4 ways to build a human company in the age of machines | Tim Leberecht

Prevodilac: Vesna Radovic Lektor: Ivana Korom

Half of the human workforce is expected to be replaced

Očekuje se da polovinu radne snage zamene

by software and robots in the next 20 years.

softveri ili roboti u narednih 20 godina.

And many corporate leaders welcome that as a chance to increase profits.

Mnogi direktori korporacija ovo očekuju kao priliku da povećaju zaradu.

Machines are more efficient;

Mašine su efikasnije;

humans are complicated and difficult to manage.

ljudi su komplikovani i teško je njima upravljati.

Well, I want our organizations to remain human.

Ja želim da naše organizacije počivaju na ljudima.

In fact, I want them to become beautiful.

Zapravo, želim da postanu prelepe.

Because as machines take our jobs and do them more efficiently,

Jer kako mašine preuzimaju naše poslove i rade ih efikasnije,

soon the only work left for us humans will be the kind of work

uskoro će jedini posao koji je preostao nama ljudima biti neki tamo

that must be done beautifully rather than efficiently.

koji pre mora da se uradi lepo nego efikasno.

To maintain our humanity in the this second Machine Age,

Da bismo sačuvali našu ljudskost u ovom drugom mašinskom dobu,

we may have no other choice than to create beauty.

možda ne budemo imali nijedan drugi izbor nego da stvorimo lepotu.

Beauty is an elusive concept.

Lepota je nedostižan koncept.

For the writer Stendhal it was the promise of happiness.

Za pisca Stendala ona je bila obećanje sreće.

For me it's a goal by Lionel Messi.

Za mene je to gol Lajonela Mesija.

(Laughter)

(Smeh)

So bear with me

Budite uz mene

as I am proposing four admittedly very subjective principles

dok predlažem četiri, priznajem, veoma subjektivna prinicipa

that you can use to build a beautiful organization.

koja možete da upotrebite da napravite prelepu organizaciju.

First: do the unnecessary.

Prvo: Uradite ono što nije nužno.

[Do the Unnecessary]

[Uradite nešto nenužno]

A few months ago, Hamdi Ulukaya,

Pre par meseci, Hamdi Ulukaja,

the CEO and founder of the yogurt company Chobani,

izvršni direktor i osnivač Chobani proizvođača jogurta,

made headlines when he decided to grant stock to all of his 2,000 employees.

popunio je novinske naslove jer je odlučio da podeli akcije na 2 000 zaposlenih.

Some called it a PR stunt,

Neki su to nazvali marketinškim trikom,

others -- a genuine act of giving back.

drugi - iskrenim činom vraćanja.

But there is something else that was remarkable about it.

Međutim, bilo je nečega drugog izvanrednog u svemu tome.

It came completely out of the blue.

Došlo je kao grom iz vedra neba.

There had been no market or stakeholder pressure,

Nije bilo pritiska od strane tržišta ili akcionara,

and employees were so surprised

i radnici su bili iznenađeni

that they burst into tears when they heard the news.

da su briznuli u plač kada su čuli tu vest.

Actions like Ulukaya's are beautiful because they catch us off guard.

Potezi poput Ulukajevog su prelepi jer nas zatiču nespremne.

They create something out of nothing

Oni stvaraju nešto iz ničega

because they're completely unnecessary.

jer su potpuno izlišni.

I once worked at a company

Jednom prilikom sam radio u kompaniji

that was the result of a merger

koja je nastala spajanjem

of a large IT outsourcing firm and a small design firm.

ogromne IT outsourcing firme i male dizajnerske firme.

We were merging 9,000 software engineers

Spojili smo 9 000 softverskih inžinjera

with 1,000 creative types.

sa 1 000 kreativnih likova.

And to unify these immensely different cultures,

I kako bismo ujedinili ove neverovatno različite kulture,

we were going to launch a third, new brand.

nameravli smo da izbacimo treći, novi brend.

And the new brand color was going to be orange.

A boja tog novog brenda trebalo je da bude narandžasta.

