How to get your ideas to spread | Seth Godin

Prevodilac: Elizabeta Petrovic Lektor: Ivana Korom

I'm going to give you four specific examples,

Daću vam četiri konkretna primera – na kraju ću ih pokriti –

I'm going to cover at the end

about how a company called Silk tripled their sales;

o tome kako je preduzeće zvano Silk utrostručilo svoju prodaju radeći jednu stvar.

how an artist named Jeff Koons went from being a nobody

Kako je umetnik Džef Kuns prošao put od toga da je bio niko

to making a whole bunch of money and having a lot of impact;

do toga da je zaradio gomilu novaca i ima velik uticaj

to how Frank Gehry redefined what it meant to be an architect.

ili toga kako je Frenk Geri redefinisao šta to znači biti arhitekta.

And one of my biggest failures as a marketer in the last few years --

Jedan od mojih najvećih neuspeha u marketingu u proteklih nekoliko godina je

a record label I started that had a CD called "Sauce."

diskografska kuća koju sam osnovao, koja je imala CD pod nazivom “Umak”.

Before I can do that I've got to tell you about sliced bread,

Pre nešto što to učinim, moram vam reći o narezanom hlebu i čoveku koji se zove Oto Roveder.

and a guy named Otto Rohwedder.

Now, before sliced bread was invented in the 1910s

Pre nego što je narezani hleb izmišljen 1910.,

I wonder what they said?

pitam se šta su rekli?

Like the greatest invention since the telegraph or something.

Najveći izum još od... telegrafa ili nečega.

But this guy named Otto Rohwedder invented sliced bread,

Ali čovek sa imenom Oto Roveder izumeo je narezani hleb

and he focused, like most inventors did, on the patent part and the making part.

i fokusirao se, kao i većina izumitelja, na deo patenta i deo izrade.

And the thing about the invention of sliced bread is this --

A ključna stvar u izumu narezanog hleba je ovo –

that for the first 15 years after sliced bread was available

prvih 15 godina nakon što je narezani hleb bio dostupan

no one bought it; no one knew about it;

niko ga nije kupio, niko nije znao o tome. Bio je to potpuni neuspeh.

it was a complete and total failure.

And the reason is that until Wonder came along

A razlog tome je što dok Wonder nije došao

and figured out how to spread the idea of sliced bread,

i shvatio kako da proširi ideju narezanog hleba, niko ga nije hteo.

no one wanted it.

That the success of sliced bread,

Uspeh narezanog hleba,

like the success of almost everything we've talked about at this conference,

kao uspeh gotovo svega o čemu pričamo na ovoj konferenciji,

is not always about what the patent is like, or what the factory is like --

nije uvek u tome kakav je patent ili kakva je fabrika,

it's about can you get your idea to spread, or not.

ključna stvar je u tome možete li proširiti svoju ideju ili ne.

And I think that the way you're going to get what you want,

Mislim da je način na koji ćete dobiti šta želite

or cause the change that you want to change, to happen,

ili izazvati promenu koju želite,

is to figure out a way to get your ideas to spread.

taj da morate da smislite način kako da proširite svoju ideju.

And it doesn't matter to me whether you're running a coffee shop

I nije bitno vodite li kafić

or you're an intellectual, or you're in business,

ili ste intelektualac ili ste u preduzeću ili letite balonom na vruć vazduh.

or you're flying hot air balloons.

Mislim da ovo vredi za svakoga bez obzira čime se bavi.

I think that all this stuff applies to everybody regardless of what we do.

That what we are living in is a century of idea diffusion.

Mi živimo u veku razmene ideja.

That people who can spread ideas, regardless of what those ideas are, win.

Ljudi koji mogu da šire ideje, bez obzira kakve su to ideje, pobeđuju.

When I talk about it I usually pick business,

Kada o tome razgovaram, obično odaberem biznis

because they make the best pictures that you can put in your presentation,

jer oni stvaraju najbolje primere koje možete staviti u prezentaciju,

and because it's the easiest sort of way to keep score.

ali i zbog toga jer je najlakše pratiti rezultat.

