How to motivate people to do good for others | Erez Yoeli

Prevodilac: Ivana Krivokuća Lektor: Tijana Mihajlović

How can we get people to do more good,

Kako da podstaknemo ljude da čine više dobrih stvari,

to go to the polls, give to charity, conserve resources,

da idu na glasanje, daju u dobrotvorne svrhe,

čuvaju resurse

or even to do something as simple as washing their mugs at work

ili čak nešto toliko jednostavno poput toga da operu šolje za kafu na poslu

so that the sink isn't always full of dirty dishes?

tako da sudopera ne bude uvek puna prljavog posuđa?

(Laughter)

(Smeh)

(Applause)

(Aplauz)

When I first started working on this problem,

Prvi put sam počeo da se bavim ovim problemom

I collaborated with a power company

kada sam sarađivao sa energetskom kompanijom

to recruit customers for a program that prevents blackouts

na pridobijanju klijenata za program koji sprečava nestanke struje

by reducing energy demand during peaks.

smanjujući potražnju energije za vreme udarnih perioda.

The program is based on a tried-and-true technology.

Program je zasnovan na ispobanoj tehnologiji.

It's one the Obama administration even called

Obamina administracija ju je čak nazvala

"the cornerstone to modernizing America's electrical grid."

„kamenom temeljcem za modernizaciju američke električne mreže“.

But, like so many great technological solutions,

Ali, kao i mnoga dobra tehnološka rešenja,

it has a key weakness:

ima ključnu slabu tačku:

people.

ljude.

People need to sign up.

Ljudi moraju da se prijave.

Da bi podstakla ljude da se prijave, energetska kompanija im je poslala pismo,

To try to get people to sign up, the power company sent them a nice letter,

told them about all the program's benefits,

ispričala im je o prednostima programa

and it asked them to call into a hotline if they were interested.

i pozvala ih da pozovu ako su zainteresovani.

Those letters went out,

Pisma su poslata,

but the phones, they were silent.

ali se telefoni nisu čuli.

So when we got involved, we suggested one small change.

Kada smo se uključili, predložili smo malu izmenu.

Instead of that hotline,

Umesto telefonske linije,

we suggested that they use sign-up sheets that they'd post near the mailboxes

predložili smo da koriste obrasce za prijavljivanje koje će postaviti

in people's buildings.

blizu poštanskih sandučića u zgradama ljudi.

This tripled participation.

Učešće se time trostruko povećalo.

Why?

Zašto?

Well, we all know people care deeply about what others think of them,

Pa, svi znamo da je ljudima duboko stalo do toga šta drugi misle o njima,

that we try to be seen as generous and kind,

da nastojimo da nas drugi vide kao velikodušne i ljubazne

and we try to avoid being seen as selfish or a mooch.

i izbegavamo da nas vide kao sebične ili kao da uzimamo od drugih.

Whether we are aware of it or not, this is a big part of why people do good,

Bili mi svesni toga ili ne, velikim delom je to razlog zašto ljudi čine dobro,

and so small changes that give people more credit for doing good,

tako da male promene koje ljudima pripisuju više zasluga za učinjeno dobro

those changes can make a really big difference.

su promene koje mogu zaista da ostave traga.

Small changes like switching from a hotline,

Male promene poput prelaska sa telefonske linije,

where nobody will ever find out about your good deed,

gde niko neće saznati da ste učinili dobro delo,

to a sign-up sheet

na spisak prijavljenih

where anyone who walks by can see your name.

na kome svako ko prođe može da vidi vaše ime.

In our collaborations with governments, nonprofits, companies,

U saradnji sa vlastima, neprofitnim organizacijama i kompanijama,

when we're trying to get people to do more good,

kada nastojimo da ubedimo ljude da urade više dobrih stvari,

we harness the power of reputations.

koristimo moć reputacije.

And we have a simple checklist for this.

Imamo jednostavan spisak stvari koje treba ispuniti.

And in fact, you already know the first item on that checklist.

U stvari, već znate koja je prva stavka na toj listi.

It's to increase observability,

Povećati uočljivost,

to make sure people find out about good deeds.

postarati se da ljudi saznaju za dobra dela.