And as we were going through the budget for the rollouts,

I dok smo razmatrali budžet za pokretanje,

we decided last minute

u poslednjem trenutku smo odlučili

to cut the purchase of 10,000 orange balloons,

da obustavimo nabavku 10 000 narandžastih balona,

which we had meant to distribute to all staff worldwide.

koje smo nameravali da podelimo zaposlenima širom sveta.

They just seemed unnecessary and cute in the end.

Izgledali su samo izlišno i slatko na kraju.

I didn't know back then

Tada nisam znao

that our decision marked the beginning of the end --

da je naša odluka označila početak kraja -

that these two organizations would never become one.

da ove dve organizacije nikada neće postati jedna.

And sure enough, the merger eventually failed.

I ono što je sigurno, konglomerat je na kraju propao.

Now, was it because there weren't any orange balloons?

Da li se to desilo zato što nije bilo narandžastih balona?

No, of course not.

Ne, naravno da ne.

But the kill-the-orange-balloons mentality permeated everything else.

Ali odustajanje od ideje sa balonima proželo je sve ostalo.

You might not always realize it, but when you cut the unnecessary,

Možda to ne shavatite uvek, ali kada odustanete od nenužnog,

you cut everything.

odustajete od svega.

Leading with beauty means rising above what is merely necessary.

Vođenje sa lepotom znači izdizanje iznad onoga što je čisto neophodno.

So do not kill your orange balloons.

Zato ne odustajte od narandžastih balona.

The second principle:

Drugi princip:

create intimacy.

stvorite bliskost.

[Create Intimacy]

[Stvorite bliskost]

Studies show that how we feel about our workplace

Studije pokazuju da ono što mislimo o svom radnom mestu

very much depends on the relationships with our coworkers.

dosta zavisi od odnosa sa kolegama.

And what are relationships other than a string of microinteractions?

A šta su drugo ti odnosi nego niz mikrointerakcija?

There are hundreds of these every day in our organizations

Svakodnevno ih se dešava na stotine u našim organizacijama

that have the potential to distinguish a good life from a beautiful one.

i imaju tu mogućnost da razdvoje dobar život od divnog.

The marriage researcher John Gottman says

Istraživač brakova Džon Gotman kaže

that the secret of a healthy relationship

da tajna zdrave veze

is not the great gesture or the lofty promise,

nije sjajan gest ili velikodušno obećanje,

it's small moments of attachment.

to su kratki trenuci privrženosti.

In other words, intimacy.

Drugim rečima, bliskost.

In our networked organizations,

U našim umreženim organizacijama

we tout the strength of weak ties

podstičemo snagu slabih veza

but we underestimate the strength of strong ones.

ali zanemarujemo snagu onih jakih.

We forget the words of the writer Richard Bach who once said,

Zaboravljamo reči pisca Ričarda Baha koji je jednom rekao:

"Intimacy --

"Bliskost -

not connectedness --

ne povezanost -

intimacy is the opposite of loneliness."

bliskost je suprotna od usamljenosti."

So how do we design for organizational intimacy?

Kako onda da stvorimo bliskost unutar organizacija?

The humanitarian organization CARE

Humanitarna organizacija CARE želela je

wanted to launch a campaign on gender equality

da pokrene kampanju o rodnoj ravnopravnosti

in villages in northern India.

u selima u severnoj Indiji.

But it realized quickly

Međutim, ubrzo su shvatili

that it had to have this conversation first with its own staff.

da su ovaj razgovor prvo morali da urade sa svojim osobljem.

So it invited all 36 team members and their partners

Tako su pozvali svih 36 članova tima i njihove partnere

to one of the Khajuraho Temples,

u jedan od Kadžuraho hramova,

known for their famous erotic sculptures.

poznatom po erotskim skulpturama.

And there they openly discussed their personal relationships --

Tu su otvoreno diskutovali o svojim ličnim vezama -

their own experiences of gender equality

sopstvenim iskustvima u vezi sa rodnom ravnopravnošću

with the coworkers and the partners.

sa kolegama i partnerima.

