Ricardo Semler: Radical wisdom for a company, a school, a life

Prevodilac: Ljiljana Ikodinovic Lektor: Mile Živković

On Mondays and Thursdays, I learn how to die.

Ponedeljkom i četvrtkom učim kako da umrem.

I call them my terminal days.

To nazivam svojim poslednjim danima,

My wife Fernanda doesn't like the term,

moja supruga Fernanda ne voli taj naziv,

but a lot of people in my family died of melanoma cancer

ali, puno ljudi iz moje porodice je umrlo od melanoma,

od ovog karcinoma su bolovali moji roditelji i baba i deda.

and my parents and grandparents had it.

I uporno mislim kako bih jednog dana mogao

And I kept thinking, one day I could be sitting in front of a doctor

who looks at my exams and says,

i lekar, gledajući moje rezultate kaže:

"Ricardo, things don't look very good.

"Rikardo, nije dobro.

You have six months or a year to live."

Imaš još šest meseci ili godinu života."

And you start thinking about what you would do with this time.

I tada počnete da razmišljate šta biste radili tokom tog vremena.

And you say, "I'm going to spend more time with the kids.

I kažete: " O, pa provodiću više vremena sa decom.

I'm going to visit these places,

Otputovaću na ta mesta, proćiću uzduž i popreko planine i mesta

I'm going to go up and down mountains and places

i radiću sve te stvari koje nisam radio kada sam imao vremena."

and I'm going to do all the things I didn't do when I had the time."

But of course, we all know

Ali, svi mi naravno znamo

these are very bittersweet memories we're going to have.

da će ta naša sećanja biti vrlo pomešana.

It's very difficult to do.

I da je to vrlo teško uraditi.

You spend a good part of the time crying, probably.

Tada verovatno provedete puno vremena plačući.

So I said, I'm going to do something else.

Tako da sam odlučio da uradim nešto drugo.

Every Monday and Thursday, I'm going use my terminal days.

Svakog ponedeljka i četvrtka koristiću svoje poslednje dane.

And I will do, during those days,

I tokom tih dana radiću

whatever it is I was going to do if I had received that piece of news.

sve ono što bih radio da sam primio takvu vest.

(Laughter)

(Smeh)

When you think about --

Kada razmišljate o -

(Applause)

(Aplauz)

when you think about the opposite of work,

kada razmišljamo o onome što je suprotno poslu,

we, many times, think it's leisure.

mi često mislimo kako je to slobodno vreme.

And you say, ah, I need some leisure time, and so forth.

I kažete: potrebno mi je malo slobodnog vremena i slično.

But the fact is that, leisure is a very busy thing.

Ali činjenica je da smo mi vrlo zauzeti tokom slobodnog vremena.

You go play golf and tennis, and you meet people,

Igramo golf i tenis, srećemo ljude,

and you're going for lunch, and you're late for the movies.

idemo na ručak, kasnimo u bioskop.

It's a very crowded thing that we do.

Ono je pretrpano.

The opposite of work is idleness.

Suprotnost poslu je dokolica.

But very few of us know what to do with idleness.

Ali samo nekolicina nas zna šta bi sa dokolicom.

When you look at the way that we distribute our lives in general,

Kada pogledate kako mi uopšteno raspoređujemo svoje živote,

you realize that in the periods in which we have a lot of money,

shvatite da u periodima u kojima imamo dosta novca,

we have very little time.

imamo vrlo malo vremena.

And then when we finally have time, we have neither the money nor the health.

A kada konačno imamo vremena, nemamo novac niti zdravlje.

So we started thinking about that as a company for the last 30 years.

O tome smo kao preduzeće počeli da razmišljamo pre 30 godina.

This is a complicated company with thousands of employees,

To je komplikovano preduzeće sa hiljadama zaposlenih,

hundreds of millions of dollars of business

stotinama miliona dolara vrednom poslu

that makes rocket fuel propellent systems, runs 4,000 ATMs in Brazil,

koji proizvodi sisteme pogonskog raketnog goriva,

u Brazilu postoji 4000 bankomata kojima upravlja,

does income tax preparation for dozens of thousands.

radi pripremu za povraćaj poreza za desetine hiljada.

So this is not a simple business.

Tako da to nije jednostavan posao.

We looked at it and we said,

Posmatrali smo ga i rekli:

let's devolve to these people, let's give these people a company

hajde da opunomoćimo ove ljude, hajde da im damo preduzeće

where we take away all the boarding school aspects

iz kojeg su uklonjene sve odlike internata

of, this is when you arrive, this is how you dress,

kao: ovako je kada stignete, na ovaj način se oblačite,

this is how you go to meetings, this is what you say,

ovako idete na sastanke, ovo govorite,

this is what you don't say,

ovo ne govorite,

and let's see what's left.

i hajde da vidimo šta ostaje.

So we started this about 30 years ago,

Tako da smo to započeli pre oko 30 godina,

and we started dealing with this very issue.

i tada smo počeli da se bavimo upravo tim pitanjem.

