Companies are losing control.

華爾街發生的事

What happens on Wall Street

不再只是華爾街的事

no longer stays on Wall Street.

賭城發生的事 上了YouTube(笑聲)

What happens in Vegas ends up on YouTube. (Laughter)

名譽搖搖欲墜 忠誠岌岌可危

Reputations are volatile. Loyalties are fickle.

管理團隊

Management teams seem increasingly

似乎與員工漸行漸遠(笑聲)

disconnected from their staff. (Laughter)

最近某項調查顯示27%的老闆相信

A recent survey said that 27 percent of bosses believe

自己的公司能啟發員工

their employees are inspired by their firm.

但是同一份調查也發現 只有4%的員工

However, in the same survey, only four percent

贊同這個說法

of employees agreed.

公司已經無法掌控一切

Companies are losing control

客戶 員工 都不再受控制

of their customers and their employees.

真的是這樣嗎？

But are they really?

我是行銷人員 就我所知的行銷這一行呢

I'm a marketer, and as a marketer, I know

就是我從來沒被控制過

that I've never really been in control.

話說得好「品牌是你不在場時‧‧‧」

Your brand is what other people say about you

「別人對你的評價」

when you're not in the room, the saying goes.

超連結和透明制

Hyperconnectivity and transparency allow companies

讓公司現在能夠24小時都在場

to be in that room now, 24/7.

隨時都是對話的一份子

They can listen and join the conversation.

事實上 公司能夠控制的程度

In fact, they have more control over the loss of control

前所未有地高

than ever before.

精心設計就可以做到 但怎麼做呢？

They can design for it. But how?

首先 讓顧客和員工擁有更多控制權

First of all, they can give employees and customers more control.

讓他們一起參與創意

They can collaborate with them on the creation of ideas,

知識 內容 設計 和產品的發想

knowledge, content, designs and product.

或是讓他們自訂價格

They can give them more control over pricing,

搖滾樂團電台司令就採取這個策略

which is what the band Radiohead did

以愛付多少就付多少的方式

with its pay-as-you-like online release of its album

線上發行《彩虹裡》專輯 雖說樂迷自己訂價

"In Rainbows." Buyers could determine the price,

但是價格是獨斷 而且限時的

but the offer was exclusive, and only stood for a limited period of time.

這張專輯的銷量大勝過往專輯

The album sold more copies than previous releases of the band.

丹麥巧克力公司:丹麥恩格

The Danish chocolate company Anthon Berg

在哥本哈根開了所謂的「善行店」

opened a so-called "generous store" in Copenhagen.

要求顧客選購巧克力時

It asked customers to purchase chocolate

要以承諾支付 保證會善待親朋好友

with the promise of good deeds towards loved ones.

丹麥恩格將交易轉化為互動

It turned transactions into interactions,

善行成為貨幣

and generosity into a currency.

公司甚至可以給駭客控制權

Companies can even give control to hackers.

當微軟的Kinect問市時

When Microsoft Kinect came out,

這個由動作控制的Xbox遊戲主機周邊裝置

the motion-controlled add-on to its Xbox gaming console,

立刻引起駭客的注意

it immediately drew the attention of hackers.

一開始微軟力圖對抗 但後來改變戰略

Microsoft first fought off the hacks, but then shifted course

因為微軟發現 積極與駭客社群互動

when it realized that actively supporting the community

其實大有好處

came with benefits.

共有感，免費宣傳

The sense of co-ownership, the free publicity,

和其他附加價值，等等都讓銷量翻倍

the added value, all helped drive sales.

授權顧客的終極策略

The ultimate empowerment of customers

就是叫顧客別買

is to ask them not to buy.

戶外服裝品牌Patagonia鼓勵潛在顧客

Outdoor clothier Patagonia encouraged prospective buyers

先上eBay找找二手服飾

to check out eBay for its used products

先修舊鞋 再來買新的

and to resole their shoes before purchasing new ones.

為了更加激進地抵制消費主義 Patagonia還發起活動

In an even more radical stance against consumerism,

大打「別買這件外套」的廣告

the company placed a "Don't Buy This Jacket"

而且是在購物季正如火如荼的時候

advertisement during the peak of shopping season.

這種手法也許有損短期銷量

It may have jeopardized short-term sales,

卻能建立品牌的長期忠誠度

but it builds lasting, long-term loyalty

因為顧客認同其價值

based on shared values.

