TED@BCG Paris
Martin Reeves: How to build a business that lasts 100 years
Martin Reeves: Kako izgraditi poduzeće koje će trajati stotinu godina
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Ukoliko želite pokrenuti posao koji će trajati, nema bolje inspiracije od vašeg imunološkog sustava. Pridružite se strategu Martinu Reevesu dok dijeli zapanjujuće statističke podatke o smanjivanju životnog vijeka kompanija i objašnjava kako rukovodioci mogu primijeniti šest načela živih organizama kako bi izgradili otporno poduzeće koje će rasti i napredovati usprkos promijenama.
Martin Reeves - Strategist
BCG's Martin Reeves consults on strategy to global enterprises across a range of industries. Full bio
BCG's Martin Reeves consults on strategy to global enterprises across a range of industries. Full bio
Double-click the English transcript below to play the video.
00:12
Imagine that you are a product designer.
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Zamislite da ste dizajner proizvoda.
00:16
And you've designed a product,
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Dizajnirali ste proizvod,
00:18
a new type of product,
called the human immune system.
called the human immune system.
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novu vrstu proizvoda,
zvanu ljudski imunološki sustav.
zvanu ljudski imunološki sustav.
00:23
You're pitching this product
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Pokušavate ga prodati
00:24
to a skeptical, strictly
no-nonsense manager.
no-nonsense manager.
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skeptičnom, strogo
ozbiljnom poslovođi.
ozbiljnom poslovođi.
00:28
Let's call him Bob.
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Nazovimo ga Bob.
00:29
I think we all know
at least one Bob, right?
at least one Bob, right?
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Svi poznajemo barem jednog Boba, zar ne?
00:33
How would that go?
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Kako bi to izgledalo?
00:35
Bob, I've got this incredible idea
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Bobe, imam odličnu ideju
00:37
for a completely new type
of personal health product.
of personal health product.
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za potpuno novu vrstu proizvoda
za osobno zdravlje.
za osobno zdravlje.
00:40
It's called the human immune system.
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Zove se ljudski imunološki sustav.
00:43
I can see from your face that
you're having some problems with this.
you're having some problems with this.
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Vidim ti na licu da imaš problem s ovime.
00:46
Don't worry. I know it's very complicated.
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Ne brini. Znam da je vrlo komplicirano.
00:48
I don't want to take you
through the gory details,
through the gory details,
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Ne želim ti opisivati razne detalje.
00:51
I just want to tell you about some
of the amazing features of this product.
of the amazing features of this product.
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Samo ti želim reći nešto o sjajnim
karakteristikama ovog proizvoda.
karakteristikama ovog proizvoda.
00:55
First of all, it cleverly uses redundancy
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Kao prvo, pametno koristi redundanciju
00:58
by having millions of copies
of each component --
of each component --
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tako što ima milijune kopija
svakog sastavnog dijela --
svakog sastavnog dijela --
01:01
leukocytes, white blood cells --
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leukocita, bijelih krvnih stanica --
01:04
before they're actually needed,
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prije nego što su zapravo potrebni,
01:05
to create a massive buffer
against the unexpected.
against the unexpected.
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da bi stvorio veliki štit protiv
neočekivanog.
neočekivanog.
01:10
And it cleverly leverages diversity
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I pametno poboljšava raznolikost
01:13
by having not just leukocytes
but B cells, T cells,
but B cells, T cells,
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tako što nema samo leukocite,
već ima i B stanice, T stanice,
već ima i B stanice, T stanice,
01:17
natural killer cells, antibodies.
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prirodne stanice ubojice, antitijela.
01:19
The components don't really matter.
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Sastavni dijelovi nisu važni.
01:21
The point is that together,
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Stvar je u tome da se zajedno,
01:23
this diversity of different approaches
can cope with more or less anything
can cope with more or less anything
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ta raznolikost različitih pristupa,
može nositi s gotovo bilo čime
može nositi s gotovo bilo čime
01:27
that evolution has been able to throw up.
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što nam je evolucija uspjela donijeti.
01:31
And the design is completely modular.
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I dizajn je u potpunosti modularan.
01:35
You have the surface barrier
of the human skin,
of the human skin,
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Postoji površinska barijera ljudske kože,
01:39
you have the very rapidly reacting
innate immune system
innate immune system
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postoji prirođen imunološki sustav
koji brzo reagira
koji brzo reagira
01:42
and then you have the highly targeted
adaptive immune system.
adaptive immune system.
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i zatim postoji najčešće ciljani
prilagodljivi imunološki sustav.
prilagodljivi imunološki sustav.