But I want you to forgive me when I use these examples

Ali želim da mi oprostite kada budem koristio te primere

because I'm talking about anything that you decide to spend your time to do.

jer ću pričati o bilo čemu uz šta vi odlučite da provedete svoje vreme.

At the heart of spreading ideas is TV and stuff like TV.

U srcu širenja ideja je TV i stvari kao što su TV.

TV and mass media made it really easy to spread ideas in a certain way.

TV i masovni mediji učinili su širenje ideja na određeni način stvarno lakim.

I call it the "TV-industrial complex."

Zovem to TV industrijski kompleks.

The way the TV-industrial complex works, is you buy some ads,

Način na koji radi TV industrijski kompleks, jeste da vi kupite oglase –

interrupt some people, that gets you distribution.

prekinete neke ljude – što vam omogući da dobijete distribuciju.

You use the distribution you get to sell more products.

Zatim koristite distribuciju koju ste dobili kako biste prodali više proizvoda.

You take the profit from that to buy more ads.

Od toga ostvarujete profit kako biste kupili još više oglasa.

And it goes around and around and around,

I tako to ide u krug,

the same way that the military-industrial complex worked a long time ago.

isto kao što su vojni i industrijski kompleks radili davno.

That model of, and we heard it yesterday --

I model je, a mi smo to čuli i juče,

if we could only get onto the homepage of Google,

kada bismo samo mogli da dođemo na početnu stranicu Googla,

if we could only figure out how to get promoted there,

kada bismo samo mogli da shvatimo kako da se tamo promovišemo,

kada bismo samo shvatili kako uhvatiti tu osobu za vrat

or grab that person by the throat,

and tell them about what we want to do.

i reći joj šta mi to želimo da radimo.

If we did that then everyone would pay attention, and we would win.

Kada to učinimo, svi će nam posvetiti pažnju i mi ćemo pobediti.

Well, this TV-industrial complex informed my entire childhood and probably yours.

Ovaj TV industrijski kompleks informisao me je celo detinjstvo, a verovatno i vas.

I mean, all of these products succeeded because someone figured out

Svi ovi proizvodi uspeli su jer je neko shvatio

how to touch people in a way they weren't expecting,

kako da dodirne ljude na način na koji nisu očekivali,

in a way they didn't necessarily want, with an ad,

na način na koji nisu nužno želeli sa oglasom,

over and over again until they bought it.

opet i opet, sve dok ga napokon nisu kupili.

And the thing that's happened is, they canceled the TV-industrial complex.

I onda se dogodilo da su oni otkazali TV industrijski kompleks.

That just over the last few years,

I to u poslednjih nekoliko godina,

what anybody who markets anything has discovered

svako ko reklamira nešto, otkrio je

is that it's not working the way that it used to.

kako to ne radi kao što se nekad radilo.

This picture is really fuzzy, I apologize; I had a bad cold when I took it.

Ova slika je zaista mutna, izvinjavam se, imao sam strašnu prehladu kad sam je slikao.

(Laughter)

Proizvod u plavoj kutiji u centru je moje dete s postera.

But the product in the blue box in the center is my poster child.

I go to the deli; I'm sick; I need to buy some medicine.

Dobro. Odem u prodavnicu, bolestan sam, moram da kupim neke lekove.

The brand manager for that blue product spent 100 million dollars

Menadžer marke tog plavog proizvoda potrošio je 100 miliona dolara

trying to interrupt me in one year.

kako bi me prekinuo u jednoj godini.

100 million dollars interrupting me with TV commercials

100 miliona dolara prekida me TV oglasima i časopisima i spamom

and magazine ads and Spam

and coupons and shelving allowances and spiff --

i kuponima i dostupnosti na policama i bonusima kod kupovine –

all so I could ignore every single message.

sve kako bih ignorisao svaku poruku.

And I ignored every message

I ignorisao sam svaku poruku jer nemam problem s lekovima protiv bolova.

because I don't have a pain reliever problem.

I buy the stuff in the yellow box because I always have.

Kupujem stvari iz žute kutije jer sam ih uvek kupovao.

