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MartinReeves_2016S-_怎样让企业持续运行100年？_
Imagine that you are a product designer. 把自己想象成一个产品设计师。
And you've designed a product, a new type of product, called the human immune system . 你设计了一种产品 一种叫做人体免疫机制的新产品
immune system:n.免疫系统;
You're pitching this product to a skeptical , strictly no-nonsense manager. 你在向一个持质疑态度 不容许讲废话的经理推销这种产品
pitching:n.(船的)纵摇或前后簸动; v.用力扔; (pitch的现在分词) skeptical:adj.怀疑的;怀疑论的,不可知论的; no-nonsense:adj.严肃的;实际的;
Let's call him Bob. 让我们叫他鲍勃
I think we all know at least one Bob, right? 我想每个人都至少认识一个鲍勃,对吧
How would that go? 将会发生什么呢
Bob, I've got this incredible idea for a completely new type of personal health product. 鲍勃,我有了一个美妙的想法 我要做一种全新的个人健康产品
incredible:adj.难以置信的,惊人的; personal:adj.个人的;身体的;亲自的;n.人事消息栏;人称代名词;
It's called the human immune system. 它叫做人体免疫机制
I can see from your face that you're having some problems with this. 我能从你的反应看出你不太相信
Don't worry. I know it's very complicated . 不要担心,我知道这不好理解
complicated:adj.复杂的;难懂的;v.使复杂化;(complicate的过去分词和过去式)
I don't want to take you through the gory details, 我不会赘述令人肉麻的细节
gory:adj.血淋淋的;残酷的;
I just want to tell you about some of the amazing features of this product. 我只想告诉你这种产品的几个惊人之处
First of all , it cleverly uses redundancy by having millions of copies of each component -- leukocytes , white blood cells -- before they're actually needed, to create a massive buffer against the unexpected . 首先,它巧妙地使用了庞大性 它拥有上百万备用的同种组织 ——比如血白细胞—— 来制造应对突发情况的 有效方案
First of all:adv.首先; cleverly:adv.聪明地; redundancy:n.[计][数]冗余(等于redundance);裁员;人浮于事; component:n.成分;部件;组成部分;adj.构成的; leukocytes:n.白血球(leukocyte的复数形式); massive:adj.大量的;巨大的,厚重的;魁伟的; buffer:n.[计]缓冲区;缓冲器,[车辆]减震器;vt.缓冲; unexpected:adj.意外的,想不到的;
And it cleverly leverages diversity by having not just leukocytes but B cells, T cells, natural killer cells, antibodies . 其次它有着多样性 不只是有白血细胞,还有B细胞、T细胞、 自然杀伤细胞和抗体
leverages:n.手段,影响力;杠杆作用;杠杆效率; diversity:n.差异(性):多样性:多样化: antibodies:n.[免疫]抗体(antibody的复数);
The components don't really matter. 重要的不是它的组成部分
components:n.部件;组件;成份(component复数);
The point is that together, this diversity of different approaches can cope with more or less anything that evolution has been able to throw up. 重要的是合在一起 这种有着不同种类的多样性 几乎可以解决进化中出现的所有问题
approaches:v.靠近,接近; n.方式,方法,态度; cope:v.处理;n.大圆衣; more or less:或多或少; evolution:n.演变;进化;发展;渐进;
And the design is completely modular . 而且它的设计十分模块化
modular:adj.模块化的;模数的;有标准组件的;
You have the surface barrier of the human skin, you have the very rapidly reacting innate immune system and then you have the highly targeted adaptive immune system. 有着人体皮肤的表面保护 不仅有与生俱来的反应敏捷的免疫机制 还有着适应力极强的高效免疫系统
