【TED演讲稿】企业目标的力量
TED演讲者：Ashley M. Grice / 阿什莉 M 格蕾丝
演讲标题：The power of purpose in business / 企业目标的力量
内容概要：What's a company's purpose? It's not the same as mission or vision, which change when leadership changes. Strategist Ashley M. Grice explains the power of purpose to push boundaries of innovation and bring clarity to every aspect of an organization, from the top floor to the shop floor.
企业目标是什么？它不同于使命或愿景，它随着领导力的变化而变化。策略师阿什莉 M 格蕾丝阐述了目标在推动革新和为组织各方面带来明晰性的力量，从上到下。
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【1】In 2019, I took a 9am flight from Atlanta to New York City.
在2019年 我乘坐从亚特兰大到纽约的9点的班机。
【2】I was the first person to board that day.
那一天我是第一个登机的人,
【3】So as I death-gripped my phone to step over that little crack that leads to the runway, I caught a glimpse of the flight attendant.
所以当我死死紧握我的手机跨过那条 通向跑道的缝隙时, 我看了一眼空乘。
【4】Head in her hand, like this, eyes closed.
她的脸就像这样,眼睛紧闭。
【5】The moment she heard me, she looked up, she put a smile on her face and she said, "Good morning."
当她听到我的声音时, 朝我看过来, 脸上出现了一丝笑容, 然后开口“早上好”。
【6】'"This is not your first flight of the day, is it?" I asked.
”这不是你今天的第一趟,对吗？“ 我问。
【7】'"No," she said, "it had been a really early one."
”不是的,“她回答, “飞过很早的一班了。”
【8】I made some silly sleep joke and she laughed, and I went to go sit in my seat.
我讲了一些土味又乏味的玩笑, 她开怀大笑, 之后我去自己的座位坐下。
【9】She couldn't have been more than 25 years old.
她的年龄应该不超过25岁。
【10】During the flight, we exchanged pleasantries, and at one point she came to offer me a snack, and she asked me what I was going to New York to do.
在飞行过程中, 我们又寒暄了一番, 当时她还给了我一些零食, 问我去纽约做什么。
【11】I said that I was going to deliver a speech and that honestly, I was cutting it kind of close.
我说我去那里发表一场演讲, 说真的,我感觉时间很紧迫。
【12】'"No time for lunch?" she asked.
“没有时间吃午餐吗？” 她问。
【13】'"No time for lunch," I said, and I took a bag of almonds and I tucked it into the pocket of my backpack.
”没时间吃。“ 我回答, 然后我拿了一包扁桃仁, 把它塞进背包的口袋里。
【14】After the flight landed, I was on my way out of the plane, and she stopped me for a moment, and she handed me a plastic bag.
飞机降落之后, 我在走出飞机的过程中, 她将我拦了下来, 递给我一个塑料袋。
【15】It was about this big and it was weirdly heavy.
大概就像这么大的袋子,很重。
【16】She said, "I know you didn't have a lot of time today, so I packed you this.
她说,“我知道你今天没有太多时间, 所以我为你打包了一些吃的。
【17】Good luck."
一切顺利。”
【18】That was nice.
这件事充满了善意。
【19】So as I'm walking through LaGuardia with my bag and my bag, I peer inside and there are about 30 packets of almonds inside that bag.
当我背着这两个包包 穿过拉瓜迪亚机场的时候, 我看了看包里面, 包包里有30包扁桃仁,
【20】It was a bag of bags.
简直就是个装满小包包的包包。
【21】And when I was in the taxi on the way to the speech, I found this little note tucked inside: "Ms. Grice, thank you for coming on and putting a smile on our faces with your sweet words.
当我坐上去演讲地的出租车时, 我发现了被塞进包内的这张小纸条, “格蕾丝女士,感谢你 带着温暖的微笑和善意的言辞 来到这趟旅程中。
【22】You have been so kind, and we are very lucky to have you as a loyal Delta customer.
你如此友善, 能拥有你这样的客户是达美航空的的荣幸。
【23】Thank you.
谢谢。
【24】I know you are gluten-free so here are some almonds for the road!
我知道你需要无麸质饮食, 请带上这些扁桃仁路上吃。
【25】Thank you for your kindness!
