Stefan Sagmeister: The power of time off

466,170 views ・ 2009-10-05

TED


Please double-click on the English subtitles below to play the video.

Prevodilac: Natasa Golosin Lektor: Ana Zivanovic-Nenadovic
00:12
I run a design studio in New York.
0
12160
3000
Vodim studio za dizajn u Njujorku.
00:15
Every seven years, I close it for one year
1
15160
4000
Svake sedme godine zatvorim ga na godinu dana
00:19
to pursue
2
19160
3000
kako bih izveo
00:22
some little experiments, things that
3
22160
2000
neke male eksperimente, stvari koje
00:24
are always difficult to accomplish
4
24160
3000
je uvek teško postići
00:27
during the regular working year.
5
27160
2000
u godinama tokom kojih radite.
00:29
In that year, we are not available
6
29160
2000
Te sedme godine nismo dostupni
00:31
for any of our clients.
7
31160
2000
ni za jednog klijenta.
00:33
We are totally closed.
8
33160
3000
Totalno smo zatvoreni.
00:36
And as you can imagine,
9
36160
2000
Očigledno,
00:38
it is a lovely and very energetic time.
10
38160
4000
ovo je divno vreme, puno energije.
00:42
I originally had opened the studio in New York
11
42160
3000
Prvobitno sam otvorio studio u Njujorku
00:45
to combine my two loves, music and design.
12
45160
3000
kako bih spojio svoje dve ljubavi, muziku i dizajn.
00:48
And we created videos and packaging
13
48160
3000
Kreirali smo spotove i dizajnirali omote diskova
00:51
for many musicians that you know,
14
51160
2000
za mnoge muzičare koje znate.
00:53
and for even more that you've never heard of.
15
53160
4000
I za mnogo više onih za koje nikad niste čuli.
00:57
As I realized, just like with many many things in my life
16
57160
4000
I tako sam zaključio, da, kao i sa mnogim drugim stvarima u životu
01:01
that I actually love,
17
61160
2000
koje zapravo volim,
01:03
I adapt to it.
18
63160
2000
mogu da se naviknem.
01:05
And I get, over time, bored by them.
19
65160
2000
I onda, vremenom, mi postanu dosadne.
01:07
And for sure, in our case,
20
67160
3000
I sigurno u našem slučaju,
01:10
our work started to look the same.
21
70160
2000
posao je postao jednolilčan.
01:12
You see here a glass eye in a die cut of a book.
22
72160
3000
Vidite ovde stakleno oko usečeno u knjigu.
01:15
Quite the similar idea, then, a perfume packaged
23
75160
3000
Prilično slična ideja, takođe,
01:18
in a book, in a die cut.
24
78160
4000
parfem usečen u knjigu.
01:22
So I decided to close it down for one year.
25
82160
5000
Zato sam odlučio da zatvorim studio na godinu dana.
01:27
Also is the knowledge that
26
87160
2000
Takođe je poznato da
01:29
right now we spend about
27
89160
2000
prvih
01:31
in the first 25 years of our lives learning,
28
91160
4000
25 godina života provedemo učeći.
01:35
then there is another 40 years
29
95160
2000
Narednih 40 godina
01:37
that's really reserved for working.
30
97160
3000
su rezervisane za rad
01:40
And then tacked on at the end of it
31
100160
2000
I onda, na to dodamo
01:42
are about 15 years for retirement.
32
102160
3000
oko 15 godina za penziju.
01:45
And I thought it might be helpful
33
105160
3000
Pomislio sam, možda bi bilo od pomoći
01:48
to basically cut off five of those retirement years
34
108160
4000
da jednostavno skratimo penziju za pet godina
01:52
and intersperse them in between those working years.
35
112160
6000
i te godine prerasporedimo između godina koje provedemo radeći.
01:58
(Applause)
36
118160
6000
(Aplauz)
02:04
That's clearly enjoyable for myself.
37
124160
2000
Meni ovo očigledno prija.
02:06
But probably even more important is
38
126160
3000
Ali verovatno je čak važnije
02:09
that the work that comes out of these years
39
129160
3000
da rad koji proizađe iz ovih godina
02:12
flows back into the company
40
132160
2000
uplovi nazad u kompaniju
02:14
and into society at large,
41
134160
2000
i, šire gledano u društvo
02:16
rather than just benefiting a grandchild or two.
42
136160
6000
umesto što će doneti dobro nečijim unucima.
02:22
There is a fellow TEDster who spoke two years ago,
43
142160
3000
Jedan kolega TED-ovac govorio je pre dve godine,
02:25
Jonathan Haidt,
44
145160
2000
Džonatan Hajdt,
02:27
who defined his work into three different levels.
