David Pogue: Simplicity sells

Prevodilac: Jelena Relic Lektor: Mile Živković

(Music: "The Sound of Silence," Simon & Garfunkel)

Hello voice mail, my old friend.

Zdravo, govorna pošto, stari moj druže.

(Laughter)

(Smeh)

I've called for tech support again.

Opet sam tehničku podršku zvao.

I ignored my boss's warning.

Šefovo upozorenje sam ignorisao.

Zvao sam u ponedeljak ujutru. Sada je veče,

I called on a Monday morning.

Now it's evening, and my dinner first grew cold, and then grew mold.

a moja večera posta prvo hladna, pa onda posta i buđava, gadna.

I'm still on hold.

Na čekanju sam i dalje. Slušam samo zvuk tišine.

I'm listening to the sounds of silence.

I don't think you understand.

Mislim da ne razumete moje muke. I da kod vaših telefona nema ljudske ruke.

I think your phone lines are unmanned.

I punched every touch tone I was told,

Svako dugme koje ste rekli ja sam stisnuo,

but I've still spent 18 hours on hold.

ali sam čekajući 18 sati svisnuo.

It's not enough your software crashed my Mac,

To što mi je vaš softver srušio sistem nije dosta,

and it constantly hangs and bombs --

koči sve više i više i ROM memoriju mi briše!

it erased my ROMs!

Now the Mac makes the sounds of silence.

Sada i moj Mek računar proizvodi samo zvuk tišine.

In my dreams I fantasize

Noću ja maštam dok dremam

of wreaking vengeance on you guys.

da vam slatku osvetu spremam.

Say your motorcycle crashes.

Recimo da vam motor crkne zbog ulja.

Blood comes gushing from your gashes.

Ili vam krv iz rana kulja. A na izmaku svoje snage,

With your fading strength, you call 9-1-1 and you pray for a trained MD.

zovete 194 i želite doktora. A onda se javim ja.

But you get me.

(Laughter)

(Smeh)

And you listen to the sounds of silence.

I vi slušate zvuk tišine.

(Music)

(Applause)

(Aplauz)

Hvala vam. Dobro veče i dobrodošli u šou

Thank you.

Good evening and welcome to:

"Spot the TED Presenter Who Used to Be a Broadway Accompanist."

"Pronađite TED govornika koji je nekada svirao na Brodveju".

(Laughter)

(Smeh)

When I was offered the Times column six years ago,

Okej. Kada mi je pre 6 godina ponuđena kolumna u Tajmsu,

the deal was like this:

situacija je izgledala ovako: "Slaćemo ti najaktuelnije nove kul uređaje.

you'll be sent the coolest, hottest, slickest new gadgets.

Every week, it'll arrive at your door.

Svake nedelje će ti stizati na kuću.

You get to try them out, play with them, evaluate them

Moći ćeš da ih isprobaš, igraš se sa njima, proceniš ih,

until the novelty wears out, before you have to send them back,

dok malo ne zastare, a onda ćeš morati da ih vratiš.

and you'll get paid for it.

I bićeš plaćen za to. Možeš da razmisliš o tome, ako želiš."

You can think about it, if you want.

So, I've always been a technology nut, and I absolutely love it.

Uvek sam bio lud za tehnologijom i apsolutno je obožavam.

The job, though, came with one small downside, and that is,

Posao je, međutim, imao jednu malu manu. A to je:

they intended to publish my email address at the end of every column.

nameravali su da objave moj imejl na kraju svake kolumne.

And what I've noticed is -- first of all, you get an incredible amount of email.

A ono što sam primetio je: prvo, dobijete neverovatno mnogo mejlova.

Ako se ikad osetite usamljeno,

If you ever are feeling lonely,

get a New York Times column,

nabavite kolumnu u Njujork tajmsu zato što ćete dobiti

because you will get hundreds and hundreds and hundreds of emails.

stotine i stotine mejlova.

And the email I'm getting a lot today is about frustration.

Mejlovi koje ja dosta dobijam ovih dana tiču se frustracija.

Ljudi se osećaju kao da -

People are feeling like things --

Ok, I just had an alarm come up on my screen.

OK, upravo mi je iskočio alarm na ekranu. Sreća pa ga ne vidite.

Lucky you can't see it.

People are feeling overwhelmed.

Ljudi se osećaju prezasićeni. Osećaju da je ovo previše tehnologije previše brzo.

They're feeling like it's too much technology, too fast.

It may be good technology,

To je možda dobra tehnologija,

but I feel like there's not enough of a support structure.

ali ja mislim da nema dovoljno sistema podrške.

There's not enough help.

Nema dovoljno pomoći. Ne razmišlja se dovoljno

There's not enough thought put into the design of it

o stvarima koje će je načiniti lakom i prijatnom za korišćenje.

to make it easy and enjoyable to use.

