(Music: "The Sound of Silence," Simon & Garfunkel)
Zdravo, govorna pošto, stari moj druže.
Hello voice mail, my old friend.
(Laughter)
(Smeh)
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 tehničku podršku zvao. Šefovo upozorenje sam ignorisao. Zvao sam u ponedeljak ujutru. Sada je veče, a moja večera posta prvo hladna, pa onda posta i buđava, gadna. Na čekanju sam i dalje. Slušam samo zvuk tišine. Mislim da ne razumete moje muke. I da kod vaših telefona nema ljudske ruke. Svako dugme koje ste rekli ja sam stisnuo, ali sam čekajući 18 sati svisnuo. To što mi je vaš softver srušio sistem nije dosta, koči sve više i više i ROM memoriju mi briše! Sada i moj Mek računar proizvodi samo zvuk tišine. Noću ja maštam dok dremam da vam slatku osvetu spremam. Recimo da vam motor crkne zbog ulja. Ili vam krv iz rana kulja. A na izmaku svoje snage, zovete 194 i želite doktora. A onda se javim ja. (Smeh)
(Laughter)
And you listen to the sounds of silence.
I vi slušate zvuk tišine.
(Music)
(Applause)
(Aplauz)
Thank you.
Hvala vam. Dobro veče i dobrodošli u šou
Good evening and welcome to: "Spot the TED Presenter Who Used to Be a Broadway Accompanist."
"Pronađite TED govornika koji je nekada svirao na Brodveju". (Smeh)
(Laughter)
Okej. Kada mi je pre 6 godina ponuđena kolumna u Tajmsu,
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.
situacija je izgledala ovako: "Slaćemo ti najaktuelnije nove kul uređaje. Svake nedelje će ti stizati na kuću. Moći ćeš da ih isprobaš, igraš se sa njima, proceniš ih, dok malo ne zastare, a onda ćeš morati da ih vratiš. I bićeš plaćen za to. Možeš da razmisliš o tome, ako želiš." Uvek sam bio lud za tehnologijom i apsolutno je obožavam. Posao je, međutim, imao jednu malu manu. A to je: nameravali su da objave moj imejl na kraju svake kolumne. A ono što sam primetio je: prvo, dobijete neverovatno mnogo mejlova.
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 osetite usamljeno, nabavite kolumnu u Njujork tajmsu zato što ćete dobiti stotine i stotine mejlova. Mejlovi koje ja dosta dobijam ovih dana tiču se frustracija. Ljudi se osećaju kao da - OK, upravo mi je iskočio alarm na ekranu. Sreća pa ga ne vidite. Ljudi se osećaju prezasićeni. Osećaju da je ovo previše tehnologije previše brzo. To je možda dobra tehnologija, ali ja mislim da nema dovoljno sistema podrške. Nema dovoljno pomoći. Ne razmišlja se dovoljno o stvarima koje će je načiniti lakom i prijatnom za korišćenje. Jednom sam napisao kolumnu o svojim naporima da dobijem teničku podršku Dela, i u roku od 12 sati bilo je 700 poruka od čitalaca među komentarima na sajtu Tajmsa, od korisnika koji su govorili "I ja isto!" i "Evo moje tužne priče". Ja to zovem "softverski bes". I, čoveče, da vam ja kažem, ko god smisli kako da zaradi od ove frustracije će - O, kako je to dospelo tamo? Samo se šalim.
(Laughter)
(Smeh)
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!
Zašto je ovaj problem sve prisutniji? Delom je problem, ironično, to što je industrija uložila mnogo truda da učini stvari jednostavnijim za korišćenje. Pokazaću vam na šta mislim. Ovako je računarski interfejs nekada izgledao, DOS. Tokom godina postao je jednostavniji za korišćenje. Ovo je prvobitni Mek operativni sistem. Regan je bio predsednik. Madona je još uvek bila brineta. A čitav operativni sistem - ovo je zabavan deo - čitav operativni sistem stajao je u 211kB. Logo Mek OS 10 ne može da stane u 211kB!
