TEDSalon London 2010
Rory Sutherland: Sweat the small stuff
Rory Sutherland: Fokuser på de små ting
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Det lader måske til at store problemer kræver store løsninger, men reklamemanden Rory Sutherland siger at mange glimtende og dyre løsninger skygger for bedre og simple løsninger. Til at illustrere dette, benytter han adfærdsøkonomien og kommer med sjove eksempler.
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:15
Those of you who may remember me from TEDGlobal
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Dem af jer, der husker mig fra TEDGlobal husker måske,
00:17
remember me asking a few questions
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at jeg stillede nogle spørgsmål,
00:19
which still preoccupy me.
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der stadig optager mig.
Et af dem var: Hvorfor er det nødvendigt at bruge
00:21
One of them was: Why is it necessary to spend
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00:23
six billion pounds
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6 milliarder pund
på at øge hastigheden på Eurostar-toget,
00:25
speeding up the Eurostar train
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00:27
when, for about 10 percent of that money,
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når man for omkring 10 procent af det beløb
00:29
you could have top supermodels, male and female,
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kan få mandlige og kvindelige topmodeller
00:31
serving free Chateau Petrus to all the passengers
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til at servere gratis Chateau Petrus til alle passagerer
00:34
for the entire duration of the journey?
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under hele rejsen?
00:36
You'd still have five billion left in change,
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Man ville stadig have fem milliarder pund tilbage
00:38
and people would ask for the trains to be slowed down.
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og folk ville bede togene om at sagtne farten.
00:41
Now, you may remember me asking the question as well,
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I husker måske jeg også stillede dette spørgsmål,
00:43
a very interesting observation,
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en meget interessant betragtning,
00:45
that actually those strange little signs
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at de mærkværdige små skilte,
00:47
that actually flash "35" at you,
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der blinker "50" til dig
00:49
occasionally accompanying a little smiley face
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efterfulgt af en glad smiley
00:51
or a frown,
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eller sur smiley
00:53
according to whether you're within or outside the speed limit --
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i forhold til om man overholder fartgrænsen eller ej -
00:56
those are actually more effective
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så er disse faktisk mere effektive
00:58
at preventing road accidents than speed cameras,
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i forhold til at forhindre trafikuheld end fotofælder,
01:01
which come with the actual threat
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der indebærer en reel trussel
01:03
of real punishment.
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om straf.
Efter min overbevisning ser der ud til
at være en uoverensstemmelse
at være en uoverensstemmelse
01:05
So there seems to be a strange disproportionality at work,
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01:08
I think, in many areas of human problem solving,
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indenfor mange områder af menneskelig problemløsning,
01:11
particularly those which involve human psychology,
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særligt dem der involverer menneskelig psykologi,
01:14
which is: The tendency
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kendetegnet ved: At tendensen for en organisation
01:16
of the organization or the institution
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eller institution
01:18
is to deploy as much force as possible,
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er at anvende så meget magt som muligt,
01:21
as much compulsion as possible,
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så meget tvang som muligt,
hvorimod sandsynligheden for at en person
01:23
whereas actually, the tendency of the person
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01:25
is to be almost influenced
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vil blive påvirket i modsat retning
er omvendt proportionelt med hvor meget magt,
01:28
in absolute reverse proportion
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01:30
to the amount of force being applied.
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der bliver anvendt.
Der ser derfor ud til at være en uoverensstemmelse.
01:33
So there seems to be a complete disconnect here.
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01:35
So what I'm asking for is the creation of a new job title --
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Så det jeg beder om, er etableringen af en ny job titel -
01:37
I'll come to this a little later --
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jeg vender tilbage til dette senere -
01:39
and perhaps the addition of a new word
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og muligvis indførslen af et nyt ord
01:41
into the English language.
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i det engelsk sprog.
