Sheena Iyengar: How to make choosing easier

Prevodilac: Snezana Petrovic Lektor: Tatjana Jevdjic

Do you know how many choices you make

Da li znate koliko izbora napravite

in a typical day?

u jednom običnom danu?

Do you know how many choices you make

Da li znate koliko izbora napravite

in typical week?

u jednoj običnoj nedelji?

I recently did a survey

Nedavno sam sprovela istraživanje

with over 2,000 Americans,

koje je obuhvatalo preko 2000 Amerikanaca

and the average number of choices

i prosečan broj izbora

that the typical American reports making

koje je običan Amerikanac prijavio da pravi,

is about 70 in a typical day.

je oko 70 u običnom danu.

There was also recently a study done with CEOs

Skoro je rađena studija sa izvršnim direktorima

in which they followed CEOs around for a whole week.

u kojoj su pratili izvršne direktore celu jednu nedelju.

And these scientists simply documented all the various tasks

Ovi naučnici su dokumentovali sve različite zadatke

that these CEOs engaged in

u kojima su izvršni direktori učestvovali

and how much time they spent engaging

i koliko vremena su utrošili na proces

in making decisions related to these tasks.

donošenja odluka u vezi sa ovim zadacima.

And they found that the average CEO

Otkrili su da je prosečni izvršni direktor

engaged in about 139 tasks in a week.

uključen u oko 139 zadataka u toku nedelje.

Each task was made up of many, many, many sub-choices of course.

Svaki zadatak je sastavljen od mnogo, mnogo pod-izbora naravno.

50 percent of their decisions

50 procenata njihovih odluka

were made in nine minutes or less.

je doneto u 9 minuta ili manje od toga.

Only about 12 percent of the decisions

Za samo 12 procenata ovih odluka

did they make an hour or more of their time.

je trebalo sat vremena ili nešto više.

Think about your own choices.

Razmislite o svojim sopstvenim izborima.

Do you know how many choices

Da li znate koliko izbora

make it into your nine minute category

načinite u toj kategoriji od devet minuta

versus your one hour category?

naspram onih koji vam oduzimaju po sat vremena?

How well do you think you're doing

Šta mislite koliko se dobro snalazite

at managing those choices?

u pravljenju tih izbora?

Today I want to talk

Danas želim da pričam

about one of the biggest modern day choosing problems that we have,

o jednom od najvećih današnjih problema po pitanju izbora koji imamo,

which is the choice overload problem.

a to je problem preopterećenja izborima.

I want to talk about the problem

Želim da govorim o problemu

and some potential solutions.

i nekim potencijalnim rešenjima.

Now as I talk about this problem,

Kada već govorim o problemu

I'm going to have some questions for you

postaviću vam nekoliko pitanja

and I'm going to want to know your answers.

i želim da znam vaše odgovore.

So when I ask you a question,

Tako da kada vam postavim pitanje,

since I'm blind,

s obzirom da sam slepa,

only raise your hand if you want to burn off some calories.

podignite ruku samo ako želite da potrošite neku kaloriju.

(Laughter)

(Smeh)

Otherwise, when I ask you a question,

U drugom slučaju, kada vam postavim pitanje

and if your answer is yes,

i ako je vaš odgovor da,

I'd like you to clap your hands.

želim da pljesnete rukama.

So for my first question for you today:

Moje prvo pitanje za vas je:

Are you guys ready to hear about the choice overload problem?

da li ste spremni da slušate o problemu preopterećenosti izborima?

(Applause)

(Aplauz)

Thank you.

Hvala vam.

So when I was a graduate student at Stanford University,

Na završnoj godini Univerziteta Stenford,

I used to go to this very, very upscale grocery store;

imala sam običaj da idem u jednu veoma, veoma posećenu bakalnicu;

at least at that time it was truly upscale.

bar je u to vreme bila jako posećena.

It was a store called Draeger's.

Radnja se zvala Draeger's.

Now this store, it was almost like going to an amusement park.

Ova radnja više podseća na zabavni park.

