The tribes we lead | Seth Godin

294,434 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.
0
12160
3000
Dakle, nekada dobijem poziv da održim čudna predavanja.
00:15
I got invited to speak to the people
1
15160
3000
Zovu me da govorim pred ljudima
00:18
who dress up in big stuffed animal costumes
2
18160
3000
koji se oblače u velike životinjske kostime
00:21
to perform at sporting events.
3
21160
3000
i nastupaju na sportskim događajima.
00:24
Unfortunately I couldn't go.
4
24160
2000
Nažalost nisam mogao da odem.
00:26
But it got me thinking about
5
26160
2000
Ali navelo me je da počnem da razmišljam
00:28
the fact that these guys, at least most of them,
6
28160
3000
o činjenici da ovi momci, ili bar većina,
00:31
know what it is that they do for a living.
7
31160
2000
znaju šta je to čime zarađuju za život.
00:33
What they do is they dress up
8
33160
2000
Oni se preruše u
00:35
as stuffed animals and entertain people at sporting events.
9
35160
4000
plišane životinje i zabavljaju ljude na sportskim događajima.
00:39
Shortly after that I got invited
10
39160
2000
Kratko posle toga pozvan sam
00:41
to speak at the convention of the people
11
41160
2000
da govorim na konvenciji ljudi
00:43
who make balloon animals.
12
43160
2000
koji prave životinje od balona.
00:45
And again, I couldn't go. But it's a fascinating group. They make balloon animals.
13
45160
3000
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
14
48160
2000
Postoji veliki raskol između onih koji prave
00:50
gospel animals and porn animals, but --
15
50160
2000
crkvene i porno životinje.
00:52
(Laughter)
16
52160
2000
( smeh )
00:54
they do a lot of really cool stuff with balloons.
17
54160
3000
Ali prave mnogo kul stvari od balona.
00:57
Sometimes they get in trouble, but not often.
18
57160
2000
Ponekad dospeju u nevolju, ali ne često.
00:59
And the other thing about these guys
19
59160
2000
I još jedna stvar u vezi sa ovim momcima
01:01
is, they also know what they do for a living.
20
61160
3000
je da i oni znaju čime zarađuju za život.
01:04
They make balloon animals.
21
64160
3000
Prave životinje od balona.
01:07
But what do we do for a living?
22
67160
2000
Ali čime mi zarađujemo za život?
01:09
What exactly to the people watching this do every day?
23
69160
5000
Šta tačno za ljude koji ovo gledaju svaki dan?
01:14
And I want to argue that what we do
24
74160
2000
I želim da tvrdim da ono što mi radimo
01:16
is we try to change everything.
25
76160
3000
jeste da pokušavamo sve da promenimo.
01:19
That we try to find a piece of the status quo --
26
79160
3000
Da pokušavamo da nađemo deo statusa kvo,
01:22
something that bothers us, something that needs to be improved,
27
82160
2000
nešto što nam smeta, nešto što treba da se poboljša.
01:24
something that is itching to be changed -- and we change it.
28
84160
4000
Nešto što nas svrbi da se promeni, i mi ga menjamo.
01:28
We try to make big, permanent, important change.
29
88160
5000
Pokušavamo da napravimo veliku, stalnu, važnu promenu.
01:33
But we don't think about it that way.
30
93160
2000
Ali mi ne razmišljamo o tome na taj način.
01:35
And we haven't spent a lot of time talking about
31
95160
2000
I nismo proveli mnogo vremena govoreći o tome
01:37
what that process is like.
32
97160
3000
kakav je to proces.
01:40
And I've been studying it for a couple years.
33
100160
2000
Proučavao sam to par godina.
01:42
And I want to share a couple stories with you today.
34
102160
2000
I želim danas da podelim par priča sa vama.
01:44
First, about a guy named Nathan Winograd.
35
104160
2000
Prvo, o čoveku sa imenom Nejtan Vajngrad.
01:46
Nathan was the number two person at the San Francisco SPCA.
36
106160
4000
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
37
110160
2000
I ono što možda ne znate o istoriji SPCA
01:52
is, it was founded to kill dogs and cats.
38
112160
4000
jeste da je osnovano kako bi ubijalo pse i mačke.
01:56
Cities gave them a charter
39
116160
3000
Gradovi su im dali dozvolu
01:59
to get rid of the stray animals on the street and destroy them.
40
119160
3000
da se otarase i unište životinje lutalice.
02:02
In a typical year four million dogs and cats were killed,
41
122160
4000
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.
42
126160
4000
Većina njih u roku od 24 sata pošto bi bili uklonjeni sa ulice.
02:10
Nathan and his boss saw this,
43
130160
2000
Nejtan i njegov šef su videli ovo.
02:12
and they could not tolerate it.
44
132160
2000
I nisu mogli to da tolerišu.
02:14
So they set out to make San Francisco
45
134160
2000
I tako su odlučili da naprave od San Franciska
02:16
a no-kill city:
46
136160
2000
grad bez ubijanja.
