TED@BCG Milan
Marco Alverà: The surprising ingredient that makes businesses work better
Marko Alvera (Marco Alverà): Neobičan sastojak koji popravlja poslovanje
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Šta je to sa nepravdom? Bilo da nismo pozvani na prijateljevu svadbu ili da smo kažnjeni zbog zle sreće ili iskrene pogreške, nepravda nas često naljuti toliko da ne uspevamo da razmišljamo pravilno. I nisu samo pitanja lične prirode u pitanju - loša je i za poslobanje, tvrdi Marko Alvera. On objašnjava kako njegova kompanija radi na stvaranju kulture pravičnosti - i kako korišćenjem urođenog osećaja za razlikovanje dobrog od lošeg daje srećnije radnike i bolje rezultate.
Marco Alverà - Businessman, fairness crusader
Marco Alverà is an Italian/American businessman and CEO of Snam, Europe’s largest natural gas utility. Full bio
Marco Alverà is an Italian/American businessman and CEO of Snam, Europe’s largest natural gas utility. Full bio
Double-click the English transcript below to play the video.
00:13
For me, it was not being invited
to a friend's wedding.
to a friend's wedding.
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Za mene, to je bilo kada nisam
bio pozvan na svadbu prijatelja.
bio pozvan na svadbu prijatelja.
00:17
At first, I didn't really mind.
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Nije mi zasmetalo, u početku.
00:19
I thought he was having a small reception.
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Mislio sam da organizuje mali prijem.
00:22
But then I kept meeting people
who were going to the same wedding,
who were going to the same wedding,
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Ali onda sam počeo da srećem zvanice,
00:25
and they weren't as close
to the groom as I was ...
to the groom as I was ...
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a oni nisu bili tako bliski
sa mladoženjom kao ja...
sa mladoženjom kao ja...
00:29
and I felt left out.
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i osetio sam se isključenim.
00:30
That really sucked.
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Grozan osećaj.
00:32
It felt really unfair.
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I nefer.
00:34
For my daughters, Lipsi
and Greta, it was last week.
and Greta, it was last week.
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Mojim kćerkama, Lipsi i Greti,
desilo se prošle sedmice.
desilo se prošle sedmice.
00:40
They were taking turns
massaging their mom's back
massaging their mom's back
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Na smenu su masirale majci leđa
00:42
with a toy for back rubs,
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jednom od onih igračaka za masažu,
00:44
and then one of the girls felt
that the other girl had a longer go.
that the other girl had a longer go.
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i onda je jedna od devojčica
osetila da je druga duže masirala majku.
osetila da je druga duže masirala majku.
00:48
That's when I walk into the room
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Kada sam ušao u prostoriju
00:50
to find Greta in a rage,
shouting, "That's not fair!"
shouting, "That's not fair!"
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zatekao sam Gretu kako viče,
besna: "To nije fer!"
besna: "To nije fer!"
00:53
and Lipsi in tears,
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a Lipsi u suzama,
00:55
and my wife holding a stopwatch
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dok moja žena drži štopericu
00:57
to make sure that each girl
had precisely one minute on the toy.
had precisely one minute on the toy.
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kako bi merila po tačno jedan minut
za svaku devojčicu.
za svaku devojčicu.
01:03
So if you're anything like me or my girls,
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Ako imalo ličite na mene ili moje kćerke,
01:08
the last thing that upset you
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poslednje što vas je naljutilo
01:11
probably also had to do with unfairness.
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je verovatno imalo veze sa nepravdom.
01:14
That's because unfairness
triggers us so strongly
triggers us so strongly
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Zato što reagujemo snažno na nepravdu.
01:18
that we can't think straight.
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Nemamo vremena za razmišljanje.
01:20
We become afraid and suspicious.
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Postajemo uplašeni i sumnjičavi.
01:23
Our unfairness antennae stick up.
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Izbacimo detektore za nepravdu.
01:27
We feel pain, and we walk away.
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Osetimo bol, i odlazimo.
01:30
Unfairness is one of the defining
issues of our society,
issues of our society,
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Nepravda definiše naše društvo,
01:34
it's one of the root causes
of polarization,
of polarization,
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jedan je od osnovnih uzročnika
polarizacije,
polarizacije,
01:37
and it's bad news for business.
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i loša je za biznis.
01:40
At work, unfairness makes people
defensive and disengaged.
defensive and disengaged.
