How to get your ideas to spread | Seth Godin

Translator: Lea Lipovšek Reviewer: Tilen Pigac - EFZG

I'm going to give you four specific examples,

Dal vam bom štiri natančne primere -- in na koncu bom razložil --

I'm going to cover at the end

about how a company called Silk tripled their sales;

kako je podjetje po imenu Silk potrojilo svojo prodajo s samo eno stvarjo.

how an artist named Jeff Koons went from being a nobody

Kako je umetnik po imenu Jeff Koons začel na dnu in

to making a whole bunch of money and having a lot of impact;

pridobil ugled ter uspel zaslužiti ogromno denarja,

to how Frank Gehry redefined what it meant to be an architect.

do tega, kako je Frank Gehry na novo določil, kaj pomeni biti arhitekt.

And one of my biggest failures as a marketer in the last few years --

In ena mojih največjih polomij kot tržnik v zadnjih nekaj letih,

a record label I started that had a CD called "Sauce."

ustanovitev založbe, ki je izdala CD z naslovom "Omaka".

Before I can do that I've got to tell you about sliced bread,

Preden začnem, vam moram povedati o narezanem kruhu in človeku po imeni Otto Rohwedder.

and a guy named Otto Rohwedder.

Now, before sliced bread was invented in the 1910s

Sprašujem se, kaj so rekli v 1910ih,

I wonder what they said?

ko so izumili narezan kruh.

Like the greatest invention since the telegraph or something.

Največji izum po ... telegrafu ali nečem podobnem.

But this guy named Otto Rohwedder invented sliced bread,

Ampak mož po imenu Otto Rohwedder je izumil narezan kruh

and he focused, like most inventors did, on the patent part and the making part.

in se osredotočil, tako kot večina izumiteljev, na patent in izdelavo.

And the thing about the invention of sliced bread is this --

In glavna zadeva pri izumu narezanega kruha je,

that for the first 15 years after sliced bread was available

da prvih 15 let, ko je bil narezan kruh na voljo,

no one bought it; no one knew about it;

ga nihče ni kupil, nihče ni vedel zanj. Bil je popolna polomija.

it was a complete and total failure.

And the reason is that until Wonder came along

Razlog za to je, da dokler ni prišel Wonder

and figured out how to spread the idea of sliced bread,

in ugotovil, kako razširiti idejo o narezanem kruhu, ga nihče ni hotel.

no one wanted it.

That the success of sliced bread,

To je uspeh narezanega kruha,

like the success of almost everything we've talked about at this conference,

enako kot uspeh skoraj vsega, o čemer govorimo na tem srečanju,

is not always about what the patent is like, or what the factory is like --

ni vedno pomembno, kakšen je patent ali kakšna je izdelava,

it's about can you get your idea to spread, or not.

pomembno je, če lahko svojo zamisel razširite ali ne.

And I think that the way you're going to get what you want,

Mislim, da je način, da dosežete, kar želite,

or cause the change that you want to change, to happen,

ali spremenite, kar želite spremeniti,

is to figure out a way to get your ideas to spread.

da se spomnite načina, kako razširiti svoje ideje.

And it doesn't matter to me whether you're running a coffee shop

In ni mi pomembno ali vodite lokalček,

or you're an intellectual, or you're in business,

ali ste intelektualec, poslovnež, ali pa balonar.

or you're flying hot air balloons.

Mislim, da se ta koncept nanaša na vsakogar, ne glede na to, kaj počnemo.

I think that all this stuff applies to everybody regardless of what we do.

That what we are living in is a century of idea diffusion.

Živimo v stoletju širjenja idej.

That people who can spread ideas, regardless of what those ideas are, win.

Danes zmagujejo ljudje, ki so sposobni širiti svoje ideje, kakršne koli že so.

When I talk about it I usually pick business,

Ko govorim o tem, ponavadi izberem podjetja,

because they make the best pictures that you can put in your presentation,

ker delajo najboljše slike, ki jih lahko vključite v svojo predstavitev,

and because it's the easiest sort of way to keep score.

in ker je njihov uspeh najlaže meriti.

But I want you to forgive me when I use these examples

Rad bi, da mi oprostite, ker uporabljam te primere,

because I'm talking about anything that you decide to spend your time to do.

saj govorim o čemer koli, za kar se odločite porabiti svoj čas.

