Barry Schwartz: Our loss of wisdom

Prevodilac: Ivana Krivokuća Lektor: Tijana Mihajlović

In his inaugural address,

U svom inauguralnom obraćanju,

Barack Obama appealed to each of us to give our best

Barak Obama je sve nas pozvao da damo sve od sebe

as we try to extricate ourselves from this current financial crisis.

dok pokušavamo da se izvučemo iz trenutne finansijske krize.

But what did he appeal to?

A na šta se pozvao?

He did not, happily, follow in the footsteps of his predecessor,

Nije, srećom, sledio svog prethodnika

and tell us to just go shopping.

i jednostavno nam rekao da odemo u kupovinu.

Nor did he tell us, "Trust us. Trust your country.

Niti nam je rekao: „Verujte nam. Verujte svojoj zemlji.

Invest, invest, invest."

Ulažite, ulažite, ulažite.“

Instead, what he told us was to put aside childish things.

Umesto toga, rekao nam je da detinjaste stvari sklonimo po strani

And he appealed to virtue.

i pozvao se na vrlinu.

Virtue is an old-fashioned word.

Vrlina je staromodna reč.

It seems a little out of place in a cutting-edge environment like this one.

Deluje pomalo neumesno u modernom okruženju poput ovog.

And besides, some of you might be wondering,

Sem toga, neki od vas se možda pitaju

what the hell does it mean?

šta to, dođavola, znači?

Let me begin with an example.

Dozvolite da započnem primerom.

This is the job description of a hospital janitor

Ovo što ide na ekranu je opis posla bolničkog domara.

that is scrolling up on the screen.

And all of the items on it are unremarkable.

Nijedna stavka nije naročito upadljiva.

They're the things you would expect:

To je sve ono što biste očekivali:

obriši podove, očisti ih, isprazni smeće, dopuni ormariće.

mop the floors, sweep them, empty the trash, restock the cabinets.

Možda malo iznenađuje koliko toga ima,

It may be a little surprising how many things there are,

ali ne iznenađuje šta je sve tu.

but it's not surprising what they are.

But the one thing I want you to notice about them is this:

Ono što hoću da primetite je sledeće -

even though this is a very long list,

iako je ovo veoma dug spisak,

there isn't a single thing on it that involves other human beings.

nema nijedne stavke koja obuhvata druge ljude.

Not one.

Nijedne.

The janitor's job could just as well be done in a mortuary as in a hospital.

Posao domara se može obavljati podjednako dobro

u mrtvačnici kao i u bolnici.

And yet, when some psychologists interviewed hospital janitors

A ipak, kada su neki psiholozi intervjuisali bolničke domare

to get a sense of what they thought their jobs were like,

da bi bolje razumeli kako izgleda njihov posao,

they encountered Mike,

susreli su se sa Majkom,

koji im je rekao kako je prestao da čisti pod

who told them about how he stopped mopping the floor

jer je gospodin Džouns ustao iz kreveta da bi malo vežbao,

because Mr. Jones was out of his bed getting a little exercise,

trying to build up his strength, walking slowly up and down the hall.

da bi pokušao da ojača, hodajući polako uz i niz hodnik.

And Charlene told them about how she ignored her supervisor's admonition

Šarlin im je ispričala kako je zanemarila primedbu svog nadređenog

and didn't vacuum the visitor's lounge

i nije usisala prostoriju za boravak posetilaca

jer su tamo pojedini članovi porodica bili svakoga dana po ceo dan

because there were some family members who were there all day, every day

who, at this moment, happened to be taking a nap.

i koji su u tom trenutku dremali.

And then there was Luke,

Zatim, tu je bio i Luk,

who washed the floor in a comatose young man's room twice

koji je dva puta oprao pod u sobi mladića koji se nalazio u komi

because the man's father, who had been keeping a vigil for six months,

jer ga otac tog mladića, koji je bdeo nad njim šest meseci,

didn't see Luke do it the first time,

nije video kako pere prvi put

i bio je ljut.

and his father was angry.