And so we said, look, the retirement,

I tako smo rekli: pogledajte penziju,

the whole issue of how we distribute our graph of life.

celo pitanje načina na koji distribuiramo grafikon života.

Instead of going mountain climbing when you're 82,

Umesto da idete na planinarenje u 82-goj,

why don't you do it next week?

zašto ne biste išli naredne nedelje?

And we'll do it like this,

I to ćemo ovako da uradimo:

we'll sell you back your Wednesdays for 10 percent of your salary.

preprodaćemo vam vaše srede za 10 procenata plate.

So now, if you were going to be a violinist, which you probably weren't,

Pa tako, ako ste hteli da budete violinista, što najverovatnije niste,

you go and do this on Wednesday.

idite i to radite sredom.

And what we found --

I ono što smo otkrili -

we thought, these are the older people

mislili smo, stariji ljudi će biti

who are going to be really interested in this program.

zaista zainteresovani za ovaj program.

A prosečan uzrast prvih ljudi koji su se ovoga prihvatili

And the average age of the first people who adhered

were 29, of course.

je, naravno, bio 29 godina.

And so we started looking,

I počeli smo da posmatramo,

and we said, we have to do things in a different way.

i rekli smo: mi moramo da radimo na drugačiji način.

So we started saying things like,

Pa smo počeli da govorimo stvari poput:

why do we want to know what time you came to work,

zašto bismo trebali da znamo kada ste došli na posao,

what time you left, etc.?

kada ste otišli, i slično?

Can't we exchange this for a contract

Zar ne bismo mogli da ovo zamenimo za ugovor

for buying something from you, some kind of work?

kojim bismo nešto kupili od vas, neku vrstu posla?

Why are we building these headquarters?

Zašto zidamo ova sedišta preduzeća?

Is it not an ego issue that we want to look solid

Zar nije problem ega to što želimo da izgledamo stabilno

and big and important?

i veliko i značajno?

But we're dragging you two hours across town because of it?

Ali da vas zbog toga dva sata putujete na drugu stranu grada?

So we started asking questions one by one.

Tako da smo počeli da postavljamo pitanja jedno po jedno.

We'd say it like this:

Rekli bismo ovako:

One: How do we find people?

prvo: kako pronalazimo ljude?

We'd go out and try and recruit people and we'd say,

Izašli bismo i regrutovali ljude i rekli bismo im:

look, when you come to us,

slušajte, kad dođete kod nas,

we're not going to have two or three interviews

nećemo da prođemo kroz dva ili tri intervjua

pa da ste onda sa nama zauvek venčani.

and then you're going to be married to us for life.

That's not how we do the rest of our lives.

Ne živimo tako ostatak života.

So, come have your interviews.

Dakle, dođite i prođite svoje intervjue.

Anyone who's interested in interviewing, you will show up.

Svako ko je zainteresovan da vas intervjuiše će se pojaviti.

And then we'll see what happens out of the intuition that rises from that,

A onda ćemo videti šta će nam nakon toga reći intuicija,

instead of just filling out the little items of whether you're the right person.

umesto da samo popunjavate male stavke koje govore da li ste prava osoba.

And then, come back.

I onda se vratite.

Spend an afternoon, spend a whole day, talk to anybody you want.

Provedite sa nama poslepodne, ceo dan, razgovarajte sa kim god želite.

Make sure we are the bride you thought we were

Uverite se da smo mi onakva mlada kakva ste mislili da jesmo

and not all the bullshit we put into our own ads.

a ne sve one gluposti koje stavljamo u oglase.

(Laughter)

(Smeh)

Slowly we went to a process where we'd say things like,

Polako smo ulazili u proces gde bismo ljudima rekli stvari poput:

we don't want anyone to be a leader in the company

ne želimo da neko bude lider u preduzeću

if they haven't been interviewed and approved

ukoliko ga nisu intervjuisali i odobrili

by their future subordinates.

njegovi budući potčinjeni.

Every six months, everyone gets evaluated, anonymously, as a leader.

Svakih šest meseci, svako je anonimno ocenjen kao lider.

And this determines whether they should continue in that leadership position,

I to određuje da li će ostati na toj liderskoj poziciji,

which is many times situational, as you know.

što, kao što znate, vrlo često zavisi od situacije.

And so if they don't have 70, 80 percent of a grade, they don't stay,

I tako, ako ne dobiju 70, 80 procenata, ne ostaju,

which is probably the reason why I haven't been CEO for more than 10 years.

što je najverovatnije razlog zbog kojeg

ja već više od 10 godina nisam generalni direktor.

And over time, we started asking other questions.

I tako smo, tokom vremena, počeli da postavljamo i druga pitanja.

We said things like,

Rekli smo stvari poput:

why can't people set their own salaries?

zašto ljudi ne bi sami sebi određivali plate?

What do they need to know?

Šta treba da znaju?

There's only three things you need to know:

Samo su tri stvari koje treba da znate:

how much people make inside the company,

koliko zarađuju ljudi unutar kompanije,

how much people make somewhere else in a similar business

kolike su plate na drugim mestima za slične poslove

i koliko para mi uopšte zarađujemo, kako biste videli da li to možemo da priuštimo.

and how much we make in general to see whether we can afford it.

