What makes us feel good about our work? | Dan Ariely

Translator: Timothy Covell Reviewer: Morton Bast

Prevodilac: Jelena Vukovic Lektor: Mile Živković

I want to talk a little bit today about labor and work.

Danas bih hteo malo da govorim

o poslu i radu.

When we think about how people work,

Kada razmišljamo o tome kako ljudi rade,

the naive intuition we have

naša naivna intuicija nam kaže

is that people are like rats in a maze --

da su ljudi kao pacovi u lavirintu -

sve što žele je novac

that all people care about is money,

and the moment we give them money,

i čim im damo novac,

we can direct them to work one way,

možemo uticati da rade na jedan način

we can direct them to work another way.

ili na neki drugi način.

This is why we give bonuses to bankers and pay in all kinds of ways.

Zato se bankarima daju bonusi i razna druga plaćanja.

I zaista imamo neverovatno pojednostavljen pogled

And we really have this incredibly simplistic view

of why people work, and what the labor market looks like.

na to zašto ljudi rade i kako izgleda tržište rada.

At the same time, if you think about it,

Istovremeno, ako razmislite,

there's all kinds of strange behaviors in the world around us.

oko nas postoje razni vidovi neuobičajenog ponašanja.

Think about something like mountaineering and mountain climbing.

Pomislite samo na planinarenje.

Ako čitate knjige o planinarima koji se penju na visoke planine,

If you read books of people who climb mountains, difficult mountains,

do you think that those books are full of moments of joy and happiness?

da li su te knjige pune radosnih i srećnih trenutaka?

No, they are full of misery.

Ne, pune su patnje.

Zapravo te knjige govore o promrzlinama i teškom hodanju

In fact, it's all about frostbite and having difficulty walking,

and difficulty breathing --

i teškoćama u disanju -

cold, challenging circumstances.

o hladnim i izazovnim okolnostima.

And if people were just trying to be happy,

I kada bi ljudi samo pokušavali da budu srećni,

the moment they would get to the top,

onoga trenutka kada stignu na vrh,

they would say, "This was a terrible mistake.

rekli bi: "Ovo je bila užasna greška.

I'll never do it again."

Nikada je neću ponoviti."

(Smeh)

(Laughter)

"Instead, let me sit on a beach somewhere drinking mojitos."

"Umesto toga, sedeću negde na plaži i piti koktele."

But instead, people go down,

Ali, umesto toga silaze u podnožje

and after they recover, they go up again.

i nakon što se oporave, ponovo se penju.

And if you think about mountain climbing as an example,

I ako planinarenje uzmemo kao primer,

it suggests all kinds of things.

to nas navodi na razne zaključke.

Sugeriše da nam je važno da stignemo do kraja, do vrha.

It suggests that we care about reaching the end, a peak.

Sugeriše da nam je važna borba, izazov.

It suggests that we care about the fight, about the challenge.

It suggests that there's all kinds of other things that motivate us

Sugeriše da postoje mnoge stvari

koje nas motivišu da radimo ili se ponašamo na razne načine.

to work or behave in all kinds of ways.

A što se mene lično tiče, počeo sam da razmišljam o tome

And for me personally, I started thinking about this

after a student came to visit me.

nakon posete jednog studenta.

To je bio student kome sam nekoliko godina ranije predavao.

This was one of my students from a few years earlier,

I jednog dana se vratio u studentski grad.

and he came one day back to campus.

Ispričao mi je sledeću priču:

And he told me the following story:

He said that for more than two weeks,

Rekao je da je više od dve nedelje radio na jednoj prezentaciji.

he was working on a PowerPoint presentation.

He was working in a big bank,

Radio je u velikoj banci

and this was in preparation for a merger and acquisition.

gde je u toku bila priprema za integraciju i akviziciju.

And he was working very hard on this presentation --

Veoma je naporno radio na toj prezentaciji -

graphs, tables, information.

na grafikonima, tabelama, podacima.

He stayed late at night every day.

Svakog dana je radio do kasno u noć.

And the day before it was due,

I dan pre roka,

he sent his PowerPoint presentation to his boss,

svoju prezentaciju je poslao svom šefu,

koji mu je odgovorio:

and his boss wrote him back and said,

"Nice presentation, but the merger is canceled."

"Lepa prezentacija, ali integracija je otkazana."

And the guy was deeply depressed.

Momak je zbog toga bio jako depresivan.

Now at the moment when he was working,

No, dok je radio,

he was actually quite happy.

bio je zapravo prilično srećan.

