The paradox of choice | Barry Schwartz | TED

Translator: Sebastijan Veselič Reviewer: Nina Ivančič

I'm going to talk to you about some stuff that's in this book of mine

Danes bom govoril o rečeh, ki se nahajajo v eni od mojih knjig

in upam, da jih boste lahko povezali s stvarmi, ki ste jih že slišali.

that I hope will resonate with other things you've already heard,

and I'll try to make some connections myself,

Nekaj povezav bom poskušal narediti tudi sam, če jih boste morda spregledali.

in case you miss them.

But I want to start with what I call the "official dogma."

Rad bi začel s tem, čemur pravim "uradna dogma".

The official dogma of what?

Uradna dogma česa?

The official dogma of all Western industrial societies.

Uradna dogma vseh zahodnih industrializiranih družb.

And the official dogma runs like this:

Ta uradna dogma gre nekako takole:

if we are interested in maximizing the welfare of our citizens,

če hočemo povečati blaginjo naših državljanov,

the way to do that is to maximize individual freedom.

to naredimo s povišanjem individualne svobode.

The reason for this is both that freedom is, in and of itself, good,

Razlog za to je, da je svoboda že sama po sebi dobra,

valuable, worthwhile, essential to being human,

dragocena, vredna in bistvena za človeka.

and because if people have freedom,

Poleg tega, če imamo ljudje svobodo,

then each of us can act on our own

potem lahko vsak izmed nas deluje samostojno

to do the things that will maximize our welfare,

ter počne stvari, ki poviša našo blaginjo

and no one has to decide on our behalf.

in nikomur se ni potrebno odločati v našem imenu.

The way to maximize freedom is to maximize choice.

Svobodo povečamo tako, da povečamo možnost izbire.

The more choice people have, the more freedom they have,

Več možnih izbir kot imajo ljudje na razpolago, bolj so svobodni

and the more freedom they have,

in bolj kot so svobodni,

the more welfare they have.

višje je njihovo blagostanje.

This, I think, is so deeply embedded in the water supply

Menim, da je to tako globoko ukoreninjeno,

that it wouldn't occur to anyone to question it.

da se nihče ne bi spomnil podvomiti v to.

Prav tako je globoko integrirano v naša življenja.

And it's also deeply embedded in our lives.

I'll give you some examples

Dal vam bom nekaj primerov, kaj vse nam je omogočil moderni razvoj.

of what modern progress has made possible for us.

This is my supermarket.

To je moja samopostrežba. Ni tako velika.

Not such a big one.

I want to say just a word about salad dressing.

Rad bi rekel samo nekaj o solatnih prelivih.

A hundred seventy-five salad dressings in my supermarket,

V moji samopostrežbi je 175 vrst solatnih prelivov,

if you don't count the 10 extra-virgin olive oils

če ne štejete še deset dodatnih vrst ekstra deviškega olja

and 12 balsamic vinegars you could buy

in 12 vrst balzamičnega kisa, ki jih lahko kupite,

to make a very large number of your own salad dressings,

da si naredite zelo veliko število svojih solatnih prelivov,

in the off-chance that none of the 175 the store has on offer suit you.

v primeru, da vam noben izmed 175 prelivov, ki jih trgovina ponuja, ne odgovarja.

So this is what the supermarket is like.

Takšna je torej ta samopostrežba.

And then you go to the consumer electronics store

Potem greste v trgovino s potrošno elektroniko, da kupite stereo sistem -

to set up a stereo system --

speakers, CD player, tape player, tuner, amplifier --

zvočnike, CD predvajalnik, kasetnik, sprejemnik, ojačevalec -

and in this one single consumer electronics store,

in že v tej samcati trgovini z elektroniko,

there are that many stereo systems.

lahko najdete toliko različnih stereo sistemov...

We can construct six and a half million different stereo systems

Ustvarimo lahko 6,5 milijonov različnih stereo sistemov

out of the components that are on offer in one store.

iz posameznih komponent, ki so na voljo v eni trgovini.

You've got to admit that's a lot of choice.

Morate priznati, da je to veliko izbire.

In other domains -- the world of communications.

Na drugih področjih - v svetu komunikacije.

There was a time, when I was a boy,

Nekoč, ko sem bil še otrok,

when you could get any kind of telephone service you wanted,

si lahko dobil kakršno koli vrsto telefonske storitve,

as long as it came from Ma Bell.

dokler je izhajala iz Ma Bella.

You rented your phone, you didn't buy it.

Telefon si si izposodil, nisi ga kupil.