They had 250 different kinds of mustards and vinegars

Imali su 250 raznih vrsta senfova i sirćeta

and over 500 different kinds

i preko 500 raznih vrsta

of fruits and vegetables

voća i povrća

and more than two dozen different kinds of bottled water --

i više od dva tuceta različitih vrsta flaširane vode -

and this was during a time when we actually used to drink tap water.

a to je bilo u ono vreme kada sam imala običaj da pijem vodu sa česme.

I used to love going to this store,

Volela sam da idem u ovu radnju,

but on one occasion I asked myself,

ali jednom prilikom sam se zapitala

well how come you never buy anything?

kako to da nikada ništa ne kupim?

Here's their olive oil aisle.

Ovde je deo sa maslinovim uljima.

They had over 75 different kinds of olive oil,

Imaju preko 75 različitih vrsta maslinovog ulja

including those that were in a locked case

uključujući i ono u zaključanoj vitrini

that came from thousand-year-old olive trees.

koje je dobijeno od hiljadu godina starih stabala masline.

So I one day decided to pay a visit to the manager,

Jednog dana sam odlučila da posetim menadžera

and I asked the manager,

i pitala sam ga:

"Is this model of offering people all this choice really working?"

"Da li ovaj model ponude sa ovoliko izbora zaista funkcioniše?"

And he pointed to the busloads of tourists

On je pokazao na autobuse pune turista

that would show up everyday,

koji svakodnevno dolaze,

with cameras ready usually.

sa već spremnim kamerama.

We decided to do a little experiment,

Odlučili smo da izvedemo mali eksperiment,

and we picked jam for our experiment.

i izabrali smo džem za taj eksperiment.

Here's their jam aisle.

Ovo je njihov odeljak sa džemovima.

They had 348 different kinds of jam.

Imaju 348 različitih vrsta džemova.

We set up a little tasting booth

Postavili smo mali štand za testiranje

right near the entrance of the store.

odmah pored ulaza u radnju.

We there put out six different flavors of jam

Stavili smo 6 različitih ukusa

or 24 different flavors of jam,

ili 24 različita ukusa džema,

and we looked at two things:

i pratili smo dve stvari:

First, in which case

Prvo, u kom slučaju

were people more likely to stop, sample some jam?

će ljudi biti zainteresovaniji da se zaustave i probaju džem?

More people stopped when there were 24, about 60 percent,

Više ljudi se zaustavilo kada je bilo 24 vrste, oko 60 procenata,

than when there were six,

a kada ih je bilo 6,

about 40 percent.

oko 40 procenata.

The next thing we looked at

Sledeća stvar na koju smo obratili pažnju je

is in which case were people more likely

u kom slučaju će ljudi radije

to buy a jar of jam.

kupiti teglu džema.

Now we see the opposite effect.

Sada smo zapazili suprotan slučaj.

Of the people who stopped when there were 24,

Od judi koji su se zaustavili kada ih je bilo 24,

only three percent of them actually bought a jar of jam.

samo je 3 procenta kupilo teglu džema.

Of the people who stopped when there were six,

A kada ih je bilo 6,

well now we saw that 30 percent of them

bilo je oko 30 procenata onih

actually bought a jar of jam.

koji su stvarno kupili teglu džema.

Now if you do the math,

Ako izračunate,

people were at least six times more likely to buy a jar of jam

ljudi su najmanje 6 puta spremniji da kupe taglu džema

if they encountered six

ako su naišli na 6

than if they encountered 24.

nego na 24 vrste.

Now choosing not to buy a jar of jam

Izbor da se ne kupi tegla džema

is probably good for us --

je verovatno dobar za nas -

at least it's good for our waistlines --

bar je dobar za našu kilažu -

but it turns out that this choice overload problem affects us

ali se ispostavilo da nas ovaj problem preopterećenosti izborima pogađa

even in very consequential decisions.

čak i kada su u pitanju veoma posledične odluke.

We choose not to choose,

Biramo da ne izaberemo

even when it goes against our best self-interests.

čak i kada je to protivno našim najboljim interesima.

So now for the topic of today: financial savings.

Da pređemo na današnju temu: finansijska štednja.

