I'm going to give you four specific examples, I'm going to cover at the end about how a company called Silk tripled their sales; how an artist named Jeff Koons went from being a nobody to making a whole bunch of money and having a lot of impact; to how Frank Gehry redefined what it meant to be an architect. And one of my biggest failures as a marketer in the last few years -- a record label I started that had a CD called "Sauce."
Daću vam četiri konkretna primera – na kraju ću ih pokriti – o tome kako je preduzeće zvano Silk utrostručilo svoju prodaju radeći jednu stvar. Kako je umetnik Džef Kuns prošao put od toga da je bio niko do toga da je zaradio gomilu novaca i ima velik uticaj ili toga kako je Frenk Geri redefinisao šta to znači biti arhitekta. Jedan od mojih najvećih neuspeha u marketingu u proteklih nekoliko godina je diskografska kuća koju sam osnovao, koja je imala CD pod nazivom “Umak”.
Before I can do that I've got to tell you about sliced bread, and a guy named Otto Rohwedder. Now, before sliced bread was invented in the 1910s I wonder what they said? Like the greatest invention since the telegraph or something. But this guy named Otto Rohwedder invented sliced bread, and he focused, like most inventors did, on the patent part and the making part. And the thing about the invention of sliced bread is this -- that for the first 15 years after sliced bread was available no one bought it; no one knew about it; it was a complete and total failure. And the reason is that until Wonder came along and figured out how to spread the idea of sliced bread, no one wanted it. That the success of sliced bread, like the success of almost everything we've talked about at this conference, is not always about what the patent is like, or what the factory is like -- it's about can you get your idea to spread, or not. And I think that the way you're going to get what you want, or cause the change that you want to change, to happen, is to figure out a way to get your ideas to spread.
Pre nešto što to učinim, moram vam reći o narezanom hlebu i čoveku koji se zove Oto Roveder. Pre nego što je narezani hleb izmišljen 1910., pitam se šta su rekli? Najveći izum još od... telegrafa ili nečega. Ali čovek sa imenom Oto Roveder izumeo je narezani hleb i fokusirao se, kao i većina izumitelja, na deo patenta i deo izrade. A ključna stvar u izumu narezanog hleba je ovo – prvih 15 godina nakon što je narezani hleb bio dostupan niko ga nije kupio, niko nije znao o tome. Bio je to potpuni neuspeh. A razlog tome je što dok Wonder nije došao i shvatio kako da proširi ideju narezanog hleba, niko ga nije hteo. Uspeh narezanog hleba, kao uspeh gotovo svega o čemu pričamo na ovoj konferenciji, nije uvek u tome kakav je patent ili kakva je fabrika, ključna stvar je u tome možete li proširiti svoju ideju ili ne. Mislim da je način na koji ćete dobiti šta želite ili izazvati promenu koju želite, taj da morate da smislite način kako da proširite svoju ideju.
And it doesn't matter to me whether you're running a coffee shop or you're an intellectual, or you're in business, or you're flying hot air balloons. I think that all this stuff applies to everybody regardless of what we do. That what we are living in is a century of idea diffusion. That people who can spread ideas, regardless of what those ideas are, win. When I talk about it I usually pick business, because they make the best pictures that you can put in your presentation, and because it's the easiest sort of way to keep score. But I want you to forgive me when I use these examples because I'm talking about anything that you decide to spend your time to do.
I nije bitno vodite li kafić ili ste intelektualac ili ste u preduzeću ili letite balonom na vruć vazduh. Mislim da ovo vredi za svakoga bez obzira čime se bavi. Mi živimo u veku razmene ideja. Ljudi koji mogu da šire ideje, bez obzira kakve su to ideje, pobeđuju. Kada o tome razgovaram, obično odaberem biznis jer oni stvaraju najbolje primere koje možete staviti u prezentaciju, ali i zbog toga jer je najlakše pratiti rezultat. Ali želim da mi oprostite kada budem koristio te primere jer ću pričati o bilo čemu uz šta vi odlučite da provedete svoje vreme.
