Navi Radjou: Creative problem-solving in the face of extreme limits

Prevodilac: Aleksandar Kovačević Lektor: Mile Živković

When you grow up in a developing country like India, as I did,

Kada, kao ja, odrastete u zemlji u razvoju, poput Indije,

you instantly learn to get more value from limited resources

brzo naučite kako da izvučete najviše iz ograničenih resursa

and find creative ways to reuse what you already have.

i da na kreativan način ponovo iskoristite sve što imate.

Take Mansukh Prajapati, a potter in India.

Kao na primer Mansuk Pradžapati, grnčar iz Indije.

He has created a fridge made entirely of clay

Napravio je frižider isključivo od gline,

that consumes no electricity.

tako da ne troši struju.

He can keep fruits and vegetables fresh for many days.

U njemu voće i povrće dosta dugo ostaje sveže.

That's a cool invention, literally.

Zaista sveža ideja.

In Africa, if you run out of your cell phone battery, don't panic.

Ako ste u Africi i potroši vam se baterija u telefonu, ne paničite.

You will find some resourceful entrepreneurs

Određeni snalažljivi preduzetnici

who can recharge your cell phone using bicycles.

mogu da vam napune telefon pomoću bicikla.

And since we are in South America,

Kad smo već u Južnoj Americi,

let's go to Lima in Peru,

da pogledamo Limu u Peruu,

a region with high humidity

gde je vlažnost vazduha visoka,

that receives only one inch of rainfall each year.

ali godišnje padne samo 2,5 cm kiše.

An engineering college in Lima designed a giant advertising billboard

Na mašinskom fakultetu u Limi je dizajniran ogroman bilbord

that absorbs air humidity and converts it into purified water,

koji upija vlagu iz vazduha i pretvara je u čistu vodu

generating over 90 liters of water every day.

i tako stvara preko 90 l vode dnevno.

The Peruvians are amazing.

Peruanci su sjajni.

They can literally create water out of thin air.

Bukvalno vade vodu iz vazduha.

For the past seven years,

Tokom poslednjih sedam godina

I have met and studied hundreds of entrepreneurs

upoznao sam i ispitao stotine preduzetnika

in India, China, Africa and South America, and they keep amazing me.

iz Indije, Kine, Afrike i Južne Amerike, i svaki put me oduševe.

Many of them did not go to school.

Mnogi nisu pohađali školu.

They don't invent stuff in big R&D labs.

Ne stvaraju izume u velikim laboratorijama.

The street is the lab.

Za njih je ulica laboratorija.

Why do they do that?

Zašto tako rade?

Because they don't have the kind of basic resources we take for granted,

Zato što nemaju osnovne stvari o kojima mi ne razmišljamo,

like capital and energy,

na primer kapital i energiju,

and basic services like healthcare and education

a i osnovne usluge, poput zdravstva i obrazovanja,

are also scarce in those regions.

su u tim oblastima retke.

When external resources are scarce, you have to go within yourself

Kad spoljnih resursa nema, morate da zavirite u sebe

to tap the most abundant resource, human ingenuity,

i iskoristite najobilniji resurs, ljudsku genijalnost,

and use that ingenuity to find clever ways to solve problems with limited resources.

i pomoću te genijalnosti na pametan način i uz ograničene resurse rešite problem.

In India, we call it Jugaad.

U Indiji se to zove ,,Džugad''.

Jugaad is a Hindi word

,,Džugad'' na Hindiju znači

that means an improvised fix, a clever solution born in adversity.

improvizovano rešenje, koje na pametan način prkosi ograničenjima.

Jugaad solutions are not sophisticated or perfect,

,,Džugad'' rešenja nisu prefinjena niti savršena,

but they create more value at lower cost.

ali daju veću vrednost po manjoj ceni.

For me, the entrepreneurs who will create Jugaad solutions

Meni preduzetnici koji stvaraju ,,Džugad'' rešenja

are like alchemists.

deluju kao alhemičari.

