Chris Bangle: Great cars are Art

Translator: Jenny Zurawell

Reviewer: Martin Bacik

What I want to talk about is, as background,

O čom chcem dnes hovoriť - na ilustráciu -

is the idea that cars are art.

je myšlienka, že autá sú umením.

This is actually quite meaningful to me,

Toto má pre mňa dosť veľký význam,

because car designers tend to be a little bit low on the totem pole --

pretože automobiloví dizajnéri sa radia skôr k nižším vrstvám v obore --

we don't do coffee table books with just one lamp inside of it --

nerobíme knihy do kaviarní s jednou lampou vo vnútri,

and cars are thought so much as a product

a o autách sa natoľko rozmýšľa ako o produkte,

that it's a little bit difficult to get into the aesthetic side

že je trochu obtiažne rozprávať sa o estetickej stránke

under the same sort of terminology that one would discuss art.

podobnou terminológiou, ako sa diskutuje o umení.

And so cars, as art, brings it into an emotional plane -- if you accept that --

A tak autá, ako umenie, sa dostávajú na takú emocionálnu úroveň -- ak to prijmete --

that you have to deal with on the same level you would with art with a capital A.

že s nimi musíte zaobchádzať rovnako, ako by ste zaobchádzali s Umením s veľkým "U".

Now at this point you're going to see a picture of Michelangelo.

Teraz uvidíte Michelangelov obraz.

This is completely different than automobiles.

Toto je úplne iné ako automobily.

Automobiles are self-moving things, right? Elevators are automobiles.

Automobily sú samohybné veci, však? Výťahy sú automobilmi.

And they're not very emotional; they solve a purpose;

A nie sú príliš citové, slúžia účelu,

and certainly automobiles have been around for 100 years

a aj keď automobily boli s nami okolo 100 rokov

and have made our lives functionally a lot better in many ways;

a funkčne zlepšili naše životy množstvom spôsobov,

they've also been a real pain in the ass,

boli aj osinou v zadku.

because automobiles are really the thing we have to solve.

Pretože automobily sú niečím, čo musíme riešiť.

We have to solve the pollution, we have to solve the congestion --

Musíme vyriešiť znečisťovanie, zápchy --

but that's not what interests me in this speech.

ale o to mi v tejto prednáške nejde.

What interests me in this speech is cars. Automobiles may be what you use,

Čo ma zaujíma, sú autá. Automobily môžu byť niečím, čo používame,

but cars are what we are, in many ways.

ale autá sú to, čím sme my. Vo veľa smeroch.

And as long as we can solve the problems of automobiles,

A pokiaľ dokážeme vyriešiť problém automobilov,

and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,

a ja verím, že dokážeme -- palivovými článkami alebo vodíkom, na ktorý je BMW vážne natešené,

and lots of other things, then I think we can look past that

a veľa ďalšími vecami, potom si myslím, že sa cez to môžeme preniesť

and try and understand why this hook is in many of us --

a skúsiť pochopiť, prečo táto slabosť je v toľkých z nás,

of this car-y-ness -- and what that means, what we can learn from it.

slabosť pre autá -- a čo pre nás znamená, čo sa z nej vieme naučiť.

That's what I want to get to. Cars are not a suit of clothes;

K tomu sa chcem dostať. Autá nie sú haldou oblečenia,

cars are an avatar. Cars are an expansion of yourself:

autá sú avatarmi, sú Vaším rozšírením,

they take your thoughts, your ideas, your emotions, and they multiply it --

nasajú Vaše myšlienky, nápady, emócie, a potom ich znásobia --

your anger, whatever. It's an avatar.

napr. Váš hnev, to je jedno. Je to Váš avatar, stelesnenie.

It's a super-waldo that you happen to be inside of, and if you feel sexy,

Je to ako keby ste boli v rozprávke, ak sa cítite sexy,

the car is sexy. And if you're full of road rage,

auto je sexy. A ak ste plní hnevu,

you've got a "Chevy: Like a Rock," right?

určite máte "Chevy: Ako Skala," však?

Cars are a sculpture -- did you know this?

Autá sú sochárskymi dielami. Vedeli ste o tom?

That every car you see out there is sculpted by hand.

Každé auto, ktoré na ulici stretnete, je vymodelované ručne.

Many people think, "Well, it's computers,

Veľa ľudí si myslí, že je to o počítačoch,

and it's done by machines and stuff like that."

a že je to robené strojmi a podobne.

Well, they reproduce it, but the originals are all done by hand.

Nuž, reprodukujú to, ale všetky originály sú robené ručne.

It's done by men and women who believe a lot in their craft.

Vypracovávané mužmi a ženami, ktorí veria vo svoje remeslo.

And they put that same kind of tension into the sculpting of a car

A do svojej sochy auta vkladajú rovnaké vzrušenie, napätie,

that you do in a great sculpture that you would go and look at in a museum.

aké vkladáte do skvelej sochy, ktorá je vystavená na obdiv v múzeu.