And behavior like this from janitors, from technicians, from nurses

Ovakva ponašanja domara, tehničara, bolničara

i, ako imamo sreće, s vremena na vreme i doktora,

and, if we're lucky now and then, from doctors,

ne čini samo to da se ljudi osećaju malo bolje,

doesn't just make people feel a little better,

već zapravo poboljšava kvalitet nege pacijenta

it actually improves the quality of patient care

i omogućava da bolnica uspešno radi.

and enables hospitals to run well.

Naravno, nisu svi domari takvi,

Now, not all janitors are like this, of course.

But the ones who are think that these sorts of human interactions

ali oni koji jesu, smatraju da su ovakve ljudske interakcije

koje uključuju ljubaznost, brigu i empatiju,

involving kindness, care and empathy

suštinski deo posla.

are an essential part of the job.

A ipak, opis njihovog posla ne sadrži nijednu reč o drugim ljudima.

And yet their job description contains not one word about other human beings.

These janitors have the moral will to do right by other people.

Ovi domari imaju moralnu volju da čine dobro drugima.

And beyond this, they have the moral skill to figure out what "doing right" means.

I više od toga, imaju moralnu veštinu da otkriju šta znači „činiti dobro“.

"Practical wisdom," Aristotle told us,

„Praktična mudrost“, Aristotel je govorio,

„je kombinacija moralne volje i moralne veštine.“

"is the combination of moral will and moral skill."

A wise person knows when and how to make the exception to every rule,

Mudra osoba zna kada i kako da načini izuzetak pravilu,

as the janitors knew when to ignore the job duties in the service of other objectives.

kao što su domari znali kada da zanemare službene dužnosti zarad drugih ciljeva.

A wise person knows how to improvise,

Mudra osoba zna kako da improvizuje,

as Luke did when he re-washed the floor.

kao što je Luk improvizovao kada je ponovo oprao pod.

Problemi stvarnog sveta su često dvosmisleni i loše definisani,

Real-world problems are often ambiguous and ill-defined

and the context is always changing.

a kontekst se uvek menja.

A wise person is like a jazz musician --

Mudra osoba je kao džez muzičar -

using the notes on the page, but dancing around them,

koristi note na stranici, ali obilazi ih,

inventing combinations that are appropriate for the situation and the people at hand.

izmišljajući kombinacije koje su prikladne za situaciju i ljude o kojima se radi.

A wise person knows how to use these moral skills

Mudra osoba zna kako da stavi te moralne veštine

in the service of the right aims.

u službu pravih ciljeva,

To serve other people, not to manipulate other people.

da bi služila drugima, a ne da manipuliše njima.

And finally, perhaps most important,

I najzad, možda najvažnije,

a wise person is made, not born.

mudra osoba se postaje, ona se ne rađa.

Wisdom depends on experience,

Mudrost zavisi od iskustva,

and not just any experience.

i to ne bilo kog iskustva.

You need the time to get to know the people that you're serving.

Potrebno vam je vreme da biste upoznali ljude kojima služite.

You need permission to be allowed to improvise,

Potrebno vam je odobrenje da biste mogli da improvizujete, pokušate nove stvari,

try new things, occasionally to fail and to learn from your failures.

povremeno da doživite neuspeh i učite iz svojih neuspeha.

And you need to be mentored by wise teachers.

Treba i da vam mentori budu mudri učitelji.

When you ask the janitors who behaved like the ones I described

Kada upitate domare koji su se poneli kao oni koje sam opisao

how hard it is to learn to do their job,

koliko je teško naučiti da se obavlja njihov posao,

they tell you that it takes lots of experience.

kažu vam da za to treba mnogo iskustva.

And they don't mean it takes lots of experience to learn how to mop floors and empty trash cans.

A ne misle na to da treba mnogo iskustva

da naučite kako da čistite podove i praznite kante za smeće.

It takes lots of experience to learn how to care for people.

Potrebno je mnogo iskustva da biste naučili

kako da brinete o ljudima.

At TED, brilliance is rampant.

Na TED-u, briljantnost buja.

It's scary.

Zastrašujuće.

The good news is you don't need to be brilliant to be wise.

Dobre vesti su da ne morate biti briljantni da biste bili mudri.

The bad news is that without wisdom,

Loše vesti su da, bez mudrosti,

brilliance isn't enough.

briljantnost nije dovoljna.

