Joseph Keller used to jog around the Stanford campus, and he was struck by all the women jogging there as well. Why did their ponytails swing from side to side like that? Being a mathematician, he set out to understand why.
Džozef Keler je imao običaj da džogira oko studentskog doma u Stenfordu i bio je zapanjen tolikim ženama koje su tamo takođe džogirale. Zašto su se njihovi konjski repovi tako ljuljali sa strane na stranu? Kako je bio matematičar, rešio je da razume zašto.
(Laughter)
(Smeh)
Professor Keller was curious about many things: why teapots dribble or how earthworms wriggle. Until a few months ago, I hadn't heard of Joseph Keller. I read about him in the New York Times, in the obituaries. The Times had half a page of editorial dedicated to him, which you can imagine is premium space for a newspaper of their stature.
Profesoru Keleru su mnoge stvari budile radoznalost: zašto iz čajnika kaplje ili kako se kišne gliste uvijaju. Do pre nekoliko meseci, nisam čuo za Džozefa Kelera. Čitao sam o njemu u Njujork Tajmsu, u čituljama. Tajms je imao pola stranice uvodnog teksta posvećenog njemu, za šta možete pretpostaviti da je izvanredan prostor za novine njihovog ugleda.
I read the obituaries almost every day. My wife understandably thinks I'm rather morbid to begin my day with scrambled eggs and a "Let's see who died today."
Čitam čitulje skoro svaki dan. Moja žena s razlogom misli da sam prilično morbidan jer počinjem dan uz kajganu i „da vidimo ko je umro danas.“
(Laughter)
(Smeh)
But if you think about it, the front page of the newspaper is usually bad news, and cues man's failures. An instance where bad news cues accomplishment is at the end of the paper, in the obituaries.
Ali ako razmislite o tome, na prednjoj strani novina obično su loše vesti i ukazuje se na čovekove neuspehe. Primer u kome loše vesti ukazuju na dostignuće je na kraju novina, u čituljama.
In my day job, I run a company that focuses on future insights that marketers can derive from past data -- a kind of rearview-mirror analysis. And we began to think: What if we held a rearview mirror to obituaries from the New York Times? Were there lessons on how you could get your obituary featured -- even if you aren't around to enjoy it?
U svom svakodnevnom poslu, upravljam kompanijom koja se fokusira na buduće uvide koje trgovci mogu da izvedu iz prošlih podataka - nešto poput analize u retrovizoru. Počeli smo da razmišljamo šta bi bilo kada bismo stavili u retrovizor čitulje iz „Njujork Tajmsa“? Da li je tu bilo lekcija o tome kako da vam istaknu čitulju - čak i ako niste tu da biste u tome uživali?
(Laughter)
(Smeh)
Would this go better with scrambled eggs?
Da li bi to bolje išlo uz kajganu?
(Laughter)
(Smeh)
And so, we looked at the data. 2,000 editorial, non-paid obituaries over a 20-month period between 2015 and 2016. What did these 2,000 deaths -- rather, lives -- teach us?
Tako smo pogledali podatke. Dve hiljade tekstova urednika, neplaćenih čitulja tokom perioda od 20 meseci između 2015. i 2016. godine. Čemu nas je ovih 2 000 smrti, odnosno života, naučilo?
Well, first we looked at words. This here is an obituary headline. This one is of the amazing Lee Kuan Yew. If you remove the beginning and the end, you're left with a beautifully worded descriptor that tries to, in just a few words, capture an achievement or a lifetime. Just looking at these is fascinating. Here are a few famous ones, people who died in the last two years. Try and guess who they are.
Pa, prvo smo pogledali reči. Ovo ovde je jedan naslov čitulje. To je čitulja neverovatnog Lija Guangjaoa. Ako uklonite početak i kraj, ostaje vam lepo sročeni opis koji nastoji da, u samo nekoliko reči, obuhvati dostignuće jednog životnog veka. Samo gledanje ovoga je fascinantno. Evo nekoliko poznatih, ljudi koji su umrli tokom poslednje dve godine. Pokušajte da pogodite ko su.
[An Artist who Defied Genre] That's Prince.
[Umetnik koji se opirao svrstavanju u žanr] To je Prins.
[Titan of Boxing and the 20th Century] Oh, yes.
[Titan boksa i 20. veka] O, da.
[Muhammad Ali]
[Muhamed Ali]
[Groundbreaking Architect] Zaha Hadid.
[Inovativni arhitekta] Zaha Hadid.
So we took these descriptors and did what's called natural language processing, where you feed these into a program, it throws out the superfluous words -- "the," "and," -- the kind of words you can mime easily in "Charades," -- and leaves you with the most significant words. And we did it not just for these four, but for all 2,000 descriptors. And this is what it looks like. Film, theatre, music, dance and of course, art, are huge. Over 40 percent. You have to wonder why in so many societies we insist that our kids pursue engineering or medicine or business or law to be construed as successful. And while we're talking profession, let's look at age -- the average age at which they achieved things. That number is 37. What that means is, you've got to wait 37 years ... before your first significant achievement that you're remembered for -- on average -- 44 years later, when you die at the age of 81 -- on average.