They can magically transform adversity into opportunity,

Magijom pretvaraju ograničenja u prilike

and turn something of less value into something of high value.

i nešto bezvredno učine vrednim.

In other words, they mastered the art of doing more with less,

Drugim rečima, naučili su kako da od ničega naprave nešto,

which is the essence of frugal innovation.

a to je suština štedljive inovacije.

Frugal innovation is the ability to create more economic and social value

Štedljiva inovacija je sposobnost da sa manje resursa stvorite više

using fewer resources.

ekonomske i društvene vrednosti.

Frugal innovation is not about making do; it's about making things better.

Štedljiva inovacija nije puko snalaženje, već poboljšavanje sveta.

Now I want to show you how, across emerging markets,

Želim da vam pokažem kako širom novih tržišta

entrepreneurs and companies are adopting frugal innovation on a larger scale

preduzetnici i kompanije na velikom planu primenjuju štedljive inovacije

to cost-effectively deliver healthcare and energy to billions of people

i na jeftin način pružaju zdravstvo i energiju milijardama ljudi

who may have little income but very high aspirations.

koji uprkos malim primanjima imaju velike potrebe.

Let's first go to China,

Počnimo od Kine,

where the country's largest I.T. service provider, Neusoft,

gde je Neusoft, njihova najveća IT kompanija,

has developed a telemedicine solution

razvila sistem za telemedicinu, pomoću kog

to help doctors in cities remotely treat old and poor patients

doktori u gradovima mogu na daljinu da leče stare i siromašne pacijente

in Chinese villages.

u kineskim selima.

This solution is based on simple-to-use medical devices

Sistem je zasnovan na jednostavnoj medicinskoj opremi

that less qualified health workers like nurses can use in rural clinics.

koju mogu da koriste i manje kvalifikovani zdravstveni radnici u seoskim bolnicama.

China desperately needs these frugal medical solutions

Kini hitno trebaju ovakva štedljiva medicinska rešenja

because by 2050 it will be home to over half a billion senior citizens.

jer će do 2050. tu živeti preko pola milijarde starih lica.

Now let's go to Kenya,

Pogledajmo zatim Keniju,

a country where half the population uses M-Pesa, a mobile payment solution.

gde pola stanovnika koristi M-Pesa, sistem za mobilno plaćanje.

This is a great solution for the African continent

Ovakvo rešenje savršeno odgovara Africi,

because 80 percent of Africans don't have a bank account,

pošto 80 posto Afrikanaca nema račun u banci,

but what is exciting is that M-Pesa is now becoming the source

ali je zanimljivo da M-Pesa postaje uzor

of other disruptive business models in sectors like energy.

za slične poslovne modele u sektorima poput energetike.

Take M-KOPA, the home solar solution that comes literally in a box

Na primer M-KOPA, sistem za solarnu energiju u kućnim uslovima,

that has a solar rooftop panel, three LED lights,

čiji paket sadrži solarnu ploču, tri LED svetiljke,

a solar radio, and a cell phone charger.

radio aparat i punjač za mobilni telefon.

The whole kit, though, costs 200 dollars, which is too expensive for most Kenyans,

Međutim, ceo paket košta $200, što je za većinu Kenijaca preskupo,

and this is where mobile telephony can make the solution more affordable.

i upravo u tom pogledu mobilna mreža može da pomogne.

Today, you can buy this kit by making an initial deposit of just 35 dollars,

Sada paket može da se kupi uz avans od svega $35,

and then pay off the rest by making a daily micro-payment of 45 cents

a ostatak se otplaćuje preko mobinog telefona,

using your mobile phone.

po 45 centi dnevno.

Once you've made 365 micro-payments, the system is unlocked,

Nakon 365 ovakvih dnevnih uplata, sistem se otključava,

and you own the product and you start receiving clean, free electricity.

proizvod je vaš i dobijate čistu, besplatnu struju.

This is an amazing solution for Kenya,

Za Keniju je ovakvo rešenje odlično,

where 70 percent of people live off the grid.

jer tamo 70 posto ljudi živi van naselja.

