![""]("http:\/\/image.webservices.ft.com\/v1\/images\/raw\/http%3A%2F%2Fi.ftimg.net%2Fpicture%2F2%2F000064292_piclink.jpg?source=ftchinese&width=670&height=377&fit=cover")
<\/center><\/p>\n\u3000\u3000\u82f1\u570b\u300a\u91d1\u878d\u6642\u5831\u300b \u7d04\u7ff0•\u52a0\u666e<\/p>\n
\u3000\u3000\u6c92\u6709\u4eba\u6703\u8acb\u4e00\u500b\u81ea\u5bb6\u623f\u5c4b\u5012\u584c\u7684\u5efa\u7bc9\u5e2b\uff0c\u4e5f\u6c92\u6709\u4eba\u6703\u8acb\u4e00\u500b\u81ea\u5bb6\u7ba1\u9053\u7834\u88c2\u7684\u7ba1\u9053\u5de5\u3002\u90a3\u9ebd\u70ba\u4ec0\u9ebd\u6709\u4eba\u6703\u8acb\u4e00\u500b\u6bc0\u4e86\u81ea\u5df1\u500b\u4eba\u54c1\u724c\u7684\u54c1\u724c\u5c08\u5bb6\u5462?<\/p>\n
\u3000\u3000\u5ee3\u544a\u516c\u53f8\u76db\u4e16\u9577\u57ce(Saatchi & Saatchi)\u4e3b\u5e2d\u3001\u76db\u4e16\u9577\u57ce\u6bcd\u516c\u53f8\u967d\u7345\u96c6\u5718(Publicis)\u201c\u9996\u5e2d\u6559\u7df4\u201d\u51f1\u6587•\u7f85\u4f2f\u8328(Kevin
\nRoberts)\u5c31\u9047\u5230\u4e86\u9019\u7a2e\u56f0\u96e3\u3002\u7f85\u4f2f\u8328\u65bc\u4e0a\u5468\u4e09\u5ba3\u4f48\u8fad\u8077\uff0c\u56e0\u70ba\u4ed6\u6709\u95dc\u5ee3\u544a\u754c\u5973\u6027\u7684\u8a00\u8ad6\u6fc0\u6012\u4e86\u967d\u7345\u9996\u5e2d\u57f7\u884c\u5b98\u83ab\u88e1\u65af•\u96f7\u7dad(Maurice
\nL\u00e9vy)\uff0c\u8b93\u540c\u4e8b\u61a4\u6012\uff0c\u4e26\u8b93\u5ba2\u6236\u60f3\u8981\u7092\u6389\u4ed6\u7684\u516c\u53f8\u3002<\/p>\n
\u3000\u3000\u7f85\u4f2f\u8328\u6b63\u5728\u767c\u73fe\u4ed6\u5beb\u7684\u95dc\u65bc\u5ee3\u544a\u548c\u54c1\u724c\u5851\u9020\u7684\u66f8\u4e0a\u6c92\u6709\u7684\u6771\u897f\uff0c\u5305\u62ec\u525b\u51fa\u7248\u7684\u300a64\u62db\uff1a\u5982\u4f55\u9818\u5c0e\u760b\u72c2\u7684\u4e16\u754c\u300b(64 Shots: Leadership in a
\nCrazy World)\u3002\u4f01\u696d\u540d\u8b7d\u662f\u6709\u5f48\u6027\u7684\uff1a\u7576\u4f01\u696d\u7684\u5f62\u8c61\u53d7\u640d\u6642\uff0c\u66f4\u63db\u7ba1\u7406\u5c64\u6216\u6230\u7565\u5f80\u5f80\u6703\u6062\u5fa9\u540d\u8b7d\u3002\u4f46\u500b\u4eba\u540d\u8b7d\u5f88\u8106\u5f31\uff1a\u4e00\u65e6\u51fa\u73fe\u554f\u984c\u5c31\u53ef\u80fd\u662f\u81f4\u547d\u7684\u3002<\/p>\n
