Life lessons from an ad man | Rory Sutherland

Prevodilac: Sandra Gojic Lektor: Ivana Korom

This is my first time at TED. Normally, as an advertising man,

Prvi put govorim na TEDu. Kao oglašivač

I actually speak at TED Evil, which is TED's secret sister

ustvari govorim na TED Evil (zlo), što je TEDova tajna sestrinska organizacija -

that pays all the bills.

ona koja plaća sve račune.

It's held every two years in Burma.

Održava se svake dve godine u Burmi.

And I particularly remember a really good speech

A naročito se sećam vrlo dobrog govora

by Kim Jong Il on how to get teens smoking again.

Kim Džong Ila o tome kako ponovo navići tinejdžere na pušenje.

(Laughter)

(smeh)

But, actually, it's suddenly come to me after years working in the business,

Ali, zapravo, sinulo mi je nakon mnogo godina u poslu,

that what we create in advertising,

da ono što stvaramo reklamiranjem,

which is intangible value -- you might call it perceived value,

ta nematerijalna vrednost - možete je zvati spoznajna vrednost

you might call it badge value, subjective value,

vrednost brenda, lična vrednost,

intangible value of some kind --

nematerijalna vrednost neke vrste -

gets rather a bad rap.

dobija prilično loš glas.

If you think about it, if you want to live in a world in the future

Ako razmislite o tome, ukoliko želite da živite u svetu budućnosti

where there are fewer material goods, you basically have two choices.

sa manje materijalnih dobara, imate dva izbora.

You can either live in a world which is poorer,

Možete ili živeti u siromašnijem svetu,

which people in general don't like.

što ljudi generalno ne vole.

Or you can live in a world where actually intangible value

Ili možete živeti u svetu gde nematerijalna vrednost

constitutes a greater part of overall value,

predstavlja veći deo ukupne vrednosti,

that actually intangible value, in many ways

upravo je nematerijalna vrednost, na mnogo načina,

is a very, very fine substitute

odlična zamena

for using up labor or limited resources

za rad ili ograničena sredstva

in the creation of things.

u stvaranju stvari.

Here is one example. This is a train which goes from London to Paris.

Evo jednog primera. Ovo je voz koji ide od Londona do Pariza.

The question was given to a bunch of engineers,

Gomili inženjera je pre 15 godina

about 15 years ago, "How do we make the journey to Paris better?"

postavljeno pitanje, "Kako možemo poboljšati put do Pariza?"

And they came up with a very good engineering solution,

I predstavili su vrlo dobro inženjersko rešenje,

which was to spend six billion pounds

a to je da se potroši 6 milijardi funti

building completely new tracks

na izradu potpuno novih šina

from London to the coast,

od Londona do obale,

and knocking about 40 minutes off a three-and-half-hour journey time.

čime su za 40 minuta skratili troiposatno putovanje.

Now, call me Mister Picky. I'm just an ad man ...

Zovite me izbirljivim. Ja sam samo oglašivač...

... but it strikes me as a slightly unimaginative way of improving a train journey

... ali čini mi se da je to pomalo nemaštovit način poboljšanja putovanja vozom,

merely to make it shorter.

samo ga skraćujući.

Now what is the hedonic opportunity cost

E sad, kakvu hedonističku vrednost dobijamo

on spending six billion pounds on those railway tracks?

trošenjem šest milijardi funti na vozne šine?

Here is my naive advertising man's suggestion.

Evo mog naivnog predloga kao oglašivača.

What you should in fact do is employ all of the world's top male

Treba da uposlite sve svetske najbolje muške

and female supermodels,

i ženske super modele,

pay them to walk the length of the train, handing out free Chateau Petrus

platite im da hodaju duž voza, deleći besplatan "Chateau Petrus" (vrsta vina)

for the entire duration of the journey.

tokom čitavog putovanja.

(Laughter)

(smeh)

(Applause)

(aplauz)

Now, you'll still have about three billion pounds left in change,

Ostalo bi vam još tri milijarde funti,

and people will ask for the trains to be slowed down.

a ljudi bi tražili da vozovi idu sporije.

(Laughter)

(smeh)

Now, here is another naive advertising man's question again.

Još jedno pitanje navinog oglašivača.

And this shows that engineers,

I ovo pokazuje da su inženjeri,

medical people, scientific people,

medicinari, naučnici,

have an obsession with solving the problems of reality,

opsednuti rešavanjem realnih problema,

when actually most problems, once you reach a basic level of wealth

a zapravo je većina problema, kada dosegnete određeni nivo blagostanja

in society, most problems are actually problems of perception.

u društvu, većinu problema čine ustvari problemi percepcije.