01:43
Because it does seem to me that large organizations
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Fordi for mig ser det ud som om store organisationer
01:46
including government, which is, of course, the largest organization of all,
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inklusiv regeringen,
der selvsagt er den største organisation af alle,
der selvsagt er den største organisation af alle,
01:49
have actually become
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er i virkeligheden blevet
01:51
completely disconnected
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fuldstændig afsporet
i forhold til hvad der har betydning for folk.
01:53
with what actually matters to people.
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01:55
Let me give you one example of this.
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Lad mig give jer et eksempel på dette.
01:57
You may remember this as the AOL-Time Warner merger, okay,
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I husker muligvis AOL-Time Warner sammenlægningen,
anset for på det tidspunkt at være
02:01
heralded at the time as the largest
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02:03
single deal of all time.
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den største enkeltstående aftale nogensinde.
02:05
It may still be, for all I know.
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Det er den muligvis stadigvæk.
Alle der er til stede i dette lokale
er i et eller andet omfang
er i et eller andet omfang
02:07
Now, all of you in this room, in one form or other,
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02:09
are probably customers of one or both
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kunder hos enten den ene eller begge
02:11
of those organizations that merged.
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de fusionerede virksomheder.
02:13
Just interested, did anybody notice anything different
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Af ren interesse, bemærkede nogen så noget forandret
02:16
as a result of this at all?
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som resultat af fusionen?
02:18
So unless you happened to be a shareholder
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Så medmindre i var aktieindehavere
02:20
of one or the other organizations
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i et af selskaberne
eller en af forhandlerne eller advokaterne involveret i
den helt sikkert meget lukrative aftale,
den helt sikkert meget lukrative aftale,
02:22
or one of the dealmakers or lawyers involved in the no-doubt lucrative activity,
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02:25
you're actually engaging in a huge piece of activity
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så har i engageret jer i en omfangsrig aktivitet,
02:28
that meant absolutely bugger-all to anybody, okay?
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der har haft absolut ingen betydning for nogen af jer.
Omvendt, så har flere års arbejde
med markedsføring lært mig,
med markedsføring lært mig,
02:32
By contrast, years of marketing have taught me
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02:34
that if you actually want people to remember you
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at hvis man have folk til at huske en
02:37
and to appreciate what you do,
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og værdsætte det man laver,
02:39
the most potent things are actually very, very small.
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så er de mest effektive ting faktisk de små ting.
02:42
This is from Virgin Atlantic upper-class,
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Dette er fra Virgin Atlantics 1. klasse,
02:44
it's the cruet salt and pepper set.
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det er et salt og peber-sæt.
02:46
Quite nice in itself, they're little, sort of, airplane things.
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Ret fine i sig selv, de har form som små flyvemaskiner.
02:49
What's really, really sweet is every single person looking at these things
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Hvad der er er rigtig, rigtig sødt er
at alle personer der kigger på disse
at alle personer der kigger på disse
02:52
has exactly the same mischievous thought,
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har den samme drilske tanke som er;
02:54
which is, "I reckon I can heist these."
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"Jeg tror jeg kan tage dem med".
02:57
However, you pick them up and underneath,
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Men når man kigger i bunden af dem,
02:59
actually engraved in the metal, are the words,
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er der indgraveret i metallet:
03:01
"Stolen from Virgin Atlantic Airways upper-class."
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"Stjålet fra Virgin Atlantic 1. klasse".
03:04
(Laughter)
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(Latter)
03:06
Now, years after
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Her, flere år efter
03:08
you remember the strategic question
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husker I det strategiske spørgsmål
03:10
of whether you're flying in a 777 or an Airbus,
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om hvorvidt i fløj med en 777 eller en Airbus,
03:13
you remember those words and that experience.
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så husker I de ord og den oplevelse.
Et lignende eksempel er fra et hotel i Stockholm, The Lydmar.
03:17
Similarly, this is from a hotel in Stockholm, the Lydmar.
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03:19
Has anybody stayed there?
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Er der nogen der har boet der?
