迪士尼CEO鮑勃-艾格談新書 (Disney CEO Bob Iger talks about new book)

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>>> WELCOME BACK, EVERYONE.
>>> WELCOME BACK, EVERYONE.
>>> WELCOME BACK, EVERYONE. HE TOOK OVER THE WALT DISNEY
HE TOOK OVER THE WALT DISNEY
HE TOOK OVER THE WALT DISNEY COMPANY WHEN TECHNOLOGY WAS
COMPANY WHEN TECHNOLOGY WAS
COMPANY WHEN TECHNOLOGY WAS CHANGING LIKE NEVER BEFORE.
CHANGING LIKE NEVER BEFORE.
CHANGING LIKE NEVER BEFORE. IN THE LAST 15 YEARS, THE CEO
IN THE LAST 15 YEARS, THE CEO
IN THE LAST 15 YEARS, THE CEO BOB IGER HAS TURNED IT INTO THE
BOB IGER HAS TURNED IT INTO THE
BOB IGER HAS TURNED IT INTO THE MOST RESPECTED VIDEO COMPANY IN
MOST RESPECTED VIDEO COMPANY IN
MOST RESPECTED VIDEO COMPANY IN THE WORLD WITH COILS LIKE PIXAR,
THE WORLD WITH COILS LIKE PIXAR,
THE WORLD WITH COILS LIKE PIXAR, MARVEL AND 21st CENTURY FOX.
MARVEL AND 21st CENTURY FOX.
MARVEL AND 21st CENTURY FOX. NOW HE HAS A NEW BOOK CALLED
NOW HE HAS A NEW BOOK CALLED
NOW HE HAS A NEW BOOK CALLED RIDE OF A LIFETIME I GOT TO TALK
RIDE OF A LIFETIME I GOT TO TALK
RIDE OF A LIFETIME I GOT TO TALK TO HIM ABOUT HIS JUMPY, STEVE
TO HIM ABOUT HIS JUMPY, STEVE
TO HIM ABOUT HIS JUMPY, STEVE JOBS.
JOBS.
JOBS. >> YOU WRITE THERE ARE DAYS WHEN
>> YOU WRITE THERE ARE DAYS WHEN
>> YOU WRITE THERE ARE DAYS WHEN YOU CAN'T BELIEVE IT.
YOU CAN'T BELIEVE IT.
YOU CAN'T BELIEVE IT. WHAT MAKES THIS SO INCREDIBLE
WHAT MAKES THIS SO INCREDIBLE
WHAT MAKES THIS SO INCREDIBLE FOR YOU?
FOR YOU?
FOR YOU? >> OBVIOUSLY HAVING THE
>> OBVIOUSLY HAVING THE
>> OBVIOUSLY HAVING THE OPPORTUNITY TO RUN ONE OF THE
OPPORTUNITY TO RUN ONE OF THE
OPPORTUNITY TO RUN ONE OF THE GREATEST COMPANIES IN THE WORLD.
GREATEST COMPANIES IN THE WORLD.
GREATEST COMPANIES IN THE WORLD. AN ICONIC BRAND.
AN ICONIC BRAND.
AN ICONIC BRAND. IN THE STORY TELLING BUSINESS
IN THE STORY TELLING BUSINESS
IN THE STORY TELLING BUSINESS AND MANUFACTURING FUN.
AND MANUFACTURING FUN.
AND MANUFACTURING FUN. A COMPANY FOUNDED IN 1923.
A COMPANY FOUNDED IN 1923.
A COMPANY FOUNDED IN 1923. ALL OF THOSE THINGS ARE KIND OF
ALL OF THOSE THINGS ARE KIND OF
ALL OF THOSE THINGS ARE KIND OF PINCH ME ELEMENTS TO MY JOB.
PINCH ME ELEMENTS TO MY JOB.
PINCH ME ELEMENTS TO MY JOB. THAT I EVEN GOT THIS FAR,
THAT I EVEN GOT THIS FAR,
THAT I EVEN GOT THIS FAR, STARTING OFF AT THE VERY
STARTING OFF AT THE VERY
STARTING OFF AT THE VERY BEGINNING MAKES ME DEEPLY
BEGINNING MAKES ME DEEPLY
BEGINNING MAKES ME DEEPLY APPRECIATIVE AND STILL KIND OF
APPRECIATIVE AND STILL KIND OF
APPRECIATIVE AND STILL KIND OF CREATES A SENSE OF WONDER IN ME.