That tension between the need to express, the need to discover,

To napätie medzi potrebou vyjadriť sa, potrebou objavovať,

then you put something new into it,

potom do toho vložíte niečo nové,

and at the same time you have bounds of craftsmanship.

a súčasne máte hranice remesla.

Rules that say, this is how you handle surfaces;

Pravidlá, ktoré hovoria, že takto treba zaobchádzať s plochami,

this is what control is all about; this is how you show you're a master of your craft.

o tomto sú schopnosti, takto ukážete, že ste majstrami vo svojom obore.

And that tension, that discovery, that push for something new --

A to napätie, to objavovanie, tá túžba po niečom novom --

and at the same time, that sense of obligation

a súčasne zmysel pre dodržiavanie

to the regards of craftsmanship --

postupov remesla --

that's as strong in cars as it is in anything.

to všetko je tak silné v autách, ako vo všetkom ostatnom.

We work in clay, which hasn't changed much

Pracujeme s hlinou, ktorá sa nezmenila

since Michelangelo started screwing around with it,

od čias Michelangela, ktorý sa s ňou začal babrať,

and there's a very interesting analogy to that too.

a aj to má svoju veľmi zaujímavú analógiu.

Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?

Veľmi rýchlo -- Michelangelo povedal, že je tu, aby "objavil vnútornú figúru," OK?

There we go, the automobile.

Tradááá, automobil.

That was 100 years right there -- did you catch that?

Toto bol 100 ročný vývoj, zachytili ste ho?

Between that one there, and that one there, it changed a lot didn't it?

Medzi týmto, a týmto druhým sa stalo veľa zmien, že?

OK, it's not marketing; there's a very interesting car concept here,

Ok, nie je to marketing, toto je veľmi zaujímavý koncept auta,

but the marketing part is not what I want to talk about here.

a marketingová časť nie je to, o čom tu chcem hovoriť.

I want to talk about this.

O tomto chcem hovoriť:

Why it means you have to wash a car, what is it, that sensuality

prečo máme potrebu čistiť naše auto, a čo je to za zmyselnosť,

you have to touch about it? That's the sculpture that goes into it. That sensuality.

ktorá Vás núti dotknúť sa ho? To je to sochárstvo, ktoré je v aute ukryté. Tá zmyselnosť.

And it's done by men and women working just like this, making cars.

A je vtelená mužmi a ženami, ktorí takto pracujú, vytvárajú autá.

Now this little quote about sculpture from Henry Moore,

Tu máme malý výrok o sochách od Henryho Moora,

I believe that that "pressure within" that Moore's talking about --

verím, že "vnútorný tlak," o ktorom Moore hovorí --

at least when it comes to cars --

aspoň čo sa áut týka --

comes right back to this idea of the mean.

sa vracia k myšlienke priemeru.

It's that will to live, that need to survive, to express itself,

Je to tá vôľa žiť, tá potreba prežiť, vyjadriť sa,

that comes in a car, and takes over people like me.

ktorá prichádza zabalená s autom a premáha ľudí ako som ja.

And we tell other people, "Do this, do this, do this," until this thing comes alive.

A hovoríme ostatným "sprav toto, toto, toto" až kým táto vec neožije.

We are completely infected. And beauty can be the result

Sme úplne nakazení. A krása môže byť výsledkom

of this infectiousness; it's quite wonderful.

tejto nákazlivosti; je to celkom fascinujúce.

This sculpture is, of course, at the heart of all of it,

Socha je, samozrejme, v srdci toho všetkého,

and it's really what puts the craftsmanship into our cars.

a je to socha, ktorá robí naše autá hodnotnými.

And it's not a whole lot different, really, when they're working like this,

A naozaj to nie je veľký rozdiel, keď niekto pracuje takto,

or when somebody works like this.

alebo takto.

It's that same kind of commitment, that same kind of beauty.

Je to rovnaký spôsob zapálenia sa, rovnaký druh krásy.

Now, now I get to the point. I want to talk about cars as art.

A teraz, teraz sa dostávam k pointe. Chcem rozprávať o autách ako o umení.

Art, in the Platonic sense, is truth; it's beauty, and love.

Umenie v Platónskom zmysle je pravda, krása a láska.

Now this is really where designers in car business diverge from the engineers.

Toto je bod, kde sa dizajnéri v automobilovom priemysle odkláňajú od inžinierov.

We don't really have a problem talking about love.

Nemáme väčšie ťažkosti s rozprávaním o láske.

We don't have a problem talking about truth or beauty in that sense.

Nemáme problém rozprávať o pravde alebo kráse v tomto zmysle.

That's what we're searching for --

To je to, čo hľadáme --

when we're working our craft, we are really trying to find that truth out there.

keď sa zaoberáme naším remeslom, v podstate sa snažíme nájsť v ňom pravdu.