This shows that with frugal innovation

To znači da je kod štedljive inovacije bitno

what matters is that you take what is most abundant, mobile connectivity,

da se uzme nešto čega ima u izobilju - mobilna mreža -

to deal with what is scarce, which is energy.

da bi se stvorilo ono čega nema, recimo energija.

With frugal innovation, the global South is actually catching up

Svetski jug pomoću štedljive inovacije sustiže,

and in some cases even leap-frogging the North.

a u nekim slučajevima čak i prestiže sever.

Instead of building expensive hospitals, China is using telemedicine

Umesto da gradi skupe bolnice,

Kina telemedicinom jeftino leči milione pacijenata,

to cost-effectively treat millions of patients,

a Afrika, umesto da gradi banke i energetsku mrežu,

and Africa, instead of building banks and electricity grids,

is going straight to mobile payments and distributed clean energy.

mobilnim plaćanjem pruža ekološki čistu struju.

Frugal innovation is diametrically opposed to the way we innovate in the North.

Štedljiva inovacija je sušta suprotnost načinu inovacije na severu.

I live in Silicon Valley,

U Silicijumskoj Dolini,

where we keep chasing the next big technology thing.

gde živim, stalno tragamo za sledećim hitom.

Think of the iPhone 5, 6, then 7, 8.

Recimo ajfon 5, 6, pa 7 i 8.

Companies in the West spend billions of dollars investing in R&D,

Zapadne kompanije troše milijarde na istraživanje

and use tons of natural resources to create ever more complex products,

i koriste na tone prirodnih resursa da bi stvorili sve komplikovanije uređaje

to differentiate their brands from competition,

i odvojili se od konkurencije,

and they charge customers more money for new features.

a korisnicima dodatno naplaćuju nove mogućnosti.

So the conventional business model in the West is more for more.

Znači da je zapadni poslovni model "više za više''.

But sadly, this more for more model is running out of gas, for three reasons:

Nažalost, ovaj model se rasplinjava, i to iz tri razloga:

First, a big portion of customers in the West

prvi je da veliki broj zapadnih korisnika

because of the diminishing purchasing power,

zbog sve manje kupovne moći

can no longer afford these expensive products.

ne može više da priušti skupe uređaje.

Second, we are running out of natural water and oil.

Drugo, ponestaje nam čiste vode i nafte.

In California, where I live, water scarcity is becoming a big problem.

U Kaliforniji, gde živim, nestašica vode postaje veliki problem.

And third, most importantly,

Treće i najvažnije

because of the growing income disparity

je da zbog sve veće razlike u prihodima

between the rich and the middle class in the West,

bogate i srednje klase na zapadu

there is a big disconnect between existing products and services

dolazi do velike razlike između postojećih proizvoda i usluga

and basic needs of customers.

i osnovnih potreba potrošača.

Do you know that today,

Znate li da trenutno

there are over 70 million Americans today who are underbanked,

preko 70 miliona Amerikanaca ne koristi usluge banaka

because existing banking services

jer one koje postoje

are not designed to address their basic needs.

ne zadovoljavaju njihove osnovne potrebe?

The prolonged economic crisis in the West is making people think

Zbog duge recesije, ljudi na zapadu misle

that they are about to lose the high standard of living

da će da izgube visok životni standard

and face deprivation.

i nađu se u bedi.

I believe that the only way we can sustain growth and prosperity in the West

Smatram da je jedini način da zapad održi rast i napredak

is if we learn to do more with less.

da naučimo da sa manje postižemo više.

The good news is, that's starting to happen.

Srećom, to se već dešava.

Several Western companies are now adopting frugal innovation

Određene zapadne kompanije već koriste štedljive inovacije

to create affordable products for Western consumers.

kako bi zapadnim potrošačima pružile pristupačne proizvode.

Let me give you two examples.

Daću vam dva primera.

When I first saw this building,

Kada sam prvi put video ovu zgradu,

I told myself it's some kind of postmodern house.

pomislio sam da je u pitanju neka postmodernistička kuća.