Now I'm going to describe to you a study I did

Sada ću vam objasniti studiju koju sam uradila

with Gur Huberman, Emir Kamenica, Wei Jang

sa Gurom Habermanom, Emirom Kamenicom, Vei Jangom,

where we looked at the retirement savings decisions

posmatrali smo odluke vezane za penzionu štednju

of nearly a million Americans

skoro miliona Amerikanaca,

from about 650 plans

iz oko 650 planova

all in the U.S.

širom SAD-a.

And what we looked at

Obraćali smo pažnju na

was whether the number of fund offerings

broj ponuđenih fondova

available in a retirement savings plan,

dostupnih u planu penzione štednje,

the 401(k) plan,

da li penzioni doprinos

does that affect people's likelihood

utiče na ljude da

to save more for tomorrow.

štede više za sutra.

And what we found

Ono što smo otkrili je to

was that indeed there was a correlation.

da zaista postoji korelacija.

So in these plans, we had about 657 plans

U ovim planovima, a imali smo ih oko 657,

that ranged from offering people

ponude su se kretale

anywhere from two to 59 different fund offerings.

u rasponu od dva do čak 59 različitih fondova.

And what we found was that,

A ono što smo otkrili je to

the more funds offered,

da što je veća ponuda fondova,

indeed, there was less participation rate.

manji je stepen učešća u njima.

So if you look at the extremes,

Ako pogledamo krajnosti,

those plans that offered you two funds,

u onim planovima koji nude dva fonda,

participation rates were around in the mid-70s --

stopa učešća u sredini oko sedamdeset posto -

still not as high as we want it to be.

nije još uvek bila onako visoka kako smo želeli.

In those plans that offered nearly 60 funds,

U onim planovima koji nude oko 60 fondova,

participation rates have now dropped

stopa učešća je sada pala

to about the 60th percentile.

na približno 60 posto.

Now it turns out

Ispostavilo se

that even if you do choose to participate

da i ako izaberete da učestvujete

when there are more choices present,

kada postoji više izbora,

even then, it has negative consequences.

čak i tada, to ima negativne posledice.

So for those people who did choose to participate,

Za one ljude koji su izabrali da učestvuju

the more choices available,

što je više izbora ponuđeno,

the more likely people were

ljudi su bili zainteresovaniji

to completely avoid stocks or equity funds.

da potpuno izbegnu akcije ili kapitalne fondove.

The more choices available,

Što je više izbora ponuđeno,

the more likely they were

veća je verovatnoća

to put all their money in pure money market accounts.

da će oni staviti sav svoj novac na obične račune.

Now neither of these extreme decisions

Ni jedna od ovih ekstremnih odluka

are the kinds of decisions

nije ona vrsta odluke

that any of us would recommend for people

koju bi bilo ko od nas preporučio onim ljudima

when you're considering their future financial well-being.

kojima želimo dobru finansijsku situaciju u budućnosti.

Well, over the past decade,

Tokom poslednje decenije

we have observed three main negative consequences

uočili smo tri glavne negativne posledice

to offering people more and more choices.

prevelike ponude izbora.

They're more likely to delay choosing --

Oni će radije da odlože odlučivanje

procrastinate even when it goes against their best self-interest.

odugovlačiće, čak i kad je to suprotno njihovim najboljim interesima.

They're more likely to make worse choices --

Veća je verovatnoća da će napraviti lošije izbore -

worse financial choices, medical choices.

lošije finansijske izbore, zdravstvene izbore.

They're more likely to choose things that make them less satisfied,

Verovatnije je da će izabrati stvari koje ih čine manje zadovoljnim,

even when they do objectively better.

čak i kada su one objektivno bolje.

The main reason for this

Glavni razlog za ovo je

is because, we might enjoy gazing at those giant walls

to što, iako možda uživamo da zurimo u one ogromne zidove

of mayonnaises, mustards, vinegars, jams,

majoneza, senfova, sirćeta, džemova,

but we can't actually do the math of comparing and contrasting

zapravo ne možemo matematički da uporedimo

and actually picking from that stunning display.

i napravimo izbor iz te zadivljujuće ponude.

