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如何在商界取得成功?亞馬遜CEO有話要說

Siraj Datoo, 彭博社 2019年06月20日

貝佐斯認為,最重要的是以顧客為導向。弄清如何徹底取悅他們。

這位全球首富給嶄露頭角的新企業家提出了一些建議:絕不要忘記顧客,并坦然面對失敗。

在6月6日亞馬遜(Amazon.com Inc.)于拉斯維加斯舉辦的re:MARS會議上,公司的創始人和首席執行官杰夫·貝佐斯作了主旨發言。期間,他被邀請向創業者分享一些建議。

貝佐斯對觀眾說:“最重要的是以顧客為導向。弄清如何徹底取悅他們。”

亞馬遜曾經通過提供最低的商品價格來贏取顧客,即使那意味著虧損。而公司目前已經有1億名付費的Prime會員。

貝佐斯還表示,企業家要做好失敗的準備,并暗示要采取大膽的舉動才能獲得成功。他說:“你必須接受的一點在于,你的公司在很多方面來看就像一次試驗,試驗可能會失敗。沒關系,這就是風險所在。”

這位亞馬遜的首席執行官打了個比方,如果你是棒球選手,你可能會打出一些全壘打,但也會有不少次被三振出局。

他表示,棒球和經商的區別在于,你一次擊球最多只能得到4分,但在商界,有時一次成功可以贏得1,000分的回報。

他說:“按照概率分布,你應該努力拼搏。你會失敗很多次,沒關系,你需要營造支持失敗的文化。”

貝佐斯認為,如果你對自己的項目缺乏真正的信心,那么最好不要牽涉其中,因為那樣你很難與對手競爭。他說:“你必須對你將要開拓和奮斗的領域抱有一定的激情。”(財富中文網)

譯者:嚴匡正

The world’s richest man has some advice for budding entrepreneurs: Never forget about the customer, and feel comfortable with getting things wrong.

The founder and CEO of Amazon.com Inc. Jeff Bezos was speaking during a keynote at the company’s re:MARS conference in Las Vegas on June 6 when he was asked to share tips for anyone looking to start a business.

“The most important thing is to be customer obsessed,” Bezos told the audience. “Figure out how to absolutely delight them.”

Amazon has won over customers by historically offering the lowest price on a product, even if that means losing money. The company now also has 100 million paid subscribers to its Prime membership offering.

Bezos also said that entrepreneurs need to prepare for failure, hinting that bold moves need to be made to get ahead. “You’ve gotta accept that your business is going to be in many ways an experiment, and it might fail,” he said. “That’s OK. That’s what risk is.”

The Amazon CEO referenced the metaphor that if you swing for the fences in baseball, you’re going to hit some home runs—but you’ll also strike out a lot.

The difference, he said, between baseball and business, is that the maximum runs you can get when at bat is four, and sometimes, in business, a success will yield 1,000 runs.

He said: “The way that probability distribution is, you should be swinging hard. You are going to fail a lot, and it’s OK, and you need to have a culture that supports that.”

It’s not a good idea to get involved in a business unless you really believe in the project otherwise it’ll be tough to compete against your rivals, according to Bezos. “You have got to have some passion for the arena that you’re going to develop and work in,” he said.

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