Actually, it's a small manufacturing plant set up by Grameen Danone,

zapravo je to mala fabrika u vlasništvu Gramin Danone,

a joint venture between Grameen Bank of Muhammad Yunus

saradnja između Gramin Banke Muhamada Junusa

and the food multinational Danone

i proizvođača hrane Danone,

to make high-quality yogurt in Bangladesh.

koja u Bangladešu proizvodi jogurt visokog kvaliteta.

This factory is 10 percent the size of existing Danone factories

Deset puta je manja od postojećih Danone fabrika,

and cost much less to build.

te je izgradnja mnogo jeftinija.

I guess you can call it a low-fat factory.

Recimo da je u pitanju dijetalna fabrika.

Now this factory, unlike Western factories that are highly automated,

Za razliku od visoko automatizovanih fabrika na zapadu, ova fabrika

relies a lot on manual processes in order to generate jobs for local communities.

se u velikoj meri oslanja na ljudski rad i time stvara radna mesta.

Danone was so inspired by this model

Ovaj istovremeno ekonomski efikasan

that combines economic efficiency and social sustainability,

i društveno održiv model se toliko dopao kompaniji Danone

they are planning to roll it out in other parts of the world as well.

da namerava da ga primeni i u drugim delovima sveta.

Now, when you see this example,

Kada se pogledaju ovakvi primeri

you might be thinking, "Well, frugal innovation is low tech."

može se pomisliti da štedljiva inovacija ne zahteva tehnologiju.

Actually, no.

Zapravo, nije tako.

Frugal innovation is also about making high tech

Štedljivom inovacijom se i visoka tehnologija

more affordable and more accessible to more people.

može približiti prosečnom korisniku.

Let me give you an example.

Daću vam primer.

In China, the R&D engineers of Siemens Healthcare

U Kini je odeljenje za istraživanje u zdravstvu, kompanije Simens,

have designed a C.T. scanner that is easy enough to be used

dizajniralo CT skener koji mogu da koriste

by less qualified health workers, like nurses and technicians.

i manje kvalifikovani radnici, npr. medicinske sestre i tehničari.

This device can scan more patients on a daily basis,

U stanju je da u toku dana obavi više skeniranja

and yet consumes less energy,

uz manju potrošnju energije,

which is great for hospitals, but it's also great for patients

što je odlično za bolnice, ali i za pacijente,

because it reduces the cost of treatment by 30 percent

jer je cena lečenja smanjena za 30 posto,

and radiation dosage by up to 60 percent.

a količina radijacije za 60 posto.

This solution was initially designed for the Chinese market,

Isprva je namenjeno za kinesko tržište,

but now it's selling like hotcakes in the U.S. and Europe,

ali se sad prodaje kao alva u SAD i Evropi,

where hospitals are pressured to deliver quality care at lower cost.

zbog potrebe da bolnice za manje novca pruže bolju zdravstvenu zaštitu.

But the frugal innovation revolution

Talas štedljive inovacije na zapadu

in the West is actually led by creative entrepreneurs

zapravo predvode kreativni preduzetnici

who are coming up with amazing solutions

koji smišljaju sjajna rešenja

to address basic needs in the U.S. and Europe.

za osnovne potrebe u SAD i Evropi.

Let me quickly give you three examples of startups

Na brzinu ću vam ispričati o tri startapa

that personally inspire me.

koja su me oduševila.

The first one happens to be launched by my neighbor in Silicon Valley.

Prvi je zapravo pokrenuo moj komšija u Silicijumskoj Dolini.

It's called gThrive.

Zove se gThrive.

They make these wireless sensors designed like plastic rulers

Proizvode bežične senzore koji liče na plastične lenjire,

that farmers can stick in different parts of the field

pa farmeri mogu da ih pobodu na različitim mestima u polju

and start collecting detailed information like soil conditions.

da sakupljaju podatke, na primer stanje tla.

This dynamic data allows farmers to optimize use of water energy

Ti podaci pomažu farmerima da bolje koriste energiju vode,

while improving quality of the products and the yields,

čime se poboljšava kvalitet i prinos poljoprivrednih proizvoda.

which is a great solution for California, which faces major water shortage.