(Laughter)
(Smeh)
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 što kako su stvari bivale lakše za korišćenje, tako je manje tehnički obrazovan, širi krug ljudi, po prvi put dolazio u dodir sa ovom opremom.
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 izuzetnu čast da sedim u Eplovom kontakt centru čitav dan. Tip je imao još jedan par slušalica da bih ja mogao da slušam. I pozivi koji - znate kako kažu: "Vaš poziv može biti snimljen da bismo osigurali kvalitet." Ooo, ne. Vaš poziv može biti snimljen da bi mogli da sakupe najsmešnije, glupe priče korisnika i onda ih razdele na CD-u.
(Laughter)
(Smeh)
Which they do.
Što i rade.
(Laughter)
(Smeh)
And I have a copy.
A ja imam primerak.
(Laughter)
(Smeh)
It's in your gift bag. No, no. With your voices on it!
Nalazi se u vašoj TED poklon torbi. Ne, ne. Sa vašim glasovima!
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,
Neke od priča su prosto klasici, a ipak su tako razumljive. Žena je zvala Epl da se požali kako joj miš skiči - pravi skičeći zvuk. Tehničar je rekao: "Pa, gospođo, kako to mislite, vaš miš skiči?"
"Well, ma'am, what do you mean your mouse is squeaking?"
A ona će: "Samo vam mogu reći da on glasnije skiči
She says, "All I can tell you is that it squeaks louder, the faster I move it across the screen."
što ga brže prevlačim preko ekrana". (Smeh)
(Laughter)
A tehničar je u fazonu: "Gospođo, vi ste zapravo prislonili miša na ekran?"
And the technician's like, "Ma'am, you've got the mouse up against the screen?"
Ona će: "Pa, poruka je glasila - Pritisnite ovde da biste nastavili."
She goes, "Well, the message said, 'Click here to continue.'"
(Laughter)
(Smeh)
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 ova sviđa, koliko još vremena imamo? Još jedna, čovek je zvao - ovo je potpuno tačno - pao mu je sistem i rekao je tehničaru da ne može da ga restartuje ma koliko puta ukucao 11. A tehničar je rekao: "Šta? Zašto kucate 11?" A on kaže: "Pa na ekranu piše - Error Type 11 (Greška tip/ukucaj 11)"
(Laughter)
(Smeh)
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 su nekada zaista krivi isključivo korisnici. Ali zašto se kriza opterećenja tehničke podrške, kriza komplikovanosti, dešava upravo sada? U svetu hardvera, to je zato što
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 $4,000 just on Photoshop over the years. And software companies make 35 percent of their revenue from just these software upgrades. I call it the Software Upgrade Paradox -- which is that if you improve a piece of software enough times, you eventually ruin it.
mi potrošači želimo da sve bude što manje i manje. Tako sprave postaju sve sitnije i sitnije, ali naši prsti u suštini ostaju iste veličine. Pa to postaje sve veći i veći izazov. Softver je podložan još nečemu: obavezi da objavljuje sve više i više verzija. Kupovati neki program, nije isto što i kupovati vazu ili čokoladicu, koje onda posedujete. Više je kao kada se učlanite u klub gde plaćate članarinu svake godine. I svake godine oni kažu: "Dodali smo još opcija i prodaćemo vam ih za 99$." Znam jednog tipa koji je tokom godina potrošio 4000$ samo na Fotošop. A 35% zarade softverskih kompanija dolazi samo od ovih ažuriranja softvera. Ja to zovem "Paradoks ažuriranja softvera" a to je da ako dovoljan broj puta unapredite neki program, na kraju ga upropastite.
I mean, Microsoft Word was last just a word processor in, you know, the Eisenhower administration.
Mislim, Majkrosoftov "Word" je poslednji put bio samo program za obradu teksta još za vreme Ajzenhauera.
