Chris Bangle: Great cars are Art

Translator: Jenny Zurawell

Prevodilac: Tamara Jovanović Lektor: Ivana Korom

What I want to talk about is, as background,

Ono o čemu želim da govorim je, za početak,

is the idea that cars are art.

ideja da su automobili umetnost.

This is actually quite meaningful to me,

Ovo mi zapravo veoma znači,

because car designers tend to be a little bit low on the totem pole --

jer dizajneri automobila često ne dobijaju naročito priznanje --

we don't do coffee table books with just one lamp inside of it --

mi ne dizajniramo knjige za stočić za kafu sa samo jednom lampom u njima --

and cars are thought so much as a product

a automobili se većinom smatraju proizvodima,

that it's a little bit difficult to get into the aesthetic side

da je pomalo teško otkriti estetsku stranu

under the same sort of terminology that one would discuss art.

uz terminologiju koja se koristi za diskusije o umetnosti.

And so cars, as art, brings it into an emotional plane -- if you accept that --

I tako, automobili, kao umetnost, bude emocije -- ako se slažete --

that you have to deal with on the same level you would with art with a capital A.

sa kojima se morate nositi na isti način kao što bi sa onima koje budi Umetnost.

Now at this point you're going to see a picture of Michelangelo.

Sada ćete videti sliku Mikelanđela.

This is completely different than automobiles.

Ovo se potpuno razlikuje od automobila.

Automobiles are self-moving things, right? Elevators are automobiles.

Automobili su stvari koje se pokreću samostalno, zar ne? Liftovi su automobili.

And they're not very emotional; they solve a purpose;

Oni nisu naročito emocionalni; oni imaju svrhu;

and certainly automobiles have been around for 100 years

i svakako, automobili su prisutni već 100 godina

and have made our lives functionally a lot better in many ways;

i učinili su naše živote funkcionalno boljim na mnoge načine;

they've also been a real pain in the ass,

takođe su bili prava gnjavaža,

because automobiles are really the thing we have to solve.

zato što su automobili zapravo stvar koju moramo rešiti.

We have to solve the pollution, we have to solve the congestion --

Moramo rešiti problem zagađenja, moramo rešiti gužve u saobraćaju -

but that's not what interests me in this speech.

ali to nije ono što me interesuje u ovom govoru.

What interests me in this speech is cars. Automobiles may be what you use,

Ono što me interesuje su automobili. Oni mogu biti ono što koristite,

but cars are what we are, in many ways.

ali automobili su ono što jesmo, na mnoge načine.

And as long as we can solve the problems of automobiles,

I sve dok možemo rešiti probleme automobila,

and I believe we can, with fuel cells or hydrogen, like BMW is really hip on,

a verujem da možemo, uz pomoć gorivnih ćelija ili vodonika, kao što BMW nastoji,

and lots of other things, then I think we can look past that

i mnoge druge stvari, mislim da onda možemo da zanemarimo to

and try and understand why this hook is in many of us --

i pokušamo da razumemo zašto je ova udica u mnogima od nas --

of this car-y-ness -- and what that means, what we can learn from it.

ova strast za automobilima -- i šta ona znači, to jest, šta možemo naučiti iz nje.

That's what I want to get to. Cars are not a suit of clothes;

Ovo je ono o čemu želim da govorim. Automobili nisu odeća;

cars are an avatar. Cars are an expansion of yourself:

automobili su avatari. Automobili su produžetak vas:

they take your thoughts, your ideas, your emotions, and they multiply it --

obuhvataju vaše misli, ideje, emocije i onda ih umnože --

your anger, whatever. It's an avatar.

vaš bes, šta god. To je avatar.

It's a super-waldo that you happen to be inside of, and if you feel sexy,

To je super-skrivena stvar unutar koje se nalazite i ako mislite da ste seksi,

the car is sexy. And if you're full of road rage,

automobil je seksi. A ako ste agresivni u vožnji,

you've got a "Chevy: Like a Rock," right?

imate "Chevy: Like a Rock", zar ne?

Cars are a sculpture -- did you know this?

Automobili su kao skulpture -- da li ste to znali?

That every car you see out there is sculpted by hand.

Svaki automobil koji vidite oblikovan je rukama.

Many people think, "Well, it's computers,

Mnogi misle: "Pa, tu su kompjuteri

and it's done by machines and stuff like that."

i prave ih mašine i tako te stvari."

Well, they reproduce it, but the originals are all done by hand.

Pa, one ih umnožavaju, ali originali se izrađuju rukama.

It's done by men and women who believe a lot in their craft.

Prave ih muškarci i žene koji su puni poverenja u svoj zanat.

And they put that same kind of tension into the sculpting of a car

I u oblikovanje automobila unose onu istu napetost

that you do in a great sculpture that you would go and look at in a museum.

koju bi umetnici uneli u neku predivnu skulpturu, koju možete videti u muzeju.