Now, wait a minute, I know some of you are probably thinking,

Ali čekajte, znam o čemu razmišljaju neki među vama.

there's no way people here thought,

Nema šanse da su ljudi pomislili:

"Oh, well, now that I'm getting credit for my good deed,

„Pa, sad kad mi se pripisuje zasluga za moje dobro delo, sad je vredno toga.“

now it's totally worth it."

And you're right.

I u pravu ste.

Usually, people don't.

Obično ljudi ne misle tako.

Rather, when they're making decisions in private,

Češće, kada nasamo donose odluke,

they worry about their own problems,

brinu o ličnim problemima,

about what to put on the table for dinner or how to pay their bills on time.

o tome šta će moći da večeraju ili kako da plate račune na vreme.

But, when we make their decision more observable,

Ali kada učinimo da njihova odluka postane uočljivija,

they start to attend more to the opportunity to do good.

počinju da se više bave prilikama da rade dobre stvari.

In other words, what's so powerful about our approach

Drugim rečima, moćna stvar u vezi sa našim pristupom

is that it could turn on people's existing desire to do good,

je da može da aktivira postojeću želju ljudi da čine dobro,

in this case, to help to prevent a blackout.

u ovom slučaju, da pomognu da se spreči nestanak struje.

Back to observability.

Vratimo se uočljivosti.

I want to give you another example.

Hteo bih da vam dam još jedan primer.

This one is from a collaboration

Ovaj je proizašao iz saradnje

with a nonprofit that gets out the vote,

sa neprofitnom organizacijom koja podstiče na glasanje,

and it does this by sending hundreds of thousands of letters every election

a to radi tako što šalje stotine i hiljade pisama kad god se održavaju izbori

in order to remind people and try to motivate them to go to the polls.

da bi podsetila ljude i motivisala ih da idu na biračka mesta.

We suggested adding the following sentence:

Predložili smo da dodaju sledeću rečenicu:

"Someone may call you to find out about your experience at the polls."

„Možda će vas neko zvati radi informacija o vašem iskustvu na biračkom mestu.“

This sentence makes it feel more observable when you go to the polls,

Ova rečenica stvara osećaj primetnosti da idete na glasanje

and it increased the effect of the letter by 50 percent.

i povećava efekat pisma za 50 posto.

Making the letter more effective reduced the cost of getting an additional vote

Povećanje efikasnosti pisma smanjilo je troškove dobijanja dodatnog glasa

from 70 dollars down to about 40 dollars.

sa 70 dolara na oko 40 dolara.

Observability has been used to do things

Uočljivost je korišćena za stvari

like get people to donate blood more frequently

poput podsticanja ljudi da češće daju krv

by listing the names of donors on local newsletters,

tako što su imena davalaca navedena u lokalnim novinama

or to pay their taxes on time

ili da plate porez na vreme

by listing the names of delinquents on a public website.

tako što su imena prekršilaca istaknuta na javnom veb-sajtu.

(Laughter)

(Smeh)

What about this example?

Kako vam se čini ovaj primer?

Toyota got hundreds of thousands of people to buy a more fuel-efficient car

Tojota je navela stotine hiljada ljudi da kupe auto sa manjom potrošnjom goriva

by making the Prius so unique ...

tako što su učinili Prius tako jedinstvenim -

(Laughter)

(Smeh)

that their good deed was observable from a mile away.

da se njihovo dobro delo primeti sa udaljenosti od preko jednog kilometra.

(Laughter)

(Smeh)

Alright, so observability is great,

U redu, uočljivost je super,

but we all know, we've all seen

ali, kao što svi znamo, svi smo viđali

people walk by an opportunity to do good.

kako ljudi zaobilaze priliku da učine dobru stvar.

They'll see somebody asking for money on the sidewalk

Vide nekog na trotoaru da traži novac,

and they'll pull out their phones and look really busy,

izvade telefon i deluju baš zauzeto

ili odu u muzej i prođu mimo kutije za donacije.

or they'll go to the museum and they'll waltz right on by the donation box.

Imagine it's the holiday season

Zamislite da je sezona praznika,

and you're going to the supermarket, and there's a Salvation Army volunteer,

idete u supermarket, tamo je volonter Vojske spasa

i zvoni zvonom.

and he's ringing his bell.

A few years ago, researchers in San Diego

Pre nekoliko godina, istraživači iz San Dijega

teamed up with a local chapter from the Salvation Army

udružili su se sa lokalnim ogrankom Vojske spasa da bi pronašli način

to try to find ways to increase donations.

da se povećaju donacije.