One consequence of that, by the way, is that the phone never broke.

Ena posledica tega je, mimogrede, da se telefon ni nikdar pokvaril.

And those days are gone.

In ti časi so mimo.

We now have an almost unlimited variety of phones,

Sedaj imamo skorajda neskončno mnogo telefonov,

especially in the world of cell phones.

posebno v svetu mobilnih telefonov.

These are cell phones of the future.

Tole so mobilni telefoni prihodnosti.

My favorite is the middle one --

Moj najljubši je tisti na sredini -

the MP3 player, nose hair trimmer, and crème brûlée torch.

MP3 predvajalnik, obrezovalnik nosnih dlačic in palični mešalnik za "Creme brulee".

And if --

Če ga slučajno še niste videli v svoji trgovini,

(Laughter)

if by some chance you haven't seen that in your store yet,

you can rest assured that one day soon, you will.

ste lahko prepričani, da ga boste enkrat kmalu v bližnji prihodnosti.

And what this does is it leads people to walk into their stores,

To vodi ljudi

do trgovin, da o tem sprašujejo.

asking this question.

And do you know what the answer to this question now is?

In veste, kakšen je odgovor na to vprašanje?

The answer is "no."

Odgovor je: "Ne".

It is not possible to buy a cell phone that doesn't do too much.

Ni mogoče kupiti mobilnega telefona, ki ne naredi preveč.

So, in other aspects of life that are much more significant than buying things,

V drugih vidikih življenja, ki so veliko bolj pomembni od nakupovanja reči,

the same explosion of choice is true.

vidimo podobno eksplozijo možnih izbir.

Health care.

Zdravstveni sistem - v ZDA ne deluje več po principu,

It is no longer the case in the United States

that you go to the doctor, and the doctor tells you what to do.

da greš k zdravniku in zdravnik ti pove, kaj moraš narediti.

Instead, you go to the doctor,

Namesto tega, greš k zdravniku

and the doctor tells you, "Well, we could do A, or we could do B.

in zdravnik ti pove: "Torej, lahko bi naredili A, lahko bi naredili tudi B.

A has these benefits and these risks.

Izbira A ima določene prednosti in določene pomanjkljivosti.

B has these benefits and these risks.

Izbira B ima druge prednosti in druge pomanjkljivosti. Kaj bi želeli narediti?"

What do you want to do?"

And you say, "Doc, what should I do?"

In vi rečete: "Zdravnik, kaj naj naredim?"

And the doc says, "A has these benefits and risks,

Zdravnik ponovi: "A ima te prednosti in slabosti, B pa te prednosti in slabosti.

and B has these benefits and risks.

What do you want to do?"

Kaj bi želeli narediti?"

And you say, "If you were me, Doc, what would you do?"

Vi rečete: "Če bi bili na mojem mestu, kaj bi naredili?"

And the doc says, "But I'm not you."

Zdravnik vam odvrne: "Ampak, jaz nisem vi."

And the result is -- we call it "patient autonomy,"

Rezultat tega je - kot pravimo "avtonomnost pacienta",

which makes it sound like a good thing,

kar se sprva sicer lepo sliši,

but what it really is is a shifting of the burden and the responsibility

ampak v resnici gre za prestavljanje bremena in odgovornosti

odločanja od nekoga, ki nekaj zna -

for decision-making

from somebody who knows something -- namely, the doctor --

torej zdravnika -

na nekoga, ki ne zna nič, je skoraj zagotovo bolan

to somebody who knows nothing and is almost certainly sick

and thus, not in the best shape to be making decisions --

in tako ni v najboljšem položaju, da bi se odločal -

namely, the patient.

torej pacienta.

There's enormous marketing of prescription drugs

Obstaja močno marketinško oglaševanje zdravil na recept

to people like you and me,

ljudem kot smo jaz in vi,

which, if you think about it, makes no sense at all,

kar, če pomislite, sploh nima smisla,

since we can't buy them.

glede na to, da jih ne moremo kupiti.

Why do they market to us if we can't buy them?

Zakaj jih potem oglašujejo nam, če jih ne moremo kupiti?

The answer is that they expect us to call our doctors the next morning

Ker pričakujejo, da bomo naslednje jutro poklicali naše zdravnike

and ask for our prescriptions to be changed.

in prosili, da spremenijo recept za naša zdravila.

Something as dramatic as our identity

Nekaj tako dramatičnega kot je naša identiteta,

has now become a matter of choice,

je sedaj postala stvar izbire,

as this slide is meant to indicate.

kot naj bi prikazovala ta projekcija.

