(Music: "The Sound of Silence," Simon & Garfunkel)
Zdravo, govorna pošto, moja stara prijateljice.
Hello voice mail, my old friend.
(Laughter)
(Smijeh)
I've called for tech support again. I ignored my boss's warning. I called on a Monday morning. Now it's evening, and my dinner first grew cold, and then grew mold. I'm still on hold. I'm listening to the sounds of silence. I don't think you understand. I think your phone lines are unmanned. I punched every touch tone I was told, but I've still spent 18 hours on hold. It's not enough your software crashed my Mac, and it constantly hangs and bombs -- it erased my ROMs! Now the Mac makes the sounds of silence. In my dreams I fantasize of wreaking vengeance on you guys. Say your motorcycle crashes. Blood comes gushing from your gashes. With your fading strength, you call 9-1-1 and you pray for a trained MD. But you get me.
Opet sam zvao tehničku podršku. Zanemario sam šefovo upozorenje. Zvao sam u ponedjeljak ujutro. Sad je večer, i moja se večera prvo ohladila -- i zatim upljesnivila. Još uvijek sam na čekanju. Slušam zvukove tišine. Mislim da ne razumijete. Mislim da vaše telefonske linije imaju automatskog operatera. Pritisnuo sam svaki gumb za tonsko biranje koji su rekli, ali ipak sam proveo 18 sati na čekanju. Nije dovoljno što je vaš softver ugasio moj Mac i stalno stoji i gasi se -- izbrisao je moje ROM-ove! Sad Mac proizvodi zvukove tišine. U svojim snovima maštam da se osvetim vama dečkima. Recimo da se razbije vaš motor. Krv lipti iz vaših rana. Sa snagom koja polako nestaje zovete 9-1-1 i molite se za iskusnog liječnika. Ali dobijete mene. (Smijeh)
(Laughter)
And you listen to the sounds of silence.
I vi slušate zvukove tišine.
(Music)
(Applause)
(Pljesak)
Thank you.
Hvala vam. Dobra večer i dobrodošli na
Good evening and welcome to: "Spot the TED Presenter Who Used to Be a Broadway Accompanist."
"Pronađite voditelja TED-a koji je bio pratilac na Broadwayu." (Smijeh)
(Laughter)
OK. Kad su mi ponudili kolumnu Timesa prije šest godina
When I was offered the Times column six years ago, the deal was like this: you'll be sent the coolest, hottest, slickest new gadgets. Every week, it'll arrive at your door. You get to try them out, play with them, evaluate them until the novelty wears out, before you have to send them back, and you'll get paid for it. You can think about it, if you want. So, I've always been a technology nut, and I absolutely love it. The job, though, came with one small downside, and that is, they intended to publish my email address at the end of every column. And what I've noticed is -- first of all, you get an incredible amount of email.
dogovor je bio: slat će ti najotkačenije, najtraženije, najpametnije nove sprave. Svaki će ti tjedan dolaziti kući. Moći ćeš ih isprobati, igrati se njima, procijeniti ih sve dok se novotarija ne istroši, prije nego ih budeš morao vratiti. I platit će ti za to. Možeš razmisliti o tome, ako želiš. Dakle, oduvijek sam bio lud za tehnologijom, i apsolutno je volim. Posao je, pak, imao pomalo lošu stranu. Dakle, namjeravali su objaviti moj e-mail na kraju svake kolumne. I primijetio sam da -- kao prvo, dobijete nevjerojatnu količinu e-maila.
If you ever are feeling lonely, get a New York Times column, because you will get hundreds and hundreds and hundreds of emails. And the email I'm getting a lot today is about frustration. People are feeling like things -- Ok, I just had an alarm come up on my screen. Lucky you can't see it. People are feeling overwhelmed. They're feeling like it's too much technology, too fast. It may be good technology, but I feel like there's not enough of a support structure. There's not enough help. There's not enough thought put into the design of it to make it easy and enjoyable to use. One time I wrote a column about my efforts to reach Dell Technical Support, and within 12 hours, there were 700 messages from readers on the feedback boards on the Times website, from users saying, ""Me too, and here's my tale of woe." I call it "software rage." And man, let me tell you, whoever figures out how to make money off of this frustration will -- Oh, how did that get up there? Just kidding.