One time I wrote a column about my efforts to reach Dell Technical Support,

Jednom sam napisao kolumnu o svojim naporima

da dobijem teničku podršku Dela, i u roku od 12 sati

and within 12 hours, there were 700 messages

bilo je 700 poruka od čitalaca među komentarima na sajtu Tajmsa,

from readers on the feedback boards on the Times website,

from users saying,

""Me too, and here's my tale of woe."

i "Evo moje tužne priče". Ja to zovem "softverski bes".

I call it "software rage."

And man, let me tell you,

I, čoveče, da vam ja kažem, ko god smisli kako da zaradi

whoever figures out how to make money off of this frustration will --

od ove frustracije će -

Oh, how did that get up there? Just kidding.

O, kako je to dospelo tamo? Samo se šalim.

(Laughter)

(Smeh)

Ok, so why is the problem accelerating?

Zašto je ovaj problem sve prisutniji? Delom je problem, ironično,

And part of the problem is, ironically,

to što je industrija uložila mnogo truda

because the industry has put so much thought

into making things easier to use.

da učini stvari jednostavnijim za korišćenje.

I'll show you what I mean.

Pokazaću vam na šta mislim.

This is what the computer interface used to look like, DOS.

Ovako je računarski interfejs nekada izgledao, DOS.

Over the years, it's gotten easier to use.

Tokom godina postao je jednostavniji za korišćenje.

This is the original Mac operating system.

Ovo je prvobitni Mek operativni sistem.

Reagan was President. Madonna was still a brunette.

Regan je bio predsednik. Madona je još uvek bila brineta.

And the entire operating system --

A čitav operativni sistem -

this is the good part -- the entire operating system fit in 211 k.

ovo je zabavan deo - čitav operativni sistem stajao je u 211kB.

You couldn't put the Mac OS X logo in 211 k!

Logo Mek OS 10 ne može da stane u 211kB!

(Laughter)

(Smeh)

So the irony is, that as these things became easier to use,

Ironija je što kako su stvari bivale lakše za korišćenje,

a less technical, broader audience was coming into contact

tako je manje tehnički obrazovan, širi krug ljudi, po prvi put

with this equipment for the first time.

dolazio u dodir sa ovom opremom.

I once had the distinct privilege of sitting in on the Apple call center

Jednom sam imao izuzetnu čast da sedim u Eplovom kontakt centru čitav dan.

for a day.

The guy had a duplicate headset for me to listen to.

Tip je imao još jedan par slušalica da bih ja mogao da slušam.

And the calls that -- you know how they say,

I pozivi koji - znate kako kažu:

"Your call may be recorded for quality assurance?"

"Vaš poziv može biti snimljen da bismo osigurali kvalitet."

Uh-uh.

Ooo, ne. Vaš poziv može biti snimljen

Your call may be recorded

so that they can collect the funniest dumb user stories

da bi mogli da sakupe najsmešnije, glupe priče korisnika

and pass them around on a CD.

i onda ih razdele na CD-u.

(Laughter)

(Smeh)

Which they do.

Što i rade.

(Laughter)

(Smeh)

And I have a copy.

A ja imam primerak.

(Laughter)

It's in your gift bag. No, no.

(Smeh)

Nalazi se u vašoj TED poklon torbi. Ne, ne.

With your voices on it!

Sa vašim glasovima!

So, some of the stories are just so classic, and yet so understandable.

Neke od priča su prosto klasici, a ipak su tako razumljive.

A woman called Apple to complain that her mouse was squeaking.

Žena je zvala Epl da se požali

kako joj miš skiči - pravi skičeći zvuk.

Making a squeaking noise.

Tehničar je rekao: "Pa, gospođo, kako to mislite, vaš miš skiči?"

And the technician said,

"Well, ma'am, what do you mean your mouse is squeaking?"

She says, "All I can tell you is that it squeaks louder,

A ona će: "Samo vam mogu reći da on glasnije skiči

što ga brže prevlačim preko ekrana".

the faster I move it across the screen."

(Smeh)

(Laughter)

And the technician's like,

A tehničar je u fazonu: "Gospođo, vi ste zapravo prislonili miša na ekran?"

"Ma'am, you've got the mouse up against the screen?"

She goes, "Well, the message said, 'Click here to continue.'"

Ona će: "Pa, poruka je glasila - Pritisnite ovde da biste nastavili."

(Laughter)

(Smeh)

Well, if you like that one -- how much time have we got?

Pa, ako vam se ova sviđa, koliko još vremena imamo?

Another one, a guy called -- this is absolutely true --

Još jedna, čovek je zvao - ovo je potpuno tačno -

his computer had crashed, and he told the technician

pao mu je sistem i rekao je tehničaru

he couldn't restart it, no matter how many times he typed "11."

da ne može da ga restartuje ma koliko puta ukucao 11.

