The tribes we lead | Seth Godin

294,469 views ・ 2009-05-11

TED


Please double-click on the English subtitles below to play the video.

Prevodilac: Sandra Gojic Lektor: Stevan Radanovic
00:12
So sometimes I get invited to give weird talks.
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Dakle, nekada dobijem poziv da održim čudna predavanja.
00:15
I got invited to speak to the people
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Zovu me da govorim pred ljudima
00:18
who dress up in big stuffed animal costumes
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koji se oblače u velike životinjske kostime
00:21
to perform at sporting events.
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i nastupaju na sportskim događajima.
00:24
Unfortunately I couldn't go.
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Nažalost nisam mogao da odem.
00:26
But it got me thinking about
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Ali navelo me je da počnem da razmišljam
00:28
the fact that these guys, at least most of them,
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o činjenici da ovi momci, ili bar većina,
00:31
know what it is that they do for a living.
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znaju šta je to čime zarađuju za život.
00:33
What they do is they dress up
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Oni se preruše u
00:35
as stuffed animals and entertain people at sporting events.
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plišane životinje i zabavljaju ljude na sportskim događajima.
00:39
Shortly after that I got invited
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Kratko posle toga pozvan sam
00:41
to speak at the convention of the people
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da govorim na konvenciji ljudi
00:43
who make balloon animals.
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koji prave životinje od balona.
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
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I opet nisam mogao da idem. Ali to je fascinantna grupa. Prave životinje od balona.
00:48
There is a big schism between the ones who make
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Postoji veliki raskol između onih koji prave
00:50
gospel animals and porn animals, but --
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crkvene i porno životinje.
00:52
(Laughter)
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( smeh )
00:54
they do a lot of really cool stuff with balloons.
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Ali prave mnogo kul stvari od balona.
00:57
Sometimes they get in trouble, but not often.
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Ponekad dospeju u nevolju, ali ne često.
00:59
And the other thing about these guys
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I još jedna stvar u vezi sa ovim momcima
01:01
is, they also know what they do for a living.
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je da i oni znaju čime zarađuju za život.
01:04
They make balloon animals.
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Prave životinje od balona.
01:07
But what do we do for a living?
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Ali čime mi zarađujemo za život?
01:09
What exactly to the people watching this do every day?
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Šta tačno za ljude koji ovo gledaju svaki dan?
01:14
And I want to argue that what we do
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I želim da tvrdim da ono što mi radimo
01:16
is we try to change everything.
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jeste da pokušavamo sve da promenimo.
01:19
That we try to find a piece of the status quo --
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Da pokušavamo da nađemo deo statusa kvo,
01:22
something that bothers us, something that needs to be improved,
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nešto što nam smeta, nešto što treba da se poboljša.
01:24
something that is itching to be changed -- and we change it.
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Nešto što nas svrbi da se promeni, i mi ga menjamo.
01:28
We try to make big, permanent, important change.
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Pokušavamo da napravimo veliku, stalnu, važnu promenu.
01:33
But we don't think about it that way.
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Ali mi ne razmišljamo o tome na taj način.
01:35
And we haven't spent a lot of time talking about
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I nismo proveli mnogo vremena govoreći o tome
01:37
what that process is like.
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kakav je to proces.
01:40
And I've been studying it for a couple years.
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Proučavao sam to par godina.
01:42
And I want to share a couple stories with you today.
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I želim danas da podelim par priča sa vama.
01:44
First, about a guy named Nathan Winograd.
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Prvo, o čoveku sa imenom Nejtan Vajngrad.
01:46
Nathan was the number two person at the San Francisco SPCA.
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Nejtan je bio druga osoba ( po važnosti ) u SPCA ( Društvo za prevenciju nasilja nad životinjama ) San Franciska.
01:50
And what you may not know about the history of the SPCA
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I ono što možda ne znate o istoriji SPCA
01:52
is, it was founded to kill dogs and cats.
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jeste da je osnovano kako bi ubijalo pse i mačke.
01:56
Cities gave them a charter
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Gradovi su im dali dozvolu
01:59
to get rid of the stray animals on the street and destroy them.
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da se otarase i unište životinje lutalice.
02:02
In a typical year four million dogs and cats were killed,
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U tipičnoj godini četiri miliona pasa i mačaka je bilo ubijeno.
02:06
most of them within 24 hours of being scooped off of the street.
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Većina njih u roku od 24 sata pošto bi bili uklonjeni sa ulice.