CREATES A SENSE OF WONDER IN ME.
CREATES A SENSE OF WONDER IN ME. HOW DID I EVER DO THIS?
HOW DID I EVER DO THIS?
HOW DID I EVER DO THIS? >> DO YOU START OUT WORKING AS A
>> DO YOU START OUT WORKING AS A
>> DO YOU START OUT WORKING AS A STUDIO DIRECTOR, DID YOU EVER
STUDIO DIRECTOR, DID YOU EVER
STUDIO DIRECTOR, DID YOU EVER IMAGINE THAT THIS WOULD BE WHERE
IMAGINE THAT THIS WOULD BE WHERE
IMAGINE THAT THIS WOULD BE WHERE YOU WOULD END UP?
YOU WOULD END UP?
YOU WOULD END UP? >> NO.
>> NO.
>> NO. NOT AT ALL.
NOT AT ALL.
NOT AT ALL. I DIDN'T HAVE ASPIRATIONS TO
I DIDN'T HAVE ASPIRATIONS TO
I DIDN'T HAVE ASPIRATIONS TO BECOME A CEO OF A BIG COMPANY.
BECOME A CEO OF A BIG COMPANY.
BECOME A CEO OF A BIG COMPANY. I JUST HAD ASPIRATIONS TO
I JUST HAD ASPIRATIONS TO
I JUST HAD ASPIRATIONS TO SUCCEED.
SUCCEED.
SUCCEED. I DID NOT EVEN KNOW HOW TO
I DID NOT EVEN KNOW HOW TO
I DID NOT EVEN KNOW HOW TO DEFINE THAT.
DEFINE THAT.
DEFINE THAT. I CERTAINLY COULD NOT HAVE
I CERTAINLY COULD NOT HAVE
I CERTAINLY COULD NOT HAVE ENVISIONED HAVING A CHANCE TO
ENVISIONED HAVING A CHANCE TO
ENVISIONED HAVING A CHANCE TO RUN WALT DISNEY.
RUN WALT DISNEY.
RUN WALT DISNEY. QUITE SPECIAL IN MANY RESPECTS.
QUITE SPECIAL IN MANY RESPECTS.
QUITE SPECIAL IN MANY RESPECTS. >> SO I ENJOYED IN THE BOOK
>> SO I ENJOYED IN THE BOOK
>> SO I ENJOYED IN THE BOOK READING ABOUT THE STEPS OF YOUR
READING ABOUT THE STEPS OF YOUR
READING ABOUT THE STEPS OF YOUR CAREER.
CAREER.
CAREER. ESPECIALLY WHEN YOU WERE ASKED
ESPECIALLY WHEN YOU WERE ASKED
ESPECIALLY WHEN YOU WERE ASKED TO RUN ABC ENTERTAINMENT.
TO RUN ABC ENTERTAINMENT.
TO RUN ABC ENTERTAINMENT. YOU QUESTIONED IF YOU COULD DO
YOU QUESTIONED IF YOU COULD DO
YOU QUESTIONED IF YOU COULD DO IT BECAUSE YOU DIDN'T HAVE THE
IT BECAUSE YOU DIDN'T HAVE THE
IT BECAUSE YOU DIDN'T HAVE THE SPECIFIC EXPERIENCE.
SPECIFIC EXPERIENCE.
SPECIFIC EXPERIENCE. HOW DID YOU GET THAT INNER
HOW DID YOU GET THAT INNER
HOW DID YOU GET THAT INNER CONFIDENCE TO LEARN TO TRUST
CONFIDENCE TO LEARN TO TRUST
CONFIDENCE TO LEARN TO TRUST YOUR OWN INSTINCTS AT THAT TIME
YOUR OWN INSTINCTS AT THAT TIME
YOUR OWN INSTINCTS AT THAT TIME AND GOING FORWARD?
AND GOING FORWARD?
