How to buy happiness | Michael Norton

Translator: Jenny Zurawell

Prevodilac: Jelena Nedjic Lektor: Ivana Korom

So I want to talk today about money and happiness,

Danas bih sa vama podelio svoja razmišljanja

o novcu i sreći,

which are two things a lot of us spend a lot of our time thinking about,

to je nešto o čemu svi mi mnogo razmišljamo

ili pokušavamo da ih zaradimo ili povećamo.

either trying to earn them or trying to increase them.

And a lot of us resonate with this phrase,

Mnogi od nas se prepoznaju u ovoj izjavi.

we see it in religions and self-help books:

Religije i knjige samopomoći nas uče

money can't buy happiness.

da novcem ne možete kupiti sreću.

Ja zastupam tezu da je u stvari to moguće.

And I want to suggest today that, in fact, that's wrong.

(Smeh)

(Laughter)

I'm at a business school, so that's what we do.

Radim u poslovnoj školi i to je ono čime se bavimo.

So that's wrong,

and in fact, if you think that, you're just not spending it right.

Verovanje je pogrešno i ukoliko to mislite

onda ne trošite novac na pravi način.

So instead of spending it the way you usually spend it,

Tako da bi trebalo da promenite uobičajeni način trošenja novca,

maybe if you spent it differently, that might work a little bit better.

trošite ga na druge stvari,

to će vam doneti bolji osećaj.

Pre nego što nabrojim načine trošenja novca koji bi vas učinili srećnijim,

Before I tell you the ways you can spend it that will make you happier,

let's think about the ways we usually spend it

razmislimo o uobičajenom trošenju novca,

that don't, in fact, make us happier.

koji nas ne čini zadovoljnijim.

We had a little natural experiment.

Odradili smo jedan mali, prirodni eksperiment.

So CNN, a little while ago, wrote this interesting article

Nedavno je CNN objavio članak

o sudbinama ljudi koji osvoje premiju na lutriji.

on what happens to people when they win the lottery.

It turns out people think when they win the lottery

Ispostavilo se da ljudi misle da će nakon toga

njihovi životi biti fantastični.

their lives will be amazing.

This article's about how their lives get ruined.

Ovaj članak objašnjava kako im je to uništilo živote.

What happens when people win the lottery

Pre svega, ono što se desi kada ljudi osvoje premiju

is, one, they spend all the money and go into debt;

je da potroše mnogo para i zaduže se,

and two, all of their friends and everyone they've ever met

a takođe i svi prijatelji i ljudi koji su ih poznavali u životu

find them and bug them for money.

ih smaraju da im daju novac.

To uništi njihov socijalni život.

It ruins their social relationships, in fact.

So they have more debt and worse friendships

Bore se sa većim dugovima, a imaju lošija prijteljstva

than they had before they won the lottery.

u odnosu na stanje pre dobijanja premije.

What was interesting about the article was,

Interesantno je to da su ljudi počeli da komentarišu članak.

people started commenting on the article, readers of the thing.

And instead of talking about how it made them realize

Ali nisu pričali o tome da su shvatili

that money doesn't lead to happiness,

da novac ne vodi bezuslovno do sreće,

everyone started saying, "You know what I'd do if I won the lottery ...?"

već su svi pisali o tome

šta bi oni uradili kada bi osvojili premiju

i maštali su o tome šta bi uradili.

and fantasizing about what they'd do.

Evo dva interesantna primera koja navode na razmišljanje.

Here's just two of the ones we saw that are interesting to think about.

Jedna osoba je napisala: "Kada osvojim premiju, kupiću malu planinu

One person wrote, "When I win, I'm going to buy my own little mountain

i sagradiću kućicu na vrhu."

and have a little house on top."

(Smeh)

(Laughter)

And another person wrote, "I would fill a big bathtub with money

Evo još jedne izjave: "Napunio bih kadu novčanicama,

and get in the tub while smoking a big fat cigar

i potopio bih se u njoj pušeći debelu cigaru

and sipping a glass of champagne."

i pijući čašu šampanjca."

This is even worse: "... then I'd have a picture taken

Ovo je još gore: "Onda bi me uslikali

i napravili desetine sjajnih primeraka.

and dozens of glossies made.

