【正文】 一切。 The results 結(jié)果 You were with us at a critical juncture in our turnaround situationyou input was invaluable . We have now reached a Level of responsibility and profitability for which you deserve A degree of credit . 在我們形勢(shì)好轉(zhuǎn)的關(guān)鍵時(shí)刻，是你與我們共度－你的支持無價(jià)。我們現(xiàn)在獲得提升和利潤(rùn)，你應(yīng)得一份功勞。 Robert G. Tobin 羅伯特 G 托 Chief Operating Officer 首席運(yùn)營(yíng)執(zhí)行官 What “Stop Shop” is worth Stop Shop的價(jià)值 Billion 29億美元 Differentiating a bank with a long heritage 區(qū)隔一家歷史悠久的銀行 The problem 問 題 I can’t recall the last time I saw stagecoach on my street . 我想不起上次在街上看到公共馬車是什么時(shí)候。 It would be helpful if you could translate that heritage into Today’s world . 如果你能把那個(gè)傳統(tǒng)轉(zhuǎn)化到今日世界體現(xiàn)出來，將會(huì)有幫助。 Your updated position: “Fast then , Fast now” 更新的定位：“過去快，現(xiàn)在也快” The need 需 要 You have to portray your modern technology as today’s stagecoaches . 你必須得把你現(xiàn)代的技術(shù)描繪成今天的公共馬車。 You have to bring this strategy to life with examples of fast ,responsive service offerings . 你必須得用提供快速相應(yīng)服務(wù)的例子讓這個(gè)戰(zhàn)略成形。 ② Differentiation Via“how it’s made” 區(qū)隔方法二：“制作方法” “ How it’s made” psychology “制作方法”心理學(xué) Consumers want to believe that products can contain a magic Ingredient which will improve performance . 消費(fèi)者愿意相信，產(chǎn)品具有某種神奇的因素使之表現(xiàn)優(yōu)越。 Understanding how the ingredient works is not essential . 是否弄清該因素如何生效不是關(guān)鍵。 Silicon Graphics ： Geometry Engine 硅谷圖片公司 ： 幾何引擎 Crest ： Fluoristan 佳潔士 ： 含氟 Sony ： Trinitron 索尼 ： 特麗瓏顯像管 Differentiating a pizza chain 區(qū)隔一家比薩連鎖店 John’s secret weapon 約翰的秘密武器 Not made from concentrate. 非濃縮原料精制 “ Better” position “更好”的定位 Better ingredients. Better pizza. 更好原料 ， 更好比薩 。 Beating up Pizza Hut. 痛擊必勝客 . “ Better” results “更好”的結(jié)果 growing at twice the industry average. 銷量以兩倍于行業(yè)平均速度的增長(zhǎng) 。 up 66% last year. 去年的利潤(rùn)上升 66%. price quadrupled from initial public offering. 股票價(jià)格是上市時(shí)的四倍 。 Differentiation a ketchup 區(qū)隔一種調(diào)味番茄醬 The differentiation idea 區(qū)隔概念 Most recipes that use whole tomatoes call for removing the skin. 大多數(shù)產(chǎn)品以整個(gè)番茄為原料而沒有去皮 。 Pampero could exploit this “withouttheskin” perception of Quality and taste. Pampero 可以利用 “去皮” 的質(zhì)量和口味理念。 ③ Differentiation Via being “first” 區(qū)隔方法三： 成為 “ 第一 ” “ First” psychology “第一” 心理學(xué) People tend to stick with what they’ve got .The status quo has a magic attraction. 人們傾向于堅(jiān)持自已已有的東西 。 這種狀況有神奇的吸引力 。 Psychologists refer to this as “keeping on keeping on.” 心理學(xué)家將之稱之為 “ 保持所保持的 ” 。 Grey Poupon: The first gourmet mustard Grey Poupon: 第一種美味芥子醬 NyQuil: The first nighttime cold remedy 夜寧： 第一種夜用感冒配方 Edge: The first shaving gel Edge: 第一種刮胡泡液 IBM was first Computer IBM 是電腦業(yè)第一 DEC invented a new category. Miniputer. DEC 發(fā)明了新品類：小型電腦 Cray invented a new category. Superputer. Cray 發(fā)明了新品類：超級(jí)電腦 Convex invented a new category. Mini superputer. Tandem invented a new category. Faulttolerant Computer. Tandem 發(fā)明了新品類： 容錯(cuò)電腦 Stratus invented a new category. Faulttolerant miniputer. Stratus 發(fā)明了新品類： 小型容錯(cuò)電腦 Sun invented a new category. The workstation. Sun 發(fā)明了新品類： 工作站 ④ Differentiation via “the latest” 區(qū)隔方法四： 做到 “ 最新 ” The “l(fā)atest” psychology “新一代”心理學(xué) When it es to products, our society has trained us to look for the newest and the latest . 對(duì)待產(chǎn)品 ， 我們的社會(huì)教會(huì)我們尋找最新和新一代的東西 。 People are not fortable buying what could be perceived as an obsolete product . 人們?cè)谫?gòu)買被認(rèn)為過時(shí)的產(chǎn)品時(shí) ， 感覺會(huì)不舒服 。 Advil Advanced medicine for pain Advil: 先進(jìn)的鎮(zhèn)痛藥 DEC’s only hope DEC 的唯一希望 To survive , DEC had to establish the 64bit Alpha workstation as “what’s next .” 為了生存 ， DEC必須把 64比特的工作站確立為 “ 新一代 ” 。 They had to aggressively pursue a “back to the future” strategy . The market had to be pushed in this direction. 他們必須致力于 “ 回到未來 ” 的戰(zhàn)略 ， 必須推動(dòng)市場(chǎng)朝這一方向發(fā)展 。 The 64bit Question 64比特疑問： Does anyone really need a 64bit workstation? 真的有人需要一臺(tái) 64比特的工作站嗎 ？ What Dataquest said in 1979 Dataquest在所不惜 1979年的說辭 “ Digital’s architectural change is highly questionable . Software developers and enduser customers currently have no need for the technological advances that digital’s new chipset offers , nor will they in the foreseeable future.” “DEC公司的架購(gòu)變化很值得懷疑 。 軟件開發(fā)者和終端用戶現(xiàn)在不需要 DEC公司新芯片提供的先進(jìn)技術(shù) ,在可預(yù)測(cè)的將來了不需要 。 ” Will history repeat itself 歷史會(huì)重演嗎？ They laughed again 他們又笑了 when DEC introduced 當(dāng) DEC推出 the 64bit 64比特 Alpha workstation 阿爾法工作站的時(shí)候 。 Fact of life 真相 Your prospects will prefer 64bit workstations to 32bit workstations not because they know anything about 64bit workstations , but because they are the next generation .