We're not trying to find vanity and beauty.

Nesnažíme sa nájsť márnivosť a krásu.

We're trying to find the beauty in the truth.

Snažíme sa nájsť krásu v pravde.

However, engineers tend to look at things a little bit more Newtonian,

Na druhú stranu, inžinieri sa pozerajú na veci trochu viac Newtonovsky,

instead of this quantum approach.

narozdiel od tohto kvantového prístupu.

We're dealing with irrationalisms,

Zaoberáme sa iracionalizmami,

and we're dealing with paradoxes that we admit exist,

zaoberáme sa paradoxmi, ktoré pripúšťame, že existujú,

and the engineers tend to look things a little bit more like

a inžinieri vidia veci skôr ako

two and two is four, and if you get 4.0 it's better, and 4.000 is even better.

dva a dva je štyri, a ak dostanete 4.0 je to lepšie, a 4.000 je ešte lepšie.

And that sometimes leads to bit of a divergence

A to občas vedie k troche rozdielnosti

in why we're doing what we're doing.

v tom, prečo robíme to, čo robíme.

We've pretty much accepted the fact, though,

Celkom sme prijali skutočnosť,

that we are the women in the organization at BMW --

že my sme ženami v organizácii BMW --

BMW is a very manly type business, -- men, men, men; it's engineers.

BMW je veľmi mužný typ biznisu -- muži, muži, muži, sú to inžinieri.

And we're kind of the female side to that. That's OK,

A my sme ženská stránka toho celého. Je to OK,

that's cool. You go off and be manly. We're going to be a little bit more female.

je to v pohode, choďte a buďte mužní, my budeme trochu ženskejší.

Because what we're interested in is finding form that's more than just a function.

Pretože čo zaujíma nás, je nájsť formu, ktorá je viac než len funkciou.

We're interested in finding beauty that's more than just an aesthetic;

Zaujíma nás hľadať krásu, ktorá je viac než len estetikou,

it's really a truth.

krásu, ktorá je pravdou.

And I think this idea of soul, as being at the heart of great cars,

A myslím, že táto myšlienka duše v srdci veľkých áut

is very applicable. You all know it. You know a car when you've seen it,

je veľmi použiteľná. Všetci to poznáte. Spoznáte také auto, keď ho uvidíte --

with soul. You know how strong this is.

s dušou. Viete, aké je toto silné.

Well, this experience of love, and the experience of design, to me,

Nuž, tento zážitok lásky, a zážitok dizajnu, u mňa

are interchangeable. And now I'm coming to my story.

sú zameniteľné. A dostávam sa tak k môjmu príbehu.

I discovered something about love and design through a project called Deep Blue.

Objavil som niečo o láske a dizajne vďaka projektu s názvom Deep Blue.

And first of all, you have to go with me for a second, and say,

A najprv sa skúste na chvíľu vžiť do mojej kože a povedať si,

you know, you could take the word "love" out of a lot of things in our society,

že by ste mohli vyňať slovo láska z veľa vecí v našej spoločnosti

put the word "design" in, and it still works,

vložiť slovo dizajn, a stále to bude fungovať,

like this quote here, you know. It kind of works, you know?

ako tento citát, napríklad. Svojím spôsobom to funguje.

You can understand that. It works in truisms.

To sa chápe ľahko. Funguje to vo frázach -

"All is fair in design and war."

"V dizajne a vojne je dovolené všetko."

Certainly we live in a competitive society.

Celkom určite žijeme v súťaživej spoločnosti.

I think this one here, there's a pop song

Myslím, že táto tu, táto pieseň

that really describes Philippe Starck for me, you know, this is like

je pre mňa opisom Philippa Starcka. Je to ako,

you know, this is like puppy love, you know, this is cool right?

chápete, ako láska k šteniatkam, je to fajn, chápete?

Toothbrush, cool.

Zubná kefka, super.

It really only gets serious when you look at something like this. OK?

Začína to byť vážne, keď sa pozriete na niečo takéto.

(Laughter)

(Smiech)

This is one substitution that I believe

Toto je jedna zámena,

all of us, in design management, are guilty of.

ktorou sme my všetci v dizajn manažmente vinní.

And this idea that there is more to love,

A táto myšlienka, že je niečo viac ako láska,

more to design, when it gets down to your neighbor, your other,

niečo viac ako dizajn, keď sa dostane na vášho suseda, vášho partnera,

it can be physical like this, and maybe in the future it will be.

môže to byť fyzické, a možno v budúcnosti bude.

But right now it's in dealing with our own people,

Ale práve teraz je to o staraní sa o našich ľudí,

our own teams who are doing the creating. So, to my story.

naše vlastné tímy, ktoré tvoria. Tak, k môjmu príbehu.

The idea of people-work is what we work with here,

V tomto prípade hovoríme o "ľudskej práci,"

and I have to make a bond with my designers when we're creating BMWs.

a že si musím vytvoriť vzťah s mojimi dizajnérmi, keď tvoríme BMWčka.