Ako se ikad osjetite usamljeno, nabavite si kolumnu u New York Timesu, zato što ćete dobiti stotine i stotine i stotine e-maila. I e-mail koji često dobivam danas je o frustraciji. Ljudi se osjećaju kao stvari -- OK. Pojavio mi se alarm na ekranu. Srećom ga ne možete vidjeti. Ljudima je previše. Osjećaju se kao da je previše tehnologije, prebrzo se pojavljuje. Možda je to dobra tehnologija, ali osjećam se kao da nema dovoljno podrške. Nema dovoljno pomoći. Nema dovoljno osmišljenog dizajna koji bi omogućio jednostavno i ugodno korištenje. Jednom sam napisao kolumnu o svom naporu da dobijem tehničku podršku Della. I unutar 12 sati, pojavilo se 700 komentara čitatelja na stranici Timesa, od korisnika koji kažu, "Ja također!" i, "Evo moje tužne priče." Ja to zovem softverskim bijesom. I, čovječe, tko smisli kako da zaradi novac na ovoj frustraciji -- oh, kako je ovo dospjelo ovamo? Šalim se.
(Laughter)
(Smijeh)
Ok, so why is the problem accelerating? And part of the problem is, ironically, because the industry has put so much thought into making things easier to use. I'll show you what I mean. This is what the computer interface used to look like, DOS. Over the years, it's gotten easier to use. This is the original Mac operating system. Reagan was President. Madonna was still a brunette. And the entire operating system -- this is the good part -- the entire operating system fit in 211 k. You couldn't put the Mac OS X logo in 211 k!
OK, zašto problem ubrzava? A dio je problema u tome što je, ironično, industrija uložila toliko truda da olakša rukovanje stvarima. Pokazat ću vam na što mislim. Ovako je izgledalo kompjutersko sučelje, DOS. Tokom godina postalo je lakše rukovati njime. Ovo je originalni Macov operativni sustav. Reagan je bio Predsjednik. Madonna je još uvijek bila brineta. I cijeli je operativni sustav -- ovo je najbolji dio -- cijeli je operativni sustav stao u 211k. Ne bi mogli staviti logo Mac OS 10 u 211k!
(Laughter)
(Smijeh)
So the irony is, that as these things became easier to use, a less technical, broader audience was coming into contact with this equipment for the first time.
Ironija je u tome da, kad je ovim stvarima postalo jednostavnije rukovati, manje tehnički potkovana, šira publika došla je u kontakt s ovom opremom po prvi put.
I once had the distinct privilege of sitting in on the Apple call center for a day. The guy had a duplicate headset for me to listen to. And the calls that -- you know how they say, "Your call may be recorded for quality assurance?" Uh-uh. Your call may be recorded so that they can collect the funniest dumb user stories and pass them around on a CD.
Jednom sam imao iznimnu čast sjediti u pozivnom centru Applea jedan dan. Tip je imao dvostruke slušalice da mogu slušati. I pozivi -- znate kako kažu, "Vaš poziv može biti snimljen radi kvalitetnog jamstva?" Mm-Mmm. Vaš poziv može biti snimljen da oni mogu skupljati najsmješnije glupe priče korisnika i dijeliti ih naokolo na disku.
(Laughter)
(Smijeh)
Which they do.
Što i rade.
(Laughter)
(Smijeh)
And I have a copy.
I ja imam kopiju.
(Laughter)
(Smijeh)
It's in your gift bag. No, no. With your voices on it!
Nalazi se u vašoj darovnoj vrećici. S vašim glasovima na njemu.
So, some of the stories are just so classic, and yet so understandable. A woman called Apple to complain that her mouse was squeaking. Making a squeaking noise. And the technician said,
Dakle, neke priče su jednostavno tako klasične, a ipak tako razumljive. Žena je nazvala Apple da se požali da njen miš cvili -- pušta piskav glas. I tehničar je rekao, "Pa, gđo, kako mislite da vaš miš cvili?"
"Well, ma'am, what do you mean your mouse is squeaking?"
Rekla je, "Sve što vam mogu reći jest da
She says, "All I can tell you is that it squeaks louder, the faster I move it across the screen."
cvili glasnije što ga brže pomičem preko ekrana." (Smijeh)
(Laughter)
A tehničar: "Gđo, postavili ste miša na ekran?"
And the technician's like, "Ma'am, you've got the mouse up against the screen?"
She goes, "Well, the message said, 'Click here to continue.'"
Ona: "Pa, u poruci je pisalo, 'kliknite ovdje za nastavak'."
(Laughter)
(Smijeh)
Well, if you like that one -- how much time have we got? Another one, a guy called -- this is absolutely true -- his computer had crashed, and he told the technician he couldn't restart it, no matter how many times he typed "11." And the technician said, "What? Why are you typing 11?" He said, "The message says, 'Error Type 11.'"
