Michael Porter: Why business can be good at solving social problems

Prevodilac: Stefan Ilić Lektor: Mile Živković

I think we're all aware

Verujem da smo svi svesni

that the world today is full of problems.

da je današnji svet pun problema.

We've been hearing them

Stalno slušamo o tim problemima

today and yesterday and every day for decades.

i juče i danas i svakoga dana, već decenijama.

Serious problems, big problems, pressing problems.

To su ozbiljni, krupni problemi koji nas pritiskaju.

Poor nutrition, access to water,

Loša ishrana, dostupnost vode

climate change, deforestation,

klimatske promene, krčenje šuma,

lack of skills, insecurity, not enough food,

nestručnost, nesigurnost, nestašica hrane,

not enough healthcare, pollution.

loše zdravstveno osiguranje, zagađenje.

There's problem after problem,

Samo problem za problemom,

and I think what really separates this time

i mislim da je ono što ovaj period razlikuje

from any time I can remember in my brief time

od bilo kog drugog perioda kojeg sam uspeo da zapamtim

on Earth is the awareness of these problems.

tokom svog kratkog veka na Zemlji, jeste svest o ovim problemima.

We're all very aware.

Mi smo svi veoma svesni.

Why are we having so much trouble

Zašto nam je onda toliko teško

dealing with these problems?

da rešimo ove probleme?

That's the question I've been struggling with,

To je pitanje sa kojim se borim,

coming from my very different perspective.

gledano iz moje veoma drugačije perspektive.

I'm not a social problem guy.

Ja nisam neko ko se zamara društvenim problemima.

I'm a guy that works with business,

Ja sam poslovan čovek,

helps business make money.

koji pomaže firmama da zarade.

God forbid.

Bože sačuvaj.

So why are we having so many problems

Zašto se onda toliko patimo

with these social problems,

sa ovim društvenim problemima,

and really is there any role for business,

i postoji li u toj borbi uloga za biznis,

and if so, what is that role?

i ako postoji, kakva je ta uloga?

I think that in order to address that question,

Da bismo se pozabavili ovim pitanjem, mislim

we have to step back and think about

da treba da se vratimo korak unazad i razmislimo

how we've understood and pondered

na koji način smo shvatali i poimali

both the problems and the solutions

probleme i rešenja

to these great social challenges that we face.

ovih velikih društvenih izazova sa kojima se suočavamo.

Now, I think many have seen business

Verujem da su mnogi na biznis gledali

as the problem, or at least one of the problems,

kao na problem ili barem jedan od problema

in many of the social challenges we face.

u ovim društvenim izazovima.

You know, think of the fast food industry,

Setite se samo industrije brze hrane,

the drug industry, the banking industry.

lekova, pomislite na banke.

You know, this is a low point

Znate, ovo je krajnji minimum

in the respect for business.

poštovanja biznisa.

Business is not seen as the solution.

Na biznis se ne gleda kao na rešenje.

It's seen as the problem now, for most people.

Većina ljudi ga danas vidi kao problem.

And rightly so, in many cases.

I oni su u pravu, u većini slučajeva.

There's a lot of bad actors out there

Mnogo je negativnih činilaca

that have done the wrong thing,

koji su načinili neke pogrešene korake,

that actually have made the problem worse.

i tako zapravo doprineli pogoršanju problema.

So this perspective is perhaps justified.

Tako da je ovakvo viđenje stvari možda i opravdano.

How have we tended to see the solutions

A šta smo videli kao rešenja

to these social problems,

ovih društvenih problema,

these many issues that we face in society?

tog mnoštva problema sa kojima se suočavamo u društvu?

Well, we've tended to see the solutions

Pa, rešenja smo uglavnom videli

in terms of NGOs,

u nevladinim organizacijama,

in terms of government,

u vladama,

in terms of philanthropy.

u filantropiji.

Indeed, the kind of unique organizational entity

I zaista, ono što je obeležilo sposobnost organizovanja u grupe

of this age is this tremendous rise of NGOs

u ovom dobu je ogroman porast važnosti nevladinih organizacija

and social organizations.

i društvenih organizacija.

