Gayle Tzemach Lemmon: Women entrepreneurs, example not exception

Prevodilac: Aleksandar Kovačević Lektor: Mile Živković

We do not invest in victims,

Ne zanimaju nas žrtve,

we invest in survivors.

već preživeli.

And in ways both big and small,

I u velikim i u malim stvarima,

the narrative of the victim

na žene gledamo

shapes the way we see women.

kroz priču o žrtvi.

You can't count what you don't see.

Nevidljivo se ne može izbrojati.

And we don't invest in what's invisible to us.

Niti nas zanima ono što ne vidimo.

But this is the face

Ali ovo je lice

of resilience.

otpora.

Six years ago,

Pre šest godina

I started writing about women entrepreneurs

sam počela da pišem o ženama preduzetnicima

during and after conflict.

za vreme i posle ratova.

I set out to write a compelling economic story,

Namera mi je bila da napišem dobru priču

one that had great characters, that no one else was telling,

o ekonomiji, sa sjajnim likovima, koju niko drugi nije pričao,

and one that I thought mattered.

za koju sam mislila da je bitna.

And that turned out to be women.

Na kraju su to ispale žene.

I had left ABC news and a career I loved at the age of 30

Sa 30 godina sam napustila ABC vesti, karijeru koju sam volela,

for business school,

da bih upisala ekonomski fakultet,

a path I knew almost nothing about.

o kome nisam skoro ništa znala.

None of the women I had grown up with in Maryland

Ni jedna od žena sa kojima sam odrasla u Merilendu

had graduated from college,

nije završila fakultet,

let alone considered business school.

a kamo li ekonomski.

But they had hustled to feed their kids

Ali su naporno radile da bi prehranile decu

and pay their rent.

i platile račune.

And I saw from a young age

Od malh nogu sam videla

that having a decent job and earning a good living

da je dobar posao sa pristojnom zaradom

made the biggest difference

najvažniji za porodice

for families who were struggling.

sa novčanim problemima.

So if you're going to talk about jobs,

Ako se već priča o poslovima,

then you have to talk about entrepreneurs.

mora da se priča o preduzetnicima.

And if you're talking about entrepreneurs

A ako se priča o preduzetnicima

in conflict and post-conflict settings,

u uslovima za vreme i posle rata,

then you must talk about women,

mora da se priča o ženama,

because they are the population you have left.

jer one predstavljaju preživele.

Rwanda in the immediate aftermath of the genocide

Neposredno nakon genocida u Ruandi,

was 77 percent female.

žene su činile 77% stanovništva.

I want to introduce you

Želela bih da vas upoznam

to some of those entrepreneurs I've met

sa nekim od preduzetnika koje sam srela

and share with you some of what they've taught me over the years.

i da vam pokažem šta sam od njih naučila.

I went to Afghanistan in 2005

2005. godine sam u Avganistanu

to work on a Financial Times piece,

pisala članak za Financial Times,

and there I met Kamila,

i tu sam upoznala Kamilu,

a young women who told me she had just turned down

koja mi je rekla da je odbila

a job with the international community

posao u međunarodnoj kompaniji,

that would have paid her nearly $2,000 a month --

sa mesečnom platom od skoro $2.000,

an astronomical sum in that context.

što je za te uslove ogromna suma.

And she had turned it down, she said,

Rekla je da je odbila

because she was going to start her next business,

kako bi započela svoj sledeći posao,

an entrepreneurship consultancy

školu za preduzetnike, gde bi muškarci

that would teach business skills

i žene iz čitavog Avganistana

to men and women all around Afghanistan.

mogli da uče o poslovanju.

Business, she said,

Rekla je da je ekonomija

was critical to her country's future.

ključna za budućnost zemlje.

Because long after this round of internationals left,

Dugo nakon odlaska internacionalnih kompanija,

business would help keep her country

jaka ekonomija bi osigurala

peaceful and secure.

mir i bezbednost.

And she said business was even more important for women

Rekla je da je za žene ekonomija još važnija,

because earning an income earned respect

jer dobra zarada donosi poštovanje,

and money was power for women.

a za žene je novac moć.

So I was amazed.

Zapanjila sam se.