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Na poslu, nepravda čini ljude
defanzivnim i nezainteresovanim.
defanzivnim i nezainteresovanim.
01:45
A study shows that 70 percent
of workers in the US are disengaged,
of workers in the US are disengaged,
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Studija pokazuje da je 70% radnika
u SAD-u nezainteresovano,
u SAD-u nezainteresovano,
01:52
and this is costing the companies
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i da to košta kompanije
01:54
550 billion dollars a year every year.
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550 milijardi dolara godišnje.
01:58
This is, like, half the total
spent on education in the US.
spent on education in the US.
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To je oko pola ukupne sume
za obrazovanje u SAD-u.
za obrazovanje u SAD-u.
02:03
This is the size of the GDP
of a country like Austria.
of a country like Austria.
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To je BDP Austrije.
02:08
So removing unfairness
and promoting fairness
and promoting fairness
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Tako da uklanjanje nepravde
i promovisanje pravičnosti
i promovisanje pravičnosti
02:11
should be our priority.
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treba da bude prioritet.
02:13
But what does it mean in practice?
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Ali šta to znači u praksi?
02:15
Is it about more rules?
Is it about systems?
Is it about systems?
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Je li u pitanju više pravila?
Jesu li sistemi u pitanju?
Jesu li sistemi u pitanju?
02:18
Is it about equality?
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Je li jednakost?
02:20
Well, partly, but fairness is more
interesting than rules and equality.
interesting than rules and equality.
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Pa, delimično jeste, ali pravičnost
je interesantija od pravila i jednakosti.
je interesantija od pravila i jednakosti.
02:25
Fairness works in surprising ways.
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Pravičnost čudno funkcioniše.
02:28
15 years ago, I left a US investment bank
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Pre 15 godina, napustio sam
investicionu banku u Americi
investicionu banku u Americi
02:33
to join a large Italian
state-owned oil company.
state-owned oil company.
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i priključio se velikoj italijanskoj
državnoj naftnoj kompaniji.
državnoj naftnoj kompaniji.
02:38
It was a different world.
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Potpuno drugi svet.
02:40
I thought the key to getting
the best performance
the best performance
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Mislio sam da je ključ uspeha
02:42
was a risk-reward system
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sistem rizika i nagrade
02:44
where you could give the high performers
bonuses and promotions
bonuses and promotions
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gde uspešnijim radnicima
daš bonuse i unapređenja,
daš bonuse i unapređenja,
02:48
and give the underperformers
something to worry about.
something to worry about.
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a onim neuspešnim brigu.
02:52
But in this company, we had fixed salaries
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Ali u ovoj kompaniji smo imali
fiksne zarade
fiksne zarade
02:56
and lifelong jobs.
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i stalan posao.
02:58
Careers were set,
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Karijere su predodređene,
03:00
so my toolkit wasn't very effective,
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tako da moj način rada
nije baš bio efikasan,
nije baš bio efikasan,
03:02
and I was frustrated.
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i bio sam frustriran.
03:04
But then I saw that this company
was producing some pockets of excellence,
was producing some pockets of excellence,
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Ali onda sam uočio da ova kompanija
poseduje izvrsne primere uspeha,
poseduje izvrsne primere uspeha,
03:10
areas in which they beat the competition
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u oblastima gde premašuju konkurente
03:12
in very tough, competitive sectors.
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u vrlo teškim, kompetitivnim oblastima.
03:14
This was true in trading,
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U trgovini,
03:16
in project management --
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u menadžmentu projektima,
03:18
it was very true in exploration.
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a posebno u istraživanju.
03:20
Our exploration team
was finding more oil and gas
was finding more oil and gas
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Naš istraživački tim
je nalazio više nafte i gasa
je nalazio više nafte i gasa
03:24
than any other company in the world.
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od bilo koje druge kompanije na svetu.
03:26
It was a phenomenon.
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Pravi fenomen.
03:28
Everyone was trying
to figure out how this was possible.
to figure out how this was possible.
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Svi su pokušavali da
provale kako je to moguće.
provale kako je to moguće.
03:31
I thought it was luck,
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Mislio sam da je puka sreća u pitanju,
03:33
but after each new discovery,
that became less and less likely.
that became less and less likely.
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ali posle svakog novog otkrića,
to je postajalo sve manje verovatno.
to je postajalo sve manje verovatno.
03:38
So did we have a special tool? No.
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Jesmo li imali posebnu mašinu? Ne.
03:42
Did we have a killer application
that no one else had? No.
that no one else had? No.
