Rachel Botsman: The currency of the new economy is trust

Translator: Joseph Geni Reviewer: Morton Bast

Prevodilac: Maja Budišin Lukin Lektor: Mile Živković

So if someone asked you

Kad bi vas neko pitao

for the three words that would sum up

da u tri reči opišete

your reputation, what would you say?

vaš ugled, šta biste rekli?

How would people describe your judgment,

Kako bi drugi opisali vaše prosuđivanje,

your knowledge, your behaviors, in different situations?

znanje, ponašanje u različitim situacijama?

Today I'd like to explore with you

Danas ću vam otkriti

why the answer to this question

zašto će odgovor

will become profoundly important

postati suštinski važan

in an age where reputation will be your most valuable asset.

u dobu u kojem će ugled biti vaše najvrednije sredstvo.

I'd like to start by introducing you to someone

Predstaviću vam nekoga

whose life has been changed by a marketplace

kome se život promenio

fueled by reputation.

tržištem koje pokreće ugled.

Sebastian Sandys has been a bed and breakfast host

Sebastijan Sandis je bio ugostitelj

on Airbnb since 2008.

na Airbnb-u od 2008.

I caught up with him recently, where, over the course

Nedavno mi je,

of several cups of tea, he told me how

uz nekoliko šoljica čaja, rekao

hosting guests from all over the world

kako su mu gosti njegovog hostela iz celog sveta

has enriched his life.

obogatili život.

More than 50 people have come to stay in the 18th-century

Više od 50 ljudi je odselo

watchhouse he lives in with his cat, Squeak.

u stražarnici iz 18. veka, gde živi sa mačkom, Skvik.

Now, I mention Squeak because Sebastian's first guest

Skvik spominjem jer je Sebastijanova prva gošća

happened to see a rather large mouse run across the kitchen,

videla velikog miša kako pretrčava kuhinju,

and she promised that she would refrain from leaving

pa je obećala da će se uzdržati

a bad review on one condition: he got a cat.

od lošeg komentara, pod uslovom da pribavi mačku.

And so Sebastian bought Squeak to protect his reputation.

Tako je Sebastijan kupio Skvik da bi zaštitio svoj ugled.

Now, as many of you know, Airbnb is a peer-to-peer

Mnogi od vas znaju da je Airbnb društveno tržište (P2P)

marketplace that matches people who have space to rent

koje povezuje ljude koji izdaju prostore

with people who are looking for a place to stay

sa ljudima koji ih traže

in over 192 countries.

u preko 192 države.

The places being rented out are things that you might

Izdaju se obično

expect, like spare rooms and holiday homes,

sobe ili kuće za odmor,

but part of the magic is the unique places

ali deo magije su jedinstvena,

that you can now access: treehouses, teepees,

sada dostupna mesta: kuće na drveću, indijanski šatori,

airplane hangars, igloos.

avionski hangari, igloi.

If you don't like the hotel, there's a castle down the road

Ako vam se ne dopada hotel, u blizini je dvorac

that you can rent for 5,000 dollars a night.

koji možete iznajmiti za 5.000 dolara za noć.

It's a fantastic example of how technology

To je fantastičan primer kako tehnologija

is creating a market

stvara tržište

for things that never had a marketplace before.

za stvari koje to nikada ranije nisu imale.

Now let me show you these heat maps of Paris

Pokazaću vam ove toplotne karte Pariza

to see how insanely fast it's growing.

da vidite kako se to širi suludom brzinom.

This image here is from 2008.

Ovo je slika iz 2008.

The pink dots represent host properties.

Ružičaste tačke predstavljaju ugostiteljsku imovinu.

Even four years ago, letting strangers stay in your home

Još pre četiri godine je izdavanje svog doma strancima

seemed like a crazy idea.

izgledalo kao luda ideja.

Now the same view in 2010.

Evo, isti prizor u 2010.

And now, 2012.

I evo, 2012.

There is an Airbnb host on almost every main street in Paris.

Airbnb ugostiteljstvo postoji u skoro svakoj glavnoj ulici Pariza.

