3 rules to help you build a successful business | The Way We Work, a TED series

Transcriber:

Running a business means being a constant problem solver.

Prevodilac: Andjelka Stojanovic Lektor: Ivana Korom

Vođenje biznisa znači stalno rešavanje novih problema.

Every day it's something new,

Svaki dan je nešto novo,

whether it's product development,

bilo da je to razvoj proizvoda,

distribution, creating content or, I don't know,

distribucija, kreiranje sadržaja ili, ne znam,

deciding what to do during a pandemic.

odlučivanje šta da radite za vreme pandemije.

The trick isn’t always knowing all the answers

Caka nije uvek znati sve odgovore,

but becoming adept at figuring them out.

nego postati vešt u donošenju rešenja.

[The Way We Work]

[Način na koji radimo]

My entrepreneurial spirit

Moj preduzetnički duh

comes from growing up in Latino neighborhoods in LA

dolazi iz odrastanja u latinoameričkom delu grada u LA-u

and being surrounded by so many people who are immigrants.

i toga što sam bila okružena mnogim imigrantima.

It takes heart and ingenuity to move to a new country

Treba volje i razmišljanja da se preselite u drugu zemlju

and rebuild your life.

i obnovite život.

I grew up seeing firsthand

Odrasla sam uz mogućnost da vidim

so many examples of people getting creative with limited resources,

puno ljudi koji su bili kreativni sa ograničenim izvorima,

whether it was the pupusa lady outside, rain or shine,

bilo da je to gospođa koja prodaje hleb napolju, po kiši ili suncu,

or my dad, who started as a field worker and now owns his own restaurant.

ili moj tata, koji je počeo kao terenski radnik a sada drži svoj restoran.

In 2017, I left my corporate job

2017. sam napustila svoj posao u firmi

and used my entire life savings to launch Rizos Curls.

i iskoristila životnu ušteđevinu da pokrenem Rizos Curls.

Helping people embrace their natural hair texture

Pomaganje ljudima da prihvate svoju prirodnu kosu

has been my personal passion since I was a teenager.

je bila moja lična strast još od srednjoškolskih dana.

Learning to love my hair in its natural state

Učenje da volim svoju kosu u njenom prirodnom obliku

was the first step to learning to love myself.

je bio prvi korak ka tome da naučim da volim sebe.

Today, I'm running a self-funded,

Danas, držim samofinansirajući,

multimillion dollar business that has been profitable since day one.

multimilionski biznis, koji je profitabilan još od prvog dana.

Growing up where I'm from,

Odrastajući tamo odakle sam,

building a successful business felt unattainable.

započinjanje uspešnog biznisa se činilo nedostižnim.

But turns out that entrepreneurial spirit was there all along.

Ali ispostavilo se da je preduzetnički duh bio sve vreme tu.

Here are my top three principles that guide me in doing business.

Ovo su moja tri principa koja mi pomažu u vođenju biznisa.

One: Get personal with your customers.

Pod jedan: Zbližite se sa svojim kupcima.

With every transaction, your customer is giving you power,

Svakom transakcijom, vaši kupci vam daju moć,

so don't take that power for granted.

tako da ne uzimajte tu moć zdravo za gotovo.

I feel so immersed with our customers

Osećam se duboko povezano sa svojim kupcima,

because I see them in my family, my tias,

zato što ih vidim u svojoj porodici, tetkama,

my cousins, my parents and even in myself.

svojim rođacima, roditeljima, ponekad čak i u sebi.

And that means nobody, not even the haircare giants,

To znači da niko, čak ni njaveće firme za negu kose,

can speak to them like I can.

ne mogu da im se obrate kako ja umem.

We get to know our customers on a personal level

Mi upoznajemo svoje kupce na ličnom nivou

because we take the time to really listen.

zbog toga što ulažemo vreme da ih stvarno saslušamo.

Building that kind of relationship creates an authentic,

Pravljenje takve vrste veze stvara istinsko,

reciprocal understanding between brand and customers.

međusobno razumevanje između marke i kupca.

Two: Don't be afraid to break the rules.

Pod dva: Nemojte se plašiti da prekršite pravila.

As a Latina-owned, self-funded small business,

Kao latinoamerikanka koja poseduje mali biznis,

I'm constantly entering spaces

stalno dolazim na mesta

where my business is the first of its kind.

gde je moj biznis prvi svoje vrste.