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Jesmo li imali neki poseban
način rada koji niko nije imao? Ne.
način rada koji niko nije imao? Ne.
03:46
Was it one genius who was finding oil
for the whole team?
for the whole team?
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Je li u pitanju bio neki genije
koji je nalazio naftu za ceo tim?
koji je nalazio naftu za ceo tim?
03:50
No, we hadn't hired a senior guy in years.
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Ne, godinama nismo zaposlili
višeg menadžera.
višeg menadžera.
03:54
So what was our secret sauce?
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Koji je bio tajni sastojak?
03:57
I started looking at them
really carefully.
really carefully.
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Počeo sam pažljivo da ih posmatram.
03:59
I looked at my friend,
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Posmatrao sam mog prijatelja,
04:01
who drilled seven dry wells,
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koji je bušio sedam suvih bušotina,
04:03
writing off more than a billion
dollars for the company,
dollars for the company,
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otpisujući više od milijarde dolara
za kompaniju
za kompaniju
04:06
and found oil on the eighth.
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i pronalazeći naftu u osmoj.
04:08
I was nervous for him ...
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Strepeo sam za njega...
04:12
but he was so relaxed.
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ali on je bio tako opušten.
04:14
I mean, these guys
knew what they were doing.
knew what they were doing.
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Hoću reći, ovi ljudi su znali šta rade.
04:17
And then it hit me: it was about fairness.
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A onda sa m skopčao:
u pitanju je pravičnost.
u pitanju je pravičnost.
04:21
These guys were working in a company
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Ovi ljudi su radili u kompaniji
04:23
where they didn't need to worry
about short-term results.
about short-term results.
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gde nisu morali da brinu
o kratkoročnim rezultatima.
o kratkoročnim rezultatima.
04:26
They weren't going to be penalized
for bad luck or for an honest mistake.
for bad luck or for an honest mistake.
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Ne bi bili kažnjeni zato što
nisu imali sreće ili su iskreno pogrešili.
nisu imali sreće ili su iskreno pogrešili.
04:31
They knew they were valued
for what they were trying to do,
for what they were trying to do,
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Znali su da ih cene za posao koji rade,
04:34
not the outcome.
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ne za ishod.
04:36
They were valued as human beings.
They were part of a community.
They were part of a community.
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Cenili su ih kao ljude.
Bili su deo zajednice.
Bili su deo zajednice.
04:39
Whatever happened,
the company would stand by them.
the company would stand by them.
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Šta god se dogodilo,
kompanija će ih podržati.
kompanija će ih podržati.
04:41
And for me, this is
the definition of fairness.
the definition of fairness.
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A za mene, ovo je definicija pravičnosti.
04:44
It's when you can lower those
unfairness antennae, put them at rest.
unfairness antennae, put them at rest.
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To je kada možete da spustite
one detektore nepravde.
one detektore nepravde.
04:48
Then great things follow.
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Onda velika dela nastaju.
04:50
These guys could be true to their purpose,
which was finding oil and gas.
which was finding oil and gas.
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Mogu da neometano rade svoj posao,
da nalaze naftu i gas.
da nalaze naftu i gas.
04:54
They didn't have to worry
about company politics or greed or fear.
about company politics or greed or fear.
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Ne moraju da brinu
o politici u firmi ili pohlepi ili strahu.
o politici u firmi ili pohlepi ili strahu.
04:59
They could be good risk-takers,
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Mogu da preuzmu rizike,
05:02
because they weren't too defensive
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jer nisu morali sebe da brane
05:04
and they weren't gambling
to take huge rewards.
to take huge rewards.
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i ne moraju da se kockaju
da bi dobili velike nagrade.
da bi dobili velike nagrade.
05:08
And they were excellent team workers.
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I savršeni su timski igrači.
05:11
They could trust their colleagues.
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Mogu da veruju svojim kolegama.
05:13
They didn't need to look
behind their backs.
behind their backs.
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Ne moraju da gledaju preko ramena.
05:16
And they were basically having fun.
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I oni se zapravo zabavljaju.
05:18
They were having so much fun,
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Toliko im je zabavno na poslu
05:20
one guy even confessed
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da mi je jedan priznao
05:22
that he was having more fun
at the company Christmas dinner
at the company Christmas dinner
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da mu je bilo lepše
na firminoj Božićnoj večeri
na firminoj Božićnoj večeri
05:26
than at his own Christmas dinner.