Now, what's happening here is people are realizing

Ovde ljudi uviđaju

the power of technology to unlock the idling capacity

moć tehnologije da otvori uspavane kapacitete

and value of all kinds of assets,

i vrednost svih vrsta imovine,

from skills to spaces to material possessions,

od veština preko prostora do materijalnih poseda,

in ways and on a scale never possible before.

u obimu i na način kao nikada pre.

It's an economy and culture called collaborative consumption,

To je ekonomija i kultura koja se zove kolaborativna potrošnja

and, through it, people like Sebastian

gde ljudi kao Sebastijan

are becoming micro-entrepreneurs.

postaju mikro preduzetnici.

They're empowered to make money and save money

Osnaženi su da stvaraju i uštede novac

from their existing assets.

od svojih postojećih prednosti.

But the real magic and the secret source behind

Ali prava magija i tajna koja leži

collaborative consumption marketplaces like Airbnb

iza kolaborativnih potrošačkih tržišta kao što je Airbnb

isn't the inventory or the money.

nije inventar ili novac,

It's using the power of technology to build trust

već je korišćenje tehnološke moći u stvaranju

between strangers.

poverenja među strancima.

This side of Airbnb really hit home to Sebastian last summer

Ova strana Airbnb-a se Sebastijanu pokazala prošlog leta

during the London riots.

za vreme nereda u Londonu.

He woke up around 9, and he checked his email

Probudio se oko 9 i u svojoj e-pošti

and he saw a bunch of messages all asking him

ugledao gomilu poruka s pitanjima

if he was okay.

da li je dobro.

Former guests from around the world had seen that

Bivši gosti iz celog sveta su videli

the riots were happening just down the street, and wanted

da su u blizini neredi, pa su želeli

to check if he needed anything.

da provere da li mu nešto treba.

Sebastian actually said to me, he said, "Thirteen former guests

Sebastijan mi je rekao: "Trinaest bivših gostiju

contacted me before my own mother rang." (Laughter)

me je kontaktiralo pre rođene majke." (Smeh)

Now, this little anecdote gets to the heart of why

Ova mala anegdota je ključ

I'm really passionate about collaborative consumption,

mom strasnom zagovaranju kolaborativne potrošnje

and why, after I finished my book, I decided

i razlogu što sam se odlučila, pošto sam završila svoju knjigu,

I'm going to try and spread this into a global movement.

da to proširim u globalni pokret.

Because at its core, it's about empowerment.

Zato što se tu u suštini radi o podsticanju.

It's about empowering people to make meaningful connections,

Radi se o podsticanju ljudi da stvaraju veze koje nešto znače

connections that are enabling us to rediscover

i omogućavaju nam da ponovo otkrijemo

a humanness that we've lost somewhere along the way,

humanost koju smo izgubili negde usput,

by engaging in marketplaces like Airbnb, like Kickstarter,

angažovanjem na tržištima kao što je Airbnb, kao Kickstarter,

like Etsy, that are built on personal relationships

kao Etsy, koja su sagrađena na ličnim odnosima

versus empty transactions.

za razliku od praznih transakcija.

Now the irony is that these ideas are actually taking us back

Ironija je da nas te ideje vraćaju

to old market principles and collaborative behaviors

starim tržišnim principima i kolaborativnim ponašanjima

that are hard-wired in all of us.

koji su duboko ukorenjeni u svima nama.

They're just being reinvented in ways that are relevant

Oni su ponovo osmišljeni na način koji odgovara

for the Facebook age.

dobu Fejsbuka.

We're literally beginning to realize that we have wired

Počinjemo bukvalno da shvatamo da smo povezali

our world to share, swap, rent, barter or trade

naš svet da bismo delili, razmenjivali, iznajmljivali, trampili ili trgovali

just about anything. We're sharing our cars on WhipCar,

bilo šta. Delimo svoje automobile na VipKaru (WhipCar),

our bikes on Spinlister, our offices on Loosecubes,

biciklove na Spinlister-u, kancelarije na Luzkjubsu (Loosecubes),

our gardens on Landshare. We're lending and borrowing

bašte Lendšeru (Landshare). Pozajmljujemo pare i zadužujemo se

money from strangers on Zopa and Lending Club.

od stranaca na Sopi (Zopa) i u Kreditnom klubu (Lending Club).

