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如何提升業(yè)務(wù)?不妨從童話(huà)書(shū)里找答案

Erin Ganju
2018-09-26

只要有的放矢地了解消費(fèi)者或自己的客戶(hù),積極響應(yīng)客戶(hù)的反饋,任何人都可以創(chuàng)造更多發(fā)展業(yè)務(wù)的機(jī)會(huì)。

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令人驚奇的是,我們可以從兒童書(shū)或經(jīng)典童話(huà)故事里學(xué)習(xí)領(lǐng)導(dǎo)力。例如,瑪格麗特·懷絲·布朗的經(jīng)典繪本《晚安,月亮》里,一只小兔子向臥室里的每一件小東西說(shuō)晚安,甚至?xí)?duì)著“不在這里的人”真誠(chéng)地說(shuō)晚安。故事非常簡(jiǎn)單,許多人把它作為孩子睡覺(jué)前的必讀故事,但我認(rèn)為它傳達(dá)出一條明確的信息——承認(rèn)小事物的重要性,即使它們看起來(lái)很不起眼或者毫無(wú)價(jià)值。這條信息也完美體現(xiàn)了我今年學(xué)到的領(lǐng)導(dǎo)力經(jīng)驗(yàn):只要你能發(fā)現(xiàn)和了解受你影響的所有人的需求,你便可以為組織做出最明智的決定。

因此,在我的公司Room to Read,我們會(huì)根據(jù)計(jì)劃的結(jié)果對(duì)其進(jìn)行評(píng)估,以確定哪些需求是重中之重,以及我們可以在哪些方面產(chǎn)生最大的影響力。我們會(huì)通過(guò)調(diào)查研究來(lái)確認(rèn)這些小事情,例如,我們會(huì)弄清楚對(duì)于我們出版的圖書(shū),孩子們到底喜歡它們的哪些方面,或者有哪些具體的風(fēng)險(xiǎn)表明一個(gè)女孩可能無(wú)法完成學(xué)業(yè)。我們發(fā)現(xiàn),孩子們喜歡上我們的本地語(yǔ)言圖書(shū),是因?yàn)椴噬牟鍒D,以及這些圖書(shū)的字體、字號(hào)和每頁(yè)的字?jǐn)?shù)都易于閱讀。

通過(guò)調(diào)研和與孩子們的交流,我們最終確定了需要在哪些方面投入時(shí)間和資源。更多適合兒童的圖書(shū),將吸引越來(lái)越多的孩子從圖書(shū)館里借書(shū),最終養(yǎng)成終生受益的閱讀習(xí)慣。此外,憑借我們的早期預(yù)警系統(tǒng),我們掌握了如何發(fā)現(xiàn)最有可能無(wú)法完成學(xué)業(yè)的女孩,這讓我們可以為有需要的女孩提供針對(duì)性的額外支持。我認(rèn)為,只要有的放矢地了解消費(fèi)者或自己的客戶(hù),積極響應(yīng)客戶(hù)的反饋,任何人都可以創(chuàng)造更多發(fā)展業(yè)務(wù)的機(jī)會(huì)。

作為一家全球性非營(yíng)利組織的領(lǐng)導(dǎo)人,過(guò)去一年充滿(mǎn)了挑戰(zhàn),但也讓我收獲頗豐。尼泊爾地震之后,我們的工作重點(diǎn)是幫助尼泊爾和其他亞非國(guó)家重建教育基礎(chǔ)設(shè)施,并且實(shí)現(xiàn)了影響1000萬(wàn)兒童的目標(biāo)。如果沒(méi)有拿出時(shí)間確認(rèn)那些能夠推動(dòng)我們事業(yè)發(fā)展的小事情,我們可能很難應(yīng)對(duì)各種挑戰(zhàn),更遑論取得這一里程碑式的成就。(財(cái)富中文網(wǎng))

譯者:劉進(jìn)龍/汪皓

審校:任文科

It’s amazing what one can learn about leadership from a children’s book or classic fairytale. Take, for example, Margaret Wise Brown’s classic Goodnight Moon in which a rabbit says goodnight to every little thing in his bedroom, and even says a sincere goodnight to “Nobody.” The story is simple and often thought of as a bedtime ritual, but I think it sends a clear message about the importance of recognizing the little things, no matter how small or seemingly insignificant. It also perfectly highlights what I’ve learned about leadership this year: You can make the most informed decisions for your organization when you recognize and understand the needs of those you are affecting.

For this reason, at Room to Read we assess our programs by their outcomes in order to determine what needs are high priority and where we can provide the most impact. We recognize the little things by dedicating research to figuring out, for instance, what exactly children like about the books we publish, or what specific risks indicate a girl may not complete her education. We learned that children enjoyed our local language books on account of their colorful illustrations, and the fact that their fonts, letter sizes, and number of words per page make them easier to read.

All of our research efforts and conversations with children ultimately clarified where we should invest our time and resources. With more kid-friendly books on the shelves, more children will check out books from their libraries and develop a lifelong habit of reading. We also now understand how to identify girls who are most at risk of not completing their education thanks to our early-warning system that enables us to provide additional targeted support to girls in need. I think anyone who takes a targeted approach to understanding their consumer or client base, and responding to feedback, will create many more opportunities for the growth of their business.

It has been a challenging, but rewarding year to be a leader of a global nonprofit organization — following the earthquakes in Nepal, we are focused on rebuilding the educational infrastructure in that country and across Asia and Africa, and have reached our goal of impacting 10 million children.We would not have worked through these challenges or reached this milestone had we not taken the time to acknowledge the little things that drive our business forward.

財(cái)富中文網(wǎng)所刊載內(nèi)容之知識(shí)產(chǎn)權(quán)為財(cái)富媒體知識(shí)產(chǎn)權(quán)有限公司及/或相關(guān)權(quán)利人專(zhuān)屬所有或持有。未經(jīng)許可,禁止進(jìn)行轉(zhuǎn)載、摘編、復(fù)制及建立鏡像等任何使用。
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