And the technician said, "What? Why are you typing 11?"

A tehničar je rekao: "Šta? Zašto kucate 11?"

He said, "The message says, 'Error Type 11.'"

A on kaže: "Pa na ekranu piše - Error Type 11 (Greška tip/ukucaj 11)"

(Laughter)

(Smeh)

So, we must admit

Moramo priznati da su nekada zaista krivi isključivo korisnici.

that some of the blame falls squarely at the feet of the users.

But why is the technical overload crisis,

Ali zašto se kriza opterećenja tehničke podrške,

the complexity crisis, accelerating now?

kriza komplikovanosti, dešava upravo sada? U svetu hardvera, to je zato što

In the hardware world, it's because we the consumers want

mi potrošači želimo da sve bude što manje i manje.

everything to be smaller, smaller, smaller.

So the gadgets are getting tinier and tinier,

Tako sprave postaju sve sitnije i sitnije,

ali naši prsti u suštini ostaju iste veličine.

but our fingers are essentially staying the same size.

So it gets to be more and more of a challenge.

Pa to postaje sve veći i veći izazov.

Software is subject to another primal force:

Softver je podložan još nečemu:

the mandate to release more and more versions.

obavezi da objavljuje sve više i više verzija.

When you buy a piece of software,

Kupovati neki program, nije isto što i kupovati vazu

it's not like buying a vase or a candy bar, where you own it.

ili čokoladicu, koje onda posedujete.

It's more like joining a club, where you pay dues every year,

Više je kao kada se učlanite u klub gde plaćate članarinu svake godine.

and every year, they say,

I svake godine oni kažu:

"We've added more features, and we'll sell it to you for $99."

"Dodali smo još opcija i prodaćemo vam ih za 99$."

I know one guy who's spent $4,000 just on Photoshop over the years.

Znam jednog tipa koji je tokom godina potrošio 4000$ samo na Fotošop.

And software companies make 35 percent of their revenue

A 35% zarade softverskih kompanija

from just these software upgrades.

dolazi samo od ovih ažuriranja softvera.

I call it the Software Upgrade Paradox --

Ja to zovem "Paradoks ažuriranja softvera"

which is that if you improve a piece of software enough times,

a to je da ako dovoljan broj puta unapredite neki program,

you eventually ruin it.

na kraju ga upropastite.

I mean, Microsoft Word was last just a word processor in, you know,

Mislim, Majkrosoftov "Word" je poslednji put bio samo program za obradu teksta

the Eisenhower administration.

još za vreme Ajzenhauera.

(Laughter)

But what's the alternative?

(Smeh)

Ali šta je alternativa? Majkrosoft je zapravo sproveo ovaj eksperiment.

Microsoft actually did this experiment.

They said, "Well, wait a minute.

Rekli su: "Pa, čekajte. Svi se žale da dodajemo toliko mnogo opcija.

Everyone complains that we're adding so many features.

Hajde da napravimo program za obradu teksta koji je samo to.

Let's create a word processor that's just a word processor:

Simple, pure; does not do web pages, is not a database."

Jednostavan, čist, nije za veb stranice, nije baza podataka."

And it came out, and it was called Microsoft Write.

I izašao je. Zvao se "Write".

And none of you are nodding in acknowledgment, because it died.

I niko od vas ne klima glavom u znak odobravanja zato što se ugasio.

It tanked. No one ever bought it.

Propao je. Niko ga nikad nije kupio.

I call this the Sport Utility Principle.

Ja to zovem "Princip koristi sporta". Ljudi vole da budu okruženi

People like to surround themselves with unnecessary power, right?

nepotrebnom moći, je 'l tako?

They don't need the database and the website, but they're like,

Ne treba im baza podataka ili veb sajt, ali misle:

"Well, I'll upgrade, because, I might, you know, I might need that someday."

"Pa ažuriraću ga zato što mi možda, znaš, možda mi zatreba jednog dana."

So the problem is: as you add more features, where are they going to go?

Problem je: kako dodajete više alata, gde će oni da stanu?

Where are you going to stick them? You only have so many design tools.

Gde ćete ih uglaviti? Imate samo određen broj formi za izgled alata.

You can do buttons, you can do sliders, pop-up menus, sub-menus.

Mogu da budu kao dugmad, klizači, iskačući meniji, podmeniji.

But if you're not careful about how you choose,

Ali ako niste pažljivi sa izborom, završite sa ovim.

you wind up with this.

(Laughter)

(Smeh)

This is an un-retouched -- this is not a joke --

Ovo je neobrađena - ovo nije šala - neobrađena slika Majkrosoft vorda,

un-retouched photo of Microsoft Word,

the copy that you have, with all the toolbars open.

kog i vi imate, sa otvorenim svim opcijama na traci sa alatkama.

