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TimLeberecht_2012G-_品牌“失控”三原则_
Companies are losing control. 许多公司正在丧失控制权
What happens on Wall Street no longer stays on Wall Street.
Wall Street:n.华尔街(美国纽约金融中心和证券交易所所在地);
What happens in Vegas ends up on YouTube. (Laughter)
Reputations are volatile . Loyalties are fickle . 名声和忠诚变得反覆无常
volatile:adj.[化学]挥发性的;不稳定的;爆炸性的;反覆无常的;n.挥发物;有翅的动物; Loyalties:n.忠诚;忠心(loyalty的复数); fickle:adj.浮躁的;易变的;变幻无常的;
Management teams seem increasingly disconnected from their staff. (Laughter) 管理层似乎与他们的员工 背道而驰。（笑声）（图中文字:“高盛将有良知的员工关在单独的格子间里办公”洋葱网）
Management:n.管理;管理人员;管理部门;操纵;经营手段; increasingly:adv.越来越多地;渐增地; disconnected:adj.分离的; v.切断(煤气、水或电的供应); (disconnect的过去式和过去分词)
A recent survey said that 27 percent of bosses believe their employees are inspired by their firm. 最近一项调查显示,27%的老板觉得 其员工受到了公司的激励
survey:n.调查;测量;审视;纵览;vt.调查;勘测;俯瞰;vi.测量土地; inspired:adj.受到启发的; v.鼓舞; (inspire的过去分词和过去式)
However, in the same survey, only four percent of employees agreed. 只有4%的员工这么想
Companies are losing control of their customers and their employees. 许多公司正在失去对
But are they really? 不过他们真的失去了么？
I'm a marketer , and as a marketer , I know that I've never really been in control. 从来没有真正地控制过什么
marketer:n.[贸易]市场商人;市场营销人员;
Your brand is what other people say about you when you're not in the room, the saying goes. 别人对你的评价
brand:v.铭刻于,铭记;打烙印于;印…商标于;n.商标,牌子;烙印;
Hyperconnectivity and transparency allow companies to be in that room now, 24/7. 网络的超连通性和高透明度让公司 全天24小时都在那个房间里
transparency:n.透明,透明度;幻灯片;有图案的玻璃;
They can listen and join the conversation.
In fact, they have more control over the loss of control than ever before. 前所未有的掌控力
They can design for it. But how? 他们可以自己来设计。但是怎么做呢？
First of all , they can give employees and customers more control. 首先,他们能给予顾客和员工更多的控制权
First of all:adv.首先;
They can collaborate with them on the creation of ideas, knowledge, content , designs and product. 内容、设计以及产品的创造上跟他们合作
collaborate:vi.合作;勾结,通敌; creation:n.创造,创作;创作物,产物; content:n.内容,目录;满足;容量;adj.满意的;vt.使满足;
They can give them more control over pricing, which is what the band Radiohead did with its pay-as-you-like online release of its album "In Rainbows ." Buyers could determine the price, but the offer was exclusive , and only stood for a limited period of time. “买者定价”的方式在网上发布新专辑
band:n.带;波段;频带;箍;v.加彩条(或嵌条等);(将价格、收入等)划分档次; Radiohead:n.电台司令;收音机头(乐队组合名); release:v.释放;发射;让与;允许发表;n.释放;发布;让与; Rainbows:n.虹;彩虹;(rainbow的复数) Buyers:n.[贸易]买主;买方市场;采购者;购货者(buyer的复数); determine:v.决定;确定;测定;查明;形成;影响;裁决;安排; exclusive:adj.独有的;排外的;专一的;n.独家新闻;独家经营的项目;排外者; limited:adj.有限的; n.高级快车; v.限制; (limit的过去分词和过去式)
The album sold more copies than previous releases of the band.
previous:adj.以前的;早先的;过早的;adv.在先;在…以前; releases:n.释放; vt.释放;
The Danish chocolate company Anthon Berg opened a so-called " generous store" in Copenhagen . 丹麦巧克力公司Anthon Berg在哥本哈根
Danish:adj.丹麦的;丹麦人的;丹麦语(文)的;n.丹麦语; so-called:adj.所谓的;号称的; generous:adj.慷慨的,大方的;宽宏大量的;有雅量的; Copenhagen:n.哥本哈根(丹麦首都);
It asked customers to purchase chocolate with the promise of good deeds towards loved ones. 它要求顾客对所爱的人做出“善行承诺” 然后用这个承诺作为货币来“购买”巧克力
purchase:n.购买;采购;购买的东西;购买项目;v.购买;采购; deeds:n.行为;行动;(尤指房产)契约,证书;(deed的复数)
It turned transactions into interactions , and generosity into a currency . 这使得交易变成了互动
transactions:n.处理,[图情]会报;汇报(transaction复数); interactions:n.[计]交互,相互作用;相互交流;干扰;(interaction复数) generosity:n.慷慨,大方;宽宏大量; currency:n.货币;通货;
Companies can even give control to hackers . 公司甚至还可以给黑客一些权利
hackers:n.黑客,骇客;电脑黑客(hacker的复数);
When Microsoft Kinect came out, the motion-controlled add-on to its Xbox gaming console , it immediately drew the attention of hackers.