So I'll ask you another question.

Postaviću vam još jedno pitanje.

What on earth is wrong with placebos?

Šta je, zaboga, loše u placebu?

They seem fantastic to me. They cost very little to develop.

Meni to izgleda fantastično. Jevtini su za razvoj.

They work extraordinarily well.

Odlično rade.

They have no side effects,

Nemaju neželjenih dejstava,

or if they do, they're imaginary, so you can safely ignore them.

ili ako imaju, ona su izmišljena, tako da slobodno možete da ih ignorišete.

(Laughter)

(smeh)

So I was discussing this. And I actually went to the Marginal Revolution blog

Diskutovao sam o tome. I otišao sam na blog Tajlera Kovena

by Tyler Cowen. I don't know if anybody knows it.

"Marginal Revolution". Ne znam da li vam je poznato,

Someone was actually suggesting that you can take this concept further,

Neko je predložio da ovaj koncept proširimo

and actually produce placebo education.

i stvorimo placebo edukaciju.

The point is that education doesn't actually work by teaching you things.

Poenta je da obrazovanje ne funkcioniše tako što vas uči nečemu.

It actually works by giving you the impression

Ono funkcioniše stvarajući utisak

that you've had a very good education, which gives you an insane sense

da ste imali dobro obrazovanje, što vam daje nenormalnan nivo

of unwarranted self-confidence,

neutemeljenog samopouzdanja,

which then makes you very, very successful in later life.

što vas kasnije čini izuzetno uspešnim u životu.

So, welcome to Oxford, ladies and gentlemen.

Dobrodošli u Oksford, dame i gospodo.

(Laughter)

(smeh)

(Applause)

(aplauz)

But, actually, the point of placebo education is interesting.

Ali, zapravo, suština placebo edukacije je zanimljiva.

How many problems of life can be solved

Koliko životnih problema može biti rešeno

actually by tinkering with perception,

poigravanjem percepcijom,

rather than that tedious, hardworking and messy business

umesto dosadnim, napornim i teškim poslom

of actually trying to change reality?

stvarne promene realnosti?

Here's a great example from history. I've heard this attributed to several other kings,

Evo odličnog primera iz istorije. Čuo sam da se to pripisuje raznim kraljevima,

but doing a bit of historical research,

ali kroz kratko istraživanje istorije,

it seems to be Fredrick the Great.

čini se da je u pitanju Fridrih Veliki.

Fredrick the Great of Prussia was very, very keen

Fridrih Veliki pruski je bio izuzetno dosledan

for the Germans to adopt the potato and to eat it,

u nameri da Nemci prihvate krompir i da počnu da ga jedu.

because he realized that if you had two sources of carbohydrate,

Jer je shvatio da ukoliko imate dva izvora ugljenih hidrata,

wheat and potatoes, you get less price volatility in bread.

žitarice i krompir, cena hleba će se manje menjati.

And you get a far lower risk of famine,

I rizik od gladi je mnogo manji,

because you actually had two crops to fall back on, not one.

jer zapravo imate dve vrste useva na koje se oslanjate, ne samo jednu.

The only problem is: potatoes, if you think about it, look pretty disgusting.

Jedini problem je: krompir, ako razmislite o tome, izgleda prilično odvratno.

And also, 18th century Prussians ate very, very few vegetables --

Takođe, Prusi su u 18 veku jeli vrlo malo povrća -

rather like contemporary Scottish people.

otprilike koliko i današnji Škoti.

(Laughter)

(smeh)

So, actually, he tried making it compulsory.

Dakle, pokušao je to da im nametne.

The Prussian peasantry said,

Pruski seljaci su mu rekli,

"We can't even get the dogs to eat these damn things.

"Ne možemo čak ni pse da nateramo da jedu tu prokletinju.

They are absolutely disgusting and they're good for nothing."

Potpuno su odvratni i ničemu ne služe."

There are even records of people being executed

Postoje i zapisi o pogubljenju ljudi

for refusing to grow potatoes.

koji su odbili da uzgajaju krompir.

So he tried plan B.

I zato je probao plan B.

He tried the marketing solution, which is he declared the potato

Iskoristio je markentinški trik i proglasio krompir

as a royal vegetable, and none but the royal family could consume it.

kraljevskim povrćem. I niko sem kraljevske porodice nije mogao da ga konzumira.