02:10
Nathan and his boss saw this,
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Nejtan i njegov šef su videli ovo.
02:12
and they could not tolerate it.
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I nisu mogli to da tolerišu.
02:14
So they set out to make San Francisco
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I tako su odlučili da naprave od San Franciska
02:16
a no-kill city:
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grad bez ubijanja.
02:18
create an entire city
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Napraviti čitav grad
02:20
where every dog and cat,
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gde će svaki pas i mačka.
02:22
unless it was ill or dangerous,
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sem ako su bolesni ili opasni,
02:25
would be adopted, not killed.
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biti usvojeni, ne ubijeni.
02:27
And everyone said it was impossible.
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I svi su rekli da je to nemoguće.
02:30
Nathan and his boss went to the city council to get a change in the ordinance.
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Nejtan i njegov šef su otišli u gradsko veće da bi promenili propis.
02:33
And people from SPCAs and humane shelters around the country
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I ljudi iz SPCA i humanih skloništa širom zemlje
02:36
flew to San Francisco
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doleteli su u San Francisko
02:38
to testify against them --
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da svedoče protiv njih.
02:41
to say it would hurt the movement and it was inhumane.
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Da kažu da će to naštetiti pokretu i da je nehumano.
02:45
They persisted. And Nathan went directly to the community.
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Bili su uporni. I Nejtan je otišao direktno u zajednicu.
02:49
He connected with people who cared about this:
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Povezao se sa ljudima kojima je stalo do ovoga.
02:51
nonprofessionals, people with passion.
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Neprofesionalcima, ljudima sa strašću.
02:53
And within just a couple years,
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I za samo par godina,
02:55
San Francisco became the first no-kill city,
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San Francisko je postao prvi grad bez ubijanja.
03:00
running no deficit, completely supported by the community.
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Rade bez gubitaka. Potpuno podržani od strane zajednice.
03:04
Nathan left and went to Tompkins County, New York --
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Nejtan je otišao u Tompkins okrug, Nju Jork.
03:07
a place as different from San Francisco
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Mesto toliko različito od San Franciska
03:09
as you can be and still be in the United States. And he did it again.
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koliko je to moguće u Sjedinjenim Državama. I ponovo je to uradio.
03:12
He went from being a glorified dogcatcher
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Od toga da su ga slavili kao hvatača pasa postao je
03:14
to completely transforming the community.
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neko ko u potpunosti menja zajednicu.
03:17
And then he went to North Carolina and did it again.
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Onda je otišao u Severnu Karolinu i uradio istu stvar.
03:19
And he went to Reno and he did it again.
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Onda je otišao u Rino. I ponovo je to uradio.
03:22
And when I think about what Nathan did,
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I kada razmišljam o tome šta je Nejtan uradio,
03:24
and when I think about what people here do, I think about ideas.
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i kada razmišljam o tome šta ljudi ovde čine, razmišljam o idejama.
03:27
And I think about the idea that
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I razmišljam o ideji da
03:30
creating an idea, spreading an idea
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stvaranje ideje, širenje ideje
03:32
has a lot behind it.
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podrazumeva puno toga.
03:34
I don't know if you've ever been to a Jewish wedding,
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Ne znam da li ste ikada bili na jevrejskom venčanju.
03:37
but what they do is, they take a light bulb
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Ali ono što oni rade je da uzmu sijalicu
03:40
and they smash it.
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i razbiju je.
03:43
Now there is a bunch of reasons for that, and stories about it.
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Postoji mnogo razloga zbog kojih to čine i priča o tome.
03:47
But one reason is because it indicates a change,
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Ali jedan razlog je to što ukazuje na promenu,
03:50
from before to after.
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od ranije do kasnije.
03:52
It is a moment in time.
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To je trenutak u vremenu.
03:54
And I want to argue that we are living through
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I tvrdim da mi živimo kroz
03:57
and are right at the key moment
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i da smo upravo u ključnom momentu
03:59
of a change in the way ideas are created
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promene u načinu na koji se ideje stvaraju
04:01
and spread and implemented.
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i šire i primenjuju.
04:03
We started with the factory idea:
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Počeli smo sa idejom fabrike.
04:06
that you could change the whole world if you had an efficient factory
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Da ste mogli da promenite čitav svet da ste imali efikasnu fabriku
04:08
that could churn out change.
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koja je mogla brzo da stvori promenu.
04:10
We then went to the TV idea,
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Onda smo prešli na TV ideju.