That tension between the need to express, the need to discover,

Ta napetost između potrebe da se izraziš, potrebe da otkriješ,

then you put something new into it,

da uneseš nešto novo u to

and at the same time you have bounds of craftsmanship.

i istovremeno, imaš ograničenja svog umeća.

Rules that say, this is how you handle surfaces;

Pravila koja glase, ovako se obrađuju površine;

this is what control is all about; this is how you show you're a master of your craft.

suština kontrole je u ovome; ovako pokazuješ da si majstor svog zanata.

And that tension, that discovery, that push for something new --

I ta tenzija, to otkriće, taj poriv za nečim novim --

and at the same time, that sense of obligation

i istovremeno, taj osećaj obaveze

to the regards of craftsmanship --

prema aspektima zanatskog umeća --

that's as strong in cars as it is in anything.

koji je u automobilima snažan kao bilo gde drugde.

We work in clay, which hasn't changed much

Radimo u glini, koja se nije mnogo promenila

since Michelangelo started screwing around with it,

od dana kada je Mikelanđelo krenuo da se zabavlja njome

and there's a very interesting analogy to that too.

i postoji veoma zanimljiva analogija ka tome, takođe.

Real quickly -- Michelangelo once said he's there to "discover the figure within," OK?

Mikelanđelo je jednom rekao da je on tu da bi "otkrio oblik koji je zatočen unutra", ok?

There we go, the automobile.

I eto, imate automobil.

That was 100 years right there -- did you catch that?

Ima 100 godina ovde -- jeste li videli?

Between that one there, and that one there, it changed a lot didn't it?

Između ovog ovde i onog tamo, dosta se toga promenilo, zar ne?

OK, it's not marketing; there's a very interesting car concept here,

Ok, to nije marketing; to je veoma interesantan koncept automobila,

but the marketing part is not what I want to talk about here.

ali marketing nije ono o čemu želim da govorim ovde.

I want to talk about this.

Želim da govorim o ovome.

Why it means you have to wash a car, what is it, that sensuality

Zašto morate oprati auto, šta je to, ta senzualnost

you have to touch about it? That's the sculpture that goes into it. That sensuality.

koju morate opipati? To je skulptura koja se nalazi u njemu. Ta senzualnost.

And it's done by men and women working just like this, making cars.

I prave je muškarci i žene koji rade baš ovako, izrađujući automobile.

Now this little quote about sculpture from Henry Moore,

Evo kratkog citata Henrija Mura o skulpturama,

I believe that that "pressure within" that Moore's talking about --

verujem da "unutrašnji pritisak" o kom Mur govori --

at least when it comes to cars --

barem kada se radi o automobilima --

comes right back to this idea of the mean.

evocira ovu ideju. To je ta

It's that will to live, that need to survive, to express itself,

volja za životom, taj instinkt za preživljavanjem, za samoizražavanjem,

that comes in a car, and takes over people like me.

koji se otelovljuje u automobilu i obuzima ljude poput mene.

And we tell other people, "Do this, do this, do this," until this thing comes alive.

I govorimo drugima: "Uradi ovo, uradi ovo, uradi ovo", sve dok ta stvar ne oživi.

We are completely infected. And beauty can be the result

Potpuno smo inficirani. A lepota može biti rezultat

of this infectiousness; it's quite wonderful.

ove infekcije; predivna je.

This sculpture is, of course, at the heart of all of it,

Ova skulptura je, naravno, suština svega ovoga

and it's really what puts the craftsmanship into our cars.

i upravo ona unosi našu veštinu u naše automobile.

And it's not a whole lot different, really, when they're working like this,

I zapravo, nije značajno drugačije kada rade ovako,

or when somebody works like this.

ili kada neko radi ovako.

It's that same kind of commitment, that same kind of beauty.

To je ista vrsta predanosti, ista vrsta lepote.

Now, now I get to the point. I want to talk about cars as art.

Sada, dolazim do suštine. Želim da govorim o automobilima kao umetnosti.

Art, in the Platonic sense, is truth; it's beauty, and love.

Umetnost je, po Platonovom mišljenju, istina; ona je lepota i ljubav.

Now this is really where designers in car business diverge from the engineers.

Ovde se zapravo dizajneri automobila razlikuju od inženjera.

We don't really have a problem talking about love.

Nama ne predstavlja problem da govorimo o ljubavi.

We don't have a problem talking about truth or beauty in that sense.

Nije nam problem da govorimo o istini ili lepoti u ovom kontekstu.

That's what we're searching for --

To je ono što tražimo --

when we're working our craft, we are really trying to find that truth out there.

kada upotrebljavamo naše umeće, mi zapravo pokušavamo da otkrijemo istinu.