And he planted it in a royal potato patch,

I zasadio ga je u kraljevske leje za krompir,

with guards who had instructions

sa stražarima koji su imali naređenje

to guard over it, night and day,

da ga danonoćno čuvaju,

but with secret instructions not to guard it very well.

ali sa tajnim naređenjem da ga ne čuvaju previše dobro.

(Laughter)

(smeh)

Now, 18th century peasants know that there is one

Seljaci 18. veka znaju da postoji jedno

pretty safe rule in life, which is if something is worth guarding,

utvrđeno životno pravilo, a to je da ako je nešto vredno čuvanja,

it's worth stealing.

onda je vredno i krađe.

Before long, there was a massive underground

Ubrzo je došlo do masivne tajne

potato-growing operation in Germany.

operacije uzgajanja krompira širom Nemačke.

What he'd effectively done is he'd re-branded the potato.

On je uspešno rebrendirao krompir.

It was an absolute masterpiece.

To je bilo apsoultno remek - delo.

I told this story and a gentleman from Turkey came up to me and said,

Ispričao sam tu priču i gospodin iz Turske mi je prišao i rekao,

"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."

"Veoma, veoma dobar prodavac, Fridrih Veliki. Ali ni blizu Ataturku."

Ataturk, rather like Nicolas Sarkozy,

Ataturk, slično kao Nikola Sarkozi,

was very keen to discourage the wearing of a veil,

je bio uporan u zabranjivanju nošenja feredže,

in Turkey, to modernize it.

u Turskoj, da bi je modernizovao.

Now, boring people would have just simply banned the veil.

Dosadne osobe bi prosto zabranile nošenje feredže.

But that would have ended up with a lot of awful kickback

Ali to bi završilo mnogobrojnim povratnim udarcima

and a hell of a lot of resistance.

i neverovatno velikim otporima.

Ataturk was a lateral thinker.

Ataturk je bio lateralni mislilac.

He made it compulsory for prostitutes to wear the veil.

Naredio je prostitutkama da nose feredžu.

(Laughter)

(smeh)

(Applause)

(aplauz)

I can't verify that fully, but it does not matter.

Ne mogu to u potpunosti potvrditi. Ali nije ni važno.

There is your environmental problem solved, by the way, guys:

I usput, momci, evo vam rešenja za zaštitu životne sredine:

All convicted child molesters

Svi osuđeni zlostavljači dece

have to drive a Porsche Cayenne.

moraju da voze Porše "Kajen".

(Laughter)

(smeh)

What Ataturk realized actually is two very fundamental things.

Ono što je Ataturk zapravo shvatio, su dve vrlo značajne stvari.

Which is that, actually, first one,

A to je da su zapravo, pod jedan,

all value is actually relative.

sve vrednosti relativne.

All value is perceived value.

I sve vrednosti su percipirane vrednosti.

For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."

Za one od vas koji ne govore španski, "jugo de naranja" - je zapravo reč za sok od narandže.

Because actually it's not the dollar. It's actually the peso

Jer nije dolar u pitanju, već pezos

in Buenos Aires. Very clever Buenos Aires street vendors

u Buenos Ajresu. Vrlo domišljati ulični prodavci u Buenos Ajresu

decided to practice price discrimination

odlučili su da primene diskriminaciju cena

to the detriment of any passing gringo tourists.

na štetu svih prolazećih američkih turista.

As an advertising man, I have to admire that.

I kao oglašivač, divim se tome.

But the first thing is that all value is subjective.

Ali pre svega, ovo pokazuje da su sve vrednosti subjektivne.

Second point is that persuasion is often better than compulsion.

Sledeća stvar se odnosi na to da je uveravanje često bolje od nametanja.

These funny signs that flash your speed at you,

Ovi smešni znakovi vam pokazuju kojom brzinom se krećete,

some of the new ones, on the bottom right,

neki od novih, dole desno,

now actually show a smiley face or a frowny face,

prikazuju vam nasmejano ili tužno lice,

to act as an emotional trigger.

da bi podstakli vaše emocije.

What's fascinating about these signs is they cost about 10 percent

Ono što je zanimljivo kod ovih znakova je da oni koštaju oko 10 posto

of the running cost of a conventional speed camera,

troškova održavanja uobičajenih kamera za brzinu.

but they prevent twice as many accidents.

Ali sprečavaju duplo više nesreća.