Pa, ako vam se sviđa ova priča, koliko vremena imamo? Još jedna, neki tip je nazvao. To je apsolutno istinito! Ugasio mu se kompjuter, pa je rekao tehničaru da ga nije mogao ponovo upaliti bez obzira koliko je puta utipkao 11. I tehničar je rekao, "Što? Zašto tipkate (to type) 11?". Odgovorio je, "U poruci piše, 'Error (Greška) Type 11."
(Laughter)
(Smijeh)
So, we must admit that some of the blame falls squarely at the feet of the users. But why is the technical overload crisis, the complexity crisis, accelerating now?
Moramo priznati da dio krivnje izravno snose i korisnici. Ali zašto prekomjerna tehnička kriza kriza složenosti, ubrzava sada? U svijetu hardvera,
In the hardware world, it's because we the consumers want everything to be smaller, smaller, smaller. So the gadgets are getting tinier and tinier, but our fingers are essentially staying the same size. So it gets to be more and more of a challenge. Software is subject to another primal force: the mandate to release more and more versions. When you buy a piece of software, it's not like buying a vase or a candy bar, where you own it. It's more like joining a club, where you pay dues every year, and every year, they say, "We've added more features, and we'll sell it to you for $99." I know one guy who's spent $4,000 just on Photoshop over the years. And software companies make 35 percent of their revenue from just these software upgrades. I call it the Software Upgrade Paradox -- which is that if you improve a piece of software enough times, you eventually ruin it.
zato što mi potrošači želimo da sve bude manje, manje, manje. Pa sprave postaju sitnije i sitnije ali naši prsti u osnovi ostaju iste veličine. To postaje sve veći i veći izazov. Softver je predmet druge primarne sile: ovlaštenje da se izda sve više i više verzija. Kad kupite neki softver, nije kao da ste kupili vazu ili čokoladicu, da ih možete posjedovati. To više liči na članstvo u klubu gdje plaćate članarinu svaku godinu. I svake godine, kažu, "Dodali smo još osobina i prodat ćemo vam ga za 99 dolara." Znam jednog tipa koji je potrošio 4.000 dolara samo na Photoshop tijekom godina. I softverske kompanije zarađuju 35 posto od svojih prihoda samo od tih nadogradnji softvera. Zovem to Paradoksom nadogradnje softvera -- što znači da, ako poboljšate neki softver dovoljno puta, na kraju ćete ga uništiti.
I mean, Microsoft Word was last just a word processor in, you know, the Eisenhower administration.
Mislim, Microsoftov Word bio je program za obradu riječi, znate, Eisenhowerove vlade.
(Laughter)
(Smijeh)
But what's the alternative? Microsoft actually did this experiment. They said, "Well, wait a minute. Everyone complains that we're adding so many features. Let's create a word processor that's just a word processor: Simple, pure; does not do web pages, is not a database." And it came out, and it was called Microsoft Write. And none of you are nodding in acknowledgment, because it died. It tanked. No one ever bought it. I call this the Sport Utility Principle. People like to surround themselves with unnecessary power, right? They don't need the database and the website, but they're like, "Well, I'll upgrade, because, I might, you know, I might need that someday." So the problem is: as you add more features, where are they going to go? Where are you going to stick them? You only have so many design tools. You can do buttons, you can do sliders, pop-up menus, sub-menus. But if you're not careful about how you choose, you wind up with this.
Ali koja je alternativa? Microsoft je zapravo napravio ovaj eksperiment. Rekli su, "Pa, samo trenutak. Svi se žale da dodajemo toliko osobina. Stvorimo program za obradu riječi koji samo obrađuje riječi. Jednostavan, bez dodataka, ne uređuje mrežne stranice, nije baza podataka." I pojavio se. Nazvali su ga Microsoft Write. I nitko od vas ne kima u znak potvrde zato što je umro. Propao je. Nitko ga nikad nije kupio. Zovem to Principom terenca. Ljudi se vole okružiti nepotrebnom snagom, točno? Ne trebaju bazu podataka na mrežnom mjestu, kažu kao, "Pa, uzet ću nadogradnje, zato što, možda, znate. Možda će mi to zatrebati jednog dana!" Dakle, problem je u tome da, kako dodajete više osobina, kuda će otići? Kuda ćete ih staviti? Imate toliko alata za dizajniranje. Imate gumbe; imate klizače, skočne menije, podmenije. Ali ako ne pazite kako birate, završit ćete ovako.
(Laughter)
(Smijeh)
This is an un-retouched -- this is not a joke -- un-retouched photo of Microsoft Word, the copy that you have, with all the toolbars open. You've obviously never opened all the toolbars, but all you have to type in is this little, teeny window down here.
