How to build your creative confidence | David Kelley

Translator: Timothy Covell Reviewer: Morton Bast

Prevodilac: Tatjana Jevdjic Lektor: Ivana Korom

Danas bih hteo da vam pričam

I wanted to talk to you today about creative confidence.

o kreativnom samopouzdanju.

I'm going to start way back in the third grade

Počeću sa davnom pričom iz trećeg razreda

at Oakdale School in Barberton, Ohio.

iz Oukdejl škole u Barbertonu, Ohajo.

Sećam se kad je moj najbolji prijatelj Brajan radio na jednom zadatku.

I remember one day my best friend Brian was working on a project.

Pravio je konja od gline

He was making a horse out of the clay our teacher kept under the sink.

koju je naš učitelj držao ispod sudopere.

U jednom momentu, jedna od devojčica koja je sedela za njegovim stolom,

And at one point, one of the girls that was sitting at his table,

videvši šta on radi,

seeing what he was doing, leaned over and said to him,

nagnula se preko i rekla mu:

"To je grozno. Uopšte ne liči na konja."

"That's terrible. That doesn't look anything like a horse."

Brajan je slegao ramenima.

And Brian's shoulders sank.

And he wadded up the clay horse and he threw it back in the bin.

Smotao je glinenog konja i bacio ga u kantu.

Nikad više nisam video Brajana da radi takav projekat.

I never saw Brian do a project like that ever again.

And I wonder how often that happens, you know?

Pitam se koliko često se to dešava.

Izgleda da kad god svom razredu ispričam priču o Brajanu,

It seems like when I tell that story of Brian to my class,

mnogi žele da dođu posle predavanja

a lot of them want to come up after class

and tell me about their similar experience,

i da mi ispričaju svoje slično iskustvo,

kako ih je učitelj isključio

how a teacher shut them down,

ili kako je neki đak bio posebno okrutan prema njima.

or how a student was particularly cruel to them.

Neki su u tom momentu prestali

And then some kind of opt out of thinking of themselves as creative

da misle o sebi da su kreativni.

at that point.

Vidim da se isključivanje koje se desi u detinjstvu,

And I see that opting out that happens in childhood,

pomera i ukorenjuje još više,

and it moves in and becomes more ingrained, even,

čak i u vreme kad odrastete.

by the time you get to adult life.

Vidimo dosta toga.

So we see a lot of this.

Kad imamo radionicu

When we have a workshop

or when we have clients in to work with us side by side,

ili kad imamo klijente koji rade sa nama paralelno,

konačno dođemo do tačke u procesu

eventually we get to the point in the process

koja je mutna ili neobična.

that's kind of fuzzy or unconventional.

Konačno ti veliki direktori izvade svoje blekberije

And eventually, these big-shot executives whip out their BlackBerrys

i kažu da imaju zaista veoma važne telefonske pozive

and they say they have to make really important phone calls,

i krenu prema izlazu.

and they head for the exits.

Jako im je neprijatno.

And they're just so uncomfortable.

When we track them down and ask them what's going on,

Kad ih sustignemo i pitamo šta se dešava,

kažu nešto kao: "Jednostavno nisam kreativan tip."

they say something like, "I'm just not the creative type."

But we know that's not true.

Ali znamo da to nije istina.

If they stick with the process, if they stick with it,

Ako se drže procedure,

they end up doing amazing things.

završavaju čineći neverovatne stvari

And they surprise themselves at just how innovative

i iznenade se koliko su inovativni

they and their teams really are.

i oni i njihovi timovi.

Proučavao sam ovaj naš strah od osuda.

So I've been looking at this fear of judgment that we have,

that you don't do things, you're afraid you're going to be judged;

Da ne radiš stvari, jer si uplašen od toga da će te procenjivati.

if you don't say the right creative thing, you're going to be judged.

Ako ne kažeš pravu kreativnu stvar, da će te osuđivati.