It was eye-opening for the participants.

Bilo im je to neverovatno iskustvo.

Not only did it allow them to relate to the communities they serve,

Ne samo da im je dozvolilo da se povežu sa zajednicama kojima služe,

it also broke down invisible barriers

već su se srušile i nevidljive prepreke

and created a lasting bond amongst themselves.

i stvorile trajne veze između njih samih.

Not a single team member quit in the next four years.

Nijedan jedini član nije napustio tim u naredne četiri godine.

So this is how you create intimacy.

Tako se kreira bliskost.

No masks ...

Bez maski...

or lots of masks.

ili sa puno maski.

(Laughter)

(Smeh)

When Danone, the food company,

Kada je Danone, fabrika hrane,

wanted to translate its new company manifesto into product initiatives,

želela da prevede svoj novi manifest u inicijative proizvoda,

it gathered the management team

okupila je menadžment

and 100 employees from across different departments,

i 100 zaposlenih iz različitih sektora,

seniority levels and regions

nivoa i regiona

for a three-day strategy retreat.

na trodnevni strateški odmor.

And it asked everybody to wear costumes for the entire meeting:

I sve su ih zamolili da tokom čitavog sastanka nose kostime:

wigs, crazy hats, feather boas,

perike, smešne šešire, perjane šalove,

huge glasses and so on.

glomazne naočare i slično.

And they left with concrete outcomes

Završili su sastanak da konkretnim rezultatima

and full of enthusiasm.

i puni entuzijazma.

And when I asked the woman who had designed this experience

Kada sam pitao ženu koja je osmislila ovaj događaj

why it worked,

zašto je prošlo uspešno,

she simply said, "Never underestimate the power of a ridiculous wig."

jednostavno je rekla: "Nikad ne potcenjujte moć blesave perike."

(Laughter)

(Smeh)

(Applause)

(Aplauz)

Because wigs erase hierarchy,

Znate, perike brišu hijerarhiju,

and hierarchy kills intimacy --

a hijerarhija ubija bliskost -

both ways,

obostrano,

for the CEO and the intern.

i kod menadžera i kod podređenih.

Wigs allow us to use the disguise of the false

Perike nam omogućavaju da sakrijemo ono lažno

to show something true about ourselves.

da bismo pokazali nešto istinito o nama.

And that's not easy in our everyday work lives,

A to nije lako u našem svakodnevnom poslu

because the relationship with our organizations

jer veza sa našom organizacijom

is often like that of a married couple that has grown apart,

često podseća na odnos supružnika koji su se udaljili jedno od drugog,

suffered betrayals and disappointments,

prošli kroz izdaje i razočarenja,

and is now desperate to be beautiful for one another once again.

i sada očajno žele da budu lepi jedni za drugo ponovo.

And for either of us the first step towards beauty involves a huge risk.

Za svakog od nas jedan od prvih koraka ka lepoti uključuje ogroman rizik.

The risk to be ugly.

Da ćemo ispasti ružni.

[Be Ugly]

[Budite ružni]

So many organizations these days are keen on designing beautiful workplaces

Danas vrlo mnogo organizacija teži da osmisli lepa radna mesta

that look like anything but work:

koja nimalo ne liče na posao:

vacation resorts, coffee shops, playgrounds or college campuses --

odmarališta, kafići, igrališta ili kampusi na koledžu.

(Laughter)

(Smeh)

Based on the promises of positive psychology,

Zasnovano na obećanjima pozitivne psihologije,

we speak of play and gamification,

mi pričamo o igranju i gejmifikaciji,

and one start-up even says that when someone gets fired,

i jedan startap čak kaže da kada neko dobije otkaz,

they have graduated.

taj neko je diplomirao.

(Laughter)

(Smeh)

That kind of beautiful language only goes "skin deep,

Ta vrsta lepog jezika je samo "površinska,

but ugly cuts clean to the bone,"

ali ružna posekotina doseže do kosti",

as the writer Dorothy Parker once put it.

kako je jednom rekla pisac Doroti Parker.

