One of the things that defines a TEDster is you've taken your passion, and you've turned it into stewardship. You actually put action to the issues you care about. But what you're going to find eventually is you may need to actually get elected officials to help you out. So, how do you do that?
Jedna od stvari koja definira TEDovca jest da ste vi uzeli svoju strast, i pretvorili je u vođenje. Aktivni ste oko stvari do kojih vam je stalo. Ali ono što ćete s vremenom spoznati jest kako ćete jednom možda trebati tražiti izabrane dužnosnike da vam pripomognu. Dakle, kako ćete to napraviti?
One of the things I should probably tell you is, I worked for the Discovery Channel early in my career, and that sort of warped my framework. So, when you start to think about politicians, you've got to realize these are strange creatures. Other than the fact that they can't tell directions, and they have very strange breeding habits, how do you actually work with these things? (Laughter) What we need to understand is: What drives the political creature? And there are two things that are primary in a politician's heart: One is reputation and influence. These are the primary tools by which a politician can do his job. The second one -- unlike most animals, which is survival of the species -- this is preservation of self. Now you may think it's money, but that's actually sort of a proxy to what I can do to preserve myself.
Jedna od stvari koje bih vam vjerojatno trebao reći jest, radio za Discovery Channel ranije u karijeri, i to je na određeni način definiralo moj način rada. Kada započnete razmišljati o političarima, morate shvatiti kako su oni čudnovata stvorenja. Osim činjenice kako vam ne mogu reći pravac, i da imaju jako čudne navike uzgoja, kako zapravo možete raditi s njima? Ono što moramo razumjeti jest: što pokreće ta politička stvorenja? I postoje dvije stvari koje su bitne srcu političara. Jedna, njihova reputacija i utjecaj. To su ključni alati kroz koje političar može obaviti svoj posao. Drugo, suprotno od većine životinja, što je održavanje vrste, jest očuvanje samoga sebe. Možda ste pomislili na novac, ali to je zapravo neka vrsta posrednika prema onome što mogu učiniti da se očuvam.
Now, the challenge with you moving your issue forward is these animals are getting broadcast to all the time. So, what doesn't work, in terms of getting your issue to be important? You can send them an email. Well, unfortunately, I've got so many Viagra ads coming at me, your email is lost. It doesn't matter, it's spam. How about you get on the phone? Well, chances are I've got a droid who's picking up the phone, "Yes, they called, and they said they didn't like it." That doesn't move. Face to face would work, but it's hard to set it up. It's hard to get the context and actually get the communication to work. Yes, contributions actually do make a difference and they set a context for having a conversation, but it takes some time to build up.
Sad, izazov u guranju vlastitog problema naprijed jest što se te životinje emitiraju stalno. Dakle, što ne funkcionira, ako želite podići važnost svom problemu? Možete im poslati e-poštu. Na nesreću, imam toliko puno Viagra spama koji mi dolazi, da se vaša e-pošta zagubi. Nema veze, to je spam. Što je s telefonskim pozivom? Postoji mogućnost da imam droida koji se javlja na telefon, "Da, zvali su, i rekli su kako im se ne sviđa." To nikoga ne pokreće. Lice u lice bi funkcioniralo, ali to je teško organizirati. Teško je stvoriti kontekst i osigurati da komunikacija funkcionira. Da, doprinosi u stvari rade razliku, i oni stvaraju kontekst za komunikaciju, ali im je potrebno neko vrijeme da se izgrade.
So what actually works? And the answer is rather strange. It's a letter. We live in a digital world, but we're fairly analog creatures. Letters actually work. Even the top dog himself takes time every day to read 10 letters that are picked out by staff. I can tell you that every official that I've ever worked with will tell you about the letters they get and what they mean. So, how are you going to write your letter? First of all, you're going to pick up an analog device: a pen. I know these are tough, and you may have a hard time getting your hand bent around it, (Laughter) but this is actually critical. And it is critical that you actually handwrite your letter. It is so novel to see this, that somebody actually picked up an analog device and has written to me. Second of all, I'm going to recommend that you get into a proactive stance and write to your elected officials at least once a month. Here's my promise to you: If you are consistent and do this, within three months the elected official will start calling you when that issue comes up and say, "What do you think?"
Što u stvari funkcionira? I odgovor je prilično čudan. Pismo. Živimo u digitalnom dobu, ali smo prilično analogna stvorenja. Pisma zapravo funkcioniraju. Čak i glavni čovjek osobno uzme si vrijeme svaki dan i pročita 10 pisama koja su izabrala njegovi pomoćnici. Mogu vam reći kako će svaki službenik s kojim sam radio rado pričati o pismima koja su dobili i što su ona značila. Dakle, kako ćete napisati svoje pismo? Prije svega, izabrat ćete analogni uređaj, pisalo. Znam kako je ovo teško, i da ste imali možda poteškoća saviti svoju ruku oko nje, ali ovo je zapravo ključno. A ključno je što zapravo svojom rukom pišete pismo. To je jako romantično vidjeti, kada netko uzme analognu napravu i napiše mi nešto. Drugo, preporučit ću vam da zauzmete proaktivan stav i pišete svojim izabranim službenicima barem jednom mjesečno. Ovdje je moje obećanje. Ako ste dosljedni i to radite, unutar tri mjeseca izabrani službenik će početi zvati vas i kada to pitanje postane aktualno, reći će vam, "Što vi mislite?"
