Name: 名人CEO們很了不起。直到他們適得其反。| Anna Butrico (Celebrity CEOs are amazing. Until they backfire. | Anna Butrico)
Uploaded: 2022-11-16T18:05:26.000Z
Duration: 5 min 14 s

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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。

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。

People are interested in leaning in, wanting

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

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

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。

特別是史蒂夫-喬布斯讓我著迷。

他可以是直接的，也可以是刻薄的。

but he could be very focused and specific

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.

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。

史蒂夫-喬布斯：我們的目標，我們認為

is to constantly be working on making things better.

ANNA BUTRICO: Though a complicated character,

ANNA BUTRICO：雖然是個複雜的人物。

of how the form of the things that we consume

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

in the public eye and make people really trust

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

of what the organization of a whole aims to achieve.

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,

when leadership contradicts what the company wants

當領導層與公司的要求相牴觸時

要做到這一點，那麼你就有一個更大的問題。

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。

of the business that it had ever been historically.

的業務，它在歷史上曾經是這樣的。

where he would foreshadow new developments

within the company but he would also start

to talk about some conspiracy theories that he had

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.

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

because people said who in the world is the CEO

因為人們說，誰是世界上的CEO？

And what does that say about the Overstock brand?

而這對Overstock品牌有什麼意義呢？

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

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。

他們有一個非常容易、容易獲得的結果

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

and made sure that none of them were scientists.

並確保他們中沒有人是科學家。

他們中的一些人是前醫學博士。

None of them really knew much about the specific

blood testing technology that she aimed to create.

in how she was advocating for the technology,

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

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。

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名人CEO們很了不起。直到他們適得其反。| Anna Butrico (Celebrity CEOs are amazing. Until they backfire. | Anna Butrico)

constantly

specific

crucial

critical