So let's give people these three pieces of information.

Dakle, hajde da ljudima damo te tri informacije.

So we started having, in the cafeteria,

Tako da smo u kantini

a computer where you could go in and you could ask

imali kompjuter, kome ste mogli da pristupite i pitate

what someone spent, how much someone makes,

koliko je neko potrošio, koliko neko zarađuje,

what they make in benefits, what the company makes,

kolike su im povlastice, koliko zarađuje preduzeće,

what the margins are, and so forth.

kolike su marže i slično.

And this is 25 years ago.

I to je bilo pre 25 godina.

As this information started coming to people,

Kako su ljudi počeli da primaju ove informacije,

mi smo govorili stvari poput:

we said things like, we don't want to see your expense report,

ne želimo da vidimo izveštaj o vašim troškovima,

we don't want to know how many holidays you're taking,

ne želimo da znamo koliko godišnjeg odmora koristite,

we don't want to know where you work.

ne želimo da znamo odakle radite.

We had, at one point, 14 different offices around town,

Imali smo, u jednom momentu, 14 različitih kancelarija u gradu,

and we'd say, go to the one that's closest to your house,

i rekli bismo: idite u onu koja je najbliža vašoj kući,

to the customer that you're going to visit today.

ili klijentu kojeg ćete danas posetiti.

Don't tell us where you are.

Nemojte nam govoriti gde ste.

And more, even when we had thousands of people, 5,000 people,

Štaviše, kada smo imali hiljade zaposlenih, 5000 ljudi,

we had two people in the H.R. department,

imali smo dva čoveka u sektoru za ljudske resurse,

and thankfully one of them has retired.

i srećom, jedan od njih se penzionisao.

(Laughter)

(Smeh)

And so, the question we were asking was, how can we be taking care of people?

A pitanje koje smo postavljali je bilo: kako da se brinemo o ljudima?

People are the only thing we have.

Ljudi su jedino što imamo.

We can't have a department that runs after people and looks after people.

Ne možemo imati sektor koji juri za ljudima i o njima se brine.

So as we started finding that this worked, and we'd say, we're looking for --

I kako smo saznavali da to daje rezultate,

govorili bismo, ono za čim tragamo -

a to je, po mom mišljenju, glavna stvar za kojom sam ja tragao

and this is, I think, the main thing I was looking for

in the terminal days and in the company,

tokom poslednjih dana i u preduzeću,

which is, how do you set up for wisdom?

a to je: kako postići mudrost?

We've come from an age of revolution, industrial revolution,

Dolazimo iz perioda revolucije, industrijske revolucije,

an age of information, an age of knowledge,

ere informacija, ere znanja,

but we're not any closer to the age of wisdom.

ali nismo ništa bliži eri mudrosti.

How we design, how do we organize, for more wisdom?

Kako kreiramo, kako se organizujemo, za više mudrosti?

So for example, many times,

Tako na primer,

what's the smartest or the intelligent decision doesn't jive.

često nam najpametnija ili najinteligentnija odluka ne legne.

So we'd say things like,

Tako bismo govorili nešto poput:

let's agree that you're going to sell 57 widgets per week.

hajde da se dogovorimo da ćete prodavati 57 proizvoda nedeljno.

If you sell them by Wednesday, please go to the beach.

Ukoliko ih prodate do srede, molim vas idite na plažu.

Don't create a problem for us, for manufacturing, for application,

Nemojte nam praviti probleme u proizvodnji, primeni,

then we have to buy new companies, we have to buy our competitors,

tada moramo da kupimo nova preduzuća, moramo da kupimo konkurenciju,

we have to do all kinds of things because you sold too many widgets.

moramo da radimo razne stvari jer ste prodali previše proizvoda.

So go to the beach and start again on Monday.

Dakle idite na plažu i počnite ispočetka u ponedeljak.

(Laughter) (Applause)

(Smeh) (Aplauz)

So the process is looking for wisdom.

Tako da je ovaj proces traženje mudrosti.

And in the process, of course, we wanted people to know everything,

I tokom procesa, naravno, želeli smo da ljudi sve znaju,

and we wanted to be truly democratic about the way we ran things.

i želeli smo da zaista budemo demokratični u načinu na koji smo vodili stvari.

So our board had two seats open with the same voting rights,

Tako je naš odbor imao dva otvorena mesta, sa istim pravom glasanja,

for the first two people who showed up.

za prvo dvoje ljudi koji bi se pojavili.

(Laughter)

(Smeh)

And so we had cleaning ladies voting on a board meeting,

I tako smo imali čistačice koje su glasale na sastancima odbora direktora,

which had a lot of other very important people in suits and ties.

na kojem je bilo puno značajnih ljudi u odelima i sa kravatama.

And the fact is that they kept us honest.

I činjenica je da smo zbog njih ostajali iskreni.