Za Kaliforniju je to odlično, jer joj preti velika nestašica vode.

It pays for itself within one year.

Sistem sam sebe otplaćuje za godinu dana.

Second example is Be-Bound, also in Silicon Valley,

Drugi primer je takođe iz Silicijumske Doline, Be-Bound,

that enables you to connect to the Internet

koji omogućava da se povežete na internet

even in no-bandwidth areas where there's no wi-fi or 3G or 4G.

čak i na mestima bez internet, wi-fi, 3G ili 4G veze.

How do they do that?

Kako je to moguće?

They simply use SMS, a basic technology, but that happens to be the most reliable

Tako što koristi SMS, tehnologiju koje je jednostavna, ali pouzdana

and most widely available around the world.

i široko dostupna.

Three billion people today with cell phones can't access the Internet.

Tri milijarde vlasnika mobilnih telefona nema pristup internetu.

This solution can connect them to the Internet in a frugal way.

Putem ovog rešenja mogu da se povežu na jeftin način.

And in France, there is a startup calle Compte Nickel,

U Francuskoj, startap pod imenom Compte Nickel

uvodi revoluciju u bankarski sektor.

It allows thousands of people to walk into a Mom and Pop store

Zbog njega na hiljade ljudi može da uđe u dragstor

and in just five minutes activate the service that gives them two products:

i za pet minuta aktivira uslugu koja pruža dve stvari:

an international bank account number and an international debit card.

broj međunarodnog bankovnog računa i međunarodnu debitnu karticu.

They charge a flat annual maintenance fee of just 20 Euros.

Godišnja pretplata na servis iznosi €20.

That means you can do all banking transactions --

Pomoću njih možete da vršite sve poslove u banci -

send and receive money, pay with your debit card --

primanje i slanje novca, plaćanje debitnom karticom

all with no additional charge.

- bez dodatnih troškova.

This is what I call low-cost banking without the bank.

Za mene je to jeftino bankarstvo bez banke.

Amazingly, 75 percent of the customers using this service

Zapanjuje da 75 posto korisnika čine

are the middle-class French who can't afford high banking fees.

Francuzi srednje klase, koji ne mogu da priušte bankarske takse.

Now, I talked about frugal innovation, initially pioneered in the South,

Pričao sam o tome kako su štedljive inovacije započele na jugu,

now being adopted in the North.

a sad dobijaju zamah na severu.

Ultimately, we would like to see

Krajnji cilj je da

developed countries and developing countries

razvijene i zemlje u razvoju

come together and co-create frugal solutions

počnu da sarađuju na štedljivim rešenjima

that benefit the entire humanity.

za dobrobit celog čovečanstva.

The exciting news is that's starting to happen.

Uzbudljivo je što je to već počelo.

Let's go to Nairobi to find that out.

U Najrobiju ćemo saznati kako.

Nairobi has horrendous traffic jams.

Saobraćajne gužve u Najrobiju su strašne.

When I first saw them, I thought, "Holy cow."

Naprosto izbijaju rogovi od gužve.

Literally, because you have to dodge cows as well when you drive in Nairobi.

Nekad i bukvalno, jer se putem često kreću i krave.

To ease the situation,

Kako bi olakšali situaciju,

the engineers at the IBM lab in Kenya are piloting a solution called Megaffic,

inženjeri iz IBM laboratorije u Keniji isprobavaju sistem pod imenom Megaffic,

which initially was designed by the Japanese engineers.

isprva proizvod japanskih iženjera.

Unlike in the West, Megaffic doesn't rely on roadside sensors,

Megaffic se, za razliku od sistema na zapadu, ne oslanja na senzore,

which are very expensive to install in Nairobi.

jer su oni preskupi za Najrobi.

Instead they process images, traffic data,

Umesto toga koristi slike i podatke o saobraćaju

collected from a small number of low-resolution webcams in Nairobi streets,

koje sakuplja mali broj kamera niske rezolucije na ulicama Najrobija;

and then they use analytic software to predict congestion points,

zatim ih softver analizira i predviđa gužve

and they can SMS drivers alternate routes to take.

i preko SMS-a predlaže vozačima kojim putem da krenu.