And I'm not going to invest a minute of my time to solve her problem,

I neću investirati minut svoga vremena kako bih rešio njen problem,

because I don't care.

jer me nije briga.

Here's a magazine called "Hydrate." It's 180 pages about water.

Evo časopisa zvanog "Hidrirati". 180 stranica o vodi.

(Laughter)

(Smeh)

Articles about water, ads about water.

Članci o vodi, oglasi o vodi.

Imagine what the world was like 40 years ago,

Zamislite kakav je svet bio pre 40 godina

with just the Saturday Evening Post and Time and Newsweek.

kada je postojao samo Saturday Evening Post i Time i Newsweek.

Now there are magazines about water.

Sada postoje časopisi o vodi.

New product from Coke Japan: water salad.

Novi proizvod iz "Coke Japana" – vodena salata.

(Laughter)

(Smeh)

Coke Japan comes out with a new product every three weeks,

OK. "Coke Japan" izlazi s novim proizvodom svake tri nedelje.

because they have no idea what's going to work and what's not.

Jer nemaju pojma šta će se probiti, a šta neće.

I couldn't have written this better myself.

Ne bih to ni sam napisao bolje. Izašlo je pre četiri dana –

It came out four days ago --

I circled the important parts so you can see them here.

zaokružio sam važne delove kako biste mogli da ih vidite.

Otkrili su... "Arby" će potrošiti 85 miliona dolara reklamirajući rukavicu

They've come out...

Arby's is going to spend 85 million dollars promoting an oven mitt

with the voice of Tom Arnold,

za kuvanje s glasom Toma Arnolda,

hoping that that will get people to go to Arby's and buy a roast beef sandwich.

nadajući se kako će to naterati ljude da dođu u "Arby" i kupe sendvič od pečene govedine.

(Laughter)

(Smeh)

Now, I had tried to imagine what could possibly be in an animated TV commercial

Pokušao sam da zamislim šta bi to moglo da bude u animiranoj TV reklami

featuring Tom Arnold, that would get you to get in your car,

s Tomom Arnoldom, što bi vas nateralo da sednete u svoj auto,

drive across town and buy a roast beef sandwich.

vozite se na drugu stranu grada i kupite sendvič od pečene govedine.

(Laughter)

(Smeh)

Now, this is Copernicus, and he was right,

Ovo je Kopernik i bio je u pravu

when he was talking to anyone who needs to hear your idea.

kada je razgovarao s bilo kime ko je hteo da čuje njegovu ideju.

"The world revolves around me."

Svet se okreće oko mene. Mene, mene, mene, mene, mene. Moja omiljena osoba – ja.

Me, me, me, me. My favorite person -- me.

I don't want to get email from anybody; I want to get "memail."

Ne želim da dobijem e-poštu ni od koga. Želim da dobijem "ja-poštu".

(Laughter)

(Smeh)

So consumers, and I don't just mean people who buy stuff at the Safeway;

Na taj način potrošači i to ne mislim samo na ljude koji kupuju stvari u "Safeway-u",

I mean people at the Defense Department who might buy something,

mislim na ljude u Ministarstvu obrane koji bi mogli da kupe nešto,

or people at, you know, the New Yorker who might print your article.

ili ljude u New Yorkeru koji bi mogli da objave vaš članak.

Consumers don't care about you at all; they just don't care.

Potrošači uopšte ne brinu o vama, uopšte ih nije briga.

Part of the reason is -- they've got way more choices than they used to,

Deo razloga je – imaju puno više izbora nego što su pre imali,

and way less time.

i mnogo manje vremena.

And in a world where we have too many choices and too little time,

U svetu u kojem imamo previše opcija

i premalo vremena, očigledno je da ignorišemo stvari.

the obvious thing to do is just ignore stuff.

And my parable here is you're driving down the road

I moje poređenje ovde je, vozite se putem i

and you see a cow, and you keep driving because you've seen cows before.

vidite kravu i dalje se vozite

jer ste i pre viđali krave.

Cows are invisible. Cows are boring.

Krave su nevidljive. Krave su dosadne.

Who's going to stop and pull over and say -- "Oh, look, a cow."

Ko će stati usput i reći – oh, vidi, krava. Niko.

