TED2019
Hamdi Ulukaya: The anti-CEO playbook
Hamdi Ulukaya: Panduan Bisnis Anti-CEO
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Keuntungan, uang, dan pemegang saham: inilah prioritas dari kebanyakan perusahaan zaman sekarang. Namun, apa harga dari semua itu? Dalam rangka meyakinkan pemimpin perusahaan di seluruh dunia, Hamdi Ulukaya selaku penemu Chobani mencoba mengakhiri aturan main bisnis zaman dahulu -- dan memperkenalkan visinya berupa "panduan bisnis anti-CEO" baru yang memprioritaskan manusia alih-alih keuntungan. "Inilah perbedaan dari keuntungan dan kekayaan hakiki," katanya.
Hamdi Ulukaya - Yogurt maker, humanitarian
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade. Full bio
Hamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade. Full bio
Double-click the English transcript below to play the video.
00:14
A cold January day of 2005,
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Di suatu hari yang dingin pada
bulan Januari tahun 2005,
bulan Januari tahun 2005,
00:18
I took one of my most important
drives of my life.
drives of my life.
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Saya berkendara ke salah satu tempat
terpenting dalam hidup saya.
terpenting dalam hidup saya.
00:23
I was on this road in upstate New York,
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Saya sedang ada di suatu jalanan
kota New York bagian utara,
kota New York bagian utara,
00:28
trying to find this old factory.
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untuk mencoba menemukan sebuah pabrik tua.
00:31
The day before,
I received a flyer in the mail
I received a flyer in the mail
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Pada hari sebelumnya, saya menerima
selebaran di kotak surat
selebaran di kotak surat
00:34
that said, "Fully equipped
yogurt plant for sale."
yogurt plant for sale."
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yang isi tulisannya,
"Dijual pabrik yoghurt lengkap."
"Dijual pabrik yoghurt lengkap."
00:39
I threw it in the garbage can.
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Saya buang ke tong sampah.
00:42
And 20 minutes later,
I picked it up and called the number.
I picked it up and called the number.
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20 menit kemudian, saya pungut lagi dan
menelepon nomor di sana.
menelepon nomor di sana.
00:47
The plant was 85 years old,
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Usia pabrik itu 85 tahun,
00:50
and it was closing.
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dan akan ditutup.
00:52
So I decided to go see it.
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Jadi saya putuskan untuk pergi.
00:55
At this time,
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Pada saat itu,
00:57
I wasn't sure where this road
or my life was going.
or my life was going.
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saya meragukan arah dari
keputusan ini atau kehidupan saya.
keputusan ini atau kehidupan saya.
01:02
I owned a small cheese shop
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Saya punya toko keju skala kecil
01:04
but really hated business.
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tapi saya benci berbisnis.
01:08
But the hills and the roads
and the smells are all familiar.
and the smells are all familiar.
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Tapi pemandangan jalanan berbukit, begitu
juga dengan bau keju, terasa familier.
juga dengan bau keju, terasa familier.
01:14
I grew up in Turkey,
in a similar environment,
in a similar environment,
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Saya tumbuh besar di Turki
dalam lingkungan serupa,
dalam lingkungan serupa,
01:18
near the Kurdish mountains.
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di dekat pengunungan Kurdi.
01:20
My family made cheese and yogurt;
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Keluarga saya pembuat keju dan yoghurt;
01:22
I grew up listening to shepherd's stories.
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Saya sering mendengar cerita penggembala.
01:25
We didn't have much,
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Harta kami tidaklah terlalu banyak,
01:27
but we had the moon and the stars,
simple food, each other.
simple food, each other.
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tapi kami punya alam, makanan sederhana,
dan keberadaan satu sama lain.
dan keberadaan satu sama lain.
01:33
Eventually, I came to America.
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Lalu saya datang ke Amerika.
01:35
I didn't even know New York had farms.
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Saya baru tahu di New York ada peternakan.
01:39
I made it to upstate, and I never left.
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Saya pergi ke bagian utara,
dan tidak pernah berbalik.
dan tidak pernah berbalik.
01:43
Now I'm lost.
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Sekarang saya tersesat.
01:46
I passed the road sign
that said "Dead end."
that said "Dead end."
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Saya melewati papan jalanan
bertuliskan "Jalan buntu."
bertuliskan "Jalan buntu."
01:51
Then soon after,
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Lalu, setelahnya,
01:53
there it was:
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ketemu juga
01:54
the factory.
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pabrik itu.
01:58
The smell hit me first.
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Saya mendapati bau itu terlebih dahulu.
02:01
It was a like a milk container
left out in the sun.
left out in the sun.
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Baunya seperti tangki susu
dijemur di bawah matahari.
dijemur di bawah matahari.
02:05
The walls were so thick,
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Dindingnya sangat tebal,
02:08
paints were peeling,
there were cracks everywhere.
there were cracks everywhere.
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Catnya mengelupas, dan ada banyak
retakan di mana-mana.
retakan di mana-mana.