What they found was kind of funny.

Ono što su otkrili je pomalo smešno.

When the volunteer stood in front of just one door,

Kada bi volonter stajao ispred samo jednih vrata,

people would avoid giving by going out the other door.

ljudi bi izbegli da daju prilog tako što bi išli na druga vrata.

Why?

Zašto?

Well, because they can always claim, "Oh, I didn't see the volunteer,"

Pa, jer uvek mogu da tvrde: „O, nisam video volontera“,

or, "I wanted to get something from over there,"

ili: „Hoću nešto da uzmem odande“

or, "That's where my car is."

ili: „Tamo je moj auto.“

In other words, there's lots of excuses.

Drugim rečima, mnogo je izgovora.

And that brings us to the second item on our checklist:

To nas dovodi na drugu stavku sa liste:

to eliminate excuses.

ukloniti izgovore.

In the case of the Salvation Army,

U slučaju Vojske spasa,

eliminating excuses just means standing in front of both doors,

uklanjanje izgovora prosto znači stajanje na obema vratima

and sure enough, when they did this,

i, naravno, kada su to uradili,

donations rose.

donacije su se povećale.

But that's when things got kind of funny,

Ali tada su stvari postale nekako smešne,

even funnier.

još smešnije.

The researchers were out in the parking lot,

Istraživači su bili na parkingu,

and they were counting people as they came in and out of the store,

brojali su ljude dok su ulazili i izlazili iz prodavnice

and they noticed that when the volunteers stood in front of both doors,

i primetili su da su, kada su volonteri stajali pred oba ulaza,

people stopped coming out of the store at all.

ljudi sasvim prestali da izlaze iz radnje.

(Laughter)

(Smeh)

Obviously, they were surprised by this, so they decided to look into it further,

Jasno je da su bili iznenađeni time, pa su odlučili da to dodatno ispitaju

and that's when they found that there was actually a third, smaller utility door

i tada su otkrili da zapravo postoje treća, manja pomoćna vrata,

usually used to take out the recycling --

obično za iznošenje otpadaka za recikliranje -

(Laughter)

(Smeh)

and now people were going out that door in order to avoid the volunteers.

i sada su ljudi izlazili na ta vrata kako bi izbegli volontere.

(Laughter)

(Smeh)

This teaches us an important lesson though.

Ovo nas uči važnoj lekciji.

When we're trying to eliminate excuses, we need to be very thorough,

Kada pokušavamo da otklonimo izgovore, moramo biti vrlo temeljni,

because people are really creative in making them.

jer ljudi su vrlo kreativni u njihovom smišljanju.

(Laughter)

(Smeh)

Alright, I want to switch to a setting

Hteo bih da se prebacim na situaciju

where excuses can have deadly consequences.

u kojoj izgovori mogu imati kobne posledice.

What if I told you that the world's deadliest infectious disease has a cure,

Šta ako bih vam rekao da najsmrtonosnija zarazna bolest na svetu ima lek,

in fact, that it's had one for 70 years,

zapravo, da on postoji 70 godina,

a good one, one that works almost every time?

i to dobar lek koji skoro uvek deluje?

It's incredible, but it's true.

Neverovatno je, ali istinito.

The disease is tuberculosis.

Ta bolest je tuberkuloza.

It infects some 10 million people a year,

Pogađa oko 10 miliona ljudi godišnje,

and it kills almost two million of them.

a ubije skoro dva miliona.

Like the blackout prevention program, we've got the solution.

Kao i u slučaju programa prevencije nestanka struje, imamo rešenje.

The problem is people.

Problem su ljudi.

People need to take their medication

Ljudi moraju da uzimaju lek

so that they're cured,

da bi se izlečili

and so that they don't get other people sick.

i da ne bi zarazili druge.

For a few years now, we've been collaborating

Poslednjih nekoliko godina sarađujemo

with a mobile health startup called Keheala

sa firmom mobilnog zdravstva koja se zove Kehila

radi pružanja podrške pacijentima sa tuberkulozom dok prolaze kroz lečenje.

to support TB patients as they undergo treatment.

Now, you have to understand, TB treatment, it's really tough.

Morate razumeti da je lečenje tuberkuloze veoma mučno.