Every night he was enjoying his work,

Svake noći tokom koje je uživao u svom radu

he was staying late, he was perfecting this PowerPoint presentation.

je ostajao budan do kasno, usavršavajući svoju prezentaciju.

But knowing that nobody would ever watch it made him quite depressed.

Ali saznanje da to niko neće videti ga je duboko rastužilo.

So I started thinking about how do we experiment

Zato sam počeo da razmišljam kako da napravim eksperiment

with this idea of the fruits of our labor.

sa idejom o plodovima našeg rada.

And to start with, we created a little experiment

Za početak, osmislili smo mali eksperiment

in which we gave people Legos,

u kom smo ljudima dali LEGO igračke i zamolili ih da ih sastavljaju.

and we asked them to build with Legos.

And for some people, we gave them Legos and we said,

Nekima smo dali LEGO igračku i rekli

"Hey, would you like to build this Bionicle for three dollars?

"Da li biste za tri dolara voleli da sagradite robota?"

We'll pay you three dollars for it."

Za to bismo vam platili tri dolara."

And people said yes, and they built with these Legos.

I rekli su da bi voleli, tako da su i pravili igračke.

And when they finished, we took it, we put it under the table,

Kada su završili, mi smo robote stavili pod sto

and we said, "Would you like to build another one,

i rekli: "Da li biste napravili još jednog, ovog puta za 2,70 dolara?"

this time for $2.70?"

If they said yes, we gave them another one,

Rekli su da bi, dali smo im još jednog.

and when they finished, we asked them,

Kada su i to završili, pitali smo ih

"Da li biste napravili još jednog". za 2,40 dolara, 2,10 dolara itd.

"Do you want to build another one?" for $2.40, $2.10, and so on,

until at some point people said,

dok u nekom momentu nisu rekli: "Ne. Nije vredno."

"No more. It's not worth it for me."

Ovo smo nazvali smislenim uslovima.

This was what we called the meaningful condition.

People built one Bionicle after another.

Ljudi su pravili jednog robota, pa drugog.

After they finished every one of them,

Nakon što su svakog završili, mi smo ih postavljali pod sto.

we put them under the table.

Na kraju eksperimenta smo im rekli

And we told them that at the end of the experiment,

we will take all these Bionicles, we will disassemble them,

da ćemo sve te robote rastaviti

we will put them back in the boxes,

i vratiti u kutije, za sledećeg učesnika.

and we will use it for the next participant.

There was another condition.

Napravili smo i drugu verziju eksperimenta.

This other condition was inspired by David, my student.

Ovo je bilo inspirisano Dejvidom, mojim studentom.

And this other condition we called the Sisyphic condition.

Ovu verziju smo nazvali Sizifovi uslovi.

And if you remember the story about Sisyphus,

I ako se sećate priče o Sizifu,

Sisyphus was punished by the gods to push the same rock up a hill,

njega su kaznili bogovi time da uz brdo gura jedan isti kamen,

and when he almost got to the end,

a nakon što je zamalo bio na vrhu,

the rock would roll over, and he would have to start again.

kamen bi se otkotrljao nizbrdo, a on bi morao krenuti ispočetka.

And you can think about this as the essence of doing futile work.

Ovo možete gledati kao na suštinu uzaludnog rada.

You can imagine that if he pushed the rock on different hills,

Možete zamisliti da bi, da je kamen gurao uz različita brda

at least he would have some sense of progress.

barem imao neki osećaj napretka.

Also, if you look at prison movies,

Takođe, u filmovima o zatvoru

ponekad zatvorski čuvari muče zatvorenike

sometimes the way that the guards torture the prisoners

is to get them to dig a hole, and when the prisoner is finished,

time što ih nateraju da iskopaju veliku rupu,

a kada to zatvorenik završi, kažu im da rupu zatrpaju i kopaju ponovo.

they ask him to fill the hole back up and then dig again.

There's something about this cyclical version

Postoji nešto u vezi sa ovim ponavljajućim obrascem,

of doing something over and over and over

kada se nešto iznova i iznova radi,

that seems to be particularly demotivating.

što izgleda da posebno demotiviše.

So in the second condition of this experiment,

U drugoj verziji našeg eksperimenta smo uradili baš to.

that's exactly what we did.

Pitali smo: "Da li biste za tri dolara napravili robota?"

We asked people,

"Would you like to build one Bionicle for three dollars?"

And if they said yes, they built it.

Ako su se složili, napravili bi ga.

Zatim smo ih pitali: "Da li biste napravili još jednog za 2,70 dolara?".

Then we asked them, "Do you want to build another one for $2.70?"