04:12
that said if you had a big enough mouthpiece,
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Rekli su da ako imamo dovoljno velika usta,
04:14
if you could get on TV enough times, if you could buy enough ads, you could win.
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ako možemo da se pojavimo na TVu dovoljno puta, ako možemo da kupimo dovoljno oglasa, možemo da pobedimo.
04:17
And now we're in this new model of leadership,
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I sada smo u tom novom modelu vođstva.
04:21
where the way we make change
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Gde način na koji možemo da dovedemo do promene
04:24
is not by using money
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nije korišćenjem novca,
04:27
or power to lever a system,
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ili moći da podignemo sistem.
04:29
but by leading.
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Već vođenjem.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
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Dozvolite mi da vam predstavim tri ciklusa. Prvi ciklus je fabrika.
04:34
Henry Ford comes up with a really cool idea.
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Henri Ford dolazi do vrlo kul ideje.
04:38
It enables him to hire men
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Omogućava mu da zaposli ljude
04:40
who used to get paid 50 cents a day
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koji su bivali plaćeni 50 centi na dan
04:42
and pay them five dollars a day.
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i da im plati pet dolara na dan.
04:44
Because he's got an efficient enough factory.
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Jer ima dovoljno efikasnu fabriku.
04:46
Well with that sort of advantage
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Pa, sa takvom vrstom prednosti
04:48
you can churn out a lot of cars.
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možete da zbućkate mnogo automobila.
04:50
You can make a lot of change. You can get roads built.
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Možete mnogo toga da promenite. Možete da izgradite puteve.
04:53
You can change the fabric of an entire country.
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Možete da promenite ono od čega je cela zemlja satkana.
04:56
That the essence of what you're doing is you need
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Suština onoga što radite je da Vam treba
04:58
ever-cheaper labor,
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sve jeftinija radna snaga,
05:00
and ever-faster machines.
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i sve brže mašine.
05:03
And the problem we've run into is, we're running out of both.
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I problem na koji smo naišli je da nam ponestaje oba.
05:06
Ever-cheaper labor and ever-faster machines.
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Sve jeftinije radne snage i sve bržih mašina.
05:09
(Laughter)
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( smeh )
05:14
So we shift gears for a minute,
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Stoga menjamo brzinu na minut
05:17
and say, "I know: television;
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i kažemo, " Znam. Televizija.
05:20
advertising. Push push.
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Reklamiranje. Guraj guraj.
05:22
Take a good idea and push it on the world.
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Uzmi dobru ideju i proguraj je u svet.
05:25
I have a better mousetrap.
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Ja imam bolju mišolovku.
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
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I samo kad bih imao dovoljno novca da kažem dovoljnom broju ljudi, dovoljno ću prodati."
05:31
And you can build an entire industry on that.
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I možete da izgradite čitavu industriju na tome.
05:34
If necessary you can put babies in your ads.
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Ako je potrebno možete da stavite bebe u svoje reklame.
05:37
If necessary you can use babies to sell other stuff.
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Ako je potrebno možete da iskoristite bebe da prodate nešto drugo.
05:40
And if babies don't work, you can use doctors.
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A ako bebe ne vrede, možete da koristite lekare.
05:44
But be careful.
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Ali budite pažljivi.
05:46
Because you don't want to get an unfortunate juxtaposition,
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Jer ne želite nesređenu jukstapoziciju
05:48
where you're talking about one thing instead of the other.
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gde govorite o jednoj stvari umesto o drugoj.
05:51
(Laughter)
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( smeh )
05:53
This model requires you to act like the king,
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Ovaj model zahteva da se ponašate kao kralj.
05:57
like the person in the front of the room
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Poput osobe u prednjem delu sobe
05:59
throwing things to the peons in the back.
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koja baca stvari na pijune u zadnjem delu sobe.
06:01
That you are in charge, and you're going to tell people
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Da ste Vi glavni. I reći ćete ljudima
06:04
what to do next.
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šta da urade sledeće.
06:06
The quick little diagram of it is, you're up here,
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Kratko, mali dijagram toga je ovde gore.
06:09
and you are pushing it out to the world.
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I Vi gurate to u svet.
06:11
This method -- mass marketing --
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Ovaj metod, masovni marketing,
06:14
requires average ideas,
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zahteva prosečne ideje,
06:16
because you're going to the masses,
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jer idete na mase
06:18
and plenty of ads.
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i brojne reklame.
06:21
What we've done as spammers
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Kao spameri
06:23
is tried to hypnotize everyone
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pokušali smo da hipnotišemo sve
06:25
into buying our idea,
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da kupe našu ideju.
