say reading that is not as good as doing an MBA.

說讀那個還不如讀個MBA。

And I would say, it's a bit of apples and oranges.

我想說，這有點像蘋果和橙子。

I think it's this broad philosophical book that MBA students

我認為這是一本廣義的哲學書，MBA學生

would be well advised to take on

將被建議承擔

and read in business school

並在商學院閱讀

and say, "If I step back from that,

並說，"如果我從那方面退一步。

could I get a better perspective on how to use this?"

我能不能從一個更好的角度來了解如何使用這個東西？"

The great military strategists,

偉大的軍事戰略家們。

the Sun Tzus and the von Clausewitzs,

Sun Tzus和Von Clausewitzs。

head away of conceptualizing

腦子裡沒有概念

the competition between forces.

力量之間的競爭。

They saw the best result

他們看到了最好的結果

of military strategy is not having a war.

的軍事戰略是不發生戰爭。

Strategy in business is a relatively new enterprise.

商業中的戰略是一項相對較新的事業。

It really only came into existence

它真的只存在於

in the late 50s, early 60s,

在50年代末、60年代初。

and it was an offshoot of military strategy.

而這是軍事戰略的一個分支。

People think business and war is all about the numbers,

人們認為商業和戰爭都是關於數字的。

and analyzing everything,

並分析一切。

and quantifying everything-

和量化的一切-

and it's not.

而事實並非如此。

In military strategy,

在軍事戰略方面。

they're really two actors that attention was paid to:

他們是真正被關注的兩個演員。

One is ourselves.

一個是我們自己。

How strong is our army?

我們的軍隊有多強？

What resources do we have to to fight?

我們有什麼資源可以用來戰鬥？

And then competition, our enemy.

然後是競爭，我們的敵人。

How strong are they?

他們有多強？

What resources do they have?

他們有什麼資源？

And so, we'll decide strategy on the basis of the company,

是以，我們將在公司的基礎上決定戰略。

or in that case, the country.

或在這種情況下，國家。

But in business,

但在商業上。

the company and the competitor.

公司和競爭者。

Sun Tzu, a Chinese general/philosopher

孫子

who wrote one of the most influential books

他寫了一本最有影響力的書

on war called "The Art of War"-

稱為 "孫子兵法 "的戰爭理論 --

he wanted to get in behind the mechanics of war

他想進入戰爭機制的背後

to talk more about the philosophy.

來談更多關於哲學的問題。

And I think that's why it's had the staying power it has

我認為這就是為什麼它能有這樣的持久力。

because nothing about the world really has changed

因為世界上沒有任何東西真的改變了

from that deeper philosophical sense.

從這個更深的哲學意義上來說。

Even though the world has evolved,

儘管世界已經發展了。

the equipment used in war,

在戰爭中使用的設備。

but the philosophy, I think, behind it

但我認為，其背後的哲學是

has remained constant for the many centuries.

幾個世紀以來一直保持不變。

One thing Sun Tzu said was:

孫子說的一句話是。

"The supreme art of war

"戰爭的最高藝術

is to subdue the enemy without fighting."

是不戰而屈人之兵"。

Having the unnecessary carnage in war,

擁有戰爭中不必要的屠殺。

the actual killing of people

實際殺戮的人

or in business, the unnecessary destruction

或在商業上，不必要的破壞

of kind of monetary assets

貨幣資產的種類

in people's lives and careers-

在人們的生活和事業中-

that's not the object of war.

這不是戰爭的目的。

The object of war should be to try

戰爭的目的應該是為了嘗試

and make sure that you have an outcome

並確保你有一個結果

that is sustainable.

這是可持續的。

If the object of war is to crush somebody else

如果戰爭的目的是為了壓垮別人

in a way that makes them hate you forever,

以一種讓他們永遠恨你的方式。

guess what they'll do?

你猜他們會怎麼做？

They will hate you forever.

他們會永遠恨你。

So you express your business strategy

所以你要表達你的商業戰略

in a way that causes potential competitors to say,

的方式，導致潛在的競爭對手說。

"I'm gonna compete elsewhere,"

"我要去其他地方競爭。"

and hopefully they'll succeed elsewhere, right?

並希望他們能在其他地方取得成功，對嗎？

That's the perfect strategy,

這就是完美的策略。

so that you won't get into wars,

這樣你就不會陷入戰爭。

they won't attack you.

他們不會攻擊你。

"There's no instance of a nation benefiting

"沒有一個國家受益的例子

from prolonged warfare."

從長期的戰爭中"。

On what playing field

在什麼樣的競技場上

or if you like military strategy, battlefield,

或者，如果你喜歡軍事戰略，那就叫 "戰場"。

are you going to play and where not?

你要去玩嗎，在哪裡不玩？

And then on that playing field,

然後在那個運動場上。

how are you going to be the best?

你如何成為最好的？

How are you going to win?

你打算怎麼贏？

You only want to engage

你只想參與

in competitions where you can create a win

在比賽中，你可以創造一個勝利

without creating a loser

而不創造一個失敗者

who will keep on attacking you.

誰將會繼續攻擊你。

Ask yourself, "What can I uniquely do

問自己，"我可以獨特地做什麼？

for a particular set of customers?"

為一組特定的客戶？"

"Would-be competitors will choose to do something else

"可能的競爭者會選擇做別的事情

because I do that thing better."