barrier:n.屏障;障碍;障碍物;关口;v.用栅围住; reacting:v.起反应;(对…)作出反应;回应;(react的现在分词) innate:adj.先天的;固有的;与生俱来的; highly:adv.高度地;非常;非常赞许地; adaptive:adj.适应的,适合的;
The point is, that if one system fails, another can take over , creating a virtually foolproof system. 即使一种机制失效另一种也能及时补上 创造出十分安全的系统
take over:接管;继承;接收;接任;接替; virtually:adv.事实上,几乎;实质上; foolproof:adj.十分简单的;十分安全的;不会错的;n.极简单;安全自锁装置;
I can see I'm losing you, Bob, but stay with me, because here is the really killer feature. 我知道你开始听不懂了,鲍勃但请听我说完 因为现在才是产品的杀手锏
The product is completely adaptive. 这种产品具有极强的适应力
It's able to actually develop targeted antibodies to threats that it's never even met before. 它可以针对从未见过的病原 制造出相应的抗体
It actually also does this with incredible prudence , detecting and reacting to every tiny threat, and furthermore , remembering every previous threat, in case they are ever encountered again. 它还十分精准 发现并对每种危机做出反应 并且记住每一次外界入侵 以防再次遭遇同种危险
prudence:n.审慎; detecting:n.检测;检定;v.发现;探知(detect的现在分词);adj.探测的; furthermore:adv.此外;而且; previous:adj.以前的;早先的;过早的;adv.在先;在…以前; encountered:v.遭遇,遇到;偶然碰到;意外地遇见;(encounter的过去分词和过去式)
What I'm pitching you today is actually not a stand-alone product. 我今天想和你们讲的其实不是一种独立运作的产品
stand-alone:n.独立;单机;adj.独立的;独立操作的;
The product is embedded in the larger system of the human body, and it works in complete harmony with that system, to create this unprecedented level of biological protection. 这种产品与整个人体相结合 并且和整体和谐共处 创造出了史无前例的生物保护机制
embedded:adj.嵌入式的;植入的;内含的;v.嵌入(embed的过去式和过去分词形式); harmony:n.协调;和睦;融洽;调和; unprecedented:adj.空前的;无前例的; biological:adj.生物学的;生物的;与生命过程有关的;加酶的;n.[药]生物制品;
So Bob, just tell me honestly, what do you think of my product? 鲍勃,请你诚实地告诉我你觉得这款产品怎么样？
And Bob may say something like, 鲍勃可能会说
I sincerely appreciate the effort and passion that have gone into your presentation , blah blah blah -- 我真挚地赞赏你在展示中 所表现出的努力和热情 啦啦啦啦……
sincerely:adv.真诚地;由衷地,诚恳地; appreciate:v.欣赏;感激;感谢;理解; passion:n.激情;热情;酷爱;盛怒; presentation:n.展示;描述,陈述;介绍;赠送; blah:n.废话;空话;瞎说;int.废话;
(Laughter) （笑声）
But honestly, it's total nonsense. 但是讲实话,简直是胡说八道
You seem to be saying that the key selling points of your product are that it is inefficient and complex . 你似乎在讲你产品的买点 是它的极其低效和冗杂
inefficient:adj.无效率的,效率低的;无能的; complex:adj.复杂的;合成的;n.复合体;综合设施;
Didn't they teach you 80-20? 你难道没有学过80/20法则吗？
And furthermore, you're saying that this product is siloed . 而且你还似乎在说这种产品很浪费
siloed:n.筒仓;青贮窖;飞弹发射井;vt.把…存入青贮窖;把…储存在筒仓内;
It overreacts , makes things up as it goes along and is actually designed for somebody else's benefit. 它反应过激 制造出东西又无的放矢 效益明显不高
overreacts:vi.反应过度;反作用过强;
I'm sorry to break it to you, but I don't think this one is a winner. 很抱歉让你遗憾了但它肯定没有希望
If we went with Bob's philosophy , 如果我们同意鲍勃的观点
philosophy:n.哲学;哲理;人生观;