We have to have a shared intimacy, a shared vision --

Musíme mať spoločnú dôvernosť, spoločnú víziu.

that means we have to work as one family;

To znamená, že musíme pracovať ako jedna rodina,

we have to understand ourselves that way.

musíme sa tak chápať.

There's good times; there's interesting times;

Máme dobré časy, zaujímavé časy,

and there's some stress times too.

a máme tiež aj stresové obdobia.

You want to do cars, you've got to go outside.

Ak chcete tvoriť autá, musíte vyjsť von.

You've got to do cars in the rain; you've got to do cars in the snow.

Musíte robiť autá v daždi, v snehu.

That's, by the way, is a presentation we made to our board of directors.

Toto je, mimochodom, prezentácia, ktorú sme robili nášmu vedeniu.

We haul their butts out in the snow, too. You want to know cars outside?

Vyhnali sme ich do snehu tiež. Chcete spoznať autá zvonku?

Well, you've got to stand outside to do this.

Nuž, na to potrebujete byť vonku.

And because these are artists, they have very artistic temperaments.

A keďže toto sú umelci, majú veľmi umelecké sklony.

All right? Now one thing about art is, art is discovery,

Jedna vec o umení je, že umenie je objavovanie,

and art is discovering yourself through your art. Right?

a umenie je objavovanie seba cez Vaše umenie. Hej?

And one thing about cars is we're all a little bit like Pygmalion,

A jedna vec o autách je, že všetci sme trochu ako Pygmalion,

we are completely in love with our own creations.

všetci sme bezhlavo zamilovaní do našich výtvorov.

This is one of my favorite paintings, it really describes our relationship with cars.

Toto je jeden z mojich obľúbených obrazov, naozaj opisuje náš vzťah s autami.

This is sick beyond belief.

Je to choré, až by človek neveril.

(Laughter)

(Smiech)

But because of this, the intimacy with which we work together as a team

Ale práve kvôli tomuto, tá dôvernosť, s ktorou pracujeme ako tím,

takes on a new dimension, a new meaning.

naberá nový rozmer, nový význam.

We have a shared center; we have a shared focus --

Máme spoločné jadro, spoločný cieľ -

that car stays at the middle of all our relationships.

že auto ostane stredobodom vo všetkých našich vzťahoch.

And it's my job, in the competitive process, to narrow this down.

A je mojou prácou, v konkurenčnom procese, aby som to zúžil.

I heard today about Joseph's death genes

Dnes som počul o Josephových génoch smrti,

that have to go in and kill cell reproduction.

ktoré musia vojsť a zahubiť reprodukciu buniek.

You know, that's what I have to do sometimes.

Viete, občas musím spraviť niečo podobné.

We start out with 10 cars; we narrow it down to five cars,

Začneme s 10 autami, zúžime to na 5,

down to three cars, down to two cars, down to one car,

postupne na tri, dve, až na jedno,

and I'm in the middle of that killing, basically.

a ja som v podstate v centre tohto zabíjania.

Someone's love, someone's baby.

Niekoho láska, niekoho dieťa.

This is very difficult, and you have to have a bond with your team

Je to veľmi ťažké, a musíte mať so svojím tímom vzťah,

that permits you to do this, because their life is wrapped up in that too.

ktorý Vám dovoľuje toto urobiť, pretože v tom je zabalený aj ich život.

They've got that gene infected in them as well,

Tiež majú v sebe ten infikovaný gén,

and they want that to live, more than anything else.

a tiež chcú, aby to ich žilo, viac ako čokoľvek na svete.

Well, this project, Deep Blue, put me in contact with my team

Nuž, tento projekt, Deep Blue, ma dostal do kontaktu s mojím tímom

in a way that I never expected, and I want to pass it on to you,

spôsobom, ktorý som nikdy nečakal, a chcem Vám to predať,

because I want you to reflect on this, perhaps in your own relationships.

pretože chcem, aby ste nad tým pouvažovali, možno vo vlastných vzťahoch.

We wanted to a do a car which was a complete leap of faith for BMW.

Chceli sme spraviť auto, ktoré bolo pre BMW úplným krokom do prázdna.

We wanted to do a team which was so removed from the way we'd done it,

Chceli sme spraviť tím, ktorý by bol natoľko vzdialený od tradičných spôsobov,

that I only had a phone number that connected me to them.

že som mal len telefónne číslo, ktoré nás s nimi spájalo.

So, what we did was: instead of having a staff of artists that are just your wrist,

Takže, čo sme spravili namiesto držania si kopu umelcov na dosah ruky,

we decided to free up a team of creative designers and engineers

rozhodli sme sa uvoľniť tím kreatívnych dizajnérov a konštruktérov,

to find out what's the successor to the SUV phenomenon in America.

aby zistili, čo bude nasledovníkom fenoménu SUV v Amerike.

