TEDGlobal 2017
Magatte Wade: Why it's too hard to start a business in Africa -- and how to change it
Magat Vejd (Magatte Wade): Zašto je tako teško započeti biznis u Africi i kako to promeniti
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Mnoge afričke zemlje su siromašne iz jednostavnog razloga, kaže preduzetnica Magat Vejd: vlade su stvorile previše prepreka za započinjanje i vođenje biznisa. U ovom strastvenom govoru, Vejd razlaže izazove vođenja biznisa na ovom kontinentu i nudi neka svoja rešenja, a takođe poziva lidere da urade svoj deo posla.
Magatte Wade - Brand creator
Magatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent. Full bio
Magatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent. Full bio
Double-click the English transcript below to play the video.
00:13
Today, what I want to share with you
is something that happened to me,
is something that happened to me,
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Danas želim da podelim sa vama
nešto što mi se desilo,
nešto što mi se desilo,
00:17
actually, around four
weeks ago, it happened.
weeks ago, it happened.
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zapravo, desilo se pre oko četiri nedelje.
00:19
Words were said to me that I never thought
I would ever hear it said to my face
I would ever hear it said to my face
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U lice mi je rečeno nešto
što sam mislila da nikad neću čuti
što sam mislila da nikad neću čuti
00:26
by another human being.
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od drugog ljudskog bića.
00:28
And those words, they shattered my heart.
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I te reči su mi slomile srce.
00:33
And at the same time,
they filled it with so much hope.
they filled it with so much hope.
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A u isto vreme ga ispunile sa mnogo nade.
00:38
And the whole experience
renewed my commitment
renewed my commitment
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Celo to iskustvo je obnovilo
moju posvećenost
moju posvećenost
00:43
to the idea that I came
to share with you today.
to share with you today.
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ideji koju sam došla
da podelim sa vama danas.
da podelim sa vama danas.
00:45
You see, I tell everyone
that I am a haunted person.
that I am a haunted person.
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Vidite, ja svima govorim
da sam opsesivna osoba.
da sam opsesivna osoba.
00:51
What haunts me is the impossible stories,
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Opsedaju me nemoguće priče,
00:56
story after story after story after story
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priča za pričom, jedna za drugom,
00:59
of young people, my people, people like me
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o mladim ljudima, mojim ljudima,
ljudima kao što sam ja
ljudima kao što sam ja
01:04
dying out there on the ocean, right now,
laying at the bottom of the ocean,
laying at the bottom of the ocean,
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koji umiru tamo na okeanu, sada,
ležeči na njegovom dnu,
ležeči na njegovom dnu,
01:09
serving as fish food.
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kao hrana za ribe.
01:13
Do you really think
that's the best we can do?
that's the best we can do?
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Zaista mislite da je to
najbolje što možemo?
najbolje što možemo?
01:15
To serve as fish food?
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Da budemo hrana za ribe?
01:18
And for those of them
who are trying to migrate to Europe --
who are trying to migrate to Europe --
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Što se tiče onih koji pokušavaju
da migriraju u Evropu -
da migriraju u Evropu -
jer o tome se radi, pokušavaju
da migriraju u Evropu da pronađu posao.
da migriraju u Evropu da pronađu posao.
01:20
because that's what it is all about,
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01:22
they are trying to migrate
to Europe to find a job.
to Europe to find a job.
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Prolaze kroz Libiju.
01:25
Going through Libya.
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01:27
Do you know what happens to us
when we're trying to cross through Libya
when we're trying to cross through Libya
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Da li znate šta se dešava sa nama
dok pokušavamo da prođemo kroz Libiju
dok pokušavamo da prođemo kroz Libiju
01:30
and we're trapped over there?
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i tamo nas zarobe?
01:32
Well, we're being sold as slaves.
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E, pa prodaju nas kao robove.
01:36
For 300 dollars,
maybe sometimes 500 dollars.
maybe sometimes 500 dollars.
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Za 300 dolara, možda ponekad za 500.
01:43
Sometimes I hear stories
of bodies that fall off an airplane.
of bodies that fall off an airplane.
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Ponekad čujem priče o telima
koja ispadnu iz aviona.
koja ispadnu iz aviona.