02:13
The factory was so old,
the owners thought it was worthless.
the owners thought it was worthless.
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Pabriknya sangat tua sampai dianggap
tidak bernilai oleh para pemiliknya.
tidak bernilai oleh para pemiliknya.
02:18
I thought they left a zero off,
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Saya kira mereka kelupaan
satu angka nol lagi,
satu angka nol lagi,
02:21
I couldn't believe the price.
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harganya mengejutkan saya.
02:25
As I entered in,
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Saat saya masuk,
02:28
I stopped noticing things.
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saya berhenti mengamati benda.
02:32
All I could see were the people.
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Saya hanya dapat melihat orang-orang.
02:35
There were 55 of them.
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Ada 55 orang di dalam sana.
02:38
Just quiet.
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Mereka semua diam.
02:40
Their only job was
to break the plant apart
to break the plant apart
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Tugas mereka hanyalah
menghancurkan pabrik itu
menghancurkan pabrik itu
02:44
and close it forever.
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dan menutupnya selamanya.
02:47
I was met with a guy named Rich,
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Saya diperkenalkan pada Rich selaku
02:51
the production manager.
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manajer produksi pabrik.
02:53
He offered to take me around,
show me around.
show me around.
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Dia menawarkan diri untuk
menjadi pemandu saya.
menjadi pemandu saya.
02:56
He didn't say much,
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Dia tidak banyak bicara,
02:57
but around every corner,
he would point out some stories.
he would point out some stories.
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tapi sesekali, dia akan bercerita.
03:02
Rich worked there for 20 years.
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Rich sudah bekerja selama 20 tahun.
03:04
His father made yogurt before him,
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Ayahnya membuat yogurt sebelum dia lahir,
03:06
and his grandfather
made cream cheese before that.
made cream cheese before that.
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dan kakeknya membuat keju krim
jauh sebelum itu.
jauh sebelum itu.
03:10
You could tell that Rich felt guilty
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Anda semua bisa tahu Rich merasa bersalah
03:15
that this factory
was closing on his watch.
was closing on his watch.
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karena pabrik ini tutup saat dia bertugas.
03:23
What hit me the hardest at that time
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Hal paling mengena buat saya pada saat itu
03:27
was that this wasn't just an old factory.
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adalah pabrik ini bukan
sekadar pabrik tua.
sekadar pabrik tua.
03:31
This was a time machine.
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Ini adalah sebuah mesin waktu.
03:33
This is where people built lives,
they left for wars,
they left for wars,
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Ini tempat orang-orang membangun
hidup mereka; mereka pergi berperang,
hidup mereka; mereka pergi berperang,
03:38
they bragged about home runs
and report cards.
and report cards.
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membanggakan home run dan rapor.
03:42
But now, it was closing.
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Tapi sekarang, ia akan ditutup.
03:45
And the company
wasn't just giving up on yogurt,
wasn't just giving up on yogurt,
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Perusahaan ini tidak hanya
menyerah membuat yoghurt,
menyerah membuat yoghurt,
03:49
it was giving up on them.
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mereka menyerah atas diri sendiri.
03:52
As if they were not good enough.
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Seolah mereka tidak cukup baik.
03:56
And I was shocked
how these people were behaving.
how these people were behaving.
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Saya terkejut melihat bagaimana
semua orang ini bertingkah.
semua orang ini bertingkah.
04:01
There was no anger, there were no tears.
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Tidak ada amarah atau pun air mata.
04:05
Just silence.
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Hanya ada keheningan.
04:06
With grace, they were
closing this factory.
closing this factory.
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Mereka menutup pabrik ini
dengan lapang dada.
dengan lapang dada.
04:13
I was so angry
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Saya begitu marah
04:16
that the CEO was far away,
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karena CEO-nya ada di suatu tempat jauh,
04:20
in a tower or somewhere,
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entah di menara atau apalah,
04:22
looking at the spreadsheets
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melihat rekap hasil penjualan
04:25
and closing the factory.
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lalu menutup pabriknya.
04:28
Spreadsheets are lazy.
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Spreadsheet terkesan malas.
04:30
They don't tell you about people,
they don't tell you about communities.
they don't tell you about communities.
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Di dalamnya tidak ada cerita tentang
orang atau komunitas.
orang atau komunitas.
04:34
But unfortunately,
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Tapi sayangnya, di masa kini,
04:36
this is how too many
business decisions are made today.
business decisions are made today.
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terlalu banyak keputusan bisnis
yang diambil dengan cara ini.
yang diambil dengan cara ini.
04:44
I was never the same person
after what I saw.
after what I saw.
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Saya bukanlah orang yang sama lagi
setelah melihat semua itu.
setelah melihat semua itu.
04:48
On my way back home,
I called Mario, my lawyer.
I called Mario, my lawyer.
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Di tengah perjalanan pulang, saya
menghubungi Mario, pengacara saya.
menghubungi Mario, pengacara saya.
04:54
I called Mario, I said,
"Mario, I want to buy this place."
"Mario, I want to buy this place."
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Saya katakan kepadanya,
"Mario, saya mau beli pabrik ini."