\u3000\u3000\u4ed6\u70ba\u4f55\u9019\u9ebd\u505a\u662f\u500b\u8b0e\u3002\u5ee3\u544a\u548c\u71df\u92b7\u754c\u7684\u6027\u5225\u591a\u6a23\u5316\u662f\u500b\u654f\u611f\u8a71\u984c\uff0c\u9019\u4e26\u975e\u4ec0\u9ebd\u79d8\u5bc6\u3002\u8207\u7f85\u4f2f\u8328\u9019\u6a2366\u6b72\u7684\u7537\u6027\u76f8\u6bd4\uff0c\u5973\u6027\u9032\u5165\u967d\u7345\u96c6\u5718\u9019\u6a23\u7684\u5ee3\u544a\u516c\u53f8\u8463\u4e8b\u6703\u7684\u6a5f\u6703\u5c0f\u5f97\u591a\u3002\u4f60\u6700\u597d\u662f\u5728\u9019\u500b\u8a71\u984c\u65c1\u908a\u639b\u4e00\u584a\u201c\u8b39\u8a00\u614e\u884c\u201d\u7684\u8b66\u793a\u724c\uff0c\u518d\u639b\u4e00\u584a\u201c\u5225\u8b93\u83ab\u88e1\u65af\u96e3\u582a\u201d\u7684\u724c\u5b50\u3002<\/p>\n
\u3000\u3000\u96f7\u7dad\u672c\u4eba\u5728\u4eca\u5e745\u6708\u4e5f\u6709\u5931\u8aa4\uff0c\u7576\u6642\u7af6\u722d\u5c0d\u624bWPP\u65d7\u4e0b\u5ee3\u544a\u516c\u53f8\u667a\u5a01\u6e6f\u905c(J Walter
\nThompson)\u7684\u9996\u5e2d\u57f7\u884c\u5b98\u5728\u88ab\u6307\u767c\u8868\u7a2e\u65cf\u4e3b\u7fa9\u548c\u6027\u5225\u6b67\u8996\u8a00\u8ad6\u5f8c\u8fad\u8077\uff0c\u96f7\u7dad\u5c0d\u6b64\u7684\u8a55\u50f9\u8f15\u63cf\u6de1\u5beb\u3002\u967d\u7345\u9ad8\u7ba1\u59d4\u54e1\u6703\u4e2d\u76844\u540d\u6210\u54e1\u4e2d\u67093\u540d\u662f\u7537\u6027\uff0c\u5305\u62ec\u7f85\u4f2f\u8328\uff0c\u540c\u6642\u5176\u57f7\u884c\u59d4\u54e1\u6703\u753118\u540d\u7537\u6027\u548c\u5169\u540d\u5973\u6027\u7d44\u6210\u3002<\/p>\n
\u3000\u3000\u7136\u800c\uff0c\u7f85\u4f2f\u8328\u5728\u63a5\u53d7Business
\nInsider\u63a1\u8a2a\u6642\u89f8\u78b0\u4e86\u9019\u500b\u8a71\u984c\u3002\u4ed6\u5c0d\u6027\u5225\u5e73\u7b49\u7684\u8a0e\u8ad6\u4e0d\u5c51\u4e00\u9867\uff0c\u8a8d\u70ba\u201c\u4e00\u5207\u90fd\u5df2\u7d50\u675f\u201d\uff0c\u4ed6\u8aaa\u8a31\u591a\u5973\u6027\u4e0d\u60f3\u88ab\u63d0\u62d4\uff0c\u56e0\u70ba\u201c\u5979\u5011\u7684\u62b1\u8ca0\u4e0d\u662f\u7e31\u5411\u62b1\u8ca0\u201d\uff0c\u4e26\u8868\u793a\u4e3b\u5f35\u6027\u5225\u6b0a\u5229\u7684\u524d\u5ee3\u544a\u516c\u53f8\u9ad8\u7ba1\u8f9b\u8fea•\u84cb\u6d1b\u666e(Cindy
\nGallop)\u6709\u201c\u81ea\u8eab\u7684\u554f\u984c\u201d\u3002<\/p>\n