We are trading lessons on everything from sushi-making

Prodajemo predavanja iz svega od pravljenja sušija

to coding on Skillshare,

do kodiranja na Skilšeru ( Skillshare),

and we're even sharing our pets on DogVacay.

delimo čak i svoje ljubimce na DogVekeju (DogVacay).

Now welcome to the wonderful world of collaborative consumption

Dobrodošli u čudesan svet kolaborativne potrošnje

that's enabling us to match wants with haves

koji nam omogućava da sparujemo ono što želimo sa onim što imamo

in more democratic ways.

na demokratičnije načine.

Now, collaborative consumption is creating the start

Kolaborativna potrošnja započinje

of a transformation in the way we think about supply and demand,

transformaciju na način kako mislimo o ponudi i potražnji

but it's also a part of a massive value shift underway,

ali to je takođe i deo masovne promene vrednosti

where instead of consuming to keep up with the Joneses,

pri čemu umesto konzumacije kao načina takmičenja sa komšijama,

people are consuming to get to know the Joneses.

ljudi konzumiraju da bi ih upoznali.

But the key reason why it's taking off now so fast

Ključni razlog zašto se to sada zahuktava

is because every new advancement of technology

je taj što svaki novi napredak tehnologije

increases the efficiency and the social glue of trust

povećava efikasnost i društveni lepak poverenja

to make sharing easier and easier.

da bi se što više olakšalo deljenje.

Now, I've looked at thousands of these marketplaces,

Gledala sam na hiljade ovih tržišta,

and trust and efficiency are always the critical ingredients.

poverenje i efikasnost su uvek kritični sastojci.

Let me give you an example.

Daću vam jedan primer.

Meet 46-year-old Chris Mok, who has, I bet,

Upoznajte 46-godišnjeg Krisa Moka, koji, kladim se, ima

the best job title here of SuperRabbit.

najbolji naziv posla SuperZec.

Now, four years ago, Chris lost his job, unfortunately,

Pre četiri godine Kris je, nažalost, izgubio posao,

as an art buyer at Macy's, and like so many people,

kao umetnički kupac u Mejsiju i kao mnogi

he struggled to find a new one during the recession.

borio se da pronađe novi u vreme recesije.

And then he happened to stumble across a post about

Tada je naleteo na post koji se ticao

TaskRabbit.

ZecZadatka.

Now, the story behind TaskRabbit starts like so many

Priča o ZecZadatku počinje kao i mnoge

great stories with a very cute dog by the name of Kobe.

velike priče sa ljupkim psom po imenu Kobi.

Now what happened was, in February 2008,

Igrom slučaja su februara 2008.

Leah and her husband were waiting for a cab to take them

Lea i njen suprug čekali taksi da ih preveze

out for dinner, when Kobe came trotting up to them

na večeru, kada je Kobi dokaskao do njih

and he was salivating with saliva.

obliven pljuvačkom.

They realized they'd run out of dog food.

Shvatili su da im je ponestalo hrane za pse.

Kevin had to cancel the cab and trudge out in the snow.

Kevin je morao da otkaže taksi i da gaca po snegu.

Now, later that evening, the two self-confessed tech geeks

Kasnije te večeri njih dvoje, po sopstvenom priznanju tehno zaluđenici,

starting talking about how cool it would be if some kind of

započinju razgovor o nekoj vrsti

eBay for errands existed.

Ibeja za porudžbine i kako bi bilo kul da to postoji.

Six months later, Leah quit her job,

Šest meseci kasnije, Lea je napustila svoj posao

and TaskRabbit was born.

i rodio se ZadatakZec.

At the time, she didn't realize that she was actually hitting

U to vreme nije ni shvatila da je načela

on a bigger idea she later called service networking.

veću ideju koju je kasnije nazvala umrežavanje usluga.

It's essentially about how we use our online relationships

U suštini toga je kako koristimo naša onlajn poznanstva

to get things done in the real world.

da obavimo stvari u stvarnom svetu.

Now the way TaskRabbit works is, people outsource

ZadatakZec to radi tako što ljudi objave

the tasks that they want doing, name the price

zadatke koje žele da se obave, odrede cenu

they're willing to pay, and then vetted Rabbits

koju su voljni da plate i zatim pretraže Zečije

bid to run the errand.

ponude da bi pokrenuli zadatak.