Nobody.

(Laughter)

(Smeh)

But if the cow was purple -- isn't that a great special effect?

Ali da je krava ljubičasta – nije li to sjajan specijalni efekat?

I could do that again if you want.

Mogu to učiniti opet ako želite.

If the cow was purple, you'd notice it for a while.

Da je krava ljubičasta, primetili biste to.

I mean, if all cows were purple you'd get bored with those, too.

Mislim, ako bi sve krave bile ljubičaste takođe bi vam dosadile.

The thing that's going to decide what gets talked about,

Stvar koja odlučuje o čemu će se pričati,

what gets done, what gets changed,

šta će se učiniti, šta će se promeniti,

what gets purchased, what gets built,

šta će se kupiti, šta će se sagraditi,

is: "Is it remarkable?"

je -- da li je izuzetno?

And "remarkable" is a really cool word,

A izuzetno je stvarno super reč jer smatramo kako to znači uredno,

because we think it just means "neat,"

but it also means "worth making a remark about."

ali to takođe znači – vredno opaske.

And that is the essence of where idea diffusion is going.

To je srž ideje razmene.

That two of the hottest cars in the United States

Dva najpopularnija automobila u SAD-u su ogroman auto vredan 55.000 dolara,

is a 55,000-dollar giant car,

big enough to hold a Mini in its trunk.

dovoljno veliki da držite mini u njegovom prtljažniku.

People are paying full price for both,

Ljudi plaćaju punu cenu za oba, a jedino što im je zajedničko je

and the only thing they have in common

is that they don't have anything in common.

da nemaju ništa zajedničko.

(Laughter)

(Smeh)

Every week, the number one best-selling DVD in America changes.

Svake nedelje se promeni najprodavaniji DVD u Americi.

It's never "The Godfather," it's never "Citizen Kane,"

Nikada to nije “Kum”, nikada to nije “Građanin Kejn",

it's always some third-rate movie with some second-rate star.

Uvek je to neki trećerazredni film s drugorazrednom zvezdom.

But the reason it's number one is because that's the week it came out.

Razlog zašto je broj jedan je u tome što je te nedelje tek izašao.

Because it's new, because it's fresh.

Zato što je nov, zato što je svež.

People saw it and said "I didn't know that was there"

Jer su ga ljudi videli i rekli – nisam znao da to postoji –

and they noticed it.

i primetili su ga.

Two of the big success stories of the last 20 years in retail --

Dve uspešne priče u proteklih 20 godina u maloprodaji –

one sells things that are super-expensive in a blue box,

jedna prodaje superskupe stvari u plavoj kutiji,

and one sells things that are as cheap as they can make them.

dok druga prodaje stvari koje su najjeftinije moguće.

The only thing they have in common is that they're different.

Jedino što oni imaju zajedničko je da su različite.

We're now in the fashion business, no matter what we do for a living,

Sada smo u modnom poslu, nije bitno čime se bavimo u životu,

we're in the fashion business.

u modnom smo poslu.

And people in the fashion business

Stvar je u tome što ljudi u modnom poslu

know what it's like to be in the fashion business -- they're used to it.

znaju kako je to biti u modnom poslu, jer su navikli na to.

The rest of us have to figure out how to think that way.

Mi ostali moramo shvatiti kako da razmišljamo na taj način.

How to understand

Kako shvatiti da nije stvar u prekidanju ljudi s velikim oglasima preko cele stranice,

that it's not about interrupting people with big full-page ads,

or insisting on meetings with people.

ili insistiranju na sastancima s ljudima.

But it's a totally different sort of process

Potpuno drugačiji proces određuje koje će se ideje širiti,

that determines which ideas spread, and which ones don't.

a koje neće.

They sold a billion dollars' worth of Aeron chairs

Ova stolica – prodali su "Aeron" stolice u vrednosti od milijardu dolara

by reinventing what it meant to sell a chair.

time što su ponovno otkrili šta znači prodati stolicu.

They turned a chair from something the purchasing department bought,

Preokrenuli su percepciju stolice od nečega što neko iz nabavke kupuje,

do nečega što je statusni simbol toga gde sedite na poslu.

to something that was a status symbol about where you sat at work.

