How Amazon, Apple, Facebook and Google manipulate our emotions | Scott Galloway

Prevodilac: Milenka Okuka Lektor: Mile Živković

[This talk contains graphic language Viewer discretion is advised]

[Ovaj govor sadrži slikovit jezik, savetuje se diskrecija gledalaca]

So, this is the first and the last slide

Dakle, ovo je prvi i poslednji slajd

each of my 6,400 students over the last 15 years has seen.

koji je video svaki od mojih 6.400 studenata u proteklih 15 godina.

I do not believe you can build a multibillion-dollar organization

Ne verujem da možete da sagradite višemilijardsku organizaciju

unless you are clear on which instinct or organ you are targeting.

ukoliko niste svesni na koji instinkt ili organ da ciljate.

Our species has a need for a superbeing.

Naša vrsta ima potrebu za nadbićem.

Our competitive advantage as a species is our brain.

Naša konkurentna prednost kao vrste je naš mozak.

Our brain is robust enough to ask these really difficult questions,

Naš mozak je dovoljno snažan da postavlja ova zaista teška pitanja,

but, unfortunately, it doesn't have the processing power to answer them,

ali, nažalost, nema dovoljnu moć obrade da odgovori na njih,

which creates a need for a superbeing

što stvara potrebu za superbićem

that we can pray to and look to for answers.

kome možemo da se molimo i obraćamo za odgovore.

What is prayer?

Šta je molitva?

Sending a query into the universe,

Slanje upita univerzumu,

and hopefully there's some sort of divine intervention --

i nadamo se da postoji nekakva božanska intervencija -

we don't need to understand what's going on --

ne moramo da razumemo šta se dešava -

from an all-knowing, all-seeing superbeing

od nekakvog sveznajućeg, svevidećeg superbića

that gives us authority that this is the right answer.

koje nam daje autoritet da je dati odgovor pravi.

"Will my kid be all right?"

"Da li će mi detetu biti dobro?"

You have your planet of stuff,

Imate svoj svet stvari,

you have your planet of work,

imate svoj svet rada,

you have your planet of friends.

imate svoj svet prijatelja.

If you have kids,

Ako imate decu,

you know that once something comes off the rails with your kids,

znate da čim nešto ne ispadne kako treba kod vaše dece,

everything melts,

sve se rastače

in your universe to the Sun that is your kids.

u vašem univerzumu zbog Sunca koje su vaša deca.

"Will my kid be all right?"

"Da li će moje dete da budu dobro?"

"Symptoms and treatment of croup" in the Google query box.

"Simptomi i lečenje gušobolje" upit u Guglovom pretraživaču.

One in six queries presented to Google have never been asked before

Jedan od šest upita postavljenih Guglu nikad pre nije tražen

in the history of mankind.

u istoriji čovečanstva.

What priest, teacher, rabbi, scholar, mentor, boss has so much credibility

Koji pop, učitelj, rabin, akademik, mentor, šef ima toliko kredibiliteta

that one in six questions posed to that person

da jedno od šest pitanja postavljenih toj osobi

have never been asked before?

nikad pre nije upitano?

Google is our modern man's God.

Gugl je naš savremni čovekov Bog.

Imagine your face and your name above everything you've put into that box,

Zamislite svoje lice i ime iznad svega što stavljate u to polje,

and you're going to realize you trust Google more than any entity

i shvatićete da verujete Guglu više nego bilo kom entitetu

in your history.

u vašoj istoriji.

(Laughter)

(Smeh)

Let's move further down the torso.

Pomerimo se niže niz torzo.

(Laughter)

(Smeh)

One of the other wonderful things about our species

Još jedna divna stvar kod naše vrste

is we not only need to be loved, but we need to love others.

je što ne samo da nam je potrebna ljubav već imamo potrebu da volimo druge.

Children with poor nutrition but a lot of affection

Deca koja se loše hrane, ali imaju mnogo ljubavi

have better outcomes than children with good nutrition and poor affection.

imaju bolje izglede od dece koja se dobro hrane, ali ih malo vole.

However, the best signal that you might make it

Međutim, najbolji znak da ćete uspeti

to be part of the number-one fastest growing demographic in the world --

da budete deo najbrže rastuće demografije u svetu -

centenarians, people who live to triple digits --

stogodišnjaka, ljudi koji dožive do tri cifre -

there are three signals.

postoje tri znaka.

In reverse order: your genetics -- not as important as you'd like to think,

Obrnutim redosledom: vaša genetika - ne toliko važna, koliko volite da mislite,

so you can continue to treat your body like shit

pa možete i dalje da se rđavo odnosite prema telu

and think, "Oh, Uncle Joe lived to 95,

i mislite: "Ah, ujka Džo je doživeo 95,

the die have been cast."

kocka je bačena."