Granted, Megaffic is not as sexy as self-driving cars,

Megaffic zbilja nije primamljiv kao automobili koji se sami voze,

but it promises to take Nairobi drivers from point A to point B

ali obećava da će vozače u Najrobiju provesti od tačke A do B

at least 20 percent faster.

bar 20 posto brže.

And earlier this year, UCLA Health launched its Global Lab for Innovation,

Zdravstveno odeljenje UCLA je početkom godine pokrenulo

which seeks to identify frugal healthcare solutions anywhere in the world

Globalnu Laboratoriju za Inovacije, čiji je cilj da širom sveta traži

that will be at least 20 percent cheaper than existing solutions in the U.S.

sisteme za zdravstvo koji postižu više, a koštaju bar 20 posto manje

od onih u SAD.

and yet more effective.

It also tries to bring together innovators from North and South

Tu inovatori sa severa i juga mogu da sarađuju

to cocreate affordable healthcare solutions for all of humanity.

na jeftinim medicinskim sistemima za celo čovečanstvo.

I gave tons of examples of frugal innovators from around the world,

Dao sam vam razne primere štedljivih inovacija,

but the question is, how do you go about adopting frugal innovation?

ali pravo pitanje je kako da počnemo da ih primenjujemo.

Well, I gleaned out three principles from frugal innovators around the world

Pokazaću vam tri pravila koja sam saznao

that I want to share with you

od svetskih inovatora,

that you can apply in your own organization

a koja će vašim organizacijama pomoći

to do more with less.

da postignu više uz manje.

The first principle is: Keep it simple.

Prvo pravilo je: samo jednostavno.

Don't create solutions to impress customers.

Proizvodi ne treba da zadive korisnike.

Make them easy enough to use and widely accessible,

Treba da budu jednostavni i dostupni svima,

like the C.T. scanner we saw in China.

kao kineski CT skener.

Second principle: Do not reinvent the wheel.

Drugo pravilo: ne izmišljajte rupu na saksiji.

Try to leverage existing resources and assets that are widely available,

Trudite se da iskoristite resurse koji su na raspolaganju,

like using mobile telephony to offer clean energy

na primer da preko mobilne mreže obezbedite struju,

or Mom and Pop stores to offer banking services.

ili nudite bankarske usluge preko dragstora.

Third principle is: Think and act horizontally.

Treće pravilo: mislite i postupajte vodoravno.

Companies tend to scale up vertically

Kompanije obično rastu u visinu

by centralizing operations in big factories and warehouses,

tako što centralizuju proizvodnju u velikim fabrikama i skladištima,

but if you want to be agile and deal with immense customer diversity,

ali ako želite da brzo ispunite potrebe najrazličitijih kupaca,

you need to scale out horizontally using a distributed supply chain

morate da se širite vodoravno putem mreže za distribuciju,

with smaller manufacturing and distribution units,

uz male fabrike i otpremne centre,

like Grameen Bank has shown.

kao što pokazuje Grameen Banka.

The South pioneered frugal innovation out of sheer necessity.

Jug je štedljive inovacije započeo iz nasušne potrebe.

The North is now learning to do more and better with less

Sada sever zbog nedostatka resursa uči

da postiže više uz manje.

as it faces resource constraints.

As an Indian-born French national who lives in the United States,

Kao francuski državljanin indijskog porekla koji živi u SAD,

my hope is that we transcend this artificial North-South divide

nadam se da ćemo prevazići veštačku podelu na sever i jug

so that we can harness the collective ingenuity

i iskoristiti genijalnost

of innovators from around the world

inovatora iz čitavog sveta

to cocreate frugal solutions

za stvaranje štedljivih rešenja

that will improve the quality of life of everyone in the world,

koja će poboljšati život čitavog čovečanstva,

while preserving our precious planet.

a istovremeno sačuvati našu planetu.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Aplauz)