01:47
The point is, that if one system fails,
another can take over,
another can take over,
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Stvar je u tome da ukoliko jedan sustav
podbaci, drugi ga može zamijeniti,
podbaci, drugi ga može zamijeniti,
01:50
creating a virtually foolproof system.
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praktično stvarajući potpuno
siguran sustav.
siguran sustav.
01:55
I can see I'm losing you, Bob,
but stay with me,
but stay with me,
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Vidim da te gubim Bobe,
ali ostani sa mnom,
ali ostani sa mnom,
01:57
because here is the really killer feature.
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jer evo stvarno najbolje karakteristike.
02:01
The product is completely adaptive.
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Proizvod je u potpunosti prilagodljiv.
02:04
It's able to actually develop
targeted antibodies
targeted antibodies
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Sposoban je proizvesti potrebna antitijela
02:09
to threats that it's never
even met before.
even met before.
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za prijetnje koje još nikada nije sreo.
02:12
It actually also does this
with incredible prudence,
with incredible prudence,
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Zapravo, čini to s nevjerojatnom
razboritošću,
razboritošću,
02:17
detecting and reacting
to every tiny threat,
to every tiny threat,
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otkriva i reagira na svaku malu prijetnju,
02:21
and furthermore, remembering
every previous threat,
every previous threat,
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i štoviše, pamti svaku prethodnu prijetnju
02:25
in case they are ever encountered again.
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u slučaju da se ponovno susretnu.
02:28
What I'm pitching you today
is actually not a stand-alone product.
is actually not a stand-alone product.
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Što ti pokazujem danas, zapravo nije
samostalni proizvod.
samostalni proizvod.
02:33
The product is embedded
in the larger system of the human body,
in the larger system of the human body,
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Proizvod je usađen u veći sustav
ljudskog tijela,
ljudskog tijela,
02:38
and it works in complete harmony
with that system,
with that system,
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i radi u potpunoj usklađenosti
s tim sustavom,
s tim sustavom,
02:40
to create this unprecedented level
of biological protection.
of biological protection.
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kako bi stvorili ovu do sada neviđenu
biološku zaštitu.
biološku zaštitu.
02:44
So Bob, just tell me honestly,
what do you think of my product?
what do you think of my product?
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Stoga, Bobe, reci mi iskreno,
što misliš o mom proizvodu?
što misliš o mom proizvodu?
02:48
And Bob may say something like,
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A Bob bi mogao reći nešto kao,
02:50
I sincerely appreciate
the effort and passion
the effort and passion
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Iskreno cijenim trud i strast
02:53
that have gone into your presentation,
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koji su uloženi u tvoju prezentaciju,
02:56
blah blah blah --
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bla bla bla --
02:57
(Laughter)
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(Smijeh)
02:59
But honestly, it's total nonsense.
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Ali iskreno, potpuna je bezvezarija.
03:04
You seem to be saying that the key
selling points of your product
selling points of your product
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Čini se da govoriš da je prodajna
prednost tvog proizvoda
prednost tvog proizvoda
03:07
are that it is inefficient and complex.
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to što je neučinkovit i kompleksan.
03:10
Didn't they teach you 80-20?
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Nisu li te učili o Paretovom pravilu?
03:13
And furthermore, you're saying
that this product is siloed.
that this product is siloed.
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Nadalje, govoriš mi da je ovaj
proizvod izoliran.
proizvod izoliran.
03:17
It overreacts,
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On pretjeruje,
03:19
makes things up as it goes along
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izmišlja stvari putem
03:20
and is actually designed
for somebody else's benefit.
for somebody else's benefit.
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i zapravo je dizajniran za tuđu dobrobit.
03:23
I'm sorry to break it to you,
but I don't think this one is a winner.
but I don't think this one is a winner.
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Žao mi je što ti moram to reći,
ali ne mislim da je to ono što tražimo.
ali ne mislim da je to ono što tražimo.
03:27
If we went with Bob's philosophy,
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Kada bismo pratili Bobovu filozofiju,
03:29
I think we'd actually end up
with a more efficient immune system.
with a more efficient immune system.
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mislim da bismo na kraju završili
s puno efikasnijim imunološkim sustavom.
s puno efikasnijim imunološkim sustavom.
03:32
And efficiency is always important
in the short term.
in the short term.
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A efikasnost je uvijek važna
u kratkom roku.
u kratkom roku.
03:36
Less complex, more efficient,
more bang for the buck.
more bang for the buck.
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Manje kompleksno, više efikasno,
više vrijednosti za novac.
više vrijednosti za novac.