45
147160
4000
definisao je svoj posao kroz tri različita nivoa.
02:31
And they rang very true for me.
46
151160
2000
Slažem se sa njegovom podelom.
02:33
I can see my work as a job. I do it for money.
47
153160
3000
Mogu da posmatram svoj rad kao posao, radim to za novac.
02:36
I likely already look forward to the weekend on Thursdays.
48
156160
4000
Četvrtkom se već radujem vikendu.
02:40
And I probably will need a hobby as a leveling mechanism.
49
160160
5000
I verovatno će mi, radi ravnoteže, trebati hobi.
02:45
In a career I'm definitely more engaged.
50
165160
3000
Više sam angažovan što se tiče karijere.
02:48
But at the same time, there will be periods when I think
51
168160
2000
Ali takođe, postoje periodi kada se pitam
02:50
is all that really hard work really worth my while?
52
170160
5000
da li se sav težak rad isplati.
02:55
While in the third one, in the calling,
53
175160
2000
Što se tiče mog poziva,
02:57
very much likely I would do it also
54
177160
3000
verovatno bih isto to radio
03:00
if I wouldn't be financially compensated for it.
55
180160
4000
i bez finansijske nadoknade.
03:04
I am not a religious person myself,
56
184160
2000
Nisam religiozan,
03:06
but I did look for nature.
57
186160
3000
ali tražio sam prirodu.
03:09
I had spent my first sabbatical in New York City.
58
189160
4000
Proveo sam svoju prvu slobodnu godinu u Njujorku.
03:13
Looked for something different for the second one.
59
193160
3000
Tražio nešto drugačije druge godine.
03:16
Europe and the U.S. didn't really feel enticing
60
196160
3000
Evropa i SAD mi nisu delovali primamljivo
03:19
because I knew them too well. So Asia it was.
61
199160
3000
jer sam ih poznavao suviše dobro. Izbor je pao na Aziju.
03:22
The most beautiful landscapes I had seen in Asia
62
202160
2000
Najlepši predeli koje sam video u Aziji
03:24
were Sri Lanka and Bali.
63
204160
2000
bili su Šri Lanka i Bali.
03:26
Sri Lanka still had the civil war going on, so Bali it was.
64
206160
4000
U Šri Lanki je i dalje trajao građanski rat, pa je odluka pala na Bali.
03:30
It's a wonderful, very craft-oriented society.
65
210160
4000
To je divno društvo, zanatski orijentisano.
03:34
I arrived there in September 2008,
66
214160
4000
Stigao sam tamo septembra 2008.
03:38
and pretty much started to work right away.
67
218160
3000
i gotovo momentalno počeo da radim.
03:41
There is wonderful inspiration coming from the area itself.
68
221160
6000
Divna inspiracija dolazi iz samog okruženja.
03:47
However the first thing that I needed was
69
227160
3000
Ipak, prvo što mi je zatrebalo
03:50
mosquito repellent typography
70
230160
3000
bilo je napraviti štampanje otporno na komarce
03:53
because they were definitely around heavily.
71
233160
3000
jer ih je bilo definitivno u ogromnim količinama.
03:56
And then I needed some sort of way
72
236160
3000
Onda mi je trebao neki način
03:59
to be able to get back to all the wild dogs
73
239160
3000
da dođem do svoje kuće
04:02
that surround my house,
74
242160
2000
koju su okruživali divlji psi
04:04
and attacked me during my morning walks.
75
244160
3000
koji su me napadali tokom jutarnjih šetnji.
04:07
So we created this series of 99 portraits on tee shirts.
76
247160
6000
Tako smo kreirali seriju od 99 portreta na majicama.
04:13
Every single dog on one tee shirt.
77
253160
4000
Svi psi na jednoj majici.
04:17
As a little retaliation
78
257160
2000
Kao mala odmazda
04:19
with a just ever so slightly menacing message
79
259160
4000
sa lagano pretećom porukom
04:23
(Laughter)
80
263160
1000
(Smeh)
04:24
on the back of the shirt.
81
264160
2000
na leđima.
04:26
(Laughter)
82
266160
2000
(Smeh)
04:28
Just before I left New York
83
268160
2000
Malo pre nego što sam napustio Njujork
04:30
I decided I could actually renovate my studio.
84
270160
4000
odlučio sam da renoviram studio.
04:34
And then just leave it all to them.
85
274160
3000
I prepustim sav taj rad drugima.
04:37
And I don't have to do anything.
86
277160
2000
Tako da ne moram da radim ništa.
04:39
So I looked for furniture.
