TED@BCG Milan
Rocío Lorenzo: How diversity makes teams more innovative
Rocío Lorenzo: Kako raznolikost čini timove inovativnijima
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Jesu li tvrtke koje potiču raznolikost zaista i inovativnije? Rocío Lorenzo i njen tim proveli su istraživanje među 171 tvrtkom kako bi to saznali - odgovor je bio jednoznačno potvrdan. U govoru koji će vam pomoći izgraditi bolju, snažniju tvrtku, Lorenzo uranja u podatke i objašnjava kako vaša tvrtka može početi stvarati svježije, kreativnije ideje, koristeći raznolikost kao kompetitivnu prednost.
Rocío Lorenzo - Management consultant, diversity researcher
BCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption. Full bio
BCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption. Full bio
Double-click the English transcript below to play the video.
00:13
Fifteen years ago,
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Prije petnaest godina
00:14
I thought that the diversity stuff
was not something I had to worry about.
was not something I had to worry about.
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mislila sam da raznolikost nije nešto
oko čega moram brinuti.
oko čega moram brinuti.
00:20
It was something an older
generation had to fight for.
generation had to fight for.
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To je nešto za što se morala boriti
starija generacija.
starija generacija.
00:24
In my university,
we were 50-50, male-female,
we were 50-50, male-female,
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Na mojem fakultetu,
omjer muškaraca i žena bio je 50:50
omjer muškaraca i žena bio je 50:50
00:28
and we women often had better grades.
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i često smo mi žene imale bolje ocjene.
00:31
So while not everything was perfect,
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Iako nije sve bilo savršeno,
00:34
diversity and leadership decisions
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odluke vezane za raznolikost i vodstvo
00:36
was something that would happen
naturally over time, right?
naturally over time, right?
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bilo je nešto što bi se s vremenom
prirodno dogodilo, zar ne?
prirodno dogodilo, zar ne?
00:42
Well, not quite.
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Pa, ne baš posve.
00:45
While moving up the ladder
working as a management consultant
working as a management consultant
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Uspinjući se ljestvicom,
radeći kao konzultantica za menadžment
radeći kao konzultantica za menadžment
00:48
across Europe and the US,
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po Europi i SAD-u,
00:50
I started to realize how often
I was the only woman in the room
I was the only woman in the room
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počela sam uviđati koliko često sam bila
jedina žena u prostoriji
jedina žena u prostoriji
00:54
and how homogenous leadership still is.
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i koliko je vodstvo i dalje homogeno.
00:59
Many leaders I met
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Mnoge vodeće osobe koje sam upoznala
01:01
saw diversity as something to comply with
out of political correctness,
out of political correctness,
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gledali su na prihvaćanje raznolikosti
zbog političke korektnosti,
zbog političke korektnosti,
01:06
or, best case, the right thing to do,
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ili, u najboljem slučaju,
kao na nešto što je ispravno,
kao na nešto što je ispravno,
01:09
but not as a business priority.
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no ne i kao na prioritet u poslovanju.
01:12
They just did not have a reason to believe
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Jednostavno nisu imali razloga vjerovati
01:14
that diversity would help them achieve
their most immediate, pressing goals:
their most immediate, pressing goals:
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da bi im raznolikost pomogla ostvariti
njihove trenutno najhitnije ciljeve:
njihove trenutno najhitnije ciljeve:
01:19
hitting the numbers,
delivering the new product,
delivering the new product,
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ostvariti zadane rezultate,
pokrenuti novi proizvod,
pokrenuti novi proizvod,
01:22
the real goals they are measured by.
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stvarne ciljeve po kojima
im se mjeri rezultat.
im se mjeri rezultat.
01:26
My personal experience
working with diverse teams
working with diverse teams
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Moje iskustvo u radu
s raznolikim timovima govori
s raznolikim timovima govori
01:29
had been that while they require
a little bit more effort at the beginning,
a little bit more effort at the beginning,
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da, iako u početku traže nešto više truda,
01:34
they did bring fresher,
more creative ideas.
more creative ideas.
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na kraju donose svježije,
kreativnije ideje.
kreativnije ideje.
01:37
So I wanted to know:
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Stoga sam željela znati:
01:40
Are diverse organizations
really more innovative,
really more innovative,
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Jesu li raznolikije organizacije
zaista i inovativnije
zaista i inovativnije
01:43
and can diversity be more
than something to comply with?
than something to comply with?