01:48
Somebody hid in
the landing gear of a plane
the landing gear of a plane
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Neko se sakrio u stajnom trapu aviona
01:51
or in the cargo section of a plane,
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ili delu za teret,
01:52
and then you find them frozen to death.
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i onda je pronađen smrznut nasmrt.
01:56
Wouldn't you be haunted if, like me,
from the moment you were a little girl,
from the moment you were a little girl,
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Zar ne biste bili opsednuti da, kao ja,
otkad sam bila devojčica,
otkad sam bila devojčica,
slušate ovakve priče
i da se one ponavljaju, iznova i iznova?
i da se one ponavljaju, iznova i iznova?
02:00
you hear these stories
and they keep repeating themselves,
and they keep repeating themselves,
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02:02
over and over and over?
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Zar ne biste bili opsednuti?
02:04
Wouldn't you be haunted?
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02:05
That's my case.
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To je moj slučaj.
02:07
And at the same time, you know,
as my people are dying,
as my people are dying,
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A u isto vreme, znate,
dok moji ljudi umiru,
dok moji ljudi umiru,
i moja kultura izumire.
02:10
my culture is also dying.
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02:11
There, I said it.
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Eto, rekla sam.
02:13
Because, you know,
we have this culture inferiority,
we have this culture inferiority,
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Jer, znate, mi imamo
kulturnu inferiornost,
kulturnu inferiornost,
02:15
which means that anything
that comes from us is not good enough.
that comes from us is not good enough.
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što znači da ništa naše
nije dovoljno dobro.
nije dovoljno dobro.
02:18
But you know, in my situation,
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Ali, znate, u mojoj situaciji,
02:20
and because I was raised to criticize
by creating, it's Michelangelos.
by creating, it's Michelangelos.
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jer sam vaspitana da kritikujem
stvarajući, za mene su to remek-dela.
stvarajući, za mene su to remek-dela.
02:25
My father said, "Do not
come to me with problems
come to me with problems
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Otac mi je rekao:
„Nemoj mi se žaliti na probleme
„Nemoj mi se žaliti na probleme
02:27
unless you thought
of a couple alternatives.
of a couple alternatives.
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ako nisi smislila par rešenja.
Ne moraju da budu prava,
samo želim da znam da si nešto smislila.“
samo želim da znam da si nešto smislila.“
02:29
They don't have to be right,
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02:31
but I just want to know
that you thought of something."
that you thought of something."
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Zato je moj životni stav -
ako nešto ne valja, probaj da popraviš.
ako nešto ne valja, probaj da popraviš.
02:33
So, I have this attitude in life --
something is wrong, find a way to fix it.
something is wrong, find a way to fix it.
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Zato i započinjem poslove koje započinjem,
02:37
And that's why I start
the businesses that I start,
the businesses that I start,
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uglavnom potrošačke brendove
02:40
that's usually consumer brands,
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koji u sebi imaju ugrađeno
najbolje od afričke kulture.
najbolje od afričke kulture.
02:41
that have embedded in them
the very best of my African culture.
the very best of my African culture.
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02:44
And what I do is it's all packaged,
21st century, world-class tendered,
21st century, world-class tendered,
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I ja to sve zapakujem po najmodernijim,
svetskim standardima,
svetskim standardima,
02:49
and I bring that to one of the most
sophisticated markets in the world,
sophisticated markets in the world,
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i donosim na jedno od
najsofisticiranijih svetskih tržišta,
najsofisticiranijih svetskih tržišta,
02:54
which is the US.
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a to je SAD.
02:56
First company was a beverage company,
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Prva je bila kompanija pića,
druga kompanija za negu kože,
treću pokrećem sledećeg meseca,
treću pokrećem sledećeg meseca,
02:58
second one is a skin care company,
third one is launching next month,
third one is launching next month,
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03:02
and they all have that in common.
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i sve imaju to zajedničko.
03:05
So, why are these people leaving?
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Pa, zašto ovi ljudi odlaze?
03:09
They're leaving because they have no jobs.
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Odlaze jer nemaju posao.
03:13
They're leaving because
where they are, there's no jobs.
where they are, there's no jobs.
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Odlaze, jer tu gde su, nema poslova.
Pa...
03:15
So ...
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03:18
But poverty, that's really striking them,
is the root cause of why they're leaving.
is the root cause of why they're leaving.
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Siromaštvo, koje ih jako pogađa,
je glavni uzrok njihovog odlaska.
je glavni uzrok njihovog odlaska.