Glavno saznanje sam dobio

And I had a major breakthrough,

kad sam sreo psihologa Alberta Banduru.

when I met the psychologist Albert Bandura.

Ne znam da li znate Alberta Banduru.

I don't know if you know Albert Bandura, but if you go to Wikipedia,

Ako odete na Vikipediju,

it says that he's the fourth most important psychologist in history --

ona kaže da je on četvrti najvažniji psiholog u istoriji --

kao Frojd, Skiner, neko još i Bandura.

you know, like Freud, Skinner, somebody and Bandura.

(Laughter)

Bandura ima 86 godina i još radi na Stenfordu.

Bandura is 86 and he still works at Stanford.

And he's just a lovely guy.

On je prijatan čovek.

Išao sam da ga vidim

So I went to see him,

because he's just worked on phobias for a long time,

jer radi na fobijama jako dugo,

which I'm very interested in.

a to me veoma zanima.

He had developed this way,

On je razvio ovaj način, metodologiju,

this, kind of, methodology,

that ended up curing people in a very short amount of time,

koja leči ljude u veoma kratkom vremenskom periodu.

like, in four hours.

U roku od četiri sata imao je vrlo visoku stopu izlečenja ljudi sa fobijama.

He had a huge cure rate of people who had phobias.

And we talked about snakes -- I don't know why --

Pričali smo o zmijama.

ali smo pričali o zmijama i strahu od zmija kao fobiji.

we talked about snakes and fear of snakes as a phobia.

To je bio vrlo prijatan i zanimljiv razgovor.

And it was really enjoyable, really interesting.

Rekao mi je da bi pozvao osobu koju testira,

He told me that he'd invite the test subject in,

and he'd say, "You know, there's a snake in the next room

i rekao bi: "Znaš, u susednoj sobi je zmija

i mi ćemo ući tamo."

and we're going to go in there."

Na to bi većina odgovorila:

To which, he reported, most of them replied,

"Hell no! I'm not going in there, certainly if there's a snake in there."

"Dođavola ne, ja ne idem tu,

sigurno ne, ako je zmija unutra."

Bandura je imao postupak korak po korak koji je bio super uspešan.

But Bandura has a step-by-step process that was super successful.

So he'd take people to this two-way mirror

Doveo bi ljude do dvosmernog ogledala

looking into the room where the snake was.

koje je gledalo u sobu sa zmijom

i naveo bi ih da se osećaju prijatno.

And he'd get them comfortable with that.

Then through a series of steps,

Zatim bi ih kroz seriju koraka

pomerio i oni bi stajali u ulazu sa otvorenim vratima

he'd move them and they'd be standing in the doorway with the door open,

and they'd be looking in there.

i gledali bi unutra.

And he'd get them comfortable with that.

Naveo bi ih da im bude prijatno.

Kasnije bi se, posle mnogo malih koraka,

And then many more steps later, baby steps,

oni našli u sobi, sa kožnom rukavicom kao kod zavarivača

they'd be in the room, they'd have a leather glove like a welder's glove on,

i na kraju bi dotakli zmiju.

and they'd eventually touch the snake.

Kad bi dodirnuli zmiju,

And when they touched the snake, everything was fine. They were cured.

In fact, everything was better than fine.

U stvari, sve je bilo bolje nego u redu.

These people who had lifelong fears of snakes

Ovi ljudi koji su imali dugotrajne strahove od zmija,

govorili su stvari kao:

were saying things like,

"Vidi kako je lepa ta zmija."

"Look how beautiful that snake is."

And they were holding it in their laps.

Držali su je u svom krilu.

Bandura zove ovaj proces "navođeno majstorstvo."

Bandura calls this process "guided mastery."

I love that term: guided mastery.

Volim taj izraz: navođeno majstorstvo.

Nešto drugo se desilo,

And something else happened.