Yes, there's actually a four-stage, rigorous interview process

U stvari postoje 4 faze, strogi postupak intervjua

that's designed to find the people that would make

napravljen je da bi se pronašli ljudi koji bi

great personal assistants and weed out the dodgy Rabbits.

bili odlični lični pomagači i da bi se brzo odbacili sumnjivi Zečevi.

Now, there's over 4,000 Rabbits across the United States

Postoji preko 4.000 Zečeva širom SAD-a

and 5,000 more on the waiting list.

i 5.000 više na listi čekanja.

Now the tasks being posted are things that you might

Zadaci su , kao što biste i očekivali,

expect, like help with household chores

pomoć u kućnim poslovima

or doing some supermarket runs.

ili neke kućne nabavke.

I actually learned the other day that 12 and a half thousand

Saznala sam pre neki dan za 12.500

loads of laundry have been cleaned and folded

gomila veša očišćenih i složenih

through TaskRabbit.

putem ZecZadatka.

But I love that the number one task posted,

Ali sviđa mi se da je zadatak broj jedan koji se traži

over a hundred times a day, is something that many of us

preko 100 puta na dan, nešto što je mnogima od nas

have felt the pain of doing:

zadavalo muke:

yes, assembling Ikea furniture. (Laughter) (Applause)

da, to je montaža Ikeinog nameštaja. (Smeh) (Aplauz)

It's brilliant. Now, we may laugh, but Chris here

To je sjajno. Možete se smejati, ali Kris na tome

is actually making up to 5,000 dollars a month

zaradi do 5.000$ mesečno

running errands around his life.

izvodeći porudžbine oko svog života.

And 70 percent of this new labor force

70% ove nove radne snage

were previously unemployed or underemployed.

su prethodno bili nezaposleni ili nedovoljno zaposleni.

I think TaskRabbit and other examples of collaborative consumption

Mislim da su ZecZadatak i drugi primeri kolaborativne potrošnje

are like lemonade stands on steroids. They're just brilliant.

pospešeni jednostavni poslovi. Brilijantni su.

Now, when you think about it, it's amazing, right,

Kada razmišljate o tome, to je neverovatno, zar ne,

that over the past 20 years, we've evolved

da smo u poslednjih 20 godina evoluirali

from trusting people online to share information

od poverenja prema ljudima na mreži da delimo informacije

to trusting to handing over our credit card information,

do poverenja u davanju informacija o kreditnoj kartici

and now we're entering the third trust wave:

i sada ulazimo u treći talas poverenja:

connecting trustworthy strangers to create all kinds

povezivanja pouzdanih stranaca da stvorimo sve vrste

of people-powered marketplaces.

tržišta koja pokreću ljudi.

I actually came across this fascinating study

Naišla sam na ovu fascinantnu studiju

by the Pew Center this week that revealed

od strane Pju Centra ove nedelje koja je otkrila

that an active Facebook user is three times as likely

da aktivni Fejsbuk korisnik ima tri puta više šanse

as a non-Internet user to believe that most people are trustworthy.

u odnosu na nekorisnika interneta da veruje da su ljudi većinom pouzdani.

Virtual trust will transform the way we trust one another

Virtualno poverenje će promeniti način na koji verujemo jedni drugima

face to face.

licem u lice.

Now, with all of my optimism, and I am an optimist,

Uz sav moj optimizam, a ja sam optimista,

comes a healthy dose of caution, or rather, an urgent need

ide zdrava doza opreza ili bolje, nužnost

to address some pressing, complex questions.

da se upute neka goruća složena pitanja.

How to ensure our digital identities reflect our

Kako da obezbedimo da naši digitalni identiteti reflektuju naše

real world identities? Do we want them to be the same?

realne identitete? Da li želimo da budu isti?

How do we mimic the way trust is built face-to-face online?

Kako da na mreži oponašamo način na koji gradimo poverenje licem u lice?

How do we stop people who've behaved badly

Kako da sprečimo ljude koji su se loše ponašali

in one community doing so under a different guise?

u jednoj zajednici da isto rade pod drugačijom maskom?