03:24
Now, why are people poor?
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E sad, zašto su ljudi siromašni?
03:27
People are poor
because they have no money.
because they have no money.
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Ljudi su siromašni jer nemaju novca.
A nemaju novca jer nemaju izvor prihoda.
03:29
You have no money
because you have no source of income.
because you have no source of income.
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Većini nas, izvor prihoda je šta?
03:31
And for most of us,
what is a source of income?
what is a source of income?
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Većini nas, izvor prihoda
je šta, kažite mi?
je šta, kažite mi?
03:33
For most of us, what is our
source of income, what is it, tell me?
source of income, what is it, tell me?
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Poslovi, hvala vam.
03:37
Jobs, thank you.
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A odakle dolaze poslovi?
03:38
Where do jobs come from?
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03:41
Come from where?
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Odakle dolaze?
03:43
Businesses, thank you.
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Od preduzeća, hvala vam.
03:46
Now, if jobs is what fixes poverty,
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E sad, ako poslovi rešavaju siromaštvo,
03:50
and jobs come from businesses,
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a oni dolaze od preduzeća,
03:52
don't you think --
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zar ne mislite -
03:53
especially, they come from small
and medium size enterprises, SMEs --
and medium size enterprises, SMEs --
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naročito dolaze od malih
i srednjih preduzeća, MSP -
i srednjih preduzeća, MSP -
zar ne mislite, bar malo,
03:57
then don't you think, maybe for a second,
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da bi trebalo da se fokusiramo na pomoć
vlasnicima malih preduzeća
vlasnicima malih preduzeća
03:59
that we should focus on making it easy
for a small-business person
for a small-business person
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04:04
to start and run their business?
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da započnu i vode svoj biznis?
04:05
Don't you think that it makes sense?
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Zar ne mislite da je to logično?
Zašto kada pogledam
listu projekta Doing Business
listu projekta Doing Business
04:07
Why is it that when I look
at the Doing Business index ranking
at the Doing Business index ranking
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04:10
of the World Bank,
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Svetske banke,
04:11
that ranks every country in the world
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koja rangira svaku zemlju na svetu
04:14
in terms of how easy or hard
it is to start a company,
it is to start a company,
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po tome koliko je lako
u njoj osnovati kompaniju,
u njoj osnovati kompaniju,
04:17
you tell me why African countries,
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recite mi zašto su afričke zemlje,
04:20
all 50 of them,
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svih 50 zemalja,
04:21
are basically at the bottom of that list?
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praktično na dnu liste?
04:26
That's why we're poor.
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Zbog toga smo siromašni.
04:28
We're poor because
it is literally impossible
it is literally impossible
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Siromašni smo jer je bukvalno nemoguće
04:31
to do businesses
in these countries of ours.
in these countries of ours.
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započeti biznis u ovim našim zemljama.
04:34
But I'm going to tell you exactly
what it means on the ground
what it means on the ground
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Reći ću vam tačno šta to u praksi znači
za nekog poput mene.
za nekog poput mene.
04:37
for someone like me.
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Ja imam proizvodno postrojenje u Senegalu.
04:38
I have a manufacturing
facility in Senegal.
facility in Senegal.
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Da li ste znali da za sav sirovi materijal
koji ne mogu da pronađem u zemlji
koji ne mogu da pronađem u zemlji
04:40
Did you know that for all my raw material
that I can't find in the country,
that I can't find in the country,
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04:44
I have to pay a 45 percent tariff
on everything that comes in?
on everything that comes in?
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moram da platim carinu od 45 procenata
na svu robu koja pristiže?
na svu robu koja pristiže?
04:48
Forty-five percent tariff.
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Carinu od 45 procenata.
04:51
Do you know that,
even to look for fine cardboard
even to look for fine cardboard
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Znate li da, čak i da tražim
kvalitetan karton
kvalitetan karton
04:53
to ship my finished products to the US,
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da transportujem gotove proizvode u SAD,
04:55
I can't find new, finished cardboard?
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ne mogu da nađem nov, gotov karton?
04:58
Impossible.
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Nemoguće je.
04:59
Because the distributors
are not going to come here
are not going to come here
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Jer distributeri neće da dođu ovde
da započnu biznis, jer ni to nema smisla.
da započnu biznis, jer ni to nema smisla.