"Mario, saya mau beli pabrik ini."
04:59
Mario said,
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Mario bilang,
05:00
"Hamdi, one of the largest food companies
in the world is closing this place,
in the world is closing this place,
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"Hamdi, salah satu perusahaan makanan
terbesar di dunia ingin tutup pabrik,
terbesar di dunia ingin tutup pabrik,
05:06
and they're getting out
of the yogurt business.
of the yogurt business.
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dan mereka akan angkat kaki
dari bisnis yoghurt.
dari bisnis yoghurt.
05:09
Who the hell are you to make it work?"
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Memangnya kamu siapa sampai bisa bantu?"
05:12
I said, "You're right."
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Saya bilang, "Kamu benar."
05:14
But the next day, I called him again,
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Tapi besoknya, saya hubungi dia lagi,
05:16
and I said, "Mario, really,
I really want to buy this place."
I really want to buy this place."
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dan saya katakan, "Mario,
saya sungguhan ingin beli pabrik ini."
saya sungguhan ingin beli pabrik ini."
05:19
He said, "Hamdi, you have no money.
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Dia bilang, "Kamu tidak punya uang.
05:21
(Laughter)
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(tertawa)
05:22
You haven't even paid me in six months."
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Enam bulan kamu belum bayar saya."
05:24
(Laughter)
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(tertawa)
05:25
Which was true.
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Itu sungguhan.
05:26
(Laughter)
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(tertawa)
05:28
But I got a loan, another loan.
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Tapi saya dapat pinjaman lain.
05:30
By August 2005,
I had the keys for this factory.
I had the keys for this factory.
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Agustus 2005, saya sudah
punya kunci pabrik ini.
punya kunci pabrik ini.
05:36
The first thing I did was to hire four
of the original 55 people.
of the original 55 people.
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Hal pertama yang saya lakukan adalah
merekrut empat dari 55 pegawai lama.
merekrut empat dari 55 pegawai lama.
05:40
I had Maria, the office manager.
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Saya ada Maria, manajer kantor.
05:42
I had Frank, the wastewater guy.
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Lalu Frank, pengurus limbah air.
05:45
I had Mike, the maintenance guy.
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Mike, orang bagian pemeliharaan.
05:48
And Rich, who showed me
the plant, the production guy.
the plant, the production guy.
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Dan Rich, ahli produksi yang
menemani saya keliling pabrik.
menemani saya keliling pabrik.
05:51
And we had our first board meeting.
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Lalu kami mengadakan rapat perdana.
05:55
Mike says, "Hamdi, what
are we going to do now?"
are we going to do now?"
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Mike bilang, "Hamdi, sekarang
kita harus apa?"
kita harus apa?"
05:58
They look at me
as if I have the magic answer.
as if I have the magic answer.
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Mereka melihat saya seolah
saya punya jawaban.
saya punya jawaban.
06:01
So I said, "Mike,
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Saya bilang, "Mike,
06:03
we're going to go to Ace Hardware store,
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kita ke toko Ace Hardware,
06:07
and we're going to get some paints.
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dan kita beli cat tembok.
06:09
And we're going to paint
the walls outside."
the walls outside."
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Kita akan mengecat dinding luar pabrik."
06:13
Mike wasn't impressed.
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Mike tidak terkesima.
06:14
He looked at me.
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Dia melihat saya.
06:16
He said, "Hamdi, that's fine,
we’ll do that,
we’ll do that,
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Dia berkata, "Oke, Hamdi,
kita lakukan itu,
kita lakukan itu,
06:18
but tell me you have
more ideas than that."
more ideas than that."
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tapi tolong katakan kamu punya ide lain."
06:20
(Laughter)
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(tertawa)
06:23
I said, "I do.
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Saya balas, "Punya.
06:25
We'll paint the walls white."
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Kita pakai cat warna putih."
06:27
(Laughter)
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(tertawa)
06:28
Honest to God,
that was the only idea I had.
that was the only idea I had.
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Demi Tuhan, hanya itu ide yang saya punya.
06:30
(Laughter)
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(tertawa)
06:34
But we painted those walls that summer.
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Tapi pada musim panas itu,
kami mengecat tembok pabrik.
kami mengecat tembok pabrik.
06:39
I sometimes wonder
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Terkadang saya berpikir
06:41
what they would have said
to me if I told them,
to me if I told them,
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apa yang mereka akan katakan
jika saya bilang ke mereka,
jika saya bilang ke mereka,
06:45
"See these walls we're painting?
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"Lihat tembok yang sedang kita cat?
06:47
In two years,
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Dalam dua tahun, di sini,
06:49
we're going to launch a yogurt here
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kita akan meluncurkan yoghurt baru
06:51
that Americans have never seen
and never tasted before.
and never tasted before.
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yang belum pernah dilihat atau
dicicip orang Amerika.
dicicip orang Amerika.
06:54
It will be delicious, it will be natural.
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Rasanya akan enak dan alami.