03:21
It's the lift, it's a series of buttons in the lift.
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Dette er elevatoren, der er en række knapper i elevatoren.
03:24
Nothing unusual about that at all,
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Det er der ikke noget usædvanligt ved,
03:27
except that these are actually not the buttons that take you to an individual floor.
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bortset fra at det ikke er knapper,
der vil tage dig til en bestemt etage.
der vil tage dig til en bestemt etage.
03:30
It starts with garage at the bottom, I suppose, appropriately,
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Den starter med "garage" nederst antager jeg,
03:33
but it doesn't go up garage, grand floor, mezzanine, one, two, three, four.
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men den går ikke op til stuen, 1., 2., 3., 4.
03:36
It actually says garage, funk, rhythm and blues.
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I stedet kan man vælge "garage", "funk", "rhythm & blues".
Man står foran en række knapper,
som man bruger til at vælge musikken i elevatoren.
som man bruger til at vælge musikken i elevatoren.
03:40
You have a series of buttons. You actually choose your lift music.
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03:44
My guess is that the cost of installing this in the lift
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Mit bud er, at omkostningerne ved
at installere dette i elevatoren
at installere dette i elevatoren
03:47
in the Lydmar Hotel in Stockholm
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på Hotel Lydmar i Stockholm
03:49
is probably 500 to 1,000 pounds max.
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er maksimalt omkring 500-1000 pund.
03:52
It's frankly more memorable
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Det er ærlig talt mere mindeværdigt
03:54
than all those millions of hotels we've all stayed at
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end alle de millioner af hoteller, som vi alle har boet på,
03:57
that tell you that your room has actually been recently renovated
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der fortæller dig at dit værelse for nyligt er blevet renoveret
04:00
at a cost of 500,000 dollars,
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for 500.000 dollars,
04:02
in order to make it resemble every other hotel room you've ever stayed in
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for at få det til at ligne alle andre hotelværelser,
man har boet i
man har boet i
04:05
in the entire course of your life.
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gennem hele ens liv.
Nuvel, dette er trivielle eksempler
fra markedsførings-industrien.
fra markedsførings-industrien.
04:09
Now, these are trivial marketing examples, I accept.
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04:12
But I was at a TED event recently and Esther Duflo,
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Men jeg var til et TED arrangement for nyligt og Esther Duflo,
04:15
probably one of the leading experts in,
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der er en af de førende eksperter i
04:17
effectively, the eradication of poverty in the developing world,
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effektivt at udrydde fattigdom i U-landene,
04:19
actually spoke.
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holdt foredrag.
04:21
And she came across a similar example
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Og hun kom med et lignende eksempel
04:23
of something that fascinated me
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på noget der fascinerede mig,
04:25
as being something which, in a business context or a government context,
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der i en forretnings-kontekst eller statslig kontekst,
04:28
would simply be so trivial a solution
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ville være så triviel en løsning,
04:30
as to seem embarrassing.
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at man ville skamme sig over den.
04:32
It was simply to encourage the inoculation of children
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Det handlede om at opfordre til vaccination af børn
04:35
by, not only making it a social event --
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ikke bare ved at gøre det til et socialt arrangement -
04:37
I think good use of behavioral economics in that,
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jeg synes det er fornuftig brug af adfærdsøkonomi,
04:39
if you turn up with several other mothers
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at hvis man møder frem med flere andre mødre
04:41
to have your child inoculated,
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for at få sit barn vaccineret,
04:43
your sense of confidence is much greater than if you turn up alone.
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så er ens selvtillid meget større,
end hvis man møder frem alene.
end hvis man møder frem alene.
04:46
But secondly, to incentivize that inoculation
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Derudover at gøre det attraktivt at blive vaccineret
04:48
by giving a kilo of lentils to everybody who participated.
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ved at give et kilo linser til alle der deltager.
Det er en meget lille ting.