These people who went through the process and touched the snake

ti ljudi koji su prošli kroz proces i dotakli zmiju

završili su sa manje anksioznosti u vezi sa drugim stvarima u svojim životima.

ended up having less anxiety about other things in their lives.

Više su se trudili, duže istrajavali,

They tried harder, they persevered longer,

and they were more resilient in the face of failure.

i bili su izdržljiviji u suočavanju sa neuspehom.

Stekli su novo samopouzdanje.

They just gained a new confidence.

Bandura to samopouzdanje naziva samostalna efikasnost --

And Bandura calls that confidence "self-efficacy,"

the sense that you can change the world

taj osećaj da možeš da promeniš svet

i da možeš da postigneš to što zacrtaš.

and that you can attain what you set out to do.

Susret sa Bandurom za mene je bio pročišćenje

Well, meeting Bandura was really cathartic for me,

because I realized that this famous scientist

jer sam uvideo da je ovaj poznati naučnik

dokumentovao i naučno potvrdio

had documented and scientifically validated

nešto što smo videli da se dešava poslednjih 30 godina.

something that we've seen happen for the last 30 years:

that we could take people who had the fear that they weren't creative,

Mogli smo ljude koji su imali strah da nisu kreativni,

and we could take them through a series of steps,

voditi kroz seriju koraka,

kind of like a series of small successes,

kao seriju malih uspeha

and they turn fear into familiarity.

i navesti ih da pretvaraju strah u bliskost i sami sebe iznenade.

And they surprise themselves.

Zadivljujuća je ta transformacija.

That transformation is amazing.

Sad je vidimo u školi dizajna sve vreme.

We see it at the d.school all the time.

People from all different kinds of disciplines,

Ljudi iz svih disciplina

o sebi misle samo da su analitični.

they think of themselves as only analytical.

And they come in and they go through the process, our process,

Dođu i prođu kroz naš proces,

they build confidence and now they think of themselves differently.

izgrade samopouzdanje i sad misle o sebi drugačije.

And they're totally emotionally excited about the fact that they walk around

Potpuno su emotivno uzbuđeni

činjenicom da su izašli sa

thinking of themselves as a creative person.

mišljenjem o sebi kao kreativnoj osobi.

Smislio sam jednu od stvari koju ću uraditi danas,

So I thought one of the things I'd do today

is take you through and show you what this journey looks like.

da vas sprovedem i pokažem kako ova avantura izgleda.

Meni to izgleda kao Dag Dic.

To me, that journey looks like Doug Dietz.

Dag Dic je tehnička osoba.

Doug Dietz is a technical person.

On dizajnira opremu za medicinsko snimanje,

He designs large medical imaging equipment.

veliku opremu za medicinsko snimanje.

Radio je za General Electric, imao je fantastičnu karijeru.

He's worked for GE, and he's had a fantastic career.

U jednom momentu je imao krizu.

But at one point, he had a moment of crisis.

Bio je u bolnici kad je gledao korišćenje jedne od svojih MRI mašina,

He was in the hospital looking at one of his MRI machines in use,

kad je video mladu porodicu.

when he saw a young family, and this little girl.

Tu je bila devojčica,

koja je plakala i bila užasnuta.

And that little girl was crying and was terrified.

Dag se zaista razočarao kad je saznao da je

And Doug was really disappointed to learn

skoro 80 posto pacijenata na pedijatriji u ovoj bolnici,

that nearly 80 percent of the pediatric patients in this hospital

had to be sedated in order to deal with his MRI machine.

moralo biti anestezirano da bi MRI mogao da se uradi.

Ovo je bilo zaista razočaravajuće za Daga,

And this was really disappointing to Doug,

jer je pre ovog bio ponosan na to šta je učinio.

because before this time, he was proud of what he did.

He was saving lives with this machine.

Spašavao je živote sa ovom mašinom.