We're not trying to find vanity and beauty.

Ne pokušavamo da nađemo taštinu i lepotu.

We're trying to find the beauty in the truth.

Mi nastojimo da nađemo lepotu u istini.

However, engineers tend to look at things a little bit more Newtonian,

Međutim, inženjeri su skloni tome da na svet gledaju nešto više poput Njutna,

instead of this quantum approach.

umesto da se služe ovim kvantnim pristupom.

We're dealing with irrationalisms,

Imamo posla sa iracionalnošću

and we're dealing with paradoxes that we admit exist,

i sa paradoksima čije postojanje priznajemo,

and the engineers tend to look things a little bit more like

a inženjeri nešto više nastoje da posmatraju svet na način

two and two is four, and if you get 4.0 it's better, and 4.000 is even better.

"2 plus 2 je 4 i ako dobiješ 4,0, dobro je, a ako dobiješ 4,000, još je bolje."

And that sometimes leads to bit of a divergence

I to ponekad vodi to blagog razilaženja

in why we're doing what we're doing.

u razlozima zašto radimo to što radimo.

We've pretty much accepted the fact, though,

Međutim, uglavnom smo prihvatili činjenicu,

that we are the women in the organization at BMW --

da smo mi žene u organizaciji BMW-a --

BMW is a very manly type business, -- men, men, men; it's engineers.

BMW je veoma muški biznis -- muškarci, muškarci, muškarci; tu su inženjeri.

And we're kind of the female side to that. That's OK,

I mi smo poput ženske strane toga. To je u redu,

that's cool. You go off and be manly. We're going to be a little bit more female.

to je kul. Vi idite i budite muževni. Mi ćemo biti malo više ženstveni.

Because what we're interested in is finding form that's more than just a function.

Zato što je ono što nas zanima nalaženje forme koja nije samo funkcionalna.

We're interested in finding beauty that's more than just an aesthetic;

Zanima nas nalaženje lepote koja nije samo estetska;

it's really a truth.

već je i istina.

And I think this idea of soul, as being at the heart of great cars,

I smatram da je ova ideja da sjajni automobili imaju dušu

is very applicable. You all know it. You know a car when you've seen it,

veoma primenljiva. Svi to znate. Znate kada vidite automobil

with soul. You know how strong this is.

sa dušom. Znate koliko je snažna.

Well, this experience of love, and the experience of design, to me,

Pa, ovo iskustvo ljubavi i iskustvo dizajna,

are interchangeable. And now I'm coming to my story.

za mene su povezani. I sada dolazim do svoje priče.

I discovered something about love and design through a project called Deep Blue.

Otkrio sam nešto o ljubavi i dizajnu tokom projekta "Duboko plavo."

And first of all, you have to go with me for a second, and say,

I pre svega, saslušajte me sekund, recimo,

you know, you could take the word "love" out of a lot of things in our society,

znate, možete izvući reč "ljubav" iz mnogih stvari u našem društvu,

put the word "design" in, and it still works,

staviti reč "dizajn" na njeno mesto i i dalje će raditi,

like this quote here, you know. It kind of works, you know?

kao ovaj citat ovde, znate. Nekako funkcioniše, znate?

You can understand that. It works in truisms.

Možete to razumeti.

"All is fair in design and war."

"U dizajnu i ratu je sve dozvoljeno."

Certainly we live in a competitive society.

Zasigurno, živimo u kompetitivnom društvu.

I think this one here, there's a pop song

Mislim da ima jedna pop pesma

that really describes Philippe Starck for me, you know, this is like

koja sjajno opisuje Filipa Starka, po mom mišljenju, ovo je kao,

you know, this is like puppy love, you know, this is cool right?

zaljubljenost, znate, ovo je kul, zar ne?

Toothbrush, cool.

Četkica za zube, kul.

It really only gets serious when you look at something like this. OK?

Postaje ozbiljno tek onda kada pogledate ovako nešto. Ok?

(Laughter)

(Smeh)

This is one substitution that I believe

Postoji jedna zamena, za koju se, verujem,

all of us, in design management, are guilty of.

svi mi u menadžmentu dizajna možemo okriviti.

And this idea that there is more to love,

I ta ideja da se može više voleti,

more to design, when it gets down to your neighbor, your other,

dizajnirati, kada se tiče vašeg komšije, nekog drugog

it can be physical like this, and maybe in the future it will be.

može biti fizičke prirode, kao ovo i možda će u budućnosti tako biti.

But right now it's in dealing with our own people,

Ali danas, tiče se naših ljudi,

our own teams who are doing the creating. So, to my story.

naših timova koji kreiraju. I tako, da pređem na svoju priču.

The idea of people-work is what we work with here,

Ideja rada sa ljudima je ona koju primenjujemo ovde

and I have to make a bond with my designers when we're creating BMWs.

i ja se moram povezati sa svojim dizajnerima kada stvaramo BMW-ove.

