So, a few years ago I heard an interesting rumor. Apparently, the head of a large pet food company would go into the annual shareholder's meeting with can of dog food. And he would eat the can of dog food. And this was his way of convincing them that if it was good enough for him, it was good enough for their pets. This strategy is now known as "dogfooding," and it's a common strategy in the business world. It doesn't mean everyone goes in and eats dog food, but businesspeople will use their own products to demonstrate that they feel -- that they're confident in them. Now, this is a widespread practice, but I think what's really interesting is when you find exceptions to this rule, when you find cases of businesses or people in businesses who don't use their own products. Turns out there's one industry where this happens in a common way, in a pretty regular way, and that is the screen-based tech industry.
Pre nekoliko godina, čuo sam zanimljivu glasinu. Navodno, šef velike kompanije hrane za kućne ljubimce išao bi na godišnji sastanak akcionara sa konzervom hrane za pse i pojeo bi tu konzervu hrane za pse. To je bio njegov način da ih ubedi u to da, ako je dobra za njega, dobra je i za njihove ljubimce. Strategija je sada poznata kao „jedenje pseće hrane“ i uobičajena je strategija u poslovnom svetu. To ne znači da svi jedu pseću hranu, već da poslovni ljudi koriste svoje proizvode kako bi demonstrirali da imaju poverenja u njih. Ovo je široko rasprostranjena praksa, ali mislim da je veoma zanimljivo kada pronađete izuzetke ovom pravilu, kada pronađete slučajeve firmi ili ljudi u firmama koji ne koriste svoje proizvode. Ispostavilo se da postoji jedna delatnost gde se to učestalo dešava, prilično redovno, a to je tehnološka industrija zasnovana na ekranima.
So, in 2010, Steve Jobs, when he was releasing the iPad, described the iPad as a device that was "extraordinary." "The best browsing experience you've ever had; way better than a laptop, way better than a smartphone. It's an incredible experience." A couple of months later, he was approached by a journalist from the New York Times, and they had a long phone call. At the end of the call, the journalist threw in a question that seemed like a sort of softball. He said to him, "Your kids must love the iPad." There's an obvious answer to this, but what Jobs said really staggered the journalist. He was very surprised, because he said, "They haven't used it. We limit how much technology our kids use at home."
Tako je 2010. godine Stiv Džobs, kada je puštao Ajped u prodaju, opisao Ajped kao napravu koja je „izvanredna“. „Najbolje pretraživanje koje ste ikada iskusili; mnogo bolji od laptopa, mnogo bolji od pametnog telefona. To je neverovatno iskustvo.“ Par meseci kasnije, obratio mu se novinar iz Njujork Tajmsa i dugo su razgovarali telefonom. Na kraju poziva, novinar je ubacio pitanje koje je delovalo lagano. Rekao mu je: „Mora da vaša deca obožavaju Ajped.“ Odgovor na to je očigledan, ali ono što je Džobs rekao zaista je zapanjilo novinara. Bio je veoma iznenađen, jer je rekao: „Nisu ga koristila. Ograničavamo količinu tehnologije koju naša deca koriste kod kuće.“
This is a very common thing in the tech world. In fact, there's a school quite near Silicon Valley called the Waldorf School of the Peninsula, and they don't introduce screens until the eighth grade. What's really interesting about the school is that 75 percent of the kids who go there have parents who are high-level Silicon Valley tech execs. So when I heard about this, I thought it was interesting and surprising, and it pushed me to consider what screens were doing to me and to my family and the people I loved, and to people at large.
Ovo je veoma uobičajena stvar u svetu tehnologije. Zapravo, postoji škola prilično blizu Silicijumske doline pod imenom Poluostrvska valdorfska škola, a oni ne uvode ekrane do osmog razreda. U vezi sa ovom školom je veoma zanimljivo da 75 posto dece koja tamo idu ima roditelje koji su rukovodioci u oblasti tehnologije na visokom nivou u Silicijumskoj dolini. Stoga kada sam čuo za ovo, pomislio sam da je zanimljivo i iznenađujuće, i nateralo me je da razmotrim šta ekrani rade meni, mojoj porodici i ljudima koje volim, kao i ljudima uopšte.
So for the last five years, as a professor of business and psychology, I've been studying the effect of screens on our lives. And I want to start by just focusing on how much time they take from us, and then we can talk about what that time looks like. What I'm showing you here is the average 24-hour workday at three different points in history: 2007 -- 10 years ago -- 2015 and then data that I collected, actually, only last week. And a lot of things haven't changed all that much. We sleep roughly seven-and-a-half to eight hours a day; some people say that's declined slightly, but it hasn't changed much. We work eight-and-a-half to nine hours a day. We engage in survival activities -- these are things like eating and bathing and looking after kids -- about three hours a day.