It's less important than you think.

Manje je važno nego što mislite.

Number two is lifestyle.

Broj dva je način života.

Don't smoke, don't be obese, and prescreen --

Ne pušite, ne budite gojazni i idite na preglede -

get rid of about two-thirds of early cancers

rešite se dve trećine ranih karcinoma

and cardiovascular disease.

i kardiovaskularnih bolesti.

The number one indicator or signal that you'll make it to triple digits:

Glavni indikator ili znak da ćete doživeti stotu:

How many people do you love?

koliko ljudi volite?

Caretaking is the security camera --

Briga je naša bezbednosna kamera -

we call the low-resolution security camera in our brain --

nazivamo je bezbednosnom kamerom male rezolucije u našem mozgu -

deciding whether or not you are adding value.

odlučivanje da li dodajete vrednost.

Facebook taps into our instinctive need not only to be loved,

Fejsbuk dotiče našu instinktivnu potrebu ne samo da budemo voljeni,

but to love others,

vać i da volimo druge,

mostly through pictures that create empathy,

uglavnom kroz slike koje stvaraju empatiju,

catalyze and reinforce our relationships.

katališu i ojačavaju naše odnose.

Let's continue our journey down the torso.

Nastavimo putovanje niz torzo.

Amazon is our consumptive gut.

Amazon je naše potrošačko crevo.

The instinct of more is hardwired into us.

Instinkt za obiljem je ugrađen u nas.

The penalty for too little is starvation and malnutrition.

Kazna za veliku oskudicu je izgladnjivanje i neuhranjenost.

Open your cupboards, open your closets,

Otvorite kredence, otvorite ormare,

you have 10 to 100x times what you need.

imate 10 do 100 puta više nego što vam je potrebno.

Why?

Zašto?

Because the penalty for too little is much greater

Jer je kazna za premalo mnogo veća

than the penalty for too much.

nego kazna za previše.

So "more for less" is a business strategy that never goes out of style.

Dakle, "više za manje" je poslovna strategija koja ne zastareva.

It's the strategy of China,

To je strategija Kine,

it's a the strategy of Walmart,

to je strategija Volmarta,

and now it's the strategy of the most successful company in the world,

a trenutno je to strategija najuspešnije firme na svetu,

Amazon.

Amazona.

You get more for less into your gut;

Dobijate više za manje u vaš stomak;

digest, send it to your muscular and skeletal system of consumption.

varite i šaljete to vašem mišićnom i skeletnom sistemu konzumacije.

Moving further,

Idemo dalje,

once we know we will survive, the basic instinct,

čim smo svesni da ćemo preživeti, osnovni instinkt,

we move to the second most powerful instinct,

pomeramo se ka drugom najsnažnijem instinktu,

and that is to spread and select the strongest, smartest and fastest seed

a to je širenje i biranje najsnažnijeg, najpametnijeg i najbržeg semena

to the four corners of the earth,

na sve četiri strane sveta

or pick the best seed.

ili biranje najboljeg semena.

This is not a timepiece.

Ne radi se o časovniku.

I haven't wound it in five years.

Nisam ga navio za pet godina.

It's my vain attempt to say to people,

To je moj tašti pokušaj da saopštim ljudima:

"If you mate with me, your children are more likely to survive

"Ako se parite sa mnom, vaša deca imaju više izgleda da prežive

than if you mate with someone wearing a Swatch watch."

nego ako se parite s nekim ko nosi sat Svoč."

(Laughter)

(Smeh)

The key to business is tapping into the irrational organs.

Za poslovanje je ključno da dotaknete iracionalne organe.

"Irrational" is Harvard Business School's and New York Business School's term

"Iracionalno" je termin u Harvardovoj i Njujorškoj poslovnoj školi

for fat profit margins and shareholder value.

za masne marže prihodovanja i akcionarske vrednosti.

"High-caloric paste for your children."

"Visokokalorična pasta za vašu decu."

No?

Ne?

You love your choosy mom.

Volite svoju izbirljivu majku.

Why choosy moms choose Jif: you love your kids more.

Zašto izbirljive majke biraju Džif: više volite svoju decu.

The greatest algorithm for shareholder creation from World War II

Najbolji algoritam stvoren od strane akcionara, od II svetskog rata

to the advent of Google

do pojave Gugla,

was taking an average product and appealing to people's hearts.

je bio uzimanje prosečnog proizvoda i obraćanje ljudskim srcima.

You're a better a mom, a better person, a better patriot

Vi ste bolja majka, bolja osoba, bolji patriota,

if you buy this average soap versus this average soap.

ako kupite ovaj prosečni sapun naspram ovog prosečnog sapuna.