研究顯示 如果員工能對工作更有掌控權

Research has shown that giving employees more control

就會更開心、更有生產力

over their work makes them happier and more productive.

巴西Semco集團之所以出名

The Brazilian company Semco Group famously

就是讓員工自訂工作表

lets employees set their own work schedules

甚至薪水

and even their salaries.

其他公司還包括Hulu和Netflix

Hulu and Netflix, among other companies,

定有開放性休假政策

have open vacation policies.

公司可以釋出更多掌控權

Companies can give people more control,

也可以收回掌控權

but they can also give them less control.

傳統的商業金科玉律認為

Traditional business wisdom holds that trust

信任建立在可預期行為上

is earned by predictable behavior,

但是當一切都一致化 標準化時

but when everything is consistent and standardized,

要如何創造有意義的經驗？

how do you create meaningful experiences?

減少授權 或許是個好方法

Giving people less control might be a wonderful way

來減輕過多的選擇量

to counter the abundance of choice

並且讓人們更開心

and make them happier.

以Nextpedition這家旅行社為例

Take the travel service Nextpedition.

他們把旅行變成遊戲

Nextpedition turns the trip into a game,

一路上都有意想不到的驚奇

with surprising twists and turns along the way.

旅行社會一直賣關子 旅客要到最後一刻

It does not tell the traveler where she's going

才知道自己要去哪 才會拿到相關資訊

until the very last minute, and information is provided

荷蘭航空公司KLM也用類似手法

just in time. Similarly, Dutch airline KLM

推出驚喜之旅 用表面上隨機的方式

launched a surprise campaign, seemingly randomly

送小禮物給旅客

handing out small gifts to travelers

一路直到他們抵達目的地

en route to their destination.

總公司在英國的花店Interflora利用Twitter

U.K.-based Interflora monitored Twitter

鎖定心情不好的使用者

for users who were having a bad day,

免費送上一束鮮花

and then sent them a free bouquet of flowers.

公司有沒有什麼辦法

Is there anything companies can do to make

減少員工的時間壓力？有的

their employees feel less pressed for time? Yes.

就是強迫他們幫助別人

Force them to help others.

最近一項研究建議 如果能讓員工每天

A recent study suggests that having employees complete

能抽點時間進行一些有利他人的活動

occasional altruistic tasks throughout the day

就能讓他們覺得整體生產力提高

increases their sense of overall productivity.

在我工作的公司Frog

At Frog, the company I work for, we hold internal

會舉行內部快速會議 增加資深和新進員工的互動

speed meet sessions that connect old and new employees,

幫助他們快速地瞭解彼此

helping them get to know each other fast.

透過嚴密的過程 我們給員工較少的控制權

By applying a strict process, we give them less control,

較少的選擇 但能提供 更多更豐富的人際互動

less choice, but we enable more and richer social interactions.

公司的財富由公司創造

Companies are the makers of their fortunes,

和我們所有人一樣 公司也會隨時會遇到突發狀況

and like all of us, they are utterly exposed to serendipity.

這應該會讓公司更謙遜 更脆弱

That should make them more humble, more vulnerable

也更具人性

and more human.

說到底 超連結性和透明制

At the end of the day, as hyperconnectivity

讓公司的所做所為

and transparency expose companies' behavior

暴露在光天化日之下 而忠於自我

in broad daylight, staying true to their true selves

是唯一具有持久性的有效提案

is the only sustainable value proposition.

或是如同芭蕾舞者阿隆索‧金恩所說：

Or as the ballet dancer Alonzo King said,

「你的有趣之處 就是你自己」

"What's interesting about you is you."

要表現出公司的本色

For the true selves of companies to come through,

開誠佈公是不二法門

openness is paramount,

但是徹底公開不是個好方法

but radical openness is not a solution,

因為公開一切 等於什麼都沒公開

because when everything is open, nothing is open.

「微笑是一扇半開半闔的門」

"A smile is a door that is half open and half closed,"

這是作家珍妮佛‧伊根寫的

the author Jennifer Egan wrote.

公司可以授與員工和客戶

Companies can give their employees and customers

更多或更少的控制權

more control or less. They can worry about how much

可以評估公開多少對自己有利 什麼又是不能公開的

openness is good for them, and what needs to stay closed.

或者是微微一笑 保持開放

Or they can simply smile, and remain open

接受各種可能

to all possibilities.

謝謝各位(掌聲)

Thank you. (Applause)

(掌聲)

(Applause)