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1、GOLDRATT SATELLITE PROGRAM高瑞特卫星节目SESSION 8第八讲STRATEGY策略The last one strategy. 最后一个讲次策略。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? 如果你问其它人策略的意义是什么，那么你得到一个以上答案的机率是多少？What is the chance that you will get
2、the same answer from two different people? 你从两个不同的人口中得到相同答案的机率是多少呢？So lets start by defining the word strategy; and I am not going to do a whole discussion about it. 所以先让我们定义一下策略，我不打算长篇大论来讨论它。I will tell you what is my definition and we will go from there. 我会告诉你我的定义，然后从这里开始讨论。It is called democracy.
3、这叫做民主。For me strategy is only one thing it is the direction in which you want to move your company now as well as in the future. 对我来说，策略只是一件事你想让公司现在和未来朝着什么方向前进。Thats all - as simple as that. 就这样如此简单。What direction have you chosen to move your company that is strategy. 你选择让公司朝着什么方向前进这就是策略。Well, by no
4、w we are in the eighth session so you know where always we start. 嗯，现在我们已经到了第八讲，所以你知道我们通常都从什么地方开始。We always start with the question what to change? 我们都从问题开始要改变什么？What is the core problem?核心问题是什么？What is the core problem with our strategies? 策略的核心问题是什么呢？Well, I think that we better start by saying wh
5、at is a good strategy, what are the criteria that we should use in order to judge whether or not a strategy of a company is a good strategy or a lousy one. 我认为我们最好先从什么是好策略开始，我们应该使用什么标准来评估公司的策略究竟是好或坏。Well, how do we do that? 嗯，我们要怎么做呢？Lets remind ourselves what we said at the beginning of the first s
6、ession every company was built for a purpose. 先回想一下，我们在第一讲一开始说每个公司的设立都是为了达成一个目标。Every company was built in order to achieve something. 每个公司的设立都为了达到某个目的。Which means there is a goal of the company. 也就是说，每个公司都有目标。The strategy by definition, a good strategy, must show us how to reach the goal of the com
7、pany, because if the strategy does not help us reach the goal of the company then its definitely not a good strategy. 就定义而言，好策略必须告诉我们如何达到公司的目标，因为如果策略不能帮我们达到目标，那么绝对不是好策略。Who is the one that determines the goal of the company? 谁决定了公司的目标？My claim is - the people who own the company, the people that put
8、 the company are the ones who have the right to determine the goal. 我认为是公司的拥有者，设立公司的人有权决定目标。If we are talking about for profit company, a company that is traded in Wall Street, the minute that it is traded in Wall Street actually there was a commitment to the goal. 如果我们谈到的是营利企业，在华尔街交易的上市公司，那么公司股票在华尔
9、街交易的那一刻，其实就是对目标许下承诺。Why do you think people invest their money through a stock exchange in a company? 你认为人们为什么要把钱透过股票交易来投资一家公司呢？For the sake of God? 为了上帝吗？They invested the money in order to get more money.他们投资金钱是为了得到更多的钱。So the goal of every company which shares are traded in the stock exchange is
10、to make money now as well as in the future. 所以每家上市公司的目标，就是现在和未来都赚钱。What about other companies, like for example a company that is a high school? 至于其它组织，例如一所高中的目标是什么呢？They have also a goal. And their goal is education. 他们也有一个目标，就是教育。What about the money aspect? 那么金钱层面呢？Somebody has to pay for it. Whe
11、n are we going to pay for it? 总要有人付钱，我们什么时候付钱呢？And it does not matter if it is in terms of contributions or in terms of actual sales - when the company is satisfying us by providing what we have intended. 无论是从贡献或实际的销售额来表示都没有关系当公司提供的东西能满足我们的需求，此时我们就会付钱。So in order to make it totally generic I have sa
12、id Make money now as well as in the future. 所以为了让这个概念在每个组织都通用，我说“现在和未来都赚钱。”Make 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. 透过销售赚钱、或藉由某人（在这个例子里是股东）投资在公司上的金钱来赚钱。If the strategy does not help us,
13、 and show us, how to do that then it is a bad strategy. 如果策略没有帮我们、告诉我们该如何做，那么就是不好的策略。Do we agree on that? 大家都同意吗？Fine. So easy, so simple. 很好，非常简单。Is it so easy to do that?很容易做到这一点吗？Not so simple! 不太容易！But the criteria is obvious.但是评估的标准非常明显。In other words I will refer to that, to the goal of the co
14、mpany, 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. 换句话说，我会把公司的目标当做是策略的绝对必要条件，因为我们说过，如果策略不帮我们做到这一点，就是不好的策略。Is it the only one? Is it the only necessary condition? 这是唯一的必要条件吗？I do no
15、t think so. 我认为不是。As a matter of fact, when we look on the company, or the organisation, its not just the shareholders which are important, because we have learned that not less important are the people which comprise the organisation. 实际上，当我们看一下公司或组织，不单只是股东很重要，因为我们知道组织的成员也一样重要。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. 如果他们不跟我们合作，组织就不会成功，就长期而言，无法达成应该达成的事。Which means we must consider it, we must make these people to collaborate, otherwise in the long run t