So what I want to propose to you today

Zato bih vam danas predložila

are four simple techniques --

četiri jednostavne tehnike -

techniques that we have tested in one way or another

tehnike koje smo isprobali na jedan ili drugi način

in different research venues --

na različitim istraživačkim mestima -

that you can easily apply

koje možete jednostavno primenjivati

in your businesses.

u svom poslu.

The first: Cut.

Prva je: rez.

You've heard it said before,

Čuli ste za ovo i ranije,

but it's never been more true than today,

ali to nikada nije bilo istinitije nego danas,

that less is more.

manje je više.

People are always upset when I say, "Cut."

Ljudi su uvek uznemireni kada kažem "rez" .

They're always worried they're going to lose shelf space.

Uvek su zabrinuti da će izgubiti prostor na policama.

But in fact, what we're seeing more and more

Ali zapravo, ono što viđamo sve češće i češće

is that if you are willing to cut,

je to, da ako ste voljni da napravite rez

get rid of those extraneous redundant options,

da se otarasite nebitnog viška opcija,

well there's an increase in sales,

desiće se povećanje prodaje,

there's a lowering of costs,

smanjivanje troškova

there is an improvement of the choosing experience.

i poboljšanje iskustva kada je biranje u pitanju.

When Proctor & Gamble

Kada je Proctor&Gamble

went from 26 different kinds of Head & Shoulders to 15,

smanjio broj vrsta Head&Shoulders sa 26 na 15,

they saw an increase in sales by 10 percent.

konstatovali su povećanje prodaje za 10 procenata.

When the Golden Cat Corporation

Kada se Golden Cat korporacija

got rid of their 10 worst-selling cat litter products,

otarasila svojih 10 najmanje prodavanih proizvoda za mačke

they saw an increase in profits

došlo je do povećanja profita

by 87 percent --

za 87 procenata -

a function of both increase in sales

a ovo povećava prodaju

and lowering of costs.

i smanjuje troškove.

You know, the average grocery store today

Znate, prosečna prodavnica danas

offers you 45,000 products.

vam nudi 45 000 proizvoda.

The typical Walmart today offers you 100,000 products.

Običan Walmart danas ima u ponudi preko 100 000 proizvoda.

But the ninth largest retailer,

Ali deveta najveća trgovina na malo

the ninth biggest retailer in the world today

na svetu danas

is Aldi,

je Aldi,

and it offers you only 1,400 products --

a on nudi samo 1 400 proizvoda -

one kind of canned tomato sauce.

samo jednu vrstu paradajz sosa u konzervi.

Now in the financial savings world,

U svetu finansijske štednje,

I think one of the best examples that has recently come out

mislim da je jedan od najboljih primera koji se pojavio u skorije vreme

on how to best manage the choice offerings

kako je najbolje upravljati ponudom izbora,

has actually been something that David Laibson was heavily involved in designing,

je nešto u čije je projektovanje uključen Dejvid Lajbson,

which was the program that they have at Harvard.

je program koji su imali na Harvardu.

Every single Harvard employee

Svaki zaposleni na Harvardu

is now automatically enrolled

se sada automatski upisuje

in a lifecycle fund.

u fond životnog osiguranja.

For those people who actually want to choose,

Onima koji žele da biraju,

they're given 20 funds,

ponuđeno je 20 fondova,

not 300 or more funds.

ne 300 ili više.

You know, often, people say,

Znate, ljudi često imaju običaj da kažu:

"I don't know how to cut.

"Ne znam kako da presečem.

They're all important choices."

Sve su to jako bitni izbori."

And the first thing I do is I ask the employees,

Prvo što uradim je da pitam zaposlene:

"Tell me how these choices are different from one another.

"Recite mi kako se ovi izbori razlikuju jedni od drugih.

And if your employees can't tell them apart,

Ako ih vaši zaposleni ne mogu razdvojiti,

neither can your consumers."

to ni vaši kupci ne mogu da učine."

Now before we started our session this afternoon,

Pre nego što smo počeli popodnevnu sesiju,

I had a chat with Gary.

razgovorala sam sa Gerijem.