Tako sam poslednjih pet godina, kao profesor poslovanja i psihologije, izučavao dejstvo ekrana na naš život. Želim da započnem jednostavno fokusom na to koliko nam vremena oduzimaju, a onda možemo da govorimo o tome kako to vreme izgleda. Ovde vam pokazujem prosečan radni dan od 24 časa u tri različita momenta u istoriji: 2007. godine - pre 10 godina - 2015. godine i zatim, podaci koje sam prikupio, zapravo, tek prošle nedelje. Mnogo stvari se nije toliko promenilo. Spavamo otprilike sedam i po do osam sati dnevno; neki ljudi kažu da se to malo smanjilo, ali nije se promenilo naročito. Radimo osam i po do devet sati dnevno. Bavimo se aktivnostima preživljavanja - to su stvari kao što su hrana, kupanje i briga o deci - oko tri sata dnevno.
That leaves this white space. That's our personal time. That space is incredibly important to us. That's the space where we do things that make us individuals. That's where hobbies happen, where we have close relationships, where we really think about our lives, where we get creative, where we zoom back and try to work out whether our lives have been meaningful. We get some of that from work as well, but when people look back on their lives and wonder what their lives have been like at the end of their lives, you look at the last things they say -- they are talking about those moments that happen in that white personal space. So it's sacred; it's important to us.
To ostavlja ovaj beli prostor. To je naše lično vreme. Taj prostor nam je neverovatno važan. To je prostor u kome radimo stvari koje nas čine pojedincima. To je prostor gde se odvijaju hobiji, gde održavamo bliske odnose, gde zaista razmišljamo o svom životu, gde smo kreativni, gde se izmaknemo unazad i pokušavamo da otkrijemo da li nam je život smislen. Naravno, nešto od toga dobijamo i na poslu, ali kada se ljudi osvrnu na svoj život i zapitaju se kakav im je život bio na kraju svog života, gledate poslednju stvar koju navode - govore o onim trenucima koji se dogode u tom belom ličnom prostoru. Zato predstavlja svetinju; važan nam je.
Now, what I'm going to do is show you how much of that space is taken up by screens across time. In 2007, this much. That was the year that Apple introduced the first iPhone. Eight years later, this much. Now, this much. That's how much time we spend of that free time in front of our screens. This yellow area, this thin sliver, is where the magic happens. That's where your humanity lives. And right now, it's in a very small box.
Pokazaću vam koliko tog prostora oduzimaju ekrani, kroz vreme. Godine 2007, ovoliko. To je bila godina kada je Epl izbacio prvi Ajfon. Osam godina kasnije, ovoliko. Sada, ovoliko. Toliko od našeg slobodnog vremena provodimo ispred ekrana. Ova žuta oblast, taj tanki komadić, mesto je gde se dešava čarolija. Tu leži vaša čovečnost. A u ovom trenutku nalazi se u vrlo malom prostoru.
So what do we do about this? Well, the first question is: What does that red space look like? Now, of course, screens are miraculous in a lot of ways. I live in New York, a lot of my family lives in Australia, and I have a one-year-old son. The way I've been able to introduce them to him is with screens. I couldn't have done that 15 or 20 years ago in quite the same way. So there's a lot of good that comes from them.
Šta da uradimo u vezi sa time? Pa, prvo pitanje je kako izgleda taj crveni prostor. Naravno, ekrani su čudesni na mnogo načina. Ja živim u Njujorku, veliki deo moje porodice živi u Australiji, a imam sina starog godinu dana. Ekrani su mi omogućili način da im ga predstavim. To nisam mogao da uradim pre 15 ili 20 godina na sasvim isti način. Dakle, dosta dobrih stvari ide uz njih.
One thing you can do is ask yourself: What goes on during that time? How enriching are the apps that we're using? And some are enriching. If you stop people while they're using them and say, "Tell us how you feel right now," they say they feel pretty good about these apps -- those that focus on relaxation, exercise, weather, reading, education and health. They spend an average of nine minutes a day on each of these. These apps make them much less happy. About half the people, when you interrupt them and say, "How do you feel?" say they don't feel good about using them. What's interesting about these -- dating, social networking, gaming, entertainment, news, web browsing -- people spend 27 minutes a day on each of these. We're spending three times longer on the apps that don't make us happy. That doesn't seem very wise.