87
279160
2000
Tražio sam nameštaj.
04:41
And it turned out that
88
281160
2000
Ali ispostavilo se
04:43
all the furniture that I really liked,
89
283160
2000
da nameštaj koji mi se zaista dopadao
04:45
I couldn't afford.
90
285160
2000
nisam mogao da priuštim.
04:47
And all the stuff I could afford, I didn't like.
91
287160
2000
A onaj koji sam mogao da kupim, nije mi se dopadao.
04:49
So one of the things that we pursued in Bali
92
289160
2000
Tako da su jedne od stvari koje smo tražili na Baliju
04:51
was pieces of furniture.
93
291160
3000
bile nameštaj.
04:54
This one, of course, still works with the wild dogs.
94
294160
3000
Ovaj komad sa divljim psima
04:57
It's not quite finished yet.
95
297160
3000
nije još potpuno završen.
05:00
And I think by the time this lamp came about,
96
300160
3000
I mislim da, dok je ova lampa stigla,
05:03
(Laughter)
97
303160
2000
(Smeh)
05:05
I had finally made peace with those dogs.
98
305160
4000
konačno sam sklopio primirje sa psima.
05:09
(Laughter)
99
309160
5000
(Smeh)
05:14
Then there is a coffee table. I also did a coffee table.
100
314160
3000
Onda, sto za kafu. Takođe sam napravio sto za kafu.
05:17
It's called Be Here Now.
101
317160
2000
Zove se: Budi ovde sad.
05:19
It includes 330 compasses.
102
319160
4000
U njemu su 330 kompasa.
05:23
And we had custom espresso cups made
103
323160
3000
I napravili smo i šoljice za espreso kafu
05:26
that hide a magnet inside,
104
326160
2000
koje u sebi skrivaju magnet,
05:28
and make those compasses go crazy,
105
328160
3000
koji izludi kompase,
05:31
always centering on them.
106
331160
3000
uvek pokazujući na njih.
05:34
Then this is a fairly talkative, verbose kind of chair.
107
334160
8000
Zatim ova vrlo pričljiva stolica.
05:42
I also started meditating for the first time in my life in Bali.
108
342160
4000
Počeo sam po prvi put u životu da meditiram, na Baliju.
05:46
And at the same time, I'm extremely aware
109
346160
2000
U isto vreme, vrlo sam svestan
05:48
how boring it is to hear about other people's happinesses.
110
348160
4000
koliko je dosadno slušati o sreći drugih ljudi.
05:52
So I will not really go too far into it.
111
352160
5000
Tako da se neću upuštati u to.
05:57
Many of you will know this TEDster,
112
357160
3000
Mnogi od vas znaju TED-ovca
06:00
Danny Gilbert, whose book, actually,
113
360160
2000
Denija Gilberta, čiju knjigu sam u stvari
06:02
I got it through the TED book club.
114
362160
2000
nabavio preko TED kluba knjige.
06:04
I think it took me four years
115
364160
2000
Mislim da je čitanje potrajalo četiri godine
06:06
to finally read it, while on sabbatical.
116
366160
4000
i konačno sam je pročitao tokom slobodne godine.
06:10
And I was pleased to see
117
370160
2000
I bilo mi je drago da vidim
06:12
that he actually wrote the book while he was on sabbatical.
118
372160
4000
da ju je u stvari napisao takođe dok je imao slobodnu godinu.
06:16
And I'll show you a couple of people
119
376160
2000
Pokazaću vam nekoliko ljudi
06:18
that did well by pursuing sabbaticals.
120
378160
4000
kojima se slobodna godina isplatila.
06:22
This is Ferran Adria. Many people think
121
382160
2000
Ovo je Feran Adria. Mnogi misle
06:24
he is right now the best chef in the world
122
384160
3000
da je on trenutno najbolji kuvar na svetu
06:27
with his restaurant north of Barcelona, El Bulli.
123
387160
3000
sa svojim restoranom, "elBulji", severno od Barselone.
06:30
His restaurant is open seven months every year.
124
390160
2000
Restoran je otvoren sedam meseci svake godine.
06:32
He closes it down for five months
125
392160
2000
Onda ga zatvara na pet meseci
06:34
to experiment with a full kitchen staff.
126
394160
3000
kako bi eksperimentisao zajedno sa svojim zaposlienima.
06:37
His latest numbers are fairly impressive.
127
397160
2000
Poslednja statistika je prilično impresivna.
06:39
He can seat, throughout the year,
128
399160
4000
Tokom godine on ugosti
06:43
he can seat 8,000 people.
129
403160
3000
8.000 ljudi.
