老板们别再一无所知

发布时间:2014-1-26 08:01    发布者:lichen
关键词: 互联网
Bosses Learn Not To Be So Clueless老板们别再一无所知
Boardroom commanders are being assigned to basic training.
会议室里的决策者们如今要接受最基本的培训。

Fearful their companies will fall behind because top bosses don't have a firm grasp of technology or digital media, senior managers are taking lessons on how the Internet works.
由于担心公司高层无法牢固掌握技术或数字媒体知识会使公司落后于时代,高级经理人们都开始上课、学习互联网究竟是怎么一回事。

Some firms are pairing individual leaders with young mentors, while others are spending hundreds of thousands of dollars to teach the entire c-suite how to use social tools that most of their entry-level employees use without a second thought.
一些公司让年轻导师与高层领导一一配对,也有一些公司花费数十万美元让整个领导层学习使用社交工具,而这些东西对他们的入门级员工来说却是信手拈来。

The goal isn't for the CEO to parse the difference between a 'like' and 'share' on Facebook or take a spin on the company Twitter account, though that is covered, too. Rather, instructors and managers say, a basic understanding of the digital landscape helps leaders make better decisions about what to invest in, as well as how to talk about it.
此类培训的目的并非让首席执行官搞懂Facebook上“赞”和“分享”的区别,或是用公司账号在Twitter上转发,尽管这些也在教学范围内。更重要的是,老师们和高层们认为,对于数字世界的基本认知有助于领导者们做出更好的投资决策,也能让他们知道如何谈论互联网。

In the past 18 months, senior staffers from companies including American Express Co., NYSE Euronext and PepsiCo Inc. have gone to the Manhattan classrooms of General Assembly, which offers courses in coding and product design, to learn how to analyze data and think like a tech entrepreneur. A two-day program can cost $60, 000.
在过去的一年半中,美国运通公司(American Express Co.)、纽约泛欧证交所(NYSE Euronext)和百事公司(PepsiCo Inc.)的高层们都走进了General Assembly公司位于曼哈顿的教室,学习如何分析数据并像科技创业者一样思考,那里提供的课程包括编程和产品设计。两天的课程花费可达60,000美元(约合人民币363,200元)。

In a recent class, 22 senior managers at advertising agency Draftfcb Healthcare were asked to draw Facebook from memory as part of a lesson about user experience. One participant muttered that she had 'no idea what Facebook looks like' as her colleagues laughed uncomfortably.
在近期一堂关于用户体验的课上,22名来自博达大桥(Draftfcb Healthcare)广告公司的高管被要求根据记忆绘制出Facebook界面。一名参与者在同事们尴尬的笑声中嘟哝道她“根本不知道Facebook长什么样”。

But they all managed to sketch the social-media site and then discussed how factors like color and clutter affect the user experience. Later, in a mobile-product session, participants used an iPad app to try on glasses virtually.
但是他们都尽力画出了这个社交网站,并且讨论了诸如色彩、插件一类的元素如何影响用户体验。之后在移动产品的环节,参与者们使用了一款iPad应用程序来进行实际操作。

Lisa Dujat, the ad firm's senior vice president and chief HR officer, likens the courses to 'having prunes in your brownie' -- fun but high-fiber -- and says the sessions are crucial to keep the company current.
丽萨·迪雅(Lisa Dujat)是这家广告公司的副总裁和首席人力资源官,她将课程比作“布朗尼上的梅子干”──有趣并且有益,她还说这些内容对于让公司紧跟时代来说至关重要。

Mediabistro Inc., a media job board and training site, also offers short corporate-training programs for executives, mainly on-site at the client's offices, to firms in media, consumer products, finance and hospitality. The sessions don't just cover the basics of a Twitter feed. They put the service in context, explaining which strategies work and what a company's competitors have done, says Gretchen VanEsselstyn, director of education.
媒体职业平台及培训网站Mediabistro 同样提供短期公司高管培训项目,主要是在客户办公室进行现场培训,其客户包括媒体、消费品、金融和服务业的公司。其培训总监格雷琴·范埃塞尔斯廷(Gretchen VanEsselstyn)说,他们的课程不仅有Twitter订阅源等基础知识,还把培训内容与现实情况结合起来,解释何种策略有效以及公司的竞争对手做了什么。