\u3000\u3000\u4ed6\u4e26\u4e0d\u8822\uff0c\u90a3\u9ebd\u4ed6\u70ba\u4f55\u5982\u6b64\u8352\u8b2c\u3001\u72c2\u5984\u548c\u4ee4\u4eba\u8a0e\u53ad\u5462?\u5f9e\u300a64\u62db\u300b\u548c\u300a\u81f3\u611b\u54c1\u724c\u300b(Lovemarks)\u90fd\u53ef\u4ee5\u767c\u73fe\u539f\u56e0\uff0c\u5f8c\u8005\u662f\u7f85\u4f2f\u8328\u57282004\u5e74\u6240\u8457\u7684\u4e00\u4efd\u5145\u65a5\u8457\u201c\u6311\u91c1\u6027\u89c0\u9ede\u201d\u7684\u5ba3\u8a00\u3002\u4ed6\u5728\u300a64\u62db\u300b\u4e2d\u72c2\u5984\u5730\u5ba3\u7a31\uff1a\u201c\u6211\u760b\u4e86\u3002\u4f60\u5011\u61c9\u8a72\u4e5f\u760b\u72c2\u8d77\u4f86\u3002\u6211\u662f\u898f\u5247\u7684\u9023\u74b0\u7834\u58de\u8005\u3002\u6211\u7834\u58de\u5f97\u8d8a\u591a\uff0c\u6211\u5c31\u8d8a\u6210\u529f\u3002\u201d<\/p>\n
\u3000\u3000\u5728\u4e00\u500b\u4ee5\u5438\u5f15\u773c\u7403\u548c\u5ee3\u544a\u8a9e\u70ba\u57fa\u790e\u7684\u884c\u696d\u91cc\uff0c\u7f85\u4f2f\u8328\u662f\u4e00\u500b\u81ea\u5c01\u7684\u7834\u58de\u8005\u3002\u5f9e\u4ed6\u5c0d\u84cb\u6d1b\u666e\u7684\u8cb6\u640d\u53ef\u4ee5\u770b\u51fa\u8077\u696d\u4e0a\u7684\u5ac9\u5992\u2014\u2014\u5f8c\u8005\u662f\u771f\u6b63\u7684\u7834\u58de\u8005\uff0c\u5979\u91dd\u5c0d\u8272\u60c5\u4f5c\u54c1\u7684\u6d41\u884c\u4ee5\u53ca\u5b83\u5c0d\u81ea\u5df1\u6027\u751f\u6d3b\u7684\u5f71\u97ff\u505a\u4e86\u4e00\u6b21Ted\u6f14\u8b1b\u3002\u5979\u9084\u5728\u5ba3\u50b3\u6027\u5225\u6b67\u8996\u7684\u53ef\u6065\u65b9\u9762\u505a\u4e86\u5927\u91cf\u6709\u50f9\u503c\u7684\u5de5\u4f5c\u3002<\/p>\n
\u3000\u3000\u53cd\u99c1\u5973\u6027\u53d7\u5230\u6b67\u8996\u7684\u89c0\u9ede\u53ef\u80fd\u5f88\u760b\u72c2\uff0c\u4f46\u7f85\u4f2f\u8328\u5728\u9019\u91cc\u7528\u4e86\u4e00\u7a2e\u65b9\u6cd5\u3002\u5b83\u6e90\u65bc\u7576\u524d\u6700\u6d41\u884c\u7684\u71df\u92b7\u7406\u5ff5\uff0c\u90a3\u5c31\u662f\u201c\u514d\u8cbb\u5a92\u9ad4\u201d\u3002\u5b83\u662f\u6307\u54c1\u724c\u901a\u904e\u5ba2\u6236\u7684\u95dc\u8a3b\u548c\u5728Facebook\u548cTwitter\u7b49\u793e\u4ea4\u5a92\u9ad4\u5e73\u81fa\u4e0a\u8868\u9054\u5fe0\u8aa0\u800c\u8d0f\u5f97\u7684\u66dd\u5149\u5ea6\uff0c\u8207\u5ee3\u544a\u696d\u7684\u201c\u4ed8\u8cbb\u5a92\u9ad4\u201d\u76f8\u53cd\u3002<\/p>\n