AND GOING FORWARD? >> IT WAS CLEAR IF AN
>> IT WAS CLEAR IF AN
>> IT WAS CLEAR IF AN OPPORTUNITY CAME ITS WAY.
OPPORTUNITY CAME ITS WAY.
OPPORTUNITY CAME ITS WAY. IF A DOOR OPEN, IF I HAD AN
IF A DOOR OPEN, IF I HAD AN
IF A DOOR OPEN, IF I HAD AN INABILITY TO WALK THROUGH IT.
INABILITY TO WALK THROUGH IT.
INABILITY TO WALK THROUGH IT. IF I WAS TIMID OR NOT SURE OF
IF I WAS TIMID OR NOT SURE OF
IF I WAS TIMID OR NOT SURE OF MYSELF THE OPPORTUNITY WOULD
MYSELF THE OPPORTUNITY WOULD
MYSELF THE OPPORTUNITY WOULD EVER COME MY WAY, I JUST DECIDED
EVER COME MY WAY, I JUST DECIDED
EVER COME MY WAY, I JUST DECIDED THAT I WOULD PUT MY HEAD DOWN
THAT I WOULD PUT MY HEAD DOWN
THAT I WOULD PUT MY HEAD DOWN AND ADMIT WHAT I DID NOT KNOW
AND ADMIT WHAT I DID NOT KNOW
AND ADMIT WHAT I DID NOT KNOW AND WORK HARD TO LEARN FAST.
AND WORK HARD TO LEARN FAST.
AND WORK HARD TO LEARN FAST. IT IS INTERESTING IN NEW ROLES,
IT IS INTERESTING IN NEW ROLES,
IT IS INTERESTING IN NEW ROLES, YOU'RE OFTEN ASKED TO BE A
YOU'RE OFTEN ASKED TO BE A
YOU'RE OFTEN ASKED TO BE A LEADER OF SOMETHING WHEN YOU
LEADER OF SOMETHING WHEN YOU
LEADER OF SOMETHING WHEN YOU DON'T KNOW ANYTHING ABOUT IT.
DON'T KNOW ANYTHING ABOUT IT.
DON'T KNOW ANYTHING ABOUT IT. TO GET PAST MY OWN, WHAT I
TO GET PAST MY OWN, WHAT I
TO GET PAST MY OWN, WHAT I PERCEIVED TO BE MY OWN
PERCEIVED TO BE MY OWN
PERCEIVED TO BE MY OWN SHORTCOMINGS.
SHORTCOMINGS.
SHORTCOMINGS. MY OWN MISGIVINGS AND ACCEPT THE
MY OWN MISGIVINGS AND ACCEPT THE
MY OWN MISGIVINGS AND ACCEPT THE OPPORTUNITY AND TRY ON PROVE
OPPORTUNITY AND TRY ON PROVE
OPPORTUNITY AND TRY ON PROVE MYSELF.
MYSELF.
MYSELF. THAT HAPPENED A NUMBER OF TIMES.
THAT HAPPENED A NUMBER OF TIMES.
THAT HAPPENED A NUMBER OF TIMES. PARTICULARLY WHEN I WENT TO ABC
PARTICULARLY WHEN I WENT TO ABC
PARTICULARLY WHEN I WENT TO ABC ENTERTAINMENT.
ENTERTAINMENT.
ENTERTAINMENT. >> OF COURSE, WE'RE HERE IN THE
>> OF COURSE, WE'RE HERE IN THE
>> OF COURSE, WE'RE HERE IN THE BAY AREA AND I WANT TO ASK BUT
BAY AREA AND I WANT TO ASK BUT
BAY AREA AND I WANT TO ASK BUT THE H
THE H
THE H THE LATE STEVE JOBS.
THE LATE STEVE JOBS.