(Laughter)
(Smeh)
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 šta je alternativa? Majkrosoft je zapravo sproveo ovaj eksperiment. Rekli su: "Pa, čekajte. Svi se žale da dodajemo toliko mnogo opcija. Hajde da napravimo program za obradu teksta koji je samo to. Jednostavan, čist, nije za veb stranice, nije baza podataka." I izašao je. Zvao se "Write". I niko od vas ne klima glavom u znak odobravanja zato što se ugasio. Propao je. Niko ga nikad nije kupio. Ja to zovem "Princip koristi sporta". Ljudi vole da budu okruženi nepotrebnom moći, je 'l tako? Ne treba im baza podataka ili veb sajt, ali misle: "Pa ažuriraću ga zato što mi možda, znaš, možda mi zatreba jednog dana." Problem je: kako dodajete više alata, gde će oni da stanu? Gde ćete ih uglaviti? Imate samo određen broj formi za izgled alata. Mogu da budu kao dugmad, klizači, iskačući meniji, podmeniji. Ali ako niste pažljivi sa izborom, završite sa ovim.
(Laughter)
(Smeh)
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 neobrađena - ovo nije šala - neobrađena slika Majkrosoft vorda, kog i vi imate, sa otvorenim svim opcijama na traci sa alatkama. Očigledno ih nikad niste sve otvorili, ali sav prostor za kucanje vam je u ovom malom, sićušnom prozoru ovde dole.
(Laughter)
(Smeh)
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.
A sada stižemo do doba interfejs matrica, gde postoji toliko alata i opcija, da se moraju uključiti dve dimenzije: vertikalna i horizontalna. Svi ste se bunili kako Majkrosoft vord stalno automatski obeležava vaše liste i podvlači linkove. Dugme za isključivanje je negde tamo. Kažem vam, tamo je! Delom je umetnost dizajniranja jednostavnog, dobrog interfejsa, znati kada treba koristiti koji od ovih alata. Evo dijalog prozora za odjavljivanje za Vindous 2000. Postoji samo četiri izbora, pa zašto su onda u iskačućem meniju? Nije da je ostatak ekrana tako ispunjen drugim elementima da bismo morali zbijati izbore. Mogli su ih sve staviti na videlo.
Here's Apple's take on the exact same dialogue box.
Evo Eplovog pokušaja za isti dijalog prozor.
(Applause)
(Aplauz)
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 ga dizajnirao. Ne, ne. Već možemo videti da Epl i Majkrosoft imaju veoma različite pristupe dizajniranju softvera. Majkrosoftov pristup jednostavnosti je: hajde da ga raščlanimo, hajde samo da napravimo više koraka. Svuda su ovi "čarobnjaci". I, znate, izlazi nova verzija Vindousa ove jeseni. Ako nastave ovako, ko zna uopšte gde bi mogli završiti.
[Welcome to the Type a Word Wizard]
(Smeh) (Aplauz)
(Laughter)
(Applause)
"Dobrodošli u čarobnjak za kucanje reči." OK, može. Stisnimo "Dalje" za nastavak.
"Welcome to the Type a Word Wizard." Ok, I'll bite. Let's click "Next" to continue.
(Laughter)
(Aplauz)
(Applause)
Iz padajućeg menija, izaberite prvo slovo koje želite da ukucate. OK.
From the drop-down menu, choose the first letter you want to type. Ok.
(Laughter)
(Smeh)
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.
Tako da postoji granica koju ne želimo da pređemo. Šta je odgovor? Kako da upakujemo ove alate na prost, pametan način? Mislim da treba biti dosledan kada je to moguće, koristiti ekvivalente iz stvarnog života, kantu za smeće, fasciklu, kad je moguće, stvari uglavnom označavati. Ali molim dizajnere da prekrše sva ta pravila ako prekrše najvažnije pravilo od svih, a to je inteligencija. Šta pod tim mislim? Daću vam neke primere gde inteligencija pravi nešto što nije dosledno, 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?
