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 definiše TEDstera je da ste vi uzeli svoju strast, i pretvorili je u upravitelja. Vi ustvari dodajete akciju na problem do kog vam je stalo. Ali ono što ćete vremenom saznati je da ćete možda morati da tražite pomoć od izabranih zvaničnika. I kako da to uradite?
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 bi verovatno trebalo da vam kažem je da sam radio za Discovery Channel na početku svoje karijere, i to je na neki način okrenulo moj način rada. Dakle, kad počnete da razmišljate o političarima, shvatite da su oni čudna stvorenja. Osim činjenice da ne mogu da vam objasne pravac, i da imaju vrlo čudne navike odgoja, kako zapravo raditi sa ovim stvarima? Ono što morate da shvatite je: Šta pokreće politička stvorenja? I postoje dve stvari koje su primarne u političarevom srcu: Prvo, reputacija i uticaj. Ovu su osnovna oruđa uz pomoć kojih političari mogu da rade svoj posao. Drugo, za razliku od većine životinja, što je održavanje vrste, jeste očuvanje sebe. Možete misliti da je to novac, ali to je zapravo neka vrsta posrednika u tome šta mogu učiniti da očuvam sebe.
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.
E sad, izazov u napredovanju vašeg problema jeste to što se ove životinje stalno emituju. Dakle, šta ne radi, u smislu sticanja važnosti vašeg problema? Možete im poslati email. Pa, nažalost, ja dobijam toliko reklama za vijagru, da je vaš email izgubljen. Nije bitno, to je spam. A da probate sa telefonom? Pa, šanse su da sam dobio nekog robota koji se javlja na telefon, "Da, zvali su i rekli su da im se ne dopada." To se ne pomera. Licem u lice bi vredelo, ali je teško to dogovoriti. Teško je doći do konteksta i učiniti da komunikacija ima smisla. Da, doprinosi zaista prave razliku, i postavljaju kontekst za postojanje komunikacije, ali potrebno je neko vreme da se dođe do toga.
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?"
Dakle šta ustvari radi? A odgovor je prilično čudan. To je pismo. Mi živimo u digitalnom svetu, ali smo prilično analogna stvorenja. Pisma ustvari uspevaju. Čak i sam glavni čovek svaki dan odvoji vreme da pročita 10 pisama koje je osoblje izabralo. Mogu da vam kažem da će vam svaki zvaničnik sa kojim sam ikad radio reći o pismima koje dobija i šta ona znače. Dakle, kako ćete napisati pismo? Najpre, uzećete analognu spravu, olovku. Znam da je ovo teško i da možete imati problema sa savijanjem ruke oko nje, ali ovo je zaista važno. I važno je da vi ustvari napišete pismo svojom rukom. To je tako novo za videti, da je neko zaista uzeo analognu spravu i pisao mi. Drugo, preporučiću vam da imate proaktivan stav i da pišete izabranim zvaničnicima bar jednom mesečno. Obećavam vam. Ako ste dosledni i radite to, za tri meseca izabrani zvaničnici će početi da vas zovu kad to pitanje postane aktuelno, i reći će, "Šta ti misliš?"
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)
E sad, daću vam format od četiri pasusa na kojima radite. Kada prilazite ovim životinjama, morate da razumete, one imaju svoj opasan deo, ali morate da im priđete i sa određenim nivoom poštovanja i malo opreznosti. Dakle, u pasusu broj jedan, ono što ću vam reći da uradite je jednostavno sledeće: Vi ih cenite. Možete da ne cenite osobu, možete da ne cenite ništa više, ali možda cenite činjenicu da imaju težak zadatak. Kada životinje hoće da naprave poentu, one naprave poentu. ne provode mnogo vremena "zezajući" se okolo. Dakle, evo. Pasus broj dva, možda ćete morati da budete vrlo direktni i da kažete šta vam je stvarno na umu. Kada to radite, nemojte da napadnete ljude, napadnite taktiku. "Ad hominem" napad vas neće nigde odvesti. Pasus broj tri: Kada su životinje napadnute ili saterane u ćošak, boriće se do smrti, tako da im morate dati izlaz. U najviše slučajeva, ako imaju strategiju za izlaz, iskoristiće je. Očito, vi ste inteligentni. Da ste imali pravu informaciju, uradili biste pravu stvar. Na kraju, želite da budete negujući agent. Vi ste sigurno mesto kom dolaze. Dakle, u pasusu broj četiri, reći ćete ljudima, "Ako vam niko ne obezbeđuje ove informacije, dozvolite mi da 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 prikazuju. One rade dve stvari. Ili vas upozore ili pokušaju da vas napadnu i kažu, "Moramo da se parimo (družimo)." To ćete da uradite načinom na koji se potpišete. Vi radite gomilu stvari, vi ste potpredsednik, volonter, radite nešto drugo. Zašto je to važno? Zato što ovo uspostavlja dva primarna kriterijuma za političke kreature, da vi imate uticaj na široku okolinu, i da moje očuvanje zavisi od vas.
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.
Evo jednog vrlo kratkog trika, posebno za federalce u publici. Evo kako šaljete svoje pismo. Najpre, pošaljete original okružnoj kancelariji, i pošaljete kopiju u glavnu kancelariju. Ukoliko prate protokol, podići će telefon i reći: "Da li je original kod vas?" Onda neki robot u pozadini stavi ime na dijagram i kaže, "O, ovo je važno pismo." I vi ustvari dospevate u fasciklu koju izabrani zvaničnici zapravo moraju da pročitaju.
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.
I šta vaše pismo znači? Moram da vam kažem, svi smo mi na žurci, a političari su pinjate. (smeh) Ocenjuju nas, drže nam predavanja, prodaju nas, reklamiraju, ali pismo je zapravo jedna od retkih prilika u kojima postoji iskrena komunikacija. Dobio sam ovo pismo kada sam prvi put izabran, i još uvek ga nosim na svaki sastanak saveta na koji idem. Ovo je prilika za pravi dijalog. I ako ste vođa i želite da komunicirate, takav dijallog je neverovatno moćan. Kada to uradite, evo šta vam obećavam: Bićete gorila od 400 kila u šumi.
Get writing.
Počnite da pišete.
(Applause)
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