賴夫利談策略的艱難選擇

A.G. Lafley on Strategy's Tough Choices
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前寶僑執行長賴夫利解釋,為什麼策略不能只是一種抱負。

賴夫利(A.G. Lafley):很多時候,人們受困於自己的抱負,而坦白說,抱負從來未能推動他們的策略。我們把這個普遍的錯誤,稱為從未實現的夢想。這樣的夢想凝聚了團隊,甚至可能凝聚了組織,談論一些高層次、鼓舞人心的抱負或目標。然後就此打住。

他們沒有選擇要從哪裡著手推動。他們從未討論過,該如何在自己準備進入的市場成為贏家。他們從不討論各項活動或核心能力。但願他們擁有能指導推動這一切的管理制度。如果你止步於夢想階段,沒有把它轉化為最佳策略實務,夢想極有可能永遠不會實現。

(劉純佑譯)


A.G. Lafley : Too many times, people can get caught up in aspiration and inspiration and frankly, never take their strategy work any further. We call this common mistake dreams that never come true. So they gather the team together, they may even gather the organization together, and they talk about some high-level, inspiring aspiration or goal. And then they leave it there.

No choices are ever made about where to play. They never get to a conversation of how they're possibly going to win where they're going to play. They don't ever talk about activities or core competencies. And god forbid that they'd have management systems to guide all of this. When you stop at the dream and you don't put it into best strategic practice, it's highly unlikely that that dream will ever come true.



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