Which country does the most good for the world? | Simon Anholt

Prevodilac: Milenka Okuka Lektor: Mile Živković

I've been thinking a lot about the world recently

U poslednje vreme sam mnogo razmišljao o svetu

and how it's changed over the last 20, 30, 40 years.

i kako se promenio u poslednjih 20, 30, 40 godina.

Twenty or 30 years ago,

Pre 20 ili 30 godina,

if a chicken caught a cold and sneezed and died

ukoliko bi kokoška zakačila prehladu, kinula i uginula

in a remote village in East Asia,

u udaljenom selu na istoku Azije,

it would have been a tragedy for the chicken

bila bi to tragedija za kokošku

and its closest relatives,

i njene najbliže,

but I don't think there was much possibility

ali mislim da nije bilo mnogo verovatno

of us fearing a global pandemic

da strepimo od globalne pandemije

and the deaths of millions.

i smrti miliona ljudi.

Twenty or 30 years ago, if a bank in North America

Pre 20 ili 30 godina, ukoliko bi banka u Severnoj Americi

lent too much money to some people

pozajmila previše novca nekome

who couldn't afford to pay it back

ko ne bi bio u stanju da vrati novac

and the bank went bust,

i ako bi banka propala,

that was bad for the lender

zajmodavac

and bad for the borrower,

i dužnik bi loše prošli,

but we didn't imagine it would bring

ali nismo mogli da pretpostavimo

the global economic system to its knees

da bi to moglo da baci ekonomski sistem na kolena

for nearly a decade.

za skoro čitavu deceniju.

This is globalization.

Ovo je globalizacija.

This is the miracle that has enabled us

Ovo je čudo koje nam je omogućilo

to transship our bodies and our minds

da prekrcavamo naša tela i naše umove

and our words and our pictures and our ideas

i naše reči i naše slike i naše ideje

and our teaching and our learning around the planet

i naša učenja i naša znanja širom planete

ever faster and ever cheaper.

sve brže i sve jeftinije.

It's brought a lot of bad stuff,

To je donelo mnogo zla,

like the stuff that I just described,

poput onog koje sam upravo opisao,

but it's also brought a lot of good stuff.

ali je takođe donelo i mnogo dobra.

A lot of us are not aware

Mnogi od nas nisu svesni

of the extraordinary successes of the Millennium Development Goals,

koliko su izuzetno uspešni bili Milenijumski razvojni ciljevi,

several of which have achieved their targets

neki od njih su ostvareni

long before the due date.

mnogo pre krajnjeg roka.

That proves that this species of humanity

Ovo je dokaz da je ljudska vrsta

is capable of achieving extraordinary progress

sposobna za izvanredan napredak

if it really acts together and it really tries hard.

ako zaista sarađuje i ako se zaista jako potrudi.

But if I had to put it in a nutshell these days,

No, ukoliko bih to morao da sažmem,

I sort of feel that globalization

nekako osećam da nas je globalizacija

has taken us by surprise,

zatekla nespremne

and we've been slow to respond to it.

i sporo smo odreagovali.

If you look at the downside of globalization,

Ukoliko pogledate loše strane globalizacije,

it really does seem to be sometimes overwhelming.

zaista se čine poražavajućim.

All of the grand challenges that we face today,

Svi izazovi s kojima se danas suočavamo,

like climate change and human rights

poput promene klime, ljudskih prava

and demographics and terrorism and pandemics

i demografije i terorizma i pandemije

and narco-trafficking and human slavery

i šverca narkotika i ljudskog ropstva

and species loss, I could go on,

i izgubljenih vrsta, da ne nabrajam,

we're not making an awful lot of progress

mi ne napredujemo toliko mnogo

against an awful lot of those challenges.

u poređenju sa ovim izazovima.

So in a nutshell, that's the challenge

Dakle, ukratko, to je izazov

that we all face today

s kojim se suočavamo danas

at this interesting point in history.

u ovom zanimljivom istorijskom momentu.

That's clearly what we've got to do next.

Očito se moramo time baviti odmah.

