for the organization that they lead.

為他們所上司的組織。

We all have heard the stories of the larger-than-life CEO

我們都聽說過那些比生命更重要的CEO的故事

whose own name and brand transcends the company

自己的名字和品牌超越了公司。

that he or she is representing.

他或她所代表的人。

This is exciting because you see their names on headlines.

這很令人興奮，因為你在頭條上看到了他們的名字。

You see them with a big following.

你看到他們有大量的追隨者。

People are interested in leaning in, wanting

人們對靠攏的興趣，希望

to know what this big personality is going to say next,

想知道這個大人物接下來會說什麼。

and what their organization is going to do next.

以及他們的組織接下來要做什麼。

But there's a big question here of the role that

但這裡有一個很大的問題，那就是

that CEO plays within our culture, in establishing how

CEO在我們的文化中扮演著重要的角色，在確定如何

that product, that service that they represent, will service

他們所代表的產品和服務，將服務於

the nation will service other nations and the world

國家將為其他國家和世界服務

at large. I think about larger-than-life CEOs

逍遙法外。我想到了比生命更重要的CEO們

like Steve Jobs, like Jack Dorsey, like Elon Musk,

像史蒂夫-喬布斯，像傑克-多西，像埃隆-馬斯克。

they have a platform and I would argue then a responsibility

他們有一個平臺，我想說的是，他們有一個責任。

to stand upon it and look at how their products,

站在上面，看看他們的產品如何。

how their personalities, how their contributions are

他們的個性如何，他們的貢獻如何

affecting the world and the discourse about the future

影響世界和關於未來的討論

of tech, the future of work and the future of how

科技的未來，工作的未來，以及未來的方式。

we interact at large.

我們在大範圍內互動。

Steve Jobs in particular fascinates me.

特別是史蒂夫-喬布斯讓我著迷。

He could be direct, he could be mean,

他可以是直接的，也可以是刻薄的。

but he could be very focused and specific

但他可以非常專注和具體

about what he wanted and the excellence that he demanded

關於他想要什麼和他所要求的卓越表現

of his people, and in doing so, he created something

他的人民，並在這樣做時，他創造了一些

that was unlike anything anybody had ever experienced.

那是任何人都沒有經歷過的事情。

He really thought that the beauty was in the simplicity.

他真的認為，美在於簡單。

The iPhone is just a simple little black rectangle

iPhone只是一個簡單的黑色小長方形

that has changed how we communicate, how we talk.

這已經改變了我們的溝通方式，我們的談話方式。

STEVE JOBS: Our goal and we think

史蒂夫-喬布斯：我們的目標，我們認為

what serves the customer best

什麼最能服務於客戶

is to constantly be working on making things better.

是不斷努力使事情變得更好。

ANNA BUTRICO: Though a complicated character,

ANNA BUTRICO：雖然是個複雜的人物。

he elevated these questions

他提升了這些問題

of how the form of the things that we consume

我們所消費的東西的形式如何

influences how we live and work with them.

影響著我們如何與他們一起生活和工作。

A CEO has great opportunity to elevate the brand

首席執行官擁有提升品牌的巨大機會

of a company, to really put it

的一個公司，要真正把它

in the public eye and make people really trust

在公眾眼中，讓人們真正信任

in the brand that they're buying.

在他們購買的品牌中。

But they also have the opportunity to do the exact opposite.

但他們也有機會做完全相反的事情。

The risk you run is when that personality,

你所面臨的風險是當這種個性。

that brand of the person is bigger than the brand

人的品牌比品牌大

of what the organization of a whole aims to achieve.

整個組織的目標是什麼。

Leadership is important, don't get me wrong

上司是很重要的，不要誤會我的意思

but when leadership steps on the company,

但當領導層踏上公司。

when leadership contradicts what the company wants

當領導層與公司的要求相牴觸時

to do, then you have a bigger problem.

要做到這一點，那麼你就有一個更大的問題。

I'll start with Patrick Byrne

我先說說帕特里克-伯恩

who was the CEO of Overstock.com.

他曾是Overstock.com的CEO。

He was a very impressive leader.

他是一個非常令人印象深刻的領導人。

He had three degrees. He had long history at Overstock.com.