Anyone begging for money or trying to extort from me

Ko god bi me molio za novac ili pokušao na prevaru da ga dobije,

would receive a copy of the picture and nothing else."

dobio bi tu fotografiju i ništa više."

(Laughter)

(Smeh)

And so many of the comments were exactly of this type,

Bilo je mnogo komentara sličnih ovim,

where people got money and, in fact, it made them antisocial.

koji ukazuju da dobitak novca

čini ljude antisocijalnim.

So I told you it ruins people's lives and their friends bug them.

Rekoh vam da to uništi živote ljudi i da ih prijatelji smaraju.

Also, money often makes us feel very selfish

Takođe nas novac čini veoma sebičnim,

i mislimo samo na sebe.

and we do things only for ourselves.

We thought maybe the reason money doesn't make us happy

Možda nas novac ne čini srećnim upravo

is that we're spending it on the wrong things;

zbog toga što ga trošimo na pogrešne stvari,

in particular, we're always spending it on ourselves.

a naročito zato što ga uvek trošimo na nas same.

And we wondered what would happen

Razmišljao sam o tome šta bi se desilo

if we made people spend more of their money on others.

kada bismo naterali ljude da potroše pare na druge.

So instead of being antisocial with your money,

Šta bi se desilo kada biste delovali pro-društveno,

what if you were more pro-social with it?

a ne anti-društveno kada je novac u pitanju?

We thought, let's make people do it and see what happens.

Rešili smo da nateramo ljude da to rade i vidimo šta se tada dešava.

Let's have some people do what they usually do,

Grupa ljudi bi radila ono što i inače rade,

spend money on themselves,

trošili bi pare na sebe,

and let's make some people give money away,

a naveli bismo druge ljude da doniraju novac,

and measure their happiness and see if, in fact, they get happier.

a onda bismo analizirali stanje sreće i da li su srećniji.

The first way we did this was, one Vancouver morning,

Prvog dana smo uradili sledeće.

we went out on the campus at University of British Columbia,

Jednog vankuverskog jutra smo otišli

do Univerziteta Britanske Kolumbije,

approached people and said, "Do you want to be in an experiment?"

prilazili smo ljudima i pitali ih:

They said, "Yes."

"Da li želiš da učestvuješ u eksperimentu?"

We asked them how happy they were, and then gave them an envelope.

Pristali su.

Pitali smo ih koliko su srećni, a onda smo im dali koverat.

One of the envelopes had things in it that said,

U nekim kovertima je pisalo

"By 5pm today, spend this money on yourself."

"Do 17h danas, potroši ovaj novac na sebe."

We gave some examples of what you could spend it on.

Dali smo im nekoliko primera na šta mogu da potroše novac.

Other people got a slip of paper that said,

Druga grupa ljudi je dobila uputstva koja govore:

"By 5pm today, spend this money on somebody else."

"Do 17h potroši ovaj novac na nekog drugog."

Also inside the envelope was money.

U koverti je bio novac.

And we manipulated how much money we gave them;

Takođe smo kontrolisali koliko im novca dajemo.

some people got this slip of paper and five dollars,

Neki ljudi su dobili uputstva i pet dolara.

some got this slip of paper and 20 dollars.

Neki ljudi su dobili uputstva i dvadeset dolara.

Potom su normalno provodili vreme. Radili su šta god su želeli.

We let them go about their day and do whatever they wanted.

We found out they did spend it in the way we asked them to.

Utvrdili smo da su poštovali pravila trošenja para koja smo im dali.

We called them up and asked them, "What did you spend it on?

Zvali bismo ih uveče i pitali:

"Na šta ste potrošili noavc i koliko se srećno sada osećate?"

How happy do you feel now?"

What did they spend it on?

Na šta su trošili pare?

These are college undergrads;

S obzirom da su to studenti, većina je kupila sebi

a lot of what they spent it on for themselves

minđuše ili šminku.

were things like earrings and makeup.

Jedna žena je kupila plišanu životinju rođaci.

One woman said she bought a stuffed animal for her niece.

Ljudi su dali pare beskućnicima.

People gave money to homeless people.

Starbaks je veoma uticajan ovde.

Huge effect here of Starbucks.

