serves it that way time and time again,

A podáva ho takto znova a znova,

and if you quarrel with her, she will say,

a keď sa s ňou hádate, povie,

"You know what? You're wrong!

"Viete čo? Mýlite sa! Toto je najlepší spôsob ako to podávame v tejto reštaurácii."

This is the best way it ought to be in this restaurant."

Now that same idea fueled the commercial food industry as well.

Táto istá myšlienka poháňala aj potravinový priemysel.

They had a Platonic notion of what tomato sauce was.

Mali predstavu, Platónsku predstavu, ako by mala vyzerať paradajková omáčka.

And where did that come from? It came from Italy.

A odkiaľ pochádzala? Z Talianska.

Italian tomato sauce is what?

Aká je talianska paradajková omáčka? Je miešaná, je riedka.

It's blended; it's thin.

The culture of tomato sauce was thin.

Kultúra paradajkovej omáčky bola riedka.

When we talked about "authentic tomato sauce" in the 1970s,

Keď sa bavíme o pôvodnej paradajkovej omáčke zo 70. rokov,

we talked about Italian tomato sauce,

bavíme sa o talianskej omáčke. Bavíme sa o najskorších začiatkoch omáčky.

we talked about the earliest Ragùs,

which had no visible solids, right?

Ktorá nemala žiadne viditeľné kúsky, že?

Which were thin, you just put a little bit

Ktorá bola riedka a keď ju dáte navrch

and it sunk down to the bottom of the pasta.

tak stečie rovno dole na dno cestovín.

That's what it was.

Taká bola. A prečo sme sa na to tak upínali?

And why were we attached to that?

Pretože, sme si mysleli, že aby sme ľudí uspokojili

Because we thought that what it took to make people happy

was to provide them with the most culturally authentic tomato sauce, A.

musíme im poskytnúť čo najpôvodnejšiu paradajkovú omáčku, za A,

And B, we thought that if we gave them the culturally authentic tomato sauce,

a za B, mysleli sme si, že keď im dáme túto pôvodnú omáčku,

then they would embrace it.

príjmu ju.

And that's what would please the maximum number of people.

A to uspokojí najväčší počet ľudí.

In other words,

A to, prečo sme si to mysleli -- inak povedané,

people in the cooking world were looking for cooking universals.

ľudia vo svete varenia hľadali všeobecný vzorec varenia.

They were looking for one way to treat all of us.

Hľadali jeden spôsob, ktorý sa vzťahuje na nás všetkých.

And it's good reason for them to be obsessed

Majú dobrý dôvod prečo byť posadnutí myšlienkou jednotného vzorca,

with the idea of universals,

because all of science,

pretože celá veda, od 19. po 20. storočie,

through the 19th century and much of the 20th,

was obsessed with universals.

bola posadnutá všeobecnými vzorcami.

Psychologists, medical scientists, economists

Psychológovia, lekári, ekonómovia, všetci chceli nájsť

were all interested in finding out the rules

that govern the way all of us behave.

pravidlá, ktorými sa riadi správanie nás všetých.

But that changed, right?

Ale to sa zmenilo, však?

What is the great revolution in science of the last 10, 15 years?

Čo bolo veľkou revolúciou vo vede v posledných 10, 15 rokoch?

It is the movement from the search for universals

Je to posun od hľadania vzorcov smerom k chápaniu rozmanitosti.

to the understanding of variability.

Now in medical science, we don't want to know, necessarily,

V medicíne, nechceme nutne vedieť ako --

just how cancer works,

iba ako rakovina funguje, chceme vedieť, ako sa Vaša rakovina líši od mojej rakoviny.

we want to know how your cancer is different from my cancer.

I guess my cancer different from your cancer.

Tipujem, že moja rakovina sa líši od Vašej.

Genetics has opened the door to the study of human variability.

Genetika otvorila dvere poznávaniu ľudskej rozmanitosti.

What Howard Moskowitz was doing was saying,

Howard Moskovitz tvrdil, že táto istá revolúcia

"This same revolution needs to happen in the world of tomato sauce."

musí prísť vo svete paradajkovej omáčky.

And for that, we owe him a great vote of thanks.

A preto mu dlžíme veľkú vďaku.

I'll give you one last illustration of variability,

Dám Vám ešte jednu ilustráciu variability, a to je -- och, prepáčte.

and that is -- oh, I'm sorry.

Howard not only believed that, but he took it a second step,

Howard nielenže tomu veril ale spravil aj druhý krok,

which was to say that when we pursue universal principles in food,

keď povedal, že keď hľadáme všeobecné princípy v jedle

we aren't just making an error;

nielenže chybujeme ale vlastne si vážne škodíme.

we are actually doing ourselves a massive disservice.

And the example he used was coffee.

A ukázal to na príklade s kávou.

And coffee is something he did a lot of work with, with Nescafé.

S kávou veľa pracoval, s firmou Nescafe.

If I were to ask all of you to try and come up with a brand of coffee --

Ak by som sa Vás požiadal vymyslieť značku kávy

a type of coffee, a brew -- that made all of you happy,

-- druh kávy -- ktorá všetkých uspokojí,

and then I asked you to rate that coffee,

a potom Vás požiadal ohodnotiť ju,

the average score in this room for coffee would be about 60 on a scale of 0 to 100.

priemerné skóre v tejto miestosti by bolo pre tú kávu okolo 60 na škále od 0 do 100.

If, however, you allowed me to break you into coffee clusters,

Ak by ste mi ale dovolili rozdeliť Vás do zhlukov,

maybe three or four coffee clusters,

možno troch alebo štyroch,

and I could make coffee just for each of those individual clusters,

a mohol by som spraviť kávu pre každý z nich,

your scores would go from 60 to 75 or 78.

skóre by vystúpali zo 60 na 75 až 78.

The difference between coffee at 60 and coffee at 78

Rozdiel medzi kávou, čo má 60 a 78

is a difference between coffee that makes you wince,

je rozdielom medzi kávou, čo Vám dá krč,

and coffee that makes you deliriously happy.

a kávou, z ktorej budete v siedmom nebi.

That is the final, and I think most beautiful lesson,

To je posledná a myslím najkrajšia lekcia Howarda Moskowitza.

of Howard Moskowitz:

that in embracing the diversity of human beings,

Že prijatím rozmanitosti ľudských bytostí

we will find a surer way to true happiness.

nájdeme istejšiu cestu k pravému šťastiu.

Thank you.

(Applause)

Ďakujem.