This is 1996 we did this project. And so we sent them off with this team name,

Tento projekt sme spravili v roku 1996. A tak sme ich poslali preč s názvom

Deep Blue. Now many people know Deep Blue from IBM --

Deep Blue. Veľa ľudí pozná Deep Blue od IBM,

we actually stole it from them because we figured

a tak sme im tento názov ukradli, pretože nás napadlo,

if anybody read our faxes they'd think we're talking about computers.

že keby sa ktokoľvek dostal k našim faxom, myslel by si, že sa rozprávame o počítačoch.

It turned out it was quite clever because Deep Blue,

Ukázalo sa, že je to celkom šikovné, pretože Deep Blue,

in a company like BMW, has a hook -- "Deep Blue," wow, cool name.

v spoločnosti ako BMW, má šmrnc -- Deep Blue, wow, super meno.

So people get wrapped up in it. And we took a team of designers,

Tak sa ľudia do toho zabalili. Vzali sme tím dizajnérov,

and we sent them off to America. And we gave them a budget,

a poslali sme ich do Ameriky. A tak sme im dali rozpočet,

what we thought was a set of deliverables,

pár úloh, ktoré sme si mysleli, že sú splniteľné,

a timetable, and nothing else.

časový rozvrh, a nič viac.

Like I said, I just had a phone number that connected me to them.

Ako som povedal, mal som len telefónne číslo, ktoré ma s nimi spájalo.

And a group of engineers worked in Germany,

Skupina inžinierov pracovala v Nemecku,

and the idea was they would work separately

a myšlienka bola v tom, že by paralelne (a oddelene) pracovali

on this problem of what's the successor to the SUV.

na tomto probléme nasledovníka SUV,

They would come together, compare notes. Then they would work apart,

potom by sa zišli, porovnali poznámky. Potom by zase pracovali oddelene,

come together, and they would produce together

zišli sa, a spolu by vyprodukovali

a monumental set of diverse opinions that didn't pollute each other's ideas --

monumentálnu zbierku rôznych názorov, ktoré by neznečisťovali nápady ostatných,

but at the same time came together and resolved the problems.

ale zároveň by sa stretli a vyriešili problémy.

Hopefully, really understand the customer at its heart,

Snáď by sa pochopil zákazník v jeho jadre,

where the customer is, live with them in America. So -- sent the team off,

keby boli tam, kde zákazník - v Amerike. Tak sme tím vyslali,

and actually something different happened. They went other places.

a v podstate sa stalo niečo iné. Šli úplne inde.

(Laughter)

(Smiech)

They disappeared, quite honestly, and all I got was postcards.

Zmizli, úprimne, a všetko, čo som dostal, boli pohľadnice.

Now, I got some postcards of these guys in Las Vegas,

Dostal som od nich pohľadnice z Las Vegas,

and I got some postcards of these guys in the Grand Canyon,

dostal som od nich pohľadnice z Grand Canyonu,

and I got these postcards of Niagara Falls,

a pohľadnice z Niagarských vodopádov,

and pretty soon they're in New York, and I don't know where else.

o chvíľu boli v New Yorku, a neviem kde ešte.

And I'm telling myself, "This is going to be a great car,

A hovorím si, "toto bude skvelé auto,

they're doing research that I've never even thought about before."

robia výskum, na ktorý som predtým ani len nepomyslel."

Right? And they decided that instead of, like, having a studio,

A rozhodli sa, že namiesto štúdia

and six or seven apartments,

a šiestich alebo siedmich bytov

it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.

bolo lacnejšie prenajať si bývalý dom Elizabeth Taylor v Malibu.

And -- at least they told me it was her house,

Aspoň mi tvrdili, že to raz jej bol dom,

I guess it was at one time, she had a party there or something.

možno aj bol, keď tam mala nejakú párty alebo niečo.

But anyway, this was the house, and they all lived there.

Ale to je jedno. Toto bol ten dom, a všetci v ňom žili.

Now this is 24/7 living, half-a-dozen people who'd left their --

Toto je nonstop bývanie poltucta ľudí, ktorí opustili --

some had left their wives behind and families behind,

niektorí opustili svoje manželky a rodiny,

and they literally lived in this house

a doslova žili v tomto dome

for the entire six months the project was in America,

celých šesť mesiacov, kým bol projekt v Amerike,

but the first three months were the most intensive.

ale prvé tri boli najintenzívnejšie.

And one of the young women in the project,

Jedna z mladých žien v projekte,

she was a fantastic lady, she actually built her room in the bathroom.

skvelá baba, si postavila vlastnú izbu v kúpeľni.

The bathroom was so big, she built the bed over the bathtub --

Kúpeľňa bola taká veľká, že si postavila posteľ nad vaňou --

it's quite fascinating.

fascinujúce.

On the other hand, I didn't know anything about this. OK?

Na druhú stranu, o ničom takomto som nevedel, chápete?