(Laughter)

(Smeh)

So if you give undergraduates five dollars,

Prosto, pet dolara studentima deluje kao kafa,

it looks like coffee to them,

and they run over to Starbucks and spend it as fast as they can.

tako da oni brzo otrče do Starbaksa i potroše pare što pre.

Some people bought coffee for themselves, the way they usually would,

Ali neki ljudi su kao i uobičajeno kupili sebi kafu,

a neki od njih su kupili kafu drugome.

but others bought coffee for somebody else.

So the very same purchase,

Pričamo dakle o istoj kupovini,

just targeted toward yourself or targeted toward somebody else.

samo se razlikuje to da li kupujete sebi

ili nekom drugom.

What did we find when we called at the end of the day?

Šta smo otkrili kada smo ih na kraju dana pozvali?

People who spent money on others got happier;

Ljudi koji su pare potrošili na druge su bili srećniji.

people who spent it on themselves, nothing happened.

Ništa se nije promenilo kod ljudi koji su pare potrošili na sebe.

It didn't make them less happy, it just didn't do much for them.

Nije ih to učinilo nesrećnijim, ali nije mnogo uticalo na njih.

The other thing we saw is the amount of money doesn't matter much.

Takođe smo shvatili da količina novca ne pravi veliku razliku.

People thought 20 dollars would be way better than five.

Ljudi su mislili kako bi 20 dolara bilo mnogo bolje od 5 dolara.

In fact, it doesn't matter how much money you spent.

U stvari, iznos koji potrošite ne pravi razliku.

What really matters is that you spent it on somebody else

Ono što je važno je da novac potrošite na nekog drugog,

rather than on yourself.

a ne na sebe.

We see this again and again

To uočimo svaki put

when we give people money to spend on others instead of on themselves.

kada ljudima damo pare da ih potroše na druge.

Of course, these are undergraduates in Canada --

Naravno, govorimo o studentima u Kanadi,

nije to baš najreprezentativniji uzorak.

not the world's most representative population.

They're also fairly wealthy and affluent and other sorts of things.

Oni žive u priličnom materijalnom blagostanju.

We wanted to see if this holds true everywhere in the world

Stoga smo želeli da shvatimo da li je to tačno za čitav svet

or just among wealthy countries.

ili je primenljivo samo na bogate zemlje.

So we went to Uganda and ran a very similar experiment.

Tako da smo sličan eksperiment sproveli u Ugandi.

Imagine, instead of just people in Canada, we say,

Zamislite sada ne samo ljude u Kanadi koje smo pitali

"Name the last time you spent money on yourself or others.

"Navedite kada ste kupili nešto sebi ili nekom drugom.

Describe it. How happy did it make you?"

Opišite to. Koliko vas je to učinilo srećnim?"

Or in Uganda, "Name the last time you spent money on yourself or others

već i ljude u Ugandi: "Navedite poslednji put kada ste potrošili novac

and describe that."

na sebe ili druge ljude i opišite nam to."

Then we asked them how happy they are, again.

Potom smo ih pitali koliko su srećni.

And what we see is sort of amazing,

Došli smo do neverovatnih rezultata koji ukazuju

because there's human universals on what you do with your money,

da postoje opšta pravila oko toga šta radite sa novcem,

and real cultural differences on what you do as well.

ali isto tako i prave kulturološke razlike u tome.

So for example, one guy from Uganda says this:

Na primer,

jedan dečko iz Ugande je rekao ovo.

"I called a girl I wished to love."

Rekao je: "Pozvao sam devojku u koju želim da se zaljubim."

They basically went out on a date,

and he says at the end that he didn't "achieve" her up till now.

Otišli su na sastanak,

i kaže kako je nije ni do sada osvojio.

Ovo je dečko iz Kanade.

(Laughter)

Here's a guy from Canada.

Sličan scenario.

Very similar thing.

"I took my girlfriend out for dinner.

"Odveo sam devojku na večeru.

Otišli smo u bioskop, rano se vratili

We went to a movie, we left early,

and then went back to her room for ... cake," just cake.

i završili smo u njenoj sobi i... "samo jeli tortu, parče torte."

(Laughter)

Human universal:

Opšte pravilo - trošite pare na druge ljude,

you spend money on others, you're being nice.

lepo se ophodite prema njima.

