The surprising ingredient that makes businesses work better | Marco Alverà

Prevodilac: Milica Costa Lektor: Ivana Korom

For me, it was not being invited to a friend's wedding.

Za mene, to je bilo kada nisam bio pozvan na svadbu prijatelja.

At first, I didn't really mind.

Nije mi zasmetalo, u početku.

I thought he was having a small reception.

Mislio sam da organizuje mali prijem.

But then I kept meeting people who were going to the same wedding,

Ali onda sam počeo da srećem zvanice,

and they weren't as close to the groom as I was ...

a oni nisu bili tako bliski sa mladoženjom kao ja...

and I felt left out.

i osetio sam se isključenim.

That really sucked.

Grozan osećaj.

It felt really unfair.

I nefer.

For my daughters, Lipsi and Greta, it was last week.

Mojim kćerkama, Lipsi i Greti, desilo se prošle sedmice.

They were taking turns massaging their mom's back

Na smenu su masirale majci leđa

with a toy for back rubs,

jednom od onih igračaka za masažu,

and then one of the girls felt that the other girl had a longer go.

i onda je jedna od devojčica osetila da je druga duže masirala majku.

That's when I walk into the room

Kada sam ušao u prostoriju

to find Greta in a rage, shouting, "That's not fair!"

zatekao sam Gretu kako viče, besna: "To nije fer!"

and Lipsi in tears,

a Lipsi u suzama,

and my wife holding a stopwatch

dok moja žena drži štopericu

to make sure that each girl had precisely one minute on the toy.

kako bi merila po tačno jedan minut za svaku devojčicu.

So if you're anything like me or my girls,

Ako imalo ličite na mene ili moje kćerke,

the last thing that upset you

poslednje što vas je naljutilo

probably also had to do with unfairness.

je verovatno imalo veze sa nepravdom.

That's because unfairness triggers us so strongly

Zato što reagujemo snažno na nepravdu.

that we can't think straight.

Nemamo vremena za razmišljanje.

We become afraid and suspicious.

Postajemo uplašeni i sumnjičavi.

Our unfairness antennae stick up.

Izbacimo detektore za nepravdu.

We feel pain, and we walk away.

Osetimo bol, i odlazimo.

Unfairness is one of the defining issues of our society,

Nepravda definiše naše društvo,

it's one of the root causes of polarization,

jedan je od osnovnih uzročnika polarizacije,

and it's bad news for business.

i loša je za biznis.

At work, unfairness makes people defensive and disengaged.

Na poslu, nepravda čini ljude defanzivnim i nezainteresovanim.

A study shows that 70 percent of workers in the US are disengaged,

Studija pokazuje da je 70% radnika u SAD-u nezainteresovano,

and this is costing the companies

i da to košta kompanije

550 billion dollars a year every year.

550 milijardi dolara godišnje.

This is, like, half the total spent on education in the US.

To je oko pola ukupne sume za obrazovanje u SAD-u.

This is the size of the GDP of a country like Austria.

To je BDP Austrije.

So removing unfairness and promoting fairness

Tako da uklanjanje nepravde i promovisanje pravičnosti

should be our priority.

treba da bude prioritet.

But what does it mean in practice?

Ali šta to znači u praksi?

Is it about more rules? Is it about systems?

Je li u pitanju više pravila? Jesu li sistemi u pitanju?

Is it about equality?

Je li jednakost?

Well, partly, but fairness is more interesting than rules and equality.

Pa, delimično jeste, ali pravičnost je interesantija od pravila i jednakosti.

Fairness works in surprising ways.

Pravičnost čudno funkcioniše.

15 years ago, I left a US investment bank

Pre 15 godina, napustio sam investicionu banku u Americi

to join a large Italian state-owned oil company.

i priključio se velikoj italijanskoj državnoj naftnoj kompaniji.

It was a different world.

Potpuno drugi svet.

I thought the key to getting the best performance

Mislio sam da je ključ uspeha

was a risk-reward system

sistem rizika i nagrade

where you could give the high performers bonuses and promotions

gde uspešnijim radnicima daš bonuse i unapređenja,

and give the underperformers something to worry about.

a onim neuspešnim brigu.

But in this company, we had fixed salaries

Ali u ovoj kompaniji smo imali fiksne zarade

and lifelong jobs.

i stalan posao.

Careers were set,

Karijere su predodređene,

so my toolkit wasn't very effective,

tako da moj način rada nije baš bio efikasan,

and I was frustrated.

i bio sam frustriran.