Ali ga je zaista povredilo kad je video strah

But it really hurt him to see the fear that this machine caused in kids.

koji je ova mašina izazivala kod dece.

About that time, he was at the d.school at Stanford taking classes.

U to vreme je u školi dizajna u Stenfordu pohađao predavanja.

Učio je o našem procesu,

He was learning about our process, about design thinking, about empathy,

o razmišljanju kao dizajner, o empatiji,

o ponavljanom pravljenju prototipa.

about iterative prototyping.

And he would take this new knowledge and do something quite extraordinary.

Iskoristio bi ovo novo znanje

i uradio nešto zaista neverovatno.

Redizajnirao bi ceo doživljaj skeniranja.

He would redesign the entire experience

of being scanned.

And this is what he came up with.

Došao je do ovog.

(Laughter)

Pretvorio je to u avanturu za klince.

He turned it into an adventure for the kids.

Oslikao je zid i mašinu,

He painted the walls and he painted the machine,

operatore su ponovo obučili ljudi koji znaju sa decom,

and he got the operators retrained by people who know kids,

nalik na ljude iz dečjeg muzeja.

like children's museum people.

Kad deca dođu sad, to je jedno iskustvo.

And now when the kid comes, it's an experience.

And they talk to them about the noise and the movement of the ship.

Oni pričaju sa njima o zvuku i pomeranju broda.

Kad dođu, kažu im:

And when they come, they say,

"OK, you're going to go into the pirate ship,

"OK, ideš u gusarski brod,

but be very still, because we don't want the pirates to find you."

ali budi veoma miran jer nećemo da te gusari pronađu."

Rezultati su bili super dramatični.

And the results were super dramatic:

Od 80 posto dece koja su trebala biti anestezirana,

from something like 80 percent of the kids needing to be sedated,

to something like 10 percent of the kids needing to be sedated.

sad je bilo 10 posto takve dece.

And the hospital and GE were happy, too,

Bolnica i General Electric su takođe bili srećni,

because you didn't have to call the anesthesiologist all the time,

jer niste morali da zovete anesteziologa sve vreme.

and they could put more kids through the machine in a day.

Više dece je moglo da bude skenirano tokom dana.

Kvantitativni rezultati su bili sjajni.

So the quantitative results were great.

But Doug's results that he cared about were much more qualitative.

Ali Dagovi rezultati o kojima je brinuo, su bili više kvalitativni.

He was with one of the mothers

Bio je sa jednom majkom

waiting for her child to come out of the scan.

koja je čekala da njeno dete izađe iz skenera.

And when the little girl came out of her scan,

Kad je devojčica izašla iz skenera,

she ran up to her mother and said,

potrčala je prema majci i rekla:

"Mommy, can we come back tomorrow?"

"Mamice, možemo li sutra doći ponovo?"

(Laughter)

(Smeh)

Čuo sam Daga da priča ovu priču mnogo puta,

And so, I've heard Doug tell the story many times

of his personal transformation

o svojoj ličnoj transformaciji

i dizajnerskom prodoru nastalom kroz nju,

and the breakthrough design that happened from it,

but I've never really seen him tell the story of the little girl

ali stvarno ga nikad nisam video da priča o devojčici

bez suze u oku.

without a tear in his eye.

Doug's story takes place in a hospital.

Dagova priča se dešava u bolnici.

Upoznat sam sa bolnicama.

I know a thing or two about hospitals.

Pre par godina osetio sam kvrgu na svom vratu,

A few years ago, I felt a lump on the side of my neck.

i bio je moj red za MRI mašinu.

It was my turn in the MRI machine.

Bio je to rak. Ona loša vrsta.

It was cancer, it was the bad kind.

Rekli su mi da imam 40 posto šansi da preživim.

I was told I had a 40 percent chance of survival.