add-on:n.一种硬件设备(用于加在计算机上以扩展其功能);追加; Xbox:n.微软游戏机; console:v.安慰;抚慰;慰藉;n.控制台,操纵台,仪表板;
Microsoft first fought off the hacks , but then shifted course when it realized that actively supporting the community came with benefits. 微软起初极力遏制黑客,后来却反其道而行之 利大于弊
hacks:出租汽车;老马(hack的复数); shifted:转移;移动(shift的过去式和过去分词); community:n.社区;[生态]群落;共同体;团体;
The sense of co-ownership , the free publicity , the added value , all helped drive sales. 共同拥有的感觉、免费的宣传
co-ownership:n.[法]共同所有权; publicity:n.宣传,宣扬;公开;广告;注意; added value:附加值;
The ultimate empowerment of customers is to ask them not to buy. 给消费者的终极权利 是叫他们不要买
ultimate:adj.最终的;极限的;根本的;n.终极;根本;基本原则; empowerment:n.许可,授权;
Outdoor clothier Patagonia encouraged prospective buyers to check out eBay for its used products and to resole their shoes before purchasing new ones. 在买新货之前先上eBay找找他们的二手货 或者给旧鞋换个鞋底就行了
Outdoor:adj.户外的;露天的; clothier:n.衣庄;呢绒商; Patagonia:n.巴塔哥尼亚(南美的一个地区); prospective:adj.未来的;预期的;n.预期;展望; purchasing:n.购买;采购;v.买;购买;采购;(purchase的现在分词)
In an even more radical stance against consumerism , the company placed a "Don't Buy This Jacket" 为抵制消费主义,该公司还发起更激进的活动 大打 别买这件外套 的广告
radical:n.自由基;激进分子;游离基;adj.根本的;彻底的;完全的;全新的; stance:n.立场;姿态;位置;准备击球姿势; consumerism:n.保护消费者利益运动;用户至上主义;
advertisement during the peak of shopping season. 而且还是在购物季正如火如荼的时候
peak:n.高峰; v.达到高峰; adj.最高度的;
It may have jeopardized short-term sales, but it builds lasting, long-term loyalty based on shared values.
jeopardized:v.冒…的危险;危及;危害;损害;(jeopardize的过去式和过去分词) short-term:adj.短期的; long-term:adj.长期的;从长远来看; loyalty:n.忠诚;忠心;忠实;忠于…感情;
Research has shown that giving employees more control over their work makes them happier and more productive .
productive:adj.能生产的;生产的,生产性的;多产的;富有成效的;
The Brazilian company Semco Group famously lets employees set their own work schedules and even their salaries. 甚至自定薪水
famously:adv.著名地;极好地;
Hulu and Netflix , among other companies, have open vacation policies . 开放休假政策
Netflix:n.网飞公司(出租DVD;在线观看电影的网站。); policies:n.政策;方针;原则;为人之道;保险单(policy的复数)
Companies can give people more control, but they can also give them less control. 也可以收回权力
Traditional business wisdom holds that trust is earned by predictable behavior, but when everything is consistent and standardized , how do you create meaningful experiences? 传统的商业智慧认为 信任的基础是可预测的行为 但是当一切都一致化、标准化时 要如何创造有意义的经历？
Traditional:传统的,惯例的, wisdom:n.智慧;明智;才智;学问; predictable:adj.可预言的; consistent:adj.始终如一的,一致的;坚持的; standardized:adj.标准的; v.使合乎标准; meaningful:adj.严肃的;重要的;重大的;意味深长的;
Giving people less control might be a wonderful way to counter the abundance of choice and make them happier. 减少人们的控制权也许是个 抵消过量选择的好方法
abundance:n.丰度;丰富;大量;富足;
Take the travel service Nextpedition. 例如Nextpedition这家旅行社
Nextpedition turns the trip into a game, with surprising twists and turns along the way. 就把旅行变成游戏 一路上都有意想不到的惊奇
twists:n.[力]扭曲,一扭(twist的复数形式);v.[力]扭曲,拧(twist的三单形式);
It does not tell the traveler where she's going until the very last minute, and information is provided just in time. Similarly , Dutch airline KLM launched a surprise campaign, seemingly randomly handing out small gifts to travelers en route to their destination. 旅行社会一直卖关子,旅客要到最后 才知道自己要去哪,并得到相关信息 同样,丹麦航空公司KLM也用类似的手法 到达目的地之前都惊喜不断