We have to have a shared intimacy, a shared vision --

Moramo deliti zajedničku intimnost, zajedničku viziju --

that means we have to work as one family;

što znači da moramo da radimo kao jedna porodica;

we have to understand ourselves that way.

moramo se razumeti na taj način.

There's good times; there's interesting times;

Ima dobrih vremena; ima interesantnih vremena;

and there's some stress times too.

a ima i stresnih perioda, takođe.

You want to do cars, you've got to go outside.

Ako želiš da praviš automobile, moraš da izađeš napolje.

You've got to do cars in the rain; you've got to do cars in the snow.

Moraš da praviš automobile po kiši; moraš ih praviti po snegu.

That's, by the way, is a presentation we made to our board of directors.

Inače, to je prezentacija koju smo napravili za naš bord direktora.

We haul their butts out in the snow, too. You want to know cars outside?

Izvlačimo i njih napolje na sneg. Hoćeš da znaš kakav je automobil napolju?

Well, you've got to stand outside to do this.

Pa, moraš da izađeš napolje da bi to uradio.

And because these are artists, they have very artistic temperaments.

I zato što su ovo umetnici, imaju veoma umetničke naravi.

All right? Now one thing about art is, art is discovery,

U redu? Što se tiče umetnosti, ona je otkriće,

and art is discovering yourself through your art. Right?

a umetnost je otkrivanje samog sebe kroz umetnost. Je l' tako?

And one thing about cars is we're all a little bit like Pygmalion,

A što se automobila tiče, svi smo pomalo kao Pigmalion,

we are completely in love with our own creations.

potpuno smo zaljubljeni u svoja dela.

This is one of my favorite paintings, it really describes our relationship with cars.

Ovo je jedna od mojih omiljenih slika, stvarno opisuje naš odnos sa automobilima.

This is sick beyond belief.

Ovo je bolesno do bola.

(Laughter)

(Smeh)

But because of this, the intimacy with which we work together as a team

Ali zbog toga, ta intimnost sa kojom radimo kao tim,

takes on a new dimension, a new meaning.

dobija novu dimenziju, novo značenje.

We have a shared center; we have a shared focus --

Delimo jedan centar, jedan fokus --

that car stays at the middle of all our relationships.

automobil ostaje u središtu svih naših veza.

And it's my job, in the competitive process, to narrow this down.

I moj je posao, u kompetitivnom procesu, da ovo suzim.

I heard today about Joseph's death genes

Danas sam čuo za Džozefove gene smrti,

that have to go in and kill cell reproduction.

koji moraju da se pojave i unište reprodukciju ćelije.

You know, that's what I have to do sometimes.

Znate, ponekad ja moram to uraditi.

We start out with 10 cars; we narrow it down to five cars,

Počinjemo sa deset automobila; suzimo to na pet,

down to three cars, down to two cars, down to one car,

pa na tri, pa na dva, sve do jednog,

and I'm in the middle of that killing, basically.

a ja sam usred tog ubijanja, u suštini.

Someone's love, someone's baby.

Nečija ljubav, nečije čedo.

This is very difficult, and you have to have a bond with your team

Ovo je veoma teško i morate biti povezani sa svojim timom,

that permits you to do this, because their life is wrapped up in that too.

koji vam dozvoljava da to uradite, jer je i njihov život centriran oko toga.

They've got that gene infected in them as well,

I njima je taj gen inficiran

and they want that to live, more than anything else.

i oni žele da to živi, više od svega.

Well, this project, Deep Blue, put me in contact with my team

Pa, ovaj projekat, "Duboko plavo", spojio me je sa mojim timom

in a way that I never expected, and I want to pass it on to you,

na potpuno neočekivani način i želim da vam to prenesem,

because I want you to reflect on this, perhaps in your own relationships.

zato što želim da razmislite o tome, možda u svojim vezama.

We wanted to a do a car which was a complete leap of faith for BMW.

Želeli smo da napravimo automobil potpuno atipičan za BMW.

We wanted to do a team which was so removed from the way we'd done it,

Želeli smo da napravimo tim, koji je toliko drugačiji od naših uobičajenih,

that I only had a phone number that connected me to them.

da me je samo broj telefona povezivao sa njima.

So, what we did was: instead of having a staff of artists that are just your wrist,

Ono što smo uradili je: umesto da imamo tim umetnika koji su crtači,

we decided to free up a team of creative designers and engineers

odlučili smo da oslobodimo tim kreativnih dizajnera i inženjera,

to find out what's the successor to the SUV phenomenon in America.

da bismo otkrili šta će naslediti fenomen SUV-a u Americi.