And Gary said that he would be willing

Geri mi je rekao da bi bio voljan

to offer people in this audience

da ponudi ljudima u publici

an all-expenses-paid free vacation

besplatan odmor sa svim plaćenim troškovima,

to the most beautiful road in the world.

na najlepšem putu na svetu.

Here's a description of the road.

Ovo je opis puta.

And I'd like you to read it.

Volela bih da da ga pročitate.

And now I'll give you a few seconds to read it

Daću vam nekoliko sekundi da ga pročitate,

and then I want you to clap your hands

a onda želim da pljesnete rukama

if you're ready to take Gary up on his offer.

ako ste spremni da prihvatite Gerijevu ponudu.

(Light clapping)

(Blago pljeskanje)

Okay. Anybody who's ready to take him up on his offer.

U redu. Ko je spreman da prihvati njegovu ponudu?

Is that all?

Da li je to sve?

All right, let me show you some more about this.

U redu, dozvolite mi da vam pokažem nešto više o tome.

(Laughter)

(Smeh)

You guys knew there was a trick, didn't you.

Znali ste da postoji neki trik, zar ne?

(Honk)

(Trubljenje)

Now who's ready to go on this trip.

Ko je sada spreman da ide na ovaj put?

(Applause)

(Aplauz)

(Laughter)

(Smeh)

I think I might have actually heard more hands.

Mislim da sam stvarno čula više ruku.

All right.

U redu.

Now in fact,

Sada zapravo

you had objectively more information

imate objektivno više informacija

the first time around than the second time around,

prvog puta nego drugog puta,

but I would venture to guess

ali bih se usudila da pogađam

that you felt that it was more real the second time around.

da ste imali utisak da je mnogo realnije drugog puta.

Because the pictures made it feel

Zato što su slike učinile da sve to

more real to you.

bude mnogo stvarnije za vas.

Which brings me to the second technique

Što me dovodi do druge tehnike

for handling the choice overload problem,

za snalaženje sa problemom preopterećenja izborima,

which is concretization.

a to je konkretizacija.

That in order for people to understand

Da bi ljudi bolje razumeli

the differences between the choices,

razliku izmedu izbora,

they have to be able to understand

moraju biti sposobni da razumeju

the consequences associated with each choice,

posledice povezane sa svakim izborom

and that the consequences need to be felt

i to da posledice moraju biti shvaćene

in a vivid sort of way, in a very concrete way.

veoma živo, na veoma konkretan način.

Why do people spend an average of 15 to 30 percent more

Zašto ljudi troše u proseku 15 do 30 procenata više

when they use an ATM card or a credit card

kada koriste platnu karticu ili kreditnu karticu

as opposed to cash?

u odnosu na gotovinu?

Because it doesn't feel like real money.

Zato što je ne doživljavamo kao pravi novac.

And it turns out

Ispostavlja se

that making it feel more concrete

da konkretnije doživljavanje

can actually be a very positive tool

zaista može da bude veoma dobar način

to use in getting people to save more.

da se ljudi navedu da štede više.

So a study that I did with Shlomo Benartzi

Studija koju sam uradila sa Šlomom Benarcijem

and Alessandro Previtero,

i Alesandrom Previterom,

we did a study with people at ING --

- uradili smo studiju sa ljudima u ING-u -

employees that are all working at ING --

sa zaposlenima koji rade u ING-u -

and now these people were all in a session

svi ti ljudi su bili na sednici

where they're doing enrollment for their 401(k) plan.

gde su popunjavali svoj penzioni plan.

And during that session,

Tokom te sednice,

we kept the session exactly the way it used to be,

držali smo sednicu na način kako je ona i ranije vođena,

but we added one little thing.

ali smo dodali jednu sitnicu.

The one little thing we added

Sitnica koju smo dodali

was we asked people

je da smo zamolili ljude

to just think about all the positive things that would happen in your life

da razmisle o svim pozitivnim stvarima koje im se mogu desiti

if you saved more.

ako uštede više.