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nego na onoj kod kuće.
05:27
(Laughter)
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(Smeh)
05:30
But these guys, essentially,
were working in a fair system
were working in a fair system
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Ali ovi ljudi, u suštini,
rade u pravičnom sistemu
rade u pravičnom sistemu
05:35
where they could do
what they felt was right
what they felt was right
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gde mogu da rade
ono što misle da je ispravno
ono što misle da je ispravno
05:37
instead of what's selfish,
what's quick, what's convenient,
what's quick, what's convenient,
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umesto onog što je sebično,
brzo, i lako,
brzo, i lako,
05:40
and to be able to do what we feel is right
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a raditi ono što mislite da je ispravno
05:43
is a key ingredient for fairness,
but it is also a great motivator.
but it is also a great motivator.
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je ključni sastojak pravičnosti,
ali je i odličan motivator.
ali je i odličan motivator.
05:49
And it wasn't just explorers
who were doing the right thing.
who were doing the right thing.
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I nisu samo istraživači
radili ono što misle da je ispravno.
radili ono što misle da je ispravno.
05:52
There was an HR director who proposed
that I hire someone internally
that I hire someone internally
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Imali smo direktora kadrovske službe
sa predlogom da zaposlim nekog interno
sa predlogom da zaposlim nekog interno
05:58
and give him a managerial job.
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i da mu dam posao menadžera.
06:00
This guy was very good,
but he didn't finish high school,
but he didn't finish high school,
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Ovaj tip je bio dobar,
ali nije završio srednju školu,
ali nije završio srednju školu,
06:03
so formally, he had no qualifications.
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tako da, formalno, nije bio kvalifikovan.
06:06
But he was so good, it made sense,
and so we gave him the job.
and so we gave him the job.
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Ali je bio toliko dobar, da je imalo
smisla, i tako sam ga zaposlio.
smisla, i tako sam ga zaposlio.
06:10
Or the other guy, who asked me
for a budget to build a cheese factory
for a budget to build a cheese factory
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Ili drugi tip, koji me je pitao
za budžet da izgradi fabriku sira
za budžet da izgradi fabriku sira
06:15
next to our plant in Ecuador,
in the village.
in the village.
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pored naše u Ekvadoru, u selu.
06:18
It didn't make any sense:
no one ever built a cheese factory.
no one ever built a cheese factory.
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Nije imalo smisla: niko od nas
nije napravio fabriku sira.
nije napravio fabriku sira.
06:21
But this is what the village wanted,
because the milk they had would spoil
because the milk they had would spoil
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Ali to je selo želelo,
jer bi se mleko koje bi sakupili pokvarilo
jer bi se mleko koje bi sakupili pokvarilo
06:25
before they could sell it,
so that's what they needed.
so that's what they needed.
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pre nego što bi ga prodali,
te je njima trebalo.
te je njima trebalo.
06:28
And so we built it.
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I tako smo je izgradili.
06:29
So in these examples and many others,
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U ovim primerima i mnogim drugim,
06:31
I learned that to be fair,
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naučio sam da ako želim biti fer,
06:34
my colleagues and I, we needed
to take a risk and stick our head out,
to take a risk and stick our head out,
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kolege i ja, trebalo je da rizikujemo,
06:38
but in a fair system, you can do that.
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ali u pravičnom sistemu, to se može.
06:40
You can dare to be fair.
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Usuđuješ se da budeš fer.
06:42
So I realized that these guys
and other colleagues
and other colleagues
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Shvatio sam da ovi ljudi i ostale kolege
06:46
were achieving great results,
doing great things,
doing great things,
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dostižu izvanredne rezultate,
čine velika dela,
čine velika dela,
06:51
in a way that no bonus could buy.
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koja nijedan bonus ne kupuje.
06:54
So I was fascinated.
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Bio sam fasciniran.
06:55
I wanted to learn
how this thing really worked,
how this thing really worked,
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Želeo sam da naučim
kako to zaista funkcioniše,
kako to zaista funkcioniše,
06:58
and I wanted to learn it also for myself,
to become a better leader.
to become a better leader.
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želeo sam da naučim i zbog sebe,
da postanem bolji lider.
da postanem bolji lider.
07:01
So I started talking
to colleagues, to coaches,
to colleagues, to coaches,
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Počeo sam da razgovaram
sa kolegama, sa trenerima,
sa kolegama, sa trenerima,
07:04
to headhunters and neuroscientists,
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sa rekruterima, sa neurobiolozima,
07:07
and what I discovered
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i otkrio sam da
07:08
is that what these guys were up to
and the way they worked
and the way they worked
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ovaj način rada i saradnje
07:11
is really supported
by recent brain science.
by recent brain science.