I think we'd actually end up with a more efficient immune system. 我们实际上肯定了一种更为高效的免疫系统
And efficiency is always important in the short term. 而且效率在短期来说往往十分重要
efficiency:n.效率;效能;功效;
Less complex, more efficient, more bang for the buck . 少些复杂,多些效率更合算些
more bang for the buck:价廉物美;
Who could say no to that? 谁会拒绝这些好处呢？
Unfortunately , there's one very tiny problem, and that is that the user of this product, you or I, would probably die within one week of the next winter, when we encountered a new strain of the influenza virus. 不幸的是,有一个小小的问题 那就是如果你我有着这样的免疫系统 那么在遭遇新型传染病毒时 你我可能活不过下一个冬天的头一周
Unfortunately:adv.不幸地; strain:n.压力;品系;应力;张力;v.扭伤;拉紧;滤;损伤; influenza:n.[内科]流行性感冒(简写flu);家畜流行性感冒;
I first became interested in biology and business, and longevity and resilience , when I was asked a very unusual question by the CEO of a global tech company. 我第一次对生物与商业 以及持久性和抗压性赶到兴趣 是在被一个全球科技公司的CEO 问了一个问题时
biology:n.(一个地区全部的)生物;生物学; longevity:n.长寿,长命;寿命; resilience:n.恢复力;弹力;顺应力; global:adj.全球的;总体的;球形的;
And the question was: 那个问题是
What do we have to do to make sure that our company lasts 100 years? 怎样确保我们的公司能够持续运作100年？
A seemingly innocent question, but actually, it's a little trickier than you might think, considering that the average US public company now can expect a life span of only 30 years. 看上去是一个幼稚的问题 但是问题远没有你想的这么简单 美国现在普通的公共公司 通常只有30年的寿命
seemingly:adv.看来似乎;表面上看来; innocent:adj.无辜的;无罪的;无知的;n.天真的人;笨蛋; trickier:adj.狡猾的;机警的(tricky的变形); public company:n.公开招股公司; span:n.持续时间; v.持续;
That is less than half of the life span that its employees can expect to enjoy. 这几乎是它的员工 工作寿命的一半
Now, if you were the CEO of such a company, badgered by investors and buffeted by change, we might forgive you for not even worrying too much about what happens 30 years out. 现在,如果你是这样一个公司的CEO 被投资者纠缠不放因变化而遭受打击 可以理解你不为 之后30年的事操心太多
badgered:n.贪睡的獾(电影名); buffeted:斗争;奋勇前进;连续猛击(buffet的过去式和过去分词); forgive:v.原谅;免除(债务,义务等);
But here's something that should keep you awake at night: the probability that your company will not be around in five year's time, on average, is now a staggering 32 percent. 但有些事可能会让你难以入眠 你的公司在5年后倒闭的可能性 平均在32%上下浮动
probability:n.可能性;机率;[数]或然率; staggering:adj.惊人的; v.蹒跚; (stagger的现在分词)
That's a one in three chance that your company will be taken over or will fail within just five years. 也就是有三分之一的几率 你的公司会在5年后被转手或是倒闭
Let's come back to our tech CEO's question. 又来说说科技公司老板的问题
Where better to turn for advice than nature, that's been in the business of life and death for longer than any company? 哪里有向比大自然求教更好的呢？ 大自然已经在生死轮回的游戏中 比任何公司存活得都要久了
As a lapsed biologist , 作为一个不务正业的生物学家
lapsed:v.失效;期满终止;衰退;衰弱;(lapse的过去分词和过去式) biologist:n.生物学家;
I decided to immediately call a real biologist, my friend Simon Levin , 我马上联系了一个更专业的生物学者 我朋友赛门·莱文