THE LATE STEVE JOBS. YOU WRITE THAT BUYING PIXARFUL
YOU WRITE THAT BUYING PIXARFUL
YOU WRITE THAT BUYING PIXARFUL CAN YOU TALK ABOUT HOW THE
CAN YOU TALK ABOUT HOW THE
CAN YOU TALK ABOUT HOW THE RELATIONSHIP STARTED AND IN THAT
RELATIONSHIP STARTED AND IN THAT
RELATIONSHIP STARTED AND IN THAT MOMENT THAT I THINK WAS SO
MOMENT THAT I THINK WAS SO
MOMENT THAT I THINK WAS SO POWERFUL THAT YOU SHARED IN
POWERFUL THAT YOU SHARED IN
POWERFUL THAT YOU SHARED IN EMERYVILLE BEFORE YOU WERE SET
EMERYVILLE BEFORE YOU WERE SET
EMERYVILLE BEFORE YOU WERE SET TO ANNOUNCE THE DEAL BETWEEN
TO ANNOUNCE THE DEAL BETWEEN
TO ANNOUNCE THE DEAL BETWEEN DISNEY AND PIXAR?
DISNEY AND PIXAR?
DISNEY AND PIXAR? >> DISNEY AND PIXAR HAD A
>> DISNEY AND PIXAR HAD A
>> DISNEY AND PIXAR HAD A RELATIONSHIP BUT HIT FRAYED.
RELATIONSHIP BUT HIT FRAYED.
RELATIONSHIP BUT HIT FRAYED. THEY WERE CO-FOUNDERS AND
THEY WERE CO-FOUNDERS AND
THEY WERE CO-FOUNDERS AND CREATING THE GREATEST FILMS THAT
CREATING THE GREATEST FILMS THAT
CREATING THE GREATEST FILMS THAT REMAIN, STARTING WITH TOY STORY
REMAIN, STARTING WITH TOY STORY
REMAIN, STARTING WITH TOY STORY IN 1995.
IN 1995.
IN 1995. AND STEVE HAD ANNOUNCED THAT HE
AND STEVE HAD ANNOUNCED THAT HE
AND STEVE HAD ANNOUNCED THAT HE WAS LEAVING THE DISNEY
WAS LEAVING THE DISNEY
WAS LEAVING THE DISNEY RELATIONSHIP TO GO OFF ON THEIR
RELATIONSHIP TO GO OFF ON THEIR
RELATIONSHIP TO GO OFF ON THEIR OWN.
OWN.
OWN. I THEN BECAME CEO.
I THEN BECAME CEO.
I THEN BECAME CEO. AND ONE OF THE FIRST THINGS I
AND ONE OF THE FIRST THINGS I
AND ONE OF THE FIRST THINGS I WANTED TO DO WAS TO SEE WHETHER
WANTED TO DO WAS TO SEE WHETHER
WANTED TO DO WAS TO SEE WHETHER I COULD SALVAGE THE RELATIONSHIP
I COULD SALVAGE THE RELATIONSHIP
I COULD SALVAGE THE RELATIONSHIP WITH STEVE AND WITH PIXAR.
WITH STEVE AND WITH PIXAR.
WITH STEVE AND WITH PIXAR. I BROUGHT UP THE CONCEPT OF
I BROUGHT UP THE CONCEPT OF
I BROUGHT UP THE CONCEPT OF APPLE CREATING FOR iTUNES, FOR
APPLE CREATING FOR iTUNES, FOR
APPLE CREATING FOR iTUNES, FOR TELEVISION, WHAT HE HAD DONE FOR
TELEVISION, WHAT HE HAD DONE FOR
TELEVISION, WHAT HE HAD DONE FOR MUSIC.
MUSIC.
MUSIC. IN OTHER WORDS, A PLACE YOU
IN OTHER WORDS, A PLACE YOU
IN OTHER WORDS, A PLACE YOU COULD GO TO SEE EVERY TELEVISION
COULD GO TO SEE EVERY TELEVISION
COULD GO TO SEE EVERY TELEVISION EPISODE THAT HAD EVER BEEN MADE.
EPISODE THAT HAD EVER BEEN MADE.
EPISODE THAT HAD EVER BEEN MADE. AND HE ASKED ME IF HE DID THAT,
AND HE ASKED ME IF HE DID THAT,
AND HE ASKED ME IF HE DID THAT, WHETHER WE WOULD SUPPLY SHOWS TO
WHETHER WE WOULD SUPPLY SHOWS TO
WHETHER WE WOULD SUPPLY SHOWS TO THAT PLATFORM.
THAT PLATFORM.
THAT PLATFORM. AND I SAID ABSOLUTELY.