05:01
to start their business,
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05:02
because it makes no sense, either.
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Tako da trenutno moram da prebacim
karton vredan 3000 dolara u skladište,
karton vredan 3000 dolara u skladište,
05:04
So right now, I have to mobilize
3000 dollars' worth of cardboard
3000 dollars' worth of cardboard
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05:07
in my warehouse,
so that I can have cardboard,
so that I can have cardboard,
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kako bih imala karton,
a neće stići za još pet nedelja.
05:09
and they won't arrive
for another five weeks.
for another five weeks.
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Činjenica je da smo ograničeni
najbesmislenijim zakonima.
najbesmislenijim zakonima.
05:12
The fact that we are stifled
with the most nonsensical laws out there.
with the most nonsensical laws out there.
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05:17
That's why we can't run businesses.
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Zato ne možemo da vodimo preduzeća.
05:19
It's like swimming through molasses.
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To vam je kao koprcanje u blatu.
05:21
So, what can you do about that?
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Pa, šta možete preduzeti?
05:26
I told you today that someone
said to me words that marked me,
said to me words that marked me,
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Rekla sam vam danas da mi je neko rekao
nešto što me je obeležilo,
nešto što me je obeležilo,
05:30
because I explained the same thing
to my employees in Senegal.
to my employees in Senegal.
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jer sam isto to objasnila
svojim zaposlenima u Senegalu.
svojim zaposlenima u Senegalu.
05:33
And one of them started crying --
her name is Yahara.
her name is Yahara.
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Jedna od njih je počela
da plače - zove se Jahara.
da plače - zove se Jahara.
05:36
She started crying.
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Počela je da plače.
05:37
I said, "Why are you crying?"
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Pitala sam: „Zašto plačeš?“
05:38
She said, "I'm crying
because I had come to believe --
because I had come to believe --
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Rekla je: „Plačem jer sam bila ubeđena -
05:42
always seeing us
represented as poor people --
represented as poor people --
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jer smo predstavljeni
kao siromašan narod -
kao siromašan narod -
05:44
I had come to believe that maybe,
yes, maybe we are inferior.
yes, maybe we are inferior.
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bila sam ubeđena da smo možda, da,
možda smo inferiorni.
možda smo inferiorni.
05:49
Because, otherwise, how do you explain
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Jer, kako biste inače objasnili
05:51
that we're always
in the begging situation?"
in the begging situation?"
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to što smo uvek u situaciji da molimo?“
05:54
That's what broke my heart.
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To mi je slomilo srce.
05:56
But at the same time that she said that,
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U isto vreme kad je ona to rekla,
zbog toga kako sam objasnila
ono što sam i vama upravo,
ono što sam i vama upravo,
05:58
because of how I explained
just what I explained to you,
just what I explained to you,
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rekla je: „Ali sada znam
da nisam ja problem.
da nisam ja problem.
06:00
she said, "But now, I know
that I am not the problem.
that I am not the problem.
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Problem je sredina u kojoj živim.“
06:03
It is my environment in which I live,
that's my problem."
that's my problem."
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06:06
I said, "Yes."
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Rekla sam: „Da.“
06:08
And that's what gave me hope --
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I to mi je dalo nadu -
06:10
that once people get it,
they now change their outlook on life.
they now change their outlook on life.
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onda kad ljudi shvate,
mogu promeniti svoju perspektivu.
mogu promeniti svoju perspektivu.
06:14
Here, what are some
of our solutions, then?
of our solutions, then?
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Koja su onda neka od naših rešenja?
06:16
If jobs is a solution,
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Ako su rešenja poslovi,
06:17
don't you think, then,
that we should be simplifying
that we should be simplifying
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zar ne mislite onda
da bi trebalo pojednostaviti
da bi trebalo pojednostaviti
06:20
the business environment
of all of these countries?
of all of these countries?
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uslove poslovanja u svim ovim zemljama?
06:23
Don't you think?
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Zar ne mislite?
06:24
And along with you,
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I zajedno sa vama,
06:26
I would like for all of your friends
from the other 50 countries
from the other 50 countries
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volela bih da svi vaši prijatelji
iz drugih 50 zemalja,
iz drugih 50 zemalja,
06:29
that are on the bottom of that list
to do the same thing.
to do the same thing.