\u3000\u3000\u201c\u514d\u8cbb\u5a92\u9ad4\u201d\u7684\u6700\u4f73\u6a21\u5f0f\u662f\u81ea\u767c(\u6216\u8005\u5728\u67d0\u6a5f\u69cb\u7684\u9f13\u52f5\u4e0b\u770b\u8d77\u4f86\u50cf\u662f\u81ea\u767c)\u8868\u9054\u5c0d\u67d0\u54c1\u724c\u7684\u5fe0\u8aa0\u3002\u516c\u53f8\u70ba\u4e86\u8b93\u6d88\u8cbb\u8005\u8a8d\u70ba\u5b83\u5011\u7684\u5ee3\u544a\u6709\u8da3\u6216\u5438\u5f15\u4eba\uff0c\u5f9e\u800c\u4f7f\u5ee3\u544a\u201c\u50cf\u75c5\u6bd2\u822c\u64f4\u6563\u201d\uff0c\u4e0d\u60dc\u82b1\u8cbb\u91cd\u91d1\u3002\u7f85\u4f2f\u8328\u5728\u5f6d\u535a\u96fb\u8996(Bloomberg
\nTelevision)\u4e0a\u8868\u793a\uff1a\u201c\u6539\u8b8a\u5c0d\u8a71\u7684\u4eba\u662f\u2018\u6211\u5011\u4eba\u6c11\u2019\uff0c\u6211\u5011\u5982\u4f55\u63a5\u6536\u548c\u5171\u4eab\u4fe1\u606f\u3002\u201d<\/p>\n
\u3000\u3000\u201c\u514d\u8cbb\u5a92\u9ad4\u201d\u7684\u6b21\u4f73\u6a21\u5f0f\u662f\u8d0f\u5f97\u95dc\u8a3b\uff0c\u5373\u4fbf\u4f60\u8aaa\u7684\u8a71\u5f88\u7121\u6065\u3002\u5510\u7d0d\u5fb7•\u7279\u6717\u666e(Donald
\nTrump)\u6975\u70ba\u64c5\u9577\u501f\u52a9\u96fb\u8996\u548c\u793e\u4ea4\u5a92\u9ad4\u5c07\u500b\u4eba\u6311\u91c1\u548c\u4f01\u696d\u54c1\u724c\u63a8\u5ee3\u878d\u5408\u5728\u4e00\u8d77\uff0c\u4e26\u5c07\u9019\u7a2e\u6a21\u5f0f\u64f4\u5927\u81f3\u7f8e\u570b\u7e3d\u7d71\u5927\u9078\u4e2d\u3002\u7f85\u4f2f\u8328\u5728\u8ac7\u5230\u9019\u4f4d\u5171\u548c\u9ee8\u7e3d\u7d71\u5019\u9078\u4eba\u6642\u8868\u793a\uff1a\u201c\u4ed6\u7372\u5f97\u4e864\u5104\u7f8e\u5143\u7684\u2018\u514d\u8cbb\u5a92\u9ad4\u2019\uff0c\u56e0\u70ba\u4ed6\u7684\u8a71\u5f88\u523a\u6fc0\u3001\u5f88\u6311\u91c1\uff0c\u5373\u4f7f\u6709\u4e9b\u6975\u7aef\u3002\u201d<\/p>\n
\u3000\u3000\u7f85\u4f2f\u8328\u8a8d\u70ba\uff0c\u516c\u53f8\u5fc5\u9808\u8b93\u71df\u92b7\u66f4\u731b\u70c8\u3001\u66f4\u52c1\u7206\u548c\u4e0d\u53ef\u9810\u6e2c\uff0c\u5f9e\u800c\u9069\u61c9\u4e00\u500b\u5145\u65a5\u8457\u6613\u8b8a\u6027(volatility)\u3001\u4e0d\u78ba\u5b9a\u6027(uncertainty)\u3001\u5fa9\u96dc\u6027(complexity)\u548c\u6a21\u7cca\u6027(ambiguity)\u7684\u201cVUCA\u201d
\n\u4e16\u754c\u3002\u5b83\u5011\u4e0d\u80fd\u518d\u4f9d\u8cf4\u53d7\u5230\u56b4\u683c\u76e3\u63a7\u7684\u3001\u5411\u88ab\u52d5\u53d7\u773e\u767c\u5e03\u7684\u4ed8\u8cbb\u5ee3\u544a\u3002<\/p>\n
