Core Ideology Core Values Core Purpose Envisioned Future

Core Ideology ●Core Values ●Core Purpose Envisioned Future ● 10 -to-30 -year BHAG ●Vivid Description Articulating a Vision September 2002 NJU 贾良定 8

(1)核心意识形态(Core Ideology) • 核心意识形态定义了一个组织持久的特征，这种 特征超越产品或市场生命周期、超越技术突破、 超越管理理论变迁，以及超越个体领导人。 – Core ideology defines the enduring character of an organization —— a consistent identity that transcends product or market life cycles, technological breakthroughs, management fads, and individual leaders. • 核心意识形态给组织提供了一种持久的粘合剂。 – Core ideology provides the glue that holds an organization together through time. September 2002 NJU 贾良定 9

核心价值观 Core Values • 核心价值观是组织本质的、持久的主义。 – core values are the essential and enduring tenets of an organization. • 核心价值观不需要外在的正当化，它们 对组织内部具有内在的价值和意义。 – They require no external justification, they have intrinsic value and importance to those inside the organization. September 2002 NJU 贾良定 10

核心价值观是企业本质的主义 Core Values are a company’s essential tenets *默克公司 • 公司的社会责任 • 在公司任何方面都真正优秀 • 基于科学的创新 • 诚实和正直 • 利润，为有益于人类而 作的利润 * Merck: • corporate social responsibility; • unequivocal excellence in all aspects of the company; • science-based innovation; • honesty and integrity; • profit, but profit from work that benefits humanity. September 2002 NJU 贾良定 11

*Philip Morris • 选择自由的权力 • 漂亮地击败对手 • 鼓励个人创新 • 基于品德与业绩的机会，任何人无特权 • 努力 作和持续地自我提升 * Philip Morris • the right to freedom of choice; • winning-beating others in a good fight; • encouraging individual initiative; • opportunity based on merit; no one is entitled to anything; • hard work and continuous self-improvement. September 2002 NJU 贾良定 12

*索尼公司 • 提升日本文化和民族地位 • 做先锋者，不追随别人，做不可能的事 • 鼓励个人能力和创造性 *Sony: • elevation of Japanese culture and national status; • being a pioneer, not following others, doing the impossible; • encouraging individual ability and creativity. September 2002 NJU 贾良定 13

*迪斯尼公司 • 不要玩世不恭 • 培育和宣传健康的美国价值观 • 创新，梦想和想象 • 对一致性和细节狂热地关注 • 保护和控制迪斯尼魅力 *Walt Disney: • no cynicism; • nurturing and promulgation of “wholesome American values”; • creativity, dreams, and imagination; • fanatical attention to consistency and detail; • preservation and control of the Disney magic. September 2002 NJU 贾良定 14

核心目的 Core Purpose • 核心目的是组织存在的理由，而非组织目标或经营 策略。 – Core purpose is a raison d’être, not a goal or business strategy. • 所有有效的目的都反映人们为企业 作的理想动机。 – All effective purpose reflects people’s idealistic motivations for doing the company’s work. • 核心目的不能仅仅描述组织的产出或目标顾客，它 要抓住组织的灵魂。 – It doesn’t just describe the organization’s output or target customers; it captures the soul of the organization. September 2002 NJU 贾良定 15

核心目的是组织存在的理由 默克公司 保护和提升人类生命 to preserve and improve human life 索尼公司 体验为公众利益而提高和应用技术的快乐 to experience the joy of advancing and applying technology for the benefit of the public 迪斯尼公司 使人幸福 to make people happy September 2002 NJU 贾良定 16

3 M 创新地解决不可解决的问题 to solve unsolved problems innovatively 惠普公司 Hewlett-Packard 为人类进步和福利作技术贡献 to make technical contributions for the advancement and welfare of humanity Mary Kay Cosmetics: 给妇女无限机会 to give unlimited opportunity to women September 2002 NJU 贾良定 17

麦肯锡咨询公司 帮助领先公司和政府更加成功 to help leading corporations and governments be more successful 耐克公司 体验竞争、胜利和击垮对手的快乐感受 to experience the emotion of competition, winning, and crushing competitors 沃玛特 Wal-Mart 给平民百姓购买富人所购买的同样东西的机会 to give ordinary folk the chance to buy the same things as rich people September 2002 NJU 贾良定 18

(2) 想象的未来 (Envisioned Future) • 一方面，想象的未来向人们传递着真实： 看得见的、生动的和真正的东西。 – On the one hand, Envisioned Future conveys concreteness —— something visible, vivid, and real. • 另一方面，想象的未来包含时间和不能 实现的：梦想、希望和抱负。 – On the other hand, Envisioned Future involves a time yet unrealized ——with its dreams, hope, and aspirations. September 2002 NJU 贾良定 19

远景层次的目标： 10 -30年目标 Vision-level BHAG: 10 -to-30 -year Goal BHAG: big , hairy, audacious goal. • 企业需要通向想象的未来的一个宏伟的10 -30年 目标 – Companies need an audacious 10 -to-30 -year goal to progress toward an envisioned future. • 真正的BHAG是清楚的和令人注目的，它是人 们努力的聚焦点，并且是团队精神的催化剂。 – A true BHAG is clear and compelling, serves as a unifying focal point of effort, and acts as a catalyst for team spirit. September 2002 NJU 贾良定 20

四种制定BHAG的方法 (1) 定量法 +到 2000年底成为 1250亿美元的公司 +become a $125 billion company by the year 2000 (Wal-Mart, 1990) (2) 定性法 +汽车民主化 +democratize the automobile (Ford Motor Company, early 1900 s) +成为改变日本产品质量低劣形象的最有名的公 司。 +become the company most known for changing the worldwide poor -quality image of Japanese products (Sony, 1950 s) September 2002 NJU 贾良定 21

(3)击垮对手法 +打垮RJR成为世界第一的烟草公司。 +Knock off RJR as the number one tobacco company in the world (Philip Morris, 1950 s) +打垮阿迪达斯。 +Crush Adidas (Nike, 1960 s) +击垮雅马哈。 +Yamaha wo taubusu! We will destroy Yamaha! (Honda, 1970 s) September 2002 NJU 贾良定 22

(4) 角色定位法 +成为运动产业的耐克。 +become the Nike of the cycling industry (Giro Sport Design, 1986) +20后公司像HP今天这样受人尊敬。 +become as respected in 20 years as Hewlett-Packard is today (Watkins-Johnson, 1996) +成为美国西部的哈佛。 +Become the Harvard of the West (Stanford University, 1940 s) September 2002 NJU 贾良定 23

生动的描述 (Vivid Description) • 想象的未来需要生动的描述，即实现 BHAG后我们将是什么样子的震撼的、 动人的和具体的描述。 – An envisioned future needs Vivid Description, Description that is , a vibrant, vibrant engaging, engaging and specific description of what it will be like to achieve the BHAG. • 把远景从文字转化为图画。 – Thinking of it as translating the vision from words into pictures, of creating an image that people can carry around in their heads. September 2002 NJU 贾良定 24

你必须把远景从文字转化为图画， 图画描述着当我们实现我们的目 标时，我们将是什么样子。 You must translate the vision from words to pictures with vivid description of what it will be like to achieve your goal. September 2002 NJU 贾良定 25