I want to tell you the story about the time I almost got kidnapped in the trunk of a red Mazda Miata. It's the day after graduating from design school and I'm having a yard sale. And this guy pulls up in this red Mazda and he starts looking through my stuff. And he buys a piece of art that I made. And it turns out he's alone in town for the night, driving cross-country on a road trip before he goes into the Peace Corps. So I invite him out for a beer and he tells me all about his passion for making a difference in the world.
Želim da vam ispričam priču o tome kako su me zamalo kidnapovali u gepeku crvene Mazde Miate. Dan pre toga diplomirao sam dizajn i prodajem stvari pred kućom. Tip se parkira i izađe iz crvene Mazde i pregleda moje stvari. I kupi nešto što sam naslikao. Ispostavlja se da je sam u gradu te večeri i da se vozi kroz zemlju pre nego što ode u Mirovni korpus. Te ga pozovem na pivo i ispričao mi je o svojoj strasti da promeni nešto u svetu.
Now it's starting to get late, and I'm getting pretty tired. As I motion for the tab, I make the mistake of asking him, "So where are you staying tonight?" And he makes it worse by saying, "Actually, I don't have a place." And I'm thinking, "Oh, man!" What do you do? We've all been there, right? Do I offer to host this guy? But, I just met him -- I mean, he says he's going to the Peace Corps, but I don't really know if he's going to the Peace Corps and I don't want to end up kidnapped in the trunk of a Miata. That's a small trunk!
Počinje da bude kasno i ja sam prilično umoran. Kako krećem da tražim račun, grešim i pitam ga: "Gde ćeš prespavati večeras?" A on pogoršava stvar i kaže: "Zapravo, nemam gde da idem." A ja pomislim: "O, čoveče!" Šta da radiš? Svima se desilo tako nešto, zar ne? Da li da ponudim da prenoći? Ali tek sam ga upoznao - mislim, kaže da ide u Mirovni korpus, ali ja zapravo ne znam da li ide u Mirovni korpus i neću da me kidnapuju u gepeku Miate. To je mali gepek!
So then I hear myself saying, "Hey, I have an airbed you can stay on in my living room." And the voice in my head goes, "Wait, what?"
Onda čujem sebe kako izgovaram: "Hej, imam krevet na naduvavanje u dnevnoj sobi." A glas u mojoj glavi kaže: "Stani, šta?"
That night, I'm laying in bed, I'm staring at the ceiling and thinking, "Oh my god, what have I done? There's a complete stranger sleeping in my living room. What if he's psychotic?" My anxiety grows so much, I leap out of bed, I sneak on my tiptoes to the door, and I lock the bedroom door.
Te noći, ležim u krevetu, zurim u plafon i razmišljam: "O, moj bože, šta sam uradio? Potpuni stranac spava kod mene u dnevnoj sobi. Šta ako je psihotičan?" Postajem sve napetiji, iskačem iz kreveta i na prstima se dovlačim do vrata i zaključavam vrata spavaće sobe.
It turns out he was not psychotic. We've kept in touch ever since. And the piece of art he bought at the yard sale is hanging in his classroom; he's a teacher now.
Ispostavilo se da nije psihotičan. Od tada smo u kontaktu. Slika koju je kupio kod mene na rasprodaji sada visi u njegovoj učionici, sada je nastavnik.
This was my first hosting experience, and it completely changed my perspective. Maybe the people that my childhood taught me to label as strangers were actually friends waiting to be discovered. The idea of hosting people on airbeds gradually became natural to me and when I moved to San Francisco, I brought the airbed with me.
To je bilo moje prvo iskustvo kao domaćina i potpuno je izmenilo moju perspektivu. Možda su ljudi za koje me je detinjstvo učilo da su stranci zapravo prijatelji koji čekaju da budu otkriveni. Ideja da smestite ljude na krevet postepeno mi je postala prirodna i kada sam se preselio u San Francisko, poneo sam sa sobom krevet na naduvavanje.
So now it's two years later. I'm unemployed, I'm almost broke, my roommate moves out, and then the rent goes up. And then I learn there's a design conference coming to town, and all the hotels are sold out. And I've always believed that turning fear into fun is the gift of creativity.
Dve godine nakon toga. Nezaposlen sam, skoro švorc, cimer se iselio i kirija raste. Onda saznam da će u gradu biti konferencija dizajnera i da su svi hoteli puni. Uvek sam verovao da je pretvaranje straha u zabavu dar kreativnosti.