We've somehow got to get our act together

Moramo nekako da se saberemo

and we've got to figure out how to globalize

i moramo da shvatimo kako da bolje

the solutions better

globalizujemo rešenja,

so that we don't simply become a species

kako ne bismo prosto postali vrsta

which is the victim of the globalization of problems.

koja je žrtva globalizacije problema.

Why are we so slow at achieving these advances?

Zašto sporo ostvarujemo ovaj napredak?

What's the reason for it?

Šta je razlog tome?

Well, there are, of course, a number of reasons,

Pa, postoji, naravno mnogo razloga,

but perhaps the primary reason

ali možda je glavni razlog tome

is because we're still organized as a species

to što smo kao vrsta organizovani

in the same way that we were organized

isto kako smo bili organizovani

200 or 300 years ago.

pre 200 ili 300 godina.

There's one superpower left on the planet

Ostala je jedna supersila na planeti,

and that is the seven billion people,

a to je sedam milijardi ljudi,

the seven billion of us who cause all these problems,

sedam milijardi nas koji uzrokujemo ove probleme,

the same seven billion, by the way,

sedam milijardi istih, usput,

who will resolve them all.

koji će ih sve rešiti.

But how are those seven billion organized?

Ali kako je tih sedam milijardi organizovano?

They're still organized in 200 or so nation-states,

Organizovani su i dalje u otprilike 200 nacionalnih država,

and the nations have governments

a nacije imaju svoje vlade

that make rules

koje donose zakone,

and cause us to behave in certain ways.

zbog kojih se ponašamo na određeni način.

And that's a pretty efficient system,

I to je prilično efikasan sistem,

but the problem is that the way that those laws are made

ali problem je što način na koji su ovi zakoni doneseni

and the way those governments think

i način na koji ove vlade razmišljaju

is absolutely wrong for the solution of global problems,

su potpuno pogrešni za rešavanje globalnih problema

because it all looks inwards.

jer su zagledani ka unutra.

The politicians that we elect

Političari koje biramo

and the politicians we don't elect, on the whole,

i oni koje ne biramo, u suštini,

have minds that microscope.

imaju umove poput mikroskopa.

They don't have minds that telescope.

Nemaju umove poput teleskopa.

They look in. They pretend, they behave,

Oni gledaju unutra. Pretvaraju se, ponašaju se

as if they believed that every country was an island

kao da veruju da je svaka država ostrvo

that existed quite happily, independently

koje postoji prilično srećno, nezavisno

of all the others

od svih drugih,

on its own little planet

na svojoj ličnoj malenoj planeti

in its own little solar system.

u svom ličnom malenom solarnom sistemu.

This is the problem:

Evo šta je problem:

countries competing against each other,

države koje se takmiče jedne s drugima,

countries fighting against each other.

države koje ratuju jedne protiv drugih.

This week, as any week you care to look at,

Bilo koje sedmice, pogledajte

you'll find people actually trying to kill each other from country to country,

videćete narode koji zapravo pokušavaju da se međusobno poubijaju,

but even when that's not going on,

no čak i kad se to ne dešava,

there's competition between countries,

imamo takmičenje među državama,

each one trying to shaft the next.

svaka pokušava da zaseni drugu.

This is clearly not a good arrangement.

Ovo očigledno nije dobro uređenje.

We clearly need to change it.

Očigledno ga moramo promeniti.

We clearly need to find ways

Očigledno moramo da pronađemo način

of encouraging countries to start working together

da ohrabrimo države da počnu da sarađuju

a little bit better.

malo bolje.

And why won't they do that?

Zašto to i ne urade?

Why is it that our leaders still persist in looking inwards?

Zašto naše vođe i dalje insistiraju na gledanju ka unutra?

Well, the first and most obvious reason

Pa, prvi i najočigledniji razlog

is because that's what we ask them to do.

je zato što mi to tražimo od njih.

That's what we tell them to do.

To im mi govorimo da rade.

When we elect governments

Kada biramo vlade

or when we tolerate unelected governments,

ili kada tolerišemo vlade koje nismo birali,

we're effectively telling them that what we want

mi im, u stvari, poručujemo da želimo

is for them to deliver us in our country

da oni obezbede našoj državi

a certain number of things.

određene stvari.