At the heart of spreading ideas is TV and stuff like TV.

V osrčju širjenja idej je TV in kanali, kot je TV.

TV and mass media made it really easy to spread ideas in a certain way.

TV in množični mediji so na nek način precelj olajšali širjenje idej.

I call it the "TV-industrial complex."

Jaz temu pravim TV industrijski kompleks.

The way the TV-industrial complex works, is you buy some ads,

TV industrijski kompleks deluje takole -- vi kupite nekaj reklam --

interrupt some people, that gets you distribution.

zmotite nekaj ljudi -- to vam prinese distribucijo.

You use the distribution you get to sell more products.

To distribucijo porabite za večjo prodajo svojih produktov.

You take the profit from that to buy more ads.

Vzamete dobiček in ga porabite za nakup še več reklam.

And it goes around and around and around,

In tako se kompleks vrti

the same way that the military-industrial complex worked a long time ago.

na isti način, kot sta delovala vojaški in industrijski kompleks že dolgo časa nazaj.

That model of, and we heard it yesterday --

In ta model, ki smo ga že slišali --

if we could only get onto the homepage of Google,

če bi le lahko prišli na domačo stran Googla,

if we could only figure out how to get promoted there,

če bi le lahko ugotovili, kako se promovirati tam,

če bi le lahko ugotovili, kako zagrabiti tisto osebo za vrat,

or grab that person by the throat,

and tell them about what we want to do.

in jim povedali, kaj hočemo delati.

If we did that then everyone would pay attention, and we would win.

Če bi storili to, bi dobili pozornost vseh in bi zmagali.

Well, this TV-industrial complex informed my entire childhood and probably yours.

No, ta TV industrijski kompleks je informiral moje celotno otroštvo in najbrž tudi vaše.

I mean, all of these products succeeded because someone figured out

Hočem reči, da so vsi ti produkti uspeli, ker je nekdo ugotovil,

how to touch people in a way they weren't expecting,

kako doseči ljudi na način, ki ga niso pričakovali,

in a way they didn't necessarily want, with an ad,

na način, ki ga niso nujno želeli v oglasu,

over and over again until they bought it.

spet in spet in spet -- dokler ga niso kupili.

And the thing that's happened is, they canceled the TV-industrial complex.

In zgodilo se je, da so odpovedali TV industrijski kompleks.

That just over the last few years,

Samo v zadnjih letih

what anybody who markets anything has discovered

je vsakdo, ki karkoli trži, ugotovil,

is that it's not working the way that it used to.

da kompleks ne deluje, kot je deloval včasih.

This picture is really fuzzy, I apologize; I had a bad cold when I took it.

Ta slika je meglena, se opravičujem, prehlajen sem bil, ko sem slikal.

(Laughter)

Ampak izdelek v modri škatli v sredini je moj fokus.

But the product in the blue box in the center is my poster child.

I go to the deli; I'm sick; I need to buy some medicine.

Torej, grem v lekarno, bolan sem, potrebujem zdravila.

The brand manager for that blue product spent 100 million dollars

Vodja blagovne znamke tega modrega izdelka je porabil 100 milijonov dolarjev v enem letu,

trying to interrupt me in one year.

da bi me zmotil.

100 million dollars interrupting me with TV commercials

100 milijonov dolarjev, da bi pritegnil mojo pozornost s TV oglasi in tiskanimi oglasi in neželeno pošto

and magazine ads and Spam

and coupons and shelving allowances and spiff --

in kuponi in popusti in bonusi --

all so I could ignore every single message.

za to, da sem lahko ignoriral čisto vsako sporočilo.

And I ignored every message

In vsako sporočilo sem ignoriral, ker nimam problema z bolečinami.

because I don't have a pain reliever problem.

I buy the stuff in the yellow box because I always have.

Kupujem zadevo v rumeni škatli, ker sem jo vedno kupoval.

And I'm not going to invest a minute of my time to solve her problem,

In ne bom vložil niti minute mojega časa, da bi rešil njen problem,

because I don't care.

ker me preprosto ne zanima.

Here's a magazine called "Hydrate." It's 180 pages about water.