We don't inherit an identity; we get to invent it.

Identitete ne podedujemo; moramo jo izumiti.

And we get to reinvent ourselves as often as we like.

Sebe lahko izumljamo tako pogosto, kot se nam zazdi.

And that means that every day, when you wake up in the morning,

To pomeni, da se morate vsak dan, ko se zjutraj zbudite,

odločiti, kakšna oseba hočete biti.

you have to decide what kind of person you want to be.

With respect to marriage and family:

S spoštovanjem do zakona in družine,

there was a time when the default assumption that almost everyone had

je bila včasih normativna predpostavka, da se bo skoraj vsak

is that you got married as soon as you could,

poročil, takoj ko se bo lahko,

and then you started having kids as soon as you could.

in da bo imel otroke takoj, ko bo lahko.

Edina resnična izbira je bila, kdo,

The only real choice was who,

not when, and not what you did after.

ne, kdaj, in ne, kaj boš počel po tem.

Nowadays, everything is very much up for grabs.

Dandanes je več ali manj vse dovoljeno.

I teach wonderfully intelligent students,

Učim čudovito inteligentne študente

and I assign 20 percent less work than I used to.

in jim dodeljujem 20 % manj dela, kot sem jim včasih.

And it's not because they're less smart,

Tega ne delam, ker bi bili manj pametni,

and it's not because they're less diligent.

prav tako ne zaradi tega, ker bi bili manj vestni.

It's because they are preoccupied, asking themselves,

To delam zato, ker so prezaposleni s spraševanjem samih sebe:

"Should I get married or not? Should I get married now?

"Ali naj se poročim ali ne? Kaj če bi se poročil zdaj?

Should I get married later?

Naj se poročim pozneje? Bi imel najprej otroke ali kariero?"

Should I have kids first or a career first?"

All of these are consuming questions.

Vse to so zahtevna vprašanja.

And they're going to answer these questions,

Na ta vprašanja bodo odgovorili tudi,

whether or not it means not doing all the work I assign

če zaradi tega ne bodo naredili vsega dela, ki jim ga dodelim,

and not getting a good grade in my courses.

in tako ne bodo dobili dobre ocene pri mojih predmetih.

And indeed they should.

To tudi podpiram. To so pomembna vprašanja, ki potrebujejo odgovor.

These are important questions to answer.

Work.

Delati - blagoslovljeni smo, kot je Carl prej izpostavil,

We are blessed, as Carl was pointing out,

with the technology that enables us to work every minute of every day

da nam tehnologija omogoča

delati vsako minuto vsakega dneva iz katerega koli mesta na planetu -

from any place on the planet --

except the Randolph Hotel.

z izjemo Randolph hotela.

(Laughter)

(Smeh)

(Applause)

There is one corner, by the way,

Toda obstaja en kot,

that I'm not going to tell anybody about, where the WiFi actually works.

ki ga ne bom razkril nikomur, kjer WiFi dela.

I'm not telling you about it, because I want to use it.

Ne bom vam povedal, ker ga hočem sam uporabljati.

So what this means,

Torej, kar ta izjemna svoboda izbiranja pomeni je,

this incredible freedom of choice we have with respect to work,

da se moramo s spoštovanjem do dela odločiti,

is that we have to make a decision,

again and again and again,

znova in znova in znova,

about whether we should or shouldn't be working.

ali naj delamo ali ne.

We can go to watch our kid play soccer,

Lahko gremo gledati naše otroke, kako igrajo nogomet

and we have our cell phone on one hip and our Blackberry on our other hip,

in imamo naš mobilni telefon ob boku

in naš Blackberry ob drugem boku

and our laptop, presumably, on our laps.

ter prenosni računalnik, predvidevam, v našem naročju.

And even if they're all shut off,

Tudi če so ugasnjeni,

every minute that we're watching our kid mutilate a soccer game,

se vsako minuto, ko gledamo svojega otroka, kako nabija nogometno žogo,

we are also asking ourselves,

sočasno sprašujemo:

"Should I answer this cell phone call?

"Bi moral sprejeti ta klic?

Should I respond to this email? Should I draft this letter?"

Ali naj odgovorim na ta mail? Ali naj napišem osnutek tega pisma?"

And even if the answer to the question is "no,"

Tudi če je odgovor na to vprašanje "ne",

it's certainly going to make the experience of your kid's soccer game

bo izkušnja nogometne tekme vašega otroka

very different than it would've been.

drugačna, kot bi bila sicer.