06:56
And we're going to call it 'Chobani' --
it means 'shepherd' in Turkish."
it means 'shepherd' in Turkish."
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Kita akan beri nama 'Chobani' -- artinya
'penggembala' dalam bahasa Turki."
'penggembala' dalam bahasa Turki."
07:02
And if I said,
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Dan jika saya bilang,
07:04
"We are going to hire
all of the 55 employees back,
all of the 55 employees back,
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"Kita akan merekrut kembali semua
55 pegawai lama, atau setidaknya
55 pegawai lama, atau setidaknya
07:08
or most of them back.
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kebanyakan dari mereka.
07:09
And then 100 more after,
and then 100 more after,
and then 100 more after,
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Lalu 100 orang lagi, dan begitu terus,
07:11
and then 1,000 more after that."
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Setelah itu 1000 orang lagi."
07:13
But if I told them,
"You see that town over there?
"You see that town over there?
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Tapi jika saya katakan ke mereka,
"Lihat kota itu?
"Lihat kota itu?
07:16
Every person we hire,
10 more local jobs will be created.
10 more local jobs will be created.
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Untuk setiap orang yang kita rekrut,
10 lapangan kerja akan tercipta.
10 lapangan kerja akan tercipta.
07:19
The town will come back to life,
the trucks will be all over the roads.
the trucks will be all over the roads.
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Kota itu akan kembali hidup, dan mobil
truk akan memenuhi jalan.
truk akan memenuhi jalan.
07:23
And the first money we make,
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Dan pendapatan pertama kita,
07:24
we're going to build one of the best
Little League baseball fields
Little League baseball fields
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akan dipakai untuk membangun salah satu
lapangan bisbol Little League terbaik
lapangan bisbol Little League terbaik
07:28
for our children.
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untuk anak-anak kita.
07:30
And five years after that,
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Lima tahun ke depannya,
07:32
we're going to be the number one
Greek yogurt brand in the country."
Greek yogurt brand in the country."
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kita akan menjadi merk yoghurt Yunani
nomor satu nasional."
nomor satu nasional."
07:36
Would they have believed me?
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Apa mereka akan percaya?
07:38
Of course not.
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Tentu tidak.
07:41
But that's exactly what happened.
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Tapi kejadiannya begitu.
07:43
(Applause)
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(tertawa)
07:50
In painting those walls,
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Saat mengecat tembok pabrik,
07:52
we got to know each other.
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kami mengenal satu sama lain.
07:55
We believed in each other.
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Kami percaya satu sama lain.
07:57
And we figured it out together.
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Kami juga belajar bersama.
08:03
Five years, me and all my colleagues,
we never left the factory.
we never left the factory.
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Selama lima tahun saya dan semua kolega
saya tidak pernah meninggalkan pabrik.
saya tidak pernah meninggalkan pabrik.
08:08
We worked day and night,
through the holidays,
through the holidays,
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Kami bekerja siang malam,
bahkan sepanjang liburan,
bahkan sepanjang liburan,
08:12
to fix that plant.
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untuk memperbaiki pabrik itu.
08:15
The best part of Chobani for me is this:
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Bagian terbaik Chobani buat saya adalah:
08:18
the same exact people
who were given up on
who were given up on
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mereka yang di-PHK justru bisa
membangun kembali pabriknya
membangun kembali pabriknya
08:22
were the ones who built it back
100 times better than before.
100 times better than before.
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100 kali lebih baik daripada sebelumnya.
08:28
And they all have a financial stake
in the company today.
in the company today.
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Mereka semua berhutang budi
pada perusahaan ini sekarang.
pada perusahaan ini sekarang.
08:32
(Applause)
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(tepuk tangan)
08:38
And all this time, I kept wondering --
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Selama ini, saya terus berpikir --
08:40
you see, I'm not a businessman,
I don't come from that tradition --
I don't come from that tradition --
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Saya bukan seorang pebisnis,
saya tidak berasal dari tradisi itu --
saya tidak berasal dari tradisi itu --
08:44
I just kept wondering:
What is this all about?
What is this all about?
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Saya tetap bertanya-tanya:
Apa yang paling penting?
Apa yang paling penting?
08:49
Corporate America says it's about profits.
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Negara korporat Amerika bilang keuntungan.
08:52
Mainstream business says it's about money.
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Bisnis pada umumnya tentang uang.
08:54
The CEO playbook says
it's about shareholders.
it's about shareholders.
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2886
Cara main CEO bilang pemegang sahamlah
yang paling penting.
yang paling penting.
08:57
And so much is sacrificed for it --
it's factories, communities, jobs.
it's factories, communities, jobs.
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Banyak yang dikorbankan untuk itu semua --
pabrik, komunitas, lapangan kerja.
pabrik, komunitas, lapangan kerja.
09:03
But not by CEOs.
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Tapi CEO tidak berkorban.
09:05
CEOs have their employees suffer for them.
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Karyawan menderita untuk CEO.
09:09
But yet, the CEOs's pay
goes up and up and up.
goes up and up and up.
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Tapi gaji CEO terus meningkat pesat.