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te može li raznolikost biti nešto više
od zadovoljavanja forme?
od zadovoljavanja forme?
01:48
Can it be a real competitive advantage?
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Može li ona biti
prava kompetitivna prednost?
prava kompetitivna prednost?
01:52
So to find out, we set up a study
with the Technical University of Munich.
with the Technical University of Munich.
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Zato smo pokrenuli istraživanje
s Tehničkim sveučilištem u Münchenu.
s Tehničkim sveučilištem u Münchenu.
01:57
We surveyed 171 companies
in Germany, Austria and Switzerland,
in Germany, Austria and Switzerland,
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Imali smo istraživanje među 171 kompanijom
u Njemačkoj, Austriji i Švicarskoj,
u Njemačkoj, Austriji i Švicarskoj,
02:02
and as we speak, we're expanding the study
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i dok ovo pričam, istraživanje proširujemo
02:05
to 1,600 companies
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na 1600 kompanija
02:08
in five additional countries
around the world.
around the world.
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u još pet zemalja svijeta.
02:11
We asked those companies
basically two things:
basically two things:
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Pitali smo te kompanije
doslovno dvije stvari:
doslovno dvije stvari:
02:14
how innovative they are
and how diverse they are.
and how diverse they are.
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koliko su inovativni
i koliko su raznoliki.
i koliko su raznoliki.
02:18
To measure the first one,
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Kako bismo izmjerili prvo,
02:20
we asked them about innovation revenue.
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pitali smo ih o prihodu kroz inovacije.
02:24
Innovation revenue is the share
of revenues they've made
of revenues they've made
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Prihod kroz inovacije
dio je prometa koji su ostvarili
dio je prometa koji su ostvarili
02:26
from new products and services
in the last three years,
in the last three years,
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kroz nove proizvode i usluge
u zadnje tri godine,
u zadnje tri godine,
02:29
meaning we did not ask them
how many creative ideas they have,
how many creative ideas they have,
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što znači da ih nismo pitali
koliko kreativnih ideja imaju,
koliko kreativnih ideja imaju,
02:33
but rather if these ideas
translate into products and services
translate into products and services
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već primjenjuju li se te ideje
na proizvode i usluge
na proizvode i usluge
02:36
that really make the company
more successful today and tomorrow.
more successful today and tomorrow.
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koje kompaniju čine uspješnom
danas i za budućnost.
danas i za budućnost.
02:41
To measure diversity,
we looked at six different factors:
we looked at six different factors:
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Kod mjerenja raznolikosti
gledali smo šest čimbenika:
gledali smo šest čimbenika:
02:46
country of origin,
age and gender, amongst others.
age and gender, amongst others.
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zemlju porijekla,
dob i spol, među ostalima.
dob i spol, među ostalima.
02:51
While preparing to go in the field
with those questions,
with those questions,
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Pripremajući se za izlazak
na teren s tim pitanjima,
na teren s tim pitanjima,
02:54
I sat down with my team
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sjela sam sa svojim timom
02:56
and we discussed what
we would expect as a result.
we would expect as a result.
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i popričali smo kakav rezultat
bismo mogli očekivati.
bismo mogli očekivati.
03:01
To put it mildly, we were not optimistic.
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Blago rečeno, nismo bili optimistični.
03:05
The most skeptical person on the team
thought, or saw a real possibility,
thought, or saw a real possibility,
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Najskeptičnija osoba u timu
vidjela je realnu mogućnost
vidjela je realnu mogućnost
03:08
that we would find nothing at all.
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da nećemo naći baš ništa.
03:12
Most of the team
was rather on the cautious side,
was rather on the cautious side,
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Većina tima bila je oprezna,
03:14
so we landed all together at "only if,"
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pa smo se svi složili oko "samo ako",
03:18
meaning that we might find
some kind of link
some kind of link
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što znači da ćemo možda
naći neku poveznicu
naći neku poveznicu
03:20
between innovation and diversity,
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između inovacija i raznolikosti,
03:23
but not across the board --
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ali ne u svemu,
03:24
rather only if certain criteria are met,
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već samo ako su ispunjeni neki kriteriji,
03:27
for example leadership style,
very open leadership style
very open leadership style
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poput vrlo otvorenog načina vodstva
03:31
that allowed people to speak up freely
and safely and contribute.
and safely and contribute.
