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明白“为什么”很重要 – 译学馆
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明白“为什么”很重要

Simon Sinek: How to Build a Company That People Want to Work For | Inc. Magazine

嗨 各位 我是戴安娜•兰塞姆 《公司》的专题编辑
Hi, everyone. I’m Diana Ransom, Features Editor here at Inc.
欢迎大家收看今天我和好朋友
And I’m pleased to welcome you all today to a Startup Bootcamp live chat
西蒙•斯涅克的直播访谈
with a good friend Simon Sinek.
最近好吗
How’re you?
还不错 谢谢-好的
– I’m well, thank you. – Good.
他是一名受过训练的民族志学家
He’s an ethnographer by training.
他是兰德公司的一名顾问
He’s an adjunct at the RAND Corporation.
并为从初创到军事类各种规模的组织提供咨询
And he also consults with organizations of all sizes from startups to the military.
除此之外 他还创造了
And to top it off, he’s also delivered
TED史上至今收视第三的演讲
the third most viewed TED talk to date.
-鉴于《从“为什么”开始》很有道理 呃……你的书-是的
– Since it makes sense to Start With Why, er… your book,– yeah.
我们接着从这儿往下聊吧
let’s go ahead and go take it from there.
关于……呃……你能谈谈懂得“为什么”做比单纯的“做什么”
What is the… er… basically can you speak about the importance of
重要的原因吗
knowing why you do what you do rather than what you do?
好的 世界上每个组织都知道自己是做什么的
Sure, every organization on the planet knows what they do.
其中一些知道自己要“怎么做” 但只有少数知道“为什么”要这样做
Some know how they do it, but very few understand why.
归根结底 每个组织
And at the end of the day, every single organization,
即使我们自己的职业 也总在这样三个层面运作
even our own career, always functions on these same three levels.
这是个生物学常数
It’s a biological constant.
是我们大脑接受信息并做出决定的方式
It’s just how our brains take in information and we make decisions.
所以这三个层次你都有必要了解下
And so you have to know all three,
但问题是 大多数组织并不知道“为什么”
but the problem is most organizations don’t know why.
我所学 所说 所写的是
And what I’ve learned and spoken about and written about is
那些少数的组织 少数的CEO
that those few organizations, those few CEOs,
那些真正明白自己的公司存在的原因
who truly understand why their company exists.
这和赚钱没关系 赚钱只是一个结果
And this has nothing to do with making money. That’s a result.
但我们为什么需要他们的公司存在下去呢
But literally why do we need their company to exist?
因为你可以在他们任一经营场所买到任何东西 通常如此
Cuz you can buy whatever they sell somewhere else, usually.
那些都是能持续更久 胜过其对手的公司
Those are the companies that tend to last longer and outperform their competition.
一个组织或公司刚刚开业时
When an organization or a company is just starting,
他们如何明确开公司的原因及要做什么呢
what… how do they define why they do what they do?
“为什么”说到底 是万事万物之源
Well, WHY at its core is a… it’s an origin story.
最好的公司的那位创始人或一群创始人们
The best companies are ones where the founder or a small group of founders
自身遭受过一些事 或是亲密之人遭受过一些事
personally suffered something, someone close to them suffered something.
他们无法有所收获或必须要克服一些事情
They couldn’t get something or they had to overcome something.
他们无法在市场上找到想要的 于是只好自己动手
They couldn’t find it on the market, so they produced it themselves.
另外有些人看了看杂志 看到商机就想建立一家公司
The weakest companies are the ones where somebody reads a magazine,
这种往往是最脆弱的公司
sees a market opportunity and attempts to, you know, build a business around it.
原因很简单 因为我们
And the reason is simple. It’s because there’s no passion
对所觉察的商机没有热情
for something that we perceive a market opportunity around.
但当我们自身遭遇某些事
But when we personally suffer something
或我们身边的人遭受了某些事
or somebody around us personally suffer something,
抑或我们无法得到回报时
or we can’t get something.
那就是热情之所在
That’s the source of passion.
而且把故事表达出来的能力
And so the ability to put that story into words,
真正懂得为何这必须存在于人类层面的能力
the ability to truly understand why this has to exist on a very human level,
远远超出产品或服务本身