03:40
Who could say no to that?
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Tko bi mogao tome reći ne?
03:42
Unfortunately, there's one
very tiny problem,
very tiny problem,
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Nažalost, postoji jedan vrlo mali problem,
03:44
and that is that the user
of this product, you or I,
of this product, you or I,
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a to je taj da bi korisnik ovog proizvoda,
vi ili ja,
vi ili ja,
03:47
would probably die
within one week of the next winter,
within one week of the next winter,
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najvjerojatnije umro u roku od tjedan dana
sljedeće zime,
sljedeće zime,
03:51
when we encountered a new strain
of the influenza virus.
of the influenza virus.
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kada se susretnemo s novom vrstom
virusa gripe.
virusa gripe.
03:57
I first became interested
in biology and business,
in biology and business,
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Prvi sam se puta zainteresirao za
biologijom i ekonomijom,
biologijom i ekonomijom,
04:01
and longevity and resilience,
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dugovječnosti i otpornosti,
04:03
when I was asked a very unusual question
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kada sam bio upitan vrlo
neuobičajeno pitanje
neuobičajeno pitanje
04:06
by the CEO of a global tech company.
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od strane direktora globalne
tehnološke kompanije.
tehnološke kompanije.
04:09
And the question was:
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A pitanje je glasilo:
04:10
What do we have to do to make sure
that our company lasts 100 years?
that our company lasts 100 years?
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Što moramo napraviti da bismo bili sigurni
da će naša kompanija trajati 100 godina?
da će naša kompanija trajati 100 godina?
04:18
A seemingly innocent question,
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Naizgled jednostavno pitanje,
04:20
but actually, it's a little trickier
than you might think,
than you might think,
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ali zapravo, kompliciranije nego
što biste pomislili,
što biste pomislili,
04:24
considering that the average
US public company now
US public company now
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uzimavši u obzir da prosječna kompanija
u SAD-u danas
u SAD-u danas
04:28
can expect a life span of only 30 years.
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može očekivati vijek trajanja
od samo 30 godina.
od samo 30 godina.
04:33
That is less than half of the life span
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To je manje od polovine životnog vijeka
04:35
that its employees can expect to enjoy.
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koji njeni zaposlenici mogu očekivati.
04:39
Now, if you were the CEO
of such a company,
of such a company,
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I sada, da ste vi direktor
takve kompanije,
takve kompanije,
04:42
badgered by investors
and buffeted by change,
and buffeted by change,
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proganjani od strane investitora
i izmučeni promjenama,
i izmučeni promjenama,
04:46
we might forgive you
for not even worrying too much
for not even worrying too much
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mogli bismo vam oprostiti za to što
ne brinete puno
ne brinete puno
04:48
about what happens 30 years out.
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o tome što će biti za 30 godina.
04:51
But here's something that should
keep you awake at night:
keep you awake at night:
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Ali evo nešto što bi vas trebalo
držati budnima noću:
držati budnima noću:
04:55
the probability that your company
will not be around in five year's time,
will not be around in five year's time,
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vjerojatnost da vaša kompanija neće
postojati kroz pet godina,
postojati kroz pet godina,
04:59
on average, is now
a staggering 32 percent.
a staggering 32 percent.
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u prosjeku je sada na zapanjujućih
32 posto.
32 posto.
05:04
That's a one in three chance
that your company will be taken over
that your company will be taken over
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To je mogućnost jedan od tri da će
vaša kompanija biti preuzeta
vaša kompanija biti preuzeta
05:08
or will fail within just five years.
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ili će propasti kroz samo pet godina.
05:13
Let's come back
to our tech CEO's question.
to our tech CEO's question.
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Vratimo se sada na direktorovo pitanje.
05:16
Where better to turn
for advice than nature,
for advice than nature,
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Gdje bolje potražiti savjet nego
u prirodi,
u prirodi,
05:19
that's been in the business
of life and death
of life and death
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koja je u poslu života i smrti
05:22
for longer than any company?
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više nego ijedna druga kompanija?
05:27
As a lapsed biologist,
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Kao posrnuli biolog,
05:28
I decided to immediately call
a real biologist,
a real biologist,
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odmah sam odlučio nazvati
pravog biologa,
pravog biologa,
05:32
my friend Simon Levin,
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svog prijatelja Simona Levina,
05:34
Professor of Biology and Mathematics
at Princeton University.
at Princeton University.
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profesora biologije i matematike na
Princeton sveučilištu.
Princeton sveučilištu.