I mean here was a girl who had never lived in peace time

Ta devojka nije ni živela u vreme mira,

who somehow had come to sound like a candidate from "The Apprentice."

ali je uspela da zvuči kao kandidat iz ,,Šegrta''.

(Laughter)

(Smeh)

So I asked her, "How in the world do you know this much about business?

Pitala sam je odakle zna toliko o poslovanju.

Why are you so passionate?"

Odakle takva strast?

She said, "Oh Gayle, this is actually my third business.

Odgovorila je da joj je to već treći posao.

My first business was a dressmaking business

Prvi je započela za vreme vlasti Talibana,

I started under the Taliban.

i bavio se šivenjem.

And that was actually an excellent business,

I bio je veoma uspešan,

because we provided jobs for women all around our neighborhood.

jer je zapošljavao žene iz čitavog komšiluka.

And that's really how I became an entrepreneur."

Tako je postala preduzetnik.

Think about this:

Razmislite o tome:

Here were girls who braved danger

to su devojke koje su uprkos opasnosti

to become breadwinners

zarađivale za hleb,

during years in which they couldn't even be on their streets.

iako nisu smele ni da izađu na ulicu.

And at a time of economic collapse

Za vreme ekonomske krize,

when people sold baby dolls and shoe laces

dok su ljudi prodavali lutke, pertle,

and windows and doors

vrata i prozore

just to survive,

kako bi preživeli,

these girls made the difference

te devojke su za mnoge

between survival and starvation

stvarale razliku između

for so many.

gladi i života.

I couldn't leave the story, and I couldn't leave the topic either,

Nisam mogla da se okanem te priče,

because everywhere I went I met more of these women

jer gde god da odem, sretala bih još takvih žena

who no one seemed to know about,

za koje niko ne zna,

or even wish to.

niti želi da zna.

I went on to Bosnia,

Zatim sam otišla u Bosnu,

and early on in my interviews I met with an IMF official

i pri početku istraživanja sam srela zvaničnika MMF-a

who said, "You know, Gayle,

koji je rekao da izgleda

I don't think we actually have women in business in Bosnia,

da u bosanskoj ekonomiji nema žena,

but there is a lady selling cheese nearby

ali u blizini ima žena koja prodaje

on the side of the road.

sir pored puta.

So maybe you could interview her."

Možda mogu sa njom da razgovaram.

So I went out reporting

Nastavila sam da izveštavam

and within a day I met Narcisa Kavazovic

i već sledećeg dana sam upoznala Narcisu Kavazović,

who at that point was opening a new factory

koja je baš tada otvarala fabriku

on the war's former front lines in Sarajevo.

na bivšem sarajevskom frontu.

She had started her business

Posao je započela

squatting in an abandoned garage,

zauzevši napuštenu garažu;

sewing sheets and pillow cases

šila je čaršave i jastučnice,

she would take to markets all around the city

pa ih prodavala na pijacama širom grada

so that she could support

kako bi izdržavala

the 12 or 13 family members

12 ili 13 članova porodice

who were counting on her for survival.

koji su od nje zavisili.

By the time we met, she had 20 employees,

Kad smo se srele, imala je 20 zaposlenih,

most of them women,

uglavnom žena,

who were sending their boys and their girls to school.

čija su deca tek kretala u školu.

And she was just the start.

A to je samo početak.

I met women running essential oils businesses,

Srela sam žene koje su vodile fabrike esencijalnih ulja,

wineries

vinarije,

and even the country's largest advertising agency.

čak i najveću reklamnu agenciju u državi.

So these stories together

Sve te priče su postale naslovnica

became the Herald Tribune business cover.

ekonomskog izdanja Herald Tribune.

And when this story posted,

Kada je priča objavljena,

I ran to my computer to send it to the IMF official.

poslala sam je onom zvaničniku MMF-a

And I said, "Just in case you're looking for entrepreneurs

uz poruku: ,,Ukoliko tražite preduzetnike

to feature at your next investment conference,

za sledeći sastanak investitora,

here are a couple of women."

evo nekoliko žena.''

(Applause)

(Aplauz)

But think about this.

Ali uzmite u obzir

The IMF official is hardly the only person

da taj zvaničnik MMF-a nije jedini

to automatically file women under micro.

koji žene smatra zanemarljivim.