You've obviously never opened all the toolbars,

Očigledno ih nikad niste sve otvorili,

but all you have to type in is this little, teeny window down here.

ali sav prostor za kucanje vam je u ovom malom, sićušnom prozoru ovde dole.

(Laughter)

(Smeh)

And we've arrived at the age of interface matrices,

A sada stižemo do doba interfejs matrica,

where there are so many features and options,

gde postoji toliko alata i opcija, da se moraju uključiti dve dimenzije:

you have to do two dimensions, you know:

vertikalna i horizontalna. Svi ste se bunili kako

a vertical and a horizontal.

You guys all complain

about how Microsoft Word is always bulleting your lists

Majkrosoft vord stalno automatski obeležava vaše liste i podvlači linkove.

and underlining your links automatically.

The off switch is in there somewhere.

Dugme za isključivanje je negde tamo.

I'm telling you -- it's there.

Kažem vam, tamo je!

Part of the art of designing a simple, good interface,

Delom je umetnost dizajniranja jednostavnog, dobrog interfejsa,

is knowing when to use which one of these features.

znati kada treba koristiti koji od ovih alata.

So, here is the log-off dialogue box for Windows 2000.

Evo dijalog prozora za odjavljivanje za Vindous 2000.

There are only four choices,

Postoji samo četiri izbora,

so why are they in a pop-up menu?

pa zašto su onda u iskačućem meniju?

It's not like the rest of the screen is so full of other components

Nije da je ostatak ekrana tako ispunjen drugim elementima

that you need to collapse the choices.

da bismo morali zbijati izbore.

They could have put them all out in view.

Mogli su ih sve staviti na videlo.

Here's Apple's take on the exact same dialogue box.

Evo Eplovog pokušaja za isti dijalog prozor.

(Applause)

(Aplauz)

Thank you -- yes, I designed the dialogue box. No, no.

Hvala vam. Da, ja sam ga dizajnirao.

Ne, ne. Već možemo videti da Epl i Majkrosoft

Already, we can see that Apple and Microsoft

have a severely divergent approach to software design.

imaju veoma različite pristupe dizajniranju softvera.

Microsoft's approach to simplicity tends to be:

Majkrosoftov pristup jednostavnosti je:

let's break it down; let's just make it more steps.

hajde da ga raščlanimo, hajde samo da napravimo više koraka.

There are these "wizards" everywhere.

Svuda su ovi "čarobnjaci".

And you know, there's a new version of Windows coming out this fall.

I, znate, izlazi nova verzija Vindousa ove jeseni.

If they continue at this pace, there's absolutely no telling

Ako nastave ovako, ko zna uopšte

where they might wind up.

gde bi mogli završiti.

[Welcome to the Type a Word Wizard]

(Smeh) (Aplauz)

(Laughter)

(Applause)

"Welcome to the Type a Word Wizard."

"Dobrodošli u čarobnjak za kucanje reči." OK, može. Stisnimo "Dalje" za nastavak.

Ok, I'll bite.

Let's click "Next" to continue.

(Laughter)

(Aplauz)

(Applause)

From the drop-down menu, choose the first letter you want to type. Ok.

Iz padajućeg menija, izaberite prvo slovo koje želite da ukucate. OK.

(Laughter)

(Smeh)

So there is a limit that we don't want to cross.

Tako da postoji granica koju ne želimo da pređemo.

So what is the answer?

Šta je odgovor? Kako da upakujemo ove alate na prost, pametan način?

How do you pack in all these features in a simple, intelligent way?

I believe in consistency, when possible,

Mislim da treba biti dosledan kada je to moguće,

real-world equivalents,

koristiti ekvivalente iz stvarnog života, kantu za smeće, fasciklu, kad je moguće,

trash can folder, when possible, label things, mostly.

stvari uglavnom označavati. Ali molim dizajnere da prekrše

But I beg of the designers here

to break all those rules if they violate the biggest rule of all,

sva ta pravila ako prekrše najvažnije pravilo od svih,

which is intelligence.

a to je inteligencija. Šta pod tim mislim?

Now what do I mean by that?

I'm going to give you some examples

Daću vam neke primere gde inteligencija pravi nešto

where intelligence makes something not consistent, but it's better.

što nije dosledno, ali je bolje.

If you are buying something on the web,

Ako kupujete nešto na internetu, treba da unesete svoju adresu

you're supposed to put in your address,

and you're supposed to choose what country you're from, ok?

i da izaberete iz koje ste države. OK.

There are 200 countries in the world.

Postoji 200 država na svetu.

Mi volimo da gledamo na internet kao na globalno selo.

We like to think of the Internet as a global village.

I'm sorry; it's not one yet.

Žao mi je, još uvek to nije.

It's mainly like, the United States, Europe, and Japan.