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najnovija izučavanja mozga
ustvari podržavaju.
ustvari podržavaju.
07:15
And I've also discovered
that this can work at all levels
that this can work at all levels
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Isto tako sam otkrio da
ovo funkcioniše na svim nivoima
ovo funkcioniše na svim nivoima
07:18
in any type of company.
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u bilo kojoj vrsti firme.
07:19
You don't need the fixed salaries
or the stable careers.
or the stable careers.
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Ne trebaju vam fiksne plate
ili stalna zaposlenja.
ili stalna zaposlenja.
07:24
This is because science shows
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To je, kako nauka dokazuje,
07:27
that humans have
an innate sense of fairness.
an innate sense of fairness.
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zato što ljudi imaju urođen
osećaj za pravičnost.
osećaj za pravičnost.
07:33
We know what is right and what is wrong
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Znamo šta je dobro, a šta nije
07:35
before we can talk or think about it.
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pre nego što izgovorimo ili razmislimo.
07:39
My favorite experiment
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Omiljeni mi je eksperiment
07:41
has six-month old babies
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sa šestomesečnim bebama
07:44
watching a ball
trying to struggle up a hill.
trying to struggle up a hill.
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koje gledaju loptu
kako se bori da se iskotrlja uzbrdo.
kako se bori da se iskotrlja uzbrdo.
07:48
And there's a helpful, friendly square
that pushes the ball up the hill,
that pushes the ball up the hill,
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Tu je jedan dobroćudni kvadrat
koji gura loptu uzbrdo,
koji gura loptu uzbrdo,
07:52
and then a mean triangle
pushes the ball back down.
pushes the ball back down.
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i pogani trougao koji gura loptu naniže.
07:57
After watching this several times,
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Pošto su bebe ovo odgledale nekoliko puta,
07:59
they ask the babies to pick,
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daju im da biraju
08:01
to choose what to play with.
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igračku za igru.
08:02
They can pick a ball,
a square or a triangle.
a square or a triangle.
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Ponuđeni su im lopta, kvadrat ili trougao.
08:07
They never pick up the triangle.
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Nikada ne biraju trougao.
08:09
All the babies want to be the square.
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Sve bebe žele kvadrat.
08:13
And science also shows
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I nauka takođe ukazuje
08:15
that when we see or perceive fairness,
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da kada vidimo ili osećamo pravičnost,
08:18
our brain releases a substance
that gives us pleasure,
that gives us pleasure,
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mozak ispušta supstancu
koja nam pruža zadovoljstvo,
koja nam pruža zadovoljstvo,
08:22
proper joy.
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iskrenu radost.
08:24
But when we perceive
unfairness, we feel pain ...
unfairness, we feel pain ...
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A kada osetimo nepravdu, osećamo bol,
08:28
even greater pain
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više nas boli
08:29
than the same type of pain
as if I really hurt myself.
as if I really hurt myself.
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od stvarne fizičke boli.
08:33
That's because unfairness triggers
the primitive, reptile part of our brain,
the primitive, reptile part of our brain,
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To je zato što nepravda pokreće
primitivni, reptilni deo našeg mozga,
primitivni, reptilni deo našeg mozga,
08:37
the part that deals
with threats and survival,
with threats and survival,
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onaj deo koji je zadužen
za opasnost po opstanak,
za opasnost po opstanak,
08:40
and when unfairness triggers a threat,
that's all we can think about.
that's all we can think about.
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a kada nepravda inicira opasnost,
samo o tome mislimo.
samo o tome mislimo.
08:44
Motivation, creativity, teamwork,
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Motivacija, kreativnost, timski rad,
08:47
they all go way back.
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svi se povuku.
08:50
And it makes sense
that we're wired this way,
that we're wired this way,
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Ima smisla da tako funkcionišemo,
08:52
because we're social animals.
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društvena smo bića.
08:55
We need to be part
of a community to survive.
of a community to survive.
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Treba da budemo deo zajednice
da bismo opstali.
da bismo opstali.
08:58
We're born so helpless
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Rađamo se bespomoćni
09:00
that someone needs to look after us
until we're maybe 10 years old,
until we're maybe 10 years old,
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i neko mora da se stara o nama
do neke desete godine,
do neke desete godine,
09:03
so our brain evolves towards food.