To be authentic is to be ugly.

Biti autentičan znači biti ružan.

It doesn't mean that you can't have fun or must give in to the vulgar or cynical,

To ne znači da će vam biti dosadno, da morate biti vulgarni ili cinični,

but it does mean that you speak the actual ugly truth.

ali znači pričati stvarnu, ružnu istinu.

Like this manufacturer

Kao ovaj proizvođač

that wanted to transform one of its struggling business units.

koji je želeo da preobrati jednu od poslovnih jedinica u problemima.

It identified, named and pinned on large boards all the issues --

Identifikovali su, imenovali i prikačili na velikoj tabli sve probleme -

and there were hundreds of them --

a bilo ih je na stotine -

that had become obstacles to better performance.

koji su postali prepreke boljim rezultatima.

They put them on boards, moved them all into one room,

Stavili su ih na table, stavili ih sve u jednu sobu,

which they called "the ugly room."

koju su nazvali "ružna soba".

The ugly became visible for everyone to see --

To ružno je bilo vidljivo svima -

it was celebrated.

slavili su ga.

And the ugly room served as a mix of mirror exhibition and operating room --

Ružna soba bila je i izložba sa ogledalima i operativna soba -

a biopsy on the living flesh to cut out all the bureaucracy.

biopsija živog mesa kako bi se odstranila sva birokratija.

The ugliest part of our body is our brain.

Najružniji deo tela je naš mozak.

Literally and neurologically.

I bukvalno i neurološki.

Our brain renders ugly what is unfamiliar ...

Naš mozak doživljava kao ružno sve što je nepoznato -

modern art, atonal music,

modernu umetnost, atonalnu muziku,

jazz, maybe --

džez, možda -

VR goggles for that matter --

VR naočare kad smo već tu -

strange objects, sounds and people.

čudne predmete, zvukove i ljude.

But we've all been ugly once.

No, svi smo mi bili jednom ružni.

We were a weird-looking baby,

Bili smo bebe čudnjikavog izgleda,

a new kid on the block, a foreigner.

novi klinci na ulici, stranci.

And we will be ugly again when we don't belong.

A bićemo i ponovo ružni kada negde ne pripadamo.

The Center for Political Beauty,

Centar za političku lepotu,

an activist collective in Berlin,

jedan skup aktivista u Berlinu,

recently staged an extreme artistic intervention.

nedavno je izveo jednu ekstremnu umetničku intervenciju.

With the permission of relatives,

Uz saglasnost rođaka,

it exhumed the corpses of refugees who had drowned at Europe's borders,

ekshumirani su leševi izbeglica koje su se udavile na evropskim granicama,

transported them all the way to Berlin,

transportovani su sve do Berlina,

and then reburied them at the heart of the German capital.

i onda su ih ponovo sahranili u srcu nemačke prestonice.

The idea was to allow them to reach their desired destination,

Ideja je bila da im se dozvoli da dođu do željenog odredišta,

if only after their death.

pa makar i nakon smrti.

Such acts of beautification may not be pretty,

Takvi činovi ulepšavanja možda nisu lepi,

but they are much needed.

ali su preko potrebni.

Because things tend to get ugly when there's only one meaning, one truth,

Jer izgleda da stvari poružne kada postoji jedno značenje i jedna istina,

only answers and no questions.

samo odgovori, a ne i pitanja.

Beautiful organizations keep asking questions.

Prelepe organizacije stalno postavljaju pitanja.

They remain incomplete,

One ostaju nedovršene,

which is the fourth and the last of the principles.

što je četvrti i ujedno poslednji princip.

[Remain Incomplete]

[Ostanite nedovršeni]

Recently I was in Paris,

Nedavno sam bio u Parizu,

and a friend of mine took me to Nuit Debout,

i jedan prijatelj me je odveo do Nuit Debout

which stands for "up all night,"

što znači "budni cele noći",

the self-organized protest movement

samo-organizovanog protestnog pokreta,

that had formed in response to the proposed labor laws in France.

koji je nastao kao odgovor na predloženi zakon o radu u Francuskoj.