provided:conj.假如; v.提供; (provide的过去分词和过去式) Similarly:adv.同样地;类似于; Dutch:adj.荷兰的; n.荷兰人; v.费用平摊地; airline:n.航空公司; launched:v.发射;发起;开展;开始;(launch的过去式和过去分词) seemingly:adv.看来似乎;表面上看来; randomly:adv.随便地,任意地;无目的,胡乱地;未加计划地; en route:在途中;在航路上;
U.K.-based Interflora monitored Twitter for users who were having a bad day, and then sent them a free bouquet of flowers. 免费送他们一束鲜花
bouquet:n.花束;酒香;
Is there anything companies can do to make their employees feel less pressed for time? Yes. 减少员工的时间压力？有
Force them to help others. 就是强迫他们帮助别人
A recent study suggests that having employees complete occasional altruistic tasks throughout the day increases their sense of overall productivity . 最近一项研究显示,如果员工在一天内
occasional:adj.偶然的;临时的;特殊场合的; altruistic:adj.利他的;无私心的; throughout:adv.自始至终,到处;全部;prep.贯穿,遍及; overall:v.全部; n.外套; adj.全面的; productivity:n.生产力;生产率;生产能力;
At Frog, the company I work for, we hold internal speed meet sessions that connect old and new employees, helping them get to know each other fast. 我工作的公司Frog 会举行快速见面会,在新老员工之间搭起一座桥梁 帮助他们迅速了解彼此
internal:n.内脏;本质;adj.内部的;里面的;体内的;(机构)内部的; sessions:n.会议;会期(session的复数);
By applying a strict process , we give them less control, less choice, but we enable more and richer social interactions. 选择虽然少了,但社交互动更丰富了
applying:v.申请,请求;使用;应用;(apply的现在分词) 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; enable:v.使能够;使有机会;使成为可能;使可行;
Companies are the makers of their fortunes , and like all of us, they are utterly exposed to serendipity . 公司是自身财富的创造者 和我们所有人一样,他们随时会遇到突发状况
fortunes:n.命运,机遇(fortune复数形式); v.给…以大宗财富(fortune的第三人称单数形式); utterly:adv.完全地;绝对地;全然地;彻底地,十足地; exposed:adj.无遮蔽的; v.暴露; (expose的过去分词和过去式) serendipity:n.意外发现珍奇事物的本领;有意外发现珍宝的运气;
That should make them more humble , more vulnerable and more human. 这使他们更卑微、更脆弱 也更具人性
humble:adj.谦逊的; vt.使谦恭; vulnerable:adj.易受攻击的,易受…的攻击;易受伤害的;有弱点的;
At the end of the day, as hyperconnectivity and transparency expose companies' behavior in broad daylight , staying true to their true selves is the only sustainable value proposition . 说到底,网络的超连通性和透明度 让公司的行为 暴露在光天化日之下,而忠于自我 是创造持久价值的唯一方法
in broad daylight:在大白天;光天化日;在光天化日之下;公开地; sustainable:adj.可以忍受的;足可支撑的;养得起的;可持续的; proposition:n.提议;待处理的问题;任务;(美国)法律修正议案;见解;命题;v.向...提议;
Or as the ballet dancer Alonzo King said, "What's interesting about you is you."
ballet:n.芭蕾舞;芭蕾舞团;芭蕾舞剧;
For the true selves of companies to come through, openness is paramount , but radical openness is not a solution , because when everything is open, nothing is open. 开诚布公是不二法门 但是彻底公开不能解决问题 因为公开一切等于什么都没公开
openness:n.公开;宽阔;率真; paramount:adj.最重要的,主要的;至高无上的;n.最高统治者; solution:n.解决方案;溶液;溶解;解答;
'"A smile is a door that is half open and half closed," 微笑是一扇半开半关的门
the author Jennifer Egan wrote. 这是作家珍妮佛?伊根写的
Companies can give their employees and customers more control or less. They can worry about how much openness is good for them, and what needs to stay closed. 公司可以让员工和客户 有更多或更少的控制权 可以评估公开多少对自己有利以及什么不能公开
Or they can simply smile, and remain open to all possibilities. 接受各种可能
Thank you. (Applause)
(Applause)