Other companies ask young people to show them the ropes. Fifteen University of Miami students are mentoring executives in Citigroup Inc.'s Latin America unit on the lives and digital habits of millennials.
还有些公司请年轻人向高管们进行演示。15名来自迈阿密大学(University of Miami)的学生正在指导花旗集团(Citigroup Inc.)拉美事业部的高管们,告诉他们新千年出生的一代人的生活方式和网络、数码产品的使用习惯。

Ana Fernanda Ruiz, a senior finance and management-science major, says her mentee, a managing director, wanted to learn how to connect with younger clients and future employees. In monthly meetings, Ms. Ruiz has been addressing topics including how she and her friends make purchases on mobile devices.
安娜·费尔南达·鲁伊斯(Ana Fernanda Ruiz)是金融和管理科学专业大四的学生,她说自己的学员,一名总经理,想要学习如何与年轻客户以及未来的雇员打交道。在他们的月度会面时,鲁伊斯谈论的话题包括她和朋友们如何使用移动设备购物。

Some senior managers simply need vocabulary lessons. Greg Verdino, an executive coach in Huntington, N.Y., tells of one former client, a financial-services manager, who was seeking a new job but stumbled in interviews when speaking of his ability to use 'socmed' -- an abbreviation he had created for 'social media.' Recruiters were befuddled, Mr. Verdino says, adding that he taught the client new lingo.
一些高管只是需要词汇课。格雷格·维尔迪诺(Greg Verdino)是纽约亨廷顿(Huntington)的一名高管教练,他之前的客户是一名正在找新工作的金融服务经理,但他在面试中谈及使用“socmed”(social media即社交媒体的缩写,是维尔迪诺所创)的能力时就结结巴巴。维尔迪诺说,招聘者感到大惑不解。他还说,是他教会了客户新的术语。

Then there's the senior marketing executive who tried too hard to prove his digital savvy, name-dropping social-media sites such as Dodgeball, a location-based networking service shuttered in 2009. 'He looked clueless, ' Mr. Verdino says.
还有一位负责营销的高管太想表现自己对互联网的懂行,搬出了Dodgeball一类的社交网站,而这家基于地理位置网络服务提供商在2009年就关闭了。维尔迪诺说:“他看起来知之甚少。”

Still other coaches have horror stories of clients who come in using the word 'interwebs.'
其他教练也遇到过类似可怕的故事,有些客户们刚来时连“因特网”三个字都记不准。

At best, training efforts are designed to allow executives and, in turn, companies to keep pace with changing market conditions and customer needs.
培训的初衷是让高管们以及各公司跟上日新月异的市场环境以及客户需求。

'Ninety-nine percent of executives say [digital growth] is important, but only 10% of companies are satisfied with the speed at which they are making the transition, ' says Michael Robson, general manager of General Assembly's enterprise business.
General Assembly企业业务总经理迈克尔·罗伯森(Michael Robson)说:“百分之九十九的高管们都表示数码科技带来的增长十分重要,但只有百分之十的公司对于目前公司自身进行转型的速度表示满意。”

Draftfcb Healthcare chose to invest in digital training after realizing that junior staffers' new ideas weren't getting much traction because bosses didn't understand their tech-heavy proposals. Young workers felt 'a little bit disenfranchised, ' Ms. Dujat says.
博达大桥选择投入数码科技培训是因为基层员工的新想法得不到老板的注意,而根源就在老板们搞不懂那些科技味较重的提案。迪雅说,年轻的员工觉得“有点被剥夺了权力”。