他有三個學位。他在Overstock.com有很長的歷史。

He had helped them go online.

他曾幫助他們上網。

It was really in the most exciting part

這真的是在最令人興奮的部分

of the business that it had ever been historically.

的業務，它在歷史上曾經是這樣的。

He ended up having a private blog

他最後有一個私人博客

where he would talk about the earnings,

在那裡他將談及收益。

where he would foreshadow new developments

在那裡，他將預示著新的發展

within the company but he would also start

在公司內部，但他也將開始

to talk about some conspiracy theories that he had

談談他的一些陰謀論。

about himself about his role as Overstock.com CEO

關於自己擔任Overstock.com首席執行官的情況

and how that interacted with the government.

以及如何與政府進行互動。

He believed that he was tied up into a political scandal

他認為自己被綁在了政治醜聞中

that would be a hundred times bigger

這將是一百倍的大

than Watergate as he said.

比起水門事件，他說。

He said that a Russian spy

他說，一名俄羅斯間諜

was intimately involved in his life.

與他的生活密切相關。

The stock of Overstock.com crashed

Overstock.com的股票崩潰了

because people said who in the world is the CEO

因為人們說，誰是世界上的CEO？

and what is he saying?

他在說什麼？

And what does that say about the Overstock brand?

而這對Overstock品牌有什麼意義呢？

The other one we think

另一個我們認為

about is Elizabeth Holmes from Theranos.

關於是來自Theranos的Elizabeth Holmes。

They created this new blood testing technology

他們創造了這種新的血液檢測技術

that was really fascinating.

這真的很吸引人。

What we found though,

不過我們發現了什麼。

is that Elizabeth Holmes was a bit deceptive

是，伊麗莎白-霍姆斯有點欺騙性

in the science, that Theranos technology didn't work.

在科學上，Theranos技術並不奏效。

They had a very easy, accessible result

他們有一個非常容易、容易獲得的結果

of a test that they would use

他們會使用的測試

with investors that they would use publicly to say, look

他們會公開使用的投資者，說，看

our technology works when behind the scenes, it didn't.

我們的技術在幕後運作，而在幕後卻沒有。

She very intentionally took her board of directors

她非常有意地把她的董事會

and made sure that none of them were scientists.

並確保他們中沒有人是科學家。

Some of them were former MDs.

他們中的一些人是前醫學博士。

A lot of them were policy officials.

他們中的很多人是政策官員。

None of them really knew much about the specific

他們中沒有人真正瞭解具體的

blood testing technology that she aimed to create.

她旨在創建的血液檢測技術。

So she went completely unhinged

所以她完全失去了理智

in how she was advocating for the technology,

在她是如何倡導這項技術的。

she'd fire anybody who stood up to protest it.

她會解僱任何站出來抗議的人。

When selecting a CEO, what should you think about?

在選擇CEO時，你應該考慮什麼？

Is it best to just think about what values

是否最好只考慮什麼價值

the organization has and if that person

該組織有，如果該人

will fit inside those values?

將適合在這些值內？

I think it's a bit tricky

我認為這有點棘手

because values just like people constantly change.

因為價值觀就像人一樣不斷變化。

Each value is a narrative about who the organization is.

每個價值觀都是對組織是誰的敘述。

And the leader themself introduces their own narrative

而領導人自己也介紹了自己的敘述方式

about where they are taking the company.

關於他們要把公司帶到哪裡去。

I think having a really diverse board

我認為擁有一個真正多樣化的董事會

of directors is absolutely critical.

董事們的努力是絕對關鍵的。

You need to have people who hold that CEO accountable

你需要有讓首席執行官負責的人

but who have very different views of what the CEO is doing

但他們對首席執行官的工作有非常不同的看法

what industry the organization sits in,

該組織所處的行業是什麼。

what the objectives are, et cetera, et cetera.

目標是什麼，諸如此類，諸如此類。

Diversity of thought is

思想的多樣性是

of course important; capability, crucial.

當然重要；能力，關鍵。

But that thought piece

但這一思想作品

to really challenge that CEO is critical.

真正挑戰首席執行官是至關重要的。