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koje su na dnu liste, urade to isto.
Vi uradite to, a mi ćemo ostatak.
06:31
You do that, we do the rest of the job.
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Ja radim svoj deo posla, šta vi radite?
06:33
I'm doing my part of the game,
what are you doing?
what are you doing?
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(Aplauz)
06:36
(Applause)
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Šta vi radite?
06:37
What are you doing?
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(Aplauz)
06:38
(Applause)
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06:40
What are you doing?
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Šta vi radite?
06:42
(Applause)
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(Aplauz)
06:43
And as for you,
everybody here in this room,
everybody here in this room,
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Što se tiče svih vas ovde,
ostavljam vam dve naredbe.
06:45
I leave you with two marching orders.
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Uključite se,
06:47
Get in the game,
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a uradićete to tako što ćete se edukovati,
06:48
and the way you get in it
is educate yourself,
is educate yourself,
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06:50
build awareness around yourself,
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podići svest oko vas,
06:52
and then also advocate
for e-government solutions.
for e-government solutions.
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a zatim zastupati i rešenja E-Vlade,
06:55
He said, "Oh, corruption,
how do we fight corruption?"
how do we fight corruption?"
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On je pitao: „Uf, korupcija,
kako da se borimo protiv nje?“
kako da se borimo protiv nje?“
06:58
Well, as a matter of fact,
I'm here to tell you
I'm here to tell you
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E, pa, u stvari, tu sam da vam kažem
07:00
that yes, you can do it
by the stroke of a pen.
by the stroke of a pen.
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da možete, i to munjevitom brzinom.
Ne treba niko da vam kaže
kada i kako da to uradite.
kada i kako da to uradite.
07:02
You do not need anyone to tell you
when and how to do that.
when and how to do that.
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07:05
It is one thing, actually,
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To je zapravo jedna stvar,
07:07
that you don't need to wait
for anyone to do, so do it.
for anyone to do, so do it.
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koju ne treba neko drugi
da uradi umesto vas.
da uradi umesto vas.
07:10
Otherwise, don't come and tell me
that you want to fix corruption.
that you want to fix corruption.
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Inače, nemojte mi govoriti
da želite da popravite korupciju.
da želite da popravite korupciju.
07:13
You and your other 50 friends
from the other 50 countries
from the other 50 countries
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Vi i vaših 50 prijatelja
iz drugih 50 zemalja
iz drugih 50 zemalja
07:16
that are at the bottom of that list.
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koje su na dnu liste.
07:18
That's how you fight corruption.
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Tako se bori protiv korupcije.
07:20
If you were only charging me 5 percent
to get my stuff in the country,
to get my stuff in the country,
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Da ste mi naplatili 5 procenata
da uvezem svoju robu u zemlju,
da uvezem svoju robu u zemlju,
moj sirovi materijal,
07:23
my raw material,
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umesto 45 procenata,
07:24
instead of the 45 percent,
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zar stvarno mislite
da bih morala da dam mito?
da bih morala da dam mito?
07:26
do you really think
that I would have to go a pay a bribe?
that I would have to go a pay a bribe?
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To hrani korupciju.
07:28
That's what breeds corruption.
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07:30
Bad laws, sets of horrible, nonsense laws.
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Loši zakoni, niz užasnih,
besmislenih zakona.
besmislenih zakona.
07:35
(Applause) (Cheers)
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(Aplauz) (Ovacije)
07:37
Right?
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Je li tako?
07:38
(Applause)
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(Aplauz)
07:44
You want to fight corruption?
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Želite da se borite protiv korupcije?
07:46
That's what you do.
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To treba da uradite.
Još jednom, zapamtite,
ne morate nikoga da čekate.
ne morate nikoga da čekate.
07:47
And again, remember,
you don't need to wait for anyone.
you don't need to wait for anyone.
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To možete da uradite i sami.
07:49
You can do that by yourself.
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Osim ako možda mislite
da nemate suverenitet,
da nemate suverenitet,
07:51
Unless you're telling me
that maybe you have no sovereignty,
that maybe you have no sovereignty,
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ali to je neki drugi problem.
07:54
and that's a whole other problem.
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Okej, od sada, imam
jednostavnu poruku za naše „lidere“.
jednostavnu poruku za naše „lidere“.
07:55
OK, so, from here on,
I have simple words for our "leaders."