Stephanie Walcoe, a vice president at financial advisory David Lerner Associates Inc., hired Sally Falkow to teach her team about the importance of online reputation after the Financial Industry Regulatory Authority filed complaints against the Syosset, N.Y.-based company in 2011.
斯蒂芬妮·维尔科(Stephanie Walcoe)是金融咨询公司David Lerner Associates Inc.的副总裁,在2011年美国金融业监管局(Financial Industry Regulatory Authority)对这家位于纽约州赛奥希特(Syosset)的公司提起诉讼之后,她雇佣了萨莉·法尔科(Sally Falkow)教授她的团队网络声誉的重要性。

David Lerner didn't sell products online, so executives had paid little attention to the Web. But the flood of negative posts made Ms. Walcoe realize she needed a better handle on how Web searches affect customer choices.
David Lerner公司并不在网上销售商品,所以高管们对网络不甚在意。到那时如潮的恶评让维尔科意识到她需要更好地掌握网络搜索如何影响顾客决策。

Ms. Falkow, the CEO of Meritus Media Inc., explained search-engine optimization and showed the team other ways to neutralize negative headlines. The staff now regularly checks its search-engine results and takes action when bad results bubble up.
法尔科是Meritus Media Inc.公司的首席执行官,她解释了搜索引擎优化的概念,并向团队展示了中和负面新闻的其他方法。员工如今会定期检查搜索结果并在负面新闻产生时采取行动。

Ms. Walcoe, 48 years old, says she had a Facebook page at the time but 'knew nothing about how the Internet worked.'
48岁的维尔科说,她当时有一个Facebook账号,但是“对于互联网的原理一无所知”。

  • instructor[in'strʌktə]video
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  • consumer[kən'sju:mə]video
    n. 消费者;用户,顾客
  • reputation[,repju'teiʃən]video
    n. 名声,名誉;声望
  • corporate['kɔ:pərit]video
    adj. 法人的;共同的,全体的;社团的
  • shutter['ʃʌtə]video
    n. 快门;百叶窗;关闭物;遮板vt. 为…装百叶窗;以百叶窗遮闭
  • landscape['lændskeip]video
    n. 风景,景色;山水画vt. 美化…景观vi. 从事景观美化工作
  • staff[stɑ:f, stæf]video
    n. 职员;参谋;棒;支撑adj. 职员的;行政工作的vt. 供给人员;给…配备职员vi. 雇用工作人员
  • sketch[sketʃ]video
    n. 素描;略图;梗概vt. 画素描或速写vi. 画素描或速写
  • entrepreneur[,ɔntrəprə'nə:]video
    n. 企业家;承包人;主办者
  • analyze['ænəlaiz]video
    vt. 对…进行分析,分解(等于analyse)

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lichen 发表于 2014-1-26 08:03:23

More Rational Resolutions

如何制定更理性的新年计划?


Can 'goal factoring' help you keep your New Year's resolution to hit the gym every day in 2014?

“目标构想”能帮助你坚持自己的新年决心,在2014年的每一天都去健身房健身吗?

'Goal factoring, ' a method of designing better plans, is one of the techniques taught by the Center for Applied Rationality, which hosts three-day workshops that teach attendees how to use science-based approaches to achieve goals. A November workshop in Ossining, N.Y., instructed 23 participants on how thinking about one's future self as a different person can help goal-setting and why building up an 'emotional library' of associations can reduce procrastination.

“目标构想”是应用理性学习中心(Center for Applied Rationality,简称“CFAR”)所教授的技巧之一,是一种拟定更合理计划的方法。该中心常举办为期三天的讲习班,教授与会者如何采用有科学依据的方法来实现目标。他们于11月份在纽约州奥西宁(Ossining)举办的讲习班吸引了23名参加者,指导他们把未来的自己想象成一个不同的人可如何帮助制定目标,以及建立“情感(联想)库”为何能减轻拖延。

CFAR, a Berkeley, Calif.-based nonprofit, is prominent in the growing 'rationality movement, ' which explores the science of optimized decision-making. In recent years, books about decision-making and probability theory -- including 'Predictably Irrational' by Dan Ariely, who writes a regular column for The Wall Street Journal, and 'Thinking, Fast and Slow' by Daniel Kahneman -- have been best-sellers. Websites like Overcoming Bias and Less Wrong serve as communities for those who believe the best way to be effective, whether in changing eating habits or changing the world, is to actively look at the lessons of science and hard data. The movement draws on some of the same research as economists who argue that investors behave irrationally.