This process, as we started looking at the people who came to us,

Ovaj proces, kako smo počeli da posmatramo ljude koji bi nam dolazili,

we'd say, now wait a second,

rekli bismo, čekajte malo,

people come to us and they say, where am I supposed to sit?

ljudi nam dolaza i pitaju: gde bi trebalo da sednem?

How am I supposed to work? Where am I going to be in 5 years' time?

Kako bi trebalo da radim? Gde ću biti za 5 godina?

And we looked at that and we said, we have to start much earlier.

I mi smo to posmatrali i rekli, moramo da počnemo mnogo ranije.

Where do we start?

Gde da počnemo?

We said, oh, kindergarten seems like a good place.

Rekli smo pa, zabavište nam se čini kao dobro mesto.

So we set up a foundation, which now has, for 11 years, three schools,

I tako smo osnovali fondaciju, koja danas, već 11 godina, ima tri škole,

where we started asking the same questions,

gde smo počeli da postavljamo ista pitanja,

how do you redesign school for wisdom?

kako redizajnirati škole zarad mudrosti?

It is one thing to say, we need to recycle the teachers,

Jedna je stvar reći: moramo da promenimo učitelje,

we need the directors to do more.

direktori moraju da rade više.

But the fact is that what we do with education is entirely obsolete.

Ali činjenica je da je naše obrazovanje potpuno prevaziđeno.

The teacher's role is entirely obsolete.

Uloga učitelja je potpuno prevaziđena.

Going from a math class, to biology, to 14th-century France is very silly.

Ići sa časa matematike na biologiju, pa u Francusku u XIV veku je jako blesavo.

(Applause)

(Aplauz)

Tako da smo počeli da razmišljamo: kako bi to trebalo da izgleda?

So we started thinking, what could it look like?

And we put together people, including people who like education,

I spojili smo ljude, uključujući one koji vole obrazovanje,

people like Paulo Freire, and two ministers of education in Brazil

ljude poput Paola Frejrija, i dvojicu ministara obrazovanja Brazila

and we said, if we were to design a school from scratch,

i rekli smo, ukoliko želimo da školu dizajniramo od nule,

what would it look like?

kako bi ona izgledala?

And so we created this school, which is called Lumiar,

I tako smo napravili ovu školu, koja se zove Lumiar.

and Lumiar, one of them is a public school,

I Lumiar, jedna od njih je državna škola,

and Lumiar says the following:

i Lumiar govori sledeće:

Let's divide this role of the teacher into two.

Hajde da ulogu učitelja podelimo na dvoje.

One guy, we'll call a tutor.

Jednog zovemo tutorom.

A tutor, in the old sense of the Greek "paideia": Look after the kid.

Tutorom, u smislu starogrčkog "paideia": pazite na dete.

What's happening at home, what's their moment in life, etc..

Šta se dešava kod kuće, na kojoj se tački života trenutno nalazi itd.

Ali molim vas nemojte podučavati,

But please don't teach,

because the little you know compared to Google, we don't want to know.

jer malo vi znate u poređenju sa Guglom, nećemo ni da znamo.

Keep that to yourself.

To zadržite za sebe.

(Laughter)

(Smeh)

Now, we'll bring in people who have two things:

A sada ćemo da dovedemo ljude koji poseduju dve stvari:

passion and expertise, and it could be their profession or not.

strast i znanje, a oni mogu, ali ne moraju biti profesionalci.

And we use the senior citizens,

I koristili smo starije građane,

who are 25 percent of the population with wisdom that nobody wants anymore.

koji čine 25 procenata stanovništva sa mudrošću koju niko više ne želi.

So we bring them to school and we say,

Tako da smo ih doveli u školu i rekli:

teach these kids whatever you really believe in.

učite ovu decu bilo čemu u šta iskreno verujete.

So we have violinists teaching math.

Tako smo imali violiniste koji su predavali matematiku.

We have all kinds of things where we say,

Imamo raznorazne stvari i kažemo:

don't worry about the course material anymore.

nemojte da više brinete o udžbenicima.

We have approximately 10 great threads that go from 2 to 17.

Imamo oko 10 velikih tema koje se protežu od 2. do 17. godine.

Things like, how do we measure ourselves as humans?

Teme poput: kako se, kao ljudska bića merimo?

So there's a place for math and physics and all that there.

I tu postoji mesto za matematiku i fiziku i sve to.

How do we express ourselves?

Kako se izražavamo?

So there's a place for music and literature, etc.,

Tako da postoji mesto za muziku i književnost itd.

but also for grammar.

ali i za gramatiku.

And then we have things that everyone has forgotten,

A onda imamo i stvari koje su svi drugi zaboravili,

which are probably the most important things in life.

koje su verovatno najvažnije stvari u životu.

The very important things in life, we know nothing about.

O najvažnijim stvarima u životu, mi ne znamo ništa.

We know nothing about love,

Ne znamo ništa o ljubavi,

we know nothing about death,

ne znamo ništa o smrti,

we know nothing about why we're here.

ne znamo ništa o tome zašto smo ovde.

So we need a thread in school that talks about everything we don't know.