Ovo je neretuširana -- ovo nije šala -- fotografija Microsoftovog Worda, primjerak koji imate, sa svim alatnim trakama. Očito niste nikad otvorili sve alatne trake, ali morate tipkati u ovaj mali, sićušni prozorčić ovdje.
(Laughter)
(Smijeh)
And we've arrived at the age of interface matrices, where there are so many features and options, you have to do two dimensions, you know: a vertical and a horizontal. You guys all complain about how Microsoft Word is always bulleting your lists and underlining your links automatically. The off switch is in there somewhere. I'm telling you -- it's there. Part of the art of designing a simple, good interface, is knowing when to use which one of these features. So, here is the log-off dialogue box for Windows 2000. There are only four choices, so why are they in a pop-up menu? It's not like the rest of the screen is so full of other components that you need to collapse the choices. They could have put them all out in view.
I došli smo do doba matrica sa sučeljem, gdje ima toliko osobina i opcija, morate raditi u dvije dimenzije, znate. Okomitoj i horizontalnoj. Svi ste se žalili na to kako Microsoft Word uvijek označava vaše popise i podcrtava vaše poveznice automatski. Gumb za gašenje je tu negdje. Kažem vam, tu je! Dio je umijeća dizajniranja jednostavnog, dobrog sučelja, znati kad upotrijebiti koju od tih osobina. Ovo je dijaloški okvir odjave za Windows 2000. Postoje samo četiri izbora, pa zašto su u skočnom meniju? Nije baš da je ostatak ekrana pun ostalih dijelova da morate sažeti izbore. Mogli su ih sve staviti u pogled.
Here's Apple's take on the exact same dialogue box.
Ovo je Appleov koncept istog dijaloškog okvira.
(Applause)
(Pljesak)
Thank you -- yes, I designed the dialogue box. No, no. Already, we can see that Apple and Microsoft have a severely divergent approach to software design. Microsoft's approach to simplicity tends to be: let's break it down; let's just make it more steps. There are these "wizards" everywhere. And you know, there's a new version of Windows coming out this fall. If they continue at this pace, there's absolutely no telling where they might wind up.
Hvala vam -- da, ja sam dizajnirao dijaloški okvir. Ne, ne, ne. Već možemo vidjeti da Apple i Microsoft imaju strogo različit pristup dizajnu softvera. Microsoftov pristup jednostavnosti cilja na: razdvojimo ga, napravimo više koraka. Posvuda su ti čarobnjaci. Znate, najesen izlazi nova verzija Windowsa. Ako nastave ovom brzinom, tko zna gdje će završiti.
[Welcome to the Type a Word Wizard]
(Pljesak)
(Laughter)
(Applause)
Dobrodošli u Čarobnjak Utipkaj-riječ. OK, predajem se. Kliknimo "dalje" za nastavak.
"Welcome to the Type a Word Wizard." Ok, I'll bite. Let's click "Next" to continue.
(Laughter)
(Pljesak)
(Applause)
S padajućeg menija izaberite prvo slovo koje želite utipkati. OK.
From the drop-down menu, choose the first letter you want to type. Ok.
(Smijeh)
(Laughter)
So there is a limit that we don't want to cross. So what is the answer? How do you pack in all these features in a simple, intelligent way? I believe in consistency, when possible, real-world equivalents, trash can folder, when possible, label things, mostly. But I beg of the designers here to break all those rules if they violate the biggest rule of all, which is intelligence. Now what do I mean by that? I'm going to give you some examples where intelligence makes something not consistent, but it's better.
Dakle, postoji granica koju ne želimo prijeći. Pa koji je odgovor? Kako upakirati sve te osobine na jednostavan, inteligentan način? Vjerujem u dosljednost kad je moguća, ekvivalente iz stvarnog života, mapu za obrisane datoteke, većinom označene stvari. Ali molim dizajnere da naruše sva ta pravila ako naruše najveće među njima, inteligenciju. Što mislim pod time? Dat ću vam nekoliko primjera gdje inteligencija stvara nešto što nije dosljedno, ali je bolje.
If you are buying something on the web, you're supposed to put in your address, and you're supposed to choose what country you're from, ok? There are 200 countries in the world. We like to think of the Internet as a global village. I'm sorry; it's not one yet. It's mainly like, the United States, Europe, and Japan. So why is "United States" in the "U"s?
Kad kupujete nešto na mreži, trebate unijeti svoju adresu i izabrati zemlju iz koje dolazite, u redu? Postoji 200 država na svijetu. Volimo razmišljati o Internetu kao o globalnom selu. Žao mi je, još uvijek to nije. Većinom su to USA, Europa i Japan. Pa zašto je USA pod "U"? (Smijeh)
(Laughter)
You have to scroll, like, seven screensful to get to it. Now, it would be inconsistent to put "United States" first, but it would be intelligent.