02:18
create an entire city
47
138160
2000
Napraviti čitav grad
02:20
where every dog and cat,
48
140160
2000
gde će svaki pas i mačka.
02:22
unless it was ill or dangerous,
49
142160
3000
sem ako su bolesni ili opasni,
02:25
would be adopted, not killed.
50
145160
2000
biti usvojeni, ne ubijeni.
02:27
And everyone said it was impossible.
51
147160
3000
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.
52
150160
3000
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
53
153160
3000
I ljudi iz SPCA i humanih skloništa širom zemlje
02:36
flew to San Francisco
54
156160
2000
doleteli su u San Francisko
02:38
to testify against them --
55
158160
3000
da svedoče protiv njih.
02:41
to say it would hurt the movement and it was inhumane.
56
161160
4000
Da kažu da će to naštetiti pokretu i da je nehumano.
02:45
They persisted. And Nathan went directly to the community.
57
165160
4000
Bili su uporni. I Nejtan je otišao direktno u zajednicu.
02:49
He connected with people who cared about this:
58
169160
2000
Povezao se sa ljudima kojima je stalo do ovoga.
02:51
nonprofessionals, people with passion.
59
171160
2000
Neprofesionalcima, ljudima sa strašću.
02:53
And within just a couple years,
60
173160
2000
I za samo par godina,
02:55
San Francisco became the first no-kill city,
61
175160
5000
San Francisko je postao prvi grad bez ubijanja.
03:00
running no deficit, completely supported by the community.
62
180160
4000
Rade bez gubitaka. Potpuno podržani od strane zajednice.
03:04
Nathan left and went to Tompkins County, New York --
63
184160
3000
Nejtan je otišao u Tompkins okrug, Nju Jork.
03:07
a place as different from San Francisco
64
187160
2000
Mesto toliko različito od San Franciska
03:09
as you can be and still be in the United States. And he did it again.
65
189160
3000
koliko je to moguće u Sjedinjenim Državama. I ponovo je to uradio.
03:12
He went from being a glorified dogcatcher
66
192160
2000
Od toga da su ga slavili kao hvatača pasa postao je
03:14
to completely transforming the community.
67
194160
3000
neko ko u potpunosti menja zajednicu.
03:17
And then he went to North Carolina and did it again.
68
197160
2000
Onda je otišao u Severnu Karolinu i uradio istu stvar.
03:19
And he went to Reno and he did it again.
69
199160
3000
Onda je otišao u Rino. I ponovo je to uradio.
03:22
And when I think about what Nathan did,
70
202160
2000
I kada razmišljam o tome šta je Nejtan uradio,
03:24
and when I think about what people here do, I think about ideas.
71
204160
3000
i kada razmišljam o tome šta ljudi ovde čine, razmišljam o idejama.
03:27
And I think about the idea that
72
207160
3000
I razmišljam o ideji da
03:30
creating an idea, spreading an idea
73
210160
2000
stvaranje ideje, širenje ideje
03:32
has a lot behind it.
74
212160
2000
podrazumeva puno toga.
03:34
I don't know if you've ever been to a Jewish wedding,
75
214160
3000
Ne znam da li ste ikada bili na jevrejskom venčanju.
03:37
but what they do is, they take a light bulb
76
217160
3000
Ali ono što oni rade je da uzmu sijalicu
03:40
and they smash it.
77
220160
3000
i razbiju je.
03:43
Now there is a bunch of reasons for that, and stories about it.
78
223160
4000
Postoji mnogo razloga zbog kojih to čine i priča o tome.
03:47
But one reason is because it indicates a change,
79
227160
3000
Ali jedan razlog je to što ukazuje na promenu,
03:50
from before to after.
80
230160
2000
od ranije do kasnije.
03:52
It is a moment in time.
81
232160
2000
To je trenutak u vremenu.
03:54
And I want to argue that we are living through
82
234160
3000
I tvrdim da mi živimo kroz
03:57
and are right at the key moment
83
237160
2000
i da smo upravo u ključnom momentu
03:59
of a change in the way ideas are created
84
239160
2000
promene u načinu na koji se ideje stvaraju
04:01
and spread and implemented.
85
241160
2000
i šire i primenjuju.
04:03
We started with the factory idea:
86
243160
3000
Počeli smo sa idejom fabrike.
04:06
that you could change the whole world if you had an efficient factory
87
246160
2000
Da ste mogli da promenite čitav svet da ste imali efikasnu fabriku
04:08
that could churn out change.
88
248160
2000
koja je mogla brzo da stvori promenu.
04:10
We then went to the TV idea,
89
250160
2000
Onda smo prešli na TV ideju.
04:12
that said if you had a big enough mouthpiece,
90
252160
2000
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.
91
254160
3000
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,
92
257160
4000
I sada smo u tom novom modelu vođstva.
04:21
where the way we make change
93
261160
3000
Gde način na koji možemo da dovedemo do promene
04:24
is not by using money
94
264160
3000
nije korišćenjem novca,
04:27
or power to lever a system,
95
267160
2000
ili moći da podignemo sistem.