Now, the number one algorithm for shareholder value isn't technology.

Sad, algoritam broj jedan za akcionarsku vrednost nije tehnologija.

Look at the Forbes 400.

Pogledajte Forbsovih 400.

Take out inherited wealth, take out finance.

Oduzmite nasleđeno bogatstvo, oduzmite finansije.

The number one source of wealth creation:

Izvor stvaranja bogatstva broj jedan je:

appealing to your reproductive organs.

obraćanje vašim reproduktivnim organima.

The Lauders; the number one wealthiest man in Europe, LVMH.

Lauders; najimućniji čovek u Evropi, LVMH.

Numbers two and three: H&M and Inditex.

Na mestu broj dva i tri: H&M i Inditeks.

You want to target the most irrational organs for shareholder value.

Želite da ciljate najiracionalnije organe radi akcionarske vrednosti.

As a result, these four companies -- Apple, Amazon, Facebook and Google --

Kao posledica toga, ove četiri firme - Epl, Amazon, Fejsbuk i Gugl -

have disarticulated who we are.

su raščlanili to što smo.

God, love, consumption, sex.

Bog, ljubav, potrošnja, seks.

The proportion in your approach to those things is who you are,

Proporcija u vašem pristupu svemu ovome vas čini onim što jeste,

and they have reassembled who we are in the form of for-profit companies.

a oni su nanovo sklopili to ko smo u obliku profitnih firmi.

At the end of the Great Recession,

Na kraju Velike recesije,

the market capitalization of these companies was equivalent

tržišna kapitalizacija ovih firmi je bila ravna

to the GDP of Niger.

BDP-u Nigerije.

Now it is equivalent to the GDP of India,

Sada je ravna BDP-u Indije,

having blown past Russia and Canada in '13 and '14.

ostavivši za sobom Rusiju i Kanadu u '13. i '14.

There are only five nations

Postoji samo pet nacija

that have a GDP greater than the combined market capitalization

koje imaju BDP veći od zajedničke tržišne kapitalizacije

of these four firms.

ove četiri firme.

Something is happening, though.

Nešto se ipak dešava.

The conversation just a year ago was, which CEO was more Jesus-like?

Pre samo godinu dana vodio se razgovor koji izvršni direktor više liči na Isusa.

Who was running for president?

Ko će da se kandiduje za predsednika?

Now the worm has turned.

Sada su se stvari preokrenule.

Everything they're doing is bothering us.

Sve što rade nama smeta.

We're worried they're tax avoiders.

Brinemo se da izbegavaju poreze.

Walmart, since the Great Recession, has paid 64 billion dollars

Volmart je od Velike recesije platio 64 milijarde dolara

in corporate income tax;

u korporativnom porezu na dohodak;

Amazon has paid 1.4.

Amazon je platio 1,4.

How do we pay our firefighters, our soldiers and our social workers

Kako da plaćamo vatrogasce, naše vojnike i naše socijalne radnike,

if the most successful companies in the world don't pay their fair share?

ako najuspešnije firme na svetu ne plaćaju svoj deo?

Pretty easy.

Prilično lako.

That means the less successful companies have to pay

To znači da manje uspešne firme moraju da plate

more than their fair share.

više nego što ih sleduje.

Alexa, is this a good thing?

Aleksa, da li je ovo dobro?

This is despite that fact --

Ovo je uprkos činjenici -

(Laughter)

(Smeh)

This is despite the fact

Ovo je uprkos činjenici

that Amazon has added the entire market capitalization of Walmart

da je Amazon dodao čitavu tržišnu kapitalizaciju Volmarta

to its market cap in the last 19 months.

svojoj tržišnoj kapitalizaciji u poslednjih 19 meseci.

Whose fault is it? It's our fault.

Čija je to krivica? Kirivica je naša.

We're electing regulators who don't have the backbone

Biramo regulatore koji nemaju petlju

to actually go after these companies.

da se zapravo ustreme na ove firme.

Facebook lies to EU regulators

Fejsbuk laže EU regulatorima

and says, "It would be impossible for us to share the data

i kaže: "Nemoguće nam je da delimo podatke

between our core platform and our proposed acquisition of WhatsApp.

između naše glavne platforme i predloženog pripajanja Votsapa.

Approve the merger."

Odobrite pripajanje."

They approve the merger and then -- spoiler alert! -- they figure it out.

Odobrili su pripajanje i onda - spojler upozorenje! - ovi su ih provalili.

And the EU says, "I feel lied to.

Pa je EU rekla: "Osećamo da nas lažete.

We're fining you 120 [million] dollars,"

Kaznićemo vas sa 120 milijardi dolara",

about .6 percent of the acquisition price of 19 billion dollars.

oko 0.6 procenata stečene cene od 19 milijardi dolara.