At the heart of spreading ideas is TV and stuff like TV. TV and mass media made it really easy to spread ideas in a certain way. I call it the "TV-industrial complex." The way the TV-industrial complex works, is you buy some ads, interrupt some people, that gets you distribution. You use the distribution you get to sell more products. You take the profit from that to buy more ads. And it goes around and around and around, the same way that the military-industrial complex worked a long time ago. That model of, and we heard it yesterday -- if we could only get onto the homepage of Google, if we could only figure out how to get promoted there, or grab that person by the throat, and tell them about what we want to do. If we did that then everyone would pay attention, and we would win. Well, this TV-industrial complex informed my entire childhood and probably yours. I mean, all of these products succeeded because someone figured out how to touch people in a way they weren't expecting, in a way they didn't necessarily want, with an ad, over and over again until they bought it.
U srcu širenja ideja je TV i stvari kao što su TV. TV i masovni mediji učinili su širenje ideja na određeni način stvarno lakim. Zovem to TV industrijski kompleks. Način na koji radi TV industrijski kompleks, jeste da vi kupite oglase – prekinete neke ljude – što vam omogući da dobijete distribuciju. Zatim koristite distribuciju koju ste dobili kako biste prodali više proizvoda. Od toga ostvarujete profit kako biste kupili još više oglasa. I tako to ide u krug, isto kao što su vojni i industrijski kompleks radili davno. I model je, a mi smo to čuli i juče, kada bismo samo mogli da dođemo na početnu stranicu Googla, kada bismo samo mogli da shvatimo kako da se tamo promovišemo, kada bismo samo shvatili kako uhvatiti tu osobu za vrat i reći joj šta mi to želimo da radimo. Kada to učinimo, svi će nam posvetiti pažnju i mi ćemo pobediti. Ovaj TV industrijski kompleks informisao me je celo detinjstvo, a verovatno i vas. Svi ovi proizvodi uspeli su jer je neko shvatio kako da dodirne ljude na način na koji nisu očekivali, na način na koji nisu nužno želeli sa oglasom, opet i opet, sve dok ga napokon nisu kupili.
And the thing that's happened is, they canceled the TV-industrial complex. That just over the last few years, what anybody who markets anything has discovered is that it's not working the way that it used to. This picture is really fuzzy, I apologize; I had a bad cold when I took it.
I onda se dogodilo da su oni otkazali TV industrijski kompleks. I to u poslednjih nekoliko godina, svako ko reklamira nešto, otkrio je kako to ne radi kao što se nekad radilo. Ova slika je zaista mutna, izvinjavam se, imao sam strašnu prehladu kad sam je slikao.
(Laughter)
Proizvod u plavoj kutiji u centru je moje dete s postera.
But the product in the blue box in the center is my poster child. I go to the deli; I'm sick; I need to buy some medicine. The brand manager for that blue product spent 100 million dollars trying to interrupt me in one year. 100 million dollars interrupting me with TV commercials and magazine ads and Spam and coupons and shelving allowances and spiff -- all so I could ignore every single message. And I ignored every message because I don't have a pain reliever problem. I buy the stuff in the yellow box because I always have. And I'm not going to invest a minute of my time to solve her problem, because I don't care.
Dobro. Odem u prodavnicu, bolestan sam, moram da kupim neke lekove. Menadžer marke tog plavog proizvoda potrošio je 100 miliona dolara kako bi me prekinuo u jednoj godini. 100 miliona dolara prekida me TV oglasima i časopisima i spamom i kuponima i dostupnosti na policama i bonusima kod kupovine – sve kako bih ignorisao svaku poruku. I ignorisao sam svaku poruku jer nemam problem s lekovima protiv bolova. Kupujem stvari iz žute kutije jer sam ih uvek kupovao. I neću investirati minut svoga vremena kako bih rešio njen problem, jer me nije briga.