So everywhere we look,

Kamor koli pogledamo,

big things and small things, material things and lifestyle things,

velike in male stvari, materialne stvari ter stvari življenjskega sloga,

life is a matter of choice.

življenje je stvar izbire.

And the world we used to live in looked like this.

Svet, v katerem smo živeli, je izgledal takole.

[Well, actually, they are written in stone.]

That is to say, there were some choices,

Bilo je nekaj izbir,

but not everything was a matter of choice.

toda ni se vse vrtelo okoli izbiranja.

The world we now live in looks like this.

Svet, v katerem živimo danes, izgleda takole.

[The Ten Commandments Do-It-Yourself Kit]

Vprašanje se glasi, je to dobra ali slaba novica?

And the question is: Is this good news or bad news?

And the answer is "yes."

Odgovor je: "Da".

(Laughter)

(Smeh)

We all know what's good about it,

Vsi vemo, kaj je dobrega na tem,

so I'm going to talk about what's bad about it.

zato bom govoril, kaj je na tam slabega.

All of this choice has two effects,

Vse te možnosti izbire imajo dva učinka,

two negative effects on people.

dva negativna učinka na ljudi.

One effect, paradoxically,

En učinek je, paradoksalno,

is that it produces paralysis rather than liberation.

proizvajanje paralize, namesto osvobajanja.

With so many options to choose from,

S toliko možnostmi, med katerimi lahko izbiramo,

people find it very difficult to choose at all.

imajo ljudje težave s samim izbiranjem.

I'll give you one very dramatic example of this,

Dal vam bom zelo dramatičen primer:

a study that was done of investments in voluntary retirement plans.

študija, ki so jo naredili o investicijah v prostovoljne pokojninske načrte.

A colleague of mine got access to investment records from Vanguard,

Eden izmed mojih kolegov je dobil dostop do Vanguardovih investicijskih zapisov,

the gigantic mutual fund company,

gre za velikansko podjetje z vzajemnimi skladi,

of about a million employees and about 2,000 different workplaces.

ki ima približno milijon zaposlenih in okoli 2000 različnih delovnih mest.

What she found is that for every 10 mutual funds the employer offered,

Ugotovila je,

da se je na vsakih deset vzajemnih skladov, ponujenih s strani delodajalca,

rate of participation went down two percent.

stopnja sodelovanja zmanjšala za dva procenta.

You offer 50 funds -- 10 percent fewer employees participate

Ponudiš 50 skladov - 10 procentov manj zaposlenih sodeluje,

than if you only offer five.

kot pa če bi ponudili le pet skladov. Zakaj?

Why?

Because with 50 funds to choose from,

Ker se je s 50 možnimi skladi na izbiro

it's so damn hard to decide which fund to choose,

zelo težko odločiti, katerega izbrati,

that you'll just put it off till tomorrow,

zato s tem enostavno odlašamo na jutri.

and then tomorrow

Potem na jutri in spet jutri,

and then tomorrow and tomorrow,

pa nato jutri ter spet jutri,

and, of course, tomorrow never comes.

"jutri" pa seveda nikdar ne pride.

Understand that not only does this mean

Treba je razumeti, da to ne pomeni samo,

that people are going to have to eat dog food when they retire

da bodo ljudje morali jesti pasjo hrano, ko se upokojijo,

because they don't have enough money put away,

saj ne bodo imeli dovolj denarja, da bi ga dajali na stran,

it also means that making the decision is so hard

prav tako to pomeni, da je odločitev tako težka,

that they pass up significant matching money from the employer.

da se odpovejo pomembni količini denarja s strani delodajalca.

By not participating, they are passing up as much as 5,000 dollars a year

S tem, ko ne sodelujejo, se vsako leto odpovejo skoraj 5000 dolarjem

from the employer,

od delodajalca, ki bi z veseljem povrnil njihov prispevek.

who would happily match their contribution.

So paralysis is a consequence of having too many choices.

Paraliza je torej posledica prevelikega števila možnih izbir.

And I think it makes the world look like this.

In mislim, da zaradi tega svet izgleda takole.

[And lastly, for all eternity, French, bleu cheese or ranch?]

(Smeh)

(Laughter)

You really want to get the decision right if it's for all eternity, right?

Vsekakor boste hoteli izbrati pravo odločitev, če bo veljala večno, kajneda?

You don't want to pick the wrong mutual fund or wrong salad dressing.

Nočete izbrati napačnega vzajemnega sklada, niti napačnega solatnega preliva.

So that's one effect.