09:12
And so many people are left behind.
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Dan banyak orang yang
tertinggal di belakang.
tertinggal di belakang.
09:17
I'm here to tell you:
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Saya ingin memberitahukan kalian:
09:19
no more.
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jangan begini lagi.
09:20
It's not right, it's never been right.
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Ini salah, dan akan selalu salah.
09:24
It's time to admit
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Sekaranglah waktunya mengakui
09:26
that the playbook that guided businesses
and CEOs for the last 40 years
and CEOs for the last 40 years
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bahwa aturan main yang memandu bisnis
dan CEO selama 40 tahun belakangan ini
dan CEO selama 40 tahun belakangan ini
09:31
is broken.
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sudah rusak.
09:32
(Applause)
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(tepuk tangan)
09:37
It tells you everything about business
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Itu mengajarkan Anda semua tentang bisnis
09:39
except how to be a noble leader.
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kecuali cara menjadi pemimpin bermoral.
09:44
We need a new playbook.
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Kita butuh panduan baru.
09:47
We need a new playbook
that sees people again.
that sees people again.
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Panduan baru yang
memanusiakan manusia lagi.
memanusiakan manusia lagi.
09:50
That sees above and beyond profits.
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Juga melihat lebih
dari sekadar keuntungan.
dari sekadar keuntungan.
09:55
In the movies, they have a name
for people who take a different path
for people who take a different path
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Di film, ada sebutan untuk orang yang
mengambil jalan berbeda untuk
mengambil jalan berbeda untuk
10:00
to do things right.
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melakukan hal yang benar.
10:02
They call them "antiheroes."
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1818
Yaitu "antiheroes."
10:04
I think we need the same idea in business.
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Saya pikir kita butuh konsep
yang sama dalam bisnis.
yang sama dalam bisnis.
10:07
We need anti-CEOs,
and we need an anti-CEO playbook.
and we need an anti-CEO playbook.
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Kita butuh anti-CEO dan
panduan bisnis anti-CEO.
panduan bisnis anti-CEO.
10:11
So let me tell you about
what this anti-CEO playbook is all about.
what this anti-CEO playbook is all about.
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Saya akan menjelaskan
apa panduan bisnis anti-CEO ini.
apa panduan bisnis anti-CEO ini.
10:16
An anti-CEO playbook is about gratitude.
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2690
Panduan bisnis anti-CEO
menekankan rasa bersyukur.
menekankan rasa bersyukur.
10:20
Today's business book says:
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1952
Buku bisnis zaman sekarang bilang:
10:22
business exists to maximize profit
for the shareholders.
for the shareholders.
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3626
bisnis ada untuk memaksimalkan
keuntungan demi pemegang saham.
keuntungan demi pemegang saham.
10:27
I think that's the dumbest idea
I've ever heard in my life.
I've ever heard in my life.
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Itu ide terbodoh yang pernah
saya dengar sepanjang masa.
saya dengar sepanjang masa.
10:30
(Laughter)
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618732
1005
(tertawa)
10:31
In reality, business should take care
of their employees first.
of their employees first.
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Sebenarnya, bisnis harus mengurusi
karyawan mereka dulu.
karyawan mereka dulu.
10:36
(Applause)
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5195
(tepuk tangan)
10:41
You know, a few years ago,
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1261
Beberapa tahun lalu,
10:43
when we announced that we are giving
shares to all our 2,000 employees,
shares to all our 2,000 employees,
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631256
4342
saat kami mengumumkan akan memberi saham
kepada 2000 orang pegawai kami,
kepada 2000 orang pegawai kami,
10:47
some people said it's PR,
some said it's a gift.
some said it's a gift.
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635622
4584
ada yang bilang itu pencitraan,
ada yang bilang hadiah.
ada yang bilang hadiah.
10:52
I said, it's not a gift.
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1600
Saya katakan, itu bukan hadiah.
10:55
I watched it, I've been part of it.
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2531
Saya sudah melihat dan terlibat.
10:57
They earned it with their talent
and with their hard work,
and with their hard work,
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645896
2727
Mereka pantas menerimanya
karena bakat dan kerja keras,
karena bakat dan kerja keras,
11:00
and I don't see any other way.
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1582
tidak ada alasan lain untuk saya.
11:03
The new way of business --
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651315
1992
Cara baru berbisnis --
11:05
it's your employees
you take care of first.
you take care of first.
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653331
2451
adalah mengurusi karyawan Anda dulu.
11:08
Not the profits.
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1301
Bukannya keuntungan.
11:12
The new anti-CEO playbook
is about community.
is about community.
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Panduan baru bisnis anti-CEO
menekankan komunitas.
menekankan komunitas.
11:17
Today, the businesses that have it all
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2926
Sekarang, bisnis yang sudah untung banyak
11:20
ask communities, "What kind of tax breaks
and incentives can you give me?"
and incentives can you give me?"
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4287
bertanya ke masyarakat, "Pengampunan pajak
dan insentif apa yang bisa saya dapat?"
dan insentif apa yang bisa saya dapat?"