Nothing. This is all going on, and all I'm getting is postcards

Nič. Všetko toto sa deje, a jediné, čo mám ja sú pohľadnice

of these guys in Las Vegas, or whatever,

týchto ľudí v Las Vegas, či inde,

saying, "Don't worry Chris, this is really going to be good." OK?

kde píšu "neboj sa Chris, bude to skvelé."

So my concept of what a design studio was probably --

Takže môj koncept ateliéru bol pravdepodobne --

I wasn't up to speed on where these guys were.

nuž, netušil som, čo robia.

However, the engineers back in Munich

Na druhú stranu, inžinieri v Mníchove

had taken on this kind of Newtonian solution,

si zvolili také Newtonovské riešenie problému

and they were trying to find how many cup holders

a snažili sa zistiť, koľko držiakov na poháre

can dance on the head of a pin, and, you know,

dokáže tancovať na hlavičke špendlíka, a viete,

these really serious questions that are confronting the modern consumer.

takéto vážne otázky, ktoré konfrontujú moderného zákazníka.

And one was hoping that these two teams would get together,

A dúfalo sa, že tieto dva tímy sa stretnú,

and this collusion of incredible creativity,

a stret neuveriteľnej kreativity

under these incredible surroundings,

v týchto neuveriteľných okolnostiach

and these incredibly stressed-out engineers,

s neuveriteľne vystresovanými inžiniermi

would create some incredible solutions.

vyprodukuje neuveriteľné riešenia.

Well, what I didn't know was, and what we found out was --

Nuž ale, čo som nevedel, a na čo sme prišli --

these guys, they can't even like talk to each other under those conditions.

títo ľudia nie sú schopní ani len rozprávať sa v takých podmienkach.

You get a divergence of Newtonian and quantum thinking at that point,

Je to odlúčenie Newtonovského a kvantového rozmýšľania,

you have a split in your dialog that is so deep, and so far,

je to rozkol v dialógu tak hlboký a široký,

that they cannot bring this together at all.

že sa vôbec nedokážu dať dokopy.

And so we had our first meeting, after three months, in Tiburon,

A tak sme mali naše prvé stretnutie, po troch mesiacoch, v Tiburone,

which is just up the road from here -- you know Tiburon?

ktorý je cestou hore odtiaľto, poznáte Tiburon?

And the idea was after the first three months of this independent research

Myšlienka bola v tom, že po prvých troch mesiacoch tohto nezávislého výskumu

they would present it all to Dr. Goschel --

všetko by to odprezentovali Dr. Goschelovi --

who is now my boss, and at that time he was co-mentor on the project --

ktorý je teraz mojím šéfom, vtedy bol spolumentorom projektu --

and they would present their results.

a odprezentovali by ich výsledky.

We would see where we were going,

Videli by sme, kam smerujeme,

we would see the first indication of what could be

videli by sme prvé indikácie toho, čo by mohlo byť

the successive phenomenon to the SUV in America.

úspešným nasledovníkom SUV v Amerike.

And so I had these ideas in my head, that this is going to be great.

A hlavu som mal plnú toho, aké toto všetko bude skvelé.

I mean, I'm going to see so much work, it's so intense --

Ako uvidím toľko práce, tak silnej --

I know probably Las Vegas meant a lot about it,

viem, že Las Vegas pravdepodobne znamenalo veľa pre projekt,

and I'm not really sure where the Grand Canyon came in either --

nie som si istý, kde sa do toho zamiešal Grand Canyon --

but somehow all this is going to come together,

ale nejak toto všetko sa dá dokopy

and I'm going to see some really great product.

a uvidím úžasný produkt.

So we went to Tiburon, after three months,

Tak sme odišli do Tiburonu, po troch mesiacoch,

and the team had gotten together the week before,

tím tam bol už týždeň predtým,

many days ahead of time.

mnoho dní v predstihu.

The engineers flew over, and designers got together with them,

Prileteli inžinieri, stretli sa s dizajnérmi,

and they put their presentation together.

a dali dokopy prezentáciu.

Well, it turns out that the engineers hadn't done anything.

Ukázalo sa, že inžinieri neurobili nič.

And they hadn't done anything because --

Neurobili nič, pretože --

kind of, like in car business, engineers are there to solve problems,

svojím spôsobom, v automobilovom priemysle, inžinieri sú na riešenie problémov,

and we were asking them to create a problem.

a my sme od nich chceli, aby problém vytvorili.

And the engineers were waiting for the designers to say,

A inžinieri čakali na dizajnérov, aby povedali,

"This is the problem that we've created, now help us solve it."

"Takýto problém sme vytvorili, pomôžte nám vyriešiť ho."

And they couldn't talk about it. So what happened was,

A nedokázali sa o tom zhovárať. Takže, čo sa stalo,

the engineers showed up with nothing.

inžinieri prišli s ničím.