Every night, hundreds gathered at the Place de la République.

Svake noći, stotine ljudi se okupljaju na Trgu republike.

Every night they set up a small, temporary village

Svake noći postavljaju malo, privremeno selo

to deliberate their own vision of the French Republic.

kako bi razmotrili sopstvenu viziju o Francuskoj.

And at the core of this adhocracy

A u srži ove adhokratije

was a general assembly where anybody could speak

bilo je opšte okupljanje gde bi svi govorili

using a specially designed sign language.

koristeći posebno osmišljen jezik simbola.

Like Occupy Wall Street and other protest movements,

Poput Okupirajmo Volstrit i drugih protestnih pokreta,

Nuit Debout was born in the face of crisis.

Nuit Debout je nastao zbog krize.

It was messy --

Bio je zbrkan -

full of controversies and contradictions.

sa dosta kontroverzi i kontradikcija.

But whether you agreed with the movement's goals or not,

Ali, bilo da se slažete da cilljevima pokreta ili ne,

every gathering was a beautiful lesson in raw humanity.

svako okupljanje je bilo divna lekcija iz osnovne humanosti.

And how fitting that Paris --

A poklopilo se i to da Pariz -

the city of ideals, the city of beauty --

grad ideala, grad lepote -

was it's stage.

bude njihova pozornica.

It reminds us that like great cities,

To nas podseća da kao i veliki gradovi,

the most beautiful organizations are ideas worth fighting for --

tako su i najlepše organizacije ideje za koje se vredi boriti -

even and especially when their outcome is uncertain.

čak i ako je, tj. posebno ako je ishod neizvestan.

They are movements;

Oni su pokreti;

they are always imperfect, never fully organized,

oni su uvek nesavršeni, nikada skroz organizovani,

so they avoid ever becoming banal.

tako da ne mogu nikad postati banalni.

They have something but we don't know what it is.

Imaju nešto, ali mi ne znamo šta.

They remain mysterious; we can't take our eyes off them.

Ostaju tajnoviti: ne možemo skrenuti pogled sa njih.

We find them beautiful.

Mislimo da su prelepi.

So to do the unnecessary,

Da bi se uradilo ono nenužno,

to create intimacy,

da bi se stvorila bliskost,

to be ugly,

da bi se bilo ružno,

to remain incomplete --

da bi se ostalo nedovršeno -

these are not only the qualities of beautiful organizations,

ovo nisu samo odlike prelepih organizacija,

these are inherently human characteristics.

ovo su suštinske ljudske karakteristike.

And these are also the qualities of what we call home.

Ovo su takođe kvaliteti onoga što nazivamo domom.

And as we disrupt, and are disrupted,

I dok ometamo, i dok nas ometaju,

the least we can do is to ensure

najmanje što možemo je da budemo sigurni

that we still feel at home in our organizations,

da se još osećamo kao kod kuće u našim organizacijama,

and that we use our organizations to create that feeling for others.

i da koristimo naše organizacije kako bismo stvorili taj osećaj drugima.

Beauty can save the world when we embrace these principles

Lepota može spasiti svet kada prihvatimo ove principe

and design for them.

i radimo na njima.

In the face of artificial intelligence and machine learning,

U svetu veštačke inteligencije i mašinskog učenja,

we need a new radical humanism.

treba nam novi radikalni humanizam.

We must acquire and promote a new aesthetic and sentimental education.

Moramo usvojiti i promovisati novo estetsko i sentimentalno obrazovanje.

Because if we don't,

Jer ako to ne uradimo,

we might end up feeling like aliens

možda se na kraju budemo osećali kao stranci

in organizations and societies that are full of smart machines

u organizacijama i udruženjima punim pametnih mašina

that have no appreciation whatsoever

koje nemaju nikakvog obzira

for the unnecessary,

za nenužno,

the intimate,

za blisko,

the incomplete

za nedovršeno

and definitely not for the ugly.

i definitivno ne za ružno.

Thank you.

Hvala vam.

(Applause)

(Aplauz)