11:26
The reality is, businesses should go
to the struggling communities
to the struggling communities
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674132
4493
Seharusnya, bisnis bertanya kepada
masyarakat yang membutuhkan,
masyarakat yang membutuhkan,
11:30
and ask, "How can I help you?"
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2166
"Apa yang bisa saya bantu?"
11:34
(Applause)
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682176
3762
(tepuk tangan)
11:37
When we wanted to build
our second yogurt plant,
our second yogurt plant,
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2999
Saat kami ingin membangun
pabrik yoghurt kedua kami,
pabrik yoghurt kedua kami,
11:40
Idaho was on nobody's radar screen.
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2334
tidak ada satu pun yang mengincar Idaho.
11:43
It was too rural, too far away,
didn't have much incentives.
didn't have much incentives.
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3782
Lokasinya terlalu
terpencil dan tidak strategis.
terpencil dan tidak strategis.
11:47
So I went there.
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1150
Jadi saya pergi ke sana.
11:50
I met with the local people,
I met with the farmers.
I met with the farmers.
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3425
Saya bertemu warga sekitar
dan peternak di sana.
dan peternak di sana.
11:53
We shook hands, we broke bread.
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2261
Kami bersalaman dan berbagi roti.
11:55
I said, "I want to build it right here."
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2700
Saya bilang,
"Saya ingin bangun pabrik di sini."
"Saya ingin bangun pabrik di sini."
11:58
I don't need to see financial studies.
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2041
Saya tidak perlu melihat laporan keuangan.
12:01
And the result --
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709732
1329
Dan hasilnya --
12:05
its community is thriving.
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713236
1944
masyarakatnya makmur.
12:07
There's new schools that open every year.
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2056
Selalu ada sekolah baru setiap tahun.
12:10
New food companies
are coming up every year.
are coming up every year.
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2809
Perusahaan makanan baru
bermunculan setiap tahun.
bermunculan setiap tahun.
12:14
And they told me,
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1151
Lalu mereka berkata,
12:15
"You're not going to find
any trained workers here."
any trained workers here."
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723228
2452
"Kamu tidak akan menemukan
buruh terlatih di sini."
buruh terlatih di sini."
12:17
I said, "It's OK, we'll teach them."
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725704
1913
Saya jawab, "Kami yang akan melatih."
12:19
We partnered with
the local community college,
the local community college,
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2373
Kami bermitra dengan kampus setempat,
12:22
and while we were building the plant,
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1794
dan saat kami membangun pabrik,
12:24
we trained hundreds of hundreds of people
for advanced manufacturing.
for advanced manufacturing.
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3610
kami mempersiapkan ratusan orang
untuk proses pengolahan rumit.
untuk proses pengolahan rumit.
12:28
And today, our factory is one
of the largest yogurt plants in the world.
of the largest yogurt plants in the world.
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4486
Sekarang, pabrik kami adalah salah
satu produsen yogurt terbesar di dunia.
satu produsen yogurt terbesar di dunia.
12:33
(Applause)
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2912
(tepuk tangan)
12:36
The new way of business --
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744476
1695
Cara baru berbisnis --
12:39
communities.
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747148
1343
komunitas.
12:40
Go search for communities
that you can be part of.
that you can be part of.
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748515
2768
Carilah komunitas yang Anda
bisa gabung ke dalamnya.
bisa gabung ke dalamnya.
12:43
Ask for permission.
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1397
Mintalah izin,
12:45
And be with them, open the walls
and succeed together.
and succeed together.
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4461
dan berjalanlah bersama mereka, turunkan
dinding, dan sukseslah bersama mereka.
dinding, dan sukseslah bersama mereka.
12:52
The anti-CEO playbook
is about responsibility.
is about responsibility.
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760985
3341
Panduan bisnis anti-CEO
menekankan tanggung jawab.
menekankan tanggung jawab.
12:57
Today's playbook says, the businesses
should stay out of politics.
should stay out of politics.
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765033
3595
Aturan main sekarang bilang
bisnis harus jauh-jauh dari politik.
bisnis harus jauh-jauh dari politik.
13:00
The reality is
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1246
Sebenarnya,
13:01
businesses, as citizens, must take a side.
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769922
3161
bisnis, selaku penduduk,
harus mengambil sisi.
harus mengambil sisi.
13:06
When we were growing in New York
and looking for more people to hire,
and looking for more people to hire,
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774728
4149
Saat kami sedang bertumbuh di New York
dan mencari lebih banyak pekerja,
dan mencari lebih banyak pekerja,
13:10
I remembered that in Utica, an hour away,
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4992
saya ingat di Utica yang
jaraknya satu jam perjalanan,
jaraknya satu jam perjalanan,
13:15
there were refugees
from Southeast Asia and Africa,
from Southeast Asia and Africa,
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783917
3769
ada pengungsi dari benua
Asia Tenggara dan Afrika,
Asia Tenggara dan Afrika,
13:19
who were looking for a place to work.
238
787710
2042
yang sedang mencari pekerjaan.