It's as likely to get you and other people into trouble as anything else.

Jednaki su izgledi da će uvaliti u nevolju vas i druge ljude kao i bilo šta drugo.

(Applause)

(Aplauz)

Now, I hope that we all know this.

Nadam se da ovo sad svi znamo.

There's a sense in which it's obvious,

Na neki način je očigledno,

and yet, let me tell you a little story.

a ipak, dopustite da vam ispričam jednu malu priču.

It's a story about lemonade.

To je priča o limunadi.

A dad and his seven-year-old son were watching a Detroit Tigers game at the ballpark.

Tata i njegov sin od 11 godina

gledali su utakmicu Tigrova iz Detroita na sportskom terenu.

His son asked him for some lemonade

Sin je zatražio limunadu

and Dad went to the concession stand to buy it.

i tata je otišao do štanda da je kupi.

All they had was Mike's Hard Lemonade,

Imali su samo „Majkovu jaku limunadu“,

koja sadrži pet posto alkohola.

which was five percent alcohol.

Tata, budući da je bio predavač, nije znao da ona sadrži alkohol,

Dad, being an academic, had no idea that Mike's Hard Lemonade contained alcohol.

So he brought it back.

pa ju je doneo.

Dete ju je pilo, čuvar je to primetio,

And the kid was drinking it, and a security guard spotted it,

pozvao policiju, koja je pozvala hitnu pomoć,

and called the police, who called an ambulance

koja je dojurila na teren, hitro odvezavši dete u bolnicu.

that rushed to the ballpark, whisked the kid to the hospital.

Hitna pomoć je ustanovila da dete nije imalo alkohola u krvi

The emergency room ascertained that the kid had no alcohol in his blood.

And they were ready to let the kid go.

i bili su spremni da puste dete.

But not so fast.

Ipak, ne tako brzo.

Socijalna služba za zaštitu dece okruga Vejn rekla je ne.

The Wayne County Child Welfare Protection Agency said no.

And the child was sent to a foster home for three days.

Dete je poslato na tri dana u hraniteljsku porodicu.

At that point, can the child go home?

A onda, može li dete da ide kući?

Well, a judge said yes, but only if the dad leaves the house and checks into a motel.

Pa, sudija je rekao da može,

ali samo ako tata napusti kuću i prijavi se u hotel.

After two weeks, I'm happy to report,

Nakon dve nedelje, sa zadovoljstvom saopštavam,

porodica je bila ponovo na okupu.

the family was reunited.

Ipak, socijalni radnici, ljudi iz hitne pomoći,

But the welfare workers and the ambulance people

and the judge all said the same thing:

kao i sudija, govorili su isto:

"We hate to do it but we have to follow procedure."

„Mrsko nam je što tako postupamo, ali moramo da sledimo proceduru.“

How do things like this happen?

Kako se ovakve stvari dogode?

Scott Simon, who told this story on NPR,

Skot Sajmon, koji je ispričao ovu priču na Nacionalnom javnom radiju,

said, "Rules and procedures may be dumb,

rekao je: „Pravila i procedure možda jesu glupi,

ali vas poštede razmišljanja.“

but they spare you from thinking."

Pošteno govoreći, pravila su često nametnuta

And, to be fair, rules are often imposed

because previous officials have been lax

jer su prethodni službenici bili nemarni

i pustili su dete da se vrati u domaćinstvo u kome je zlostavljano.

and they let a child go back to an abusive household.

Pošteno.

Fair enough.

When things go wrong, as of course they do,

Kada stvari krenu po zlu, kao što uvek krenu,

we reach for two tools to try to fix them.

posežemo za dvoma sredstvima da bismo pokušali da ih popravimo.

One tool we reach for is rules.

Jedno sredstvo za kojim posežemo su pravila.

Better ones, more of them.

Za boljim pravilima, više njih.

The second tool we reach for is incentives.

Drugo sredstvo za kojim posežemo su olakšice.

Better ones, more of them.

Bolje olakšice, više njih.

What else, after all, is there?

Naposletku, čega još ima?

We can certainly see this in response to the current financial crisis.

Svakako možemo to videti kao odgovor na sadašnju finansijsku krizu.

Regulate, regulate, regulate.