Ono što možete je da se zapitate šta se dešava tokom tog vremena. Koliko obogaćuju aplikacije koje koristimo? A neke obogaćuju. Ako zaustavite ljude dok ih koriste i kažete: „Recite kako se osećate u ovom momentu“, kažu da se prilično dobro osećaju vezano za te aplikacije - one koje su usmerene na opuštanje, vežbanje, vreme, čitanje, obrazovanje i zdravlje. Provode u proseku devet minuta dnevno na svaku od njih. Ove aplikacije ih čine mnogo manje srećnim. Oko polovine ljudi, kada ih prekinete i kažete: „Kako se osećate?“, kaže da se ne oseća dobro u vezi sa njihovim korišćenjem. Zanimljivo je u vezi sa njima - upoznavanje, društveno umrežavanje, igre, zabava, vesti, pretraživanje interneta - ljudi provode 27 minuta dnevno na svakoj od njih. Trošimo tri puta više vremena na aplikacije koje nas ne čine srećnim. To ne deluje baš mudro.
One of the reasons we spend so much time on these apps that make us unhappy is they rob us of stopping cues. Stopping cues were everywhere in the 20th century. They were baked into everything we did. A stopping cue is basically a signal that it's time to move on, to do something new, to do something different. And -- think about newspapers; eventually you get to the end, you fold the newspaper away, you put it aside. The same with magazines, books -- you get to the end of a chapter, prompts you to consider whether you want to continue. You watched a show on TV, eventually the show would end, and then you'd have a week until the next one came. There were stopping cues everywhere. But the way we consume media today is such that there are no stopping cues. The news feed just rolls on, and everything's bottomless: Twitter, Facebook, Instagram, email, text messaging, the news. And when you do check all sorts of other sources, you can just keep going on and on and on.
Jedan od razloga zašto provodimo toliko vremena na aplikacije koje nas čine nesrećnim je taj da nam oduzimaju znake za zaustavljanje. Znaci za zaustavljanje su bili svuda u 20. veku. Bili su u sklopu svega što smo radili. Znak za zaustavljanje je u suštini signal da je vreme da se krene dalje, da se uradi nešto novo, nešto drugačije. Razmislite o novinama; na kraju dođete do kraja, sklopite novine, sklonite ih na stranu. Isto je sa časopisima, knjigama - stignete do kraja poglavlja, navodi vas da razmotrite da li želite da nastavite. Gledate emisiju na televiziji, na kraju bi se ona završila i imali biste nedelju dana do sledeće. Znaci za zaustavljanje su bili svuda. Način na koji danas konzumiramo medije je takav da nema znakova za zaustavljanje. Pregled vesti se samo odvija i sve je beskrajno: Tviter, Fejsbuk, Instagram, imejl, tekstualne poruke, vesti. Kada proverite razne izvore, možete tako u nedogled.
So, we can get a cue about what to do from Western Europe, where they seem to have a number of pretty good ideas in the workplace. Here's one example. This is a Dutch design firm. And what they've done is rigged the desks to the ceiling. And at 6pm every day, it doesn't matter who you're emailing or what you're doing, the desks rise to the ceiling.
Možemo naći smernice za postupanje u Zapadnoj Evropi, gde izgleda da imaju veliki broj prilično dobrih ideja na radnom mestu. Evo jednog primera. Ovo je holandska firma za dizajn. Oni su prikačili stolove za plafon. U šest sati popodne svakoga dana, bez obzira na to kome šaljete imejl ili šta god da radite, stolovi se podižu do plafona.
(Laughter)
(Smeh)
(Applause)
(Aplauz)
Four days a week, the space turns into a yoga studio, one day a week, into a dance club. It's really up to you which ones you stick around for. But this is a great stopping rule, because it means at the end of the day, everything stops, there's no way to work. At Daimler, the German car company, they've got another great strategy. When you go on vacation, instead of saying, "This person's on vacation, they'll get back to you eventually," they say, "This person's on vacation, so we've deleted your email. This person will never see the email you just sent."
Četiri dana nedeljno, prostor postaje studio za jogu, a jednom nedeljno u plesni klub. Na vama je zbog čega ćete ostati. Ali ovo je sjajno pravilo za zaustavljanje, jer znači da na kraju dana sve prestaje i nema načina da se radi. U Dajmleru, nemačkoj kompaniji automobila, imaju još jednu odličnu strategiju. Kada odete na odmor, umesto da kažu: „Osoba je na odmoru i javiće vam se u nekom trenutku“, oni kažu: „Ova osoba je na odmoru, tako da smo obrisali vaš imejl. Ova osoba nikada neće videti imejl koji ste upravo poslali.“
(Laughter)
(Smeh)
"You can email back in a couple of weeks, or you can email someone else."
„Možete poslati imejl za par nedelja, ili ga možete poslati nekom drugom.“
(Laughter)
(Smeh)
And so --
I tako -
(Applause)
(Aplauz)
You can imagine what that's like. You go on vacation, and you're actually on vacation. The people who work at this company feel that they actually get a break from work.