This is a unique, new organizational form

Ovo je jedinstven, novi oblik udruživanja

that we've seen grown up.

koji je sazreo pred našim očima.

Enormous innovation, enormous energy,

Neverovatne inovacije, ogromna energija,

enormous talent now has been mobilized

i ogroman talenat upošljeni su

through this structure

kroz ovakve strukture

to try to deal with all of these challenges.

kako bi probali da se izbore sa ovim problemima.

And many of us here are deeply involved in that.

I mnogi od nas su duboko u tom svetu.

I'm a business school professor,

Ja sam profesor u poslovnoj školi,

but I've actually founded, I think, now, four nonprofits.

ali do sada sam osnovao, mislim, četiri neprofitne organizacije.

Whenever I got interested and became aware

Kada god bih se zainteresovao i postao svestan

of a societal problem, that was what I did,

nekog društvenog problema,

form a nonprofit.

ja bih osnovao jednu neprofitnu organizaciju.

That was the way we've thought about how to deal

To je način koji smo smislili kako bismo se izborili

with these issues.

sa ovim problemima.

Even a business school professor has thought about it that way.

Čak je i jedan profesor poslovne škole razmišljao na taj način.

But I think at this moment,

Ali mislim da se sada već

we've been at this for quite a while.

dosta dugo bavimo ovime.

We've been aware of these problems for decades.

Decenijama smo svesni ovih problema.

We have decades of experience

Imamo višedecenijsko iskustvo

with our NGOs and with our government entities,

sa NVO i vladinim telima,

and there's an awkward reality.

a stvarnost je neprijatna.

The awkward reality is we're not making

Ta neprijatna stvarnost ogleda se u tome da ne napredujemo

fast enough progress.

dovoljno brzo.

We're not winning.

Ne pobeđujemo.

These problems still seem very daunting

Ovi problemi deluju veoma zastrašujuće

and very intractable,

i veoma neumoljivo,

and any solutions we're achieving

a rešenja koja mi postižemo

are small solutions.

su samo mala rešenja.

We're making incremental progress.

Mi napredujemo, ali malim koracima.

What's the fundamental problem we have

Koji je glavni problem koji nam smeta

in dealing with these social problems?

u rešavanju ovih društvenih problema?

If we cut all the complexity away,

Ako uklonimo svu kompleksnost,

we have the problem of scale.

imamo problem dometa.

We can't scale.

Nemamo domet.

We can make progress. We can show benefits.

Možemo da napredujemo. Možemo da ukazujemo na dobrobiti.

We can show results. We can make things better.

Možemo da pokažemo rezultate. Možemo da poboljšavamo stvari.

We're helping. We're doing better. We're doing good.

Pomažemo. Ide nam sve bolje. Dobri smo.

We can't scale.

Nemamo domet.

We can't make a large-scale impact on these problems.

Nismo u stanju da utičemo na ove probleme na višem nivou.

Why is that?

A zašto je to tako?

Because we don't have the resources.

Zato što nemamo sredstva.

And that's really clear now.

I to je sada postalo veoma jasno.

And that's clearer now than it's been for decades.

Jasnije je sada nego što je bilo decenijama unazad.

There's simply not enough money

Jednostavno, nema dovoljno novca

to deal with any of these problems at scale

da bismo se izborili sa ovim problemima na tom nivou,

using the current model.

koristeći postojeći model.

There's not enough tax revenue,

Nema dovoljno prihoda od poreza,

there's not enough philanthropic donations,

nema dovoljno donacija od filantropa,

to deal with these problems the way we're dealing with them now.

da bismo rešili ove probleme na način na koji ih rešavamo sad.

We've got to confront that reality.

Moramo da se suočimo sa tim činjenicama.

And the scarcity of resources

A nedostatak tih sredstava koja nam trebaju

for dealing with these problems is only growing,

za rešavanje problema, postaje sve veći,

certainly in the advanced world today,

u današnjem naprednom svetu,

with all the fiscal problems we face.

sa svim fiskalnim problemima koji nas muče.