We want them to deliver prosperity,

Želimo da nam obezbede prosperitet,

growth, competitiveness, transparency, justice

rast, konkurentnost, transparentnost, pravdu

and all of those things.

i slične stvari.

So unless we start asking our governments

Zato ako ne počnemo da tražimo od vlada

to think outside a little bit,

da razmišljaju malo prema spolja

to consider the global problems that will finish us all

i razmotre globalne probleme koji će nas sve dokrajčiti,

if we don't start considering them,

ukoliko se ne pozabavimo njima,

then we can hardly blame them

onda jedva da možemo da ih krivimo

if what they carry on doing is looking inwards,

ako nastave da gledaju ka unutra,

if they still have minds that microscope

ako zadrže umove poput mikroskopa,

rather than minds that telescope.

umesto umova poput teleskopa.

That's the first reason why things tend not to change.

To je prvi razlog zašto se stvari ne menjaju.

The second reason is that these governments,

Drugi razlog je da su ove vlade,

just like all the rest of us,

poput nas samih,

are cultural psychopaths.

kulturološke psihopate.

I don't mean to be rude,

Ne želim da vređam,

but you know what a psychopath is.

ali znate šta je psihopata.

A psychopath is a person who,

Psihopata je osoba koja,

unfortunately for him or her,

na njegovu ili njenu žalost,

lacks the ability to really empathize

nema sposobnost saosećanja

with other human beings.

s drugim ljudima.

When they look around,

Kada pogledaju oko sebe,

they don't see other human beings

oni ne vide ljudska bića

with deep, rich, three-dimensional personal lives

s dubokim, bogatim, trodimenzionalnim ličnim životima,

and aims and ambitions.

ciljevima i ambicijama.

What they see is cardboard cutouts,

Oni vide isečke od kartona,

and it's very sad and it's very lonely,

i to je veoma tužno i veoma usamljeno

and it's very rare, fortunately.

i veoma je retko, na sreću.

But actually, aren't most of us

No zapravo, zar i većini nas

not really so very good at empathy?

empatija nije slabija strana?

Oh sure, we're very good at empathy

Ah, naravno da jeste

when it's a question of dealing with people

kada su u pitanju ljudi

who kind of look like us

koji nekako liče na nas,

and kind of walk and talk and eat and pray

koji hodaju i govore i jedu i mole se

and wear like us,

i oblače se poput nas,

but when it comes to people who don't do that,

no kada su u pitanju ljudi koji to ne rade,

who don't quite dress like us

koji se baš ne oblače kao mi

and don't quite pray like us

i baš se i ne mole kao mi

and don't quite talk like us,

i baš ne govore kao mi,

do we not also have a tendency to see them

zar nemamo tendenciju da ih vidimo,

ever so slightly as cardboard cutouts too?

makar malo, poput isečaka od kartona?

And this is a question we need to ask ourselves.

Ovo pitanje moramo postaviti sebi.

I think constantly we have to monitor it.

Mislim da stalno moramo da bdimo nad njim.

Are we and our politicians to a degree

Jesmo li mi i naši političari, u izvesnoj meri,

cultural psychopaths?

kulturološke psihopate?

The third reason is hardly worth mentioning

Treći razlog ne vredi ni pominjati

because it's so silly,

jer je prilično smešan,

but there's a belief amongst governments

ali postoji verovanje unutar vlada

that the domestic agenda

da su domaći dnevni red

and the international agenda

i spoljnopolitički dnevni red

are incompatible and always will be.

nesaglasni i da će uvek to i biti.

This is just nonsense.

Ovo je prosto besmisleno.

In my day job, I'm a policy adviser.

Ja sam politički savetnik.

I've spent the last 15 years or so

Proveo sam poslednjih 15 godina, otprilike,

advising governments around the world,

savetujući vlade širom sveta

and in all of that time I have never once seen

i tokom tog vremena, nijednom nisam video

a single domestic policy issue

jedan jedini unutrašnji problem,

that could not be more imaginatively,

koji ne bi mogao da bude maštovitije,

effectively and rapidly resolved

efikasnije i brže rešen

than by treating it as an international problem,

ukoliko bi se posmatrao kao spoljnopolitički problem,

looking at the international context,

viđen u internacionalnom kontekstu,

comparing what others have done,

upoređen sa praksom drugih,

bringing in others, working externally

dovođenjem drugih, radeći ka spolja,

instead of working internally.

umesto rada u unutrašnjosti.