To je torej en učinek. Drugi učinek je,

The second effect is that, even if we manage to overcome the paralysis

da smo, tudi če to paralizo premagamo in se odločimo,

and make a choice,

we end up less satisfied with the result of the choice

ponavadi manj zadovoljni z rezultatom izbire

than we would be if we had fewer options to choose from.

kot bi bili, če bi imeli na voljo manj možnosti.

And there are several reasons for this.

Za to obstaja več razlogov.

One of them is, with a lot of different salad dressings to choose from,

Eden od njih je, če od veliko različnih solatnih prelivov, ki jih lahko izberete,

if you buy one and it's not perfect -- and what salad dressing is? --

kupite enega in ni popoln - in, veste, kaj je solatni preliv? -

it's easy to imagine that you could've made a different choice

enostavno si je zamisliti, kako bi se lahko odločili drugače,

that would've been better.

tako, da bi bilo bolje. Tako se zgodi,

And what happens is,

this imagined alternative induces you to regret the decision you made,

da zamišljena alternativa v nas vzbudi obžalovanje odločitve, ki smo jo sprejeli,

and this regret subtracts from the satisfaction you get

to obžalovanje pa odšteva od zadovoljstva, ki si ga ustvarimo z izbiranjem

out of the decision you made,

even if it was a good decision.

tudi, če je bila dobra odločitev.

The more options there are, the easier it is to regret anything at all

Več možnosti kot imamo na izbiro, lažje obžalujemo karkoli,

that is disappointing about the option that you chose.

kar je pod pričakovanji pri izbrani možnosti.

Second, what economists call "opportunity costs."

Drugemu razlogu ekonomisti pravijo "cena priložnosti".

Dan Gilbert made a big point this morning

Dan Gilbert je danes zjutraj dobro izpostavil bistvo,

of talking about how much the way in which we value things

ko je govoril, kako je način ocenjevanja stvari,

depends on what we compare them to.

odvisen od tega, s čim jih primerjamo.

Well, when there are lots of alternatives to consider,

Ko moramo upoštevati veliko alternativ,

it's easy to imagine the attractive features of alternatives that you reject

si z lahkoto predstavljamo privlačne lastnosti

vseh tistih alternativ, ki jih zavrnemo,

that make you less satisfied with the alternative that you've chosen.

zaradi tega pa se počutimo manj zadovoljni z izbrano alternativo.

Here's an example.

[I can't stop thinking about those other available parking spaces on W 85th Street]

Imam primer: Za tiste, ki niste Newyorčani, se opravičujem.

If you're not a New Yorker, I apologize.

(Smeh)

Ampak sedaj glejte kako bi morali razmišljati..

Here's what you're supposed to be thinking.

Obstaja določen par na Hamptonu.

Here's this couple on the Hamptons. Very expensive real estate.

Zelo draga nepremičnina.

Gorgeous beach. Beautiful day. They have it all to themselves.

Čudovita plaža. Lep dan. Vse imajo zase.

What could be better?

Kaj bi lahko bilo boljše? "Presneto,"

"Damn it," this guy is thinking,

si misli moški, "Avgust je.

"It's August. Everybody in my Manhattan neighborhood is away.

Vsi v moji Manhattanski soseski so nekje.

I could be parking right in front of my building."

Lahko bi parkiral točno pred svojo hišo."

And he spends two weeks nagged by the idea

Dva tedna zapravi z idejo,

that he is missing the opportunity, day after day,

da zamuja priložnost, dan za dnem, ko bi lahko imel odlično parkirno mesto.

to have a great parking space.

(Laughter)

Opportunity costs subtract from the satisfaction

Stroški priložnosti znižujejo zadovoljstvo, ki ga dobimo s sprejemanjem odločitev,

that we get out of what we choose,

even when what we choose is terrific.

tudi, ko je naša odločitev odlična.

And the more options there are to consider,

In več kot imamo možnosti, o katerih lahko razmišljamo,

the more attractive features of these options

tem bolj bomo o privlačnih lastnosti teh možnosti

are going to be reflected by us as opportunity costs.

razmišljali kot o stroških priložnosti.

Here's another example.

Imam še en primer.

(Laughter)

Now, this cartoon makes a lot of points.

Ta strip izpostavi veliko dobrih idej.

It makes points about living in the moment as well,

Govori o temu, kako živimo v trenutku

and probably about doing things slowly.

in verjetno tudi o tem, da delamo stvari počasi.