Tu je revija z naslovom Hidriraj. 180 strani o vodi.

(Laughter)

(Smeh)

Articles about water, ads about water.

Torej, članki o vodi, oglasi o vodi.

Imagine what the world was like 40 years ago,

Predstavljajte si, kakšen je bil svet pred 40 leti,

with just the Saturday Evening Post and Time and Newsweek.

ko so obstajali samo Saturday Evening Post in Time in Newsweek.

Now there are magazines about water.

Sedaj imamo revije o vodi.

New product from Coke Japan: water salad.

Novi produkt podjetja Coke Japan -- vodna solata.

(Laughter)

(Smeh)

Coke Japan comes out with a new product every three weeks,

V redu, Coke Japan lansira nov produkt vsake tri tedne.

because they have no idea what's going to work and what's not.

Ker nimajo pojma, kaj bo delovalo in kaj ne.

I couldn't have written this better myself.

Tega še sam ne bi mogel napisati bolje. Objavljeno je bilo pred štirimi dnevi --

It came out four days ago --

I circled the important parts so you can see them here.

Obkrožil sem pomembne dele, ki jih lahko vidite.

Objavili so -- Arby bo porabil 85 milijonov dolarjev za promocijo rokavice za pečenje --

They've come out...

Arby's is going to spend 85 million dollars promoting an oven mitt

with the voice of Tom Arnold,

z glasom Toma Arnolda,

hoping that that will get people to go to Arby's and buy a roast beef sandwich.

v upanju, da bo to pripeljalo ljudi v Arby, da si kupijo sendvič s pečeno govedino.

(Laughter)

(Smeh)

Now, I had tried to imagine what could possibly be in an animated TV commercial

Poskušal sem si predstavljati, kaj bi lahko bilo v animiranem TV oglasu

featuring Tom Arnold, that would get you to get in your car,

s Tomom Arnoldom, ki bi vas prepričalo, da se usedete v svoj avto,

drive across town and buy a roast beef sandwich.

zapeljete čez mesto in kupite sendvič s pečeno govedino.

(Laughter)

(Smeh)

Now, this is Copernicus, and he was right,

Tole je Kopernik in on je imel prav,

when he was talking to anyone who needs to hear your idea.

ko je govoril z vsemi, ki morajo slišati vašo idejo.

"The world revolves around me."

Svet se vrti okrog mene. Jaz, jaz, jaz, jaz, jaz. Moja najljubša oseba -- jaz.

Me, me, me, me. My favorite person -- me.

I don't want to get email from anybody; I want to get "memail."

Nočem dobiti e-maila od kogar koli, hočem dobiti zame-mail.

(Laughter)

(Smeh)

So consumers, and I don't just mean people who buy stuff at the Safeway;

Potrošniki, in ne mislim samo ljudi, ki kupujejo v Mercatorju,

I mean people at the Defense Department who might buy something,

mislim na ljudi v Ministrstvu za obrambo, ki bi lahko kaj kupili,

or people at, you know, the New Yorker who might print your article.

ali ljudi na Delu, ki bi lahko natisnili vaš članek.

Consumers don't care about you at all; they just don't care.

Potrošnika sploh ne zanimate, preprosto ga ne zanimate.

Part of the reason is -- they've got way more choices than they used to,

Razlog je delno, da imajo veliko več izbire kot včasih

and way less time.

in veliko manj časa.

And in a world where we have too many choices and too little time,

In v svetu, kjer imamo preveč izbire

in premalo časa -- je logična odločitev, da stvari ignoriramo.

the obvious thing to do is just ignore stuff.

And my parable here is you're driving down the road

Kar hoče povedati je -- če se peljete po cesti

and you see a cow, and you keep driving because you've seen cows before.

in vidite kravo, se peljete naprej,

ker ste že videli krave.

Cows are invisible. Cows are boring.

Krave so nevidne. Krave so dolgočasne.

Who's going to stop and pull over and say -- "Oh, look, a cow."

Kdo se bo ustavil in rekel -- o, poglej, krava. Nihče.

Nobody.

(Laughter)

(Smeh)

But if the cow was purple -- isn't that a great special effect?

Kaj pa če bi bila krava vijolična -- ni to super efekt?