Regulisati, regulisati, regulisati.

Poboljšati olakšice, poboljšati olakšice, poboljšati olakšice.

Fix the incentives, fix the incentives, fix the incentives ...

Istina je da ni pravila ni olakšice

The truth is that neither rules nor incentives

nisu dovoljni da se posao odradi.

are enough to do the job.

Kako biste uopšte napisali pravilo

How could you even write a rule that got the janitors to do what they did?

koje bi navelo domare da urade ono što su uradili?

And would you pay them a bonus for being empathic?

I da li biste im dali novčanu nagradu za njihovu empatiju?

It's preposterous on its face.

Očigledno je da je to besmisleno.

And what happens is that as we turn increasingly to rules,

Dešava se da, dok se sve više okrećemo pravilima,

rules and incentives may make things better in the short run,

pravila i olakšice možda kratkoročno čine stvari boljim,

but they create a downward spiral

ali stvaraju začarani krug

koji ih čini gorim na duže staze.

that makes them worse in the long run.

Moral skill is chipped away by an over-reliance on rules

Moralna veština je narušena preteranim oslanjanjem na pravila

that deprives us of the opportunity

koje nas lišava mogućnosti

to improvise and learn from our improvisations.

da improvizujemo i učimo iz svojih improvizacija.

And moral will is undermined

A moralna volja je potkopana

neprekidnim priklanjanjem olakšicama

by an incessant appeal to incentives

koje uništavaju našu želju da uradimo pravu stvar.

that destroy our desire to do the right thing.

And without intending it,

Tako nenamerno,

by appealing to rules and incentives,

oslanjanjem na pravila i olakšice,

uključili smo se u rat protiv mudrosti.

we are engaging in a war on wisdom.

Dozvolite da vam navedem nekoliko primera,

Let me just give you a few examples,

najpre o pravilima i ratu protiv moralne veštine.

first of rules and the war on moral skill.

Priča o limunadi je jedan od tih primera.

The lemonade story is one.

Drugi, bez sumnje vama poznatiji,

Second, no doubt more familiar to you,

je priroda modernog obrazovanja u Americi,

is the nature of modern American education:

strogo propisani i rigidni nastavni planovi.

scripted, lock-step curricula.

Here's an example from Chicago kindergarten.

Evo primera iz vrtića u Čikagu.

Reading and enjoying literature

Čitanje i uživanje u knjigama

i rečima koje počinju na slovo K.

and words that begin with 'B.'

„Kupanje“ - okupiti učenike na tepihu

"The Bath:" Assemble students on a rug

i upozoriti ih na opasnosti vruće vode.

and give students a warning about the dangers of hot water.

Navedite 75 stavki iz propisanog gradiva

Say 75 items in this script to teach a 25-page picture book.

da biste objasnili slikovnicu od 25 strana.

All over Chicago in every kindergarten class in the city,

Po celom Čikagu, u svakom vrtiću u gradu,

every teacher is saying the same words in the same way on the same day.

svaki vaspitač izgovara iste reči na isti način istog dana.

We know why these scripts are there.

Znamo zašto taj propisani tekst postoji.

Ne verujemo dovoljno rasuđivanju učitelja

We don't trust the judgment of teachers enough

da bismo ih prepustili samima sebi.

to let them loose on their own.

Ovakvi propisani tekstovi su polisa osiguranja u slučaju katastrofe.

Scripts like these are insurance policies against disaster.

And they prevent disaster.

I zaista sprečavaju katastrofe,

But what they assure in its place is mediocrity.

ali umesto njih obezbeđuju mediokritet.

(Applause)

(Aplauz)

Nemojte me shvatiti pogrešno. Potrebna su nam pravila!

Don't get me wrong. We need rules!

Džez muzičarima su potrebne neke note;

Jazz musicians need some notes --

većini njih treba po koja nota na stranici.

most of them need some notes on the page.

Potrebno nam je više pravila za bankare, to sam Bog zna.

We need more rules for the bankers, God knows.

But too many rules prevent accomplished jazz musicians

Međutim, previše pravila sprečava vešte džez muzičare da improvizuju.

from improvising.

Kao rezultat, oni gube svoj dar,

And as a result, they lose their gifts,

ili, što je još gore, sasvim prestaju da sviraju.

or worse, they stop playing altogether.