This is 1996 we did this project. And so we sent them off with this team name,

1996. godine smo započeli projekat. I tako smo ih poslali sa ovim imenom tima,

Deep Blue. Now many people know Deep Blue from IBM --

Duboko plavo. Mnogim ljudima je taj naziv poznat zbog IBM-a --

we actually stole it from them because we figured

zapravo smo ga ukrali od njih, zato što smo mislili

if anybody read our faxes they'd think we're talking about computers.

da će, ako neko čita naše fakseve, pomisliti da pričamo o kompjuterima.

It turned out it was quite clever because Deep Blue,

Ispostavilo se da je ovo veoma pametna ideja, jer je "Duboko plavo"

in a company like BMW, has a hook -- "Deep Blue," wow, cool name.

u kompaniji kao što je BMW, veoma zvučno -- "Duboko plavo", opa, kul ime.

So people get wrapped up in it. And we took a team of designers,

I tako se ljudi zainteresuju za njega. Sastavili smo tim dizajnera

and we sent them off to America. And we gave them a budget,

i poslali ih u Ameriku. Dali smo im budžet,

what we thought was a set of deliverables,

nešto za šta smo mislili da su beneficije,

a timetable, and nothing else.

raspored i ništa više.

Like I said, I just had a phone number that connected me to them.

Kao što sam rekao, samo sam imao broj telefona koji me je povezao sa njima.

And a group of engineers worked in Germany,

Grupa inženjera radila je u Nemačkoj,

and the idea was they would work separately

i ideja je bila da će oni raditi odvojeno

on this problem of what's the successor to the SUV.

na ovom problemu određivanja naslednika SUV-a.

They would come together, compare notes. Then they would work apart,

Sastajali bi se, upoređivali beleške. Onda bi radili samostalno,

come together, and they would produce together

sastali se i zajedno bi stvarali

a monumental set of diverse opinions that didn't pollute each other's ideas --

ogroman broj različitih mogućnosti, koje ne zagađuju ideje onog drugog --

but at the same time came together and resolved the problems.

i istovremeno, sastajali bi se i rešavali probleme.

Hopefully, really understand the customer at its heart,

S nadom da će zaista razumeti želje klijenta,

where the customer is, live with them in America. So -- sent the team off,

gde je, da žive sa njim u SAD-u. Tako -- poslao sam tim,

and actually something different happened. They went other places.

i nešto drugačije se desilo. Otišli su na drugačija mesta.

(Laughter)

(Smeh)

They disappeared, quite honestly, and all I got was postcards.

Nestali su, da budem iskren i sve što sam dobio su razglednice.

Now, I got some postcards of these guys in Las Vegas,

E sad, dobio sam razglednice od nekih likova iz Las Vegasa,

and I got some postcards of these guys in the Grand Canyon,

i dobio sam razglednice od drugih likova iz Velikog kanjona,

and I got these postcards of Niagara Falls,

i razglednice Nijagarinih vodopada,

and pretty soon they're in New York, and I don't know where else.

i uskoro, našli su se u Njujorku i ne znam gde još.

And I'm telling myself, "This is going to be a great car,

I govorio sam sebi: "Ovo će biti sjajan automobil,

they're doing research that I've never even thought about before."

vrše istraživanja o kojima ranije nisam čak ni razmišljao."

Right? And they decided that instead of, like, having a studio,

Je l' da? I onda su odlučili da je umesto, recimo, da naprave studio

and six or seven apartments,

i 6 ili 7 stanova,

it was cheaper to rent Elizabeth Taylor's ex-house in Malibu.

jeftinije iznajmiti nekadašnju kuću Elizabet Tejlor u Malibuu.

And -- at least they told me it was her house,

Bar su mi rekli da je to bila njena kuća.

I guess it was at one time, she had a party there or something.

Pretpostavljam da je jednom pravila žurku tamo ili tako nešto.

But anyway, this was the house, and they all lived there.

Ali kako god, to je bila ta kuća i svi su tamo živeli.

Now this is 24/7 living, half-a-dozen people who'd left their --

E sad, ovo je življenje non-stop, šestoro ljudi koji su ostavili svoje --

some had left their wives behind and families behind,

neki su ostavili svoje žene i porodice

and they literally lived in this house

i bukvalno su živeli u ovoj kući

for the entire six months the project was in America,

svih šest meseci dok je projekat bio smešten u SAD-u,

but the first three months were the most intensive.

ali prva tri meseca su bila najintenzivnija.

And one of the young women in the project,

Jedna od mladih žena u ovom projektu,

she was a fantastic lady, she actually built her room in the bathroom.

ona je sjajna dama, zapravo je napravila svoju sobu u kupatilu.

The bathroom was so big, she built the bed over the bathtub --

Kupatilo je bilo toliko veliko, da je napravila krevet preko kade --

it's quite fascinating.

to je veoma fascinantno.

On the other hand, I didn't know anything about this. OK?