13:23
"They don't speak English,"
someone told me.
someone told me.
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791518
2072
"Mereka tidak bisa bahasa Inggris."
13:25
I said, "I don't really, either.
Let's get translators."
Let's get translators."
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793614
2670
"Saya juga tidak bisa.
Ayo kita cari penerjemah."
Ayo kita cari penerjemah."
13:28
(Laughter)
241
796308
2511
(tertawa)
13:31
"They don't have transportation."
242
799327
1663
"Mereka tidak punya kendaraan."
13:33
I said, "Let's get buses,
it's not a rocket science."
it's not a rocket science."
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801014
2602
Saya bilang, "Kita cari bus.
Bukan masalah susah."
Bukan masalah susah."
13:36
Today,
244
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1150
Sekarang,
13:39
in one of America's rural areas,
245
807339
2857
di salah satu daerah pedesaan Amerika,
13:42
30 percent of the Chobani workforce
are immigrants and refugees.
are immigrants and refugees.
246
810220
3315
30% dari pekerja Chobani
terdiri dari imigran dan pengungsi.
terdiri dari imigran dan pengungsi.
13:45
(Applause) (Cheers)
247
813559
5760
(tepuk tangan dan sorak sorai)
13:51
And it changed us for better.
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819343
1733
Itu berdampak baik untuk kami.
13:55
The new way of business --
249
823188
1976
Cara baru berbisnis --
13:57
it's business, not government,
in the best position to make a change
in the best position to make a change
250
825188
4334
bisnislah yang paling bisa
membuat perubahan, bukan pemerintah
membuat perubahan, bukan pemerintah
14:01
in today's world:
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829546
1166
dalam dunia sekarang:
14:02
in gun violence, in climate change,
252
830736
3254
Masalah kekerasan bersenjata,
perubahan iklim,
perubahan iklim,
14:06
in income inequality,
in refugees, in race.
in refugees, in race.
253
834014
3703
kesenjangan pendapatan, pengungsi, ras.
14:09
It's business that must take a side.
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837741
2161
Bisnislah yang harus mengambil sisi.
14:12
(Applause)
255
840653
3937
(tepuk tangan)
14:16
And lastly, an anti-CEO playbook
is about accountability.
is about accountability.
256
844614
5487
Terakhir, panduan bisnis anti-CEO
menekankan akuntabilitas.
menekankan akuntabilitas.
14:23
Today's playbook says, the CEO reports
to the corporate boards.
to the corporate boards.
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851546
3944
Aturan main bisnis sekarang bilang,
CEO melapor kepada dewan direksi.
CEO melapor kepada dewan direksi.
14:28
In my opinion, CEO reports to consumer.
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856181
3502
Menurut saya, CEO harus
melapor pada pelanggan.
melapor pada pelanggan.
14:32
In the first few years of Chobani,
259
860401
1779
Dalam beberapa tahun pertama Chobani,
14:34
the 1-800 number on the cup
was my personal number.
was my personal number.
260
862204
3480
Nomor telepon 1-800 di bungkus cangkir
adalah nomor pribadi saya.
adalah nomor pribadi saya.
14:38
(Laughter)
261
866052
1024
(tertawa)
14:39
When somebody called and wrote,
I responded personally.
I responded personally.
262
867100
3525
Kalau ada yang menelepon atau mengirim
surat, saya menjawab secara pribadi.
surat, saya menjawab secara pribadi.
14:42
Sometimes I made changes
based on what I heard,
based on what I heard,
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870649
3200
Terkadang saya mengubah sesuatu
berdasarkan apa yang saya dengar,
berdasarkan apa yang saya dengar,
14:47
because consumer is in power.
264
875427
2388
karena pelanggan adalah raja.
14:50
That's the reason the business exists.
265
878795
2533
Itulah alasan mengapa bisnis ada.
14:55
It's you -- every single one of you
is in power to make changes today.
is in power to make changes today.
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883350
5317
Anda sekalian -- masing-masing dari Anda
mampu membuat perubahan sekarang.
mampu membuat perubahan sekarang.
15:01
If you don't like the brand
and the companies,
and the companies,
267
889165
2158
Kalau Anda tidak suka
suatu perusahaan atau merek,
suatu perusahaan atau merek,
15:03
what they are doing with their business,
268
891347
1960
serta tindakan bisnis mereka,
15:05
you can throw them into the garbage can.
269
893331
1952
Anda bisa buang mereka ke sampah.
15:07
And if you see the ones
that are doing it right,
that are doing it right,
270
895307
2254
Dan kalau Anda melihat
yang bertindak benar,
yang bertindak benar,
15:09
you can reward them.
271
897575
1333
Anda bisa apresiasi mereka.
15:12
In the end, this is all
in our responsibility.
in our responsibility.
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900083
3527
Pada akhirnya, semua ini kembali lagi
pada tanggung jawab kita.
pada tanggung jawab kita.
15:15
The new way of business --
273
903956
1309
Cara baru berbisnis --
15:17
it's the consumer we report to,
not to the corporate boards.
not to the corporate boards.