Here's a magazine called "Hydrate." It's 180 pages about water.
Evo časopisa zvanog "Hidrirati". 180 stranica o vodi.
(Laughter)
(Smeh)
Articles about water, ads about water. Imagine what the world was like 40 years ago, with just the Saturday Evening Post and Time and Newsweek. Now there are magazines about water. New product from Coke Japan: water salad.
Članci o vodi, oglasi o vodi. Zamislite kakav je svet bio pre 40 godina kada je postojao samo Saturday Evening Post i Time i Newsweek. Sada postoje časopisi o vodi. Novi proizvod iz "Coke Japana" – vodena salata.
(Laughter)
(Smeh)
Coke Japan comes out with a new product every three weeks, because they have no idea what's going to work and what's not. I couldn't have written this better myself. It came out four days ago -- I circled the important parts so you can see them here. They've come out... Arby's is going to spend 85 million dollars promoting an oven mitt with the voice of Tom Arnold, hoping that that will get people to go to Arby's and buy a roast beef sandwich.
OK. "Coke Japan" izlazi s novim proizvodom svake tri nedelje. Jer nemaju pojma šta će se probiti, a šta neće. Ne bih to ni sam napisao bolje. Izašlo je pre četiri dana – zaokružio sam važne delove kako biste mogli da ih vidite. Otkrili su... "Arby" će potrošiti 85 miliona dolara reklamirajući rukavicu za kuvanje s glasom Toma Arnolda, nadajući se kako će to naterati ljude da dođu u "Arby" i kupe sendvič od pečene govedine. (Smeh)
(Laughter)
Pokušao sam da zamislim šta bi to moglo da bude u animiranoj TV reklami
Now, I had tried to imagine what could possibly be in an animated TV commercial featuring Tom Arnold, that would get you to get in your car, drive across town and buy a roast beef sandwich.
s Tomom Arnoldom, što bi vas nateralo da sednete u svoj auto, vozite se na drugu stranu grada i kupite sendvič od pečene govedine. (Smeh)
(Laughter)
Now, this is Copernicus, and he was right, when he was talking to anyone who needs to hear your idea. "The world revolves around me." Me, me, me, me. My favorite person -- me. I don't want to get email from anybody; I want to get "memail."
Ovo je Kopernik i bio je u pravu kada je razgovarao s bilo kime ko je hteo da čuje njegovu ideju. Svet se okreće oko mene. Mene, mene, mene, mene, mene. Moja omiljena osoba – ja. Ne želim da dobijem e-poštu ni od koga. Želim da dobijem "ja-poštu".
(Laughter)
(Smeh)
So consumers, and I don't just mean people who buy stuff at the Safeway; I mean people at the Defense Department who might buy something, or people at, you know, the New Yorker who might print your article. Consumers don't care about you at all; they just don't care. Part of the reason is -- they've got way more choices than they used to, and way less time. And in a world where we have too many choices and too little time, the obvious thing to do is just ignore stuff. And my parable here is you're driving down the road and you see a cow, and you keep driving because you've seen cows before. Cows are invisible. Cows are boring. Who's going to stop and pull over and say -- "Oh, look, a cow." Nobody.
Na taj način potrošači i to ne mislim samo na ljude koji kupuju stvari u "Safeway-u", mislim na ljude u Ministarstvu obrane koji bi mogli da kupe nešto, ili ljude u New Yorkeru koji bi mogli da objave vaš članak. Potrošači uopšte ne brinu o vama, uopšte ih nije briga. Deo razloga je – imaju puno više izbora nego što su pre imali, i mnogo manje vremena. U svetu u kojem imamo previše opcija i premalo vremena, očigledno je da ignorišemo stvari. I moje poređenje ovde je, vozite se putem i vidite kravu i dalje se vozite jer ste i pre viđali krave. Krave su nevidljive. Krave su dosadne. Ko će stati usput i reći – oh, vidi, krava. Niko.