06:46
And he has 2.2 million requests for reservations.
130
406160
5000
I dobije 2.2 miliona zahteva za rezervaciju.
06:51
If I look at my cycle, seven years, one year sabbatical,
131
411160
3000
Ako pogledam svoj ciklus, sedam godina i onda slobodna godina,
06:54
it's 12.5 percent of my time.
132
414160
3000
to je 12,5 odsto mog vremena.
06:57
And if I look at companies that are actually more successful than mine,
133
417160
5000
I ako pogledam kompanije koje su zapravo uspešnije od mene,
07:02
3M since the 1930s
134
422160
3000
3M, koji od 1930-ih
07:05
is giving all their engineers
135
425160
2000
daje svim svojim inženjerima
07:07
15 percent to pursue whatever they want.
136
427160
4000
15 odsto vremena da potroše na šta god hoće.
07:11
There is some good successes.
137
431160
2000
I ima dobrih rezultata.
07:13
Scotch tape came out of this program,
138
433160
3000
"Skoč" samolepljive trake su proizišle iz ovog programa
07:16
as well as Art Fry developed
139
436160
4000
kao i Art Fraj, koji je osmislio
07:20
sticky notes from during his personal time for 3M.
140
440160
4000
samolepljive blokčiće za 3M tokom svog slobodnog vremena.
07:24
Google, of course, very famously
141
444160
2000
Gugl, naravno, veoma slavno
07:26
gives 20 percent for their software engineers
142
446160
2000
dopušta 20 odsto svojim softver inženjerima
07:28
to pursue their own personal projects.
143
448160
4000
da se posvete svojim ličnim projektima.
07:32
Anybody in here has actually ever conducted a sabbatical?
144
452160
6000
Da li je neko odavde ikad uzeo slobodnu godinu?
07:38
That's about five percent of everybody.
145
458160
6000
To je otprilike pet odsto..
07:44
So I'm not sure if you saw your neighbor putting their hand up.
146
464160
4000
Ne znam da li je vaš sused podigao ruku.
07:48
Talk to them about if it was successful or not.
147
468160
4000
Pričajte sa njima da li je bilo uspešno ili ne.
07:52
I've found that
148
472160
2000
Otkrio sam da je
07:54
finding out about what I'm going to like in the future,
149
474160
4000
da bih saznao šta će mi se sviđati u budućnosti,
07:58
my very best way is to talk to people
150
478160
2000
najbolje da pričam sa ljudima
08:00
who have actually done it
151
480160
2000
koji su to zapravo uradili,
08:02
much better than myself envisioning it.
152
482160
4000
nego da sam to zamišljam.
08:06
When I had the idea of doing one,
153
486160
2000
Kada mi je palo napamet da to uradim
08:08
the process was I made the decision and I put it into my daily planner book.
154
488160
6000
proces je tekao tako što sam doneo odluku i upisao je u svoj dnevni planer.
08:14
And then I told as many, many people as I possibly could about it
155
494160
4000
I onda sam svima okolo rekao šta sam odlučio
08:18
so that there was no way that I could chicken out later on.
156
498160
3000
tako da ne bude šanse da se uplašim i odustanem kasnije.
08:21
(Laughter)
157
501160
2000
(Smeh)
08:23
In the beginning, on the first sabbatical,
158
503160
3000
Na početku, prva slobodna godina
08:26
it was rather disastrous.
159
506160
4000
je bila katastrofalna.
08:30
I had thought that I should do this without any plan,
160
510160
4000
Mislio sam da ne treba ništa da planiram,
08:34
that this vacuum of time somehow would
161
514160
4000
da će taj vremenski vakuum biti
08:38
be wonderful and enticing
162
518160
2000
divan i primamljiv
08:40
for idea generation. It was not.
163
520160
3000
za prikupljanje ideja. Nije bio.
08:43
I just, without a plan, I just reacted
164
523160
4000
Bez plana, reagovao sam samo
08:47
to little requests, not work requests,
165
527160
3000
na male zahteve, ne na poslovne zahteve
08:50
those I all said no to, but other little requests.
166
530160
3000
na sve njih sam odgovorio sa ne, osim na druge male zahteve.
08:53
Sending mail to Japanese design magazines and things like that.
167
533160
3000
Poput slanja imejla japanskom dizajn magazinu i slične stvari.
08:56
So I became my own intern.
168
536160
2000
Tako sam postao sopstveni stažista.