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koji ljudima omogućuje da slobodno
i sigurno govore te doprinose timu.
i sigurno govore te doprinose timu.
03:38
A couple of months later,
the data came in,
the data came in,
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Nakon par mjeseci stigli su podaci
03:41
and the results convinced
the most skeptical amongst us.
the most skeptical amongst us.
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i rezultati su razuvjerili
i najveće skeptike među nama.
i najveće skeptike među nama.
03:46
The answer was a clear yes,
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Odgovor je bio jednoznačno potvrdan,
03:48
no ifs, no buts.
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bez "ako", bez "ali".
03:50
The data in our sample showed
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Podaci iz uzorka su pokazali
03:53
that more diverse companies
are simply more innovative, period.
are simply more innovative, period.
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da su raznolikije kompanije
jednostavno i inovativnije.
jednostavno i inovativnije.
03:59
Now, a fair question to ask
is the chicken or the egg question,
is the chicken or the egg question,
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Možemo se ovdje pitati
je li prvo kokoš ili jaje,
je li prvo kokoš ili jaje,
04:04
meaning, are companies
really more innovative
really more innovative
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odnosno, jesu li kompanije
zaista inovativnije
zaista inovativnije
04:07
because they have
a more diverse leadership,
a more diverse leadership,
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jer imaju raznolikije vodstvo,
04:10
or the other way around?
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ili obrnuto.
04:11
Which way is it?
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Što je od toga točno?
04:13
Now, we do not know how much
is correlation versus causation,
is correlation versus causation,
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Ne znamo koliko je tu
povezanosti naspram uzroka,
povezanosti naspram uzroka,
04:17
but what we do know is that clearly,
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no, jasno znamo
04:20
in our sample, companies
that are more diverse
that are more diverse
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da u našem uzorku,
kompanije koje njeguju raznolikost
kompanije koje njeguju raznolikost
04:24
are more innovative,
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ujedno su i inovativnije,
04:25
and that companies
that are more innovative
that are more innovative
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a kompanije koje su inovativnije,
04:27
have more diverse leadership, too.
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isto tako imaju i raznolikije vodstvo.
04:30
So it's fair to assume
that it works both ways,
that it works both ways,
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Zato možemo zaključiti
da ovo vrijedi u oba smjera,
da ovo vrijedi u oba smjera,
04:33
diversity driving innovation
and innovation driving diversity.
and innovation driving diversity.
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raznolikost pokreće inovaciju,
a inovacija raznolikost.
a inovacija raznolikost.
04:39
Now, once we published the results,
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Kada smo objavili rezultate,
04:42
we were surprised
about the reactions in the media.
about the reactions in the media.
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bili smo iznenađeni reakcijom u medijima.
04:46
We got quite some attention.
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Zaista smo privukli pažnju.
04:49
And it went from quite factual,
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A naslovi su bili poput onih činjeničnih,
04:52
like "Higher Female Share
Boosts Innovation"
Boosts Innovation"
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"Veći udio žena potiče inovacije",
04:56
to a little bit more sensationalist.
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do onih više senzacionalističkih.
05:00
(Laughter)
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(Smijeh)
05:01
As you can see,
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Kao što možete vidjeti,
05:03
"Stay-at-home Women Cost Trillions,"
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"Kućanice koštaju bilijune"
05:06
and, my personal favorite,
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i moj omiljeni naslov,
05:08
"Housewives Kill Innovation."
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"Kućanice ubijaju inovaciju."
05:10
Well, there's no such thing
as bad publicity, right?
as bad publicity, right?
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No, ne postoji loša reklama, zar ne?
05:13
(Laughter)
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(Smijeh)
05:16
On the back of that coverage,
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Nakon tih objava
05:18
we started to get calls
from senior executives
from senior executives
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počeli smo dobivati pozive
od viših menadžera
od viših menadžera
05:21
wanting to understand more,
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koji su željeli saznati više,
05:23
especially -- surprise, surprise --
about gender diversity.
about gender diversity.
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naročito - kojeg li iznenađenja -
o raznolikosti na bazi spola.
o raznolikosti na bazi spola.