(Laughter)
(Smeh)
But if the cow was purple -- isn't that a great special effect? I could do that again if you want. If the cow was purple, you'd notice it for a while. I mean, if all cows were purple you'd get bored with those, too. The thing that's going to decide what gets talked about, what gets done, what gets changed, what gets purchased, what gets built, is: "Is it remarkable?" And "remarkable" is a really cool word, because we think it just means "neat," but it also means "worth making a remark about." And that is the essence of where idea diffusion is going. That two of the hottest cars in the United States is a 55,000-dollar giant car, big enough to hold a Mini in its trunk. People are paying full price for both, and the only thing they have in common is that they don't have anything in common.
Ali da je krava ljubičasta – nije li to sjajan specijalni efekat? Mogu to učiniti opet ako želite. Da je krava ljubičasta, primetili biste to. Mislim, ako bi sve krave bile ljubičaste takođe bi vam dosadile. Stvar koja odlučuje o čemu će se pričati, šta će se učiniti, šta će se promeniti, šta će se kupiti, šta će se sagraditi, je -- da li je izuzetno? A izuzetno je stvarno super reč jer smatramo kako to znači uredno, ali to takođe znači – vredno opaske. To je srž ideje razmene. Dva najpopularnija automobila u SAD-u su ogroman auto vredan 55.000 dolara, dovoljno veliki da držite mini u njegovom prtljažniku. Ljudi plaćaju punu cenu za oba, a jedino što im je zajedničko je da nemaju ništa zajedničko. (Smeh)
(Laughter)
Every week, the number one best-selling DVD in America changes. It's never "The Godfather," it's never "Citizen Kane," it's always some third-rate movie with some second-rate star. But the reason it's number one is because that's the week it came out. Because it's new, because it's fresh. People saw it and said "I didn't know that was there" and they noticed it. Two of the big success stories of the last 20 years in retail -- one sells things that are super-expensive in a blue box, and one sells things that are as cheap as they can make them. The only thing they have in common is that they're different.
Svake nedelje se promeni najprodavaniji DVD u Americi. Nikada to nije “Kum”, nikada to nije “Građanin Kejn", Uvek je to neki trećerazredni film s drugorazrednom zvezdom. Razlog zašto je broj jedan je u tome što je te nedelje tek izašao. Zato što je nov, zato što je svež. Jer su ga ljudi videli i rekli – nisam znao da to postoji – i primetili su ga. Dve uspešne priče u proteklih 20 godina u maloprodaji – jedna prodaje superskupe stvari u plavoj kutiji, dok druga prodaje stvari koje su najjeftinije moguće. Jedino što oni imaju zajedničko je da su različite.
We're now in the fashion business, no matter what we do for a living, we're in the fashion business. And people in the fashion business know what it's like to be in the fashion business -- they're used to it. The rest of us have to figure out how to think that way. How to understand that it's not about interrupting people with big full-page ads, or insisting on meetings with people. But it's a totally different sort of process that determines which ideas spread, and which ones don't. They sold a billion dollars' worth of Aeron chairs by reinventing what it meant to sell a chair. They turned a chair from something the purchasing department bought, to something that was a status symbol about where you sat at work. This guy, Lionel Poilâne, the most famous baker in the world -- he died two and a half months ago, and he was a hero of mine and a dear friend. He lived in Paris. Last year, he sold 10 million dollars' worth of French bread. Every loaf baked in a bakery he owned, by one baker at a time, in a wood-fired oven. And when Lionel started his bakery, the French pooh-pooh-ed it. They didn't want to buy his bread. It didn't look like "French bread." It wasn't what they expected. It was neat; it was remarkable; and slowly, it spread from one person to another person until finally, it became the official bread of three-star restaurants in Paris. Now he's in London, and he ships by FedEx all around the world.
