The first secret of great design | Tony Fadell

Prevodilac: Stefan Zrnović Lektor: Mile Živković

In the great 1980s movie "The Blues Brothers,"

U sjajnom filmu iz 80-ih "Braća Bluz"

there's a scene where John Belushi goes to visit Dan Aykroyd in his apartment

postoji scena gde Džon Beluši ide da poseti Dena Ekrojda u stanu

in Chicago for the very first time.

u Čikagu po prvi put.

It's a cramped, tiny space

To je skučen, mali prostor

and it's just three feet away from the train tracks.

i samo je nekoliko metara od voznih šina.

As John sits on Dan's bed,

Kada je Džon seo na Denov krevet,

a train goes rushing by,

voz je protutnjao,

rattling everything in the room.

razbacavši sve u sobi.

John asks, "How often does that train go by?"

Džon ga pita: "Koliko često voz ovde prolazi?"

Dan replies, "So often, you won't even notice it."

Den odgovara: "Toliko često da nećeš ni primetiti."

And then, something falls off the wall.

A zatim, nešto pada sa zida.

We all know what he's talking about.

Sve znamo o čemu je govorio.

As human beings, we get used to everyday things

Kao ljudska bića, lako se navikavamo na svakodnevne stvari

really fast.

veoma brzo.

As a product designer, it's my job to see those everyday things,

Kao dizajner proizvoda, moj posao je da posmatram te svakodnevne stvari,

to feel them, and try to improve upon them.

da ih osetim i pokušam da ih unapredim.

For example, see this piece of fruit?

Na primer, vidite li ovu voćku?

See this little sticker?

Vidite ovu malu nalepnicu?

That sticker wasn't there when I was a kid.

Ova nalepnica nije bila ovde kada sam bio dete.

But somewhere as the years passed,

Ali negde tokom godina,

someone had the bright idea to put that sticker on the fruit.

neko se setio sjajne ideje da to stavi na voće.

Why?

Zašto?

So it could be easier for us

Da bi nam bilo lakše

to check out at the grocery counter.

da je skeniramo na kasi.

Well that's great,

To je sjajno,

we can get in and out of the store quickly.

jer možemo da uđemo i izađemo brzo iz prodavnice.

But now, there's a new problem.

Ali sada se javlja novi problem.

When we get home and we're hungry

Kada dođemo kući i gladni smo

and we see this ripe, juicy piece of fruit on the counter,

i vidimo ovu zrelu, sočnu voćku na polici,

we just want to pick it up and eat it.

samo želimo da je uzmemo i pojedemo.

Except now, we have to look for this little sticker.

Ali ne sada, kad treba da potražimo ovu malu nalepnicu.

And dig at it with our nails, damaging the flesh.

Da je prokopamo svojim noktima i oštetimo sadržaj.

Then rolling up that sticker --

Potom da urolamo nalepnicu -

you know what I mean.

znate na šta mislim.

And then trying to flick it off your fingers.

A onda pokušamo da je odbacimo sa svojih prstiju.

(Applause)

(Aplauz)

It's not fun,

Nije zanimljivo,

not at all.

uopšte.

But something interesting happened.

Ali se dogodilo nešto interesantno.

See the first time you did it, you probably felt those feelings.

Prvi put kada ste to uradili, imali ste taj osećaj.

You just wanted to eat the piece of fruit.

Samo ste želeli da pojedete tu voćku.

You felt upset.

Osetili ste se uzrujano.

You just wanted to dive in.

Želeli ste da samo da je ugrabite.

By the 10th time,

Ali već 10. put,

you started to become less upset

postajali ste manje uzrujani

and you just started peeling the label off.

i samo ste skidali oznaku.

By the 100th time, at least for me,

Stoti put, barem ja,

I became numb to it.

nisam je ni konstatovao.

I simply picked up the piece of fruit,

Samo sam uzimao voćku,

dug at it with my nails, tried to flick it off,

kopao je noktima, pokušavao da je skinem,

and then wondered,

i onda sam se pitao:

"Was there another sticker?"