This guy, Lionel Poilâne, the most famous baker in the world --

Ovaj tip, Lajonel Polejn, najpoznatiji pekar na svetu –

he died two and a half months ago,

umro je pre dva i po meseca,

and he was a hero of mine and a dear friend.

bio je moj heroj i drag prijatelj.

He lived in Paris.

Živeo je u Parizu. Prošle godine je prodao francuskog hleba u vrednosti od 10 miliona dolara.

Last year, he sold 10 million dollars' worth of French bread.

Every loaf baked in a bakery he owned,

Svaku veknu ispekao je jedan pekar, u pekari koju je on posedovao, u pećnici na drva.

by one baker at a time, in a wood-fired oven.

And when Lionel started his bakery, the French pooh-pooh-ed it.

Kada je Lajonel osnovao pekaru, Francuzima se nije svidela.

They didn't want to buy his bread.

Nisu hteli da kupuju njegov hleb. Nije izgledao kao “francuski hleb".

It didn't look like "French bread."

It wasn't what they expected.

To nije bilo ono što su očekivali.

It was neat; it was remarkable;

Bilo je uredno, izuzetno i polako se širilo od jedne do druge osobe

and slowly, it spread from one person to another person

until finally, it became the official bread of three-star restaurants in Paris.

dok napokon nije postao službeni hleb restorana s tri zvezdice u Parizu.

Now he's in London, and he ships by FedEx all around the world.

Sada je u Londonu i šalju ga FedEx-om po celom svetu.

What marketers used to do is make average products for average people.

Marketinški stručnjaci su obično pravili prosečne proizvode za prosečne ljude.

That's what mass marketing is.

To je masovni marketing.

Smooth out the edges; go for the center; that's the big market.

Izglačati ivice, napadati centar,

to je veliko tržište.

They would ignore the geeks, and God forbid, the laggards.

Ignorisali bi jako pametne,

ili ne daj Bože, one koji zaostaju.

It was all about going for the center.

Sve je bilo proizvedeno za centar.

But in a world where the TV-industrial complex is broken,

Ali u svetu gde je TV industrijski kompleks slomljen,

I don't think that's a strategy we want to use any more.

mislim kako to više nije strategija koju želimo da koristimo.

I think the strategy we want to use is to not market to these people

Strategija je da ne reklamiramo za te ljude,

because they're really good at ignoring you.

jer su oni jako dobri u tome da vas ignorišu.

But market to these people because they care.

Moramo ciljati na tržište kome je stalo.

These are the people who are obsessed with something.

To su ljudi koji su opsednuti nečim.

And when you talk to them, they'll listen,

Kada im pričate nešto oni će slušati

because they like listening -- it's about them.

jer vole da slušaju – jer je o njima.

And if you're lucky, they'll tell their friends on the rest of the curve,

I ako imate sreće, reći će svojim prijateljima

na ostatku krive i to će se proširiti.

and it'll spread.

It'll spread to the entire curve.

Proširiće se po celoj krivi.

They have something I call "otaku" -- it's a great Japanese word.

Oni imaju nešto što ja zovem otaku – što je odlična japanska reč.

It describes the desire of someone who's obsessed to say,

Opisuje želju nekoga ko je opsednut time da

drive across Tokyo to try a new ramen noodle place,

vozi preko Tokija kako bi probao novo mesto u kojem se prave rezanci,

because that's what they do: they get obsessed with it.

jer je to ono što oni rade. Postaće opsednuti time.

To make a product, to market an idea,

Napraviti proizvod, plasirati ga na tržište,

to come up with any problem you want to solve

setiti se bilo kojeg problema koji želite da rešite,

that doesn't have a constituency with an otaku,

a nema veze s otaku,

is almost impossible.

gotovo je nemoguće.

Instead, you have to find a group that really, desperately cares

Umesto toga, morate naći grupu kojoj je stvarno,

about what it is you have to say.

očajno stalo do toga što vi želite reći.

Talk to them and make it easy for them to tell their friends.

Razgovarajte s njima i olakšajte im da prenesu to svojim prijateljima.

