Harish Manwani: Profit's not always the point

Prevodilac: Jovana Kentic Lektor: Mile Živković

The entire model of capitalism

Čitav model kapitalizma

and the economic model that you and I

i ekonomski model u kom smo

did business in,

vi i ja poslovali,

and, in fact, continue to do business in,

i u kom nastavljamo da poslujemo

was built around what probably Milton Friedman

izgrađen je otprilike u vreme

koje je sažeto definisao Milton Frajdmen.

put more succinctly.

And Adam Smith, of course, the father of modern economics

Adam Smit, otac moderne ekonomije,

actually said many, many years ago,

tvorac teorije nevidljive ruke,

the invisible hand,

rekao je pre mnogo godina:

which is, "If you continue to operate

ako nastavite da radite

in your own self-interest

u sopstvenom interesu

you will do the best good for society."

učinićete najbolju stvar za društvo.

Now, capitalism has done a lot of good things

Kapitalizam je doneo dosta dobrih stvari,

and I've talked about a lot of good things that have happened,

i govorio sam o mnogima koje su se dogodile.

but equally, it has not been able to meet up

Isto tako, nije uspeo da se suoči

with some of the challenges that we've seen

sa izazovima koje smo uočili

in society.

u modernom društvu.

The model that at least I was brought up in

Model u kom sam ja odrastao,

and a lot of us doing business were brought up in

kao i mnogi ovde koji se bave biznisom,

was one which talked about

govorio je o nečemu

what I call the three G's of growth:

što ja nazivam tri R razvoja:

growth that is consistent,

razvoj koji je konstantan,

quarter on quarter;

dinar po dinar;

growth that is competitive,

takmičarski razvoj,

better than the other person;

bolji nego kod ostalih osoba;

and growth that is profitable,

i razvoj koji donosi profit,

so you continue to make

tako da stalno dobijate

more and more shareholder value.

na deoničarskoj vrednosti.

And I'm afraid this is not going to be good enough

Bojim se da ovo nije dovoljno dobro

and we have to move from this 3G model

i da se moramo odreći 3R modela

to a model of what I call

zarad modela koji bih nazvao

the fourth G:

četvrtim R:

the G of growth that is responsible.

R za razvoj koji je odgovoran.

And it is this that has to become

Upravo to treba da postane

a very important part

veoma važan deo

of creating value.

stvaranja vrednosti.

Of not just creating economic value

Ne samo ekonomskih,

but creating social value.

već i društvenih vrednosti.

And companies that will thrive are those

Kompanije koje će napredovati

that will actually embrace the fourth G.

su one koje će zaista prihvatiti četvrto R.

And the model of 4G is quite simple:

Model 4R je prilično jednostavan:

Companies cannot afford to be just innocent bystanders

kompanije ne mogu da priušte posmatranje

in what's happening around in society.

onoga što se dešava u društvu.

They have to begin to play their role

Moraće da prihvate svoju ulogu

in terms of serving the communities

u pogledu služenja zajednici

which actually sustain them.

koja ih održava.

And we have to move to a model

Moramo da pređemo na i/i model

of an and/and model which is

koji glasi:

how do we make money and do good?

kako da zarađujemo i činimo dobro?

How do we make sure

Kako da se postaramo

that we have a great business

da poslujemo kako treba,

but we also have a great environment around us?

i da u isto vreme imamo sjajno okruženje?

And that model

Ovaj model se suštinski odnosi

is all about doing well and doing good.

na to da radimo i činimo dobro.

But the question is easier said than done.

Ali lakše je reći nego učiniti.

But how do we actually get that done?

Kako da to i ostvarimo?

And I do believe

Verujem da će odgovor na to

that the answer to that is going to be leadership.

biti vođstvo.

It is going to be to redefine

Rešenje je da ponovo definišemo

the new business models

poslovne modele

which understand

koji će podrazumevati

that the only license to operate

da je jedina mogućnost za funkcionisanje

is to combine these things.

kombinovanje ovih elemenata.