that goes way beyond the product or the service
这是公司持续发展 永葆活力的东西
is what keeps the inspiration alive as the company continues to grow.
很有趣 谢家华经常被拿来举例
It’s interesting. Tony Hsieh is often sort of being quoted as
说他不一定对自己所做的事情抱有热情
saying how he isn’t necessarily passionate about what he does,
他销售的东西或美捷步销售的东西
what he sells or what Zappos sells.
他多多少少都会对售后服务抱有热情
It’s more or less he’s passionate about customer service.
就是这样 让我印象深刻的是 商业中有很多不同方面
So there, it strikes me as there are different aspects of business
会让人争相模仿
that people can be passionate about.
你怎样启发人们发现这种热情呢
How do you suggest finding that passion?
我们的热情来自于我们是谁 我们卖什么倒无关紧要
So our passion comes from who we are, not necessarily what we sell.
而且托尼不关心鞋子也是事实
And it’s true Tony doesn’t necessarily care about shoes,
你知道的 他关心的是人
you know, what he cares about is human beings.
他关心的是他的员工
What he cares about is his employees
而且他在意他的员工维护好他的客户
and he cares that his employees take care of his customers.
那就是公司运作的方式
And that’s how it works.
他真的很沉迷于享受……享受快乐时光
He’s really obsessed with having… having a good time,
用他自己的话说就是 传递快乐
delivering happinesses as he calls them.
他卖东西只是顺带的 他可以卖任何东西
And what he sells is incidentally, could have sold anything.
我们的“为什么”来自于我们是谁 我们如何提高
And so our WHY comes from like I said who we are, how we’re raised.
这些是我们小时候经历的总和
It’s the sum total of our experiences when we were kids.
而且我们的“为什么”统统形成于18 19 20岁
And our WHYs are fully formed by the time we’re 18, 19, 20.
我们余下的职业生涯只是为我们提供
And the rest of our careers simply offer us opportunities
将我们的事业付诸实践 将目标或事业付诸实践的机会罢了
to bring our cause to life, to bring that purpose or cause to life.
而且 当我们的所为与自己的信仰一致时
And when we do something that is consistent with what we believe,
我们能感受到热情
we feel passion.
当我们必须为自己并不相信的事情努力工作时
When we’ll have to work hard for something we don’t believe in,
我们称之为压力
it’s called stress.
情绪低落时
You work just as hard, if not harder when you’re passionate
你会和压力大的时候一样努力工作
than you are when you’re stressed.
它们的不同之处在于 一个感觉很好 一个则不然
The difference is one of them, it feels good and the other one, it doesn’t.
你看看大型的组织 无论苹果还是维京
So if you look at great organizations, whether it’s Apple or Virgin,
维京旗下所有的公司都是理查德•布兰森
you know every company that Virgin has ever started is Richard Branson.
他做人的品质也是公司的品质
His personality as a human being is the personality of the companies’.
他的信念 他的价值观也被植入公司
His beliefs, his values are imbued into the organization.
换句话说 它们是一回事儿
In other words, they’re the same thing.
其公司只是他在生活中所做的
His companies are one of the things
把生活带给他的其中一件事
that he’s done in his life to bring who he is to life.
我们知道这是小公司的情况
We know this is the case of small companies,
但当这些公司壮大的时候也没有改变
but it doesn’t change when those companies get big.
你谈过苹果 也经常在演讲和书中
So you talked about Apple, you also mentioned Martin Luther King
提起马丁•路德•金
often in your speeches and in your book.
我想知道你是否能稍微谈一下
I wonder if you can kind of talk about
为什么苹果这家公司 还有为什么
why this organization Apple and why, you know,
马丁•路德•金能够如此成功?
this person Martin Luther King was so successful?
因为我觉得这可能刚好是个不错的营销问题
Cause it strikes me as maybe it’s just a matter of good marketing.
记得民权问题早在马丁•路德•金之前就存在了
Remember civil rights problems existed long before Martin Luther King,
在他之前很久(就存在了)
long before Martin Luther King,
我是说 整个20世纪初所发生的那些事情
I mean what happened to the whole for… beginning of the 20th century.
你知道的 有些……有些问题
You know, there was… there were issues
有些冲突和起义
and there was strife and there was uprising,
但为什么没有民权运动呢
but how come there was no civil rights movement?