Ako kupujete nešto na internetu, treba da unesete svoju adresu i da izaberete iz koje ste države. OK. Postoji 200 država na svetu. Mi volimo da gledamo na internet kao na globalno selo. Žao mi je, još uvek to nije. Uglavnom ga čine SAD, Evropa i Japan. Pa zašto je SAD među onima na "S"? (Smeh)
(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 da pređete sedam celih ekrana da dođete dotle. Ne bi bilo dosledno da prvo stavimo SAD, ali bilo bi pametno. Ovoga smo se već doticali,
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 boga gasimo Vindous računar stiskajući dugme zvano "Start"?
(Laughter)
(Smeh)
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 jedne meni omiljene: imate štampač. Najčešće želite da odštampate jednu kopiju svog dokumenta, po redosledu stranica, na tom štampaču. Pa zašto vam, zaboga, ovo izlazi svaki put kad štampate? Kao u pilotskoj kabini Boinga 747.
(Laughter)
(Smeh)
And one of the buttons at the bottom, you'll notice, is not "Print."
A jedno od dugmića na dnu, primetićete, nije "Štampaj".
(Laughter)
(Smeh)
(Applause)
(Aplauz)
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.
Sada, ne kažem da je Epl jedina kompanija koja je prihvatila kult jednostavnosti. Palm je takođe odličan u ovome, naročito u ranim danima. Imao sam priliku da pričam sa Palmom kada su bili u usponu '90-ih. Posle razgovora, sreo sam jednog od radnika. Rekao je: "Fin govor." "Hvala, šta Vi radite ovde?" A on će: "Ja brojim otkucaje." Ja rekoh: "Radite šta?" A on: "Pa, Džef Hokins, direktor, kaže da, ako za bilo koji zadatak na Palm Pajlotu treba više od tri puta kucnuti digitalnom olovkom, to je predugo i mora se ponovo osmisliti. Ja to brojim." Pokazaću vam primer kompanije koja nema nekoga ko broji otkucaje.
(Laughter)
Ovo je Majkrosoft vord.
This is Microsoft Word. Ok, when you want to create a new blank document in Word -- it could happen.
Kada želite da napravite novi, prazan dokument u Vordu, - moglo bi se desiti! -
(Laughter)
(Smeh)
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.
idete u meni Fajl i izaberete "Novo". Sada, šta se dešava kada izaberete "Novo"? Da li dobijete novi, prazan dokument? Ne dobijete. Na suprotnoj strani ekrana, pojavi se programska traka, i negde tu - uzgred, ne na vrhu - negde među tim linkovima je dugme za pravljenje novog dokumenta. To je kompanija koja ne broji otkucaje. Znate, ne želim samo ovde da stojim i ismevam Majkrosoft... Publika: Nastavi. Dejvid Poug: Da, želim.
(Laughter)
(Smeh)
(Applause)
(Aplauz)
The Bill Gates song!
Bil Gejtsova pesma!
(Piano music)
Napisao sam prvi DOS, štreber sam od malih nogu.
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 Aj-bi-em. Njima pripao gubitak, a meni profit, hvala bogu.
(Laughter)
(Smeh)
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.
Ja pišem kod koji pokreće ceo ljudski rod. Svi mi odaju počast. Novine pišu o meni, iako s njim nekad možeš da obrišeš pod. Ti kupi računar, ja prodajem kod. Sve softverske kompanije rade na razvoju Majkrosofta. Dobra ideja se ne može zadržati ovih dana. I Vindous nije čista stvar. Malo smo se ugledali na Mek računar. Pa šta ako je velik i koči kao lud? Nemate kud. Ne radim ovo zbog hvale. Pišem kod koji odgovara današnjem svetu. Veoma prosečan u svakom pogledu. Već vladamo planetom, može se reći. Kupićeš moj kod, nećeš uteći. Ja sam Bil Gejts i ja pišem kod.
(Applause)
(Aplauz)
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 $10 a month to have a watch that has to be recharged every night like your cell phone, and stops working when you leave your area code?