But then I saw that this company was producing some pockets of excellence,

Ali onda sam uočio da ova kompanija poseduje izvrsne primere uspeha,

areas in which they beat the competition

u oblastima gde premašuju konkurente

in very tough, competitive sectors.

u vrlo teškim, kompetitivnim oblastima.

This was true in trading,

U trgovini,

in project management --

u menadžmentu projektima,

it was very true in exploration.

a posebno u istraživanju.

Our exploration team was finding more oil and gas

Naš istraživački tim je nalazio više nafte i gasa

than any other company in the world.

od bilo koje druge kompanije na svetu.

It was a phenomenon.

Pravi fenomen.

Everyone was trying to figure out how this was possible.

Svi su pokušavali da provale kako je to moguće.

I thought it was luck,

Mislio sam da je puka sreća u pitanju,

but after each new discovery, that became less and less likely.

ali posle svakog novog otkrića, to je postajalo sve manje verovatno.

So did we have a special tool? No.

Jesmo li imali posebnu mašinu? Ne.

Did we have a killer application that no one else had? No.

Jesmo li imali neki poseban način rada koji niko nije imao? Ne.

Was it one genius who was finding oil for the whole team?

Je li u pitanju bio neki genije koji je nalazio naftu za ceo tim?

No, we hadn't hired a senior guy in years.

Ne, godinama nismo zaposlili višeg menadžera.

So what was our secret sauce?

Koji je bio tajni sastojak?

I started looking at them really carefully.

Počeo sam pažljivo da ih posmatram.

I looked at my friend,

Posmatrao sam mog prijatelja,

who drilled seven dry wells,

koji je bušio sedam suvih bušotina,

writing off more than a billion dollars for the company,

otpisujući više od milijarde dolara za kompaniju

and found oil on the eighth.

i pronalazeći naftu u osmoj.

I was nervous for him ...

Strepeo sam za njega...

but he was so relaxed.

ali on je bio tako opušten.

I mean, these guys knew what they were doing.

Hoću reći, ovi ljudi su znali šta rade.

And then it hit me: it was about fairness.

A onda sa m skopčao: u pitanju je pravičnost.

These guys were working in a company

Ovi ljudi su radili u kompaniji

where they didn't need to worry about short-term results.

gde nisu morali da brinu o kratkoročnim rezultatima.

They weren't going to be penalized for bad luck or for an honest mistake.

Ne bi bili kažnjeni zato što nisu imali sreće ili su iskreno pogrešili.

They knew they were valued for what they were trying to do,

Znali su da ih cene za posao koji rade,

not the outcome.

ne za ishod.

They were valued as human beings. They were part of a community.

Cenili su ih kao ljude. Bili su deo zajednice.

Whatever happened, the company would stand by them.

Šta god se dogodilo, kompanija će ih podržati.

And for me, this is the definition of fairness.

A za mene, ovo je definicija pravičnosti.

It's when you can lower those unfairness antennae, put them at rest.

To je kada možete da spustite one detektore nepravde.

Then great things follow.

Onda velika dela nastaju.

These guys could be true to their purpose, which was finding oil and gas.

Mogu da neometano rade svoj posao, da nalaze naftu i gas.

They didn't have to worry about company politics or greed or fear.

Ne moraju da brinu o politici u firmi ili pohlepi ili strahu.

They could be good risk-takers,

Mogu da preuzmu rizike,

because they weren't too defensive

jer nisu morali sebe da brane

and they weren't gambling to take huge rewards.

i ne moraju da se kockaju da bi dobili velike nagrade.

And they were excellent team workers.

I savršeni su timski igrači.

They could trust their colleagues.

Mogu da veruju svojim kolegama.

They didn't need to look behind their backs.

Ne moraju da gledaju preko ramena.

And they were basically having fun.

I oni se zapravo zabavljaju.

They were having so much fun,

Toliko im je zabavno na poslu

one guy even confessed

da mi je jedan priznao

that he was having more fun at the company Christmas dinner

da mu je bilo lepše na firminoj Božićnoj večeri

than at his own Christmas dinner.

nego na onoj kod kuće.

(Laughter)

(Smeh)

But these guys, essentially, were working in a fair system

Ali ovi ljudi, u suštini, rade u pravičnom sistemu

where they could do what they felt was right

gde mogu da rade ono što misle da je ispravno

instead of what's selfish, what's quick, what's convenient,

umesto onog što je sebično, brzo, i lako,

and to be able to do what we feel is right

a raditi ono što mislite da je ispravno

is a key ingredient for fairness, but it is also a great motivator.

je ključni sastojak pravičnosti, ali je i odličan motivator.