Maybe you have something in mind, maybe not.

Možda imate neki plan u glavi, a možda ne.

But then we see extraordinary differences.

Ali uočavamo i neverovatne razlike.

So look at these two.

Analizirajte ova dva slučaja.

This is a woman from Canada.

Ovo je žena iz Kanade.

We say, "Name a time you spent money on somebody else."

Rekosmo: "Navedite datum kada ste potrošili novac na nekog."

She says, "I bought a present for my mom.

Ona reče: "Kupila sam poklon svojoj mami.

I drove to the mall, bought a present, gave it to my mom."

Otišla sam do tržnog centra, kupila poklon i dala joj."

Perfectly nice thing to do.

It's good to get gifts for people you know.

Savršeno lep gest.

Lepo je davati poklone ljudima koje poznajete.

Compare that to this woman from Uganda:

Uporedite to sa pričom žene iz Ugande.

"I was walking and met a longtime friend whose son was sick with malaria.

"Šetala sam i naletela na dugogodišnju prijateljicu,

njen sin je bolovao od malarije.

They had no money, they went to a clinic and I gave her this money."

Nisu imali novca, otišli su u bolnicu i ja sam joj dala ovaj novac."

This isn't $10,000, it's the local currency.

To nije 10 000$, to je lokalna valuta.

So it's a very small amount of money, in fact.

Nije to mnogo novca,

But enormously different motivations here.

ali je motivacija potpuno različita.

This is a real medical need, literally a lifesaving donation.

Radi se o zdravlju,

to je donacija koja spašava život.

Above, it's just kind of, I bought a gift for my mother.

A pre toga smo imali nešto kao "kupila sam poklon majci".

What we see again, though,

Ono što zaista uočavamo

jeste da način na koji trošite pare na druge

is that the specific way you spend on other people isn't nearly as important

nije ni izbliza toliko važan

as the fact that you spend on other people in order to make yourself happy,

koliko činjenica da trošite novac na druge,

kako bi vam to donelo osećaj sreće,

which is really quite important.

što je zaista veoma važno.

So you don't have to do amazing things with your money

Ne morate činiti neverovatne stvari sa novcem da biste bili srećni.

to make yourself happy.

Možete i malim, trivijalnim gestovima doći do beneficija tog delanja.

You can do small, trivial things and still get the benefits from doing this.

These are only two countries.

Pričamo o samo dve zemlje.

Želeli smo da proširimo polje analize

We wanted to look at every country in the world if we could,

i zavirimo u svaku zemlju na svetu gde smo mogli

to see what the relationship is between money and happiness.

kako bismo analizirali vezu između novca i sreće.

We got data from the Gallup Organization,

Dobili smo podatke od Galup organizacije,

which you know from all the political polls happening lately.

koja se bavi raznim predikcijama političkih rezultata u poslednje vreme.

They asked people, "Did you donate money to charity recently?"

Oni pitaju ljude: "Da li ste dali novac humanitarnim organizacijama

and, "How happy are you with life in general?"

u skorije vreme?"

We can see what the relationship is between those two things.

i pitaju ih: "Koliko ste generalno srećni u životu?"

Are they positively correlated, giving money makes you happy?

I možemo videti kakav je odnos između ta dva fenomena.

Or are they negatively correlated?

Da li su direktno proporcionalni? Davanje para nas čini srećnim?

On this map, green will mean they're positively correlated,

Ili su obrnuto proporcionalni?

red means they're negatively correlated.

Na ovoj mapi zeleno znači da su direktno,

And you can see, the world is crazily green.

a crveno da su obrnuto proporcionalni.

So in almost every country in the world where we have this data,

Uočavate da je čitav svet potpuno zelen.

Skoro u svakoj zemlji širom sveta

people who give money to charity are happier people

gde smo uspeli da dođemo do podataka

smo shvatili da su dobrotvori srećniji ljudi,

than people who don't give money to charity.

I know you're looking at the red country in the middle.

u odnosu na one koji ne doniraju novac u humanitarne svrhe.

I would be a jerk and not tell you what it is,

Znam da zurite u crvenu zemlju u sredini.

but it's Central African Republic.