We're talking about taking a really strong antibiotic

Govorimo o uzimanju veoma jakog antibiotika

every single day for six months or more.

svakoga dana tokom šest meseci i duže.

That antibiotic is so strong that it will make you feel sick.

Antibiotik je toliko jak da vam postane loše od njega.

It will make you feel nauseous and dizzy.

Izaziva mučninu i vrtoglavicu.

It will make your pee turn funny colors.

Mokraća poprima čudne boje.

It's also a problem because you have to go back to the clinic

Takođe predstavlja problem jer morate da se vraćate u kliniku

about every week in order to get more pills,

skoro svake nedelje da uzmete još pilula,

and in sub-Saharan Africa or other places where TB is common,

a u Podsaharskoj Africi i drugim mestima u kojima je tuberkuloza učestala,

now you're talking about going someplace pretty far,

radi se o tome da treba ići na prilično udaljeno mesto,

taking tough and slow public transport,

voziti se neugodnim i sporim javnim prevozom,

maybe the clinic is inefficient.

a možda je i klinika neefikasna.

So now you're talking about taking a half day off of work every week

Pa sad morate da izlazite pola dana svake nedelje

from a job you desperately can't afford to lose.

sa posla kojeg nipošto ne možete priuštiti da izgubite.

It's even worse when you consider the fact that there's a terrible stigma,

Još je gore kad uzmete u obzir činjenicu da postoji strašna stigma

and you desperately don't want people to find that you have the disease.

i da nipošto ne želite da ljudi saznaju da ste bolesni.

Some of the toughest stories we hear are actually from women

Neke od najtežih priča koje čujemo su od žena koje nam,

who, in these places where domestic violence can be kind of common,

u ovim mestima gde nasilje u porodici ume da bude učestalo,

they tell us that they have to hide it from their husbands

govore da su morale da sakriju od muževa

that they're coming to the clinic.

da dolaze u kliniku.

So it's no surprise that people don't complete treatment.

Stoga nije čudo da ljudi lečenje ne privedu kraju.

Can our approach really help them?

Može li im naš pristup zaista pomoći?

Can we really get them to stick it out?

Možemo li da zaista postignemo da izdrže?

Yeah.

Da.

Every day, we text patients to remind them to take their medication,

Svakodnevno šaljemo poruke pacijentima da ih podsetimo da uzmu lek,

but if we stopped there,

ali ako bismo se tu zaustavili,

there'd be lots of excuses.

bilo bi mnogo izgovora.

"Well, I didn't see the text."

„Pa, nisam video poruku.“

Or, "You know, I saw the text, but then I totally forgot,

Ili: „Znate, video sam poruku, ali sam onda skroz zaboravio,

put the phone down and I just forgot about it."

spustio telefon i prosto zaboravio na to.“

Or, "I lent the phone out to my mom."

Ili: „Pozajmila sam telefon mami.“

We have to eliminate these excuses

Moramo da uklonimo ove izgovore

and we do that by asking patients

i to radimo tako što zatražimo od pacijenata da se uloguju

to log in and verify that they've taken their medication.

i potvrde da su uzeli lek.

If they don't log in, we text them again.

Ako se ne uloguju, ponovo im šaljemo poruku.

If they don't log in, we text them yet again.

Ako se ne uloguju, opet im pošaljemo poruku.

If, after three times, they still haven't verified,

Ako nisu potvrdili nakon tri pokušaja,

we notify a team of supporters

obaveštavamo tim podrške

and that team will call and text them

i taj tim ih zove i šalje im poruke

to try to get them back on the wagon.

da bi ih vratio na kolosek.

No excuses.

Nema izgovora.

Our approach, which, admittedly, uses all sorts of behavioral techniques,

Naš pristup, koji, što se vidi, koristi raznorazne bihevioralne tehnike,

including, as you've probably noticed, observability,

uključujući, kao što ste verovatno primetili, uočljivost,

it was very effective.

bio je vrlo delotvoran.

Patients without access to our platform

Pacijenti bez pristupa našoj platformi

were three times more likely not to complete treatment.

imali su tri puta veću šansu da ne završe lečenje.

Alright,

U redu,

you've increased observability,

povećali ste uočljivost,

you've eliminated excuses,

uklonili ste izgovore,

but there's still a third thing you need to be aware of.

ali postoji i treća stvar koje morate biti svesni.