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tako da nam se mozak razvija prema hrani.
09:05
We need to be in that community.
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Treba da budemo u toj zajednici.
09:07
So whether I like it or not,
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Sviđalo mi se ili ne,
09:10
not being invited to the friend's wedding,
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kada nisam dobio pozivnicu
za prijateljevu svadbu
za prijateljevu svadbu
09:13
my lizard brain is generating
the same response
the same response
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moj reptilni mozak daje isti odgovor
09:16
as if I'm about to be pushed out
from my community.
from my community.
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kao da me neko izbacuje iz moje zajednice.
09:20
So science explains quite nicely
why fairness is good
why fairness is good
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Tako nauka vrlo fino objašnjava
zašto je pravičnost dobra,
zašto je pravičnost dobra,
09:25
and why unfairness
makes us really defensive,
makes us really defensive,
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a zašto smo toliko defanzivni
prema nepravdi,
prema nepravdi,
09:27
but science also shows
that in a fair environment,
that in a fair environment,
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ali nauka takođe ukazuje da u fer sredini
09:31
not only do we all want to be the square,
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ne samo što želimo da budemo onaj kvadrat
09:34
but we tend to be the square,
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već se i trudimo da budemo kvadrat,
09:36
and this allows other people
to be fair in turn.
to be fair in turn.
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a to dopušta drugima
da budu fer prema nama.
da budu fer prema nama.
09:39
This creates a beautiful fairness circle.
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Tako nastaje divan fer krug.
09:43
But while we start off fair ...
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Ali iako počinjemo fer
09:46
one drop of unfairness
contaminates the whole pool,
contaminates the whole pool,
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jedna jedina kap nepravde uništava sve.
09:52
and unfortunately,
there's plenty of drops in that pool.
there's plenty of drops in that pool.
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A nažalost, previše je takvih kapi.
09:56
So our effort should be to filter out
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Tako da treba da se trudimo
da isfiltriramo
da isfiltriramo
10:00
as much unfairness
as we can from everywhere,
as we can from everywhere,
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što više nepravde svugde
10:02
starting from our communities,
starting from our companies.
starting from our companies.
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počevši od svojih zajednica,
počevši od svojih kompanija.
počevši od svojih kompanija.
10:06
I worry about this a lot because I lead
a team of 3,000 excellent people,
a team of 3,000 excellent people,
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Brinem dosta o ovome jer vodim
tim od 3000 izvrsnih ljudi,
tim od 3000 izvrsnih ljudi,
10:12
and the difference between
3,000 happy, motivated team workers
3,000 happy, motivated team workers
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a razlika između
3000 zadovoljnih, motivisanih radnika
3000 zadovoljnih, motivisanih radnika
10:16
and 3,000 clock-watchers is everything.
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i 3000 posmatrača satnice čini sve.
10:21
So the first thing I try to do
in my fairness crusade
in my fairness crusade
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Prvo što se trudim da postignem
u svojoj bici za pravičnost
u svojoj bici za pravičnost
10:26
is to try to take myself
out of the equation.
out of the equation.
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je da uklonim sebe iz jednačine.
10:29
That means being aware of my own biases.
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Moram biti svestan sopstvenih predrasuda.
10:32
For example, I really like
people who say yes
people who say yes
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Na primer, volim ljude koji se slože
10:34
to whatever I suggest.
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sa bilo čim što predložim.
10:35
(Laughter)
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(Smeh)
10:37
But that's not very good for the company
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Ali to nije dobro za kompaniju
10:39
and not very good
for anyone who has different ideas.
for anyone who has different ideas.
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i nije dobro ni za koga
ko ima neku drugu ideju.
ko ima neku drugu ideju.
10:41
So we try to actively promote
a culture of diversity of opinions
a culture of diversity of opinions
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Tako da se trudimo da aktivno promovišemo
diverzitet mišljenja
diverzitet mišljenja
10:46
and diversity of character.
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i diverzitet karaktera.
10:47
The second thing we do
is a little more procedural.
is a little more procedural.
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Drugo što primenjujemo
je malo više proceduralno.
je malo više proceduralno.