Levin:n.闪电;
Professor of Biology and Mathematics at Princeton University. 普林斯顿大学的生物学和数学教授
Mathematics:n.数学;数学运算; Princeton:n.普林斯顿(美国新泽西州中部的自治市镇);
Together, we looked at a variety of biological systems, ranging from natural tropical rainforests through to managed forests and fisheries . 我们共同研究了许多生态系统 从自然热带雨林 到人造森林和鱼塘
variety:n.多样;种类;杂耍;变化,多样化; tropical:adj.热带的;热情的;酷热的; rainforests:n.(热带)雨林; fisheries:n.渔业;渔场(fishery的复数);捕鱼术;渔业公司;
And we asked ourselves the question: 我们问了自己一个问题
What makes these systems resilient and enduring ? 是什么使这些系统具有抗压能力和持续性
resilient:adj.弹回的,有弹力的; enduring:adj.持久的;耐久的;v.忍耐;忍受;持续;持久;(endure的现在分词)
And what we found was that the same six principles that we saw underpinning the miracle of the human immune system actually cropped up again and again , from redundancy through to embeddedness . 我们发现恰恰是支撑着人体免疫系统的 六条规律 一次又一次地表现出来 从庞大性到镶嵌性
principles:n.原则;主义;本质;政策;(principle的复数) underpinning:n.基础材料;基础结构;v.基础;加强;巩固;(underpin的现在分词) miracle:n.奇迹,奇迹般的人或物;惊人的事例; again and again:adv.再三地,反复地; embeddedness:n.嵌入;嵌入性;根植性;
In fact, we saw these principles not only in biologically enduring systems, we also found them being very characteristic of long-lived social systems, like the Roman Empire and the Catholic Church, believe it or not. 事实上,我们不只是在生物持久的系统中发现这些规律 我们还发现 它们在寿命长久的社会系统中也表现得十分突出 就像在罗马帝国和天主教堂中的表现 ——信不信由你——
biologically:adv.生物学上,生物学地; characteristic:n.特征;特点;品质;adj.典型的;独特的;特有的; long-lived:adj.长命的;历时长久的; Roman:n.罗马人;古罗马语;adj.罗马的;罗马人的; Catholic:adj.天主教的;宽宏大量的;n.天主教徒;罗马天主教;
We also went on to look at business, and found that these very same properties also characterized businesses that were resilient and long-lived, and we noted their absence from ones which were short-lived . 我们还研究了商界 也发现它们在坚韧且长久的企业中 表现的非常明显 并且发现了短命的企业中这种品质的缺失
characterized:adj.以…为特点的; absence:n.没有;缺乏;缺席;不注意; short-lived:adj.短暂的,短期的;短命的;无常的;
Let's first take a look at what happens when the corporate immune system collapses . 先来看看当企业的免疫机制失效时 会发生什么
take a look at:看一看;检查; corporate:adj.公司的;组成公司(或团体)的;法人的;社团的; collapses:v.(突然)倒塌,坍塌;昏倒;坐下;(collapse的第三人称单数)
This beautiful building is part of the Shitennoji Temple Complex in Osaka , Japan. 这栋美丽的建筑是日本大阪
Osaka:n.大阪(日本本州岛西南岸港市);
In fact, it's one of the oldest temples in Japan. 事实上它是日本最老的建筑之一
It was built by a Korean artisan , because at the time, Japan was not yet building temples. 它由一个韩国工匠修建 由于在那时日本还不会修建寺庙
Korean:n.朝鲜族;韩国人;朝鲜话;adj.朝鲜的;朝鲜族的;朝鲜话的; artisan:n.工匠,技工;
And this Korean artisan went on to found a temple-building company. 这个韩国工匠创建了一个修建寺庙的公司
Amazingly, his company, Kongō Gumi, was still around 1,428 years later. 十分神奇的是,他的公司 Kongō Gumi 在1480年后仍然存在