CFAR是加州伯克利(Berkeley)的一个非营利机构,它在影响正在日益扩大的探讨优化决策制定科学的“理性运动”中地位显著。近些年,有关决策制定及概率论的书籍一直都是畅销书,包括也为《华尔街日报》(The Wall Street Journal)定期撰写专栏的丹·阿雷利(Dan Ariely)所写的《可预见的非理性》(Predictably Irrational),以及丹尼尔·卡内曼(Daniel Kahneman)撰写的《思考,快与慢》(Thinking, Fast and Slow)等。诸如Overcoming Bias和Less Wrong这样的网站成为了那些认为变得高效──无论是改变饮食习惯或是改变世界──的最佳方法就是积极参考科学经验和硬数据的人士的活动中心。此外,理性运动还借鉴了那些提出投资者总是不理性地行动的经济学家所借鉴的部分研究。

Very smart people often make irrational decisions, says University of Toronto psychologist Keith Stanovich. This leads to, say, physicians choosing less effective medical treatments or governments spending millions on unneeded projects. In 2013, Dr. Stanovich received a $1 million grant from the John Templeton Foundation to develop a rigorous 'rationality quotient' test similar to an IQ test. Dr. Stanovich, who sits on CFAR's advisory board, hopes to have such a test ready in two years. He hopes the test will encourage people to learn to be more rational.

多伦多大学(University of Toronto)的心理学家基思·斯塔诺维奇(Keith Stanovich)称,非常聪明的人常常也会做出不理智的决定。这会导致医生选择了不怎么有效的医疗方案,或者是政府在不必要的工程上花了几百万。2013年,斯塔诺维奇博士收到了约翰·坦普尔顿基金会(John Templeton Foundation)提供的100万美元资助,以开发一个类似智商测试的严密的“理性商数”测试。斯塔诺维奇博士也是CFAR的顾问之一,他希望在两年后设计出这样的测试,并希望该测试能促动大家学习变得更理性一些。

For individuals, the odd secret of rationality is its reliance on emotions, proponents say. 'People are always really surprised at how much time we spend at the workshops talking about our feelings, ' says CFAR President Julia Galef, who has a statistics degree from Columbia University. 'Rationality isn't about getting rid of emotions, but analyzing them and taking them into consideration when making decisions, ' she says.

支持者称,对于个人而言,理性的奇特秘密在于它对情感的依赖。CFAR主席朱莉娅·加利夫(Julia Galef)指出:“总是有人对自己在讲习班中花了那么多时间谈论自己的感受非常惊讶。理性并不是要你消除情感,而是要分析它们并在做决定时把它们考虑进去。”加利夫拥有哥伦比亚大学(Columbia University)的统计学学位。

Attendees, who each paid about $4, 000 to participate in the Ossining workshop (meals and lodging included), learned a technique called 'pre-hindsight' that uses emotional cues to create more foolproof plans. It works like this: Imagine that six months have passed, and you haven't achieved the body of your dreams. How surprised are you? The less surprised you are, the less likely it is you will succeed at your goal. Then think in detail about each reason you wouldn't be surprised if June comes and the number on the scale hasn't budged. Each reason -- whether 'I don't have time' or 'I don't like running in the mornings' -- is a possible cause of failure. Using the surprise level to anticipate these is crucial to creating a plan to address each weak point.