Sa druge strane, nisam znao ništa o ovome. Ok?

Nothing. This is all going on, and all I'm getting is postcards

Ništa. Ovo se sve dešava i jedino što dobijam su razglednice

of these guys in Las Vegas, or whatever,

ovih ljudi iz Las Vegasa ili odakle god,

saying, "Don't worry Chris, this is really going to be good." OK?

u kojima piše: "Ne brini, Kris, ovo će biti super." Ok?

So my concept of what a design studio was probably --

Tako da je moj koncept dizajnerskog studija verovatno --

I wasn't up to speed on where these guys were.

nisam bio u toku sa napretkom ovih ljudi.

However, the engineers back in Munich

Međutim, inženjeri u Minhenu

had taken on this kind of Newtonian solution,

bavili su se nekakvim njutnovskim rešenjem

and they were trying to find how many cup holders

i pokušavali su da otkriju koliko držača čaša

can dance on the head of a pin, and, you know,

može igrati na glavi čiode i znate

these really serious questions that are confronting the modern consumer.

ovim ozbiljnim pitanjima koja se tiču modernog potrošača.

And one was hoping that these two teams would get together,

I postojala je nada da će se ova dva tima sastati

and this collusion of incredible creativity,

i da će ovaj dosluh neverovatnih kreativnosti,

under these incredible surroundings,

u ovom neverovatnom okruženju,

and these incredibly stressed-out engineers,

i ovi neverovatno nervozni inženjeri,

would create some incredible solutions.

doći do nekih neverovatnih rešenja.

Well, what I didn't know was, and what we found out was --

Ali, ono što nisam znao i ono što sam otrkio je da --

these guys, they can't even like talk to each other under those conditions.

ovi ljudi, ne mogu čak ni razgovarati u ovakvim uslovima.

You get a divergence of Newtonian and quantum thinking at that point,

Imate razilaženje njutnovskog i kvantnog razmišljanja u toj tački,

you have a split in your dialog that is so deep, and so far,

imate jaz u dijalogu, koji je tako dubok i tako dalek,

that they cannot bring this together at all.

da se ne mogu uopšte sastaviti.

And so we had our first meeting, after three months, in Tiburon,

I tako smo imali naš prvi sastanak, posle tri meseca, u Tiburonu,

which is just up the road from here -- you know Tiburon?

što je malo dalje odavde -- čuli ste za Tiburon?

And the idea was after the first three months of this independent research

I ideja je bila da se nakon tri meseca ovog nezavisnog istraživanja

they would present it all to Dr. Goschel --

svi rezultati prezentuju dr. Geselu --

who is now my boss, and at that time he was co-mentor on the project --

koji je sada moj šef, a tada je bio ko-mentor projekta --

and they would present their results.

i predstavili bi rezultate.

We would see where we were going,

Videli bismo kako napredujemo.

we would see the first indication of what could be

videli bismo prve naznake onog što bi moglo biti

the successive phenomenon to the SUV in America.

fenomen koji je naslednik SUV-a u SAD-u.

And so I had these ideas in my head, that this is going to be great.

I tako, imao sam ideje da će ovo biti sjajno.

I mean, I'm going to see so much work, it's so intense --

Mislim, videću toliko rada, tako je intenzivno --

I know probably Las Vegas meant a lot about it,

mislim da je Las Vegas imao dosta značaja u svemu tome,

and I'm not really sure where the Grand Canyon came in either --

a nisam baš siguran o udelu Velikog kanjona --

but somehow all this is going to come together,

ali nekako, sve ovo će se stopiti,

and I'm going to see some really great product.

i videću stvarno dobre proizvode.

So we went to Tiburon, after three months,

I tako smo otišli u Tiburon, posle tri meseca,

and the team had gotten together the week before,

tim je došao nedelju dana ranije tamo,

many days ahead of time.

mnogo dana pre roka.

The engineers flew over, and designers got together with them,

Inženjeri su doleteli i dizajneri su se sastali sa njima,

and they put their presentation together.

i sastavili su prezentaciju.

Well, it turns out that the engineers hadn't done anything.

I ispostavilo se da inženjeri nisu ništa uradili.

And they hadn't done anything because --

A nisu ništa uradili jer --

kind of, like in car business, engineers are there to solve problems,

nekako, kao i u auto industriji, inženjeri su tu da reše problem,

and we were asking them to create a problem.

a tražili smo im da naprave problem.

And the engineers were waiting for the designers to say,

I inženjeri su čekali da dizajneri kažu:

"This is the problem that we've created, now help us solve it."

"Ovo je problem koji smo napravili, sad nam pomozite da ga rešimo."

And they couldn't talk about it. So what happened was,

I nisu mogli da razgovaraju o tome. I desilo se to

the engineers showed up with nothing.

da se inženjeri nisu pojavili ni sa čim.