而且 运动所做的是让一个人把原因说出来
And what it did is it took a person to put the cause into words,
超出他们想要的 超出如何去做
beyond what they wanted, beyond how to do it,
用如此引人注目的语言 我们明白了必须这么做的原因
into words so compelling we understood why we had to do it.
这是深刻的人性的特点
You know, it was deeply deeply human.
这事关人之生而平等
It was about all men are created equal,
可以追溯到美国价值观的根本
goes back to the very founding values of the United States.
而且它引起了人们的共鸣 把人们聚集在一起
And it resonated and it brought people together,
因为我们可以不同意如何去做
because we can disagree on how to do it,
但我们不能……但我们 我们发现观念一致
but we can’t… but what we, what we find alignment on is
是我们要先这么做的原因
why we’re doing it in the first place.
公司及企业家能从这种经历中获得什么呢
So what can companies and entrepreneurs take away from that experience?
CEO的责任是灌输目标 而不仅仅是卖产品
The CEO’s responsibility is to preach the cause, not just sell the product.
但这样 所有从事这件事的人
But so that all the people who work to it
以及加入公司的人会明白
and who joined the company understand that
他们正参与一件类似于社会运动的事情
they’re joining somewhat of a social movement.
史蒂夫•乔布斯在这方面确实做得很好
Steve Jobs is really good at this.
我是说 在苹果工作的人确实觉得自己将改变世界
I mean the people who work there really thought they were gonna change the world.
而且他们还在继续没错
– You know, and they still do.– He did.
他们这么做了……那是对乔布斯
And they did and this… that was a credit to Jobs
不断的布道这项事业的信任
preaching the cause and preaching the cause.
而且回到苹果起源的故事
And if you go back to the origin story of Apple,
有项称作个人电脑的新技术
here was this new technology called the personal computer.
乔布斯是个平民主义者 他相信人民的力量
And Jobs was a populist, he believed in power to the people.
他相信这项技术真的可以
And he believed that this technology could really
赋予一个人以力量来运营一家公司
empower a human being to stand up to a corporation.
但……除非他们帮你把事情简化 否则绝不会发生
But…and that would never happen unless they made it simple to you.
这不单是简单和设计问题
So it wasn’t just about simplicity and design,
这事关把权利还给人们的问题
it was about giving power to people.
不知你有没有注意到 从苹果早期到现在
And if you’ve noticed, since the dawn of Apple to this current day,
他们在自己的广告中只表现个体
they only have individuals in their advertising,
一个人在老的《1984》商业广告中起义
one person rising up that old 1984 commercial,
一个人跑进奥威尔式的场景
one person running into this Orwellian scene.
这是一个人和iPod共舞
It’s one person dancing with an iPod.
好像在说:“我是Mac” 我是“个人电脑”
It’s I’m a Mac, I’m a PC.
这是关于个人和授权的
It’s really about the individual and about empowerment.
苹果在九十年代就创立了
Had Apple started in the 90’s,
它本可以是家网络公司 本可以是家在线……
it would have been a dot-com, it would have been an online…
它刚好是那个时候的一项技术
it just happened to be the technology of the day.
这和技术本身没丁点儿关系
It had nothing to do with the technology.
与它自身的信仰有关系
It had to do with his own personal beliefs
而且这项技术只是达到目的的一种手段
and the technology was simply a means to an end.
而且这也给了他多样化投资组合的权力
And this is what gave him the power to diversify their portfolio as well,
那就是 绝不会把产品放在第一位
which is it was never about the product in the first place,
第一位总是关于人的
it was always about the people.
听起来……从你的角度来说
So it sounds like it’s… it would be rather hard
学习创业精神或是学如何成为领导者
from the way you kind of put it
是相当困难的
to learn entrepreneurship or to learn how to be a leader.
领导力是一项技能 是一项实用的技能
Leadership is a skill, leadership is a practicable skill.
但遗憾的是 它很少能被教会
And it’s rarely taught unfortunately.
当真要教的话 也是教不好的
And when it is taught, it’s not taught well.
MBA的很多课程 确实没有教授领导学这项
Most of the MBA programs don’t really teach leadership,
他们称其为领导力 但教的却是经营手段
they call it leadership, but they teach management.
领导力确确实实是心态上的人情练达