Dok čekate sa drugim pacijentima u pidžamama,

So while you're sitting around with the other patients,

in your pajamas,

svi su bledi i mršavi,

and everybody's pale and thin --

čekate svoj red da dobijete gama zrake,

(Laughter)

you know? -- and you're waiting for your turn to get the gamma rays,

mislite na mnogo stvari,

you think of a lot of things.

kao: "Da li ću preživeti?"

Mostly, you think about: Am I going to survive?

Mnogo sam mislio o tome

And I thought a lot about:

What was my daughter's life going to be like without me?

kakav će biti život moje kćerke bez mene?

Mislite o mnogim drugim stvarima.

But you think about other things.

Mislio sam mnogo o tome zašto sam došao na planetu Zemlju?

I thought a lot about: What was I put on Earth to do?

What was my calling? What should I do?

Šta je moj poziv? Šta treba da radim?

Bio sam srećan, jer sam imao mnogo mogućnosti.

I was lucky because I had lots of options.

We'd been working in health and wellness,

Radili smo u zdravstvu i velnesu,

and K-12, and the developing world.

osnovnom i srednjem školstvu i zemljama u razvoju.

so there were lots of projects that I could work on.

Bilo je mnogo projekata na kojima sam mogao da radim.

Odlučio sam i posvetio se u tom momentu

But then I decided and committed at this point,

stvari koju najviše želim da radim -

to the thing I most wanted to do,

a to je da pomognem što većem broju ljudi

which was to help as many people as possible

da povrate svoju kreativnu samouverenost koju su u međuvremenu izgubili.

regain the creative confidence they lost along their way.

Ako ću preživeti, to je ono što želim da radim.

And if I was going to survive, that's what I wanted to do.

Preživeo sam, kao što vidite.

I survived, just so you know.

(Laughter)

(Smeh)

(Applause)

(Aplauz)

Zaista verujem

I really believe that when people gain this confidence --

da kad ljudi steknu ovo samopouzdanje -

kad to vidimo sve vreme u školi dizajna i u IDEO-u -

and we see it all the time at the d.school and at IDEO --

oni u stvari počnu da rade na stvarima koje su zaista važne u njihovim životima.

that they actually start working on the things

that are really important in their lives.

Vidimo da ljudi napuštaju ono što su radili i krenu u novim pravcima.

We see people quit what they're doing and go in new directions.

We see them come up with more interesting -- and just more -- ideas,

Vidimo da dolaze do interesantnijih ideja, još više, više ideja

tako da mogu da biraju između boljih ideja.

so they can choose from better ideas.

Tako prave bolje odluke.

And they just make better decisions.

Znam da se na TED-u podrazumeva da imate ideju koja menja svet.

I know at TED, you're supposed to have a change-the-world kind of thing,

Svi imaju takvu stvar.

isn't that -- everybody has a change-the-world thing?

Ako postoji jedna za mene, ovo je to. Pomoći da se to desi.

If there is one for me, this is it, to help this happen.

Nadam se da ćete da mi se pridružite u mojoj misiji -

So I hope you'll join me on my quest,

vi kao lideri mišljenja.

you as, kind of, thought leaders.

It would be really great if you didn't let people divide the world

Zaista bi bilo sjajno ne dozvoliti ljudima da podele svet

into the creatives and the non-creatives, like it's some God-given thing,

na kreativce i nekreativce, kao da je to neka bogom dana stvar

i dozvoliti ljudima da shvate da su prirodno kreativni.

and to have people realize that they're naturally creative,

Ti prirodni ljudi treba da puste svoje ideje da lete.

and that those natural people should let their ideas fly;

Oni treba da postignu ono što Bandura zove samo-efikasnost,

that they should achieve what Bandura calls self-efficacy,

da možeš da uradiš sve što si naumio,

that you can do what you set out to do,

and that you can reach a place of creative confidence

da možeš da dosegneš mesto kreativnog samopouzdanja

i dodirneš zmiju.

and touch the snake.

Thank you.

Hvala.

(Aplauz)

(Applause)