This year, we launched Rizos Curls into a mainstream retailer

Ove godine, otvorili smo Rizos Curls kod popularnog trgovca na malo

where we became the first Latina-owned curly hair care brand

gde smo postali prvi brend za loknastu kosu

u vlasništvu latinoamerikanke,

to be carried in their stores.

koji možete naći u njihovim prodavnicama.

It was a big deal for us.

To je bio veliki uspeh za nas.

Traditional business wisdom says

Tradicionalna poslovna mudrost kaže

that we should have invested a lot of marketing dollars

da je trebalo da uložimo dosta dolara na marketing

on that type of launch,

za tu vrstu otvaranja,

but instead I showed up on a horse,

ali umesto toga pojavila sam se na konju,

with a mariachi and recorded TikToks.

sa marijačima i pravila TikTok snimke.

I spent less than a 1,000 dollars on that launch.

Na to sam potrošila manje od 1 000 dolara.

So my point is, don't be afraid to try things differently.

Moja poenta je da se ne plašite da pokušate stvari na drugačiji način.

Don't expect the same rules to apply to your small business

Ne očekujte da primenite ista pravila na vaš mali biznis

as they do to Fortune 500 companies.

kao što primenjuju neke od najvećih kompanija.

Embrace what makes you you, and make it a part of your strategy

Bolje se držati onoga što vas čini posebnim i staviti ga kao deo vašeg plana

rather than following the same old playbook that's out there

nego pratiti stara ista pravila

for everyone to see.

koja mogu svi da vide.

Three: Make your intuition your BFF.

Pod tri: Pretvorite vašu intuiciju u vašeg najboljeg prijatelja.

Running a business is noisy and demanding.

Vođenje biznisa je bučno i zahtevno.

There's retailers, customers, your team, your finances,

Tu su trgovci, kupci, vaš tim, vaše finansije,

and things happening in the world beyond your control.

i stvari koje se dešavaju u svetu van vaše kontrole.

How do you make big and important decisions with all of that?

Kako donositi velike bitne odluke sa svim tim?

Yes, facts and data matter, but at the end of the day,

Naravno, podaci i činjenice su bitni, ali na kraju svakog dana,

you've got to trust your gut.

morate verovati svom osećaju.

Your intuition is your best friend.

Vaša intuicija je vaš najbolji prijatelj.

OK, here's what I do.

Evo šta ja radim.

I have daily check-ins with myself,

Svaki dan proveravam sama sa sobom,

and I have a checklist that I go through after every big meeting

i imam spisak kroz koji prođem nakon svakog većeg sastanska

where I ask myself questions like, "Am I uneasy? Am I excited?

gde se zapitam: “Da li sam nesigurna? Da li sam uzbuđena?

How do they make me really feel?"

Kako se stvarno osećam?”

It's a thing that can't be explained through numbers or logic.

To je stvar koja se ne može objasniti brojevima i logikom.

But when I go through my list of questions,

Kada prolazim kroz svoju listu pitanja,

I'm able to quiet the noise and tune into that voice inside me

u mogućnosti sam da utišam buku i da se prilagodim svom unutrašnjem glasu

that helps me stay true to myself and my mission.

koji mi pomaže da ostanem iskrena prema sebi i svojoj misiji.

It's important to know who you are and who you are not.

Bitno je da znate ko ste, a ko niste.

That means knowing when to say no.

To znači da znate kada da kažete ne.

For me, that's meant turning down outside capital.

Za mene, to je značilo da odbijem druge investitore.

Yeah, that extra cash flow would have been amazing,

Naravno, taj dodatni novac bi bio sjajan,

but investors would want to maximize profits and in turn,

ali investitori bi tražili da maksimiziraju profit, a za uzvrat

compromise a community and culture aspects of what we stand for.

bi ugrozili zajednicu i kulturne aspekte onoga za šta se zalažemo.

And for me, that's non-negotiable.

Za mene, o tome se ne pregovara.

At the end of the day, you have to be grateful.

Na kraju dana, treba biti zahvalan.

No one has to work for you, and no one has to be your customer.

Niko nije dužan da radi za vas i niko ne mora da bude vaš kupac.

People have choices,

Ljudi imaju izbora,

so remember to appreciate every employee effort

zato zapamtite da cenite trud svakog zaposlenog

and every sale.

i svaku prodaju.