08:58
(Laughter)
169
538160
3000
(Smeh)
09:01
And I very quickly
170
541160
2000
I veoma brzo
09:03
made a list of the things I was interested in,
171
543160
4000
sam napravio listu stvari koje me interesuju,
09:07
put them in a hierarchy, divided them into chunks of time
172
547160
4000
postavio ih u hijerarhiju, podelio ih u vremenske periode
09:11
and then made a plan, very much like in grade school.
173
551160
4000
i onda napravio plan, sličan onima u osnovnoj školi.
09:15
What does it say here? Monday, 8 to 9: story writing;
174
555160
4000
Šta ovde imamo? Ponedeljak, osam do devet: pisanje.
09:19
9 to 10: future thinking.
175
559160
2000
Devet do deset: razmišljanje o budućnosti.
09:21
Was not very successful. And so on and so forth.
176
561160
3000
Nije bilo baš uspešno. I tako dalje, i tako dalje.
09:24
And that actually, specifically as a starting point
177
564160
2000
I onda je zapravo to počelo
09:26
of the first sabbatical, worked really well for me.
178
566160
3000
da pozitivno utiče na mene.
09:29
What came out of it?
179
569160
2000
Šta je proizašlo iz svega?
09:31
I really got close to design again.
180
571160
2000
Opet sam se približio dizajnu.
09:33
I had fun.
181
573160
2000
Bilo je zabavno.
09:35
Financially, seen over the long term, it was actually successful.
182
575160
3000
Finansijski, dugoročno gledano, bilo je uspešno.
09:38
Because of the improved quality, we could ask for higher prices.
183
578160
5000
Kako je kvalitet poboljšan, mogli smo da tražimo i više cene.
09:43
And probably most importantly,
184
583160
2000
A, verovatno najznačajnije,
09:45
basically everything we've done
185
585160
2000
skoro sve što smo uradili
09:47
in the seven years following the first sabbatical
186
587160
2000
za sedam godina nakon prve pauze
09:49
came out of thinking of that one single year.
187
589160
4000
proizašlo je iz onoga što smo osmislili tokom te jedne godine.
09:53
And I'll show you a couple of projects
188
593160
3000
Pokazaću vam nekoliko projekata
09:56
that came out of the seven years following that sabbatical.
189
596160
5000
koji su se iznedrili u toku ovih sedam godina nakon godinu dana pauze.
10:01
One of the strands of thinking I was involved in was
190
601160
4000
Jedan od aspekata mišljenja u kom sam učestvovao je
10:05
that sameness is so incredibly overrated.
191
605160
2000
je da je jednolikost neverovatno precenjena.
10:07
This whole idea that everything needs to be exactly the same
192
607160
4000
Cela ta ideja da sve mora da bude potpuno jednako
10:11
works for a very very few strand of companies,
193
611160
3000
radi za kompanije u tek nekoliko oblasti,
10:14
and not for everybody else.
194
614160
2000
i ni za kog drugog.
10:16
We were asked to design an identity for Casa da Musica,
195
616160
4000
Zatraženo nam je da dizajniramo identitet za "Kuću muzike"
10:20
the Rem Koolhaas-built music center
196
620160
3000
muzički centar koji je projektovao Rem Kulhas
10:23
in Porto, in Portugal.
197
623160
2000
u Portu, u Portugalu.
10:25
And even though I desired to do an identity
198
625160
4000
I iako sam želeo da osmislim identitet
10:29
that doesn't use the architecture,
199
629160
4000
koji se ne oslanja na arhitekturu,
10:33
I failed at that.
200
633160
2000
nisam uspeo.
10:35
And mostly also because I realized
201
635160
3000
Uglavnom jer sam spoznao
10:38
out of a Rem Koolhaas presentation to the city of Porto, where
202
638160
3000
na prezentaciji Rem Kulhasa u Portu,
10:41
he talked about a conglomeration of various layers of meaning.
203
641160
4000
koncentracije različitih slojeva značenja.
10:45
Which I understood after I
204
645160
2000
To sam razumeo nakon
10:47
translated it from architecture speech
205
647160
2000
prevođenja iz arhitektonskog
10:49
in to regular English,
206
649160
2000
na normalni engleski,
10:51
basically as logo making.
207
651160
2000
kao logo-marketing.
10:53
And I understood that the building itself was a logo.
208
653160
3000
Shvatio sam da je zgrada sama po sebi logotip.
10:56
So then it became quite easy.
209
656160
2000
I onda je postalo lako.
10:58
We put a mask on it,
210
658160
2000
Stavili smo na nju masku,
11:00
looked at it deep down in the ground,
211
660160
2000
pogledali duboko u nju,
11:02
checked it out from all sides,
212
662160
3000
ispitali je sa svih strana,
11:05
west, north, south, east,
213
665160
3000
zapada, severa, juga, istoka,
11:08
top and bottom.