04:29
but by leading.
96
269160
2000
Već vođenjem.
04:31
So let me tell you about the three cycles. The first one is the factory cycle.
97
271160
3000
Dozvolite mi da vam predstavim tri ciklusa. Prvi ciklus je fabrika.
04:34
Henry Ford comes up with a really cool idea.
98
274160
4000
Henri Ford dolazi do vrlo kul ideje.
04:38
It enables him to hire men
99
278160
2000
Omogućava mu da zaposli ljude
04:40
who used to get paid 50 cents a day
100
280160
2000
koji su bivali plaćeni 50 centi na dan
04:42
and pay them five dollars a day.
101
282160
2000
i da im plati pet dolara na dan.
04:44
Because he's got an efficient enough factory.
102
284160
2000
Jer ima dovoljno efikasnu fabriku.
04:46
Well with that sort of advantage
103
286160
2000
Pa, sa takvom vrstom prednosti
04:48
you can churn out a lot of cars.
104
288160
2000
možete da zbućkate mnogo automobila.
04:50
You can make a lot of change. You can get roads built.
105
290160
3000
Možete mnogo toga da promenite. Možete da izgradite puteve.
04:53
You can change the fabric of an entire country.
106
293160
3000
Možete da promenite ono od čega je cela zemlja satkana.
04:56
That the essence of what you're doing is you need
107
296160
2000
Suština onoga što radite je da Vam treba
04:58
ever-cheaper labor,
108
298160
2000
sve jeftinija radna snaga,
05:00
and ever-faster machines.
109
300160
3000
i sve brže mašine.
05:03
And the problem we've run into is, we're running out of both.
110
303160
3000
I problem na koji smo naišli je da nam ponestaje oba.
05:06
Ever-cheaper labor and ever-faster machines.
111
306160
3000
Sve jeftinije radne snage i sve bržih mašina.
05:09
(Laughter)
112
309160
5000
( smeh )
05:14
So we shift gears for a minute,
113
314160
3000
Stoga menjamo brzinu na minut
05:17
and say, "I know: television;
114
317160
3000
i kažemo, " Znam. Televizija.
05:20
advertising. Push push.
115
320160
2000
Reklamiranje. Guraj guraj.
05:22
Take a good idea and push it on the world.
116
322160
3000
Uzmi dobru ideju i proguraj je u svet.
05:25
I have a better mousetrap.
117
325160
2000
Ja imam bolju mišolovku.
05:27
And if I can just get enough money to tell enough people, I'll sell enough."
118
327160
4000
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.
119
331160
3000
I možete da izgradite čitavu industriju na tome.
05:34
If necessary you can put babies in your ads.
120
334160
3000
Ako je potrebno možete da stavite bebe u svoje reklame.
05:37
If necessary you can use babies to sell other stuff.
121
337160
3000
Ako je potrebno možete da iskoristite bebe da prodate nešto drugo.
05:40
And if babies don't work, you can use doctors.
122
340160
4000
A ako bebe ne vrede, možete da koristite lekare.
05:44
But be careful.
123
344160
2000
Ali budite pažljivi.
05:46
Because you don't want to get an unfortunate juxtaposition,
124
346160
2000
Jer ne želite nesređenu jukstapoziciju
05:48
where you're talking about one thing instead of the other.
125
348160
3000
gde govorite o jednoj stvari umesto o drugoj.
05:51
(Laughter)
126
351160
2000
( smeh )
05:53
This model requires you to act like the king,
127
353160
4000
Ovaj model zahteva da se ponašate kao kralj.
05:57
like the person in the front of the room
128
357160
2000
Poput osobe u prednjem delu sobe
05:59
throwing things to the peons in the back.
129
359160
2000
koja baca stvari na pijune u zadnjem delu sobe.
06:01
That you are in charge, and you're going to tell people
130
361160
3000
Da ste Vi glavni. I reći ćete ljudima
06:04
what to do next.
131
364160
2000
šta da urade sledeće.
06:06
The quick little diagram of it is, you're up here,
132
366160
3000
Kratko, mali dijagram toga je ovde gore.
06:09
and you are pushing it out to the world.
133
369160
2000
I Vi gurate to u svet.
06:11
This method -- mass marketing --
134
371160
3000
Ovaj metod, masovni marketing,
06:14
requires average ideas,
135
374160
2000
zahteva prosečne ideje,
06:16
because you're going to the masses,
136
376160
2000
jer idete na mase
06:18
and plenty of ads.
137
378160
3000
i brojne reklame.
06:21
What we've done as spammers
138
381160
2000
Kao spameri
06:23
is tried to hypnotize everyone
139
383160
2000
pokušali smo da hipnotišemo sve
06:25
into buying our idea,
140
385160
2000
da kupe našu ideju.
06:27
hypnotize everyone into donating to our cause,
141
387160
2000
Hipnotisati sve da doniraju našem radu.
06:29
hypnotize everyone into voting for our candidate.
142
389160
3000
Hipnotisati sve da glasaju za naše kandidate.