But one point it makes is that whenever you're choosing one thing,

Ena od bistvenih izpostavljenih stvari je, da kadarkoli se odločamo za eno stvar,

you're choosing not to do other things,

se odločamo, da ne bomo naredili drugih stvari.

and those other things may have lots of attractive features,

In te druge stvari imajo lahko veliko privlačnih lastnosti,

and it's going to make what you're doing

ki bodo naredile tisto, kar delamo, manj privlačno.

less attractive.

Third: escalation of expectations.

Tretji razlog je stopnjevanje pričakovanj.

This hit me when I went to replace my jeans.

To sem ugotovil, ko sem zamenjal svoje kavbojke.

I wear jeans almost all the time.

Kavbojke nosim skoraj ves čas.

There was a time when jeans came in one flavor,

Nekaj časa nazaj je bila v modi določena vrsta kavbojk,

and you bought them, and they fit like crap.

in ko si jih kupil, sploh niso bile po meri,

They were incredibly uncomfortable,

poleg tega so bile izjemno neudobne,

and if you wore them long enough and washed them enough times,

a če si jih nosil dovolj dolgo in jih velikokrat opral,

they started to feel OK.

so postale OK.

I went to replace my jeans after years of wearing these old ones.

Tako sem šel zamenjati kavbojke po letih in letih nošenja starih,

I said, "I want a pair of jeans. Here's my size."

in rekel sem: "Hočem kavbojke. Tu je moja velikost."

And the shopkeeper said,

Trgovec je rekel:

"Do you want slim fit, easy fit, relaxed fit?

"Hočete oprijete, navadne ali široke?

You want button fly or zipper fly? You want stonewashed or acid-washed?

Hočete hlače z gumbi ali zadrgo? Hočete navadno ali kemično čiščenje?

Do you want them distressed?

Ali hočete take, ki so strgane?

Do you want boot cut, tapered?" Blah, blah, blah on and on he went.

Ali hočete prirezane na dnu, bla bla bla" ... je govoril in govoril.

My jaw dropped.

Padla mi je čeljust in ko sem jo pobral, sem rekel:

And after I recovered, I said,

"I want the kind that used to be the only kind."

"Hočem tiste, ki so bile včasih edine."

(Laughter)

(Smeh)

He had no idea what that was.

Sanjalo se mu ni, kakšne so to bile,

(Laughter)

tako da sem porabil celo uro z iskanjem pravih kavbojk,

So I spent an hour trying on all these damn jeans,

and I walked out of the store -- truth --

in potem odšel iz trgovine z najbolje prilegajočimi hlačami, kar sem jih kdaj imel.

with the best-fitting jeans I had ever had.

I did better.

Bil sem na boljšem. Vsa ta izbira mi je omogočila, da sem izbral boljši par.

All this choice made it possible for me to do better.

But --

A počutil sem se slabše.

I felt worse.

Why? I wrote a whole book to try to explain this to myself.

Zakaj? Napisal sem celo knjigo, da bi si razložil. (Smeh)

The reason is --

Slabše sem se počutil,

(Laughter)

The reason I felt worse is that with all of these options available,

ker se se moja pričakovanja

my expectations about how good a pair of jeans should be went up.

glede dobrih kavbojk, z vsemi dostopnimi možnostmi, povečala.

I had very low, no particular expectations when they only came in one flavor.

Imel sem zelo nizka -

nisem imel nobenih posebnih pričakovanj, ko je bil na voljo le en tip kavbojk.

When they came in 100 flavors, damn it, one of them should've been perfect.

Ko so prišle v 100 različnih oblikah, prekleto,

bi ena izmed njih morala biti popolna.

And what I got was good, but it wasn't perfect.

To, kar sem dobil, je bilo dobro, ni pa bilo popolno.

And so I compared what I got to what I expected,

Zato sem primerjal tisto, kar sem dobil, s tistim, kar sem pričakoval.

and what I got was disappointing in comparison to what I expected.

Stvar, ki sem jo dobil me je razočarala.

Dodajanje možnosti v življenja ljudi,

Adding options to people's lives

can't help but increase the expectations people have

ne more delovati drugače, kot da poveča njihova pričakovanja

about how good those options will be.

glede tega, kako dobre bodo te možnosti.

And what that's going to produce is less satisfaction with results,

Zato pride do manjšega zadovoljstva z rezultati,

even when they're good results.

čeprav so rezultati dobri.

[It all looks so great. I can't wait to be disappointed.]

V svetu marketinga tega nihče ne ve,

Nobody in the world of marketing knows this.

kajti če bi, vi vsi tukaj ne bi vedeli, o čem govorim.