04:53
It's a tiny, tiny thing.
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04:55
If you're a senior person at UNESCO
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Hvis du er en højtstående person i UNESCO
og en tilfældig person spørger, "Hvad foretager i jer
04:58
and someone says, "So what are you doing
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05:00
to eradicate world poverty?"
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for at udrydde fattigdom i verden?"
05:02
you're not really confident standing up there
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så vil man ikke rigtig føle sig selvsikker ved at stå frem
05:04
saying, "I've got it cracked; it's the lentils," are you?
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og fortælle, "Jeg har løst den, det handler om linser", vel?
Pga. vores egen storladne selvopfattelse
05:08
Our own sense of self-aggrandizement
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05:10
feels that big important problems
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har vi den forestilling om, at store problemer,
05:12
need to have big important, and most of all, expensive
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kræver store, og vigtigst af alt,
dyre løsninger.
05:15
solutions attached to them.
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Alligevel, så viser adfærdsøkonomi gang på gang,
05:18
And yet, what behavioral economics shows time after time after time
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at for menneskelig adfærd og forandring af adfærd
05:21
is in human behavioral and behavioral change
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05:23
there's a very, very strong disproportionality at work,
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er der et meget, meget stærkt misforhold til stede,
05:26
that actually what changes our behavior
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så det der rent faktisk ændrer vores adfærd
05:29
and what changes our attitude to things
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og som ændrer vores holdning til ting
05:31
is not actually proportionate to the degree
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ikke er proportionelle med
05:33
of expense entailed,
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de medførte omkostninger
05:35
or the degree of force that's applied.
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eller den grad af magt, der er anvendt.
05:38
But everything about institutions
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Men alt omkring organisationer
05:40
makes them uncomfortable
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gør dem ukomfortable
05:42
with that disproportionality.
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med det skæve forhold.
05:44
So what happens in an institution
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Det der sker i en organisation er,
05:46
is the very person who has the power to solve the problem
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at den person, der har magten til at løse problemet
samtidig har et meget, meget stort budget.
05:49
also has a very, very large budget.
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05:51
And once you have a very, very large budget,
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Og når man har et meget, meget stort budget,
05:53
you actually look for expensive things to spend it on.
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så leder man efter dyre ting at bruge det på.
Hvad der fuldstændig mangler er en gruppe mennesker,
05:57
What is completely lacking is a class of people
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05:59
who have immense amounts of power, but no money at all.
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der har uovertruffen magt men ingen penge.
06:02
(Laughter)
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(Latter)
06:04
It's those people I'd quite like to create
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Det er den slags mennesker, jeg gerne vil skabe
06:06
in the world going forward.
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fremover.
06:08
Now, here's another thing that happens,
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Her er et andet eksempel,
som jeg somme tider refererer til som "Terminal 5-syndromet",
06:10
which is what I call sometimes "Terminal 5 syndrome,"
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06:12
which is that big, expensive things
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det er, at store dyre ting,
06:14
get big, highly-intelligent attention,
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får stor intelligent opmærksomhed.
06:17
and they're great, and Terminal 5 is absolutely magnificent,
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Terminal 5 er helt igennem fantastisk.
indtil man dykker ned i detaljen, brugervenligheden,
06:20
until you get down to the small detail, the usability,
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06:22
which is the signage,
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hvilket er skiltningen
06:24
which is catastrophic.
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som er katastrofalt.
06:26
You come out of "Arrive" at the airport, and you follow
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Man kommer ud til til ankomsthallen i lufthavnen og man følger
06:28
a big yellow sign that says "Trains" and it's in front of you.
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et stort gult skilt, hvor der står "Tog" foran dig.
06:31
So you walk for another hundred yards,
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Man går herefter 100 meter,
med den forventning om at se et nyt skilt,
06:33
expecting perhaps another sign,
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der formentlig vil være gult og som
vil være foran en, hvor der står "Tog".
vil være foran en, hvor der står "Tog".