I have simple words for our "leaders."
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08:03
This can go two ways.
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Ovo se može rešiti na dva načina.
08:06
It can go the nasty way,
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Može na gadan način,
08:07
because we have hundreds
of millions of young people
of millions of young people
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jer imamo stotine miliona mladih ljudi
08:10
coming to life right now, here,
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koji dolaze na svet sada, ovde,
08:13
and if they don't have an outlook in life,
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i ako ne budu imali perspektivu u životu,
08:16
they are going to go for a revolution.
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opredeliće se za revoluciju.
08:17
They're going to go for violence.
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Opredeliće se za nasilje.
08:19
And none of us wants that.
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A niko to ne želi.
08:21
None, none of us.
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Niko, niko od nas.
08:22
That's the one way it can go.
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To je jedan način.
08:24
Or the second way it can go is,
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Drugi način je da
08:25
all this happens peacefully, productively,
and everything is good,
and everything is good,
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sve prođe mirno, produktivno,
i da sve bude u redu,
i da sve bude u redu,
08:29
and you do what you need to do,
you get out of my way,
you get out of my way,
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da uradite ono što treba,
sklonite mi se s puta,
sklonite mi se s puta,
08:31
you let people like me do our job,
we create all these jobs we need,
we create all these jobs we need,
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pustite ljude kao ja da rade svoj posao,
mi stvorimo nužne poslove,
mi stvorimo nužne poslove,
a zatim Afrika postane
jedna veoma napredna zemlja
jedna veoma napredna zemlja
08:35
and then Africa becomes
this very prosperous country
this very prosperous country
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08:38
that it's designed to be,
it should have been for a long time.
it should have been for a long time.
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kakva je stvorena da bude,
kakva je trebalo već dugo da bude.
kakva je trebalo već dugo da bude.
08:41
It happens like that, everybody's happy,
we move on with our lives.
we move on with our lives.
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Ako se desi tako, svi su srećni,
nastavljamo sa svojim životima.
nastavljamo sa svojim životima.
08:44
It can happen in two ways --
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Postoje dve opcije -
08:46
pick violence or you pick
the calm, productive way.
the calm, productive way.
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izaberite nasilje ili miran,
produktivan način.
produktivan način.
08:49
I want the calm, productive way.
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Ja želim ovo drugo.
08:51
None of us should ever,
ever even try to think
ever even try to think
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Niko od nas ne treba čak ni da pomisli
08:53
about what else could happen
if we don't go there.
if we don't go there.
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šta bi se desilo ako ne pokušamo.
08:55
So, please.
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Zato vas molim.
08:57
And the time has come.
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Došlo je vreme.
08:58
This type of picture -- prosperity,
happiness, human flourishing --
happiness, human flourishing --
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Ovakvu sliku - prosperiteta,
sreće, ljudskog napretka -
sreće, ljudskog napretka -
09:02
that's what I see if we do our job.
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tu sliku vidim ako uradimo svoj posao.
09:04
Thank you.
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Hvala vam.
09:05
(Applause) (Cheering)
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(Aplauz) (Ovacije)
09:07
Thank you.
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Hvala vam.
09:08
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Magatte Wade - Brand creatorMagatte Wade creates jobs in Africa -- and calls attention to the obstacles to job creation on the continent.
Why you should listen
Magatte Wade's first company, Adina World Beverages, brought Senegalese bissap to US consumers through Whole Foods Market, Wegmans and United Natural Foods, Inc. Her second company, Tiossan, brought Senegalese skin care recipes to US consumers through Nordstrom and boutique beauty retailers. Her third company, SkinIsSkin, manufactures lip balms based on Senegalese ingredients in Senegal and markets them in the US to reduce racial bias.
Based on her experiences creating consumer brands and building agricultural and manufacturing capacity in Senegal, Wade has spoken at dozens of universities including Oxford, Harvard, Yale, Columbia and MIT, among other, as well as at global conferences on innovation and economic development in France, Dubai, Guatemala, Nigeria, Saudi Arabia and many more. She writes for the Huffington Post, Barron's, and the UK Guardian. She is a Young Global Leader with the World Economic Forum at Davos and has appeared on the cover of Forbes Afrique. She was also named one of the "Twenty Young Power Women of Africa" by Forbes US.
Magatte Wade | Speaker | TED.com