Uglavnom ga čine SAD, Evropa i Japan.

Pa zašto je SAD među onima na "S"?

So why is "United States" in the "U"s?

(Laughter)

(Smeh)

You have to scroll, like, seven screensful to get to it.

Morate da pređete sedam celih ekrana da dođete dotle.

Now, it would be inconsistent to put "United States" first,

Ne bi bilo dosledno da prvo stavimo SAD, ali bilo bi pametno.

but it would be intelligent.

This one's been touched on before,

Ovoga smo se već doticali,

but why in God's name do you shut down a Windows PC

ali zašto za ime boga gasimo Vindous računar

by clicking a button called "Start?"

stiskajući dugme zvano "Start"?

(Laughter)

(Smeh)

Here's another pet one of mine: you have a printer.

Evo još jedne meni omiljene: imate štampač.

Most of the time, you want to print one copy of your document,

Najčešće želite da odštampate jednu kopiju svog dokumenta,

in page order, on that printer.

po redosledu stranica, na tom štampaču.

So why in God's name do you see this every time you print?

Pa zašto vam, zaboga, ovo izlazi svaki put kad štampate?

It's like a 747 shuttle cockpit.

Kao u pilotskoj kabini Boinga 747.

(Laughter)

(Smeh)

And one of the buttons at the bottom, you'll notice, is not "Print."

A jedno od dugmića na dnu, primetićete, nije "Štampaj".

(Laughter)

(Smeh)

(Applause)

(Aplauz)

Now, I'm not saying that Apple is the only company who has embraced

Sada, ne kažem da je Epl jedina kompanija koja je prihvatila

the cult of simplicity.

kult jednostavnosti.

Palm is also, especially in the old days, wonderful about this.

Palm je takođe odličan u ovome, naročito u ranim danima.

I actually got to speak to Palm when they were flying high in the '90s,

Imao sam priliku da pričam sa Palmom kada su bili u usponu '90-ih.

Posle razgovora, sreo sam jednog od radnika.

and after the talk, I met one of the employees.

He says, "Nice talk." And I said, "Thank you. What do you do here?"

Rekao je: "Fin govor." "Hvala, šta Vi radite ovde?"

A on će: "Ja brojim otkucaje."

He said, "I'm a tap counter." I'm like, "You're a what?"

Ja rekoh: "Radite šta?" A on: "Pa, Džef Hokins, direktor,

He goes, "Well Jeff Hawkins, the CEO, says,

kaže da, ako za bilo koji zadatak na Palm Pajlotu

'If any task on the Palm Pilot takes more than three taps of the stylus,

treba više od tri puta kucnuti digitalnom olovkom,

it's too long, and it has to be redesigned.'

to je predugo i mora se ponovo osmisliti. Ja to brojim."

So I'm the tap counter."

So, I'm going to show you an example

Pokazaću vam primer kompanije koja nema

of a company that does not have a tap counter.

nekoga ko broji otkucaje.

(Laughter)

This is Microsoft Word.

Ovo je Majkrosoft vord.

Ok, when you want to create a new blank document in Word --

Kada želite da napravite novi, prazan dokument u Vordu,

it could happen.

- moglo bi se desiti! -

(Laughter)

(Smeh)

You go up to the "File" menu and you choose "New."

idete u meni Fajl i izaberete "Novo".

Now, what happens when you choose "New?"

Sada, šta se dešava kada izaberete "Novo"?

Do you get a new blank document?

Da li dobijete novi, prazan dokument?

Ne dobijete.

You do not.

On the opposite side of the monitor, a task bar appears,

Na suprotnoj strani ekrana, pojavi se programska traka,

and somewhere in those links -- by the way, not at the top --

i negde tu - uzgred, ne na vrhu - negde među tim linkovima

somewhere in those links is a button that makes you a new document.

je dugme za pravljenje novog dokumenta.

Ok, so that is a company not counting taps.

To je kompanija koja ne broji otkucaje.

You know, I don't want to just stand here and make fun of Microsoft ...

Znate, ne želim samo ovde da stojim i ismevam Majkrosoft...

Publika: Nastavi.

Yes, I do.

Dejvid Poug: Da, želim.

(Laughter)

(Smeh)

(Applause)

(Aplauz)

The Bill Gates song!

Bil Gejtsova pesma!

(Piano music)

I've been a geek forever

Napisao sam prvi DOS, štreber sam od malih nogu.

and I wrote the very first DOS.

I put my software and IBM together;

Spojio sam svoj softver i Aj-bi-em.

I got profit and they got the loss.

Njima pripao gubitak, a meni profit, hvala bogu.

(Laughter)

(Smeh)

I write the code that makes the whole world run.

Ja pišem kod koji pokreće ceo ljudski rod.

I'm getting royalties from everyone.

