读书笔记82 HBR 2023年5月6月刊
作者：Harvard Business Review
How Brands and Influencers Can Make the Most of the Relationship
Brands should also work hard to find influencers who are a natural fit with their products.
现在越来越不相信品牌效应了，之前买了朗朗代言的课程，可是爆雷了，大几千拿不回来，当时好多人维权，我就没去，是要不回来的还费时间，而且心急可能导致二次受骗。大众对广告的抵抗很强，品牌要找和自己调性一致的网红。
Conservatives Are More Open to Seemingly Inferior Products Than Liberals Are
看到一个丑的东西，总觉得它其他地方肯能很好。中国人像我这种互补想法的应该很多。我弟弟也非常喜欢给商家“找借口”。
The Founders of Bitty & Beau’s Coffee on Building a Business Around Employees with Disabilities
世界破烂不堪，总有人缝缝补补。一般无法体会，创建人也是因为自己的孩子，才开始关注。愿世界同理心强的人越来越多吧。
The High Cost of Neglecting Low-Wage Workers
1，They don’t realize that low-wage workers want to stay with them.
2，They underestimate the importance of location and stability.
3，They underestimate workers’ goodwill.
4，They leave workers to initiate career discussions.
5，They disregard low-wage workers’ strategic importance.
6，They fail workers on the three things that matter the most.
公司觉得前线员工不重要，疫情期间辞退很多，现在生活恢复了，但是不能马上招到前线员工了。非正式社员也不希望老辞职，辞职有无法兼顾家庭，上班不便等因素。公司高层要注意前线员工的难点。还有要让前线员工看到之后的职业规划，办一些培训，增加指导员等。
The Obstacles to Creating Good Jobs
Four False Orthodoxies
1. Our business model won’t support higher investment in people.
2. We can’t trust frontline employees.
3. Our financial analysis shows the investment won’t pay off.
4. Implementing system change is too risky.
把投资职员当作费用，把投资市场当作盈利，把员工当作了公司的”敌人”。公司的很多制度也是建立在不信任员工的前提下，试问，有谁不想成功呢，还是要相信员工。公司总觉得投资员工与回报不相等，其实应该也算算不投资员工造成的损失。改变职场程序的确有一定风险，但值得一试。
“You’ve Got to Set Your People Up to Succeed”
降低SKU的确是正确的，给顾客少的选择，把菜单做的通俗易懂是最好的。每次买手机都觉得内容太复杂，还有各种活动的优惠券也是太繁杂。涨薪在财务上应该怎么算都不合适，这时候就需要领导有魄力一些。
How to Create a Stakeholder Strategy
Step 1: Make sense of outside perspectives.
Step 2: Create your own stakeholder strategy.
If you can put staff first, your customer second, and shareholders third, effectively, in the end the shareholders do well, the customers do better, and [you] yourself are happy,
Step 3: Create systems to sustain your stakeholder strategy.
尤其是大公司，制定了公司政策，需要定期开全体员工会议，使员工了解上层的想法和公司方向。
Innovation Doesn’t Have to Be Disruptive
fear can be effective
创新不一定是取代现有产业，可以是做了一个新的蛋糕。比如女性卫生巾。亚马逊的出现使很多书店破产，但同时也创造了很多岗位。人工智能已经可以创造优美的音乐和绘画了，我们需要向市场推出新的岗位。比如让失去听力的人听到音乐，以前我们理所当然的认为的事情，可能可以是新的市场。
Analytics for Marketers
Three Approaches to Analytics
Descriptive: Aggregated Observations
Predictive: Limited View of the Future
Prescriptive: Granular Guidance
当能接触的数据较少，模棱两可的时候，需要人判断。当时间有限，需要大量分析时，最好使用机器。
How to Design an Internal Talent Marketplace
The Four Prime Benefits of ITMs
Reduced replacement costs.
Better placement within a large workforce.
More opportunities for generalists.
Better aggregation of insights.
这个机制特别好，不满意现在的工作，可以公司内部调节。毕竟，最大的价值还是在公司内，因为经验和理解公司构造也非常重要。长时间工资没有增长，可能只是因为你和现在的老板不和。而且是公司内部，想去的组自己也是知根知底，比跳槽去别处要好。
The Leadership Odyssey
The first stage is the departure, during which the leader recognizes the need for a change and deliberately starts to leave behind familiar ways of working. The second is the voyage, a time of transition during which the leader encounters obstacles and trials that teach important lessons and open the path to transformation. Finally, there’s the return, during which leaders arrive at a new understanding of who they are and what kind of leader they want to be and start to transfer what they’ve learned to others.
这个empower我们公司也一直强调，我前上司做的有点猛了，最后把握不了工作内容而辞职了。
Radical Optionality
Revisiting the Implicit Assumptions of Strategy
1. From thinking then doing to thinking while doing.
2. From striving for fit to creating optionality.
3. From exploring versus exploiting to exploring while exploiting.
4. From market segments to mass customization.
5. From enterprise to ecosystem.
世界形势多变，作为公司想生存下去需要变的更灵活，边实施边思考。使用谷歌算法的同时，谷歌算法也在学习。
How Brand Building & Performance Marketing Can Work Together
Creating Your Brand Metrics
1. Create and connect brand-positioning and activation metrics.
2. Create a composite metric of brand equity.
3. Make brand equity a KPI for performance marketers.
4. Establish your brand’s link to revenue and shareholder value.
短期利益还是长期运营一个品牌
Should Your Start-up Be For-Profit or Nonprofit?
1，Is the Market Ready?
2，Are Customers Willing to Pay?
3，Where Is the Available Capital?
4，What Will Attract Talent and Other Resources?
感觉人才是最难的，如何在公司刚起步时画好大饼？
A New Approach to Building Your Personal Brand
1. Define your purpose.
2. Audit your personal brand equity.
3. Construct your personal narrative.
4. Embody your brand.
5. Communicate your brand story.
6. Socialize your brand.
7. Reevaluate and adjust your brand.
当你不在一个房间，别人对你如何评价就是你的brand。第6点也很重要，要营业自己，推销自己。
Case Study: Is It Time to Exit Russia?
公司除了赚钱，还有一定的社会责任，比如提供就业岗位，这次例题中的药品公司社会责任会更大。我也在跳槽的时候遇到了这个问题，外企待遇好些，但是会撤出，这样会短时间失业。
Blue Oceans in Outer Space
太空市场已经比我们想象的要大了
Life’s Work: An Interview with Jacques Pépin
I made a small decision that turned out to be a big one. This is what life is made of.
问他87岁高龄有什么秘密，他说他喝很多酒。我觉得能做自己喜欢的工作才是长寿的秘密。