So if it's fundamentally a resource problem,

Dakle, u suštini, problem je u sredstvima,

where are the resources in society?

gde su sredstva u društvu?

How are those resources really created,

Kako se izvori sredstava zapravo stvaraju.

the resources we're going to need to deal

ti izvori sredstava koji će nam trebati da bismo se

with all these societal challenges?

izborili sa svim tim društvenim izazovima?

Well there, I think the answer is very clear:

Pa, mislim da je odgovor veoma jednostavan:

They're in business.

izvori sredstava su u biznisu.

All wealth is actually created by business.

Sav novac zapravo stvaraju firme.

Business creates wealth

Firma stvara bogatstvo

when it meets needs at a profit.

kada izlazi u susret potrebama i na tome zarađuje.

That's how all wealth is created.

Tako se stvara svo bogatstvo.

It's meeting needs at a profit

Zarada na zadovoljavanju potreba

that leads to taxes

vodi ka porezima,

and that leads to incomes

porezi vode do prihoda,

and that leads to charitable donations.

koji vode do dobrovoljnih donacija.

That's where all the resources come from.

Odatle dolaze svi izvori sredstava.

Only business can actually create resources.

Samo firme mogu da stvore ove izvore.

Other institutions can utilize them

Druge institucije mogu da ih upotrebe kako bi

to do important work,

uradile nešto važno,

but only business can create them.

ali samo firme mogu da ih stvore.

And business creates them

A firme ih stvaraju

when it's able to meet a need at a profit.

kada mogu da zarade od zadovoljavanja potreba.

The resources are overwhelmingly

Izvori sredstava se u ogromnoj meri

generated by business.

stvaraju u firmama.

The question then is, how do we tap into this?

Pitanje je: kako da se to iskoristimo?

How do we tap into this?

Kako da se to iskoristimo?

Business generates those resources

Firme stvaraju sredstva

when it makes a profit.

samo kada zarađuju.

That profit is that small difference

Zarada je ona mala razlika

between the price and the cost it takes to produce

između cene i troškova proizvodnje

whatever solution business has created

nekog rešenja koje je firma smislila

to whatever problem they're trying to solve.

kako bi rešila neki probelm.

But that profit is the magic.

Ali u zaradi je magija.

Why? Because that profit allows whatever solution

Zašto? Zato što nam ta zarada omogućava da nam rešenje

we've created

koje smo smislili

to be infinitely scalable.

bude dostižno zauvek.

Because if we can make a profit,

Jer, ako možemo da zaradimo,

we can do it for 10, 100, a million,

uradićemo to za 10, 100, milion,

100 million, a billion.

100 miliona, milijardu.

The solution becomes self-sustaining.

Rešenje postaje samoodrživo.

That's what business does

To firme rade

when it makes a profit.

kada zarađuju.

Now what does this all have to do

A kakve ovo ima veze

with social problems?

sa društvenim problemima?

Well, one line of thinking is, let's take this profit

Pa jedan način razmišljanja je: "Hajde da uzmemo ovu zaradu

and redeploy it into social problems.

i usmerimo je ka društvenim problemima."

Business should give more.

Firme bi trebalo da daju više.

Business should be more responsible.

Firme bi trebalo da budu odgovornije.

And that's been the path that we've been on

I to je put kojim idemo

in business.

u biznisu.

But again, this path that we've been on

Ali taj put kojim se krećemo

is not getting us where we need to go.

nas ne vodi tamo kuda treba da odemo.

Now, I started out as a strategy professor,

Ja sam počeo kao profesor poslovnih strategija,

and I'm still a strategy professor.

i dalje sam profesor poslovnih strategija.

I'm proud of that.

I ponosim se time.

But I've also, over the years,

Ali sam se tokom godina

worked more and more on social issues.

sve više bavio društvenim pitanjima.

I've worked on healthcare, the environment,

Radio sam na problemima zdravstva, životne sredine,

economic development, reducing poverty,

privrednog razvoja, smanjenja siromaštva...

and as I worked more and more in the social field,

i kako sam sve više radio na društvenom planu,

I started seeing something

počeo sam da uviđam nešto

that had a profound impact on me

što je imalo dubok uticaj na mene

and my whole life, in a way.

i ceo moj život, na neki način.