And it wasn't just explorers who were doing the right thing.

I nisu samo istraživači radili ono što misle da je ispravno.

There was an HR director who proposed that I hire someone internally

Imali smo direktora kadrovske službe sa predlogom da zaposlim nekog interno

and give him a managerial job.

i da mu dam posao menadžera.

This guy was very good, but he didn't finish high school,

Ovaj tip je bio dobar, ali nije završio srednju školu,

so formally, he had no qualifications.

tako da, formalno, nije bio kvalifikovan.

But he was so good, it made sense, and so we gave him the job.

Ali je bio toliko dobar, da je imalo smisla, i tako sam ga zaposlio.

Or the other guy, who asked me for a budget to build a cheese factory

Ili drugi tip, koji me je pitao za budžet da izgradi fabriku sira

next to our plant in Ecuador, in the village.

pored naše u Ekvadoru, u selu.

It didn't make any sense: no one ever built a cheese factory.

Nije imalo smisla: niko od nas nije napravio fabriku sira.

But this is what the village wanted, because the milk they had would spoil

Ali to je selo želelo, jer bi se mleko koje bi sakupili pokvarilo

before they could sell it, so that's what they needed.

pre nego što bi ga prodali, te je njima trebalo.

And so we built it.

I tako smo je izgradili.

So in these examples and many others,

U ovim primerima i mnogim drugim,

I learned that to be fair,

naučio sam da ako želim biti fer,

my colleagues and I, we needed to take a risk and stick our head out,

kolege i ja, trebalo je da rizikujemo,

but in a fair system, you can do that.

ali u pravičnom sistemu, to se može.

You can dare to be fair.

Usuđuješ se da budeš fer.

So I realized that these guys and other colleagues

Shvatio sam da ovi ljudi i ostale kolege

were achieving great results, doing great things,

dostižu izvanredne rezultate, čine velika dela,

in a way that no bonus could buy.

koja nijedan bonus ne kupuje.

So I was fascinated.

Bio sam fasciniran.

I wanted to learn how this thing really worked,

Želeo sam da naučim kako to zaista funkcioniše,

and I wanted to learn it also for myself, to become a better leader.

želeo sam da naučim i zbog sebe, da postanem bolji lider.

So I started talking to colleagues, to coaches,

Počeo sam da razgovaram sa kolegama, sa trenerima,

to headhunters and neuroscientists,

sa rekruterima, sa neurobiolozima,

and what I discovered

i otkrio sam da

is that what these guys were up to and the way they worked

ovaj način rada i saradnje

is really supported by recent brain science.

najnovija izučavanja mozga ustvari podržavaju.

And I've also discovered that this can work at all levels

Isto tako sam otkrio da ovo funkcioniše na svim nivoima

in any type of company.

u bilo kojoj vrsti firme.

You don't need the fixed salaries or the stable careers.

Ne trebaju vam fiksne plate ili stalna zaposlenja.

This is because science shows

To je, kako nauka dokazuje,

that humans have an innate sense of fairness.

zato što ljudi imaju urođen osećaj za pravičnost.

We know what is right and what is wrong

Znamo šta je dobro, a šta nije

before we can talk or think about it.

pre nego što izgovorimo ili razmislimo.

My favorite experiment

Omiljeni mi je eksperiment

has six-month old babies

sa šestomesečnim bebama

watching a ball trying to struggle up a hill.

koje gledaju loptu kako se bori da se iskotrlja uzbrdo.

And there's a helpful, friendly square that pushes the ball up the hill,

Tu je jedan dobroćudni kvadrat koji gura loptu uzbrdo,

and then a mean triangle pushes the ball back down.

i pogani trougao koji gura loptu naniže.

After watching this several times,

Pošto su bebe ovo odgledale nekoliko puta,

they ask the babies to pick,

daju im da biraju

to choose what to play with.

igračku za igru.

They can pick a ball, a square or a triangle.

Ponuđeni su im lopta, kvadrat ili trougao.

They never pick up the triangle.

Nikada ne biraju trougao.

All the babies want to be the square.

Sve bebe žele kvadrat.

And science also shows

I nauka takođe ukazuje

that when we see or perceive fairness,

da kada vidimo ili osećamo pravičnost,

our brain releases a substance that gives us pleasure,

mozak ispušta supstancu koja nam pruža zadovoljstvo,

proper joy.

iskrenu radost.

But when we perceive unfairness, we feel pain ...