And so you may say, well, given all of that,

Možda ćete se zapitati, uzimajući u obzir sve to,

why then doesn't it work?

zašto to ne funkcioniše?

Why can we not make our politicians change?

Zašto ne možemo naterati političare da se promene?

Why can't we demand them?

Zašto ne bismo to zahtevali od njih?

Well I, like a lot of us, spend a lot of time complaining

Ja, poput većine nas, provodim mnogo vremena žaleći se

about how hard it is to make people change,

na to kako je teško naterati ljude da se promene

and I don't think we should fuss about it.

i ne bi trebalo da se zamaramo time.

I think we should just accept

Mislim da bi trebalo da prihvatimo

that we are an inherently conservative species.

to da smo po prirodi konzervativna vrsta.

We don't like to change.

Ne volimo promene.

It exists for very sensible evolutionary reasons.

To je tako zbog razumnih evolutivnih razloga.

We probably wouldn't still be here today

Verovatno ne bismo danas bili tu

if we weren't so resistant to change.

da se nismo opirali promenama.

It's very simple: Many thousands of years ago,

Jednostavno je: hiljadama godina unazad

we discovered that if we carried on

otkrili smo da ako nastavimo

doing the same things, we wouldn't die,

da radimo iste stvari, nećemo umreti,

because the things that we've done before

jer nas ono što smo radili pre,

by definition didn't kill us,

po definiciji nije ubilo

and therefore as long as we carry on doing them,

i zato dokle god nastavimo po starom,

we'll be okay,

bićemo dobro.

and it's very sensible not to do anything new,

Razumno je ne raditi ništa novo

because it might kill you.

jer bi nas to moglo ubiti.

But of course, there are exceptions to that.

No, naravno, postoje izuzeci tome.

Otherwise, we'd never get anywhere.

U suprotnom ne bismo nigde stigli.

And one of the exceptions, the interesting exception,

Jedan izuzetak, zanimljiv izuzetak,

is when you can show to people

je kada uspete da pokažete ljudima

that there might be some self-interest

da možda postoji lični interes

in them making that leap of faith

u tom skoku u nepoznato

and changing a little bit.

i malenoj promeni.

So I've spent a lot of the last 10 or 15 years

Proveo sam poslednjih 10 ili 15 godina

trying to find out what could be that self-interest

pokušavajući da otkrijem šta bi mogao da bude taj lični interes

that would encourage not just politicians

koji bi ohrabrio, ne samo političare,

but also businesses and general populations,

već i preduzeća i javno mnjenje,

all of us, to start to think a little more outwardly,

sve nas, da počnemo da razmišljamo više ka spolja,

to think in a bigger picture,

da zamišljamo širu sliku,

not always to look inwards, sometimes to look outwards.

da ne gledamo uvek ka unutra, da ponekad pogledamo ka spolja.

And this is where I discovered

I tu sam otkrio

something quite important.

nešto prilično važno.

In 2005, I launched a study

Godine 2005, započeo sam istraživanje

called the Nation Brands Index.

pod nazivom Indeks nacionalnih brendova.

What it is, it's a very large-scale study that polls

To je izuzetno opsežna studija kojom je anketiran

a very large sample of the world's population,

veoma veliki uzorak svetske populacije,

a sample that represents about 70 percent

uzorak koji predstavlja oko 70 procenata

of the planet's population,

populacije na planeti.

and I started asking them a series of questions

Počeo sam da im postavljam niz pitanja

about how they perceive other countries.

o tome kako doživljavaju druge države.

And the Nation Brands Index over the years

Indeks nacionalnih brendova je vremenom

has grown to be a very, very large database.

postao veoma, veoma velika baza podataka.

It's about 200 billion data points

Sadrži oko 200 milijardi jedinica podataka

tracking what ordinary people think about other countries

o tome šta obični ljudi misle o drugim državama

and why.

i zašto.