If Mark Zuckerberg could take out an insurance policy

Da je Mark Zakerberg mogao da izvadi polisu osiguranja

that the acquisition would go through for .6 percent,

da će pripajanje proći za 0.6 procenata,

wouldn't he do it?

zar to ne bi uradio?

Anticompetitive behavior.

Nekonkurentno ponašanje.

A two-and-a-half-billion-dollar fine,

Dve i po milijarde dolara kazne,

three billion of the cash flow,

tri milijarde protoka novca,

three percent of the cash on Google's balance sheet.

tri procenta novca na Guglovom završnom računu.

We are telling these companies, "The smart thing to do,

Govorimo ovim firmama: "Pametna stvar,

the shareholder-driven thing to do,

akcionarski isplativa stvar

is to lie and to cheat."

je da lažete i varate."

We are issuing 25-cent parking tickets

Dajemo kazne od 25 centi za parking

on a meter that costs 100 dollars an hour.

na brojilu koje košta 100 dolara na sat.

The smart thing to do is lie.

Pametno je lagati.

Job destruction!

Uništavanje poslova!

Amazon only needs one person for two at Macy's.

Amazonu je potrebna jedna osoba za dve u Macy's.

If they grow their business 20 billion dollars this year, which they will,

Ako im posao poraste za 20 milijardi ove godine, a hoće,

we will lose 53,000 cashiers and clerks.

izgubićemo 53.000 kasira i službenika.

This is nothing unusual;

Nije to ništa neobično;

this has happened all through our economy,

ovo se stalno dešava u ekonomiji,

we've just never seen companies this good at it.

ali prvi put vidimo firme kojima ovako dobro ide.

That's one Yankee Stadium of workers.

To je jedan Jenkijev stadion radnika.

It's even worse in media.

Još je gore u medijima.

If Facebook and Google grow their businesses

Ako Fejsbuk i Gugl prošire svoj posao

22 billion dollars this year, which they will,

za 22 milijarde dolara ove godine, a hoće,

we're going to lose approximately 150,000 creative directors,

izgubićemo otprilike 150.000 kreativnih direktora,

planners and copywriters.

planera i kopirajtera.

Or we can fill up two-and-a-half Yankee Stadiums

Ili možemo da ispunimo dva i po Jenkijeva stadiona

and say, "You are out of work, courtesy of Amazon."

i kažemo: "Otpušteni ste ljubaznošću Amazona."

We now get the majority of our news from our social media feeds,

Sada dobijamo većinu vesti iz objava na društvenim medijima,

and the majority of our news coming off of social media feeds is ...

a većina naših vesti koje stižu sa društvenih medija su...

fake news.

lažne vesti.

(Laughter)

(Smeh)

I am not allowed to be political or use curse words,

Nije mi dozvoljeno da budem političan ili koristim psovke

or talk about religion in class,

ili da govorim o religiji na času,

so I can definitely not say,

pa definitivno ne mogu da kažem:

"Zuckerberg has become Putin's bitch."

"Zakerberg je postao Putinov potrčko."

I definitely cannot say that.

Definitivno ne mogu to da kažem.

(Laughter)

(Smeh)

Their defense:

Njihova odbrana:

"Facebook is not a media company; it's a technology company."

"Fejsbuk nije medijska firma; radi se o tehnološkoj firmi."

You create original content,

Stvarate originalni sadržaj,

you pay sports leagues to give you original content,

plaćate sportskim ligama da vam dostavljaju originalni sadržaj,

you run advertising against it -- boom! -- you're a media company.

ubacujete reklame na to - bum! - vi jeste medijska firma.

Just in the last few days,

Samo u poslednjih nekoliko dana,

Sheryl Sandberg has repeated this lie, that "We are not a media company."

Šeril Sendberg je ponovila ovu laž da: "Mi nismo medijska firma."

Facebook has openly embraced the margins of celebrity

Fejsbuk je otvoreno prigrlio marže poznate ličnosti

and the influence of a media company

i uticaj medijske firme,

yet seems to be allergic to the responsibilities

a ipak se čini alergičnim na odgovornosti

of a media company.

medijske firme.

Imagine McDonald's.

Zamislite Mekdonalds.

We find 80 percent of their beef is fake,

Otkrijemo da je 80 procenata njihove govedine lažno

and it's giving us encephalitis,

i da nam uzrokuje encefalitis,

and we're making terrible decisions.

i da donosimo grozne odluke.

And we say, "McDonald's, we're pissed off!"

I kažemo: "Mekdonaldse, besni smo!"