05:38
Together, we looked at a variety
of biological systems,
of biological systems,
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Zajedno smo pogledali različite biološke
sustave,
sustave,
05:42
ranging from natural tropical rainforests
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krečući od prirodnih tropskih prašuma
05:45
through to managed forests and fisheries.
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preko kontroliranih šuma i ribogojilišta.
05:48
And we asked ourselves the question:
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I zapitali smo se sljedeće pitanje:
05:50
What makes these systems
resilient and enduring?
resilient and enduring?
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Što čini ove sustave
otpornima i izdržljivima?
otpornima i izdržljivima?
05:56
And what we found
was that the same six principles
was that the same six principles
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I zaključili smo da se
šest istih principa,
šest istih principa,
06:00
that we saw underpinning
the miracle of the human immune system
the miracle of the human immune system
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koji podzidaju čudo
ljudskog imunuloškog sustava,
ljudskog imunuloškog sustava,
06:03
actually cropped up again and again,
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zapravo pojavljuju ponovno i ponovno,
06:07
from redundancy through to embeddedness.
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od suvišnosti pa sve do usađenosti.
06:11
In fact, we saw these principles
not only in biologically enduring systems,
not only in biologically enduring systems,
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U stvari, ovi su principi, koje smo
pronašli u biološki izdržljivim sustavima,
pronašli u biološki izdržljivim sustavima,
06:15
we also found them
being very characteristic
being very characteristic
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vrlo karakteristični
06:18
of long-lived social systems,
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za dugovječne društvene sustave
06:20
like the Roman Empire
and the Catholic Church,
and the Catholic Church,
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kao što su Rimsko Carstvo
i Katolička Crkva,
i Katolička Crkva,
06:22
believe it or not.
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vjerovali ili ne.
06:24
We also went on to look at business,
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Također smo pogledali među poduzeća,
06:26
and found that these very same properties
also characterized businesses
also characterized businesses
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te shvatili da su te iste osobine krasile
i poduzeća
i poduzeća
06:30
that were resilient and long-lived,
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koja su otporna i dugovječna,
06:32
and we noted their absence
from ones which were short-lived.
from ones which were short-lived.
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a njihov smo nedostatak uočili
u onima koja su kratkog vijeka.
u onima koja su kratkog vijeka.
06:39
Let's first take a look at what happens
when the corporate immune system
when the corporate immune system
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Hajdemo prvo pogledati što se
dogodi kada se imunološki sustav kompanije
dogodi kada se imunološki sustav kompanije
06:43
collapses.
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sruši.
06:45
This beautiful building is part
of the Shitennoji Temple Complex
of the Shitennoji Temple Complex
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Ova prekrasna zgrada dio je
kompleksa Shitennoji hrama
kompleksa Shitennoji hrama
06:49
in Osaka, Japan.
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u Osaki, Japanu.
06:51
In fact, it's one of the oldest
temples in Japan.
temples in Japan.
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U stvari, to je jedan od
najstarijih hramova u Japanu.
najstarijih hramova u Japanu.
06:55
It was built by a Korean artisan,
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Izgradio ga je korejski obrtnik,
06:57
because at the time,
Japan was not yet building temples.
Japan was not yet building temples.
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jer u to vrijeme
Japan još nije gradio hramove.
Japan još nije gradio hramove.
07:00
And this Korean artisan went on
to found a temple-building company.
to found a temple-building company.
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I taj je korejski obrntik krenuo dalje te
osnovao poduzeće za izgradnju hramova.
osnovao poduzeće za izgradnju hramova.
07:07
Amazingly, his company, Kongō Gumi,
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Nevjerojatno, ali njegovo je poduzeće,
Kongo Gumi,
Kongo Gumi,
07:10
was still around 1,480 years later.
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postojalo i 1428 godina kasnije.
07:15
In fact, it became the oldest
continuously operating company
continuously operating company
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U stvari, to je postalo najstarije
poduzeće koje kontinuirano posluje
poduzeće koje kontinuirano posluje
07:19
in the world.
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u svijetu.
07:21
So how is Kongō Gumi doing today?
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Pa kako je Kongo Gumi danas?
07:26
Not too well, I'm afraid.
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Ne predobro, bojim se.
07:28
It borrowed very heavily
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Posuđivalo je jako puno
07:29
during the bubble period
of the Japanese economy,
of the Japanese economy,
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tijekom velikog rasta Japanske ekonomije
07:32
to invest in real estate.
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kako bi uložilo u nekretnine.
07:34
And when the bubble burst,
it couldn't refinance its loans.
it couldn't refinance its loans.