In a similar way that companies often use some kind of

Na sličan način kompanije često koriste neke vrste

credit rating to decide whether to give you a mobile plan,

kreditnog rejtinga da odluče da li da vam daju da unapred plaćate

or the rate of a mortgage, marketplaces that depend

ili hipotekarni kredit, tržištima koja zavise

on transactions between relative strangers

od transakcija između relativnih stranaca

need some kind of device to let you know that Sebastian

potrebna je neka vrsta uređaja da vam da do znanja da su Sebastijan

and Chris are good eggs,

i Kris dobri ljudi,

and that device is reputation.

a taj uređaj je ugled.

Reputation is the measurement of how much a community trusts you.

Ugled je mera toga koliko vam zajednica veruje.

Let's just take a look at Chris.

Pogledajmo samo Krisa.

You can see that over 200 people have given him

Možete videti da mu je preko 200 ljudi dalo

an average rating over 4.99 out of 5.

prosečnu ocenu 4,99 od mogućih 5.

There are over 20 pages of reviews of his work

Na preko 20 stranica revizije njegovog posla

describing him as super-friendly and fast,

opisan je kao super prijateljski i brz

and he's reached level 25, the highest level,

i dostigao je nivo 25, najviši nivo

making him a SuperRabbit.

čime je postao SuperZec.

Now — (Laughter) -- I love that word, SuperRabbit.

Eto - (Smeh) - volim tu reč SuperZec.

And interestingly, what Chris has noted is that as his reputation

Interesantno je, kao što je Kris primetio, da su mu s porastom

has gone up, so has his chances of winning a bid

ugleda, porasle i šanse dobijanja ponude

and how much he can charge.

i koliko on može da naplati.

In other words, for SuperRabbits, reputation

Drugim rečima, za SuperZeca ugled

has a real world value.

ima vrednost u stvarnom životu.

Now, I know what you might be thinking.

Znam šta biste mogli misliti.

Well, this isn't anything new. Just think of power sellers

Da to nije ništa novo. Samo pomislite o jakim prodavcima

on eBay or star ratings on Amazon.

na Ibeju ili na rejtinge sa zvezdicama na Amazonu.

The difference today is that, with every trade we make,

Razlika je u tome što danas kad god trgujemo,

comment we leave, person we flag, badge we earn,

ostavljamo komentar, obeležavamo osobu zastavicom, zarađujemo bedževe,

we leave a reputation trail

ostavljamo trag ugleda,

of how well we can and can't be trusted.

koliko nam se može ili ne može verovati.

And it's not just the breadth but the volume

Zapanjujuća je ne samo širina već i količina

of reputation data out there that is staggering.

podataka o ugledu.

Just consider this: Five million nights have been booked

Razmislite o ovome: pet miliona noćenja je bilo rezervisano

on Airbnb in the past six months alone.

na Airbnb u prošlih šest meseci.

30 million rides have been shared on Carpooling.com.

30 miliona vožnji se delilo na Carpooling.com.

This year, two billion dollars worth of loans

Ove godine će dve milijarde dolara vredni krediti

will go through peer-to-peer lending platforms.

ići preko kreditiranja po sistemu deljenja.

This adds up to millions of pieces of reputation data

Ovim se dodaju milioni podataka o ugledu

on how well we behave or misbehave.

o tome kako se ponašamo, dobro ili loše.

Now, capturing and correlating the trails of information

Razaznavanje i korelacija tragova informacija

that we leave in different places is a massive challenge,

koje ostavljamo na različitim mestima je velik izazov

but one we're being asked to figure out.

ali se od nas traži da ga raspletemo.

What the likes of Sebastian are starting to rightfully ask

Oni slični Sebastijanu se s pravom pitaju

is, shouldn't they own their reputation data?

ne bi li trebalo da budu sami vlasnici svojih podataka o ugledu?

Shouldn't the reputation that he's personally invested

Da li bi trebalo da ugled u koji je lično investirao,

on building on Airbnb mean that it should travel with him

gradeći ga na Airbnb-u, putuje s njim

from one community to another?

od jedne zajednice do druge?

What I mean by this is, say he started selling second-hand

Pod ovim mislim, recimo da je počeo sa prodajom polovnih

books on Amazon. Why should he have to start from scratch?

knjiga na Amazonu. Zašto bi morao započinjati ispočetka?

