【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? 如果你問其它人策略的意義是什么，那么你得到一個以上答案的機率是多少？What is the chance that you will get the same answer from two different people? 你從兩個不同的人口中得到相同答案的機率是多少呢？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，我不打算長篇大論來討論它。I will tell you what is my definition and we will go from there. 我會告訴你我的定義，然后從這里開始討論。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. 對我來說，策略只是一件事—你想讓公司現(xiàn)在和未來朝著什么方向前進。That’s all as simple as that. 就這樣—如此簡單。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—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始。We always start with the question – what to change? 我們都從問題開始—要改變什么？What is the core problem?核心問題是什么？What is the core problem with our strategies? 策略的核心問題是什么呢？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. 我認為我們最好先從什么是好策略開始，我們應(yīng)該使用什么標準來評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，我們在第一講一開始說—每個公司的設(shè)立都是為了達成一個目標。Every pany was built in order to achieve something. 每個公司的設(shè)立都為了達到某個目的。Which means there is a goal of the pany. 也就是說，每個公司都有目標。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_到公司的目標，因為如果策略不能幫我們達到目標，那么絕對不是好策略。Who is the one that determines the goal of the pany? 誰決定了公司的目標？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. 我認為是—公司的擁有者，設(shè)立公司的人有權(quán)決定目標。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，其實就是對目標許下承諾。Why do you think people invest their money through a stock exchange in a pany? 你認為人們?yōu)槭裁匆彦X透過股票交易來投資一家公司呢？For the sake of God? 為了上帝嗎？They invested the money in order to get more money.他們投資金錢是為了得到更多的錢。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，就是現(xiàn)在和未來都賺錢。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是什么呢？They have also a goal. And their goal is education. 他們也有一個目標，就是教育。What about the money aspect? 那么金錢層面呢？Somebody has to pay for it. When are we going to pay for it? 總要有人付錢，我們什么時候付錢呢？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. 無論是從貢獻或?qū)嶋H的銷售額來表示都沒有關(guān)系—當(dāng)公司提供的東西能滿足我們的需求，此時我們就會付錢。So in order to make it totally generic I have said ‘Make money now as well as in the future.’ 所以為了讓這個概念在每個組織都通用，我說“現(xiàn)在和未來都賺錢?！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. 透過銷售賺錢、或藉由某人（在這個例子里是股東）投資在公司上的金錢來賺錢。If the strategy does not help us, and show us, how to do that then it is a bad strategy. 如果策略沒有幫我們、告訴我們該如何做，那么就是不好的策略。Do we agree on that? 大家都同意嗎？Fine. So easy, so simple. 很好，非常簡單。Is it so easy to do that?很容易做到這一點嗎？Not so simple! 不太容易！But the criteria is obvious.但是評估的標準非常明顯。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，我會把公司的目標當(dāng)做是策略的絕對必要條件，因為我們說過，如果策略不幫我們做到這一點，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. 實際上，當(dāng)我們看一下公司或組織，不單只是股東很重要，因為我們知道組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，組織就不會成功，就長期而言，無法達成應(yīng)該達成的事。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，我們必須考慮這一點，讓這些人共同合作，否則長期而言公司會失敗。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遠的未來。Now, what is the necessary condition regarding the people that prise the organisation, the employees. 現(xiàn)在，對組織的成員來說，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.’ 我認為我們可以得到第二個必要條件—“現(xiàn)在和未來都必須提供員工安全和滿意的環(huán)境。”If we do not do that in the long run we will not get their collaboration and then we will not get the goal. 如果沒有做到這一點，長期來說，他們就不會合作，我們就無法達成目標。In other words when I am judging a strategy this will be a necessary condition. 換句話說，當(dāng)我評估一項策略，這會是個必要條件。A strategy that does n