Why did I do this? Well, because the governments that I advise

Zašto sam se time bavio? Zato što su vlade koje savetujem

are very, very keen on knowing

vrlo, vrlo željne da znaju

how they are regarded.

kako ih drugi vide.

They've known, partly because

Znali su,

I've encouraged them to realize it,

delom jer sam ih ja ohrabrivao da to shvate,

that countries depend

da se države oslanjaju

enormously on their reputations

uveliko na svoju reputaciju,

in order to survive and prosper in the world.

kako bi preživele i napredovale u svetu.

If a country has a great, positive image,

Ukoliko država ima izuzetno pozitivan ugled,

like Germany has or Sweden or Switzerland,

poput Nemačke, Švedske ili Švajcarske,

everything is easy and everything is cheap.

sve je lako i sve je jeftino.

You get more tourists. You get more investors.

Imate više turista. Više investitora.

You sell your products more expensively.

Prodajete skuplje svoje proizvode.

If, on the other hand, you have a country

Ako, s druge strane, imate državu

with a very weak or a very negative image,

sa slabim ili veoma negativnim ugledom,

everything is difficult and everything is expensive.

sve je teško i sve je skupo.

So governments care desperately

Zato je vladama očajnički važan

about the image of their country,

ugled svoje države

because it makes a direct difference

jer direktno utiče na to

to how much money they can make,

koliko novca mogu da zarade,

and that's what they've promised their populations

a to su obećali svom narodu

they're going to deliver.

da će da urade.

So a couple of years ago, I thought I would take

Pre par godina sam razmišljao

some time out and speak to that gigantic database

da iskoristim slobodno vreme i razgovaram

and ask it,

s džinosvkom bazom podataka i da je pitam:

why do some people prefer one country

zašto neki ljudi više vole jednu državu

more than another?

od neke druge?

And the answer that the database gave me

A odgovor koji mi je baza dala

completely staggered me.

potpuno me je potresao.

It was 6.8.

Odgovor je bio 6,8.

I haven't got time to explain in detail.

Nemam vremena da objašnjavam detalje.

Basically what it told me was —

U suštini mi je rekla -

(Laughter) (Applause) —

(Smeh) (Aplauz) -

the kinds of countries we prefer are good countries.

Države koje najviše volimo su dobre države.

We don't admire countries primarily because they're rich,

Ne divimo se državama samo zato što su bogate,

because they're powerful, because they're successful,

zato što su moćne, zato što su uspešne,

because they're modern, because they're technologically advanced.

zato što su moderne, zato što su tehnološki napredne.

We primarily admire countries that are good.

Pre svega se divimo državama koje su dobre.

What do we mean by good?

Šta smatramo pod dobrim?

We mean countries that seem to contribute

Smatramo da te države doprinose

something to the world in which we live,

nešto svetu u kome živimo,

countries that actually make the world safer

da te države, zapravo čine svet sigurnijim

or better or richer or fairer.

ili boljim ili bogatijim ili poštenijim.

Those are the countries we like.

Takve države nam se sviđaju.

This is a discovery of significant importance —

Ovo otkriće je od značajne važnosti -

you see where I'm going —

vidite na šta ciljam -

because it squares the circle.

jer uokviruje krug.

I can now say, and often do, to any government,

Sada mogu da kažem, često to i radim, bilo kojoj vladi:

in order to do well, you need to do good.

kako bi vam išlo bolje, morate da budete dobri.

If you want to sell more products,

Želite li bolji izvoz,

if you want to get more investment,

želite li više investicija,

if you want to become more competitive,

želite li da postanete konkurentniji,

then you need to start behaving,

onda morate da se upristojite

because that's why people will respect you

jer će zbog toga ljudi da vas cene

and do business with you,

i poslovaće s vama,

and therefore, the more you collaborate,

i samim tim, što više budete sarađivali,

the more competitive you become.

bićete konkurentniji.

This is quite an important discovery,

Ovo je prilično važno otkriće

and as soon as I discovered this,

i čim sam to otkrio,

I felt another index coming on.

osetio sam da mi se javlja novi indeks.

I swear that as I get older, my ideas become simpler

Kunem se, kako starim, ideje su mi jednostavnije

and more and more childish.

i sve detinjastije.