It's a bit like when I moved from New York to Sydney.

Slično mojoj selidbi iz Njujorka u Sidnej.

It was ridiculous. I couldn't get a mobile phone plan

Bilo je besmisleno. Nisam mogla da dobijem pretplatu za mobilni telefon

because my credit history didn't travel with me.

jer moja kreditna istorija nije putovala samnom.

I was essentially a ghost in the system.

Bila sam kao neki duh u sistemu.

Now I'm not suggesting that the next stage

Ne predlažem da bi sledeća faza

of the reputation economy is about

ekonomije ugleda bila

adding up multiple ratings into some kind of empty score.

dodavanje više vrsta rejtinga u nekakav prazan rezultat.

People's lives are too complex, and who wants to do that?

Životi ljudi su previše složeni i ko bi to želeo?

I also want to be clear that this isn't about adding up

Takođe bi da razjasnim da se ovde ne radi o dodavanju

tweets and likes and friends in a Klout-like fashion.

tvitova, lajkova i prijatelja u kvazi moćnom trendu.

Those guys are measuring influence, not behaviors

Ti momci mere uticaj, a ne ponašanje

that indicate our trustworthiness.

koje je mera našeg poverenja.

But the most important thing that we have to keep in mind

Ali najvažnije je da zapamtimo

is that reputation is largely contextual.

da ugled većinom zavisi od konteksta.

Just because Sebastian is a wonderful host

Iako je Sebastijan divan domaćin

does not mean that he can assemble Ikea furniture.

to ne znači da može da sastavlja Ikein nameštaj.

The big challenge is figuring out what data

Veliki izazov je otkriti koje je podatke

makes sense to pull, because the future's

smisleno uzeti, jer budućnost

going to be driven by a smart aggregation of reputation,

će voditi pametno nagomilavanje ugleda,

not a single algorithm.

a ne jedan algoritam.

It's only a matter of time before we'll be able to perform

Samo je pitanje vremena kada ćemo moći

a Facebook- or Google-like search

pomoću Fejsbuka ili Guglovih pretraživanja

and see a complete picture of someone's behaviors

da vidimo kompletnu sliku nečijeg ponašanja

in different contexts over time.

u različitim kontekstima u toku vremena.

I envision a realtime stream of who has trusted you,

Predviđam da će realna slika onih koji su vam verovali

when, where and why, your reliability on TaskRabbit,

kada, gde i zašto, vaša pouzdanost na ZecZadatku,

your cleanliness as a guest on Airbnb,

savršenost kao gosta Airbnb-a,

the knowledge that you display on Quora or Tripovo,

znanje koje ste pokazali na Kvori ili [nejasno],

they'll all live together in one place,

zaživeti na jednom mestu

and this will live in some kind of reputation dashboard

i to će živeti na nekoj vrsti kontrolne table ugleda

that will paint a picture of your reputation capital.

koja će davati sliku o vašem kapitalu ugleda.

Now this is a concept that I'm currently researching

To je koncept koji trenutno istražujem

and writing my next book on, and currently define

i o čemu pišem sledeću knjigu i trenutno definišem

as the worth of your reputation, your intentions,

koliko vredi vaša reputacija, vaše namere

capabilities and values across communities and marketplaces.

sposobnosti i vrednosti u zajednicama i na tržištima.

This isn't some far-off frontier.

Ovo nije nešto što je daleko.

There are actually a wave of startups like Connect.Me

Već postoji početni talas kao što je Connect.Me

and Legit and TrustCloud that are figuring out how

Legit i TrustCloud, koji otkrivaju kako

you can aggregate, monitor and use your online reputation.

možete sakupljati, pratiti i koristiti svoj ugled na mreži.

Now, I realize that this concept may sound a little

Shvatam da ovaj koncept može zvučati malo

Big Brother to some of you, and yes, there are some

nalik "Velikom bratu" nekima od vas i jeste, postoje

enormous transparency and privacy issues to solve,

ogromna pitanja transparentnosti i privatnosti koja treba rešiti,

but ultimately, if we can collect our personal reputation,

ali na kraju, ako možemo da prikupljamo svoj lični ugled,

we can actually control it more, and extract

možemo ga više kontrolisati i izvući

the immense value that will flow from it.

veliku vrednost koja će iz toga proizaći.