So here's what I pitch my best friend and my new roommate Brian Chesky: "Brian, thought of a way to make a few bucks -- turning our place into 'designers bed and breakfast,' offering young designers who come to town a place to crash, complete with wireless Internet, a small desk space, sleeping mat, and breakfast each morning. Ha!"
Ovo sam predložio najboljem prijatelju i novom cimeru, Brajanu Českiju: "Brajane, smislio sam način da zaradimo nešto novca, da napravimo od našeg stana 'noćenje s doručkom za dizajnere' i ponudimo mladim dizajnerima koji dođu u grad mesto da prespavaju, sa bežičnim internetom, malim prostorom za rad, madracem i doručkom svakog jutra. Ha!"
We built a basic website and Airbed and Breakfast was born. Three lucky guests got to stay on a 20-dollar airbed on the hardwood floor. But they loved it, and so did we. I swear, the ham and Swiss cheese omelets we made tasted totally different because we made them for our guests. We took them on adventures around the city, and when we said goodbye to the last guest, the door latch clicked, Brian and I just stared at each other. Did we just discover it was possible to make friends while also making rent?
Napravili smo jednostavan sajt i nastao je Airbed and Breakfast. Troje srećnih gostiju boravilo je na krevetu na naduvavanje od 20 dolara na podu od parketa. Ali dopalo im se, kao i nama. Kunem se, omlet od šunke i švajcarskog sira koji smo napravili imao je potpuno drugi ukus jer smo ga pripremili gostima. Vodili smo ih na avanture po gradu i kada smo se oprostili od poslednjeg gosta, kliknula je reza na vratima, a Brajan i ja smo samo zurili jedan u drugoga. Da li smo upravo otkrili da je moguće naći prijatelje i to dok zarađuješ kiriju?
The wheels had started to turn. My old roommate, Nate Blecharczyk, joined as engineering co-founder. And we buckled down to see if we could turn this into a business.
Točkići su počeli da se okreću. Moj stari cimer, Nejt Blečarzik, pridružio se kao inženjer - saosnivač. Upustili smo se u to da vidimo da li od ovoga možemo napraviti posao.
Here's what we pitched investors: "We want to build a website where people publicly post pictures of their most intimate spaces, their bedrooms, the bathrooms -- the kinds of rooms you usually keep closed when people come over. And then, over the Internet, they're going to invite complete strangers to come sleep in their homes. It's going to be huge!"
Ovo smo predložili investitorima: "Želimo da napravimo sajt gde ljudi javno kače fotografije svojih najintimnijih mesta, svojih spavaćih soba, kupatila, soba koje biste obično držali zatvorenim kada vam dođu gosti. A onda, preko interneta, pozvaće potpune strance da dođu i spavaju u njihovom domu. Biće pravi hit!"
(Laughter)
(Smeh)
We sat back, and we waited for the rocket ship to blast off. It did not. No one in their right minds would invest in a service that allows strangers to sleep in people's homes. Why? Because we've all been taught as kids, strangers equal danger.
Zavalili smo se i čekali da raketa poleti. To se nije desilo. Niko normalan ne bi uložio u uslugu koja dozvoljava strancima da spavaju u tuđim kućama. Zašto? Zato što su nas sve kao decu naučili da su neznanci opasnost.
Now, when you're faced with a problem, you fall back on what you know, and all we really knew was design. In art school, you learn that design is much more than the look and feel of something -- it's the whole experience. We learned to do that for objects, but here, we were aiming to build Olympic trust between people who had never met. Could design make that happen? Is it possible to design for trust?
Kada ste suočeni sa problemom, oslanjate se na ono što znate, a sve što smo mi zaista znali bio je dizajn. U umetničkoj školi učite da je dizajn mnogo više od izgleda i osećaja neke stvari - to je celo iskustvo. Naučili smo da radimo to za predmete, ali ovde smo pokušavali da uspostavimo poverenje na olimpijskom nivou između ljudi koji se nikada nisu upoznali. Može li dizajn ovo da ostvari? Da li je moguće dizajnirati sa poverenjem na umu?
I want to give you a sense of the flavor of trust that we were aiming to achieve. I've got a 30-second experiment that will push you past your comfort zone. If you're up for it, give me a thumbs-up. OK, I need you to take out your phones. Now that you have your phone out, I'd like you to unlock your phone. Now hand your unlocked phone to the person on your left.
Želim da vam pružim osećaj vrste poverenja koju smo pokušavali da ostvarimo. Imam eksperiment od 30 sekundi koji će vas izvući iz zone komfora. Ukoliko ste raspoloženi, dignite palac. U redu, izvadite telefone. Sada kada ste izvadili telefon, otključajte ga. Sada dodajte svoj otključan telefon osobi sa vaše leve strane.