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A kada je došla recesija,
nije moglo otplatiti svoje dugove.
nije moglo otplatiti svoje dugove.
07:38
The company failed,
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1288
Poduzeće je propalo
07:39
and it was taken over
by a major construction company.
by a major construction company.
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i preuzela ga je velika građevinska
kompanija.
kompanija.
07:44
Tragically, after 40 generations
of very careful stewardship
of very careful stewardship
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Tragično, nakon 40 generacija vrlo
opreznog upravljanja
opreznog upravljanja
07:49
by the Kongō family,
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1219
od strane Kongo obitelji,
07:51
Kongō Gumi succumbed
to a spectacular lapse
to a spectacular lapse
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Kongo Gumi podleglo je
spektakularnom propadanju
spektakularnom propadanju
07:55
in the ability to apply
a principle of prudence.
a principle of prudence.
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u mogućnosti da primijeni
načelo razboritosti.
načelo razboritosti.
08:00
Speaking of company failures:
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1605
Govoreći o propasti kompanija :
08:03
we're all familiar
with the failure of Kodak,
with the failure of Kodak,
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svi smo upoznati s propašću
Kodaka,
Kodaka,
08:06
the company that declared bankruptcy
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kompanije koja je proglasila bankrot
08:09
in January 2012.
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u siječnju 2012. godine.
08:13
Much more interesting,
however, is the question:
however, is the question:
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Puno je zanimljivije, doduše, pitanje :
08:17
Why did Fujifilm --
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Zašto je Fujifilm --
08:19
same product, same pressures
from digital technology, same time --
from digital technology, same time --
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5243
isti proizvod, isti pritisci
digitalne tehnologije, ista vremena --
digitalne tehnologije, ista vremena --
08:24
why was Fujifilm
able to survive and flourish?
able to survive and flourish?
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zašto je Fujifilm bio
sposoban preživjeti i napredovati?
sposoban preživjeti i napredovati?
08:30
Fujifilm used its capabilities
in chemistry, material science and optics
in chemistry, material science and optics
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498846
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Fujifilm je iskoristio svoja znanja u
kemiji, materijalnoj znanosti i optici
kemiji, materijalnoj znanosti i optici
08:37
to diversify into a number of areas,
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kako bi diversificirao
u brojnim područjima,
u brojnim područjima,
08:40
ranging from cosmetics to pharmaceuticals,
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krečući od kozmetike do farmacije,
08:44
to medical systems to biomaterials.
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512025
1986
od medicinskih sustava do biomaterijala.
08:46
Some of these diversification
attempts failed.
attempts failed.
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2685
Neke su od ovih diversifikacija propale.
08:49
But in aggregate,
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1164
Ali u konačnom zbroju,
08:51
it was able to adapt
its portfolio sufficiently
its portfolio sufficiently
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4340
bio je sposoban dovoljno
prilagoditi svoj portfelj
prilagoditi svoj portfelj
08:55
to survive and flourish.
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1775
kako bi preživio i napredovao.
08:58
As the CEO, Mr. Komori, put it,
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Kako je direktor, gospodin Komori, rekao :
09:01
the strategy succeeded
because it had "more pockets and drawers"
because it had "more pockets and drawers"
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4236
"Strategija je uspjela jer su imali više
"ladica i džepova"
"ladica i džepova"
09:05
than the rivals.
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1391
nego konkurenti."
09:07
He meant, of course,
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535175
1151
Mislio je, naravno,
09:08
that they were able to create
more options than the rivals.
more options than the rivals.
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da su bili sposobni stvoriti
više opcija nego konkurenti.
više opcija nego konkurenti.
09:13
Fujifilm survived because it applied
the principles of prudence,
the principles of prudence,
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4413
Fujifilm je preživio jer je primijenio
načela razboritosti,
načela razboritosti,
09:17
diversity
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1391
različitosti
09:18
and adaptation.
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1169
i prilagodljivosti.
09:21
A catastrophic factory fire,
like the one we see here,
like the one we see here,
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Katastrofalni požar u tvornici,
kao što vidimo jedan ovdje,
kao što vidimo jedan ovdje,
09:25
completely wiped out, in one evening,
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3018
u potpunosti je uništio, u jednoj večeri,
09:28
the only plant which supplied Toyota
with valves for car-braking systems.
with valves for car-braking systems.
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jedinu tvornicu koja je opskrbljivala
Toyotu ventilima za kočnice automobila.
Toyotu ventilima za kočnice automobila.
09:36
The ultimate test of resilience.
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Ultimativni ispit otpornosti.
09:40
Car production ground
to a screeching halt.
to a screeching halt.