There's a hot sauce otaku, but there's no mustard otaku.

Postoji otaku ljuti umak, ali ne postoji otaku senf.

That's why there's lots and lots of kinds of hot sauces,

Zato postoji puno vrsta ljutog umaka,

and not so many kinds of mustard.

i ne toliko vrsta senfa.

Not because it's hard to make interesting mustard --

Ne zato što je teško napraviti zanimljiv senf –

you could make interesting mustard --

možete napraviti zanimljiv senf –

but people don't, because no one's obsessed with it,

ali ljudi to ne rade jer niko nije time opsednut,

i niko neće reći svojim prijateljima.

and thus no one tells their friends.

Krispy Kreme has figured this whole thing out.

Krispy Kreme je shvatio celu stvar.

It has a strategy, and what they do is,

Krispy Kreme ima strategiju, oni to rade tako da

they enter a city, they talk to the people, with the otaku,

uđu u grad, razgovaraju s ljudima s otaku,

and then they spread through the city

i tada se rašire po gradu

to the people who've just crossed the street.

do ljudi koji su upravo prešli ulicu.

Ovaj "jojo" košta 112 dolara, ali spava 12 minuta.

This yoyo right here cost 112 dollars, but it sleeps for 12 minutes.

Not everybody wants it but they don't care.

Ne žele ga svi, ali nije ih briga.

They want to talk to the people who do, and maybe it'll spread.

Žele da razgovaraju s ljudima koji ga žele i možda će se proširiti.

These guys make the loudest car stereo in the world.

Ovi ljudi prave najglasniji stereo za auto na svetu.

(Laughter)

(Smeh)

It's as loud as a 747 jet.

Glasan je kao mlaznjak 747, ne možete da uđete;

You can't get in, the car's got bulletproof glass,

auto mora da ima neprobojno staklo na prozorima,

because it'll blow out the windshield otherwise.

inače bi razneo vetrobransko staklo.

But the fact remains

Činjenica je da kada neko želi da stavi

that when someone wants to put a couple of speakers in their car,

zvučnike u svoj auto,

if they've got the otaku or they've heard from someone who does,

ako imaju otaku

ili su čuli za nekoga ko ima,

they go ahead and they pick this.

otići će i izabrati ovo.

It's really simple -- you sell to the people who are listening,

Zaista je jednostavno – prodajete ljudima koji slušaju,

i možda, možda će ti ljudi reći svojim prijateljima.

and just maybe, those people tell their friends.

So when Steve Jobs talks to 50,000 people at his keynote,

Kada Stiv Džobs priča pred 50.000 ljudi,

who are all tuned in from 130 countries

koji iz 130 zemalja

watching his two-hour commercial --

gledaju njegov dvosatni promotivni spot –

that's the only thing keeping his company in business --

to je jedina stvar koja održava njegovu kompaniju –

it's that those 50,000 people care desperately enough

tih 50.000 ljudi kojima je stalo, dovoljno očajno da

to watch a two-hour commercial, and then tell their friends.

gledaju dvosatnu reklamu i tada kažu prijateljima.

Pearl Jam, 96 albums released in the last two years.

Pearl Jam, 96 albuma objavljenih u protekle dve godine.

Every one made a profit. How?

Svaki je ostvario profit. Kako?

They only sell them on their website.

Prodaju ih samo na svojoj web stranici.

Those people who buy them have the otaku,

Ljudi koji ih kupuju preko weba imaju otaku,

and then they tell their friends, and it spreads and it spreads.

i tada kažu svojim prijateljima i tako se širi i širi.

This hospital crib cost 10,000 dollars, 10 times the standard.

Ovaj bolnički krevet košta 10.000 dolara, 10 puta više nego standardni.

But hospitals are buying it faster than any other model.

Ali bolnice ga kupuju brže nego neki drugi model.

Hard Candy nail polish, doesn't appeal to everybody,

"Hard Candy" lak za nokte, ne privlači sve,

but to the people who love it, they talk about it like crazy.

ali ljudi koji ga vole, pričaju o tome kao ludi.