Sada smo u modnom poslu, nije bitno čime se bavimo u životu, u modnom smo poslu. Stvar je u tome što ljudi u modnom poslu znaju kako je to biti u modnom poslu, jer su navikli na to. Mi ostali moramo shvatiti kako da razmišljamo na taj način. Kako shvatiti da nije stvar u prekidanju ljudi s velikim oglasima preko cele stranice, ili insistiranju na sastancima s ljudima. Potpuno drugačiji proces određuje koje će se ideje širiti, a koje neće. Ova stolica – prodali su "Aeron" stolice u vrednosti od milijardu dolara time što su ponovno otkrili šta znači prodati stolicu. Preokrenuli su percepciju stolice od nečega što neko iz nabavke kupuje, do nečega što je statusni simbol toga gde sedite na poslu. Ovaj tip, Lajonel Polejn, najpoznatiji pekar na svetu – umro je pre dva i po meseca, bio je moj heroj i drag prijatelj. Živeo je u Parizu. Prošle godine je prodao francuskog hleba u vrednosti od 10 miliona dolara. Svaku veknu ispekao je jedan pekar, u pekari koju je on posedovao, u pećnici na drva. Kada je Lajonel osnovao pekaru, Francuzima se nije svidela. Nisu hteli da kupuju njegov hleb. Nije izgledao kao “francuski hleb". To nije bilo ono što su očekivali. Bilo je uredno, izuzetno i polako se širilo od jedne do druge osobe dok napokon nije postao službeni hleb restorana s tri zvezdice u Parizu. Sada je u Londonu i šalju ga FedEx-om po celom svetu.
What marketers used to do is make average products for average people. That's what mass marketing is. Smooth out the edges; go for the center; that's the big market. They would ignore the geeks, and God forbid, the laggards. It was all about going for the center. But in a world where the TV-industrial complex is broken, I don't think that's a strategy we want to use any more. I think the strategy we want to use is to not market to these people because they're really good at ignoring you. But market to these people because they care. These are the people who are obsessed with something. And when you talk to them, they'll listen, because they like listening -- it's about them. And if you're lucky, they'll tell their friends on the rest of the curve, and it'll spread. It'll spread to the entire curve.
Marketinški stručnjaci su obično pravili prosečne proizvode za prosečne ljude. To je masovni marketing. Izglačati ivice, napadati centar, to je veliko tržište. Ignorisali bi jako pametne, ili ne daj Bože, one koji zaostaju. Sve je bilo proizvedeno za centar. Ali u svetu gde je TV industrijski kompleks slomljen, mislim kako to više nije strategija koju želimo da koristimo. Strategija je da ne reklamiramo za te ljude, jer su oni jako dobri u tome da vas ignorišu. Moramo ciljati na tržište kome je stalo. To su ljudi koji su opsednuti nečim. Kada im pričate nešto oni će slušati jer vole da slušaju – jer je o njima. I ako imate sreće, reći će svojim prijateljima na ostatku krive i to će se proširiti. Proširiće se po celoj krivi.
They have something I call "otaku" -- it's a great Japanese word. It describes the desire of someone who's obsessed to say, drive across Tokyo to try a new ramen noodle place, because that's what they do: they get obsessed with it. To make a product, to market an idea, to come up with any problem you want to solve that doesn't have a constituency with an otaku, is almost impossible. Instead, you have to find a group that really, desperately cares about what it is you have to say. Talk to them and make it easy for them to tell their friends. There's a hot sauce otaku, but there's no mustard otaku. That's why there's lots and lots of kinds of hot sauces, and not so many kinds of mustard. Not because it's hard to make interesting mustard -- you could make interesting mustard -- but people don't, because no one's obsessed with it, and thus no one tells their friends. Krispy Kreme has figured this whole thing out. It has a strategy, and what they do is, they enter a city, they talk to the people, with the otaku, and then they spread through the city to the people who've just crossed the street.