Because if they did, you wouldn't all know what this was about.

The truth is more like this.

Resnica je bolj podobna temu.

[Everything was better back when everything was worse.]

(Smeh)

The reason that everything was better back when everything was worse

Razlog, zakaj je bilo včasih vse boljše, ko je bilo vse slabše,

is that when everything was worse,

je, ko je bilo vse slabše,

it was actually possible for people

so ljudje dejansko občutili izkušnjo prijetnega presenečenja.

to have experiences that were a pleasant surprise.

Nowadays, the world we live in -- we affluent, industrialized citizens,

Dandanes, svet v katerem živimo - mi, premožni industrializirani državljani,

with perfection the expectation --

s popolnostjo pričakovanja --

the best you can ever hope for

najboljše, kar lahko upamo, je, da bodo stvari tako dobre, kot pričakujemo, da bodo.

is that stuff is as good as you expect it to be.

You will never be pleasantly surprised,

Nikoli ne boste prijetno presenečeni,

because your expectations, my expectations,

ker so vaša pričakovanja, moja pričakovanja, presegla vse meje.

have gone through the roof.

The secret to happiness -- this is what you all came for --

Skrivnost sreče - zaradi tega ste vsi prišli -

the secret to happiness is:

skrivnost sreče so nizka pričakovanja.

low expectations.

(Laughter)

(Smeh)

[You'll do]

(Aplavz)

(Applause)

(Laughter)

I want to say --

Rad bi povedal - samo majhen avtobiografski trenutek -

just a little autobiographical moment --

that I actually am married to a wife,

da sem dejansko poročen z ženo,

and she's really quite wonderful.

ki je res čudovita.

I couldn't have done better.

Ne bi mogel biti na boljšem. Nisem se sprijaznil z manj.

I didn't settle.

But settling isn't always such a bad thing.

Sprijazniti se z manj sicer ni vedno tako slabo.

Finally,

Še ena posledica nakupa kavbojk, ki se ne prilegajo dobro je,

one consequence of buying a bad-fitting pair of jeans

when there is only one kind to buy

ko imamo na voljo le eno vrsto kavbojk,

is that when you are dissatisfied and you ask why, who's responsible,

je, da ko smo nezadovoljni in se vprašamo, zakaj,

kdo je odgovoren, bo odgovor jasen:

the answer is clear: the world is responsible.

Svet je odgovoren. Kaj bi lahko storil?

What could you do?

When there are hundreds of different styles of jeans available

Ko imamo na voljo na stotine različnih vrst kavbojk,

and you buy one that is disappointing

in kupimo en par, ki nas razočara,

and you ask why, who's responsible,

in se vprašamo, zakaj, kdo je odgovoren?

it is equally clear that the answer to the question is "you."

Precej jasno je, da je odgovor na vprašanje mi sami.

You could have done better.

Mi sami bi lahko izbrali bolje.

With a hundred different kinds of jeans on display,

Če imamo na stotine različnih vrst kavbojk na voljo,

there is no excuse for failure.

nimamo izgovora za neuspeh.

And so when people make decisions,

Se pravi, ko se ljudje odločajo,

and even though the results of the decisions are good,

čeprav so rezultati odločitev dobri,

they feel disappointed about them;

se počutijo razočarani glede svojih odločitev;

they blame themselves.

krivijo same sebe.

Clinical depression has exploded in the industrial world

Klinična depresija je eksplodirala v industrializiranem svetu v zadnji generaciji.

in the last generation.

I believe a significant -- not the only, but a significant -- contributor

Verjamem, da predstavljajo pomemben - ne edini, toda pomemben - dejavnik

to this explosion of depression and also suicide,

za to eksplozijo depresije in samomorov,

is that people have experiences that are disappointing

izkušnje razočanosti pri ljudeh,

because their standards are so high,

ker si postavljajo previsoke standarde,

and then when they have to explain these experiences to themselves,

in ko si morajo razložiti te izkušnje,

they think they're at fault.

si mislijo, da so si krivi sami.

So the net result is that we do better in general, objectively,

Končni rezultat je, da nam gre objektivno gledano bolje,

and we feel worse.

počutimo pa se slabše.

So let me remind you:

Naj vas opomnim.

this is the official dogma, the one that we all take to be true,

To je uradna dogma, tista, ki jo vsi imamo za resnično,

and it's all false.

a je napačna. Ni resnična.

It is not true.

There's no question that some choice is better than none.

Brez dvoma je nekaj izbire boljše kot nobena izbira,

But it doesn't follow from that

a iz tega ne sledi, da je veliko izbire boljše od nekaj izbire.

that more choice is better than some choice.