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Proizvodnja automobila došla
je do cvilećeg zastoja.
je do cvilećeg zastoja.
09:44
How was it, then, that Toyota
was able to recover car production?
was able to recover car production?
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Kako je onda Toyota bila sposobna
oporaviti proizvodnju automobila?
oporaviti proizvodnju automobila?
09:50
Can you imagine how long it took?
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Možete li zamisliti koliko je trajalo?
09:52
Just five days.
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1303
Samo pet dana.
09:54
From having no braking valves
to complete recovery in five days.
to complete recovery in five days.
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Od situacije u kojoj nemaju kočne ventile
do potpunog oporavka u pet dana.
do potpunog oporavka u pet dana.
09:58
How was this possible?
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1225
Kako je to moguće?
10:00
Toyota managed its network of suppliers
in such a collaborative manner
in such a collaborative manner
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5286
Toyota je organizirala svoju mrežu
dobavljača na suradnički način
dobavljača na suradnički način
10:06
that it could work very quickly
and smoothly with suppliers
and smoothly with suppliers
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4236
koji je omogućio vrlo brzi i lak
rad s dobavljačima
rad s dobavljačima
10:10
to repurpose production,
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1711
da preusmjere proizvodnju,
10:13
fill the missing braking valve capacity
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2530
da popune kapacitet nedostajećih
kočnih ventila
kočnih ventila
10:15
and have car production come online again.
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3309
te da se proizvodnja
automobila ponovno pokrene.
automobila ponovno pokrene.
10:20
Toyota applied the principles
of modularity of its supply network,
of modularity of its supply network,
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4302
Toyota je primijenila načela modularnosti
svoje dobavljačke mreže,
svoje dobavljačke mreže,
10:24
embeddedness in an integrated system
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2144
ugrađenosti integriranog sustava
10:27
and the functional redundancy
to be able to repurpose, smoothly,
to be able to repurpose, smoothly,
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4036
i funkcionalnog preobilja da bi
lako prenamijenila
lako prenamijenila
10:31
existing capacity.
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1420
postojeći kapacitet.
10:34
Now fortunately, few companies
succumb to catastrophic fires.
succumb to catastrophic fires.
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5015
Sada, na sreću, malo kompanija
podliježe katastrofalnim požarima.
podliježe katastrofalnim požarima.
10:39
But we do read in the newspaper
every day about companies
every day about companies
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627189
3093
Ali i dalje svakodnevno čitamo u vijestima
o kompanijama
o kompanijama
10:42
succumbing to the disruption
of technology.
of technology.
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3399
koje podliježu prekidu tehnologije.
10:46
How is it, then, that the consumer
optics giant Essilor
optics giant Essilor
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3922
Kako je onda moguće da je gigant
potrošačke optike Essilor
potrošačke optike Essilor
10:50
is able to avoid technology disruption,
and even profit from it?
and even profit from it?
188
638558
4046
sposoban izbjeći prekide u tehnologiji,
te čak izvući profit iz toga?
te čak izvući profit iz toga?
10:55
And yes, technology disruption
is not only a big deal
is not only a big deal
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3444
I da, tehnološki prekid nije velika stvar
10:58
in software and electronics.
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2085
samo u industriji softvera i elektronike.
11:01
Essilor carefully scans
the competitive environment
the competitive environment
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3738
Essilor oprezno skenira
konkurentski okoliš
konkurentski okoliš
11:06
for potentially disruptive technologies.
192
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2252
zbog mogućih prekida u tehnologiji.
11:09
It acquires those technologies very early,
193
657483
2810
On steče novu tehnologiju vrlo rano,
11:12
before they've become expensive
or competitors have mobilized around them,
or competitors have mobilized around them,
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660317
3776
prije nego što postane skupa
ili se konkurenti mobiliziraju oko nje,
ili se konkurenti mobiliziraju oko nje,
11:16
and it then develops
those technologies itself,
those technologies itself,
195
664117
2545
te zatim sam razvija tu tehnologiju,
11:19
even at the risk of failure
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667297
1942
čak i s rizikom neuspjeha
11:21
or the risk of self-disruption.
197
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2125
ili rizikom samostalnog prekida.
11:24
Essilor stays ahead of its game,
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2618
Essilor je uvijek korak ispred,
11:27
and has delivered spectacular performance
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675051
2006
te tako ostvaruje izvanredan učinak
11:29
for over 40 years,
200
677081
1443
već više od 40 godina,
11:30
by using the principles
of prudence and adaptation.
of prudence and adaptation.