Oni imaju nešto što ja zovem otaku – što je odlična japanska reč. Opisuje želju nekoga ko je opsednut time da vozi preko Tokija kako bi probao novo mesto u kojem se prave rezanci, jer je to ono što oni rade. Postaće opsednuti time. Napraviti proizvod, plasirati ga na tržište, setiti se bilo kojeg problema koji želite da rešite, a nema veze s otaku, gotovo je nemoguće. Umesto toga, morate naći grupu kojoj je stvarno, očajno stalo do toga što vi želite reći. Razgovarajte s njima i olakšajte im da prenesu to svojim prijateljima. Postoji otaku ljuti umak, ali ne postoji otaku senf. Zato postoji puno vrsta ljutog umaka, i ne toliko vrsta senfa. Ne zato što je teško napraviti zanimljiv senf – možete napraviti zanimljiv senf – ali ljudi to ne rade jer niko nije time opsednut, i niko neće reći svojim prijateljima. Krispy Kreme je shvatio celu stvar. Krispy Kreme ima strategiju, oni to rade tako da uđu u grad, razgovaraju s ljudima s otaku, i tada se rašire po gradu do ljudi koji su upravo prešli ulicu.
This yoyo right here cost 112 dollars, but it sleeps for 12 minutes. Not everybody wants it but they don't care. They want to talk to the people who do, and maybe it'll spread. These guys make the loudest car stereo in the world.
Ovaj "jojo" košta 112 dolara, ali spava 12 minuta. Ne žele ga svi, ali nije ih briga. Žele da razgovaraju s ljudima koji ga žele i možda će se proširiti. Ovi ljudi prave najglasniji stereo za auto na svetu.
(Laughter)
(Smeh)
It's as loud as a 747 jet.
Glasan je kao mlaznjak 747, ne možete da uđete;
You can't get in, the car's got bulletproof glass, because it'll blow out the windshield otherwise. But the fact remains that when someone wants to put a couple of speakers in their car, if they've got the otaku or they've heard from someone who does, they go ahead and they pick this.
auto mora da ima neprobojno staklo na prozorima, inače bi razneo vetrobransko staklo. Činjenica je da kada neko želi da stavi zvučnike u svoj auto, ako imaju otaku ili su čuli za nekoga ko ima, otići će i izabrati ovo.
It's really simple -- you sell to the people who are listening, and just maybe, those people tell their friends. So when Steve Jobs talks to 50,000 people at his keynote, who are all tuned in from 130 countries watching his two-hour commercial -- that's the only thing keeping his company in business -- it's that those 50,000 people care desperately enough to watch a two-hour commercial, and then tell their friends. Pearl Jam, 96 albums released in the last two years. Every one made a profit. How? They only sell them on their website. Those people who buy them have the otaku, and then they tell their friends, and it spreads and it spreads. This hospital crib cost 10,000 dollars, 10 times the standard. But hospitals are buying it faster than any other model. Hard Candy nail polish, doesn't appeal to everybody, but to the people who love it, they talk about it like crazy. This paint can right here saved the Dutch Boy paint company, making them a fortune. It costs 35 percent more than regular paint because Dutch Boy made a can that people talk about, because it's remarkable. They didn't just slap a new ad on the product; they changed what it meant to build a paint product. AmIhotornot.com -- everyday 250,000 people go to this site, run by two volunteers, and I can tell you they are hard graders --