Morate kliziti sedam punih ekrana da dođete do nje. Bilo bi nedosljedno da se USA stavi prva, ali bilo bi inteligentno. O ovom se govorilo prije,
This one's been touched on before, but why in God's name do you shut down a Windows PC by clicking a button called "Start?"
ali zašto za ime Božje gasimo osobno računalo klikanjem gumba "Start"?
(Laughter)
(Smijeh)
Here's another pet one of mine: you have a printer. Most of the time, you want to print one copy of your document, in page order, on that printer. So why in God's name do you see this every time you print? It's like a 747 shuttle cockpit.
Evo još jednog mog omiljenog primjera: imate printer. Većinu vremena želite isprintati jedan primjerak vašeg dokumenta, prema redoslijedu stranica, na tom printeru. Pa zašto za ime Božje vidite ovo svaki put kad printate? Izgleda kao kokpit svemirskog taksija 747.
(Laughter)
(Smijeh)
And one of the buttons at the bottom, you'll notice, is not "Print."
I jedan od gumba na dnu, primjetit ćete, nije "Print."
(Laughter)
(Smijeh)
(Applause)
(Pljesak)
Now, I'm not saying that Apple is the only company who has embraced the cult of simplicity. Palm is also, especially in the old days, wonderful about this. I actually got to speak to Palm when they were flying high in the '90s, and after the talk, I met one of the employees. He says, "Nice talk." And I said, "Thank you. What do you do here?" He said, "I'm a tap counter." I'm like, "You're a what?" He goes, "Well Jeff Hawkins, the CEO, says, 'If any task on the Palm Pilot takes more than three taps of the stylus, it's too long, and it has to be redesigned.' So I'm the tap counter." So, I'm going to show you an example of a company that does not have a tap counter.
Sad, ja ne kažem da je Apple jedina kompanija koja je prihvatila kult jednostavnosti. Palm je također, osobito u starim danima, sjajan po tom pitanju. Zapravo sam razgovarao s Palmom kad su pucali na visoko u 90-ima, i nakon razgovora sastao sam se s jednim od zaposlenika. Rekao je, "Dobar govor." Ja sam rekao, "Hvala vam, što radite ovdje?" Rekao je, "ja sam brojač udaraca." A ja, "Vi ste što?", A on će, "Pa, Jeff Hawkins, izvršni direktor, kaže, "Ako za bilo koji zadatak na Palm Pilotu treba više od tri udarca olovkom, to je predugo i treba ga ponovo dizajnirati. 'Dakle, ja sam brojač udaraca." Pokazat ću vam primjer kompanije koja nema brojača udaraca.
(Laughter)
Ovo je Microsoft Word, OK. Kad želite napraviti novi prazni dokument u Wordu
This is Microsoft Word. Ok, when you want to create a new blank document in Word -- it could happen.
-- ovo se može dogoditi! (Smijeh)
(Laughter)
Idete gore do izbornika Datoteka i izaberete "Novi". Sad,
You go up to the "File" menu and you choose "New." Now, what happens when you choose "New?" Do you get a new blank document? You do not. On the opposite side of the monitor, a task bar appears, and somewhere in those links -- by the way, not at the top -- somewhere in those links is a button that makes you a new document. Ok, so that is a company not counting taps. You know, I don't want to just stand here and make fun of Microsoft ... Yes, I do.
što se događa kad izaberete "Novi"? Da li dobijete novi prazni dokument? Ne. Na suprotnoj strani monitora pojavljuje se programska traka, i negdje u tim linkovima -- usput rečeno, ne na vrhu -- negdje u tim linkovima nalazi se gumb koji vam napravi novi dokument. U redu, to je kompanija koja ne broji udarce. Znate, ne želim samo stajati ovdje i ismijavati Microsoft. Publika: Hajde. David Pogue: Da, želim.
(Laughter)
(Smijeh)
(Applause)
(Pljesak)
The Bill Gates song!
Pjesma o Billu Gatesu!
(Piano music)
Lumen sam oduvijek i napisao sam prvi DOS.
I've been a geek forever and I wrote the very first DOS. I put my software and IBM together; I got profit and they got the loss.
Spojio sam svoj softver i IBM; Ja sam dobio profit, a oni gubitak.