A kada osetimo nepravdu, osećamo bol,

even greater pain

više nas boli

than the same type of pain as if I really hurt myself.

od stvarne fizičke boli.

That's because unfairness triggers the primitive, reptile part of our brain,

To je zato što nepravda pokreće primitivni, reptilni deo našeg mozga,

the part that deals with threats and survival,

onaj deo koji je zadužen za opasnost po opstanak,

and when unfairness triggers a threat, that's all we can think about.

a kada nepravda inicira opasnost, samo o tome mislimo.

Motivation, creativity, teamwork,

Motivacija, kreativnost, timski rad,

they all go way back.

svi se povuku.

And it makes sense that we're wired this way,

Ima smisla da tako funkcionišemo,

because we're social animals.

društvena smo bića.

We need to be part of a community to survive.

Treba da budemo deo zajednice da bismo opstali.

We're born so helpless

Rađamo se bespomoćni

that someone needs to look after us until we're maybe 10 years old,

i neko mora da se stara o nama do neke desete godine,

so our brain evolves towards food.

tako da nam se mozak razvija prema hrani.

We need to be in that community.

Treba da budemo u toj zajednici.

So whether I like it or not,

Sviđalo mi se ili ne,

not being invited to the friend's wedding,

kada nisam dobio pozivnicu za prijateljevu svadbu

my lizard brain is generating the same response

moj reptilni mozak daje isti odgovor

as if I'm about to be pushed out from my community.

kao da me neko izbacuje iz moje zajednice.

So science explains quite nicely why fairness is good

Tako nauka vrlo fino objašnjava zašto je pravičnost dobra,

and why unfairness makes us really defensive,

a zašto smo toliko defanzivni prema nepravdi,

but science also shows that in a fair environment,

ali nauka takođe ukazuje da u fer sredini

not only do we all want to be the square,

ne samo što želimo da budemo onaj kvadrat

but we tend to be the square,

već se i trudimo da budemo kvadrat,

and this allows other people to be fair in turn.

a to dopušta drugima da budu fer prema nama.

This creates a beautiful fairness circle.

Tako nastaje divan fer krug.

But while we start off fair ...

Ali iako počinjemo fer

one drop of unfairness contaminates the whole pool,

jedna jedina kap nepravde uništava sve.

and unfortunately, there's plenty of drops in that pool.

A nažalost, previše je takvih kapi.

So our effort should be to filter out

Tako da treba da se trudimo da isfiltriramo

as much unfairness as we can from everywhere,

što više nepravde svugde

starting from our communities, starting from our companies.

počevši od svojih zajednica, počevši od svojih kompanija.

I worry about this a lot because I lead a team of 3,000 excellent people,

Brinem dosta o ovome jer vodim tim od 3000 izvrsnih ljudi,

and the difference between 3,000 happy, motivated team workers

a razlika između 3000 zadovoljnih, motivisanih radnika

and 3,000 clock-watchers is everything.

i 3000 posmatrača satnice čini sve.

So the first thing I try to do in my fairness crusade

Prvo što se trudim da postignem u svojoj bici za pravičnost

is to try to take myself out of the equation.

je da uklonim sebe iz jednačine.

That means being aware of my own biases.

Moram biti svestan sopstvenih predrasuda.

For example, I really like people who say yes

Na primer, volim ljude koji se slože

to whatever I suggest.

sa bilo čim što predložim.

(Laughter)

(Smeh)

But that's not very good for the company

Ali to nije dobro za kompaniju

and not very good for anyone who has different ideas.

i nije dobro ni za koga ko ima neku drugu ideju.

So we try to actively promote a culture of diversity of opinions

Tako da se trudimo da aktivno promovišemo diverzitet mišljenja

and diversity of character.

i diverzitet karaktera.

The second thing we do is a little more procedural.

Drugo što primenjujemo je malo više proceduralno.

We look at all the rules, the processes, the systems in the company,

Sagledavamo pravila, procese, sisteme rada u kompaniji

the ones we use to take decisions and allocate resources,

one koje koristimo pri donošenju odluka ili dodeljivanju resursa

and we try to get rid of anything that's not very clear,

i trudimo se da uklonimo sve što nije potpuno jasno,

not very rational, doesn't make sense,

racionalno, što nema smisla,

and we also try to fix anything that's limiting

i pokušavamo da ispravimo sve što ograničava

the transfer of information within the company.

transfer informacija u kompaniji.

We then look at the culture and the motivation for the same reasons.

Potom sagledavamo kulturu i motivaciju iz istih razloga.