06:27
hypnotize everyone into donating to our cause,
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Hipnotisati sve da doniraju našem radu.
06:29
hypnotize everyone into voting for our candidate.
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Hipnotisati sve da glasaju za naše kandidate.
06:32
And, unfortunately, it doesn't work so well anymore either.
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I nažalost to ne radi više tako dobro.
06:37
(Laughter)
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( smeh )
06:40
But there is good news around the corner -- really good news.
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Ali iza ugla ima dobrih vesti, zaista dobrih vesti.
06:45
I call it the idea of tribes.
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Ja to zovem ideja plemena.
06:50
What tribes are, is a very simple concept
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To šta su plemena je vrlo jednostavan koncept,
06:53
that goes back 50,000 years.
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koji ide 50 hiljada godina unazad.
06:56
It's about leading and connecting people and ideas.
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Radi se o vođstvu i povezivanju ljudi i ideja.
07:00
And it's something that people have wanted forever.
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I to je nešto što su ljudi oduvek želeli.
07:03
Lots of people are used to having a spiritual tribe, or a church tribe,
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Mnogi ljudi su navikli da imaju duhovno pleme, ili pleme crkve,
07:07
having a work tribe,
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radno pleme,
07:09
having a community tribe.
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da imaju zajednicu.
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
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Ali sada zahvaljujući internetu, zahvaljujući eksploziji masovnih medija,
07:15
thanks to a lot of other things
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zahvaljujući mnogim drugim stvarima
07:17
that are bubbling through our society around the world,
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koje ključaju kroz naše društvo širom sveta,
07:20
tribes are everywhere.
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plemena su svuda.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
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Internet je trebao da homogenizuje sve povezujući nas.
07:24
Instead what it's allowed is silos of interest.
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Umesto toga, dozvoljen je silos interesovanja.
07:27
So you've got the red-hat ladies over here.
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Tako da imate ove žene sa crvenim šeširima ovde.
07:29
You've got the red-hat triathletes over there.
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Imate triatlonce sa crvenim kapicama ovde.
07:32
You've got the organized armies over here.
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Imate organizovane vojske ovde.
07:34
You've got the disorganized rebels over here.
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Imate neorganizovane pobunjenike ovde.
07:36
You've got people in white hats making food.
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Imate ljude sa belim šeširima koji prave hranu.
07:38
And people in white hats sailing boats.
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I ljude sa belim šeširima koji plove.
07:40
The point is that you can find Ukrainian folk dancers
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Suština je da možete da nađete ukrajinske folkloraše.
07:43
and connect with them,
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I da se povežete sa njima.
07:45
because you want to be connected.
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Zato što želite da budete povezani.
07:47
That people on the fringes
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Da ljudi na periferiji
07:49
can find each other, connect and go somewhere.
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mogu da nađu jedni druge, da se povežu i odu negde.
07:53
Every town that has a volunteer fire department
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Svaki grad koji ima vatrogasce kao volontere
07:55
understands this way of thinking.
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razume ovaj način razmišljanja.
07:57
(Laughter)
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( smeh )
08:03
Now it turns out
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Sada ispada da
08:06
this is a legitimate non-photoshopped photo.
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je ovo legitimna nefotošopovana fotografija.
08:09
People I know who are firemen told me that this is not uncommon.
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Ljude koje znam koji su vatrogasci rekli su mi da ovo nije neuobičajeno.
08:11
And that what firemen do to train sometimes
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I da ponekad u svrhu obuke
08:14
is they take a house that is going to be torn down,
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zapale kuću koja je predviđena za rušenje
08:16
and they burn it down instead, and practice putting it out.
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i vežbaju spašavanje.
08:19
But they always stop and take a picture.
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Ali uvek stanu da naprave fotografiju.
08:21
(Laughter)
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( smeh )
08:22
You know the pirate tribe is a fascinating one.
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Znate, pleme pirata je fascinantno.
08:25
They've got their own flag. They've got the eye patches.
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Imaju svoju sopstvenu zastavu. Imaju zakrpe za oko.
08:27
You can tell when you're running into someone in a tribe.
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Možete da kažete kada naletite na nekoga ko je u plemenu.
08:30
And it turns out that it's tribes --
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I ispada da plemena,
08:32
not money, not factories --
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ne novac, ne fabrike,
08:34
that can change our world, that can change politics,
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mogu da promene svet, politiku,
08:37
that can align large numbers of people.