"Da li postoji i druga nalepnica?"

So why is that?

Zašto se to dešava?

Why do we get used to everyday things?

Zašto se navikavamo na svakodnevne stvari?

Well as human beings, we have limited brain power.

Kao ljudska bića, imamo ograničenu moždanu moć.

And so our brains encode the everyday things we do into habits

Stoga naši mozgovi prebacuju svakodnevne stvari u navike,

so we can free up space to learn new things.

da bismo mogli da oslobodimo prostor za učenje novih stvari.

It's a process called habituation

To je proces po imenu "navikavanje"

and it's one of the most basic ways, as humans, we learn.

i to je jedan od najosnovnijih načina na koje mi, kao ljudska bića učimo.

Now, habituation isn't always bad.

Navikavanje nije uvek loše.

Remember learning to drive?

Sećate li se učenja vožnje?

I sure do.

Ja se sećam.

Your hands clenched at 10 and 2 on the wheel,

Ruke su vam bile stegnute u poziciji 10 i 2 na volanu,

looking at every single object out there --

posmatrali ste sve ispred sebe -

the cars, the lights, the pedestrians.

kola, svetla, pešake.

It's a nerve-wracking experience.

To je izluđujuće iskustvo.

So much so, that I couldn't even talk to anyone else in the car

Toliko da nisam mogao čak ni da pričam ni sa kime u kolima

and I couldn't even listen to music.

i nisam čak mogao da slušam muziku.

But then something interesting happened.

A onda se desilo nešto zanimljivo.

As the weeks went by, driving became easier and easier.

Kako su nedelje prolazile, vožnja je postajala sve lakša.

You habituated it.

Navikavali ste se.

It started to become fun and second nature.

Postalo je zabavno i prirodno.

Potom mogli ste da razgovarate sa vašim prijateljima ponovo

And then, you could talk to your friends again

and listen to music.

i i slušate muziku.

So there's a good reason why our brains habituate things.

Stoga postoji dobar razlog zbog čega se naši mozgovi navikavaju na stvari.

If we didn't, we'd notice every little detail,

Da to ne činimo, primećivali bismo svaki detalj,

all the time.

sve vreme.

It would be exhausting,

Bilo bi iscrpljujuće

and we'd have no time to learn about new things.

i ne bismo imali vremena da učimo o novim stvarima.

But sometimes, habituation isn't good.

Ali ponekad, navikavanje nije dobro.

If it stops us from noticing the problems that are around us,

Ako nas sprečava da primećujemo probleme koji su oko nas,

well, that's bad.

onda je to loše.

And if it stops us from noticing and fixing those problems,

Ako nas sprečava da primećujemo i ispravljamo te probleme,

well, then that's really bad.

pa, onda je baš loše.

Comedians know all about this.

Komičari znaju sve o ovome.

Jerry Seinfeld's entire career was built on noticing those little details,

Čitava karijera Džerija Sajfnelda izgrađena je

na primećivanju tih malih detalja,

those idiotic things we do every day that we don't even remember.

tih glupih stvari koje radimo svaki dan da se čak ni ne sećamo.

Govori nam o vremenu kada je posetio svoje prijatelje

He tells us about the time he visited his friends

and he just wanted to take a comfortable shower.

i samo je želeo da se udobno istušira.

He'd reach out and grab the handle and turn it slightly one way,

Posegnuo bi za ručkom, blago je okrenuo na jednu stranu

and it was 100 degrees too hot.

i bilo je za 100 stepeni prevruće.

And then he'd turn it the other way, and it was 100 degrees too cold.

Zatim je okrenuo ručicu na drugu stranu i bilo je za 100 stepeni prehladno.

He just wanted a comfortable shower.

Samo je želeo da se udobno istušira.

Now, we've all been there,

Svima nam se to desilo,

we just don't remember it.

samo se ne sećamo.

But Jerry did,

Ali Džeri je to uradio,

and that's a comedian's job.

i to je posao komičara.