By doing that simple thing,

Uradivši tu prostu stvar,

there was an increase in enrollment by 20 percent

doveli smo do povećanja upisa za 20 procenata

and there was an increase in the amount of people willing to save

i došlo je do povećanja broja ljudi spremnih da štede

or the amount that they were willing to put down into their savings account

ili iznosa koji su bili voljni da stave na svoj štedni račun

by four percent.

za četiri procenta.

The third technique: Categorization.

Treća tehnika: kategorizacija.

We can handle more categories

Možemo podneti više kategorija

than we can handle choices.

nego što možemo podneti izbora.

So for example,

Tako, na primer,

here's a study we did in a magazine aisle.

ovde je studija koju smo uradili u odeljku časopisa.

It turns out that in Wegmans grocery stores

Ispostavilo se da u Vegmans prodavnicama

up and down the northeast corridor,

uzduž i popreko severoistočnog koridora

the magazine aisles range anywhere

odeljci časopisa niču svuda,

from 331 different kinds of magazines

od 331 različite vrste časopisa

all the way up to 664.

sve do 664.

But you know what?

Ali, znate šta?

If I show you 600 magazines

Ako vam pokažem 600 časopisa

and I divide them up into 10 categories,

i podelim ih na 10 kategorija

versus I show you 400 magazines

umesto da vam pokažem 400 časopisa

and divide them up into 20 categories,

i podelim ih na 20 kategorija,

you believe that I have given you

verovaćete da sam vam dala

more choice and a better choosing experience

više izbora i više iskustva u biranju

if I gave you the 400

ako vam dam 400,

than if I gave you the 600.

nego ako vam dam 600 vrsta.

Because the categories tell me how to tell them apart.

Zato što mi kategorije govore kako da ih razlikujem.

Here are two different jewelry displays.

Ovo su dva različita izloga sa nakitom.

One is called "Jazz" and the other one is called "Swing."

Jedan se zove "Džez", a drugi "Sving".

If you think the display on the left is Swing

Ako mislite da je izlog sa leve strane Sving,

and the display on the right is Jazz,

a izlog sa desne strane Džez,

clap your hands.

pljesnite rukama.

(Light Clapping)

(Blago pljeskanje)

Okay, there's some.

U redu, ima vas nekoliko.

If you think the one on the left is Jazz and the one on the right is Swing,

Ako mislite da je onaj sa leve strane Džez , a onaj sa desne Sving

clap your hands.

pljesnite rukama.

Okay, a bit more.

U redu, malo vas je više.

Now it turns out you're right.

Ispostavilo se da ste u pravu.

The one on the left is Jazz and the one on the right is Swing,

Sa leve strane je Džez, a sa desne je Sving,

but you know what?

ali znate šta?

This is a highly useless categorization scheme.

Ovo je veoma nekorisna šema kategorizacije.

(Laughter)

(Smeh)

The categories need to say something

Kategorije su potrebne da bi nešto rekle

to the chooser, not the choice-maker.

onome ko bira, a ne onom ko te izbore pravi.

And you often see that problem

Često uviđate problem

when it comes down to those long lists of all these funds.

kada su u pitanju duge liste svih tih fondova.

Who are they actually supposed to be informing?

Koga bi oni zapravo trebalo da informišu?

My fourth technique: Condition for complexity.

Moja četvrta tehnika: uslov za složenost.

It turns out we can actually

Ispostavlja se da zapravo

handle a lot more information than we think we can,

prihvatamo mnogo više informacija nego što mislimo da možemo,

we've just got to take it a little easier.

samo moramo sve to učiniti lakšim.

We have to gradually increase the complexity.

Moramo postepeno da povećavamo kompleksnost.

I'm going to show you one example of what I'm talking about.

Pokazaću vam jedan primer ovoga o čemu govorim.

Let's take a very, very complicated decision:

Uzmimo kao primer jednu veoma, komplikovanu odluku:

buying a car.

kupovinu auta.

Here's a German car manufacturer

Ovo je nemački proizvođač automobila

that gives you the opportunity to completely custom make your car.

koji vam daje mogućnost da potpuno prilagodite svoj automobil.