Tako da nam je u školi potrebna tema koja govori o svemu onome o čemu ne znamo.

So that's a big part of what we do.

Tako da to čini veliki deo našeg rada.

(Applause)

(Aplauz)

So over the years, we started going into other things.

I tako smo tokom godina, krenuli i u druge stvari.

We'd say, why do we have to scold the kids

Rekli bismo: zašto treba da grdimo decu

and say, sit down and come here and do that, and so forth.

i govorimo: dođi ovamo i radi ovo itd.

We said, let's get the kids to do something we call a circle,

Rekli smo, hajde da deca rade nešto što nazivamo krugom,

which meets once a week.

to čine jednom nedeljno.

And we'd say, you put the rules together

I kažemo im: vi sastavljate pravila

and then you decide what you want to do with it.

a potom odlučujete šta ćete sa njima.

So can you all hit yourself on the head?

I da li možete da udarate jedan drugog?

Sure, for a week, try.

Naravno, nedelju dana, probajte.

They came up with the very same rules that we had,

I oni su doneli ona ista pravila koja smo i imali,

except they're theirs.

sem što su njihova.

And then, they have the power,

I tada, oni imaju moć,

which means, they can and do suspend and expel kids

što znači da oni mogu da suspenduju i izbace decu iz škole,

so that we're not playing school, they really decide.

tako da se mi ne igramo škole, oni zaista odlučuju.

And then, in this same vein,

I onda, u istom smislu

we keep a digital mosaic,

imamo digitalni mozaik,

because this is not constructivist or Montessori or something.

jer ovo nije konstruktivizam, Montesori ili nešto tako.

It's something where we keep the Brazilian curriculum

u njemu držimo brazilski obrazovni program,

with 600 tiles of a mosaic,

kroz 600 pločica u moziku,

which we want to expose these kids to by the time they're 17.

koje hoćemo da iznesemo deci do njihove 17. godine.

And follow this all the time and we know how they're doing

Ovo stalno pratimo i znamo kako im ide

and we say, you're not interested in this now, let's wait a year.

i kažemo, to te ne zanima ove godine, hajde da sačekamo jednu godinu.

And the kids are in groups that don't have an age category,

A deca nisu u uzrasnim grupama,

so the six-year-old kid who is ready for that with an 11-year-old,

tako da je šestogodišnjak, koji je za to spreman, sa 11-godišnjakom,

that eliminates all of the gangs and the groups

i to eliminiše bande i grupe

and this stuff that we have in the schools, in general.

i sve te stvari, koje u školama imamo, generalno.

And they have a zero to 100 percent grading,

I imaju ocenjivanje od nula do 100 procenata,

which they do themselves with an app every couple of hours.

što oni sami, uz pomoć aplikacije rade svakih par sati

Until we know they're 37 percent of the way we'd like them to be on this issue,

sve dok ne znamo da su postigli 37 procenata

od onoga što bismo mi od njih želeli vezano za tu temu,

so that we can send them out in the world with them knowing enough about it.

tako da možemo da ih pošaljemo u svet sa dovoljnim znanjem o toj temi.

And so the courses are World Cup Soccer, or building a bicycle.

Predmeti su: Svetski fudbalski kup, ili pravljenje bicikla.

And people will sign up for a 45-day course on building a bicycle.

I ljudi se prijave na kurs o pravljenju bicikla koji traje 45 dana.

Now, try to build a bicycle without knowing that pi is 3.1416.

A probajte da napravite bicikl a da ne znate da je pi 3,1416.

You can't.

Ne možete.

And try, any one of you, using 3.1416 for something.

A pokušajte, bilo ko od vas da iskoristi 3,1416 za nešto.

Više ne znate.

You don't know anymore.

So this is lost and that's what we try to do there,

To je izgubljeno i to je ono što mi pokušavamo da uradimo,

which is looking for wisdom in that school.

što je traženje mudrosti u toj školi.

And that brings us back to this graph and this distribution of our life.

A to nas ponovo vodi do grafikona i distribucije našeg života.

I accumulated a lot of money when I think about it.

Kada o tome razmišljam, ja sam stekao mnogo novca.

When you think and you say, now is the time to give back --

Kada razmišljate i kažete: vreme je da ga vratim -

well, if you're giving back, you took too much.

pa, ukoliko vraćate, previše ste uzeli.

(Laughter) (Applause)

(Smeh) (Aplauz)

I keep thinking of Warren Buffet waking up one day

Mislim o tome kako se Voren Bafet probudio jednog jutra

and finding out he has 30 billion dollars more than he thought he had.

i shvatio kako ima 30 milijardi dolara više nego što je mislio.

And he looks and he says, what am I going to do with this?

Pogleda i kaže: šta ću da radim sa ovim?

And he says, I'll give it to someone who really needs this.

I kaže: daću ga nekome kome je zaista potreban.