10:50
We look at all the rules, the processes,
the systems in the company,
the systems in the company,
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Sagledavamo pravila, procese,
sisteme rada u kompaniji
sisteme rada u kompaniji
10:53
the ones we use to take decisions
and allocate resources,
and allocate resources,
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one koje koristimo pri donošenju odluka
ili dodeljivanju resursa
ili dodeljivanju resursa
10:57
and we try to get rid
of anything that's not very clear,
of anything that's not very clear,
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i trudimo se da uklonimo sve
što nije potpuno jasno,
što nije potpuno jasno,
11:00
not very rational, doesn't make sense,
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racionalno, što nema smisla,
11:02
and we also try to fix
anything that's limiting
anything that's limiting
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i pokušavamo da ispravimo
sve što ograničava
sve što ograničava
11:05
the transfer of information
within the company.
within the company.
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transfer informacija u kompaniji.
11:07
We then look at the culture
and the motivation for the same reasons.
and the motivation for the same reasons.
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Potom sagledavamo kulturu
i motivaciju iz istih razloga.
i motivaciju iz istih razloga.
11:11
But my point is that however hard
you look at the rules,
you look at the rules,
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Ali smatram da kako god sagledali pravila,
11:13
the processes, the systems --
and we have to do that --
and we have to do that --
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procese, sisteme, a to moramo činiti,
11:16
but however hard we look,
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kako god detaljno sagledavali,
11:18
we're never going to do enough
to get to the real essence of fairness.
to get to the real essence of fairness.
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nikada nećemo uspeti da dobijemo
potpunu pravičnost.
potpunu pravičnost.
11:21
That's because the last mile of fairness
requires something else.
requires something else.
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To je zato što je potrebno nešto drugo
za zadnji centimetar fer igre.
za zadnji centimetar fer igre.
11:27
It's about what people's emotions are,
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U pitanju su ljudske emocije,
11:29
what their needs are,
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njihove potrebe,
11:31
what's going on in their private lives,
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šta se dešava u njihovim
privatnim životima,
privatnim životima,
11:33
what society needs.
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šta je društvu potrebno.
11:36
These are all questions and elements
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To su sve pitanja i elementi
11:39
that are very hard to put
into a spreadsheet, into an algorithm.
into a spreadsheet, into an algorithm.
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koje je teško svesti
na tabelarni proračun ili u algoritam.
na tabelarni proračun ili u algoritam.
11:43
It's very hard to make them
part of our rational decision.
part of our rational decision.
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Teško ih je uvrstiti u proces
racionalnog odlučivanja.
racionalnog odlučivanja.
11:46
But if we miss these,
we're missing key important points,
we're missing key important points,
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Ali ako ih ispustimo,
ispustili smo najbitnije ključne stavke
ispustili smo najbitnije ključne stavke
11:50
and the outcome is likely to feel unfair.
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te će rezultat najverovatnije biti nefer.
11:54
So we should cross-check our decisions
with our fairness center switched on.
with our fairness center switched on.
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Treba da proverimo da li su naše odluke
donesene kada nam je fer centar uključen.
donesene kada nam je fer centar uključen.
11:59
Is it right that this guy should get
the job he's really hoping to get?
the job he's really hoping to get?
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Je li pravilno da ovaj čovek dobije
posao koji se nada da će dobiti?
posao koji se nada da će dobiti?
12:03
Is it right that this guy should be fired?
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Je li ovog čoveka pravilno otpustiti?
12:07
Is it right that we should be charging
so much for this product?
so much for this product?
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Je li pravilno da naplaćujemo toliko
za taj proizvod?
za taj proizvod?
12:12
These are tough questions.
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To su teška pitanja.
12:15
But if we take the time to ask ourselves
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Ali ako nađemo vremena da se zapitamo
12:19
whether the rational answer
is the right one ...
is the right one ...
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da li je racionalan odgovor pravilan,
12:24
we all know deep inside
what the answer is.
what the answer is.
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znamo svi duboko u sebi koji je odgovor.
12:27
We've known since we were babies.
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Znali smo ga svi otkako smo bili bebe.
12:30
And to know what the right answer is
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A znati pravi odgovor
12:33
is pretty cool for decision-making.
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je baš kul kada donosimo odluke.
12:37
And if we turn on our hearts,
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Ako uključimo svoja srca,
12:39
that's the key to getting
the real best out of people,
the real best out of people,
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to je ključ da vam ljudi daju sve od sebe,
12:42
because they can smell it if you care,
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jer mogu da osete da li vam je stalo,
12:45
and only when you really care
will they leave their fears behind
will they leave their fears behind
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i samo kada vam je zaista stalo
zaboraviće svoje strahove
zaboraviće svoje strahove
12:48
and bring their true selves to work.