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mogu da okupe veliki broj ljudi.
08:39
Not because you force them to do something against their will,
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Ne zato što ste ih prislili da rade nešto protiv svoje volje.
08:43
but because they wanted to connect.
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Već zato što žele da budu povezani.
08:45
That what we do for a living now,
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Ono čime mi trenutno zarađujemo za život,
08:47
all of us, I think,
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svi prisutni, čini mi se,
08:49
is find something worth changing,
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je pronalaženje nečega što je bitno menjati,
08:51
and then assemble tribes that assemble tribes
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a zatim okupljanje plemena koja će okupiti plemena
08:56
that spread the idea and spread the idea.
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koja će širiti ideju i širiti ideju.
08:58
And it becomes something far bigger than ourselves,
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I to postaje nešto mnogo veće od nas samih.
09:00
it becomes a movement.
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Postaje pokret.
09:03
So when Al Gore set out
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Tako da kada je Al Gor krenuo
09:05
to change the world again,
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da menja svet ponovo,
09:08
he didn't do it by himself.
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nije to učinio sam.
09:10
And he didn't do it by buying a lot of ads.
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I nije to učinio postavljanjem brda oglasa.
09:12
He did it by creating a movement.
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Učinio je to tako što je stvorio pokret.
09:15
Thousands of people around the country
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Hiljade ljudi širom zemlje
09:17
who could give his presentation for him,
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koji su držali njegovu prezentaciju.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
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Zato što on ne može da bude u svih 100 ili 200 ili 500 gradova za noć.
09:25
You don't need everyone.
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Ne trebaju Vam svi.
09:28
What Kevin Kelley has taught us is you just need,
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Ono što nas je Kevin Keli naučio je da Vam je potrebno,
09:30
I don't know, a thousand true fans --
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ne znam, hiljadu pravih fanova.
09:32
a thousand people who care enough
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Hiljadu ljudi kojima je zaista stalo
09:35
that they will get you the next round
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da dobijete sledeću rundu
09:38
and the next round and the next round.
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i onu posle i onu posle.
09:40
And that means that the idea you create, the product you create,
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A to znači da ideja koju stvorite, proizvod koji napravite,
09:43
the movement you create isn't for everyone,
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pokret koji stvorite nisu za svakoga.
09:45
it's not a mass thing. That's not what this is about.
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To nije masovna stvar. Nije u tome poenta.
09:47
What it's about instead
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Radi se o
09:50
is finding the true believers.
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nalaženju onih koji zaista veruju.
09:52
It's easy to look at what I've said so far,
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Lako je reći, na osnovu ovoga što sam do sada rekao,
09:55
and say, "Wait a minute, I don't have what it takes to be that kind of leader."
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" Čekaj malo, ja nemam ono što je potrebno da budem takav lider."
09:58
So here are two leaders. They don't have a lot in common.
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Evo dvojice lidera. Nemaju mnogo toga zajedničkog.
10:03
They're about the same age. But that's about it.
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Otprilike su istih godina. Ali to je to.
10:07
What they did, though, is each in their own way,
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Ono što su oni učinili, svaki na svoj način,
10:10
created a different way
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stvorili su drugačiji način
10:14
of navigating your way through technology.
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Vašeg usmeravanja kroz tehnologiju.
10:16
So some people will go out and get people to be on one team.
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Tako će neki ljudi izaći napolje i okupiti ljude da budu deo jednog tima.
10:19
And some people will get people to be on the other team.
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A neki ljudi će okupiti ljude da budu deo drugog tima.
10:22
It also informs the decisions you make
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To takođe čini da odluke koje donosite
10:24
when you make products or services.
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prilikom pravljenja proizvoda ili usluga budu informisane.
10:26
You know, this is one of my favorite devices.
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Znate, ovo je jedna od mojih omiljenih sprava.
10:29
But what a shame that it's not organized
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Ali kakva šteta što nije organizovan
10:31
to help authors create movements.
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da pomogne autorima da stvore pokret.
10:34
What would happen if, when you're using your Kindle,
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Šta bi se dogodilo kad biste mogli dok koristite svoj Kindl
10:36
you could see the comments and quotes and notes
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da vidite komentare i citate i beleške
10:40
from all the other people reading the same book as you in that moment.
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svih drugih ljudi koji čitaju istu knjigu kao i Vi u tom momentu.
10:43
Or from your book group. Or from your friends, or from the circle you want.
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Ili iz Vaše grupe. Ili od Vaših prijatelja, ili iz kruga iz kojeg želite.