I'll give it to Bill Gates. (Laughter)

Daću ga Bil Gejtsu. (Smeh)

And my guy, who's my financial advisor in New York,

A moj čovek, moj finansijski savetnik u Njujorku,

he says, look, you're a silly guy

mi kaže: ti si blesav,

because you would have 4.1 times more money today

danas si mogao da imaš 4,1 puta više novca

if you had made money with money instead of sharing as you go.

da si novcem zarađivao novac umesto što si ga usput delio sa drugima.

But I like sharing as you go better.

Ali ja više volim da delim usput.

(Applause)

(Aplauz)

I taught MBAs at MIT for a time

Jedno vreme sam predavao studentima na MIT-ju

and I ended up, one day, at the Mount Auburn Cemetery.

i jednog dana sam se našao na groblju Maunt Obern.

It is a beautiful cemetery in Cambridge.

To je prelepo groblje u Kembridžu.

And I was walking around. It was my birthday and I was thinking.

Šetao sam se unaokolo. Bio mi je rođendan i ramišljao sam.

And the first time around, I saw these tombstones

I tokom prve šetnje sam video te nadgrobne spomenike

and these wonderful people who'd done great things

i te divne ljude koji su učinili značajne stvari

and I thought, what do I want to be remembered for?

i pomislio sam: po čemu želim da mene pamte?

And I did another stroll around,

I napravio sam novi krug,

and the second time, another question came to me,

i drugi put, palo mi je na pamet drugo pitanje,

which did me better, which was,

koje mi je bolje poslužilo, a to je bilo:

why do I want to be remembered at all?

zašto bih uopšte želeo da me pamte?

(Laughter)

(Smeh)

And that, I think, took me different places.

I to me je, mislim, odvelo daleko.

When I was 50, my wife Fernanda and I sat for a whole afternoon,

Kada sam imao 50 godina, moja supruga Fernanda i ja smo sedeli čitavo popodne,

we had a big pit with fire,

bili smo pored vatre,

and I threw everything I had ever done into that fire.

i u nju sam bacio sve što sam ikada uradio.

This is a book in 38 languages,

Tu knjigu prevedenu na 38 jezika,

hundreds and hundreds of articles and DVDs, everything there was.

stotine i stotine članaka i DVD-ja, sve što sam imao.

And that did two things.

A time su urađene dve stvari.

One, it freed our five kids from following in our steps, our shadow --

Prva, oslobodilo je naše petoro dece pritiska da idu našim stopama, naše senke.

They don't know what I do.

Oni ne znaju šta ja radim.

(Laughter)

(Smeh)

Which is good.

Što je dobro.

And I'm not going to take them somewhere

I ja ih neću povesti na neko mesto

and say, one day all of this will be yours.

i reći: jednoga dana sve ovo će biti vaše.

(Laughter)

(Smeh)

The five kids know nothing, which is good.

Petoro dece ne zna ništa, što je dobro.

And the second thing is,

A druga stvar je,

I freed myself from this anchor of past achievement or whatever.

oslobodio sam sebe tereta uspeha, ili već čega, iz prošlosti.

I'm free to start something new every time and to decide things from scratch

Slobodan sam da svaki put započnem nešto novo, i da o stvarima odlučujem od nule

in part of those terminal days.

delimično tokom tih poslednjih dana.

And some people would say,

I neki ljudi bi rekli:

oh, so now you have this time, these terminal days,

o, pa sada imaš to vreme, te poslednje dane,

and so you go out and do everything.

i tako izlaziš i svašta radiš.

No, we've been to the beaches,

Ne, bili smo na plažama.

so we've been to Samoa and Maldives and Mozambique,

bili smo na Samoi i Maldivima i Mozambiku,

so that's done.

tako da je to urađeno.

I've climbed mountains in the Himalayas.

Planinario sam na Himalajima.

I've gone down 60 meters to see hammerhead sharks.

Išao sam na dubinu od 60 metara kako bih video ajkule čekićare.

I've spent 59 days on the back of a camel from Chad to Timbuktu.

Proveo sam 59 dana na leđima kamile od Čada do Timbuktua.

I've gone to the magnetic North Pole on a dog sled.

Otišao sam na magnetski Severni pol na sankama koje vuku psi.

So, we've been busy.

Dakle, bili smo zauzeti.

It's what I'd like to call my empty bucket list.

To je ono što volim da nazovem mojom praznom listom poslednjih želja.

(Laughter)

(Smeh)

And with this rationale, I look at these days and I think,

I razmišljajući na ovaj način, posmatram te dane i mislim,

I'm not retired. I don't feel retired at all.

nisam u penziji, ne osećam se penzionisano.

And so I'm writing a new book.

I tako, pišem novu knjigu.

We started three new companies in the last two years.

Osnovali smo tri nove kompanije tokom poslednje dve godine.

I'm now working on getting this school system for free out into the world,

Sada radim na tome da ovaj novi školski sistem besplatno pustim u svet,

and I've found, very interestingly enough, that nobody wants it for free.

a uvideo sam, začuđujuće, da ga niko ne želi besplatno.