And they say, "Wait, wait --

A oni kažu: "Čekajte, čekajte -

we're not a fast-food restaurant,

mi nismo restoran brze hrane,

we're a fast-food platform."

mi smo platforma brze hrane."

(Laughter)

(Smeh)

These companies and CEOs wrap themselves

Ove firme i izvršni direktori se ušuškavaju

in a neon-blue pink rainbow and blue blanket

u neonskoplavu rozu dugu i plavo ćebe

to create an illusionist trick from their behavior each day,

kako bi svakodnevno svojim ponašanjem izvodili trik iluzioniste,

which is more indicative of the spawn of Darth Vader and Ayn Rand.

a ono je priličnije potomku Darta Vejdera i Ejn Rand.

Why? Because we as progressives are seen as nice but weak.

Zašto? Jer nas progresivce vide kao fine, ali slabe.

If Sheryl Sandberg had written a book on gun rights

Da je Šeril Sandberg napisala knjigu o pravu na oružje

or on the pro-life movement,

ili za pokret protiv abortusa,

would they be flying Sheryl to Cannes?

da li bi Šeril pozivali u Kan?

No.

Ne.

I ne sumnjam ja u njihove progresivne vrednosti,

And I'm not doubting their progressive values,

but it foots to shareholder value,

ali doprinosi akcionarskoj vrednosti

because we as progressives are seen as weak.

jer nas progresivce gledaju kao slabiće.

They're so nice -- remember Microsoft?

Tako su fini - sećate se Majkrosofta?

They didn't seem as nice,

Nisu se činili finim,

and regulators stepped in much earlier than the regulators now,

te su regulatori znatno ranije ušetali nego današnji regulatori,

who would never step in on those nice, nice people.

koji nikad ne bi nagazili na te fine, fine ljude.

I'm about to get on a plane tonight,

Večeras ću da se ukrcam na avion

and I'm going to have a guy named Roy from TSA molest me.

i maltretiraće me lik iz obezbeđenja po imenu Roj.

If I am suspected of a DUI on the way home,

Ako posumnjaju da sam vozio pijan na putu do kuće,

I can have blood taken from my person.

mogu da mi uzmu krv.

But wait! Don't tap into the iPhone --

Ali čekajte! Ne dirajte mi Ajfon -

it's sacred.

on je svetinja.

This is our new cross.

Ovo je naš novi krst.

It shouldn't be the iPhone X,

Ne bi trebalo da se zove Ajfon iks,

it should be called the "iPhone Cross."

trebalo bi da se zove "Ajfon krst."

We have our religion; it's Apple.

Imamo religiju; zove se Epl.

Our Jesus Christ is Steve Jobs,

Naš Isus Hrist je Stiv Džobs,

and we've decided this is holier than our person, our house

i odlučili smo da je ovo svetije od nas lično, od naše kuće

or our computer.

ili našeg kompjutera.

We have become totally out of control

Potpuno smo van kontrole

with the gross idolatry of innovation and of youth.

zbog odvratne idolatrije inovacije i mladosti.

We no longer worship at the altar of character,

Više se ne molimo na oltaru karaktera,

of kindness,

dobrote,

but of innovation and people who create shareholder value.

već inovacije i ljudi koji stvaraju akcionarsku vrednost.

Amazon has become so powerful in the marketplace,

Amazon je postao tako moćan na tržištu

it can conduct Jedi mind tricks.

da može izvoditi džedajske umne trikove.

It can begin damaging other industries just by looking at them.

Može početi da oštećuje druge industrije samo gledajući u njih.

Nike announces they're distributing on Amazon, their stock goes up,

Najki najavi plasiranje robe preko Amazona, njihove deonice skaču,

every other footwear stock goes down.

deonice ostalih proizvođača obuće padaju.

When Amazon stock goes up, the rest of retail stocks go down,

Kada deonice Amazona skaču, ostalim preprodavcima padaju

because they assume what's good for Amazon is bad for everybody else.

jer se pretpostavlja da ono što je dobro za Amazon, loše je za ostale.

They cut the cost on salmon 33 percent when they acquired Whole Foods.

Snizili su cenu lososa za 33 procenta nakon što su pripojili Whole Foods.

In between the time they announced the acquisition of Whole Foods

Između vremena kada su najavili pripajanje Whole Foods-a

and when it closed,

i kada je završeno,

Kroger, the largest pure-play grocer in America,

Kroger, najveći bakalin u Americi

shed a third of its value,

je izgubio trećinu vrednosti

because Amazon purchased a grocer one-eleventh the size of Kroger.

jer je Amazon otkupio bakalina koji je jedna jedanaestina Krogera.

I got very lucky.

Posrećilo mi se.