Zaista je jednostavno – prodajete ljudima koji slušaju, i možda, možda će ti ljudi reći svojim prijateljima. Kada Stiv Džobs priča pred 50.000 ljudi, koji iz 130 zemalja gledaju njegov dvosatni promotivni spot – to je jedina stvar koja održava njegovu kompaniju – tih 50.000 ljudi kojima je stalo, dovoljno očajno da gledaju dvosatnu reklamu i tada kažu prijateljima. Pearl Jam, 96 albuma objavljenih u protekle dve godine. Svaki je ostvario profit. Kako? Prodaju ih samo na svojoj web stranici. Ljudi koji ih kupuju preko weba imaju otaku, i tada kažu svojim prijateljima i tako se širi i širi. Ovaj bolnički krevet košta 10.000 dolara, 10 puta više nego standardni. Ali bolnice ga kupuju brže nego neki drugi model. "Hard Candy" lak za nokte, ne privlači sve, ali ljudi koji ga vole, pričaju o tome kao ludi. Ova boja je spasila "Dutch Boy" kompaniju, zaradivši im bogatstvo. Košta 35% više nego obična boja jer su "Dutch Boy" napravili kantice o kojima ljudi pričaju, jer su izuzetne. Nisu samo zalepili novi oglas na proizvod, promenili su šta znači napraviti farbu. AmIhotornot.com – svaki dan 250.000 ljudi ode na ovu stranicu, koju vode dva volontera i mogu vam reći da strogo ocenjuju,
(Laughter)
(Smeh)
They didn't get this way by advertising a lot. They got this way by being remarkable, sometimes a little too remarkable. And this picture frame has a cord going out the back, and you plug it into the wall. My father has this on his desk, and he sees his grandchildren everyday, changing constantly. And every single person who walks into his office hears the whole story of how this thing ended up on his desk. And one person at a time, the idea spreads. These are not diamonds, not really. They're made from "cremains." After you're cremated you can have yourself made into a gem.
a nisu došli dovde puno se reklamirajući. Došli su dovde jer su izuzetni, nekada i previše. Ovaj okvir za slike ima žicu koja izlazi sa zadnje strane i vi je samo uključite u zid. Moj otac ima ovo na stolu, i gleda svoje unuke svaki dan, uz stalne promene. I svaka osoba koja uđe u njegovu kancelariju čuje priču o tome kako je to završilo na njegovom stolu. I ta ideja se proširi na jednu po jednu osobu. Ovo nisu dijamanti, ne zapravo. Napravljeni su od kremiranih osoba. I nakon što se kremirate možete sami sebe pretvoriti u dragulj.
(Laughter)
(Smeh)
Oh, you like my ring? It's my grandmother.
Sviđa vam se moj prsten? To je moja baka.
(Laughter)
(Smeh)
Fastest-growing business in the whole mortuary industry. But you don't have to be Ozzie Osborne -- you don't have to be super-outrageous to do this. What you have to do is figure out what people really want and give it to them.
Preduzeća koja najbrže rastu u celoj pogrebnoj industriji. Ali ne morate biti Ozi Ozborn – ne morate biti ni super neuobičajeni da to učinite. Morate samo shvatiti šta ljudi žele i to im dati. Nekoliko brzih završnih pravila.
A couple of quick rules to wrap up. The first one is: Design is free when you get to scale. The people who come up with stuff that's remarkable more often than not figure out how to put design to work for them. Number two: The riskiest thing you can do now is be safe. Proctor and Gamble knows this, right? The whole model of being Proctor and Gamble is always about average products for average people. That's risky. The safe thing to do now is to be at the fringes, be remarkable. And being very good is one of the worst things you can possibly do. Very good is boring. Very good is average. It doesn't matter whether you're making a record album, or you're an architect, or you have a tract on sociology. If it's very good, it's not going to work, because no one's going to notice it.
Prvo je: dizajn je slobodan kada dođete do veličine. I ljudi koji smišljaju stvari koje su izuzetne češće shvate kako da iskoriste dizajn da radi za njih. Broj dva: najriskantnija stvar koju možete učiniti je da budete sigurni. "Proctor i Gamble" to znaju, zar ne? Ceo model "Proctor i Gamblea" uvek su prosečni proizvodi za prosečne ljude. To je riskantno. Sigurna stvar je biti na ivici, biti izuzetan. A biti vrlo dobar je najgora stvar koju možete učiniti. Vrlo dobro je dosadno. Vrlo dobro je prosečno. Nije bitno da li snimate album ili ste arhitekta ili imate rad o sociologiji. Ako je vrlo dobro, neće proći, jer niko to neće primetiti.