06:35
that might courteously be yellow, in front of you and saying "Trains."
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06:38
No, no, no, the next one is actually blue, to your left,
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Men nej, det næste er derimod blåt og hænger til venstre,
06:40
and says "Heathrow Express."
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og der står "Heathrow Express"
06:42
I mean, it could almost be rather like that scene from the film "Airplane."
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Jeg mener, det kunne næsten være
som den scene fra filmen "Airplane"
som den scene fra filmen "Airplane"
06:45
A yellow sign? That's exactly what they'll be expecting.
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Et gult skilt. Det er præcist hvad man vil forvente.
06:48
Actually, what happens in the world increasingly --
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Men faktisk, det der sker i stigende grad rundt om i verden,
06:50
now, all credit to the British Airport Authority.
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i øvrigt takket være Britisk Airport Authority.
06:52
I spoke about this before,
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Jeg har talt om dette før,
06:54
and a brilliant person got in touch with me and said, "Okay, what can you do?"
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og en genial person kontaktede mig
og sagde. "Ok, hvad kan man gøre?"
og sagde. "Ok, hvad kan man gøre?"
06:57
So I did come up with five suggestions, which they are actually actioning.
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Så jeg fandt på fem tiltag, som de faktisk vil benytte.
07:00
One of them also being,
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Et af dem er også -
07:02
although logically it's quite a good idea
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selvom logisk set er det en god ide
07:04
to have a lift with no up and down button in it,
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at have en elevator uden op eller ned-knapper.
07:06
if it only serves two floors,
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men hvis den kun kører mellem to etager,
07:08
it's actually bloody terrifying, okay?
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så er det faktisk ret skræmmende.
Fordi når dørene lukker,
07:11
Because when the door closes
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og man ikke kan gøre noget,
07:13
and there's nothing for you to do,
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07:15
you've actually just stepped into a Hammer film.
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så er man faktisk trådt ind i en Hammer-film
07:17
(Laughter)
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(Latter)
07:19
So these questions ... what is happening in the world
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Disse spørgsmål - hvad der sker i verdenen er,
07:21
is the big stuff, actually,
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at de store ting
07:23
is done magnificently well.
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bliver udført utrolig godt.
07:25
But the small stuff, what you might call the user interface,
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Men de små ting, hvad man ville kalde brugerflade,
07:28
is done spectacularly badly.
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er udført særdeles dårligt.
07:30
But also, there seems to be a complete sort of gridlock
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Men samtidig lader det til, at det er gået i hårdknude
07:33
in terms of solving these small solutions.
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med at komme med løsninger på små problemstillinger.
07:36
Because the people who can actually solve them
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Fordi de personer, der rent faktisk kan løse dem,
07:38
actually are too powerful and too preoccupied
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er for magtfulde og for optagede af
07:40
with something they think of as "strategy" to actually solve them.
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noget de betragter som strategi til at løse dem.
Jeg prøvede denne øvelse for nylig, da jeg talte om banker.
07:43
I tried this exercise recently, talking about banking.
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07:45
They said, "Can we do an advertising campaign?
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De sagde, "Kan vi lave en reklame-kampagne?
07:47
What can we do and encourage more online banking?"
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Hvad kan vi gøre for at opfordre folk til
at benytte netbank noget mere?
at benytte netbank noget mere?
07:50
I said, "It's really, really easy."
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Jeg sagde, "Det er meget, meget enkelt."
07:52
I said, "When people login to their online bank
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"Når folk logger ind på deres netbank,
07:54
there are lots and lots of things they'd probably quite like to look at.
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er der rigtig mange ting de gerne ville kigge på.
07:57
The last thing in the world you ever want to see is your balance."
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Det sidste i verden man vil se på er sin saldo."
