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第一段
1 .In public discussion of business, we take certain values for granted.
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2 .Today I'm going to talk about four of them: collaboration, hard work，creativity and excellence.
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3 .Most people would say they're all 'good things'.
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4 .I'm going to suggest that's an over-simple view.
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第二段
1 .The trouble with these values is that they're theoretical concepts,
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2 .removed from the reality of day-to-day business.
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3 .Pursue values by all means，but be prepared for what may happen as a result.
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4 .They can actually cause damage, which is not at all the intention.
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第三段
1 .Business leaders generally try to do the right thing.
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2 .But all too often the right thing backfires,
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3 .if those leaders adopt values without understanding and managing the side effects that arise.
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4 .The values can easily get in the way of what's actually intended.
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第四段
1 .OK. So the first value I'm going to discuss is collaboration.
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2 .Er, let me give you an example.
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3 .On a management training course I once attended.
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4 .we were put into groups and had to construct a bridge across a stream,
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5 .using building blocks that we were given.
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6 .The rule was that everyone in the team had to move at least one building block during the construction.
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7 .This was intended to encourage teamwork.
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第五段
1 .But it was really a Job best done by one person.
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2 .The other teams tried to collaborate on building the structure, and descended into canfusion.
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3 .with everyone getting in each other's way.
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4 .Our team leader solved the challenge brilliantly.
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5 .She simply asked everyone in the team to move a piece a few centimetres, to comply with the rule,
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6 .and then let the person in the team with an aptitude for puzzles like this build it alone.
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7 .We finished before any other team.
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8 .My point is that the task wasn't really suited to teamworking, so why make it one?
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第六段
1 .Teamwork can also lead to inconsistency-a common cause of poor sales.
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2 .In the case of a smartphone that a certain company launched,
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3 .one director wanted to target the business market,
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4 .and another demanded it was aimed at consumers.
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5 .The company wanted both directors to be involved.
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6 .so gave the product a consumer-friendly name,
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7 .but marketed it to companies.
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8 .The result was that it met the needs of neither group.
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9 .It would have been better to let one director or the other have his way, not both.
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第七段
1 .Now industriousness. or hard work.
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2 .It's easy to mock people who say they work hard:
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3 .after all, a hamster running around in a wheel is working hard-and getting nowhere.
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4 .Of course hard work is valuable, but only when properly targeted.
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5 .Otherwise it wastes the resources that companies value most-time and energy.
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6 .And that's bad for the organisation.
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第八段
1 .There's a management model that groups people according to four criteria:
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2 .clever, hard- working, stupid and lazy.
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3 .Here 'lazy' means having a rational determination not to carry out unnecessary tasks.
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4 .It doesn't mean trying to avoid work altogether.
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5 .Most people display two of these characteristics, and the most valuable people are those who are both clever and lazy:
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6 .they possess intellectual clarity,and they don't rush into making decisions.
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7 .They come up with solutions to save the time and energy spent by the stupid and hard-working group.
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8 .Instead of throwing more man-hours at a problem,
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9 .the clever and lazy group looks for a more effective solution.
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第九段
1 .Next we come to creativity.
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2 .This often works well-creating an attention-grabbing TV commercial, for example, might lead to increased sales.
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3 .But it isn¡¯t always a good thing.
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4 .Some advertising campaigns are remembered for their creativity,
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5 .without having any effect on sales.
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6 .This happened a few years ago with the launch of a chocolate bar:
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7 .subsequent research showed that plenty of consumers remembered the adverts.
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8 .but had no idea what was being advertised.
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9 .The trouble is that the creator derives pleasure from coming up with the idea,
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10 .and wrongly assumes the audience for the campaign will share that feeling.
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第十段
1 .A company that brings out thousands of new products may seem more creative than a company that only has a few,
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2 .but it may be too creative, and make smaller profits.
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3 .Creativity needs to be targeted.
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4 .to solve a problem that the company has identified.
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5 .Just coming up with more and more novel products isn¡¯t necessarily a good thing.
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第十一段
1 .And finally,
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2 .excellence. We all know companies that claim they 'strive for excellence',but it takes a long time to achieve excellence.
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3 .In business. being first with a product is more profitable than having the best product.
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4 .A major study of company performance compared pioneers-that is, companies bringing out the first version of a particular product-with followers,
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5 .the companies that copied and improved on that product.
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6 .The study found that the pioneers commanded an average market share of 29 percent.
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7 .while the followers achieved less than half that.
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8 .only 13 percent-even though their product might have been better.
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第十二段
1 .Insisting on excellence in everything we do is time-consuming,
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2 .wastes energy and leads to losing out on opportunities.
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3 .Sometimes, second-rate work is more worthwhile than Excellence.
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4 .'Make sure it's excellent'sounds like a good approach to business,
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5 .but the 'just- get-started'approach is likely to be more successful.
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