And so I've been trying for 10 years

I tako već deset godina pokušavam

to get the public system to take over this school rationale,

da ubedim državni sistem da preuzme ovu školsku osnovu,

much as the public schools we have,

baš kao državne škole koje imamo,

which has instead of 43 out of 100, as their rating, as their grades,

i koji umesto 43 od 100, što je njihov rejting, njihove ocene

has 91 out of 100.

ima 91 od 100.

But for free, nobody wants it.

Ali za džabe ga niko neće.

So maybe we'll start charging for it and then it will go somewhere.

Tako da ćemo možda početi da za njega naplaćujemo, pa će nekuda stići.

But getting this out is one of the things we want to do.

Ali jedna od stvari koje hoćemo da uradimo je da ga iznesemo u javnost.

And I think what this leaves us as a message for all of you,

Mislim da nas ovo ostavlja sa porukom za sve vas,

I think is a little bit like this:

mislim da ona ide ovako:

We've all learned how to go on Sunday night

Svi smo naučili kako da izađemo nedeljom uveče

to email and work from home.

kako da šaljemo mejlove i radimo od kuće.

But very few of us have learned

Ali vrlo nas je malo naučilo

how to go to the movies on Monday afternoon.

kako da idemo u bioskop ponedeljkom poslepodne.

And if we're looking for wisdom, we need to learn to do that as well.

A ukoliko tražimo mudrost, moramo da i to naučimo.

And so, what we've done all of these years is very simple,

I tako je ono što smo radili sve ove godine vrlo jednostavno,

is use the little tool, which is ask three whys in a row.

a to je korišćenje male alatke koja je: tri puta uzastopno zapitati zašto.

Because the first why you always have a good answer for.

Jer na prvo zašto uvek imate dobar odgovor.

The second why, it starts getting difficult.

sa drugim zašto postaje teže.

By the third why, you don't really know why you're doing what you're doing.

Do trećeg zašto, više zaista ne znate zašto radite to što radite.

What I want to leave you with is the seed and the thought that maybe if you do this,

Želim da vas ostavim sa klicom i mišlju da ćete možda ukoliko to uradite,

you will come to the question, what for?

doći do pitanja: zbog čega?

What am I doing this for?

Zbog čega ja ovo radim?

And hopefully, as a result of that, and over time,

I konačno tokom vremena, kao posledicu.

I hope that with this, and that's what I'm wishing you,

I nadam se da ćete sa ovim, i to je ono što vam želim,

you'll have a much wiser future.

imati mnogo mudriju budućnost.

Thank you very much.

Veliko hvala.

(Applause)

(Aplauz)

Chris Anderson: So Ricardo, you're kind of crazy.

Kris Anderson: Rikardo, vi ste pomalo ludi.

(Laughter)

(Smeh)

To many people, this seems crazy.

Mnogim ljudima se ovo čini ludo.

And yet so deeply wise, also.

A ipak tako dubokoumno.

The pieces I'm trying to put together are this:

Ono što pokušavam da shvatim je sledeće:

Your ideas are so radical.

vaše ideje su tako radikalne.

How, in business, for example, these ideas have been out for a while,

One su u poslovnom svetu, na primer, prisutne već neko vreme,

probably the percentage of businesses that have taken some of them

veovatno je broj preduzeća koja su ih usvojila

is still quite low.

još uvek prilično mali.

Are there any times you've seen some big company

Da li se desilo da ste videli kako je neko veliko preduzeće

take on one of your ideas and you've gone, "Yes!"?

usvojilo vaše ideje, a vaša reakcija je bila: "To!"

Ricardo Semler: It happens. It happened about two weeks ago

Rikardo Semler: Dešava se. Desilo se pre oko dve nedelje

with Richard Branson, with his people saying,

sa Ričardom Bransonom i njegovim ljudima

oh, I don't want to control your holidays anymore,

koji kažu: ne želimo više da kontrolišemo vaše godišnje odmore

or Netflix does a little bit of this and that,

ili sa Netfliksom, koji ponešto čini

but I don't think it's very important.

ali ne mislim da je to jako važno.

I'd like to see it happen maybe a little bit in a bit of a missionary zeal,

U svom misionarskom žaru bih voleo da to vidim,

but that's a very personal one.

ali to je vrlo lična želja.

But the fact is that it takes a leap of faith about losing control.

Činjenica je da je za gubljenje kontrole neophodna vera.

And almost nobody who is in control is ready to take leaps of faith.

A retko je ko od onih koji kontrolišu, spreman da dela na osnovu vere.

It will have to come from kids and other people

To će morati da potekne od mladih i drugih ljudi

who are starting companies in a different way.

koji svoja preduzeća zasnivaju drugačije.

CA: So that's the key thing?

KA: To je dakle ključno?

From your point of view the evidence is there,

Po vašem mišljenju dokazi postoje,

in the business point of view this works,

sa poslovne tačke gledišta daje rezultate

but people just don't have the courage to -- (Whoosh)

ali ljudi naprosto nemaju hrabrosti da - (Fju)

RS: They don't even have the incentive.

RS: Oni ni nemaju podstrek.

You're running a company with a 90-day mandate.