AND I SAID ABSOLUTELY.
AND I SAID ABSOLUTELY. SO HE IMMEDIATELY SAW IN ME
SO HE IMMEDIATELY SAW IN ME
SO HE IMMEDIATELY SAW IN ME SOMEONE THAT RESPECTED APPLE AND
SOMEONE THAT RESPECTED APPLE AND
SOMEONE THAT RESPECTED APPLE AND RESPECTED TECHNOLOGY AND ITS
RESPECTED TECHNOLOGY AND ITS
RESPECTED TECHNOLOGY AND ITS PLACE IN BUSINESS AND SOCIETY.
PLACE IN BUSINESS AND SOCIETY.
PLACE IN BUSINESS AND SOCIETY. AND THE INTERSECTION BETWEEN
AND THE INTERSECTION BETWEEN
AND THE INTERSECTION BETWEEN TECHNOLOGY AND CREATIVITY.
TECHNOLOGY AND CREATIVITY.
TECHNOLOGY AND CREATIVITY. AND THAT I THINK SORT OF CHANGED
AND THAT I THINK SORT OF CHANGED
AND THAT I THINK SORT OF CHANGED THE RELATIONSHIP.
THE RELATIONSHIP.
THE RELATIONSHIP. SO WHEN I BECAME CEO FINALLY, IN
SO WHEN I BECAME CEO FINALLY, IN
SO WHEN I BECAME CEO FINALLY, IN LATE 2005, AND I BROACHED THE
LATE 2005, AND I BROACHED THE
LATE 2005, AND I BROACHED THE SUBJECT OF BUYING PIXAR, I WAS
SUBJECT OF BUYING PIXAR, I WAS
SUBJECT OF BUYING PIXAR, I WAS ALREADY COMING FROM A PLACE IN
ALREADY COMING FROM A PLACE IN
ALREADY COMING FROM A PLACE IN STEVE'S MIND THAT HE ADMIRED OR
STEVE'S MIND THAT HE ADMIRED OR
STEVE'S MIND THAT HE ADMIRED OR AT LEAST RESPECTED AND
AT LEAST RESPECTED AND
AT LEAST RESPECTED AND APPRECIATED.
APPRECIATED.
APPRECIATED. AND I DID BRING UP BUYING PIXAR.
AND I DID BRING UP BUYING PIXAR.
AND I DID BRING UP BUYING PIXAR. AND HE SAID YES.
AND HE SAID YES.
AND HE SAID YES. WE AGREED TO A $7.4 MILLION DEAL
WE AGREED TO A $7.4 MILLION DEAL
WE AGREED TO A $7.4 MILLION DEAL AFTER MONTHS OF NEGOTIATION AND
AFTER MONTHS OF NEGOTIATION AND
AFTER MONTHS OF NEGOTIATION AND MY GAINING THE APPROVAL OF THE
MY GAINING THE APPROVAL OF THE
MY GAINING THE APPROVAL OF THE BOARD AND THEN JUST AN HOUR
BOARD AND THEN JUST AN HOUR
BOARD AND THEN JUST AN HOUR BEFORE WE WERE ANNOUNCING THE
BEFORE WE WERE ANNOUNCING THE
BEFORE WE WERE ANNOUNCING THE DEAL, HE TOOK ME ASIDE TO GIVE
DEAL, HE TOOK ME ASIDE TO GIVE
DEAL, HE TOOK ME ASIDE TO GIVE ME A CHANCE TO PACK OUT OF THE
ME A CHANCE TO PACK OUT OF THE
ME A CHANCE TO PACK OUT OF THE DEAL.
DEAL.
DEAL. BY TELLING ME THAT THE CANCER HE
BY TELLING ME THAT THE CANCER HE
BY TELLING ME THAT THE CANCER HE HAD HAD A FEW YEARS EARLIER HAD
HAD HAD A FEW YEARS EARLIER HAD
HAD HAD A FEW YEARS EARLIER HAD COME BACK AND HE WASN'T SURE HOW
COME BACK AND HE WASN'T SURE HOW
COME BACK AND HE WASN'T SURE HOW LONG HE WOULD LIVE.
LONG HE WOULD LIVE.