Jeg har venner, der faktisk
08:01
I've got friends who actually
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08:03
never use their own bank cash machines
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aldrig bruger deres egen banks hæveautomater,
08:05
because there's the risk that it might display
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fordi der er risiko for at den muligvis viser
08:07
their balance on the screen.
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deres saldo på skærmen.
08:09
Why would you willingly expose yourself to bad news?
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Hvorfor vil man frivilligt modtage dårlige nyheder?
08:12
Okay, you simply wouldn't.
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Det vil man ganske enkelt ikke.
08:14
I said, "If you make, actually, 'Tell me my balance.'
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Så jeg sagde: "Hvis I laver "Vis min saldo"
08:16
If you make that an option rather than the default,
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som en mulighed og ikke bare bliver vist som standard,
08:19
you'll find twice as many people log on to online banking,
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så vil I opleve dobbelt så mange personer
logge ind på deres netbank
logge ind på deres netbank
08:22
and they do it three times as often."
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og de vil gøre det tre gange så ofte.
08:24
Let's face it, most of us -- how many of you
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Lad os være ærligt, de fleste af os - hvor mange af jer
08:26
actually check your balance before you remove cash from a cash machine?
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checker jeres saldo før i hæver penge fra en hæveautomat?
Og I er endda ganske rige i forhold til resten af verden.
08:30
And you're pretty rich by the standards of the world at large.
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08:33
Now, interesting that no single person does that,
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Det interessante ved det er, at ingen mennesker gør det,
08:35
or at least can admit to being so anal as to do it.
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eller i det mindste kan indrømme at være så nidkær at gøre det.
08:39
But what's interesting about that suggestion
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Det der var interessant ved det forslag var,
08:41
was that, to implement that suggestion wouldn't cost 10 million pounds;
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at implementere det forslag ikke
engang ville koste 10 millioner pund;
engang ville koste 10 millioner pund;
08:44
it wouldn't involve large amounts of expenditure;
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det ville ikke medføre store omkostninger,
08:46
it would actually cost about 50 quid.
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det ville koste omkring 50 pund.
08:48
And yet, it never happens.
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Og alligevel sker det aldrig.
08:50
Because there's a fundamental disconnect, as I said,
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Fordi, som jeg sagde,
er der en fundamental uoverensstemmelse
er der en fundamental uoverensstemmelse
08:53
that actually, the people with the power
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at de folk med magt
08:55
want to do big expensive things.
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vil lave store dyre løsninger.
08:57
And there's to some extent a big strategy myth
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Og der er i et vist omfang en myte omkring store strategier,
08:59
that's prevalent in business now.
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der er dominerende i forretningsverdenen for tiden.
09:01
And if you think about it, it's very, very important
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Og hvis man tænker over det, så er det meget meget vigtigt
09:03
that the strategy myth is maintained.
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at den myte bliver fastholdt.
09:05
Because, if the board of directors convince everybody
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Fordi, hvis bestyrelsen overbeviser alle om,
09:08
that the success of any organization
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at succesen i en hvilken som helst organisation
09:10
is almost entirely dependent on the decisions made by the board of directors,
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næsten udelukkende er afhængig af
beslutningerne foretaget af bestyrelsen,
beslutningerne foretaget af bestyrelsen,
09:13
it makes the disparity in salaries
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så er det med til at retfærdiggøre
09:16
slightly more justifiable
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forskellen i lønnen,
i forhold til hvis man faktisk anerkendte at meget
anerkendelse for en virksomheds succes
anerkendelse for en virksomheds succes
09:18
than if you actually acknowledge that quite a lot of the credit for a company's success
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09:21
might actually lie somewhere else,
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muligvis skyldes noget andet,
09:23
in small pieces of tactical activity.
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i små taktiske tiltag.
Men det der rent faktisk sker -
09:26
But what is happening is that effectively --
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09:28
and the invention of the spreadsheet hasn't helped this;
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og opfindelsen af regnearket har ikke hjulpet på det,
09:30
lots of things haven't helped this --
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mange ting har ikke hjulpet på det -
09:32
business and government suffers from a kind of physics envy.