But designers, innovators and entrepreneurs,

Ali dizajneri, inovatori i preduzetnici,

it's our job to not just notice those things,

naš posao nije samo da primećujemo te stvari,

but to go one step further and try to fix them.

već da idemo jedan korak dalje i pokušamo da ih popravimo.

See this, this person,

Vidite ovu osobu.

this is Mary Anderson.

Ovo je Meri Anderson.

In 1902 in New York City,

1902. godine u Njujorku,

she was visiting.

bila je u poseti.

It was a cold, wet, snowy day and she was warm inside a streetcar.

Bio je hladan, snežan dan i bilo joj je toplo u tramvaju.

As she was going to her destination, she noticed the driver opening the window

Kako je išla ka svojoj destinaciji, primetila je da vozač otvara prozor

to clean off the excess snow so he could drive safely.

kako bi očistio napadali sneg i vozio sigurno.

When he opened the window, though, he let all this cold, wet air inside,

Kada je otvorio prozor, uvlačio je sav hladan i mokar vazduh unutra,

making all the passengers miserable.

čineći putnike nesrećnim.

Now probably, most of those passengers just thought,

Mnogi od tih putnika su verovatno mislili:

"It's a fact of life, he's got to open the window to clean it.

"To je jednostavno tako, mora da otvori prozor i očisti ga.

That's just how it is."

Prosto je tako."

But Mary didn't.

Ali Meri nije.

Mary thought,

Meri je mislila:

"What if the diver could actually clean the windshield from the inside

"Šta ako bi vozač zapravo mogao zapravo da očisti vetrobran iznutra

so that he could stay safe and drive

tako da bi mogao da ostane siguran i vozi

and the passengers could actually stay warm?"

i putnici bi mogli ostati suvi?"

So she picked up her sketchbook right then and there,

Uzela je svoju svesku tog trenutka,

and began drawing what would become the world's first windshield wiper.

i počela da skicira ono što će postati prvi svetski brisač stakala.

Now as a product designer, I try to learn from people like Mary

Kao dizajner proizvoda, pokušavam da naučim od ljudi poput Meri

to try to see the world the way it really is,

da pokušam da vidim svet onakvim kakav on jeste,

not the way we think it is.

a ne onakvim kako mi mislimo da jeste.

Why?

Zašto?

Because it's easy to solve a problem that almost everyone sees.

Jer je lako rešiti problem koji gotovo svi vide.

But it's hard to solve a problem that almost no one sees.

Teško je rešiti problem koji gotovo niko ne vidi.

Now some people think you're born with this ability

Neki ljudi misle da ste ili rođeni ili niste

or you're not,

rođeni sa tom sposobnošću,

as if Mary Anderson was hardwired at birth to see the world more clearly.

kao da je Meri Anderson od rođenja bila predodređena da jasnije vidi svet.

That wasn't the case for me.

To nije bio moj slučaj.

I had to work at it.

Trebalo je da radim na tome.

During my years at Apple,

Tokom godina u Eplu,

Steve Jobs challenged us to come into work every day,

Stiv Džobs nas je podsticao da dolazimo na posao svaki dan,

to see our products through the eyes of the customer,

da vidimo svoje proizvode kroz prizmu svojih kupaca,

the new customer,

novih kupaca,

the one that has fears and possible frustrations

onih koji imaju strahove i moguće frustracije

and hopeful exhilaration that their new technology product

i veliko uzbuđenje da bi njihov tehnološki proizvod

could work straightaway for them.

mogao da radi istog trenutka.

He called it staying beginners,

Nazvao ih je početnicima koji ostaju

and wanted to make sure that we focused on those tiny little details

i želeo je da bude siguran da smo se fokusirali na te sitne detalje

to make them faster, easier and seamless for the new customers.

kako bi ih učinili bržim, lakšim i savršenim za nove mušterije.

So I remember this clearly in the very earliest days of the iPod.

Sećam se ovoga veoma jasno u najranijim danima Ajpoda.