This one is called the Good Country Index,

Ovaj se zove Indeks dobrih država

and it does exactly what it says on the tin.

i bavi se onim što piše na ambalaži.

It measures, or at least it tries to measure,

Meri, ili bar pokušava da meri,

exactly how much each country on Earth contributes

tačno koliko svaka država na planeti Zemlji doprinosi,

not to its own population but to the rest of humanity.

ne sopstvenom narodu, već ostatku čovečanstva.

Bizarrely, nobody had ever thought

Bizarno, niko se nikada pre

of measuring this before.

nije setio da ovo izmeri.

So my colleague Dr. Robert Govers and I have spent

Kolega, dr Robert Govers i ja smo proveli

the best part of the last two years,

dobar deo protekle dve godine,

with the help of a large number of very serious and clever people,

uz pomoć velikog broja veoma ozbiljnih i pametnih ljudi,

cramming together all the reliable data in the world

uklapajući sve pouzdane podatke iz sveta

we could find about what countries give

do kojih smo mogli da dođemo, o tome koliko države

to the world.

doprinose svetu.

And you're waiting for me to tell you which one comes top.

Vi sad čekate da vam kažem koja je na vrhu.

And I'm going to tell you,

Reći ću vam,

but first of all I want to tell you

ali pre svega želim da vam kažem

precisely what I mean

šta tačno podrazumevam

when I say a good country.

kad kažem dobra država.

I do not mean morally good.

Ne mislim dobra u moralnom smislu.

When I say that Country X

Kad kažem da je Država x

is the goodest country on Earth,

najdobrija država na Zemlji,

and I mean goodest, I don't mean best.

najdobrija, ne najbolja.

Najbolja ima drugo značenje.

Best is something different.

When you're talking about a good country,

Govoreći o dobroj državi,

you can be good, gooder and goodest.

ona može da bude dobra, dobrija i najdobrija.

It's not the same thing as good, better and best.

To nije isto kao dobra, bolja i najbolja.

This is a country which simply gives more

To je prosto država koja doprinosi

to humanity than any other country.

čovečanstvu više od bilo koje druge države.

I don't talk about how they behave at home

Ne govorim o ponašanju kod kuće

because that's measured elsewhere.

jer se to meri drugde.

And the winner is

I pobednik je:

Ireland.

Irska.

(Applause)

(Aplauz)

According to the data here,

Prema podacima ovde,

no country on Earth, per head of population,

nijedna država na Zemlji, po glavi stanovnika,

per dollar of GDP, contributes more

po dolaru od BDP-a, ne doprinosi više

to the world that we live in than Ireland.

od Irske svetu u kome živimo.

What does this mean?

Šta ovo znači?

This means that as we go to sleep at night,

Ovo znači da kad legnemo da spavamo noćas,

all of us in the last 15 seconds before we drift off to sleep,

svima bi u poslednjih 15 sekundi, pre nego što odlutamo u san,

our final thought should be,

poslednja misao trebalo da bude:

godammit, I'm glad that Ireland exists.

dovraga, baš mi je drago što Irska postoji.

(Laughter)

(Smeh)

And that — (Applause) —

I da - (Aplauz) -

In the depths of a very severe economic recession,

u dubinama veoma ozbiljne ekonomske recesije,

I think that there's a really important lesson there,

mislim da se tu krije izuzetno važna lekcija,

that if you can remember your international obligations

ako možete da mislite na međunarodne obaveze

whilst you are trying to rebuild your own economy,

dok pokušavate da obnovite svoju ekonomiju,

that's really something.

to je zaista nešto.

Finland ranks pretty much the same.

Finska se kotira slično.

The only reason why it's below Ireland

Ispod Irske je samo zato

is because its lowest score is lower than Ireland's lowest score.

što je njen najslabiji rezultat, lošiji od onog kod Irske.

Now the other thing you'll notice about the top 10 there

Primetićete još nešto kod prvih deset,

is, of course, they're all, apart from New Zealand,

sve su, naravno osim Novog Zelanda,

Western European nations.

zapadnoevropske nacije.

They're also all rich.