I predicted the acquisition of Whole Foods by Amazon

Predvideo sam pripajanje Whole Foods-a od strane Amazona

the week before it happened.

nedelju ranije.

This is me boasting; I said this publicly in the media.

Ovo se ja hvališem; Saopštio sam ovo javno u medijima.

This was the largest acquisition in their history,

Ovo je bilo najveće pripajanje u njihovoj istoriji,

they'd never made an acquisition over a billion,

nikada nisu imali pripajanje od preko milijardu,

and people asked, "How did you know this?"

pa su se ljudi pitali: "Kako si to znao?"

So I'm letting this very impressive audience in on the secret.

Pa ću ovoj veoma impresivnoj publici da odam tajnu.

How did I know this?

Kako sam znao za ovo?

I'm going to tell you how I knew.

Reći ću vam kako sam znao.

I bark at Alexa all day long

Dovikujem se s Aleksom po čitavi dan

and try to figure out what's going on.

i pokušavam da provalim šta se dešava.

(Scott Galloway) Alexa, buy whole milk.

(Skot Galovej) Aleksa, kupi punomasno mleko.

(Alexa) I couldn't find anything for whole milk,

(Aleksa) Nisam mogla da nađem punomasno mleko,

so I've added whole milk to your shopping list.

pa sam dodala punomasno mleko na tvoj spisak za kupovinu.

SG: Then I asked,

SG: Potom sam upitao,

(SG) Alexa, buy organic foods.

(SG) Aleksa, kupi organsku hranu.

(Alexa) The top search result for organic food

(Aleksa) Najpretraživaniji rezultat za organsku hranu

is Plum Organics baby food, banana and pumpkin,

je hrana za bebe Plum Organics, banana i bundeva,

12-pack of four ounces each.

12 pakovanja, svako po 113 grama.

It's 15 dollars total.

Ukupno je 15 dolara.

Would you like to buy it?

Da li želiš to da kupiš?

SG: And then, as often happens at my age,

SG: I onda, kao što biva u mojim godinama,

I got confused.

zbunio sam se.

(SG) Alexa, buy whole foods.

(SG) Aleksa, kupi gotovu hranu (whole foods).

(Alexa) I have purchased the outstanding stock of Whole Foods Incorporated

(Aleksa) Kupila sam izvanredne deonice Whole Foods Incorporated-a

at 42 dollars per share.

42 dolara po deonici.

I have charged 13.7 billion to your American Express card.

Naplatila sam 13,7 milijardi na tvoju Amerikan ekspres karticu.

(Laughter)

(Smeh)

SG: I thought that'd be funnier.

SG: Mislio sam da će da bude smešnije.

(Laughter)

(Smeh)

We've personified these companies,

Personifikovali smo ove firme,

and just as when you're really angry over every little thing someone does

i baš kao kad ste krajnje ljuti na svaku sitnicu koju neko radi

in your life and relationships,

u vašem životu i odnosima,

you've got to ask yourself,

morate da se zapitate:

"What's going on here? Why are we so disappointed in technology?"

"Šta se ovde dešava? Zašto smo toliko razočarani u tehnologiju?"

I believe it's because the ratio of one-percent pursuit

Verujem da je tako zbog odnosa gde jedan procenat juri

of shareholder value

akcionarsku vrednost,

and 99 percent the betterment of humanity

a 99 procenata unapređenje čovečanstva

that technology used to play

koju je tehnologija nekad imala,

has been flipped,

sad je preokrenut,

and now we're totally focused on shareholder value instead of humanity.

i sad smo potpuno usredsređeni na akcionarsku vrednost, a ne na čovečanstvo.

One hundred thousand people came together for the Manhattan Project

Sto hiljada ljudi se okupilo oko Projekta Menhetn

and literally saved the world.

i bukvalno su spasili svet.

Technology saved the world.

Tehnologija je spasila svet.

My mother was a four-year-old Jew living in London at the outset of the war.

Majka mi je bila četvorogodišnja Jevrejka koja je početkom rata živela u Londonu.

If we had not won the footrace towards splitting the atom,

Da nismo dobili u trci cepanja atoma,

would she have survived?

da li bi preživela?

It's unlikely.

Nije izvesno.

Twenty-five years later,

Dvadeset pet godina kasnije,

the most impressive accomplishment, arguably, ever in all of humankind:

najimpresivnije dostignuće, verovatno, ikada u čitavom čovečanstvu:

put a man on the moon.

odvesti čoveka na mesec.

Four hundred thirty thousand Canadians, British and Americans came together,

Sastalo se četiri stotine trideset Kanađana, Britanaca i Amerikanca,

again, with very basic technology,

opet, sa krajnje prostom tehnologijom

and put a man on the moon.

i odveli su čoveka na mesec.