You've got to make 60 different decisions,

Morate da donesete 60 različitih odluka,

completely make up your car.

koje potpuno čine vaš automobil.

Now these decisions vary

Ove odluke zavise

in the number of choices that they offer per decision.

od broja izbora koje će vam oni ponuditi po odluci.

Car colors, exterior car colors --

Boje automobila, spoljne boje -

I've got 56 choices.

imam 56 mogućnosti da biram.

Engines, gearshift -- four choices.

Motori, menjači - 4 izbora.

So now what I'm going to do

Ono što sada planiram da uradim

is I'm going to vary the order in which these decisions appear.

je da promenim redosled pojavljivanja ovih odluka.

So half of the customers

Polovina kupaca

are going to go from high choice, 56 car colors,

će ići od najvećeg broja izbora, 56 boja auta,

to low choice, four gearshifts.

do najmanjeg broja, četiri menjača.

The other half of the customers

Druga polovina kupaca

are going to go from low choice, four gearshifts,

će ići od najmanjeg broja izbora, četiri menjača

to 56 car colors, high choice.

do 56 boja za automobile, najvećeg broja izbora.

What am I going to look at?

Na šta ću ovde obratiti pažnju?

How engaged you are.

Koliko ste angažovani.

If you keep hitting the default button per decision,

Ako pritiskate stalno isti taster po odluci,

that means you're getting overwhelmed,

znači da postajete preplavljeni,

that means I'm losing you.

znači da vas gubim.

What you find

Ono što ćete uvideti

is the people who go from high choice to low choice,

je da ljudi koji kreću od više izbora ka manjem broju izbora

they're hitting that default button over and over and over again.

pritiskaju osnovni taster iznova, iznova i iznova.

We're losing them.

Gubimo ih.

They go from low choice to high choice,

Oni koji idu od manjeg broja izbora ka većem broju izbora,

they're hanging in there.

oni se drže.

It's the same information. It's the same number of choices.

To je ista informacija. Isti broj izbora.

The only thing that I have done

Jedina stvar koju sam uradila

is I have varied the order

je ta da sam promenila redosled

in which that information is presented.

kojim će te informacije biti predstavljene.

If I start you off easy,

Ako krenem od lakšeg,

I learn how to choose.

učim kako da izaberem.

Even though choosing gearshift

Čak iako biranje menjača

doesn't tell me anything about my preferences for interior decor,

ne govori ništa o mojim željama unutrašnjeg izgleda,

it still prepares me for how to choose.

ipak me priprema kako da izaberem.

It also gets me excited about this big product that I'm putting together,

To me takođe uzbuđuje jer sastavljam taj veliki proizvod

so I'm more willing to be motivated

tako da sam spremnija da budem motivisana

to be engaged.

da budem angažovana.

So let me recap.

Dozvolite mi da ponovim.

I have talked about four techniques

Govorila sam o četiri tehnike

for mitigating the problem of choice overload --

ublažavanja problema prezasićenosti izborima.

cut -- get rid of the extraneous alternatives;

rez - oslobađanje od suvišnih alternativa;

concretize -- make it real;

konkretizacija - učinite to stvarnim;

categorize -- we can handle more categories, less choices;

kategorizacija - možemo prihvatiti više kategorija, a manje izbora;

condition for complexity.

uslov za složenost.

All of these techniques that I'm describing to you today

Sve ove tehnike koje sam vam danas opisala

are designed to help you manage your choices --

su stvorene da izađete na kraj sa svojim izborima -

better for you, you can use them on yourself,

bolje za vas, možete ih koristiti na sebi

better for the people that you are serving.

još bolje na ljudima za koje radite.

Because I believe that the key

Zato što verujem da je ključ

to getting the most from choice

izvlačenja maksimuma iz izbora

is to be choosy about choosing.

biti izbirljiv po pitanju izbora.

And the more we're able to be choosy about choosing

Što smo izbirljiviji po pitanju uzbora

the better we will be able

više ćemo biti u stanju

to practice the art of choosing.

da vežbamo umetnost biranja.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Aplauz)