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forretning og regeringer lider af
en form for fysisk misundelse.
en form for fysisk misundelse.
09:35
It wants the world to be the kind of place where
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De vil have at verden er et sted,
09:38
the input and the change are proportionate.
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hvor indsatsen og forandringen er proportionale.
09:41
It's a kind of mechanistic world
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Det er en form for en mekanisk verden,
09:43
that we'd all love to live in
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som vi alle ville elske at leve i,
09:45
where, effectively, it sits very nicely on spreadsheets,
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hvor alting er opstillet i regneark,
09:48
everything is numerically expressible,
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alt er muligt at gøre op i tal
09:50
and the amount you spend on something is proportionate
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og det beløb man bruger på noget er proportionelt
09:53
to the scale of your success.
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med graden af succes.
09:55
That's the world people actually want.
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Det er den verden som folk ønsker.
09:57
In truth, we do live in a world that science can understand.
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Sandheden er, at vi lever i en verden som videnskaben kan forstå.
09:59
Unfortunately, the science is probably closer to being climatology
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Uheldigvis minder videnskaben mere om klimatologi
10:02
in that in many cases,
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eftersom i mange tilfælde
10:04
very, very small changes
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kan meget små ændringer
10:06
can have disproportionately huge effects,
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have uforholdsmæssigt stor betydning.
10:08
and equally, vast areas of activity, enormous mergers,
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og ligeledes kan store store aktiviteter,
såsom store fusioner,
såsom store fusioner,
10:11
can actually accomplish absolutely bugger-all.
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opnå ingen som helst betydning.
10:15
But it's very, very uncomfortable for us
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Men det er meget, meget ukomfortabelt for os
10:17
to actually acknowledge that we're living in such a world.
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at anerkende, at vi lever i sådan en verden.
10:20
But what I'm saying is we could just make things
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Det jeg siger er, at vi kunne gøre tingene
10:22
a little bit better for ourselves
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en smule bedre for os selv,
10:24
if we looked at it in this very simple four-way approach.
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hvis vi så på det, på denne simple 4-vejs tilgang.
Her er strategi og jeg siger ikke
at strategi ikke har noget betydning,
at strategi ikke har noget betydning,
10:28
That is actually strategy, and I'm not denying that strategy has a role.
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10:31
You know, there are cases where you spend quite a lot of money
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Der findes mange eksempler på,
hvor man bruger rigtig mange penge
hvor man bruger rigtig mange penge
10:33
and you accomplish quite a lot.
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og man opnår ganske meget.
10:35
And I'd be wrong to dis that completely.
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Og det ville være forkert af mig at negligere det.
Når vi bevæger os til venstre
kommer vi selvfølgelig til rådgivning.
kommer vi selvfølgelig til rådgivning.
10:38
Moving over, we come, of course, to consultancy.
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10:40
(Laughter)
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(Latter)
Jeg synes ikke det var særlig pænt af Accenture
10:44
I thought it was very indecent of Accenture
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10:46
to ditch Tiger Woods in such
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at droppe Tiger Woods
10:48
a sort of hurried and hasty way.
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på sådan en forhastet måde.
10:50
I mean, Tiger surely was actually obeying the Accenture model.
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Jeg mener, Tiger forholdt sig faktisk til Accenture-modellen.
10:53
He developed an interesting outsourcing model for sexual services,
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Han udviklede en interessant model
til udlicitering af seksuelle ydelser,
til udlicitering af seksuelle ydelser,
10:56
(Laughter)
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(Latter)
så den ikke længere var leveret af en monopolist.
10:58
no longer tied to a single monopoly provider,
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I mange tilfælde at udlicitere tingene lokalt,
11:01
in many cases, sourcing things locally,
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og selvfølgelig det at have evnen til at få leveret
en til tre piger på et hvilket som helst tidspunkt,
en til tre piger på et hvilket som helst tidspunkt,
11:04
and of course, the ability to have between one and three girls delivered at any time
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11:07
led for better load-balancing.