Now we have the 700,000 best and brightest,

Sad imamo 700.000 najboljih i najbistrijih,

and these are the best and brightest from the four corners of the earth.

a to su nabolji i najbistriji sa svih krajeva planete.

They are literally playing with lasers relative to slingshots,

Bukvalno se igraju laserima veličine praćki,

relative to the squirt gun.

veličine vodenog pištolja.

They have the GDP of India to work at.

Imaju BDP Indije da s njim rade.

And after studying these companies for 10 years,

A nakon 10 godina izučavanja ovih firm,

I know what their mission is.

znam koja im je misija.

Is it to organize the world's information?

Da li je to sređivanje svetskih informacija?

Is it to connect us?

Da li je to povezivanje?

Is it to create greater comity of man?

Da li je to stvaranje značajnijeg čovečanskog komiteta?

It isn't.

Nije.

I know why we have brought together --

Znam zašto smo se okupili -

I know that the greatest collection of IQ capital and creativity,

znam da je najznačajniji zbornik kapitala inteligencije i kreativnosti,

that their sole mission is:

njihova jedina misija je:

to sell another fucking Nissan.

da prodaju još jedan jebeni nisan.

My name is Scott Galloway, I teach at NYU, and I appreciate your time.

Moje ime je Skot Galovej, predajem na Njujorškom univerzitetu i hvala na pažnji.

(Applause)

(Aplauz)

Chris Anderson: Not planned,

Kris Anderson: Nije planirano,

but you prompted some questions in me, Scott.

ali naveo si me na neka pitanja, Skot.

(Laughter)

(Smeh)

That was a spectacular rant.

To je bila spektakularna tirada.

SG: Is this like Letterman?

SG: Je li ovo poput Letermana?

When you do well, he calls you onto the couch?

Kad ste dobri, pozove vas na kauč?

CA: No, no, you're going to the heart of the conversation right now.

KA: Ne, ne, zadireš u srž trenutne diskusije.

Everyone's aware that after years of worshipping Silicon Valley,

Svi su svesni da nakon godina obožavanja Silicijumske doline,

suddenly the worm has turned

iznenada su se stvari preokrenule

and in such a big way.

i to drastično.

To some people here, it will just feel like you're piling on,

Neki će ovde prosto imati utisak da se nadovezuješ,

you're kicking the kids who've already been kicked to pieces anyway.

da šutiraš klince koji su već i tako razneseni na komade.

Don't you feel any empathy for them at all?

Zar uopšte nemaš saosećanja za njih?

SG: None whatsoever.

SG: Ni najmanje.

Look, this is the issue:

Pazi, evo o čemu se radi:

it's not their fault, it's our fault.

nije njihova krivica, naša je.

They're for-profit companies.

To su profitne kompanije.

They're not concerned with the condition of our souls.

Ne mare za stanje naših duša.

They're not going to take care of us when we get older.

Neće se brinuti za nas kad ostarimo.

We have set up a society that values shareholder value over everything,

Izgradili smo društvo koje ceni akcionarsku vredost iznad svega ostalog,

and they're doing what they're supposed to be doing.

a oni rade ono što i treba da rade.

But we need to elect people,

Ali moramo da biramo ljude,

and we need to force ourselves to force them

i moramo da nateramo sebe da nateraju njih

to be subject to the same scrutiny

da budu predmet jednakog nadzora

that the rest of business endures, full stop.

kao i ostale firme, i tačka.

CA: There's another narrative

KA: To je drugi narativ

that is arguably equally consistent with the facts,

koji je verovatno jednako u skladu sa činjenicama,

which is that there actually is good intent in much of the leadership --

a to je da zapravo postoji dobra namera kod većine vođa -

I won't say everyone, necessarily --

neću reći nužno kod svih -

many of the employees.

mnogih zaposlenih.

We all know people who work in those companies,

Svi znamo ljude koji rade u ovim firmama

and they still are pretty convincing that their mission is to --

i koji su i dalje prilično ubeđeni da je njihova misija da -

so, the alternative narrative is that there have been

dakle, alternativni narativ je da je ovde došlo

unintended consequences here,

do neželjenih posledica,

that the technologies that we're unleashing,

da je tehnologija koju stvaramo,

the algorithms, that we're attempting to personalize the internet, for example,

algoritmi, naš pokušaj personalizovanja interneta, na primer,

have A, resulted in weird effects like filter bubbles

da su pod A, rezultirali čudnim efektima, poput filterskih mehura,

that we weren't expecting;

koje nismo očekivali:

and B, made themselves vulnerable to weird things like --

i pod B, postali su podložni čudnim stvarima poput -

oh, I don't know, Russian hackers creating accounts

oh, ne znam, ruskih hakera koji otvaraju naloge

and doing things that we didn't expect.

i rade stvari koje nismo očekivali.