Leadership is this really really sort of sophisticated change in mindset.
当我们初出茅庐时
When we’re very junior,
我们唯一要做好的事就是我们的工作
the only thing we have to do is be good at our jobs.
工作会教我们如何运用软件或是技术
And they teach us how to use the software or use the technology,
这样我们可以做好本职工作 工作给我们培训
so that we can get good at our jobs, they give us training.
一些人获得了做好本职工作的更高的等级
Some people get advanced degrees on how to do the job,
会计师或其他一些
accounting or whatever, you know.
而且如果你工作做得好 他们也会提升你
And if you’re really good at your job, they’ll promote you.
最终你会升到某个职位
And eventually you’ll get promoted to a position
在这个职位上 你要对做你以前工作的人负责
where you’re now responsible for people who do the job you used to do.
但没有人会教你该怎么做
But nobody teaches us how to do that.
这就是我们招募经理的原因
And this is why we get managers.
因为现在负责管我们的人
It’s because the people who are now put in charge of us
实际上在工作上比我们做得更好
are actually better at the job than we are.
那就是让他们获得提升的东西 他们没法让自己晋升
That’s what got them promoted, they can’t help themselves.
所以我们必须通过这种转变来做到这点
And so we have to do this through this transition.
有些人进步很慢 有些人进步很快
Some people make it slowly. Some people make it quickly.
遗憾的是 没有培训 某些人永远都不会进步
Unfortunately, without training, some people will never make it.
我们必须要经历这种转变
We have to go this through this transition
我们不再对结果负责
where we are no longer responsible for the results.
我们现在只对那些 对结果负责的人负责
We now become responsible for the people who are responsible for the results.
我们不再负责照顾顾客了
We’re no longer responsible for taking care of the customer.
我们不再……我们现在只对那些
We’re no longer… we’re now responsible for the people
照顾顾客的人负责
who are taking care of the customer.
这就是领导力
This is what leadership is.
而且是一种实践能力
And it’s a practicable skill
和成为父母(要具备的)是同一种东西
and it’s the same thing as becoming a parent.
你的生活方式等等也会改变
Your lifestyle whatever will change.
如今 所有的事情都是围绕照顾他人而存在
And now everything is centered around taking care of another human being.
那就是领导力之所在
That’s what leadership is.
企业家精神与之不同
Entrepreneurship is different.
我和人们讨论并辩论过
You know, I’ve had these discussions and debates with people
是否可以教出企业家精神
whether you can teach entrepreneurship.
在成为企业家和小的企业主之间
There’s a huge difference
有很大的不同
between being an entrepreneur and being a small business owner.
不是所有的小企业主都称得上企业家
Not all small business owners are entrepreneurs.
而且一些企业家都拥有巨大的生意
And some entrepreneurs are owning huge businesses.
理查德•布兰森是个企业家
Richard Branson’s an entrepreneur.
他拥有300家公司 价值数十亿美元
He owns 300 companies worth multiple billions of dollars.
他是个企业家
He’s an entrepreneur.
所以 就不要纠结于小企业主和企业家了
So let us not confuse small business owner and entrepreneur.
小企业主拥有小生意
And a small business owner owns a small business
而企业家是麻烦终结者
and an entrepreneur is problem solver.
这就是他们看世界的方式 他们看世界的方式不同
It’s the way they see the world. They see the world differently.
而且我想讨论一下 我们能否教授这种方式
And I would debate whether we can teach that.
我想 我们可以教大家一些做小生意的技能
I think we can teach some of the skills of building a small business,
但是我……至于能否教授企业家精神
but I’m… the jury’s still out for me
我还没有定论
whether we can teach entrepreneurship.
我敢肯定全国所有的MBA课程……你会喜欢那种的
I’m sure all the MBA programs across the country… you’re gonna love that one.
好的 我们来跳到你的下一本书吧
Okay, so let’s skip ahead to your next book,
你最新的一本书 《领导最后用餐》
your latest book, Leaders Eat Last.

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视频概述

世上企业这么多,却很少有真正懂得如何经营的,企业家和小的企业主有什么不同呢?希望大家看了本文后能了解一点。

听录译者

jm

翻译译者

启点—飞雪群山

审核员

审核员YX

视频来源

https://www.youtube.com/watch?v=INjECrw7YYs

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