Svi mi odaju počast.

Sometimes it's garbage, but the press is snowed.

Novine pišu o meni, iako s njim nekad možeš da obrišeš pod.

You buy the box; I'll sell the code.

Ti kupi računar, ja prodajem kod.

Every software company is doing Microsoft's R&D.

Sve softverske kompanije rade na razvoju Majkrosofta.

You can't keep a good idea down these days.

Dobra ideja se ne može zadržati ovih dana.

Even Windows is a hack.

I Vindous nije čista stvar. Malo smo se ugledali na Mek računar.

We're kind of based loosely on the Mac.

So it's big, so it's slow. You've got nowhere to go.

Pa šta ako je velik i koči kao lud? Nemate kud. Ne radim ovo zbog hvale.

I'm not doing this for praise.

I write the code that fits the world today.

Pišem kod koji odgovara današnjem svetu.

Big mediocrity in every way.

Veoma prosečan u svakom pogledu.

We've entered planet domination mode.

Već vladamo planetom, može se reći.

You'll have no choice; you'll buy my code.

Kupićeš moj kod, nećeš uteći.

I am Bill Gates and I write the code.

Ja sam Bil Gejts i ja pišem kod.

(Applause)

(Aplauz)

But actually, I believe there are really two Microsofts.

Ali zapravo, verujem da u stvarnosti postoje dva Majkrosofta.

There's the old one, responsible for Windows and Office.

Postoji stari, odgovoran za Vindous i Ofis.

They're dying to throw the whole thing out and start fresh, but they can't.

Oni gore od želje da sve odbace i počnu iz početka, ali ne mogu.

They're locked in, because so many add-ons and other company stuff

Zarobljeni su zato što je toliko mnogo dodataka

i stvarčica drugih kompanija uklopljeno u staru osnovu iz 1982.

locks into the old 1982 chassis.

But there's also a new Microsoft,

Ali postoji i novi Majkrosoft koji stvarno

that's really doing good, simple interface designs.

dizajnira dobar, jednostavan interfejs.

I liked the Media Center PC.

Svideo mi se Media centar računar kao i Majkrosoftov pametni sat.

I liked the Microsoft SPOT Watch.

The Wireless Watch flopped miserably in the market,

Bežični sat je prošao jako loše na tržištu,

but it wasn't because it wasn't simply and beautifully designed.

ali ne zato što nije bio jednostavno i lepo dizajniran.

But let's put it this way:

Hajde da to predstavimo ovako: da li biste vi plaćali

would you pay $10 a month to have a watch

10$ mesečno za sat koji mora da se puni svako veče

that has to be recharged every night like your cell phone,

and stops working when you leave your area code?

kao i mobilni, a prestaje da radi čim napustite svoju opštinu?

(Laughter)

(Smeh)

So, the signs might indicate

Mogli bismo zaključiti da će se nalet komplikovanosti samo pogoršavati.

that the complexity crunch is only going to get worse.

So is there any hope?

Pa, ima li nade? Ekrani postaju sve manji.

The screens are getting smaller, people are illuminating,

Ljudi se prosvetljuju, stavljaju se uputstva u kutije.

putting manuals in the boxes,

things are coming out at a faster pace.

Nove stvari izlaze sve učestalije.

It's funny -- when Steve Jobs came back to Apple in 1997,

Smešno je, kad se Stiv Džobs vratio u Epl 1997. godine,

after 12 years away, it was the MacWorld Expo --

posle 12 godina odsustva, bilo je to na konferenciji "MacWorld",

he came to the stage in that black turtleneck and jeans,

izašao je na binu u onoj crnoj rolci i farmerkama

and he sort of did this.

i uradio nešto ovako. Masa je odlepila, a ja sam mislio:

The crowd went wild, but I had just seen --

I'm like, where have I seen this before?

"Gde sam ovo već video?" Tek što sam pogledao film "Evita" -

I had just seen the movie "Evita" --

(Laughter)

(Smeh)

with Madonna,

- sa Madonom, a ja sam mislio, znate šta, moram da odsviram jednu o Stivu Džobsu.

and I'm like, you know what?

I've got to do one about Steve Jobs.

(Music)

It won't be easy. You'll think I'm strange.

Neće biti lako. Mislićete da sam čudak.

(Laughter)

When I try to explain why I'm back,

Kada pokušam da objasnim zašto sam se vratio

after telling the press Apple's future is black.

pošto sam rekao novinarima da sam shvatio

da je Eplova budućnost mračna.

You won't believe me.

Nećete mi verovati.

All that you see is a kid in his teens who started out in a garage

Sve što vidite je klinac koji je počeo u garaži

with only a buddy named Woz.

samo sa drugarom koji se zove Voz.

(Laughter)

(Smeh)

You try rhyming with garage!