So, the bizarre thing, which is baffling

Neobična stvar koja zapanjuje

to conventional, classically trained economists,

konvencionalne, klasično obrazovane ekonomiste,

is that a weird little smiley face

je to da čudno malo nasmejano lice

has a better effect on changing your behavior

izaziva bolji efekat promene vašeg ponašanja

than the threat of a £60 fine and three penalty points.

nego pretnja kaznom od 60 funti i tri kaznena boda.

Tiny little behavioral economics detail:

Mali detalj povezan sa bihejvioralnom ekonomijom:

in Italy, penalty points go backwards.

u Italiji, kazneni bodovi idu unazad.

You start with 12 and they take them away.

Počnete sa 12 i oni ih oduzimaju.

Because they found that loss aversion

Zaključili su da odbojnost gubitka

is a more powerful influence on people's behavior.

ima jači uticaj na ljudsko ponašanje.

In Britain we tend to feel, "Whoa! Got another three!"

U Britaniji imamo tendenciju da osećamo, "Vau! Dobio sam još tri!"

Not so in Italy.

U Italiji nije tako.

Another fantastic case of creating intangible value

Još jedan fantastičan slučaj stvaranja nematerijalne vrednosti

to replace actual or material value, which remember, is what,

u svrhu nadomeštanja stvarne ili materijalne vrednosti, koja je, zapamtite,

after all, the environmental movement needs to be about:

na kraju, ono oko čega pokret za zaštitu životne sredine treba da se dešava.

This again is from Prussia, from, I think, about 1812, 1813.

Ovo je, opet, primer iz Pruske iz, mislim 1812., 1813.

The wealthy Prussians, to help in the war against the French,

Bogati Prusi su, kako bi pomogli u ratu protiv Francuza,

were encouraged to give in all their jewelry.

bili ohrabrivani da predaju sav svoj nakit.

And it was replaced with replica jewelry

Zamenili bi im to kopijama

made of cast iron.

pravljenim od livenog gvožđa.

Here's one: "Gold gab ich für Eisen, 1813."

Evo jednog primera, "Zlato dadoh za željezo, 1813."

The interesting thing is that for 50 years hence,

Zanimljiva stvar je da nakon 50 godina,

the highest status jewelry you could wear in Prussia

najcenjeniji nakit koji ste mogli da nosite u Pruskoj

wasn't made of gold or diamonds.

nije bio izrađen od zlata ili dijamanata.

It was made of cast iron.

Bio je od izlivenog gvožđa.

Because actually, never mind the actual intrinsic value

Jer su zapravo zanemarili pravu vrednost

of having gold jewelry. This actually

posedovanja zlatnog nakita. Ono što su zapravo

had symbolic value, badge value.

imali jeste simbolična vrednost, brend vrednost.

It said that your family had made a great sacrifice in the past.

Govorilo je da je vaša porodica podnela veliku žrtvu u prošlosti.

So, the modern equivalent would of course be this.

Dakle, savremeni ekvivalent ovome, bi naravno bilo ovo.

(Laughter)

(smeh)

But, actually, there is a thing, just as there are Veblen goods,

Ali, zapravo, postoji tu nešto, poput Veblen dobara,

where the value of the good depends on it being expensive and rare --

gde vrednost stvari zavisi od cene i retkosti robe -

there are opposite kind of things

postoje i suprotne stvari,

where actually the value in them depends on them being

gde vrednost zavisi u činjenici da su one

ubiquitous, classless and minimalistic.

sveprisutne, jednostavne i minimalističke.

If you think about it, Shakerism was a proto-environmental movement.

Ako razmislite o tome, Šakerizam je bio proto - ekološki pokret.

Adam Smith talks about 18th century America,

Adam Smit govori o Americi 18. veka

where the prohibition against visible displays of wealth was so great,

gde je zabrana pokazivanja bogatstva bila toliko jaka,

it was almost a block in the economy in New England,

da je skoro pa predstavljala blokadu ekonomije u Novoj Engleskoj,

because even wealthy farmers could find nothing to spend their money on

jer čak ni bogati farmeri nisu mogli da pronađu bilo šta na šta bi potrošili novac,

without incurring the displeasure of their neighbors.

bez izazivanja nelagode kod svojih suseda.

It's perfectly possible to create these social pressures

U potpunosti je moguće stvoriti ovakav socijalni pritisak

which lead to more egalitarian societies.

koji vodi ka izjednačavanju društva.