I could do that again if you want.

Lahko še enkrat ponovim, če hočete.

If the cow was purple, you'd notice it for a while.

Če bi bila krava vijolična, bi jo za nekaj časa opazili.

I mean, if all cows were purple you'd get bored with those, too.

Hočem reči, če bi bile vse krave vijolične, bi vas tudi one dolgočasile.

The thing that's going to decide what gets talked about,

Kar odloča, o čem se govori,

what gets done, what gets changed,

kaj se naredi, kaj se spremeni,

what gets purchased, what gets built,

kaj se kupi, kaj se izgradi,

is: "Is it remarkable?"

je -- ali je izjemno?

And "remarkable" is a really cool word,

In izjemno je res super beseda; mislimo, da pomeni samo dobro,

because we think it just means "neat,"

but it also means "worth making a remark about."

ampak pomeni tudi, da je izjema, o kateri se splača govoriti.

And that is the essence of where idea diffusion is going.

In to je bistvo širjenja idej.

That two of the hottest cars in the United States

Od dveh najbolj zaželenih avtomobilov v ZDA je eden velikan vreden 55.000 dolarjev,

is a 55,000-dollar giant car,

big enough to hold a Mini in its trunk.

dovolj velik, da spravi Minija v svoj prtljažnik.

People are paying full price for both,

Ljudje plačujejo polno ceno za oba in edina stvar, ki jima je skupna,

and the only thing they have in common

is that they don't have anything in common.

je, da nimata nič skupnega.

(Laughter)

(Smeh)

Every week, the number one best-selling DVD in America changes.

Vsak teden se številka ena anjbolj prodanih DVD-jev v ZDA spremeni.

It's never "The Godfather," it's never "Citizen Kane,"

Nikoli to ni Boter ali Državljan Kane,

it's always some third-rate movie with some second-rate star.

vedno je nek tretjerazredni film z drugorazredno zvezdo.

But the reason it's number one is because that's the week it came out.

Številka ena je, ker je tisti teden izšel.

Because it's new, because it's fresh.

Ker je nov, ker je svež.

People saw it and said "I didn't know that was there"

Ker so ga ljudje videli in rekli -- nisem vedel, da obstaja --

and they noticed it.

in so ga opazili.

Two of the big success stories of the last 20 years in retail --

Dva največjih uspehov zadnjih 20 let na področju trgovine --

one sells things that are super-expensive in a blue box,

eden prodaja super drage stvari v modri škatli,

and one sells things that are as cheap as they can make them.

in drugi prodaja najbolj možno poceni stvari.

The only thing they have in common is that they're different.

Edino, kar imata skupno, je, da sta drugačna.

We're now in the fashion business, no matter what we do for a living,

Sedaj smo v modni industriji, ne glede na to, kaj počnemo v življenju,

we're in the fashion business.

smo v modni industriji.

And people in the fashion business

In ljudje v modni industriji

know what it's like to be in the fashion business -- they're used to it.

vedo kako je tam, ker so tega navajeni.

The rest of us have to figure out how to think that way.

Ostali moramo ugotoviti, kako razmišljati na ta način.

How to understand

Kako razumeti da poanta ni v tem, da zmotiš ljudi z velikimi celostranskimi oglasi

that it's not about interrupting people with big full-page ads,

or insisting on meetings with people.

ali vztrajaš pri sestankih z ljudmi.

But it's a totally different sort of process

Popolnoma drugačen proces določa, katere ideje se razširjajo

that determines which ideas spread, and which ones don't.

in katere ne.

They sold a billion dollars' worth of Aeron chairs

Ta stol -- prodali so za milijardo dolarjev Aeron stolov

by reinventing what it meant to sell a chair.

s tem, da so na novo izumili, kaj pomeni prodajati stole.

They turned a chair from something the purchasing department bought,

Spremenili so stol iz nečesa, kar je kupil nabavni oddelek,

v statusni simbol, ki kaže, kje sedite na delovnem mestu.

to something that was a status symbol about where you sat at work.

This guy, Lionel Poilâne, the most famous baker in the world --

Ta možak, Lionel Poilane, najbolj slaven pek na svetu --

he died two and a half months ago,

umrl je pred dvema mescema in pol,

and he was a hero of mine and a dear friend.

in bil je moj heroj in zelo dober prijatelj.

