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    5. 大師輕鬆讀 No.227 你該怎麼讀商業書?
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    大師輕鬆讀 No.227 你該怎麼讀商業書?

    Publisher 大師輕鬆讀 /大師輕鬆讀股份有限公司
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    Released
    2007/05/10
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    57
    ID
    10819
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    你該怎麼讀商業書?
    The Halo Effect

    從1980年代開始,我們就習慣把「標竿學習」掛在嘴上,以為學習各領域最優秀對象的片段做法,便能複製他人的成功。這正是寫作、閱讀商業書籍「思想懶惰」者,最容易陷入的「成功迷思」。
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    本期目錄:

    -- 商業思維中的九大迷思 --

    1. 月暈效應
    2. 相關就等於因果
    3. 單一解釋
    4. 按圖索驥
    5. 嚴謹研究
    6. 絕對績效
    7. 成功長青
    8. 堅持到底
    9. 組織物理學


    主題看板:

    月暈效應(Halo Effect)

    「月暈效應」是一種社會心理學的理論,說明一個人表現好時,大家對這個人的評價會遠高於實際表現,就像我們看見的月亮,不是實際月亮的大小,還包含月亮的暈光。反之,一個人表現不好時,別人眼中認為的差勁程度,也會遠大於真正的表現。社會學家用這種現象說明,人在觀察事物時,會不自覺帶有偏見。法國符號學家羅蘭‧巴特(Roland Barthes)認為,偏見的形成是由於「神話」(Myth)介入了言語的運作,所謂神話是指人對某件事物,形成慣例的、信仰的、約定俗成的、不易改變的看法。社會上存在的許多價值觀,經常未經審慎思考就成為我們的信念,甚至影響了我們的態度與行為。

    舉例來說,談到法國,一般人立刻會想到巴黎鐵塔、凱旋門、香榭大道、左岸咖啡等「浪漫法國」的印象,但事實上,法國同樣有群眾暴動和嚴重的移民與治安問題。但是如果能善用月暈效應,也能收到不錯的成效。可口可樂前執行長奧斯汀(Paul Austin)將月暈效應定義為,人對某事物的整體印
    象,影響到對此事物的具體評價和認知。對於企業來說就是,企業的形象影響到公眾對企業的認知。月暈效應是對公眾關係形象的表達,可口可樂目前熱中於從事的公益事業,如支持環保,消除種族歧視,關心弱勢群體,援助受災民眾等,都是可口可樂在全球樹立良好形象的重要基礎。

    必勝公式(Guaranteed Success)

    前奇異電氣(GE)執行長威爾許(Jack Welch)在上海與中國企業家對話時坦言:「GE的模式非常成功,舉世公認的投資大師巴菲特與個人創業英雄李嘉誠的模式也非常成功,但是任何成功模式,都可以學習卻不能被完全複製。」無獨有偶,戴爾電腦(Dell)董事長戴爾(Michael Dell)在首屆跨國企業高層論壇戴爾峰會上,毫無顧忌地將供應鏈管理、企業管理、營運架構和競爭策略等經驗「和盤托出」,供中國企業分享。因為戴爾相信:「戴爾電腦的營運其實非常複雜,並不像表面上那麼容易複製。」學習別人的成功之處,還必須結合企業自身特點,加以創造性運用。

    韓信拜將後率兵伐趙,一個下午的時間就「破趙會食」,旗開得勝。韓信用的兵法是「右倍山陵,前左水澤。」韓信說:「只有背著水邊布陣,無路可退時才能打勝仗。」這就是所謂:「置之死地而後生,置之亡地而後存。」韓信熟讀兵書,當然知道運用地形最有利,但率領的部隊並沒有經過嚴格訓練,所以用了「負負得正」的解法,讓士兵陷於絕境中,發揮驚人戰鬥力。韓信雖然出奇兵打了勝仗,但後來和項羽決戰,卻採用了最四平八穩的「十面埋伏」陣法克敵。同樣一個元帥,面對不同的敵人,有不同的作戰法,這叫戰勝不復,即便上次用這並法贏得再漂亮,下一回也不可以再用了。韓信知道用兵不能拘於一格,所以能一戰成功,之後更能因敵變化,做到「致人而不致於人」。

    貨櫃崇拜(Cargo Cult)

    貨櫃崇拜是一種拜物信仰,起源自南太平洋美拉尼西亞群島上的原住居民,流行於1913以後。當地原住民眼見,殖民政府官員可以源源不斷收到貨機或貨船載來的供應品,於是開始仿造各種機場設備,由酋長或巫師模仿飛行員或塔台管制員,相信祖靈終有一天會搭船或飛機重返居住地,帶回大量歐式貨物,讓自己可以不必苦於勞動,從當地白人的統治下解脫。

    二次大戰時期,美軍在南太平洋作戰,運送許多補給品到偏僻島嶼,戰後用剩的補給品則留在當地。原住民認為,那些武器、醫藥、罐頭和可樂都是美軍帶來的「神蹟」,開始膜拜起美國大兵。在島國萬那杜(Vanuatu)的塔納島(Tanna),島民信奉的神名為約翰‧弗盧姆(John Frum),是二戰時駐防當地的美國水手。島民在陸地上修造了許多倉庫,等待貨物自天空降臨,而每年2月15日是「弗魯姆日」,島民都會升起美國旗、穿上自製軍裝、在胸口寫上「USA」、拿木步槍巡遊,盼弗盧姆帶來財富。另外也有部分島民堅信,英國女王伊麗莎白二世的丈夫菲利普親王才是真神。2006年,美國援助發展中國家的千年挑戰基金(Millenium Challenge Account)提供萬那杜6,570萬美元援助金,弗魯姆教派領袖深信,這是信徒虔誠禱告60年的成果,即便財政官員費盡唇舌解釋,信徒還是不為所動。物理學家費曼(Richard Feynman)把某些科學叫做「貨櫃崇拜科學」(Cargo Cult Science),批評這種科學就像島民舉行的儀式一樣,光模仿科學研究方法,卻沒有真正的科學內涵,再怎麼膜拜,貨機也不會再度降臨。
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    Language
    Traditional Chinese
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