What's also interesting, if you look at products

Ono što je takođe zanimljivo, ukoliko pogledate proizvode

that have a high component

koji sadrže veliki deo onoga

of what you might call messaging value,

što zovemo vrednost poruke,

a high component of intangible value, versus their intrinsic value:

veliki deo nematerijalne vrednosti, naspram unutrašnje vrednosti:

They are often quite egalitarian.

Vrlo često su one izjednačene.

In terms of dress, denim is perhaps the perfect example of something

U terminima odeće, teksas je možda savršeni primer nečega

which replaces material value with symbolic value.

gde se vrednost materijala menja vrednošću simbola.

Coca-Cola. A bunch of you may be a load of pinkos,

"Koka Kola". Neki od vas su možda levičari

and you may not like the Coca-Cola company,

i možda ne vole kompaniju "Koka Kola".

but it's worth remembering Andy Warhol's point about Coke.

Ali vredi se setiti Andi Vorholove priče o "Koka Koli".

What Warhol said about Coke is, he said,

On je rekao,

"What I really like about Coca-Cola is the president of the United States

"Ono što stvarno volim kod "Koka Kole" je činjenica da predsednik Amerike

can't get a better Coke than the bum on the corner of the street."

ne može da dobije bolju "Koka Kolu" od skitnice na ćošku ulice."

Now, that is, actually, when you think about it -- we take it for granted --

E sada, kada razmislite o tome, uzimamo to zdravo za gotovo -

it's actually a remarkable achievement,

ali to je zapravo zapanjujuće dostignuće.

to produce something that's that democratic.

Stvoriti nešto što je toliko demokratsko.

Now, we basically have to change our views slightly.

Dakle, moramo malo okrenuti naš pogled na stvari.

There is a basic view that real value involves making things,

Postoji osnovni pogled koji kaže da stvarna vrednost uključuje proces pravljenja,

involves labor. It involves engineering.

uključuje rad. Uključuje upravljanje.

It involves limited raw materials.

Uključuje ograničeni sirovinski materijal.

And that what we add on top is kind of false. It's a fake version.

I onda to što mi dodajemo na neki način predstavlja laž. To je lažna verzija.

And there is a reason for some suspicion and uncertainly about it.

I postoji razlog za dvoumljenje i nesigurnost u vezi sa tim.

It patently veers toward propaganda.

Jer polako prelazi u propagandu.

However, what we do have now

Bilo kako bilo, ono što imamo sada

is a much more variegated media ecosystem

je mnogo raznovrsniji medijski ekosistem

in which to kind of create this kind of value, and it's much fairer.

u kojem se stvaraju ove vrste vrednosti. I to je pravednije.

When I grew up, this was basically the media environment of my childhood

Dok sam odrastao, ovo je bilo medijsko okruženje u mom detinjstvu

as translated into food.

kada bi se prevelo na hranu.

You had a monopoly supplier. On the left,

Imali smo monopolističke dobavljače. Sa leve strane,

you have Rupert Murdoch, or the BBC.

imate Ruperta Murdoka, ili BBC.

(Laughter)

(smeh)

And on your right you have a dependent public

A sa vaše desne strane je zavisna publika

which is pathetically grateful for anything you give it.

koja je patetično zahvalna za sve što joj dajete.

(Laughter)

(smeh)

Nowadays, the user is actually involved.

Danas, korisnik je zapravo uključen.

This is actually what's called, in the digital world, "user-generated content."

U digitalnom svetu to nazivamo, "sadržaj koji stvaraju korisnici".

Although it's called agriculture in the world of food.

Iako se to u svetu hrane zove poljoprivredom.

(Laughter)

(smeh)

This is actually called a mash-up,

To se zapravo zove re-inženjering,

where you take content that someone else has produced

gde uzimate sadržaj koji je neko drugi stvorio

and you do something new with it.

i uradite nešto novo sa njim.

In the world of food we call it cooking.

U svetu hrane to zovemo kuvanje.

This is food 2.0,

Ovo je 2.0 hrana,

which is food you produce for the purpose of sharing it with other people.

što predstavlja hranu proizvedenu u svrhu deljenja sa drugim ljudima.

This is mobile food. British are very good at that.

Ovo je pokretna hrana. Britanci su veoma dobri u tome.

Fish and chips in newspaper, the Cornish Pasty,

Riba i pomfrit u novinama, "Korniš Pasti" (pecivo),

the pie, the sandwich.

pita, sendvič.