This paint can right here saved the Dutch Boy paint company,

Ova boja je spasila "Dutch Boy" kompaniju,

making them a fortune.

zaradivši im bogatstvo. Košta 35% više nego obična boja

It costs 35 percent more than regular paint

because Dutch Boy made a can that people talk about, because it's remarkable.

jer su "Dutch Boy" napravili kantice o kojima ljudi pričaju, jer su izuzetne.

They didn't just slap a new ad on the product;

Nisu samo zalepili novi oglas na proizvod,

they changed what it meant to build a paint product.

promenili su šta znači napraviti farbu.

AmIhotornot.com -- everyday 250,000 people go to this site,

AmIhotornot.com – svaki dan 250.000 ljudi ode na ovu stranicu,

run by two volunteers, and I can tell you they are hard graders --

koju vode dva volontera i mogu vam reći da strogo ocenjuju,

(Laughter)

(Smeh)

They didn't get this way by advertising a lot.

a nisu došli dovde puno se reklamirajući.

They got this way by being remarkable,

Došli su dovde jer su izuzetni,

sometimes a little too remarkable.

nekada i previše.

And this picture frame has a cord going out the back,

Ovaj okvir za slike ima žicu koja izlazi sa zadnje strane

and you plug it into the wall.

My father has this on his desk,

i vi je samo uključite u zid.

Moj otac ima ovo na stolu,

and he sees his grandchildren everyday, changing constantly.

i gleda svoje unuke svaki dan, uz stalne promene.

And every single person who walks into his office

I svaka osoba koja uđe u njegovu kancelariju

hears the whole story of how this thing ended up on his desk.

čuje priču o tome kako je to završilo na njegovom stolu.

And one person at a time, the idea spreads.

I ta ideja se proširi na jednu po jednu osobu.

These are not diamonds, not really.

Ovo nisu dijamanti, ne zapravo.

They're made from "cremains."

Napravljeni su od kremiranih osoba.

After you're cremated you can have yourself made into a gem.

I nakon što se kremirate možete sami sebe pretvoriti u dragulj.

(Laughter)

Oh, you like my ring? It's my grandmother.

(Smeh)

Sviđa vam se moj prsten? To je moja baka.

(Laughter)

(Smeh)

Fastest-growing business in the whole mortuary industry.

Preduzeća koja najbrže rastu u celoj pogrebnoj industriji.

But you don't have to be Ozzie Osborne --

Ali ne morate biti Ozi Ozborn –

you don't have to be super-outrageous to do this.

ne morate biti ni super neuobičajeni da to učinite.

What you have to do

is figure out what people really want and give it to them.

Morate samo shvatiti šta ljudi žele i to im dati.

A couple of quick rules to wrap up.

Nekoliko brzih završnih pravila.

The first one is: Design is free when you get to scale.

Prvo je: dizajn je slobodan kada dođete do veličine.

The people who come up with stuff that's remarkable

I ljudi koji smišljaju stvari koje su izuzetne

more often than not figure out how to put design to work for them.

češće shvate kako da iskoriste dizajn da radi za njih.

Number two: The riskiest thing you can do now is be safe.

Broj dva: najriskantnija stvar koju možete učiniti je da budete sigurni.

Proctor and Gamble knows this, right?

"Proctor i Gamble" to znaju, zar ne?

The whole model of being Proctor and Gamble

Ceo model "Proctor i Gamblea"

is always about average products for average people.

uvek su prosečni proizvodi za prosečne ljude.

That's risky.

To je riskantno. Sigurna stvar je biti na ivici,

The safe thing to do now is to be at the fringes,

be remarkable.

biti izuzetan.

And being very good is one of the worst things you can possibly do.

A biti vrlo dobar je najgora stvar koju možete učiniti.

Very good is boring. Very good is average.

Vrlo dobro je dosadno. Vrlo dobro je prosečno.

It doesn't matter whether you're making a record album,

Nije bitno da li snimate album

or you're an architect, or you have a tract on sociology.

ili ste arhitekta ili imate rad o sociologiji.

If it's very good, it's not going to work, because no one's going to notice it.

Ako je vrlo dobro, neće proći, jer niko to neće primetiti.