See, back in the '90s,

Tokom devedesetih,

being a gadget freak like I am,

zaluđenik za gedžete poput mene

I would rush out to the store for the very, very latest gadget.

istrčao bi do prodavnice zbog najnovijeg gedžeta.

I'd take all the time to get to the store,

Došao bih sve do radnje,

I'd check out, I'd come back home, I'd start to unbox it.

platio bih, vratio se kući i počeo da raspakujem.

And then, there was another little sticker:

Potom, tu je bila druga mala nalepica:

the one that said, "Charge before use."

ona na kojoj piše: "Napuniti pre upotrebe."

Šta?!

What!

I can't believe it!

Ne mogu da verujem!

I just spent all this time buying this product

Upravo sam proveo toliko vremena na kupovinu ovog proizvoda

and now I have to charge before use.

i sada moram da ga punim pre upotrebe.

I have to wait what felt like an eternity to use that coveted new toy.

Treba da čekam celu večnost da bih koristio toliko željenu igračku.

It was crazy.

Bilo je ludo.

But you know what?

Ali znate šta?

Almost every product back then did that.

Gotovo svaki proizvod tada je to radio.

When it had batteries in it,

Ukoliko je imao baterije,

you had to charge it before you used it.

morali ste da ga napunite pre nego što ste ga koristili.

Well, Steve noticed that

Stiv je primetio to

and he said,

"We're not going to let that happen to our product."

i rekao:

"Nećemo dozvoliti da se to dogodi našem proizvodu."

So what did we do?

Šta smo uradili?

Typically, when you have a product that has a hard drive in it,

Tipično, kada imate proizvod koji ima hard disk u sebi,

you run it for about 30 minutes in the factory

koristite ga 30 minuta u fabrici

to make sure that hard drive's going to be working years later

kako biste osigurali da će taj hard disk raditi godinama kasnije

for the customer after they pull it out of the box.

za kupca nakon što ga izvade iz kutije.

What did we do instead?

Šta smo mi uradili drugačije?

We ran that product for over two hours.

Pokrenuli smo proizvod više od dva sata.

Why?

Zašto?

Well, first off, we could make a higher quality product,

Prvo, mogli smo da stvorimo viši kvalitet proizvoda,

be easy to test,

da bude lakši za testiranje,

and make sure it was great for the customer.

i da budemo sigurni da je bio dobar za kupca.

But most importantly,

Ali ono što je još važnije,

the battery came fully charged right out of the box,

baterija je stizala potpuno napunjena direktno iz kutije,

spremna za korišćenje.

ready to use.

So that customer, with all that exhilaration,

Tako da bi kupac, uz svo uzbuđenje,

could just start using the product.

mogao odmah da počne da koristi proizvod.

It was great, and it worked.

Bilo je sjajno i radilo je.

People liked it.

Ljudi su to voleli.

Today, almost every product that you get that's battery powered

Danas, skoro svaki proizvod koji dobijete i koji ima bateriju

comes out of the box fully charged,

dolazi u kutiji skroz napunjen,

even if it doesn't have a hard drive.

čak i ako nema hard disk.

But back then, we noticed that detail and we fixed it,

Ali tada, primetili smo taj detalj i rešili ga.

and now everyone else does that as well.

I sada svako radi istu stvar kao i mi.

No more, "Charge before use."

Nema više: "Napuniti pre korišćenja."

So why am I telling you this?

Zašto vam govorim sve ovo?

Well, it's seeing the invisible problem,

Zato što se vidi nevidljivi problem,

not just the obvious problem, that's important,

ne samo očigledni problem, što je važno,

not just for product design, but for everything we do.

ne samo za dizajn proizvoda, već sve što radimo.

You see, there are invisible problems all around us,

Postoje nevidljivi problemi svuda oko nas,

ones we can solve.

oni koje možemo da rešimo.

But first we need to see them, to feel them.

Ali prvo treba da ih vidimo i osetimo.