In fact, it became the oldest continuously operating company in the world. 实际上,它成为了世界上持续经营的 最古老的公司
continuously:adv.连续不断地;
So how is Kongō Gumi doing today? Kongō Gumi现在怎么样了呢
Not too well, I'm afraid. 恐怕不是很好
It borrowed very heavily during the bubble period of the Japanese economy , to invest in real estate . 在日本经济泡沫时期 借了很重的债 来投资房地产
bubble:n.泡;气泡;肥皂泡;一点感情;v.起泡;冒泡;洋溢着(某种感情); economy:n.经济;节约;理财; invest:v.投资;(把资金)投入;投入(时间、精力等);授予; real estate:n.房地产;不动产;
And when the bubble burst , it couldn't refinance its loans. 当经济泡沫破裂时它不能偿还债务
burst:v.破裂;爆炸;突破;冲进;n.爆发;点射;释放;(情感的)迸发; refinance:vt.再供…资金;再为…筹钱;
The company failed, and it was taken over by a major construction company. 公司破产了 被一所主流建筑公司收购
construction:n.建设;建筑物;解释;造句;
Tragically , after 40 generations of very careful stewardship by the Kongō family, 可悲的是,在 Kongō家族40代的 苦心经营之后
Tragically:adv.悲剧地;悲惨地; stewardship:n.管理工作;管事人的职位及职责;
Kongō Gumi succumbed to a spectacular lapse in the ability to apply a principle of prudence. Kongō Gumi最终屈服于在精准运营上 的巨大失败
succumbed:v.屈服;屈从;抵挡不住(succumb的过去分词和过去式) spectacular:adj.壮观的;壮丽的;令人惊叹的;n.壮观的场面;精彩的表演; apply:v.申请;涂,敷;应用;适用;请求;
Speaking of company failures: we're all familiar with the failure of Kodak , the company that declared bankruptcy in January 2012. 讲到公司倒闭 我们都熟悉柯达公司的失败 柯达在2012年一月 宣布破产
familiar:adj.熟悉的;常见的;亲近的;n.常客;密友; Kodak:n.小型照相机; bankruptcy:n.破产;
Much more interesting, however, is the question: 然而更为有趣的是:
Why did Fujifilm -- same product, same pressures from digital technology , same time -- why was Fujifilm able to survive and flourish ? 为什么富士胶片 ——同样的产品,相同的数码科技界的压力同样的时间段—— 为什么富士胶片能够存活下来并且欣欣向荣？
digital:adj.数字的;手指的;n.数字;键; technology:n.技术;工艺;术语; flourish:n.兴旺; vt.夸耀; vi.繁荣,兴旺;
Fujifilm used its capabilities in chemistry, material science and optics to diversify into a number of areas, ranging from cosmetics to pharmaceuticals , to medical systems to biomaterials . 富士胶片运用了自己在化学,材料科学和光学上的造诣 将自己的涉及领域多样化 从化妆品到医药 到医学系统、到生物材料
optics:n.[光]光学; diversify:vt.使多样化,使变化;增加产品种类以扩大; cosmetics:n.[化工]化妆品(cosmetic的复数); v.用化妆品打扮(cosmetic的三单形式); pharmaceuticals:n.药物(pharmaceutical的复数); biomaterials:n.[材]生物材料(biomaterial的复数);
Some of these diversification attempts failed. 有一些多样化的尝试失败了
diversification:n.多样化;变化; attempts:n.企图,试图;尝试(attempt的复数);v.试图;努力去做(attempt的三单形式);
But in aggregate , it was able to adapt its portfolio sufficiently to survive and flourish. 但是总体来说 它能够充足地转换自己的组合 从而幸存并且繁荣
aggregate:vi.集合; vt.集合; n.合计; adj.聚合的; portfolio:n.公文包;文件夹;证券投资组合;部长职务; sufficiently:adv.充分地;足够地;
As the CEO, Mr. Komori, put it, the strategy succeeded because it had "more pockets and drawers " 就像其CEO, Komori先生说的 这种策略之所以成功
strategy:n.策略;行动计划;部署;战略; drawers:n.抽屉;内裤;出票人;起草者;酒馆侍者;(drawer的复数)
than the rivals .