Pokušajte vi da rimujete sa "garaža"!

(Laughter)

(Smeh)

Don't cry for me, Cupertino.

Ne plači za mnom, Kupertino.

(Laughter)

(Smeh)

Zapravo, nikad te nisam ni napustio.

The truth is, I never left you.

(Smeh)

I know the ropes now, know what the tricks are.

Sad znam sve trikove, znam znanje,

I made a fortune over at Pixar.

u Piksaru sam zaradio čitavo imanje.

(Laughter)

(Smeh)

Don't cry for me, Cupertino.

Ne plači za mnom, Kupertino. I dalje imam pokretač i viziju.

I've still got the drive and vision.

I still wear sandals in any weather.

Još uvek nosim sandale i kad pljušti kiša i kad sunce sija.

It's just that these days,

Samo ih ovih dana kupujem kod Gučija.

they're Gucci leather.

(Laughter)

(Smeh)

(Applause)

(Aplauz)

Thank you.

So Steve Jobs had always believed in simplicity and elegance and beauty.

Hvala. Stiv Džobs je oduvek verovao u jednostavnost,

eleganciju i lepotu.

And the truth is,

A iskreno, godinama sam bio malo deprimiran

for years I was a little depressed,

because Americans obviously did not value it,

zato što Amerikanci to očigledno nisu cenili,

because the Mac had three percent market share,

jer je Mek imao 3% udela na tržištu,

Windows had 95 percent market share --

a Vindous 95% udela.

people did not think it was worth putting a price on it.

Ljudi nisu mislili da je to vredno njihovog novca.

So I was a little depressed.

Pa sam bio malo deprimiran, a onda sam čuo Al Gorov govor i shvatio

And then I heard Al Gore's talk,

and I realized I didn't know the meaning of depressed.

da ne znam šta znači biti deprimiran.

(Laughter)

(Smeh)

Ali ispostavilo se da sam pogrešio, zar ne? Zato što je izašao Ajpod,

But it turns out I was wrong, right?

Because the iPod came out,

and it violated every bit of common wisdom.

i protivio se svim trunkama zdravog razuma.

Other products cost less; other products had more features,

Drugi proizvodi su manje koštali i imali su više mogućnosti.

they had voice recorders and FM transmitters.

Imali su snimače glasa i radio-predajnike.

The other products were backed by Microsoft, with an open standard,

Ostale proizvode je podržao Majkrosoft po otvorenim standardima,

za razliku od Eplovih vlasničkih standarda.

not Apple's propriety standard.

But the iPod won -- this is the one they wanted.

Ali Ajpod je pobedio! Baš njega su želeli.

The lesson was: simplicity sells.

Lekcija je bila: jednostavnost se prodaje.

And there are signs that the industry is getting the message.

I postoje znaci da industrija prima tu poruku.

This is a little company that's done very well with simplicity and elegance.

Ovo je mala kompanija kojoj dobro ide sa jednostavnošću i elegancijom.

The Sonos thing -- it's catching on.

Sonos spravice - hvata maha.

I've got just a couple examples.

Imam još samo par primera. Fizički jako kul,

Physically, a really cool, elegant thinking coming along lately.

elegantno razmišljanje koje se skoro pojavilo.

When you have a digital camera,

Kada imate digitalni aparat, kako prebacujete slike na računar?

how do you get the pictures back to your computer?

Well, you either haul around a USB cable,

Pa ili vučete unaokolo USB kabl ili kupite čitač kartice pa to vučete.

or you buy a card reader and haul that around.

Koje god vučete od ova dva, izgubićete. Ono što ja radim, izvadim

Either one, you're going to lose.

What I do is, I take out the memory card,

memorijsku karticu, savijem je na pola, otkrivajući USB kontakt.

and I fold it in half, revealing USB contacts.

I just stick it in the computer, offload the pictures,

I samo je utaknem u računar, prebacim slike i vratim nazad u kameru.

put it right back in the camera.

I never have to lose anything.

Ne moram ništa da izgubim.

Here's another example.

Evo još jednog primera. Krise, ti si izvor napajanja.

Chris, you're the source of all power. Will you be my power plug?

Hoćeš li mi biti utikač? Kris Anderson: O, da.

Chris Anderson: Oh yeah. DP: Hold that and don't let go.

Drži to i ne puštaj. Možda ste videli ovo.

You might've seen this, this is Apple's new laptop.

Ovo je Eplov novi laptop.

This the power cord. It hooks on like this.

Ovo je kabl za napajanje. Ovako se ukopča.

And I'm sure every one of you has done this at some point in your lives,

Siguran sam da ste ovo svi nekad uradili,

ili neko od vaše dece.

or one of your children.

You walk along -- and I'm about to pull this onto the floor.

Koračate - sad ću da srušim ovo na pod. Baš me briga. Pozajmljen je.