He lived in Paris.

Živel je v Parizu. Lansko leto je prodal za 10 milijonov dolarjev francoskega kruha.

Last year, he sold 10 million dollars' worth of French bread.

Every loaf baked in a bakery he owned,

Vsaka štruca je bila spečena v njegovi pekarni, v krušni peči in spekel jo je le en pek.

by one baker at a time, in a wood-fired oven.

And when Lionel started his bakery, the French pooh-pooh-ed it.

Ko je Lionel odprl svojo pekarni, so jo Francozi spljuvali.

They didn't want to buy his bread.

Niso hoteli kupovati njegovega kruha. Ni izgledal kot "francoski kruh".

It didn't look like "French bread."

It wasn't what they expected.

Ni bil to, kar so pričakovali.

It was neat; it was remarkable;

Bil je urejen, izstopajoč, in počasi se je razširil od enega človeka do drugega,

and slowly, it spread from one person to another person

until finally, it became the official bread of three-star restaurants in Paris.

dokler končno ni postal uradni kruh pariških restavracij s tremi zvezdicami.

Now he's in London, and he ships by FedEx all around the world.

Sedaj je v Londonu in FedEx razpošilja njegov kruh po svetu.

What marketers used to do is make average products for average people.

Včasih so tržniki delali povprečne produkte za povprečne ljudi.

That's what mass marketing is.

To je množični marketing,

Smooth out the edges; go for the center; that's the big market.

Ublaži robove in ciljaj na sredino,

to je veliki trg.

They would ignore the geeks, and God forbid, the laggards.

Ignorirali so piflarje

in bog pomagaj, zamudnike.

It was all about going for the center.

Vse je bilo usmerjeno na sredino.

But in a world where the TV-industrial complex is broken,

Ampak v svetu, kjer je TV industrijski kompleks ovržen,

I don't think that's a strategy we want to use any more.

menim, da to ni več strategija, ki jo hočemo uporabljati.

I think the strategy we want to use is to not market to these people

Mislim, da je strategija, ki jo hočemo uporabljati, da ne tržimo tem ljudem,

because they're really good at ignoring you.

saj so zelo dobri pri ignoriranju.

But market to these people because they care.

Tržimo ljudem, ki jim ni vseeno.

These are the people who are obsessed with something.

To so ljudje, ki so obsedeni z nečim.

And when you talk to them, they'll listen,

In ko govorite, vas bodo poslušali,

because they like listening -- it's about them.

ker radi poslušajo -- gre se za njih.

And if you're lucky, they'll tell their friends on the rest of the curve,

In če imate srečo, bodo povedali svojim prijateljem --

preostalim na krivulji -- in ideja se bo širila.

and it'll spread.

It'll spread to the entire curve.

Razširila se bo po celotni krivulji.

They have something I call "otaku" -- it's a great Japanese word.

Oni imajo nekaj, čemur jaz pravim "otaku" -- to je odlična japonska beseda.

It describes the desire of someone who's obsessed to say,

Opisuje željo nekoga, ki je obseden,

drive across Tokyo to try a new ramen noodle place,

da se pelje čez cel Tokio in preiskusi novo restavracijo z rezanci,

because that's what they do: they get obsessed with it.

ker to pač počnejo. Obsedeni so.

To make a product, to market an idea,

Izdelati produkt, tržiti idejo,

to come up with any problem you want to solve

identificirati kateri koli problem, ki ga želite rešiti,

that doesn't have a constituency with an otaku,

to nima pristojnosti pri "otaku",

is almost impossible.

skoraj nemogoče je.

Instead, you have to find a group that really, desperately cares

Namesto tega najdite skupino ki ji resnično,

about what it is you have to say.

obupano ni vseeno, kaj imate za povedati.

Talk to them and make it easy for them to tell their friends.

Govorite z njimi in jim olajšajte, da povejo svojim prijateljem.

There's a hot sauce otaku, but there's no mustard otaku.

Obstajajo pekoča omaka otaku, ampak ne obstaja gorčica otaku.

That's why there's lots and lots of kinds of hot sauces,

Zato je ogromno vseh mogočih pekočih omak

and not so many kinds of mustard.

in ne tako veliko različnih gorčic.