Also, more so than our credit history,

Takođe, mi u stvari možemo da formiramo naš ugled,

we can actually shape our reputation.

a ne samo našu kreditnu istoriju.

Just think of Sebastian

Pomislite samo na Sebastijana

and how he bought the cat to influence his.

i kako je kupio mačku da podigne ugled.

Now privacy issues aside, the other really interesting issue

Ako temu privatnosti izuzmemo, druga zaista interesantna tema

I'm looking at is how do we empower digital ghosts,

koju sam zapazila je kako osnažiti digitalne duhove,

people [who] for whatever reason, are not active online,

ljude, koji su iz bilo kog razloga neaktivni na mreži,

but are some of the most trustworthy people in the world?

ali su neki od najpouzdanijih ljudi na svetu?

How do we take their contributions to their jobs,

Kako da tretiramo njihov doprinos njihovom poslu,

their communities and their families,

zajednicama i familijama

and convert that value into reputation capital?

i da pretvorimo tu vrednost u kapital ugleda?

Ultimately, when we get it right, reputation capital

Napokon, kada to dobro procenimo, kapital ugleda

could create a massive positive disruption

bi mogao stvoriti masovne pozitivne poremećaje

in who has power, trust and influence.

u tome ko ima moć, poverenje i uticaj.

A three-digit score, your traditional credit history,

Trocifreni rezultat, vaša tradicionalna kreditna istorija,

that only 30 percent of us actually know what it is,

za koju samo nas 30% zna šta je,

will no longer be the determining factor

neće više biti odlučujući faktor

in how much things cost, what we can access,

u tome koliko stvari koštaju, čemu imamo pristup

and, in many instances, limit what we can do in the world.

i u mnogim slučajevima, granica čime se možemo baviti.

Indeed, reputation is a currency that I believe will become

Zaista je ugled valuta, koja će, verujem, postati

more powerful than our credit history in the 21st century.

moćnija od naše kreditne istorije u 21. veku.

Reputation will be the currency that says

Ugled će biti valuta koja govori

that you can trust me.

da mi možete verovati.

Now the interesting thing is, reputation

Zanimljivo je da je ugled

is the socioeconomic lubricant

društveno-ekonomsko mazivo

that makes collaborative consumption work and scale,

koje čini obim i suštinu kolaborativne potrošnje

but the sources it will be generated from,

ali izvori iz kojih će se stvarati

and its applications, are far bigger than this space alone.

i primena su daleko veći od samog tog prostora.

Let me give you one example from the world of recruiting,

Daću vam primer iz sveta regrutovanja

where reputation data will make the résumé seem

u kome će biografija naspram podataka o ugledu delovati

like an archaic relic of the past.

kao arhaični relikt iz prošlosti.

Four years ago, tech bloggers and entrepreneurs

Pre četiri godine, tehnološki blogeri i preduzetnici

Joel Spolsky and Jeff Atwood, decided to start something

Džoel Spolski i Džef Atvud su odlučili da otpočnu nešto

called Stack Overflow.

po imenu "Stack Overflow".

Now, Stack Overflow is basically a platform where

"Stack Overflow" je u osnovi platforma na kojoj

experienced programmers can ask

iskusni programeri mogu da postavljaju

other good programmers highly detailed technical questions

drugim dobrim programerima veoma detaljna tehnička pitanja

on things like tiny pixels and chrome extensions.

o malim pikselima i hrom ekstenzijama.

This site receives five and a half thousand questions a day,

Ovaj sajt primi 5.500 pitanja dnevno

and 80 percent of these receive accurate answers.

i 80% ih dobije tačan odgovor.

Now users earn reputation in a whole range of ways,

Korisnici dobijaju na ugledu na različite načine,

but it's basically by convincing their peers

ali pre svega uveravanjem svojih kolega

they know what they're talking about.

da znaju o čemu govore.

Now a few months after this site launched, the founders

Nekoliko meseci posle pokretanja tog sajta, osnivači

heard about something interesting,

su čuli nešto zanimljivo

and it actually didn't surprise them.

što ih i nije iznenadilo.