10:46
What would happen if authors, or people with ideas
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Šta bi se desilo kada bi autori, ili ljudi sa idejama,
10:49
could use version two, which comes out on Monday,
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mogli da koriste verziju dva, koja izlazi u ponedeljak.
10:52
and use it to organize people
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I da je koriste da organizuju ljude
10:55
who want to talk about something.
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koji žele da razgovaraju o nečemu.
10:57
Now there is a million things I could share with you about the mechanics here.
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Postoji milion stvari o mehanici koje bih mogao da ovde podelim sa vama.
11:00
But let me just try a couple.
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Ali hajde da probam samo nekoliko.
11:02
The Beatles did not invent teenagers.
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Bitlsi nisu izumeli tinejdžere.
11:05
They merely decided to lead them.
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Oni su samo odlučili da ih vode.
11:08
That most movements, most leadership that we're doing
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Tako je većina pokreta, većina vođstva koje imamo
11:11
is about finding a group that's disconnected
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u vezi sa nalaženjem grupe koja je nepovezana.
11:13
but already has a yearning --
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ali već ima čežnju.
11:15
not persuading people to want something
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Ne ubeđivanje ljudi da žele nešto
11:17
they don't have yet.
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što još uvek nemaju.
11:19
When Diane Hatz worked on "The Meatrix,"
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Kada je Dajen Hac radila Mitriks,
11:23
her video that spread all across the internet
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njen video o tome kako su životinje na farmi tretirane
11:26
about the way farm animals are treated,
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se proširio internetom,
11:29
she didn't invent the idea of being a vegan.
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ali ona nije izumela ideju da se bude vegan.
11:31
She didn't invent the idea of caring about this issue.
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Nije izmislila ideju brige o ovom pitanju.
11:33
But she helped organize people,
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Ali je pomogla da se ljudi organizuju
11:35
and helped turn it into a movement.
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i da se pretvore u pokret.
11:37
Hugo Chavez did not invent the disaffected
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Hugo Čavez nije izmislio nezadovoljstvo
11:40
middle and lower class of Venezuela. He merely led them.
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srednje i niže klase Venecuele. On ih je samo vodio.
11:42
Bob Marley did not invent Rastafarians.
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Bob Marli nije izumeo Rastafarijance,
11:45
He just stepped up and said, "Follow me."
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On je samo izašao i rekao, " Pratite me."
11:48
Derek Sivers invented CD Baby,
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Derek Sivers je izumeo CD Baby.
11:51
which allowed independent musicians
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Koji je dozvolio nezavisnim muzičarima
11:54
to have a place to sell their music without selling out to the man --
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da imaju mesto za prodaju svoje muzike bez da se „prodaju“ velikim izdavačkim kućama.
11:58
to have place to take the mission
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Da imaju mesto da krenu u misiju
12:00
they already wanted to go to, and connect with each other.
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na koju su već hteli sa krenu i da se povežu sa ostalima.
12:03
What all these people have in common is that they are heretics.
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Ono što je zajedničko za ove ljude je da su oni heretici.
12:07
That heretics look at the status quo and say,
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Heretici gledaju u status kvo i kažu,
12:09
"This will not stand. I can't abide this status quo.
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Ovo nećemo tolerisati. Ne mogu da se pridržavam statusa kvo.
12:12
I am willing to stand up and be counted and move things forward.
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Spreman sam da ustanem i da se obračunam i da pomerim stvari unapred.
12:16
I see what the status quo is; I don't like it."
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Ja vidim šta je status kvo. I ne sviđa mi se.
12:19
That instead of looking at all the little rules
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Umesto da poštuju sva mala pravila
12:21
and following each one of them,
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i da prate svako od njih,
12:24
that instead of being what I call a sheepwalker --
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umesto da budu ono što ja zovem ovcama u stadu.
12:29
somebody who's half asleep,
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neko ko je napola u snu,
12:31
following instructions,
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prati instrukcije,
12:33
keeping their head down, fitting in --
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drži glavu dole, uklapa se,
12:36
every once in a while someone stands up and says, "Not me."
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svako malo neko ustane i kaže, " Ne ja."
12:39
Someone stands up and says, "This one is important.
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Neko ustane i kaže, " Ovo je važno.
12:43
We need to organize around it."
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Moramo da se organizujemo oko ovoga."
12:46
And not everyone will. But you don't need everyone.