So, I'm hesitant to give you any tips

Stoga se kolebam da vam dam bilo kakav savet

about neuroscience or psychology.

oko neuronauke ili psihologije.

There's far too many experienced people in the TED community

Postoji daleko više iskusnijih ljudi u TED zajednici

who would know much more about that than I ever will.

koji bi znali mnogo više o tome nego što ću ja ikada znati.

Ali dozvolite mi da vam dam nekoliko saveta koje ja koristim,

But let me leave you with a few tips that I do,

that we all can do, to fight habituation.

koje sve možemo upotrebiti da pobedimo navikavanje.

My first tip is to look broader.

Moj prvi savet je da posmatramo šire.

You see, when you're tackling a problem,

Kada rešavate problem,

sometimes, there are a lot of steps that lead up to that problem.

ponekad je tu mnogo koraka koji vode do njega.

And sometimes, a lot of steps after it.

Ponekad je i mnogo koraka kasnije.

If you can take a step back and look broader,

Ako se možete udaljiti i posmatrati šire,

maybe you can change some of those boxes

možda možete promeniti neke od tih kutija

before the problem.

pre problema.

Maybe you can combine them.

Možda možete da ih kombinujete.

Maybe you can remove them altogether to make that better.

Možete da ih potpuno uklonite i poboljšate ih.

Take thermostats, for instance.

Uzmite termostate, na primer.

In the 1900s when they first came out, they were really simple to use.

1900-ih kada su prvi put izašli, bili su veoma jednostavni za korišćenje.

You could turn them up or turn them down.

Mogli ste da ih okrenete gore i dole.

People understood them.

Ljudi su ih razumeli.

But in the 1970s,

Ali 70-ih,

the energy crisis struck,

dogodila se energetska kriza,

and customers started thinking about how to save energy.

i korisnici su počeli da razmišljaju kako da sačuvaju energiju.

So what happened?

Šta se dogodilo?

Thermostat designers decided to add a new step.

Dizajneri termostata su odlučili da dodaju još jedan korak.

Instead of just turning up and down,

Umesto okretanja gore-dole,

you now had to program it.

sada ste morali da ga programirate.

So you could tell it the temperature you wanted at a certain time.

Mogli ste da kažete koju ste temperaturu želeli u određeno vreme.

Now that seemed great.

To je delovalo sjajno.

Every thermostat had started adding that feature.

To je počelo da se pojavljuje na svakom termostatu.

But it turned out that no one saved any energy.

Ali ispostavilo se da nijedan nije sačuvao energiju.

Now, why is that?

Zbog čega?

Well, people couldn't predict the future.

Ljudi nisu mogli da predvide budućnost.

They just didn't know how their weeks would change season to season,

Jednostavno nisu mogli da znaju kako će se njihove nedelje menjati

iz sezone u sezonu, iz godine u godinu.

year to year.

So no one was saving energy,

Nijedan nije čuvao energiju.

and what happened?

I šta se dogodilo?

Thermostat designers went back to the drawing board

Dizajneri termostata su se vratili na sam početak

and they focused on that programming step.

i fokusirali su se na programiranje.

They made better U.I.s,

Poboljšali su korisnički interfejs

they made better documentation.

i poboljšali su dokumentaciju.

But still, years later, people were not saving any energy

Ali i dalje, godinama kasnije, ljudi nisu čuvali energiju uopšte,

because they just couldn't predict the future.

jer nisu mogli da predvide budućnost.

So what did we do?

Šta smo mi uradili?

We put a machine-learning algorithm in instead of the programming

Postavili smo algoritam za razumevanje mašina unutra umesto programiranja

that would simply watch when you turned it up and down,

koji bi jednostavno posmatrao kada ga okrećete gore i dole,

when you liked a certain temperature when you got up,

kada ste želeli određenu temperaturu kada ustanete,

or when you went away.

ili da odlazite.

And you know what?

I znate šta?

It worked.

Radilo je.

People are saving energy without any programming.

Ljudi su čuvali energiju bez ikakvog programiranja.