What they heard was that users were putting

Čuli su da korisnici stavljaju

their reputation scores on the top of their résumés,

svoje ugledne rezultate na vrh svojih biografija

and that recruiters were searching the platform

i da su regruteri pretraživali platformu

to find people with unique talents.

da bi pronašli izuzetne talente.

Now thousands of programmers today are finding

Na taj način na hiljade programera danas

better jobs this way, because Stack Overflow

pronalazi bolje poslove, jer "Stack Overflow"

and the reputation dashboards provide a priceless window

i kontrolne table ugleda pružaju neprocenjiv pogled

into how someone really behaves,

na nečije stvarno ponašanje

and what their peers think of them.

i na mišljenje kolega o njima.

But the bigger principle of what's happening behind Stack Overflow,

Ali, mislim da je širi princip onoga što stoji iza "Stack Overflow-a"

I think, is incredibly exciting.

neverovatno uzbudljiv.

People are starting to realize that the reputation

Ljudi počinju da shvataju da ugled

they generate in one place has value

koji stvore na jednom mestu ima vrednost

beyond the environments from which it was built.

izvan sredina u kojima je izgrađen.

You know, it's very interesting.

To je veoma interesantno.

When you talk to super-users, whether that's SuperRabbits

Kada razgovarate sa super-korisnicima, bilo da je to SuperZec

or super-people on Stack Overflow, or Uberhosts,

ili super-ljudima na "Stack Overflow-u" ili "Uberhosts-u",

they all talk about how having a high reputation

svi oni govore kako veliki ugled

unlocks a sense of their own power.

pruža osećaj sopstvene moći.

On Stack Overflow, it creates a level playing field,

Na "Stack Overflow-u", stvara jednake uslove poslovanja,

enabling the people with the real talent to rise to the top.

omogućava pravim talentima da se uzdignu do vrha.

On Airbnb, the people often become more important

Na Airbnb-u često postaju važniji ljudi

than the spaces. On TaskRabbit,

od prostora. Na ZecZadatku

it gives people control of their economic activity.

dobija se kontrola nad svojim ekonomskim aktivnostima.

Now at the end of my tea with Sebastian, he told me how,

Na kraju susreta sa Sebastijanom, rekao mi je kako

on a bad, rainy day, when he hasn't had a customer

u lošim kišnim danima kada nema kupaca

in his bookstore, he thinks of all the people around

u svojoj knjižari, razmišlja o svim ljudima iz celog sveta

the world who've said something wonderful about him,

koji su rekli nešto lepo o njemu

and what that says about him as a person.

i šta to govori o njemu kao osobi.

He's turning 50 this year, and he's convinced

On će napuniti 50 godina ove godine i ubeđen je

that the rich tapestry of reputation he's built on Airbnb

da će ga bogatstvo ugleda koje je izgradio na Airbnb-u

will lead him to doing something interesting

odvesti do bavljenja nečim interesantnim

with the rest of his life.

do kraja života.

You know, there are only a few windows in history

Znate, samo je nekoliko prozora u istoriji

where the opportunity exists to reinvent

kada se ukaže prilika da se ponovo osmisli

part of how our socioeconomic system works.

deo o funkcionisanju društveno-ekonomskog sistema.

We're living through one of those moments.

Prolazimo kroz jedan od tih trenutaka.

I believe that we are at the start of a collaborative revolution

Verujem da smo na početku kolaborativne revolucije

that will be as significant as the Industrial Revolution.

koja će biti značajna kao i industrijska revolucija.

In the 20th century, the invention of traditional credit

U 20. veku je otkriće tradicionalnog kredita

transformed our consumer system, and in many ways

promenilo naš potrošački sistem i na mnoge načine

controlled who had access to what.

kontrolisalo ko ima pristup čemu.

In the 21st century, new trust networks,

U 21. veku nove mreže poverenja

and the reputation capital they generate, will reinvent

i kapital ugleda koji stvaraju ponovo će osmisliti

the way we think about wealth, markets, power

način na koji razmišljamo o bogatstvu, tržištima, moći

and personal identity, in ways we can't yet even imagine.

i ličnom identitetu, na načine koje ne možemo ni zamisliti.

Thank you very much. (Applause)

Mnogo vam hvala. (Aplauz)

(Applause)

(Aplauz)