Not because it's hard to make interesting mustard --

Ne zato, ker bi bilo težko narediti zanimivo gorčico

you could make interesting mustard --

-- lahko naredite zanimivo gorčico --

but people don't, because no one's obsessed with it,

Ampak ljudi ne zanima, ker nihče ni obseden z njo

in posledično nihče ne pove svojim prijateljem.

and thus no one tells their friends.

Krispy Kreme has figured this whole thing out.

Krispy Kreme je ugotovil celo zadevo.

It has a strategy, and what they do is,

Krispy Kreme ima strategijo --

they enter a city, they talk to the people, with the otaku,

vstopijo v mesto in govorijo z ljudmi, ki imajo otaku,

and then they spread through the city

in nato oni razširijo idejo po mestu

to the people who've just crossed the street.

ljudem, ki so pravkar prečkali cesto.

Ta jojo stane 112 dolarjev, ampak binglja 12 minut.

This yoyo right here cost 112 dollars, but it sleeps for 12 minutes.

Not everybody wants it but they don't care.

Saj ga nočejo vsi, ampak njim je vseeno.

They want to talk to the people who do, and maybe it'll spread.

Hočejo govoriti z ljudmi, ki jih zanima in morda se bo razširilo.

These guys make the loudest car stereo in the world.

Ti fantje delajo najglasnejše avto ozvočenje na svetu.

(Laughter)

(Smeh)

It's as loud as a 747 jet.

Glasno je kot 747 letalo, ne morete vstopiti,

You can't get in, the car's got bulletproof glass,

avto ima neprebojna stekla na oknih,

because it'll blow out the windshield otherwise.

ker bi jih drugače razneslo.

But the fact remains

Ampak dejstvo je, da ko nekdo želi vgraditi

that when someone wants to put a couple of speakers in their car,

dva zvočnika v svoj avto,

if they've got the otaku or they've heard from someone who does,

če imajo otaku,

ali so slišali od nekoga, ki ga ima,

they go ahead and they pick this.

bodo izbrali to ozvočenje.

It's really simple -- you sell to the people who are listening,

Čisto preprosto je -- če prodajate ljudem, ki poslušajo,

mogoče, samo mogoče ti ljudje povejo svjoim prijateljem.

and just maybe, those people tell their friends.

So when Steve Jobs talks to 50,000 people at his keynote,

Torej ko Steve Jobs govori 50.000 ljudem v svojem nagovoru,

who are all tuned in from 130 countries

ki poslušajo v 130 državah

watching his two-hour commercial --

in gledajo njegovo dveurno reklamo --

that's the only thing keeping his company in business --

to je edina stvar, ki drži podjetje pokonci --

it's that those 50,000 people care desperately enough

teh 50.000 je tako obupano zainteresiranih,

to watch a two-hour commercial, and then tell their friends.

da gledajo dveurni oglas in nato povejo svojim prijateljem.

Pearl Jam, 96 albums released in the last two years.

Pearl Jam so izdali 96 albumov v zadnjih dveh letih.

Every one made a profit. How?

Vsi so bili dobičkonosni. Kako?

They only sell them on their website.

Prodajajo jih samo na svoji spletni strani.

Those people who buy them have the otaku,

Tisti ljudje, ki jih kupujejo na spletni strani, imajo otaku

and then they tell their friends, and it spreads and it spreads.

in nato povedo svojim prijateljem in zadeva se širi in širi.

This hospital crib cost 10,000 dollars, 10 times the standard.

Ta bolniški voziček stane 10.000 dolarjev, desetkrat več kot navadni.

But hospitals are buying it faster than any other model.

Ampak bolnice ga kupujejo hitreje kot kateri koli drugi model.

Hard Candy nail polish, doesn't appeal to everybody,

Lak Hard Candy ni všeč vsem,

but to the people who love it, they talk about it like crazy.

ampak ljudje, ki jim je, o njem govorijo kot nori.