If you've been to Washington, DC or Japan or London,

Ako ste bili u Vašingtonu, Japanu ili Londonu,

you know that metro riders there

znate da su ljudi koji se tamo voze metroom

will be very careful to stand on the right-hand side of the escalator

vrlo pažljivi u vezi sa stajanjem na desnoj strani pokretnih stepenica

so that people can go by on the left.

tako da ljudi mogu da prođu sa njihove leve strane.

But unfortunately, not everywhere is that the norm,

Ali, nažalost, to nije svuda pravilo,

and there's plenty of places where you can just stand on both sides

i mnogo je mesta gde možete da stojite na obema stranama i blokirate stepenice.

and block the escalator.

Naravno, bolje je za druge

Obviously, it's better for others

when we stand on the right and let them go by,

da mi stojimo sa desne strane i pustimo ih da prođu,

but we're only expected to do that some places.

ali od nas se to očekuje da radimo samo na nekim mestima.

This is a general phenomenon.

To je opšta pojava.

Sometimes we're expected to do good

Ponekad se očekuje od nas da činimo dobro,

and sometimes not,

a ponekad ne,

and it means that people are really sensitive to cues

a to znači da su ljudi veoma osetljivi na naznake

that they're expected to do good in a particular situation,

da se od njih očekuje da čine dobro u određenoj situaciji,

which brings us to the third and final item on our checklist:

što nas dovodi do treće i konačne stavke na listi:

to communicate expectations,

saopštiti očekivanja,

to tell people,

reći ljudima:

"Do the good deed right now."

„Učinite dobro delo u ovom trenutku.“

Here's a simple way to communicate expectations;

Evo jednostavnog načina da se saopšte očekivanja;

simply tell them, "Hey, everybody else is doing the good deed."

jednostavno im recite: „Hej, svi ostali čine dobro delo.“

The company Opower sends people in their electricity bill

Kompanija Opauer šalje ljudima na računu za struju

a small insert that compares their energy consumption

mali dodatak koji poredi njihovu potrošnju energije

with that of people with similarly sized homes.

sa potrošnjom ljudi u domaćinstvu slične veličine.

And when people find out that their neighbors are using less electricity,

Kada ljudi saznaju da njihove komšije koriste manje struje,

počnu manje da je troše.

they start to consume less.

That same approach, it's been used to get people to vote or give to charity

Taj isti pristup je korišćen da se ljudi ubede da glasaju, daju priloge,

or even reuse their towels in hotels.

čak i da više puta koriste peškire u hotelima.

What about this one?

A šta kažete na ovo?

Here's another way to communicate expectations;

Evo još jednog načina da se prenesu očekivanja;

simply do it by saying, "Do the good deed" just at the right time.

jednostavno recite: „Učinite dobro delo“ baš u pravo vreme.

What about this one?

A ovo?

This ticker reframes

Ovaj prekidač stavlja u drugačiji okvir

the kind of mundane task of turning off the lights

običnu radnju gašenja svetla

and turns it instead into an environmental contribution.

i pretvara je u ekološki doprinos.

The bottom line is, lots of different ways to do this,

Suština je da ima mnogo različitih načina da to uradite,

lots of ways to communicate expectations.

mnogo načina da iskažete očekivanja.

Just don't forget to do it.

Samo ne zaboravite da to uradite.

And that's it.

I to je to.

That's our checklist.

To je naša lista.

Many of you are working on problems with important social consequences,

Mnogi među vama rade na problemima sa važnim društvenim posledicama

and sometimes you might need to motivate people to do more good.

i nekada vam možda zatreba da motivišete ljude da čine više dobrih stvari.

The tools you learned today can help you with this.

Načini koje ste naučili danas vam mogu pomoći u tome.

And these tools, they don't require that you raise additional funds

Oni ne traže da prikupljate dodatna sredstva

or that you develop any more fancy technologies.

niti da razvijate još prefinjenih tehnologija.

They just require harnessing reputations

Iziskuju samo korišćenje reputacije

by increasing observability, eliminating excuses

povećavanjem uočljivosti, uklanjanjem izgovora

and communicating expectations.

i saopštavanjem očekivanja.

Thank you.

Hvala.

(Applause)

(Aplauz)