And if they said yes, we gave them a new one,

Ako su i tada rekli da bi, dali smo im još jednog.

and as they were building it,

Dok su pravili ovog novog,

we took apart the one that they just finished.

mi smo rastavili onog kog su prethodno napravili.

Nakon što su završili sa drugim robotom,

And when they finished that,

we said, "Would you like to build another one,

rekli smo: "Da li biste napravili još jednog, ovog puta za 30 centi manje?"

this time for 30 cents less?"

And if they said yes,

Ako su se složili, dali bismo im delove robota koji su bili napravili, a mi zatim rastavili.

we gave them the one that they built and we broke.

Dakle, to je bio beskrajni ciklus

So this was an endless cycle of them building,

u kom su oni pravili, a mi to rastavljali pred njima.

and us destroying in front of their eyes.

Now what happens when you compare these two conditions?

I šta se dešava kada uporedimo ove dve verzije eksperimenta?

The first thing that happened was that people built many more Bionicles --

Prvo što se desilo

jeste da su ljudi pravili daleko više robota - 11 u odnosu na 7 -

eleven in the meaningful condition,

u svrsishodnim uslovima u odnosu na Sizifove prilike.

versus seven in the Sisyphus condition.

And by the way, we should point out that this was not big meaning.

Da naglasim, ovo nije bilo nešto jako značajno.

Ljudi se nisu lečili od raka ili gradili mostove.

People were not curing cancer or building bridges.

People were building Bionicles for a few cents.

Gradili su robote za nekoliko centi.

And not only that, everybody knew

I ne samo to, svi su znali da će ti roboti biti vrlo brzo rastavljeni.

that the Bionicles would be destroyed quite soon.

So there was not a real opportunity for big meaning.

Dakle, nije bilo prave prilike za nešto jako značajno.

But even the small meaning made a difference.

Ali, čak i male stvari su napravile razliku.

Now we had another version of this experiment.

Nakon toga smo napravili drugačiji eksperiment.

In this other version of the experiment,

U ovoj sledećoj verziji eksperimenta

we didn't put people in this situation,

učesnike nismo dovodili u ovu situaciju,

we just described to them the situation,

nego smo im je samo opisali, kao što ja to radim upravo sada.

much as I am describing to you now,

and we asked them to predict what the result would be.

Pitali smo ih da predvide šta bi bio rezultat.

Šta se desilo?

What happened?

People predicted the right direction but not the right magnitude.

Razmišljali su u dobrom pravcu, ali ne u pravom opsegu stvari.

People who were just given the description of the experiment

Oni kojima smo eksperiment samo opisali

said that in the meaningful condition,

su rekli da bi u smislenim uslovima ljudi verovatno pravili jednog robota više.

people would probably build one more Bionicle.

So people understand that meaning is important,

Dakle, razumeli su da je smisao važan,

ali nisu razumeli koliko je to važno

they just don't understand the magnitude of the importance,

the extent to which it's important.

i stepen do kog je to značajno.

Sagledali smo još jedan podatak.

There was one other piece of data we looked at.

Ako pomislite, neki ljudi više vole LEGO igračke od drugih.

If you think about it, there are some people who love Legos,

and some people who don't.

And you would speculate that the people who love Legos

Pomislili biste da bi oni koji vole LEGO igračke

pravili više robota, čak i za manje novca.

would build more Legos, even for less money,

because after all, they get more internal joy from it.

Uostalom, to ih više raduje.

And the people who love Legos less would build less Legos

A oni koji manje vole LEGO igračke bi se manje bavili time

because the enjoyment that they derive from it is lower.

zato što manje uživaju u tome.

And that's actually what we found in the meaningful condition.

I to je zapravo ono što smo otkrili u smislenim uslovima.

There was a very nice correlation between the love of Legos

Postojala je veoma lepa korelacija između ljubavi ka LEGO igračkama

and the amount of Legos people built.

i broju LEGO robota koje su ljudi napravili.

Šta se desilo u uslovima koje smo nazvali Sizifovim?

What happened in the Sisyphic condition?

In that condition, the correlation was zero --

Tada je korelacija bila nula.

there was no relationship between the love of Legos,

Nije postojala povezanost ljubavi ka LEGO igračkama i broja napravljenih robota

and how much people built,

which suggests to me that with this manipulation

što meni ukazuje na to da smo manipulacijom

of breaking things in front of people's eyes,

rastavljanja stvari pred njihovim očima,

praktično ugušili radost koju su mogli dobiti ovim.

we basically crushed any joy that they could get out of this activity.

We basically eliminated it.

Sasvim smo je eliminisali.

