【正文】 GOLDRATT SATELLITE PROGRAM高瑞特衛(wèi)星節(jié)目SESSION 8第八講STRATEGY策略The last one – strategy. 最后一個(gè)講次—策略。What is strategy?什么是策略？If you ask people what is the meaning of the word strategy, what is the chance that you will get more than one answer? 如果你問(wèn)其它人策略的意義是什么，那么你得到一個(gè)以上答案的機(jī)率是多少？What is the chance that you will get the same answer from two different people? 你從兩個(gè)不同的人口中得到相同答案的機(jī)率是多少呢？So lets start by defining the word strategy。 and I am not going to do a whole discussion about it. 所以先讓我們定義一下策略，我不打算長(zhǎng)篇大論來(lái)討論它。I will tell you what is my definition and we will go from there. 我會(huì)告訴你我的定義，然后從這里開(kāi)始討論。It is called democracy.這叫做民主。For me strategy is only one thing – it is the direction in which you want to move your pany now as well as in the future. 對(duì)我來(lái)說(shuō)，策略只是一件事—你想讓公司現(xiàn)在和未來(lái)朝著什么方向前進(jìn)。That’s all as simple as that. 就這樣—如此簡(jiǎn)單。What direction have you chosen to move your pany – that is strategy. 你選擇讓公司朝著什么方向前進(jìn)—這就是策略。Well, by now we are in the eighth session so you know where always we start. 嗯，現(xiàn)在我們已經(jīng)到了第八講，所以你知道我們通常都從什么地方開(kāi)始。We always start with the question – what to change? 我們都從問(wèn)題開(kāi)始—要改變什么？What is the core problem?核心問(wèn)題是什么？What is the core problem with our strategies? 策略的核心問(wèn)題是什么呢？Well, I think that we better start by saying what is a good strategy, what are the criteria that we should use in order to judge whether or not a strategy of a pany is a good strategy or a lousy one. 我認(rèn)為我們最好先從什么是好策略開(kāi)始，我們應(yīng)該使用什么標(biāo)準(zhǔn)來(lái)評(píng)估公司的策略究竟是好或壞。Well, how do we do that? 嗯，我們要怎么做呢？Lets remind ourselves what we said at the beginning of the first session – every pany was built for a purpose. 先回想一下，我們?cè)诘谝恢v一開(kāi)始說(shuō)—每個(gè)公司的設(shè)立都是為了達(dá)成一個(gè)目標(biāo)。Every pany was built in order to achieve something. 每個(gè)公司的設(shè)立都為了達(dá)到某個(gè)目的。Which means there is a goal of the pany. 也就是說(shuō)，每個(gè)公司都有目標(biāo)。The strategy by definition, a good strategy, must show us how to reach the goal of the pany, because if the strategy does not help us reach the goal of the pany then it’s definitely not a good strategy. 就定義而言，好策略必須告訴我們?nèi)绾芜_(dá)到公司的目標(biāo)，因?yàn)槿绻呗圆荒軒臀覀冞_(dá)到目標(biāo)，那么絕對(duì)不是好策略。Who is the one that determines the goal of the pany? 誰(shuí)決定了公司的目標(biāo)？My claim is the people who own the pany, the people that put the pany are the ones who have the right to determine the goal. 我認(rèn)為是—公司的擁有者，設(shè)立公司的人有權(quán)決定目標(biāo)。If we are talking about for profit pany, a pany that is traded in Wall Street, the minute that it is traded in Wall Street actually there was a mitment to the goal. 如果我們談到的是營(yíng)利企業(yè)，在華爾街交易的上市公司，那么公司股票在華爾街交易的那一刻，其實(shí)就是對(duì)目標(biāo)許下承諾。Why do you think people invest their money through a stock exchange in a pany? 你認(rèn)為人們?yōu)槭裁匆彦X(qián)透過(guò)股票交易來(lái)投資一家公司呢？For the sake of God? 為了上帝嗎？They invested the money in order to get more money.他們投資金錢(qián)是為了得到更多的錢(qián)。So the goal of every pany which shares are traded in the stock exchange is to make money now as well as in the future. 所以每家上市公司的目標(biāo)，就是現(xiàn)在和未來(lái)都賺錢(qián)。What about other panies, like for example a pany that is a high school? 至于其它組織，例如一所高中的目標(biāo)是什么呢？They have also a goal. And their goal is education. 他們也有一個(gè)目標(biāo)，就是教育。