We invented the whole lot of them.

Izmislili smo puno toga.

We're not very good at food in general. Italians do great food,

Generalno nismo dobri kada je hrana u pitanju. Italijani prave odličnu hranu,

but it's not very portable, generally.

ali generalno nije baš pokretna.

(Laughter)

(smeh)

I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.

Naučio sam ovo tek pre neki dan. Grof Sendvič nije izmislio sendvič.

He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.

On je izmislio tost. Ali bi Grof Tost bilo vrlo smešno ime.

(Laughter)

(smeh)

Finally, we have contextual communication.

Konačno, imamo i kontekstualnu komunikaciju.

Now, the reason I show you Pernod -- it's only one example.

E sada, razlog zbog kojeg vam pokazujem "Pernod" - samo je jedan primer.

Every country has a contextual alcoholic drink. In France it's Pernod.

Svaka zemlja ima kontekstualno alkoholno piće. U Francuskoj je to "Pernod".

It tastes great within the borders of that country,

Ima odličan ukus u toj zemlji.

but absolute shite if you take it anywhere else.

Ali je potpuno sranje, ako ga pijete negde drugde.

(Laughter)

(smeh)

Unicum in Hungary, for example.

"Unikum" u Mađarskoj, na primer.

The Greeks have actually managed to produce something called Retsina,

Grci su uspeli da proizvedu nešto što su nazvali "Retsina",

which even tastes shite when you're in Greece.

koja čak i u Grčkoj ima sranje ukus.

(Laughter)

(smeh)

But so much communication now is contextual

Ali toliko komunikacije je sada kontekstualno

that the capacity for actually nudging people,

da je količina kojom se ljudi saleću,

for giving them better information -- B.J. Fogg,

nudeći sve bolju informaciju - BJ Fog,

at the University of Stanford, makes the point

na Univerzitetu Stenford, ukazuje na suštinu

that actually the mobile phone is --

da je mobilni telefon zapravo -

He's invented the phrase, "persuasive technologies."

Izmislio je tu frazu, "ubedljiva tehnologija".

He believes the mobile phone, by being location-specific,

On veruje da je mobilni telefon, time što je definisan lokacijom,

contextual, timely and immediate,

kontekstualan, uvremenjen i neposredan,

is simply the greatest persuasive technology device ever invented.

jednostavno najbolji ubedljivi tehnološki uređaj ikada izumljen.

Now, if we have all these tools at our disposal,

Sada, kada imamo sve te alate na raspolaganju,

we simply have to ask the question,

jednostavno moramo da postavimo pitanje,

and Thaler and Sunstein have, of how we can use these more intelligently.

a Taler i Sanstin jesu, kako da ih još pametnije iskoristimo.

I'll give you one example.

Daću vam jedan primer.

If you had a large red button of this kind, on the wall of your home,

Ako biste imali ogromno crveno dugme poput ovog, na zidu vaše kuće,

and every time you pressed it, it saved 50 dollars for you,

i svaki put kada ga pritisnete, sačuvalo bi vam 50 dolara,

put 50 dollars into your pension,

ostavilo bi 50 dolara za vašu penziju,

you would save a lot more.

uštedeli biste mnogo više.

The reason is that the interface fundamentally determines

Razlog leži u tome da je međuveza suštinski određuje

the behavior. Okay?

ponašanje. Okej?

Now, marketing has done a very, very good job of creating

E sada, marketing je odradio odličan posao stvarajući

opportunities for impulse buying.

prilike za impulsivnu kupovinu.

Yet we've never created the opportunity for impulse saving.

Ali sa druge strane, nikada nismo stvorili priliku za impulsivnu štednju.

If you did this, more people would save more.

Kada bi to napravili, više ljudi bi štedelo.

It's simply a question of changing the interface

To je jednostavno pitanje promene međuprostora

by which people make decisions,

na osnovu kojeg ljudi donose odluke.

and the very nature of the decisions changes.

I samim tim priroda odluka se menja.

Obviously, I don't want people to do this,

Očigledno ne želim da ljudi to rade,

because as an advertising man I tend to regard saving as just

jer kao oglašivač gledam na štednju kao

consumerism needlessly postponed.

na nepotrebno odloženu potrošnju.

(Laughter)

(smeh)

But if anybody did want to do that,

Ali ako neko želi da to učini,

that's the kind of thing we need to be thinking about, actually:

o tome bi zapravo trebalo razmisliti:

fundamental opportunities to change human behavior.

osnovne mogućnosti za promenu ljudskog ponašanja.