Soon after I finished running this experiment,

Ubrzo nakon što sam završio ovaj eksperiment

I went to talk to a big software company in Seattle.

razgovarao sam sa velikom programerskom kompanijom u Sijetlu.

I can't tell you who they were, but they were a big company in Seattle.

Ne mogu vam reći njihov naziv, već samo to da su velika firma u Sijetlu.

Grupa zaposlenih ove kompanije je bila premeštena u drugu zgradu.

This was a group within the software company

that was put in a different building,

and they asked them to innovate,

Zamolili su ih da osmisle i naprave novi značajan proizvod za firmu.

and create the next big product for this company.

And the week before I showed up,

I nedelju dana pre nego što sam ja došao,

the CEO of this big software company went to that group, 200 engineers,

izvršni direktor ove velike programerske firme je obišao tu grupu od 200 inženjera

and canceled the project.

i otkazao projekat.

And I stood there in front of 200

A ja sam stajao ispred 200 najdepresivnijih ljudi sa kojima sam ikada razgovarao.

of the most depressed people I've ever talked to.

Opisao sam im neke od ovih LEGO eksperimenata

And I described to them some of these Lego experiments,

and they said they felt like they had just been through that experiment.

i rekli su mi da su se osećali kao da su upravo učestvovali u njemu.

Pitao sam ih:

And I asked them, I said,

"How many of you now show up to work later than you used to?"

"Koliko vas sada na posao dolazi kasnije nego što je to bilo pre?"

And everybody raised their hand.

Svi su podigli ruku.

I said, "How many of you now go home earlier than you used to?"

Pitao sam: "Koliko vas sada ide kući ranije nego što je to bilo pre?".

Svi su podigli ruku.

Everybody raised their hand.

Pitao sam ih: "Koliko vas sada upisuje ne-baš-tačne rashode u svojim izveštajima?"

I asked them, "How many of you now add

not-so-kosher things to your expense reports?"

And they didn't raise their hands,

I nisu baš podigli svoje ruke,

but they took me out to dinner

ali su me odveli na večeru i pokazali mi šta mogu raditi sa svojim izveštajima o rashodima.

and showed me what they could do with expense reports.

Zatim sam ih pitao:

And then I asked them, I said,

"Šta je izvršni direktor mogao uraditi da ne biste postali tako depresivni?"

"What could the CEO have done to make you not as depressed?"

And they came up with all kinds of ideas.

Imali su razne ideje.

They said the CEO could have asked them to present to the whole company

Rekli su da ih je izvršni direktor mogao zamoliti da celoj firmi prezentuju

about their journey over the last two years

svoj rad u protekle dve godine i šta su odlučili da urade.

and what they decided to do.

He could have asked them to think about which aspect of their technology

Mogao ih je zamoliti da razmisle o tome koji deo njihove tehnologije

je mogao da se iskoristi u drugim sektorima njihove organizacije.

could fit with other parts of the organization.

He could have asked them to build some next-generation prototypes,

Mogao ih je zamoliti da naprave nekoliko prototipova najnovije generacije

and see how they would work.

da bi video kako bi radili.

But the thing is that any one of those would require some effort and motivation.

Ali činjenica je da bi bilo šta od navedenog

zahtevalo trud i motivaciju.

And I think the CEO basically did not understand the importance of meaning.

A ja mislim da taj izvršni direktor ustvari nije razumeo značaj smislenosti

Da je izvršni direktor, baš kao naši učesnici,

If the CEO, just like our participants,

thought the essence of meaning is unimportant,

mislio da je suština smislenosti nevažna,

then he [wouldn't] care.

onda ne bi mario za to.

And he would say, "At the moment I directed you in this way,

I rekao bi im: "Tada sam vas uputio na jedan način,

and now that I'm directing you in this way,

a sada vam dajem drugačija uputstva,

everything will be okay."

sve će biti u redu."

But if you understood how important meaning is,

Ali da ste razumeli značaj smislenosti,

then you would figure out that it's actually important

shvatili biste da je zapravo bitno

to spend some time, energy and effort

provesti neko vreme, potrošiti energiju i trud

u to da ljudi više mare za ono što rade.

in getting people to care more about what they're doing.

Sledeći eksperiment je bio nešto drugačiji.

The next experiment was slightly different.

We took a sheet of paper with random letters,

Uzeli smo list papira sa nasumičnim slovima,

i zamolili ljude da nađu parove slova koji su identični, a stoje jedan pored drugog.

and we asked people to find pairs of letters

that were identical next to each other.

That was the task.

Ovo je bio zadatak.