What about the money aspect? 那么金錢(qián)層面呢？Somebody has to pay for it. When are we going to pay for it? 總要有人付錢(qián)，我們什么時(shí)候付錢(qián)呢？And it does not matter if it is in terms of contributions or in terms of actual sales when the pany is satisfying us by providing what we have intended. 無(wú)論是從貢獻(xiàn)或?qū)嶋H的銷售額來(lái)表示都沒(méi)有關(guān)系—當(dāng)公司提供的東西能滿足我們的需求，此時(shí)我們就會(huì)付錢(qián)。So in order to make it totally generic I have said ‘Make money now as well as in the future.’ 所以為了讓這個(gè)概念在每個(gè)組織都通用，我說(shuō)“現(xiàn)在和未來(lái)都賺錢(qián)?！盡ake money through sales or make money through providing to the extent that somebody, shareholders in this case, will provide the money for you to operate. 透過(guò)銷售賺錢(qián)、或藉由某人（在這個(gè)例子里是股東）投資在公司上的金錢(qián)來(lái)賺錢(qián)。If the strategy does not help us, and show us, how to do that then it is a bad strategy. 如果策略沒(méi)有幫我們、告訴我們?cè)撊绾巫觯敲淳褪遣缓玫牟呗?。Do we agree on that? 大家都同意嗎？Fine. So easy, so simple. 很好，非常簡(jiǎn)單。Is it so easy to do that?很容易做到這一點(diǎn)嗎？Not so simple! 不太容易！But the criteria is obvious.但是評(píng)估的標(biāo)準(zhǔn)非常明顯。In other words I will refer to that, to the goal of the pany, I will refer to it as an absolute necessary condition for the strategy, because, as we said, if the strategy does not help us in doing that that is a bad strategy. 換句話說(shuō)，我會(huì)把公司的目標(biāo)當(dāng)做是策略的絕對(duì)必要條件，因?yàn)槲覀冋f(shuō)過(guò)，如果策略不幫我們做到這一點(diǎn)，就是不好的策略。Is it the only one? Is it the only necessary condition? 這是唯一的必要條件嗎？I do not think so. 我認(rèn)為不是。As a matter of fact, when we look on the pany, or the organisation, it’s not just the shareholders which are important, because we have learned that not less important are the people which prise the organisation. 實(shí)際上，當(dāng)我們看一下公司或組織，不單只是股東很重要，因?yàn)槲覀冎澜M織的成員也一樣重要。If we do not get their collaboration we will not succeed, the organisation will not succeed, to deliver what it is supposed to deliver, at least in the long run. 如果他們不跟我們合作，組織就不會(huì)成功，就長(zhǎng)期而言，無(wú)法達(dá)成應(yīng)該達(dá)成的事。Which means we must consider it, we must make these people to collaborate, otherwise in the long run the pany will fail. 也就是說(shuō)，我們必須考慮這一點(diǎn)，讓這些人共同合作，否則長(zhǎng)期而言公司會(huì)失敗。And strategy is not just for the next quarter. 策略不只是為了下一季而制訂。By the actual meaning of the strategy we are talking not just on the current situation what to do now, we are putting a lot of emphasis, when we are dealing with strategy, on the long run. 就策略實(shí)質(zhì)的意義而言，我們不只是討論目前該做什么，而是把許多重心放在長(zhǎng)遠(yuǎn)的未來(lái)。Now, what is the necessary condition regarding the people that prise the organisation, the employees. 現(xiàn)在，對(duì)組織的成員來(lái)說(shuō)，必要條件是什么？What is absolutely necessary in order to get their real collaboration? 什么必要條件讓他們能真正合作？I would say that looking there we are getting the second necessary condition, we ‘must provide a secure and satisfying environment to employees now as well as in the future.’ 我認(rèn)為我們可以得到第二個(gè)必要條件—“現(xiàn)在和未來(lái)都必須提供員工安全和滿意的環(huán)境?！盜f we do not do that in the long run we will not get their collaboration and then we will not get the goal. 如果沒(méi)有做到這一點(diǎn)，長(zhǎng)期來(lái)說(shuō)，他們就不會(huì)合作，我們就無(wú)法達(dá)成目標(biāo)。In other words when I am judging a strategy this will be a necessary condition. 換句話說(shuō)，當(dāng)我評(píng)估一項(xiàng)策略，這會(huì)是個(gè)必要條件。A strategy that does n