谢谢你的友善相待！
【26】It goes a long way!
这举动大大地鼓舞了我！
【27】Sarah, Delta flight attendant."
达美航空乘务员,莎拉。”
【28】Now reading this, my heart gave a little jolt.
读到这些, 我的心轻颤了一下。
【29】My day job is to help companies excavate and execute their purpose.
我的日常工作是帮助公司发掘和实现目标。
【30】And this little note on this little napkin was purpose in action, specifically that airline's purpose.
然而这张小纸条上的短信息 就是将目标付诸行动的范例, 非常明确地针对于航空公司的目标。
【31】And I know because I had helped to articulate it over 15 years before.
我如此断言是因为我在过去 15年中就致力于做出明确的判断。
【32】In 2003, purpose was just one element of a much larger strategic transformation that Delta Airlines undertook.
2003年,企业目标只是达美航空 进行战略切换的一个很小的组成部分。
【33】It was a company still reeling from the aftereffects of 9/11 and one looking for a North Star to guide them through would eventually become Chapter 11 bankruptcy.
这是家仍在遭受 9/11 后遗症影响的公司, 还在寻找指引前路的明星, 终将循第 11 章破产。 （注明:美国破产法第11章是破产）
【34】But in 2019, for a flight attendant who was maybe in elementary school at the time that purpose was articulated, it was some almonds for a hungry customer.
但是到了 2019 年, (2001/9/11 发生事件) 当时可能还在上小学的空姐 明确地践行了企业目标, 把扁桃仁给了腹中空空的乘客。
【35】It may be that Sarah never saw that purpose line we articulated, but no matter, she didn't need to, because purpose was alive and well at Delta.
可能莎拉并没有看到 公司对于企业目标的明确表述, 但是没关系,她不需要, 因为在达美航空的企业目标是 脱离了纸面教条的活生生的行动指南,
【36】It had become muscle memory.
已变成了自然而然的肌肉记忆,
【37】It had become cultural norm.
已变成了一个浸淫企业的文化内核。
【38】Now let me be clear in what I'm talking about here, I'm talking about embedding purpose.
让我清楚阐明我在这里所说的。 我说的是嵌入式目标;
【39】I'm not talking about your mission, which is what you do every day, or your vision, which is where you are headed.
不是说使命, 使命你每天得做的事; 也不是说愿景,愿景是你所朝的方向。
【40】Both mission and vision are important corporate drivers, but they play a different role in purpose.
使命和愿景是企业驱动力的重要组成部分, 但是它们对于目标扮演着不同的角色。
【41】And mission and vision will change with changes in leadership, corporate contacts, competitive landscape, merger and acquisition.
使命和愿景会随着领导、 联系人、竞争愿景、并购的变化而变化。
【42】They are important, but they are also temporal.
它们很重要, 但是它们效力有时间范围。
【43】In my experience, they often have a time horizon of, say, three to five years.
基于我的经验, 它们的时间范围通常3年到5年。
【44】But purpose is your "why."
目标关乎到“为什么”。
【45】It is found at the intersection of who you are at your very best and the role in the world that you are meant to play.
研究发现目标就是当你达到最佳状态时 与你在这个世界所充当角色之间的交集。
【46】It comes from your ethos.
这来自于你的自我意识,
【47】It is married to your aspiration, and because it is ethotic, it is also timeless.
与你的志向相联系。 因为目标关乎信念,它是永恒的。
【48】Now, there are plenty of data out there to say that well-embedded purpose across organizations brings immense value.
如今,有许多资料表明 完整的嵌入式目标 能给组织带来极大的价值。
【49】Studies that will link well-embedded purpose to elevated total shareholder return over 10 years, increased employee engagement, retention, even higher levels of productivity.
研究发现良好嵌入式目标 对于提高整体股东的回报超过10年, 还能提高员工的参与,留住员工, 带来甚至更高的生产水平。
【50】Because of all this data, it is rare in my work that a CEO will come to me and say, "Ashley, what is purpose" or "Why do I need to do it?"
因为这些数据的效果, 在我的职业生涯中, 很少会有管理者问我, “阿什莉,什么是目标？“ 或者“为什么要有目标”？
【51】Instead, what they will ask is "When I have my purpose, how do I embed it across my organization so well that it brings the most value, that it becomes muscle memory?"