Možete zamisliti kako to izgleda. Odete na odmor i zaista ste na odmoru. Ljudi koji rade u ovoj kompaniji imaju osećaj da zaista prave pauzu od posla.
But of course, that doesn't tell us much about what we should do at home in our own lives, so I want to make some suggestions. It's easy to say, between 5 and 6pm, I'm going to not use my phone. The problem is, 5 and 6pm looks different on different days. I think a far better strategy is to say, I do certain things every day, there are certain occasions that happen every day, like eating dinner. Sometimes I'll be alone, sometimes with other people, sometimes in a restaurant, sometimes at home, but the rule that I've adopted is: I will never use my phone at the table. It's far away, as far away as possible. Because we're really bad at resisting temptation. But when you have a stopping cue that, every time dinner begins, my phone goes far away, you avoid temptation all together.
Naravno, to nam ne govori naročito o tome šta bi trebalo da radimo kod kuće u našem životu, pa bih želeo da iznesem neke predloge. Lako je reći da između pet i šest popodne nećete koristiti telefon. Problem je u tome što pet i šest popodne izgledaju drugačije različitim danima. Mislim da je mnogo bolja strategija reći da radim određene stvari svakog dana, postoje izvesne situacije koje se dešavaju svakodnevno, kao što je večeravanje. Ponekad sam sam, ponekad sa drugim ljudima, ponekad u restoranu, ponekad kod kuće, ali pravilo koje sam usvojio je da nikada neću koristiti telefon za stolom. Udaljen je, što dalje moguće. Zato što nam veoma loše ide odolevanje iskušenju. A kada imate znak za zaustavljanje da, svaki put kada večera počne, telefon odlazi daleko, u potpunosti izbegnete iskušenje.
At first, it hurts. I had massive FOMO.
Ovo boli u početku. Imao sam ogroman strah da ću nešto propustiti.
(Laughter)
(Smeh)
I struggled.
Mučio sam se.
But what happens is, you get used to it. You overcome the withdrawal the same way you would from a drug, and what happens is, life becomes more colorful, richer, more interesting -- you have better conversations. You really connect with the people who are there with you. I think it's a fantastic strategy, and we know it works, because when people do this -- and I've tracked a lot of people who have tried this -- it expands. They feel so good about it, they start doing it for the first hour of the day in the morning. They start putting their phones on airplane mode on the weekend. That way, your phone remains a camera, but it's no longer a phone. It's a really powerful idea, and we know people feel much better about their lives when they do this.
No, naviknete se. Prevaziđete simptome kriziranja isto kao što biste i kod droge, a ono što se dogodi je da život postaje raznobojniji, bogatiji, zanimljiviji - vodite bolje razgovore. Zaista se povežete sa ljudima koji su tu sa vama. Mislim da je to fantastična strategija i znamo da deluje, jer kada ljudi ovo rade - a pratio sam mnogo ljudi koji su ovo isprobali - širi se. Toliko imaju dobar osećaj zbog toga da počnu to da rade izjutra, prvog časa u danu. Počnu da postavljaju telefon na režim rada u avionu tokom vikenda. Tako vaš telefon ostaje kamera, ali više nije telefon. To je zaista moćna ideja, i znamo da se ljudi mnogo bolje osećaju u svom životu kada to rade.
So what's the take home here? Screens are miraculous; I've already said that, and I feel that it's true. But the way we use them is a lot like driving down a really fast, long road, and you're in a car where the accelerator is mashed to the floor, it's kind of hard to reach the brake pedal. You've got a choice. You can either glide by, past, say, the beautiful ocean scenes and take snaps out the window -- that's the easy thing to do -- or you can go out of your way to move the car to the side of the road, to push that brake pedal, to get out, take off your shoes and socks, take a couple of steps onto the sand, feel what the sand feels like under your feet, walk to the ocean, and let the ocean lap at your ankles. Your life will be richer and more meaningful because you breathe in that experience, and because you've left your phone in the car.
Koju poentu treba ovde izvući? Ekrani su čudesni; već sam to rekao i smatram da je to istina. Ali način na koji ih koristimo je poput vožnje niz veoma brz i dug put, a vi ste u automobilu u kome je pedala za gas zakucana za pod i teško je dohvatiti kočnicu. Imate izbor. Možete prolaziti pored, recimo, predivnih prizora okeana i fotografisati kroz prozor - to je lako uraditi - ili se možete potruditi da pomerite auto na stranu puta, pritisnete tu kočnicu, izađete, skinete cipele i čarape, krenete par koraka do peska, osetite pesak pod stopalima, prošetate do okeana i dopustite da vam okean zapljusne članke. Vaš život će biti bogatiji i smisleniji zato što ste uneli u sebe to iskustvo i zato što ste ostavili telefon u autu.
Thank you.
Hvala.
(Applause)
(Aplauz)