rivals:n.对手(rival的复数);[劳经]竞争者;v.竞争(rival的三单形式);
He meant, of course, that they were able to create more options than the rivals. 他的意思当然是 他们比同行创造了更多的选择空间
options:n.选择; v.得到或获准进行选择; (option的三单形式)
Fujifilm survived because it applied the principles of prudence, diversity and adaptation . 富士胶片存活了下来因为它采用了这些规律:精准 多样化 和适应能力
applied:adj.应用的;实用的;v.应用;使用;申请,请求;(apply的过去分词和过去式) adaptation:n.适应;改编;改编本,改写本;
A catastrophic factory fire, like the one we see here, completely wiped out, in one evening, the only plant which supplied Toyota with valves for car-braking systems. 像我们看到的这张图一场灾难性的工厂大火 在一个晚上完全地摧毁了 为丰田刹车系统提供阀门的唯一一个工厂
catastrophic:adj.灾难的;悲惨的;灾难性的,毁灭性的; valves:n.[机]阀门; v.装阀于…;
The ultimate test of resilience. 这是对抗压能力的终极考验
ultimate:adj.最终的;极限的;根本的;n.终极;根本;基本原则;
Car production ground to a screeching halt . 汽车生产进入了中断
screeching:n.尖叫;[动力]发动机啸声;v.发出尖利刺耳的声音(screech的ing形式); halt:v.停止;立定;踌躇,犹豫;n.停止;立定;休息;
How was it, then, that Toyota was able to recover car production? 之后怎么样了呢？丰田是否能否重整旗鼓恢复汽车生产？
Can you imagine how long it took? 你能想象这花了多长时间吗？
Just five days. 仅仅只有五天
From having no braking valves to complete recovery in five days. 从没有刹车阀门到完全恢复生产只用了五天时间
recovery:n.恢复,复原;痊愈;重获;
How was this possible? 这怎么可能呢？
Toyota managed its network of suppliers in such a collaborative manner that it could work very quickly and smoothly with suppliers to repurpose production, fill the missing braking valve capacity and have car production come online again. 丰田用一种合作的方式组织供销商网络 因此能够与供销商迅速顺利地合作 来重振生产 弥补缺失的刹车阀门生产能力 让汽车生产重新运作
collaborative:adj.合作的,协作的; smoothly:adv.平稳地,平滑地;流畅地,流利地; repurpose:vt.改换意图;重新目的化; capacity:n.能力;容量;资格,地位;生产力;
Toyota applied the principles of modularity of its supply network, embeddedness in an integrated system and the functional redundancy to be able to repurpose, smoothly, existing capacity. 丰田运用了供给网络的模块化原理 在相互结合的系统中的镶嵌原理 以及有效的庞大性来达到顺利重整 现有生产能力的效果
modularity:n.[计]模块性; integrated:adj.综合的; v.整合; (integrate的过去式和过去分词) functional:adj.功能的;
Now fortunately, few companies succumb to catastrophic fires. 幸运的是,很少有公司因大火而破产
But we do read in the newspaper every day about companies succumbing to the disruption of technology. 但我们却每天在报纸上读到 有公司因为科技的干扰而倒闭
succumbing:v.屈服;屈从;抵挡不住(攻击、疾病、诱惑等)(succumb的现在分词) disruption:n.破坏,毁坏;分裂,瓦解;
How is it, then, that the consumer optics giant Essilor is able to avoid technology disruption, and even profit from it? 光学巨头伊视路 是怎样避免科技干扰甚至从中获利的呢？
consumer:n.[经]消费者;[生,生态]消费者; giant:n.巨人;伟人;巨兽;adj.巨大的;特大的 profit:n.利润;利益;v.获利;有益;
And yes, technology disruption is not only a big deal in software and electronics . 是的,科技干扰不仅仅在软件和电子业上 意义重大
a big deal:na.要人;重要的事; electronics:n.电子学;电子工业;
Essilor carefully scans the competitive environment for potentially disruptive technologies . 伊视路仔细地在竞争环境中 审查了可能存在的干扰科技