相反地,他们会问, “当我有了目标后, 如何将目标好好地融入到组织行为中 以实现最大价值, 变成肌肉记忆？”
【52】As I've been doing this work for almost 20 years at this point, I have a ready answer.
因为我在这一行有几乎20年的从业经历, 答案早已在我心中。
【53】First, I tell them it needs to be authentic.
首先,我告诉他们目标必须真真实实。
【54】Purpose that is rooted in your ethos, distinctive to your brand, meaningful to all of your stakeholders and consistent with your values is authentic.
目标根植在公司理念之上, 让你的品牌具有独特性, 为所有股东带来收益, 持续性对价值产生影响, 是真真实实的。
【55】Kelly Bayer Rosmarin, the CEO of Optus, a Sydney, Australia-based telecommunications company, can speak to her company's purpose - powering optimism with options -- with conviction, because it is authentic.
凯莉.拜尔.罗斯马林 是奥普特斯电信公司的首席执行官, 这是一家来自澳洲悉尼的电信公司, 能准确说出公司目标 用信念为选择注入乐观的力量 因为这目标真真实实。
【56】Optus is, by its very nature, a challenger brand, and it is a brand synonymous with a brand platform of positivity since options breed action and optimism breeds hope.
奥普特斯电信公司从性质上来说, 是一家行业内的挑战者, 它的品牌代表着积极意义的一系列价值内核, 因为选择带来行动, 乐观注入希望。
【57】How they pull their internal relations together with their external reach-out to customers is very consistent and incredibly authentic.
他们怎样由内到外推动内部合作 以达到改善对客户的外部服务, 非常一致且非常真实。
【58】Now on the other end of the authenticity scale, I once worked with a CEO who really wanted purpose to be about environmental sustainability.
在真实尺度的另一头, 我曾经和一位首席执行官合作, 他非常希望目标能够永续环境。
【59】'"That is great," I said, "except for your company struggles to even recycle in your offices.
“太棒了,”我说, “然而,你的公司 连办公室里的回收都做不好。
【60】I know, I've been there."
我知道,我去过你们公司。“
【61】While they admire the aspiration, if we had come up with a purpose line that was solely about environmental sustainability, it would have been dead on arrival.
佩服愿望之余, 要是仅仅依据 环境永续来画出目标线, 一定会胎死腹中。
【62】Specifically with employees.
尤其是对于员工来说。
【63】Secondly, I tell CEOs that they must be critical in excavating purpose from the inside out.
第二,我跟首席执行官们说他们必须对于 由内到外挖掘企业目标的过程必须严格。
【64】Purpose is uncomfortable.
目标让人不舒服,
【65】It should be, because you are introducing a tension between idealism and realism: who you really want to be and who you are capable of being, today and in the future, based on competencies and ethos.
理应如此, 因为它在理想与现实当中引入张力; 在想做什么与能做什么之间, 在当下与未来之间, 建立在能力与信念之上。
【66】And purpose can be particularly discomforting because even once you have it, it takes a while to implement it.
有目标让人格外不适, 因为一旦你有目标了, 那就得花时间来实现。
【67】In fact, you may set your purpose once and spend your entire career living up to it.
实际上,定下目标是一时的, 实现它可能是一世的。
【68】Now, purpose is particularly uncomfortable for companies who are on a forced evolution of change, companies in industries like oil and gas, for example, or for companies who maybe have bad behaviors they need to leave behind.
企业目标对那些有变革压力的公司来说 尤其让人焦虑, 比如在石油天然气行业的公司, 或者对于有不良过去急需摆脱的 黑历史的公司而言也是如此。
【69】Finally, I tell CEOs that purpose must apply to the whole of the organization.
作为结论,我告诉首席执行官们 企业目标必须应用于 整个组织行为当中。
【70】Purpose is not a CEO vanity project.
企业目标不是首席执行官手里作秀的花瓶。
【71】Sure, it may help cement the legacy of the CEO who is in charge at the time it's articulated, but it's not about them, it's not about him or her.
它肯定会加深 提出明确企业目标的首席执行官 给公司带来的后续影响。 但个人不是关键, 不管是他还是她,
【72】It's about the value the company brings.