People did the first sheet,

Učesnici su prošli kroz prvi list papira.

then we asked if they wanted to do another for a little less money,

Zatim smo ih pitali da li bi uradili još jedan za nešto manje para,

a zatim još jedan za još malo manje novca, i tako dalje.

the next sheet for a little bit less, and so on and so forth.

Imali smo tri verzije uslova.

And we had three conditions.

In the first condition, people wrote their name on the sheet,

U prvoj, ljudi su napisali svoje ime na list papira,

found all the pairs of letters,

pronašli sve parove slova i predali papir rukovodiocu eksperimenta.

gave it to the experimenter,

the experimenter would look at it,

On bi ih pogledao, od vrha do dna lista,

scan it from top to bottom,

say "Uh huh," and put it on the pile next to them.

rekao "aham" i ostavio na gomilu pored.

In the second condition, people did not write their name on it.

U drugoj verziji, ljudi se nisu potpisivali na papir.

The experimenter looked at it,

Rukovodilac eksperimenta ga je pogledao,

took the sheet of paper, did not look at it, did not scan it,

uzeo papir u svoje ruke, nije ga uopšte pregledao,

and simply put it on the pile of pages.

već samo položio na hrpu drugih papira.

So you take a piece, you just put it on the side.

Dakle, papir se preuzme i samo ostavi sa strane.

In the third condition,

A u trećoj verziji,

the experimenter got the sheet of paper,

rukovodilac eksperimenta je list papira direktno uništio u uništivaču papira.

and put it directly into a shredder.

(Laughter)

Šta se desilo u ove tri verzije eksperimenta?

What happened in those three conditions?

In this plot I'm showing you at what pay rate people stopped.

Ovde prikazujem na kojoj visini isplate su učesnici stali sa radom.

So low numbers mean that people worked harder.

Manji brojevi znače da su vredno radili. Radili su mnogo duže.

They worked for much longer.

In the acknowledged condition,

U verziji u kojoj dobijaju potvrdu, radili su sve do 15 centi.

people worked all the way down to 15 cents.

At 15 cents per page,

Na 15 centi po stranici, prestali su sa svojim trudom.

they basically stopped these efforts.

In the shredder condition, it was twice as much -- 30 cents per sheet.

U verziji sa uništivačem papira, granica je bila duplo viša - 30 centi po listu.

And this is basically the result we had before.

U suštini, ovo je isti rezultat koji smo imali ranije.

You shred people's efforts, output --

Pocepate li napore ljudi, njihov proizvod.

you get them not to be as happy with what they're doing.

postižete to da neće biti srećni onim što rade.

But I should point out, by the way,

Ali trebao bih da ukažem i na to

da su u verziji sa uništivačem papira ljudi mogli varati.

that in the shredder condition, people could have cheated.

They could have done not so good work,

Mogli su da se ne potrude,

because they realized people were just shredding it.

jer su shvatili da se to samo uništava.

So maybe the first sheet you'd do good work,

Možda su se potrudili na prvom listu papira,

but then you see nobody is really testing it,

ali kada su videli da niko to ne proverava,

so you would do more and more and more.

mogli su da rade više i više.

So in fact, in the shredder condition,

Tako da su u verziji sa uništivačem

people could have submitted more work and gotten more money,

učesnici mogli predati više listova i dobiti više novca,

a uložiti manje truda u to.

and put less effort into it.

But what about the ignored condition?

Ali šta ćemo sa verzijom gde se rad samo ignoriše?

Would the ignored condition be more like the acknowledged

Da li bi tada rezultati bili sličniji verziji kada se rad priznaje ili uništava,

or more like the shredder, or somewhere in the middle?

ili negde između?

It turns out it was almost like the shredder.

Ispostavilo se da je bilo skoro isto kao u verziji sa uništivačem.

Now there's good news and bad news here.

Imamo dobru i lošu vest.

The bad news is that ignoring the performance of people

Loša vest je da kada se učinak ignoriše

to je skoro toliko loše kao kada se napor uništava pred vašim očima.

is almost as bad as shredding their effort in front of their eyes.

Ignoring gets you a whole way out there.

Zanemarivanje vas dovodi do sličnog rezultata.

The good news is that by simply looking at something that somebody has done,

Dobra vest je da ako se samo pogleda ono što je neko uradio,

scanning it and saying "Uh huh,"

pregleda i kaže "aham",

that seems to be quite sufficient

to može biti sasvim dovoljno

to dramatically improve people's motivations.

da dramatično poveća motivaciju ljudi.

So the good news is that adding motivation

Dakle, dobra vest je da povećanje motivacije nije tako teško.

doesn't seem to be so difficult.