参加奥西宁讲习班的人每人需交费约4,000美元(包括食宿),学习的是一项名为“事后认识预测”的技能,即运用情感暗示来制定更万无一失的计划。它是这样起作用的:想象一下六个月已经过去,而你还未实现你的理想身材。你会有多惊讶?你越是不惊讶,你成功实现目标的可能性就越低。接下来,你要仔细想想假如6月份已经到来,但体重秤上的数字还没变化,对此你并不惊讶的每个原因。每一个原因──无论是“我没有时间”还是“我不喜欢在早晨跑步”──都是可能让你失败的原因。利用惊讶程度来预测这些是制定计划以解决每个弱点的关键。

Similarly, goal factoring can help determine whether shelling out $40 a month at the YMCA is the best way to get in shape. This involves mapping out the motivations (health, stress relief, weight loss) behind doing something (going to the gym), and questioning whether there is a more effective way to achieve the same things. Goal factoring could lead a person to realize that, given time and interests, an hour on the treadmill is unrealistic, but a weekly soccer tournament with friends is doable.

同样地,目标构想能帮助你决定每个月在基督教青年会(YMCA)花上40美元是否是保持体型的最佳方法。这包括要列出做某件事情(比如去健身房)背后的动因(为了健康、减压或减肥),然后自问做成同样的事情是否还有更有效的方法。目标构想可让一个人意识到,考虑到时间和兴趣问题,在跑步机上跑一小时是不切实际的,而每周和朋友踢场足球则是可行的。

Other lessons include 'structured procrastination.' The idea is that if you're going to procrastinate, you might as well procrastinate by doing something that works toward another goal -- for example, procrastinate on starting a work project by watching a TED talk you've been meaning to catch or starting a book you've wanted to read.

其他技巧包括“结构化拖延”。其理念是假如你想拖延某事,倒不如通过做些有助于实现另一个目标的事情来拖延它。比如说,如果你想延迟开始一个工作项目,你可以去看一段你一直想补上的TED的演讲,或者开始读一本以前想读的书。

If it seems like the rationalists are overthinking the decision-making process, consider the audience, Ms. Galef says. Most workshop participants have been software engineers, entrepreneurs, students or scientists. In one session, the instructor asked whether anyone present hadn't written a computer program. No hands went up.

加利夫说,如果你觉得理性主义者似乎对决策制定过程思虑过度了,想想讲习班的那些人吧。参加讲习班的人大多数曾是软件工程师、企业家、学生和科学家。在某节课上,讲师问在座的人是否有没有写过电脑程序的。没有一个人举手。

Can rationality exercises actually teach us to act more rational day to day?

理性训练真能教会我们一天比一天更理性地行动吗?

Psychologist Dr. Kahneman, who won a Nobel Prize in economics for research into decision-making in 2002, says it is very difficult to overcome our split-second irrational reactions. 'Much of it is automatic, ' he says. 'Preferences come to mind and emotions arise, and we're not aware that we're making [decisions and assumptions] and therefore cannot control them.'

凭借对决策制定的研究在2002年获得诺贝尔经济学奖的心理学家卡内曼博士指出,我们会很难克服我们自己在一瞬间的非理性反应。他说:“多数是自然出现的,你偏爱的东西会出现在你的脑海中,情绪会随之产生,而且我们也意识不到我们正在做出决定和假设,所以我们无法控制它们。”

Organizations can generally make gains by adopting rational procedures enforced from the top, but Dr. Kahneman is skeptical of how much individuals can change.

机构团体一般都能够从采纳自上而下执行的理性程序中受益,但卡内曼博士对个人能改变多少持怀疑态度。

Dr. Stanovich is more optimistic. It is true that automatic biases can't be removed, he says, but people can train themselves to slow down and question these biases, and learn other mechanisms -- even something as simple as deliberately thinking of the effect of the opposite decision -- that may counteract such biases.

斯塔诺维奇博士则更为乐观。他说,自然而然的偏见确实不能消除,但人们可以训练自己减缓和质疑这些偏见,并学会其他也许能抵消这些偏见的机制──甚至是像审慎考虑相反决定的后果这样简单的事情。

Max Tegmark, a physicist at the Massachusetts Institute of Technology, says he 'already had a high level of rationalism' but found the CFAR workshop useful.