(Laughter)
(Smijeh)
I write the code that makes the whole world run. I'm getting royalties from everyone. Sometimes it's garbage, but the press is snowed. You buy the box; I'll sell the code. Every software company is doing Microsoft's R&D. You can't keep a good idea down these days. Even Windows is a hack. We're kind of based loosely on the Mac. So it's big, so it's slow. You've got nowhere to go. I'm not doing this for praise. I write the code that fits the world today. Big mediocrity in every way. We've entered planet domination mode. You'll have no choice; you'll buy my code. I am Bill Gates and I write the code.
Napisao sam kod koji pokreće cijeli svijet. Dobivam naknade od svih. Ponekad je smeće, ali tisak je impresioniran. Vi kupujete kutiju, ja ću prodati kod. Svaka softverska kompanija radi prema Microsoftovom razvojnom centru. Ne možete zadržati dobru ideju ovih dana. Čak je Windows loš. Djelomično se zasnivamo na Macu. Velik je, spor. Nemate kamo. Ne radim ovo da me hvale; Pišem kod koji odgovara sadašnjem svijetu. Velika prosječnost u svakom pogledu. Ušli smo u svjetsku dominaciju. Nećete imati izbora, kupit ćete moj kod. Ja sam Bill Gates i ja pišem kod.
(Applause)
(Pljesak)
But actually, I believe there are really two Microsofts. There's the old one, responsible for Windows and Office. They're dying to throw the whole thing out and start fresh, but they can't. They're locked in, because so many add-ons and other company stuff locks into the old 1982 chassis. But there's also a new Microsoft, that's really doing good, simple interface designs. I liked the Media Center PC. I liked the Microsoft SPOT Watch. The Wireless Watch flopped miserably in the market, but it wasn't because it wasn't simply and beautifully designed. But let's put it this way: would you pay $10 a month to have a watch that has to be recharged every night like your cell phone, and stops working when you leave your area code?
No zapravo vjerujem da postoje dva Microsofta. Postoji stari, odgovoran za Windows i Office. Očajnički se žele rješiti toga i početi ispočetka, ali ne mogu. Sputani su zato što toliko dodataka i drugih stvari kompanije zatvara u stari sustav iz 1982. No postoji i novi Microsoft koji doista stvara dobar, jednostavan dizajn sučelja. Sviđao mi se Media Center PC. Sviđao mi se Microsoft SPOT Watch. Wireless Watch je neslavno propao na tržištu, ali ne zato što nije bio jednostavno i lijepo dizajniran. Recimo ovako: da li bi plaćali 10 dolara mjesečno za sat koji se mora puniti svaku večer, kao vaš mobitel, i koji prestaje raditi kad napustite vaš pozivni broj?
(Laughter)
(Smijeh)
So, the signs might indicate that the complexity crunch is only going to get worse. So is there any hope? The screens are getting smaller, people are illuminating, putting manuals in the boxes, things are coming out at a faster pace. It's funny -- when Steve Jobs came back to Apple in 1997, after 12 years away, it was the MacWorld Expo -- he came to the stage in that black turtleneck and jeans, and he sort of did this. The crowd went wild, but I had just seen -- I'm like, where have I seen this before? I had just seen the movie "Evita" --
Znakovi možda pokazuju da će kompleksnost postati još gora. Ima li nade? Ekrani postaju manji. Ljudi ilustriraju, stavljaju priručnike u kutije. Stvari se pojavljuju brže. Smiješno je -- kad se Steve Jobs vratio u Apple 1997., nakon 12 godina, pojavio se MacWorld Expo. Došao je na pozornicu u onoj crnoj dolčeviti i trapericama, i napravio je ovo. Publika je podivljala, ali mislim, gdje sam to vidio? Upravo sam bio pogledao film "Evita" --
(Laughter)
(Smijeh)
with Madonna, and I'm like, you know what? I've got to do one about Steve Jobs.
-- s Madonnom, i ja, znate, moram otpjevati jednu o Steveu Jobsu.
(Music)
Neće biti lako. Mislit ćete da sam čudan.
It won't be easy. You'll think I'm strange.
(Laughter)
Kad pokušam objasniti zašto sam se vratio
When I try to explain why I'm back, after telling the press Apple's future is black. You won't believe me. All that you see is a kid in his teens who started out in a garage with only a buddy named Woz.
nakon što sam rekao da je budućnost Applea crna. Nećete mi vjerovati. Sve što vidite je tinejdžer koji je počeo u garaži samo s prijateljem po imenu Woz.
(Laughter)
(Smijeh)
You try rhyming with garage!
Pokušajte vi rimovati s garažom!
(Laughter)
(Smijeh)
Don't cry for me, Cupertino.
Ne plači za mnom, Cupertino.