The biases, whether intentional or otherwise,

Namerno ili ne, predrasude

are pervasive,

i netačne pretpostavke

and so are the misleading mental images.

su sveprisutne.

If you see the word "microfinance,"

Kada se pomenu ,,mikrofinansije'',

what comes to mind?

na šta se prvo pomisli?

Most people say women.

Uglavnom na žene.

And if you see the word "entrepreneur,"

A kada se kaže ,,preduzetnik'',

most people think men.

uglavnom na muškarce.

Why is that?

Zbog čega?

Because we aim low and we think small

Zato što imamo premala očekivanja

when it comes to women.

kada je reč o ženama.

Microfinance is an incredibly powerful tool

Mikrofinansije su vrlo moćna alatka

that leads to self-sufficiency and self-respect,

na putu ka samostalnosti i samopoštovanju,

but we must move beyond micro-hopes

ali moramo da gajimo više od mikro-nada

and micro-ambitions for women,

i mikro-ambicija za žene,

because they have so much greater hopes for themselves.

jer one od sebe očekuju mnogo više.

They want to move from micro to medium and beyond.

Žele da sa mikro pređu na srednje i više.

And in many places,

A na mnogim mestima

they're there.

su to i uspele.

In the U.S., women-owned businesses

U SAD će poslovi koje vode žene

will create five and a half million new jobs by 2018.

do 2018. stvoriti 5,5 miliona radnih mesta.

In South Korea and Indonesia,

U Južnoj Koreji i Indoneziji

women own nearly half a million firms.

žene drže oko pola miliona firmi.

China, women run 20 percent

U Kini žene vode

of all small businesses.

20% malih preduzeća.

And in the developing world overall,

Za sve zemlje u razvoju,

That figure is 40 to 50 percent.

ta cifra iznosi ukupno 40-50%.

Nearly everywhere I go,

Gde god da krenem,

I meet incredibly interesting entrepreneurs

srećem neverovatno zanimljive preduzetnike

who are seeking access to finance, access to markets

koji traže pristup finansijama, tržištima

and established business networks.

i postojećim poslovnim mrežama.

They are often ignored

Često ih ignorišu

because they're harder to help.

jer im je teže pomoći.

It is much riskier to give a 50,000 dollar loan

Mnogo je veći rizik dati zajam od $50.000

than it is to give a 500 dollar loan.

nego od $500.

And as the World Bank recently noted,

Po rečima Svetske Banke,

women are stuck in a productivity trap.

žene preduzetnici su zaglavljene u mestu.

Those in small businesses

Vlasnice malih preduzeća

can't get the capital they need to expand

ne mogu da sakupe sredstva za proširenje,

and those in microbusiness

a one u mikrobiznisu

can't grow out of them.

ne mogu da ga prevaziđu.

Recently I was at the State Department in Washington

Nedavno sam u Stejt Departmentu u Vašingtonu

and I met an incredibly passionate entrepreneur from Ghana.

upoznala neverovatno strastvenu ženu preduzetnika iz Gane.

She sells chocolates.

Prodaje čokoladu.

And she had come to Washington,

Nije došla u Vašington

not seeking a handout and not seeking a microloan.

tražeći poklon ili mikrozajam,

She had come seeking serious investment dollars

već ozbiljnu investiciju

so that she could build the factory

kako bi mogla da izgradi fabriku

and buy the equipment she needs

i kupi neophodnu opremu

to export her chocolates

za izvoz čokolade

to Africa, Europe, the Middle East

u Afriku, Evropu, Bliski Istok,

and far beyond --

pa i šire -

capital that would help her to employ

pomoću čega bi zaposlila

more than the 20 people

više od 20 ljudi

that she already has working for her,

koji već rade za nju,

and capital that would fuel her own country's

i što bi pojačalo ekonomiju

economic climb.

njene domovine.

The great news is

Na sreću, već znamo

we already know what works.

koje metode uspevaju.

Theory and empirical evidence

Naučili smo to

Have already taught us.

iz teorije i iskustva.

We don't need to invent solutions because we have them --

Ne moramo da smišljamo rešenja jer ona već postoje -

cash flow loans

povoljne pozajmice

based in income rather than assets,

zasnovane na prihodu, a ne imovini,

loans that use secure contracts rather than collateral,

sa sigurnim ugovorima umesto zaloga,

because women often don't own land.

pošto dosta žena ne poseduje zemljište.