因為我做那件事比較好。"

That is not a prolonged war.

這不是一場曠日持久的戰爭。

If you do it right, it's a prolonged peace.

如果你做得對，那是一種長久的和平。

"When you surround an army,

"當你包圍一支軍隊時，

leave an outlet free.

留下一個空閒的插座。

Do not press a desperate foe too hard."

不要把一個絕望的敵人逼得太緊。"

You either have to absolutely eliminate,

你要麼必須絕對消除。

entirely, a competitor,

完全是一個競爭者。

or give it a chance to find another place to play.

或者給它一個機會，讓它另找地方玩。

You can create for them an escape road

你可以為他們創造一條逃學生之路

to a different part of the market,

到市場的不同部分。

a different segment.

一個不同的部分。

But you've shown them that

但你已經向他們表明

in your target customer set,

在你的目標客戶群中。

you are the best,

你是最棒的。

and they can't just come

而他們不能只是來

into that place

進入那個地方

and do whatever they want.

並做他們想做的事。

"Treat your men as you would your own beloved sons.

"要像對待自己的愛子一樣對待你的手下。

And they will follow you into the deepest valley."

他們將跟隨你進入最深的山谷"。

A challenge in the modern corporation, right?

現代公司的挑戰，對嗎？

'Cause many of them get very big.

因為他們中的許多人變得非常大。

And you can think

而且你可以認為

of your employees as pawns in a bigger game,

你的員工是一個更大的遊戲中的棋子。

and if you lose a few, so be it.

如果你失去了一些，那就這樣吧。

A challenge for anybody who's a military commander

對任何一個擔任軍事指揮官的人來說都是一個挑戰

or a business leader

或商業領袖

is that they pay very little attention

是，他們很少注意到

to what you say.

對你所說的。

They pay attention like a hawk to what you do.

他們像鷹一樣關注著你所做的事情。

So if you say,

是以，如果你說。

"Oh, we're a family,

"哦，我們是一個家庭。

you're like my son,"

你就像我的兒子，"

and "Oh, we have too many of you,

和 "哦，我們有太多的人了。

and we're gonna lay off

而我們要裁員了

a couple thousand of you."

你們中的幾千人。"

Say, "Oh, so that's what you do with family members?

說："哦，所以這就是你對家庭成員的做法？

You fire them?"

你開除他們？"

That's why the disengagement scores in business

這就是為什麼企業中的離職率得分

these days are dreadful.

這些天是可怕的。

They're terrible!

他們太可怕了!

And I believe it's because senior managers are not listening

我相信這是因為高級管理人員沒有傾聽

to Sun Tzu and saying,

對孫子說。

"Each of my employees, I need to treat

"我的每一位員工，我都需要對待

as if they were members of your family."

就像他們是你的家庭成員一樣"。

And they will be creative for you.

而且他們會對你有創造性。

They will treat the customer exactly the way you

他們會完全按照你的方式對待客戶

wished they treated them.

希望他們對待他們。

They'll develop the people underneath them.

他們會發展他們下面的人。

They'll do all of these things that are done for love,

他們會做所有這些為愛而做的事情。

not because somebody commanded them to do it.

而不是因為有人命令他們這樣做。

In due course,

在適當的時候。

what was recognized in the world of business

在商業世界中被認可的

strategy is that there's a third super important actor-

戰略是，有第三個超級重要的行為者--

and that is the customer.

而這就是客戶。

And so you had to have a tripartite view,

是以，你必須有一個三方的觀點。

which is there's things

這就是有的東西

that are important about the company,

這對公司來說是很重要的。

there's things that are important about our competitors,

有一些關於我們的競爭對手的事情是很重要的。

and there's things that are important about customers-

還有一些關於客戶的重要事情--

and that was a problem with early business strategy.

而這是早期商業戰略的一個問題。

It didn't pay much attention to the customer,

它沒有過多關注客戶。

but over the last 40 years,

但在過去40年裡。

getting more and more intimate

越來越親密

and knowledgeable about customers,

和對客戶的瞭解。

and really finding ways to serve them better

並真正找到為他們提供更好服務的方法

has become a more integral part of strategy.

已成為戰略的一個更完整的組成部分。

And that's one of the reasons why in the world

而這也是為什麼在世界範圍內的原因之一

of business now,

的業務現在。

design has become very important

設計已經變得非常重要

because design is a field that focuses

因為設計是一個專注於

very much on the customer.

在很大程度上取決於客戶。

And that's why I've spent

這就是為什麼我花了

some of my time in forging a bond

我的一些時間是為了建立一個紐帶

between the world of strategy and the world of design,

在戰略世界和設計世界之間。

because the world of design has the best training

因為設計的世界有最好的培訓

in understanding customers

在瞭解客戶方面

and creating offers for them.

併為他們創造報價。

It's really weak

它真的很弱

in understanding the company and competition;

在瞭解公司和競爭方面。

it doesn't pay attention to that.

它不注意這一點。

That's more the world of business strategy, historically.

從歷史上看，這更像是商業戰略的世界。

And so if you meld those two together,

是以，如果你把這兩者融合在一起。

business strategy and design,

商業戰略和設計。

you get absolutely the most powerful way

你得到的絕對是最強大的方式

of creating fantastic, winning solutions for customers.

為客戶創造奇妙的、成功的解決方案。

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