麻省理工学院(Massachusetts Institute of Technology)物理学家马克斯·泰格马克(Max Tegmark)说他“已经具备很高的理性程度”,不过还是发现CFAR的讲习班很有用。

'I had this huge to-do list with over a thousand things on it, and I found I wasn't looking at it very often because whenever I did, I just got this depressing feeling of being overwhelmed by my failure to accomplish stuff, ' says Dr. Tegmark. After the March workshop in Berkeley, Calif., the 46-year-old developed an improved system for tackling emails by writing a program that responds to routine emails with automated messages. He also got better at staying on track with long-term projects. 'I learned that if I want Max to do something in December, I should think about December Max as a different person, ' he says. Instead of just putting a reminder to do something in a few months, he'll plan ahead and send email reminders and incentives for his 'future self.'

泰格马克博士说:“我制定了一份庞大的任务清单,单子上列了1000多件事情,我发现我并不会经常看它,因为每当我去看它时,我就会因为受不了自己做不成那些事情而产生一种沮丧的感觉。”在3月份于加州伯克利参加了讲习班后,46岁的泰格马克写了一个以自动生成的信息回复日常邮件的程序,由此开发了一个跟踪邮件的升级系统。他在坚持长期项目方面也做得更好了。他说:“我了解到如果我要马克斯在12月份做些事情,我应该把12月的马克斯想象成一个不同的人。”他不只是记上要在几个月后做某件事的提醒,而是提前计划,给“未来的自己”发送邮件提醒和激励。

Another March attendee, Estonian computer programmer and Skype co-founder Jaan Tallinn, says the workshop helped him improve his fitness plan. After analyzing his actions, Mr. Tallinn, 41, realized that he was avoiding exercise mostly because his routine was too long. He designed a shorter routine with different exercises that he finds it easier to stick to. (Mr. Tallinn is an investor in the Machine Intelligence Research Institute, which is affiliated with CFAR.)

爱沙尼亚电脑程序员、Skype的联合创始人扬·塔林(Jaan Tallinn)也在3月份参加了讲习班。他说讲习班帮助他改进了他的健身计划。在分析了自己的行动后,41岁的塔林意识到他逃避健身主要是因为他的那个日常计划太长了,于是他拟定了一个他认为更容易坚持的包含不同锻炼项目的较短期的计划。(塔林为隶属于CFAR的机器智能研究所(Machine Intelligence Research Institute)的投资者。)

That individuals -- as well as markets and corporations -- don't always behave rationally is a tenet of behavioral economics.

个人──连同市场及企业──并不总是理性行事是行为经济学的一大信条。

Scholars of behavioral economics, including Dr. Kahneman, have attempted to tease out the factors behind individuals' and investors' shifting risk tolerances and decisions.

包括卡内曼博士在内,行为经济学的学者曾尝试理出个人及投资者的风险容忍度和决策不断变化背后的因素。

Behavioral economics, which has gained ground among academic economists over the past several decades, departs from traditional notions by assuming that individuals don't always behave rationally and act in their own best interests. Thus we have market bubbles in which investors inflate stocks or homes way above their rational value.

过去数十年来,行为经济学在学院派经济学家中得到了发展,它与传统观念不同,认为个人的行为并不总是理性的,并且总是按照自己的最大利益行事。因此,我们会看到市场泡沫,投资者将股票或房产的价格抬高到远远高于它们合理价值的水平。




instructor[in'strʌktə]video

n. 指导书;教员;指导者


incentive[in'sentiv]video

n. 动机;刺激adj. 激励的;刺激的


mechanism['mekənizəm]video

n. 机制;原理,途径;进程;机械装置;技巧


tolerance['tɔlərəns]video

n. 公差;宽容;容忍;公差


overwhelm[,əuvə'hwelm]video

vt. 压倒;淹没;受打击


emotion[i'məuʃən]video

n. 情感;情绪


statistic[stə'tistik]video

adj. 统计的,统计学的n. 统计数值


economist[i'kɔnəmist]video

n. 经济学者;节俭的人


behavioral[bi'heivjərəl]video

adj. 行为的


automate['ɔ:təmeit]video

vt. 使自动化,使自动操作vi. 自动化,自动操作
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