The bad news is that eliminating motivations

Loša vest je da se otklanjanje motivacije

seems to be incredibly easy,

čini neverovatno jednostavnim.

and if we don't think about it carefully, we might overdo it.

i ako ne mislimo pažljivo o tome, mogli bismo preterati.

So this is all in terms of negative motivation,

Dakle, ovo je bilo sve o negativnoj motivaciji

or eliminating negative motivation.

ili uklanjanju negativne motivacije.

Sledeće što bih vam pokazao je nešto o pozitivnoj motivaciji.

The next part I want to show you is something about positive motivation.

So there is a store in the U.S. called IKEA.

U Americi postoji prodavnica IKEA.

And IKEA is a store with kind of okay furniture

IKEA prodaje dosta dobar nameštaj za koji je potrebno vremena da se sklopi.

that takes a long time to assemble.

(Laughter)

(Smeh)

I don't know about you,

Ne znam za vas, ali svaki put kada nešto od toga sastavim,

but every time I assemble one of those,

it takes me much longer, it's much more effortful,

treba mi više vremena i truda, svaki put je sve zbunjujuće.

it's much more confusing, I put things in the wrong way --

Stvari postavljam na pogrešan način.

I can't say I enjoy those pieces.

Ne mogu reći da uživam u tim delićima.

Ne mogu reći da uživam u procesu.

I can't say I enjoy the process.

But when I finish it,

Ali, kada završim, sviđaju mi se ti komadi IKEA nameštaja

I seem to like those IKEA pieces of furniture

more than I like other ones.

više od bilo kog drugog.

(Laughter)

And there's an old story about cake mixes.

Postoji stara priča o smešama za pravljenje torti.

So when they started cake mixes in the '40s,

Kada su sa tim započeli u 1940-im godinama,

sipali bi prah u kutije,

they would take this powder and they would put it in a box,

and they would ask housewives to basically pour it in,

i zamolili domaćice da ga jednostavno sipaju u činiju i preliju vodom,

stir some water in it,

izmešaju, stave u rernu, i - eto torte!

mix it, put it in the oven, and -- voila -- you had cake.

But it turns out they were very unpopular.

Ali se ispostavilo da ovo nije zaživelo.

People did not want them,

Ljudi ih nisu želeli.

and they thought about all kinds of reasons for that.

Razmišljali su o razlozima za to.

Možda ukus nije bio dobar.

Maybe the taste was not good?

No, the taste was great.

Ne, ukus je bio odličan.

What they figured out was that there was not enough effort involved.

Ono do čega su došli jeste da nije uloženo dovoljno truda.

It was so easy that nobody could serve cake to their guests

Postupak je bio toliko jednostavan da niko nije mogao poslužiti tortu gostima

and say, "Here is my cake."

i reći: "Ovo je moja torta".

No, it was somebody else's cake, as if you bought it in the store.

Ne, tu tortu je napravio neko drugi.

To je kao da ste je kupili u prodavnici.

It didn't really feel like your own.

Nedostajao je osećaj da je to nešto vaše.

So what did they do?

I šta su uradili?

They took the eggs and the milk out of the powder.

Iz smeše su izostavili jaja i mleko.

(Laughter)

(Smeh)

Now you had to break the eggs and add them,

Tako da ste sada morali da razbijete jaja i umešate ih u smesu.

you had to measure the milk and add it, mixing it.

Morali ste da izmerite mleko i dodate ga, mešajući.

Sada je to bila vaša torta. I sve je bilo u redu.

Now it was your cake. Now everything was fine.

(Laughter)

(Aplauz)

(Applause)

Now, I think a little bit like the IKEA effect,

Mislim da je ovo slično efektu IKEA nameštaja,

by getting people to work harder,

da time što ste učinili da ljudi rade više,

they actually got them to love what they're doing

zapravo su više zavoleli to što su radili.

to a higher degree.

A kako ovo pitanje posmatramo putem eksperimenta?

So how do we look at this question experimentally?

Zamolili smo učesnike da naprave origami.

We asked people to build some origami.

We gave them instructions on how to create origami,

Dali smo im uputstva za to,

and we gave them a sheet of paper.

i dali smo im list papira.

And these were all novices,

Ovo su sve bili početnici i napravili su nešto dosta loše -

and they built something that was really quite ugly --

nothing like a frog or a crane.

ništa što je ličilo na žabu ili ždrala.

Ali nakon toga smo im rekli: "Vidite, ovaj origami je u stvari naš.

But then we told them, "Look, this origami really belongs to us.

You worked for us, but I'll tell you what, we'll sell it to you.

Radili ste za nas, ali hajde da mi to vama prodamo.

How much do you want to pay for it?"

Koliko biste za to platili?".