(Laughter)
(Smeh)
That tiny sense of panic you're feeling right now --
Taj blagi osećaj panike koji vas sada obuzima -
(Laughter)
(Smeh)
is exactly how hosts feel the first time they open their home. Because the only thing more personal than your phone is your home. People don't just see your messages, they see your bedroom, your kitchen, your toilet.
tako se osećaju domaćini prvog puta kada otvore vrata svog doma. Jedina stvar koja je ličnija od vašeg telefona je vaš dom. Ljudi ne vide samo vaše poruke, vide vašu spavaću sobu, kuhinju, toalet.
Now, how does it feel holding someone's unlocked phone? Most of us feel really responsible. That's how most guests feel when they stay in a home. And it's because of this that our company can even exist. By the way, who's holding Al Gore's phone?
Kakav je osećaj držati nečiji otključan telefon? Većina se nas oseća veoma odgovorno. Tako se većina gostiju oseća kada odsedaju u domu. Zbog ovoga postoji naša kompanija. Usput, kod koga je telefon Ala Gora?
(Laughter)
(Smeh)
Would you tell Twitter he's running for President?
Hoćete li reći Tviteru da se kandiduje za predsednika?
(Laughter)
(Smeh)
(Applause)
(Aplauz)
OK, you can hand your phones back now.
U redu, možete vratiti telefone.
So now that you've experienced the kind of trust challenge we were facing, I'd love to share a few discoveries we've made along the way. What if we changed one small thing about the design of that experiment? What if your neighbor had introduced themselves first, with their name, where they're from, the name of their kids or their dog? Imagine that they had 150 reviews of people saying, "They're great at holding unlocked phones!"
Sada kada ste iskusili vrstu izazova s poverenjem sa kojim smo se suočavali, želeo bih da podelim nekoliko otkrića koje smo napravili usput. Šta ako promenimo jednu stvarčicu u dizajnu eksperimenta? Šta kada bi se vaš sused prvo predstavio, svojim imenom, odakle je, imenima dece ili svog psa? Zamislite da imaju 150 recenzija gde ljudi govore: "On je sjajan u držanju otključanog telefona!"
(Laughter)
(Smeh)
Now how would you feel about handing your phone over?
Kako biste se sada osećali u vezi sa davanjem svog telefona?
It turns out, a well-designed reputation system is key for building trust. And we didn't actually get it right the first time. It's hard for people to leave bad reviews. Eventually, we learned to wait until both guests and hosts left the review before we reveal them.
Ispostavlja se da je dobro dizajniran sistem reputacije ključ izgradnje poverenja. Zapravo prvog puta nismo pogodili. Ljudima je teško da ostavljaju loše recenzije. Na kraju smo naučili da sačekamo dok gosti i domaćini ostave recenziju, pre nego ih otkrijemo.
Now, here's a discovery we made just last week. We did a joint study with Stanford, where we looked at people's willingness to trust someone based on how similar they are in age, location and geography. The research showed, not surprisingly, we prefer people who are like us. The more different somebody is, the less we trust them. Now, that's a natural social bias. But what's interesting is what happens when you add reputation into the mix, in this case, with reviews.
Evo otkrića tek od prošle nedelje. Uradili smo zajedničko istraživanje sa Stenfordom i pogledali smo to koliko su ljudi voljni da veruju nekome na osnovu toga koliko su slični u godinama, mestu i geografiji. Ne čudi da je istraživanje pokazalo da nam se više dopadaju ljudi nalik na nas. Što je neko drugačiji, to im manje verujemo. To je prirodna društvena pristrasnost. Ali zanimljivo je šta se dešava kada u jednačinu ubacite reputaciju, u ovom slučaju, recenzijama.
Now, if you've got less than three reviews, nothing changes. But if you've got more than 10, everything changes. High reputation beats high similarity. The right design can actually help us overcome one of our most deeply rooted biases.
Ukoliko imate manje od tri recenzije, ne menja se ništa. Ali ako imate više od 10, sve se menja. Visoka reputacija važnija je od visoke sličnosti. Pravi dizajn nam zapravo može pomoći da prevaziđemo jednu od najukorenjenijih pristrasnosti.