214
668160
2000
sa vrha i dna.
11:10
Colored them in a very particular way
215
670160
2000
Obojili ih na veoma jedinstven način
11:12
by having a friend of mine write a piece of software,
216
672160
3000
uz pomoć softvera koji je napisao moj prijatelj,
11:15
the Casa da Musica Logo Generator.
217
675160
2000
"Logo generator Kuće Muzike".
11:17
That's connected to a scanner.
218
677160
3000
Ovo je povezano sa skenerom.
11:20
You put any image in there, like that Beethoven image.
219
680160
3000
Stavimo bilo koju sliku, na primer sliku Betovena.
11:23
And the software, in a second,
220
683160
3000
I softver vam, u sekundi,
11:26
will give you the Casa da Musica Beethoven logo.
221
686160
3000
da Betoven-logo Kuće Muzike.
11:29
Which, when you actually have to design a Beethoven poster,
222
689160
3000
Što, kada treba da dizajnirate poster za Betovena,
11:32
comes in handy, because the visual information of the logo
223
692160
5000
bude veoma praktično, jer su logo
11:37
and the actual poster is exactly the same.
224
697160
3000
i poster u stvari isti.
11:40
So it will always fit together, conceptually, of course.
225
700160
4000
Tako da će se uvek konceptualno uklapati.
11:44
If Zappa's music is performed, it gets its own logo.
226
704160
4000
Ako je na programu Zapina muzika, i ona će imati sopstveni logo.
11:48
Or Philip Glass or Lou Reed or the Chemical Brothers,
227
708160
3000
Ili Filip Glas, Lu Rid ili Kemikal Bradrs;
11:51
who all performed there, get their own
228
711160
2000
ko god će svirati tamo, imaće sopstveni logo.
11:53
Casa da Musica logo.
229
713160
2000
Logo Kuće Muzike.
11:55
It works the same internally with the president or the musical director,
230
715160
4000
Isto je i sa predsednikom ili muzičkim direktorom
11:59
whose Casa da Musica portraits wind up on their business cards.
231
719160
4000
čiji portreti Kuće muzike se nalaze na njihovim vizit kartama.
12:03
There is a full-blown orchestra
232
723160
2000
U zgradi živi čitav
12:05
living inside the building.
233
725160
3000
jedan orkestar.
12:08
It has a more transparent identity.
234
728160
4000
Njihova oznaka nije upečatljiva.
12:12
The truck they go on tour with.
235
732160
3000
Kamion kojim idu na turneju.
12:15
Or there's a smaller contemporary orchestra,
236
735160
3000
Ili, postoji manji, moderni orkestar,
12:18
12 people that remixes its own title.
237
738160
6000
12 ljudi koji stvaraju sopstveni logotip.
12:24
And one of the handy things that came about
238
744160
2000
Ono što je korisno je da
12:26
was that you could take the logo type
239
746160
3000
možete uzeti logotip
12:29
and create advertising out of it.
240
749160
3000
i od njega napraviti reklamu.
12:32
Like this Donna Toney poster,
241
752160
2000
Kao na ovom posteru Done Toni,
12:34
or Chopin, or Mozart,
242
754160
2000
ili Šopena, Mocarta,
12:36
or La Monte Young.
243
756160
2000
ili La Mont Janga.
12:38
You can take the shape and make typography out of it.
244
758160
4000
Možete uzeti oblik i od njega izraditi reklamu.
12:42
You can grow it underneath the skin.
245
762160
2000
Možete ga "zasaditi" ispod kože.
12:44
You can have a poster for a family event in front of the house,
246
764160
4000
Možete napravi plakat za porodično okupljanje ispred kuće
12:48
or a rave underneath the house
247
768160
3000
ili za rejv žurku u podrumu kuće
12:51
or a weekly program,
248
771160
2000
ili nedeljni program
12:53
as well as educational services.
249
773160
4000
kao i za obrazovne usluge.
12:57
Second insight. So far, until that point I had
250
777160
3000
Drugo shvatanje. Do tad sam
13:00
been mostly involved
251
780160
3000
uglavnom
13:03
or used the language of design
252
783160
2000
koristio za promociju
13:05
for promotional purposes,
253
785160
2000
jezik dizajna,
13:07
which was fine with me.
254
787160
2000
što je za mene bilo u redu.
13:09
On one hand I have nothing against selling.
255
789160
2000
S jedne strane nemam ništa protiv prodaje.
13:11
My parents are both salespeople.
256
791160
3000
Oba moja roditelja su bili prodavci.