I don't care. It's a loaner.

Here we go. Whoa!

Idemo. Jao! Na magnet je. Ne povuče laptop na pod.

It's magnetic -- it doesn't pull the laptop onto the floor.

(Applause)

(Aplauz)

In my very last example --

U mom poslednjem primeru - ja obavljam dosta svog posla

I do a lot of my work using speech recognition software.

koristeći softver za prepoznavanje govora,

And I'll just -- you have to be kind of quiet

pa morate biti tihi, jer je softver nervozan.

because the software is nervous.

Speech recognition software is really great

Softver za prepoznavanje govora je stvarno odličan za brzo pisanje mejlova. Tačka.

for doing emails very quickly; period.

Like, I get hundreds of them a day; period.

Mislim, ja ih dnevno dobijam na stotine. Tačka.

And it's not just what I dictate that it writes down; period.

I ne zapisuje samo ono što mu diktiram. Tačka.

I also use this feature called voice macros; period.

Takođe koristim i opciju koja se zove "glasovne komande". Tačka.

Correct "dissuade."

Ispravi "odvratiti".

Not "just."

"Ne samo."

Ok, this is not an ideal situation,

Ok, ovo nije idealna situacija,

because it's getting the echo from the hall and stuff.

zato što odjekuje sala i slično.

The point is, I can respond to people very quickly by saying a short word,

Ali poenta je: mogu da odgovorim ljudima veoma brzo

izgovarajući kratku reč, a bude zapisana mnogo duža stvar.

and having it write out a much longer thing.

So if somebody sends me a fan letter, I'll say,

Ako mi neko napiše pismo pohvale, reći ću:

"Thanks for that."

"Hvala za to."

[Thank you so much for taking the time to write ...]

(Smeh)

(Laughter)

(Applause)

(Aplauz)

And conversely, if somebody sends me hate mail --

Nasuprot tome, ako mi neko pošalje pismo puno mržnje - što se svaki dan dešava -

which happens daily --

I say, "Piss off."

ja kažem "Odbij."

(Laughter)

(Smeh)

[I admire your frankness ...]

(Laughter)

(Applause)

(Aplauz)

So that's my dirty little secret. Don't tell anyone.

To je moja mala tajna. Nemojte nikom reći.

(Laughter)

(Smeh)

So the point is -- this is a really interesting story.

Poenta je, ovo je veoma zanimljiva priča.

This is version eight of this software,

Ovo je osma verzija ovog softvera, a znate šta su stavili u osmu verziju?

and do you know what they put in version eight?

No new features. It's never happened before in software!

Nijednu novu alatku. Ovo se softverima nikad pre nije desilo!

The company put no new features.

Kompanija nije ubacila nove alatke.

They just said, "We'll make this software work right." Right?

Samo su rekli: "Učinićemo da softver ispravno radi."

Because for years, people had bought this software, tried it out --

Zato što su ljudi godinama kupovali ovaj softver, probali ga -

95 percent accuracy was all they got,

sve što su dobili bilo je 95% tačnosti, što znaci da je u 20 reči jedna pogrešna -

which means one in 20 words is wrong --

and they'd put it in their drawer.

i odlagali su ga na stranu. Kompaniji se to smučilo,

And the company got sick of that,

so they said, "This version, we're not going to do anything,

pa su rekli, "U ovoj verziji, nećemo uraditi ništa više osim

pobrinuti se da bude prokleto tačno." Pa je to ono što su uradili.

but make sure it's darned accurate."

And so that's what they did.

This cult of doing things right is starting to spread.

Ovaj običaj da se stvari rade kako treba počeo je da se širi.

So, my final advice for those of you who are consumers of this technology:

Moj poslednji savet za vas koji ste potrošači ove tehnologije:

remember, if it doesn't work, it's not necessarily you, ok?

zapamtite, ako ne radi, niste nužno vi krivi, okej?

It could be the design of the thing you're using.

Možda je u pitanju dizajn stvari koje koristite.

Be aware in life of good design and bad design.

Budite u životu svesni dobrog i lošeg dizajna.

And if you're among the people who create this stuff:

A ako ste među ljudima koji prave ove stvari, lako je teško.

Easy is hard.

Pre-sweat the details for your audience.

Prođite kroz detalje za vašu publiku. Izbrojte korake.

Count the taps.

Remember, the hard part is not deciding what features to add,

Zapamtite, nije najteže odlučiti koje opcije da dodate

it's deciding what to leave out.

nego koje da izostavite.

And best of all, your motivation is: simplicity sells.

I najbolje od svega, vaša motivacija je: jednostavnost prodaje.

CA: Bravo. DP: Thank you very much.

Kris Anderson: Bravo.

DP: Hvala mnogo.

CA: Hear, hear!

(Aplauz)

(Applause)