A šta je sa olakšicama? One deluju pametnije.

Now, how about incentives?

They seem cleverer.

Ako imate jedan razlog da nešto uradite

If you have one reason for doing something

i ja vam dam drugi razlog da uradite to isto,

and I give you a second reason for doing the same thing,

deluje logično da su dva razloga bolja od jednog

it seems only logical that two reasons are better than one

and you're more likely to do it.

i veća je verovatnoća da ćete to uradti.

Right?

Zar ne?

Pa, ne uvek.

Well, not always.

Ponekad se čini da se dva razloga da uradite istu stvar nadmeću međusobno

Sometimes two reasons to do the same thing seem to compete with one another

instead of complimenting,

umesto da se nadopunjuju

and they make people less likely to do it.

i umanjuju verovatnoću da će ljudi to uraditi.

I'll just give you one example because time is racing.

Daću vam još samo jedan primer jer nam vreme leti.

U Švajcarskoj, pre oko 15 godina,

In Switzerland, back about 15 years ago,

pokušavali su da odluče gde da smeste nuklearni otpad.

they were trying to decide where to site nuclear waste dumps.

Trebalo je da se održi državni referendum.

There was going to be a national referendum.

Neki psiholozi su išli okolo i anketirali građane

Some psychologists went around and polled citizens who were very well informed.

koji su bili vrlo dobro informisani.

Pitali su ih: „Da li biste dozvolili

And they said, "Would you be willing to have a nuclear waste dump in your community?"

da se nuklearni otpad odlaže u vašoj zajednici?“

Astonishingly, 50 percent of the citizens said yes.

Neverovatno, 50 posto građana je odgovorilo potvrdno.

They knew it was dangerous.

Znali su da je opasan

They thought it would reduce their property values.

i smatrali su da bi umanjio vrednost njihove imovine,

ali je morao da ide negde

But it had to go somewhere

i imali su obavezu kao građani.

and they had responsibilities as citizens.

The psychologists asked other people a slightly different question.

Psiholozi su drugim ljudima postavili malo drugačije pitanje.

Pitali su: „Ako vam platimo svake godine vrednost zarade za šest nedelja,

They said, "If we paid you six weeks' salary every year

would you be willing to have a nuclear waste dump in your community?"

da li biste dozvolili odlaganje nuklearnog otpada u vašoj zajednici?“

Two reasons. It's my responsibility and I'm getting paid.

Dva razloga. To je moja obaveza i biće mi plaćeno.

Instead of 50 percent saying yes,

Umesto da 50 posto kaže da, 25 posto je odgovorilo potvrdno.

25 percent said yes.

What happens is that

Događa se to da, čim nas uvođenje olakšica

the second this introduction of incentive gets us

podstakne da umesto da se zapitamo „Šta je moja obaveza?“,

so that instead of asking, "What is my responsibility?"

mi se zapitamo: „Šta je u mom interesu?“

all we ask is, "What serves my interests?"

When incentives don't work,

Kada olakšice ne deluju,

when CEOs ignore the long-term health of their companies

kada direktori zanemaruju dugoročno zdravlje svojih kompanija

in pursuit of short-term gains that will lead to massive bonuses,

u potrazi za kratkoročnim dobicima koji će dovesti do ogromnih bonusa,

the response is always the same.

odgovor je uvek isti -

Get smarter incentives.

obezbedite pametnije olakšice.

The truth is that there are no incentives that you can devise

Istina je da nema tih olakšica koje možete smisliti

that are ever going to be smart enough.

koje će biti dovoljno pametne.

Any incentive system can be subverted by bad will.

Svaki sistem olakšica može srušiti loša volja.

We need incentives. People have to make a living.

Potrebne su nam olašice. Ljudi moraju da zarađuju.

But excessive reliance on incentives

Međutim, preterano oslanjanje na olakšice

demoralizes professional activity

demorališe profesionalne aktivnosti u dva značenja te reči.

in two senses of that word.

It causes people who engage in that activity to lose morale

Dovodi do toga da ljudi uključeni u tu aktivnost izgube moral,

and it causes the activity itself to lose morality.

a takođe prouzrokuje da sama aktivnost izgubi moral.