And Kiva.org, the microlender,

A Kiva.org, servis za mikropozajmice,

is actually now experimenting with crowdsourcing

eksperimentiše sa prikupljanjem sredstava za male i srednje

small and medium sized loans.

pozajmice od korisnika interneta.

And that's just to start.

I to je samo početak.

Recently it has become very much in fashion

U poslednje vreme je moderno

to call women "the emerging market of the emerging market."

žene zvati ,,tržištem u razvoju trišta u razvoju''.

I think that is terrific.

Mislim da je to sjajno.

You know why?

Znate li zašto?

Because -- and I say this as somebody who worked in finance --

Jer kao neko u finansijskom sektoru

500 billion dollars at least

znam da je protekle decenije

has gone into the emerging markets in the past decade.

u tržišta u razvoju uloženo najmanje 500 milijardi dolara.

Because investors saw the potential for return

Investitori tu vide potencijal za zaradu

at a time of slowing economic growth,

dok ekonomski razvoj usporava,

and so they created financial products

pa su stvorili finansijske ugovore

and financial innovation

i inovacije

tailored to the emerging markets.

prema potrebama tržišta u razvoju.

How wonderful would it be

Zar ne bi bilo divno

if we were prepared to replace all of our lofty words

kada bismo sve lepe reči

with our wallets

potkrepili novcem

and invest 500 billion dollars

i investicijom od 500 milijardi dolara

unleashing women's economic potential?

iskoristili ekonomski potencijal žena?

Just think of the benefits

Zamislite samo o povoljnim posledicama

when it comes to jobs, productivity,

po radna mesta, produktivnost,

employment, child nutrition,

zapošljavanje, negu dece,

maternal mortality, literacy

smrtnost majki, stopu pismenosti

and much, much more.

i još mnogo toga.

Because, as the World Economic Forum noted,

Jer, prema Svetskom ekonomskom forumu,

smaller gender gaps are directly correlated

veća ekonomska konkurentnost direktno smanjuje

with increased economic competitiveness.

razliku u zaradi među polovima.

And not one country in all the world

Ni jedna država nije uspela da ukloni

has eliminated its economic participation gap --

razliku u udelu polova u radnoj snazi -

not one.

ni jedna.

So the great news

Drago nam je

is this is an incredible opportunity.

što imamo ovu neverovatnu priliku

We have so much room to grow.

i mnogo prostora za razvoj.

So you see,

Vidite,

this is not about doing good,

ovde se ne radi o dobročinstvu,

this is about global growth

već o globalnom razvoju

and global employment.

i zapošljavanju.

It is about how we invest

Radi se o načinu investiranja

and it's about how we see women.

i gledanja na žene.

And women can no longer be

Žene ne mogu više da istovremeno

both half the population

budu polovina stanovništva

and a special interest group.

i ugrožena grupa.

(Applause)

(Aplauz)

Oftentimes I get into very interesting discussions with reporters

Često mi tokom zanimljivih rasprava

who say to me, "Gayle, these are great stories,

novinari kažu: „Gejl, lepe su ti priče,

but you're really writing about the exceptions."

ali radi se o izuzecima.''

Now that makes me pause for just a couple reasons.

Tu se zamislim iz više razloga.

First of all, for exceptions,

Prvo, ako su izuzeci,

there are a lot of them

em ih ima dosta,

and they're important.

em su značajni.

Secondly, when we talk about men who are succeeding,

Drugo, kad pričamo o uspešnim muškarcima,

we rightly consider them

sa pravom ih smatramo

icons or pioneers or innovators

ikonama ili pionirima ili inovatorima

to be emulated.

na koje se treba ugledati.

And when we talk about women,

Kad je reč o ženama,

they are either exceptions to be dismissed

one su ili zanemarljivi izuzeci,

or aberrations to be ignored.

ili greške koje treba ignorisati.

And finally,

Na kraju,

there is no society anywhere in all the world

promene u svim društvima sveta

that is not changed

vrše samo oni

except by its most exceptional.

koji su najizuzetniji.

So why wouldn't we celebrate and elevate

Zašto onda ne bismo slavili

these change makers and job creators

te tvorce promena i radnih mesta,

rather than overlook them?

umesto da ih zanemarimo?