This paint can right here saved the Dutch Boy paint company,

Ta pločevinka barve tu je rešila podjetje Dutch Boy

making them a fortune.

in jim zagotovila bogastvo. Stane 35 odstotkov več kot navadna barva,

It costs 35 percent more than regular paint

because Dutch Boy made a can that people talk about, because it's remarkable.

ker je Dutch Boy naredil pločevinko, o kateri lahko ljudje govorilo, ker je izjemna.

They didn't just slap a new ad on the product;

Niso samo dali nove reklame na izdelek,

they changed what it meant to build a paint product.

spremenili so način, kako izdelati produkt na področju barve.

AmIhotornot.com -- everyday 250,000 people go to this site,

Amlhotornot.com -- vsak dan to stran obišče 250.000 ljudi,

run by two volunteers, and I can tell you they are hard graders --

upravljata jo dva prostovoljca in lahko vam povem, da sta stroga ocenjevalca.

(Laughter)

(Smeh)

They didn't get this way by advertising a lot.

Tako daleč nista prišla z oglaševanjem.

They got this way by being remarkable,

Tako daleč sta prišla, ker sta izjemna,

sometimes a little too remarkable.

včasih malo preveč izjemna.

And this picture frame has a cord going out the back,

Ta okvir ima zadaj kabel,

and you plug it into the wall.

My father has this on his desk,

ki ga vključite v steno.

Moj oče ima ta okvir na mizi

and he sees his grandchildren everyday, changing constantly.

in vsak dan vidi slike svojih vnukov, ki se spreminjajo.

And every single person who walks into his office

In vsak, ki vstopi v njegovo pisarno,

hears the whole story of how this thing ended up on his desk.

sliši celotno zgodbo, kako je ta stvar končala na njegovi mizi.

And one person at a time, the idea spreads.

Z vsakim človekom se ideja širi.

These are not diamonds, not really.

Tole dejansko niso diamanti.

They're made from "cremains."

Narejeni so iz ostankov pri kremiranju.

After you're cremated you can have yourself made into a gem.

Po tem, ko ste kremirani, lahko iz sebe naredite nakit.

(Laughter)

Oh, you like my ring? It's my grandmother.

(Smeh)

Oh, vam je všeč moj prstan? To je moja babica.

(Laughter)

(Smeh)

Fastest-growing business in the whole mortuary industry.

Najhitreje rastoči posel v celotni industriji mrtvašnic.

But you don't have to be Ozzie Osborne --

Ampak ni treba biti Ozzie Osborne --

you don't have to be super-outrageous to do this.

ni treba biti super nezaslišani, da naredite to.

What you have to do

is figure out what people really want and give it to them.

Kar morate narediti, je ugotoviti, kaj ljudje resnično hočejo in jim to dati.

A couple of quick rules to wrap up.

Nekaj hitrih pravil, da zaokrožim.

The first one is: Design is free when you get to scale.

Prvo pravilo: dizajn je zastonj pri velikem obsegu.

The people who come up with stuff that's remarkable

In ljudje, ki so si izmislili izjemne stvari,

more often than not figure out how to put design to work for them.

pogosto ugotovijo, kako narediti dizajn, ki bo delal za njih.

Number two: The riskiest thing you can do now is be safe.

Pravilo številka dve: Najbolj rizična stvar, ki jo lahko naredite danes, je varnost.

Proctor and Gamble knows this, right?

Proctor in Gamble to ve.

The whole model of being Proctor and Gamble

Celoten model biti Proctor in Gamble

is always about average products for average people.

je vedno temeljil na povprečnih produktih za povprečne ljudi.

That's risky.

To je tvegano. Varna stvar danes je biti na robu,

The safe thing to do now is to be at the fringes,

be remarkable.

biti izjemen.

And being very good is one of the worst things you can possibly do.

In biti zelo dober je ena najslabših stvari, ki jih lahko naredite.

Very good is boring. Very good is average.

Zelo dobro je dolgočasno. Zelo dobro je povprečno.

It doesn't matter whether you're making a record album,

Vseeno je, ali snemate glasbeni album

or you're an architect, or you have a tract on sociology.

ali ste arhitekt ali imate traktat o sociologiji.

If it's very good, it's not going to work, because no one's going to notice it.

Če je zelo dober, ne bo deloval, ker ga nihče ne bo opazil.

So my three stories.

Torej moje tri zgodbe.