Barack Obama said, before he was inaugurated,

Barak Obama je rekao pre nego što je inaugurisan:

"We must ask not just 'Is it profitable?' but 'Is it right?'"

„Moramo se zapitati ne samo da li je nešto isplativo,

već i da li je ispravno.“

And when professions are demoralized,

A kada su profesije demoralisane,

everyone in them becomes dependent on -- addicted to -- incentives

svi u njima postaju zavisni od olakšica

and they stop asking "Is it right?"

i prestaju da se pitaju da li je to ispravno.

We see this in medicine.

Ovo primećujemo u medicini.

[„Mada nije ništa ozbiljno,

("Although it's nothing serious, let's keep an eye on it to make sure it doesn't turn into a major lawsuit.")

pripazimo da se ne bi pretvorilo u veliki sudski spor.“]

A svakako to primećujemo i u poslovnom svetu.

And we certainly see it in the world of business.

[„Da bismo ostali kompetitivni na današnjem tržištu,

("In order to remain competitive in today's marketplace, I'm afraid we're going to have to replace you with a sleezeball.")

bojim se da ćemo morati da te zamenimo ljigavcem.“]

("I sold my soul for about a tenth of what the damn things are going for now.")

[„Prodao sam dušu za deseti deo od onoga

za koliko se te proklete stvari danas prodaju.“]

It is obvious that this is not the way people want to do their work.

Očigledno je da to nije način na koji ljudi žele da rade svoj posao.

So what can we do?

Pa, šta možemo da uradimo?

A few sources of hope:

Evo nekoliko izvora nade.

Treba da pokušamo da iznova morališemo rad.

we ought to try to re-moralize work.

One way not to do it: teach more ethics courses.

Jedan od načina na koji to ne treba raditi je uvođenje više kurseva etike.

(Applause)

(Aplauz)

There is no better way to show people that you're not serious

Nema boljeg načina da pokažete ljudima da niste ozbiljni

than to tie up everything you have to say about ethics

nego da upakujete sve što imate da kažete o etici

into a little package with a bow and consign it to the margins as an ethics course.

u paketić sa mašnicom i isporučite ga na margine kao kurs etike.

What to do instead?

Šta uraditi umesto toga?

One: Celebrate moral exemplars.

Broj jedan - slaviti moralne primere.

Acknowledge, when you go to law school,

Priznajte, kada pođete na studije prava,

that a little voice is whispering in your ear

mali glas vam šapuće u uvo o Atikusu Finču.

about Atticus Finch.

Nijedno dete od 10 godina ne želi da ide na prava

No 10-year-old goes to law school to do mergers and acquisitions.

da bi radilo spajanja i akvizicije.

People are inspired by moral heroes.

Ljude inspirišu moralni heroji.

But we learn that with sophistication

Međutim, učimo da uz sofisticiranost

comes the understanding that you can't acknowledge that you have moral heroes.

ide shvatanje da ne smete priznati da imate moralne heroje.

Well, acknowledge them.

Pa, priznajte ih.

Be proud that you have them.

Budite ponosni jer ih imate. Slavite ih.

Celebrate them.

Zahtevajte da ih i ljudi koji vas uče takođe priznaju i slave.

And demand that the people who teach you acknowledge them and celebrate them too.

That's one thing we can do.

To je jedna stvar koju možemo uraditi.

I don't know how many of you remember this:

Ne znam koliko vas se seća ovoga.

another moral hero, 15 years ago, Aaron Feuerstein,

Drugi moralni heroj, pre 15 godina, Aron Forestin,

who was the head of Malden Mills in Massachusetts --

koji je bio direktor „Molden mlinova“ u Masačusetsu;

oni su pravili flis materijal.

they made Polartec --

Fabrika je izgorela.

The factory burned down.

Tri hiljade zaposlenih. Svakog je zadržao na platnom spisku.

3,000 employees. He kept every one of them on the payroll.

Why? Because it would have been a disaster for them

Zašto? Zato što bi nastala katastrofa

and for the community if he had let them go.

za njih i za zajednicu da ih je otpustio.