(Laughter)
(Smijeh)
The truth is, I never left you. I know the ropes now, know what the tricks are. I made a fortune over at Pixar.
Istina je da te nikad nisam napustio. (Smijeh) Sada se razumijem u posao, znam sve trikove. Obogatio sam se u Pixaru.
(Laughter)
(Smijeh)
Don't cry for me, Cupertino. I've still got the drive and vision. I still wear sandals in any weather. It's just that these days, they're Gucci leather.
Ne plači za mnom, Cupertino. Još uvijek imam energiju i viziju. Još uvijek nosim sandale po bilo kojem vremenu. Samo su ovih dana, od kože Gucci.
(Laughter)
(Smijeh)
(Applause)
(Pljesak)
Thank you.
So Steve Jobs had always believed in simplicity and elegance and beauty. And the truth is, for years I was a little depressed, because Americans obviously did not value it, because the Mac had three percent market share, Windows had 95 percent market share -- people did not think it was worth putting a price on it. So I was a little depressed. And then I heard Al Gore's talk, and I realized I didn't know the meaning of depressed.
Hvala vam. Dakle, Steve Jobs je oduvijek vjerovao u jednostavnost i eleganciju i ljepotu. I istina je da sam godinama bio pomalo depresivan. Zato što to Amerikanci očito nisu cijenili, zato što je Mac imao tri posto tržišta, Windows je imao 95 posto tržišta. Ljudi nisu mislili da vrijedi odrediti mu cijenu. Dakle, bio sam pomalo depresivan, i tad sam čuo govor Ala Gorea, i shvatio sam da nisam znao značenje riječi depresivan. (Smijeh)
(Laughter)
No ispalo je da sam u krivu, točno? Zato što se pojavio iPod,
But it turns out I was wrong, right? Because the iPod came out, and it violated every bit of common wisdom. Other products cost less; other products had more features, they had voice recorders and FM transmitters. The other products were backed by Microsoft, with an open standard, not Apple's propriety standard. But the iPod won -- this is the one they wanted. The lesson was: simplicity sells. And there are signs that the industry is getting the message. This is a little company that's done very well with simplicity and elegance. The Sonos thing -- it's catching on.
i to je narušilo svaki dijelić razuma. Ostali proizvodi koštaju manje. Ostali proizvodi imaju više osobina. Imali su snimač glasa i FM predajnike. Ostale proizvode je podržavao Microsoft otvorenim standardom, a ne Appleovim zakonom zaštićenim standardom. Ali je iPod pobijedio! Njega su htjeli. Lekcija glasi: jednostavnost je to što se prodaje. I postoje znakovi da je industrija shvatila poruku. Postoji mala kompanija koja je dosta postigla jednostavnošću i elegancijom. Sonos -- sve je popularniji.
I've got just a couple examples. Physically, a really cool, elegant thinking coming along lately. When you have a digital camera, how do you get the pictures back to your computer? Well, you either haul around a USB cable, or you buy a card reader and haul that around. Either one, you're going to lose. What I do is, I take out the memory card, and I fold it in half, revealing USB contacts. I just stick it in the computer, offload the pictures, put it right back in the camera. I never have to lose anything. Here's another example. Chris, you're the source of all power. Will you be my power plug?
Imam samo par primjera. Fizički, stvarno otkačeno, elegantno, razmišljanje koje dolazi u zadnje vrijeme. Kako dolazite do fotografija iz digitalne kamere na kompjutoru? Pa, ili navlačite naokolo kabel za USB ili kupite čitač kartica pa njega navlačite. Kako bilo, izgubit ćete. Ja izvadim memorijsku karticu, presavijem napola, otkrivajući kontakt za USB. Samo umetnem u kompjutor, preuzmem fotografije, vratim u kameru. Nikad ne moram ništa izgubiti. Evo još jednog primjera. Chrise, ti si izvor sve energije. Želiš li biti moj utikač?
Chris Anderson: Oh yeah. DP: Hold that and don't let go.
Chris Anderson: O, da.
You might've seen this, this is Apple's new laptop. This the power cord. It hooks on like this. And I'm sure every one of you has done this at some point in your lives, or one of your children. You walk along -- and I'm about to pull this onto the floor. I don't care. It's a loaner. Here we go. Whoa! It's magnetic -- it doesn't pull the laptop onto the floor.
DP: Drži ovo i ne puštaj. Možda ste viđali ovo: ovo je novi Appleov prijenosnik. Ovo je kabel. Spaja se ovako. I siguran sam da je svatko od vas jednom ovo napravio u životu, ili jedno od vaše djece. Hodate, i srušit ću ovo na pod. Briga me. Posuđeno je. Idemo. Hej! Magnetsko je. Ne povlači prijenosnik na pod.