Sve su takođe veoma bogate.

This depressed me,

Ovo me je rastužilo,

because one of the things that I did not want

jer ako nešto nisam želeo

to discover with this index

da otkrijem uz ovaj indeks

is that it's purely the province of rich countries

je kako je isključivo nadležnost bogatih država

to help poor countries.

da pomažu siromešne.

This is not what it's all about.

Ne radi se samo o tome.

And indeed, if you look further down the list,

Zaista, pogledate li niže na listi,

I don't have the slide here, you will see

nemam slajd ovde, videćete

something that made me very happy indeed,

nešto što me je veoma usrećilo:

that Kenya is in the top 30,

Kenija je u prvih trideset

and that demonstrates one very, very important thing.

i to je pokazatelj jedne veoma, veoma važne stvari.

This is not about money.

Ovde se ne radi o novcu.

This is about attitude.

Ovde je stav bitan.

This is about culture.

Kultura je bitna.

This is about a government and a people that care

Ovde se radi o vladama i ljudima koji brinu

about the rest of the world

o ostatku sveta

and have the imagination and the courage

i imaju mašte i hrabrosti

to think outwards instead of only thinking selfishly.

da razmišljaju ka spolja, umesto isključivo sebičnog razmišljanja.

I'm going to whip through the other slides

Preleteću preko drugih slajdova,

just so you can see some of the lower-lying countries.

prosto da biste videli neke od nižerangiranih država.

There's Germany at 13th, the U.S. comes 21st,

Nemačka je na 13, SAD je na 21,

Mexico comes 66th,

Meksiko je na 66. mestu,

and then we have some of the big developing countries,

a zatim slede neke od najrazvijenijih država,

like Russia at 95th, China at 107th.

poput Rusije na 95, Kine na 107. mestu.

Countries like China and Russia and India,

Države, poput Kine, Rusije i Indije

which is down in the same part of the index,

su u istom delu indeksa,

well, in some ways, it's not surprising.

i to, na neki način, ne iznenađuje.

They've spent a great deal of time

Proveli su veći deo

over the last decades building their own economy,

poslenjih decenija gradeći sopstvene ekonomije,

building their own society and their own polity,

gradeći sopstvena društva i sopstvene politike,

but it is to be hoped

ali nadajmo se

that the second phase of their growth

da će u drugoj fazi rasta

will be somewhat more outward-looking

biti okrenutiji bar malo ka spolja

than the first phase has been so far.

nego što su bili u prvoj fazi.

And then you can break down each country

Potom možete da razložite svaku državu

in terms of the actual datasets that build into it.

prema aktuelnim setovima podataka koji je čine.

I'll allow you to do that.

Omogućiću vam to.

From midnight tonight it's going to be on goodcountry.org,

Noćas od ponoći to će da bude na goodcountry.org,

and you can look at the country.

pa ispitajte neku državu.

You can look right down to the level of the individual datasets.

Možete da imate uvid čak i u nivo individualnih setova podataka.

Now that's the Good Country Index.

Eto, to vam je Indeks dobrih država.

What's it there for?

Čemu služi?

Well, it's there really because I want to try

Pa, tu je kako bih pokušao

to introduce this word,

da uvedem ovu reč

or reintroduce this word, into the discourse.

ili da je vratim u diskurs.

I've had enough hearing about competitive countries.

Ne želim više da slušam o konkurentnim državama.

I've had enough hearing about

Ne želim više da slušam

prosperous, wealthy, fast-growing countries.

o prosperitetnim, bogatim, brzorastućim državama.

I've even had enough hearing about happy countries

Ne želim više da slušam ni o srećnim državama

because in the end that's still selfish.

jer je i to, na kraju krajeva, sebično.

That's still about us,

To je i dalje vezano za nas,

and if we carry on thinking about us,

a ako nastavimo da razmišljamo o sebi,

we are in deep, deep trouble.

bićemo u velikom, velikom problemu.

I think we all know what it is

Mislim da svi znamo o čemu

that we want to hear about.

želimo da slušamo.

We want to hear about good countries,

Želimo da slušamo o dobrim državama

and so I want to ask you all a favor.

i zato ću da vas zamolim za uslugu.