Now we also learned that building the right amount of trust takes the right amount of disclosure. This is what happens when a guest first messages a host. If you share too little, like, "Yo," acceptance rates go down. And if you share too much, like, "I'm having issues with my mother,"
Takođe smo saznali da građenje tačne količine poverenja, traži tačnu količinu pristupa. Ovo se desi kada gost prvo pošalje poruku domaćinu. Ukoliko podelite premalo, poput "Hej", stope prihvatanja padaju. Ukoliko podelite previše, kao: "Imam problema sa majkom",
(Laughter)
(Smeh)
acceptance rates also go down. But there's a zone that's just right, like, "Love the artwork in your place. Coming for vacation with my family." So how do we design for just the right amount of disclosure? We use the size of the box to suggest the right length, and we guide them with prompts to encourage sharing.
stope prihvatanja takođe padaju. Ali postoji zona koja je savršena, poput: "Sviđaju mi se slike kod tebe. Dolazim na odmor s porodicom." Kako da dizajniramo odgovarajuću količinu pristupa? Koristimo veličinu kutije da predložimo tačnu dužinu i vodimo ih uz pitanja da podstaknemo deljenje.
We bet our whole company on the hope that, with the right design, people would be willing to overcome the stranger-danger bias. What we didn't realize is just how many people were ready and waiting to put the bias aside.
Kladili smo se u celu kompaniju sa nadom da, uz pravi dizajn, ljudi bi bili voljni da prevaziđu predrasudu da su neznanci opasni. Nismo shvatili to koliko tačno ljudi je bilo spremno i čekalo da ukloni ovu predrasudu.
This is a graph that shows our rate of adoption. There's three things happening here. The first, an unbelievable amount of luck. The second is the efforts of our team. And third is the existence of a previously unsatisfied need. Now, things have been going pretty well.
Ovaj grafikon prikazuje stopu usvajanja. Tri stvari se dešavaju ovde. Prvo, neverovatna količina sreće. Drugo, trud našeg tima. Treće je postojanje do tada nezasićene potrebe. Stvari su išle prilično dobro.
Obviously, there are times when things don't work out. Guests have thrown unauthorized parties and trashed homes. Hosts have left guests stranded in the rain. In the early days, I was customer service, and those calls came right to my cell phone. I was at the front lines of trust breaking. And there's nothing worse than those calls, it hurts to even think about them. And the disappointment in the sound of someone's voice was and, I would say, still is our single greatest motivator to keep improving.
Naravno, bilo je vremena kada stvari nisu funkcionisale. Gosti su pripremali nedozvoljene žurke i rasturali domove. Domaćini su ostavljali goste napuštene na kiši. U ranim danima, radio sam u korisničkom servisu, i ti pozivi su išli direktno na moj mobilni telefon. Bio sam na prvim linijama pucanja poverenja. Nema ništa gore od tih poziva, boli samo kada mislite o njima. Moram da kažem da je to razočaranje u zvuku nečijeg glasa bilo, i rekao bih da još uvek jeste, naša najveća motivacija da nastavimo sa poboljšanjem.
Thankfully, out of the 123 million nights we've ever hosted, less than a fraction of a percent have been problematic. Turns out, people are justified in their trust. And when trust works out right, it can be absolutely magical.
Srećom, od 123 miliona noćenja gde smo bili domaćini, manje od delića jednog procenta je bilo problematično. Ispostavlja se da su ljudi opravdano poverljivi. A kada poverenje funkcioniše, to može biti potpuno magično.
We had a guest stay with a host in Uruguay, and he suffered a heart attack. The host rushed him to the hospital. They donated their own blood for his operation. Let me read you his review.
Imali smo gosta koji je boravio kod domaćina u Urugvaju i doživeo je srčani udar. Domaćin ga je odvezao do bolnice. Dali su sopstvenu krv za njegovu operaciju. Da vam pročitam njegovu recenziju.
(Laughter)
(Smeh)
"Excellent house for sedentary travelers prone to myocardial infarctions.
"Odličan dom za mirne putnike sklone infarktima miokarda.
(Laughter)
(Smeh)
The area is beautiful and has direct access to the best hospitals.
Područje je predivno i ima sjajan pristup najboljim bolnicama.
(Laughter)
(Smeh)
Javier and Alejandra instantly become guardian angels who will save your life without even knowing you. They will rush you to the hospital in their own car while you're dying and stay in the waiting room while the doctors give you a bypass. They don't want you to feel lonely, they bring you books to read. And they let you stay at their house extra nights without charging you. Highly recommended!"
Havier i Alehandra odmah su postali anđeli čuvari koji će vam spasiti život, iako vas ni ne poznaju. Odvešće vas do bolnice u svojim kolima dok vi umirete i ostati u čekaonici dok vam doktori daju bajpas. Ne žele da se osećate usamljeno, donose vam da čitate knjige. I dozvole vam da ostanete kod njih više noći bez naplaćivanja. Veoma preporučujem!"