This topic of resilience is very personal to me

Lično sam vezana za tu priču o otpornosti,

and in many ways has shaped my life.

koja mi je umnogome oblikovala život.

My mom was a single mom

Imala sam samohranu majku

who worked at the phone company during the day

koja je danju radila kao teleoperater,

and sold Tupperware at night

a noću prodavala plastično posuđe

so that I could have every opportunity possible.

kako bi mi pružila sve što je mogla.

We shopped double coupons

Kupovale smo kuponima

and layaway and consignment stores,

i na odloženo u komisionima,

and when she got sick with stage four breast cancer

a kad joj je otkriven četvrti stepen karcinoma dojke

and could no longer work,

i više nije mogla da radi,

we even applied for food stamps.

prijavile smo se i za socijalnu pomoć.

And when I would feel sorry for myself

A kada bih počela da sažaljevam sebe,

as nine or 10 year-old girls do,

kao što umeju devojčice od 9 ili 10 godina

she would say to me, "My dear, on a scale of major world tragedies,

rekla bi mi: „Dušo, u odnosu na velike svetske tragedije,

yours is not a three."

ovo nije ništa posebno.''

(Laughter)

(Smeh)

And when I was applying to business school

Kad sam se upisivala na ekonomski fakultet

and felt certain I couldn't do it

i bila sigurna da neću uspeti

and nobody I knew had done it,

jer niko koga poznajem nije uspeo,

I went to my aunt who survived years of beatings at the hand of her husband

posetila sam tetku koju je muž godinama tukao,

and escaped a marriage of abuse

i kojoj je posle propalog braka

with only her dignity intact.

ostalo jedino dostojanstvo.

And she told me,

Rekla mi je:

"Never import other people's limitations."

„Ne nameći sebi tuđa ograničenja.''

And when I complained to my grandmother,

A kad sam se požalila baki,

a World War II veteran

veteranu Drugog svetskog rata,

who worked in film for 50 years

koja je 50 godina radila na filmovima,

and who supported me from the age of 13,

a mene izdržavala od 13. godine,

that I was terrified

da se plašim

that if I turned down a plum assignment at ABC

da neću pronači novi posao

for a fellowship overseas,

ako odbijem onaj iz ABC

I would never ever, ever find another job,

i počnem studije u inostranstvu,

she said, "Kiddo, I'm going to tell you two things.

rekla je: „Mala, da ti kažem dve stvari.

First of all, no one turns down a Fulbright,

Prvo, stipendija se ne odbija,

and secondly, McDonald's is always hiring."

i drugo, u Mekonaldsu uvek ima mesta.''

(Laughter)

(Smeh)

"You will find a job. Take the leap."

„Naći ćeš posao. Samo napred.''

The women in my family

Žene iz moje porodice

are not exceptions.

nisu izuzeci.

The women in this room and watching in L.A.

Žene u ovoj sobi, ili one koje gledaju

and all around the world

u Los Anđelesu i širom sveta,

are not exceptions.

nisu izuzeci.

We are not a special interest group.

Mi nismo ugrožena grupa.

We are the majority.

Mi smo većina.

And for far too long,

I već predugo

we have underestimated ourselves

potcenjujemo same sebe,

and been undervalued by others.

a drugi nas ne shvataju ozbiljno.

It is time for us to aim higher

Došlo je vreme da od žena

when it comes to women,

očekujemo više,

to invest more and to deploy our dollars

da ulažemo više i utrošimo novac

to benefit women all around the world.

na korist svih žena sveta.

We can make a difference,

Možemo da promenimo stanje stvari,

and make a difference, not just for women,

i to ne samo za žene,

but for a global economy

već i za svetsku ekonomiju,

that desperately needs their contributions.

kojoj očajnički treba njihov doprinos.

Together we can make certain

Zajedno možemo da se pobrinemo

that the so-called exceptions

da ti takozvani izuzeci

begin to rule.

postanu pravilo.

When we change the way we see ourselves,

Kad promenimo mišljenje o sebi,

others will follow.

promeniće ga i drugi.

And it is time for all of us

Vreme je da svi počnemo

to think bigger.

da očekujemo više.

Thank you very much.

Mnogo vam hvala.

(Applause)

(Aplauz)