(Applause)
(Pljesak)
In my very last example -- I do a lot of my work using speech recognition software. And I'll just -- you have to be kind of quiet because the software is nervous. Speech recognition software is really great for doing emails very quickly; period. Like, I get hundreds of them a day; period. And it's not just what I dictate that it writes down; period. I also use this feature called voice macros; period. Correct "dissuade." Not "just." Ok, this is not an ideal situation, because it's getting the echo from the hall and stuff. The point is, I can respond to people very quickly by saying a short word, and having it write out a much longer thing. So if somebody sends me a fan letter, I'll say, "Thanks for that."
U svom posljednjem primjeru -- obavljam puno posla koristeći softver za prepoznavanje govora, i morate biti tihi zato što je softver nervozan. U redu. Softver za prepoznavanje govora je stvarno dobar za brzo sastavljanje emaila. Točka. Dobivam ih stotine na dan. Točka. I ne radi se samo o tome što diktiram da zapisuje. Točka. Također koristim osobinu koja se zove glasovna makronaredba. Točka. Ispravi "dissuade" (odgovoriti). Ne samo. U redu, ovo nije idealna situacija, zato što prima eho iz sale i od osoblja. No stvar je u tome što mogu odgovoriti ljudima jako brzo izgovarajući kratku riječ, a zapisivanje je puno duže. Dakle, ako mi obožavatelj pošalje pismo, reći ću, "Hvala vam za to."
[Thank you so much for taking the time to write ...]
(Smijeh)
(Laughter)
(Applause)
(Pljesak)
And conversely, if somebody sends me hate mail -- which happens daily -- I say, "Piss off."
I obratno, pismo puno mržnje -- što se događa svakodnevno -- Kažem, "Nosi se."
(Laughter)
(Smijeh)
[I admire your frankness ...]
(Laughter)
(Applause)
(Pljesak)
So that's my dirty little secret. Don't tell anyone.
To je moja mala prljava tajna. Nemojte nikome reći.
(Laughter)
(Smijeh)
So the point is -- this is a really interesting story. This is version eight of this software, and do you know what they put in version eight? No new features. It's never happened before in software! The company put no new features. They just said, "We'll make this software work right." Right? Because for years, people had bought this software, tried it out -- 95 percent accuracy was all they got, which means one in 20 words is wrong -- and they'd put it in their drawer. And the company got sick of that, so they said, "This version, we're not going to do anything, but make sure it's darned accurate." And so that's what they did.
Stvar je u tome da je ovo stvarno zanimljiva priča. Ovo je verzija osam softvera, i znate li što su stavili u verziju osam? Ne nove osobine. To se nikad prije nije dogodilo u softveru! Kompanija nije stavila nove osobine. Samo su rekli, "Učinit ćemo da softver točno radi." Točno. Zato što su godinama ljudi kupovali softver, isprobavali ga -- bio je precizan svega 95 posto, što znači da je jedna u 20 riječi pogrešna -- i spremili su ga u ladicu. I kompaniji je to dozlogrdilo, pa su rekli, "U ovoj verziji nećemo napraviti ništa drugo osim da se potrudimo da je prokleto točna." I to je ono što su učinili. Ovaj kult ispravnog činjenja stvari počeo se širiti.
This cult of doing things right is starting to spread. So, my final advice for those of you who are consumers of this technology: remember, if it doesn't work, it's not necessarily you, ok? It could be the design of the thing you're using. Be aware in life of good design and bad design. And if you're among the people who create this stuff: Easy is hard. Pre-sweat the details for your audience. Count the taps. Remember, the hard part is not deciding what features to add, it's deciding what to leave out. And best of all, your motivation is: simplicity sells.
Moj konačni savjet vama korisnicima ove tehnologije glasi: zapamtite, ako ne radi, nije uvijek stvar u vama, OK? Možda se radi o dizajnu stvari koje koristite. Pazite na dobar i loš dizajn u životu. I ako se nalazite među ljudima koji dizajniraju, lako je teško. Radite na detaljima za svoju publiku. Brojite udarce. Zapamtite, teški dio nije kad odlučujete koje osobine umetnuti -- nego kad odlučujete koje izostaviti. I najbolje od svega, vaša motivacija glasi: jednostavnost je to što se prodaje.
CA: Bravo. DP: Thank you very much.
CA: Bravo.
DP: Puno vam hvala.
CA: Hear, hear!
CA: Čujmo, čujmo!
(Applause)
(Pljesak)