06:32
And, unfortunately, it doesn't work so well anymore either.
143
392160
5000
I nažalost to ne radi više tako dobro.
06:37
(Laughter)
144
397160
3000
( smeh )
06:40
But there is good news around the corner -- really good news.
145
400160
5000
Ali iza ugla ima dobrih vesti, zaista dobrih vesti.
06:45
I call it the idea of tribes.
146
405160
5000
Ja to zovem ideja plemena.
06:50
What tribes are, is a very simple concept
147
410160
3000
To šta su plemena je vrlo jednostavan koncept,
06:53
that goes back 50,000 years.
148
413160
3000
koji ide 50 hiljada godina unazad.
06:56
It's about leading and connecting people and ideas.
149
416160
4000
Radi se o vođstvu i povezivanju ljudi i ideja.
07:00
And it's something that people have wanted forever.
150
420160
3000
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,
151
423160
4000
Mnogi ljudi su navikli da imaju duhovno pleme, ili pleme crkve,
07:07
having a work tribe,
152
427160
2000
radno pleme,
07:09
having a community tribe.
153
429160
3000
da imaju zajednicu.
07:12
But now, thanks to the internet, thanks to the explosion of mass media,
154
432160
3000
Ali sada zahvaljujući internetu, zahvaljujući eksploziji masovnih medija,
07:15
thanks to a lot of other things
155
435160
2000
zahvaljujući mnogim drugim stvarima
07:17
that are bubbling through our society around the world,
156
437160
3000
koje ključaju kroz naše društvo širom sveta,
07:20
tribes are everywhere.
157
440160
2000
plemena su svuda.
07:22
The Internet was supposed to homogenize everyone by connecting us all.
158
442160
2000
Internet je trebao da homogenizuje sve povezujući nas.
07:24
Instead what it's allowed is silos of interest.
159
444160
3000
Umesto toga, dozvoljen je silos interesovanja.
07:27
So you've got the red-hat ladies over here.
160
447160
2000
Tako da imate ove žene sa crvenim šeširima ovde.
07:29
You've got the red-hat triathletes over there.
161
449160
3000
Imate triatlonce sa crvenim kapicama ovde.
07:32
You've got the organized armies over here.
162
452160
2000
Imate organizovane vojske ovde.
07:34
You've got the disorganized rebels over here.
163
454160
2000
Imate neorganizovane pobunjenike ovde.
07:36
You've got people in white hats making food.
164
456160
2000
Imate ljude sa belim šeširima koji prave hranu.
07:38
And people in white hats sailing boats.
165
458160
2000
I ljude sa belim šeširima koji plove.
07:40
The point is that you can find Ukrainian folk dancers
166
460160
3000
Suština je da možete da nađete ukrajinske folkloraše.
07:43
and connect with them,
167
463160
2000
I da se povežete sa njima.
07:45
because you want to be connected.
168
465160
2000
Zato što želite da budete povezani.
07:47
That people on the fringes
169
467160
2000
Da ljudi na periferiji
07:49
can find each other, connect and go somewhere.
170
469160
4000
mogu da nađu jedni druge, da se povežu i odu negde.
07:53
Every town that has a volunteer fire department
171
473160
2000
Svaki grad koji ima vatrogasce kao volontere
07:55
understands this way of thinking.
172
475160
2000
razume ovaj način razmišljanja.
07:57
(Laughter)
173
477160
6000
( smeh )
08:03
Now it turns out
174
483160
3000
Sada ispada da
08:06
this is a legitimate non-photoshopped photo.
175
486160
3000
je ovo legitimna nefotošopovana fotografija.
08:09
People I know who are firemen told me that this is not uncommon.
176
489160
2000
Ljude koje znam koji su vatrogasci rekli su mi da ovo nije neuobičajeno.
08:11
And that what firemen do to train sometimes
177
491160
3000
I da ponekad u svrhu obuke
08:14
is they take a house that is going to be torn down,
178
494160
2000
zapale kuću koja je predviđena za rušenje
08:16
and they burn it down instead, and practice putting it out.
179
496160
3000
i vežbaju spašavanje.
08:19
But they always stop and take a picture.
180
499160
2000
Ali uvek stanu da naprave fotografiju.
08:21
(Laughter)
181
501160
1000
( smeh )
08:22
You know the pirate tribe is a fascinating one.
182
502160
3000
Znate, pleme pirata je fascinantno.
08:25
They've got their own flag. They've got the eye patches.
183
505160
2000
Imaju svoju sopstvenu zastavu. Imaju zakrpe za oko.
08:27
You can tell when you're running into someone in a tribe.
184
507160
3000
Možete da kažete kada naletite na nekoga ko je u plemenu.
08:30
And it turns out that it's tribes --
185
510160
2000
I ispada da plemena,
08:32
not money, not factories --
186
512160
2000
ne novac, ne fabrike,
08:34
that can change our world, that can change politics,
187
514160
3000
mogu da promene svet, politiku,
08:37
that can align large numbers of people.
188
517160
2000
mogu da okupe veliki broj ljudi.