And for that you need businesses

Za to su nam potrebni poslovni projekti

that can actually define their role

koji umeju da odrede svoju ulogu

in society

u društvu,

in terms of a much larger purpose

koja je mnogo veća

than the products and brands that they sell.

od proizvoda i brendova koje prodaju.

And companies that actually define a true north,

Kompanije koje imaju zacrtan cilj,

things that are nonnegotiable

stvari koje nemaju kompromis

whether times are good, bad, ugly --

bez obzira na to kakve su okolnosti.

doesn't matter.

Nije bitno.

There are things that you stand for.

Postoje stvari za koje se čovek bori.

Values and purpose are going to be the two

Vrednosti i cilj će biti

dve komponente sistema

drivers of software

koji će stvoriti

that are going to create

the companies of tomorrow.

kompanije budućnosti.

And I'm going to now shift

Sada ću preći na priču

to talking a little bit about my own experiences.

o sopstvenom iskustvu.

I joined Unilever in 1976

Pridružio sam se firmi „Unilever'' 1976. godine

as a management trainee in India.

kao pripravnik menadžmenta u Indiji.

And on my first day of work

Prvog dana na poslu

I walked in and my boss tells me,

ušao sam i šef me je pitao:

"Do you know why you're here?"

Da li znaš zašto si ovde?

I said, "I'm here to sell a lot of soap."

Rekao sam: „Ovde sam da prodajem sapun''.

And he said, "No, you're here to change lives."

On je rekao: „Ne, ovde si da menjaš živote''

You're here to change lives.

Ovde si da menjaš živote.

You know, I thought it was rather facetious.

Mi smo kompanija koja prodaje sapun i supe.

We are a company that sells soap and soup.

What are we doing about changing lives?

Šta mi radimo da menjamo živote?

And it's then I realized

Tada sam shvatio

that simple acts

da i mali potez

like selling a bar of soap

poput prodaje sapuna

can save more lives

može da spase više života

than pharmaceutical companies.

od farmaceutske kompanije.

I don't know how many of you know

that five million children don't reach the age of five

Ne znam koliko vas zna

da 5 miliona dece ne doživi petu godinu

because of simple infections that can be prevented

zbog infekcija koje se mogu sprečiti

by an act of washing their hands with soap.

pranjem ruku sapunom.

We run the largest

Mi pokrećemo najveći

hand-washing program

program pranja ruku

in the world.

na svetu.

We are running a program on hygiene and health

Pokrenuli smo program o higijeni i zdravlju

that now touches half a billion people.

koji trenutno broji pola milijarde ljudi.

It's not about selling soap,

Ne radi se o prodavanju sapuna,

there is a larger purpose out there.

tu postoji viši cilj.

And brands indeed can be

Brendovi zaista mogu da budu

at the forefront of social change.

predvodnici društvenih promena.

And the reason for that is,

Razlog leži u tome da,

when two billion people use your brands

kada 2 milijarde ljudi koristi tvoj brend,

that's the amplifier.

to samo pojačava uticaj.

Small actions can make a big difference.

Mala dela prave veliku razliku.

Take another example,

Daću još jedan primer,

I was walking around in one of our villages in India.

šetao sam po jednom od sela u Indiji.

Now those of you who have done this

Vi koji ste ovo radili

will realize that this is no walk in the park.

znate da to baš i nije šetnja po parku.

And we had this lady

Tu vidimo ovu gospođu

who was one of our small distributors --

koja je jedan od naših manjih distributora.

beautiful, very, very modest, her home --

Prelep, veoma skroman dom.

and she was out there,

I ona je bila tamo,

dressed nicely,

lepo obučena,

her husband in the back, her mother-in-law behind

njen muž pozadi, svekrva iza

and her sister-in-law behind her.

i zaova iza nje.

The social order was changing

Društveni poredak se menjao

because this lady

jer je ova žena

is part of our Project Shakti

deo projekta Šakti

that is actually teaching women

koji uči žene

how to do small business

kako da pokrenu posao

and how to carry the message

i prenesu poruku

of nutrition and hygiene.

o ishrani i higijeni.

We have 60,000 such women

Trenutno u Indiji imamo

now in India.