Silk put a product that does not need to be in the refrigerated section

Silk. Postavite izdelek, ki ne rabi biti v hladilniku,

next to the milk in the refrigerated section.

poleg mleka v hladilniku.

Sales tripled. Why?

Prodaja se je potrojila. Zakaj?

Milk, milk, milk, milk, milk -- not milk.

Mleko, mleko, mleko, mleko, mleko -- ne mleko.

For the people who were there and looking at that section,

Za ljudi, ki so bili na tem oddelku,

it was remarkable.

They didn't triple their sales with advertising;

je bilo to izjemno.

Prodaje niso potrojili z oglaševanjem,

they tripled it by doing something remarkable.

potrojili so jo s tem, da so naredili nekaj izjemnega,

That is a remarkable piece of art.

To je izjemna umetnina. Ni treba, da vam je všeč,

You don't have to like it,

but a 40-foot tall dog made out of bushes in the middle of New York City

ampak 12 metrov visok pes iz grmovja

sredi New Yorka je izjemen.

is remarkable.

(Laughter)

Frank Gehry didn't just change a museum;

Frank Gehry ni spremenil samo muzeja,

he changed an entire city's economy

spremenil je gospodarstvo celotnega mesta

by designing one building that people from all over the world went to see.

z oblikovanjem ene stavbe, ki jo ljudje s celega sveta hočejo videti.

Now, at countless meetings at, you know,

Sedaj ob nešteto sestankih

the Portland City Council, or who knows where,

Sveta Portland City ali kjerkoli že,

they said, we need an architect -- can we get Frank Gehry?

rečejo -- potrebujemo arhitekta, lahko dobimo Franka Gehry-ja?

Because he did something that was at the fringes.

Ker on je naredil nekaj izjemnega.

And my big failure? I came out with an entire --

In moj veliki neuspeh? Izdal sem celoten

(Music)

(Glasba)

A record album and hopefully a whole bunch of record albums

glasbeni album in upal na še mnogo drugih,

in SACD, this remarkable new format --

v SACD formatu -- tem izjemnem novem formatu --

and I marketed it straight to people with 20,000-dollar stereos.

in ga tržil neposredno ljudem z 20.000 dolarjev vrednimi stereo sistemi.

People with 20,000-dollar stereos don't like new music.

Ljudje z 20.000 dolarjev vrednimi sistemi ne marajo nove glasbe.

(Laughter)

(Smeh)

So what you need to do is figure out who does care.

Ugotoviti morate, komu ni vseeno.

Who is going to raise their hand and say,

Kdo bo dvignil roko i rekel:

"I want to hear what you're doing next,"

"Hočem slišati kaj nameravate početi v prihodnosti"

and sell something to them.

in prodati nekaj njim.

The last example I want to give you.

Zadnji primer, ki vam ga hočem predstaviti.

This is a map of Soap Lake, Washington.

To je zemljevid mesta Soap Lake v Washingtonu.

As you can see, if that's nowhere, it's in the middle of it.

In lahko vidite, če je to bogu za hrbtom, je mesto prav na sredini tega.

(Laughter)

(Smeh)

But they do have a lake.

Ampak imajo pa jezero.

And people used to come from miles around to swim in the lake.

In ljudje so včasih prihajali kilometre daleč, da so lahko plavali v jezeru.

They don't anymore.

Sedaj ne več. In mesnti veljaki so rekli: "Imamo nekaj denarja.

So the founding fathers said, "We've got some money to spend.

What can we build here?"

Kaj lahko zgradimo tukaj?" In kot večina odborov

And like most committees,

they were going to build something pretty safe.

so hoteli zgraditi nekaj varnega.

And then an artist came to them -- this is a true artist's rendering --

Nato pa je prišel umetnik -- to je dejanska umetnikova slika --

he wants to build a 55-foot tall lava lamp in the center of town.

in rekel, da hoče zgraditi 16 metrov visoko lava luč v centru mesta.

That's a purple cow; that's something worth noticing.

To je vijolična krava, to je nekaj, kar je vredno videti.

I don't know about you,

Ne vem za vas, a če je bodo zgradili, jo jaz grem pogledat.

but if they build it, that's where I'm going to go.

Thank you very much for your attention.

Hvala za vašo pozornost.