08:39
Not because you force them to do something against their will,
189
519160
4000
Ne zato što ste ih prislili da rade nešto protiv svoje volje.
08:43
but because they wanted to connect.
190
523160
2000
Već zato što žele da budu povezani.
08:45
That what we do for a living now,
191
525160
2000
Ono čime mi trenutno zarađujemo za život,
08:47
all of us, I think,
192
527160
2000
svi prisutni, čini mi se,
08:49
is find something worth changing,
193
529160
2000
je pronalaženje nečega što je bitno menjati,
08:51
and then assemble tribes that assemble tribes
194
531160
5000
a zatim okupljanje plemena koja će okupiti plemena
08:56
that spread the idea and spread the idea.
195
536160
2000
koja će širiti ideju i širiti ideju.
08:58
And it becomes something far bigger than ourselves,
196
538160
2000
I to postaje nešto mnogo veće od nas samih.
09:00
it becomes a movement.
197
540160
3000
Postaje pokret.
09:03
So when Al Gore set out
198
543160
2000
Tako da kada je Al Gor krenuo
09:05
to change the world again,
199
545160
3000
da menja svet ponovo,
09:08
he didn't do it by himself.
200
548160
2000
nije to učinio sam.
09:10
And he didn't do it by buying a lot of ads.
201
550160
2000
I nije to učinio postavljanjem brda oglasa.
09:12
He did it by creating a movement.
202
552160
3000
Učinio je to tako što je stvorio pokret.
09:15
Thousands of people around the country
203
555160
2000
Hiljade ljudi širom zemlje
09:17
who could give his presentation for him,
204
557160
3000
koji su držali njegovu prezentaciju.
09:20
because he can't be in 100 or 200 or 500 cities in each night.
205
560160
5000
Zato što on ne može da bude u svih 100 ili 200 ili 500 gradova za noć.
09:25
You don't need everyone.
206
565160
3000
Ne trebaju Vam svi.
09:28
What Kevin Kelley has taught us is you just need,
207
568160
2000
Ono što nas je Kevin Keli naučio je da Vam je potrebno,
09:30
I don't know, a thousand true fans --
208
570160
2000
ne znam, hiljadu pravih fanova.
09:32
a thousand people who care enough
209
572160
3000
Hiljadu ljudi kojima je zaista stalo
09:35
that they will get you the next round
210
575160
3000
da dobijete sledeću rundu
09:38
and the next round and the next round.
211
578160
2000
i onu posle i onu posle.
09:40
And that means that the idea you create, the product you create,
212
580160
3000
A to znači da ideja koju stvorite, proizvod koji napravite,
09:43
the movement you create isn't for everyone,
213
583160
2000
pokret koji stvorite nisu za svakoga.
09:45
it's not a mass thing. That's not what this is about.
214
585160
2000
To nije masovna stvar. Nije u tome poenta.
09:47
What it's about instead
215
587160
3000
Radi se o
09:50
is finding the true believers.
216
590160
2000
nalaženju onih koji zaista veruju.
09:52
It's easy to look at what I've said so far,
217
592160
3000
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."
218
595160
3000
" 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.
219
598160
5000
Evo dvojice lidera. Nemaju mnogo toga zajedničkog.
10:03
They're about the same age. But that's about it.
220
603160
4000
Otprilike su istih godina. Ali to je to.
10:07
What they did, though, is each in their own way,
221
607160
3000
Ono što su oni učinili, svaki na svoj način,
10:10
created a different way
222
610160
4000
stvorili su drugačiji način
10:14
of navigating your way through technology.
223
614160
2000
Vašeg usmeravanja kroz tehnologiju.
10:16
So some people will go out and get people to be on one team.
224
616160
3000
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.
225
619160
3000
A neki ljudi će okupiti ljude da budu deo drugog tima.
10:22
It also informs the decisions you make
226
622160
2000
To takođe čini da odluke koje donosite
10:24
when you make products or services.
227
624160
2000
prilikom pravljenja proizvoda ili usluga budu informisane.
10:26
You know, this is one of my favorite devices.
228
626160
3000
Znate, ovo je jedna od mojih omiljenih sprava.
10:29
But what a shame that it's not organized
229
629160
2000
Ali kakva šteta što nije organizovan
10:31
to help authors create movements.
230
631160
3000
da pomogne autorima da stvore pokret.
10:34
What would happen if, when you're using your Kindle,
231
634160
2000
Šta bi se dogodilo kad biste mogli dok koristite svoj Kindl
10:36
you could see the comments and quotes and notes
232
636160
4000
da vidite komentare i citate i beleške
10:40
from all the other people reading the same book as you in that moment.
233
640160
3000
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.
234
643160
3000
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
235
646160
3000
Šta bi se desilo kada bi autori, ili ljudi sa idejama,
10:49
could use version two, which comes out on Monday,
236
649160
3000
mogli da koriste verziju dva, koja izlazi u ponedeljak.
10:52
and use it to organize people
237
652160
3000
I da je koriste da organizuju ljude
10:55
who want to talk about something.