Vi vodite preduzeće sa mandatom od 90 dana.

It's a quarterly report.

To je kvartalni izveštaj.

Ukoliko nemate dobre rezultate nakon 90 dana, gotovi ste.

If you're not good in 90 days, you're out.

So you say, "Here's a great program that, in less than one generation --"

I tako kažete: "Imam odličan program koji će za manje od generacije ..."

And the guy says, "Get out of here."

A oni vam kažu: "Ma hajde!"

So this is the problem.

Tako da je to problem.

(Laughter)

(Smeh)

CA: What you're trying to do in education seems to me incredibly profound.

KA: To što pokušavate da učinite sa obrazovanjem mi se čini izuzetno mudrim.

Everyone is bothered about their country's education system.

Svakoga se tiče obrazovni sistem njegove zemlje.

No one thinks that we've caught up yet to a world

Niko ne veruje da smo već toliko obuzeti svetom

where there's Google and all these technological options.

u kojem postoji Gugl i sve te tehnološke mogućnosti.

So you've got actual evidence now that the kids so far going through your system,

Vi imate činjenične dokaze da deca koja do sada prolaze kroz vaš sistem

there's a dramatic increase in performance.

pružaju dramatično bolje rezultate.

How do we help you move these ideas forward?

Kako da vam pomognemo da progurate svoje ideje?

RS: I think it's that problem of ideas whose time has come.

RS: Mislim da je u pitanju problem ideja čije je vreme došlo.

And I've never been very evangelical about these things.

I nisam nikada bio za njihovo propovedanje.

We put it out there.

Mi ih iznosimo.

Suddenly, you find people --

Iznenada, nailazite na ljude -

there's a group in Japan, which scares me very much,

u Japanu postoji grupa, što me jako plaši,

which is called the Semlerists, and they have 120 companies.

oni se zovu Semleristi, i imaju oko 120 preduzeća.

They've invited me. I've always been scared to go.

Pozvali su me, ali sam se uvek bojao da odem.

And there is a group in Holland that has 600 small, Dutch companies.

I u Holandiji postoji grupa koju čini 600 malih holandskih preduzeća.

It's something that will flourish on its own.

To je nešto što će samo da cveta.

Part of it will be wrong, and it doesn't matter.

Nešto od toga će biti pogrešno, ali to nije važno.

This will find its own place.

Ono će samo pronaći svoje mesto.

And I'm afraid of the other one, which says,

Ja se bojim onog drugog, koji kaže:

this is so good you've got to do this.

to je tako dobro, morate tako da radite.

Let's set up a system and put lots of money into it

Hajde da napravimo sistem i u njega uložimo mnogo novca

and then people will do it no matter what.

i onda će ljudi tako raditi po svaku cenu.

CA: So you have asked extraordinary questions your whole life.

KA: Vi ste dakle čitavog života postavljali neobična pitanja.

It seems to me that's the fuel that's driven a lot of this.

Čini mi se da je to vaša pokretačka snaga.

Do you have any other questions for us, for TED, for this group here?

Da li za nas, za TED, za ovu grupu ovde imate neka druga pitanja?

RS: I always come back to variations of the question

RS: Ja se uvek iznova vraćam na neku varijaciju pitanja

that my son asked me when he was three.

koje mi je postavio sin kada je imao tri godine.

We were sitting in a jacuzzi, and he said, "Dad, why do we exist?"

Sedeli smo u đakuziju i rekao je: "Tata, zašto postojimo?"

There is no other question.

Nema drugog pitanja.

Nobody has any other question.

Niko nema drugo pitanje.

We have variations of this one question, from three onwards.

Imamo varijacije ovog pitanja, od treće godine nadalje.

So when you spend time in a company, in a bureaucracy, in an organization

I kada provedete vreme u preduzeću, birokratiji, u organizaciji

and you're saying, boy --

i kažete, čoveče -

how many people do you know who on their death beds said,

koliko ljudi poznajete koji su na samrtnoj postelji rekli:

boy, I wish I had spent more time at the office?

"Čoveče, žao mi je što više vremena nisam proveo u kancelariji?"

So there's a whole thing of having the courage now --

Dakle suština je imati hrabrosti sada,

not in a week, not in two months,

ne kroz nedelju dana, ne za dva meseca,

not when you find out you have something --

ne kada otkrijete da ste oboleli,

to say, no, what am I doing this for?

reći: ne, zašto ja ovo radim?

Stop everything. Let me do something else.

Zaustavite sve. Dajte da radim nešto drugo.

And it will be okay,

I biće dobro,

it will be much better than what you're doing,

biće mnogo bolje od onoga što sada radite,

if you're stuck in a process.

ukoliko ste to radeći zapeli.

CA: So that strikes me as a profound and quite beautiful way to end

KA: Mislim da je ovo mudar i lep način

this penultimate day of TED.

da završimo ovaj pretposlednji TED dan.

Ricardo Semler, thank you so much.

Rikardo Semleru, puno vam hvala.

RS: Thank you so much.

RS: Hvala vama.

(Applause)

(Aplauz)