Now, I'm going to give you a four paragraph format to work with. Now, when you approach these animals, you need to understand there's a dangerous end to them, and you also need to approach them with some level of respect and a little bit of wariness. So in paragraph number one, what I'm going to tell you to do is very simply this: You appreciate them. You may not appreciate the person, you may not appreciate anything else, but maybe you appreciate the fact that they've got a tough gig. When animals are going to make a point, they make the point. They don't spend a lot of time dicking around. So, here you go. (Laughter) Paragraph number two: You may actually have to just get very blunt and say what's really on your mind. When you do this, don't attack people; you attack tactics. Ad hominem attacks will get you nowhere. Paragraph number three: When animals are attacked or cornered, they will fight to the death, so you have to give them an exit. Most of the time, if they have an exit strategy, they should take it. "Obviously, you're intelligent. If you had the right information, you would have done the right thing." (Laughter) Lastly, you want to be the nurturing agent. You're the safe place to come in to. So, in paragraph number four, you're going to tell people, "If no one is providing you with this information, let me help." (Laughter)
Sada ću vam dati formu od četiri odlomka na kojoj možete raditi. Kad prilazite tim životinjama, morate razumjeti, one imaju opasne dijelove, i morate im pristupiti s određenom razinom poštivanja i malo opreza. Dakle, u prvom odlomku, ono što ću vam reći da napravite jest jednostavno ovo: cijenite ih. Možda ne cijenite osobu, možda ne cijenite ništa drugo, ali možda trebati cijeniti činjenicu kako imaju težak posao. Kad životinje žele ukazati na nešto, one to naprave. One ne provedu previše vremena zezajući se okolo. Dakle, evo ga. Odlomak broj dva, možda ćete morati biti jako direktni i reći ono što vam je stvarno na pameti. Kada to napravite, ne napadajte ljude, napadnite taktiku. Ad hominem napadi vas neće nigdje dovesti. Odlomak broj tri: kad su životinje napadnute ili stjerane u kut, one će se boriti do smrti, zato im morate omogućiti izlaz. U većini slučajeva, ako imaju izlaznu strategiju, oni će je uzeti. Očigledno, vi ste inteligentni. Ako imate pravu informaciju, napravili biste pravu stvar. Konačno, želite biti onaj koji njeguje, vi ste sigurno mjesto kojem dolaze. Tako, u četvrtom odlomku, reći ćete ljudima, "Ako vam nitko ne osigurava tu informaciju, dozvolite da vam ja pomognem."
Animals do displays. They do two things: They warn you or they try to attract you and say, "We need to mate." You're going to do that by the way you sign your letter. You do a number of things: you're a vice president, you volunteer, you do something else. Why is is this important? Because this establishes the two primary criteria for the political creature: that you have influence in a large sphere, and that my preservation depends on you.
Životinje se pokazuju. One rade dvije stvari. One vas upozore ili vas pokušaju privući i kažu, "Trebamo se pariti." To ćete napraviti tako što ćete potpisati svoje pismo. Radite jako puno stvari, vi ste potpredsjednik, volonter, radite nešto drugo. Zašto je to važno? Zato jer uspostavlja dva primarna kriterija za politička stvorenja, imate utjecaj na šire okruženje, i da moje očuvanje ovisi o vama.
Here is one very quick hack, especially for the feds in the audience. Here's how you mail your letter. First of all, you send the original to the district office. So, you send the copy to the main office. If they follow protocol, they'll pick up the phone and say, "Hey, do you have the original?" Then some droid in the back puts the name on a tickler and says, "Oh, this is an important letter." And you actually get into the folder that the elected official actually has to read.
Ovdje je jedan jako brzi savjet, posebno za federalce u publici. Evo kako šaljete svoje pismo. Prije svega, original šaljete područnom uredu, a kopiju šaljete u glavni ured. Ako prate protokol, onda će podići telefon i reći, "Imaš li ti original?" Onda neki robot u pozadini stavi ime na naljepnicu i kaže, "O, ovo je važno pismo." I onda zapravo dospijevate u fascikl, koji izabrani službenik mora pročitati.
So, what your letter means: I've got to tell you, we are all in a party, and political officials are the pinatas. (Laughter) We are harangued, lectured to, sold, marketed, but a letter is actually one of the few times that we have honest communication. I got this letter when I was first elected, and I still carry it to every council meeting I go to. This is an opportunity at real dialogue, and if you have stewardship and want to communicate, that dialogue is incredibly powerful. So when you do that, here's what I can promise: You're going to be the 800 pound gorilla in the forest.
Što vaše pismo znači? Moram vam reći, svi smo na tulumu, a politički izabranici su pinjate. (Smijeh) Ocjenjuju nas, drže nam predavanja, prodaju, promoviraju, ali pismo je jedno od stvari putem kojeg imamo iskrenu komunikaciju. Ovo sam pismo dobio kada sam ja prvi put izabran, i dalje ga nosim na svaki sastanak vijeća na koji idem. To je prilika za stvarni dijalog. I ako ste vođa i želite komunicirati taj dijalog je nevjerojatno moćan. Kada to napravite, evo što vam mogu obećati: biti ćete gorila od 400 kilograma u šumi.
Get writing.
Počnite pisati.
(Applause)
(Pljesak)