I'm not asking a lot.

Ne tražim previše.

It's something that you might find easy to do

To je nešto što vam neće teško pasti,

and you might even find enjoyable

možda vam se i svidi

and even helpful to do,

i bude vam korisno,

and that's simply to start using the word "good"

a to je da prosto počnete da koristite reč "dobra"

in this context.

u ovom kontekstu.

When you think about your own country,

Kada razmišljate o svojoj državi,

when you think about other people's countries,

kada razmišljate o tuđim državama,

when you think about companies,

kada razmišljate o preduzećima,

when you talk about the world that we live in today,

kada razmišljate o svetu u kom trenutno živimo,

start using that word

počnite da koristite tu reč,

in the way that I've talked about this evening.

na način na koji sam vam večeras predočio.

Not good, the opposite of bad,

Ne dobra, suprotno od loša,

because that's an argument that never finishes.

jer je to neiscrpna rasprava.

Good, the opposite of selfish,

Dobra, nasuprot sebičnoj,

good being a country that thinks about all of us.

dobra je ona država koja misli na sve nas.

That's what I would like you to do,

To bih želeo da uradite

and I'd like you to use it as a stick

i da to koristite kao štap

with which to beat your politicians.

kojim ćete tući svoje političare.

When you elect them, when you reelect them,

Kada ih izaberete, kada ih reizaberete,

when you vote for them, when you listen

kada glasate za njih, kada slušate

to what they're offering you,

šta vam nude,

use that word, "good,"

koristite tu reč: "dobra"

and ask yourself,

i zapitajte se:

"Is that what a good country would do?"

"Da li bi tako radila dobra država?"

And if the answer is no, be very suspicious.

I ako je odgovor ne, budite veoma sumnjičavi.

Ask yourself, is that the behavior

Pitajte se: da li se tako ponaša

of my country?

moja država?

Do I want to come from a country

Da li želim da potičem iz države

where the government, in my name,

čija vlada, u moje ime,

is doing things like that?

radi takve stvari?

Or do I, on the other hand,

Ili mi se, s druge strane,

prefer the idea of walking around the world

više sviđa ideja da hodam svetom

with my head held high thinking, "Yeah,

visoko podignute glave, misleći:

I'm proud to come from a good country"?

"Da, ponosan sam jer dolazim iz dobre države"?

And everybody will welcome you.

I svuda ćete da budete dobrodošli.

And everybody in the last 15 seconds

I svi će poslednjih 15 sekundi,

before they drift off to sleep at night will say,

pre nego što odlutaju u san, reći:

"Gosh, I'm glad that person's country exists."

"Gospode, baš mi je drago što država te osobe postoji."

Ultimately, that, I think,

Konačno, mislim da će to

is what will make the change.

dovesti do promene.

That word, "good,"

Ta reč: "dobra"

and the number 6.8

i broj 6,8

and the discovery that's behind it

kao i otkriće koje stoji iza toga,

have changed my life.

promenili su moj život.

I think they can change your life,

Mislim da mogu promeniti i vaš

and I think we can use it to change

i to možemo koristiti da promenimo

the way that our politicians and our companies behave,

ponašanje naših političara i naših preduzeća

and in doing so, we can change the world.

i radeći tako, možemo da promenimo svet.

I've started thinking very differently about

Počeo sam da razmišljam drugačije

my own country since I've been thinking about these things.

o svojoj državi, otkad sam počeo da mislim na ove stvari.

I used to think that I wanted to live in a rich country,

Nekad sam želeo da živim u bogatoj državi,

and then I started thinking I wanted to live in a happy country,

a onda sam poželeo da živim u srećnoj državi,

but I began to realize, it's not enough.

no onda sam shvatio da to nije dovoljno.

I don't want to live in a rich country.

Ne želim da živim u bogatoj državi.

I don't want to live in a fast-growing

Ne želim da živim u brzorastućoj državi

or competitive country.

ili konkurentnoj državi.

I want to live in a good country,

Želim da živim u dobroj državi,

and I so, so hope that you do too.

i iskreno se nadam da i vi želite isto što i ja.

Thank you.

Hvala.

(Applause)

(Aplauz)