And we measured how much they were willing to pay for it.

Merili smo koliko su novca bili spremni da plate.

And we had two types of people:

Imali smo dve vrste ljudi.

We had the people who built it,

Imali smo ljude koji su ga napravili,

and the people who did not build it,

i ljude koji uopšte nisu pravili origami, već su samo posmatrali.

and just looked at it as external observers.

And what we found was that the builders thought

I otkrili smo da su oni koji su pravili origami mislili

that these were beautiful pieces of origami --

da su to divna dela origamija,

(Laughter)

i bili su voljni da plate i do pet puta više

and they were willing to pay five times more for them

than the people who just evaluated them externally.

nego oni koji su samo procenjivali sa strane.

Now you could say -- if you were a builder,

No, možete reći da, ako biste pravili origami

do you think [you'd say], "Oh, I love this origami,

da biste mislili: "Oh, volim ovaj origami, ali znam da se nikom drugom ne sviđa"?

but I know that nobody else would love it?"

Or "I love this origami, and everybody else will love it as well?"

Ili biste mislili: "Volim ovaj origami, i svima ostalima se takođe sviđa"?

Which one of those two is correct?

Šta je od ovoga tačno?

Turns out the builders not only loved the origami more,

Ispostavilo se da oni koji su pravili origami, ne samo da su ga više voleli,

they thought that everybody would see the world in their view.

već su mislili da će svi ostali razmišljati isto.

Mislili su da će se i ostalima svideti.

They thought everybody else would love it more as well.

U sledećoj verziji smo pokušali da postignemo IKEA efekat.

In the next version, we tried to do the IKEA effect.

We tried to make it more difficult.

Pokušali smo da sve napravimo komplikovanije.

Nekim učesnicima smo dali isti zadatak.

So for some people, we gave the same task.

For some people, we made it harder by hiding the instructions.

Ostalima smo otežali tako što smo sakrili uputstva.

Na vrhu lista papira smo imali male dijagrame kako se savija origami.

At the top of the sheet, we had little diagrams

of how you fold origami.

Nekima smo to izbrisali.

For some people, we just eliminated that.

Tako je ovo bilo teže. Šta se desilo?

So now this was tougher.

What happened?

Objektivno, origami je bio ružniji, i bilo je komplikovanije napraviti ga.

Well in an objective way,

the origami now was uglier, it was more difficult.

Kada smo analizirali lakši origami,

Now when we looked at the easy origami, we saw the same thing --

zaključak je bio isti: onima koji su ga pravili se više sviđao nego posmatračima.

builders loved it more, evaluators loved it less.

When you looked at the hard instructions,

Kada smo analizirali verziju sa težom izradom,

the effect was larger.

efekat je bio značajniji.

Why?

Zašto? Jer se onima koji su ga pravili još više svideo.

Because now the builders loved it even more.

(Laughter)

They put all this extra effort into it.

Više su se potrudili oko izrade.

A posmatrači? Njima se svideo još manje.

And evaluators?

They loved it even less.

Because in reality, it was even uglier than the first version.

Jer je realno stvarno bio ružniji od prve verzije.

(Laughter)

Naravno, ovo vam govori o tome kako da ocenite stvari.

Of course, this tells you something about how we evaluate things.

Now think about kids.

Pomislite na decu,

zamislite da vas pitam: "Za koliko novca biste prodali svoju decu?"

Imagine I asked you, "How much would you sell your kids for?"

Your memories and associations and so on.

Uzimajući u obzir vaša sećanja, asocijacije, i tako dalje.

Most people would say for a lot, a lot of money.

Većina bi rekla da bi to bilo puno, puno novca -

(Laughter)

On good days.

kada im je dan dobar.

(Laughter)

(Smeh)

But imagine this was slightly different.

Ali zamislite da je situacija nešto drugačija.

Imagine if you did not have your kids.

Zamislite da nemate decu,

i da jednog dana odete u park i sretnete neku decu,

And one day you went to the park and you met some kids.

They were just like your kids,

i ona su kao vaša deca.

and you played with them for a few hours,

Sa njima se igrate nekoliko sati.

I kada krenete, roditelji kažu:

and when you were about to leave, the parents said, "Hey, by the way,

"Hej, pre nego što krenete, ako ste zainteresovani, deca su na prodaju."

just before you leave, if you're interested, they're for sale."

(Laughter)

(Smeh)

How much would you pay for them now?

Koliko biste sada platili za njih?

Most people say not that much.

Većina bi rekla, ne baš puno.