274
905289
3087
Kita harusnya melapor pada pelanggan,
bukannya dewan direksi.
bukannya dewan direksi.
15:21
You see,
275
909019
1279
Soalnya,
15:23
if you are right with your people,
276
911160
3169
Kalau Anda menghormati pekerja Anda,
15:27
if you are right with your community,
277
915276
2683
Kalau Anda menghormati masyarakat sekitar,
15:29
if you are right with your product,
278
917983
2627
Kalau Anda membuat produk yang benar,
15:32
you will be more profitable,
279
920634
2309
Anda akan memperoleh
lebih banyak keuntungan,
lebih banyak keuntungan,
15:34
you will be more innovative,
280
922967
2032
Anda akan menjadi lebih inovatif,
15:37
you will have more passionate
people working for you
people working for you
281
925023
2508
Anda akan memiliki pekerja
yang lebih bergairah
yang lebih bergairah
15:39
and a community that supports you.
282
927555
1982
dan masyarakat yang mendukung Anda.
15:41
And that's what the anti-CEO
playbook is all about.
playbook is all about.
283
929561
3082
Itulah poin-poin panduan bisnis anti-CEO.
15:47
The treasure that I found
in that factory --
in that factory --
284
935355
3944
Harta karun yang saya
temukan dalam pabrik itu --
temukan dalam pabrik itu --
15:55
dignity of work,
285
943220
2308
harga diri dalam bekerja,
15:57
strength of character,
286
945552
1900
kekuatan karakter,
15:59
human spirit --
287
947476
1306
semangat kemanusiaan --
16:01
is what we need to unleash
all across the world.
all across the world.
288
949212
2883
semua itulah yang kita harus
sebarkan ke seluruh dunia.
sebarkan ke seluruh dunia.
16:07
Brothers and sisters,
289
955088
1485
Saudara-saudari,
16:09
there are people and places
all around the world
all around the world
290
957874
4905
ada banyak orang dan tempat
yang tertinggal dan terabaikan
yang tertinggal dan terabaikan
16:16
left out and left behind.
291
964232
1810
di seluruh dunia.
16:19
But their spirit is still strong.
292
967193
2532
Tapi semangat mereka masih kuat.
16:24
They just want another chance,
293
972490
1930
Mereka hanya ingin kesempatan baru,
16:26
they want someone
to give them a chance again,
to give them a chance again,
294
974444
3427
mereka ingin seseorang untuk
memberi mereka kesempatan lagi,
memberi mereka kesempatan lagi,
16:29
not to just build it back,
but build it better than before.
but build it better than before.
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977895
3757
tidak hanya untuk membangun kembali, tapi
juga dengan lebih baik dari yang lalu.
juga dengan lebih baik dari yang lalu.
16:34
And this is the difference
between return on investment
between return on investment
296
982520
4818
Inilah perbedaan antara
pengembalian investasi
pengembalian investasi
16:39
and return on kindness.
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987362
1539
dan pengembalian kebaikan.
16:42
This is the difference between profit
298
990717
4048
Inilah perbedaan antara keuntungan
16:46
and true wealth.
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1256
dan kekayaan hakiki.
16:50
And if it can happen
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1436
Jika semua itu bisa terjadi di
16:53
in a small town
in upstate New York and Idaho,
in upstate New York and Idaho,
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1001034
3488
kota kecil New York
bagian utara dan Idaho,
bagian utara dan Idaho,
16:56
it can happen in every city and town
and village across the world.
and village across the world.
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1004546
4293
itu juga bisa terjadi di setiap kota
dan desa di seluruh dunia.
dan desa di seluruh dunia.
17:02
This is not the time to build walls,
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2428
Sekarang bukanlah waktunya
membangun dinding,
membangun dinding,
17:04
this is a time to start
painting the walls.
painting the walls.
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2905
melainkan waktunya mengecat dinding.
17:07
I leave the colors all up to you.
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1825
Anda bebas memilih warnanya.
17:09
Thank you so much.
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Terima kasih banyak.
17:10
(Applause)
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5135
(tepuk tangan)
ABOUT THE SPEAKER
Hamdi Ulukaya - Yogurt maker, humanitarianHamdi Ulukaya is a pioneer of the natural food movement and the founder of Chobani, one of the fastest-growing food companies of the last decade.
Why you should listen
Hamdi Ulukaya was raised in a dairy-farming family in a small village in eastern Turkey. He launched Chobani in 2007 with the mission and vision of making better food more accessible. In less than five years, Chobani became the number-one-selling Greek yogurt brand in the US, with more than a billion dollars in annual sales.
An advocate of reducing income and wealth inequality nationwide, Ulukaya implemented innovative profit-sharing and paid parental leave programs for Chobani's 2,000 employees. He founded the Tent Partnership for Refugees to improve the lives of more than 25 million refugees around the globe. He also signed the Giving Pledge, committing the majority of his personal wealth to the cause.
Hamdi Ulukaya | Speaker | TED.com