Now, I've got an example here from Canada.

Imam ovde primer iz Kanade.

There was a young intern at Ogilvy Canada

Postojao je mladi radnik u Ogivli Kanada

called Hunter Somerville,

po imenu Hanter Somervil,

who was working in improv in Toronto,

i radio je na poboljšanjima u Torontu,

and got a part-time job in advertising,

i radio pola radnog vremena kao oglašivač,

and was given the job of advertising Shreddies.

kad mu je ponuđen posao da reklamira "Šredis".

Now this is the most perfect case of creating

Ovo je najsavršeniji primer stvaranja

intangible, added value,

nematerijalne dodate vrednosti,

without changing the product in the slightest.

bez najmanje promene proizvoda.

Shreddies is a strange, square, whole-grain cereal,

"Šredis" su neobične, četvrtaste žitarice od celog zrna,

only available in New Zealand, Canada and Britain.

jedino dostupne na Novom Zelandu, Kanadi i Britaniji.

It's Kraft's peculiar way of rewarding loyalty to the crown.

Radi se o "Kraftovom" neobičnom načinu iskazivanja odanosti kruni.

(Laughter)

(smeh)

In working out how you could re-launch Shreddies,

Razmišljajući o tome kako re-lansirati "Šredis",

he came up with this.

došao je do sledećeg.

Video: (Buzzer)

Video: (zvonce)

Man: Shreddies is supposed to be square.

Čovek: "Šredis" bi trebalo biti četvrtast.

(Laughter)

(smeh)

Woman: Have any of these diamond shapes gone out?

Žena: Da li su neki od ovih dijamantnih oblika otišli u prodaju?

(Laughter)

(smeh)

Voiceover: New Diamond Shreddies cereal.

Glas: Nove "Šredis" žitarice u obliku dijamanta.

Same 100 percent whole-grain wheat in a delicious diamond shape.

100 posto iste semenke u ukusnom obliku dijamanta.

(Applause)

(aplauz)

Rory Sutherland: I'm not sure this isn't the most perfect example

Rori Saterlend: Čini mi se da je ovo najbolji primer

of intangible value creation. All it requires is

stvaranja nematerijalne vrednosti. Sve što zahteva su

photons, neurons, and a great idea to create this thing.

fotoni, neuroni i odlična ideja da bi se to stvorilo.

I would say it's a work of genius.

Rekao bih da je to delo genija.

But, naturally, you can't do this kind of thing without a little bit of market research.

Ali, naravno, ne možete da uradite ovakvu stvar bez malo marketinškog istraživanja.

Man: So, Shreddies is actually producing a new product,

Čovek: Dakle, "Šredis" ustvari pravi novi proizvod,

which is something very exciting for them.

što je vrlo uzbudljivo za njih.

So they are introducing new Diamond Shreddies.

I tako su predstavili novi "Dijamantski Šredis".

(Laughter)

(smeh)

So I just want to get your first impressions when you see that,

Dakle, samo želim da vidim vaš prvi utisak kada vidite ovo,

when you see the Diamond Shreddies box there.

kada vidite kutiju "Dijamantskih Šredisa".

(Laughter)

(smeh)

Woman: Weren't they square?

Žena: Zar nisu bili kvadratasti?

Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.

Žena broj 2: Malo sam zbunjena. Žena 3: Meni izgledaju kao kvadrati.

Man: They -- Yeah, it's all in the appearance.

Čovek: Da, sve je u pojavi.

But it's kind of like flipping a six or a nine. Like a six,

Ali izgleda kao zakretanje broja šest ili devet u šest.

if you flip it over it looks like a nine.

Ako ga okrenete izgleda kao devet.

But a six is very different from a nine.

Ali šest se veoma razlikuje od devet.

Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.

Žena 3: Ili kao M i W. Čovek: I M i W, tačno tako.

Man #2: [unclear]

Čovek 2: [nejasno]

You just looked like you turned it on its end. But when you see it like that

Izgleda kao da si ga okrenuo na kraj. Ali ako ga gledaš na taj način

it's more interesting looking.

mnogo je zanimljiviji.

Man: Just try both of them.

Čovek: Probajte oba.

Take a square one there, first.

Uzmite kvadrat prvo.

(Laughter)

(smeh)

Man: Which one did you prefer? Man #2: The first one.

Čovek: Koji vam se više sviđa? Čovek 2: Prvi.