And the engineers told the designers,

I rekli su dizajnerima:

"If you go in with all your stuff, we'll walk out,

"Ako predstavite vaše stvari, izaći ćemo,

we'll walk right out of the project."

napustićemo projekat."

So I didn't know any of this,

Nisam znao ništa o ovome i dobili smo

and we got a presentation that had an agenda, looked like this.

prezentaciju koja je imala skriveni motiv, izgledala je ovako.

There was a whole lot of dialog.

Bilo je mnogo razgovora.

We spent four hours being told all about vocabulary

Četiri sata su nam pričali o dijalogu,

that needs to be built between engineers and designers.

koji mora biti ostvaren između inženjera i dizajnera.

And here I'm expecting at any moment, "OK, they're going to turn the page,

I očekivao sam svakog momenta: "Ok, okrenuće stranu,

and I'm going to see the cars, I'm going to see the sketches,

i videću automobile, nacrte,

I'm going to see maybe some idea of where it's going."

možda ideju pravca kojim se krećemo."

Dialog kept on going, with mental maps of words, and pretty soon

Dijalog se nastavlja, sa mentalnim mapama reči i uskoro,

it was becoming obvious that instead of being dazzled with brilliance,

postaje jasno da umesto da budem opčinjen briljantnim idejama,

I was seriously being baffled with bullshit.

bio sam istinski zbunjen tim sranjem.

And if you can imagine what this is like,

I ako možete zamisliti kako je to,

to have these months of postcard indication of how great this team is working,

kada tri meseca dobijate naznake putem razglednica o tome kako tim sjajno napreduje

and they're out there spending all this money, and they're learning,

i troše sav taj novac tamo i uče,

and they're doing all this stuff.

i rade sve to.

I went fucking ballistic, right? I went nuts.

Jebeno sam pobesneo, u redu? Poludeo sam.

You can probably remember Tiburon, it used to look like this.

Verovatno se možete setiti Tiburona, ovako je izgledao.

After four hours of this, I stood up, and I took this team apart.

I posle četiri sata toga, ustao sam i rastavio tim.

I screamed at them, I yelled at them, "What the hell are you doing?

Vikao sam na njih, urlikao: "Šta radite, do đavola?

You're letting me down, you're my designers,

Izneverili ste me, vi ste moji dizajneri,

you're supposed to be the creative ones,

vi treba da ste kreativni,

what the hell is going on around here?"

šta se ovde, do đavola, dešava?"

It was probably one of my better tirades, I have some good ones,

Ovo je verovatno jedna od mojih boljih tirada, imao sam par dobrih,

but this was probably one of my better ones. And I went into these people;

ali je ovo verovatno jedna od najboljih. I nastavio sam;

how could they take BMW's money,

kako su mogli da uzmu novac BMW-a,

how could they have a holiday for three months and produce nothing, nothing?

kako su mogli da budu na odmoru tri meseca i ništa ne urade, ništa?

Because of course they didn't tell us that they had three station wagons

Zato što nam, naravno, nisu rekli da imaju tri karavana

full of drawings, model concepts, pictures -- everything I wanted,

puna crteža, koncepta modela, slika -- svega što sam želeo,

they'd locked up in the cars, because they had shown solidarity with the engineers --

zaključali su ih u kolima, zato što su iskazivali solidarnost sa inženjerima --

and they'd decided not to show me anything,

i odlučili su da mi ništa ne pokažu,

in order to give the chance for problem solving a chance to start,

kako bi im dali šansu sa počnu da rade na rešenju problema,

because they hadn't realized, of course,

zato što, naravno, nisu uviđali,

that they couldn't do problem creating.

da nisu umeli da naprave problem.

So we went to lunch --

I tako, otišli smo na ručak --

(Laughter)

(Smeh)

And I've got to tell you, this was one seriously quiet lunch.

I kažem vam, to je bio veoma tih ručak.

The engineers all sat at one end of the table,

Inženjeri su sedeli za jednim krajem stola,

the designers and I sat at the other end of the table, really quiet.

dizajneri i ja za drugim, veoma tihi.

And I was just fucking furious, furious. OK?

I bio sam jebeno besan, besan? Ok?

Probably because they had all the fun and I didn't, you know.

Verovatno zato što su se samo oni zabavljali, a ja nisam, znate.

That's what you get furious about right?

Zbog toga se razbesnite, zar ne?

And somebody asked me about Catherine, my wife, you know,

Neko me je pitao za Ketrin, moju ženu,

did she fly out with me or something?

da li je došla sa mnom ili ne.

I said, "No," and it triggered a set of thoughts about my wife.

Rekao sam da nije i to je pokrenulo tok misli o mojoj ženi.