(Applause)
(Aplauz)
Of course, not every stay is like that. But this connection beyond the transaction is exactly what the sharing economy is aiming for.
Naravno, nije svaki boravak takav. Ali ova veza mimo transakcije je upravo ono čemu teži ekonomija deljenja.
Now, when I heard that term, I have to admit, it tripped me up. How do sharing and transactions go together? So let's be clear; it is about commerce. But if you just called it the rental economy, it would be incomplete. The sharing economy is commerce with the promise of human connection. People share a part of themselves, and that changes everything.
Kada sam čuo taj izraz, priznajem, prepao me je. Kako se slažu deljenje i transakcije? Da bude jasno - u pitanju je trgovina. Ali ukoliko biste je prosto nazvali ekonomijom iznajmljivanja, bilo bi nepotpuno. Ekonomija deljenja je trgovina s obećanjem ljudske veze. Ljudi dele deo sebe i to menja sve.
You know how most travel today is, like, I think of it like fast food -- it's efficient and consistent, at the cost of local and authentic. What if travel were like a magnificent buffet of local experiences? What if anywhere you visited, there was a central marketplace of locals offering to get you thoroughly drunk on a pub crawl in neighborhoods you didn't even know existed. Or learning to cook from the chef of a five-star restaurant?
Znate kakva je većina putovanja danas, podseća me na brzu hranu, efikasna je i dosledna, na uštrb lokalnog i autentičnog. Šta ako bi putovanje bilo kao sjajan švedski sto lokalnih iskustava? Šta ako bi gde god odete, bilo centralno mesto za meštane koji vam nude da vas propisno napiju na turi po barovima u krajevima za koje niste znali ni da postoje. Ili da naučite kako da kuvate od kuvara iz restorana s 5 zvezdica?
Today, homes are designed around the idea of privacy and separation. What if homes were designed to be shared from the ground up? What would that look like? What if cities embraced a culture of sharing? I see a future of shared cities that bring us community and connection instead of isolation and separation.
Danas, domovi su osmišljeni oko ideje privatnosti i odvajanja. Šta kada bi domovi bili smišljeni da se dele u potpunosti? Kako bi to izgledalo? Šta kada bi gradovi prihvatili kulturu deljenja? Vidim budućnost deljenih gradova koji nude zajednicu i povezivanje, umesto izolacije i odvajanja.
In South Korea, in the city of Seoul, they've actually even started this. They've repurposed hundreds of government parking spots to be shared by residents. They're connecting students who need a place to live with empty-nesters who have extra rooms. And they've started an incubator to help fund the next generation of sharing economy start-ups.
U Južnoj Koreji, u Seulu, zapravo su već počeli s ovim. Promenili su namenu stotinama vladinih mesta za parking tako da ih dele stanovnici. Povezuju studente kojima je potrebno mesto da žive sa roditeljima kojima su otišla deca i koji imaju viška prostorija. Pokrenuli su inkubator da se pomogne sa osnivanjem naredne generacije startap kompanija u ekonomiji deljenja.
Tonight, just on our service, 785,000 people in 191 countries will either stay in a stranger's home or welcome one into theirs. Clearly, it's not as crazy as we were taught.
Večeras, samo preko našeg kompanije, 785 000 ljudi u 191 zemlji će ili odsesti u domu neznanca ili primiti nekog u svoj dom. Očigledno nije tako ludo kao što smo mislili.
We didn't invent anything new. Hospitality has been around forever. There's been many other websites like ours. So, why did ours eventually take off? Luck and timing aside, I've learned that you can take the components of trust, and you can design for that. Design can overcome our most deeply rooted stranger-danger bias. And that's amazing to me. It blows my mind. I think about this every time I see a red Miata go by.
Nismo izmislili ništa novo. Ljubaznost postoji oduvek. Postoje mnogi sajtovi nalik na naš. Zašto je onda naš uspeo? Na stranu sreća i tajming, naučio sam da možete uzeti komponente poverenje i dizajnirati sa tim na umu. Dizajn može prevazići naše najukorenije pristrasnosti vezane za opasne neznance. Meni je to neverovatno. Oduševljava me. Razmišljam o ovome svaki put kada vidim kako prolazi crvena Miata.
Now, we know design won't solve all the world's problems. But if it can help out with this one, if it can make a dent in this, it makes me wonder, what else can we design for next?
Znamo da dizajn neće rešiti sve probleme sveta. Ali ako može pomoći sa ovim, ako može napraviti rupu u ovom, pitam se, za šta sledeće možemo da dizajniramo?
Thank you.
Hvala vam.
(Applause)
(Aplauz)