Redefine CEO

BusinessWeek最新的在线slideshow叫做”Redefining The CEO“。这篇以Steve Jobs的个人照片开场的pic story认为Jobs在重新定义一个数字时代的CEO。

下面是全文照引,所有中文是我加的注解。


Redefine CEO

Just over a decade ago, Steve Jobs was considered washed-up, a has-been whose singular achievement was co-founding Apple Computer back in the 1970s. Now, given the astounding success of Apple and Pixar, he’s setting a new bar for how to manage a Digital Age corporation.

注意,这里说的是Digital Age corporation,也就是说,指的是高科技行业。

STRATEGY

Jobs is an obsessive perfectionist who insists on having total control over the most minute product details. That was considered hopelessly idealistic in the lean years as Microsoft and its partners trounced Apple with cheaper PCs. Now, as music, movies, and photography go digital, consumers want elegant, simple devices. And Jobs’ insistence on controlling all aspects of a product — from hardware and software to the service that comes with them — is the new blueprint.

战略有时带上了很深的个人风格——比如Jobs是个无可救药的洁癖和完美主义者,我也是 -_-bb ,而幸运——同时也是不幸的是,对于每个人来说,时代有时会配合你的风格,有时则否,这大概就是时和命吧。

LEADERSHIP

At Apple, micromanagement is not a dirty word. While Jobs relies heavily on his execs, he’s astonishingly hands-on in his areas of expertise. He can demand minuscule changes in product designs, rehearse for hours to perfect his famous product intro presentations, and work at length with reporters on stories he chooses to be involved with. The downside: Apple won’t discuss succession planning. This despite the fact that Jobs has much more impact on his company than most CEOs and underwent cancer surgery in 2004.

执行力有时来自于微管理(micromanagement),尤其是在高科技产品导向型公司,管理和领域专业知识的结合将加强企业的执行力,纯粹的管理科学背景将不适合高速发展的高科技行业。

MARKETING

Tech companies have long been ham-handed marketers. Their best is usually utilitarian or cute (remember ‘Dude, you’re getting a Dell’?). Yet Apple has consistently stood out for aspirational ads with a heavy dose of counterculture rebellion. The ‘Think Different’ series featured John Lennon, Rosa Parks, and Pablo Picasso. The message isn’t about trimming costs by 10%. It’s this: If you dream of changing the world, we want to help you do it. Jobs even had a hand in writing the copy.

高科技的出路必将在于people-centric,高科技的marketing如果能与传统文化结合,将是最成功的。

INNOVATION

Other CEOs may focus on finance or sales. Jobs spends most of his time trying to come up with the next blockbuster product. Think iPod and iTunes. As a tech pioneer, he doesn’t have to depend on lieutenants for technology smarts or product taste. To keep on top of the latest technologies, he personally meets not only with suppliers but also sometimes with suppliers’ suppliers.

CEO不可避免的进入产品创新的领域,这不是偶然的,高科技企业的生命在于产品创新,这是最高利润和最低风险的运作模式,因而具有最佳的效率,也因而将成为趋势。

CULTURE

Elitism has its advantages. Since founding Apple with engineer Stephen Wozniak, Jobs has believed that small teams of top talent will outperform better-funded big ones. He has used the same approach at Pixar, where creative chief John Lasseter has led the way in creating blockbusters like Toy Story and Finding Nemo. Jobs also outsources far more selectively than his rivals. He’d rather have all his creatives working together than save a few bucks by outsourcing such work overseas.

企业价值有时和企业文化是一个实体的一对镜像视图,small teams of top talent,以及creative spirit成为企业文化的主流,是一个企业进入其相关价值链顶端的核心要素,为此,那些处于价值链相对末梢的完全可以找到很好的外部替代品。

PARTNERING

Jobs chooses his partners carefully. He burnishes his image by associating with artists like U2. Yet he can be a brutal negotiator. His personal clash with ex-Disney CEO Michael Eisner destroyed negotiations over distributing Pixar movies and contributed to Eisner stepping down. And Jobs never told Motorola that on the same day Motorola and Apple unveiled their Rokr iTunes phone, he was going to announce the iPod nano. One Motorola exec fumed that the nano stole its thunder.

企业需要合作伙伴,合作伙伴能够提供给企业的最大财富。。。其实是品牌。

END

除夕夜匆匆的感悟

Leave a Reply

Your email address will not be published. Required fields are marked *