"Maybe on paper our company is worth less to Wall Street,

„Možda na papiru naša kompanija manje vredi na Vol stritu,

ali mogu vam reći da vredi više; dobro nam je.“

but I can tell you it's worth more. We're doing fine."

Just at this TED we heard talks from several moral heroes.

Upravo na ovom TED-u smo čuli govore nekoliko moralnih heroja.

Two were particularly inspiring to me.

Dvojica su za mene bili naročito inspirativni.

One was Ray Anderson, who turned --

Jedan je Rej Anderson,

(Applause)

(Aplauz)

-- turned, you know, a part of the evil empire

koji je preokrenuo deo zlog carstva

into a zero-footprint, or almost zero-footprint business.

u poslovanje koje gotovo da nema nepovoljan uticaj na ekosistem.

Why? Because it was the right thing to do.

Zašto? Zato što je to bilo ispravno.

And a bonus he's discovering is

A dodatno je otkrio

da će zapravo zaraditi više novca.

he's actually going to make even more money.

Njegove zaposlene je inspirisao njegov trud.

His employees are inspired by the effort.

Zašto? Zato što su bili srećni što rade nešto što je ispravno.

Why? Because there happy to be doing something that's the right thing to do.

Yesterday we heard Willie Smits talk about re-foresting in Indonesia.

Juče smo slušali Vilija Smitsa kako govori o pošumljavanju u Indoneziji.

(Applause)

(Aplauz)

Na mnogo načina, to je savršen primer,

In many ways this is the perfect example.

zato što je trebalo volje da se uradi prava stvar.

Because it took the will to do the right thing.

God knows it took a huge amount of technical skill.

Sam Bog zna da je za to trebalo veoma mnogo tehničke veštine.

I'm boggled at how much he and his associates needed to know

Zapanjen sam time koliko je trebalo da on i njegovi saradnici znaju

in order to plot this out.

da bi to isplanirali.

But most important to make it work --

Ipak, najvažnije da bi to uspelo -

and he emphasized this --

naglasio je ovo -

bilo je poznavati ljude iz zajednica.

is that it took knowing the people in the communities.

Unless the people you're working with are behind you,

Ako ljudi sa kojima radite nisu uz vas, neće uspeti.

this will fail.

A nema formule za to kako da postignete da ljudi budu uz vas,

And there isn't a formula to tell you how to get the people behind you,

because different people in different communities

jer različiti ljudi u različitim zajednicama

organize their lives in different ways.

organizuju svoj život na različit način.

Dakle, ovde na TED-u i na drugim mestima ima mnogo toga da se slavi.

So there's a lot here at TED, and at other places, to celebrate.

And you don't have to be a mega-hero.

A ne morate biti veliki heroj.

Ima običnih heroja.

There are ordinary heroes.

Vredi slaviti i obične heroje poput domara.

Ordinary heroes like the janitors who are worth celebrating too.

As practitioners each and every one of us should strive

Svi mi, kao stručnjaci,

treba da težimo da budemo obični heroji, ako ne izuzetni.

to be ordinary, if not extraordinary heroes.

As heads of organizations,

Kao predvodnici organizacija,

we should strive to create environments

treba da težimo stvaranju sredina

koje podstiču i neguju i moralnu veštinu i moralnu volju.

that encourage and nurture both moral skill and moral will.

Even the wisest and most well-meaning people

Čak i najmudriji ljudi i oni sa najboljim namerama

will give up if they have to swim against the current

odustaće ako moraju da plivaju uzvodno

in the organizations in which they work.

u organizacijama u kojima rade.

If you run an organization, you should be sure

Ako rukovodite organizacijom, treba da budete uvereni

that none of the jobs -- none of the jobs --

da nijedan posao - nijedan posao -

have job descriptions like the job descriptions of the janitors.

nema opis posla kao što je opis posla domara.

Because the truth is that

Jer, istina je

da bilo koji posao koji obavljate,

any work that you do that involves interaction with other people

a koji obuhvata interakciju sa drugim ljudima,

is moral work.

jeste moralni posao,

a svaki moralni posao zavisi od praktične mudrosti.

And any moral work depends upon practical wisdom.