05:27
I tend to open up
those discussions by asking,
those discussions by asking,
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Ovakve rasprave
obično započinjem pitanjem,
obično započinjem pitanjem,
05:31
"Well, what do you think of the situation
in your organization today?"
in your organization today?"
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"Što mislite o stanju
u vašoj organizaciji danas?"
u vašoj organizaciji danas?"
05:35
And a frequent reaction to that is,
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A tu je česta reakcija,
05:39
"Well, we're not yet there,
but we're not that bad."
but we're not that bad."
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"Pa, nismo još posve uspjeli u tome,
ali nismo ni tako loši."
ali nismo ni tako loši."
05:43
One executive told me, for example,
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Jedan voditelj, na primjer, rekao mi je
05:45
"Oh, we're not that bad.
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"Pa nismo tako loši.
05:47
We have one member
in our board who is a woman."
in our board who is a woman."
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U našem odboru
imamo jednog ženskog člana."
imamo jednog ženskog člana."
05:49
(Laughter)
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(Smijeh)
05:51
And you laugh --
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Vi se smijete --
05:52
(Applause)
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(Pljesak)
05:58
Now, you laugh, but he had a point
in being proud about it,
in being proud about it,
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Vi se smijete, ali on je bio u pravu
što se ponosio time,
što se ponosio time,
06:02
because in Germany,
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jer u Njemačkoj,
06:03
if you have a company
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ako imate kompaniju
06:06
and it has one member
on the board who is a woman,
on the board who is a woman,
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u kojoj je samo jedna žena u odboru,
06:09
you are part of a select group of 30
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dio ste odabrane grupe od 30
06:11
out of the 100 largest
publicly listed companies.
publicly listed companies.
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od ukupno 100 najvećih
javno izlistanih kompanija.
javno izlistanih kompanija.
06:15
The other 70 companies
have an all-male board,
have an all-male board,
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Ostalih 70 kompanija
ima sve muške članove u odboru,
ima sve muške članove u odboru,
06:20
and not even one of these hundred
largest publicly listed companies
largest publicly listed companies
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a niti jedna od tih 100 najvećih
javno izlistanih kompanija
javno izlistanih kompanija
06:24
have, as of today, a female CEO.
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do danas nema ženu
na poziciji izvršnog direktora.
na poziciji izvršnog direktora.
06:29
But here's the critically
important insight.
important insight.
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No, evo ključne stvari.
06:32
Those few female board members alone,
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Tih nekoliko žena članica u odborima
06:36
they won't make a difference.
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neće ništa promijeniti.
06:38
Our data shows that for gender diversity
to have an impact on innovation,
to have an impact on innovation,
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Naši podaci pokazuju, da bi spolna
raznolikost imala utjecaja na inovacije,
raznolikost imala utjecaja na inovacije,
06:43
you need to have more
than 20 percent women in leadership.
than 20 percent women in leadership.
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morate imati više od 20 posto žena
na vodećim pozicijama.
na vodećim pozicijama.
06:47
Let's have a look at the numbers.
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Pogledajmo brojke.
06:50
As you can see, we divided
the sample into three groups,
the sample into three groups,
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Kao što možete vidjeti,
uzorak smo podijelili u tri grupe,
uzorak smo podijelili u tri grupe,
06:54
and the results are quite dramatic.
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a rezultati su prilično dramatični.
06:57
Only in the group where you have
more than 20 percent women in leadership,
more than 20 percent women in leadership,
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Samo u grupi gdje je više od 20 posto žena
na vodećim pozicijama,
na vodećim pozicijama,
07:01
only then you see a clear jump
in innovation revenue
in innovation revenue
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samo tada vidite jasan skok
u prihodima od inovacija
u prihodima od inovacija
07:06
to above-average levels.
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na iznadprosječne razine.
07:08
So experience and data
shows that you do need critical mass
shows that you do need critical mass
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Dakle, iskustvo i podaci pokazuju
da trebate kritičnu masu
da trebate kritičnu masu
07:13
to move the needle,
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za vidljivu promjenu
07:15
and companies like Alibaba,
JP Morgan or Apple
JP Morgan or Apple
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i kompanije poput Alibabe,
JP Morgana ili Applea
JP Morgana ili Applea
07:18
have as of today
already achieved that threshold.
already achieved that threshold.
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danas su već na tom pragu.