Ali zapravo, verujem da u stvarnosti postoje dva Majkrosofta. Postoji stari, odgovoran za Vindous i Ofis. Oni gore od želje da sve odbace i počnu iz početka, ali ne mogu. Zarobljeni su zato što je toliko mnogo dodataka i stvarčica drugih kompanija uklopljeno u staru osnovu iz 1982. Ali postoji i novi Majkrosoft koji stvarno dizajnira dobar, jednostavan interfejs. Svideo mi se Media centar računar kao i Majkrosoftov pametni sat. Bežični sat je prošao jako loše na tržištu, ali ne zato što nije bio jednostavno i lepo dizajniran. Hajde da to predstavimo ovako: da li biste vi plaćali 10$ mesečno za sat koji mora da se puni svako veče kao i mobilni, a prestaje da radi čim napustite svoju opštinu?
(Laughter)
(Smeh)
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" --
Mogli bismo zaključiti da će se nalet komplikovanosti samo pogoršavati. Pa, ima li nade? Ekrani postaju sve manji. Ljudi se prosvetljuju, stavljaju se uputstva u kutije. Nove stvari izlaze sve učestalije. Smešno je, kad se Stiv Džobs vratio u Epl 1997. godine, posle 12 godina odsustva, bilo je to na konferenciji "MacWorld", izašao je na binu u onoj crnoj rolci i farmerkama i uradio nešto ovako. Masa je odlepila, a ja sam mislio: "Gde sam ovo već video?" Tek što sam pogledao film "Evita" -
(Laughter)
(Smeh)
with Madonna, and I'm like, you know what? I've got to do one about Steve Jobs.
- sa Madonom, a ja sam mislio, znate šta, moram da odsviram jednu o Stivu Džobsu.
(Music)
Neće biti lako. Mislićete da sam čudak.
It won't be easy. You'll think I'm strange.
(Laughter)
Kada pokušam da objasnim 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.
pošto sam rekao novinarima da sam shvatio da je Eplova budućnost mračna. Nećete mi verovati. Sve što vidite je klinac koji je počeo u garaži samo sa drugarom koji se zove Voz.
(Laughter)
(Smeh)
You try rhyming with garage!
Pokušajte vi da rimujete sa "garaža"!
(Laughter)
(Smeh)
Don't cry for me, Cupertino.
Ne plači za mnom, Kupertino.
(Laughter)
(Smeh)
The truth is, I never left you. I know the ropes now, know what the tricks are. I made a fortune over at Pixar.
Zapravo, nikad te nisam ni napustio. (Smeh) Sad znam sve trikove, znam znanje, u Piksaru sam zaradio čitavo imanje.
(Laughter)
(Smeh)
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, Kupertino. I dalje imam pokretač i viziju. Još uvek nosim sandale i kad pljušti kiša i kad sunce sija. Samo ih ovih dana kupujem kod Gučija.
(Laughter)
(Smeh)
(Applause)
(Aplauz)
Thank you.
Hvala. Stiv Džobs je oduvek verovao u jednostavnost,
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.
eleganciju i lepotu. A iskreno, godinama sam bio malo deprimiran zato što Amerikanci to očigledno nisu cenili, jer je Mek imao 3% udela na tržištu, a Vindous 95% udela. Ljudi nisu mislili da je to vredno njihovog novca. Pa sam bio malo deprimiran, a onda sam čuo Al Gorov govor i shvatio da ne znam šta znači biti deprimiran.
(Laughter)
(Smeh)
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.
Ali ispostavilo se da sam pogrešio, zar ne? Zato što je izašao Ajpod, i protivio se svim trunkama zdravog razuma. Drugi proizvodi su manje koštali i imali su više mogućnosti. Imali su snimače glasa i radio-predajnike. Ostale proizvode je podržao Majkrosoft po otvorenim standardima, za razliku od Eplovih vlasničkih standarda. Ali Ajpod je pobedio! Baš njega su želeli. Lekcija je bila: jednostavnost se prodaje. I postoje znaci da industrija prima tu poruku. Ovo je mala kompanija kojoj dobro ide sa jednostavnošću i elegancijom. Sonos spravice - hvata maha.