238
655160
2000
koji žele da razgovaraju o nečemu.
10:57
Now there is a million things I could share with you about the mechanics here.
239
657160
3000
Postoji milion stvari o mehanici koje bih mogao da ovde podelim sa vama.
11:00
But let me just try a couple.
240
660160
2000
Ali hajde da probam samo nekoliko.
11:02
The Beatles did not invent teenagers.
241
662160
3000
Bitlsi nisu izumeli tinejdžere.
11:05
They merely decided to lead them.
242
665160
3000
Oni su samo odlučili da ih vode.
11:08
That most movements, most leadership that we're doing
243
668160
3000
Tako je većina pokreta, većina vođstva koje imamo
11:11
is about finding a group that's disconnected
244
671160
2000
u vezi sa nalaženjem grupe koja je nepovezana.
11:13
but already has a yearning --
245
673160
2000
ali već ima čežnju.
11:15
not persuading people to want something
246
675160
2000
Ne ubeđivanje ljudi da žele nešto
11:17
they don't have yet.
247
677160
2000
što još uvek nemaju.
11:19
When Diane Hatz worked on "The Meatrix,"
248
679160
4000
Kada je Dajen Hac radila Mitriks,
11:23
her video that spread all across the internet
249
683160
3000
njen video o tome kako su životinje na farmi tretirane
11:26
about the way farm animals are treated,
250
686160
3000
se proširio internetom,
11:29
she didn't invent the idea of being a vegan.
251
689160
2000
ali ona nije izumela ideju da se bude vegan.
11:31
She didn't invent the idea of caring about this issue.
252
691160
2000
Nije izmislila ideju brige o ovom pitanju.
11:33
But she helped organize people,
253
693160
2000
Ali je pomogla da se ljudi organizuju
11:35
and helped turn it into a movement.
254
695160
2000
i da se pretvore u pokret.
11:37
Hugo Chavez did not invent the disaffected
255
697160
3000
Hugo Čavez nije izmislio nezadovoljstvo
11:40
middle and lower class of Venezuela. He merely led them.
256
700160
2000
srednje i niže klase Venecuele. On ih je samo vodio.
11:42
Bob Marley did not invent Rastafarians.
257
702160
3000
Bob Marli nije izumeo Rastafarijance,
11:45
He just stepped up and said, "Follow me."
258
705160
3000
On je samo izašao i rekao, " Pratite me."
11:48
Derek Sivers invented CD Baby,
259
708160
3000
Derek Sivers je izumeo CD Baby.
11:51
which allowed independent musicians
260
711160
3000
Koji je dozvolio nezavisnim muzičarima
11:54
to have a place to sell their music without selling out to the man --
261
714160
4000
da imaju mesto za prodaju svoje muzike bez da se „prodaju“ velikim izdavačkim kućama.
11:58
to have place to take the mission
262
718160
2000
Da imaju mesto da krenu u misiju
12:00
they already wanted to go to, and connect with each other.
263
720160
3000
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.
264
723160
4000
Ono što je zajedničko za ove ljude je da su oni heretici.
12:07
That heretics look at the status quo and say,
265
727160
2000
Heretici gledaju u status kvo i kažu,
12:09
"This will not stand. I can't abide this status quo.
266
729160
3000
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.
267
732160
4000
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."
268
736160
3000
Ja vidim šta je status kvo. I ne sviđa mi se.
12:19
That instead of looking at all the little rules
269
739160
2000
Umesto da poštuju sva mala pravila
12:21
and following each one of them,
270
741160
3000
i da prate svako od njih,
12:24
that instead of being what I call a sheepwalker --
271
744160
5000
umesto da budu ono što ja zovem ovcama u stadu.
12:29
somebody who's half asleep,
272
749160
2000
neko ko je napola u snu,
12:31
following instructions,
273
751160
2000
prati instrukcije,
12:33
keeping their head down, fitting in --
274
753160
3000
drži glavu dole, uklapa se,
12:36
every once in a while someone stands up and says, "Not me."
275
756160
3000
svako malo neko ustane i kaže, " Ne ja."
12:39
Someone stands up and says, "This one is important.
276
759160
4000
Neko ustane i kaže, " Ovo je važno.
12:43
We need to organize around it."
277
763160
3000
Moramo da se organizujemo oko ovoga."
12:46
And not everyone will. But you don't need everyone.
278
766160
3000
Ali neće svi. Ali ni ne trebaju Vam svi,
12:49
You just need a few people --
279
769160
2000
Potrebno Vam je samo par ljudi
12:51
(Laughter) --
280
771160
4000
( smeh )
12:55
who will look at the rules,
281
775160
2000
koji će pogledati pravila,
12:57
realize they make no sense,
282
777160
3000
shvatiti da nemaju smisla
13:00
and realize how much they want to be connected.
283
780160
2000
i shvatiti koliko žele da budu povezani.
13:02
So Tony Hsieh does not run a shoe store.
284
782160
3000
Dakle Toni Šej ne vodi prodavnicu cipela,
13:05
Zappos isn't a shoe store.