The conventional wisdom in economics

Konvencijalna mudrost ekonomije

and the view in business has historically been

i biznisa, kroz istoriju, zasnivali su se

that actually, there's a tradeoff

na shvatanju da postoji suprotnost

between social performance and economic performance.

između društvenog i ekonomskog nastupa.

The conventional wisdom has been

Uvreženo shvatanje bilo je

that business actually makes a profit

da firma zapravo zarađuje

by causing a social problem.

stvarajući društvene probleme.

The classic example is pollution.

Zagađenje je klasičan primer.

If business pollutes, it makes more money

Ako firma zagađuje, ona zarađuje više

than if it tried to reduce that pollution.

nego kada bi pokušala da umanji zagađenje.

Reducing pollution is expensive,

Smanjenje zagađenja je skupo,

therefore businesses don't want to do it.

pa firme ne žele to da rade.

It's profitable to have an unsafe working environment.

Više se zaradi na nebezbednom radnom okruženju.

It's too expensive to have a safe working environment,

Bezbedno radno okruženje je previše skupo,

therefore business makes more money

pa firme zarade više

if they don't have a safe working environment.

ako nemaju bezbedno radno okruženje.

That's been the conventional wisdom.

To je bilo uvreženo shvatanje.

A lot of companies have fallen into that conventional wisdom.

I mnoge kompanije su se uklopile u taj kalup.

They resisted environmental improvement.

Opirale su se poboljšanju zaštite životne sredine.

They resisted workplace improvement.

Kao i poboljšanju uslova za rad.

That thinking has led to, I think,

Mislim da je takvo razmišljanje

much of the behavior

u mnogome doprinelo ponašanju u biznisu

that we have come to criticize in business,

koje kritikujemo,

that I come to criticize in business.

koje i ja kritikujem.

But the more deeply I got into all these social issues,

Ali što sam se više upuštao u sva ova društvena pitanja,

one after another,

jedno za drugim,

and actually, the more I tried to address them

i što sam više pokušavao da ih rešim,

myself, personally, in a few cases,

lično, u nekoliko slučajeva,

through nonprofits that I was involved with,

kroz neprofitne organizacije sa kojima sam radio,

the more I found actually that the reality

više sam shvatao da je stvarna situcija

is the opposite.

zapravo suprotna.

Business does not profit

Firme ne zarađuju

from causing social problems,

od izazivanja društvenih problema,

actually not in any fundamental sense.

bar ne u nekom fundamentalnom smislu.

That's a very simplistic view.

To je veoma pojednostavljeno viđenje stvari.

The deeper we get into these issues,

Što se više upuštamo u probleme

the more we start to understand

počinjemo da shvatamo

that actually business profits

da firme zapravo zarađuju

from solving from social problems.

od rešavanja društvenih problema.

That's where the real profit comes.

Tu dolazi do prave zarade.

Let's take pollution.

Hajde da se vratimo na zagađenje.

We've learned today that actually

Danas smo naučili da

reducing pollution and emissions

smanjenje zagađenja i emisije gasova

is generating profit.

zapravo stvara zaradu.

It saves money.

Štedi novac.

It makes the business more productive and efficient.

Čini firmu produktivnijom i efikasnijom.

It doesn't waste resources.

Ne traći sirovine.

Having a safer working environment actually,

A bezbednije radno okruženje,

and avoiding accidents,

i izbegavanje nezgoda,

it makes the business more profitable,

čine firmu profitabilnijom

because it's a sign of good processes.

jer predstavljaju znak dobrog napretka.

Accidents are expensive and costly.

Nezgode su skupe.

Issue by issue by issue, we start to learn

Posmatrajući problem po problem počinjemo da shvatamo

that actually there's no trade-off

da zapravo nema suprotnosti

between social progress

između društvenog napretka

and economic efficiency

i ekonomske efikasnosti.

in any fundamental sense.

Ne u nekom fundamentalnom smislu.