And the engineers told the designers,

A inžinieri povedali dizajnérom,

"If you go in with all your stuff, we'll walk out,

"Ak tam prídete so všetkými svojimi vecami, odídeme.

we'll walk right out of the project."

Odídeme z projektu."

So I didn't know any of this,

O ničom som nevedel,

and we got a presentation that had an agenda, looked like this.

a dostali sme prezentáciu, ktorá mala agendu, vyzerala nejak takto.

There was a whole lot of dialog.

Bolo v nej veľa dialógu.

We spent four hours being told all about vocabulary

Strávili sme štyri hodiny prednáškou o slovníku,

that needs to be built between engineers and designers.

ktorý musí byť vytvorený medzi dizajnérmi a inžiniermi.

And here I'm expecting at any moment, "OK, they're going to turn the page,

A každým momentom čakám, "OK, teraz obrátia list,

and I'm going to see the cars, I'm going to see the sketches,

a uvidím autá, uvidím skice,

I'm going to see maybe some idea of where it's going."

uvidím možno aspoň nejakú myšlienku, kam smerujeme."

Dialog kept on going, with mental maps of words, and pretty soon

Dialóg pokračoval, mentálnymi mapami slov, a čoskoro

it was becoming obvious that instead of being dazzled with brilliance,

bolo jasné, že namiesto toho, aby sme boli oslnení dokonalosťou,

I was seriously being baffled with bullshit.

sme boli oblbovaní kravinami.

And if you can imagine what this is like,

A ak si dokážete predstaviť aké to je,

to have these months of postcard indication of how great this team is working,

mať so sebou pohľadnicové indície o skvelom smerovaní tímu a práce,

and they're out there spending all this money, and they're learning,

ako tam vonku utrácajú všetky peniaze, ako sa učia,

and they're doing all this stuff.

ako robia všakovaké veci.

I went fucking ballistic, right? I went nuts.

Takmer som vyletel z kože. Mal som obrovskú zlosť.

You can probably remember Tiburon, it used to look like this.

Pravdepodobne si pamätáte Tiburon, vyzeral nejak takto.

After four hours of this, I stood up, and I took this team apart.

Po štyroch hodinách TOHTO som sa postavil a rozobral ten tím na súčiastky.

I screamed at them, I yelled at them, "What the hell are you doing?

Kričal som na nich, vrieskal som "čo do pekla stvárate?

You're letting me down, you're my designers,

Topíte ma, ste moji dizajnéri,

you're supposed to be the creative ones,

vy máte byť tí kreatívni,

what the hell is going on around here?"

čo sa tu deje?"

It was probably one of my better tirades, I have some good ones,

Pravdepodobne to bola jedna z mojich lepších smrští, mávam dobré,

but this was probably one of my better ones. And I went into these people;

ale táto bola z tých lepších. A navážal som sa do týchto ľudí,

how could they take BMW's money,

ako si dovoľujú brať peniaze BMW,

how could they have a holiday for three months and produce nothing, nothing?

ako si mohli spraviť trojmesačné prázdniny a vyprodukovať nič, nič?

Because of course they didn't tell us that they had three station wagons

Lebo, samozrejme, nepovedali nám, že mali tri autá

full of drawings, model concepts, pictures -- everything I wanted,

plné kresieb, modelov, obrázkov -- všetko to, čo som chcel,

they'd locked up in the cars, because they had shown solidarity with the engineers --

pozamkýnali do áut, pretože boli solidárni s konštruktérmi --

and they'd decided not to show me anything,

a rozhodli sa nič mi neukázať,

in order to give the chance for problem solving a chance to start,

aby dali šancu na štart riešenia problémov

because they hadn't realized, of course,

pretože si, samozrejme, neuvedomili,

that they couldn't do problem creating.

že nedokázali vytvoriť problém.

So we went to lunch --

Tak sme šli na obed --

(Laughter)

(Smiech)

And I've got to tell you, this was one seriously quiet lunch.

A musím Vám povedať, bol to sakramentsky tichý obed.

The engineers all sat at one end of the table,

Inžinieri sedeli na jednom konci stola,

the designers and I sat at the other end of the table, really quiet.

dizajnéri a ja na druhom, úplne potichu.

And I was just fucking furious, furious. OK?

A ja som bol zúrivý, zúrivý, chápete?

Probably because they had all the fun and I didn't, you know.

Pravdepodobne lebo oni sa tak dobre bavili, a ja nie.

That's what you get furious about right?

Preto sa zvyčajne rozzúrite, nie?

And somebody asked me about Catherine, my wife, you know,

A niekto sa ma spýtal na Catherine, moju manželku,

did she fly out with me or something?

či letela so mnou alebo niečo.

I said, "No," and it triggered a set of thoughts about my wife.

Povedal som "nie," a spustilo to sadu myšlienok o mojej žene.

And I recalled that when Catherine and I were married,

A spomenul som si, keď som sa s Catherine bral,

the priest gave a very nice sermon, and he said something very important.