\u3000\u3000\u6216\u8a31\u5982\u6b64\uff0c\u4f46\u516c\u53f8\u6709\u201c\u4fdd\u96aa\u95a5\u201d\uff1a\u5982\u679c\u4e00\u6b21\u54c1\u724c\u63a8\u5ee3\u6d3b\u52d5\u641e\u7838\u4e86\uff0c\u53ef\u4ee5\u653e\u68c4\u5b83\u3002\u5982\u679c\u516c\u53f8\u504f\u96e2\u8ecc\u9053\uff0c\u53ef\u4ee5\u6539\u8b8a\u71df\u92b7\u7b56\u7565\uff0c\u8abf\u6574\u9ad8\u7ba1\u548c\u904b\u71df\uff0c\u7e7c\u7e8c\u92b7\u552e\u7522\u54c1\u3002\u9ea5\u7576\u52de(McDonald\u2019s)\u7684\u6f22\u5821\u4f9d\u7136\u662f\u53d7\u4eba\u4fe1\u8cf4\u7684\u6f22\u5821\uff0c\u7121\u8ad6\u5b83\u7684\u5ee3\u544a\u770b\u8d77\u4f86\u591a\u9ebd\u7f8e\u5473\u6216\u662f\u4e0d\u597d\u5403\u3002<\/p>\n
\u3000\u3000\u500b\u4eba\u54c1\u724c\u6709\u6240\u4e0d\u540c\u3002\u5982\u679c\u4f60\u201c\u559c\u6b61\u628a\u4e8b\u60c5\u641e\u7838\u201d\u2014\u2014\u5c31\u50cf\u84cb\u6d1b\u666e\u5728\u5176Twitter\u4e0a\u7684\u500b\u4eba\u7c21\u4ecb\u4e2d\u627f\u8afe\u7684\u90a3\u6a23\u2014\u2014\u7576\u6311\u91c1\u51fa\u7d15\u6f0f\u6642\uff0c\u4f60\u5c31\u9003\u4e0d\u6389\u3002\u4f60\u6c92\u6709\u53ef\u4f9d\u8cf4\u7684\u7522\u54c1\uff0c\u4e5f\u6c92\u6709\u53ef\u4ee5\u89e3\u96c7\u7684\u9ad8\u7ba1\u3002\u500b\u4eba\u54c1\u724c\u8207\u500b\u4eba\u540d\u8b7d\u5bc6\u4e0d\u53ef\u5206\u3002<\/p>\n
\u3000\u3000\u6311\u91c1\u6027\u7684\u54c1\u724c\u5851\u9020\u6709\u4e9b\u50cf\u4fc4\u7f85\u65af\u8f2a\u76e4\u8ced\u3002\u4eba\u5011\u70ba\u4e86\u5728\u96fb\u8996\u4e0a\u9732\u81c9\u6216\u8005\u722d\u53d6\u6703\u8b70\u4e0a\u7684\u767c\u8a00\u6a5f\u6703\uff0c\u800c\u7e3d\u662f\u5fcd\u4e0d\u4f4f\u767c\u8868\u653b\u64ca\u6027\u548c\u6d6e\u8a87\u6027\u8a00\u8fad\u3002\u4f46\u5982\u679c\u4f60\u6301\u7e8c\u6263\u52d5\u61a4\u6012\u7684\u6273\u6a5f\uff0c\u5728\u67d0\u4e00\u523b\u5c31\u53ef\u80fd\u201c\u5175\u6557\u5982\u5c71\u5012\u201d\uff0c\u5c31\u50cf\u7f85\u4f2f\u8328\u5728\u9053\u6b49\u8072\u660e\u4e2d\u54c0\u5606\u7684\u90a3\u6a23\u3002<\/p>\n
\u3000\u3000\u9019\u4e00\u8b66\u544a\u4e0d\u50c5\u9069\u7528\u65bc\u4f5c\u79c0\u8005\uff0c\u800c\u4e14\u9084\u9069\u7528\u65bc\u6240\u6709\u6253\u9020\u500b\u4eba\u54c1\u724c\u4f86\u70ba\u4e8b\u696d\u589e\u8272\u7684\u4eba\u3002\u540d\u8072\u6709\u7528\uff0c\u4f46\u58de\u540d\u8072\u6c92\u7528\u3002<\/p>\n
\u3000\u3000\u8b6f\u8005\/\u9112\u7b56<\/p>\n","protected":false},"excerpt":{"rendered":"
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