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Ali neće svi. Ali ni ne trebaju Vam svi,
12:49
You just need a few people --
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Potrebno Vam je samo par ljudi
12:51
(Laughter) --
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( smeh )
12:55
who will look at the rules,
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koji će pogledati pravila,
12:57
realize they make no sense,
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shvatiti da nemaju smisla
13:00
and realize how much they want to be connected.
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i shvatiti koliko žele da budu povezani.
13:02
So Tony Hsieh does not run a shoe store.
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Dakle Toni Šej ne vodi prodavnicu cipela,
13:05
Zappos isn't a shoe store.
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Zapos nije prodavnica cipela.
13:08
Zappos is the one, the only,
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Zapos je jedno jedino,
13:10
the best-there-ever-was
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najbolje koje je ikada postojalo,
13:12
place for people who are into shoes to find each other,
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mesto za ljude koje cipele zanimaju za nalaženje jedni drugih,
13:16
to talk about their passion,
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da razgovaraju o svojoj strasti,
13:18
to connect with people who care more
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da se povežu sa ljudima kojima je više stalo
13:20
about customer service than making a nickel tomorrow.
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do korisnika, nego da zarade dinar sutra.
13:23
It can be something as prosaic as shoes,
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To može da bude nešto jednostavno poput cipela.
13:25
and something as complicated as overthrowing a government.
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I nešto komplikovano poput zbacivanja vlade.
13:27
It's exactly the same behavior though.
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Ponašanje je doduše poptuno isto.
13:31
What it requires, as Geraldine Carter has discovered,
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Ono što je potrebno, kao što je Džeraldin Karter otkrila,
13:34
is to be able to say, "I can't do this by myself.
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jeste biti sposoban reći, " Ne mogu da uradim ovo sam.
13:37
But if I can get other people to join my Climb and Ride,
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Ali ako mogu da pridobijem druge ljude da se pridruže mom Climb and Ride,
13:41
then together we can get something that we all want.
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onda zajedno možemo da dobijemo nešto što svi želimo.
13:46
We're just waiting for someone to lead us."
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Mi samo čekamo nekoga da nas vodi.
13:48
Michelle Kaufman has pioneered
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Mišel Kaufman je bila pionir
13:50
new ways of thinking about environmental architecture.
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u novim načinima razmišljanja o arhitekturi životne sredine.
13:54
She doesn't do it by quietly building one house at a time.
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Ona to ne čini tiho gradeći jednu po jednu kuću.
13:57
She does it by telling a story
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Ona to čini pričajući priče
14:00
to people who want to hear it.
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ljudima koji žele da ih čuju.
14:02
By connecting a tribe of people
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Povezujući pleme ljudi
14:04
who are desperate to be connected to each other.
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koji su očajni da budu povezani jedni sa drugima.
14:07
By leading a movement and
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Vodeći pokret.
14:09
making change.
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Tako što menja.
14:11
And around and around and around it goes.
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I okolo i okolo i okolo ide.
14:13
So three questions I'd offer you.
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Nudim vam tri pitanja.
14:15
The first one is, who exactly
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Prvo je, koga tačno
14:18
are you upsetting?
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uznemiravate?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
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Jer ako nikoga ne uznemiravate, ne menjate status kvo.
14:24
The second question is, who are you connecting?
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Drugo pitanje je, koga povezujete?
14:27
Because for a lot of people, that's what they're in it for:
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Jer za mnogo ljudi, to je razlog zbog kojeg su tu.
14:30
the connections that are being made, one to the other.
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Veze koje se stvaraju, jedni sa drugima.
14:34
And the third one is, who are you leading?
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I treće, koga vodite?
14:38
Because focusing on that part of it --
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Budući da se fokusirate na taj deo,
14:41
not the mechanics of what you're building,
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ne na mehaniku onoga što gradite,
14:43
but the who, and the leading part -- is where change comes.
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već ko, a vodeći deo je gde promena nastupa.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
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Dakle Blejk, iz Tom obuće, imao je veoma jednostavnu ideju,
14:51
"What would happen if every time someone bought a pair of these shoes
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" Šta bi se desilo kada bih svaki put kad neko kupi par ovih cipela
14:56
I gave exactly the same pair to someone
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poklonio isti taj par nekome
14:58
who doesn't even own a pair of shoes?"
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ko čak ni nema svoj par obuće?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
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Ovo nije priča o tome kako da dobijete svoju policu u Neiman Markusu.
15:05
It's a story of a product that tells a story.
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To je priča o proizvodu koji priča priče.