Bio bih kreten kada vam ne bih rekao u čemu je stvar,

You can make up stories.

to je Centralnoafrička Republika.

Maybe it's different there for some reason.

Možete smisliti objašnjenja, da se razlikuje iz nekog razloga.

Just below that to the right is Rwanda, though,

which is amazingly green.

A tačno desno ipod nje je Ruanda,

So almost everywhere we look,

we see that giving money away makes you happier

koja je neverovatno zelena.

Tako da smo shvatili, skoro ma gde da smo analizirali,

than keeping it for yourself.

What about work, which is where we spend the rest of our time,

da vas davanje novca čini srećnijim

od čuvanja novca za sebe.

when we're not with the people we know.

Pozabavimo se sada vašim profesionalnim životima,

We decided to infiltrate some companies and do a very similar thing.

s obzirom da tu provodimo sve vreme

kada nismo sa ljudima koje poznajemo.

These are sales teams in Belgium.

Rešili smo da se infiltriramo u neke kompanije i uradimo sličnu stvar.

They work in teams, go out and sell to doctors

Ovo je prodajni tim u Belgiji.

and try to get them to buy drugs.

Oni rade u timu, odlaze kod lekara

We can look and see how well they sell things

i pokušavaju da ih ubede da kupe lekove.

as a function of being a member of a team.

Sada možemo analizirati uspešnost prodaje izraženo

We give people on some teams some money

u funkciji timskog rada.

Nekim timovima smo podelili novac

"Spend it however you want on yourself,"

i rekli: "Potrošite pare kako god, ali na sebe",

just like we did with the undergrads in Canada.

baš kao u slučaju studenata u Kanadi.

To other teams we say, "Here's 15 euro. Spend it on one of your teammates.

Ali drugim timovima smo rekli: "Izvolite 15 eura.

Potrošite ih na nekog u timu ove nedelje.

Buy them something as a gift and give it to them.

Kupite im nešto, neki poklon ili im dajte novac.

Then we can see, we've got teams that spend on themselves

Sada pričamo o timovima koji troše pare na sebe

and these pro-social teams who we give money to make the team better.

i o pro-društvenim timovima,

kojima dajemo pare kako bismo tim učinili malo boljim.

The reason I have a ridiculous pinata there

Ova presmešna pinjata je na slajdu

is one team pooled their money and bought a pinata,

jer je jedan tim uzeo novac i kupio pinjatu,

they smashed the pinata, the candy fell out and things like that.

i okupili su se, razbili je, slatkiši su poispadali itd.

A silly, trivial thing to do,

Veoma zabavna, jednostavna stvar,

but think of the difference on a team that didn't do that at all,

ali razmislite o razlici u timu koji to nije uradio,

koji je dobio 15 eura, stavio pare u džep,

that got 15 euro, put it in their pocket, maybe bought themselves a coffee,

možda su kupili sebi kafu,

or teams that had this pro-social experience

u odnosu na tim koji je doživeo ovaj društveni momenat,

where they bonded together to buy something and do a group activity.

gde su zajedno učestvovali u nečemu i povezani su tim iskustvom.

What we see is that the teams that are pro-social sell more stuff

Uvideli smo da su društveni timovi uspešniji u prodaji

than the teams that only got money for themselves.

u odnosu na one koji troše pare samo na sebe.

One way to think of it is: for every 15 euro you give people for themselves,

Možete to posmatrati kao fenomen da kada

ljudi prosto 15 eura zadrže za sebe,

they put it in their pocket and don't do anything different than before.

stave ih u džep, oni ne čine ništa novo.

You don't get money from that;

Ništa ne dobijate od toga.

U stvari, gubite novac, jer ih to ne motiviše da bolje rade.

you lose money, since it doesn't motivate them to perform better.

Ali ukoliko tih 15 eura potroše na svoj tim

But when you give them 15 euro to spend on their teammates,

njihov učinak je mnogo bolji u odnosu na druge,

they do so much better on their teams

that you actually get a huge win on investing this kind of money.

tako da zaradite ukoliko na ovaj način uložite novac.

Shvatam da upravo razmišljate da je to

You're probably thinking to yourselves, this is all fine,

sve dobro,

but there's a context that's incredibly important for public policy,

ali da postoji i kontekst koji je važan za društvenu politiku

i ne možete zamisliti da se tu može primeniti.

and I can't imagine it would work there.