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4197
koristeći načela razboritosti
i prilagodljivosti.
i prilagodljivosti.
11:35
OK, if these principles are so powerful,
you might be thinking,
you might be thinking,
202
683901
3397
U redu, ako su ova načela toliko moćna,
vjerojatno mislite,
vjerojatno mislite,
11:39
why are they not commonplace in business?
203
687986
2907
zašto nisu često primijenjena u poslu?
11:42
Why do we not use these words every day?
204
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2226
Zašto ne koristimo te riječi svakodnevno?
11:45
Well, change has to first
start in the mind.
start in the mind.
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2327
Pa, promjena mora prvo započeti u glavi.
11:47
If we think back to our pitch to Bob,
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2045
Ako se sjetimo našeg nagovaranja Boba,
11:50
in order to apply the principles
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2388
kako bismo primijenili načela
11:52
that underpin the miracle
of the human immune system,
of the human immune system,
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700457
2757
koja podupiru čudo ljudskog imunološkog
sustava,
sustava,
11:55
we first need to think differently
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2404
prvo moramo početi razmišljati drugačije
11:58
about business.
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706255
1170
o poslu.
11:59
Now typically, when we think
about business,
about business,
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2707
Sada, tipično, kada razmišljamo o poslu,
12:02
we use what I call "mechanical thinking."
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2482
koristimo, kako ja to zovem,
"mehaničko razmišljanje".
"mehaničko razmišljanje".
12:05
We set goals,
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1637
Postavljamo ciljeve,
12:07
we analyze problems,
214
715623
1539
analiziramo probleme,
12:09
we construct and we adhere to plans,
215
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2327
konstruiramo i držimo se planova,
12:11
and more than anything else,
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1343
i više nego išta drugo,
12:12
we stress efficiency
and short-term performance.
and short-term performance.
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720904
3011
naglašavamo efikasnost
i kratkoročni učinak.
i kratkoročni učinak.
12:16
Now, don't get me wrong --
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1261
Nemojte krivo shvatiti --
12:17
this is a splendidly practical
and effective way
and effective way
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725618
3114
ovo je savršeno praktičan
i učinkovit način
i učinkovit način
12:20
of addressing relatively simple challenges
220
728756
2440
za oslovljavanje relativno jednostavnih
izazova
izazova
12:23
in relatively stable environments.
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731220
1990
u relativno stabilnim okruženjima.
12:26
It's the way that Bob -- and probably
many of us, myself included --
many of us, myself included --
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734005
3462
To je način na koji Bob -- i vjerojatno
mnogi od nas, uključujući mene --
mnogi od nas, uključujući mene --
12:29
process most business problems
we're faced with every day.
we're faced with every day.
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2969
obrađujemo većinu svakodnevnih
poslovnih problema.
poslovnih problema.
12:33
In fact, it was a pretty good
mental model for business --
mental model for business --
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3638
U stvari, to je bio vrlo dobar
mentalni model za poslovanje --
mentalni model za poslovanje --
12:37
overall --
225
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1521
općenito --
12:38
until about the mid-1980s,
226
746581
2028
do sredine 1980-ih,
12:40
when the conjunction of globalization
227
748633
3364
kada je spoj globalizacije
12:44
and a revolution in technology
and telecommunications
and telecommunications
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752021
2523
i revolucije u tehnologiji
i telekomunikaciji
i telekomunikaciji
12:46
made business far more
dynamic and unpredictable.
dynamic and unpredictable.
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2438
učinio poslovanje više dinamičnim
i nepredvidljivim.
i nepredvidljivim.
12:49
But what about those more dynamic
and unpredictable situations
and unpredictable situations
230
757497
3078
Ali što je s tim dinamičnijim i
nepredvidljivim situacijama
nepredvidljivim situacijama
12:52
that we now increasingly face?
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2091
s kojima se danas sve više susrećemo?
12:55
I think in addition
to the mechanical thinking,
to the mechanical thinking,
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2415
Mislim da, uz dodatak mehaničkom
razmišljanju,
razmišljanju,
12:58
we now need to master the art
of biological thinking,
of biological thinking,
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3693
moramo savladati umijeće
biološkog razmišljanja
biološkog razmišljanja
13:02
as embodied by our six principles.
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770417
1961
koje utjelovljuje naših šest načela.
13:05
In other words, we need to think
more modestly and subtly
more modestly and subtly
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3653
Drugim riječima, moramo razmišljati
skromnije i suptilnije
skromnije i suptilnije
13:08
about when and how
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2296
o tome kada i kako
13:11
we can shape, rather than control,
237
779242
2772
možemo oblikovati, rađe nego kontrolirati,
13:14
unpredictable and complex situations.