But my point is that however hard you look at the rules,

Ali smatram da kako god sagledali pravila,

the processes, the systems -- and we have to do that --

procese, sisteme, a to moramo činiti,

but however hard we look,

kako god detaljno sagledavali,

we're never going to do enough to get to the real essence of fairness.

nikada nećemo uspeti da dobijemo potpunu pravičnost.

That's because the last mile of fairness requires something else.

To je zato što je potrebno nešto drugo za zadnji centimetar fer igre.

It's about what people's emotions are,

U pitanju su ljudske emocije,

what their needs are,

njihove potrebe,

what's going on in their private lives,

šta se dešava u njihovim privatnim životima,

what society needs.

šta je društvu potrebno.

These are all questions and elements

To su sve pitanja i elementi

that are very hard to put into a spreadsheet, into an algorithm.

koje je teško svesti na tabelarni proračun ili u algoritam.

It's very hard to make them part of our rational decision.

Teško ih je uvrstiti u proces racionalnog odlučivanja.

But if we miss these, we're missing key important points,

Ali ako ih ispustimo, ispustili smo najbitnije ključne stavke

and the outcome is likely to feel unfair.

te će rezultat najverovatnije biti nefer.

So we should cross-check our decisions with our fairness center switched on.

Treba da proverimo da li su naše odluke donesene kada nam je fer centar uključen.

Is it right that this guy should get the job he's really hoping to get?

Je li pravilno da ovaj čovek dobije posao koji se nada da će dobiti?

Is it right that this guy should be fired?

Je li ovog čoveka pravilno otpustiti?

Is it right that we should be charging so much for this product?

Je li pravilno da naplaćujemo toliko za taj proizvod?

These are tough questions.

To su teška pitanja.

But if we take the time to ask ourselves

Ali ako nađemo vremena da se zapitamo

whether the rational answer is the right one ...

da li je racionalan odgovor pravilan,

we all know deep inside what the answer is.

znamo svi duboko u sebi koji je odgovor.

We've known since we were babies.

Znali smo ga svi otkako smo bili bebe.

And to know what the right answer is

A znati pravi odgovor

is pretty cool for decision-making.

je baš kul kada donosimo odluke.

And if we turn on our hearts,

Ako uključimo svoja srca,

that's the key to getting the real best out of people,

to je ključ da vam ljudi daju sve od sebe,

because they can smell it if you care,

jer mogu da osete da li vam je stalo,

and only when you really care will they leave their fears behind

i samo kada vam je zaista stalo zaboraviće svoje strahove

and bring their true selves to work.

i doneće svoje istinsko sebe na posao.

So if fairness is a keystone of life,

Ako je pravičnost ključ života,

why isn't every leader making it their priority?

zašto onda nije prioritet svakog lidera?

Wouldn't it be cool to work in a company that was more fair?

Zar ne bi bilo super raditi u kompaniji koja je pravičnija?

Wouldn't it be great to have colleagues and bosses

Zar ne bi bilo super imati kolege i šefove

that were selected and trained for fairness and for character

koji su odabrani i obučeni jer su pravični i zbog svog karaktera,

and not based on 60-year-old GMATs?

a ne na osnovu 60 godina starog GMAT testa?

Wouldn't it be nice to be able to knock on the door

Zar ne bi bilo lepo da možete pokucati na vrata

of a Chief Fairness Officer?

kod direktora pravičnosti?

We'll get there, but why is it not happening now?

Jednom ćemo dotle stići ali zašto ne sada?

Well, partly, it's because of inertia,

Delimično zbog inertnosti,

partly, it's because fairness isn't always easy.

delimično jer pravičnost nije jednostavna.

It requires judgment and risk.

Potrebno je rasuditi i rizikovati.

Drilling that eighth well was a risk.

Bušenje osme bušotine je bio rizik.

Promoting the guy who didn't finish high school was a risk.

Unaprediti čoveka koji nije završio srednju školu je bio rizik.

Building a cheese factory in Ecuador was a risk.

Izgradnja fabrike sira u Ekvadoru je bio rizik.

But fairness is a risk worth taking,

Ali pravičnost je rizik koji vredi preuzeti.

so we should be asking ourselves,

Treba da se zapitamo

where can we take this risk?

gde možemo rizikovati?

Where can we push ourselves a little bit further,

Gde možemo sebe pogurati

to go beyond what's rational and do what's right?

da pređemo granicu racionalnog da uradimo ono što je pravedno?

Thank you.

Hvala.

(Applause)

(Aplauz)