13:14
But I did feel that
257
794160
2000
Ali počeo sam da osećam da
13:16
I spent so much time learning this language,
258
796160
2000
previše vremena učim samo taj jezik,
13:18
why do I only promote with it?
259
798160
3000
i zašto samo njime vršim promociju?
13:21
There must be something else.
260
801160
2000
Mora da postoji još nešto.
13:23
And the whole series of work came out of it.
261
803160
2000
I čitave serije radova su proizašle iz ovoga.
13:25
Some of you might have seen it.
262
805160
2000
Neke ste možda već videli.
13:27
I showed some of it
263
807160
2000
Neke sam već pokazao
13:29
at earlier TEDs before,
264
809160
2000
na pređašnjim TED konferencijama
13:31
under the title "Things I've Learned in My Life So Far."
265
811160
3000
pod naslovom "Stvari koje sam do sad naučio u svom životu".
13:34
I'll just show two now.
266
814160
2000
Sada ću pokazati samo dve.
13:36
This is a whole wall of bananas
267
816160
3000
Ovo je čitav zid od banana
13:39
at different ripenesses
268
819160
2000
različite zrelosti,
13:41
on the opening day in this gallery in New York.
269
821160
3000
na dan otvaranja ove galerije u Njujorku.
13:44
It says, "Self-confidence produces fine results."
270
824160
4000
Kaže: "Samopouzdanje donosi dobre rezultate."
13:48
This is after a week.
271
828160
2000
Ovo je posle nedelju dana.
13:50
After two weeks,
272
830160
2000
Posle dve nedelje,
13:52
three weeks, four weeks, five weeks.
273
832160
3000
tri, četiri, pet nedelja.
13:55
And you see the self confidence almost comes back,
274
835160
2000
I vidite da se samopouzdanje ponovo pojavljuje,
13:57
but not quite.
275
837160
4000
ali ne baš.
14:01
These are some pictures visitors sent to me.
276
841160
3000
Ovo su neke fotografije koje su mi posetioci poslali.
14:04
(Laughter)
277
844160
1000
(Smeh)
14:05
And then the city of Amsterdam
278
845160
2000
Onda u Amsterdamu
14:07
gave us a plaza and asked us to do something.
279
847160
3000
dobili smo trg da nešto na njemu napravimo.
14:10
We used the stone plates as a grid
280
850160
4000
Koristili smo kamene ploče kao rešetke
14:14
for our little piece.
281
854160
3000
za naš mali komad.
14:17
We got 250,000 coins from the central bank,
282
857160
4000
Nabavili smo 250 hiljada novčića iz centralne banke,
14:21
at different darknesses.
283
861160
2000
različitog nivoa potamljenosti.
14:23
So we got brand new ones, shiny ones,
284
863160
2000
Imali smo potpuno nove, sjajne,
14:25
medium ones, and very old, dark ones.
285
865160
4000
srednjeg sjaja, veoma stare i tamne.
14:29
And with the help of 100 volunteers, over a week,
286
869160
4000
I uz pomoć 100 volontera, preko nedelje
14:33
created this fairly floral typography
287
873160
5000
smo kreirali ovu prilično cvetnu tipografiju
14:38
that spelled, "Obsessions make my life worse
288
878160
2000
koja kaže: "Opsesije čine moj život lošijim,
14:40
and my work better."
289
880160
2000
a moj rad boljim."
14:42
And the idea of course was to
290
882160
2000
Ideja je naravno bila
14:44
make the type so precious
291
884160
3000
da napravimo ovo toliko dragocenim
14:47
that as an audience
292
887160
2000
da se publika
14:49
you would be in between,
293
889160
2000
zapita,
14:51
"Should I really take as much money as I can?
294
891160
2000
"Da li da uzmem što više novca mogu?
14:53
Or should I leave the piece intact as it is right now?"
295
893160
5000
Ili da ostavim ovo delo netaknuto kao što je sada?"
14:58
While we built all this up
296
898160
2000
Dok smo ovo gradili
15:00
during that week, with the 100 volunteers,
297
900160
2000
tokom cele nedelje, sa 100 volontera,
15:02
a good number of the neighbors surrounding the plaza
298
902160
4000
mnogo ljudi iz komšiluka je okružilo trg
15:06
got very close to it and quite loved it.
299
906160
2000
približilo se i svidelo im se ono što su videli
15:08
So when it was finally done,
300
908160
2000
Kad je konačno bilo gotovo,
15:10
and in the first night
301
910160
2000
prve noći
15:12
a guy came with big plastic bags
302
912160
2000
došao je momak sa velikom najlon kesom
15:14
and scooped up as many coins as he could possibly carry,
303
914160
5000
i pokupio sve što je mogao da ponese,
15:19
one of the neighbors called the police.