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der medfører en udjævning af arbejdsbelastningen.
11:10
So what Accenture suddenly found so unattractive about that, I'm not sure.
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Så hvad Accenture pludselig syntes
var så negativt, er jeg ikke klar over.
var så negativt, er jeg ikke klar over.
11:13
Then there are other things that don't cost much and achieve absolutely nothing.
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Så er der andre ting, der ikke koster så
meget og som man ikke opnår noget med.
meget og som man ikke opnår noget med.
11:16
That's called trivia.
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Det kaldes pettitesser.
11:18
But there's a fourth thing.
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Men der er også en fjerde ting.
11:20
And the fundamental problem is we don't actually have a word for this stuff.
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Og det fundamentale problem er,
at vi faktisk ikke har et ord for det.
at vi faktisk ikke har et ord for det.
11:23
We don't know what to call it.
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Vi ved ikke hvad vi skal kalde det.
11:25
And actually we don't spend nearly enough money
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Og vi bruger slet ikke nok penge på
11:28
looking for those things,
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at finde disse løsninger,
11:30
looking for those tiny things that may or may not work,
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finde frem til de små ting,
der måske eller måske ikke vil virke,
der måske eller måske ikke vil virke,
11:33
but which, if they do work,
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men som hvis de virker,
11:35
can have a success absolutely out of proportion
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kan medføre en succes, der langt overstiger
11:37
to their expense, their efforts
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de omkostninger, de anstrengelser
11:39
and the disruption they cause.
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og forstyrrelser de medfører.
11:41
So the first thing I'd like
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Det første jeg kunne tænke mig
11:43
is a competition -- to anybody watching this as a film --
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er en konkurrence - til alle der ser dette som en film -
11:45
is to come up with a name for that stuff on the bottom right.
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er at komme med et bud på et navn
for alt det i nederste højre hjørne.
for alt det i nederste højre hjørne.
11:48
And the second thing, I think,
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Det næste jeg kunne tænke mig
11:50
is that the world needs to have people in charge of that.
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er at verden er nødt til at have folk med ansvar for det.
11:52
That's why I call for the "Chief Detail Officer."
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Det er derfor jeg plæderer for "Chef for detaljer"
11:54
Every corporation should have one,
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Alle virksomheder burde have en
11:56
and every government should have a Ministry of Detail.
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og alle regeringer burde have et ministerium for detaljer.
11:59
The people who actually have no money,
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De personer, der ikke har nogen penge,
12:01
who have no extravagant budget,
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der ikke har noget ekstravagant budget,
12:03
but who realize that actually
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men som indser,
at man muligvis opnår større succes med udbredelsen
12:05
you might achieve greater success in uptake
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12:07
of a government program
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af et regeringsprojekt
12:09
by actually doubling the level of benefits you pay,
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ved at fordoble antallet af fordele man betaler for,
12:11
but you'll probably achieve exactly that same effect
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men man vil formentlig opnå den nøjagtigt samme effekt
12:14
simply by redesigning the form
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ved blot at omdesigne formen
12:16
and writing it in comprehensible English.
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og skrive det på forståeligt engelsk.
12:18
And if actually we created a Ministry of Detail
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Og hvis vi etablerede et ministerium for detaljer
12:21
and business actually had Chief Detail Officers,
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og forretningsverdenen havde
ledere med ansvar for detaljer,
ledere med ansvar for detaljer,
12:23
then that fourth quadrant,
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så vil den fjerde kvadrant,
12:25
which is so woefully neglected at the moment,
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der er så voldsomt negligeret for øjeblikket,
12:27
might finally get the attention it deserves.
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muligvis endelig få den opmærksomhed som den fortjener.
12:29
Thank you very much.
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Mange tak.
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com