competitive:adj.竞争的;比赛的;求胜心切的; potentially:adv.可能地,潜在地; disruptive:adj.破坏的;分裂性的;制造混乱的; technologies:n.技术;科技(technology的复数);
It acquires those technologies very early, before they've become expensive or competitors have mobilized around them, and it then develops those technologies itself, even at the risk of failure or the risk of self-disruption. 在这些科技的价格变得高昂或者同行得到它们之前 伊视路很早就获取了这些科技 然后它自己发展它们 甚至冒着失败 和自我干扰的风险
acquires:取得;获得; mobilized:v.组织;动员;调动;调用;(mobilize的过去式和过去分词) at the risk of:冒着…的危险;
Essilor stays ahead of its game, and has delivered spectacular performance for over 40 years, by using the principles of prudence and adaptation. 伊视路保持在了前列 通过运用精准和适应的法则 在近40年内 它表现了出色的成绩
performance:n.性能;表现;业绩;表演;
OK, if these principles are so powerful, you might be thinking, why are they not commonplace in business? 好了,既然这些法则如此强大你可能会想 为什么在商界不常见到它们呢？
commonplace:n.老生常谈;司空见惯的事;普通的东西;adj.平凡的;陈腐的;
Why do we not use these words every day? 为什么它们还不是老生常谈？
Well, change has to first start in the mind. 好吧,改变首先得从思想开始
If we think back to our pitch to Bob, in order to apply the principles that underpin the miracle of the human immune system, we first need to think differently about business. 如果我们回想对鲍勃的推销 为了运用支撑人体免疫机制的 几条法则 我们首先得从另一个角度 来思考商业
Now typically , when we think about business, we use what I call " mechanical thinking." 通常,当我们想到商业的时候 我们使用我所谓的“力学思考法”
typically:adv.代表性地;作为特色地; mechanical:adj.机械的;力学的;呆板的;无意识的;手工操作的;
We set goals, we analyze problems, we construct and we adhere to plans, and more than anything else, we stress efficiency and short-term performance. 我们制定目标 分析问题 制定并执行计划 最为重要的是 我们强调效率和短期表现
analyze:v.对…进行分析,分解(等于analyse); adhere:vi.坚持;依附;粘着;追随;vt.使粘附; short-term:adj.短期的;
Now, don't get me wrong -- this is a splendidly practical and effective way of addressing relatively simple challenges in relatively stable environments. 现在,请不要搞错 这是一种在相对稳定的环境中 解决较为简单的问题时 十分有效和实际的方式
splendidly:adv.华丽地;豪华地;壮观地; practical:adj.实际的;真实的;客观存在的;n.实习课;实践课; effective:adj.有效的,起作用的;实际的,实在的;给人深刻印象; relatively:adv.相当程度上;相当地;相对地; stable:n.马厩;牛棚;adj.稳定的;牢固的;坚定的;vi.被关在马厩;赶入马房;
It's the way that Bob -- and probably many of us, myself included -- process most business problems we're faced with every day. 这是鲍勃——还有包括我在内的我们中许多人—— 处理我们每天面临的大多数商业问题的办法
process:v.处理;加工;列队行进;n.过程,进行;方法,adj.经过特殊加工(或处理)的;
In fact, it was a pretty good mental model for business -- overall -- until about the mid-1980s, when the conjunction of globalization and a revolution in technology and telecommunications made business far more dynamic and unpredictable . 事实上,这曾是一种良好的商业思想模型 总体地—— 直到20世纪80年代中期 全球化和科技革命、通信技术的结合 比以往更具活力、更难以预测
mental:adj.精神的;脑力的;疯的;n.精神病患者; overall:v.全部; n.外套; adj.全面的; conjunction:n.结合;[语]连接词;同时发生; globalization:n.全球化; revolution:n.革命;旋转;运行;循环; telecommunications:n.电信;电讯; dynamic:n.动力; adj.充满活力的; unpredictable:adj.不可预知的;不定的;出乎意料的;n.不可预言的事;