A to je zato što su nam naša deca toliko dragocena,

And this is because our kids are so valuable,

not just because of who they are,

ne samo zbog toga ko su,

but because of us,

već i zbog nas, jer smo toliko povezani

because they are so connected to us,

and because of the time and connection.

i zbog vremena i veze sa njima.

Inače, ako mislite da uputstva IKEA-e nisu dobra,

By the way, if you think IKEA instructions are not good,

what about the instructions that come with kids, those are really tough.

pomislite na uputstva koja nam stižu uz decu.

Ta su stvarno teška.

(Laughter)

(Smeh)

By the way, these are my kids, which, of course, are wonderful and so on.

Inače, ovo su moja deca koja su, naravno, divna i tako dalje.

Which comes to tell you one more thing,

Što nas dovodi do sledeće stvari,

which is, much like our builders,

a to je da, kao što naši sastavljači origamija,

when they look at the creature of their creation,

kada su gledali šta su sami napravili,

ne primeti se da drugi ljudi to ne vide na isti način.

we don't see that other people don't see things our way.

Dozvolite da još nešto primetim.

Let me say one last comment.

Ako uporedite Adama Smita i Karla Marksa,

If you think about Adam Smith versus Karl Marx,

Adam Smith had a very important notion of efficiency.

Adam Smit je imao značajnu misao o efikasnosti.

He gave an example of a pin factory.

Dao je primer fabrike čioda.

He said pins have 12 different steps,

Rekao je da se čiode sastavljaju u 12 različitih koraka,

and if one person does all 12 steps, production is very low.

i ako jedna osoba prolazi svih 12 koraka, nivo proizvodnje je veoma nizak.

But if you get one person to do step one,

Ako ako jednoj osobi poverite prvi korak,

and one person to do step two and step three and so on,

a sledećoj osobi korak broj dva, pa korak broj tri i tako dalje,

production can increase tremendously.

nivo proizvodnje može izuzetno porasti.

And indeed, this is a great example,

I zaista, ovo je odličan primer i razlog pokretanja industrijske revolucije i efikasnosti.

and the reason for the Industrial Revolution and efficiency.

S druge strane, Karl Marks

Karl Marx, on the other hand,

said that the alienation of labor is incredibly important

je rekao da je otuđenje posla izuzetno važno

in how people think about the connection to what they are doing.

za to kako se ljudi povezuju sa onim što rade.

And if you do all 12 steps, you care about the pin.

Ako prođete svih 12 koraka, stalo vam je do te čiode.

But if you do one step every time, maybe you don't care as much.

Ali ako svaki put ponavljate samo jedan korak, možda vam neće toliko stati.

I mislim da je u industrijskoj revoluciji,

I think that in the Industrial Revolution,

Adam Smit bio više u pravu od Karla Marksa,

Adam Smith was more correct than Karl Marx.

But the reality is that we've switched,

ali u stvarnosti je suprotno

i sada smo u ekonomiji znanja.

and now we're in the knowledge economy.

You can ask yourself, what happens in a knowledge economy?

I možete se zapitati, šta se dešava u ekonomiji znanja?

Is efficiency still more important than meaning?

Da li je efikasnost i dalje važnija od smislenosti?

I think the answer is no.

Mislim da je odgovor ne.

I think that as we move to situations

Mislim da kako smo prolazili kroz situacije

in which people have to decide on their own

u kojima je trebalo da ljudi sami odluče

about how much effort, attention, caring, how connected they feel to it,

koliko će truda, pažnje, brige i povezanosti imati,

da li o svom radu misle na putu do posla ili pod tušem i tako dalje,

are they thinking about labor on the way to work,

and in the shower and so on,

all of a sudden Marx has more things to say to us.

odjednom Marks ima više smisla za nas.

So when we think about labor,

Kada razmišljamo o radu, obično su motivacija i zarada ista stvar,

we usually think about motivation and payment as the same thing,

but the reality is that we should probably add all kinds of things to it --

ali u stvarnosti bi tome verovatno trebalo dodati još stvari -

meaning, creation, challenges, ownership, identity, pride, etc.

smislenost, stvaranje, izazove, vlasništvo, identitet, ponos, itd.

The good news is that if we added all of those components

Dobra vest je da ako dodamo sve nabrojano i mislimo o tome,

and thought about them --

kako ostvarujemo svoj smisao, ponos, motivaciju,

how do we create our own meaning, pride, motivation,

and how do we do it in our workplace,

i kako to radimo na svom radnom mestu i za zaposlene,

and for the employees --

I think we could get people to be both more productive and happier.

mislim da možemo dobiti produktivnije i srećnije ljude.

Thank you very much.

Hvala.

(Applause)

(Aplauz)