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 još samo par primera. Fizički jako kul, elegantno razmišljanje koje se skoro pojavilo. Kada imate digitalni aparat, kako prebacujete slike na računar? Pa ili vučete unaokolo USB kabl ili kupite čitač kartice pa to vučete. Koje god vučete od ova dva, izgubićete. Ono što ja radim, izvadim memorijsku karticu, savijem je na pola, otkrivajući USB kontakt. I samo je utaknem u računar, prebacim slike i vratim nazad u kameru. Ne moram ništa da izgubim. Evo još jednog primera. Krise, ti si izvor napajanja. Hoćeš li mi biti utikač? Kris Anderson: O, da.
Chris Anderson: Oh yeah. DP: Hold that and don't let go. 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.
Drži to i ne puštaj. Možda ste videli ovo. Ovo je Eplov novi laptop. Ovo je kabl za napajanje. Ovako se ukopča. Siguran sam da ste ovo svi nekad uradili, ili neko od vaše dece. Koračate - sad ću da srušim ovo na pod. Baš me briga. Pozajmljen je. Idemo. Jao! Na magnet je. Ne povuče laptop na pod.
(Applause)
(Aplauz)
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 mom poslednjem primeru - ja obavljam dosta svog posla koristeći softver za prepoznavanje govora, pa morate biti tihi, jer je softver nervozan. Softver za prepoznavanje govora je stvarno odličan za brzo pisanje mejlova. Tačka. Mislim, ja ih dnevno dobijam na stotine. Tačka. I ne zapisuje samo ono što mu diktiram. Tačka. Takođe koristim i opciju koja se zove "glasovne komande". Tačka. Ispravi "odvratiti". "Ne samo." Ok, ovo nije idealna situacija, zato što odjekuje sala i slično. Ali poenta je: mogu da odgovorim ljudima veoma brzo izgovarajući kratku reč, a bude zapisana mnogo duža stvar. Ako mi neko napiše pismo pohvale, reći ću: "Hvala za to."
[Thank you so much for taking the time to write ...]
(Smeh)
(Laughter)
(Applause)
(Aplauz)
And conversely, if somebody sends me hate mail -- which happens daily -- I say, "Piss off."
Nasuprot tome, ako mi neko pošalje pismo puno mržnje - što se svaki dan dešava - ja kažem "Odbij."
(Laughter)
(Smeh)
[I admire your frankness ...]
(Laughter)
(Applause)
(Aplauz)
So that's my dirty little secret. Don't tell anyone.
To je moja mala tajna. Nemojte nikom reći.
(Laughter)
(Smeh)
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.
Poenta je, ovo je veoma zanimljiva priča. Ovo je osma verzija ovog softvera, a znate šta su stavili u osmu verziju? Nijednu novu alatku. Ovo se softverima nikad pre nije desilo! Kompanija nije ubacila nove alatke. Samo su rekli: "Učinićemo da softver ispravno radi." Zato što su ljudi godinama kupovali ovaj softver, probali ga - sve što su dobili bilo je 95% tačnosti, što znaci da je u 20 reči jedna pogrešna - i odlagali su ga na stranu. Kompaniji se to smučilo, pa su rekli, "U ovoj verziji, nećemo uraditi ništa više osim pobrinuti se da bude prokleto tačno." Pa je to ono što su uradili. Ovaj običaj da se stvari rade kako treba počeo je da se širi.
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 poslednji savet za vas koji ste potrošači ove tehnologije: zapamtite, ako ne radi, niste nužno vi krivi, okej? Možda je u pitanju dizajn stvari koje koristite. Budite u životu svesni dobrog i lošeg dizajna. A ako ste među ljudima koji prave ove stvari, lako je teško. Prođite kroz detalje za vašu publiku. Izbrojte korake. Zapamtite, nije najteže odlučiti koje opcije da dodate nego koje da izostavite. I najbolje od svega, vaša motivacija je: jednostavnost prodaje.
CA: Bravo. DP: Thank you very much.
Kris Anderson: Bravo.
DP: Hvala mnogo.
CA: Hear, hear!
(Aplauz)
(Applause)