60 hiljada takvih žena.

It's not about selling soap,

Ne radi se o prodaji sapuna,

it's about making sure

već da budete sigurni

that in the process of doing so

da u tom procesu

you can change people's lives.

menjate ljudske živote.

Small actions, big difference.

Mala dela, velike razlike.

Our R&D folks

Ljudi u sektoru za istrazivanje i razvoj

are not only working to give us some fantastic detergents,

ne rade da bi nam dali sjajne deterdžente,

but they're working to make sure we use less water.

već da bismo koristili manje vode.

A product that we've just launched recently,

Proizvod koji smo skoro lansirali,

One Rinse product that allows you to save water

"One Rinse", omogućava uštedu vode

every time you wash your clothes.

pri svakom pranju.

And if we can convert all our users to using this,

Ukoliko bi ga svi potrošači koristili

that's 500 billion liters of water.

ušteda bi iznosila 50 milijardi litara.

By the way, that's equivalent to one month of water

Uzgred, ista količina vode mesečno

for a whole huge continent.

dovoljna je da se snabde jedan kontinent.

So just think about it.

Samo razmislite o tome.

There are small actions that can make a big difference.

Male stvari prave veliku razliku.

And I can go on and on.

Mogu da nabrajam i nabrajam.

Our food chain, our brilliant products --

Naš lanac ishrane, naši sjajni proizvodi,

and I'm sorry I'm giving you a word from the sponsors --

izvinjavam se zbog reklamiranja sponzora,

Knorr, Hellman's and all those wonderful products.

Knorr, Hellman i svi ti sjajni proizvodi.

We are committed to making sure that

Obavezani smo da se postaramo

all our agricultural raw materials

da se poljoprivredne sirovine

are sourced from sustainable sources,

dobijaju iz obnovljivih resursa,

100-percent sustainable sources.

stopostotno obnovljivih.

Bili smo prvi koji su svoje palmino ulje

We were the first

to say we are going to buy all of our palm oil

from sustainable sources.

dobijali iz potpuno obnovljivih izvora.

I don't know how many of you know that palm oil,

Ne znam koliko vas zna da palmino ulje

and not buying it from sustainable sources,

koje ne dobijamo iz obnovljivih resursa

može da dovede do krčenja šume odgovornog

can create deforestation that is responsible

for 20 percent of the greenhouse gasses in the world.

za 20% uzroka za efekat staklene baste.

We were the first to embrace that,

Mi smo prvi koji su to prihvatili,

and it's all because we market soap and soup.

zbog toga što reklamiramo sapun i supu.

And the point I'm making here

Ono što hoću da kažem je

is that companies like yours, companies like mine

da kompanije poput vaše, poput moje

have to define a purpose

moraju da definišu cilj

koji prihvata odgovornost

which embraces responsibility

and understands that we have to play our part

i razume da moramo odigrati svoju ulogu

in the communities in which we operate.

u zajednicama u kojim radimo.

We introduced something called

Uveli smo nešto što se zove

The Unilever Sustainable Living Plan, which said,

Održivi životni plan Unilevera, koji glasi:

"Our purpose is to make sustainable living commonplace,

Cilj je da stvorimo održivo životno mesto,

and we are gong to change the lives

i da promenimo živote

of one billion people over 2020."

milijarde ljudi do 2020. godine.

Now the question here is,

where do we go from here?

Postavlja se pitanje kuda da krenemo odavde?

And the answer to that is very simple:

Odgovor je veoma jednostavan:

We're not going to change the world alone.

nećemo sami menjati svet.

There are plenty of you and plenty of us

Mnogo je i vas i nas

who understand this.

koji ovo razumemo.

The question is,

Poenta je

we need partnerships, we need coalitions

da su nam potrebna partnerstva, koalicije,

and importantly, we need that leadership

i najbitnije, potrebno nam je vođstvo

that will allow us to take this from here

koje će nam dozvoliti da preuzmemo odavde

and to be the change

i da budemo promena

that we want to see around us.

koju želimo da vidimo.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Aplauz)