But what about those more dynamic and unpredictable situations that we now increasingly face? 那么当我们现在面临更具活力和不可预测性的情况时 该怎么应对呢？
increasingly:adv.越来越多地;渐增地;
I think in addition to the mechanical thinking, we now need to master the art of biological thinking, as embodied by our six principles. 我认为除了力学思考法外 现在我们得掌握生物思考的艺术 就像我们的六条守则所传达的一样
in addition to:除…之外; embodied:v.呈现(embody的过去式及过去分词形式);具体表达;
In other words, we need to think more modestly and subtly about when and how we can shape, rather than control, unpredictable and complex situations. 换言之,我们得更为谦虚和细致地考虑 何时、怎样 塑造而不是控制 不可预测的复杂情况
modestly:adv.谨慎地;适当地; subtly:adv.精细地;巧妙地;敏锐地;
It's a little like the difference between throwing a ball and releasing a bird. 这有点像扔一个球 和放飞一只鸟的区别
releasing:n.释放;松释动作;脱扣释放;v.释放;排放;(release的现在分词);
The ball would head in a straight line, probably towards the intended target, and the bird certainly would not. 球可以直接以从上方观察的直线 飞向既定的目标 鸟显然不能
intended:adj.预定的;计划的;v.打算;计划;想要;(intend的过去分词和过去式)
So what do you think? 你们怎么想呢？
Sounds a little impractical , a little theoretical , perhaps? 听起来有点不切实际有点纯理论化了,是吗？
impractical:adj.不切实际的,不现实的;不能实行的; theoretical:adj.理论的;理论上的;假设的;推理的;
Not at all . 一点也不
Not at all:毫无;一点也不;不用谢;
Every small entrepreneurial company naturally thinks and acts biologically. 每个小型企业 都自然而然地生物化地思考和行动
entrepreneurial:adj.企业家的,创业者的;中间商的; naturally:adv.自然地;自然而然地;轻而易举;天生地;大方地;
Why? 这是为什么呢？
Because it lacks the resources to shape its environment through brute force. 因为它们缺少通过自身能力 塑造周围环境的条件
resources:n.[计][环境]资源; v.向…提供资金(resource的第三人称单数); brute:adj.残忍的;无理性的;n.畜生;残暴的人;
It lacks the scale to buffer change, and it's constantly thinking about the tough odds for a start-up to survive. 它没有能够迎接改变的规模 并且它不断地在思考 起步时渺茫的生存机会
scale:n.规模;比例;鳞;刻度;天平;数值范围;v.衡量;攀登;剥落;生水垢; constantly:adv.不断地;时常地; odds:n.几率;胜算;不平等;差别; start-up:n.启动;adj.起动阶段的;开始阶段的(异体字startup);
Now, the irony is, of course, that every large company started off as a small, entrepreneurial company. 现在,讽刺的是,当然 每一个大型公司都开始于一个小型企业
irony:n.讽刺;反语;具有讽刺意味的事;adj.铁的;似铁的;
But along the way somewhere, many have lost this ability to think and act biologically. 但是在发展的某一阶段 许多公司丢失了生物化思考和行动的能力
They need to rejuvenate their ability to think biologically in order to survive and thrive in today's environment. 他们需要重拾生物化思考的能力 以便在今天的环境中存活并繁荣
rejuvenate:vt.使年轻;使更新;使恢复精神;使复原;vi.复原;变年轻; thrive:v.繁荣;茁壮成长;蓬勃发展;兴旺发达;
So let's not just think about short-term performance. 让我们不要再只考虑短期表现吧
Every company I know spends plenty of time thinking about the central question of strategy: 我所知道的每一个公司都花大量的时间 思考他们的战略核心:
How good is our competitive game? 我们的竞争力还有多少？
In addition, let's also consider the second, more biological and equally important question: 除此之外,为什么不考虑 第二个,更为生物化而且同等重要的问题:
How long will that game last? 我们还能坚持多久？
Thank you very much. 谢谢
(Applause)