Isn't the unintended consequence a possibility here?

Da li su neželjene posledice mogućnost ovde?

SG: I don't think --

SG: Ne verujem -

I'm pretty sure, statistically,

prilično sam siguran, statistički,

they're no less or better people than any other organization

da oni nisu gori ili bolji ljudi od drugih organizacija

that has 100,000 or more people.

koje imaju 100.000 i više ljudi.

I don't think they're bad people.

Ne mislim da su loši ljudi.

As a matter of fact, I would argue

Zapravo bih tvrdio

da tu ima mnogo građanski orijentisanog, pristojnog predvodništva.

that there's a lot of very civic-minded, decent leadership.

But this is the issue:

Ali evo šta je problem:

when you control 90 percent points of share in a market, search,

kada kontrolišete 90 procenata deonica na tržištu, 90% pretraga,

that is now bigger than the entire advertising market of any nation,

a to je trenutno više od sveukupnog reklamnog tržišta bilo koje nacije,

and you're primarily compensated and trying to develop economic security

i prvenstveno kompenzujete i pokušavate da ostvarite ekonomsku sigurnost

for you and the families of your employees,

za vas i porodice vaših zaposlenih,

to increase that market share,

kako biste povećali udeo u tržištu,

you can't help but leverage all the power at your disposal.

ne možete a da ne koristite svu moć koja vam je na raspolaganju.

And that is the basis for regulation,

A to je osnova za regulaciju,

and it's the basis for the truism throughout history

i na tome se zasniva drevna izreka

that power corrupts.

da moć kvari.

They're not bad people;

Nisu oni loši ljudi;

we've just let them get out of control.

samo smo im dopustili da se otrgnu kontroli.

CA: So maybe the case is slightly overstated?

KA: Dakle, možda je slučaj blago prenaglašen?

I know at least a bit --

Znam bar malo -

Larry Page, for example, Jeff Bezos --

Lari Pejdž, na primer, Džef Bezos -

I don't actually believe they wake up thinking,

zapravo ne verujem da se bude, misleći:

"I've got to sell a fucking Nissan."

"Moram da prodam jebeni nisan."

I don't think they think that.

Ne mislim da tako razmišljaju.

I think they are trying to build something cool, and are probably,

Mislim da pokušavaju da izgrade nešto sjajno i, verovatno,

in moments of reflection,

u momentima razmišljanja,

as horrified that some of the things that have happened as we might be.

jednako su prestravljeni nekim stvarima koje su se desile, baš kao i mi.

So is there a different way of framing this,

Dakle, postoji li drugačiji način da se ovo formuliše,

to say that when your model is advertising,

takoreći da kada reklamirate svoj model,

that there are dangers there that you have to take on more explicitly?

da tu postoje opasnosti koje morate eksplicitnije da shvatite?

SG: I think it's very difficult to set an organization up as we do,

SG: Mislim da je veoma teško izgraditi organizaciju nalik našim,

to pursue shareholder value above all else.

da juri akcionarsku vrednost iznad svega drugog.

They're not non-profits.

Nisu to neprofitne organizacije.

The reason people go to work there is they want to create economic security

Razlog zašto ljudi tamo rade je što žele da stvore ekonomsku sigurnost

for them and their families,

za sebe i svoju porodicu,

mostly first and foremost.

iznad svega drugog.

And when you get to a point where you control so much economic power,

A kada stignete do tačke gde upravljate tolikom ekonomskom moći,

you use all the weapons at your disposal.

koristite sve raspoloživo oružje.

I don't think they're bad people,

Ne mislim da su loši ljudi,

but I think the role of government and the role of us as consumers

ali mislim da je uloga vlade i uloga nas kao potrošača,

and people who elect our officials

i ljudi koji biraju naše zvaničnike

is to ensure that there are some checks here.

ta da se postaramo da tu bude nekih regulativa.

And we have given them the mother of all hall passes

A njima smo dali majku svih propusnica

because we find them just so fascinating.

jer su nam tako očaravajući.

CA: Scott, eloquently put, spectacularly put.

KA: Skote, rečito iskazano, spektakularno iskazano.

Mark Zuckerberg, Jeff Bezos, Larry Page, Tim Cook, if you're watching,

Mark Zakerberg, Džef Bezos, Lari Pejdž, Tim Kuk, ako gledate,

you're welcome to come and make the counterargument as well.

dobrodošli ste da dođete i iznesete protivargument takođe.

Scott, thank you so much.

Skote, mnogo ti hvala.

SG: Thanks very much.

SG: Mnogo hvala.

(Applause)

(Aplauz)