LONG HE WOULD LIVE. AND I OPTED NOT TO ACCEPT HIS
AND I OPTED NOT TO ACCEPT HIS
AND I OPTED NOT TO ACCEPT HIS OFFER AND GO FORWARD.
OFFER AND GO FORWARD.
OFFER AND GO FORWARD. AND HE BECAME OUR LARGEST
AND HE BECAME OUR LARGEST
AND HE BECAME OUR LARGEST SHAREHOLDER AND A MEMBER OF THE
SHAREHOLDER AND A MEMBER OF THE
SHAREHOLDER AND A MEMBER OF THE BOARD AT DISNEY.
BOARD AT DISNEY.
BOARD AT DISNEY. AND PIXAR CONTINUED ON MAKING
AND PIXAR CONTINUED ON MAKING
AND PIXAR CONTINUED ON MAKING FILMS.
FILMS.
FILMS. AND THEY ALSO TURNED DISNEY
AND THEY ALSO TURNED DISNEY
AND THEY ALSO TURNED DISNEY ANIMATION AROUND AND THE REST IS
ANIMATION AROUND AND THE REST IS
ANIMATION AROUND AND THE REST IS HISTORY.
HISTORY.
HISTORY. >> DEFINITELY.
>> DEFINITELY.
>> DEFINITELY. I THINK YOU SHARED SO MANY
I THINK YOU SHARED SO MANY
I THINK YOU SHARED SO MANY LESSONS IN THIS BOOK BUT ONE OF
LESSONS IN THIS BOOK BUT ONE OF
LESSONS IN THIS BOOK BUT ONE OF THOSE THAT STUCK OUT TO ME THE
THOSE THAT STUCK OUT TO ME THE
THOSE THAT STUCK OUT TO ME THE MOST WAS INNOVATE OR DIE.
MOST WAS INNOVATE OR DIE.
MOST WAS INNOVATE OR DIE. EVERYTHING IS CHANGING SO
EVERYTHING IS CHANGING SO
EVERYTHING IS CHANGING SO QUICKLY IN THIS WORLD.
QUICKLY IN THIS WORLD.
QUICKLY IN THIS WORLD. WHAT WOULD BE YOUR ADVICE TO
WHAT WOULD BE YOUR ADVICE TO
WHAT WOULD BE YOUR ADVICE TO SOMEONE STARTING OUT?
SOMEONE STARTING OUT?
SOMEONE STARTING OUT? >> EXACTLY.
>> EXACTLY.
>> EXACTLY. THE PACE CHANGES SO RAPID, SO
THE PACE CHANGES SO RAPID, SO
THE PACE CHANGES SO RAPID, SO PROFOUND AND BUSINESS MODELS IN
PROFOUND AND BUSINESS MODELS IN
PROFOUND AND BUSINESS MODELS IN OUR LIVES.
OUR LIVES.
OUR LIVES. IT IS SO OMNI PRESENT PROTECTING
IT IS SO OMNI PRESENT PROTECTING
IT IS SO OMNI PRESENT PROTECTING THE STATUS QUO IS NOT AN OPTION.
THE STATUS QUO IS NOT AN OPTION.
THE STATUS QUO IS NOT AN OPTION. BEING WILLING TO THRIVE IN A
BEING WILLING TO THRIVE IN A
BEING WILLING TO THRIVE IN A TIME OF GREAT CHANGE IS LIKE
TIME OF GREAT CHANGE IS LIKE
TIME OF GREAT CHANGE IS LIKE SAYING TAKE RISKS.
SAYING TAKE RISKS.
SAYING TAKE RISKS. WITH CHANGE COMES UNCERTAINTY.
WITH CHANGE COMES UNCERTAINTY.
WITH CHANGE COMES UNCERTAINTY. IT IS CLEARLY SOMETHING I WOULD
IT IS CLEARLY SOMETHING I WOULD
IT IS CLEARLY SOMETHING I WOULD ADVISE MANY PEOPLE TO DO
ADVISE MANY PEOPLE TO DO
ADVISE MANY PEOPLE TO DO THEMSELVES.
THEMSELVES.
THEMSELVES. DON'T TRY TO PROTECT THE NORM OR