285
785160
3000
Zapos nije prodavnica cipela.
13:08
Zappos is the one, the only,
286
788160
2000
Zapos je jedno jedino,
13:10
the best-there-ever-was
287
790160
2000
najbolje koje je ikada postojalo,
13:12
place for people who are into shoes to find each other,
288
792160
4000
mesto za ljude koje cipele zanimaju za nalaženje jedni drugih,
13:16
to talk about their passion,
289
796160
2000
da razgovaraju o svojoj strasti,
13:18
to connect with people who care more
290
798160
2000
da se povežu sa ljudima kojima je više stalo
13:20
about customer service than making a nickel tomorrow.
291
800160
3000
do korisnika, nego da zarade dinar sutra.
13:23
It can be something as prosaic as shoes,
292
803160
2000
To može da bude nešto jednostavno poput cipela.
13:25
and something as complicated as overthrowing a government.
293
805160
2000
I nešto komplikovano poput zbacivanja vlade.
13:27
It's exactly the same behavior though.
294
807160
4000
Ponašanje je doduše poptuno isto.
13:31
What it requires, as Geraldine Carter has discovered,
295
811160
3000
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.
296
814160
3000
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,
297
817160
4000
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.
298
821160
5000
onda zajedno možemo da dobijemo nešto što svi želimo.
13:46
We're just waiting for someone to lead us."
299
826160
2000
Mi samo čekamo nekoga da nas vodi.
13:48
Michelle Kaufman has pioneered
300
828160
2000
Mišel Kaufman je bila pionir
13:50
new ways of thinking about environmental architecture.
301
830160
4000
u novim načinima razmišljanja o arhitekturi životne sredine.
13:54
She doesn't do it by quietly building one house at a time.
302
834160
3000
Ona to ne čini tiho gradeći jednu po jednu kuću.
13:57
She does it by telling a story
303
837160
3000
Ona to čini pričajući priče
14:00
to people who want to hear it.
304
840160
2000
ljudima koji žele da ih čuju.
14:02
By connecting a tribe of people
305
842160
2000
Povezujući pleme ljudi
14:04
who are desperate to be connected to each other.
306
844160
3000
koji su očajni da budu povezani jedni sa drugima.
14:07
By leading a movement and
307
847160
2000
Vodeći pokret.
14:09
making change.
308
849160
2000
Tako što menja.
14:11
And around and around and around it goes.
309
851160
2000
I okolo i okolo i okolo ide.
14:13
So three questions I'd offer you.
310
853160
2000
Nudim vam tri pitanja.
14:15
The first one is, who exactly
311
855160
3000
Prvo je, koga tačno
14:18
are you upsetting?
312
858160
2000
uznemiravate?
14:20
Because if you're not upsetting anyone, you're not changing the status quo.
313
860160
4000
Jer ako nikoga ne uznemiravate, ne menjate status kvo.
14:24
The second question is, who are you connecting?
314
864160
3000
Drugo pitanje je, koga povezujete?
14:27
Because for a lot of people, that's what they're in it for:
315
867160
3000
Jer za mnogo ljudi, to je razlog zbog kojeg su tu.
14:30
the connections that are being made, one to the other.
316
870160
4000
Veze koje se stvaraju, jedni sa drugima.
14:34
And the third one is, who are you leading?
317
874160
4000
I treće, koga vodite?
14:38
Because focusing on that part of it --
318
878160
3000
Budući da se fokusirate na taj deo,
14:41
not the mechanics of what you're building,
319
881160
2000
ne na mehaniku onoga što gradite,
14:43
but the who, and the leading part -- is where change comes.
320
883160
4000
već ko, a vodeći deo je gde promena nastupa.
14:47
So Blake, at Tom's Shoes, had a very simple idea.
321
887160
4000
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
322
891160
5000
" Šta bi se desilo kada bih svaki put kad neko kupi par ovih cipela
14:56
I gave exactly the same pair to someone
323
896160
2000
poklonio isti taj par nekome
14:58
who doesn't even own a pair of shoes?"
324
898160
3000
ko čak ni nema svoj par obuće?"
15:01
This is not the story of how you get shelf space at Neiman Marcus.
325
901160
4000
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.
326
905160
4000
To je priča o proizvodu koji priča priče.
15:09
And as you walk around with this remarkable pair of shoes
327
909160
2000
I dok šetate u ovoj sjajnoj obući
15:11
and someone says, "What are those?"
328
911160
2000
i neko kaže, " Šta je to?"
15:13
You get to tell the story on Blake's behalf,
329
913160
2000
Imate priliku da ispričate priču u Blejkovu korist,
15:15
on behalf of the people who got the shoes.
330
915160
2000
u korist ljudi koji dobijaju te cipele.
15:17
And suddenly it's not one pair of shoes or 100 pairs of shoes.
331
917160
3000
I odjednom nije jedan par obuće ili 100 pari.
15:20
It's tens of thousands of pairs of shoes.
332
920160
2000
Već je desetine hiljada pari obuće.