že kňaz mal vtedy veľmi peknú kázeň, povedal niečo veľmi dôležité.

He said, "Love is not selfish," he said,

Povedal "láska nie je sebecká," povedal

"Love does not mean counting how many times I say, 'I love you.'

"láska neznamená počítať, koľkokrát človek povie "ľúbim ťa.""

It doesn't mean you had sex this many times this month,

Neznamená, že ste mali toľkoto krát sex tento mesiac,

and it's two times less than last month,

a že je to dvakrát menej ako minulý,

so that means you don't love me as much.

takže to znamená, že už ma toľko neľúbiš.

Love is not selfish." And I thought about this, and I thought,

Láska nie je sebecká." A premýšľal som o tom, a napadlo ma

"You know, I'm not showing love here. I'm seriously not showing love.

"Vieš, teraz im neukazujem lásku. Seriózne im nepreukazujem lásku.

I'm in the air, I'm in the air without trust.

Som vo vzduchu, vo vzduchu bez dôvery.

This cannot be. This cannot be that I'm expecting a certain number of sketches,

Takto to nejde. Nemôžem očakávať určitý počet skíc,

and to me that's my quantification method for qualifying a team.

čo je pre mňa kvantifikačný spôsob kvalitatívneho hodnotenia tímu.

This cannot be."

Takto to nejde."

So I told them this story. I said, "Guys, I'm thinking about something here,

Tak som im povedal tento príbeh. "Chalani, o niečom teraz rozmýšľam,

this isn't right. I can't have a relationship with you guys

toto nie je správne. Nemôžem mať s vami vzťah

based on a premise that is a quantifiable one.

založený na počítateľnosti.

Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"

Založený na diktáte "ja som šéf, robíte to, čo vám poviem, bez dôvery."

I said "This can't be."

Povedal som "takto to nejde."

Actually, we all broke down into tears, to be quite honest about it,

Všetci sme sa rozplakali, ak mám byť úprimný,

because they still could not tell me how much frustration they had built up

pretože oni mi stále nemohli povedať, koľko frustrácie si vybudovali

inside of them, not being able to show me what I wanted,

v sebe, tým, že mi nemohli ukázať, čo som chcel,

and merely having to ask me to trust them that it would come.

a len žiadaním, aby som im veril, že to príde.

And I think we felt much closer that day,

A myslím, že sme sa ten deň cítili oveľa bližšie k sebe,

we cut a lot of strings that didn't need to be there,

prerezali sme veľa povrázkov, ktoré tam nemuseli byť,

and we forged the concept for what real team and creativity is all about.

a skuli sme koncept, o čom vlastne tím a kreativita je.

We put the car back at the center of our thoughts, and we put love,

Vložili sme auto späť do centra našich myšlienok, a vrátili sme lásku,

I think, truly back into the center of the process.

myslím, naozaj späť do centra procesu.

By the way, that team went on to create six different concepts

Mimochodom, ten tím vytvoril šesť rôznych konceptov

for the next model of what would be the proposal

ďalšieho modelu predzvesti

for the next generation after SUVs in America.

budúcej generácie SUV v Amerike.

One of those was the idea of a crossover coupes --

Jedným z nich bola myšlienka crossover coupé --

you see it downstairs, the X Coupe -- they had a lot of fun with that.

môžte ho vidieť dole, X Coupe -- s tým mali veľa zábavy.

It was the rendition of our motorcycle,

Bol to návrat našej motorky,

the GS, as Carl Magnusson says, "brute-iful,"

modelu GS, ako Carl Magnusson vraví "krutokrásny (orig. brute-iful)"

as the idea of what could be a motorcycle, if you add two more wheels.

ako myšlienka, čo sa stane s motorkou, ak pridáte ďalšie dve kolesá.

And so, in conclusion, my lesson that I wanted to pass on to you,

A tak, na záver, moja lekcia, ktorú vám chcem predať,

was this one here. I'm also going to steal a little quote out of "Little Prince."

bola práve táto. Ukradnem ešte citát z Malého Princa.

There's a lot to be said about trust and love,

Veľa sa dá povedať o dôvere a láske,

if you know that those two words are synonymous for design.

ak viete, že tie dve slová sú synonymami pre dizajn

I had a very, very meaningful relationship with my team that day,

Mal som veľmi, veľmi významný vzťah s mojím tímom ten deň,

and it's stayed that way ever since.

a ostalo to tak až doteraz.

And I hope that you too find that there's more to design,

A dúfam, že aj vy zistíte, že v dizajne ide o viac,

and more towards the art of the design, than doing it yourself.

a viac v umení dizajnu, než robiť ho na vlastnú päsť.

It's true that the trust and the love, that makes it worthwhile.

Je pravdou, že kvôli dôvere a láske to stojí za to.

Thanks so much.

Ďakujem pekne.

(Applause)

(potlesk)