There's some magical amount. I don't know what it is.

Obstaja neka čarobna količina, ki je ne poznam.

I'm pretty confident that we have long since passed the point

Zelo sem prepričan, da smo količino,

where options improve our welfare.

kjer bi izboljšali svoje blagostanje, že davno prekoračili.

Now, as a policy matter -- I'm almost done --

Danes, moramo kot del politike - skoraj sem gotov -

as a policy matter, the thing to think about is this:

kot del politike, razmišljati o tem:

what enables all of this choice in industrial societies

vso to izbiro v industrializiranih družbah nam omogoča materialno obilje.

is material affluence.

There are lots of places in the world,

Obstaja veliko krajev na svetu,

and we have heard about several of them,

o mnogih izmed njih smo slišali,

where their problem is not that they have too much choice.

kjer ni problem v tem, da imajo preveč izbire.

Njihov problem je, da je imajo premalo.

Their problem is they have too little.

So the stuff I'm talking about is the peculiar problem

Govorim torej o značilnem problemu

of modern, affluent, Western societies.

moderne zahodne družbe izobilja.

And what is so frustrating and infuriating is this:

Najbolj frustrirajoče in razjarjajoče,

Steve Levitt talked to you yesterday

o čemer vam je včeraj govoril Steve Levitt, je,

about how these expensive and difficult-to-install child seats

kako ti dragi in težko namestljivi otroški sedeži ne pomagajo. So izguba denarja.

don't help.

It's a waste of money.

What I'm telling you is that these expensive, complicated choices --

Jaz pa vam govorim o tem, da te drage kompleksne izbire,

it's not simply that they don't help.

ne le, da ne pomagajo.

They actually hurt.

V bistvu škodujejo.

They actually make us worse off.

Zaradi njih nam je težje v življenju.

If some of what enables people in our societies

Če bi nekaj od tega, kar nam v naši družbi omogoča sprejeti vse to odločitve

to make all of the choices we make

were shifted to societies in which people have too few options,

prenesli v družbe, kjer imajo ljudje premalo izbire,

not only would those people's lives be improved,

ne samo, da bi se izboljšala njihova življenja,

but ours would be improved also.

tudi naša bi se.

This is what economists call a "Pareto-improving move."

Ekonomisti temu pravijo "Paretovo izboljšanje".

Income redistribution will make everyone better off,

Prerazporejanje dohodka bo izboljšalo življenje vseh - ne le revnih ljudi -

not just poor people,

because of how all this excess choice plagues us.

ker nas vsa ta odvečna izbira obremenjuje.

So to conclude.

[You can be anything you want to be -- no limits.]

Če zaključim. Prebrali naj bi ta strip,

You're supposed to read this cartoon and, being a sophisticated person, say,

in kot sofisticirana oseba rekli:

"Ah! What does this fish know? Nothing is possible in this fishbowl."

"Oh! Kaj ta riba ve?

Veste, nič ni možno v tej ribji posodi."

Impoverished imagination, a myopic view of the world --

Osiromašena domišljija, kratkoviden pogled na svet -

that's the way I read it at first.

tako sem ga sam najprej prebral.

The more I thought about it, however,

Ampak, bolj kot sem razmišljal o tem,

the more I came to the view that this fish knows something.

bolj sem se mi je zdelo, da ta riba nekaj ve.

Because the truth of the matter is,

Resnica o tej zadevi je,

if you shatter the fishbowl so that everything is possible,

če razbiješ ribjo posodo, tako da je vse mogoče,

you don't have freedom.

You have paralysis.

ne dobiš svobode. Dobiš paralizo.

If you shatter this fishbowl so that everything is possible,

Če to ribjo posodo razbiješ, tako da je vse možno,

you decrease satisfaction.

zmanjšaš zadovoljstvo.

You increase paralysis, and you decrease satisfaction.

Povečaš paralizo in zmanjšaš zadovoljstvo.

Everybody needs a fishbowl.

Vsi potrebujemo ribjo posodo.

This one is almost certainly too limited --

Ta je skoraj zagotovo preveč omejena -

perhaps even for the fish, certainly for us.

mogoče tudi za ribe, za nas pa definitivno.

But the absence of some metaphorical fishbowl is a recipe for misery

Toda, odsotnost metaforične ribje posode je recept za bedo

and, I suspect, disaster.

in, predvidevam, katastrofo.

Thank you very much.

Hvala lepa.

(Applause)

(Aplavz)