重要的是带来的企业价值,
【73】It is about the role in the world that it's meant to play.
是公司打算在这个世界上 承担什么角色的体现。
【74】Now purpose at the C-suite level should be a unifying construct that brings together mission and vision and influences your strategic agenda.
在公司决策层层面的企业目标 应该是致力于成为 连接公司使命与愿景的桥梁, 并且影响战略议程。
【75】It should help CEOs think about how they redefine metrics for success, what types of topics they may want to speak with analysts about, or maybe most importantly, how the board ought to hold them accountable as managers.
它要能帮助首席执行官们思考 怎么重新定义成功的指标, 在商业分析的时候 他们想要讲什么样的故事, 或者最重要的是 董事会应该如何责成管理者负责。
【76】Purpose at the middle-management level is about much needed clarity and authority.
对于中层管理者来说, 目标更多的与明确性和权威性有关。
【77】The middle-management layer of any organization is often the most difficult to motivate because they have so many different stakeholders to please.
任何组织的中层管理者 经常都是最难推动的群体, 因为他们得要取悦众多的利益相关者。
【78】But by bringing clarity with purpose-driven expectations and guardrails, it allows middle managers to understand which battles to pick and that the micro decisions they make on a daily basis affect the company [as] a whole.
但在明晰引入 目标驱动型的期望和防护之后, 中层经历们就会知道要打什么样的仗, 所有每天的零零散散的 各种小去决策加起来 会影响公司整体的经营。
【79】Finally, front-line employee purpose helps employees at that level ensure that they are seen.
最后,基层员工的目标帮助他们确定 他们的工作能被看到。
【80】When purpose is excavated and executed top floor to shop floor, those on the shop floor understand that their work matters and how it adds up to the overall value for the company.
当目标是被从上到下的方式 发掘和执行的时候, 在基层的人明白他们工作的意义, 并且知道对于公司整体价值的加成作用。
【81】Well-embedded front-line purpose is the tenet behind that legendary story of John F. Kennedy and the NASA janitor back in 1962.
良好的基层嵌入式目标是 肯尼迪总统与美国宇航局清洁工之间 发生于1962年的传奇故事的核心。
【82】You know, the one where JFK supposedly asked the janitor, "What do you do for NASA?"
据说肯尼迪问清洁工: “你会为美国宇航局做些什么？”
【83】And the janitor said, "I'm putting a man on the moon."
清洁工回答: “我帮他们登月。“
【84】In this story, the janitor understood that his role was to prepare the building for the engineers who were going to come in and crank on the math.
在这个故事里, 清洁工清楚自己的角色就是为 做研究的工程师打扫干净大厦。
【85】But he also understood the importance of that role to the overall vision and objectives of NASA.
他也很明白他的工作总体是为了 宇航局的全局愿景而服务的。
【86】That janitor understood his role in the universe, so to speak.
他清楚自己的工作 在浩瀚宇宙探索中的全部意义, 可以这么说。
【87】So many iconic business stories begin on the back of a cocktail napkin.
很多商业奇闻都是从 鸡尾酒餐巾的传递开始的。
【88】But it wasn't just this napkin or even the nuts that caused me pause that day.
小餐巾或者扁桃仁可不是 让我那天心跳停了一拍的东西。
【89】It was the sentiment behind it.
是它们背后流露的真情。
【90】It was the idea if you execute purpose across culture and strategy and brand consistently for years, it does become muscle memory.
如果将目标贯穿于企业文化 和战略以及品牌建设中,并且长期坚持, 就能形成肌肉记忆。
【91】It becomes a cultural norm.
成为一种文化模式。
【92】And it is that norm that encourages an employee to make a gift, which becomes a story which then a very loyal customer tells to the world.
这种模式激励员工展现天赋, 留下传说, 由一位达美的忠实客户向世界讲述。
【93】So since I am here, Sarah, thank you for your kind words that day, and for the almonds.
所以今天我想说,“莎拉, 谢谢你那天的良言善语 和扁桃仁。
【94】You helped make it a great day because you were right, I was hungry.
你让我度过了很棒棒的一天, 你是对的, 我肚子饿了。“
【95】Thank you.
谢谢。