And, perhaps most important,

I, što je možda najvažnije,

kao nastavnici, treba da težimo da budemo obični heroji,

as teachers, we should strive to be the ordinary heroes,

the moral exemplars, to the people we mentor.

primeri morala ljudima koje podučavamo.

And there are a few things that we have to remember as teachers.

Ima nekoliko stvari koje, kao nastavnici, treba da upamtimo.

One is that we are always teaching.

Jedna je da mi uvek podučavamo.

Someone is always watching.

Neko uvek posmatra.

Kamera je uvek uključena.

The camera is always on.

Bill Gates talked about the importance of education

Bil Gejts je govorio o važnosti obrazovanja,

and, in particular, the model that KIPP was providing:

a pogotovo o modelu koji pruža program KIPP:

"Knowledge is power."

„Znanje je moć.“

And he talked about a lot of the wonderful things

Govorio je o mnogim divnim stvarima

koje KIPP radi

that KIPP is doing

da bi decu iz problematičnih delova grada usmerio ka visokom obrazovanju.

to take inner-city kids and turn them in the direction of college.

Hteo bih da se fokusiram na jednu konkretnu stvar koju KIPP radi,

I want to focus on one particular thing KIPP is doing

a koju Bil nije pomenuo.

that Bill didn't mention.

To je da su shvatili

That is that they have come to the realization

da je karakter ono najvažnije što deca treba da nauče.

that the single most important thing kids need to learn

is character.

Treba da nauče da poštuju sebe.

They need to learn to respect themselves.

They need to learn to respect their schoolmates.

Treba da nauče da poštuju svoje školske drugove.

Treba da nauče da poštuju svoje nastavnike

They need to learn to respect their teachers.

i, što je najvažnije, treba da nauče da poštuju učenje.

And, most important, they need to learn to respect learning.

That's the principle objective.

To je glavni cilj.

If you do that, the rest is just pretty much a coast downhill.

Ako to postignete, sve ostalo uglavnom ide glatko.

And the teachers: the way you teach these things to the kids

A nastavnici, decu učite ovim stvarima na taj način

is by having the teachers and all the other staff embody it every minute of every day.

tako što će nastavnici i svi zaposleni biti oličenje toga,

svakog minuta i svakog dana.

Obama appealed to virtue.

Obama se pozvao na vrlinu.

And I think he was right.

Mislim da je bio u pravu.

And the virtue I think we need above all others is practical wisdom,

A mislim da je praktična mudrost vrlina koja nam je najpotrebnija,

because it's what allows other virtues -- honesty, kindness, courage and so on --

jer ona omogućava drugim vrlinama - iskrenosti, dobroti, hrabrosti itd. -

to be displayed at the right time and in the right way.

da se pokažu u pravo vreme i na pravi način.

He also appealed to hope.

Takođe se pozvao i na nadu.

Right again.

Takođe ispravno.

I think there is reason for hope.

Smatram da postoji razlog za nadu.

Mislim da ljudi žele da im bude dozvoljeno da poseduju vrline.

I think people want to be allowed to be virtuous.

In many ways, it's what TED is all about.

Na mnogo načina, upravo je u tome stvar na TED-u.

Wanting to do the right thing

U želji da se uradi prava stvar

in the right way

na pravi način i iz pravih razloga.

for the right reasons.

Takva mudrost je na dohvat ruke svakome od nas,

This kind of wisdom is within the grasp of each and every one of us

if only we start paying attention.

samo ako počnemo da obraćamo pažnju.

Paying attention to what we do,

Obraćanje pražnje na ono što radimo,

kako to radimo

to how we do it,

i, možda najbitnije,

and, perhaps most importantly,

na strukturu organizacije u kojoj radimo,

to the structure of the organizations within which we work,

tako da se postaramo da omogućava nama i drugim ljudima da razviju mudrost

so as to make sure that it enables us and other people to develop wisdom

umesto da je potiskuju.

rather than having it suppressed.

Hvala vam mnogo.

Thank you very much.

Thank you.

Hvala.

(Applause)

(Aplauz)

Chris Anderson: You have to go and stand out here a sec.

Kris Anderson: Moraš da staneš ovde na trenutak.

Barry Schwartz: Thank you very much.

Beri Švarc: Mnogo vam hvala.

(Applause)

(Aplauz)