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782928
3210
nepredvidljive i kompleksne situacije.
13:19
It's a little like the difference
between throwing a ball
between throwing a ball
239
787551
3110
To je pomalo kao razlika između
bacanja lopte
bacanja lopte
13:23
and releasing a bird.
240
791403
1305
i puštanja ptice.
13:25
The ball would head in a straight line,
241
793685
1943
Lopta bi se kretala pravocrtno,
13:27
probably towards the intended target,
242
795652
2218
najvjerojatnije prema određenoj meti,
13:29
and the bird certainly would not.
243
797894
3107
a ptica zasigurno ne bi.
13:35
So what do you think?
244
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1594
Stoga, što mislite?
13:37
Sounds a little impractical,
a little theoretical, perhaps?
a little theoretical, perhaps?
245
805073
3287
Zvuči pomalo nepraktično,
malo teoretski, možda?
malo teoretski, možda?
13:41
Not at all.
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1157
Nipošto.
13:43
Every small entrepreneurial company
247
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2381
Svaka mala poduzetnička kompanija
13:47
naturally thinks and acts biologically.
248
815038
2844
prirodno razmišlja i djeluje biološki.
13:50
Why?
249
818404
1151
Zašto?
13:51
Because it lacks the resources
to shape its environment
to shape its environment
250
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2630
Zato što joj nedostaju resursi da oblikuje
svoj okoliš
svoj okoliš
13:54
through brute force.
251
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1294
brutalnom silom.
13:55
It lacks the scale to buffer change,
252
823551
2639
Nedostaje joj veličina da ublaži promjene,
13:59
and it's constantly thinking
about the tough odds
about the tough odds
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827254
3173
te konstantno razmišlja o teškim izgledima
14:02
for a start-up to survive.
254
830451
2126
same mlade kompanije da preživi.
14:06
Now, the irony is, of course,
255
834637
1398
Ironija je, naravno,
14:08
that every large company started off
as a small, entrepreneurial company.
as a small, entrepreneurial company.
256
836059
3577
što je svaka velika kompanija počela kao
mala, poduzetnička kompanija.
mala, poduzetnička kompanija.
14:11
But along the way somewhere,
257
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1571
Ali su negdje usput,
14:13
many have lost this ability
to think and act biologically.
to think and act biologically.
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4091
mnoge izgubile umijeće da razmišljaju
i djeluju biološki.
i djeluju biološki.
14:18
They need to rejuvenate
their ability to think biologically
their ability to think biologically
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846604
3796
Moraju pomladiti svoje umijeće da
razmišljaju biološki
razmišljaju biološki
14:23
in order to survive and thrive
in today's environment.
in today's environment.
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851603
3617
kako bi preživjele i napredovale u
današnjem okruženju.
današnjem okruženju.
14:28
So let's not just think
about short-term performance.
about short-term performance.
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856704
2609
Stoga, nemojmo razmišljati samo
o kratkoročnom učinku.
o kratkoročnom učinku.
14:32
Every company I know spends plenty of time
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2876
Svaka kompanija koju poznajem provodi
puno vremena
puno vremena
14:34
thinking about the central
question of strategy:
question of strategy:
263
862979
2397
razmišljajući o centralnom pitanju
strategije :
strategije :
14:37
How good is our competitive game?
264
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1899
Kolika je naša konkurentost?
14:39
In addition, let's also consider
265
867802
2342
U dodatku, razmislimo također
14:42
the second, more biological
and equally important question:
and equally important question:
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4061
o drugom, više biološkom,
ali jednako važnom pitanju :
ali jednako važnom pitanju :
14:46
How long will that game last?
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2406
Koliko će ta konkurentnost trajati?
14:49
Thank you very much.
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1181
Hvala vam lijepa.
14:50
(Applause)
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3170
(Pljesak)
ABOUT THE SPEAKER
Martin Reeves - StrategistBCG's Martin Reeves consults on strategy to global enterprises across a range of industries.
Why you should listen
Martin Reeves is the Director of the BCG Henderson Institute, BCG's think tank for new ideas in strategy and management, and a Senior Partner based in New York City.
Reeves has been with the firm for 26 years and focuses on strategy, dividing his time between the Institute and client strategy work across sectors. He is author of a new book on strategy, Your Strategy Needs a Strategy, which deals with choosing and executing the right approach in today's complex and dynamic business environment, as well as numerous articles in Harvard Business Review and other publications.
Martin Reeves | Speaker | TED.com