15:22
My friend Red Maxwell has spent the last 10 years
333
922160
3000
Moj prijatelj Red Maksvel je proveo poslednjih 10 godina
15:25
fighting against juvenile diabetes.
334
925160
3000
boreći se protiv mladalačkog dijabetesa.
15:28
Not fighting the organization that's fighting it -- fighting with them, leading them,
335
928160
3000
Ne boreći se sa organizacijom koja se bori protiv toga, boreći se sa njima, vodeći ih,
15:31
connecting them, challenging the status quo
336
931160
4000
povezujući ih, izazivajući status kvo,
15:35
because it's important to him.
337
935160
2000
jer mu je to važno.
15:37
And the people he surrounds himself with need the connection.
338
937160
5000
I ljudima kojima se okružuje je potrebno da se povežu.
15:42
They need the leadership. It makes a difference.
339
942160
3000
Potrebno im je vođstvo. To čini razliku.
15:45
You don't need permission from people to lead them.
340
945160
3000
Ne treba Vam dozvola od ljudi da ih vodite.
15:48
But in case you do, here it is:
341
948160
3000
Ali za slučaj da Vam treba, evo je.
15:51
they're waiting, we're waiting
342
951160
3000
Oni čekaju, mi čekamo
15:54
for you to show us where to go next.
343
954160
3000
da nam pokažete kuda da idemo sledeće.
15:57
So here is what leaders have in common. The first thing is, they challenge
344
957160
3000
Evo šta lideri imaju zajedničko. Prva stvar, oni izazivaju
16:00
the status quo.
345
960160
2000
status kvo.
16:02
They challenge what's currently there.
346
962160
2000
Izazivaju ono što je trenutno tamo.
16:04
The second thing is, they build a culture.
347
964160
3000
Druga stvar je, oni grade kulturu.
16:07
A secret language, a seven-second handshake,
348
967160
3000
Tajni jezik, tajno rukovanje.
16:10
a way of knowing that you're in or out.
349
970160
3000
Način da znaju da li ste unutra ili ne.
16:13
They have curiosity. Curiosity about people in the tribe,
350
973160
3000
Radoznali su. Radoznali po pitanju ljudi u plemenu.
16:16
curiosity about outsiders. They're asking questions.
351
976160
3000
Radoznalost za ljude spolja. Oni postavljaju pitanja.
16:19
They connect people to one another.
352
979160
2000
Oni povezuju ljude međusobno.
16:21
Do you know what people want more than anything?
353
981160
2000
Da li znate šta ljudi žele više od svega?
16:23
They want to be missed.
354
983160
2000
Oni žele da nedostaju nekome.
16:25
They want to be missed the day they don't show up.
355
985160
2000
Žele da nedostaju dana kada se ne pojave.
16:27
They want to be missed when they're gone.
356
987160
3000
Žele da nedostaju kada umru.
16:30
And tribe leaders can do that.
357
990160
2000
A vođe plemena mogu to da učine.
16:32
It's fascinating, because all tribe leaders have charisma,
358
992160
4000
Fascinanto je jer sve vođe plemena imaju harizmu.
16:36
but you don't need charisma to become a leader.
359
996160
2000
Ne treba Vam harizma da postanete lider.
16:38
Being a leader gives you charisma.
360
998160
3000
Biti lider Vam daje harizmu.
16:41
If you look and study the leaders who have succeeded,
361
1001160
3000
Ako pogledate i proučite lidere koji su uspeli,
16:44
that's where charisma comes from -- from the leading.
362
1004160
2000
odatle dolazi harizma, iz vođstva.
16:46
Finally, they commit.
363
1006160
3000
Konačno, oni su posvećeni.
16:49
They commit to the cause. They commit to the tribe.
364
1009160
2000
Oni su posvećeni problemu. Posvećeni su plemenu.
16:51
They commit to the people who are there.
365
1011160
3000
Posvećeni su ljudima koji su tamo.
16:54
So I'd like you to do something for me.
366
1014160
3000
Želim da uradite nešto za mene.
16:57
And I hope you'll think about it before you reject it out-of-hand.
367
1017160
3000
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,
368
1020160
4000
Za ono što želim da učinite biće Vam potrebna samo 24 sata,
17:04
is: create a movement.
369
1024160
2000
a to je da stvorite pokret.
17:06
Something that matters. Start. Do it. We need it.
370
1026160
4000
Nešto što je važno. Započnite. Uradite to. Potrebno nam je.
17:10
Thank you very much. I appreciate it.
371
1030160
2000
Mnogo vam hvala, cenim to.
17:12
(Applause)
372
1032160
5000
( aplauz )

Original video on YouTube.com
About this website

This site will introduce you to YouTube videos that are useful for learning English. You will see English lessons taught by top-notch teachers from around the world. Double-click on the English subtitles displayed on each video page to play the video from there. The subtitles scroll in sync with the video playback. If you have any comments or requests, please contact us using this contact form.

https://forms.gle/WvT1wiN1qDtmnspy7