So my three stories. Silk put a product that does not need to be in the refrigerated section next to the milk in the refrigerated section. Sales tripled. Why? Milk, milk, milk, milk, milk -- not milk. For the people who were there and looking at that section, it was remarkable. They didn't triple their sales with advertising; they tripled it by doing something remarkable. That is a remarkable piece of art. You don't have to like it, but a 40-foot tall dog made out of bushes in the middle of New York City is remarkable.
Moje tri priče. Silk. Stavite proizvod koji ne treba da bude u frižideru, pored mleka koje je u frižideru. Prodaja se utrostručila. Zašto? Mleko, mleko, mleko, mleko, mleko – nije mleko. Za ljude koji su bili tamo i gledali u taj prostor, to je bilo izuzetno. Nisu utrostručili prodaju reklamiranjem, utrostručili su je nečim izvanrednim. To je izvanredan komad umetnosti. Ne mora da vam se sviđa, ali ogroman pas napravljen od grmlja u središtu Njujorka je izuzetan.
(Laughter)
Frenk Geri nije samo promenio muzej,
Frank Gehry didn't just change a museum; he changed an entire city's economy by designing one building that people from all over the world went to see. Now, at countless meetings at, you know, the Portland City Council, or who knows where, they said, we need an architect -- can we get Frank Gehry? Because he did something that was at the fringes. And my big failure? I came out with an entire --
promenio je celu ekonomiju grada kada je dizajnirao jednu zgradu koju će ljudi iz celog sveta doći da vide. Na nebrojenim sastancima, znate, veće Portlanda ili ko zna gde, reklo je, treba nam arhitekta – možemo li dobiti Frenka Gerija? Jer je on učinio nešto što je na ivici. A moj veliki neuspeh? Izašao sam sa celim
(Music)
(Muzika)
A record album and hopefully a whole bunch of record albums in SACD, this remarkable new format -- and I marketed it straight to people with 20,000-dollar stereos. People with 20,000-dollar stereos don't like new music.
albumom i s celom hrpom albuma u SACD formatu – izuzetnom novom formatu – i namenio sam ga ljudima koji imaju muzičke uređaje od 20.000 dolara. Ljudi s muzičkim uređajima od 20.000 dolara ne vole novu muziku.
(Laughter)
(Smeh)
So what you need to do is figure out who does care. Who is going to raise their hand and say, "I want to hear what you're doing next," and sell something to them. The last example I want to give you. This is a map of Soap Lake, Washington. As you can see, if that's nowhere, it's in the middle of it.
Morate shvatiti ko mari za to. Ko će podići svoju ruku i reći, „Želim da čujem šta radite sledeće“, i prodati nešto njima. Poslednji primer koji želim da vam dam. Ovo je mapa Soup Lejka u Vašingtonu. Kao što možete videti, ako je to nigde, onda je u sredini toga.
(Laughter)
(Smeh)
But they do have a lake. And people used to come from miles around to swim in the lake. They don't anymore. So the founding fathers said, "We've got some money to spend. What can we build here?" And like most committees, they were going to build something pretty safe. And then an artist came to them -- this is a true artist's rendering -- he wants to build a 55-foot tall lava lamp in the center of town. That's a purple cow; that's something worth noticing. I don't know about you, but if they build it, that's where I'm going to go.
Ali imaju jezero. I ljudi su dolazili iz daljine samo kako bi plivali u jezeru. To ne rade više. Osnivači su rekli: “Imamo nešto novca da potrošimo. Šta možemo da izgradimo ovde?” i kao većina odbora, hteli su da izgrade nešto prilično sigurno. I onda je umetnik došao do njih – ovo je njegova prava slika – on želi da sagradi preko 16 metara visoku lava lampu u centru grada. To je ljubičasta krava, to bi se zapazilo. Ne znam za vas, ali ako je sagrade, ja ću tamo otići.
Thank you very much for your attention.
Puno hvala na pažnji.