So my three stories.

Moje tri priče.

Silk put a product that does not need to be in the refrigerated section

Silk. Stavite proizvod koji ne treba da bude u frižideru,

next to the milk in the refrigerated section.

pored mleka koje je u frižideru.

Sales tripled. Why?

Prodaja se utrostručila. Zašto?

Milk, milk, milk, milk, milk -- not milk.

Mleko, mleko, mleko, mleko, mleko – nije mleko.

For the people who were there and looking at that section,

Za ljude koji su bili tamo i gledali u taj prostor,

it was remarkable.

They didn't triple their sales with advertising;

to je bilo izuzetno.

Nisu utrostručili prodaju reklamiranjem,

they tripled it by doing something remarkable.

utrostručili su je nečim izvanrednim.

That is a remarkable piece of art.

To je izvanredan komad umetnosti. Ne mora da vam se sviđa,

You don't have to like it,

but a 40-foot tall dog made out of bushes in the middle of New York City

ali ogroman pas napravljen od grmlja

u središtu Njujorka je izuzetan.

is remarkable.

(Laughter)

Frank Gehry didn't just change a museum;

Frenk Geri nije samo promenio muzej,

he changed an entire city's economy

promenio je celu ekonomiju grada

by designing one building that people from all over the world went to see.

kada je dizajnirao jednu zgradu koju će ljudi iz celog sveta doći da vide.

Now, at countless meetings at, you know,

Na nebrojenim sastancima, znate,

the Portland City Council, or who knows where,

veće Portlanda ili ko zna gde,

they said, we need an architect -- can we get Frank Gehry?

reklo je, treba nam arhitekta – možemo li dobiti Frenka Gerija?

Because he did something that was at the fringes.

Jer je on učinio nešto što je na ivici.

And my big failure? I came out with an entire --

A moj veliki neuspeh? Izašao sam sa celim

(Music)

(Muzika)

A record album and hopefully a whole bunch of record albums

albumom i s celom hrpom albuma

in SACD, this remarkable new format --

u SACD formatu – izuzetnom novom formatu –

and I marketed it straight to people with 20,000-dollar stereos.

i namenio sam ga ljudima koji imaju muzičke uređaje od 20.000 dolara.

People with 20,000-dollar stereos don't like new music.

Ljudi s muzičkim uređajima od 20.000 dolara ne vole novu muziku.

(Laughter)

(Smeh)

So what you need to do is figure out who does care.

Morate shvatiti ko mari za to.

Who is going to raise their hand and say,

Ko će podići svoju ruku i reći,

"I want to hear what you're doing next,"

„Želim da čujem šta radite sledeće“,

and sell something to them.

i prodati nešto njima.

The last example I want to give you.

Poslednji primer koji želim da vam dam.

This is a map of Soap Lake, Washington.

Ovo je mapa Soup Lejka u Vašingtonu.

As you can see, if that's nowhere, it's in the middle of it.

Kao što možete videti, ako je to nigde, onda je u sredini toga.

(Laughter)

(Smeh)

But they do have a lake.

Ali imaju jezero.

And people used to come from miles around to swim in the lake.

I ljudi su dolazili iz daljine samo kako bi plivali u jezeru.

They don't anymore.

To ne rade više. Osnivači su rekli: “Imamo nešto novca da potrošimo.

So the founding fathers said, "We've got some money to spend.

What can we build here?"

Šta možemo da izgradimo ovde?” i kao većina odbora,

And like most committees,

they were going to build something pretty safe.

hteli su da izgrade nešto prilično sigurno.

And then an artist came to them -- this is a true artist's rendering --

I onda je umetnik došao do njih – ovo je njegova prava slika –

he wants to build a 55-foot tall lava lamp in the center of town.

on želi da sagradi preko 16 metara visoku lava lampu u centru grada.

That's a purple cow; that's something worth noticing.

To je ljubičasta krava, to bi se zapazilo.

I don't know about you,

Ne znam za vas, ali ako je sagrade, ja ću tamo otići.

but if they build it, that's where I'm going to go.

Thank you very much for your attention.

Puno hvala na pažnji.