Uzeli smo ove opise i sproveli ono što se naziva obrada prirodnog jezika, gde ubacite ovo u program, a on izbacuje suvišne reči - članove, „i“ - one reči koje lako možete da pokažete u igri pantomime - i ostavlja vam najznačajnije reči. Ovo smo uradili ne samo za ova četiri, već za svih 2 000 opisa. Ovako to izgleda. Film, pozorište, muzika, ples i, naravno, umetnost, su veoma zastupljeni. Preko 40 procenata. Morate se zapitati zašto u toliko mnogo društava insistiramo da se naša deca bave inženjerstvom, medicinom, biznisom ili pravom da bi ih smatrali uspešnim. Dok smo kod zanimanja, razmotrimo godine - prosečne godine u kojima su ostvarili nešto. Taj broj je 37. To znači da morate da čekate 37 godina pre svog prvog značajnog dostignuća po kome će vas pamtiti - u proseku - 44 godine kasnije, kada umrete u 81. godini - u proseku.
(Laughter)
(Smeh)
Talk about having to be patient.
To se zove strpljenje.
(Laughter)
(Smeh)
Of course, it varies by profession. If you're a sports star, you'll probably hit your stride in your 20s. And if you're in your 40s like me, you can join the fun world of politics.
Naravno, to se razlikuje u zavisnosti od zanimanja. Ako ste sportska zvezda, verovatno ćete dostići vrhunac u svojim 20-im godinama. A ako ste u 40-im kao ja, možete se priključiti zabavnom svetu politike.
(Laughter)
(Smeh)
Politicians do their first and sometimes only commendable act in their mid-40s.
Političari ostvare svoje prvo, a ponekad i jedino delo vredno pohvale,
(Laughter)
sredinom 40-ih godina.
(Smeh)
If you're wondering what "others" are, here are some examples. Isn't it fascinating, the things people do and the things they're remembered for?
Ako se pitate ko su „ostali“, evo nekih primera. Zar nije fascinantno šta ljudi rade i po čemu ostaju upamćeni?
(Laughter)
(Smeh)
Our curiosity was in overdrive, and we desired to analyze more than just a descriptor. So, we ingested the entire first paragraph of all 2,000 obituaries, but we did this separately for two groups of people: people that are famous and people that are not famous. Famous people -- Prince, Ali, Zaha Hadid -- people who are not famous are people like Jocelyn Cooper, Reverend Curry or Lorna Kelly. I'm willing to bet you haven't heard of most of their names. Amazing people, fantastic achievements, but they're not famous. So what if we analyze these two groups separately -- the famous and the non-famous? What might that tell us?
Naša radoznalost je uhvatila zamah i rešili smo da analiziramo i više od opisa. Uneli smo čitav prvi pasus svih 2 000 čitulja, ali smo to uradili zasebno za dve grupe ljudi - za ljude koji su poznati i one koji nisu poznati. Poznati ljudi - Prins, Ali, Zaha Hadid - ljudi koji nisu poznati su osobe poput Džoslin Kuper, Velečasni Kari i Lorna Keli. Spreman sam da se kladim da niste čuli većinu njihovih imena. Neverovatni su ljudi, fantastična dostignuća, ali nisu poznati. Dakle, šta ako analiziramo ove dve grupe odvojeno - poznate i nepoznate? Šta bi nam to pokazalo?
Take a look. Two things leap out at me. First: "John."
Pogledajte. Dve stvari mi upadaju u oči. Prvo: „Džon“
(Laughter)
(Smeh)
Anyone here named John should thank your parents --
Ko god se ovde zove Džon treba da zahvali svojim roditeljima -
(Laughter)
(Smeh)
and remind your kids to cut out your obituary when you're gone. And second: "help."
i podseti decu da izrežu njegovu čitulju kad ga više ne bude. Drugo: „pomoć“.
We uncovered, many lessons from lives well-led, and what those people immortalized in print could teach us. The exercise was a fascinating testament to the kaleidoscope that is life, and even more fascinating was the fact that the overwhelming majority of obituaries featured people famous and non-famous, who did seemingly extraordinary things. They made a positive dent in the fabric of life. They helped.
Otkrili smo mnogo lekcija iz kvalitetno proživljenih života i ono čemu nas mogu naučiti ti ljudi ovekovečeni u štampi. Ova vežba je bila fascinantno svedočanstvo kaleidoskopa koji predstavlja život, a još fascinantnija bila je činjenica da je velika većina čitulja isticala poznate i nepoznate ljude, koji su uradili naizgled izuzetne stvari. Napravili su pozitivan trag u strukturi života. Pomogli su.
So ask yourselves as you go back to your daily lives: How am I using my talents to help society? Because the most powerful lesson here is, if more people lived their lives trying to be famous in death, the world would be a much better place.
Zato se zapitajte kad se vratite svom svakodnevnom životu kako koristite svoje talente da biste pomogli društvu. Jer je ovde najsnažnija lekcija da bi, ako bi više ljudi živelo svoj život nastojeći da budu poznati nakon smrti, svet bi bio mnogo bolje mesto.
Thank you.
Hvala.
(Applause)
(Aplauz)