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i doneće svoje istinsko sebe na posao.
12:51
So if fairness is a keystone of life,
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Ako je pravičnost ključ života,
12:54
why isn't every leader
making it their priority?
making it their priority?
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zašto onda nije prioritet svakog lidera?
12:58
Wouldn't it be cool to work
in a company that was more fair?
in a company that was more fair?
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Zar ne bi bilo super raditi
u kompaniji koja je pravičnija?
u kompaniji koja je pravičnija?
13:02
Wouldn't it be great to have
colleagues and bosses
colleagues and bosses
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Zar ne bi bilo super imati kolege i šefove
13:05
that were selected and trained
for fairness and for character
for fairness and for character
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koji su odabrani i obučeni
jer su pravični i zbog svog karaktera,
jer su pravični i zbog svog karaktera,
13:09
and not based on 60-year-old GMATs?
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a ne na osnovu 60 godina starog
GMAT testa?
GMAT testa?
13:13
Wouldn't it be nice to be able
to knock on the door
to knock on the door
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Zar ne bi bilo lepo da možete
pokucati na vrata
pokucati na vrata
13:15
of a Chief Fairness Officer?
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kod direktora pravičnosti?
13:18
We'll get there,
but why is it not happening now?
but why is it not happening now?
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Jednom ćemo dotle stići
ali zašto ne sada?
ali zašto ne sada?
13:21
Well, partly, it's because of inertia,
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Delimično zbog inertnosti,
13:23
partly, it's because fairness
isn't always easy.
isn't always easy.
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delimično jer pravičnost nije jednostavna.
13:27
It requires judgment and risk.
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Potrebno je rasuditi i rizikovati.
13:29
Drilling that eighth well was a risk.
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Bušenje osme bušotine je bio rizik.
13:33
Promoting the guy who didn't finish
high school was a risk.
high school was a risk.
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Unaprediti čoveka koji nije završio
srednju školu je bio rizik.
srednju školu je bio rizik.
13:37
Building a cheese factory
in Ecuador was a risk.
in Ecuador was a risk.
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Izgradnja fabrike sira
u Ekvadoru je bio rizik.
u Ekvadoru je bio rizik.
13:41
But fairness is a risk worth taking,
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Ali pravičnost je rizik
koji vredi preuzeti.
koji vredi preuzeti.
13:45
so we should be asking ourselves,
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Treba da se zapitamo
13:47
where can we take this risk?
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gde možemo rizikovati?
13:51
Where can we push ourselves
a little bit further,
a little bit further,
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Gde možemo sebe pogurati
13:55
to go beyond what's rational
and do what's right?
and do what's right?
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da pređemo granicu racionalnog
da uradimo ono što je pravedno?
da uradimo ono što je pravedno?
13:59
Thank you.
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Hvala.
14:01
(Applause)
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(Aplauz)
ABOUT THE SPEAKER
Marco Alverà - Businessman, fairness crusaderMarco Alverà is an Italian/American businessman and CEO of Snam, Europe’s largest natural gas utility.
Why you should listen
Marco Alverà has 20 years of experience in Italy's most important energy companies. He holds a degree in Philosophy and Economics from the London School of Economics and started his career working at Goldman Sachs in London.
In 2002, Alverà joined Enel as Director of Group Corporate Strategy and a member of the management committee, contributing significantly to the development of the company's gas strategy. In 2004, he became Chief Financial Officer of Wind Telecom and oversaw the sale of Wind to Orascom.
In 2005, Alverà moved to Eni where he worked for 10 years holding various positions. He joined the company as Director of Supply & Portfolio Development at the Gas & Power Division, successfully navigating the group through the gas Russia-Ukraine gas crisis in the Winter of 2006. In 2008 he moved to Eni's Exploration & Production Division as Executive Vice President for Russia, Northern Europe, and North and South America. In 2010 he was appointed Chief Executive Officer of Eni Trading and Shipping. In 2013, he took on responsibility for the Midstream business unit, which consolidates the results of Eni's Gas & Power Division and brings together all of the supply, logistics and trading activities linked to energy commodities. He was later appointed Chief Retail Market Gas & Power Officer at Eni.
Alverà is a Visiting Fellow of the University of Oxford. He currently serves as President of GasNaturally, non-executive director of S&P Global and member of the General Council of the Giorgio Cini Foundation in Venice.
Marco Alverà | Speaker | TED.com