And I recalled that when Catherine and I were married,

I setio sam se da kada smo se Ketrin i ja venčali,

the priest gave a very nice sermon, and he said something very important.

sveštenik je održao veoma lepu službu i rekao je nešto veoma važno.

He said, "Love is not selfish," he said,

Rekao je: "Ljubav nije sebična", rekao je,

"Love does not mean counting how many times I say, 'I love you.'

"Ljubav nije brojanje izjava ljubavi.

It doesn't mean you had sex this many times this month,

Nije koliko ste puta imali seks ovog meseca,

and it's two times less than last month,

a dva puta je manje od prošlog meseca,

so that means you don't love me as much.

što znači da me ne voliš više toliko.

Love is not selfish." And I thought about this, and I thought,

Ljubav nije sebična. Razmislio sam o ovome i pomislio:"

"You know, I'm not showing love here. I'm seriously not showing love.

"Znate, ne pokazujem ljubav sada. Stvarno ne pokazujem ljubav.

I'm in the air, I'm in the air without trust.

Visim u vazduhu, visim bez poverenja.

This cannot be. This cannot be that I'm expecting a certain number of sketches,

Ovo ne može biti. Ne može biti da očekujem neki broj skica,

and to me that's my quantification method for qualifying a team.

i da mi je to metod kvantifikacije koji karakteriše tim.

This cannot be."

Nije tako."

So I told them this story. I said, "Guys, I'm thinking about something here,

Ispričao sam im svoju priču. Rekao sam: "Ljudi, razmišljam o nečemu sada,

this isn't right. I can't have a relationship with you guys

ovo nije u redu. Ne mogu imati odnos sa vama

based on a premise that is a quantifiable one.

koji je baziran na premisi koja se može meriti.

Based on a dictate premise that says, 'I'm a boss, you do what I say, without trust.'"

Na naredbodavnoj premisi: "Ja sam vaš šef, radićete ono što želim, bez poverenja."

I said "This can't be."

Rekao sam: "Ovog ne može biti."

Actually, we all broke down into tears, to be quite honest about it,

Zapravo, svi smo se rasplakali, da budem iskren

because they still could not tell me how much frustration they had built up

zato što mi i dalje nisu mogli reći koliko su postali frustrirani,

inside of them, not being able to show me what I wanted,

kada nisu mogli da mi pokažu ono što sam želeo,

and merely having to ask me to trust them that it would come.

i kada su me samo morali zamoliti da im verujem da će toga biti.

And I think we felt much closer that day,

I mislim da smo se mnogo zbližili tog dana,

we cut a lot of strings that didn't need to be there,

odbacili smo mnoge nepotrebne stvari,

and we forged the concept for what real team and creativity is all about.

i stvorili smo pravi koncept tima i kreativnosti.

We put the car back at the center of our thoughts, and we put love,

Vratili smo auto u centar misli i uneli ljubav,

I think, truly back into the center of the process.

mislim, nazad u središte procesa.

By the way, that team went on to create six different concepts

Inače, tim je posle stvorio šest različitih koncepata

for the next model of what would be the proposal

za naredni model predloga

for the next generation after SUVs in America.

sledeće generacije SUV-a u SAD-u.

One of those was the idea of a crossover coupes --

Jedna od tih ideja je krosover kupea --

you see it downstairs, the X Coupe -- they had a lot of fun with that.

možete ga videti dole, X Coupe -- mnogo su se zabavljali stvarajući ga.

It was the rendition of our motorcycle,

Bila je to varijacija našeg motocikla,

the GS, as Carl Magnusson says, "brute-iful,"

GS-a, kako ga je Karl Magnuson okarakterisao - brutalno lep,

as the idea of what could be a motorcycle, if you add two more wheels.

na temu šta bi mogao biti motocikl, ako dodate još dva točka.

And so, in conclusion, my lesson that I wanted to pass on to you,

I tako, da zaključim, pouka koju želim da vam prenesem je

was this one here. I'm also going to steal a little quote out of "Little Prince."

upravo ova. Takođe, ukrašću citat iz "Malog princa".

There's a lot to be said about trust and love,

Može se mnogo toga reći o poverenju i ljubavi,

if you know that those two words are synonymous for design.

ako znate da su te reči sinonimi za dizajn.

I had a very, very meaningful relationship with my team that day,

Imao sam veoma značajnu vezu sa svojim timom tog dana,

and it's stayed that way ever since.

i ostala je takva do dana današnjeg.

And I hope that you too find that there's more to design,

Nadam se da i sami smatrate da je dizajn znatno kompleksniji

and more towards the art of the design, than doing it yourself.

i da je bliži umetnosti dizajniranja, nego običan rad.

It's true that the trust and the love, that makes it worthwhile.

Istina je da ga poverenje i ljubav čine vrednim.

Thanks so much.

Hvala vam najlepše.

(Applause)

(Aplauz)