Another issue is health.

Još jedan problem je zdravstvo.

I mean, what we've found is actually

Ono što smo otkrili jeste

health of employees is something

da je zdravlje radnika zapravo ono

that business should treasure,

što bi firme trebalo da cene,

because that health allows those employees

jer zdravlje omogućava tim radnicima

to be more productive and come to work

da budu produktivniji i dolaze na posao,

and not be absent.

a ne da budu odsutni.

The deeper work, the new work, the new thinking

Novi poslovi, novo razmišljanje

on the interface between business and social problems

o odnosu biznisa i društvenih problema

is actually showing that there's a fundamental,

zapravo pokazuje da postoji bitna

deep synergy,

duboka sinergija,

particularly if you're not thinking in the very short run.

pogotovo ako ne razmišljate preterano kratkoročno.

In the very short run, you can sometimes

Razmišljajući kratkoročno možete

fool yourself into thinking

prevariti sami sebe i pomisliti

that there's fundamentally opposing goals,

da postoje upravo suprotni ciljevi,

but in the long run, ultimately, we're learning

ali dugoročno, na kraju shvatamo,

in field after field that this is simply not true.

posmatrajući različita polja, da to jednostavno nije istina.

So how could we tap into

Pa kako onda da iskoristimo

the power of business

moć biznisa

to address the fundamental problems

da bismo se pozabavili bitnim problemima

that we face?

sa kojima se suočavamo?

Imagine if we could do that, because if we could do it,

Zamislite da možemo to da uradimo, jer kad bismo to mogli

we could scale.

imali bismo domet.

We could tap into this enormous resource pool

Mogli bismo da iskoristimo ovaj ogromni izvor sredstava

and this organizational capacity.

i organizacioni kapacitet.

And guess what? That's happening now, finally,

I znate šta? To se sada konačno i dešava,

partly because of people like you

delom zbog ljudi poput vas

who have raised these issues now

koji su ukazivali na ove probleme

for year after year and decade after decade.

godinama i decenijama.

We see organizations like Dow Chemical

Sada vidimo kako organizacije poput "Dow Chemical"

leading the revolution away from trans fat

vode revoluciju protiv trans masti

and saturated fat with innovative new products.

i zasićenih masti, svojim inovativnim novim proizvodima.

This is an example of Jain Irrigation.

Ovo je primer firme 'Jain Irrigation'.

This is a company that's brought drip irrigation technology

To je firma koja je sistem navodnjavanja 'kap po kap' približila

to thousands and millions of farmers,

hiljadama i milionima poljoprivrednika,

reducing substantially the use of water.

smanjujući tako upotrebu vode.

We see companies like the Brazilian forestry company Fibria

Vidimo kompanije poput brazilske šumarske kompanije 'Fibiria'

that's figured out how to avoid

koja je našla način da izbegne

tearing down old growth forest

krčenje starih šuma

and using eucalyptus and getting much more yield

i koristi eukaliptus i tako dobija mnogo veći prinos

per hectare of pulp

celuloze po hektaru

and making much more paper than you could make

i proizvodi mnogo više papira nego što se proizvede

by cutting down those old trees.

sečom starih stabala.

You see companies like Cisco that are training

Vidite i kompanije kao što je 'Cisco', koji je do sada

so far four million people in I.T. skills

naučio 4 miliona ljudi informatičkim veštinama,

to actually, yes, be responsible,

kako su zaista odgovorne

but help expand the opportunity

ali pomažu u rasprostranjivanju

to disseminate I.T. technology

informatičkih tehnologija

and grow the whole business.

i proširuju svoj biznis.

There's a fundamental opportunity for business today

Firme danas imaju jedinstvenu priliku

to impact and address these social problems,

da se bave i utiču na ove društvene probleme,

and this opportunity

i ta prilika

is the largest business opportunity

je najveća poslovna prilika

we see in business.

koja postoji u biznisu.

And the question is, how can we get business

I pitanje je: kako možemo da navedemo firme

thinking to adapt this issue of shared value?

da razmisle o prilagođavanju ove zajedničke vrednosti?

