[转帖]被夸大的公司使命从丑陋的资本家到艾柯卡崇拜(二）
<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 21pt; mso-char-indent-count: 2.0;"><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">跟可口可乐并非惟一一样，微软的使命感也可以在与它同时代的公司身上得到呼应——</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 朗讯：为我们的客户提供全世界最优质、最新的通讯设备、产品、技术和客户服务。以优秀的人才和技术为依托，我们将成为以客户为主导的高素质企业，并为股东提供稳定的高额回报；</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 苹果：致力于为全球</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">140</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">多个国家的学生、教育工作者、设计人员、科学家、工程师、商务人士和消费者提供最先进的个人计算机产品和支持；</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> </span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">sun</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">：成为最好的通信技术服务提供者，使员工得到最好的专业经验，使股东得到良好的投资回报，受到社会和大众的认可；</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> </span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">lsi(</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">美国大规模集成电路公司</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">)</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">：凭借我们在半导体设备方面所具有的迅速设计和批量生产的能力</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">在全球范围内为我们的客户提供具有竞争优势的产品</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 百视达</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">(blockbuster)</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">：成为全球领先的可租借娱乐器材公司</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">提供卓越的服务、优质的选择、便利的条件和理想的价值</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 保德</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">(baldor)</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">：成为设计、生产、销售电动发动机和驱动器的最优秀企业。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 很显然，这都是一些十分清晰的阐述，是一种“专业化的公司使命”。今天</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">进入全美</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">300</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">强的公司中——特别是那些新兴的、居于中坚力量的大公司，其公司使命的表述往往非常专业和简洁</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">它有着明确的边界感而很少掺杂不可捉摸的、容易被夸大的要素。</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">杰弗瑞·亚伯拉罕是一位非常有心的美国学者，他举数年之力，先后向全美</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">1600</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家顶级公司进行了征询，名单中包括《财富》</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">1000</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">强、《福布斯》</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">500</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">强</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">以及“全美百家最佳公司”到</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">2003</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年为止</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">他共收到了</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">875</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家公司的回复</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">其中</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">375</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">家公司有自己清晰的使命陈述。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 在此基础上，亚伯拉罕开展了一系列有价值的研究工作</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">其中一项有趣的工作是，他将</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">300</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">多个公司使命中出现的热门词汇进行了统计，共列出</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">69</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个关键词，结果出现最多和最少的</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">10</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">个关键词分别如下：</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 这是一组十分耐人寻味的“关键对比”，是玫瑰色与深蓝色的取舍很显然，对利益的直接追求和公司续存的现实考量，远远超出了公司对于抽象价值及公共责任的热衷。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 可以说：从可口可乐式到微软，从“抱负化的使命”向“专业化的使命”衍变，是美国过去一百年公司使命衍变的轨迹。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 中国企业的使命错位</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 中国企业必须在使命认识中从玫瑰色走向深蓝色</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">重新回到“基本面”</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 历史往往是如此相似。今日的中国正进入一个商业至上的奢华年代</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">从这里迸射出的炙热的商业热情，常常让人想起</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">20</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">世纪初期的美国，那个亨利·卢斯大声颂唱的财富创世纪</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">那个对商业顶礼膜拜深信技术的进步将洗去一切贫困、不平和忧伤的大年代。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><br/></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';"> 在中国</span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-bidi-font-family: 宋体;">社会对企业家的期许以及这个财富群体的自我膨胀即将达到顶点。如果拿美国百年商业史作为参照体一个让人不无尴尬的事实似乎是我们今天对企业家的公共责任以及公司使命的认识正停留在上世纪</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">20</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年代到</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><font face="">70</font></span><span style="COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-size: 10.5pt; mso-ascii-font-family: ''; mso-hansi-font-family: '';">年代之间。</span><span lang="EN-US" style="COLOR: black; mso-bidi-font-size: 10.5pt;"><p></p></span></p><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">为了写作本文，我和我的助手们曾经花了不少的时间，去收集中国企业的公司使命。结果我们发现，很多大公司并没有十分明确的使命陈述，它往往与公司的宗旨、远景、战略目标及成长理念等等交结在一起。然而经过细致的剥离</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">我们仍能清晰地梳理出这些公司在使命认识上的一些共同之处：</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> </span> <span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">中国企业的使命表述往往是不聚焦的，很难体现专业化的执着，从使命表述中，你基本上搞不清楚它到底专注于哪一个领域，它在哪一方面拥有自己独特的优势，它期望在哪一部分成为该行业甚至全球的领先者。这应该与当今国内企业普遍执行多元化的战略有关，在这一点上，中美大公司的差异性非常之大。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 中国企业的使命表述还往往与股东无关，在价值取向上十分模糊，从中我们基本看不到公司对其出资方所应当作出的承诺。这种对“有限公众利益”的漠视与它常常表现出来的对国家乃至民族利益的高调宣示形成了一种十分刺眼的对照。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 这些年，当我在从事中国企业成长史研究的时候，我经常会自问一个问题：中国企业与国际大公司的差距究竟有多远﹖差距是规模上的、技术上的、资本上的，还是战略能力上的﹖或许都有。或许在很多方面，我们都将一一超越。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 但是，至少在一个方面，我们迄今还没有意识到差距，那就是对企业的使命认识。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 当我们还陶醉在“</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">the glory and the dream</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">”</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">(</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">光荣与梦想</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">)</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的时代幻象中时，我们的强大竞争对手已经奔跑在另一个专业化的世纪跑道上。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 我们必须认识，在当今竞争激烈和日趋全球化的商业世界中，公司日渐成为一个纯粹的、追求“有限责任下之有限利益”的商业组织，企业在社会进步秩序中的角色扮演日益单纯，它对道德进步和公共利益的担当变得相对间接化，让公司去承担过多的公共责任，对企业家和社会而言，都是冒险的。如今广受推崇的商业偶像</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">从</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">ge</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的杰克·韦尔奇、</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">ibm</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">的郭士纳</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">到</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">2004</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">年红极一时的日产汽车</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">ceo</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">卡洛斯·戈恩，与当年的亨利·福特、</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">j</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">·摩根，甚至稍近的李·艾柯卡等相比</span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-bidi-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;">都要离公共利益和政治话语远得多。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 任何使命的实现都是需要成本的，不真实的、被夸大的使命感正在消耗着我们并不积厚的能量和资源，进而让我们在战略设计上往往容易多绕弯路，甚至陷入自掘的陷阱。</span><span lang="EN-US" style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: ""; mso-fareast-font-family: 宋体; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"><br/></span><span style="FONT-SIZE: 10.5pt; COLOR: black; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''; mso-bidi-font-family: ''; mso-font-kerning: 1.0pt; mso-ansi-language: EN-US; mso-fareast-language: ZH-CN; mso-bidi-language: AR-SA;"> 这样的声音是必要的：走出卢斯式的激情和艾柯卡式的崇拜，中国企业必须在使命认识中从玫瑰色走向深蓝色，重新回到“基本面”。</span>
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