So, it doesn't matter what you're doing.

Nije važno kada ste to radili.

If you take a step back and look at all the boxes,

Ako se vratite korak nazad i pogledate u sve kutije,

maybe there's a way to remove one or combine them

možda postoji način da se jedna ukloni ili da se kombinuju

so that you can make that process much simpler.

da mogu da pojednostave proces.

So that's my first tip: look broader.

To je moj prvi savet: posmatrajte šire.

For my second tip, it's to look closer.

Moj drugi savet je da posmatrate bliže.

One of my greatest teachers was my grandfather.

Jedan od mojih najboljih učitelja bio je moj deda.

He taught me all about the world.

Naučio me je sve o svetu.

He taught me how things were built and how they were repaired,

Naučio me je kako su stvari izgrađene i kako se popravljaju,

the tools and techniques necessary to make a successful project.

koji su neophodni alati i tehnike za stvaranje uspešnog projekta.

I remember one story he told me about screws,

Sećam se jedne priče koju mi je rekao o šrafovima,

and about how you need to have the right screw for the right job.

i kako treba da imate prave šrafove za pravi posao.

There are many different screws:

Postoji više različtih šrafova:

wood screws, metal screws, anchors, concrete screws,

drveni šrafovi, metalni šrafovi, ankeri, betonski šrafovi,

the list went on and on.

i tako dalje.

Our job is to make products that are easy to install

Naš posao je da napravimo proizvode jednostavne za postavljanje

for all of our customs themselves without professionals.

za sve naše korisnike bez pomoći profesionalaca.

So what did we do?

Šta smo to uradili?

I remembered that story that my grandfather told me,

Sećam se priče koju mi je deda ispričao,

and so we thought,

i koju sam naučio:

"How many different screws can we put in the box?

"Koliko različitih šrafova možemo da stavimo u kutiju?

Was it going to be two, three, four, five?

Da li će biti dva, tri, četiri, pet?

Because there's so many different wall types."

Jer postoji mnogo različitih tipova zidova."

So we thought about it, we optimized it,

Razmišljali smo o tome, poboljšali ga,

and we came up with three different screws to put in the box.

i došli smo do tri različita šrafa koje treba staviti u kutiju.

We thought that was going to solve the problem.

Mislili smo da će to rešiti problem.

But it turned out, it didn't.

Ali to nije bilo tako.

So we shipped the product,

Promenili smo proizvod

and people weren't having a great experience.

i ljudi nisu uživali.

So what did we do?

Šta smo onda uradili?

We went back to the drawing board

Vratili smo se na početak

just instantly after we figured out we didn't get it right.

odmah nakon što smo otkrili da nismo uradili dobro.

And we designed a special screw, a custom screw,

Dizajnirali smo poseban šraf, univerzalni

much to the chagrin of our investors.

na nesereću naših investitora.

They were like, "Why are you spending so much time on a little screw?

Rekli su: "Zašto trošite toliko vremena na maleni šraf?

Get out there and sell more!"

Izađite i prodajte više proizvoda!"

And we said, "We will sell more if we get this right."

Rekli smo: "Prodaćemo više ako ovo uradimo dobro."

And it turned out, we did.

Ispostavilo se da jesmo.

With that custom little screw, there was just one screw in the box,

Sa tim malim univerzalnim šrafom, samo jednim u kutiji,

that was easy to mount and put on the wall.

bilo je jednostavno ukucati i staviti na zid.

So if we focus on those tiny details, the ones we may not see

Ako se fokusiramo na sitne detalje, one koje ne možemo da vidimo,

and we look at them as we say,

pogledamo i kažemo:

"Are those important

"Da li su važni

or is that the way we've always done it?

ili je ovo način na koj smo uvek radili?"

Maybe there's a way to get rid of those."

Možda će postojati način da ih se rešimo."

So my last piece of advice is to think younger.

Moj poslednji savet je da mislite mlađe.

Every day, I'm confronted with interesting questions from my three young kids.