07:24
Another reaction I got quite a lot was,
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Druga reakcija koju sam često dobivala je,
07:28
"Well, it will get solved over time."
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"Pa, riješit će se to kroz neko vrijeme."
07:32
And I have all the sympathy in the world
for that point of view,
for that point of view,
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I posve suosjećam s takvim gledištem,
07:35
because I used to think like that, too.
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jer sam i ja tako razmišljala.
07:38
Now, let's have a look here again
and look at the numbers,
and look at the numbers,
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Pogledajmo sada ponovo ovdje, i to brojke,
07:41
taking Germany as an example.
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uzmimo Njemačku kao primjer.
07:44
Let me first give you the good news.
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Prvo dobra vijest.
07:46
So the share of women
who are college graduates
who are college graduates
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Udio žena koje su diplomirale
07:49
and have at least 10 years
of professional experience
of professional experience
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i imaju barem 10 godina
profesionalnog iskustva
profesionalnog iskustva
07:52
has grown nicely over the last 20 years,
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lijepo je narastao u zadnjih 20 godina,
07:55
which means the pool
in which to fish for female leaders
in which to fish for female leaders
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što znači da je masa
iz koje se mogu birati žene lideri
iz koje se mogu birati žene lideri
07:59
has increased over time,
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s vremenom porasla,
08:01
and that's great.
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što je odlično.
08:03
Now, according to my old theory,
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Prema mojoj staroj teoriji,
08:06
the share of women in leadership
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udio žena na vodećim pozicijama
08:08
would have grown
more or less in parallel, right?
more or less in parallel, right?
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trebao bi manje-više
paralelno narasti, zar ne?
paralelno narasti, zar ne?
08:11
Now, let's have a look
at what happened in reality.
at what happened in reality.
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Pogledajmo sada što se stvarno dogodilo.
08:15
It's not even close,
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Nije još ni blizu,
08:19
which means I was so wrong
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što znači da nisam bila u pravu
08:22
and which means that my generation,
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i da je moja generacija,
08:25
your generation,
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vaša generacija,
08:27
the best-educated
female generation in history,
female generation in history,
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najbolje obrazovana
ženska generacija u povijesti,
ženska generacija u povijesti,
08:32
we have just not made it.
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samo što još nismo uspjele.
08:33
We have failed to achieve leadership
in significant numbers.
in significant numbers.
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Nismo uspjele doći na vodeće pozicije
u značajnijem broju.
u značajnijem broju.
08:38
Education just did not
translate into leadership.
translate into leadership.
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Obrazovanje se jednostavno
nije preslikalo na vodeće pozicije.
nije preslikalo na vodeće pozicije.
08:42
Now, that was a painful realization for me
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Bila je to za mene bolna spoznaja
08:45
and made me realize,
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uz koju sam shvatila,
08:48
if we want to change this,
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da ako to želimo promijeniti,
08:50
we need to engage,
and we need to do better.
and we need to do better.
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moramo se uključiti i biti bolje.
08:54
Now, what to do?
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I što nam je činiti?
08:57
Achieving more than 20 percent
women in leadership
women in leadership
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Osvojiti više od 20 posto
vodećih pozicija kao žene
vodećih pozicija kao žene
09:00
seems like a daunting task to many,
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mnogima se čini
kao obeshrabrujući zadatak,
kao obeshrabrujući zadatak,
09:03
understandably, given the track record.
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što je i razumljivo,
obzirom na prijašnje brojke.
obzirom na prijašnje brojke.
09:07
But it's doable,
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No, izvedivo je
09:08
and there are many companies today
that are making progress there
that are making progress there
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i mnogo je kompanija danas
koje u tome ostvaruju napredak
koje u tome ostvaruju napredak
09:11
and doing it successfully.
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i čine to uspješno.
09:13
Let's take SAP, the software
company, as an example.
company, as an example.
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Uzmimo kao primjer
softversku kompaniju SAP.
softversku kompaniju SAP.
09:16
They had, in 2011,
19 percent women in leadership,
19 percent women in leadership,
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2011. imali su 19 posto žena
na vodećim pozicijama,
na vodećim pozicijama,
09:21
yet they decided to do better,
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ipak, odlučili su biti još bolji
09:23
and they did what you do
in any other area of business
in any other area of business
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i učinili ono što biste vi napravili
u onom dijelu poslovanja
u onom dijelu poslovanja
09:26
where you want to improve.