Man: The first one?

Čovek: Prvi?

(Laughter)

(smeh)

Rory Sutherland: Now, naturally, a debate raged.

Rori Saterlend: I sada se naravno razvila debata.

There were conservative elements in Canada, unsurprisingly,

Neki konzervativni elemetni u Kanadi, što nije iznenadilo,

who actually resented this intrusion.

su odbacili ovo nametanje.

So, eventually, the manufacturers actually

I na kraju su proizvođači

arrived at a compromise, which was the combo pack.

došli do kompromisa, stavrajući kombinovano pakovanje.

(Laughter)

(smeh)

(Applause)

(aplauz)

(Laughter)

(smeh)

If you think it's funny, bear in mind there is an organization called

Ako mislite da je to smešno, imajte na umu da postoji organizacija koja se zove

the American Institute of Wine Economics,

Američki institut za ekonomiju vina,

which actually does extensive research into perception of things,

koja sprovodi opsežna istraživanja percepcije stvari,

and discovers that except for among

i otkriva da, osim kod

perhaps five or ten percent of the most knowledgeable people,

možda pet do deset posto najviše obrazovanih ljudi,

there is no correlation between quality and enjoyment

ne postoji povezanost između kvaliteta i uživanja

in wine,

u vinu,

except when you tell the people how expensive it is,

osim kada kažete ljudima koliko je skupo,

in which case they tend to enjoy the more expensive stuff more.

u kom slučaju imaju tendenciju da uživaju više u skupljim vinima.

So drink your wine blind in the future.

Dakle, pijte svoje vino zatvorenih očiju ubuduće.

But this is both hysterically funny --

Ali ovo je i histerčino smešno -

but I think an important philosophical point,

ali i važno filozofsko gledište,

which is, going forward, we need more of this kind of value.

a to je, gledajući unapred, potrebno nam je više ovih vrsta vrednosti.

We need to spend more time appreciating what already exists,

Moramo da provedemo više vremena ceneći ono što već postoji,

and less time agonizing over what else we can do.

a manje vremena u agoniji oko toga šta još možemo učiniti.

Two quotations to more or less end with.

I dva citata sa kojima bih završio.

One of them is, "Poetry is when you make new things

Jedan od njih je, "Poezija je kada nove stvari činite

familiar and familiar things new."

poznatima, a poznate novima."

Which isn't a bad definition of what our job is,

To uopšte nije loša definicija našeg posla,

to help people appreciate what is unfamiliar, but also

pomaganje drugima da cene ono što je nepoznato, ali isto

to gain a greater appreciation, and place a far higher value on

sticanje veće zahvalnosti i davanje veće vrednosti

those things which are already existing.

stvarima koje već postoje.

There is some evidence, by the way, that things like social networking help do that.

Postoje dokazi da socijalne mreže pomažu u tome.

Because they help people share news.

Jer pomažu da ljudi šire vesti.

They give badge value to everyday little trivial activities.

One daju simboličnu vrednost svakodnevnim trivijalnim aktivnostima.

So they actually reduce the need for actually spending great money on display,

I one zapravo smanjuju potrebu za trošenjem novca na oglašavanje,

and increase the kind of third-party

i povećavaju naknadno zadovoljstvo

enjoyment you can get from the smallest, simplest things in life. Which is magic.

koje dobijate čineći najmanje, najjednostavnije stvari u životu. A to je magija.

The second one is the second G.K. Chesterton quote of this session,

Drugi citat je drugi po redu citat G.K. Čestertona, u ovoj sesiji, a to je

which is, "We are perishing for want of wonder, not for want of wonders,"

"Umiremo od želje za čuđenjem, a ne od želje za čudima,"

which I think for anybody involved in technology, is perfectly true.

što smatram da važi za svakoga ko je uključen u tehnologiju.

And a final thing: When you place a value on things like health,

I poslednja stvar: Kada shvatite vrednost stvari poput zdravlja,

love, sex and other things,

ljubavi, seksa i drugih stvari,

and learn to place a material value

i shvatite pravu vrednost

on what you've previously discounted

onoga što ste ranije doživljavali

for being merely intangible, a thing not seen,

kao nešto jedva opipljivo, jedva vidljivo,

you realize you're much, much wealthier than you ever imagined.

shvatićete da ste mnogo bogatiji nego što ste i mogli zamisliti.

Thank you very much indeed.

Zaista vam mnogo hvala.

(Applause)

(aplauz)