Svaki dan se susrećem sa zanimljivim pitanjima svoje troje dece.

They come up with questions like,

Postavljaju mi pitanja poput:

"Why can't cars fly around traffic?"

"Zašto automobili ne mogu da lete u saobraćaju?"

Or, "Why don't my shoelaces have Velcro instead?"

Ili: "Zašto moja obuća nema čičak umesto pertli?"

Sometimes, those questions are smart.

Ponekad su ova pitanja pametna.

My son came to me the other day and I asked him,

Moj sin mi je prišao jednog dana i rekao sam mu:

"Go run out to the mailbox and check it."

"Otrči do poštanskog sandučeta i proveri."

He looked at me, puzzled, and said,

Pogledao me je zbunjeno i rekao:

"Why doesn't the mailbox just check itself and tell us when it has mail?" (Laughter)

"Zašto se poštansko sanduče ne proveri samo i kaže nam da li ima pošte?" (Smeh)

I was like, "That's a pretty good question."

Rekao sam: "To je prilično dobro pitanje."

So, they can ask tons of questions

Dakle, mogu da postave gomilu pitanja

and sometimes we find out we just don't have the right answers.

i ponekad otkrijemo da nemamo prave odgovore.

We say, "Son, that's just the way the world works."

Kažemo: "Sine, svet jednostavno tako funkcioniše."

So the more we're exposed to something,

Što smo više izloženi nečemu,

the more we get used to it.

još više se navikavamo na to.

But kids haven't been around long enough

Ali deca dugo nisu bila izložena tome dovoljno

to get used to those things.

da bi se navikli na te stvari.

And so when they run into problems,

Kada naiđemo na probleme,

they immediately try to solve them,

oni momentalno pokušavaju da ih promene,

and sometimes they find a better way,

i ponekad otkriju bolji način,

and that way really is better.

koji je mnogo bolji.

So my advice that we take to heart is to have young people on your team,

Moj savet je da shvatite ozbiljno da imate mlade ljude u vašem timu,

or people with young minds.

ili ljude mladog uma.

Because if you have those young minds,

Jer ako imate te mlade umove,

they cause everyone in the room to think younger.

oni podstiču svakoga u prostoriji da misli mlađe.

Picasso once said, "Every child is an artist.

Pikaso je jednom rekao: "Svako dete je umetnik.

The problem is when he or she grows up, is how to remain an artist."

Problem je kako ostati umetnik kada on ili ona poraste."

We all saw the world more clearly when we saw it for the first time,

Svi smo videli svet jasnije kada smo ga videli po prvi put,

before a lifetime of habits got in the way.

pre nego što je došao život sa navikama.

Our challenge is to get back there,

Naš izazov je da se vratimo tu,

to feel that frustration,

osetimo tu frustraciju,

to see those little details,

da vidimo te male detalje,

to look broader,

da posmatramo šire,

look closer,

posmatramo bliže,

and to think younger

i da mislimo mlađe

so we can stay beginners.

da bismo ostali početnici.

It's not easy.

Nije lako.

It requires us pushing back

To zateva od nas da se odupremo

against one of the most basic ways we make sense of the world.

jednom najosnovnijih načina na koji činimo svet smislenim.

But if we do,

Ako to učinimo,

we could do some pretty amazing things.

mogli bismo da uradimo neke prilično neverovatne stvari.

For me, hopefully, that's better product design.

Na sreću, to je za mene bolji dizajn proizvoda.

For you, that could mean something else, something powerful.

Za vas bi to moglo značiti nešto drugo, nešto moćno.

Our challenge is to wake up each day and say,

Naš izazov je da se probudimo svakog dana i kažemo:

"How can I experience the world better?"

"Kako mogu da učinim svet boljim?"

And if we do, maybe, just maybe,

Ako to uradimo, možda, samo možda

we can get rid of these dumb little stickers.

bismo mogli da se oslobodimo tih malih glupih nalepnica.

Thank you very much.

Hvala vam mnogo.

(Applause)

(Aplauz)