This is what I call shared value:

Ovo ja zovem zajedničkom vrednošću:

addressing a social issue with a business model.

baviti se društvenim problemom po poslovnom modelu.

That's shared value.

To je zajednička vrednost.

Shared value is capitalism,

Zajednička vrednost je kapitalizam,

but it's a higher kind of capitalism.

ali uzvišeniji vid kapitalizma.

It's capitalism as it was ultimately meant to be,

To je kapitalizam kakav bi na vrhuncu i trebalo da bude,

meeting important needs,

izlaženje u susret važnim potrebama,

not incrementally competing for

a ne samo takmičenje

trivial differences in product attributes

u trivijalnim razlikama u atributima proizvoda

and market share.

i udelu na tržištu.

Shared value is when we can create social value

Zajednička vrednost je ono kada možete istovremeno da stvorite

and economic value simultaneously.

društvenu i ekonomsku vrednost.

It's finding those opportunities

Pronalaženje ovakvih prilika

that will unleash the greatest possibility we have

će osloboditi najveću mogućnost koju imamo

to actually address these social problems

da se zapravo bavimo ovim društvenim problemima,

because we can scale.

jer ćemo imati domet.

We can address shared value at multiple levels.

Zajedničkoj vrednosti možemo pristupiti na više nivoa.

It's real. It's happening.

Ona je stvarna. Ona se događa.

But in order to get this solution working,

Ali, kako bi ovo rešenje proradilo,

we have to now change how business sees itself,

moramo da promenimo način na koji firme vide same sebe,

and this is thankfully underway.

a to se, na sreću, već događa.

Businesses got trapped into the conventional wisdom

Firme su upale u zamku uvreženog shvatanja

that they shouldn't worry about social problems,

da ne treba da brinu o društvenim problemima,

that this was sort of something on the side,

da je to nešto nebitno

that somebody else was doing it.

čime se bavi neko drugi.

We're now seeing companies

Sada možemo da vidimo da kompanije

embrace this idea.

prihvataju ovu ideju.

But we also have to recognize business

Ali moramo biti svesni toga da firme

is not going to do this as effectively

neće ovo raditi sa toliko učinka

as if we have NGOs and government

kao kada NVO i vlada

working in partnership with business.

rade u partnerstvu sa firmama.

The new NGOs that are really moving the needle

Nove NVO koje zaista 'rade posao'

are the ones that have found these partnerships,

su one koje su stupile u ovakva partnerstva,

that have found these ways to collaborate.

one koje su našle načine da sarađuju.

The governments that are making the most progress

Vlade koje najviše napreduju

are the governments that have found ways

su one koje su našle načina

to enable shared value in business

da podrže zajedničku vrednost u firmama,

rather than see government as the only player

koje neće gledati vlade samo kao igrača

that has to call the shots.

koji pomera sve figure.

And government has many ways in which it could impact

A vlada može na mnoštvo načina da utiče

the willingness and the ability of companies

na spremnost i sposobnost kompanija

to compete in this way.

da se nadmeću na ovaj način.

I think if we can get business seeing itself differently,

Ako učinimo da biznis samog sebe vidi drugačije,

and if we can get others seeing business differently,

i ako navedemo druge da ga posmatraju drugačije,

we can change the world.

možemo da promenimo svet.

I know it. I'm seeing it.

Ja to znam. Vidim.

I'm feeling it.

Osećam to.

Young people, I think,

Verujem da mladi ljudi,

my Harvard Business School students, are getting it.

moji studenti sa Harvarda, shvataju to.

If we can break down this sort of divide,

Ako možemo da prevaziđemo ovu podelu,

this unease, this tension,

ovu nelagodu, tenziju

this sense that we're not

ovaj osećaj da

fundamentally collaborating here

ne sarađujemo u bitnijoj meri

in driving these social problems,

u rešavanju ovih društvenih problema,

we can break this down,

tada možemo da prelomimo,

and we finally, I think,

i verujem da tada konačno

can have solutions.

možemo doći do rešenja.

Thank you.

Hvala vam.

(Applause)

(Aplauz)