15:09
And as you walk around with this remarkable pair of shoes
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I dok šetate u ovoj sjajnoj obući
15:11
and someone says, "What are those?"
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i neko kaže, " Šta je to?"
15:13
You get to tell the story on Blake's behalf,
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Imate priliku da ispričate priču u Blejkovu korist,
15:15
on behalf of the people who got the shoes.
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u korist ljudi koji dobijaju te cipele.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
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I odjednom nije jedan par obuće ili 100 pari.
15:20
It's tens of thousands of pairs of shoes.
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Već je desetine hiljada pari obuće.
15:22
My friend Red Maxwell has spent the last 10 years
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Moj prijatelj Red Maksvel je proveo poslednjih 10 godina
15:25
fighting against juvenile diabetes.
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boreći se protiv mladalačkog dijabetesa.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
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Ne boreći se sa organizacijom koja se bori protiv toga, boreći se sa njima, vodeći ih,
15:31
connecting them, challenging the status quo
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povezujući ih, izazivajući status kvo,
15:35
because it's important to him.
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jer mu je to važno.
15:37
And the people he surrounds himself with need the connection.
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I ljudima kojima se okružuje je potrebno da se povežu.
15:42
They need the leadership. It makes a difference.
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Potrebno im je vođstvo. To čini razliku.
15:45
You don't need permission from people to lead them.
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Ne treba Vam dozvola od ljudi da ih vodite.
15:48
But in case you do, here it is:
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Ali za slučaj da Vam treba, evo je.
15:51
they're waiting, we're waiting
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Oni čekaju, mi čekamo
15:54
for you to show us where to go next.
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da nam pokažete kuda da idemo sledeće.
15:57
So here is what leaders have in common. The first thing is, they challenge
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Evo šta lideri imaju zajedničko. Prva stvar, oni izazivaju
16:00
the status quo.
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status kvo.
16:02
They challenge what's currently there.
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Izazivaju ono što je trenutno tamo.
16:04
The second thing is, they build a culture.
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Druga stvar je, oni grade kulturu.
16:07
A secret language, a seven-second handshake,
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Tajni jezik, tajno rukovanje.
16:10
a way of knowing that you're in or out.
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Način da znaju da li ste unutra ili ne.
16:13
They have curiosity. Curiosity about people in the tribe,
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Radoznali su. Radoznali po pitanju ljudi u plemenu.
16:16
curiosity about outsiders. They're asking questions.
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Radoznalost za ljude spolja. Oni postavljaju pitanja.
16:19
They connect people to one another.
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Oni povezuju ljude međusobno.
16:21
Do you know what people want more than anything?
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Da li znate šta ljudi žele više od svega?
16:23
They want to be missed.
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Oni žele da nedostaju nekome.
16:25
They want to be missed the day they don't show up.
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Žele da nedostaju dana kada se ne pojave.
16:27
They want to be missed when they're gone.
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Žele da nedostaju kada umru.
16:30
And tribe leaders can do that.
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A vođe plemena mogu to da učine.
16:32
It's fascinating, because all tribe leaders have charisma,
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Fascinanto je jer sve vođe plemena imaju harizmu.
16:36
but you don't need charisma to become a leader.
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Ne treba Vam harizma da postanete lider.
16:38
Being a leader gives you charisma.
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Biti lider Vam daje harizmu.
16:41
If you look and study the leaders who have succeeded,
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Ako pogledate i proučite lidere koji su uspeli,
16:44
that's where charisma comes from -- from the leading.
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odatle dolazi harizma, iz vođstva.
16:46
Finally, they commit.
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Konačno, oni su posvećeni.
16:49
They commit to the cause. They commit to the tribe.
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Oni su posvećeni problemu. Posvećeni su plemenu.
16:51
They commit to the people who are there.
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Posvećeni su ljudima koji su tamo.
16:54
So I'd like you to do something for me.
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Želim da uradite nešto za mene.
16:57
And I hope you'll think about it before you reject it out-of-hand.
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I nadam se da ćete razmisliti o tome pre nego što ga odmah odbacite.
17:00
What I want you to do, it only takes 24 hours,
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Za ono što želim da učinite biće Vam potrebna samo 24 sata,
17:04
is: create a movement.
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a to je da stvorite pokret.
17:06
Something that matters. Start. Do it. We need it.
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Nešto što je važno. Započnite. Uradite to. Potrebno nam je.
17:10
Thank you very much. I appreciate it.
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Mnogo vam hvala, cenim to.
17:12
(Applause)
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( aplauz )

Original video on YouTube.com
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