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gdje želite poboljšanje.
09:28
They set themselves a measurable target.
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Postavili su sebi mjerljiv cilj.
09:31
So they set themselves a target
of 25 percent for 2017,
of 25 percent for 2017,
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Zadali su si cilj od 25 posto za 2017.
09:36
which they have just achieved.
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koji su upravo ostvarili.
09:39
The goals made them think more creatively
about developing leaders
about developing leaders
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Pomoću ciljeva su kreativnije razmišljali
o razvijanju vodećih pozicija
o razvijanju vodećih pozicija
09:42
and tapping new recruiting pools.
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te korištenju novih izvora zapošljavanja.
09:45
They now even set a target of 30 percent
women in leadership for 2022.
women in leadership for 2022.
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Već sad su postavili cilj od 30 posto žena
na vodećim pozicijama za 2022.
na vodećim pozicijama za 2022.
09:50
So experience shows it's doable,
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Dakle, iskustvo pokazuje da je to izvedivo
09:52
and at the end of the day,
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i na kraju
09:54
it all boils down to two decisions
that are taken every day
that are taken every day
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sve se svodi na dvije odluke
koje svakodnevno poduzimaju
koje svakodnevno poduzimaju
09:59
in every organization by many of us:
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mnogi od nas u svakoj organizaciji:
10:03
who to hire and who
to develop and promote.
to develop and promote.
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koga zapošljavamo, koga razvijamo
te kome omogućujemo napredovanje.
te kome omogućujemo napredovanje.
10:08
Now, nothing against women's programs,
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Nemam ništa protiv programa za žene,
10:10
networks, mentoring, trainings.
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povezivanja, mentorstva, treninga.
10:12
All is good.
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Sve je to u redu.
10:15
But it is these two decisions
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No, radi se o te dvije odluke
10:17
that at the end of the day
send the most powerful change signal
send the most powerful change signal
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koje na kraju šalju
najjaču poruku o promjeni
najjaču poruku o promjeni
10:21
in any organization.
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u svakoj organizaciji.
10:25
Now, I never set out
to be a diversity advocate.
to be a diversity advocate.
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Nikada se nisam postavila
kao zagovaratelj raznolikosti.
kao zagovaratelj raznolikosti.
10:28
I am a business advisor.
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Radim kao poslovna savjetnica.
10:30
But now my goal is
to change the face of leadership,
to change the face of leadership,
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No, sada je moj cilj
promijeniti lice vodstva,
promijeniti lice vodstva,
10:35
to make it more diverse --
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da bude raznolikije
10:38
and not so that leaders can check a box
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ali ne na način da vodeće osobe
samo označe polja u upitniku
samo označe polja u upitniku
10:40
and feel like they have
complied with something
complied with something
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i misle da su time nešto usvojili,
10:43
or they have been politically correct.
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ili da su bili politički korektni,
10:46
But because they understand,
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već zato što razumiju
10:47
they understand that diversity
is making their organization
is making their organization
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da raznolikost njihovu organizaciju čini
10:51
more innovative, better.
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inovativnijom, boljom.
10:53
And by embracing diversity,
by embracing diverse talent,
by embracing diverse talent,
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Prihvaćajući raznolikost
i raznolike talente,
i raznolike talente,
10:57
we are providing
true opportunity for everyone.
true opportunity for everyone.
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osiguravamo istinsku priliku za svakoga.
11:00
Thank you. Thank you so much.
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Hvala. Velika vam hvala.
11:02
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
Rocío Lorenzo - Management consultant, diversity researcherBCG's Rocío Lorenzo advises telecommunication and media companies on their strategy and how to transform their businesses in times of digital disruption.
Why you should listen
Rocío Lorenzo is a Partner and Managing Director at The Boston Consulting Group, based in Munich.
For the last fifteen years, Lorenzo has worked extensively in telecommunications and media, advising senior executives across Europe and the US on strategy development, growth programs and large scale transformations. She leads the telecommunications growth topic worldwide. In 2015 Rocío was named one of 25 female business leaders by Handelsblatt, HuffPost and Edition F. She is the author of several studies on diversity, including "The Mix that Matters: Innovation through Diversity," and she leads the Women@BCG Initiative in Munich.
Rocío Lorenzo | Speaker | TED.com