And if he doesn't show me that it works here,

Ukoliko vam ne pokažem da pravilo važi u tom kontekstu,

I don't believe anything he said.

uopšte nećete verovati u teoriju.

I know what you're all thinking about are dodgeball teams.

Znam da mislite sada na igru "između dve vatre".

(Laughter)

(Smeh)

This was a huge criticism that we got,

Kritika koju smo dobili se odnosila na to

that if you can't show it with dodgeball teams, this is all stupid.

da ukoliko fenomen ne važi u igri "između dve vatre", sve ovo je glupo.

So we went and found these dodgeball teams and infiltrated them,

Tako da smo se infiltrirali

i u ekipe igrača "između dve vatre".

and did the exact same thing as before.

Uradili smo isto što smo i ranije radili.

So we give people on some teams money to spend on themselves.

Nekim ekipama smo davali novac da ga prosto potroše na sebe.

Other teams, we give them money to spend on their dodgeball teammates.

Drugim ekipama smo davali novac

kako bi ga potrošili na članove ekipe.

The teams that spend money on themselves

Timovi koji su pare toršili na sebe same

have the same winning percentages as before.

su imali isti procenat pobeda kao i ranije.

The teams we give the money to spend on each other

Timovi koji su međusobno trošili pare

become different teams;

su se promenili

they dominate the league by the time they're done.

i na kraju su dominirali ligom na kraju prvenstva.

Tako da pravilo važi u različitim konceptima -

Across all of these different contexts --

u privatnom životu, na poslu,

your personal life, you work life, even things like intramural sports --

čak i u zabavnim stvarima kao što je rekreativni sport,

we see spending on other people has a bigger return for you

uočavamo da od trošenja na druge dobijate više za uzvrat

than spending on yourself.

u odnosu na trošenje na sebe.

So if you think money can't buy happiness, you're not spending it right.

Tako da ću samo poručiti da ako mislite da novac ne može da kupi sreću,

to znači da ga ne trošite na pravi način.

The implication isn't you should buy this product instead of that product,

Ja ne impliciram da ćete biti srećniji ukoliko

and that's the way to make yourself happier.

kupite jedan proizvod umesto drugog.

It's that you should stop thinking about which product to buy for yourself,

Činjenica je da treba da prestanete da razmišljate

koji proizvod treba sebi da kupite

and try giving some of it to other people instead.

i da pokušate da novac dajete drugima, za promenu.

And we luckily have an opportunity for you.

Na sreću, imamo za vas i priliku za to.

DonorsChoose.org is a nonprofit for mainly public school teachers

DonorsChoose.org je neprofitna organizacija

za nastavnike u državnim školama sa malim budžetom.

in low-income schools.

They post projects like,

Oni ostave predloge,

"I want to teach Huckleberry Finn and we don't have the books,"

kažu: "Želim da podučavam učenike o Haklberi Finu, ali nemamo knjige."

or, "I want a microscope to teach my students science

ili "Želim mikroskop kako bih učenicima objašnjavao nauku,

and we don't have a microscope."

a mi nemamo mikroskope."

You and I can go on and buy it for them.

Vi i ja možemo to da im kupimo.

The teacher and the kids write you thank-you notes,

Učitelj vam se zahvali. Đaci vam šalju zahvalnice.

sometimes they send pictures of them using the microscope.

Ponekada vam pošalju i slike sa nastave mikroskopije.

It's an extraordinary thing.

To je očaravajuća stvar.

Posetite vebsajt i počnite da razmišljate manje o tome:

Go to the website and start yourself on the process of thinking

"Kako bih mogao ovaj novac da potrošim na sebe?"

less about "How can I spend money on myself?"

i razmišljajete ovako "Ukoliko bih dobio 5 ili 15 dolara,

and more about "If I've got five dollars or 15 dollars,

what can I do to benefit other people?"

šta bih mogao da uradim za dobrobit drugih?"

Ultimately, when you do that, you'll find you benefit yourself much more.

Jer na kraju, kada se time vodite, shvatićete da i vi sami dobijate više.

Thank you.

Hvala vam.

(Aplauz)

(Applause)