304
919160
2000
jedan komšija je pozvao policiju
15:21
And the Amsterdam police
305
921160
2000
I amsterdamska policija
15:23
in all their wisdom,
306
923160
3000
u celoj svojoj mudrosti,
15:26
came, saw,
307
926160
2000
je došla, videla
15:28
and they wanted to protect the artwork.
308
928160
2000
i htela da zaštiti umetničko delo.
15:30
And they swept it all up and put it into custody
309
930160
3000
Tako su sve počistili i stavili u nadležnost
15:33
at police headquarters.
310
933160
2000
odneli ih u sedište policije.
15:35
(Laughter)
311
935160
2000
(Smeh)
15:37
I think you see, you see them sweeping. You see them sweeping right here.
312
937160
3000
Mislim da ovde vidite kako čiste.
15:40
That's the police, getting rid of it all.
313
940160
4000
Ovo je policija, sve su počistili.
15:44
So after eight hours
314
944160
2000
Posle osam sati
15:46
that's pretty much all that was left
315
946160
2000
ovo je sve što je ostalo
15:48
of the whole thing.
316
948160
2000
od cele stvari
15:50
(Laughter)
317
950160
2000
(Smeh)
15:52
We are also working on the start of a bigger project in Bali.
318
952160
3000
Radimo i na započinjanju većeg projekta na Baliju.
15:55
It's a movie about happiness.
319
955160
2000
Radi se o filmu o sreći.
15:57
And here we asked some nearby pigs
320
957160
3000
Ovde smo upitali neke lokalne svinje
16:00
to do the titles for us.
321
960160
2000
da naprave naslov za nas.
16:02
They weren't quite slick enough.
322
962160
2000
Nisu se baš pokazale,
16:04
So we asked the goose to do it again,
323
964160
2000
Pa smo upitali gusku da to uradi,
16:06
and hoped she would do somehow,
324
966160
2000
i nadali se da će nekako uspeti,
16:08
a more elegant or pretty job.
325
968160
3000
da obavi to elegantnije i lepše.
16:11
And I think she overdid it.
326
971160
2000
Mislim da je preterala.
16:13
Just a bit too ornamental.
327
973160
3000
Previše je ukrasno.
16:16
And my studio is very close to the monkey forest.
328
976160
4000
Moj studio je veoma blizu šume sa majmunima.
16:20
And the monkeys in that monkey forest
329
980160
2000
A, majmuni u toj šumi
16:22
looked, actually, fairly happy.
330
982160
2000
su izgledali baš srećno.
16:24
So we asked those guys to do it again.
331
984160
5000
Pa smo ih pitali da to urade za nas.
16:29
They did a fine job, but had
332
989160
2000
Uradili su dobar posao, ali je bilo
16:31
a couple of readability problems.
333
991160
5000
nekoliko problema u čitljivosti.
16:36
So of course whatever you don't really do yourself
334
996160
3000
Dakle, šta god da ne uradiš sam
16:39
doesn't really get done properly.
335
999160
4000
nije baš najbolje urađeno.
16:43
That film we'll be working on for the next two years.
336
1003160
4000
To je film na kom ćemo raditi naredne dve godine.
16:47
So it's going to be a while.
337
1007160
3000
Dakle, biće to neko vreme.
16:50
And of course you might think that
338
1010160
2000
Naravno da možete misliti
16:52
doing a film on happiness
339
1012160
3000
praviti film o sreći
16:55
might not really be worthwhile.
340
1015160
2000
nije baš vredno truda,
16:57
Then you can of course always
341
1017160
2000
ali onda možete uvek
16:59
go and see this guy.
342
1019160
2000
videti ovog momka.
17:01
Video: (Laughter)
343
1021160
15000
Video: (Smeh)
17:16
And I'm happy I'm alive.
344
1036160
2000
Srećan sam što sam živ.
17:18
I'm happy I'm alive. I'm happy I'm alive.
345
1038160
4000
Srećan sam što sam živ. Srećan sam što sam živ.
17:25
Stefan Sagmeister: Thank you.
346
1045160
2000
Štefan Zagmajster: Hvala vam.
17:27
(Applause)
347
1047160
4000
(Aplauz)
About this website

This site will introduce you to YouTube videos that are useful for learning English. You will see English lessons taught by top-notch teachers from around the world. Double-click on the English subtitles displayed on each video page to play the video from there. The subtitles scroll in sync with the video playback. If you have any comments or requests, please contact us using this contact form.

https://forms.gle/WvT1wiN1qDtmnspy7